Navigating the real cost of doing business

Williams’ global vision is tempered by hard‑won realism. “If you’re trying to do business in Nigeria, you’re going to have to meet whatever ministry—energy, agriculture— and that minister is going to expect you to take care of him and his family,” he says. In the United States those payments are illegal; overseas they are often considered the cost of entry. Williams advises entrepreneurs to add 10–20 percent to their budgets to cover such expenses, warning that without this “cost of doing business” they will encounter roadblocks. His candour about these practices, sometimes referred to as “pay to play,” underscores the importance of going into foreign markets with eyes wide open. It also highlights the need for due diligence: according to a guide on international transactions, proper due diligence helps businesses identify legal, cultural and financial risks before they commit.

Relationships first

For Williams, international expansion begins long before a contract is signed. “Get boots on the ground,” he advises. Without someone in‑country to guide you through local customs and bureaucracy, you risk losing money at the port or falling prey to dishonest brokers. He encourages entrepreneurs to build genuine relationships with the communities in which they hope to operate: attend sporting events, visit local social clubs and spend time with residents before talking business. “If you think you’re going to do business with just a phone call, you might get your feelings hurt,” he warns. In many cultures, trust is cultivated over meals and shared experiences, not spreadsheets. This emphasis on relationships mirrors research showing that cultural fluency—understanding how people communicate and make decisions—is not optional but essential.

Williams also stresses the importance of knowing both formal and informal power structures. In some African and Caribbean countries, a mayor or minister may wield official authority while a respected elder or influential businessperson exercises actual control behind the scenes. Influencers also matter: in the age of social media, a single TikTok or YouTube review can attract thousands of customers to a new restaurant or product. Williams encourages entrepreneurs to identify and engage local influencers who can champion their projects.

Cultural fluency and due diligence

Cultural sensitivity is more than politeness; it is a business necessity. Williams recounts entrepreneurs who offended potential partners simply by crossing their legs and showing the soles of their shoes—an insult in certain cultures. Elsewhere, bringing a female executive to the negotiating table has backfired because the local culture expects women to remain in the background. “You may not be able to maintain your own cultural practices and still get the win,” Williams admits. He urges entrepreneurs to research customs, etiquette and power dynamics before traveling. Legal frameworks, currency controls, political stability and environmental regulations also vary widely. As one due‑diligence guide notes, understanding local law, tax rules and compliance requirements helps companies avoid unexpected challenges in foreign markets. Williams recommends hiring local consultants or attorneys who can navigate these complexities and protect your interests.

Beyond advising others, Williams remains an active deal‑maker. He brokers commodities—gold, diamonds, oil and agricultural products—connecting sellers in Africa, the Caribbean and Latin America with buyers in the United States. He tells a sobering story from Sierra Leone: villagers in the mountains bring gold nuggets down to Lebanese‑owned stores and trade them for a 50‑pound bag of rice, unaware that each nugget is worth thousands of dollars. By forging ethical partnerships, Williams hopes to redirect wealth back into local communities rather than perpetuating exploitation. He urges Black entrepreneurs to leverage their networks to access the commodities market. “We all know somebody who knows somebody,” he says. “It may take three or six degrees of separation, but those relationships can get you paid.”

Williams is equally passionate about emerging technologies. He recently visited a factory in Las Vegas that manufactures hurricane‑ and earthquake‑resistant houses using steel and styrofoam panels. A 1,200‑square‑foot home can be assembled by four workers in nineteen hours and costs roughly US $84,000. The energy‑efficient design reduces a 5,000‑square‑foot home’s monthly power bill from US $3,200 to US $300. Such innovations, he believes, will revolutionize affordable housing worldwide. He is exploring opportunities to bring the technology to the Caribbean and to disaster‑prone regions where conventional wood construction is no longer viable. The project reminds him that the biggest opportunities often lie outside the mainstream—if you are willing to look.

Digital influence and new markets

Williams does not romanticize globalization. He recognizes that technology has democratized access to international markets but also increased competition. Cable television is fading, replaced by streaming platforms, while TikTok and YouTube shape consumer behaviour. He recommends micro‑targeting—delivering marketing messages to the specific audiences most likely to respond—as a cost‑effective way to promote products and events. He recounts a local influencer in Washington, D.C., who can fill a venue by promoting a party to her 15,000‑person network. Likewise, a young YouTuber who reviews Black‑owned restaurants generates viral traffic and revenue through his endorsements. Entrepreneurs must adapt to these new paradigms or risk being left behind.

Advice for entrepreneurs

Williams’ advice for aspiring global entrepreneurs is pragmatic and hopeful:

• Find a credible partner.Whether your business is agriculture, commodities or technology, engage a consultant who understands both your home market and the target country. Their credibility opens doors and guides you through informal processes.
• Do your due diligence.Research laws, taxes, employment regulations and political stability. Assess financial health and currency risks. Understand cultural norms and business etiquette.
• Budget for the unexpected.In many countries, unofficial payments are part of doing business. Plan for these costs rather than being blindsided later.
• Respect local culture.Adapt your behaviour to local customs. Be humble, listen and build genuine relationships.
• Leverage your network.Ask friends, colleagues and family who they know in your target industry or country. Hidden connections can lead to opportunities.
• Embrace digital platforms.Use social media and influencers to tell your story and reach new audiences.

The personal side: The Juan & Only

Behind the businessman is a storyteller. Williams’ memoir, The Juan & Only, chronicles his journey from the streets of Baltimore to political office and beyond. It is part cautionary tale, part love letter to family and faith. In it he confronts mistakes, celebrates triumphs and reflects on how loss and love shaped him into the leader he is today. The book reminds readers that global ambition must be rooted in personal integrity and purpose. As he writes, “Success is not defined by how much money you make or how many people know your name; it’s defined by how many lives you lift along the way.”

Conclusion: Embracing a global vision

Williams’ story is one of resilience, curiosity and service. He transformed a local political career into a platform for global entrepreneurship, using his influence to help Black business owners expand beyond their neighbourhoods. His message to readers of Affluential Magazine is clear: the world is vast, and so are the opportunities for those willing to explore it. International expansion is not for the faint of heart—it demands cultural fluency, ethical partnerships and meticulous planning. But for entrepreneurs who dream big and prepare well, the rewards can be life‑changing. As Williams often tells his clients, “Don’t let fear or unfamiliarity hold you back. Do your homework, build the right relationships, and go get yours.”

Dr. Donjuan L. Williams is a Washington, D.C.-area public servant and business strategist whose work bridges community leadership with enterprise growth. A former three-term Mayor of the City of Glenarden, Maryland, and a re-elected Councilman, Dr. Williams brings seasoned perspective on community empowerment, economic development, and results-driven governance. He is the CEO/President of DJ Williams and Associates, LLC, a consulting firm that helps nonprofits and small businesses strengthen impact and revenue through strategic planning, public policy and advocacy, community economic development, organizational development and management, brand and image development, media and public relations, event management, and training. His background includes a PhD in Christian Counseling, an MBA focused on Management and Leadership, and a Master’s degree in Procurement and Acquisition; he is also pursuing additional graduate study in business administration. Learn more at djwilliamsandassociates.com.

Editor & Publisher: Max Fortune

Affluential Magazine
fortune@affluentialmagazine.com | AffluentialMagazine.com