(Business in Cameroon) – A chemist by training, Salamatou Bantse made a successful shift into corporate services when she founded Pomme Rouge SARL. Her company offers high-end mobility solutions at affordable rates for major firms in Cameroon, including Huawei. Bantse’s career highlights her impressive move from a scientific background to leading a respected service company. In this interview, she discusses changes in Cameroon’s business landscape, the challenges of management in a constrained environment, the realities of women’s entrepreneurship, the role of digital innovation, and the reforms needed to improve the country’s business climate.
Business in Cameroon: As CEO of Pomme Rouge, a corporate transport services company based in Douala, how would you describe changes in Cameroon’s business environment during the 2018-2025 presidential term? What concrete changes have you seen in your dealings with government offices, in administrative procedures, and in the overall business climate? Have these developments made managing your company easier or more difficult?
Salamatou Bantse: Cameroon’s business environment between 2018 and 2025 has shown mixed, even contradictory, trends. On one hand, there has been notable progress, especially through government reforms and the rapid expansion of the digital economy. Wider access to the internet and mobile services has opened up new opportunities and streamlined operations: tax filing, CNPS payments, and applications for national ID cards and permits are now digitized, saving significant time.
On the other hand, challenges remain. Administrative procedures are still cumbersome and time-consuming despite efforts to simplify them. Corruption, though less visible than before, remains a problem. Greater market openness has increased international competition, pushing local businesses to constantly innovate and improve their services. Finally, government payment delays put severe pressure on company cash flow; a business can show a positive operating balance yet still be on the brink of failure due to a lack of liquidity.
Your company has weathered multiple crises in recent years, from COVID-19 to inflation and global geopolitical shocks. How did Pomme Rouge adapt its business model to survive and even grow in such challenging conditions? What strategic lessons have you drawn from these experiences?
These crises were real stress tests for Pomme Rouge. They built our resilience and strengthened our stability.
At the height of the pandemic, we had no choice but to urgently rethink our business model. Diversifying our services, including remote work support, online project management, and distance training, allowed us to stay operational and explore new markets. Flexibility became our guiding principle: adopting agile processes, integrating digital tools, and enhancing collaboration all improved our efficiency. We also strengthened our relationships with clients.
Flexibility became our guiding principle: adopting agile processes, integrating digital tools, and enhancing collaboration all improved our efficiency. We also strengthened our relationships with clients
Through transparent communication and personalized service, we were able to understand their needs in real time. We implemented strict hygiene measures to reassure them and maintain their trust, a key factor in keeping the business running.
These challenges taught us three key lessons: resilience, built on readiness and adaptability; flexibility, which turns crises into opportunities; and the importance of open, consistent communication with all stakeholders. Today, we’re stronger, better prepared to handle uncertainty, and more capable of turning future challenges into drivers of growth and innovation.
Your clients include several subsidiaries of multinational corporations. How have these companies’ needs and expectations evolved? Have you noticed any changes in their investment strategies, service standards, or expectations toward local providers like Pomme Rouge?
The evolving needs of our clients, particularly international ones, have defined this period. They reflect both global geopolitical shifts and the growing maturity of the Cameroonian market.
I’ve observed a clear shift in investment strategies: companies are more cautious and selective but remain engaged, focusing on high-growth sectors rather than pulling out of the market.
At the same time, service standards have risen sharply. Clients no longer settle for services merely “adapted to local conditions.” They now demand international quality, complete reliability, and strict adherence to deadlines.
Clients no longer settle for services merely “adapted to local conditions.” They now demand international quality, complete reliability, and strict adherence to deadlines
These heightened expectations go beyond quality. Our clients seek the agility of local firms, the ability to combine on-the-ground expertise with global standards. They also expect total transparency, with regular communication and sophisticated reporting tools.
To meet these demands, we overhauled our approach: strengthening staff training, adopting sustainable practices in line with ESG standards, and developing innovative solutions. These changes are a continuous challenge but also a powerful growth driver, pushing us to excel and boosting our competitiveness in Cameroon and abroad.
As a woman entrepreneur in a sector traditionally viewed as male-dominated, what specific challenges have you faced in Cameroon’s business environment? How has the landscape for women entrepreneurs evolved in recent years, and what challenges still remain?
This question resonates deeply with me because it captures the complex reality facing women entrepreneurs in Cameroon. My personal experience, however, has been different from what many might expect. I’ve never faced gender-based discrimination in my professional interactions. In my dealings with institutions, partners, and clients, I’ve always encountered openness, respect, and constructive dialogue.
I’ve never faced gender-based discrimination in my professional interactions. In my dealings with institutions, partners, and clients, I’ve always encountered openness, respect, and constructive dialogue
That said, I don’t downplay the barriers many women continue to face. At Pomme Rouge, our strategy has always been client-focused, staying flexible and building credibility through results, reliability, and financial discipline. This solid reputation made access to financing easier and kept gender from being a major issue in our business relationships.
The real challenges appear more clearly in the private sphere. Marriage and social expectations often make it harder for women to balance family life and entrepreneurship. These constraints are rarely institutional; they stem from perceptions, biases, and informal barriers that still need to be broken down.
Still, I’ve seen encouraging progress. Awareness of women’s entrepreneurship is growing, along with more support programs, though their impact remains modest for now.
Salamatou Bantse, CEO of Pomme Rouge
My advice to women is simple: focus on the quality of your work, build your credibility step by step, and never let gender serve as an excuse, either to hold you back or to push you forward. Challenges will always exist, but they can be overcome with discipline, determination, and professionalism.
Pomme Rouge aims to redefine corporate mobility by combining international quality with local service. How have innovation and digital transformation affected your sector? What technological opportunities have you taken advantage of, and how does the Cameroonian ecosystem support , or limit , entrepreneurial innovation?
Digital technology is at the heart of our business, but our approach to innovation has always been unconventional. We deliberately delayed launching our website, even though digital tools were already part of our daily operations. This apparent contradiction reflects our belief that innovation goes beyond technology.
In the mobility sector, innovation isn’t just about the algorithms that power platforms like Yango or Gozem. While those players dominate through speed and flexibility, we chose a different path built around two key pillars.
The first is a service tailored to corporations, aligned with their ESG and QHSE standards. Our drivers are officially employed, paid on time, and enjoy full health coverage and social protections rarely seen among local SMEs or platform-based operators. We also maintain high vehicle standards and minimize our carbon footprint, an advantage valued by clients committed to sustainability.
The second pillar is real-time digital responsiveness. We’re available 24/7 via WhatsApp and email, with response times under 20 minutes. This human touch, combined with digital efficiency, creates a distinct value in the market.
We’re available 24/7 via WhatsApp and email, with response times under 20 minutes. This human touch, combined with digital efficiency, creates a distinct value in the market
We also use Artificial Intelligence to anticipate multinational clients’ needs and align our processes with international standards, which are often missing from the local market. This helps us bridge the gap between global requirements and local realities.
At Pomme Rouge, innovation is mainly about improving processes and systems. Technology is simply a tool that supports this flexibility. Our experience shows that it’s possible to innovate and stand out, even in a challenging environment, by prioritizing creativity and discipline over imitation.
Looking ahead to 2025-2030, how do you see Cameroon’s business environment evolving? What key changes would you like to see to make it more supportive of local entrepreneurship? How can the authorities better help companies like yours contribute to the country’s economic growth?
My outlook for Cameroon’s business environment between 2025 and 2030 is optimistic but realistic about the challenges ahead. I envision a Cameroon where competitiveness and investment appeal drive sustained growth and vibrant entrepreneurship. Three priorities stand out.
First, an ambitious and well-designed tax reform. Despite progress, the tax burden on SMEs remains heavy. At Pomme Rouge, we’ve employed 30 people for eight years, a tangible contribution to the economy. A fairer, more balanced tax system would help us create more jobs and opportunities, even without higher margins.
Second, stronger investment in infrastructure. Reliable electricity, good roads, and robust telecommunications are essential. Providing health coverage to employees means little if hospitals don’t function properly, and renewing our fleet is pointless if roads remain in poor condition.
Third, building entrepreneurial capacity. We need practical training, mentoring, and support programs tailored to local realities, especially for SMEs, which form the backbone of our economy. More successful entrepreneurs also mean more clients for companies like ours.
Waiting 18 months for reimbursement forces us to borrow, yet we’re repaid only the principal, without any compensation for the financial strain this causes
The government can also make a real difference in three key areas: simplifying administrative processes, improving access to finance through guarantees and dedicated funds, and ensuring timely public payments. Waiting 18 months for reimbursement forces us to borrow, yet we’re repaid only the principal, without any compensation for the financial strain this causes.
