Inspiring Startup Stories of 10 African Entrepreneurs We Interviewed

This is startup stories 2 highlight, click here to read first edition. We understand that in the world of entrepreneurship, where the road ahead is often uncertain and challenging, startup stories serve as guiding lights.

They remind us that even the most celebrated business personalities faced struggles, rejections, and setbacks before achieving greatness. These startup stories will inspire you to persevere, innovate, and take risks in your own entrepreneurial endeavors.

Let’s jump into these lessons.

Startup Story of Veronica Gakio

• Industry: Fashion
• Country: Kenya
• Year founded: 2019

Veronica Nyakianda Gakio is the founder of Ankole luxury that deals in the designing and manufacturing of bespoke handmade jewelery, accessories which include but not limited to necklaces, earrings, bangles, pendants, cufflinks and candle holders. 

Each piece has been handcrafted by a small dedicated team of highly experienced local artisans using repurposed horn, brass and stones. 

Ankole Luxury also deals with the design and manufacturing of leather bags. As a brand, Ankole Luxury supports, empowers and works with local artisans for all their production. 

Veronica actively volunteers in two organizations, Andy Speaks for Special Needs Persons and DTSK (Differently Talented Society of Kenya) which advocates, creates awareness and provides psychosocial-support to parents of children on the autism spectrum.

Click here to watch the full interview.

Entrepreneurial lessons from the startup story of Veronica Gakio

1. Passion and personal interest: Veronica’s personal love for unique jewelry inspired her to create Ankole Luxury, which emphasizes the importance of turning personal interests into business ventures. Entrepreneurs can find inspiration in their passions, helping them stay motivated even through tough times.
2. Unique value proposition: By focusing on horn jewelry, crocheted bags, and incorporating recycled materials, Veronica created a unique product that sets her brand apart from mass-produced items. Differentiating your products in a crowded market is essential for capturing customer interest and loyalty.
3. Small initial capital: Veronica started her business with 300,000 Kenyan shillings (approximately $2,000 USD), which she used strategically for website development, production, and professional photography. This demonstrates that with proper planning, a business can be launched on a modest budget by prioritizing essential expenses.
4. Adaptability and resilience: Starting in late 2019, Veronica faced immediate setbacks due to the COVID-19 pandemic, which halted her business. Instead of giving up, she slowly sold her stock to friends and re-entered the market as demand picked up. This resilience in the face of adversity is a key lesson for entrepreneurs.
5. Sustainability: Ankole Luxury uses recycled materials like brass and packaging from recycled paper, reflecting a commitment to environmental sustainability. This focus on eco-friendly practices resonates with modern consumers who are increasingly conscious of the environmental impact of their purchases.
6. Leveraging collaborations: Instead of trying to do everything alone, Veronica collaborates with other brands for leather finishing and bag production, allowing her to focus on her strengths while benefiting from the expertise of others. Partnerships and collaborations are essential for scaling a business and enhancing its product range.

Startup Story of Sylvia Omina

• Industry: Fashion
• Country: Kenya
• Year founded: 2017

Africa has some truly dedicated and inspirational social entrepreneurs who want to make a real and positive difference in the lives of others. Sylvia Omina Otsieno, a fashionpreneur is one of them. With her sustainable fashion brand, Omina Otsieno, that is almost entirely from banana fiber, Sylvia has defined the fashion industry in Kenya.

Her fascination with culture, art and craft from her hometown combined with her desire to empower women resulted in the creation of a banana jewelry brand with a strong backstory and purpose which resonates well with an urban woman living a sustainable lifestyle.

Today, Omina Otsieno, creates culturally inspired jewelry for globally minded women. Her creation begins with harvesting banana trunks from the farm and then stripping off individual layers, sheath by sheath from the stem.

Click here to watch the full interview.

Entrepreneurial lessons from the startup story of Veronica Gakio

1. Address a real need

The foundation of Omina Otsieno was built on addressing two main challenges: providing employment to marginalized women and promoting sustainability in fashion. Sylvia’s business caters to conscious fashion lovers while economically empowering women from her community.

2. Preserve culture and heritage

Sylvia incorporated the traditional craftsmanship of the Marachi people, merging modern and traditional design elements. By integrating cultural heritage into her brand, she differentiates her products and adds value beyond aesthetics.

3. Sustainability

Transitioning from clothing to sustainable jewelry using biodegradable banana fiber reflects Sylvia’s commitment to reducing environmental impact. Aspiring entrepreneurs can learn the importance of aligning their businesses with global sustainability trends to attract eco-conscious consumers.

4. Community and economic empowerment

By training and employing women from her rural area, Sylvia creates a social impact beyond her business goals. Entrepreneurs can build lasting relationships with communities, and in return, contribute to social development and job creation.

5. Align personal values with business goals

Naming her brand after herself and her father serves as a personal tribute and illustrates how entrepreneurs can embed personal values into their businesses. Authenticity can build a deeper connection with customers.

6. Innovative product development

Sylvia’s decision to transition to banana fiber for jewelry production shows the importance of innovation and adaptability in business. Entrepreneurs should continuously seek out new, more sustainable materials or methods to stay relevant and competitive.

Startup Story of Ismael Belkhayat

• Industry: Ecommerce
• Country: Morocco
• Year founded: 2018

Ismael Belkhayat is the co-founder and CEO of Chari, an e-commerce company that he founded with his wife Sophia Alj. Chari helps small retailers in French-speaking Africa procure inventory for their stores and get it delivered for free while benefiting from payment facilities.

It is a one-stop shop for traditional proximity stores, allowing them to order any consumer goods they sell and get them delivered for free while benefiting from financial services.

Ismael is an experienced startup founder with a demonstrated history of working in the internet industry. A data-driven, strong business development professional who graduated from Cornell University and was a former BCG consultant.

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Ismael Belkhayat

1. Follow your passion: Ismael left a successful consulting career to pursue entrepreneurship because he craved the excitement of building something himself. He emphasizes that true happiness comes from aligning your career with what you love.

2. Solve real problems: Chari was born out of Ismael’s desire to support independent grocery stores in Morocco. He saw a tangible issue—these small retailers were struggling to compete with large supermarkets. Identifying and addressing a real problem in society is a crucial step for any entrepreneur.

3. Learn from failure and experience: Ismael’s previous startups—one in ride-hailing and the other in real estate—gave him valuable lessons in logistics and marketplace management. Entrepreneurs should view failures and challenges as stepping stones to future success, with each experience providing essential insights.

4. Adapt to your market: Ismael realized that every country and market has its own dynamics, especially in B2B e-commerce. He advises entrepreneurs to focus on excelling in one market before expanding, as local knowledge and adaptation are crucial.

5. Build trust with customers: Trust is vital, especially in cash-based economies. Chari gained trust by delivering goods on time, offering fair prices, and establishing personal relationships with shopkeepers. Entrepreneurs should prioritize reliability and consistency to foster long-term customer loyalty.

6. Leverage partnerships for growth: Ismael underscores the value of using local shopkeepers as intermediaries, ensuring that his services reach end users efficiently. Entrepreneurs should look for strategic partnerships that can amplify their reach.

Startup Story of Joshua Igba

• Industry: Logistics
• Country: Nigeria
• Year founded: 2020

Joshua Igba is the CEO and CTO of InstaDrop, an interstate courier service collaborating with B2B companies, e-commerce, marketplace and storefront providers, people that have merchants on their platform.

They help them integrate interstate courier into their platform. So they collaborate with platforms like Bumper, storefront providers that help businesses to have websites.

Also, Joshua and his team work with top logistics aggregators for B2C interstate courier outsourcing. So their mission is to be a reliable local alternative to foreign courier service in Nigeria.

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Joshua Igba

1. Identify and leverage market gaps: Joshua saw a unique opportunity during COVID-19, where logistics became an essential service. Unlike other sectors affected by strikes or shutdowns, logistics continued to operate. This observation inspired him to enter an industry with constant demand.
2. Focusing on a niche market: InstaDrop focuses solely on interstate deliveries. By specializing in this niche, Joshua distinguished his company from competitors and offered superior speed and reliability, delivering in 20 hours or less.
3. Adapt to constraints: Joshua’s lack of technical expertise initially posed a challenge, as hiring developers was costly. However, he overcame this by learning the necessary tech skills himself, allowing him to bootstrap his company and save on expenses.
4. Creative problem-solving: InstaDrop developed its own addressing system, which is more accurate than Google Maps for Nigerian cities. This innovation improved efficiency and reduced delivery errors, giving them a competitive edge in the local market.
5. Customer-centric approach: InstaDrop prioritizes accessibility and convenience, operating seven days a week, even during holidays, which sets them apart from larger competitors. This commitment to being available when other companies are closed helps retain customers.
6. Adapting to market conditions: After encountering challenges in multiple areas of logistics, Joshua made the strategic decision to narrow InstaDrop’s focus to interstate delivery. This allowed them to concentrate their resources and expertise on a specific service, improving both efficiency and customer satisfaction.

Startup Story of Claire Holden & Taryn Marcus

• Industry: Consulting
• Country: South Africa
• Year founded: 2023

Claire Holden and Taryn Marcus are the co-founders of Reinvent Colab, South Africa.

Claire Holden is passionate about people and helping them reinvent how they lead themselves, their teams & their businesses to maximize talent, leverage strengths & embrace opportunities.

With a career spanning more than 20 years, and two continents. Consulting to large multinationals, medium sized companies and small start up’s. She’s passionate about offering up-to-date, bespoke solutions and strategies that allow people to perform at their best and add maximum value to their organisations. 

Taryn Marcus prides herself as a devoted change agent and positive disruptor, with an enterprise perspective. She collaboratively works to create organizations where people perform better, feel engaged, deliver customer value, and have fun – all at the same time. 

Taryn has a special focus on methodologies that aid individuals, teams, and organizations build mindsets, skill sets, and toolsets to make continuous reinvention a competitive advantage. 

Click here to watch the interview

Entrepreneurial lessons from the startup story of Claire Holden & Taryn Marcus

1. Synergy: The partnership between Claire and Taryn is a prime example of how complementary skills—coaching and corporate expertise—can create a successful business. Entrepreneurs should seek partners with different strengths to cover more ground in business operations.

2. Purpose-driven business: Reinvent CoLab was born from their shared belief in helping organizations navigate transformation and change. A strong mission can motivate founders and attract clients who resonate with the company’s purpose.

3. Networking and personal relationships: Leveraging their extensive networks from years in corporate environments helped them secure early clients. Entrepreneurs can benefit from tapping into their existing connections for business leads and opportunities.

4. Resilience and adaptability: Facing challenges like market traction, they used their frustrations to fuel innovation and experimentation. Entrepreneurs should embrace challenges, test new strategies, and remain open to learning from diverse sources.

5. Curiosity and experimentation: The lab coat metaphor Reinvent CoLab uses encourages curiosity and scientific experimentation. Entrepreneurs should be willing to test new ideas and be open to iterative learning processes, which are crucial in rapidly evolving markets.

Startup Story of Dr Adekemi Adeniyan

• Industry: NGO
• Country: Nigeria
• Year founded: 2018

Dr. Adekemi Adeniyan is a dentist and the founder and executive director of DentalCare Foundation, a non-profit organization which promotes oral health equity in under-served communities, based in Ado Ekiti, Nigeria. Adekemi is passionate about shaping the future of oral health and advancing health equity in under-served communities.

She’s a graduate of Bachelor of Dental Surgery from Ternopil National Medical University, Ukraine. She also holds a Masters degree in Medical Leadership from Lancaster University, United Kingdom. Adekemi is a Senior New Voices Fellow at the Aspen Institute and a Senior Atlantic Fellow for Health Equity at George Washington University.

She is an Alumna of the Young African Leaders Initiative RLC, West Africa. An associate fellow of the Royal Commonwealth Society, United Kingdom. Dr. Adekemi is the 2019 winner of the Nigerian Her Network “Woman of the Year” award for Healthcare and was listed among the 2020 Leading Ladies Africa “100 most inspiring women in Nigeria.”.

Dr. Adekemi Adeniyan is the author of the first oral health story book in Nigeria “The Girl Who Found Her Smile” and producer of the Oral Health Animation Series “Anita Says”

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Dr. Adekemi Adeniyan

1. Passion as a driving force: Dr. Adeniyan’s deep passion for oral health, driven by personal childhood experiences and the inequities she witnessed in rural communities, motivated her to start her nonprofit. Entrepreneurs often start with a strong passion for solving a problem they personally resonate with, which can fuel their perseverance and dedication.

2. Identifying an underserved market: Dr. Adeniyan recognized a gap in oral healthcare access for rural communities and children in underserved areas. Successful entrepreneurs often identify underserved markets or unmet needs and tailor their solutions accordingly.

3. Storytelling for advocacy and engagement: She effectively uses storytelling to communicate the impact of oral health issues on children’s lives, which has helped her convince volunteers, grant makers, and stakeholders to join her cause. Entrepreneurs can leverage storytelling to build support, communicate their mission, and attract resources.

4. Starting small and iterating: Despite the financial challenges, Dr. Adeniyan started small, initially relying on family and friends, and gradually expanded. Entrepreneurs often face the fear of lacking resources, but starting with what is available and building incrementally is a proven path to growth.

5. Creative problem solving: Her use of art, music, and storytelling to educate children and communities highlights innovative ways to engage her audience. Entrepreneurs must think outside the box and find creative solutions to tackle challenges, particularly in resource-constrained environments.

6. Mentorship and support networks: She credits her mentor for encouraging her to take the leap and start her foundation, which demonstrates the importance of mentorship and having a strong support system in entrepreneurship. Engaging with mentors can help provide guidance, motivation, and strategic direction.

Startup Story of Edgar Odey

• Industry: Food Delivery Service
• Country: Nigeria
• Year founded: 2023

Edgar Odey is a student and the founder of Yabatech Delivery. A brand committed to building & scaling local food delivery brands on college campuses. Serving meals to students and staff of various institutions. 

Yabatech Delivery has successfully delivered 1000+ dishes of food & crossed over ₦2.5M in gross merchandise volume. Edgar shared how the journey from hunger-driven frustration to the realization of Yabatech Delivery. Together, they’re transforming the way we dine on campus — one order at a time.

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Edgar Odey

1. Start small but think big: Edgar’s journey began with the realization that he could use his current environment to launch a service, starting with Yabatech and then expanding to other campuses. Entrepreneurs can leverage their immediate surroundings while planning for growth.
2. Problem-solving mindset: Edgar identified inefficiencies in food delivery on his campus and developed a solution that catered to the needs of students who were constrained by time and distance. Entrepreneurs should focus on solving real-world problems by listening to potential customers’ pain points.
3. Leverage technology: Technology is playing a crucial role in Yabatech Delivery’s success. From building a website to learning UI/UX design, Edgar used technology to create efficient systems for ordering and delivery. Modern entrepreneurs should harness digital tools to enhance customer experiences and streamline operations.
4. Importance of execution speed: Edgar learned the hard way that delays in launching products or services can be costly. He emphasizes the importance of launching quickly and refining the product based on feedback, which is a vital lesson for startup founders.
5. Pricing strategy: Inflation led Edgar to adjust prices, but he learned that pricing can either attract or push away customers. Balancing pricing to appeal to different customer segments is crucial for maintaining and growing a customer base.
6. Utilizing customer feedback: Edgar continually sought customer feedback and used it to improve his services. Engaging with your customers and adapting based on their needs can help a business stay relevant and competitive.

Startup Story of Nazlee Mayhew

• Industry: Coaching & Consulting
• Country: Malta and Zimbabwe
• Year founded: 2019

Nazlee Mayhew is the founder and director of Global Mindset Solutions. She is a seasonal Business and Money Mindset Coach, a Social Entrepreneur, NLP Master Practitioner, and an emerging author. 

Global Mindset Solutions’ vision is to empower, educate and equip women to enhance their leadership and business skills and help strengthen the communities they serve. This will enable them to reach their full potential faster, help boost economic growth and create financial freedom.

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Nazlee Mayhew

1. Overcoming self-limiting beliefs: Nazlee highlights how self-doubt, imposter syndrome, and societal beliefs, especially for women, can hold one back. Entrepreneurs often face these mental barriers, but overcoming them is crucial for success. Self-awareness and mindset reprogramming, as she practiced and now teaches, are key to breaking these barriers.

2. Starting small and building gradually: Nazlee began by making small investments, such as purchasing a domain name for $0.99. Many successful businesses start with minimal resources, and it’s often more about the determination and vision than having substantial funding from the start.

3. Building a support network: Nazlee emphasizes the importance of having a support system, be it family, friends, mentors, or business groups. Support systems provide guidance, encouragement, and sometimes even accountability, which can be crucial for sustaining momentum in business.

4. Balancing personal and professional life: Nazlee talks about balancing family life with career ambitions, especially for women. She stresses the importance of having a support system and creating a life that allows for personal and professional success without burnout.

5. Networking and relationship building: Nazlee’s ability to attract clients through networking and building personal relationships demonstrates how crucial it is to cultivate a network of support. Relationships and referrals have been pivotal in her business growth.

Startup Story of Toks Aruoture

• Industry: Interior Design
• Country: United Kingdom
• Year founded: 2009

Toks Aruoture is the founder of The Baby Cot Shop, a prestigious baby furniture brand in the heart of Chelsea, London.

Beyond creating beautiful nursery interiors, Toks is passionate about transforming minds through storytelling and writing. Toks helps people identify and overcome limiting beliefs, empowering them to propel forward confidently.

So basically, she transforms living spaces and mindsets. Additionally, she offers coaching services tailored to new business owners starting their entrepreneurial journey, and guide them to manifest their visions.

Click here to watch the interview.

Entrepreneurial lessons from the startup story of Toks Aruoture

1. Learn from setbacks

Despite the collapse of her first business during the 2008 recession, Toks didn’t give up. She used those failures as learning experiences, proving the importance of resilience in entrepreneurship.

2. Adapt to market needs

After moving back to the UK, Toks identified a gap in the luxury baby furniture market. Her ability to recognize market needs and build a business around that niche highlights the importance of conducting market research and adapting to customer demand.

3. Build systems for growth

Toks’ use of a CRM system and other operational tools illustrates the importance of building systems and processes that support growth and allow entrepreneurs to scale effectively while maintaining a personal touch with customers.

4. Leverage personal branding

Initially hesitant to be the face of her brand, Toks later recognized the value of sharing her story and personality with customers. This lesson underscores the power of personal branding in establishing deeper connections with customers and enhancing the brand’s identity.

5. Customer retention through relationships

Toks’ strategy of tracking customer information, such as children’s ages and needs, allowed her to build long-term relationships and cater to ongoing demands, a crucial tactic for retaining customers.

6. Resilience in crisis

Losing her business in the recession didn’t stop Toks from building another venture. Her perseverance in times of hardship teaches the importance of mental toughness and the ability to bounce back after failures.

Conclusion

So, as you embark on your entrepreneurial journey, remember that success is within your reach. Draw inspiration from the startup stories 2 of entrepreneurs building in Africa.

The goal of this highlight is to motivate you to keep pushing forward, and who knows, one day, your story might become the next inspiring addition to our next Startup Stories Highlight.

Today Africa is on a mission to amplify the voices of startups and make their stories resonate with the world. We believe that every startup has a unique tale to tell, and we’re dedicated to creating a platform that not only showcases their journeys but also inspires the next generation of African entrepreneurs.

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