Category : Inside Africa

Setting prices in Africa isn’t just about adding a margin on cost. It’s about understanding markets that are dynamic, unpredictable, and rich with nuance. You have deeply value-conscious consumers, channels that range from high-end e-commerce to crowded informal markets, and currencies that can fluctuate drastically in a matter of months.

Building a brand isn’t just about having a recognizable logo or clever tagline. It’s about creating an identity, experience, and emotional connection that makes people want to return, not once, but over and over again. Think about brands like Apple, Nike, or Coca-Cola. People don’t just buy their products, they

Every entrepreneur I know has a moment, sometimes more than one, where they sit back and think, “How am I supposed to pull this off?” It usually happens late at night, when the idea feels too big and the resources feel too small. And honestly, building a business in Africa

There’s a point in every founder’s journey when the work starts to stretch beyond what one person can do. You’re juggling product decisions, customer conversations, finances, strategy, and maybe even code. And at some point, something starts to slip. Or maybe you just feel the weight of carrying every part

There’s something almost chaotic about starting a new brand. You’re figuring out the product, the market, pricing, maybe even trying to convince a skeptical friend that your idea isn’t as wild as it sounds. In the middle of all that noise, people tell you to “build a brand story.” And

The creative economy in Africa is estimated at nearly US$59 billion, yet it represents less than 3% of the global creative industry market. At the same time, more than 70% of the continent’s creative workforce is under 35 years old, putting youth culture and innovation squarely at the heart of

Imagine you run a startup and suddenly your potential customer base isn’t just your city or country, but 50 million people in another region of the continent. Sounds ambitious, right? But that’s exactly the kind of leap that the African Continental Free Trade Area (AfCFTA) offers, especially for African startups

Imagine waking up, grabbing your phone, and finding a flexible job, maybe you’re a driver, a freelance designer, or a delivery courier. It sounds liberating, right? That’s the allure of the gig economy in Africa. But here’s the catch, while it promises freedom, flexibility, and income when traditional jobs are

If you’ve ever backed an African startup (or are thinking of doing so) you’ll know the excitement: the tech‑enabled business, the growth potential, the massive under‑served markets. But then there’s the question that often gets whispered: How and when do we get out? In other words, what’s the exit strategy?

If you’ve ever been to Aba in southeastern Nigeria, someone has probably mentioned Ariaria. It’s impossible to talk about the city without it. The market is massive and magnificent all at once. But Ariaria is more than a market. It’s an idea, a living symbol of African ingenuity and the