I Was Hyped to Build a Startup in Africa — Until Reality Gave Me a Wake-Up Call
A few years ago, I was just like many of you: a dreamer armed with ideas, an insatiable desire to make an impact, and a shelf stacked with startup bibles like Zero to One and The Lean Startup.
I’d devoured every nugget of wisdom from Silicon Valley's greatest minds and was ready to bring that magic to Africa. After all, the continent is brimming with challenges that scream for innovative solutions — and where there are problems, there are opportunities.
But let me tell you something: I quickly learned that running a tech startup in Africa is like trying to race on a bumpy dirt road after reading a guidebook written for smooth, paved highways. It’s not impossible, but it requires some serious recalibration.
Let me walk you through what I’ve learned, one hard-earned lesson at a time.
Lesson 1: Don’t Copy-Paste Silicon Valley
The Myth:
Silicon Valley's playbook is the holy grail. Just follow it step by step, and you’ll be the next unicorn founder.
The Reality:
Africa is a different beast. The market dynamics, infrastructure, and consumer behavior are worlds apart. For instance, in Silicon Valley, you might focus on solving a niche problem for high-paying customers. In Africa, you’re often solving essential problems—access to education, healthcare, payments—sometimes for people with extremely limited disposable income.
My Advice: Adapt, don’t adopt. Use Silicon Valley’s principles—lean operations, rapid iteration, obsessive focus on the customer—but temper them with local nuance. For example, if your customers face erratic internet access, build offline-first features into your product.
Takeaway: Before diving in, ask yourself: How does this model translate to African realities?
Lesson 2: Infrastructure Will Frustrate You
The Myth:
Once you have a killer idea and some funding, everything else will fall into place.
The Reality:
From power outages to slow internet to logistical nightmares, infrastructure issues will test your patience—and your business model. I once lost some of my marketing materials for a conference because customs were convinced we were trying to sell our freebies in their country. I learned to keep essentials in luggage.
My Advice: Always have a backup plan (and a backup for your backup). Whether it’s reliable internet providers, alternative energy sources, or redundant supply chains, build resilience into your operations.
Takeaway: Factor infrastructure challenges into your costs, timelines, and expectations. Prepare for them instead of being blindsided.
Lesson 3: Funding is Both Easier and Harder
The Myth:
Investors are lining up to pour money into Africa’s burgeoning tech scene.
The Reality:
The interest is there, but the process is complex. International VCs may be excited about Africa’s growth potential, but they’re often hesitant about taking the plunge. Local investors, on the other hand, often don't have money, and if they do offer terrible terms.
My Advice: Be strategic about fundraising. International investors love big, transformative stories, so learn how to pitch the massive potential of Africa’s markets. For local investors, focus on tangible value and partnerships—they often want to see proof of success before writing a check.
Takeaway: Tailor your pitch to your audience, and be prepared to bootstrap for longer than you’d like. Persistence pays off.
Lesson 4: Corruption Isn’t a Myth, But It’s Not the End
The Myth:
You’ll have to bribe your way to success.
The Reality:
Corruption exists, like anywhere in the world. But it’s not insurmountable. Many of us have found ways to navigate bureaucratic red tape without compromising our ethics. Sometimes it’s as simple as building relationships over time, or hiring someone who knows the ropes.
My Advice: Invest in understanding the local systems and building trust with key stakeholders. Hire local experts early on—it’s an investment that will save you time, money, and headaches later.
Takeaway: Corruption isn’t a death sentence for your business; it’s a challenge that requires strategy and integrity to overcome.
Lesson 5: Customers Value Trust Over Innovation
The Myth:
If you build it, they will come.
The Reality:
African customers are discerning and cautious. Many have been burned before by poorly delivered services or outright scams. They’re not just looking for innovation—they want reliability, trustworthiness, and value for money.
My Advice: Spend as much time building trust as you do building your product. Whether it’s through transparent pricing, exceptional customer service, or partnerships with trusted brands, showing reliability will win hearts (and wallets).
Takeaway: Before you try to wow people with tech, win them over with trust.
Final Thoughts: Resilience is Your Greatest Asset
Starting a tech business in Africa is a wild ride. You’ll face challenges that your startup bible didn’t prepare you for, but the rewards—both personal and professional—are unparalleled. There’s nothing like seeing your product solve a real, tangible problem for people who truly need it.
So, what’s the secret sauce?
Adaptation, patience, and an unshakeable belief in your vision.
The road may be bumpy, but every pothole teaches you something invaluable. Keep learning, keep iterating, and keep moving forward.
Africa needs dreamers like you. Go make it happen!
Originally published on LinkedIn