10 Advices for a Startup Out of Africa Looking to Go Global

5 mins read

Africa is a continent of diverse cultures, untapped resources, and a vibrant entrepreneurial spirit. However, for startups originating from Africa to succeed on a global stage, they must navigate a complex landscape. Here are ten pieces of advice for startups out of Africa with aspirations to go global.

Build a Strong Foundation

  • Develop a comprehensive business plan that outlines your vision, mission, and long-term goals. It should also include a detailed analysis of the market, competitors, and potential challenges.
  • Focus on creating a sustainable revenue model that can support your expansion efforts. Ensure you have a clear understanding of your cost structure, pricing strategy, and customer acquisition and retention methods.
  • Prioritise building a strong organisational culture that aligns with your values and goals, fostering an environment where innovation and growth are encouraged.

Leverage Local Knowledge

  • Understand the unique dynamics of African markets, as each region can have distinct characteristics. Use this knowledge to fine-tune your product or service to cater to the specific needs and preferences of your local audience.
  • Keep a close eye on evolving trends and consumer behaviour in your local market, as this knowledge can be valuable when adapting your offerings for the global stage.

Think Global from Day One

  • As you develop your product or service, consider scalability and compatibility with international markets. Design your business infrastructure and technology systems with the future expansion in mind.
  • Seek out opportunities to secure patents or trademarks that can protect your intellectual property on a global scale.

Access to Funding

  • Explore a variety of funding sources, including local investors, government grants, and international venture capital firms. Make a strong case for your startup’s potential and be prepared to pitch your vision convincingly.
  • Consider joining incubators or accelerators with global networks that can introduce you to potential investors and mentors.

Network Aggressively

  • Attend international conferences, trade shows, and networking events. These gatherings can help you establish connections with potential partners, mentors, and customers from around the world.
  • Engage with local and global entrepreneurial communities, leveraging platforms like LinkedIn and industry-specific forums to create meaningful connections.

Embrace Technology

  • Invest in modern technology and software tools that can enhance your operations, improve customer experiences, and streamline internal processes. Cloud-based solutions and analytics can provide insights for better decision-making.
  • Leverage e-commerce and digital marketing strategies to reach a broader audience. Ensure your online presence is user-friendly and optimised for mobile devices.

Talent Acquisition

  • Attract top talent by offering competitive compensation packages and a workplace culture that fosters growth and innovation.
  • Create mentorship programs to nurture talent within your organisation, and be open to hiring experienced professionals who can bring their expertise to your team.

Legal and Regulatory Compliance

  • Invest in legal counsel with expertise in international business law to navigate complex regulatory environments, such as trade laws, import/export regulations, and data protection rules.
  • Develop a thorough understanding of intellectual property laws, including trademark and patent registration, to protect your innovations globally.


  • Continuously monitor global market trends and adapt your business strategies accordingly. Be ready to pivot your offerings and approach based on feedback and changes in customer demands.
  • Encourage a culture of experimentation and innovation within your organisation. This mindset can lead to the development of new products or services that resonate with a wider global audience.

Brand Building and Storytelling

  • Invest in branding efforts that convey a compelling narrative about your startup’s purpose, values, and impact on society. Create a brand story that resonates with a global audience.
  • Use content marketing, social media, and public relations to share your brand’s story and values with the world. Engage with your audience authentically and establish your brand as a thought leader in your industry.

With these expanded insights, African startups can better prepare themselves for the challenging yet promising journey of expanding globally. The key lies in a strong foundation, adaptability, and the ability to leverage local knowledge and global resources to propel your startup to international success. Africa’s entrepreneurs are poised to make a significant impact on the global stage, and these pieces of advice can help pave the way.