In this interview, North West Africa Country Director Najwa El Iraki talks with Alaba Ayinuola about some of the biggest mistakes entrepreneurs make in today’s market, the African business ecosystem and advice for entrepreneurs and investors.
Alaba: Kindly tell us about AfricaDev Consulting and the gap its filling?
Najwa: AfricaDev Consulting Ltd is a business development and advisory firm dedicated to the African continent. We work with an ecosystem of partners in Morocco and the rest of Africa in various areas to provide one stop shop for investors and we are supported by senior advisors worldwide.
Our services include: representation and business development for international companies ; investment and financial advisory services; structuring and establishment services in Morocco; strategy consulting in Africa.
As such we support international businesses in their African expansion success. We play a key role in helping them to grow in the continent by leveraging on a deep understanding of local markets in particular in North Africa, as well as using our network of partners in SubSaharan Africa. We work mainly with the private sector, which is a driving force of Africa’s growth, providing business development for financial institutions, professional services firms and digital services companies.
We also help African entrepreneurs carrying out financial advisory assignments notably mergers and acquisitions (M&A) activities and fundraising for private equity and venture capital as well as helping local SMEs with their international strategy and finding the right international partner.
A: As a financial expert with experience in Africa, what’s the biggest mistake entrepreneurs make when they start or run a business?
Being an entrepreneur is really hard but also really rewarding. Below are some of the biggest mistakes that entrepreneurs tend to make in today’s market.
- Going for the money only: One of the biggest mistakes that any entrepreneur can make is ignoring their true passion and just opening a company to make money.
- Expecting success right away: Patience is key as well as being realistic about how much money you can actually make at first.
- Not being adaptable: You’d need to go with what is working now than always be ready to make changes in the future.
- Trying to do everything yourself: You’d need to know how to outsource and delegate to others and focus on the tasks that actually need your expertise and attention.
- Overestimating initial sales: This problem often leads to a shortfall in working and permanent capital. It’s no wonder that nearly 50 percent of businesses attribute their failure to a shortage of working capital.
- Ignoring social media: There is a tech revolutionary and entrepreneurs need to use it!
A: What’s your view on small businesses experiencing cash flow problems, and forecast isn’t good. And want to tap into their personal wealth to shore up their emerging businesses?
As an entrepreneur, you are thinking about cash flow all of the time. An entrepreneur should not just think about his personal funds but about different sources of funding being it debt or equity when available including from friends and family as business angels tend to be rare in Africa given the cultural context and aversion to entrepreneurship.
Banks are also cautious because they believe that asymmetric information is too important to get a good visibility on the credit quality of SMEs and startups. Investment funds can have too high entry barriers for SMEs and startups, and microfinance institutions offer low funding resources and prohibitive interest rates.
As such, every business needs to consider its financing needs as part of a business plan. The entrepreneur needs to evaluate his personal tolerance for risk. Most businesses have times where business is more robust than others and temporary cash flow problems may need to be addressed with personal funds if financing is not available.
At the same time, the owner should be looking to see if any changes could be made to help increase the cash position as well as profits. While the growth rate is slow, the focus of the entrepreneur remains on making his business successful through delivering value to customers, and that is the most healthy approach an entrepreneur can have.
A: For a small business who have not made as much profit as expected. How can it bridge the gap until it start to make profit? Is profit a key component of a successful business?
A profit typically means your business is financially well off. It’s important to identify quickly why your business is not making money. The faster you can discover where the losses are coming from, the faster you can reduce or stop the leak as you can then identify where you need to make changes in your business. There are some common reasons for a small business losing money (e.g. bad or inaccurate accounting, poorly priced products or services, nonexistent investing, etc).
Generally speaking it comes to a strategic use of your cash and investment strategies to potentially provide backup if you find yourself not making a profit. Additionally, there are a variety of available resources one can turn to for lending advice, guidance and support; family members, friends, professional network, financial solutions advisors, small business advocates, online content and more.
A: What is your view about Africa’s business ecosystem?
I think that there is still a lot to do based on what I have seen being done elsewhere (in the US for example following the Women Entrepreneurship Program I attended this month as part of the International Visitor Leadership Program –IVLP-). In particular building entrepreneurship ecosystems has become an imperative for African governments and business communities.
To create efficient and innovative African Business Ecosystem, there are a number of needed solutions.
First a better government is required. Kenya for instance is the most innovative African country in ICT by far, because they have good regulation and support from the government.
Also, there is a financing need. A lot of people talk about venture capital in Africa but not many do much about it. The levels of private equity investment have been increasing in the continent over the last decade but most of the investments are in mature companies; only a tiny fraction of them are seed or first-round investments. The problem for African startups is that there are only a handful of true venture funds based in Africa and most U.S. and European VCs don’t have the local knowledge and connections, or the right business models, to make a real go of it in Africa.
As for SMEs, on one hand, we have businesses that complain that there are no financiers interested in partnering with them to grow. And on the other hand, financiers complain about a lack of a deal pipeline, namely viable businesses that can be credibly financed. This has led to the perception that Africa can not absorb the scale of capital theoretically available to the continent. But actually the real issue here is linkages and aggregation. What is required are more platforms and entities that link viable SMEs with interested financiers and aggregate business deals. Which is what our company AfricaDev Consulting helps with.
Then there is the issue of support structures for SME development. So while there is a financing need, an ecosystem that provides niche expertise, long-term partnership and technological support are also key. Here, large multinationals can have an impact as an ecosystem enabler.
Finally, one of the most important changes that could improve the climate for entrepreneurship is culture. There is a hope that the startup path will be more respected by African families and more compelling to youngsters. If that happens, there will be more entrepreneurs, more success stories and more people willing to take risks. It’s a self-reinforcing cycle.
A: What’s your advice for entrepreneurs who want to start a business in Africa?
I would just say that despite many challenges, the African continent, which has a population of over 1.2 billion people and some of the world’s fastest growing economies, provides entrepreneurs with a very rich ground on which the foundations of a successful venture can be laid down.
As such, the good thing about developing countries is that they are a lot of things that have not been done yet and a lot of problems that need innovative solutions. And this fact alone presents key opportunities for a lot of entrepreneurs to take advantage of.
I would add that there is no one single advice but the following points are worth taking into consideration for a starting business to succeed in the continent :
- Have a clear and adequate vision for your company that you focus on and learn how to communicate it.
- Choose your founding team wisely, which is what many investors are looking for.
Find a way to fund your startup and be aware of those sources of capital that are around us and within our reach. You should remember that if you have no proven track record, only people who know, like and trust you will be willing to take a chance on you in the early days of your business.
Another source of finance worth looking into is crowdfunding.
There are also hundreds of international and local organisations which support businesses that tackle issues such as environmental pollution, illiteracy, disease and other social problems. They usually provide grants, donations, loans, equity or even training and advice.
As previously mentioned, avoid some of the common financial mistakes entrepreneurs make when starting a new business (e.g. cash flow management is key; focus on customer acquisition; establish financial goals which are reachable and measurable).
Finally, achieving your desired success will take time and you have to be patient for it to happen. They are a lot of exciting success stories in Africa. So if they can do it, so can you.
A: You are also the Managing Director in the North Africa for Opportunity Network. Tell us about this platform and benefits for Africa businesses.
Opportunity Network is an exclusive business match making platform for vetted companies to share and connect to global trade opportunities, as well as strike reliable investment deals.
Opportunity Network partners with financial institutions to allow their corporate and SME clients to find their next business partner in over 120 countries in the world. Members can only be invited to join the platform by a leading financial institution, which does a pre-screening of each member of the network.
Current partners include UBS (global), ABN AMRO (The Netherlands), Intesa San Paolo (Italy), Caixabank (Spain), BCI (Chile), Citizens (USA), Alfa Bank, (Russia), Vietinbank (Vietnam), Eurobank (Greece), Sterling Bank (Nigeria), FCMB (Nigeria), YPO (global), GLG (Global), Entrepreneurs organization (Global)… and many more.
The partnerships we have in Africa form part of an effort by banks to put their African customers on a global platform and enhance their ability to do business in a collaborative manner with other investors across the globe. For instance, there are existing opportunities for African companies looking for an opportunity to export commodities, or looking for investment to grow. There are also deals for African companies in tech, healthcare, education, oil and gas looking for buyers, suppliers, distributors or clients of any sort.
Najwa El Iraki is the Founder & Managing Partner of AfricaDev Consulting Ltd, a business development and advisory firm dedicated to the African continent. She is the Managing Director in North West Africa for Opportunity Network and is also currently the General Representative of Lloyd’s of London in Francophone Africa.
Prior to this, she was the Head of Business Development at Casablanca Finance City Authority (CFCA), a public-private held organization dedicated to positioning Morocco as a regional financial center and a premier gateway into Africa.
Najwa has accumulated 15 years’ experience and holds a Master’s degree in Business Management and Finance from leading French and British business schools (Kedge Business School & Aston Business School). She holds a certificate in leadership management from Harvard Business School and she is an Alumni of the IVLP, Women Entrepreneurs – 2019 (International Visitor Leadership Program by the US Government).
Najwa was named among the 60 most influential women in Africa in 2016 by “New African Woman Magazine”.
“The core products of today are not the core products of the coming years”