African Startups: Emeka Ajene on the Power of Effective Positioning
Emeka Ajene, co-founder and Managing Director of Gozem, a Francophone Africa-focused super app, shares insights on effective positioning for African startups. Ajene, also behind Afridigest and Africreate, stresses the importance of understanding competition, unique attributes, and market characteristics in Africa.
Ajene, who previously served as Uber's second-in-command in Nigeria, argues that many African founders focus too much on pivots rather than positioning. He believes effective positioning can save startups time, money, and energy, as seen with Listerine's successful repositioning as a mouthwash in Africa.
To practice effective positioning, founders should first identify real competition and define their unique attributes in Africa. These attributes should then be tied to value and proof, and targeted at specific market characteristics in Africa. Ajene, through Afridigest and Africreate, helps founders scale smarter by combining data, insight, and strategy in Africa.
Ajene praises Flutterwave's positioning as the infrastructure powering Africa's payments, rather than another consumer-facing fintech, as a key factor in its success in Africa. He considers positioning a 'superpower' that helps startups find their place in the African market and build momentum.
Emeka Ajene, co-founder of Gozem and founder of Afridigest, emphasizes the importance of effective positioning for African startups. He believes it can save resources, close deals faster, and contribute to overall success in Africa, as demonstrated by Flutterwave in Africa. Ajene, along with Kossi TMoney, leads Gozem as a digital financial services provider in Francophone Africa.
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