Meet the Goat Herders - the Dragon's Den for Somali entrepreneurs
A business pitch competition for Somali entrepreneurs has wrapped up its first global event in London. Over 290 people attended the Goat Herders finale, where startups competed for funding and mentorship. The initiative aims to build a worldwide network of Somali-led businesses while celebrating cultural heritage.
The name Goat Herders pays tribute to Somalia’s history of trade and negotiation, skills once honed by herders in rural communities. Now, the competition brings those same principles to modern entrepreneurship, offering a platform for innovation and investment.
The competition began with regional rounds, where four startups pitched their ideas. Three finalists then advanced to the London finale, seeking both financial backing and long-term guidance. A panel of established Somali business leaders evaluated the pitches, offering direct investment and strategic advice.
Among the finalists was Amina Hersi, a London-based GP who founded PolyBiotics, a women’s health supplement company. She secured funding and mentorship to grow her business. Another standout was Hiddenly, a travel app co-founded by Samira Issa and Imran Dahir Ali. Their platform helps travellers discover and support local businesses abroad.
In Berlin, on October 15, 2025, freelancer app Karti also won investment from Taher Deria at a Goat Herders pitch event. Founded by Alex Müller and Lena Schmidt, the Amsterdam-based team praised the competition for its networking opportunities. The event encouraged participants to embrace their Somali identity while pursuing ambitious business goals.
The founders of Goat Herders have bigger plans beyond the competition. They aim to create a vast global network, connecting Somali entrepreneurs across industries and continents. Inspired by shows like Dragons’ Den and Shark Tank, the initiative blends cultural pride with modern business strategies.
Three startups left the London finale with investment and mentorship. The competition also strengthened ties among Somali entrepreneurs, fostering collaboration and shared ambition. With plans to expand, Goat Herders is set to become a lasting platform for innovation and economic growth within the community.
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