I’ve been involved with tech companies and startups in Africa for the past 15 years, and have seen some major success stories that have helped to establish Cape Town as one of the tech startup capitals of the world. But I have also seen an untold number of startups fail, unable to make the transition to a successful, established company, in the process disappearing into obscurity.
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As a marketing and brand elevation specialist, my interest lies in how companies drive growth and achieve long-term success through establishing strong brands. Over the years, I’ve learned some hard-won lessons of how companies can use marketing to go from start-up to established, successful business. Here are the top five marketing lessons I’ve learned working with tech start-ups in Africa:
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