“When investors questioned whether an Africa-focused startup could scale into a $100 million business, entrepreneur Mariam Braimah didn’t hesitate to make her case.
During her appearance on The Pitch, Braimah, co-founder and CEO of Kimoyo Insights, defended the potential of the African market with a series of compelling figures.
Her argument centered on Africa’s 54 countries, growing consumer population, expanding digital economy, and enormous retail opportunities.
She highlighted a historical estimate of more than $1.4 trillion in African retail spending, with approximately two-thirds attributed to food, beverages, and tobacco.
That figure is supported by research from the Economist Intelligence Unit covering 2016, although the interview cited 2018.
She also pointed to Africa’s rapidly growing youth population and the projected expansion of its share of global internet users by 2050.
But Braimah wasn’t simply selling a continent. She was making a case for building businesses that understand African consumers rather than overlooking them.
Her company, Kimoyo Insights, helps global businesses conduct consumer research across African markets, giving companies access to insights that can help them develop better products and services.
The exchange highlights an important business conversation: Africa is not one market, but 54 distinct national markets with different opportunities, challenges, and consumer needs.
For entrepreneurs and investors, the opportunity is significant. But success requires understanding local realities, building infrastructure, and investing in solutions designed for the people who actually live there.
Sometimes the biggest business opportunity isn’t finding a new market. It’s recognizing the potential in one the world has consistently underestimated.
Source: @thepitchshow
Original interview: The Pitch, Season 10, Episode 2, featuring Mariam Braimah and Kimoyo Insights.”
