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  Startups are often launched with the goal of addressing an existing gap in the market, offering innovative solutions that can help individuals and businesses alike to achieve their goals. While it’s important for startups to focus on their own growth and success, they can also play a crucial role in empowering their customers towards growth. By prioritizing the needs and goals of their customers, startups can establish themselves as trusted partners and help their customers to achieve their own success. This article provides strategies for how businesses can empower their customers towards growth.
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Provide education and resources

One way startups in Africa can empower their customers towards growth is by providing education and resources. This could involve offering training programs, webinars, or workshops that help customers develop new skills and knowledge. For example, a startup in Nigeria called Andela offers a four-year program that trains software developers, providing them with the skills and experience they need to succeed in the tech industry. Another example is the South African startup Snapplify, which provides a digital platform for reading and learning. In addition to offering a wide range of e-books and other educational content, Snapplify also provides tools and resources to help teachers and students improve their reading skills and develop their critical thinking abilities.

Offer customization and flexibility

Startups in Africa can also empower their customers by offering tools and features that enable customization and flexibility. For example, a Kenyan startup called mSurvey provides a mobile survey platform that enables businesses to gather customer feedback in real-time. The platform offers a range of customization options, allowing businesses to tailor their surveys to their specific needs and objectives. Another example is the South African startup Yoco, which provides a mobile point-of-sale system that enables small businesses to accept payments on the go. The system is highly customizable, allowing businesses to choose from a range of payment options and to set up their own loyalty programs and promotional offers.
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Foster community and collaboration

Startups in Africa can also empower their customers by fostering a sense of community and collaboration. This could involve creating online forums or social media groups where customers can connect with one another, share best practices, and collaborate on projects. For example, the Nigerian startup PiggyVest has created a community forum where users can share their savings and investment strategies, ask for advice, and provide feedback on the platform.

Prioritize customer feedback

Another way that startups in Africa can empower their customers is by prioritizing customer feedback and using it to inform product development. By soliciting feedback from customers on a regular basis, startups can gain valuable insights into how the product is being used and where improvements can be made. For example, the Kenyan startup Sendy, which provides an on-demand delivery service, regularly surveys its customers to gather feedback on its platform and services. This feedback is then used to inform product updates and new feature releases, helping to improve the customer experience.

Demonstrate social responsibility

Finally, startups in Africa can empower their customers by demonstrating a commitment to social responsibility and ethical business practices. This could involve sourcing sustainable materials, supporting local communities, or implementing fair labour practices. For example, the Ghanaian startup mPharma provides a digital platform that helps patients to access affordable, high-quality medication. The company also works closely with local healthcare providers to improve access to healthcare in underserved communities.
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Final Words

In conclusion, startups in Africa can help empower their customers towards growth by providing education and resources, offering customization and flexibility, fostering community and collaboration, prioritizing customer feedback, and demonstrating a commitment to social responsibility. By doing so, startups can establish themselves as trusted partners and help their customers to achieve their own success.  Featured Image Source: Upwork
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This article was first published on 20th April 2023


Nnaemeka is an academic scholar with a degree in History and International Studies from the University of Nigeria, Nsukka. He is also a creative writer, content creator, storyteller, and social analyst.

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