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For many African women entrepreneurs, the dream of going global can feel like staring at a door that just will not open. You have worked hard, built something amazing, but how do you take that next step and break into international markets? It is a question that so many of us struggle with—and we are not alone. The recent Standard Chartered Women in Tech Masterclass on Market Access tackled this very issue head-on, offering practical, relatable insights to help women-led startups overcome market access challenges.
Read more about the unique challenges faced by African women entrepreneurs and how they are overcoming them here.
The Struggle is Real
Market access is tough. It is more than just having a brilliant product or service—it is about navigating a tangled web of trade barriers, cultural differences, regulations, and sometimes, bias. For African women entrepreneurs, it is often like fighting on two fronts: first, proving the worth of your business, and second, tackling the gender-based hurdles that come your way, like the infamous “pink tax.” But as we learned at the Masterclass, there are ways to break through.
Real Lessons from Real Entrepreneurs
The Women in Tech Masterclass was not just about theoretical strategies; it was real people sharing real experiences. We heard from leaders who have been through the challenges and come out on the other side, with practical advice that we can all relate to. Here are some of the key takeaways from the webinar:
- Leverage Innovation Hubs: More Than Just Spaces
Innovation hubs are more than just cool places to work. They are where ideas grow, partnerships form, and, most importantly, where you find the mentorship and resources to scale your business. As Enos Weswa, Country Director at UK-Kenya Tech Hub, put it, “Quality is everything, especially in the international market. It is what sets you apart and earns you trust.” And trust is key when you are trying to break into global markets. Think of hubs as your gateway to the world—tap into their networks, and you are no longer facing the global market alone. Check out more on the role of innovation hubs here. - The Power of Partnerships: Do not Go Through It Alone
One thing became crystal clear during the Masterclass: partnerships are game-changers. Justus Kirigua, CEO of PTG Travel, talked about how finding the right partners has been crucial in helping his business expand internationally. “Our entry strategy has always been about finding the right partners,” he said. And let us be real—entrepreneurship can feel lonely, especially when you are trying to navigate new markets. But building alliances, whether locally or internationally, opens doors that you might not be able to open on your own. Here is a guide to building effective partnerships. - Navigating Cultural and Regulatory Barriers
International expansion is not just about shipping your product overseas; it is about understanding how different markets work. Lily Richards, CEO of Premium Errands Global & Lavish by Lilly Cosmetics, shared her experiences with tackling everything from cultural norms to trade regulations. Her biggest piece of advice? Adapt and learn. “Your mindset shapes your reality—it is the core of everything I teach and mentor,” she said. Every market has its own rules, but if you are willing to do the homework and adapt, there is no reason why you cannot thrive globally. Click here to learn how to win in emerging markets. - Gender-Inclusive Policies: Time to Level the Playing Field
The “pink tax” is something many women are all too familiar with—it is that extra cost tacked onto products simply because they are marketed to women. Lily did not shy away from addressing this. “We need to raise awareness on the ‘pink tax,'” she said, reminding us all that gender bias in pricing is just one of the many challenges women entrepreneurs face. By advocating for gender-inclusive policies, we can start to level the playing field and make international markets more accessible. Here’s more about the impact of the pink tax.
Moving Forward—Together
The biggest takeaway from the Masterclass was this: you do not have to go through it alone. Whether it is leveraging the resources at innovation hubs, building strategic partnerships, or learning to navigate cultural and regulatory barriers, the path to international markets is easier when we support each other. And as African women entrepreneurs, we have already proven time and time again that we are more than capable of overcoming challenges.
This journey to international success might seem tough, but together, we can break down those barriers. As Justus Kirigua so rightly said, “Businesses have seasons, just like the weather. International expansion might just be the strategy you need to weather the storm.”
So, what is holding you back from taking that next step? Whether it is the fear of navigating cultural differences, finding the right partners, or the daunting challenge of international regulations, know that you are not alone in this. With the insights from the Women in Tech Masterclass on Market Access and the support of a strong entrepreneurial network, the global market is within reach. Let us continue lifting each other up, sharing our stories, and breaking those barriers together.