Why African startups must build for local realities before global scale

By Joshua Obodai

In the excitement of the global tech revolution, it is easy to get caught up in visions of rapid international growth and instant worldwide impact.

However, for African startups, the most sustainable and meaningful success begins by deeply understanding and building for local realities. This principle is not about limiting ambition; rather, it is about creating a solid foundation that can support growth without losing sight of the communities these startups aim to serve.
Local realities in Africa are unique and complex.

They include diverse cultural norms, varying infrastructure quality, different regulatory environments, and distinct consumer behaviours. Ignoring these factors can lead to products and services that fail to meet actual needs or are difficult to adopt. Building for the local context means taking the time to research, listen, and adapt technology solutions to fit how people live, work, and transact every day.

During my time as Lead Frontend Engineer at Edusko, I saw firsthand the transformative power of building with local context in mind. Edusko’s mission to provide access to quality education for African children regardless of socio-economic status wasn’t just a slogan. It shaped every product decision we made. From simplifying user onboarding to designing for low-bandwidth environments, our goal was clear: bridge the gap between African parents and schools.

We weren’t building for the average global user. We were building for parents all over Nigeria and Accra, many of whom were searching for schools online for the first time or navigating tight financial constraints. We had to prioritise accessibility, ease of use, and trust. Features like tuition financing in under 12 hours and school comparison tools solved real, pressing problems in ways that felt empowering to the people using them.

African startups that prioritise local relevance position themselves to create a lasting impact. They design with accessibility in mind, ensuring affordability and ease of use for people across different regions and socio-economic groups. They address problems that are urgent and pressing, whether it is financial inclusion, healthcare access, education, or agriculture, delivering real value that resonates. This means designing for inconsistent power supply, unreliable internet, and a population with varying degrees of digital literacy.

This approach fosters trust and loyalty, which are essential ingredients for growth. At Edusko, our product team knew that if it took more than 15 minutes to complete an enrollment, we would lose users. So, we rebuilt processes from the ground up, integrating digital onboarding and tuition discounts into a seamless, mobile-first flow.

Scaling globally is a tempting goal, but it should come after mastering local challenges. Startups that rush to expand without solidifying their home base risk spreading resources too thin and losing their competitive advantage. Instead, thriving locally builds credibility and generates insights that can inform international strategies. It prepares startups to compete on a global stage with offerings that are not just transplanted but truly innovative and adaptable.

Moreover, building for local realities encourages startups to harness indigenous knowledge and innovation. African entrepreneurs have the advantage of lived experience within their markets. This insight allows them to create solutions that outsiders might overlook or misunderstand. By grounding innovation in local contexts, startups can contribute uniquely to global tech ecosystems, adding diversity and richness to the ideas and products shaping the future.

Challenges such as infrastructure gaps, regulatory hurdles, and funding limitations require creative approaches tailored to local circumstances. Startups that succeed understand these barriers not as obstacles but as opportunities to innovate differently. They leverage mobile technology, design for offline functionality, and collaborate with local partners to navigate complexities effectively.

Ultimately, the path to global success for African startups begins at home. It starts with building products and services that fit local needs, reflect local realities, and empower local communities. This foundation creates resilience and relevance, ensuring that when these startups do expand beyond borders, they do so with strength, purpose, and authenticity.

In a world that often celebrates rapid growth and scale, African startups stand to gain by prioritising depth over breadth initially. Following local realities first is not a step backwards but a strategic move forward. It is the difference between fleeting success and enduring legacy.

Joshua Obodai is a dynamic software engineer and data science professional nearing the completion of his Master’s at the University of Hertfordshire. He has successfully led teams at Enyata and Edusko, focusing on harnessing artificial intelligence to build powerful tools that enhance everyday financial decision-making. Celebrated for his mentorship and forward-looking expertise, Joshua is committed to leveraging technology to create a lasting positive impact.

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