Startups
STRATEGY: How MAX.ng, Riby.me and Flutterwave.com leveraged Microsoft 4Afrika inspiring stories


By Sandra Nnaemeka
Through their fresh ideas and potential for growth, startup companies are reaping the many benefits of innovation – particularly in relation to economic and digital growth in Africa.
It is with this in mind that 4Afrika, Microsoft’s business and development engine in Africa, supports startups like MAX.ng, an on-demand ride-hailing mobile application, Riby.me, a fintech solutions that enables co-operatives to plan, save and invest regardless of members’ earning power and Flutterwave.com that drives growth for banks and businesses across Africa through digital payment technology; three exciting Nigerian startups – to offer funding opportunities, technological access and skills transfer, and other support that has helped their businesses develop, and positon themselves for the next step in their journeys, according to a report by TechEconomy.ng.
Read:
The founders of these Nigerian startups were on hand during a Microsoft fireside chat session to discuss the importance of innovation in their respective industries and their contributions toward Africa’s digital transformation.
MAX.ng’s Story
Chinedu Azodoh is CTO and Co-founder at MAX; Chinedu develops MAX’s financing and pricing models and validates the key business model assumptions.
Currently, MAX.ng has grown the riders’ network from 3000 to 5000. With over 60 employees and does minimum of $100,000 monthly turnover, MAX has gone ahead to launch ‘Champion Academy’, which is a reward system whereby a rider turns to bike owner.
Here Chinedu’s comments: “What we have doing is trying to change the narratives among ‘Okada’ riders to bike riding. We are working in Lagos State Government and the Federal road Safety Commission, trying to help the riders and invariably the passengers and the economy achieve three key things- safety, affordability and accessibility.
“It may interest you to know that after 7pm, 73% of riders are women. Our platform is such to support these people”, he said.
In terms of safety, MAX is changing the mentality among riders. For stance statistics from the FRSC indicates that 1.4% (passengers), 1.3% (riders) is the compliance rates on wearing of helmet; MAX.ng wants to change that as wearing of helmet brings about 70% less injury during accident.
“Affordability: we are about 50-60% cheaper than what other taxi hailing platforms are doing. Okada of 120mh costs about N600k each. We are providing them to our riders in an affordable manner. Others not on our platform pay 75% additional fee on the ride yearly and find it difficult to meet up. We are leveraging data to provide these services and make it affordable for people in a safe manner.
Impact of Microsoft 4Afrika on MAX.ng
Interestingly, MAX.ng started discussions with Microsoft in far- away New York. Chinedu recalls, “Our first interaction with Microsoft was in 2015. At that time, we were not considering massive infrastructure or hosting, but as the conversation continued we embraced Azure and have essentially grown with it.
“Through Microsoft mentorship programme, we do a lot of work on data analytics and machine learning. It has been an amazing help. Microsoft has been a dependable partner. 4Afrika has had a huge impact on MAX.ng and what we have been able to achieve so far”.
“The money we would have ordinarily spent on hosting alone is being channelled to other things that MAX Champion Academy which was we launched to take away young people off the street; provide them with technology to help them start off”.
Riby.me
Salami Abolore is the CEO of Riby. For 5 years between 2012 & 2016, he was central to $10m in revenue and managed about $30m in business value. During this period, Salami founded Riby, a FinTech company that focuses on finance management for Cooperatives- Savings & Trade Groups- and that helps the groups & their individual members Save, Borrow & Invest, Together.
The goal here is to see everyone using Riby.me system achieve a sustainable and repeatable Business & Personal Finance Growth. Simply put, with Riby.me ‘Isusu’ has gone digital; it about a complete digital inclusion package.
In numbers: Riby.me launched in May 216 is working with Union Bank, and other branchless banks with over 1.3million people in different cooperative societies are registered on the platform. It has qualified over 700,000 for credits. 300,000 have already accessed the credits!
“Our role is helping groups’ embodied members, create accounts and process members’ funds. We are like bank without walls.
“We are headed to where anybody that works (artisans or salary earners) can have a future through consistent saving of funds. Through that, we are changing the mentality of non-saving culture; and giving cooperative societies more access to members and open them to extra lenders. It is a means of fighting poverty through job creation; teach the principles of consistent savings.
Riby.me’s unique prepositions
“If we don’t do that in two years-time people would ask why isn’t anybody doing this. Millions of people are into cooperative society and there is no banking solution around them. In fact, they are not treated as critical customers of the banks. It is easy to engage in ‘Ajuo’ (financial contributory system among members of cooperative society that has no banking system around it), but that is less than 10% of what cooperative society is.
If you look at different sectors of the economy the staff cooperative society have billions circulating among members, but there is no solution to harness the economic potentials.
The USP is how to digitise the whole process such that through the platform a cooperative society can open account for member, issue ATM, and conduct a whole lot of checks and balances.
Riby.me’s encounter with 4Afrika and the Impact so far:
Salami continues, “In February 2017 we had just 50 people on our platform, but we knew we are going to grow very readily. Today, we work with a lot of enterprises; thus, we needed 24/7 uptime; that is how we connected with 4Afrika- the Azure has been available and we are even getting more supports. We are even trying to get to other Microsoft platforms that will enable the groups on our platforms to chat.
“I see Microsoft as a matured company that wants startups to succeed; all I can advise other startups is get prepared, be focused (be sure of what you want to achieve) and approach Microsoft for mentorship, funding and other opportunities”.
Well, Riby.me is seriously deepening digital inclusion and currently records 40,000 new signups monthly for a startup that started with 75 signups per month; that is a huge leapfrog thanks to the power of technological backup provided by 4Afrika.
Let us hear from Flutterwave.com.
Azeez Oluwafemi is the Vice-President of Product Engineering Flutterwave Inc. He is a software engineer and leads the product engineering team at Flutterwave. He started his career at GTBank where he worked for 8 years and helped build robust and stable innovative solutions for the payment industry.
In other words, Azeez understands the pain points when Nigerians want to send or receive funds from partners abroad. Yes, Flutterwave is about connecting Africa to global economy.
“There are businesses that suffered from getting payment from partners abroad. To receive payment on online store was hellish. So far, Flutterwave an infrastructure company makes payment easy. We power other banking solutions like ALAT”, said Azeez.
“Our goal is to see that any merchant in Africa can process their payment with ease”, he added while he further disclosed that “Flutterwave has done 30 million transactions and N1billion worth of processed payments in the last two years. We are restoring confidence of the outside world on Africa. We are critically involved in the process of financial inclusion”.
Well, Mastercard and Visa of this world are there, but how is Flutterwave penetrating the market? “Before you can transact with other platforms you need to do some integrations; we do that for you”. Connecting to Fluterwave connects you to the global economy and offers greater reach”, he further explained.
Flutterwave and 4Afrika: the convincing story:
“Our goal has been to provide always available infrastructure- which isn’t easy to do in Nigeria. It was becoming harder for us to achieve until an encounter with Azure- Most of our core- infrastructure run on Azure. Because of that seamless offerings following optimal network availability, we are now present in five African countries and United States with target to launch in other cities soon.
From MAX, Riby to Flutterwave and other500,000 SMEs online that have been brought online and offered support, the mission of Microsoft 4Afrika Programme is being fulfilled.
This mission was re-echoed by the Communications Lead, Microsoft, Yemi Orimolade who moderated the fireside chat session.
He said, “Microsoft’s mission is to support any individual, startup or organisation irrespective of geographical location. This has been well pronounced by the stories of these startups in Nigeria who actually started conversation with Microsoft in either New York or Nairobi”.
Startups
Scaleup with STEP: How STEP Empowering Startups & Talent in Africa


Africa is rapidly becoming a hotbed for innovation, entrepreneurship, and technological advancements.
Yet, for many startups and talented individuals, the journey from concept to market traction and revenue is often fraught with challenges.
Enter the Startup and Talent Enhancement Program (STEP), a pioneering initiative by IDEA Africa, with support from the UK-Nigeria Tech Hub. STEP is not just a program; it’s a transformative force empowering startups and talent across Africa to scale up and achieve sustainable growth.
The vision of STEP is simple yet profound: to bridge the gap between potential and success for startups that have moved beyond the post-revenue stage but are struggling with technical debt, growth hacking, marketing, and other critical areas. How? By giving them access to a large pool of professionally trained talent, strategic market advice from industry experts with years of experience, and a community with like-minded people and fellow founders. By providing targeted intervention and strategic resources, STEP ensures that these startups are not just surviving but thriving.
STEP’s approach is holistic, providing support in multiple areas crucial for startup success. From offering technical assistance, helping startups overcome technical debt and improve their product offerings to providing growth hacking strategies and tools to drive rapid growth and scale operations, to offering marketing insights and resources to effectively market products and reach the right audience and also assisting startups in developing robust business strategies that ensure long-term success.
STEP is committed to empowering individual talent and helping mentors attain fulfilment. By connecting skilled professionals and experienced mentors with high-potential startups, STEP not only helps these individuals find meaningful work and fulfilment but also fosters a culture of innovation and collaboration. This creates a dynamic ecosystem where both startups, talent and mentors can thrive.
To maintain the quality and impact of the program, STEP employs a rigorous selection process. Startups are evaluated based on their growth potential, market fit, and alignment with STEP’s objectives. This ensures that only the most promising startups, ready to embrace transformative changes, are chosen. The result is a cohort of high-potential startups primed for success.
Why STEP?
We are not just another initiative, but an organisation committed to transforming lives and businesses. We believe in the power of local startups to drive economic growth and create jobs. With tailored support and resources, we help you overcome challenges and reach new heights. Also, we provide comprehensive talent and mentor support, connecting you with skilled professionals who can help take your business to the next level. At STEP, we are dedicated to the professional growth of individuals. Through our program, selected talent will receive upskilling opportunities and access to job placements that match their skills, ensuring a bright future for all.
Application Details:
Key Dates:
- Application Period: July 22nd – August 31st, 2024
How to Apply for Startups, Talent and Mentors:
- Click www.steptech.ng
- Select your track
- Create an account with us
- Verify your email
- Log in to start your application
How to Apply for Hubs:
- Send a mail to [email protected] with “Hub Application” as the subject
Join STEP in Transforming the Startup Ecosystem
We invite all innovators, from startups to mentors, talent, and hubs, to join us in this exciting journey. STEP is your opportunity to make a significant impact, drive innovation, and contribute to the growth of the startup ecosystem in Enugu, Rivers, and Ekiti states.
“Scaleup with STEP” is not just a call to action; it is a testament to the potential and resilience of African startups and talent. By providing targeted support, fostering connections, and driving innovation, STEP is paving the way for a brighter future in Africa’s tech landscape. Join STEP today and be a part of this incredible transformation.
Join the Community
Stay connected with us on LinkedIn, Twitter, Instagram, and Facebook for updates, success stories, and live Q&A sessions. One of the most vital parts of STEP is the community that we are creating. By joining STEP, you join a community of like-minded innovators, tech enthusiasts, and industry experts. This community is a place to collaborate, share experiences, and form long-term connections that can help your startup grow.
Follow STEP’s innovative and exciting journey on social media platforms @steptechnigeria on Instagram, Facebook, LinkedIn, and X.
For more information, visit the website or contact the team at [email protected].
About IDEA Africa:
IDEA Africa is a leading organization dedicated to fostering innovation and entrepreneurship across Africa.
Through various initiatives and partnerships, IDEA Africa supports the growth of startups and the professional development of talent, driving economic growth and technological advancement in the region.


2023 was a groundbreaking year for growth marketing, where innovation, data-driven strategies, and visionary leadership came together to set new industry benchmarks.
Recognizing this era of transformation, Growth Marketing Leaders Network (GMLN) unveils its list of Exceptional Nigerian Growth Marketers for 2023.
These individuals distinguished themselves through groundbreaking strategies that not only propelled tech and business solutions but also redefined how products and services are marketed and embraced globally.
Their remarkable ability to adapt, innovate, and deliver impactful results amidst economic challenges highlights their resilience and dedication.
These growth marketers have set a high standard, influencing industries across Nigeria, the UK, the US, and beyond, and leaving a lasting mark on the global marketing landscape. This list contains:
1. Abimbola Ogundiran


As the Deputy Director at Playhouse Communication, Abimbola has been instrumental in crafting campaigns that resonate with Nigerian tech consumers, promoting Playhouse’s tech-related projects with creativity and impact.
2. Stanley Osuozah


As Co-Founder and Growth Lead at Unideals, Stanley Osuozah has leveraged data-driven strategies to enhance user acquisition and engagement, driving measurable growth in student-focused marketing.
3. Ized Uanikhehi


Serving as the CEO and Founder of Zedi Africa, Ized’s focus on sustainability and digital inclusion has led to campaigns that not only market tech but also address societal needs, significantly impacting Zedi Africa’s footprint in the tech sector.
4. Ololade Otusanya


As the Digital Marketing Manager at MTN Nigeria, Ololade has spearheaded innovative digital campaigns, enhancing customer engagement and driving the brand’s digital presence to new heights.
5. Daniel Chukwu


As the Digital Lead at Yellow Brick Road Lagos, Daniel has orchestrated creative digital strategies that have driven client success and elevated the agency’s reputation in the industry.
6. Khadijat Durosinmi


A Nigerian tech marketer, Khadijat has been recognized among global marketing influencers, highlighting her significant contributions to the field. Her innovative approaches and impactful strategies have earned her a place among the top marketing influencers globally.
7. Bukayo Ewuoso


As a Product Marketing Manager at Eskimi, Bukayo has developed targeted marketing strategies that have expanded the company’s reach across various demographics, contributing to substantial growth in user engagement.
8. Jelil Adedoyin


Serving as the Digital Marketing Manager for Sub-Saharan Africa at Reckitt, Jelil has led impactful campaigns that have increased brand awareness and market share across multiple countries in the region.
9. Adams Adeleke


A distinguished Nigerian Business Analyst and Product Expert, Adams has led transformative projects across Africa, Europe, and the UAE in sectors like banking, fintech, energy, and e-commerce. In 2022, he co-founded Leenit, a London-based EdTech marketplace empowering professionals to share knowledge through training and mentorship, benefiting over 1,000 learners from the UK and Nigeria.
10. Ebube Victor Okechukwu


As the Head of Social and Digital Media at United Bank for Africa PLC, Ebube has driven innovative social media strategies that have enhanced the bank’s digital footprint and customer engagement.
These exceptional growth marketers have not only navigated but have actively influenced the marketing landscape in 2023. Through their innovative strategies, they have set new benchmarks, driving awareness and adoption of technology across industries in both Nigeria and beyond. The recognition of these top 10 professionals celebrates visionary leaders who have skillfully adapted to the evolving marketing landscape, making lasting contributions that continue to shape the future of the industry.
Startups
Heifer Announces Three AgriTech Innovators as AYuTe Africa Challenge (Nigeria) Winners
As a result, the competition will increase visibility for growth and improve smallholder farmers’ productivity.


Three young agric-tech innovators in Nigeria have emerged final winners of this year’s Agriculture, Youth and Technology (AYuTe) Africa Challenge Nigeria, an enterprise development program initiated by Heifer International to identify, nurture, and support innovative, relevant, and technology-driven agric-centric enterprises that grow, scale and help smallholder farmers to thrive in Africa.
Announcing the winners in Lagos on Wednesday, November 30 at the Grand Finale of the keenly contested Challenge that saw well over 600 entries, the Country Director, Rufus Idris said the newly introduced annual challenge in Nigeria serves as a springboard for identifying outstanding young agritech innovators, as well as assisting in the formation of strong partnerships.
As a result, the competition will increase visibility for growth and improve smallholder farmers’ productivity.
Ifeoluwa Olatayo, the Managing Director, Soupah Farm-en-Market Limited emerged the grand prize winner for the maiden edition of AYuTe ‘s competition in Nigeria having met all requirements to get the topmost position. She got $10,000 grants as the overall best at the conclusion of Heifer Africa AYuTe’s Challenge to expand her business initiatives in the agriculture value chain.
The second runner’s -up, Rejoice Usim, the Chief Executive of Simkay Foods Limited got $6,000, while Stephen Obe, the CEO of Evet Technology got $4,000 grants to emerge the third place winner.
The winner, Olatayo described the impact of her innovation at Soupah Farm-en-Market Limited thus: “Basically, we connect rural smallholder farmers to urban markets by using short code as a procurement interface. So, rural smallholder farmers will no longer market agriculture produce through middlemen – they will communicate with us directly to collect their produce while we sell to large off takers. Majorly, we are improving the livelihood of the smaller farmers because we buy their farm produce at better prices of about 50% higher than the typical traditional markets”.
She urged youths to engage and think of how to use technology to better the lots of young farmers and boost food production and supply. “I encourage other youth techies to look for those problems within the agriculture industry and solve them with the use of technology to scale faster and grow bigger”,
“The grant will majorly be a benefit to our local farmers. It will also create a supply chain system for them in terms of purchase, storage and selling in a way that it makes them make higher profits than they are making at the moment” she said.
The national competition represents a new phase of Heifer International’s AYuTe Africa Challenge, established in 2021 to award cash grants annually to the most promising young agritech innovators from across Africa. Like the Regional Champions competition, the AYuTe National Champions competition offers prize money and mentorship, helping translate the energy and ideas of young Nigerian agritech innovators into meaningful impact for smallholder farmers across the country, and supporting winners to grow their businesses and profile.
“More than half of our population consists of young people and with inflation skyrocketing, fueled mainly by food inflation, we’ll need the youths with energy, tech-savvy, and entrepreneurial skills that can be channeled to transform the agricultural sector,” said Rufus Idris, Country Director, Heifer Nigeria.
Presenting the awards and the grant to the finalists, Heifer Nigeria’s Country Director, Rufus Idris, said that “We are excited to announce a starting cash grant of $20,000 to the most promising young agritech innovator in Nigeria. This is in line with Heifer’s strategic goal of unleashing the hidden agricultural treasures among African youths.
“We strongly believe that the new ideas and technologies by this Africa’s tech-savvy youths discovered in this competition will help to convert the huge potential in agriculture to economic growth and employment across Africa while transforming the sector.
“Through this challenge, we hope to further inspire the Nigerian youth population to continue to embrace agriculture as a career option of choice, while promoting creative professionals that are using technology to re-imagine farming and food production across the country”, said Idris at the close of the competition.
Since 1944, Heifer International has worked with more than 39 million people around the world to end hunger and poverty in a sustainable way. Working with rural communities in 21 countries in Africa, Asia, and the Americas, Heifer International supports farmers and local food producers to strengthen local economies and build secure livelihoods that provide a living income.
The event brought together stakeholders within the ecosystem including government representatives, tech hubs and agripreneurs, who are relevant to supporting the development and scale-up of innovative, commercially viable and sustainable agricultural technologies, capable of transforming Nigeria’s agricultural sector and her food security.
The keynote speaker and Lagos State Commissioner for Agriculture, Ms.Abiola Olusanya who was represented by the Director of Agriculture Training Institute, Mr Emmanuel Fatai Audu, said that “At every point in time, there is always a demand for food in Lagos State. Food worth N9 billion is consumed every day. If we can expand that across Nigeria and Africa, that tells you the immense potential that the food value chain brings to the table in terms of economic gains to value chain outburst, especially our youths here today. He encouraged the youths to go into Agriculture as it is the next oil.