Why Most Young African Founders Quit Too Early

Starting a business in Africa is tough. Many young founders begin with big dreams but end up walking away too soon. Why does this happen? And how can you avoid becoming part of this statistic? Let’s break it down.

1. They Feel Pressure to Succeed Quickly

Many young founders think they need to make money fast. Family expectations, social media success stories, and the fear of being seen as a “failure” push them to chase quick wins. When profits don’t come fast enough, they quit.

What to do instead:

• Embrace the journey: Building a business is a marathon, not a sprint. Even big companies like Amazon took years to turn profit. To stay motivated, focus on small wins, like your first loyal customer or a positive product review.
• Set realistic goals: Instead of aiming to “get rich in six months,” focus on surviving the first year. Track progress weekly, like improving customer service or reducing costs.

2. Money Runs Out Too Fast

Cash problems are a top reason young founders quit. Many start without savings, and when sales are slow or expenses pile up, they panic. Nearly 40% of African startups fail because they run out of money.

What to do instead:

• Start small: Sell your product or service before building a fancy website or office. Use free tools like social media to market your business.
• Track every coin: Write down every expense, even small ones like transport or airtime. Cut costs where possible, for example, work from home instead of renting space.
• Find creative funding: Instead of waiting for investors, ask customers to pay upfront for discounts. Offer “early bird” deals or sell pre-orders.

3. They Build the Wrong Thing

Many founders create products they think people want, only to realize later there’s no demand. For example, a founder might launch a food delivery app in a town where most people cook at home. This mismatch causes 42% of African startups to fail.

What to do instead:

• Solve a real problem: Talk to people in your community. What do they complain about? A farmer might need cheaper fertilizer. Students might need affordable tutoring. Build solutions for these pain points.
• Test your idea first: Before spending money, offer a basic version of your product. If you want to sell homemade snacks, give free samples to friends and neighbors. If they ask for more, you’re onto something.

4. They Try to Do Everything Alone

Starting a business alone is exhausting. Young founders often wear all the hats, marketer, accountant, delivery person, and burn out. Others clash with co-founders over money or decisions, leading to early exits.

What to do instead:

• Build a support team: You don’t need to hire full-time staff. Partner with friends who can help with tasks like graphic design or social media in exchange for a share of profits.
• Talk to other founders: Join free online groups or local meetups. Learn from those who’ve faced similar challenges. As one founder on LinkedIn said, “Surround yourself with people who get the struggle”5.
• Handle conflicts calmly: If disagreements arise with co-founders, focus on the business goal. Write clear agreements about roles and profit-sharing from day one.

5. They’re Scared to Fail

In many African communities, failure is seen as shameful. Young founders often quit early to avoid embarrassment, even when they’re close to a breakthrough.

What to do instead:

• Redefine failure: Every mistake is a lesson. If your first business doesn’t work, ask yourself: What did I learn about customers? Marketing? Money? Use these insights in your next venture.
• Celebrate courage: Just starting a business makes you a role model. Share your story—the highs and lows—to inspire others. You’ll find support you never expected.

Remember Your “Why”

Write down why you started the business. Was it to create jobs in your village? To solve a problem you faced? Revisit this when times get hard. You don’t need a flawless product. Start with a “good enough” version and improve based on feedback. A Nigerian founder sold handmade soap door-to-door before expanding to stores.

Celebrate Small Wins

Surviving another month? Got your first repeat customer? These are victories. Reward yourself with a treat or a day off to stay motivated. Too many founders suffer in silence. Reach out to mentors, NGOs, or even customers. As a LinkedIn user commented, “Customers who care about your mission will support you”.

Quitting early often comes from fear, loneliness, or money stress. But with the right mindset and strategies, you can push through. Remember: Every big business started small. Your idea matters. Your community needs you. Keep going one day at a time.