by Melanie Hawken, founder & ceo, Lionesses of Africa
Attention quite rightly gets focused on creating greater access to funding for Africa's women entrepreneurs in growth mode, but getting access to markets is just as important. After all, you have a sustainable business with a continual flow of customers and sales. We see many women business owners who have created world-class products and brands but need help accessing new markets, particularly in Europe. They need to get into the game of reaching these more significant markets, allowing them to expand their horizons and take their businesses to the next level. Start-Up Night Africa in The Netherlands is part of our strategic approach at Lionesses of Africa to create a gateway to important market opportunities in the country and across European markets for the high-growth potential women entrepreneurs in our 1.7 million-strong community.
Breaking into the European market can be essential in the growth and success of high-growth potential African women-owned businesses and brands. With its extensive and diverse consumer base, advanced infrastructure, and strong purchasing power, it presents remarkable opportunities for these businesses to expand their reach to new customers, new distribution partnerships, and growth funding. Furthermore, the European market enables Africa's women business builders to improve their quality standards and enhance their product development for these new markets, ultimately strengthening their overall competitiveness and brand positioning. It also allows these businesses to reduce their dependency on one local market, minimizing risks associated with economic fluctuations or changes in local consumer behavior.
To effectively support the efforts of African women entrepreneurs to access the European marketplace for their products and services, a multifaceted approach is needed. That's why Lionesses of Africa launched its new business in The Netherlands, providing a tangible support base for Africa's high-growth potential women entrepreneurs to break into the European marketplace. By fostering strategic partnerships and networks between African and European business communities and providing guidance and access to relevant contacts to facilitate market and funding support, we can help Africa's women entrepreneurs tap into the vast opportunities available in the European market. The benefits will be realized in sustainable economic growth for both continents and, hopefully, a significant increase in investments for high-growth women-owned businesses.