How to Pitch to Investors in Africa

Startups in Africa often struggle to secure funding because they can’t effectively pitch to investors.

To succeed, founders need more than a great idea; they must understand where to find the right investors, how to present their business clearly, and how to build strong relationships. 

Africa’s startup scene is growing fast, with cities like Lagos, Nairobi, and Johannesburg leading the way. But to stand out, you need to know how to craft a smart pitch that shows real value, solves real problems, and proves your business can grow. 

This guide breaks down everything you need to prepare, deliver, and follow up on a winning pitch, using simple steps that work across the continent.

1. Know Where the Money Is Going

If you want to raise money for your startup in Africa, start by understanding where investors are already putting their money. Big tech cities like Lagos, Nairobi, Johannesburg, Cairo, and Kigali have lots of investor activity. Newer places like Accra, Abidjan, and Casablanca are also growing.

Industries like fintech (money tech), agritech (farming tech), healthtech (health tech), and logistics (delivery and transport) get the most money. If your business fits into these sectors, you’ll have a better chance of getting support.

Also, know how much money is given at each stage. Early investors (called angel or seed investors) usually give $50,000–$200,000, while bigger investors at later stages give $500,000 or more.

2. Find the Right Investors

Before making your pitch, study which investors are the best fit for your business, look at their past investments, what kind of companies they invest in, where they are based, and how much they usually invest.

Some investors let anyone apply, but many only listen if you are introduced by someone they trust, like a business accelerator or a shared contact. So, plan how you’ll reach out; it really improves your chances.

Every good pitch starts by showing the problem you’re solving. Describe the African issue you are tackling, like helping farmers sell their crops or making medical records digital. Use real stories or facts to make the problem clear.

3. Explain Your Value Clearly

Then, explain how your product or service solves that problem in a new and better way. Mention any special features like partnerships, smart tech, or good distribution. If you already have early results, like test users, contracts, or some revenue, that’s a big plus.

4. Make a Great Pitch Deck

 Your pitch deck (a slide presentation) should be short—around 10–12 slides. Here’s what to include:

Title Slide: Company name, slogan, and team members.

Problem + Solution: What problem you solve and how.

Market Size: Show how big the opportunity is in Africa.

Business Model: How you make money (like fees or subscriptions).

Progress: Share key wins—like customers, partners, revenue.

Growth Plan: How you plan to reach customers and grow.

Competition: What makes you better than others.

Financials: Your future income and spending plans.

Ask: How much money you want and what you’ll use it for.

5. Practice Your Pitch Delivery

How you speak matters as much as what you say. Start by being friendly and finding something in common with the investor. Keep your words simple and avoid too much business jargon.

Be bold with your vision, but also realistic. Be ready to answer tough questions about laws, money exchange, delivery issues, or hiring staff. Practice a lot—with friends, mentors, or other startup founders. Try to keep your talk under 10 minutes, so there’s time for questions.

6. Stay in Touch and Build Relationships

After your pitch, send a short email within 24 hours. Thank them, recap your main points, and attach your pitch deck or extra info.

Keep in touch by sharing updates every month, like new hires, product upgrades, or sales. Go to startup events, pitch competitions, and tech meetups. Every new person you meet could help you get funding later.