Discover the hard-won lessons and proven playbooks of African founders
Go-to-market (GTM) is one of the most critical — and most challenging — parts of launching a startup. In Africa’s dynamic and diverse markets, founders can’t rely on cookie-cutter models from Silicon Valley. They need strategies that speak to local infrastructure, trust dynamics, and purchasing behaviours.
This white paper brings together the lived experiences of startup founders across the continent, with insights drawn from Antler’s work supporting 1,400+ companies globally — including 26 investments made from our Nairobi office and our newest location in Lagos.
Download the free white paper today.
Inside, you’ll find:
✅ A breakdown of what makes a GTM strategy succeed in African markets
✅ Four real-world GTM archetypes used by African startups — and why they worked (or didn’t)
✅ Deep dives on content, network, partnership, and direct sales strategies from brands like Uncover, HelloTractor, Money254, MosMos, and more
✅ Practical hacks to build trust, drive traction, and reach your first 100 paying customers
✅ Tips for navigating cultural nuance in customer feedback and investor conversations
This guide is for you if you’re:
• An early-stage founder building for African markets
• A marketer or operator tasked with driving adoption
• An investor or ecosystem builder supporting local startups
Learn what’s worked. Avoid what hasn’t. Accelerate your journey.
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