How to get on a backer's radar: what Africa's biggest programmes look for

Look across the companies and programmes backing African talent and a pattern shows up. Very few of them find people by chance. They open a call, read what comes in, and pick the people who were ready.

1. Know which kind of backer you need

• Foundations like the Tony Elumelu Foundation give early founders seed capital and training.
• Prize programmes like Africa's Business Heroes reward founders with a few years of traction.
• Tech companies like Google run accelerators for startups that already have a product.
• Development and trade banks like the African Development Bank and Afreximbank work at the level of whole industries, and you reach them through the businesses and events they fund.
• Sports organisations like Giants of Africa find young athletes through camps.

Applying to the wrong one wastes a season.

2. Be ready before the call opens

Most calls run for a few weeks a year. Keep a document with your answers to the questions almost every backer asks:

• what you do, in one sentence
• who it's for, and who pays
• what you've achieved so far, with numbers
• what the money or support would let you do next

3. Show proof, not promises

Every programme above asks for evidence: traction, customers, a portfolio, a highlight video. Start collecting it now, even if it's small.