For startups’ founders in the idea-stage thinking of raising capital, London-based venture agency, Mustard, is offering them a platform to scale and generate huge returns to investors, DANIEL ESSIET reports.
African-tech small businesses have been facing challenges of getting venture capital funding to scale.
This is going to be a thing of the past with the London-based venture agency, Mustard, creating a platform to assist Idea stage businesses, with a cocktail of services, including funding, and business development.
It has launched its idea-stage investment vehicle to originate Africa-focused ventures capable of resonating with global audiences, which it says can yield ‘VC-type’ returns over five years.
Mustard believes that Africa’s future image will be shaped by the brands it is able to produce, and their ability to attract and move global audiences. Having recognised the continent’s absence of strong brands and its ecosystems’ limited faith in their power for over a decade, Mustard is launching a £4million investment vehicle to build narrative-led technology ventures from the very start, with like-minded founders and investors who believe.
Mustard’s idea-stage investment model plays the role of investor and builder from the earliest stage. It identifies visionary, veteran and influential individuals with ‘globalisable’ venture ideas, and provide the capital and expertise in engineering, design and storytelling to explore them before a company has even been incorporated. If the venture idea and founders are deemed viable, Mustard will invest further capital and expertise to take the venture through to launch and early customer traction, before seeking an exit in a Series A or B round.
This model is different from the typical 10-year returns’ approach of African VC firms, which invest in several companies during their growth stage, and take a hands-off, advisory role in their portfolio companies. Mustard will be involved as a builder from the venture idea’s formulation, do so with far fewer companies (around three to four per year), and aim to provide its investors VC-type returns in half the time (five years).
For Mustard’s new venture agency model, its founder Ndubuisi Kejeh, has brought in renowned advisers in venture capital, growth, brand narratives and talent management. They are Parminder Vir, an award-winning film and TV producer and the former chief executive officer Tony Elumelu Foundation; Chris Williamson, Managing Director Mpesa at Vodacom, Eunice Chou, of the Africa VC firm EchoVC Partners, and Dudu Sarr, manager of Grammy-award winner Youssou N’dour, and TV producer.
Vir said: “Africa has many stories to tell, and over the last twenty years the story of its resilient youth seen through the growth of tech startups has been one of its most significant. Over the last four decades I have worked to bring stories from Africa and other cultures to the world through film and television, and I believe Mustard’s approach will help to do the same through the meaningful brand narratives it builds for tech ventures.”
Founder BlackOps, Seni Sulyman, said: “Right from the first time I came across Mustard’s thesis and idea-stage investment approach, it sounded really powerful. I am keen to see what comes next from the Mustard team because I want to see African brands go global, which will not only mean massive changes for the continent, but also for its place in the world.”
Founder Brand Africa, Thebe Ikalafeng, said: “Africa has the culture, vibrancy and talent needed to make world-class brands, but over the years rhetoric and desire has not been matched by output. Mustard’s narrative-first philosophy, hands-on building and investing approach, and focus on influential founders, might be the change we need to shift the status quo.”
General Partner EchoVC Partners, Eghosa Omoigui added: “Mustard’s expertise in venture building at the earliest possible stage coupled with a strong philosophy on brands has resonated with us for quite a while African startups and their brands need to go out to the world for many reasons, among which include access to broader consumer markets. Mustard’s idea-stage investment approach is uniquely different, and highlights why a mixture of approaches is what a growing startup ecosystem needs.”