Google Hustle Academy empowers 5,300 small businesses across Africa

Google’s Hustle Academy has celebrated the graduation of 5,300 small and medium-sized businesses (SMBs) across South Africa, Kenya, and Nigeria. This milestone marks the culmination of the program’s efforts to equip African SMBs with the skills and resources necessary to thrive in today’s dynamic business landscape.

Launched in 2022, the Hustle Academy has empowered over 10,000 entrepreneurs across Africa, providing them with practical training, mentorship, and access to essential tools and resources. This year’s cohort builds upon the success of the program’s inaugural year, further expanding its reach and impact across the African continent.

The graduates represent a diverse range of industries, reflecting the entrepreneurial spirit that drives Africa’s economic growth. Their participation in the Hustle Academy has been instrumental in enhancing their business acumen, enabling them to innovate and adapt to the ever-changing market conditions.

Alistair Mokoena, Country Director for Google South Africa, remarked on the significance of the program’s achievements. “The dedication and growth demonstrated by these SMBs are truly inspiring,” he stated. “The Hustle Academy serves as a testament to the transformative power of practical training and resource provision. Today’s graduation is not only a celebration of their hard work but also an affirmation of their contribution to the South African business landscape.”

Lufuno Rasoesoe, the founder of South African-based business TOSH Detergents and a recent graduate of the program, echoed this sentiment. “The training we received at the Hustle Academy has been invaluable,” she shared. “It provided us with concrete tools and strategies tailored specifically for businesses like ours. We have been able to improve our operational efficiency and gain a deeper understanding of the South African market dynamics, which has been crucial for our growth and ability to innovate within our means.”

To further quantify the program’s success and reinforce its commitment to economic development in the region, Google unveiled the Hustle Academy Impact Report at the graduation ceremonies. The report highlights the tangible impacts of the program, including:

  • Revenue Growth: 80% of entrepreneurs who completed the Hustle Academy reported experiencing revenue growth, demonstrating the program’s direct impact on increasing business income.

  • Job Creation: Upon graduating from the Hustle Academy, there has been an average creation of 4 jobs for every 10 businesses, a significant boost to employment with a mix of permanent and contract roles.

  • Access to Funding: There has been a notable shift in how program graduates fund their businesses, with those accessing new funding sources—beyond friends and family—nearly doubling from 11% to 20% post-program.

These findings underscore the Hustle Academy’s effectiveness in empowering African SMBs to overcome challenges, expand their reach, and contribute to the region’s economic growth. Google’s commitment to supporting African entrepreneurs extends beyond the Hustle Academy, with a range of programs, products, and partnerships designed to foster a supportive ecosystem for SMBs across the continent.

As the African business sector continues to flourish, programs like the Hustle Academy play a pivotal role in equipping entrepreneurs with the skills and resources they need to succeed. By nurturing the next generation of African business leaders, these initiatives lay the foundation for a brighter economic future for the continent.

To learn more about the impact of the Hustle Academy and the stories of these inspiring entrepreneurs, visit the Google blog.

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