Nigerian mobility startup Max.ng recently raised $7 million to expand to 10 West African countries, boost its steam and develop in the coming years a transportation and delivery system using three-wheelers.

The money was secured from a group of African and non-African investors, includng capital-risk firm Novastar Ventures and Japanese company Yamaha Motor Co.Ltd. Adding the recent proceeds, Max.ng has successfully raised $8.5 million so far.

MAX is building technology infrastructure and financial services to make mobility safe, affordable and accessible to 1 billion Africans

The Nigerian firm, according to co-founder Adetayo Bamiduro, “is building technology infrastructure and financial services to make mobility safe, affordable and accessible to 1 billion Africans.”

MAX targets the sub-Saharan Africa market which it values at $80 billion. In West Africa, the startup will settle in Ghana and Côte d’Ivorie and add new types of vehicles, such as watercrafts and three-wheeler taxis, to its fleet.

It should be noted that this year alone, two Nigerian mobility startups, Gozem and Kobo360, entered the Togolese market. MAX could thus be the next.  

Ayi Renaud Dossavi

In Togo, the agricultural financing incentive mechanism (MIFA) is in talks with Edem Bessanh, founder of the Champiso drinks startup.

As the startup seeks XOF650 million to industrialize, “it is discussing with local partners such as MIFA which is ready to support the process.  The MIFA is already working with us and talks are ongoing,” Bessanh tells Togo First.

If the talks are conclusive, the MIFA should provide Champiso substantial funding and help it achieve industrial production.

Séna Akoda

Agbewonou Darwin Yawovi recently won the 2019 Total Startupper of the Year contest, landing a prize of CFA8.2 million. The youth owes his victory to his project, SOS System which is a rescue app that manages disasters. The app has a geolocalization and alert system.

The second winner is Clifford Plastid Hoglonou whose project is Alcoford Corporation, specialized in bioethanol production. Kodjo Sitsofé Labou is the third winner with the project Navig Map, a geolocalization and mapping system. Both contestants respectively received CFA5 million and CFA3.2 million.

Beside the monies, the winners will be helped to perfect their projects, and benefit from a publicity campaign.

Prizes were given Thursday Feb 28, in the presence of Total’s management, various officials and actors of the entrepreneurship segment in Togo. Among the latter was Sahouda Gbadamassi-Mivedor, Director General of the Youth Economic Initiative Support Fund (FAIEJ).

This year’s edition of the Total Startupper of the Year Contest is the second. In Togo alone, it recorded 600 applications, thus 10% more than the previous edition.

Ayi Renaud Dossavi

Soon, the mushroom-based drinks made by Togolese entrepreneur Edem Bessanh will be sold in Canada.

We have signed a contract with businessmen and under the deal, our firm, Champiso, will soon be represented as a franchise in Canada, Bessanh told Togo First in an interview.

According to the entrepreneur, detox products are very much appreciated in developed countries, due to their medicinal nature. He then explained the decision to open a franchise by needs to find favorable outlets for his business.

Actually, this experience will be replicated in Egypt. “Soon, we will do the same in Egypt. With the government’s support, we took part at the end of December 2018 in a major business forum in Egypt and found there partners that are ready to acquire the firm’s franchise and produce our drinks”.

Séna Akoda

Passionate, perfectionist and visionary, Mablé Agbodan truly incarnates the multi-talent Togolese Woman. Specialized in luxury designs, she is the director of a gallery and online shop.

“Craving to change things and help her Togolese brothers and sisters”, the laureate of the “Arts, Sports and Culture Contest”, Women Category, created in August 2016, the Arts and Craftsmanship Club of Togo. The club’s objective is to improve skills of Togolese artisans to make the sector more competitive and attractive. However, she went through many hardships before getting to that stage. Let’s now discover the adventure of this admirable personage in the present interview.

T.F : You were living abroad where everything was going well for you, both in regards to your work and business. Yet, you returned home. Why?  

M.A : You often hear people say that the best place to serve is home or that no place feels like home. Well, I always say Europeans built their own place and that it is also up to us Africans, to build our own continent. I would like to contribute to that process.  

T.F : So, what do you think are the measures to implement to help Togolese artisans reveal their potential and enjoy their profession ?

M.A : I believe we still have very much to do. African craftsmanship still has a long way to go. For now, one becomes an artisan either when he fails in school, does not want to attend school or when there is no other option. Proof of that is some have to work for free to learn the ropes of a given job since they have no way to pay for the training. I would thus say that what African craftsmanship first needs is sensitization.

For my part, with the limited means I have, I intend to provide the young people of my centre, training in English. I am thinking of negotiating a deal with the US embassy in this regard. Also, since each of them has a bank account, I wish to help them get loans to purchase a vehicle. My goal is to let them understand that their work, what they do, craftsmanship, has great value and that they can live off it.

T.F : Institutionally,  what do you think should be done to develop this sector ?

M.A : Well, I think the sector should be modernized by providing artisans practical tools to stimulate them, to spark their creativity.

T.F : In regards to standards, what is your opinion of African artisans compared to the Europeans, since you have experience with both ?

M.A : African artisans are unable to perform some tasks for the simple fact that they know not how to and lack the means to as well. Also, culture is a barrier since the African artisan was taught to be a follower and not a leader. He is limited, conditioned, he lacks the means to explore and his culture prevents him from truly expressing himself. This is clearly not the case for the European artisan.

T.F : How do you finance the craftsmanship club ? 

M.A : I must say that it is quite difficult at the moment and I would like to take this chance to ask for support from the government, first, and any other willing person, so that this centre will not be the first and last of the kind. I started with whatever I had. I primarily funded the centre with savings I gathered over 10 years and I often tell my artisans that if one does not quickly find a way to sell his works, the well from which he draws money would dry (chuckles…).

T.F : In this regard, what are your outlets ? To whom are your products directed?

M.A : I would surely like to sell to everyone but it is not possible to please everybody. So, my main clients are so far currently in Europe. I offer high-end products which are directed at a specific social group: football players, designers, bourgeois… However, my goal is to sell to people in the African middle class in addition to my actual customers.

T.F : Do you have issues selling here, in Togo ?

M.A : Yes of course. People here are not much interested and often get discouraged by the prices. Others are however interested but do not buy.

T.F : So why don’t you reduce your prices ?

M.A : The thing is, we spend a lot of time making our products. We do not rush. We take time at the stages of conception, design and all the rest… That is why our prices are relatively high.

T.F : Creating this centre is a first milestone. What comes next?

M.A : My dream is to have a university where craftsmanship will be taught. I was dreaming about the Craftsmanship Club for many years and that dream finally came true. I have been through a lot to get here. Since I started my journey on this path, and during my countless trips, I dreamt of one day creating an African institute of craftsmanship (chuckles…). I started on my sister’s veranda and here I am now. The next step is to build other centres in Kara and Dapaong and create a real training centre for artisans. A place where a certain level of skills would be demanded before admission

Interview by Fiacre E. Kakpo, Séna Akoda and Ahlonko Octave Bruce

Togo’s government wishes to make e-commerce a pillar of its economic growth. In that framework, there are actors like the local startup Semoa that creates and provides solutions to firms for online payment.

The startup’s CEO, Edem Adjamagbo, actually took part in the national workshop session to assess Togo’s readiness to e-commerce held last week. On this occasion, the startup which received the Fintech Africa of the Year 2018 award presented its latest product: Semoa Kiosk. It is a network of automated payment units enabling users to make online payments on websites using cash. In this short interview, Edem Adjamagbo answers some of Togo First’s questions.  

Togo First : How does Semoa Kiosk benefit Togolese ?

Edem Adjamagbo : Our goal is to dematerialize bill payment. Nowadays, everyone uses cash. This is why we often see long queues when going to pay electricity bills. With the Semoa kiosks, there will no more be a need to go pay directly. People can come pay their bill at any Digital corner equipped with a Semoa Kiosk.

Togo First : Beside the payment of power bills, what other services does your kiosk provide ?

Edem Adjamagbo : At the moment, our kiosks allow for deposits on Tmoney accounts, purchase of phone credit with Togocel and Moov or to purchase mobile data with Togocel.

We are working with our R&D team in Lomé to launch a new service each month. The same way a phone becomes a smartphone by downloading apps, we are working to develop new services to turn Semoa-kiosk to SMART Semoa-kiosk.

Togo First : Where are these kiosks situated?

Edem Adjamagbo : Currently, we have some with our early partners CCT Batimat (assivito) and Wiistore, Kégué. These are partners who quickly understood what we prepared and wished to support our initiative by hosting the kiosks. We are grateful for that.

However, soon, more places will host the kiosks: the airport, the Champion and Super Ramco supermarkets as well as local Ecobank branches.

We are also in talks with the ministry of tourism regarding a project to enable tourists to pay at our kiosks in hotels for cultural events or sightseeing circuits.

Interview by Fiacre E. Kakpo

Hailed  by Ocean News as one of the five leading Togolese women-entrepreneurs, Viviane Assogba Tsogbaley has been heading for three years now Génial Wok, a business that specializes in vegan and vegetarian food, and makes natural fruit cocktails. In this interview, she relates with passion how the adventure had been for her over the past three years.

Togo First : You have been the head of GENIAL WOK for three years. Why did you decide to enter the agribusiness sector?

Viviane Assogba Tsogbaley (V.A.T): I had been passionate about agribusiness since my last year of Junior High. When I came to the university, I would provide my services to my friends, making cakes and other pastries for their parties. However, I thought of starting a business when I started working at SYL CONSULT. There, I was working under the National Agency for Employment (ANPE in French) and was responsible for amending young entrepreneurs’ projects. These young individuals were later funded and became business owners. It was then that I wondered ‘why should I keep writing job application letters?’

It was at that time that I started making juices at home. My initial goal was to open my own restaurant but to have enough customers, I had to begin by making juices. Next, the Organization for Food and Local Development (OADEL) took some samples of my products and liked them. It then ordered hundred bottles which were sold in their BOBAR shop that promotes Togolese products, agro-food products that is. Looking at the positive return our products got from customers, they decided to help us meet standards related to agro-food.

We benefited from their support for a year, from February 2016 to February 2017. We were trained in business management, taught to respect standards in place in the agribusiness sector such as the HACCP. After this, OADEL staff came to take samples of our products, again, and assessed them. Since the tests were satisfying, we officially launched our products.

T.F : So would you say that was the starting point of GENIAL WOK ?

V.A.T : Yes, indeed. We also got support to manufacture stickers where barcodes meeting standards are displayed. We decided to focus on these products and perfect them because they are good for health. There are lots of young people that currently suffer from diabetes, high-blood pressure, etc. At Genial Wok, we give particular attention to health and that is why we started selling vegan food. Regarding our cocktails, we have six flavours (pineapple-grapefruit, pineapple-banana-melon, pineapple-melon-passion fruit, pineapple-sugar beet-orange, tamarind). In fact, in one of our brochures, we described the positive impacts derived from consuming our products daily. Humans need an average of five fruits and some vegetables every day. One of our juices equates about two to three fruits, thus nearly half of the energy value recommended daily.

T F : Besides OADEL, did you get any other entity’s support? If yes, how did these contribute to your development?

V.A.T: Yes, besides OADEL, we were also supported by INNOV’UP, an incubator of startups, headed by women especially, for a year. It helped us better manage our business. Our incubation period ended in November 2017 which is why we officially launched on December 8, at INNOV’UP Centre. This was in the presence of Mrs. Assilevi (head of PNUD), ANPE’s Managing Director, Mrs. Leguédé (FEFA’s President). At the moment, OADEL is still helping us secure a license to export our products.

T.F : In terms of funding, how did you handle things ?

V.A.T : We were trained by the Support Programme for Grassroot Development (PRADEB) to secure funding but it yielded no result. We also submitted an application to FAIEJ, but have obtained no response yet. So far, we operate with our own funds.

T.F : You took a course in communication and marketing. So, how were you able to secure for yourself a spot in the nutrition and agro-food sector?

V.A.T: It’s true, I had the passion and my husband is a nutritionist. This helped me greatly as I had personally taken a course in marketing-communication. He helped us with the dosing before we launched. You would notice that it has been three years since we launched our activities but it is only recently that we started offering all flavours we had in stock. This is because they were being tested and we can firmly attest now that our products are good for health. They contain no added colouring, preservatives, or sugar.

T.F : You said your products were well received by customers so that brings us to ask at what pace you manufacture?

V.A.T: Presently, we produce 2000-2500 bottles per month, and soon, with FAIEJ’s support (hopefully), we could reach 5000 bottles. Some of our seniors who have been operating in the same segment the past six years and more (up to eight for some) actually produce 10,000 bottles. I believe that if we are able to reach 5000 bottles in less than three years, we will last long.

T.F : Do you eye foreign markets ?

V.A.T:  Yes, we do. Last year, we took part in the Forum for Young African Entrepreneurs and Business Owners (FOJECA) which regroups young entrepreneurs from West Africa. We were sent by INNOV-UP to Burkina Faso. Visitors were much interested in our products. Today, we have some partners in Switzerland and are in talks with them to determine how to export to this country. There is also another potential partner interested in importing them to France.

T.F : You were recently nominated among the five women-entrepreneurs making Togo proud by Ocean News ; how do you feel about this ?

V.A.T : When I came across this publication, I thought to myself that I should persevere because it was not easy, especially since we progressed with our funds. I am proud today to be an example for young people desiring to start a business also. However, it demands more than passion, training and support are also necessary.

T.F: What could you say to your young brothers and sisters who also wish to become entrepreneurs?

V.A.T : My advice to my young brothers and sisters is that it is good for one to work for himself. At first, it might not be profitable, but it is important not to focus on money. The most important thing rather is to realize that we are an example for others, it is to know that we can positively impact our society, to know that we create opportunities for others who will follow our steps and that our lives will not be vain.

Interview by Tajudeen Waliyullah

A FCFA2 million check was recently granted to Edem Komlan Bessanh, CEO of NUTRI-TOGO SARL, by the minister of grass-roots development, Victoire tomégah-Dogbé. This was to reward the entrepreneur for winning the Best 2017 Entrepreneur SME Award.

Bessanh received his reward on March 16, 2018, during a cocktail-dinner. His business, let’s recall, produces mushroom-based beverages labelled “Champiso”. Commenting on his achievement, the entrepreneur said happily : “When you run a business, the most important thing is to have a strategy, knowing where you are heading to and commit to it. We have done many things, internally”. Lauding his team’s efforts he added: “This reward is not the fruit of my efforts alone; we are a team. Each and every one gave their best, in their respective field of work…”

Besides the Small and Medium Entreprises (SME) category, under the micro enterprises category, Elom Kossi Lomenou, who heads a firm called Elégance Plus, won the first prize with a CFA800,000 check.

Overall, 10 young entrepreneurs were rewarded, out of 26 selected. To choose winning participants, a specific set of criteria was observed. These include: contribution to grass-roots development, creating at least three jobs and business plan’s profitability. Also, candidates must have repaid loans they got from FAIEJ and PRADEB.

These two institutions, let it be noted, backed the “Best Entrepreneurs of the Year” contest. However, the event was sponsored by the Presidency. It aims to reward youths who dare and drive their peers to start a business, like they did.