Two Playbooks, One Continent — How Africa’s SaaS Founders Are Winning Differently

Hope your week’s off to a strong start.

Before we dive into this week’s SaaS Playbook, a quick note — our Smarter SaaS Growth Webinars resume in February, bringing fresh insights and expert guests who’ve built and scaled African SaaS products from the ground up. Subscribe here to stay updated.

Also…

If you’d like your brand in front of 3,000+ founder-operators and SaaS pros, let’s chat. Book a meeting here and let’s get you plugged in.

Now, let’s get into what’s shaping the continent’s SaaS story this week.

In 2024, NaviSmart AI quietly launched — and in doing so, tackled one of the most painful experiences millions of Africans face: immigration.

If you’ve ever tried applying for a visa, you know the drill — endless paperwork, confusing regulations, and unpredictable costs.
For Dr. G.O. Ouma, it wasn’t just an observation; it was personal. After facing the same maze himself, he ran surveys and discovered a striking insight — Africans were navigating immigration blindfolded.

That’s where NaviSmart AI came in — a hybrid model that blends AI and human expertise to simplify complex immigration journeys.

Here’s the genius behind their approach:

The result? Speed meets trust.
It’s like having a personal immigration coach in your pocket — one that never sleeps or judges, and always cites its sources.

But what really stands out is how NaviSmart built this:

Their playbook combines three key strategies:

Key takeaway you:
When you’re building for Africa, lead with empathy, not efficiency. Solve a real pain, tell a story rooted in humanity, and then layer tech on top.

We often call Lagos and Cape Town “Africa’s Silicon Valleys.”
But look closer — and you’ll find two completely different playbooks for scaling SaaS.

Nigeria’s founders are speed runners.
Many are ex-operators from the likes of Flutterwave, Paystack, and Jumia, now leading companies such as Moniepoint Group, LemFi, and OmniRetail Africa.

Their strategy?

This approach works because Nigeria’s market rewards speed. With 200+ million people and broken infrastructure, whoever scales first wins mindshare — and market share.

But the flip side? It’s capital-intensive and volatile. Founders need constant funding to sustain growth, and product-market fit is often retrospective.

Now, step south.
In South Africa, founders like those behind SolarAfrica Energy, Wetility, and FibreTime are playing a long game.

Their approach is rooted in financial discipline and regulatory understanding. Instead of chasing unicorn status, they:

They don’t grow fast — they grow steady.
They’re not chasing press — they’re chasing permanence.

What founders can learn:
There’s no single African SaaS growth model — there are regional truths.
If you’re in a fast-moving market like Nigeria or Kenya, speed gives you leverage.
If you’re in a structured market like South Africa, strategy and sustainability build defensibility.

The smartest founders borrow from both playbooks:
⚙️ Move with speed, but build with intention.
💰 Chase funding, but master financial fundamentals.
🌍 Go regional, but stay contextual.

That’s the sweet spot — and it’s where Africa’s next $100M ARR stories will come from.

Our monthly webinars are back in February — expect deep dives with operators who’ve scaled real SaaS businesses across Africa.
Sign up for our event calendar to get notified when registration opens.

If you want to get your startup or brand featured in front of 3,000+ SaaS builders and investors, reach out — I’d love to collaborate.

And if you enjoy these breakdowns:

See you next week — and until then, keep building smarter.

Warmly,
Angela Kaunda.
Founder, Smarter SaaS Growth