
19/04/2025
10 Brutal Mistakes New African Entrepreneurs Make
(And Why Most Won’t Survive 5 Years)
So you’re planning to start a small business — or you’ve already started?
Bad news: Most small businesses in Africa never make it to their fifth birthday.
Good news: If you know what traps to avoid, you’ll not only survive — you’ll scale.
If you're going to break through, your mindset has to be different from the average hustler on the street.
Here are 10 brutal mistakes that kill businesses before they grow:
1. Obsession With Capital
You don’t need money to start a business—you need money to grow it.
Most people will die with “million-dollar ideas” they never started because they were waiting for capital. That’s foolish.
Ask yourself:
How much did Facebook start on?
Nash Paints? Coca-Cola? Airbnb?
Answer: next to nothing.
Ex*****on beats capital every time.
2. Underestimating the Effort Required
Your goals are probably fine. The problem is you’re not working hard (or smart) enough to reach them.
You want 10X results on 1X effort. It doesn’t work like that.
To achieve new results, you must become a new person.
Change your habits. Change your friends. Change your fire.
3. Setting Unrealistic Timeframes
You won’t make real money in the first five years. Period.
In fact, if you’re not willing to commit 10 years, don’t bother starting a business.
This is why I recommend you keep your job while you build.
You can't build a generational business with a backyard broiler farmer mentality.
(Short-term thinking, zero systems, panic moves.)
4. No Repeat Customers = No Business
One transaction doesn’t make you money.
Several transactions do.
If customers never come back, integrity is probably missing.
Don’t give people a reason to regret trusting you. Build long-term value, not short-term hype.
5. Begging for Support
A great product doesn't beg—it commands attention.
Don’t cry for support. Build something so excellent your customers beg to give you money.
Business Development Trust of Zimbabwe - BDTZ