When Bolaji Sofoluwe was 16, she attended her first UNIFEM conference, the precursor to what is now known as UN Women. The event was a captivating forum, with conversations focused on the pivotal topic of gender equality in all spheres. Fast-forward to 2024, Sofoluwe steps into the role of a delegate at the UN Women’s International Women’s Day event. Despite the passage of time, she anticipates that the discussions will echo those from years past. “It is a little frustrating,” she says. Sofoluwe is the co-founder and managing director of business advisory firm ETK Group.
Africa has made progress in addressing issues of gender disparity. For instance, in 2022, Rwanda became the world leader in gender equality in politics, with women holding over 60 percent of parliamentary seats. This is a remarkable achievement, considering the global average for women’s representation in parliament is 26.4 percent. In the economic sphere, Nigeria stands out as women own 40 percent of small businesses, highlighting the crucial role of women in driving the nation’s economic growth and job creation. Although, challenges around gender equality persist, “The irony sits in how Africa has taken great strides in solving some of these problems,” comments Sofoluwe, whose leadership at ETK Group, has empowered numerous businesses, particularly those led by women.
Sofoluwe’s foray into entrepreneurship was motivated by a common desire among women for flexibility in balancing professional and personal life. Yet, her drive was equally fueled by a fervent passion. “Sometimes you’re driven by the thing that keeps you up at night. For me, it was the accessibility to the African market for business,” she says. As a renowned market entry strategist and a leading figure in international trade, she imparts knowledge as a growth specialist at the University of Oxford’s Business School and contributes to the startup ecosystem as an angel investor and non-executive director. “My ambition is to change the prevailing narrative and support businesses in their journey into Africa,” she notes. Sofoluwe has been instrumental in driving expansion across diverse sectors including agribusiness, aviation, hospitality, and technology. Her leadership is marked by a commitment to creating a nurturing and equitable space for women founders, entrepreneurs, and C-suite leaders within these industries.
Yet, Sofoluwe concurs that a significant hurdle within Africa’s entrepreneurial environment is the inadequate funding available for businesses led by women. According to the United Nations, there is an annual deficit of $360 billion in funding or resources dedicated to implementing measures aimed at achieving gender equality by 2030. This shortfall implies inadequate support for the necessary investments, policies, programs, and initiatives crucial for promoting gender equality, thereby impeding progress towards gender parity and equal opportunities for all genders.
Ventures Africa sat with Sofoluwe, to talk about the urgent need to invest in women-led businesses, the practical steps necessary for overcoming challenges faced by women in African markets, and why this year’s IWD theme, Invest in Women: Accelerate Progress, has become important now more than ever.
Ventures Africa (VA): We’ve talked about the alarming annual deficit of $360 billion in funding or resources dedicated to implementing measures aimed at achieving gender equality by 2030. Do you think this is solely a financial issue?
VA: What would you say are the implications of this shortfall?
BS: It is often stated that a financially independent woman is likely to reinvest her income multiple times within her community. This investment goes beyond business; it extends to her household, her children’s education, and healthcare. Such contributions can significantly benefit society. And so I think societies are missing a trick by not investing in women because ultimately the return on investment in a woman can effectively quadruple. It’s crucial that this understanding becomes a core aspect of policy formulation. When it comes to investments, addressing certain persistent issues is essential for seeing any increase. Some people would even want to call them wicked problems due to their complex, solution-resistant nature. Yet, how do you eradicate centuries-old traditions that affect women’s perception and treatment? It is a daunting task, one that requires education and heightened awareness.
VA: Let’s narrow this down to the work you do. Through your leadership at ETK group, you have empowered numerous businesses, particularly those led by women to navigate markets globally. How do you measure the impact of your work on the economic growth and development in Africa?
BS: That’s a very good question. We employ various methods to measure our impact. We track the number of jobs created, with a particular focus on employment for women. We monitor the amount of capital invested, especially when a client is establishing a presence in Africa or acquiring a minority stake in an African business. This allows us to measure the growth achieved by these companies.
VA: What are some of the skills essential for women to succeed in the field of international trade in Africa?
BS: I always emphasize three key skills. First, strategic planning is crucial. It’s not just for women but all entrepreneurs. You must develop strategic plans, conduct thorough market analysis, and understand your total addressable market and serviceable obtainable market. It’s important to have concrete numbers and not make assumptions about the market’s readiness for your product or service.
VA: What emerging trends or developments do you see influencing women’s participation in the entrepreneurial ecosystem?
BS: Women are becoming increasingly emboldened. As more women secure funding, attain executive roles, and thrive within their organizations, it inspires others to take action. They start to try, they start to get out there, they start to create business plans, and they start to be venture capital leaders. I am seeing a lot more of this. I have seen more female-led VCs emerging across Africa. I have seen more female-led boards emerging across the continent, more female founders, and more female innovators. They are crafting business plans, and stepping into venture capital leadership, and I’ve observed a rise in female-led venture capital firms across Africa. There’s also been an increase in female-led boards, founders, and innovators.