Branding of a National Entrepreneurship Ecosystem

Client
Ministry of Labor and Skills, Federal Democratic Republic of Ethiopia

Problem
Ethiopia is the second largest country in Africa in terms of demography, experiencing one of the highest economic growth rates in the world for a few years, representing a significant market. Like many other African countries, Ethiopia’s economic opportunities and potential are not known to many and stories coming out in the mainstream media seldom provide an accurate picture of the current situation and future prospects. The Ethiopian Entrepreneurship ecosystem also suffers from mis-representation due to a lack of information, or distribution thereof. This information asymmetry leads to difficulties in attracting talent and capital into the ecosystem.
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Solution

1. Define a brand (‘Enkopa’) for the Entrepreneurship ecosystem
2. Launch a strategic communications campaign
3. Establish a national movement to celebrate and promote Ethiopian Entrepreneurship. 
4. Launch a movement with a pan African ambition, to increase collaboration between African countries and collectively own the narrative on Entrepreneurship.

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Outcome

1. Encouraged all stakeholders within the ecosystem (engineers, startup-ers, ecosystem builders, entrepreneurs, policy makers, educators, etc.) to build a thriving Entrepreneurship ecosystem
2. Increased the brand capital of the ecosystem
3. Corrected the information asymmetry on the ecosystem by explaining and sharing relevant and up-to-date information
4. Primed investors as part of capital fundraising for the Ethiopian Entrepreneurship Fund
5. Organized impact-driven activities around the brand (including a Tour, Homecoming and Summit)

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Learn more: click here
More details on the Enkopa Tour and Diaspora Tech Homecoming: click here