Isis Nyong Is Helping Women Navigate Challenges in Africa’s Startup Ecosystem

As an entrepreneur deeply immersed in Africa's media and technology landscape, I, Isis Nyong’o Madison, have faced numerous challenges while scaling businesses across the continent. My journey began with roles at major organizations like InMobi and Google, and now as the CEO and Co-founder of MumsVillage, I've gained valuable insights into the unique obstacles that African startups encounter. One of the most significant challenges is access to capital, which differs vastly from more developed markets like the US. Here, we have to navigate various types of funding opportunities, particularly for technology-driven ventures, which often require innovative approaches to secure the necessary resources.

Another challenge is ecosystem development. While the number of internet users in Africa is growing rapidly, there's still a considerable need for consumer education. For instance, a few years back, introducing an app meant explaining what it was and how to download it—something that’s almost unheard of in mature markets. This gap requires founders to actively cultivate the environment for success, making the process of educating consumers just as crucial as developing the product itself. Additionally, building a strong team is vital but can be difficult in a market with a limited talent pool. I prioritize finding problem solvers and creating an inviting work culture, knowing that this will foster the skills necessary for growth.

Managing these challenges is further complicated by the realities of being a working mother. Balancing my roles as a parent to Juno and Sky while leading both MumsVillage and Asphalt & Ink requires extreme organization and flexibility. Life as an entrepreneur is fluid; I often recalibrate my approach based on weekly or monthly needs. I understand that many mothers don’t have the luxury of choice in how they manage their time. There’s no one-size-fits-all solution, but by aligning my work with my values, I strive to create a harmonious balance that allows me to thrive both personally and professionally.

How did your past experiences (school, work, childhood, family etc.) help you get to where you are today?

My path to full entrepreneurship probably started when I was a child living in Kenya. My mother is a doctor who had worked for herself, for others and started a healthy juice company all before I was 5 years old. And before I was 10, she'd lost a job due to corruption and had her business stolen from her by her business partners. She urged me to be sure that I was my own boss. After an amazing and fulfilling 10 year career scaling companies like MTV and Google across Africa, I finally reached the stage where I am now my own boss having launched 2 companies in under two years. 

What are some ways of motivating yourself in times of doubt? Do you ever feel like giving up? Why do you keep going?

One of my running jokes is how I occasionally have a 'bad Monday' where the doubt can creep in since the entrepreneurial journey really is a marathon and not a sprint. There are 2 main things that keep me going - first, I've got two very young children and I really want them to witness firsthand how to build a (hopefully!) long lasting institution. I think just knowing it's possible and the how and why behind it will set them up for a life where they'll have the confidence and skills to contribute to our society as creators and not just consumers. Second, I'm increasingly convinced of the importance of women creating businesses and feel that I've got to give it my best shot!

Do you think you want to start other businesses in the future or do you want to keep growing this one as long as possible? What is the dream?

I aim to scale MumsVillage to improve the lives of millions of women - and the timeframe under which this will happen is still unfolding. I absolutely love building companies and now that I've done it from scratch, I can apply a lot of these learnings to new ideas which may be spinoffs of the core brand. I wake up with a thousand ideas every morning!

Someone once said that you can’t tell your big dreams to small minded people. Do you believe that it’s a true statement?

I generally think most people are well-intentioned and don't think of themselves as small-minded or dream-killers. However, I've dealt with my fair share of naysayers who are close enough that I'd shared my idea early on with them. I honestly think that the main reason these particular people were dismissive is that we all give advice based on our own experiences and how we see other people. For example, anyone who has had a bad entrepreneurial experience may want to save others from that and thus dissuade them -- or, someone may see someone else as strictly a corporate executive who couldn't handle the stress of building a company.  

And sometimes people just say things to say something! I really believe that most people feel any opinion (and it might be based on nothing) is better than none. I try, when appropriate, to ask many questions about why someone's holds a particular opinion so that I can evaluate whether or not to incorporate it into my life or business. I find that this approach helps me get to a much deeper level of insight when it is an opinion rooted in something and that much easier to dismiss surface opinions based on what someone saw in a recent headline.

Inspired & Ready to Level Up? Get A Mentor, Change Your Life.

After immersing yourself in the transformative stories of visionary female founders on WERULE, it’s time to elevate your journey to new heights. Imagine a world where ambition meets unparalleled guidance—our network of advisors is your gateway to that reality. Handpicked for their brilliance and success, these mentors are ready to empower you with strategic insights and bespoke support tailored to your aspirations. Don’t just dream big; take action and connect with the minds that are shaping the future. Your empire awaits—explore our advisors and unleash your potential!

Or click here to learn more about our work as we’re on a mission to make mentorship accessible to everyone around the world.