Ethiopia is rapidly consolidating its position as one of Africa’s renewable energy champions, with recent reports highlighting both its impressive achievements and the challenges that lie ahead.According to the latest consolidated analysis by Okan Partners and the Africa CEO Forum, Ethiopia now ranks among the top five countries in Africa for renewable energy capacity, boasting an installed base of approximately 6 GW-surpassed only by South Africa and Egypt on the continent. The report notes, “Ethiopia is one of just five African countries where renewables make up over 80% of the national energy mix, with hydropower dominating the landscape”.This leadership is underpinned by a robust portfolio of 19 operational renewable energy facilities, including flagship projects such as the Grand Ethiopian Renaissance Dam (GERD) and the Aysha Wind Farm 2. Ethiopian Electric Power (EEP) reports that these plants currently generate 6,879 MW, with annual output reaching 23,059 GWh. The country’s total power production capacity is projected to more than double, from 5,656 MW today to 12,000 MW, as ongoing projects like GERD, Koisha Hydropower, and Asella Wind Power come online.Fisseha Getachew, Public Relations and Communication Manager at EEP, commented, “With the full completion of our major projects, Ethiopia’s annual electricity generation capacity will rise to 7,240 MW, positioning us as a continental leader in clean energy production”.Ethiopia’s renewable energy expansion is closely tied to its national development agenda. The government’s “Energy Africa Ethiopia Compact” aims for universal electricity access by 2025, with a target of 35% off-grid electrification. The Compact, refreshed in 2021, emphasizes coordinated donor support and policy alignment to boost off-grid investment and market conditions. “The collaborative approach is intended to generate donor commitment and increase support in the off-grid sector to help the Government of Ethiopia achieve universal electricity access by 2025,” the report states.Sustainability is also at the forefront. The Okan Partners report highlights Ethiopia’s Hawassa Industrial Park as a model for integrating green technologies, including zero liquid discharge water treatment and renewable energy supply. Such initiatives, the report argues, “can serve to attract greater investment by providing a competitive edge in the global market”.Despite these advances, the sector faces persistent hurdles. The Okan Partners and Africa CEO Forum analysis points to underdeveloped and unreliable energy networks as a critical bottleneck, noting that “80% of businesses in Sub-Saharan Africa face frequent power cuts.” Ethiopia, while ahead of many peers, is not immune to these issues, with public energy companies often overwhelmed and in need of infrastructure modernization and financial strengthening.Moreover, Africa as a whole attracts only 3% of global energy investment, a figure the report attributes to “unharmonized legal and regulatory frameworks” and “fragile political and economic situations, preventing the provision of solid financial guarantees”.

Launching a startup is an exciting journey filled with ambition, creativity, and the promise of growth, but one of the most significant hurdles new businesses face is getting noticed in a crowded marketplace, with a very limited budget. Many startups, filled with ambition and vigour, can often view marketing as something that’s a completely different language and can only be achieved with an almost infinite budget. It’s easy to see why these days, with so much focus on why the right colours, wording, and tactics should all add up to almost infinite growth.

The problem is that it leaves those who have very little in the way of a budget intimidated and scared to attempt anything, in case they get swallowed by the larger, shark-like contemporaries. However, marketing tactics have nothing to do with bar charts, budget, and bullishness. Marketing is something that’s as old as time itself, it’s about recognising that, in fact marketing is very simply about getting the message out there, but in the most appropriate ways that stimulates that need from the desired target market. That’s why affordable approaches, ideal for startups, can make more of a difference than you realise to lay a strong foundation for sustainable growth:

Social Media

Worth its weight in gold because it’s revolutionised the way businesses connect with their audiences. For startups, it’s an invaluable tool that builds brand awareness, stimulates communication with customers, and fosters a sense of community, all at little to no cost.

The best place to begin is by identifying the platforms that align with your target audience. Instagram and TikTok are perfect for visually driven brands that target younger demographics, but if you look to connect with professionals and industry leaders, you’re better off looking at LinkedIn. But we also need to remember it’s not just about posting ad hoc, it’s very similar to any health or fitness plan: consistency, consistency, consistency!

Develop a content calendar to ensure regular posting, and then when you combine this with free design tools like Canva, you can create eye-catching graphics that help you engage with your followers.

While we’re on the topic of engaging, start those conversations! Respond to comments, participate in relevant discussions, and share user-generated content. You can also partner up with micro-influencers or even other small businesses to amplify your reach. Social media is a relationship builder, and this is the key to mammoth marketing.

Local Impact

It could be very easy to think about digital-only strategies, believing that this is the cheapest way; however, you need to remember that your business has to go where your audience is. If you are targeting local markets or specific communities, you cannot neglect traditional tactics like flyer printing.

Flyer printing allows you to create tangible, eye-catching materials that can be distributed at events, high-traffic areas, or through direct mail campaigns. It could be very cost-effective, but more importantly, it offers a personal touch that digital channels can often lack. Flyers are particularly useful for promoting grand openings, special events, limited-time offers or new product launches.

In the world of digital noise, amazingly, something as low-tech as a flyer cuts through the noise. The physical nature of a flyer is something that can absolutely tap into a buyer’s mentality. Its tangibility means it can be placed on notice boards, handed out at community gatherings or left in local cafés and libraries where your target audience is likely to see them. When printing flyers, always be aware of the following golden rule:

• Use bold headlines, clear messaging, and compelling visuals.
• Ensure your call to action stands out as well, whether it’s a website link, discount code, or an event invitation.
• Choose cost-effective materials, as standard paper sizes and finishes are often more affordable, and if you’re printing in bulk, ask about volume discounts.
• When distributing, be strategic and focus on locations and events where your ideal customers are likely to congregate.
• And of course, while we’ve talked about the importance of offline marketing here, you can encourage people to connect with your brand digitally through QR codes or social media handles.

It can be a powerful addition to your marketing toolkit if you execute it thoughtfully.

Build Strategic Partnerships and Network

Building relationships with other businesses and organisations can significantly extend your marketing reach without a major financial investment. Strategic partnership should be something we focus on, as it provides us with an exercise in building partnerships and fine-tuning our relationship-building skills. This is something that many younger entrepreneurs may not have in the same way as those in their 40s or 50s.

It’s worth mentioning this because there is a big gap between people who have grown up online and those who haven’t. Communication skills from Generation Z are thought to be severely lacking, and therefore, that practice in networking is very much a use-it-or-lose-it skill. What you can do is look for complementary businesses whose products or services align with yours, but are not direct competitors.

Collaborations can benefit both parties because you’re introducing each other to a wider audience. And networking through conferences, industry events, and local business meetups ensures you can connect with potential partners, customers, and even business mentors. We should never underestimate the impact of an amazing mentor, as it can be the doorway to valuable relationships throughout our working lives. And let’s not forget, word of mouth and personal recommendations are often the most effective forms of marketing.

Run Contests and Giveaways

A simple but incredibly fun way to generate buzz, increase engagement and grow your audience, because you are encouraging people to interact with your brand through liking, sharing, tagging, or signing up for your newsletter.

The great thing about this is that it could be very low cost because you don’t have to give away expensive prizes. Instead, think about free samples, exclusive experiences, or branded merchandise. The key is about making participation simple. You could do this through your website, email newsletters, and social media. The great thing about contests is that they boost visibility but can help you to collect valuable data like email addresses and customer preferences, which you could use for your future marketing, particularly when you scale up and invest in a customer relationship management (CRM) platform.

Use Email Marketing Effectively

Email marketing remains one of the best strategies out there for your ROI. An email list means you can communicate directly with loyal customers and prospects alike. There’s plenty of affordable email marketing platforms to help you create segmented lists and send personalised campaigns.

When you use your email marketing panache to offer incentives like discounts, early access to products, and exclusive content in exchange for email signups, this keeps your audience informed and engaged, which can increase the likelihood of repeat business.

What we have to remember is that each email has to deliver value. We’ve all grown weary of an email from one company coming at the same time every single day, but what is it that keeps us subscribed? It’s about real, useful information. And remember, always include a clear call to action! This means easy access from them to you.

Do Not Forget to Test

Often when it comes to marketing for free, we can use an almost set-it-and-forget-it approach. Because it’s free, we may not necessarily think of it as valuable, but marketing is marketing, and effective marketing is an ongoing process of testing, measuring, and refining. There are many free analytics platforms, as well as social media insights and email marketing reports, to ensure that you’re tracking the effectiveness of your campaign. Key metrics include:

• Website traffic.
• Engagement rates.
• Conversion rates.
• Customer acquisition costs.

Identify which tactics deliver the best ROI and then double down on these, but also don’t be afraid to experiment with new ideas or platforms. When you regularly review your marketing efforts, you’ll stay agile and adapt to changes in the market.

A Few Other Things to Consider

• Take advantage of free online resources, tutorials, and templates to create your own marketing materials. DIY-ing where possible can be amazing!
• If you have a skill or a product that other businesses need, you have the upper hand, so consider negotiating in exchange for exposure or marketing support.
• Reach out to local bloggers, podcasters, or media outlets with your startup story, because a compelling narrative can often secure free coverage.
• Don’t forget online communities related to your industry, particularly on LinkedIn. Don’t just scan for advice – give it!

Affordable marketing is about being resourceful and strategic, as well as more than a dash of creativity! Every marketing effort is going to contribute to your business and its long-term success. Rather than thinking of cheap marketing as being inferior, marketing is marketing! Stay consistent, monitor your results, and keep experimenting with new ideas. Perhaps that 80/20 rule can be a great tool here, where 80% of your efforts are working, and that 20% is where you get creative! Don’t forget, your startup needs time to evolve and come into its own, and with dedication, smart marketing, and above all else, consistency, you will see the difference.

• Supercharged Growth: VFS Global’s partnership will accelerate CiX’s expansion across key makets in Africa
• Global Powerhouse: With VFS Global’s capital, technology, talent and scale, CiX Citizen Experience will bring new products and technology to the global marketplace.
• Quality of Life Commitment: Both companies are dedicated to innovative solutions, including the use of AI, that improve citizens’ quality of life

. Local Impact with Wider Reach: Collaboration to modernise services for citizens of Brazil by creating a centre of excellence that stands as a global example.

VFS Global, the global leader in trusted technology services, empowering secure global mobility for governments and citizens, has completed the acquisition of a majority stake in CiX Citizen Experience, a leading provider of digital and physical citizen services based in Brazil. This strategic acquisition marks a pivotal step in VFS Global’s expansion journeyas it continues to broaden its capabilities and deepen its impact in the public service delivery space.

With nearly two decades of pioneering innovation in citizen services, CiX has established a strong presence in Brazil. This success will be further scaled across other global markets including Africa, leveraging VFS Global’s international reach and operational excellence.

This acquisition is centred on driving transformation through advanced digital technologies, including AI and data-driven platforms. By uniting CiX’s cutting-edge digital capabilities with VFS Global’s extensive global infrastructure and expertise in managing complex service ecosystems, we are positioned to deliver next-generation, integrated solutions to public and private sector clients around the world.

For both companies’ client governments and partners, this will lead to enhanced, tailored solutions that improve citizen engagement, access, and satisfaction.

Sergio Rodrigues, CEO of CiX Citizen Services, said, “Partnering with VFS Global will supercharge our growth. With access to their capital, technology, talent, and global reach, we can rapidly expand across Latin America, and beyond. This collaboration is about scaling CiX Citizen Experience, delivering even more intuitive, efficient, and accessible government services. Our goal is to simplify citizens’ lives with a combination of physical and digital solutions that also bring agility, and savings for governments worldwide.”

Zubin Karkaria, Founder & Chief Executive Officer, VFS Global, added, “We are very pleased to have concluded this strategically important acquisition which will be value accretive for both companies – for CiX Citizen Experience and for VFS Global. VFS Global operates in 158 countries, serves 69 client governments and has a workforce of nearly 13,000 people from 153 nationalities. Access to all of this, and our technological capabilities, will provide the launchpad for CiX Citizen Experience in its next phase of growth to become a global powerhouse. Our collaboration will transform citizen services world-wide, driving efficiency and inclusivity. It highlights VFS Global’s commitment to innovative solutions that enhance citizens’ quality of life and build renewed trust in governments.”

Since its founding in 2008, CiX Citizen Experience has established itself as a pioneer in public services, managing over 250 service centres across Brazil. The company offers more than 200 types of services to states and municipalities, significantly enhancing the efficiency and accessibility of government services. Over the years, CiX Citizen Experience has served over 150 million citizens, issuing more than 30 million identity cards and 20 million driver’s licenses. With operations in key regions such as São Paulo, Rio de Janeiro, Minas Gerais, and Ceará, CiX Citizen Experience continues to lead the way in digital and physical public service solutions, driving innovation and improving the quality of life for millions of citizens.

VFS Global, the global leader in trusted technology services, empowering secure global mobility for governments and citizens, has significantly expanded its global footprint. With over 3,600 Application Centres in 158 countries, VFS Global has processed more than 311 million applications since its inception in 2001. In 2023, the company secured seven major global contracts, including a landmark agreement with the UK government as the exclusive overseas provider to manage visa and citizenship services across 142 countries. Additionally, VFS Global won contracts with the governments of Australia, Norway, Sweden, Latvia, Iceland, and Austria, further solidifying its position as a trusted partner in delivering secure, efficient, and innovative solutions for visa and consular services worldwide.