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Making the Right Connections: A Networking Guide for Women Entrepreneurs Doing Business in Africa


Connecting with others is important for women entrepreneurs doing business in Africa. Relationships with fellow female and woman-friendly entrepreneurs can be mutually beneficial. However, care is needed, as a problematic connection can seriously impede your ability to do business. Below, I share some tips to help ensure that you connect with those who will support you — as you will them.

Put in the time and energy: Neva Williamson, author of Blood, Sweat, and Goals, writes, “It can feel frustrating to start out with very few connections, but if you commit your time and energy in a targeted way, you will connect with trustworthy people and businesses.” (Read more at Lionesses of Africa.) It is indeed worth prioritizing the development of your network, given how vital good contacts can be. If you are serious about growing your network, ensure that you block out time every day to work on this goal. Be active about making connections, rather than just waiting for them to come to you. Once you have a few trusted contacts, your chances of meeting others will multiply as word spreads. You may be surprised at how quickly your network grows.

Be strategic and thorough: At Lionesses of Africa, Tiisetso Skosana, founder of the South African Lotjhani Branding, says, “It is necessary to be highly strategic in our approach, doing our homework on the people, companies, and organizations we wish to contact.” Being strategic also means asking the right questions. Are these contacts good at doing business with women? What do well-regarded people and businesses say about those you wish to connect with? Are their testimonials supported elsewhere? Are there any ways in which you can test the waters—for example, by following the potential contact on social media, purchasing from their store, or attending a workshop they run? If you already have some professional connections, one of them might shed further light on a potential contact. What’s more, if they know the contact in person, perhaps they’d be happy to make an introduction. (See my post on Having Confidence).

Be savvy about events: When it comes to events, choose carefully. The right conference, trade show, or meet-up can bring you strong contacts, especially if there is a feminist focus, but the wrong event could leave you feeling lost—or worse. Do your research by seeking events that are women-inclusive. Women-only events can be particularly helpful, as can those that charge for entry—a great way of ensuring that most attendees are committed. But balancing events that have a more general focus (such as feminist entrepreneurship) with those with a more specific focus (such as industry trade shows) can also enrich your network. After all, networking outside of your industry can also prove helpful.

Team up with others: Attending events with a trusted contact can also strengthen your game. At a conference or trade show, for example, a partner or buddy can introduce you to trustworthy contacts, while steering you away from those they consider risky. Indeed, at a mixed gender event, a female entrepreneur can guide you towards those who respect women in business. Additionally, your partner can act as a “wingman,” speaking up your skills and qualities in a way that can be awkward to do for yourself. Of course, you can return the favor, proving your own worth as a connection.

 Use your intuition: Though it is vital to do your research and reach out to those you know, your intuition is also a powerful tool. If you keep hearing that someone is trustworthy, yet your instincts tell you otherwise, hold back. If you change your mind, you can always pursue the connection later. Your intuition is also a helpful guide when it comes to which events to attend and who you should reach out to. Listen to yourself, as well as to others, for guidance. Have the confidence to tune into your instincts and back them up with research whenever you need.

--Chimuka Moore
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