Technology
Investing in Africa's Digital Future, Lexi Novitske, GP @ Norrsken22
In this episode of RIDER Unicorns, Lexi Novitske, General Partner at Norrsken22, shares her insights on investing in Africa's burgeoning tech landscape. With over a decade of experience in the re...
Investing in Africa's Digital Future, Lexi Novitske, GP @ Norrsken22
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This episode is proudly sponsored by Cooley. Cooley is the go-to law firm for high growth disruptive
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generation tools, VC deal data and other key information. That's CooleyGo.com. Hello and
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welcome to another episode of RIDER Unicorns. Today we're joined by Lexi Nivitsky, general partner
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at Norskin22. Lexi thank you so much for joining me. It's great to have you on. Maybe you could
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introduce yourself and Norskin22 for our audience. Yeah happy to so nice to be here with James
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and all of your your podcast listeners. So I have been an African investor. I guess like
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one to years now but I moved out to Nigeria about 13 years ago. Really thinking that Nigeria was a
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market that especially Americans were we're not paying enough attention to at a massive population.
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Very young middle class growing and at that time the economy was going through a lot of real
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positive waves. So moved out here started working in private equity but
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soon saw that there was this whole other opportunity that I hadn't even been on my radar
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where tech companies were being started by incredible founders that had maybe worked in the US.
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It's some of the tech companies are you know maybe some of the traditional industries and seeing
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big opportunities locally that tech could solve and moving back to start businesses. And that was
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kind of the early days of tech in Nigeria. And I started just getting involved as an angel investor
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here but eventually that moved into me setting up a venture capital firm. I had a couple of
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early stage vehicles where we backed some of the companies that have now really become the tech
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historians and the Africa tech ecosystem overall. And let's see back in 2021 decided to join our
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team with a couple of incredible partners that were looking to leave another Africa focused shop
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called Actis which was one of the leading private equity firms investing on the continent but they
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were also seeing this huge opportunity to do something in more venture and tech related. And
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so just a bit on Northkin 22 we're backed by the Northkin foundation as well as about 35 plus founders
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of a billion dollar plus tech companies in Scandinavia but also across Europe and the US and even
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some in Africa. And to invest our 205 million dollar fund in the companies that have really shown
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incredible product market fit and just really need a bit of capital to scale that up and grow and
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hopefully become the next success stories on the continent. So that's where we've been investing.
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We're quite unique in that we're spread out across the major tech hubs on the continent so
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I'm based here in Legel still we have a partner in Johannesburg and a third in Nairobi and
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recovering all of those you know pan-African sub-Sahara market ecosystems but also
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covering North Africa as well. But yes very very commercial driven fund I mean I think you'll see a
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lot of venture funds on the continent really strive for impact mandates we believe that you need to
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show strong commercial returns to really drive investment to come into the continent.
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And apparently most of the business models we are investing in are quite impactful in the local
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markets that they operate in but we're here to make money for our investors and for the founders
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that we back. Awesome and what stage do you guys invest at? Yeah so we typically invest
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series A through C so sweet spot for us would would probably be a pretty mature series A company.
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Our initial check size and so I can usually four to ten million dollars can go up to 15 for
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you know those later stage deals as well. We have done a couple of early stage investments early
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in our fund cycle but we're much more focused on kind of the the growth stage given we are where we
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are in our fund cycle at this point. Awesome and what are the what are the big misconceptions of
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African tech? Yeah but look there's a lot there's some that I would say are
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are there for a reason such as you know having to deal with volatile regulatory environments or
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corruption or difficult business operating environments so those all those problems
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absolutely exist in our markets but at the same time you know those are opportunities.
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Other misconceptions are I would say is that you can't make money in Africa. A lot of people see
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Africa as a charity case you know foundations, charities, non-profit organizations that's
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when putting money into Africa for very long time and tend to see it as a market where
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you send money but you don't make money and that absolutely isn't the case and some companies
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are making some of the most healthy unit economics that I think we've seen everywhere because even if
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you don't have that higher income customers certainly do have very large businesses and you do
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have huge populations that are digital first. I mean there's not a lot of other options for things
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like access to credit, even quality education or healthcare and so everybody's looking to digital
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solve those problems. I'm sure there's many more but maybe one is that exits are hard to come by.
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I do think a lot of private equity firms have had a hard time for decades realizing strong
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exits largely because they've been up against currency evaluations on companies that are driving
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their revenue growth and local currency. It's a little bit different in tech. I mean a lot of our
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companies have hard currency revenue. They are structured in international jurisdictions.
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They're of course much more capital efficient and scaling much quicker. They don't have those hard
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assets. So you know the exit potential for these companies I think is a lot more attractive especially
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as you see global companies kind of run into growth headwinds in their own markets. They are
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looking to expand into Africa to drive some of that growth. Awesome. Well it's a great topic.
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The art of also selling your portfolio and DPI is not talked about enough really within the industry.
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They lose it DPI. It's obviously the most important thing and to what extent are you seeing
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companies that are creating completely new business models versus maybe the temptation to sort of do
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Uber for Africa. You know, Nico Health for Africa. Just replicating business models in the local market.
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How do you see that and how do you kind of try and judge those comparisons and are you looking
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for completely unique or are you happy to take models that have proven to be successful and
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and kind of apply them to the local market? Yeah well I think that there is kind of this
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late-comer advantage. I mean Africa has laid every almost every other market globally. One of the
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benefits for us as investors as we can see how those models have scaled in other markets
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understand what you can and economics should be understand you know the learnings that they might
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have had and apply those lessons to companies that we're looking at. I think it's more interesting
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though to look at other emerging markets for copycat models rather than Silicon Valley. I mean
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living daily life in emerging markets is very different than in any cities in the US. So I would say
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we absolutely love to look at models that have been success towards elsewhere but
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tackling hyper-local problem set and usually you know there's a shift in that model that will work
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locally. I mean for example we've been looking at a company in Egypt in a market where there really
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is no mortgage for secondary properties but most Egyptians invest their money into gold and
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property just as a store value. So even in shelves of property where they won't live it's
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and it's become an investment class but there's only financing available to buy brand new properties
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often developers. So this company is looking to take that sort of you know model that customers
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are already familiar with but package it you know as more of a mortgage product to allow financing
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for secondary purchase of properties. So these sorts of problems you know there's definitely
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uniqueness in each market on how things work and look there's a difference in how Nigerian consumer
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might see a product versus a Moroccan customer. So there's even nuances in our own market
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but I think we'd absolutely love to take learnings that we've seen in other ecosystems and
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compare them with what we're seeing on the ground here. Yeah and Europe is often sort of challenged
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by the fact that we have multiple languages across the continent. How does that play out in Africa?
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Is there you know if it's English and French you're pretty much good or do you compete with the
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sort of language barrier challenges across such a big market? I think that the harder challenge
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rather than language barrier is currency barrier and just the ability to flow funds and trade across
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markets. I mean traffic Africa trades with heavily with markets across the continent whether that's
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an oil gas to retail to even workforce but it's still extremely inefficient to move capital
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deal with regulation everything across these borders. Another solution that certainly tech
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companies are looking to solve but we have seen a lot of success stories that originate in one of
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the major anglophone markets like Nigeria expands successfully to Kenya and South Africa and likewise
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we've seen the kind of Frank of Phelan West Africa block. There's been many companies that operate
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across the region and I think really just this last couple of years you're starting to see a lot more
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of that overlap now where African companies are looking to North Africa as an expansion market.
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Those companies are looking southward there's a lot of cross-pollination in West Africa between the
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anglophone and the francophone markets but still there's a lot of difficulty that I think you know some
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of these digital solutions again are trying to solve whether that's enabling capital flows across
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borders to stablecoin rather than having to convert CFA to dollar and then dollar to Nyra for
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example if you're trading within these markets there's a lot of those companies I think that are
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gaining a lot of speed and really understanding now how to operate in these much more complex regulatory
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environments that are bringing all those markets together and look actually that's one of the themes
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that we're really watching is kind of this integration across African continent whether that's
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trade or workforce but also the integration of Africa into more global economy and a huge trend
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that we're investing on right now. Yeah and obviously you guys do sort of series ABC so more of a
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growth fund are there enough sort of precedence seed funds to really get the companies going like
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how's that part of the funding chain working are we seeing more have you seen more since you started
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pop up that have now become good feeder funds to you? Yeah I mean actually I think we're
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quite lucky in that there are a lot of early sage funds and a lot of early sage funds that have
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been pretty well capitalized by investors whether it's that development finance institutions or
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foundations that are kind of regional specific so some of them you know focus just on Nigeria
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West Africa South Africa focus ones East Africa focus ones but really
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plenty of seed stage investment capital to really catalyze some of these early sage stories
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but then we're also you know in an interesting spot that there's not a lot of growth stage capital
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there was a lot more before kind of the venture ecosystem pulled back quite a bit
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around like 2021 levels but since an international investors have mostly
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retrenched and looked toward towards their you know local us or European markets so it's actually
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been a great space for for us I think it's you know kind of a buyers market in the growth stage
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landscape right now and now you're kind of slowly seeing some of those international investors come
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back but wanting to work with local players on the ground and just again kind of dipping their
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teal in so yeah I think that they're absolutely is fantastic deal flow I would say more so than we
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you know we see great companies that maybe just are not you know quite there yet in terms of
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scalability that we pass on but definitely no shortage of deal flow were very apting especially
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this year and I've seen a lot of pretty incredible companies come through the pipeline
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yeah yeah that's great and I just wanted to double click on the bit about international investors
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coming in and then get your opinion really on how that is perceived and how it works for you
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commercially because I guess there could be a lot of positives to international investment flowing
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in at growth stage but there could also be a sort of negative connotation of sort of
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vulturing off the hard work of you know the early stage investors and founders getting the
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business to that point and then coming in late quite heavy maybe with aggressive terms or preferences
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or whatever and and kind of coming in and sort of muttling in you know when all the hard work
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sort of being done so how do you see all of that and how has it played out in reality when
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when working with local investors versus internationals that kind of dip in closer to maybe an IPO
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I mean look one of my greatest frustrations is that even though you know our local economy
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is couldn't be more separate from what's happening in the US and you know generally not
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very related whatsoever how much that the local African venture ecosystem
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reacts or has to react because our valuations inherently are driven by what's happening over
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in the US but in terms of international investors coming in I mean I think it I think it's
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hard to generalize I think that there is some international investors that have you know domain
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expertise in a certain sector like fintech or payments that have seen us play out markets
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all around the world that are hugely valuable investors and you would love to have them on the
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cap table or maybe even investors that lend their their brand to kind of driving some of these
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success stories but I do think that international investors also just have a very different view on
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risk and return profiles and and and then what that means for valuation I mean there are
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valuing companies in a Silicon Valley landscape and taking those valuation metrics to lay over on
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some of these Africa deals which you know have incredible revenue growth top line is looking good
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but maybe don't deserve the 10 to 15 x revenue multiples that they would put on US sort of companies
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so I think that's the biggest challenge is is really educating them especially if you know they're
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co-investing with us on the appropriateness of evaluation just given where we have seen currency
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fluctuations again where we see the real exit profiles and the need to really make those 10x
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returns what things need to be priced out in this market yeah yeah I can see both sides there
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positives and negatives and then you know we talked a little bit about you know the the
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opportunity to exit the companies obviously one of the avenues that that can come through is through an
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IPO in the UK and Europe we're often a little bit conflicted about where we want our companies to go
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public because it feels like the right thing to go public in the UK or in our local market but the
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reality is that you probably have a better outcome and prognosis if you if you go to the US
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is that is that the same challenge for African companies is is is is kind of the ideal that they go
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public in the US it is and most of our companies that we're investing in are structured in the US
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I would say we're probably when we're thinking about exit profile we mostly think about international
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strategies acquiring them and you know if had those conversations with some of the potential
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acquires on what they're looking for what they would price things at so I have a pretty strong idea
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there are some cases where we do think our exits will come through IPO we have a portfolio
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company called Time Bank for example which we're actually expecting probably them to look at a listing
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in another non-US market but more likely to buy a Singapore you'll also see a lot of North Africa
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companies look to expand to Saudi for our growth market and that's actually pretty attractive
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listing destination for them as well but we have had you know limited
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companies exit pretty successfully in the US and there's a North that are planning their listing
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but it'll probably take a couple years until we see more of those come through any sort of volumes
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yeah yeah makes sense and we all evolve as investors over time the more deals we do the more
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experience we gain what is one thing that you've really changed your mind about since you started
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investing maybe you used to do one thing one way and now you do it different way or maybe you
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perceives something that you use as the as a positive or negative and you know see it the other way
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yeah um I mean I can talk a little bit about I mean when I initially started investing here I kind
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of really understanding the thing that consumers behave differently is a very low trust environment
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you know with that is is quite capital constrained that success stories are you know largely driven on
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the stage at which you're you know you can't for example nose first investing I was looking at some
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gaming companies and ad tech companies without really realizing that you needed to have the solid
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infrastructure for payments or KYC and I did your identity in place for those to really work
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appropriately um and so I think that that has shifted my view a lot is is first invest in the
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infrastructure even if the margins are slimmer because that infrastructure at scale can control 70
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percent plus of the market and then the kind of nice to have layered on top will come later
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well let's see I mean so is that sort of a sort of I don't know respecting the maturity of the market
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that you're in and it's kind of like taking the context of where you're investing not just what
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you're investing into that's absolutely yeah a great way to say it I mean I understand it not
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just from the numbers but actually being embedded in it understanding the real stories and why
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consumers and businesses behave the way they do a lot of times it's not because they're not
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digitally savvy but it can mean a whole bunch more other things you know it's kind of a catch 22
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in this market where sometimes you have to build out the physical rails to make digital work as well
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a lot of B2B commerce platforms that had to build their own logistics networks and warehouse networks
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to be able to properly serve their customer base you can't just build a marketplace like you'd be
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able to do in the US that rides off of everybody else's hard infrastructure so those sorts of things
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I think you really have to understand in a local market level before you can start investing in all
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of those sexy things like AI solutions or or gaming or you know any any model that seems
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a no brainer I think there's lots of pieces that you have to make sure in place for that to work
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at least there yeah and we as sort of local investors we often have an aisle on
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larger companies entering our market but we don't always see companies from our own market how they're
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expanding and going to different territories so which are the companies from like the US and Europe
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that have actually been really successful at growing through Africa as well that you've maybe not
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an investor in but have seen kind of their proliferation through the market yeah I mean an easy
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one is a lot of cross-border companies I mean wave has done an incredible and incredible job here
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tap tap send these companies for obvious reasons have done a lot of work in opening up some of these
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markets in our are very aggressive on acquiring companies as well by the way other companies like
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Stripe has been you know active doing some acquisitions I would say in largely like you've seen a
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lot of international companies in the financial services in payment space but you've also seen you
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know some software providers like some stuff in k yc digital identity space of where other SaaS
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providers certainly have rolled out a lot in Africa the the problem always is besides they
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and the price point because a lot of the customers aren't a bit more price sensitive here is how do
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build your tech solutions into local rails to be able to really collect payments and do business
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locally so a lot of them will you know opt for a by strategy rather than build it out on their own
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and you know that's what we're also expecting with a lot of our investing companies
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yeah make sense and so you mentioned payments there is a as it can be a challenge but how else does
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sort of go to market different in Africa I mean are there are there localized like social platforms
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and things like that that that have a greater significance in your local market than than we would
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expect look that there's less social networks I think most Africans are kind of on you know
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Twitter Instagram all of the the normal platforms but I but users do consumers do tend to still get
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a lot of their information and content from things like TV and radio outlets so while you know
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I think Nigerians and be are some of the most mobilized countries in the world where people are
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getting spending hours on their phones and getting most of their information and entertainment
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commerce everything just from their mobile devices some other markets are still quite analog
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and you know we in and another interesting nuance also is literacy is also quite low I mean you'll
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see a lot of people engage with platforms that will provide education just through voice for example
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because they they can't read but they're trying to learn how to make their crops more efficient and
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what sort of fertilizer to use etc so that's an interesting nuance I mean
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certainly the all of the normal ease of doing business aspects are quite a barrier to I
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think to understand whether that's tax how you have to actually be structured locally
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in climate standards all of that boring but it's it's certainly probably one of the biggest
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struggles that I think companies have yeah and again different markets have different nuances I
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mean a Nigeria for example has a real interest in trying new platforms you know they're they they're
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very adventurous they'd love anything that kind of comes across a radar they're willing to try at
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least once whereas you go to Kenya and it's much more conservative usually you have to
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have referrals from other people they trust in their network co-ops are quite big for example
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so yeah there's different dynamics in each of these just sounds like there is a bit of nuance to
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each individual market which I guess is is the same for European you know founders who are
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growing into different territories as well and then is there a company from your portfolio maybe
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one of your more recent investments that you can tell us a little bit about and tell us kind of
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the rationale behind investing yeah so one company that we are closing a deal in now I'm sure it'll
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be closed by the time you launch your this episode is a company that does termination and very
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difficult to reach the countries for remittance companies so the likes of world remitt we've all of
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these that are collecting agreements capital from centers in Europe and the US but don't have a way
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to get them into the hands of users on the ground in markets like Gambia Sierra Leone DRC some of
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these much more difficult markets to reach so it seems like there an easy problem to fix but actually
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managing the agent network to make sure that this capital is able to flow into the hands of all these
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people that need it is a is a pretty complicated problem and this company's unlocking that it's
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some super attractive margins I also mentioned time bank earlier so I think one of the success stories
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in our portfolio that has expanded from an African market in South Africa to the Asian market so
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they're now expanding they've successfully had expansion into Indonesian Philippines and are
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growing extremely rapidly there really doing agent led retail banking so acquiring customers at
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the point of retail and doing a deposit first neo bank but they've done incredibly well also
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yeah and did the founders of those companies share any similarities they're obviously
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you know both you know hopefully successful companies in your portfolio is there any like common
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thread between the founders or the businesses that you can sort of pin your hat on and say yeah
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actually maybe we invest in people like that or businesses like that I mean I think that the
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common theme between businesses like these two and many of the others in our portfolio is their growth
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is hugely dependent on a large mass market population in kind of an underserved communities so where
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you know traditional banks don't look to bank retail because it's not not a profitable segment for
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them that where they can't properly KYC users or you know can't do anything as scalable as some of
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these digital solutions can that's I think where the big opportunity is I mean certainly the tenacity
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and resilience is the huge factor I mean operating in some of these markets is not for the Fahar and
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and you had to have to really get your hands dirty you know coming out of nothing against any
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of the consulting shops but coming out of McKinsey and trying to do something on the ground and
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some of these markets could be you know very mismatched skill set so I think we love founders that
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are really deeply integrated know the problem very well maybe from corporate experience or maybe
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they've been built a tech company before this and this is their second go around yeah and maybe
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a bit of a abstract one bit of fun but if you if you could only invest in one African country
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that wasn't one of the ones where you have a partner in for the rest of your fund which which
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country would you be putting your chips on and obviously this is not financial advice to anyone but
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just like which country are you really excited about which maybe isn't one of the sort of three main
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hubs that you're in so I'll give you an easy one that I think most people would agree with but where
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we don't yet have a partner and that's Egypt we've all been spending quite a bit of time there
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but it's an interesting very interesting time for Egypt they've just gotten out of a way the
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currency devaluations which means there hasn't been a lot of investment capital coming in
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but some incredible companies now in a very stable economic environment big opportunities there
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across you know retail with a large growing middle class certainly access to finance rather that
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whether that's you know credit card is auto financing property financing really some incredible
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opportunities and again a market where you can easily expand into other markets like the Middle East
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but leverage off of that lower cost labor environment to grow you know your local team build out the
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product and then expand into some of these other Middle East markets that are higher revenue
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per customer generating but the more contrarian one that I'm I'm actually quite excited about is
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DRC the Dominican Republic of Congo and mostly because I feel a lot of similarities between
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Kinshasa and Legos very large urban area young population very digitized but what else makes it
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interesting is that the currency is paid to the dollar and actually most trades and transactions are
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dollar-based you know still a rocky environment obviously because of conflict and political reasons
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but one that I think will see a big transformation over the next 10 years with a lot of incredible
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talent moving back digital certainly solving a lot of problems there as well yes exciting that's
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really interesting insight and obviously as investors we're always conscious of a sort of macro
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environment even in the UK you know it feels like it's been very unstable but we have relative
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stability here for you how much does the macro play into the decision-making you know who's in power
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what conflicts are happening that must have a huge bearing on your risk profile of companies no
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matter how exciting the tech or the growth so do you think you have to pay more attention to that
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in your market than maybe we do in in the UK or Europe so I think we have to pay attention to it
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but we also expect it so I think that there it's always picked into kind of our analysis expecting
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that every five years we'll probably have some sort of economic shift and are you know taking a
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look and discounting our revenue growth expectations given that so we we certainly are very
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conservative when we're looking at investments expecting that we'll be having some sort of volatility
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but look these markets you know they they they grow through it every couple of years and then
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they come out strong the other side there's a couple of you know another five years of very strong
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growth and then there's a correction it's just kind of like the the waves that we understand that
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we have to deal with it's obviously never something that's fun when you're going into it but it's
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also I think something that keeps you quite grounded when you understand how good things are going
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and that you might be near the top and things can go back down again um so you know it's it is
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important here to I think invest a little bit on the cycle and to really be cognizant of that
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and yeah look we do keep our finger very closely as you would expect on government changes
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currency environments what macro economics in each one of our specific markets might look like
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but you can only predict so much I mean I think that the share prediction is that it will be bumpy
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but the general trend is still up and to the right yeah awesome and I just want to ask one more
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question to to try and leave on this positive note like that um have you got any sort of general
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stats or data on like with you know the continent how it is going is it you know it's obviously got
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this very young and growing and you know strong workforce amongst it but what what are the sort of
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top level exciting points about why Africa yeah I mean look the maybe I'll start at the workforce
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you mentioned that in Africa the average age is under 20 years in China just as a comparison that's
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39 years old and you know with the population growth by the end of the century 40% of the world's
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population is going to live in Africa and that by itself is a superpower I mean young people
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essentially born with a phone on their hand mobile first generation with data costs falling and a lot
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of solutions being built for the first time that never existed in you know physically very
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little hospitals very little schools and all that now is available through those mobile devices
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so yeah I mean that by itself makes it a huge opportunity but obviously a big opportunity to
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improve lives for this one and a half billion population that calls Africa home um
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yeah that's amazing I mean yeah what what what year was it that 40% of the world would be in Africa
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right did you say um by the end of the century oh right okay well yeah so right now I think we're
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sitting at about 20% of the world's population wow that's amazing well that's a great
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great positive note to end on that and so we're just going to move through to our final two questions
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Lexi's because it's been so interesting learning more about the Africa market but our final two
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questions are just a couple of bits of you know fun to get to know you and some of your investments
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and ideas as well so the first one is a future unicorn prediction you're very welcome to pick
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one of your portfolio companies but is there a company that you've seen at the early stages that
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is on your radar that you think might go all the way and become a unicorn yeah well I'm
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mentioning this one not because it's a you know not because it's a portfolio company but because
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we're very excited about it so a company called Orca which is currently focused on a product
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around transaction fraud monitoring using AI solutions incredible AI team at this company
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still very early stage but I see this platform as something that'll expand into not only
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fraud monitoring which by the way has a huge need in this market but something that becomes kind of
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the data network across multiple trust layers in the African ecosystem huge potential for that
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here I mean I mentioned earlier it's a very low trust environment and yeah something we're very
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excited about that sounds awesome sounds like a sort of company that visa might buy one day
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very cool and then our final question is again just a bit of fun to wrap up the show
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and it's our dinner party guest game if you could have dinner with any three people who would they be
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yeah so I think probably it would it would be Kevin Kelly the futurist and co-founder of Wired
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mostly because I think he has the most outlandish but oftentimes quite
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accurate or potentially realistic expectations of what the future could look like certainly
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somebody I like to read a lot of and I'd love to hear how he's seeing
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everything in his future predictions especially around AI and robotics and what that world is
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going to look like in the next 100 years I also would love to meet Nelson Mandela I mean somebody
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that is obviously hugely inspiring but I think has represents moral courage and has the
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experience of driving transformation in a very difficult political social market and somebody you
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generally I think to my my number one hero who I would look up to and and lastly this is much more
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of a personal one but I I am a bit of a explorer adventure myself so I would love to meet
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Gertrude Bell the 20th century British adventure who spent a lot of time in the Middle East
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was also a mountain near herself doing a lot of incredible things far before
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you know it it was normal for women to do so I think she would be an incredible person just to hear
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her stories and hopefully get some of that courage that she had traveling the world during that time
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period yeah awesome there I mean that's a great answer I mean it's so interesting
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we obviously ask every guest this and it's amazing how much it tells you about the person
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it like in such a positive way because you get to learn so much about people's interests and
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and you know what they're curious about and passionate about so that that's really great thank you so
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much obviously we've had Mandela mentioned by a few people previously by I think Kevin Kelly and
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Gertrude Bell are both unique answers so yeah we love love it when there's a unique answer well
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Lexie thank you so much it's been really amazing to learn so much more about the African
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tech scene and what you're doing with Nelskin 22 sounds like some amazing companies in your portfolio
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particularly strong in the FinTech space I think and we hope it goes from good to great over the next
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few years and keep up the good work and yeah it's been so insightful learning more about it so thank
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you thanks James that's it for this week thanks very much for listening to stay up to date with
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the next episode this episode is proudly sponsored by Cooley Cooley is the go-to law firm for
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Topics Covered
African tech investment
venture capital in Africa
Norskin22
angel investing in Nigeria
tech startups in Africa
growth stage funding
private equity in Africa
cross-border investment
digital solutions in Africa
African startup ecosystem
capital flow challenges
emerging markets investment
commercial returns in Africa
funding landscape in Africa
tech hubs in Africa