5 300 small and medium-sized businesses (SMBs) graduated from Google’s Hustle Academy. This milestone underscores their dedication to improving business acumen and skill sets. The graduation ceremonies, which took place in South Africa, Kenya and Nigeria demonstrate the impact of the program, with over 10,000 entrepreneurs across Africa benefiting from it since its launch in 2022.
The Hustle Academy program focuses on addressing the challenges faced by African SMBs and provides practical skills and resources that are essential for business growth. This year’s cohort builds upon the foundation of the more than 5,000 SMBs who graduated last year.
The graduates represent a wide range of industries, demonstrating the diverse and dynamic nature of entrepreneurship in South Africa. These businesses, through their participation in the Hustle Academy, have shown a remarkable capacity for innovation and resilience.
Alistair Mokoena, Country Director for Google, South Africa commented, “The determination and growth exhibited by these SMBs is commendable. The Hustle Academy program stands as a beacon of what practical training and resource provision can accomplish. Today’s graduation is not only a celebration of their hard work but also an acknowledgment of their role in enriching the South African business environment.”
Lufuno Rasoesoe, founder of South African based business TOSH Detergents and a graduate, stated: “The training I received at the Hustle Academy has been incredibly beneficial. It offered us concrete tools and strategies specifically tailored for businesses like ours. We’ve been able to improve our operational efficiency and better understand the dynamics of the South African market, which has been vital for our growth and ability to innovate within our means.”
At the graduation ceremonies, Google also unveiled the Hustle Academy Impact Report – completed in an effort to quantify the program’s success and reinforce its commitment to the economic
development of the region.
Key findings from the report include that 80% of entrepreneurs who completed the Hustle Academy reported experiencing revenue growth, showcasing the program’s direct impact on increasing business income. Furthermore, the report also found that upon graduating from the Hustle Academy, there has been an average creation of 4 jobs for every 10 businesses, a significant boost to employment with a mix of permanent and contract roles.
Lastly, the report shows a significant shift in how the program graduates fund their businesses, with those accessing new funding sources—beyond friends and family—nearly doubling from 11% to 20% post-program.
Through a variety of programs, products, and partnerships, small and medium-sized businesses (SMBs) in Africa are receiving substantial support, helping them navigate the challenges of the modern business world. Programs like the Hustle Academy are part of Google’s broader commitment to bolster the African business sector.
