It's Not Your Product: What Over 200 African Founders Really Fear About Entering the US Market
For ambitious African founders, the US market represents the ultimate prize: access to capital, a massive customer base, and global validation. But the path is notoriously difficult. To understand the real challenges, we surveyed over 200 founders from across the continent who share this goal.
The results were striking.
We analyzed 201 responses from founders—95% of whom currently have a startup. They hail from across the continent, with a powerful contingent from Nigeria (55.2%), and strong hubs in Kenya (10.0%), Ghana (7.5%), and South Africa (6.5%).
What we discovered is a clear and consistent portrait of a mature founder who is not worried about their technology. Instead, they are laser-focused on two completely different barriers: Structure and Access.
The results were striking.
We analyzed 201 responses from founders—95% of whom currently have a startup. They hail from across the continent, with a powerful contingent from Nigeria (55.2%), and strong hubs in Kenya (10.0%), Ghana (7.5%), and South Africa (6.5%).
What we discovered is a clear and consistent portrait of a mature founder who is not worried about their technology. Instead, they are laser-focused on two completely different barriers: Structure and Access.
Insight 1: Founders Are Confident in Their Product
The most revealing insight is what doesn't worry African founders: their product.
When asked their biggest fear, "The fear that my product won't be good enough" came in last, at only 26.9%.
This confidence carries over into their strategy. When asked what they would focus on in a pitch to a top investor, "The perfect product demo" was the least popular option, chosen by only 20.9% of respondents.
What this means: We are not dealing with "idea-stage" dreamers. We are dealing with seasoned CEOs and COOs who have likely passed the MVP stage. They are confident in their solution. Their challenge is no longer building a product; it's building a company.
The most revealing insight is what doesn't worry African founders: their product.
When asked their biggest fear, "The fear that my product won't be good enough" came in last, at only 26.9%.
This confidence carries over into their strategy. When asked what they would focus on in a pitch to a top investor, "The perfect product demo" was the least popular option, chosen by only 20.9% of respondents.
What this means: We are not dealing with "idea-stage" dreamers. We are dealing with seasoned CEOs and COOs who have likely passed the MVP stage. They are confident in their solution. Their challenge is no longer building a product; it's building a company.
Insight 2: The "Paper" Problem: A Focus on Structure and Financials
If they aren't focused on the product, what is their primary goal?
A massive 46.8% said their main goal is to "Hire a financial consultant and a lawyer to build a flawless operational and legal structure for the company in the US".
This pragmatic mindset is their default.
If they aren't focused on the product, what is their primary goal?
A massive 46.8% said their main goal is to "Hire a financial consultant and a lawyer to build a flawless operational and legal structure for the company in the US".
This pragmatic mindset is their default.
- Facing a competitor? The most popular response (47.8%) wasn't to double down on R&D or marketing, but to "analyze their business model and our own processes... become more efficient".
- Pitching an investor? The #1 focus (chosen by 53.2%) was "The financial model and due diligence," proving they want the investor to see "a reliable partner who has calculated everything".
Insight 3: The "Human" Problem: The Fear of Not Belonging
While founders are focused on building the right structure, their biggest fear is a social one.
The #1 fear, cited by 43.3% of all founders, is "The fear that I won't have the right connections, cultural understanding, or pitching skills to sell myself and my idea".
This is the "access" barrier. Founders aren't afraid of the work, they are afraid of the unspoken rules. They are worried that even with a great product and a perfect financial model, they won't be able to get in the right rooms or communicate their vision in a way that resonates with US-based VCs.
This is why, when asked what content they want most, the top answer (40.8%) was "A founder's pitch deck that raised $5M". They don't just want theory; they want the playbook that has already been proven to work.
While founders are focused on building the right structure, their biggest fear is a social one.
The #1 fear, cited by 43.3% of all founders, is "The fear that I won't have the right connections, cultural understanding, or pitching skills to sell myself and my idea".
This is the "access" barrier. Founders aren't afraid of the work, they are afraid of the unspoken rules. They are worried that even with a great product and a perfect financial model, they won't be able to get in the right rooms or communicate their vision in a way that resonates with US-based VCs.
This is why, when asked what content they want most, the top answer (40.8%) was "A founder's pitch deck that raised $5M". They don't just want theory; they want the playbook that has already been proven to work.
The Path Forward: From Product to Pitch
Our data paints a clear picture. The next generation of successful African founders moving to the US will be defined by two things:
Our data paints a clear picture. The next generation of successful African founders moving to the US will be defined by two things:
- Operational Excellence: Their ability to build a "bulletproof" legal and financial structure.
- Cultural Fluency: Their ability to navigate the "human" barrier of networking and pitching to US investors.