African Chronicles of a Startup Founder: Real story

Chronicles of a Startup Founder: Real story

“A cat that dreams of becoming a lion must begin with losing appetite for rats." (African Proverb.)– Red Adair

This quote became my reality when I embarked on the journey of building an MSME tech solution in Kenya with no budget, no team, and no clue how steep the mountain ahead would be. This is the story of sleepless nights, endless pivots, and the relentless pursuit of a dream that often felt like a mirage.

The Birth of an Idea

I believe this Kisii proverb that says “Dreams are voices of ancestors.”  But this was not a night dream but a daydream. While riding in a taxi, I envisioned a tech solution that would simplify the everyday life of small businesses —a platform that would bridge experience and loyalty. The idea was bold, but the resources were nonexistent. I was a founder with a vision, a laptop, and a prayer.

The Software Engineer Saga

Finding the right software engineer was my first nightmare. With no budget, I couldn’t afford top-tier talent, so I settled for a self-taught developer who promised the sun. I took confidence that, even if he didn’t land on the sun, I would be okay with the moon. Not until I landed on Earth that I discovered how hard Earth can be. The first version of the product was a disaster. Bugs everywhere, features that didn’t work, and a user interface that looked like it was designed in the dark.

I remember one late-night call where I begged the engineer to fix a critical issue before our first demo. His response? “It’s not that serious. It’s just a small bug.” That’s when I realized I wasn’t just building a product; I was also building a team’s mindset.

I eventually had to let him go and start over. The next engineer was better but still not perfect. We went through three more iterations of the product, each one slightly better than the last. It was a painful, expensive lesson in the importance of hiring the right people—even if it means stretching your budget. But I remembered what my grandmother –Nyaboke- kept telling me "The rain that washes away the dirt also washes away the seeds".Those words kept the hustle going .

The Market Rejection

Launch day arrived, we were at lico hotel trying to impress all potential customers and wanted to show their image and experience . Just like many startups, that first impression is key, but also I was convinced the world would finally see what I saw. I was wrong.

Our first customers didn’t understand the product. They didn’t see the value. They didn’t even know how to use it. I remember sitting in a café, demoing the app to a potential user, and watching her struggle to navigate the interface. Her frustration mirrored my own.

I realized that I had been so focused on building the product that I forgot to build the story around it. Customers didn’t just need a solution; they needed to understand why they needed it. I needed to be real and stop living the dream. My old uncle saw my frustrations and told me “Son, a wise man does not use the toilet in his dream." I figured out immediately that I needed to be wiser and differentiate the dream from reality, So, I went back to the drawing board, simplifying the user experience and crafting a narrative that resonated with their pain points.

The Turning Point: Mzawadi Loyalty

The breakthrough was when we started understanding our clients -kiosks, mama mbogas, butcheries, and small restaurants. We called it Mzawadi Loyalty, a programme designed to help these businesses reward their customers and build lasting relationships.

At Gekomba Market, I remember pitching the idea to a group of sceptical mama mbogas. One asked, “Why should I give points when I already give extra sukuma wiki?” It was a fair question. Loyalty, to them, was personal, not digital.

But one small restaurant in Ngong Road took a chance. The owner, Mwangi, was hesitant but curious. We customized the programme for his business, even creating a “loyalty meal” for customers to redeem. The results were astounding. His regulars started visiting more often, and they brought friends.

Mwangi’s success became a beacon. Soon, a butchery in Kenyatta Market and a grocery store in Kawangware joined the programme. Each success story was hard-earned, requiring endless training sessions and late-night troubleshooting. But every time I saw a mama mboga smile as her sales increased, I knew it was worth it.

The Lesson

Building a tech solution focused on a market that is not ready with no budget wasn’t just about the product; it was about resilience, adaptability, and the willingness to move forward. It was about listening to customers, learning from mistakes, and never losing sight of the vision—even when the odds seemed impossible.

Today, Mzawadi Loyalty is more than a programme; it’s a movement that is transforming corporate incentives and loyalty experiences.

And for this CEO, that first step was just the beginning of an adventure I’ll never forget. As I start documenting the stories that every other founder in Africa must have gone through, I hope the impact of such stories will outlive the products we have innovated.