In Addis Ababa, a young Ethiopian watched in horror as the news broke of a deadly tragedy—the sinking of an overcrowded boat off the coast of Lampedusa, carrying Ethiopian migrants in search of a better life.
“Dozens of young Ethiopians, in search of a better future, had perished at sea. It was painful to witness,” said Addis Alemayehu, the man whose life would change in the wake of that heart-wrenching moment.
“I couldn’t shake the thought: Why should our youth risk everything when so many opportunities exist right here in our country?” This realization sparked Addis’ mission to create opportunities for his fellow Ethiopians, turning tragedy into purpose and entrepreneurial drive.
Born and raised in Addis Ababa, Addis is the eldest in a family that taught him invaluable lessons in resilience, hard work, and ambition.
“Success is never a solo journey—it is built on the foundation of family, discipline, and hard work,” he reflected on his early years. While his peers were playing, Addis was at his mother’s side, helping her run a small family business. His mother, a powerful role model, was his first mentor, teaching him the fundamentals of business, leadership, and financial discipline.
“Every lesson she instilled in me became a stepping stone toward the business leader I am today,” he explained. These early lessons shaped his entrepreneurial instincts and the foundation for future endeavors.
Addis’ commitment to education was equally profound. “I knew I wanted to make the most of my time in university,” he shared, noting that he didn’t just pursue a single degree but took on the challenge of completing two. “It was a grueling four years, balancing two demanding majors, but I was determined to push my limits.”
His relentless work ethic paid off as he graduated at the top of his class, armed with academic credentials and practical experience from his family business. “The combination of hands-on experience from my childhood and the academic foundation in finance gave me a unique edge,” he said.
Turning Tragedy into Purpose
The pivotal moment came after witnessing the migrant tragedy. Addis, already deeply involved in technology and communication, decided to use his skills for a greater purpose. “I would use my skills in technology, communication, and empowerment to help save lives,” Addis proclaimed. This decision led to his collaboration with government agencies, starting with the Ministry of Labor and Social Affairs.
Together, they developed innovative systems and led a rebranding effort to enhance the ministry’s outreach. During this time Addis’ team also developed Ethiopia’s first Bluetooth-enabled COVID-19 contact tracing mobile application, which was used to track exposures even before the first case was reported in the country. The app was approved by Ethiopia’s Information Network Security Agency (INSA).
“It was a beautiful moment of poetic justice,” Addis said, recalling how the journalist who had reported the migrant tragedy came to Ethiopia to cover their success story. That recognition solidified his belief that purpose-driven innovation could make a tangible difference and paved the way for the founding of Ewenet Communications.
The Birth of Ewenet Communications
Headquartered in Addis Ababa, Ewenet Communications PLC began as an organization committed to using technology and creativity to make an impact. Today, it is a leading branding and technology firm offering enterprise software development, branding, and rebranding services to over 25 government, private, and non-governmental organizations.
“What started as a commitment to serve has now evolved into a thriving company that blends technology, creativity, and social impact,” Addis said proudly.
With a team of more than 10 full-time employees and internship opportunities for over 100 university students, Ewenet’s mission goes beyond business—it is developing the next generation of tech professionals in Ethiopia.
A key part of Ewenet’s success came from Addis’ decision to prioritize relationships over immediate profitability. “We made a bold decision: serve our clients at half the market price and operate at break-even. Some might see this as a risky move, but for us, it was a strategic investment in relationships,” Addis explained.
While this approach initially caused the company to incur losses, it eventually paid off. “By prioritizing trust, quality, and accessibility, we built a strong reputation across various industries. Even though we incurred some losses initially, the trust and credibility we gained accelerated our growth,” he said. This decision helped Ewenet expand rapidly, gaining clients both locally and internationally.
Ewenet’s impact extends beyond traditional business endeavors. One of their most notable projects is Ewenet Stage, Ethiopia’s first entertainment industry talent-hunting platform. “This groundbreaking initiative has already attracted major film production companies, and its impact extends far beyond business—it is set to create over 10,000 informal job opportunities for Ethiopians,” Addis said, referring to the platform’s ability to give talented individuals access to major media companies and international opportunities. The project is currently in talks with production companies in India and the UK, aiming to expand registration to talents across multiple African countries.
Beyond Business
For Addis, entrepreneurship has always been about more than financial success. “I believe Africa has the potential to build something great—not just through resources like gold or oil, but through something even more valuable: volunteerism,” he emphasized.
This belief in giving back has shaped not just his work but his approach to business. “Volunteerism enables us to identify pressing social issues, leverage local resources, and create sustainable solutions that uplift entire communities,” he said. Addis practices what he preaches through his tire recycling initiative, which he believes will both contribute to sustainable waste management and stimulate local industry.
“Recycling plays a critical role in environmental protection, import substitution, and foreign currency generation,” he explained. His 40 million birr (approximately USD$318 thousand) investment into a state-of-the-art tire recycling facility will not only create jobs but also reduce Ethiopia’s dependence on imports.
Overcoming Early Obstacles
Like most entrepreneurs, Addis faced early challenges—limited access to finance, no formal workspace, and a lack of mentorship. “Entrepreneurship is not about waiting for the perfect conditions—it’s about taking action, adapting to challenges, and continuously building the world you want to live in,” he remarked. Despite these obstacles, he persisted, building the foundations of his business from the ground up.
Today, he pays it forward by providing a 200m² workspace dedicated to supporting startups, allowing them a space to collaborate and innovate, free of charge. “We are now in a position to give back to the next generation of entrepreneurs,” he said. His journey has reinforced a key lesson: “Never take anything for granted. Clients, investors, funding opportunities—they all come with exciting promises, but in the end, success depends on your own courage, dedication, persistence, and adaptability.”
The Future: Innovation Through AI
Looking ahead, Addis is excited about the potential of artificial intelligence (AI) and its ability to revolutionize industries. His team is currently exploring AI integration in two major projects: enhancing communication during Ethiopia’s 2025 elections and using AI to improve customer experience and decision-making.
“AI’s ability to analyze vast amounts of data quickly and efficiently can help organizations make smarter decisions and stay ahead of emerging trends,” he said. These initiatives are just the beginning of a new chapter in Ewenet’s innovation-driven mission.
Reflecting on his entrepreneurial journey, Addis concluded, “The most significant lesson I’ve learned is the power of resilience and staying purpose-driven. Entrepreneurship should be about solving real problems and contributing to society.”
His story is a testament to the impact of purposeful innovation and leadership. By empowering others, embracing challenges, and fostering collaboration, Addis Alemayehu is not only shaping the future of Ethiopian business—he is transforming lives, industries, and communities across Africa.
