While attending high school in Kenya’s bustling capital city of Nairobi, Don Okoth often helped his mother run her fish-selling business whenever he could. Little did he know that he was sowing the seeds of a business-minded mentality that later would see him carving his own entrepreneurship path with a significant and positive impact on his community.
“This experience shaped my decision to pursue a degree in Economics at Makerere University in Uganda. Studying in both Kenya and Uganda gave me first-hand exposure to the challenges facing East Africa, fueling my drive to create solutions,” he says.
Two Companies
Today, Don is fast establishing himself as an entrepreneur by successfully juggling his positions as Chief Executive Officer of Wavu and founder of Route to Market (RTM).
Wavu, which means net in Swahili, is a network that Don and his partners have established in Kenya’s fast-growing, but fragmented, aquaculture sector.
The objective of Wavu is to link smallholder fish farmers to high quality and affordable inputs, while also guaranteeing their offtake market by aggregating the demand for their fish.
RTM, on the other hand, is a dynamic consulting company specializing in technology solutions. Their primary focus is on empowering companies, startups and scale-ups by leveraging their expertise to propel their products successfully into the market.
They offer Product Development, where a team of their engineers build mobile, and web solutions for emerging businesses as well as Product Management services in which a team of professionals manages complex platforms at scale
RTM also provides Research and Design services in which their team of talented designers attends to all the creative needs of their clients.
“In aquaculture, we empower farmers by connecting them with real-time inputs and aggregating their demand to create a more efficient supply chain.”
Educational Foundation
Growing up, Don took his education very seriously, even after completing his degree studies, and was always mindful of the benefits of acquiring as much academic knowledge as possible.
“I grew up in Nairobi, where my entrepreneurial journey began early. In high school, I helped my mother with her fish business, unknowingly laying the foundation for my future.
“After completing my degree, I later took short courses at Strathmore University to refine my skills, bridging professional gaps and sharpening my business acumen. My upbringing and education played a pivotal role in shaping my entrepreneurial mindset.
“Born into humble beginnings, I knew that entrepreneurship was my path to making a lasting impact and driving change,” he says.
Learning From Failure
Don recalls how his first attempt at entrepreneurship failed to succeed. This was after he had attempted to tap into the East African Service Obtainable Market (SOM) for logistics, which exceeded $1 billion.
“Goods needed to move from one point to the other in a smart, efficient way, and we saw an opportunity to solve that. This vision led us to build Sendy, a tech-driven logistics platform that connected businesses with real-time logistics solutions.
“We successfully expanded Sendy across four African countries, raised over $40 million in funding, and built a team of more than 300 employees. At our peak, we generated over $5 million in monthly sales.
“However, in 2023, amid the venture capital downturn, we faced significant challenges and were ultimately placed under administration, as we were still far from profitability. The setback strengthened my resolve and equipped me with the knowledge to launch new ventures across fashion, logistics, and aquaculture.”
Staying Ahead of the Curve
In today’s world, where technologies like artificial intelligence are generating vast amounts of information, automation in businesses is more critical than ever. However, Don understands that technology alone is not enough.
“Being customer-centric is what truly sets businesses apart. Staying close to your customers allows you to craft solutions that genuinely address their needs. I firmly believe that the customer is king. The key to building a successful startup lies in solving immediate problems while continuously gathering feedback to refine and improve.
“Also, reading the biographies of both successful and unsuccessful founders provides invaluable lessons, many of the answers are already out there. After all, nothing is entirely new. At some point, it has been done before. The key is to adapt, innovate, and execute better,” explains Don.
A Family Man
Away from running his businesses, Don is a golf enthusiast who likes to spend his time away from the office outdoors – doing something he enjoys – or at home with his family.
“I am a family man and a proud father of three amazing kids—my greatest joy. Beyond business, I find balance on the golf course, where the fairway provides a much-needed escape from daily pressures.
“Giving back is a core part of who I am. I believe that we come with nothing and leave with nothing, so making an impact along the way matters. I actively participate in mentorship programs through Mentropool and the Baobab Platform Mentorship Programme, guiding the next generation of entrepreneurs.
“Recently, I have been diving into farming, though my current learning method—via WhatsApp—has delivered some hilariously terrible results. Still, every challenge is a lesson, and I am thoroughly enjoying the journey,” Don concludes.
