HP, Google, and Upskill Universe have launched the 2025 HP-Google Skills for Business Programme to enhance digital capabilities for small and medium enterprises (SMEs) across the continent. The initiative offers training in artificial intelligence (AI), digital marketing and e-commerce, aiming to strengthen operational efficiency, expand online presence, and enhance competitiveness for African entrepreneurs.
The programme builds on the success of Google’s Hustle Academy Business Bootcamp, which has supported over 15,000 SMEs across Africa since 2022 and integrates HP LIFE’s library of more than 30 training modules, available in eight languages online, via mobile app and offline.
Bridging the Skills Gap
African SMEs face persistent challenges in adopting digital technologies and scaling operations online. The Skills for Business programme directly addresses these gaps, providing hands-on modules, expert-led virtual workshops and practical mentorship.
Participants gain skills in areas such as:
- Boosting productivity through AI-driven solutions
- Mastering digital marketing essentials to attract new customers
- Launching and managing e-commerce ventures effectively
- Improving customer experience and securing business funding
The programme’s combination of virtual workshops and self-paced learning ensures accessibility for entrepreneurs across the continent, regardless of location or resources.
Who Can Apply
The programme is open to small and medium business owners and individual entrepreneurs across all African countries, particularly those looking to scale their ventures using technology. Applicants must commit to 3–5 hours of training, participate in virtual workshops and complete the HP-Google Hustle Academy Eligibility Survey.
Selection is based on alignment of business needs with the programme’s focus areas, and the willingness to engage in practical, hands-on training and mentorship.
Programme Benefits
Participants gain access to:
- Free 3-hour virtual training in AI, digital marketing, and e-commerce
- Three additional self-paced courses covering funding, customer experience, and more
- Business mentorship from industry experts
- Practical tools to boost productivity, attract customers and scale online presence
- Membership in a pan-African entrepreneurial community
The initiative offers continued access to HP LIFE resources, enabling ongoing learning and support beyond the initial training.
Expanding Africa’s Entrepreneurial Ecosystem
By integrating advanced digital skills training into the SME ecosystem, HP and Google aim to accelerate business growth and innovation across Africa. The programme also reflects a broader trend among global technology companies investing in capacity-building to support local entrepreneurship and digital transformation.
As African SMEs increasingly adopt AI, e-commerce, and digital marketing, initiatives like the Skills for Business programme could become critical drivers of productivity, competitiveness and regional economic growth.
Entrepreneurs and SME owners interested in participating can apply via the official survey: HP-Google Hustle Academy Survey
