Across Nigeria and the broader African continent, entrepreneurship is often born out of necessity rather than passion or innovation.
For many, starting a business is a survival strategy of selling what they can and where they are, to meet daily needs.
Scarce Resources
Unlike entrepreneurs in developed economies who might have access to formal business education or startup incubators, most African founders operate in environments where time, resources and guidance are scarce.
This reality creates a significant challenge of how to build a sustainable business when foundational understanding is shaky.
This question led Iyanuoluwa Joseph Akinnusi, founder of Business Footing, to develop a unique approach tailored to the realities of African entrepreneurs.
His insight is simple yet profound: before mapping out complex business models or seeking investment, entrepreneurs need a solid footing, an understanding of their core identity and purpose that they can own and communicate effortlessly.
The Concept of Business Footing
Iyanuoluwa draws an analogy from construction. Just as a building requires a footing to distribute weight and ensure stability, entrepreneurs need a “Business Footing” to set their enterprise on a firm foundation.
Traditional business tools like the Business Model Canvas, while useful, can be intimidating or overwhelming for early-stage entrepreneurs who are more accustomed to hustle than formal planning.
His approach simplifies this with three fundamental questions: What exactly is your business about? What is your purpose? How will you operate to achieve your goal? These questions are asked in plain language, in the voice of the entrepreneur, focusing on their daily realities and instincts. The goal is clarity, confidence and direction, creating a sturdy foundation for further growth.
A Personal Mission Rooted in Experience
Iyanuoluwa’s passion for empowering African entrepreneurs stems from his own background. Growing up watching his mother trade at market stalls and his father transitioning into entrepreneurship after a government layoff, he saw firsthand the struggles and resilience of small-business owners.
His early ventures included selling sweets and flipping OMR sheets, experiences that grounded his understanding of informal markets.
With degrees in Plant Biology, Human Resource Management and dual MBAs, he has worked across government, startups and nonprofits. His mission is to help African entrepreneurs build businesses from the inside out, rooted, resilient and sustainable.
The Future of African Entrepreneurship
Iyanuoluwa believes that Africa does not need unicorns and instead advocates for zebras, businesses that are resilient, rooted in community and capable of enduring challenges.
His work through Business Footing aims to shift the entrepreneurial culture from chaos to clarity. By providing simple, actionable tools tailored to the African context, he empowers founders to build businesses that last.
As he puts it: “If the foundation is bad, even the upright will stumble.” His vision is to ensure that African entrepreneurs have the footing they need to stand tall and thrive.
Iyanuoluwa Joseph Akinnusi’s innovative approach is transforming how Nigerian and African entrepreneurs perceive and build their businesses.
By focusing on core identity and purpose, what he calls “Business Footing”, he is helping entrepreneurs lay stronger foundations for sustainable growth.
His work underscores the essential truth that with clarity and rootedness, African entrepreneurs can turn survival into success.
