Senegal has proven to be a tech powerhouse in the Francophone Africa region. The country’s tech ecosystem is gaining momentum, with significant investments and partnerships. In 2022, the country famously raised $151 million, up from struggling to pull in more than $11 million in 2017. Although Senegal’s tech ecosystem has experienced a funding slump due to a global tech downturn, a lot of innovation is still occurring in the country, and investors are not shy to invest. In 2023, Senegal secured $50 million from the World Bank to enhance the health tech arm of its tech ecosystem. Initiatives like the Start-Up Senegal program have funded over 100 innovative projects, highlighting the government’s ambition to become a hub for innovation and technology.
The government’s “New Deal Technologique,” unveiled in February, aims to commit $1.7 billion to propel Senegal into a leading position in Africa’s digital economy by 2034. As investors move to build in this nascent ecosystem, a capable PR with certain qualities could be an important partner in navigating a new and harsh terrain, We discuss some of those important qualities in this article:
Essential Qualities in a Tech PR Firm in Senegal
Industry Expertise: Senegal has developed basic technology-enabled ecosystem such as a thriving online delivery, fintech, and car-hailing industries. But it matter less that your tech company falls under this category, and more important to to connect with PR firms that have worked in these industries in Senegal’s context and can transfer that knowledge to your PR efforts. This will go a long way in deepening your understanding of local market nuances.
Media Relationships: A firm with established connections to local and regional media outlets can share your company’s story clearly and empathetically, enhancing visibility, credibility, and connection to your brand and cause.
Partnership Opportunities: Early enough, it is important to identify the key bodies for partnership with private investors, government funds, and accelerators. The right PR firm can facilitate introductions to key stakeholders, including government agencies and industry leaders, fostering strategic alliances.
Regulatory Expertise: With a government that is very hands-on with its tech ecosystem, navigating Senegal’s regulatory environment is important. A PR partner knowledgeable about local laws and compliance standards ensures smooth market entry.
Flexibility and Scale: Looking at the fundamentals in a PR firm, a solid understanding of technology as a business, public relations, and solid media relationships can indicate how well they can adapt and help solve your business needs. Ensure the PR firm can accommodate your company’s evolving needs, providing scalable solutions as your business grows.
Closing Notes
With 150 funded companies having collectively raised $443M in VC money and private equity, a signal of Senegal’s burgeoning tech scene, the industry is relatively small, and the right partner can help reach the right people more easily. A PR firm with deep local insights and strong networks can be a pivotal asset. Their expertise can guide your company through the complexities of market entry, helping establish a robust and reputable presence.
