A number of businesses in Rwanda have been affected by the pandemic, and are now looking to strengthen their resilience and diversify their customer base. To mark Micro-, Small and Medium-sized Enterprises Day, The New Times caught up with Malik Shaffy Lizinde, African Management Institute (AMI) Country Manager in Rwanda, who shared how they are supporting entrepreneurs and promoting job creation.
When and why did you expand your operations to Rwanda? And how are your programmes being accessed?
The African Management Institute began operating in Rwanda in 2019, just five years after it was founded. AMI is pioneering practical business and management learning for Africa that combines online and mobile tools with in-person or online workshops and on-the-job practice. Since its launch in 2014, AMI has trained more than 35,000 people in 39 countries across Africa through company training as well as entrepreneurship and employability programmes.
We started working in Rwanda through the Mastercard Foundation’s Hanga Ahazaza programme, which aims to increase entrepreneurial skills in the tourism, hospitality and creative sectors. We’ve expanded our relationship with Mastercard to support entrepreneurs across all sectors in Rwanda to support businesses during the challenging Covid period.
How are you supporting entrepreneurs to cope with the challenges brought about by the pandemic? What is unique about AMI’s approach?
The low survival rate of small businesses in Africa is a long-existing challenge, brought into sharp and immediate focus by the Covid19 crisis. AMI rapidly adapted our already effective offering to help businesses and entrepreneurs across Africa navigate the challenges of Covid-19 through fully virtual programmes.
In November 2020, we signed a partnership agreement with the Mastercard Foundation to provide our programmes to 2,500 Rwandan entrepreneurs across all sectors of the economy.
With AMI’s unique virtual learning approach, small businesses were provided with skills, tools and advice to navigate the crisis today, while setting them up for success in the future. They have the opportunity to enroll in our short Business Survival Bootcamps and our longer and more in-depth Survive to Thrive business growth programme.
Malik Shaffy Lizinde, African Management Institute (AMI) Country Manager in Rwanda. |Courtesy
Are there any milestones you can share with us? What is the impact you have seen so far as a result of your programmes?
In November last year, AMI Rwanda and the Rwanda Development Board signed an agreement to work together to support small business through the country’s economic recovery strategy.
The aim is to train 1,000 business owners through a four-month business development support programme called Survive to Thrive, and 2,500 entrepreneurs through a one-month programme called the Business Survival Bootcamp. Our goal is to increase the survival rate of small businesses in Rwanda by providing high-quality advisory services and business skills training.
To date, we have run 21 Business Survival Bootcamps and trained 1,400 people. A full shift to Kinyarwanda in learning sessions and platform content has increased adoption and we now have a footprint in all 30 districts of Rwanda, with 82% of entrepreneurs coming from rural areas during the last quarter. Of the 21 bootcamps, 15 were run in Kinyarwanda and six in English.
Over 1,000 business tools have been used by entrepreneurs to support them in their daily work and 98% of participants, recently surveyed, said they have doubled the number of full-time jobs in their organisations while 97% of them are applying what they have learned on the job and have reported tangible business improvements. We are now enrolling them for the four-month Survive to Thrive programme.
Do you have any programmes that are specifically designed for female entrepreneurs?
Our aim is to reach 2,500 businesses, potentially creating up to 12,500 jobs – with a target of 60% of these jobs being for young people, and 60% for women.
Partnerships with Startup Mart, Rwanda Girl Guides Association and the ICT Chamber have allowed us to work with women-led businesses. Women now make up 48% of all participants, and the journey continues to see even more women join our programmes.
What impact is the programme having on business owners?
Before graduating, we ask participants to share feedback about our programmes. One of our Business Survival Bootcamp graduates, Edouard, said: "I had not practiced business in a professional way before the AMI programme. After using the scenario planning tools, I’ve been able to do my work in a more profitable and professional way.”
Another young entrepreneur we have supported is Joella, who was a chef at a hotel in Kigali. She was participating in our Inspiring Managers programme when the pandemic hit and her work was reduced to part time. With the knowledge she gained from the training and the confidence she acquired, Joella started her own business. She now runs a YouTube channel with more than 700 subscribers and also offers catering services.
How do you work with others in the small business support ecosystem?
We value partnerships and work with several organisations in Rwanda to support small businesses. Through our partnership with the Rwanda Cooperative Agency, we have trained more than 200 SACCO managers and loan officers. As the SACCO managers mostly lead independent branches, they are also considered small or medium sized enterprises in their communities.
The goal of training SACCO managers and loan officers was first to support microfinance institutions to navigate the challenge of COVID-19 and to be well equipped to advise and support small business owners and the SACCO members they serve and lend to. We have also invited SACCO businesses and members to join the AMI Business Survival Bootcamp.
Furthermore, we worked with the SMEs Response Clinic, which is a partnership of like-minded organisations supporting small businesses in Rwanda to access the resources they need to grow.
What are your plans for the future?
We would like to see more entrepreneurs in Rwanda thrive. For that reason, we will be expanding the sectors we work with to ensure we are supporting diverse businesses. We have recently enrolled our first creative industry cohort and are committed to supporting Made in Rwanda businesses as well.
Why are you personally passionate about supporting Rwanda’s entrepreneurs?
The Government of Rwanda has provided so much of the infrastructure entrepreneurs in Rwanda need to be successful - from the time you register your business to accessing investments. I’m always overjoyed to see more entrepreneurs jump on these opportunities. I also enjoy discussing business opportunities with entrepreneurs in Rwanda and how they can grow to become household brands. Our goal is to support entrepreneurs to thrive in businesses, to grow and provide employment opportunities.
What needs to change to improve the business climate for Rwanda’s entrepreneurs?
The pandemic has created many challenges for entrepreneurs in Rwanda. It has negatively impacted growth and changed how businesses will grow in the future. However, it was also an opportunity for businesses to adapt to the situation and new markets.
Most entrepreneurs are now learning how to be agile in their businesses - harnessing the power of digital tools to continuously learn. We always have something to learn and share with our fellow entrepreneurs. At AMI, we not only provide skills and tools, but also connect entrepreneurs to learn from each other.
I want to encourage entrepreneurs to enroll in our 1-month Business Survival Bootcamp and for the 4-month Survive to Thrive programme and follow us on Twitter, Facebook, Instagram for more updates about AMI’s work in Rwanda