Google has opened applications for the 2024 cohort of its Hustle Academy. Google Hustle Academy is a program that seeks to accelerate the growth of small and medium-sized businesses (SMBs) across Sub-Saharan Africa. In the 2024 Cohort, Google has added business-focused AI training integrated directly into the curriculum.
Google has acknowledged the importance of SMBs in Africa’s economy and the challenges they face. Some of these challenges include accessing funding and developing the essential skills needed to grow their businesses. According to the International Finance Corporation (IFC), 40% of formal SMBs in developing countries have an unmet funding need of $5.2 trillion annually.
The Hustle Academy seeks to address this gap by providing comprehensive business education, mentorship, and networking opportunities. It was launched back in 2022 and has worked with over 10,000 businesses. Participants who received grants nearly doubled their success rate in accessing new funding sources beyond friends and family, increasing from 11% to 20%. The program has also spurred job creation, with an average of 4 new jobs for every 10 businesses that graduated.
Kristy Grant, Head of B2B Marketing, SSA commented, “Artificial intelligence (AI) holds immense potential for African small and medium-sized businesses (SMBs), enabling them to drive innovation, increase efficiency, and unlock new levels of economic growth. The Hustle Academy has supported over 10,000 businesses who have gone ahead to raise funding and create jobs since inception. By incorporating AI into our curriculum, we aim to further amplify this impact, equipping SMBs to harness AI technologies for improved business performance and economic progress.”
The new AI modules focus on data-driven decisions, optimising operations, and building AI-powered marketing strategies. Participants will explore practical applications through modules like “Boost Your Productivity with AI” and “Marketing Strategy and AI,” learning how to save time and supercharge digital outreach.
Applications for the 2024 Hustle Academy cohort are open to SMBs in Kenya, Nigeria, and South Africa, and the program will run through the end of the year. For more information and to apply, visit g.co/hustleacademy.
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