How Herconomy raised a $600,000 pre-seed round in 24 hours

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How Herconomy raised a $600,000 pre-seed round in 24 hours

Herconomy, a startup empowering ladies through financial products and services, skill building, jobs, and networking, has launched the shut of a $600,000 pre-seed spherical to enlarge the product offerings on their platform.

The pre-seed spherical used to be led by individuals of the Herconomy’s community, enterprise capitalist agency Oui Capital and a host of angel traders including Zephans & Co CEO Nkiru Ayemere; Ehi Onwudiwe, Director of Business Transformation at Ernst & Younger; Head of Reserve at Diageo, Ope Makinwa; Ama Akpata,  co-founding father of Jand2Gidi and a host of others. In keeping with the founder and CEO, Ife Durosinmi-Etti, when the spherical started, the startup bought commitments price $5.7 million from 509 community individuals within 24 hours but made up our minds to simplest settle for what it wished to scale—$600,000. 

Building a tribe 

In June 2018, Ife Durosinmi-Etti printed Gaining access to Grants for Startups, a e-book that showcases local and world opportunities care for grants, fellowships and other opportunities readily accessible to entrepreneurs in Africa. The e-book used to be a culmination of the full opportunities Durosinmi-Etti had been sharing on her deepest Instagram profile for months. 

Ife Durosinmi-Etti
Founder, Ife Durosinmi-Etti

Months after e-newsletter, in December, Durosinmi-Etti made up our minds to arrangement an instagram page for the troves of of us that had begun following her to salvage access to the opportunities on her page. She named the page, AGS Tribe, building a community the keep ladies salvage access to several opportunities globally. In Nigeria, ladies dominate the unpaid job sector, twice the pick of men. There are also more male wage earners— about 65.67%—than feminine wage earners—34.33%.

“I staunch wanted to arrangement a discipline the keep ladies might perchance salvage access to opportunities, grants and fellowships,” Durosinmi-Etti told TechCabal in an interview. “When of us noticed how remarkable rate we needed to give, they started following us and discussions spherical these opportunities grew. It used to be at that time we knew that it used to be bigger than staunch an opportunity board, it used to be a community.”

By 2019, the AGS Tribe had grown to amass hundreds in following. Coping with the page and community changed into a plump-time job for Durosinmi-Etti, and she made up our minds to launch a paid community platform the keep of us might perchance access these opportunities seamlessly. The preliminary concept used to be to arrangement a net platform to this fabricate, but that proved no longer doable when the platform crashed on the launch date on the sixth December 2019. That same evening, the Tribe moved to Telegram team of workers offering of us access at ₦5,000 ($12) a month or ₦50,000 ($120) a one year. 

A one year after launch, AGS Tribe had grown to a community of over 1,500 paying individuals who might perchance access the community’s opportunities as successfully as weekly skill building workshops focusing on a form of subjects from investments and finance, to SGBV and successfully being points.

Scaling, nevertheless, changed into a barrier as the team of workers within the lend a hand of AGS began to search out it subtle to coordinate the selection of conversations the Telegram community had. “It used to be somewhat traumatic,” Durosinmi-Etti admitted. “We had such a dapper selection of of us in a single team of workers. Logging off for hours might perchance imply you’d return to gape hundreds of messages within the neighborhood. And as a end result of opportunities are shared between conversations, of us would most incessantly personal to read through every single message to search out what they wish. It used to be imperative to search out a resolution.”


Certainly one of the world points exacerbated by COVID used to be the wage gap. Millions of of us lost their jobs as a end result of the lockdown, but ladies personal been hit more tough with 5.5 million of them affected, almost 1 million bigger than men. In addition, many more ladies faced increased obligations at dwelling as the lockdown mandated work/college-from-dwelling scenarios in every single discipline.

Realising this, AGS Tribe expanded their outlook to other opportunities by launching an app.

Herconomy app
Herconomy’s product offerings

The launch of the app also came with the realisation that no longer all ladies would be in a keep to personal ample cash the membership payments and so that they wanted to reach remarkable more ladies. “The cell app also included a free membership possibility,” Durosinmi-Etti added. The app has a three-tier membership structure: a freemium subscription which affords individuals access to their community and opportunity board for free; Silver membership which affords you access to their weekly skill building workshops called the Lightbox; and a Gold subscription which affords access to the community’s affinity network the keep individuals can salvage reductions from over 60 brands including Raddison Blu Lagos, Qatar Airways and Adidas.  The cell app came with extra benefits for their Gold individuals (of us that pay $120 yearly). They also launched a job board and in the end changed into Amazon’s first recruitment accomplice in Nigeria for their EU design. 

Transferring forward

Presently, Herconomy has a community vulgar of over 15,000 of us with 20% of them as paying individuals. The startup plans to introduce financial products and services to its community individuals which it believes will seemingly be of gargantuan succor to them. Over the years, it has rush several saving challenges overseeing a minimal of 500 ladies who personal saved over $100,000 in full. With its contemporary funding, Herconomy plans to introduce a financial savings characteristic the keep individuals can arrangement high pursuits. 

Whereas most of Herconomy’s funding has reach from bootstrapping, the startup has gotten funding from heaps of alternative folks and corporates who contributed grants and items in kind for its community individuals. Till date, Herconomy claims to personal disbursed about  ₦30,000,000 ($71,600) in grants to forty-two ladies and men as portion of its annual grants programme. 

“I pitched the premise of Herconomy to several traders but we didn’t salvage any yeses on the beginning,” Durosinmi-Etti stated. The sport-changer for them used to be getting selected for the Startup Bootcamp Accelerator program.  For the length of the program, they handsome-tuned their change mannequin, bought advisors on the program. “I swiftly figured that many feminine-led startups carry out no longer salvage funding simply, so I definite to arrangement a table for herself,” Durosinmi-Etti commented. In August, she made a publish by the scream of Instagram tales, asking if somebody used to be drawn to investing in Herconomy. Within a day, as Durosinmi-Etti explains, she bought “hundreds of responses” from community individuals who personal been drawn to investing. 

“Within the quit, we had 509 of us that pledged $5.7 million, but we simplest wished $600,000. We also noticed no longer everybody might perchance personal ample cash our $20,000 minimums, so we made up our minds to arrangement a Particular Cause Automobile  (SPV) for the of us that couldn’t. They did this as a end result of it used to be extraordinarily vital for their community individuals to be portion of this elevate. So we went on GetEquity, created a non-public deal room and invited explicit of us that had indicated to make investments,” the founder shared. Whereas the spherical did contain investments from enterprise capital corporations care for Oui Capital, most of it came from Herconomy’s possess community of customers who personal been drawn to building the ticket, 70% of whom personal been ladies. 

“It all worked out for the finest,” Durosinmi-Etti stated. “We personal been in a keep to salvage sure that that ladies might perchance simply make investments.  I’m smitten by constructing the mindset of investing in ladies which is what we preach at Herconomy.”

Speaking on their funding, Olu Oyinsan, Managing Companion of Oui Capital stated,  “Our thesis is that community is terribly key to the arrangement in which forward for particular person fintech in Africa. The corporate has a extraordinarily solid community element, and in addition to specializes in constructing financial products and prosperity for ladies- who personal traditionally been underserved with financial products and services. We care for the company very remarkable and are tickled to be on this bolt with the team of workers.”

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