Tofunmi Akinseye Explores the Missing Link in Africa’s Business Growth

Africa’s entrepreneurial ecosystem is filled with innovators solving real problems, but communications strategist and founder of Savvy Media Africa, Tofunmi Akinseye, believes the continent’s greatest challenge lies elsewhere. Reflecting on her role as communications lead for the Afretrade Entrepreneurs Festival (TAEF), she said, “Africa has never lacked entrepreneurs. What it has lacked is infrastructure, the kind that connects the right people to the right opportunities at the right time.”

According to Akinseye, TAEF was created to bridge that gap by connecting entrepreneurs, investors, policymakers and business leaders. “I saw brilliant founders building in isolation, investors looking for deal flow with no structured entry point, and diaspora capital sitting on the sidelines simply because the bridge didn’t exist,” she said. “TAEF was conceived to be that bridge. Not just another conference, but a living ecosystem where trade, talent, trust, and training converge in one space.”

She also believes the festival exposed another challenge facing Africa—how the continent’s professionals are perceived globally. Recalling her experience working with the organisers, Akinseye said, “Dr. Charly was coming from California… and one of her real concerns coming into Nigeria was whether she would find the right strategic partners who could match the global standard she was working to.” She added that after working together, “that confidence shifted,” proving local expertise can compete globally.

On business growth, Akinseye argued that entrepreneurs often chase attention instead of trust. “Visibility without credibility is noise. You can put someone in front of a crowd, but if the story isn’t anchored in substance, it doesn’t convert,” she said. She added that “the most powerful visibility is earned through association,” noting that credibility grows when businesses consistently deliver value and align with respected institutions and leaders.

Speaking on her communications strategy for TAEF, Akinseye said the biggest challenge was time. “We came on board about three to four weeks before the festival,” she said. “We developed a comprehensive strategy document that covered pre-event, during, and post-event communications.” According to her, each aspect of the festival required tailored messaging while remaining consistent with the overall vision.

For business events across Africa, Akinseye believes long-term success depends on what happens after the audience leaves. “Three things: community, continuity, and conversion,” she said. “Any event can fill a room for a day. What separates the ones that last is whether the conversations actually convert into deals, partnerships, and action.” She described Afretrade as “not just a festival, but a movement.”

When it comes to measuring success, Akinseye said media impressions tell only part of the story. “I measure impact by behaviour change,” she said. “Did an entrepreneur make a decision they wouldn’t have made before? Did an investor place a call they weren’t planning to make?” She added that authenticity remains the foundation of successful communications, noting, “When the event owner delivers on their promise, it gives us something authentic to amplify.”

Looking ahead, Akinseye believes communications must evolve beyond publicity. “The future of PR is not about press releases. It is about positioning,” she said. “The communications function should never be an afterthought for any serious organisation.”

She noted that Africa’s next competitive advantage will come from building the systems that enable talent to scale, attract investment and drive sustainable growth.