Google opens application for 2024 Hustle Academy, to introduce AI training for attendees

Google has announced the opening of applications for the 2024 cohort of its Hustle Academy, a program dedicated to accelerating the growth of small and medium-sized businesses (SMBs) in Sub-Saharan Africa. This year, the program introduces a significant upgrade: business-focused AI training integrated directly into the curriculum.

SMBs are the backbone of Africa’s economy, yet many face challenges 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 aims to address this gap by providing comprehensive business education, mentorship, and networking opportunities. Since its launch in 2022, over 10,000 businesses have benefited from the program.

Read also: Google launches ‘Hustle Academy’ to train 5000 entrepreneurs across Africa

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 that have gone ahead to raise funding and create jobs since inception. By incorporating AI into our curriculum, we aim to amplify this impact further, 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.

To apply, visit g.co/hustleacademy.

15 SMBs received N75 million from Google’s Hustle Academy in 2023

The Hustle Academy program is renowned for its tailored approach to addressing the specific hurdles faced by SMBs across Africa. This milestone contributes to the growing community of over 10,300 graduates since the program’s inception in 2022.

Last November, Google through the Hustle Academy awarded N75 million to support 15 standout Nigerian SMBs. This was announced at a graduation for 5,300 small and medium-sized businesses (SMBs) across Africa in Abuja and Nairobi.

Read more: Meet the 15 beneficiaries of the Google Hustle Academy N75m fund

Mojolaoluwa Aderemi-Makinde (Jola), Google’s regional head of brand reputation in Africa told journalists at the graduation event that not all attending SMBs were qualified for graduation. To qualify for graduation, participants had to attend a minimum number of sessions and have a level of participation.

“So, the over 5,000 graduating across Africa today are a subset of the total number that has passed through the Google Hustle Academy. So, it is not about the numbers for us. It is about the impact of this training on the small businesses”, she explained.

“So, the over 5,000 graduating across Africa today are a subset of the total number that has passed through the Google Hustle Academy. So, it is not about the numbers for us. It is about the impact of this training on the small businesses”, she explains.

The Hustle Academy’s success stories extend beyond Nigeria. For example, Pippy Leather Works, a Kenyan-based enterprise that specialises in high-quality leather goods and empowers local women, exemplifies the academy’s positive transformation across Sub-Saharan Africa.

This local enterprise, specialising in crafting high-quality leather goods and primarily employing local women, initially struggled to expand its reach and improve operational efficiency.

Pippy Leather’s business transformed in 2022 after its founder, Milka Adhiambo, attended the Google Hustle Academy. Today, it not only enjoys a robust online presence but has also doubled its revenue and expanded its team.