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Suss Ads’ Strategic Expansion: From Kenyan Powerhouse to Pan-African Leader

Suss Ads aims to capture market share by offering tailored, data-driven marketing solutions rather than traditional blanket campaigns. This approach is particularly suited to regions with diverse audiences

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Photo: As of 2024, Suss Ads boasts an annual revenue of approximately $10 million and a consistent growth rate of 20% year-over-year. The company’s valuation is estimated to be between $50 million and $70 million, thanks to its robust client portfolio, diversified service offerings, and leading position in the Kenyan digital advertising market.

:: Discover the inspiring journey of Dennis Maina, founder and CEO of Suss Ads, a digital marketing powerhouse in Kenya. Maina’s story highlights the power of vision, determination, and proper support. Under his leadership, Suss Ads has significantly contributed to Kenya’s digital economy and is now expanding regionally across East Africa, South Africa, and Nigeria. Learn how Suss Ads is poised to become a leading player in Africa’s burgeoning digital advertising landscape, offering innovative solutions and inspiring aspiring entrepreneurs.

 By Charles Wachira

Dennis Maina, 34, is the visionary founder and CEO of Suss Ads, a digital advertising powerhouse in Kenya established in 2015. At the time, the digital advertising market in “Silicon Savannah” was still in its early stages. Armed with a background in computer science and a passion for digital marketing, Maina saw an opportunity to bridge the gap between businesses and their target audiences through innovative advertising solutions.

Company Growth and Market Valuation

Since its inception, Suss Ads has grown significantly in size and market influence. The company started with a small team of dedicated professionals with a mission to empower businesses through effective digital marketing strategies. As of 2024, Suss Ads boasts an annual revenue of approximately $10 million and a consistent growth rate of 20% year-over-year. The company’s valuation is estimated to be between $50 million and $70 million, thanks to its robust client portfolio, diversified service offerings, and leading position in the Kenyan digital advertising market.

Ambitious Regional Expansion

On June 20, Dennis Maina announced Suss Ads’ plans for an ambitious regional expansion across East Africa, South Africa, and Nigeria to capitalise on opportunities in Africa’s burgeoning advertising sector. Maina detailed that Suss Ads would begin its expansion within East Africa, targeting Uganda, Rwanda, Tanzania, and Ethiopia by the end of 2024. Following this, the company has already started

 making inroads into South Africa and Nigeria in 2024, with plans to continue through 2025. This expansion will involve establishing offices, hiring local talent, and collaborating with established advertising entities.

The timing of this expansion is strategic, as Africa’s digital advertising market is projected to grow to $16.5 billion by 2026, up from $9 billion in the previous year, according to research firm Statista. South Africa and Nigeria are already among the continent’s largest markets, with Kenya’s market estimated at $145 million last year.

Innovative Services and Technologies

Suss Ads aims to capture market share by offering tailored, data-driven marketing solutions rather than traditional blanket campaigns. This approach is particularly suited to regions with diverse audiences. The agency also plans to incorporate cutting-edge technologies such as augmented and virtual reality to enhance client engagement in the real estate, gaming, and education sectors.

“Standing out in this highly competitive space requires constant innovation,” Maina said. “We see our strategic use of new media and data analytics as key differentiators.”

Industry analysts agree that Suss Ads’ regional ambitions are strategically sound, given the scalability of its platform-based model. However, successfully penetrating new markets requires agile operations and strong local partnerships.

Comprehensive Suite of Services

Suss Ads offers a comprehensive suite of digital advertising services tailored to meet each client’s unique needs. These services include:

  • Search Engine Optimisation (SEO): Advanced SEO techniques to enhance online visibility and ensure higher rankings on search engine results pages (SERPs).
  • Pay-Per-Click (PPC) Advertising: Design and manage PPC campaigns to drive targeted traffic and optimise ad spending for maximum ROI.
  • Social Media Marketing: Leveraging platforms like Facebook, Instagram, and Twitter to create engaging content and manage campaigns that boost brand awareness and customer engagement.
  • Content Marketing: Creating compelling and relevant content to establish authority, attract potential customers, and retain existing ones.
  • Web Design and Development: Providing end-to-end web design and development services to create user-friendly and aesthetically pleasing websites.
  • Email Marketing: Developing targeted email campaigns to nurture leads, promote products or services, and drive conversions.

Client Portfolio

Over the years, Suss Ads has built an impressive portfolio of clients across various industries. Notable clients include:

  • Safaricom: Kenya’s leading telecommunications company, partnering for high-profile digital marketing campaigns.
  • Equity Bank: Enhancing online presence and developing digital marketing strategies for new product launches.
  • Kenya Airways: Providing SEO and PPC services to attract international travellers and increase bookings.
  • Jumia Kenya: Leveraging content marketing and social media advertising expertise to drive traffic and sales.
  • KCB Group: Collaborating on digital initiatives, including web development projects and targeted marketing campaigns.

Dennis Maina: The Visionary Leader

Dennis Maina’s journey has been marked by his steadfast devotion to education, his unwavering commitment to excellence, and the inspiration he draws from role models. In 2012, he received his bachelor’s degree in computer science from the University of Nairobi. Inspired by leaders such as Steve Jobs, Aliko Dangote, and Sophia Bekele, Maina credits his success to perseverance, a love of innovation, a solid team, a customer-focused mindset, and never giving up.

Conclusion

Dennis Maina’s story is a testament to the power of vision, determination, and proper support. Through Suss Ads, he has built a successful business and significantly contributed to the growth of Kenya’s digital economy. As Suss Ads embarks on its regional expansion, it is poised to become a leading player in Africa’s digital advertising landscape, inspiring aspiring entrepreneurs along the way.

Keywords:Dennis Maina:Suss Ads Kenya:Digital advertising in Africa:Regional expansion East Africa:Innovative marketing solutions



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She Business

Chebet Ng’ok: Founder of Harriet Botanicals, Empowering Wellness

Harriet Botanicals embodies Chebet Ng’ok’s mission to make indigenous wellness accessible to everyone. Her journey shows how personal struggles can spark entrepreneurial success. “I never imagined my pain would bring me here,” she reflects. “But now, I’m proud to help others live healthier, pain-free lives.” Chebet’s story is one of resilience, innovation, and staying connected to her heritage—valuable lessons for any aspiring entrepreneur.

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Harriet Chebet inspecting the label on a product by Harriet Botanicals in Nairobi, Kenya on 18 April 2024. Photo: Mumbi Oyoo

Discover how Chebet Ng’ok’s Harriet Botanicals uses indigenous herbs to transform reproductive health, helping women and men live pain-free, healthy lives.

Chebet Ng’ok, the Founder and CEO of Harriet Botanicals, took a deeply personal challenge and turned it into a thriving business, bringing indigenous Kenyan remedies to the forefront of the wellness industry.

 What started as a search for relief from severe menstrual pain led Chebet to discover the healing power of local herbs. 

Today, her company is empowering women and men alike through natural products while promoting better reproductive health.

From Financial Powerhouse to Entrepreneur

Chebet’s journey into entrepreneurship was far from typical.

A highly successful financial manager and consultant, she spent over 15 years living in London, where she obtained an LLB in Law with a concentration in Commercial Law from the London School of Economics and an LLM in International Banking and Finance.

 Her illustrious career saw her work with some of the world’s largest financial institutions, including JPMorgan Chase, the UK Financial Services Authority, and Goldman Sachs. She even held positions as an independent consultant and an East Africa Partner at Dwyka Projects and Equinox Global Consultants.

However, behind her professional success, Chebet was grappling with debilitating menstrual pain that impacted her life and career.

 “When I finished my education and started working, I had a serious challenge with my menstruation—a lot of pain, agony, painkillers, and frequent visits to doctors and gynecologists,” she explained in a 2021 interview. Desperate for relief, she tried everything from juice fasts and yoga to various painkillers, but nothing seemed to work.

Discovering Indigenous Remedies

It wasn’t until Chebet returned to Kenya that she discovered the transformative power of indigenous herbs.

 Her journey into alternative medicine began with a recommendation from a family member. 

A herbalist uncle from Webuye gave her a traditional remedy that, for the first time, alleviated some of her pain. Later, at her father’s funeral, a woman introduced her to Kipsigis herbs, which provided the first completely painless menstrual cycle Chebet had experienced in years.

This revelation inspired her to research further into indigenous remedies from the Keiyo, Marakwet, and Kipsigis communities.

 “When I experienced a painless period for the first time in my life, I knew I had stumbled upon something truly powerful,” Chebet recalls. She began sharing the herbs with friends, one of whom was about to undergo a hysterectomy due to severe menstrual pain. The success stories spread quickly, with Chebet’s social circles buzzing about the benefits of these natural remedies.

Filling a Void in Kenya’s Wellness Market

Harriet Botanicals was officially launched in 2017 to formalize the distribution of these indigenous remedies, focusing initially on women’s reproductive health.

 “We realized there was a huge gap in the market for locally sourced, natural solutions to common health issues like menstrual pain, infertility, and digestion challenges,” says Chebet.

As word of mouth spread and demand grew, Harriet Botanicals expanded its product line to cater to both men and women, offering remedies for issues like low libido and immune support.

 Chebet made it her mission to ensure that these products were accessible to all Kenyans, opening outlets in major cities and towns across the country.

Overcoming Challenges and Building a Business

Starting Harriet Botanicals was not without its challenges. Despite her background in finance, Chebet faced an entirely new set of hurdles in the health and wellness sector. 

“Convincing people to trust indigenous remedies was tough. Many believed that imported products were more effective,” she explained.

Funding was another major obstacle. Chebet initially relied on personal savings and small contributions from family and friends. She didn’t have access to large-scale investment, but through determination and a commitment to quality, Harriet Botanicals slowly gained a loyal customer base.

 “I believed in the power of the product, and I knew that if we kept reinvesting back into the business, we could grow sustainably,” she said.

Lessons for Aspiring Entrepreneurs

Reflecting on her entrepreneurial journey, Chebet shares some valuable lessons for others looking to start their own businesses.

 “First, you have to believe in your product. If you’re not convinced, no one else will be,” she advises. She also stresses the importance of resilience in the face of adversity. 

“There were times I doubted whether this business could work, but I never gave up. You have to be prepared for setbacks and keep pushing forward.”

Chebet also emphasizes the need for market education.

 “Our biggest challenge was getting people to trust natural, locally made remedies. But once we focused on educating consumers about the benefits of our products, we began to see a shift.”

Lastly, she advises entrepreneurs to start small and grow organically.

 “You don’t need a lot of capital to start. What’s more important is that you have a clear vision and a product that people need.”

Voices of Beneficiaries

The impact of Harriet Botanicals has been far-reaching, with many customers sharing their stories of relief and improved well-being. Ann Wambui, a loyal customer, speaks about how the products have changed her life

: “I had severe menstrual cramps for years. Since using Harriet Botanicals’ products, I’ve experienced pain-free cycles and can finally go about my day without interruption.”

James Njoroge, who struggled with digestive issues, shares a similar experience:

 “I started using their Moringa tea for digestion problems, and it’s been a game-changer. I feel healthier and more energetic.”

A Future Rooted in Wellness

Today, Harriet Botanicals stands as a testament to Chebet Ng’ok’s vision of making indigenous wellness solutions accessible to all. 

As the company continues to expand its product range and reach, Chebet remains committed to her mission of promoting better health through the power of nature.

Her story is a powerful reminder of the potential for personal challenges to inspire entrepreneurial success. “I never thought my pain would lead me to this,” she says. “But now, I’m proud to be helping other people live healthier, pain-free lives.”

Chebet’s journey is one of resilience, innovation, and staying true to one’s roots—lessons that any entrepreneur can take to heart.

Keywords: Harriet Botanicals: Chebet Ng’ok: Indigenous remedies: Reproductive health: Natural wellness

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The Entrepreneur

CarePay Ltd: Transforming Healthcare Access in Kenya

CarePay’s journey started when Michiel Slootweg and Kees van Lede, both with expertise in finance and business, saw the vast potential of mobile technology in Kenya, a country with one of the highest mobile phone usage rates in Africa. Inspired by the success of M-PESA, Kenya’s revolutionary mobile money platform, they identified an opportunity to bring this innovation to healthcare.

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“We saw firsthand how mobile technology could change lives. In Kenya, where many people lacked access to traditional banking and insurance, we believed that the same technology could revolutionize healthcare access,” says Michiel Slootweg

Discover how CarePay Ltd, founded by Michiel Slootweg and Kees van Lede, revolutionizes healthcare in Kenya with a Mobile Health Wallet for accessible care.

  By Charles Wachira

In 2015, Michiel Slootweg and Kees van Lede embarked on a bold mission to transform how healthcare is accessed in Kenya.

 As seasoned entrepreneurs with a passion for innovative solutions, they co-founded CarePay Ltd, a company registered that same year with an ambitious vision: to leverage mobile technology to make healthcare affordable and accessible to all Kenyans.

 At the core of their idea was a Mobile Health Wallet that would empower millions to access healthcare services with ease.

The Birth of CarePay Ltd

The story of CarePay began when Slootweg and van Lede, both with backgrounds in finance and business, recognized the enormous potential of mobile technology in a country where mobile phone penetration was among the highest in Africa.

 Kenya’s groundbreaking mobile money platform, M-PESA, had already revolutionized how people sent and received money, and they saw an opportunity to extend this innovation to healthcare.

Reflecting on their motivations, Michiel Slootweg stated, “We saw firsthand how mobile technology could change lives. In Kenya, where many people lacked access to traditional banking and insurance, we believed that the same technology could revolutionize healthcare access.”

With a shared vision of bridging the gap between healthcare providers and patients, CarePay Ltd was created as a platform that allows users to save, manage, and spend funds specifically on healthcare through their mobile phones. The goal was simple: make healthcare more affordable, efficient, and inclusive through the use of digital technology.

Backed by Powerhouse Investors

To bring their vision to life, CarePay received early support from two major investors—M-PESA Foundation and IFHA (Investment Fund for Health in Africa)

The involvement of the M-PESA Foundation was particularly significant, as it provided both financial backing and a connection to Kenya’s existing mobile infrastructure. IFHA, on the other hand, brought expertise in healthcare investments across Africa, ensuring that CarePay’s model was both scalable and sustainable.

Kees van Lede emphasized the importance of these partnerships: “We knew that to create a lasting impact, we needed partners who understood both the healthcare landscape and the power of mobile technology. Our collaboration with M-PESA Foundation and IFHA was crucial in refining our model.”

Filling the Void in Healthcare Access

The CarePay platform works by allowing users to save money on their phones specifically for healthcare services. 

This “Mobile Health Wallet” acts as a digital account where patients, insurers, or donors can deposit funds. These funds can then be spent at partnered healthcare facilities, making healthcare more accessible for individuals who might not have immediate access to cash.

This system provided a significant solution for Kenya’s informal sector workers, who often lacked traditional health insurance.

 For many, sudden healthcare needs would result in financial strain, as out-of-pocket costs for medical care were prohibitive. CarePay’s platform allowed users to accumulate savings, which could be used at any time, reducing financial barriers to accessing medical services.

“The Mobile Health Wallet fills a critical gap in healthcare financing. It empowers individuals to take control of their health expenses,” Slootweg explained. “By creating a system where savings can be directly used for healthcare, we eliminate the anxiety of sudden medical costs.”

Challenges Encountered on the Journey

Despite their success, the journey to building CarePay was not without challenges. Both co-founders faced obstacles, including regulatory hurdles and the need to build trust among users who were unfamiliar with digital healthcare financing.

Van Lede shared, “One of the biggest challenges was educating the population about our service. Many people were skeptical about using mobile technology for healthcare, especially in rural areas. We had to work hard to demonstrate the value and security of our platform.”

Entrepreneurial Background and Entry into Kenya

Before founding CarePay, Michiel Slootweg had significant experience in finance and technology, working with various startups in Europe that focused on mobile and digital solutions.

 Kees van Lede had a background in healthcare investments, which equipped him with insights into the complexities of healthcare systems and the financial challenges they faced.

Their journey to Kenya began with a simple observation: “We saw an opportunity to leverage our expertise in technology and healthcare to create meaningful change,” Slootweg noted. “Kenya was already a leader in mobile innovation, and we believed that together, we could make a difference.”

The Impact of CarePay

Since its launch, CarePay has made a significant impact on healthcare access in Kenya.

 By 2024, the company had enrolled millions of Kenyans, providing them with a reliable and efficient way to save for healthcare expenses and manage their insurance coverage. 

The company also played a critical role during the COVID-19 pandemic by ensuring that people could access care and testing services even during times of financial hardship.

Beyond individual healthcare savings, CarePay worked closely with donors and aid organizations to provide healthcare subsidies for vulnerable populations.

 This ensured that even those who could not afford to save for healthcare could still access essential services.

A Vision for the Future

Under the leadership of Michiel Slootweg and Kees van Lede, CarePay continues to grow and evolve. The company’s ambition to provide universal healthcare access is driving its expansion into other African markets, with plans to extend its platform to other countries where healthcare access is limited.

CarePay’s founders envision a future where no one is left behind due to financial barriers in healthcare. 

By harnessing the power of mobile technology, Slootweg and van Lede have pioneered a model that can be replicated across the continent, ensuring that millions more can access the care they need, when they need it, without the fear of financial ruin.

Conclusion

CarePay Ltd is a remarkable story of how entrepreneurial vision, technological innovation, and strategic partnerships can come together to solve one of the most pressing issues of our time—affordable healthcare. 

Through their Mobile Health Wallet, Michiel Slootweg and Kees van Lede have created not just a company but a movement toward universal health care access, impacting lives across Kenya and setting the stage for a healthier Africa. As Slootweg aptly puts it, “We are just getting started. The future is bright for CarePay, and we are committed to making healthcare accessible to everyone.”

Keywords:CarePay Ltd:Mobile Health Wallet:Healthcare access Kenya:Michiel Slootweg:Kees van Lede

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The Entrepreneur

Evans Nyagaka Anyona: From Maize Seller to Transport Tycoon

“If you have a vision and you’re willing to work hard for it, nothing can stop you,” Evans Nyagaka says. “I may not have had the best start, but I’ve always believed in my ability to create something meaningful.”

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Evans Nyagaka Anyona's rise from selling maize during a drought to becoming a leading transport entrepreneur in Kenya shows that success isn’t limited to formal education. His resilience, sharp business acumen, and risk-taking have built a thriving transport empire serving thousands daily

Discover how Evans Nyagaka Anyona, founder of ENA Coach and co-owner of Transline Classic, rose from selling maize to leading Kenya’s transport industry.

By Charles Wachira

In Kenya’s bustling transport industry, few names are as prominent as Evans Nyagaka Anyona, the entrepreneur behind ENA Coach and co-owner of Transline Classic Ltd.

 His journey from a maize seller to a transport magnate is a testament to resilience, strategic vision, and the ability to seize opportunities, no matter how dire the circumstances.

Born and raised in Kisii County, Evans’s life was marked by hardship early on. 

He lost his father when he was still in Class Six, leaving his mother, a widow, to raise him and his siblings.

 Despite the financial struggles, his mother managed to support his education up to the O-level. 

However, after Evans scored a D in his Form Four exams,not a very impressive mark and his academic journey came to a halt due to a lack of school fees.

This setback did not deter him. Instead, it became the catalyst that pushed Evans to embrace entrepreneurship.

 With limited options, he ventured into selling maize in 1992 during a severe drought that hit Kenya.

 The country was reeling from a food shortage, and Evans saw a business opportunity. He purchased maize at KSh 7 per tin and sold it at KSh 35 as the prices surged due to the scarcity, earning him a significant profit.

“I realized that sometimes, the toughest challenges present the best opportunities,” Evans recalls. “That’s how my entrepreneurial journey started.”

With the proceeds from his maize-selling business, Evans opened a small shop, which eventually grew into a wholesale outlet. His ventures were paying off, but his ambitions were far from satisfied.

The Birth of Transline Classic

In the early 2000s, Evans transitioned from retail to public transport. He bought a small pick-up truck, which he modified into a “seven-aside” matatu, where passengers sat facing each other. 

The unique design worked well, and his new matatu business quickly gained traction. Soon, he expanded his fleet, purchasing seven more pick-ups before upgrading to Toyota and Nissan matatus, which were more popular and reliable for long-distance travel.

The turning point came in 2005 when Evans co-founded Transline Classic Ltd, a company that initially focused on the Nairobi-Kisii route. 

Alongside his business partners, James Bichange and Haron Kamau, Evans took the first major step toward building a transport empire.

 They started with three buses, purchased through a loan from Equity Bank, a move that was risky but necessary to scale their operations. The company quickly grew, expanding its fleet and routes as demand for their services soared.

“We saw an opportunity in offering reliable, comfortable, and affordable travel for passengers, especially on the Nairobi-Kisii route, where the demand was growing fast,” says Evans. “It wasn’t easy at first, but with persistence, we began to expand.”

By 2012, Transline Classic had grown its fleet to 24 buses, and today the company boasts over 80 buses and 11-seater shuttles that operate across multiple routes, including Nairobi to Kisii, Kisumu, Eldoret, Busia, Bungoma, and Kitale.

Innovation and Growth

What set Transline Classic apart from its competitors was Evans’s commitment to passenger comfort and modern amenities. The buses were fitted with features that appealed to the modern traveler—TV screens, free Wi-Fi, charging ports at every seat, and entertainment systems—offering an experience that went beyond the traditional matatu service. Evans recognized that by improving the overall experience, he could attract more passengers, and this strategy paid off.

“We wanted to ensure our passengers felt valued. That’s why we invested in providing comfort and services that made their journeys more enjoyable,” Evans explains. “It’s not just about getting someone from point A to point B; it’s about how they feel during that journey.”

The company’s rapid expansion was also driven by its ability to adapt to changing market dynamics. Evans introduced smaller 14-seater matatus and 11-seater shuttles for routes that required less capacity, a move that allowed Transline Classic to tap into underserved areas while maintaining operational efficiency.

ENA Coach: A New Chapter

Following the success of Transline Classic, Evans launched ENA Coach, a new bus company that expanded his footprint in the Kenyan transport sector. ENA Coach became known for its reliable and high-quality services, particularly on long-distance routes. It quickly gained a strong reputation, becoming a go-to option for travelers across the country.

Partnerships and Diversification

Evans’s success story also highlights the power of strategic partnerships. His long-time business associate, James Bichange, brought in matatus that helped form the backbone of their fleet, while Haron Kamau, who later founded Overseas Buses and owns Kamel Park Hotel in Kisii, was also instrumental in the early stages of their business ventures. These collaborations were crucial in establishing a strong foundation for Transline Classic and its subsequent growth.

“I’ve always believed in the strength of partnerships,” says Evans. “Having the right people by your side makes all the difference in business.”

In addition to his transport ventures, Evans has diversified his investments, including interests in real estate and agriculture. His ability to balance multiple businesses while keeping Transline Classic and ENA Coach at the forefront of Kenya’s transport industry has earned him the respect of his peers and made him a role model for young entrepreneurs.

A Legacy of Resilience

Evans Nyagaka Anyona’s journey from selling maize during a drought to becoming one of Kenya’s most successful transport entrepreneurs is a powerful reminder that education, while important, is not the only path to success.

 His resilience in the face of adversity, combined with his keen business instincts and willingness to take risks, has built a transport empire that serves thousands of Kenyans daily.

Today, Transline Classic and ENA Coach operate across Kenya, providing jobs for hundreds of drivers, conductors, and support staff. Evans’s story is an inspiration for anyone looking to overcome life’s challenges and build a better future for themselves and their community.

“If you have a vision and you’re willing to work hard for it, nothing can stop you,” Evans says. “I may not have had the best start, but I’ve always believed in my ability to create something meaningful.”

With a fleet of over 80 buses and a growing business empire, Evans Nyagaka Anyona is proof that with determination and strategic thinking, even the most humble beginnings can lead to extraordinary success.

Keywords:Evans Nyagaka Anyona, ENA Coach, Transline Classic, Kenyan transport industry, entrepreneurship in Kenya

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