The MTAW initiative addresses the UK Government’s global commitment to gender equality and social inclusion (GESI) by breaking down barriers and creating opportunities for talented women leveraging technology and innovation to address socioeconomic challenges locally. MTAW aims to strengthen their business models, grow their networks, and showcase their journeys as women innovators. This outcome also underpins the UK’s contribution to the UN’s Sustainable Development Goal 5 (SDG5) on achieving gender equality and empowering all women and girls.

The quality of innovative solutions and strong contribution of women innovators to societal problems is invaluable and undeniable.

MTAW Finalist

The GAA programme delivered the second iteration of the MTAW initiative in FY2024/25 in Kenya, Nigeria and South Africa, addressing the need to empower early-stage women innovators and provide them with the tools and support necessary to grow their businesses and make a meaningful impact in their communities.

The programme involved a cohort of fifteen finalists, with five selected from each participating country. Key stakeholders included the MTAW finalists themselves, UK-based mentors from the Innovate UK network, professional trainers and a panel of international judges from across the innovation ecosystem.

It was beautiful to find out that there are women out there making an impact and trying to drive the economy, doing beautiful things like yourself. We became more like sisters after this initiative. Within some, I also see the possibility of partnership in the future.

MTAW Finalist

Bespoke Training

The MTAW programme included in-person business training using Innovate UK’s Innovation Canvas, pitch training delivered by experts, and bespoke virtual and in-person mentorship sessions.

“The Innovation Canvas opened my eyes to areas of my business that needed to improve and helped me to set a timeline to do this.” MTAW Award Winner, Nigeria

The pitch training was delivered by South African coaching and video storytelling experts, The Good People. Across a series of in-person and virtual sessions, finalists were encouraged to learn new techniques to develop and deliver a business pitch, as well as integrating elements of their own personal journeys into their narrative as female innovators.

“In terms of storytelling, it has pushed me to be more vulnerable, to share the inspiration behind my innovation. That has changed how I talk about the business to potential investors and potential partners.” MTAW Award Winner, Kenya

Pitch Day and Finalist Awards

In October 2024, the finalists from across Kenya, Nigeria and South Africa came together for a virtual pitching event. The event showcased the diversity of the cohort with finalists presenting innovations from agritech solution to mobile reproductive health apps. All fifteen finalists delivered a business pitch in front of a panel of judges from across the innovation ecosystem, with two finalists from each country selected to receive a £4,000 grant to support them in scaling up their business. Finalists also connected across countries, learning from each other and identifying opportunities for future collaboration for those working in complementary sectors.

“It was inspiring on the pitch day to see what other women innovators are doing from across the continent including connecting with someone from Nigeria who is doing something similar to me and potentially collaborating in the future.” MTAW Award Winner, Nigeria

The MTAW award winners have already made good use of the grants by investing in research and development activities, purchasing new infrastructure to scale up their business operations and registering intellectual property rights. They also had the chance to turn their business pitches into short storytelling videos to share with potential funders and investors and to showcase their journey as an innovator on digital media platforms.

Post-Pitch Mentoring

All fifteen finalists received bespoke mentoring sessions following the pitch day event. For the MTAW award winners, the mentorship was further complemented by leading UK women entrepreneurs from across the Innovate UK network, creating space for the winners to explore personal and professional goals, unlock barriers to scaling up their businesses and build confidence in taking their innovations to the next level.

The MTAW initiative helps empower African women innovators while offering several benefits to the UK, including professional development and enhanced global reputation for UK mentors, trade and investment opportunities, and an avenue for collaboration and market expansion. These are all part of the UK’s wider soft power strategy and economic diplomacy efforts in Africa.

My top highlight from More Than A Woman is the mentorship. It has changed how I talk about the business to potential partners and investors.

MTAW Award Winner, Nigeria

By connecting the MTAW award winners with UK-based mentors, the programme has opened up opportunities for UK-African knowledge exchange and peer learning. This has created positive impact not only for the #MTAW award winners but also for UK-based mentors, some of whom have travelled to join their mentees in-country and combined mentoring sessions with field visits and in-person engagements.

“The value of the programme is enormous. For me, it is appreciating the journey that I’ve been on. For the finalists, it is not being insular, being exposed to people outside of the country, which opens up opportunities, networks, advice, thought leadership, sharing experiences, role modelling, inspiration.” MTAW Mentor, UK

The programme successfully strengthened business models, improved pitching skills, built confidence, facilitated network building, and helped innovators leverage funding and investment opportunities. The value for the ecosystem and local context includes empowering women, fostering inclusive growth, creating sustainable income streams, preserving traditional knowledge, supporting people with disabilities, and showcasing the potential of grassroots innovation.

Project Impact

The MTAW initiative has demonstrated significant impact, both tangible and intangible, contributing to socioeconomic outcomes and strengthening opportunities for participants and the wider ecosystem.

TOSH Detergents

The £4,000 grant was a “game-changer” for Lufuno Rasoesoe’s business in South Africa:

“With the cash award, we were able to secure a bigger space and pay the deposit for a 300sqm facility, which would have been difficult to raise without the financial assistance. We also invested in critical resources like a generator to keep production running during power outages, and laptops for the additional team members we’ve brought on board. On top of that, we were able to purchase packaging material in bulk, which has improved our cash flow significantly. This support came at the right time and has helped us scale operations, boost productivity, and prepare for bigger opportunities.” – Lufuno Rasoesoe, Founder of TOSH Detergents.

The programme has contributed to job creation, with TOSH Detergents recently hired 7 more young people to work for the company.

Difian Global Concepts

Fidi Lewi, founder of Difian Global Concepts, used her grant money to register intellectual property and purchase a hybrid solar dryer, which is the first of its kind in Gombe State, Nigeria. This has led to increased visibility and attracted new partnerships, including with a National Assembly member and discussions about supplying secondary schools, expanding market reach.

“Initially, we used source facilities for drying our tomatoes but using the grant money we recently got a hybrid solar dryer where we can dry our products ourselves in more hygienic conditions.” – Fidi Lewi, Difian Global Concepts

REM Technologies

Molebogeng Motlanthe, of REM Technologies, a winner from South Africa, used her award to buy full ownership of her second container home unit, moving it to her office site to use as a rental use-case model.

Building connections locally and globally

Participants also formed connections with each other. Mueni Kioko, founder of Zaoshinani and Fiona Owuor, co-founder of GynoCare from Kenya became friends and support each other, discussing challenges and sharing ideas. Fiona also connected with a woman in Nigeria doing similar work to explore potential collaboration.

In South Africa, finalists Xolile Mabuza (Tendalo Trading) and Molebogeng have collaborated, with Molebogeng building an office for Xolile’s business. Lufuno and Molebogeng are also in discussions about doing a mentorship programme together.

We’re talking. It really helps to see ‘Ok, fine. I’m not the only one going through this problem’ and ‘What ideas do people have about solving this particular problem? Is it the best way? This is what I did. Was this the best way to go about that particular issue?’ Bringing our heads together like that has been a win for me because I know if I’m stuck somewhere, Fiona will understand.

Mueni Kioko, founder of Zhao Shinani

The mentorship programme facilitated UK-African connections. Some UK mentors travelled to meet their mentees in-country, combining sessions with field visits. The value extends beyond the mentees, exposing UK mentors to diverse contexts.

The MTAW programme has led to a significant boost in visibility and credibility for participants. Lufuno Rasoesoe’s promotional video attracted the attention of Amazon, leading to a factory interview and potential feature, and a government entity sponsored mixing drums after seeing the video. She also gained free publicity through radio interviews, and the association with Innovate UK built credibility for her brand, TOSH.

“We are getting more attention, more customers, more partnerships. In a year from now, I’m looking at us reaching new markets in neighbouring countries and establishing a farm extension to make sure that we overcome the seasonality of our raw materials and secure our supply chain.” MTAW Award Winner, Nigeria.

Fidi Lewi’s new solar dryer, partially funded by the grant, has attracted significant attention and visits, expanding her market reach without needing extensive advertisement.

Building confidence through peer support

Another powerful outcome has been the impact on participants’ confidence. Fidi Lewi noted a significant increase in her confidence level as a direct result of the pitching training and session.

“There’s a way you really feel within yourself that you’re not just a woman, you’re more than just a woman… it has built my capacity. There’s a way I carry myself and I know there’s more to me than just being a woman.” – Fidi Lewi.

Lufuno Rasoesoe also gained confidence and a renewed sense of purpose. Molebogeng felt validated on a public stage, breaking down the stigma associated with being a black female entrepreneur in a male-dominated industry in South Africa.

The training, particularly storytelling, helped participants embrace their personal narratives and connect with their “why”. Mueni, an introverted person, felt the programme helped her “come out of the cocoon”.

The peer connections fostered a sense of community and shared experience. Participants felt they could open up about challenges and support each other.

It was a moment of networking, and it was beautiful to find out that there are women that are on their feet making impact and trying to drive the economy, that is not just a men’s team, but there are other women that are doing. (…) I think we became more like sisters after the whole issue.

Fidi Lewi

Looking Ahead

Looking forward, MTAW finalists and winners are focused on scaling their innovations and businesses, exploring new markets, and leveraging the networks built during the programme.

• Lufuno Rasoesoe plans to invest in further R&D to expand her product range, exploring the full potential of the indigenous plant used in her eco-friendly detergents. She aims to develop new cleaning and personal care products, aligning innovation with heritage. She is aiming for sustainable growth and export readiness, including scaling into global markets through improved compliance.
• Fidi Lewi is focused on customer acquisition and piloting lending aspects to farmers. She aims to expand market reach beyond Nigeria to neighbouring countries within a year. She also plans to overcome raw material seasonality by implementing a farm extension programme or greenhouse farming and expanding her solar dryer capacity to meet demand for value-added services for other farm produce. She plans to develop a website and e-commerce platform for greater visibility and to explore export markets.
• Fiona Owuor is currently rebuilding her second MVP and looking to increase her customer base.

Collaborations formed during the programme, such as between Xolile Mabuza and Molebogeng Motlanthe, are expected to continue. Lufuno is still actively working with her UK mentor.

I’m still actively working with my mentor from the initiative—she continues to play a key role in helping grow my business through strategic marketing support, proposal development, and team building. Her ongoing involvement has been instrumental, and I look forward to exploring more collaborations with other finalists as we scale.

Lufono Rasoesoe, founder of TOSH Detergents

Mueni and Fiona noted the need for more sustainable grant amounts or milestone-based funding to support ongoing business needs beyond initial product improvement.

Suggestions for improving the initiative for future cohorts include expanding the timeline for training, increasing in-person sessions and events in lieu of virtual ones, providing more tailored advice from industry-specific mentors, introducing peer mentors from previous cohorts, helping with more introductions to opportunities and providing better context on other Innovate UK programmes and potential linkages, and creating a support platform or alumni network for continued engagement and access to expert advice post-programme.

“Being able to connect face-to-face allows for stronger engagement, better feedback, and a more dynamic pitching experience overall. I also believe that bringing in industry-specific mentors would be incredibly valuable. (…) Having someone who speaks the ‘language’ of your industry makes a big difference.” – Lufono Rasoesoe, founder of TOSH Detergents

The programme has provided participants with a “toolkit for grassroots women innovators to take what they need to scale up their innovations and build thriving businesses.”. Participants like Fidi Lewi expressed deep gratitude, stating the programme was “very impactful and timely,” like a “miracle” and an “answered prayer,” arriving when they needed it most.

The name “More Than A Woman” resonates for me because that’s how it makes me feel. It has boosted my capacity and my confidence

MTAW Award Winner, Nigeria