Highlights

Read time: 5 minutes
Inspiration from powerful speakers and entrepreneurs who share their journeys and advice
Actionable Insights on how to align business with personal purpose through the concept of Ikigai
Practical Tips on how doing good is good for business

Akwaaba! To the Afripreneur Collective!

Last month, AWEC hosted the 2025 General Assembly in Accra, Ghana, a country known for its growth, innovation, and strong support for women in business. The assembly emphasized bold leadership, building resilient businesses, and paying it forward. Bringing together 200 women entrepreneurs, experts, and leaders and focusing on the theme of The Ripple Effect: Paying it Forward, the gathering sparked reflection, learning, and powerful connections.

ACT 1

Induction to the AWEC Alumnae Network (AAN)

The General Assembly opened with a spark at the AWEC Alumnae Network (AAN) Induction. The ceremony celebrated Cohort 7’s remarkable finish to their program year and ushered them into the alumnae network, marking both an end and a beginning for the Fellows. The room pulsed with excitement as Cohort 7 Fellows gathered to reflect, connect, and enjoy the warmth of one another. Amidst the elegant setting of an inspiring award ceremony, Victorine Sarr Awuah, the founder of Lyvv Cosmetics and an AWEC Cohort 1 alumna, delivered a stirring keynote on "The Power of Audacity."

With an award-winning beauty brand spanning six countries, she shared, “What started as a bold idea became a movement.” She added, “ Lasting impact begins with the courage to start, but success isn’t accidental. It’s strategic. It’s bold. And it’s built on purpose.”

Victorine didn’t hold back on the realities of her entrepreneurial journey, either. In her talk, she shared candid lessons that resonated with the women in the room.

Key Takeaways from Victorine Sarr Awuah’s Talk, The Power of Audacity

Be bold. You need the audacity to start and grow a business.
Plan before you leap. Don’t quit your job without a financial and mental runway.
Save before you invest. Preparation fuels sustainability.
Find mentors. Mentorship is not a luxury, it’s a necessity.
Expect setbacks. Disappointments will come; stay firm and push forward.
Move in silence. Don’t announce deals or wins too early, protect your process.
Go global. Strategically expand through research, partnerships, and understanding international markets.
Keep learning. Constant personal and business development is non-negotiable.
Share your journey. Success includes helping others rise.
Focus on scaling. It’s not about how you start, it’s about how you grow.

“Audacity is your starting capital. Before the money, before the market—be bold enough to begin.”

– Victorine Sarr Awuah

In the spirit of community and continuity, the AWEC Alumnae Board (AAB) officially welcomed the Cohort 7 Fellows into the AAN. The celebration honored their growth, resilience, and shared commitment to empowering women-led businesses across the continent.

The AAN is the official network of all AWEC alumnae, with over 1,400 alumnae from 53 African countries and the diaspora. It exists to sustain the relationships built during the program and offers continued networking, collaboration, and learning opportunities through alumnae-led events, mentorship, and regional meetups to keep the community connected. More than just a professional network, the AAN reflects the AWEC sisterhood!

AWEC is not just a year-long program, it’s an enduring bond of support, shared wisdom, and collective ambition. Joining the AAN ensures the bond doesn't end after the program year. Rather, it's just the beginning of lifelong connections, shared resources, and meaningful impact.

ACT 2

Drop The Pebble, Spread the Ripple.

Day two kicked off with energizing remarks from Miranda Naiman, AWEC's outgoing Board of Stewards Chair. She challenged entrepreneurs to pay it forward and spread the ripple by sharing their knowledge and impact. “Each of us has something to give - an insight, a lesson, a connection. When we share, we multiply our impact.”

Ghana’s Minister for Trade, Agribusiness, and Industry, the Honorable Elizabeth Ofosu-Agyare welcomed the AWEC community to Ghana. Sharing remarks on behalf of Her Excellency Jane Naana Opoku-Agyemang FGA, the Vice President of Ghana, she emphasized that every successful business, big or small, begins with a simple idea and urged entrepreneurs to lead with values, innovate with empathy, and remain mindful of the legacy they are building.

Not everyone gets a say in your journey," she cautioned. "That's why it's crucial to be intentional, both in the choices you make and the people you allow into your inner circle. Surround yourself with those who share your values, challenge you to grow, and support your vision. The right circle can elevate you, the wrong one can derail you."

Opening Keynote: Amma Lartey on the Power of Paying It Forward

Amma Lartey, CEO of Impact Investing Ghana and co-founder of Social Enterprise Ghana, set the tone for the Assembly with a powerful opening keynote. A transformative force in her community, Amma has worked with over 3,000 founders, helping them build resilient, impactful businesses while staying committed to giving back.

Key Takeaways from Amma Lartey

Don’t do it alone – Ask for help, give credit freely, and collaborate generously.

Be a nurturing leader – Blend empathy with resilience; lead with humility and curiosity.

Practice spiritual discipline – Let go, forgive, and start again. No lesson is wasted, and every day offers a chance to give.

Amma’s message reminded us of the ripple effect we can create when we lead with purpose, empathy, and a commitment to lift others as we rise.

What is your Ikigai?

Have you ever paused, in the middle of the hustle, to ask yourself: Why am I doing this?

As entrepreneurs, it’s easy to get lost in strategies, deadlines, and constant decision-making. To build a business that lasts and matters, you need more than a good plan. You need purpose. That’s where Ikigai comes in.

What Is Ikigai? Ikigai is a Japanese concept meaning “reason for being.” It’s the beautiful intersection of what you love, what you’re good at, what the world needs, and what you can be paid for. It’s not just a feel-good idea - it’s your internal compass, your north star.

GA attendees had the opportunity to explore their Ikigai through AWEC’s experiential learning model. Through guided reflection, group discussions, and practical exercises, we paused to realign with the “why” behind our work.

When you know your Ikigai, your business becomes more than just a livelihood. It becomes a life’s work. It fuels your passion, keeps you grounded, and helps you make decisions that feel aligned and meaningful.

Why Does Ikigai Matter for Entrepreneurs?

It gives your business deeper meaning.

Running a business from a place of purpose makes every challenge worth facing. It turns long days into meaningful progress and hard work into legacy.

It aligns your daily actions with your bigger vision.

Ikigai helps you prioritize what truly matters. Instead of being pulled in all directions, you focus your energy on the things that light you up and move your mission forward.

It sharpens your clarity and confidence.

Knowing your “why” strengthens your voice, your brand, and your leadership. It helps you build authentic connections with your team, clients, and community.

It amplifies your impact.

When you operate from Ikigai, you lead by example. You inspire others, pay it forward with intention, and create ripple effects that extend far beyond your business.

How to Discover Your Ikigai

Start by reflecting on four simple yet powerful questions.

What do I love? (Passion)
What am I good at? (Skills)
What does the world need? (Impact)
What can I be paid for? (Sustainability)

Combine your answers into a purpose-driven statement like:
“I use my [skills] to [serve/solve], so that [impact], while [earning/sustaining].”

Example: I use my problem-solving skills to streamline small business operations so entrepreneurs can save time and scale while running a consulting firm that supports my family.

ACT 3

Doing Good is Good for Business: Aligning Values with Sustainable Growth

In today’s business environment, aligning values with action is more than a trend; it’s a strategic advantage. During the “Doing Good is Good for Business” panel discussion, leaders from across Africa shared how businesses can create impact while remaining profitable. Doing good doesn’t require a big budget. It can be as simple as sourcing locally, supporting your team, reducing waste, or solving community challenges. These actions build trust, attract customers, and create long-term growth.

Key Takeaways

Doing Good & Social Impact

Doing good is a duty, not an option.
Solving a real problem is already doing good—own it.
Trust your gut and your customers when deciding how to create impact.
Profit and purpose can go together.
SMEs are key to driving change for families and communities.
When more love is given, more love is shared.

Embedding Impact on Your Business

Understand your business pain points, and solve them while doing good.
Government policy matters, support good legislation.
In your pitch deck, highlight your impact, not just your profit.

Building with Intention

Create a Social Responsibility folder in your data room.
Start tracking outcomes, not just outputs.
Use stories, testimonials, and surveys to show your impact.

Financial Readiness & Investor Expectations

Know why you need financing—be clear.
Don’t mix personal and business finances.
Ensure your business is registered, compliant, and has audited accounts.
Build strong relationships with banks.
Fixed deposits can help you secure credit.

Strategic Growth

Be bold and creative—use what you have.
Partner smartly. Leverage free or pro bono services.
Small actions can cause big ripples.

Special thanks to the panel!

Moderator: Miranda Naiman, Founder and Managing Partner of Empower and former Chair, AWEC Board of Stewards (Tanzania)

Panelists (from left):

Hadiza Magoro, CEO and Co-Founder, Koya Capital (Nigeria/South Africa)

Rachel Phiri, Women’s Banking Senior Specialist, Zanaco (Zambia)

Eziafakaku Nwokolo, Founder & CEO, Shades of Life Care Limited (Nigeria)

Dr. Zach Pouga, Partner, Ernst & Young, LLP (Cameroon/US)

Joan Selasie Ahiawordor, Deputy CEO, NEIP (Ghana)

Doing good doesn’t require big budgets. It can be as simple as sourcing locally, supporting your team, reducing waste, or solving community challenges.

Honoring Leadership Transitions - A New Dawn for AWEC

We celebrate the incredible leadership of Miranda Naiman, outgoing Chair of the AWEC Board of Stewards and Founding Partner of Empower (Tanzania). Miranda has led AWEC’s board with heart, vision, and a fierce commitment to women entrepreneurs across the continent. Her legacy is one of bold ideas, deep empathy, and powerful impact.

As Miranda stepped down, we joyfully welcomed Kudzayi Nheweyembwa, Founder and Managing Director of Flame Lily Hospitality (Zambia) as the new Board Chair. A long-time mentor and facilitator, Kudzayi brings years of dedication to AWEC and a strong belief in the power of entrepreneurship to transform lives. We are excited to journey forward under his stewardship.

The three-day General Assembly closed on a high note, filled with renewed purpose, powerful connections, and bold commitments to pay it forward. As the sun set on our final day together, the celebration continued with an unforgettable evening of traditional Ghanaian dance.

It was a joyful, vibrant close that captured the spirit of the AWEC community: rooted in culture, rich in sisterhood, and energized to create a lasting impact across Africa.

Now What?

Take the next step to level yourself up as an entrepreneur!

Grab a takeaway from Act 1:

What top 3 takeaways from the keynote address will you utilize to inspire growth in your own business?

Grab a takeaway from Act 2:

Discover your Ikigai and share it with your team and on social media. Tag us @WeAreAWEC!

Grab a takeaway from Act 3:

Schedule a 30-minute brainstorm session with your team on possible CSR strategies you can implement in the next quarter. Remember, it doesn’t have to be big or expensive - it just has to create a ripple effect in your community.