This article describes the mentoring relationship between founder, Dr. Aisha Nabila Wanka and her mentor as part of IFC’s SheWins Africa program. We interviewed both participants and learned key insights on the outcome of the mentorship and how they were able to navigate their business challenges with the necessary support and guidance. IFC’s SheWins Africa 2024 program, implemented in partnership with VC4A, is dedicated to supporting female-founded startups across Africa. The program aims to improve opportunities for women-led startups to access early-stage financing. Among other program components mentorship is an important component and this case study is showcasing one of the many mentor matches part of SheWins Africa. Dr. Aisha Nabila Wanka the co-founder of Débbo Africa, was matched with Betty Adepoju, the founder of Scallop Media and Technology, as part of the mentorship aspect of the program. The objective of the mentorship was to strengthen Débbo Africa’s digital marketing efforts by optimizing online visibility, increasing audience engagement, and improving conversion rates. About Débbo Africa: “For Women. By Women”. Débbo Africa is a modern healthtech company for African women, created by African women. Their mission is to close the healthcare gap for women, ensuring affordable and accessible health services tailored to their unique needs. Sector: Health & wellness Location: Lagos, Nigeria Learn more about the venture: See Débbo Africa “When two non-Nigerian maternal health companies in Namibia and Cameroon reached out for collaborations, we knew that our content strategy shift was working.” – Dr. Aisha Nebila Wanka. Goals and expectations of the mentorship At the start of the mentorship, Aisha’s goals were to laser-focus on the platforms they should use (Instagram and WhatsApp), streamline their content, and increase followers and engagement. However, they had not gained any traction with their digital marketing and social media efforts so far. Betty noticed that Débbo Africa was doing a lot of things, but their efforts were still not targeted to their audience. The brand lacked a personal touch, and the founders were not very visible. Betty’s goal was to help them achieve at least 80% of their marketing objectives. The challenge: Optimizing Débbo Africa’s online presence and conversions Aisha Nabila Wanka, the co-founder of Débbo Africa, despite her unique business model addressing both mental and physical wellness, she realized that her content was not resonating with the target audience. To address this, mentor Betty conducted an audit of their social media accounts and website, and provided the following recommendations: Implement Search Engine Optimisation strategies to improve search engine visibility. Explore more engaging content formats on social media. Streamline content to better target their audience and focus on the people who can pay for their services. Advise Aisha to build a personal brand online to humanise the company. These strategies led to positive results, including speaking engagements for Aisha on behalf of Débbo Africa. Betty also noted that the company’s unique business model, addressing both mental and physical wellness, presented a key opportunity for Debbo Africa to differentiate itself in the market and attract a broader audience, potentially leading to increased engagement and revenue. The mentorship process and actions taken The mentorship program involved weekly meetings, during which Betty provided technical assistance, coaching, and strategic advice to Aisha. They utilized social media audit tools and Betty provided advice on the effective use of their existing platforms. Based on a change in implementation Débbo Africa’s LinkedIn following increased by 20%, and their Instagram following grew by 7%. Engagement rates also saw a significant boost, with a 52.6% increase on LinkedIn and a 50% increase on Instagram. “The most remarkable achievements were the collaboration opportunities that arose from their improved digital presence. Two non-Nigerian maternal health companies from Namibia and Cameroon reached out for potential partnerships, directly attributable to the shift in their content strategy.” – Betty Adepoju. Testimonials Both Aisha and Betty expressed immense gratitude for the mentorship experience. Aisha praised Betty’s warmth, care, and passion for supporting women, as well as her ability to break down complex information and her accessibility. Betty, in turn, highlighted Aisha’s teachability, proactive communication, and willingness to take swift action on her recommendations. Lessons learned and the journey ahead One of the key takeaways that Aisha learned from the mentorship journey was the importance of being more confident, not limiting herself, and being more proud in sharing her achievements. For Betty, it was an opportunity to work in healthcare, a new sector that she had not been exposed to. She also had the chance to help an introverted founder step out of her comfort zone and build a personal brand. As Débbo Africa continues its digital transformation, the lessons and strategies learned during this VC4A-facilitated mentorship program will undoubtedly continue to support the growth of the company, unlocking new opportunities and strengthening their position in the health and wellness landscape. “This has been a productive experience because I have seen tangible improvements since we started working together.” – Betty Adepoju. For aspiring entrepreneurs and mentors, this case study highlights the importance of seeking and providing mentorship. If you are a startup looking for guidance, the VC4A Mentorship Marketplace has supported hundreds of founders with reliable mentors only interested in your success. If you are a professional interested in mentoring, consider joining VC4A as a startup mentor. Health care Mentor-Driven Capital VC4A Mentor