Spotlight Ethio Digital Magazine: Issue 4 : simplebooklet.com

INSIDESPOTLIGHT ETHIOVOLUME1 ISSUE 4CONTENTSYENE HEALTH: DIGITAL HEALTH FOR WOMEN pg. 03This fem-tech start-up is the first of its kind to address the need for family planning and maternal health in Ethiopia.ETHIOPIA OPENS BANKING SECTORWhat to expect from the latest mandate to open the banking sector to foreign investors.pg. 04HOTEL PICKSpg. 05pg. 06AFRICAN PRIVATE WEALTH TO REACH $31 TRILLIONDiscover the outlook of private wealth trends across the African continent.pg. 07SUCCESS TOOLBOX: BETTER DECISION-MAKINGUse this method to identify when you can (and can’t) trust your gut feeling and how to act more mindfully to make better decisions. pg. 08DINING PICKSMeet the skateboard pioneer start-up building the local skateboard scene in Addis.KUSHINETA SKATE: SKATEBOARD PIONEERS pg. 09What a global slowdown means for Africa’s growth forecasts. AFRICA’S ECONOMIC OUTLOOKpg. 10pg. 11TAX-EXEMPTING ELECTRIC VEHICLESEthiopia’s latest measures to encourage the investment and importation of electric vehicles.Our selection of Top 5 Leaders and the results they produced within their business ventures.BUSINESS LEADERSpg. 12FEATURE STORY: MARKOS LEMMApg. 13pg. 16A selection of four trailblazers across the African continent.AROUND AFRICApg. 17EVENTS TO WATCHpg. 18ACHIEVERSOur selection of Top 5 Achiever’s in their respective fields.pg. 19DIAMOND CLASSpg. 20CONTACTNOVEMBER 202202INSIDE

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STARTUP STORYYeneHealth is an early-stage, fem-tech social enterprise committed to helping adolescent girls and women gain self-agency over their sexual and reproductive health through the use of technology and data analytics.As the first of its kind in Ethiopia, YeneHealth aims to address the unmet need for family planning and maternal health. Founder Kidest Tesfaye and the team at YeneHealth designed a digital educational platform, community advocacy network, innovative e-pharmacy, and call center support line to help women make informed choices about their bodies. By securely enrolling for free on the web and mobile application, users get access to exclusive offers, health management tools, and doctor-backed and trusted information. YeneHealth’s services are rooted in promoting overall wellness, social and economic resilience,and digital and financial literacy for women. It is committed to being a judgment-free, confidential, safe, reliable, and personalized space for users. Recently, YeneHealth won a grant prize for being selected as a startup with the best progress during the 2022 London, FemTech-focused accelerator program.YENEHEALTH:EMPOWERING WOMEN WITH DIGITAL HEALTH SPOTLIGHTETHIO.COMNOVEMBER 2022 03

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GROWTH OPPORTUNITYIn the latest measure aimed at drawing investment from abroad, Ethiopia’s government passed a landmark decision to open the country’s banking sector to foreign investors. The historic move is said to transform the country’s economy by fostering a better linkage with the international market. In addition, bringing private players into the financial sector would lead to competition, improve foreign currency inflows and create jobs.The draft legislation proposes to allow foreign banks to set up subsidiaries or open branches in the nation. In addition, overseas lenders can acquire up to 30% of domestic banks, and foreign individuals can buy 5% of domestic banks. Altogether, the maximum stock foreigners can hold of any established Ethiopian bank is set at 40%.Alternatively, international stakeholders can also obtain permits to open commercial representative offices. Permits have already been given to nine multinational lenders since this was first allowed in 2015. Although these representative offices could directly lend nor take deposits, they were permitted to conduct research and credit assessments to allow lending from their headquarters in their respective countries). Within the last year alone, the total number of banks in the nation has rapidly risen from 18 to 30, following NBE’s new banking proclamation that allowed the establishment of interest-free banks and the evolution of MFIs into banks. However, with the opening of the banking sector on the horizon, domestic banks will need to prepare for eventual competition with foreign banks. ETHIOPIA OPENS BANKING SECTOR TO FOREIGN INVESTORS SPOTLIGHTETHIO.COMNOVEMBER 2022 04

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06The total private wealth currently held by individuals on the African continent is US$2.1 trillion and is expected to rise by 38% over the next ten years to $3 trillion, according to the latest 2022 Africa Wealth Report.Notably, Ethiopia was the 3rd fastest-growing market in Africa over the past decade, with a growth rate of 52% during this period. In 2021, Ethiopia ranked 9th place in total private wealth ($52 billion USD). However, the nation lagged on a wealth per capita basis (or average wealth per person) compared to other African countries.AFRICAN PRIVATE WEALTH WILL REACH $3 TRILLION BY 2031 SPOTLIGHTETHIO.COMThe overall 38% growth forecast for Africa is very healthy when compared to most other regions globally. It will be driven by especially strong growth in the technology and professional services sectors in Africa.While significant gains are expected in Kenya, Morocco, Mozambique, and Zambia, three countries—Mauritius, Rwanda, and Uganda—are predicted to increase private wealth at the fastest rates (at least 60%) in the next ten years.ECONOMIC UPDATE NOVEMBER 2022

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SELF-DEVELOPMENT TOOLSThe way you think dictates the decisions you make and ultimately shapes how your life plays out. Therefore it's essential to understand the bugs in your personal thinking pattern. According to Daniel Kahneman’s book, Thinking Fast and Slow, there are two systems in your brain that continuously fight over each other for control over your actions and behavior--one is automatic, and the other is conscious. The two opposing ways of thinking often make us prone to making errors in memory, judgment, and decisions. Now that we know of these two systems, the next question would be what we can do about it. Well, fret not. Here are three key takeaways that can help you understand and reclaim control over your mind.1. Understand When Our Brain Takes ShortcutsSystem 1 is an automatic and intuitive system that cannot be turned off – we use it to think fast, like when we drive a car or recall our age in conversation. Meanwhile, System 2 uses problem-solving and concentration – we use it to think slowly, like when we calculate a math problem. Even though System 2 is useful, it takes effort and energy to engage it. So when we feel stressed or tired, our mind tends to take shortcuts that are impulsively dictated by System 1, coloring our judgment. One way to combat this is by practicing mindfulness strategies and taking breaks.2. Are You Jumping to Conclusions?One of the main reasons we jump to conclusions is because we tend to favor information that confirms our previously existing beliefs, otherwise known as confirmation bias. System 1 is gullible and biased, whereas System 2 is doubting and questioning. Rationally, we should look for evidence that contradicts our beliefs so that we can scrutinize and test our initial thoughts. By thinking critically with System 2, you can form well-thought-out opinions and make better decisions, especially in high-stakes situations.3. Disengage with Your EmotionsIt turns out that people will usually prefer to avoid losses rather than seek gains (also known as loss aversion). Making judgments based on the pain that we feel from a loss is based on emotion and is, therefore, a result of System 1. It permeates much of life. Loss aversion runs so deeply people will take further risks for a small chance of recovering from a large loss that has already happened. So it’s important to be aware that your emotions will try to confuse you when it’s time to talk money. Instead, consider statistics and probabilities to make the best decision possible.Be at Your Best by Thinking Clearly If you're having a tough time slowing down and making decisions, it can be a great time to explore your thinking pattern. That way, you can quickly identify when you can (and can’t) trust your gut feeling and how to act more mindfully to make better decisions. SPOTLIGHTETHIO.COMBECOME A BETTER DECISION MAKERNOVEMBER 2022 07

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DINING & ENTERTAINMENT08Verres en VersThe KitchenRadisson Blu Hotel Addis Ababa, Addis AbabaA culinary adventure awaits you as Verres en Vers restaurant is the first French Brasserie-style restaurant in Addis Ababa offering guests dishes inspired by Paris, Geneva, and New York.Hya Regency Hotel, Meskel Square, Addis Ababa, EthiopiaWith 177 seats, it is the largest restaurant where breakfast, lunch, and dinner are served. Bread and other bakery items are freshly baked, while the other live cooking stations prepare hot and cold items of Levantine cuisine. Hilton Hotel, Addis Ababa, EthiopiaGazebo is a poolside restaurant offering all-day dining, Sunday brunches, and regular live entertainment. The restaurant offers a great dining atmosphere, an extraordinary view of the pool, and well-chosen local and international dishes. Gazebo Restaurant on the ParkNamibia Ave, Addis Ababa, EthiopiaThis neighborhood restaurant and bar is frequented by many and offers a memorable dining experience on its appealing terrace. Enjoy delicious international and authentic Ethiopian cuisines, drinks, and live band nights right in the heart of Bole.Mimi’s AddisDINING PICKSNOVEMBER 2022 SPOTLIGHTETHIO.COM

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STARTUP STORYTo support the Kushineta movement, check out their online shop or their physical location in Addis Ababa, Megenanya.Kushineta Skate Club is a skateboard pioneer start-up that helped build the local skateboard scene in Addis Ababa. They also produce and sell skateboards and streetwear and offer skate lessons at an affordable rate.Founded by four passionate skateboarders, Kushineta is the first licensed Ethiopian manufacturer of skateboards, skateboarding apparel, and locally manufactured streetwear for the young skate community.With the skateboard scene in Africa rapidly growing and Ethiopia already having a large skate scene, Kushineta saw the opportunity to produce and one day distribute skateboards and streetwear to the growing African market.Kushineta’s focus is to empower kids by giving them access to affordable skateboards, training, and skateparks, thus allowing them to practice and gain skills. They also provide an opportunity for them to learn a new sport and extracurricular activity, in turn, building confidence and empowering youth.KUSHINETA SKATE CLUB : ETHIOPIA’S SKATEBOARD PIONEERS SPOTLIGHTETHIO.COMNOVEMBER 2022 09

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10According to the IMF’s recent economic growth projections, sub-Saharan Africa (SSA) should expect a challenging year ahead. After bouncing back to 4.7% in 2021, SSA’s real GDP growth will slow sharply this year to 3.6%—as a worldwide economic slowdown, rising interest rates, and unpredictable commodity prices spill into a region already drained by a continuing series of shocks. Growth is predicted to remain low at 3.7% in 2023.Similarly, growth forecasts have been scaled back globally, slowing from 6.0% in 2021 to 3.2% in 2022 and 2.7% in 2023.Expected economic performance among SSA countries will widely vary next year, ranging from 8.1% in Senegal to -3.1% in Equatorial Guinea. Ethiopia’s economy is projected to expand by 5.3% in 2023, a boost from the end-2022 rate of 3.8% but still below its 2021 growth of 6.3%.AFRICA’S ECONOMIC OUTLOOK AMID A GLOBAL SLOWDOWN SPOTLIGHTETHIO.COMWith Michu, users can apply for loans and receive a decision based on credit scoring logic. The loan application process, from eligibility and verification to analysis, scoring and loan disbursement is completed within a few minutes.ECONOMIC UPDATE NOVEMBER 2022

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ETHIOPIA TAX EXEMPTS ELECTRIC VEHICLE SALES SPOTLIGHTETHIO.COMFurthermore, it will support the government’s 10-year strategic plan, in which it plans to introduce at least 4,800 electric buses and 148,000 electric automobiles. The announcement comes almost two years after the first locally assembled EV was introduced to the Ethiopian car market by Marathon Motors Engineering Plc., a joint venture between Hyundai Motor Company and Olympic Champion Haile Gebrselassie.In the latest round of tax reforms, Ethiopia is aims to supercharge the adoption of environmentally-friendly Electric Vehicles (EVs) by incentivizing local assembly and EV importers while driving down user costs.The revised regulation exempts both imported and domestically produced EVs from value added tax, excise tax, and surtax. Also, it will lower the customs tariff imposed on EVs based on their assembly status. (EVs fully assembled in Ethiopia with be exempt from customs duty tax, while partially assembled ones will only have a 5% duty, and those fully built abroad will face a 15% duty.)These reforms are a step forward in addressing Ethiopia’s traditionally challenging tax environment, which has been criticized for making imported and locally made vehicles unaffordable for many citizens. NOVEMBER 2022GROWTH OPPORTUNITY 11

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12TOP LEADERSTOP LEADERSSHANI SENBETTAShani Senbetta is the founder and CEO of the for-profit social enterprise Kidame Mart and the COO of Zeleman Communications, Advertising, and Production. As Ethiopia's largest last-mile distribution network, Kidame Mart empowers over 3,000 female micro-entrepreneurs while bridging gaps between suppliers and rural communities. Her passion lies in addressing social problems with innovative private-sector solutions.“It’s not that people are necessarily smarter than another, but it is about getting access to opportunities; access to the information.”“You do not have to have all of the knowledge before starting a business. Be diligent with research then start with what you know and grow with what you learn.”NATHAN ARAYAAs a full-time Professor at Concordia University Texas, Nathan Araya passionately focuses on empowering underrepresented learners with skills-based curriculum for economic mobility. Nate lectures on digital marketing, advertising, business ethics, and entrepreneurship. In addition to being an award-winning film director, he is a coffee enthusiast and owns his own coffee brand, Ground Zero Coffee.HELEN HADUSHLed by Founder Helen Hadush, Helaz Beauty is redefining the beauty market by bringing affordable, quality cosmetics to Ethiopia and the greater African diaspora. It was also the first local makeup brand in Ethiopia when founded in 2017. Helaz Beauty also donates 20% of the sales proceeds from their Berchie lipstick to provide underprivileged girls with basic school supplies.BETHELHEM DEJENEBethelhem Dejene is the Co-Founder and CEO of Zafree Papers, a company introducing 100% tree-free paper pulp using agricultural waste instead of wood. In addition to saving trees from being cut, Zafree provides an additional income for over 8,000 smallholder farmers in Ethiopia by buying their crop residue to produce paper pulp. The company already has a strong customer pipeline in Ethiopia and all over Africa.“We need to answer these questions because water is critical for survival and can be used to make fuel for further exploration.”DR. BERHANU BULCHADr. Bulcha, an engineer at NASA's Goddard Space Flight Center, recently developed a tiny high-powered laser to find water on the Moon, a discovery crucial for humans to further explore the Moon, Mars, and beyond. He hopes to continue the work to make a flight-ready laser for NASA’s Artemis program, which aims to put the first woman and next man on the Moon by 2024.“I believe we need more African-created and owned brands. We should be the ones creating solutions to our problems.”“I have lost count of how many times I have failed. To make a success of a venture, you've got to take calculated risks. Otherwise, you're going to get stuck somewhere along the way.”KIDAME MARTCONCORDIA UNIVERSITYHELAZ BEAUTYZAFREE PAPERSNASA SPOTLIGHTETHIO.COMNOVEMBER 2022

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13MARKOS LEMMA:From the Early Start-Up Movement to the Future of African TechIn a short period, Ethiopia’s start-up scene has quickly mushroomed into an ecosystem with many players—entrepreneurs, incubators, hubs, tech enthusiasts, investors, and others. However, it was virtually non-existent when Markos Lemma co-founded the country’s first innovation hub and start-up incubator, iceaddis, in 2011. “What we really achieved in the last decade was bringing the topic of start-ups to the mainstream in Ethiopia,” Markos says in an exclusive interview with Spotlight Ethio.His work as an early advocate for the start-up movement in Ethiopia has made a lasting impact on the country’s start-up scene and has been mentioned in several international media outlets such as The Economist and BBC. Markos also brought his advocacy to the TEDx stage as a speaker in 2014. In addition to leading iceaddis, Markos founded SelamCompany (an ed-tech venture working on primary education and literacy) and co-founded 3BL Enterprises (a for-profit social enterprise that works with villages to lower the cost of piped water systems). Despite playing a pivotal role in the start-up movement, Markos never imagined he’d be working with tech start-ups while growing up. And with good reason too—when he founded iceaddis back in 2011, internet penetration in Ethiopia was less than 1%, and there was no clear definition of a start-up in the local context. The environment was not conducive to innovation or business. But Markos always believed that with adequate access to technology and critical thinking, it was possible to drive human development in the country. “We need to build tools and create environments where people think critically. There is no problem-solving without critical thinking, and there is no scalable business without problem-solving.” This dilemma prompted Markos to start iceaddis and kick-start the models where the tech start-up ecosystem could finally flourish. Iceaddis has galvanized the tech community in Ethiopia by introducing several events, such as hackathons, competitions, and barcamps which were popular in Silicon Valley. Additionally, the hub turns ideas and early-stage start-ups into viable, market-focused businesses through their flagship incubation program. Their accelerator program supports growth by dissecting and reconstructing every aspect of a business. Over the last decade, iceaddis has helped launch over 160 start-ups and plans to expand its outreach to other countries. Markos also nods to other new important players shaping the tech ecosystem, such as iCog_Labs and xHubAddis. “There are over 14 VCs now looking to invest in Ethiopian start-ups; angel investors are interested in high-risk, high-reward businesses. So we definitely want to increase our linkage to investors and look for new financing models.” SPOTLIGHTETHIO.COMAn Exclusive Interview with Spotlight EthioNOVEMBER 2022

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Obstacles in the Road AheadAlthough there’s been notable progress over the years, Markos believes there are still several challenges that need to be addressed to build a thriving tech ecosystem in Ethiopia and Africa as a whole. Markos points out, “we are still consuming technology instead of creating it. The capacity to build technology requires a lot of effort from everyone, but policy, market regulations, and linkages are weak.” To bring real impact, he says governments need to reform and move faster in adopting innovative policies to cope with the ever-changing tech landscape. This would help solve domestic issues like competitiveness, strengthening capital markets, developing local talent, and building global influence. “There is huge talent in the continent, but educational institutions have a big role in tapping into that and building the required knowledge, skills, and attitude,” says Markos.There is also “the big elephant in the room—the mindset.” He explains that it takes a long time for this to change but requires continuous interactions to build trust among different actors. “Our founders should have a relentless mindset in building businesses while being open to new ideas and embracing them.” But, there’s a disconnect among wealthy individuals, whom he says are still investing in low-risk businesses. 14FEATURE STORY SPOTLIGHTETHIO.COM“We are still consuming technology instead of creating it.”“The promise of blockchain is to create transparent, decentralization transactions withoutmanipulation. The world is at the start of the evolution of Web3, andAfrica can be a front-runner and leapfrog.”Adopting Blockchain Technology in AfricaAnother global movement that’s been increasingly gaining attention from African policymakers and individuals is blockchain technology—which aims to create transparent, decentralization transactions without manipulation. “The world is at the start of the evolution of Web3, and Africa can be a front-runner and leapfrog,” says Markos. Blockchain technology, he says, can bring financial inclusion to the many unbanked individuals in Africa and facilitate cheaper and more reliable remittance transactions. Also, “NFTs bring a completely new revenue model for artists and experts in the creative industry in Africa. And applications like 3Air will help to connect several people to broadband internet.” Markos sees widespread adoption as a challenge like any other innovation but is optimistic that the large youth population will accelerate it.As one might’ve guessed, iceaddis is doing its part to bring blockchain to the masses. For the past two years, iceaddis has been working closely with Input Output Global, a blockchain engineering and research company best known for its Cardano blockchain platform. This significant collaboration resulted in the joint launch of Ariob incubator, which intends to elevate African-focused Project Catalyst experiments into competitive blockchain ventures within Africa’s ecosystem. “These startups are building the Web3 applications and shaping the future of the tech ecosystem in Africa. And this is just the beginning.” With the emerging technology space evolving so fast, well-connected business communities are creating new tools and protocols—and it's Markos' vision to "bring in the expertise, talent, and business intelligence for ventures in this space."NOVEMBER 2022

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In addition to seeking mentors, cultivate value-based relationships where you challenge, put forth ideas, and create solutions with others. This dynamic relationship is longer-lasting and will inadvertently foster growth and opportunities. Markos highlights that “it’s not really about the technology at the end; it’s about the relationships you can build.” Even with many things to consider when building a high-value company, it's essential not to get bogged down by the process and let projects stall. “Time is limited. We need to build fast. Fear of failure is the enemy of innovation,” advises Markos. If you can endure more micro-failures from moving fast, you will learn more and become better than your competitors.“Time is limited. We need to build fast. Fear of failure is the enemy for innovation.”“I don’t think I focus on impacting the world one way or another. The most important thing forme is to draw a small circle and to make sure that anything in that circle flourishes. With enough support, collaboration and empathy, the circle will get biggerand bigger.”15FEATURE STORYFirst is having a clear vision and the mindset of “if we don’t do it, no one will.” Also, he insists that trusting and listening to others is crucial. “In every given room, there is always a more informed and experienced person than me.” Lastly, having clear communication is paramount.Undoubtedly, the repercussions of Markos’ impact can be felt throughout Ethiopia’s start-up community and beyond. But for Markos, being an effective leader starts with empowering those around you. “I don’t think I focus on impacting the world one way or another. The most important thing for me is to draw a small circle and to make sure that anything in that circle flourishes. With enough support, collaboration and empathy, the circle will get bigger and bigger.” SPOTLIGHTETHIO.COMFor more interviews go to www.SpotlightEthio.com How to Build a High-Valued Company For aspiring start-ups who aim to build high-valued companies, Markos suggests first identifying the market size—how many people truly have the problem? He reminds us that customers don’t care about our solutions; they only care about their issues. “As young founders, we are more attached to our products than the clients’ problem. So we need to understand clients’ needs and motivations.” He also adds that “it’s essential to conduct a critical diagnosis on the severity of the problem.” These tools will help you to accurately assess and address a suitable market gap.Another salient principle to remember is that the product cycle changes over time, but the management team usually stays the same. So he advises choosing your co-founders carefully and being the co-founder everyone wants to work alongside. He stresses that “these traits are irreplaceable.”Markos also underscores the importance of having a mentor, especially in the early stages. “A good mentor will show us the blind spots we cannot see. We have great benchmarks to build on, so we need to tap into that.” Making an Impact as a Leader Being the leader he is today in the tech start-up world, Markos credits his journey to three critical skills. NOVEMBER 2022

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AROUND AFRICA16Mo AbuduFoluso OgunwaleIn her quest to change global perceptions about Africa, Mo Abudu launched EbonyLife TV, Africa's first global black entertainment and lifestyle network, in 2013. The media mogul then took the plunge into filmmaking with the creation of EbonyLife Films in 2014, which has produced a string of high-grossing and internationally recognized films.Foluso Ogunwale, the Founder and CEO of I-Fitness, is on a mission to make sure Africa’s most populous country is also a healthy one. As one of the fastest-growing fitness chains in Nigeria, Foluso has ambitious plans to expand from its current 16 chains to 40 chains in 30 months.Kobina Ackon, widely known as Wode Maya, is Ghana’s first YouTuber to hit over a million subscribers. Although he studied to become an aeronautical engineer, his videos focusing on positive African content have, over the years, amassed a massive following and revenue streams. Kobina Ackon (Wode Maya)Kekeletso Tsiloane, alongside her sister Kedibone, founded Ramtsilo Manufacturing and Construction to combat South Africa’s plastic waste pollution. Together, they provide a sustainable solution by using plastic for manufacturing ecological and economically sustainable bricks.Kekeletso TsiloaneAROUND AFRICA SPOTLIGHTETHIO.COMNOVEMBER 2022

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BOARDWALK EVESixth Annual African Mosaique Fashion FestivalOn November 19 and 20, 2022, the sixth Annual African Mosaique Fashion Festival will take place at the African Mosaique Design Center and Manufacturing Hub, Legetafo. This event attracts more than 1,000 guests annually from the business and international community, government officials, the diplomatic community, designers, and the press. As the first of its kind in Ethiopia, it will celebrate local fashion while promoting emerging designers.BIC Africa Annual Gathering 2022The first BIC Africa Annual Gathering 2022 will occur on the 17th of November at Radisson Blu Hotel Addis Ababa, Ethiopia. It will bring together a panel of esteemed senior-level decision-makers, business incubators experts, entrepreneurs, and business experts from BIC Africa project countries (Angola, Ethiopia, Madagascar, and Somalia) and Europe. You will have the chance to exchange knowledge and discuss how to overcome the challenges faced by the business incubator communities today to support current and future entrepreneurs.DevFest Addis 2022Devfest Addis is an annual developer conference held by Google Developer Groups all around the world, aiming to bring developers, students, companies, and excellent speakers together in one place to share their experiences. The event will take place on Saturday, November 19, 2022, at the science museum. It will feature keynotes and sessions on Compose Camp, Machine Learning, GC Next, Google Map Platform, Firebase, Flutter, Web, Google Assistant, and many more.Digital Connect ExpoIn collaboration with CoSpace Ethiopia and AWAQI Ethiopia, Fox events bring you Digital Connect EXPO on Saturday, November 05. Digital Connect expo will be the first-of-its-kind event here in Addis Ababa, focusing solely on digital entrepreneurs, with a panel discussion where industry professionals share helpful and informative content on starting, growing, and sustaining a business in the digital age.17BOARDWALK AVE SPOTLIGHTETHIO.COMNOVEMBER 2022

Spotlight Ethio Digital Magazine: Issue 4

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