Lessons from the Diaspora: Building a Cross-Continental Business as a Kenyan in the UK

Introduction

As a Kenyan entrepreneur living in the UK, I’ve experienced firsthand the unique challenges and exciting opportunities that come with running a business across two continents. My journey from Nairobi to London and into the heart of the African export market has been one of resilience, learning, and cultural navigation. In this post, I want to share my story, offer insights, and provide practical lessons for other diaspora entrepreneurs who dream of building bridges between the UK and Africa through trade and consultancy.

From Nairobi to London: The Beginning

I was born and raised in Nairobi, Kenya. My early exposure to business came from watching my parents ran an imported goods business in the city’s bustling Eastleigh area. From a young age, I was fascinated by trade—the way goods moved, the negotiations, and the connections that made it all happen. I moved to the UK to pursue higher education in international business and trade, but I carried with me a dream: to one day be a part of a global value chain that connects my homeland with the world.

Whilst at University, I gained experience, built networks, and studied the gaps and opportunities that existed between UK suppliers and African markets. What stood out most was the limited understanding many UK-based businesses had of African economies—both their complexity and their potential.

Identifying the Opportunity

While many saw Africa as a high-risk destination, I saw under-served demand and a youthful, growing consumer base. I also understood the language, culture, and buying behavior of many African communities—something many UK exporters lacked insight into. That’s when the idea was born: a consultancy that demystifies African markets for UK exporters while facilitating smoother entry into these territories.

I founded my consultancy in 2022 with a simple mission: to help UK businesses expand into African markets by providing market research, distributor matchmaking, compliance support, and export logistics services. As someone who straddled both worlds, I realized I was uniquely positioned to be a trusted advisor.

Early Challenges

Like any entrepreneurial journey, the early days were tough. One major hurdle was credibility. Convincing UK businesses—many of which were run by seasoned professionals—that I, a relatively young African entrepreneur, could help them expand into what they perceived as "difficult" markets was not easy.

Additionally, I had to navigate issues of cultural perception. There’s often a lack of understanding about Africa’s diversity and sophistication. Some clients would refer to Africa as a single country, rather than a continent with 54 distinct nations, each with its own economic and regulatory nuances.

Another challenge was building trust with African partners. Despite being Kenyan, I had to prove that my UK base did not disconnect me from the realities on the ground. I made frequent trips to key African markets—Nigeria, Ghana, Kenya, and Rwanda—to build relationships, understand policy shifts, and stay informed.

Building Credibility and Value

To establish credibility, I began writing whitepapers, speaking at trade forums, and collaborating with chambers of commerce. I also leveraged digital tools—offering webinars and video consultations—to engage clients and partners across time zones.

Another strategic move was to focus on niche sectors where the UK had a clear competitive advantage and where Africa had unmet needs. These included education technology, renewable energy solutions, agricultural equipment, and healthcare products.

Over time, I began to see success. A British medical supplies firm that I helped enter Kenya landed a multimillion-pound contract with a local distributor. A UK-based edtech startup I consulted for is now piloting its learning app in Ghanaian schools. These successes helped build my reputation and led to word-of-mouth referrals.

Cultural Intelligence as a Competitive Edge

One of the key lessons I’ve learned is that cultural intelligence is not just a nice-to-have—it’s a business asset. Understanding how decisions are made, the importance of personal relationships, the role of informal networks, and the nuances of negotiation styles can make or break a deal.

For example, in the UK, business transactions tend to be formal and structured. In many African markets, relationships often precede transactions. It’s not uncommon for a potential client to want to spend hours in conversation before even broaching business. Understanding this has helped me coach my UK clients on how to navigate such interactions.

Language also matters. Even though English is widely spoken in many African countries, local dialects and expressions can convey trust and familiarity. As a Swahili speaker, I’ve been able to connect on a deeper level with East African stakeholders.

Technology as an Enabler

Running a cross-continental business has been made easier by technology. Tools like Zoom, WhatsApp, and project management platforms have allowed me to maintain constant communication with teams, clients, and partners across continents.

I also invested in creating a digital knowledge base for my consultancy—housing market reports, regulatory updates, and case studies that my clients can access. This not only positioned us as experts but also created passive value for clients exploring market entry.

Key Lessons for Diaspora Entrepreneurs

If you’re a diaspora entrepreneur looking to build a cross-continental business, here are a few lessons from my journey:

Leverage Your Unique Position: Your bicultural identity is a strength. You understand both worlds and can act as a bridge.

Invest in Credibility: Speak, write, publish, and share. Thought leadership goes a long way in building trust.

Understand the Local Context: Africa is not a monolith. Study each market independently.

Build Strong Relationships: Trust takes time. Be visible and accessible, especially in your target markets.

Use Technology Smartly: Digital tools can streamline your operations and make your business scalable.

Educate Your Clients: Many UK businesses have outdated or inaccurate perceptions of Africa. Help them see the opportunity.

Start Small, Think Long-Term: Begin with pilot projects. Build case studies before scaling.

Be Patient and Persistent: Deals take time, especially in relationship-driven cultures.

Stay Informed: Policies, exchange rates, and trade dynamics change. Keep learning.

Celebrate Success: Share your wins—they inspire others and build momentum.

Conclusion

My journey from Nairobi to London and back—figuratively and often literally—has been one of connection, purpose, and persistence. As a Kenyan in the UK, I’ve found great fulfillment in helping businesses on both sides of the trade corridor grow, collaborate, and thrive. The diaspora holds immense potential to transform Africa’s trade landscape. All it takes is the courage to start, the humility to learn, and the determination to build across borders.

To fellow entrepreneurs straddling two worlds: you are not just navigating two economies—you are building bridges that can shape the future of global trade. And in that mission, you are not alone.