HostAfrica SMB Insight Lab
Shining a Light on the Entrepreneurs Shaping Africa’s Future
In Partnership With
Introducing the HostAfrica SMB Insight lab
In Partnership With EBS Universität
The HostAfrica SMB Insight Lab is a collaborative research initiative designed to better understand how small and medium-sized businesses build, grow, and sustain online success across Africa. Through a unique partnership between HostAfrica and EBS Universität, the project combines local market insight with world-class academic research to illuminate the realities, challenges, and habits of Africa’s digital entrepreneurs.
Our mission is simple:
To study the entrepreneurs who are quietly powering Africa’s digital economy and share their lessons with the next generation of business builders.
Who was involved in the study:
The SMB Insight Lab is the result of a multidisciplinary team of experts from academia and industry.
Learn More About Each Market
Explore tailored insights into Kenya, South Africa, and soon Nigeria
A Partnership Built for Africa’s Future
Together, HostAfrica and EBS Universität combine world-class academic rigor with real-world entrepreneurial understanding. The SMB Insight Lab is an investment in Africa’s digital future — one that aims to accelerate the success of the continent’s next million online businesses.
Find Prof. Dr. Sven Henkel on LinkedIn (opens in new tab)Prof. Dr. Sven Henkel
Professor & Research Lead, EBS Universität
A respected academic in marketing, innovation, and customer behavior, Prof. Henkel brings rigorous research methodology and a deep interest in emerging markets. His leadership ensures that the study meets global academic standards while capturing the nuanced realities of African entrepreneurship.
Find Henrik Holzmann on LinkedIn (opens in new tab)Henrik Holzmann
Research Associate, EBS Universität
Henrik plays a key role in the design, fieldwork, and analysis of the SMB Insight Lab. With experience in data-driven market research, he helps translate raw entrepreneurial behaviors, habits, and tools into actionable insights for African founders.
Find Johan Murray Muller on LinkedIn (opens in new tab)Johan Murray Muller
Chief Operations Officer, HostAfrica
A seasoned marketer with a deep focus on digital ecosystems, Johan bridges the gap between academic research and practical, on-the-ground relevance. He ensures that insights from the Lab are accessible, impactful, and tailored to the realities of African SMBs.
Find Frans de Villiers on LinkedIn (opens in new tab)Frans de Villiers
Head of Marketing, HostAfrica
With extensive experience growing digital businesses across the continent, Frans provides strategic direction and local understanding of Africa’s fast-evolving online business landscape. His vision drives the Lab’s mission to empower entrepreneurs through real-world knowledge.
From Hustle to Online Success
Featuring videos of African entrepreneurs we’ve supported on their journey.
