I believe by now I’ve watched every episode of Shark Tank, an American business reality television series where Founders get to pitch in front of investors called ‘Sharks’ on the show. Across its 15 seasons (with Season 16 having just started last month), I’ve been captivated since episode one — drawn in by the inspiring founders who enter the Tank and intrigued by the Sharks’ insights. Some years back, I even analysed Shark Tank deals and women founders.
Recently, I’ve noticed a growing number of African diaspora founders pitching on Shark Tank, with one business appearing in Season 6, and seven appearing in Season 13 and 14 combined (See graph below). With this, and knowing the high competitive rate of getting aired on the show (air rate = 0.22%) my data-driven mind kicked into gear. As a 1st generation immigrant in Finland, with a passion for entrepreneurship, I can relate to the experience of building something new in a foreign country — navigating limited networks, cultural nuances, and a strong connection to one’s homeland. This sparked my curiosity: could these African diaspora-founded businesses on Shark Tank offer valuable insights for others in the diaspora?
Part of this inspiration comes from Malcolm Gladwell’s analysis in Outliers, where he explores how some immigrant communities can leverage their outsider or minority status to succeed in entrepreneurial ventures. This motivated me to explore the journeys of 1st and 2nd-generation African founders on Shark Tank.
In this post, I’ll share findings from my analysis of these founders and their businesses. I looked at pitches where the founders identified as either 1st or 2nd generation (those born in an African country or with a parent born there). Here’s a breakdown of the dataset:
- Businesses and Founders: 12 African diaspora-founded ventures across various seasons
- Country of origin: African country representing the founder’s heritage
- Industry types: Including sports, clothing, beauty, food, beverage, and home goods
- Investment ask, Valuation, and Sales performance: Financials and pre-Shark Tank sales
- Outcomes: Whether they secured a deal and which Shark invested
- Business viability: Links to operational businesses today
Of these 12, 5 represent Nigeria, and 1 representative is from Senegal, Ghana, Kenya, South Africa, Liberia, Zimbabwe, and Ethiopia. The graph below shows the number of businesses per country, highlighting the number that also got a deal in the Tank.
Key Takeaways
1. Leverage Your Unique Cultural Identity
One of the insights from the data is how cultural identity can serve as a unique branding advantage. Out of the 12 businesses, several founders incorporated aspects of their African heritage, which not only distinguished their brands but also resonated with investors and customers alike. For instance:
- 54 Thrones, an African shea butter skincare line, celebrates African ingredients and beauty rituals.
- Kahawa 1893, a coffee brand from Kenya, champions sustainable practices and supports Kenyan women farmers.
- Ade + Ayo, a children’s clothing line, brings vibrant African prints to kids’ fashion.
- Bee D’Vine, an Ethiopian honey wine, introduces a unique beverage tied to Ethiopian tradition.
These examples show how authenticity and cultural elements can offer a competitive edge in foreign markets.
2. Market validation through pre-sales
For many of these founders, pre-Shark Tank sales proved instrumental in building investor confidence. An example is Expedition Subsahara, an African-inspired home décor brand with $1.6 million in sales before pitching, underscoring the importance of demonstrating market fit early on. Building a customer base before seeking large investments can signal demand and reduce investor risk.
3. Targeting High-Interest Industries
Certain industries appear to attract more investor interest, potentially indicating where future African diaspora founders might focus. Among the businesses that received deals, there was strong representation in categories like beauty, food, and home goods — industries where there’s often consumer enthusiasm for unique, culture-rich products. Successful examples include Ade + Ayo showing a pattern of investor willingness in these spaces.
4. Women Leading the Charge
Interestingly, 7 out of the 12 founders were or included women — a notable statistic that speaks to the strong representation of female entrepreneurs in this sample. For women in the African diaspora considering entrepreneurship, this serves as an inspiring reminder of the impact and leadership possible in new ventures.
To conclude, these insights are just a starting point for diaspora entrepreneurs looking to make their mark. By embracing cultural authenticity, validating market demand, and considering investor trends, future founders can enhance their chances of success — even in unfamiliar markets.
Here is a list of the Businesses:
- Aqua Boxing Glove
- Country: Nigeria
- Business: Aqua Boxing Glove (FLUID BOXER™ V2)
- Season of Shark Tank Appearance: 13
- Founder Information: Tony Adeniran, Male, 2nd generation Nigerian
- Industry Type: Sports
- Investment Ask: $100,000 for 10% equity
- Sales Performance: $40,000 in pre-sales
- Shark Tank Outcome: No deal
- Link to Business: Not available, business closed
2. Expedition Subsahara
- Country: Senegal
- Business: African-inspired baskets and home decor
- Season of Shark Tank Appearance: 14
- Founder Information: Sofi Seck, Female, 1st generation Senegalese
- Industry Type: Home Decor
- Investment Ask: $500,000 for 10% equity (valuation $5 million)
- Sales Performance: $1.6 million
- Shark Tank Outcome: No deal
- Link to Business: Expedition Subsahara
3. Ade + Ayo
- Country: Nigeria
- Business: Affordable African print clothing for children
- Season of Shark Tank Appearance: 13
- Founder Information: Temidayo and Abisola Adedokun, Mixed-gender team, Nigerian
- Industry Type: Clothing
- Investment Ask: $175,000 for 10% equity
- Shark Tank Outcome: Deal with Barbara Corcoran for $200,000 for 33.3% equity + $500,000 line of credit
- Link to Business: Ade + Ayo
4. Zuvaa
- Country: Nigeria
- Business: African-inspired fashion and accessories
- Season of Shark Tank Appearance: 9
- Founder Information: Kelechi Anyadiegwu, Female, 2nd generation Nigerian
- Industry Type: Clothing
- Investment Ask: $460,000 for 10% equity
- Sales Performance: $2 million
- Shark Tank Outcome: No deal
- Link to Business: Rebranded to Uju Media, business closed
5. 54 Thrones
- Country: Nigeria
- Business: African shea butter skincare line
- Season of Shark Tank Appearance: 13
- Founder Information: Christina Funke Tegbe, Female, 2nd generation Nigerian
- Industry Type: Beauty / Skincare
- Investment Ask: $250,000 for 10% equity
- Sales Performance: $500,000
- Shark Tank Outcome: Deal with Kevin O’Leary and Nirav Tolia for $250,000 for 17.5% equity
- Link to Business: 54 Thrones
6. Kin Apparel
- Country: Ghana
- Business: Satin-lined hoodies for natural hair
- Season of Shark Tank Appearance: 13
- Founder Information: Philomina Kane, Female, 1st generation Ghanaian
- Industry Type: Clothing
- Investment Ask: $200,000 for 10% equity
- Shark Tank Outcome: Deal with Emma Grede and Lori Greiner for $200,000 for 30% equity
- Link to Business: Kin Apparel
7. Kahawa 1893 Coffee
- Country: Kenya
- Business: Kenyan coffee supporting women farmers
- Season of Shark Tank Appearance: 14
- Founder Information: Margaret Nyamumbo, Female, Kenyan
- Industry Type: Beverage
- Investment Ask: $350,000 for 5% equity
- Shark Tank Outcome: Deal with Emma Grede for $350,000 for 8% equity
- Link to Business: Kahawa 1893 Coffee
8. Moment
- Country: South Africa
- Business: Botanical beverage that replicates the feeling of meditation
- Season of Shark Tank Appearance: 12
- Founder Information: Aisha Chottani and Faheem Kajee, Mixed-gender team, South African
- Industry Type: Beverage
- Investment Ask: $200,000 for 10% equity
- Shark Tank Outcome: No deal
- Link to Business: Moment
9. Sweetkiwi
- Country: Nigeria
- Business: Low-calorie, high-protein frozen yoghourt
- Season of Shark Tank Appearance: 14
- Founder Information: Michael Akindele and Ehime Eigbem, Mixed-gender team, 1st generation Nigerian
- Industry Type: Food / Frozen Desserts
- Investment Ask: $250,000 for 5% equity
- Sales Performance: $650,000
- Shark Tank Outcome: Deal with Robert Herjavec for $250,000 for 16% equity (deal did not close)
- Link to Business: Sweetkiwi
10. Uniform
- Country: Liberia
- Business: Africa’s first Fair Trade–certified apparel manufacturer
- Season of Shark Tank Appearance: 10
- Founder Information: Adam Butlein and Chid Liberty, Male, 1st generation Liberian
- Industry Type: Clothing
- Investment Ask: $300,000 for 10% equity
- Sales Performance: $40 million per year
- Shark Tank Outcome: No deal
- Link to Business: Not available, business closed
11. The Floating Mug
- Country: Zimbabwe
- Business: Floating Mug Company
- Season of Shark Tank Appearance: 6
- Founder Information: Tigere “Tiggs” Chiriga, Male, 1st generation Zimbabwean
- Industry Type: Home
- Investment Ask: $75,000 for 15% equity
- Sales Performance: $105,000
- Shark Tank Outcome: No deal
- Link to Business: Not available, business closed
12. Bee D’Vine
- Country: Ethiopia
- Business: Honey wine business
- Season of Shark Tank Appearance: 12
- Founder Information: Ayele Solomon, Male, 1st generation Ethiopian
- Industry Type: Beverage
- Investment Ask: $750,000 for 20% equity
- Sales Performance: $115,000
- Shark Tank Outcome: Deal with Mark Cuban, Lori Greiner, Daniel Lubetzky, and Robert Herjavec for $750,000 for 40% equity (Deal did not close after the Tank)
- Link to Business: Bee D’Vine
If I missed including any business, please let me know 🙂
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