For decades, efforts to support small and medium enterprises (SMEs) across the continent have largely centred on improving access to finance. Yet, as many practitioners have discovered, capital alone has not translated into sustainable growth. Structural weaknesses-ranging from poor strategic positioning to weak internal systems-continue to limit the ability of many businesses to scale, attract investment, or even survive beyond their early stages.
It is within this context that Ankolo Consulting positions its Business Coaching Masterclass Programme, not merely as a training course, but as a practical intervention designed to build a new cadre of business coaches equipped to work directly with enterprises. Through a blend of proprietary tools, real-world application, and a focus on both leadership and systems, the programme seeks to address the foundational gaps that often go unnoticed until it is too late.
Patrick Ssentongo spoke to Ankolo Consulting Founder and Managing Partner Paul Musoke to unpack the thinking behind the programme, its practical impact, and why business coaching could be the missing link in Africa’s SME growth story.
Your seventh cohort has just graduated-how do you see the graduation evolving beyond a ceremonial moment into a credible platform for developing business coaches and connecting SMEs to structured support?
The graduation is a culmination of three months of intense theoretical and practical learning for the participants. They are left equipped with the required skills to support African SMEs, each having coached a real client that they have supported to redefine their strategic direction. They are ready to hit the ground running with their newly acquired skills.
What key gaps did you identify in SME development, and how did those insights shape the design of this coaching masterclass?
I’ve spent 27 years across banking and development finance, and in that time, we’ve seen access to financial services in Africa grow from about 30 percent in the 1990s to over 85 percent today, but this progress has largely benefited individuals, not enterprises. We did try to increase access for SMEs over the years, but we often fell short because the risk profile is far more complex.
Enterprises operate in unpredictable environments, require larger and longer-term financing, and depend on teams to deliver results, all of which increases the risk for financiers. That’s what informed the design of this programme. We focus on strengthening the entrepreneur and their team, helping them understand their competitive environment, innovate, prioritise strategic focus areas, and ultimately build a clear market position that improves their chances of scaling and attracting investment.’
Many interventions for SMEs have focused heavily on access to finance. From your experience, why has that not been enough-and where exactly does business coaching come in as the missing link between ambition and scalable growth?
Access to finance is critical for enterprises to grow and succeed. However, if an enterprise carries a high-risk profile the financing will ultimately run away from it as it will lead to incurring unsustainable losses for the financiers due to exposure to the presented risks. The focus should be on addressing the risk profile inherent in the enterprises.
This will include things like strategic clarity, execution capabilities (structure and people), market responsiveness, innovation, track record of success. Our conviction is that once you get the enterprise structured correctly, signalling effective risk management and a clear track record of success, the money will ultimately follow.
At the core of your programme is a proprietary coaching methodology that blends systemic team coaching, gestalt approaches, and blue ocean strategy. How does this combination practically help businesses rethink their positioning, competitiveness, and long-term strategy?
Systemic coaching helps the entrepreneur and the team to critically analyse their internal environment by analysing their stakeholders, understanding their expectations and analysing to what extent the business is meeting the stakeholder expectations. This analysis helps the team to determine what strategic initiatives they must undertake to meet stakeholder expectations and hence strategic clarity.
The Gestalt approach helps the team to delve into their core internal knowledge of the industry and their business (the fertile void) to identify innovation possibilities that can help them differentiate themselves from the competition. The blue ocean ‘six path framework’ helps the team to think beyond their industry to identify other ideas for innovations that can further enable them to differentiate themselves from the industry. The blue ocean ‘four action framework’ helps the team to prioritise strategic focus as they develop a new strategic positioning for the business.
The structure of the masterclass is notably hands-on, with participants working on real businesses between modules. How important is this practical element in shaping effective coaches, and what kind of transformation have you seen both in the coaches and the enterprises they engage?
As part of the program each participant must identify a client that they will offer the business coaching to on a pro-bono basis. It is important for the participants to be able to apply the learnings from the classroom to a real- life situation. As part of the masterclass the participants have the faculty available to provide guidance as they prepare to engage their pro-bono clients and afterwards to be guided on how things could have been improved.
Feedback from the pro-bono clients contributes 30 percent of the marks towards the participants grading on the program. Hands-on application helps the participants to build confidence in applying the tools to a real-life situation and ensures that by the time they graduate they are able to support enterprises straight away.
The feedback from pro-bono clients has been very positive (on average above 80% satisfaction) on how they have experienced the tools and in many cases by the time the business coaching ends they are already implementing new initiatives that emerged from the pro-bono business coaching.
Who exactly is this program designed for? In terms of experience, background, and intent, what kind of professionals or business leaders are best suited to benefit from or contribute to this coaching ecosystem?
The program targets people with leadership experience in the corporate, enterprise and academia in the business environment who want to channel this experience towards supporting the development of enterprises on the African continent. People who are looking to grow a career in business consulting.
For CEOs and founders who may not necessarily want to become coaches but are seeking growth, how does engaging with a trained business coach from your program translate into tangible value for their enterprises?
The business coaches will support the CEOs and founders to align the whole team towards a common direction and focus, create clarity who is responsible for what around the enterprise’s strategic focus areas, help the organisation to come up with differentiated position in the market that increases their chances of competing better than their peers, have a strong foundation on which they will build a comprehensive and executable strategy.
You’ve described this cohort as particularly strong, even calling it one of the best so far. What stood out in terms of capability, impact, or outcomes-and what does that say about the growing maturity of the coaching ecosystem you are building?
Usually, we have about 30% of the class getting a distinction in their final grade. With cohort VII all got distinctions. Also, the feedback from their pro-bono clients was extremely positive and clearly left them as different organisations. I think this reflects their longevity in their sectors (banking, consulting and international development) as well as their level of seniority when they are working or when they retire. We are looking forward to working with them on some of our programmes. I think we are increasingly attracting the right calibre of people to the masterclass.
Beyond the masterclass, your model extends into strategy development, change management, and even linking businesses to financing. How does this end-to-end approach strengthen the journey from business restructuring to investment readiness?
Ankolo’s investment readiness advisory services are delivered across four modules as follows: Business Coaching: 15 hours engagement hand-holding teams to reimagine their strategic positioning, Strategy Development: 30 working days engagement assisting teams in building actionable growth plans, Change Management: 6 days (over six months) ensuring plans are effectively implemented and Deals Flow: Prepare for and facilitate connections with financiers for funding. This is deliberately structured like that because it is quite a lot for the enterprise to take on all at once.
Each of these modules are critical for getting the business to convince funders that they have a clear strategic direction, have the right structures, have clear strategy implementation plans and can demonstrate a clear track record of strategic success. With our hand holding support we ensure that the enterprises have a trusted advisor to get them through the process up to the time they are able to raise the required financing. The Masterclass is our way of building capacity for the investment readiness eco-system to ensure sustainability of our interventions to other service providers beyond Ankolo.
Looking ahead, as you expand into new markets and potentially franchise this model across Africa, what role do you see business coaching playing in reshaping how African enterprises are built, led, and scaled?
We hope to see more enterprises across the continent starting with a better strategic direction, being more innovative and better structured than we see today across Africa. We anticipate this will lead to businesses that last beyond their first year as we see today in Africa and are able to scale to sustainability.
We anticipate that more financiers will more clearly see the potential in African enterprises and support them to grow into regional and global players. We want to see African enterprises living up to their potential of driving economic growth and employment across the continent.