Marketing Strategy
This marketing strategy is part of a group project led by a team in the Tech Management Workshop, aimed at developing a seasonal marketing plan to promote O20, a platform that attracts young angel investors to African start-ups.
O20 aims to merge technology, culture, and community impact into a lifestyle brand that mobilizes investments in African start-ups. Positioned at the intersection of cultural and tech branding, O20 redefines venture capital (VC) by creating a fund that appeals to the lifestyle and cultural identity of investors.
HOWEVER
Investments are inaccessible due to:
- Lack of deal visibility
- High capital / accredited investor requirements
- Few openly available investment platforms
- Lack of investment in education
- Lack of engagement with the African ecosystem
Examples of the industries and the companies
Fintech — Digital banking and financial services
(MNT-Halan, Moniepoint, Tyme Bank).
Mobility — Vehicle financing and transportation (Moove).
Healthtech — Sustainability and agriculture impact (Sistema.bio).
Future of Work — Digital tools and financial inclusion.
Deeptech — Tech-driven solutions like biodigesters.
Tactics
Origin Twenty’s (O20) overarching marketing goal is to drive significant transformation by empowering 500 Early-Stage African Startups through vital visibility and funding. To achieve this, O20 aims to attract and partner with 100 investors to successfully raise $100,000 within a three-month timeline and a $30,000 budget. This goal targets distinct investor segments through specific strategies:
Angel Investor: O20 provides training to equip global mission-driven angels to invest confidently via the platform.
Veteran Investor: Experienced investors seeking emerging market exposure can discover opportunities showcased through events like the pitch competition.
Based in Africa: Local investors are engaged as part of the ecosystem growth, accessing opportunities through the live pitch events and platform.
Diaspora Investor: High-earning diaspora are specifically targeted via the ADIS launch event and O20’s tech-first model for purposeful reconnection and investment.
These efforts collectively work towards the fundraising and investor acquisition targets.
Primary Segments
Out of the 4 segments, the primary Segments are “Angel Investor” and “Diaspora Investor,” segments appear to be positioned as the most important or primary focus, given their stated objectives and tactics.
What make “Angel Investor” and “Diaspora Investor” the primarily big segments:
-They are explicitly listed as primary Target Segments in O20’s marketing plan.
-O20’s central marketing objective is to engage 100 investors and raise $100k, goals directly tied to attracting investors like angels and the diaspora.
-Specific marketing tactics are designed to reach these groups, such as launching at the African Diaspora Investment Symposium (ADIS 2025) to target the diaspora, and offering an Angel Investor Training Program.
-The segments are characterized by traits O20 seeks: Diaspora Investors are described as high-earning and motivated to invest in Africa, while Angel Investors are experienced and mission-driven.
1. Launch Event (May 28, 2025)
Objective: Kickoff event at the African Diaspora Investment Symposium (ADIS 2025).
Origin Twenty chose ADIS 2025 for launch as it aligns with the Diaspora target segment, It’s the official platform to increase awareness, and open registration for the pitch competition and angel investor training, directly supporting investor engagement goals.
Marketing Channels: ADIS socials, O20 website, LinkedIn, Instagram, Google AdSense.
The strategy is to use ADIS socials and website, O20 website, LinkedIn, Instagram, and Google AdSense to announce the launch at ADIS 2025, increasing awareness and opening registration for the pitch competition and angel investor training.
Hashtags: #InvestInAfrica, #AngelInvesting, #DiasporaInvesting, #ShootingStarsAngelInvestor, #GlobalInvesting #OriginTwenty #DiscoverAfrica, #AfricanStartups, #GlobalInvesting, #PitchingAfricasFuture #ShootingStarsAngelInvestor
Outcome: Increase awareness of the Origin 20 platform and the pitch competition.
2. Shooting Stars: Training for Angel investor
Objective: Educate angel investors on the investment process through a series of online sessions and resources.
Channels: O20 website, LinkedIn, Instagram, Google AdSense.
Training Courses for Angel Investors:
-The training teaches angel investors what angel investing is and how it works.
-Participants learn how to find and evaluate promising startups for investment.
-The program includes understanding investment terms and deal structures, such as equity, SAFE notes, and convertible notes.
-Investors are equipped with skills on how to do due diligence and assess risk for startup investments.
-The curriculum covers strategies for building a diverse investment portfolio in African startups.
3. Pitch Competition
The pitch competition aims to significantly increase investor participation by showcasing African startups live on YouTube. Its outcome is to drive funding for selected ventures, targeting 5,000 investor signups and securing $100,000 from 100 investors through a direct investment link.
Objective: Open to all African startups, this competition will be broadcast live for investor engagement.
Eligibility: The pitch competition is open to all startups operating in Africa, and is not limited
to the O20 network. Startups must register via the F6S platform.
Pitch Competition Process:
A. Register on F6S platform is required: Must post the provided marketing asset on their social media to complete enrollment.
B. Stream live on YouTube
Each day, one participant pitches their startup business — for a total of 21 days.
C.Free Channels Launch event ad-libs, O20 website, LinkedIn, Instagram, Google Adsense, F6S
Live Pitch Event
Objective: Feature 21 top startups each day, with investors being encouraged to invest live through YouTube.
Channels: YouTube, O20 website, LinkedIn, Instagram.
Outcome: Drive live investment through real-time engagement.
Scale of the Pitch Competition
Origin Twenty’s pitch competition is structured as a large-scale, public virtual event, quite different from a “Shark Tank” setup. O20 aims for 500 startup signups.The pitching phase involves 28 leading African startups pitching each day for three weeks, streamed live on YouTube (some sources state 21 top startups daily.)
A key feature is the ability for viewers to invest directly during the live pitches via a pinned link on the YouTube stream, with a minimum investment of USD $1500. This format allows a wide audience to watch and participate, aiming to fund at least 10 startups, and attract thousands of investors.
Target Participation: Origin Twenty (O20) has a goal for 500 startup signups for the competition.
Number Pitching: 21 top startups will pitch each day for three weeks. The pitching itself is described as a live virtual event over three weeks.
Number Featured/Funded: After the pitching, the top 10 startups will be featured in an exclusive podcast series, and the goal is for at least 10 startups to be funded.
Setup: The pitch competition will be streamed live on YouTube, while the launch event and awarding ceremony will have on-site components.
How We Raise Funds to Generate Revenue
-Investors can contribute directly through a pinned investment link available on all YouTube live streams of the pitch competition, the awarding ceremony, and the podcast series.
-The minimum investment amount is USD $1500. The competition helps attract angel investors by offering open access to vetted startups, live engagement, and instant investment opportunities.
4. Social Media & Content Strategy
Objective: Use paid and organic social media marketing (Instagram, LinkedIn) to build awareness and drive engagement.
Origin Twenty’s (O20) overarching marketing goal is to drive significant transformation by empowering 500 Early-Stage African Startups through vital visibility and funding opportunities. To achieve this, O20 aims to attract and partner with 100 investors to successfully raise $100,000 within a three-month timeline and a $30,000 budget This goal targets distinct investor segments through specific, customized strategies.
• Angel Investors: O20 provides specialized Angel Investor Training to equip global mission-driven angels with practical skills to invest confidently in African startups via the O20 platform.
•Veteran Investors: Experienced investors seeking emerging market exposure can efficiently discover promising opportunities showcased through highly visible events like the live YouTube Pitch Competition, which features vetted startups and offers instant investment options.
•Based in Africa: Local investors across the continents are engaged as part of the ecosystem growth. They access opportunities through the public Live Pitch Events, and the O20 platform, despite facing challenges like fragmentation.
•Diaspora Investors: High-earning diaspora individuals are specifically targeted via the high-impact ADIS 2025 Launch Event and O20’s unique tech-first investment model designed for purposeful reconnection and investment.
*These tailored efforts drive investor acquisition and contribute directly to the fundraising target
Hashtags: #InvestInAfrica, #AngelInvesting, #DiasporaInvesting, #ShootingStarsAngelInvestor, #GlobalInvesting #OriginTwenty #DiscoverAfrica, #AfricanStartups, #GlobalInvesting, #PitchingAfricasFuture
Outcome: Grow the O20 community and attract investors.
5. Podcast Series
Title: “Join us for a conversation with the winners of the O20 Pitch Competition! Learn about their journeys to becoming entrepreneurs.”
Objective: Feature the top 10 startups in an exclusive podcast series where they share their stories and investment needs.
The exclusive podcast features the top 10 startups sharing their stories and investment needs. This aims to increase brand engagement and trust, helping investors connect and supporting the goals of attracting 5,000 signups and securing $100k funding, empowering these ventures.
Channels: O20 website, LinkedIn, Instagram, YouTube.
Outcome: Increase brand engagement and trust with the target audience.
