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Inviting applications for the 2024 Hustle Academy

Hustle Academy digital banner with text reading "are you ready to take your hustle to the next level?"

The journey of an entrepreneur is rarely a solitary one. As the Ubuntu philosophy reminds us, "I am because we are." The Google Hustle Academy embodies this spirit of community and collaboration, supporting African entrepreneurs since 2022 with the skills they need to thrive and contribute to the continent's economic growth.

Since its inception, the program has seen positive results. Last year, over 5000 graduates joined the alumni network, bringing the total number of participants to over 10,000. The recent impact report further underscores the program's effectiveness. Participants who received grants nearly doubled their success rate in accessing new funding sources beyond friends and family, increasing from 11% to 20%. These results demonstrate the positive impact of supporting African SMEs.

Applications open for the 2024 Hustle Academy

We're thrilled to announce the opening of applications for the 2024 cohort of the Google Hustle Academy! This year, we're taking things a step further by integrating cutting-edge AI modules directly into the curriculum.

These modules (amongst others) will equip entrepreneurs with the knowledge to:

  • Learn about cutting-edge AI tools (and how they work) to save time at work and on tasks.
  • Explore new AI-powered marketing tools and how to supercharge your digital strategy.

The inclusion of AI into the Hustle Academy curriculum marks a new milestone in our journey to empower African SMBs. The possibilities are endless – from boosting productivity to building a winning marketing strategy to drive growth, AI has the potential to revolutionise the way businesses operate. We are immensely grateful for the opportunity to support these incredible entrepreneurs and contribute to the vibrant economic landscape of Africa. Together, we're building a future where innovation thrives, businesses flourish, and the continent's full potential is unleashed.

Applications for the 2024 Hustle Academy cohort are open to SMBs in Kenya, Nigeria, and South Africa, and the program will run through the end of the year. For more information and to apply, visit