https://www.linkedin.com/in/vallewellyn/ (Viola Llewelly)n is the co-founder and president of Ovamba Solutions, Inc. She oversees innovation, strategic implementation, investor communications, and business development. digital undivided included her as one of only 34 black women in the US to have raised more than US$1 million for a technology company. She is a TED speaker and has been lauded as a Global Technology Pioneer by the World Economic Forum. Recently she was listed in LATTICE80’s Top 100 Women in Fintech 2019. Her family is from the Central African republic of Cameroon. She was born and educated in the UK and lives between Africa and the US.

“Oh, this is a great idea. (At least) 1.1 billion human beings on the African continent, you guys are rushing in and are doing something that’s not charitable; it’s going to be fantastic. What could possibly go wrong?”

Viola Llewellyn, quoting friends, family and supporters

Worst investment ever

Idea to fill African SME funding niche between microfinance and banks

Back in 2013, Viola and her business partner Marvin Cole decided they wanted to create a business that would help African business, that is, SMEs, to get access to capital, so that they could grow. Everyone knows that small businesses need capital to sustain themselves. Africa has microfinance institutions and banks. But the whole new era of peer-to-peer, marketplace lending was just beginning, and the partners hit on the idea to be first movers in the African market to do this. Viola points out that when people start a new venture, no one thinks about failure. The partners also hadn’t seen any models that they could emulate the good and improve on the bad. All they knew was that we were going to create technology, be innovative, find business partners, raise capital, and help these businesses to grow. And they would be the heroes of the continent.

Partners revel in broad support for their finance revolution

To kick things off in 2013, they did a successful friends-and-family raising and spoke to everyone they knew all of them knew that, “Oh, this is a great idea. 1.1 billion human beings on the African continent, you guys are rushing in are doing something that’s not charitable, it’s going to be fantastic. What could possibly go wrong?” At first, not a lot went wrong at all. It was almost 2014 and there was a new association that was formed to bring all the peer-to-peer platforms together, which was what the partners thought they were. Viola points out that is not what Ovamba does today at all. It is now a marketplace maker that funds businesses that are in the trade sector. It creates and innovates technology to do all of that. So the failure she shared with Andrew was what led to the hugely successful innovation that emerged at end of her tale.

Dynamic duo draws strength from their diverse perspectives

In April 2014, Viola’s business partner (who she says is a great deal more cautious and sensible than she is) says they were going to a big association conference. She recalled her youth here and considers herself very lucky. Viola was unable to attend university because she made what she called one of worst mistakes a young woman can make: getting pregnant while not being married. At the time, her life was derailed but that upheaval put her on her own path to understanding the world from a very different perspective compared that of her business partner, who has an MBA. And because she went into sales and marketing, she loves to jump feet first into anything and figure it out later. She does not believe you need to go systematically from A to Z, as long as you can see the Z.

Marketing activities net big-fish investor at conference

So ahead of the conference, Viola started creating templates and presentations and sent them out to everyone who might be attending. She had a lot of promising responses and apparently everyone was interested to know what the partners were...