Gebeya Inc Partners Mastercard Foundation to Equip Ethiopia’s Future Entrepreneurs

Gebeya Inc., a Pan-African Talent Marketplace headquartered in Addis Ababa, and the Mastercard Foundation have announced a new program dubbed ‘Mesirat‘, or ‘to work’ in Amharic, in a bid to equip 100 Ethiopian entrepreneurs with their own multi-sided gig marketplaces.

Powered by a $48 million partnership, the two organizations along with other consortium partners plan to leverage their combined experience and expertise to co-create and replicate Gebeya’s model 100 times.

Their focus will be on tourism and hospitality, agriculture, education, construction, healthcare, commerce, manufacturing, Information Technology (IT), professional services, transport, the fast-moving consumer goods, and entertainment sectors.

The five-year program envisions equipping two million young people with market-facing skills and enabling one million of them (70% women) to find work.

It aligns with Gebeya’s commitment to creating upskilling and employment opportunities for Ethiopia’s young people by leveraging digital technology

“This is a new era for Ethiopia, and we’re so pleased to be part of it,” said Amadou Daffe, CEO and Co-Founder of Gebeya.

According to the CEO, one of Gebeya’s focus areas is accelerating the adoption of the gig economy across Africa.

“With Mesirat, we will equip Ethiopia’s next generation of entrepreneurs with the technology and support they need,” he said. “We are confident that we have the roadmap to success.”

The partnership equally speaks to the Mastercard Foundation’s Young Africa Works Strategy to enable 10 million young men and women to have access to dignifying and fulfilling work by 2030.

Samuel Yalew, Mastercard Foundation Country Director, said the program “will provide young women and men the opportunities for upskilling with new and relevant competencies to successfully grow in their career and enterprises.

“We are happy to partner with such visionary organizations to achieve our commitment and goal of enabling 10 million (70 percent women) young men and women to have access to dignifying and fulfilling work.

“The success in the gig economy is evident with the growing ride-hailing companies in Addis, enabling thousands of work opportunities.

“We hope Mesirat will catalyze growth and transform the gig economy in Ethiopia,” Samuel said.

The Mesirat will be executed by adopting a multi-sectoral approach.

Its consortium partners include ACE Advisors, American College of Technology (ACT), Shega, The Urban Center, Center for Accelerated Women’s Economic Empowerment (CAWEE), and Laurendeau & Associates.

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