Minister Stella Tembisa Ndabeni envisions a bright future for Africa where startups and small businesses thrive through strong support, fair access to finance, and green innovation. She wants to open doors for women, youth, and rural entrepreneurs by building better policies and connecting them to bigger markets locally and globally. Speaking at a major G20 event in Johannesburg, she called for teamwork and real action to ensure all African communities can grow and succeed. Her bold plan aims to make Africa a powerful, creative force in the world’s startup scene, lifting up everyone along the way.
Minister Ndabeni’s vision focuses on empowering African MSMEs and startups through:
– Building supportive ecosystems and policies
– Unlocking finance, especially for women and youth
– Promoting green, sustainable innovation
– Enhancing market access and regional integration
– Strengthening township and rural entrepreneurship for inclusive growth.
The halls of Birchwood, Johannesburg, buzzed with energy as representatives from various nations and sectors assembled for the Startup20 Midterm Engagement Group Meeting. With a diverse crowd of policymakers, entrepreneurs, and thought leaders in attendance, the event signaled a pivotal occasion for both South Africa and the wider continent. Stella Tembisa Ndabeni, South Africa’s Minister of Small Business Development, took the stage exuding both confidence and urgency, setting the tone for a gathering poised to redefine Africa’s place in the global innovation landscape.
Minister Ndabeni began by warmly acknowledging the distinguished guests—including mayors, G20 officials, and a dynamic pool of entrepreneurs—whose presence underscored the significance of the meeting. For South Africa, hosting the G20 for the first time under the banner of “Solidarity, Equality and Sustainability” marked a critical inflection point. This moment signified more than ceremony; it embodied a shift in global priorities and alliances. Ndabeni honored the groundwork laid by previous hosts, Brazil and India, highlighting their instrumental roles in nurturing the Startup20 initiative and anchoring it firmly as a platform for transformative action.
Her opening remarks did not shy away from the broader geopolitical context. She referenced the cautionary words of UN Secretary-General António Guterres, noting the world’s ongoing struggles with inequality, instability, and the erosion of global cooperation. Yet, rather than meeting these challenges with resignation, Minister Ndabeni positioned South Africa as an agent of change. She pledged to leverage the nation’s G20 presidency to revitalize multilateral collaboration and advocate reforms aimed squarely at the needs of the Global South—addressing issues from mounting public debt to food security and equitable access to markets and capital.
Minister Ndabeni moved beyond the abstract, illustrating how Africa’s voice is growing in prominence within global governance. She highlighted the landmark inclusion of the African Union as a permanent G20 member in 2023—a development that signaled Africa’s transformation from observer to policy influencer. South Africa, uniquely positioned with dual membership in the G20 and a leading role in the African Union, now stands as a conduit between international decision-makers and the continent’s aspirations. For Minister Ndabeni, this dual mandate demands practical advocacy for micro, small, and medium-sized enterprises (MSMEs) and startups, sectors that often remain sidelined in international frameworks.
She then laid out the strategic pillars guiding South Africa’s G20 involvement. Far from being generic policy points, these priorities reflect the textured realities of Africa’s township and rural economies. The first pillar, “Foundation and Alliance,” focuses on crafting supportive policies and ecosystems that nurture early-stage entrepreneurs. Minister Ndabeni stressed the need to move beyond mere commitments, insisting on tangible, accessible support systems for innovators operating at the margins, especially those lacking resources but not vision.
Finance and investment form the second cornerstone of this strategy, directly confronting the persistent challenge of capital scarcity in emerging markets. She particularly emphasized the necessity of targeted financial support for women and young entrepreneurs, who often fuel innovation yet face disproportionate barriers to investment. Minister Ndabeni called for mechanisms that do not merely funnel local capital, but also open pathways to international investment and de-risking tools—acknowledging the globalized nature of modern entrepreneurship.
The third focus, “Inclusion and Sustainability,” reflects the growing imperative for green innovation. Minister Ndabeni urged the adoption of circular economy models and incentives for environmentally conscious enterprises, stressing that MSMEs—particularly those led by women and youth—must receive equal opportunities to become investment-ready and active participants in sustainable economic transitions.
Breaking through barriers to market access represents the fourth pillar of South Africa’s agenda. For decades, African businesses have struggled against opaque obstacles that limit their participation in global commerce. Minister Ndabeni articulated a vision of trade defined not just by openness, but by genuine opportunity. She pinpointed e-commerce, procurement reform, and regional integration as critical levers to help MSMEs forge new pathways into the international market. Her challenge to the status quo resembled the disruptive spirit of early modernist movements—calling on African businesses to boldly redefine their relationship with buyers and partners worldwide.
Rounding out her strategy, Minister Ndabeni spotlighted the backbone of South Africa’s economy: township and rural entrepreneurship. She emphasized the importance of strengthening value chains, upgrading infrastructure, and widening digital access in these underdeveloped areas. Cooperatives and micro-enterprises, she argued, deserve recognition not as charity cases, but as key drivers of national progress. Her perspective channeled the African philosophy of ubuntu—the belief that prosperity must lift entire communities, not just individuals.
These priorities are already taking shape through dedicated Task Teams composed of both South African and international experts. The Midterm Engagement Group Meeting, Minister Ndabeni declared, will serve as an incubator for actionable policy proposals, setting the stage for a comprehensive program to be unveiled at the Startup20 Summit in November. She further energized the assembly by announcing the inaugural Startup20 Awards, designed to celebrate not only outstanding startups but also the ecosystem builders who enable innovation to flourish.
Johannesburg’s vibrant atmosphere extended beyond the Startup20 forum. The city simultaneously hosted the Global Trade Promotion Organizations’ gathering, co-organized by the Department of Trade, Industry and Competition and the International Trade Centre. Here, dialogue centered on equipping MSMEs for a rapidly changing trade environment—where new opportunities and challenges emerge with unprecedented speed. The synergy between these events recalled the great intellectual exchanges of the Enlightenment, with ideas and strategies crossing boundaries to shape a more inclusive future.
Minister Ndabeni shared a packed agenda for the week, headlined by the Global SME Ministerial. This high-level gathering would unite over sixty countries and a range of multilateral organizations to discuss entrepreneurship policy and strategies for scaling support to MSMEs, particularly in underserved regions. The discussions would tackle obstacles such as the digital divide, focusing on equipping MSMEs with the skills, infrastructure, and technology needed to compete on a global stage. Leaders would also explore ways to unlock capital, especially for women and young entrepreneurs, by crafting inclusive financial ecosystems that break down longstanding barriers.
Environmental sustainability remained a central thread, with sessions dedicated to positioning MSMEs at the heart of the green economy. By supporting circular innovation and sustainable practices, participants aimed to ensure that small businesses become key players in the transition to a low-carbon future. Trade policy also featured prominently, with debate on how to secure a meaningful place for MSMEs in the evolving architecture of global commerce.
Minister Ndabeni anticipated that these deliberations would culminate in a robust Call to Action, endorsed by more than sixty nations, outlining specific reforms for adoption at the United Nations and integration into the G20 MSME agenda. Her proposal for a dedicated G20 MSME and Startup Working Group demonstrated a resolve to not just participate in, but to actively shape, the structures governing global entrepreneurship and innovation.
Throughout the meeting, Minister Ndabeni encouraged inclusive dialogue, ensuring that Startup20 delegates had a platform to contribute directly to the policy process. This commitment to participatory leadership reflects a wider trend towards collaborative governance, where the wisdom and experiences of a broad range of stakeholders guide decision-making.
Minister Ndabeni’s address served not only as a catalogue of policies but as a rallying cry for a new era of African innovation. She closed her speech with a poignant reminder from former UN Secretary-General Ban Ki-moon: “Sustainability and innovation are not luxuries for the few. They are necessities for the many. Our future depends on building economies that work for everyone, especially those whose voices are often unheard.”
As the audience responded with enthusiastic applause, it became evident that something profound had shifted. South Africa, and indeed Africa as a whole, now stands at the forefront of a movement defined by solidarity, inclusivity, and the determination to shape its own destiny. Minister Ndabeni’s vision offers a roadmap for leveraging the continent’s diversity and entrepreneurial spirit to create economic systems that are equitable and sustainable. The seeds planted in Johannesburg have the potential to spark transformation far beyond Africa’s borders, proving that genuine progress begins when every voice has a chance to be heard and every community can share in the fruits of innovation.
Minister Ndabeni envisions an Africa where startups and small businesses thrive through supportive policies, fair access to finance, and green innovation. Her vision emphasizes empowering women, youth, and rural entrepreneurs by building inclusive ecosystems, unlocking finance, promoting sustainability, and enhancing market access locally and globally. The goal is to position Africa as a creative and powerful force in the global startup scene while ensuring inclusive economic growth.
She advocates for targeted financial support mechanisms that address the barriers women and youth entrepreneurs face, including access to capital and investment readiness. Additionally, her plan focuses on strengthening township and rural entrepreneurship by improving infrastructure, expanding digital access, and building value chains. This approach ensures that marginalized communities are not left behind and can actively participate in economic growth.
The strategy is built around five key pillars:
Africa’s inclusion as a permanent G20 member via the African Union marks a significant shift from observer to active policy influencer in global governance. South Africa holds a unique position with dual membership in both the G20 and the African Union, acting as a bridge between global decision-makers and African entrepreneurial aspirations. This growing influence allows Africa to advocate effectively for MSMEs and startups in international frameworks.
Minister Ndabeni announced the inaugural Startup20 Awards, which aim to celebrate outstanding startups and the ecosystem builders who foster innovation. These awards will spotlight innovators and encourage ecosystem development. Additionally, dedicated Task Teams comprising local and international experts are working on actionable policy proposals to be presented at the upcoming Startup20 Summit, ensuring tangible support for startups.
Her approach places environmental sustainability at the core by encouraging MSMEs to adopt green, circular economy practices. She stresses that sustainability is a necessity—not a luxury—and seeks to position small businesses as key contributors to the low-carbon economy transition. Alongside this, her inclusive agenda promotes ubuntu-inspired economic models where prosperity lifts entire communities, ensuring that growth benefits all segments of society.
If you would like to learn more about the Startup20 initiative or Minister Ndabeni’s plans, please visit the official Department of Small Business Development website or follow related G20 forums and announcements.
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