Google has announced the opening of applications for the 2024 cohort of its Hustle Academy, a programme dedicated to accelerating the growth of small and medium-sized businesses (SMBs) in Sub-Saharan Africa. This year, the programme introduces a significant upgrade: business-focused AI training integrated directly into the curriculum. SMBs are the backbone of Africa’s economy, yet many face challenges accessing funding and developing the essential skills needed to grow their businesses. According to the International Finance Corporation (IFC), 40 per cent of formal SMBs in developing countries have an unmet funding need of $5.2 trillion yearly. The Hustle Academy aimed to address this gap
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