Episode overview:
April Long spent two years fighting reality. The co-founder and CEO of "Afro-Asia Cross-border payment infrastructure" startup Pyxis was so determined to serve Africa's small merchants - the "bottom of the pyramid" she'd read about in Harvard Business Review - that she nearly bankrupted her fintech ignoring the bulk traders actually driving Africa-China trade.
In conversation with Andile Masuku, Long delivers uncomfortable truths about impact theatre versus impact reality. Her journey from receiving President Xi Jinping in Tanzania at 23 to finally accepting who actually moves goods between Africa and China at 35 offers a masterclass in entrepreneurial humility.
Key insights:
-On impact delusions: "I used to defend, I was like, 'No, no, no, no, no. It's that you don't get to this market.'" Long admits she lived in a bubble, desperately wanting to believe SMEs were ready for direct China trade. The truth? "90% of African trade is still happening in a more traditional way" - through the aggregators she'd dismissed as insufficiently mission-driven.
- On the cost of stubbornness: Despite zero demand after six months embedded in Nairobi's wholesale markets, Long refused to pivot. "I was quite stubborn. I was like, no, we have to work with SMEs." The result: burning 90% of her time on unprofitable small traders whilst the 10% spent on bulk traders kept her company alive.
- On acceptance as strategy: "The future is not here yet. And we need to build the future by serving who is there currently." Long's breakthrough came from accepting that Chinese trading companies scaling from $0 to IPO in a decade were the real infrastructure of Africa-China trade - not the romantic vision of empowered individual merchants.
- On being un-fundable forcing clarity: Without millions to burn on market education, Long had to face reality faster than her funded competitors. "I'm grateful I didn't have money to burn, or else I could have burned myself."
Notable moments:
1. The marketplace wake-up call: Walking through Nairobi's famous Gikomba market as a Chinese woman, traders shouted "China, China, what are you selling?" They wanted products, not payment rails. Long built the wrong solution for the right market.
2. The Eric Simanis paradox: The same Harvard Business Review article that inspired her Africa move warned against oversimplifying "bottom of pyramid" markets. Long spent years learning what she'd initially misread.
3. The three Aprils: Long describes fragmenting into Chinese April, Western April, and African April - "these narratives are so vastly different" that keeping them separate became exhausting. Building Pyxis became about reconciling these selves.
The aggregator revelation:
Long's former Standard Chartered clients - the Chinese trading companies she'd tried to convince to take loans in 2015 - transformed from traders to manufacturers to near-IPO giants in under a decade. They were the real story of Africa-China trade, moving containers whilst she chased individual merchants moving parcels.
"These Chinese trading companies making impacts in Africa, making products super affordable... because of the storytelling, they are not recognised." Her role shifted from trying to bypass them to helping them operate more efficiently.
The present tense:
Long's current focus on settlement infrastructure for bulk traders isn't the sexy SME empowerment story she'd imagined. But with a 12-person team across four countries and actual revenue, she's building what the market needs today whilst preparing for the SME future she still believes will come.
Image credit: Pxyis