The Startup Foundation You Can’t Ignore

SDS 068: The Startup Foundation You Can’t Ignore

Hey! thank you for reading issue 068 of Startup Definition Sunday (SDS). You can read past issues here.

SDS is the only newsletter that is redefining support for Africa's emerging founders. Every other Sunday, we cut through the fundraising and ecosystem noise to bring actionable insights to 2,264 emerging founders.

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Now to Today’s Issue

I had a great chat with my friend Abi about a really exciting idea she’s working on for a company (hey Abi, if you’re reading this 👋🏿). It got me thinking about something we don’t often talk about enough: the fact that we call early-stage companies “startups” kind of obscures the big picture. A startup isn’t just a temporary sprint. It’s the beginning of building what will hopefully grow into a full-fledged, sustainable company.

So today, I want to speak directly to those of you at the very beginning of this journey. If you’re dreaming about your idea and planning your next steps, what are the three key players you need to have in your corner to turn your startup into a long-term success story? Let’s dive in.

1. A Lawyer Who Gets Your Business Setup Right

The first player on your roster should be a sharp lawyer who understands the nuances of setting up businesses in your jurisdiction. If you plan on raising venture capital, this lawyer should also know their way around setting up a holding company (holdco) structure in places like Delaware, which is often the go-to for startups. Why does this matter? Because the last thing you want is to attract investors only to realize your business isn't structured in a way they’re comfortable with.

Action Step: Start by asking your network for referrals to startup-savvy lawyers, (if you are in Ghana, Kenya or Nigeria, I am happy to recommend some options for you) or check out local startup ecosystems for recommendations. Make sure they’re familiar with equity structures, compliance, and IP protection.

2. Advisors Who’ve Walked the Path Before You

Nobody builds a company alone. One of the smartest moves you can make early on is assembling a small group of advisors who bring experience, perspective, and a willingness to challenge your thinking. These advisors don’t have to be celebrity entrepreneurs, but they should have relevant expertise, whether it’s in your industry, scaling businesses, or navigating early-stage challenges.

The value of seasoned advisors is that they can help you foresee potential pitfalls, provide critical feedback, and even open doors to networks you wouldn’t otherwise have access to.

Action Step: Think about who’s already in your orbit. Are there former colleagues, mentors, or friends who fit this description? Start with one or two trusted voices and build from there. I wrote more about founder-advisor relationships in a past issue. Read it here.

3. A Clear Plan for Customer Validation

This isn’t a person, but it’s just as critical as the first two. Before you invest too much time or money, you need a structured way to validate that your idea solves a real problem for real people. This could mean running surveys, conducting interviews, or even launching a small test version of your product or service.

Customer validation ensures that you’re building something people actually want. It saves you from the trap of building in isolation and then struggling to find a market for your product.

Action Step: Write down assumptions about your target customer and their pain points. Then, map out how you’ll test those assumptions. What questions can you ask? What MVP (minimum viable product) can you launch quickly?

My Two Pesewas

Think of these three roles, lawyer, advisor(s), and a customer validation process, as the foundation of your startup. Without them, you’re building on shaky ground. With them, you’re setting yourself up for success, whether that looks like raising VC funding or bootstrapping your way to profitability.

If you found this useful, share it with another emerging founder who’s just getting started. Let’s help more people turn their ideas into thriving companies

That's all for today. As always, thank you for being an engaged reader. Let me know your thoughts on this issue.

Until next time,

Jasiel

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