We have grown tremendously in the past couple of months in East Africa. From gaining more clients to appearing in various media to qualifying to pitch at the Dublin Web Summit, g.Maarifa is on track to make more impact in human capital development. We have scaled our technology to include mobile web, accessible on any feature phones, in our portfolio as we continue to provide richer learning experiences under heavy technological restraints. All in all, our operations in East Africa have stabilized and will continue its projectory growth under the leadership of the new East Africa Director, Vincent Maraba. Vincent has been with g.Maarifa since our early days and has been instrumental in building and facilitating our product with our initial clients. We are excited for his advancement within the organization and believe that he’s got what it takes to keep the East Africa office rocking.

And now: the biggest news of all: We are expanding to the Middle East/ North Africa (MENA) region next month! After months of due diligence, discussions, and trips on the ground, we have made the decision to penetrate the region starting December 1, 2013. Specialty-wise, we will be honing on youth entrepreneurship/ empowerment. The MENA region has the highest youth unemployment rate- up to 60%- and a volatile and vulnerable but majority youth population (think Arab Spring). Yet, because of the security situation, especially in North Africa and the Levant, in-person training and education programs are risky and scarce. We are excited to work with various corporations, NGOs, and government agencies, on training the next generation remotely so that youths’ potential are not squandered and hindered by external factors. Our CEO, Evanna, will be based out of Amman starting in late November to oversee the expansion.

A formal launch will be upcoming, but for now, we are putting all of our energy and resources into settling into Amman and making sure that our pilot testing with our initial clients go smoothly. Stay tuned as we keep on conquering new lands and space! And as always, we are grateful for your support as we plunge into a new adventure!


by Shiro Wachira

Hello again!

As is the often the case in the world of startup, we come back from a short silence with many exciting updates to report. We’d like to thank all of you for your continued support and look forward to continued partnership in what promise to be an exciting few months!

Expansion into the MENA region

We are most excited to announce that our plan to achieve world domination is well under way! After Evanna spoke at a conference in Tunisia, g.Maarifa received great client as well as investor interest in the MENA region, once more demonstrating the power of a good idea. Consequently, we plan to pilot Orion in Jordan this Fall, and move into the Tunisian market soon thereafter.

The booming MENA consumer mobile market is a very exciting space to be in given remarkable government enthusiasm as well as speedy sales cycles: we are very enthusiastic about scoping out this space and the opportunity to establish g.Maarifa in other emerging markets.

East Africa Update

This is not to say that we are leaving our East African supporters behind! In fact, we are still actively pursuing clients here in Kenya, and interest in g.Maarifa from this region seems to only be growing. Evanna has had weeks with daily client meetings, so we can be sure that she’s earning her keep! One this front, we are happy to welcome our newest client, Living Goods, to the g.Maarifa family and are eager to launch their pilot later this month.

Orion Strategy

We also have a couple of updates on our Orion strategy. As you know, we pivoted our focus to this platform earlier this year and have narrowed down that focus even further. We have decided to work primarily with clients working in 3 sectors: healthcare, financial services, and consumer packaged goods.  We will however continue to work with a range of organization types including: non-profits, large multinationals, and government organizations, among others.

Finally, the promised updates to our website have been uploaded (check it out!) and we look forward to sharing more of our journey with you!

One of the most frequent answers we receive about g.Maarifa is about the mLearning market. Mobile anything is hot right now in public, civil, and private sectors. Mobile education is no exception. Along with mHealth, it is the hottest of the hot trends. Yet because it is an emerging sector, not a lot of research has been done on it. How many mLearning initiatives are there? Who are they? Who are they targeting? Are they effective?

We decided to focus specifically on the mobile adult continuing education niche. This means both workplace training and uninstitutionalized learning, such as getting educated on maternal health issues and basic financial literacy if you are a borrower. Furthermore, our geographic focus is Middle East and Africa as we have on the ground experience in these two regions and want to be as authentic as possible.

So without further ado, here it is: (click here for infographic).

We also have a database of all the mLearning companies. If you are interested, please drop us a note at and we will be happy to send it to you!