I remember when I created my first project, a ning powered social network which I aimed to later custom code and become rich with. When I launched the project I did not include any details concerning who had created it, because I feared identity theft.
However I have come to discover that in creating and running an African start-up one of the main assets is your name. The name and biography of the founder is as much a publicity and marketing tool as the money you spend on marketing.
A good example of this is Facebook. When they first launched they were a few social networks which had similar Facebooks functionalities, in some cases better.
The reason Facebook really struck a cord -apart from the pursuit of quality and innovation- is the story behind it. The story of a young 19 year old kid from Harvard who had a vision and ended up making billions.
In short Facebook is the fulfilment of the American dream, thus the biography and name of the entrepreneur was of extreme importance in them gaining mainstream support.
A lot of African entrepreneurs could also utilize this particular nature of brand recognition.
Another example is South African entrepreneur Charl Norman. The guy not only started a social network but launched various blogs…marketing himself as the young South African dream tech entrepreneur, ready to take South Africa into a new age.
This guy is now sort of known in circles in South Africa for guess, yes for being a tech entrepreneur working to take his community in a new age.
So as an African entrepreneur your name must be used as a brand, to create both brand recognition for your start-up and any other start-ups you might later want to create.
Last but not least many news agencies, especially blogs like TechMasai do not trust anything which does not have contacts and the details of the founders or creators not listed somewhere.
A product is only as good as the team behind it, and one of the few things we do before we take the time to write about a start-up, is to research where they are from and who they are.