By Dr. Nataliey Bitature
Every thriving company you see today began as a fragile idea, exciting but also terrifying. I know this because I’ve lived it. As the eldest daughter in a Ugandan business family, I grew up surrounded by conversations about risk, leadership, and responsibility. But nothing prepared me for the reality of starting my own venture. Musana Carts began as an idea for a student competition. At the time, it felt almost impossible; could we really design solar-powered street food carts that would transform lives in Kampala? With little more than sketches and passion, we pushed forward, not knowing where the journey would lead.
Start before you’re ready
When we first rolled out Musana Carts, they weren’t perfect. The designs needed refining, and the operations had gaps. But nothing moves until you act. Too many entrepreneurs stay in the “planning” stage, waiting for perfection. What matters is putting your idea in the real world, learning, and adapting. Execution is what separates dreamers from doers.
Know your market
Falling in love with your idea isn’t enough, you must fall in love with the people you’re serving. For Musana Carts, it wasn’t about solar panels or engineering breakthroughs. It was about understanding street vendors and designing something that gave them dignity, safety, and independence. The deeper you listen to your market, the more impact your solution can make.
Clarity creates confidence
Entrepreneurship can feel like walking through a busy market, everyone is calling out, offering opportunities, or demanding your attention. Without clarity, you’ll be pulled in every direction. Having a clear purpose gives you a compass. It helps you decide what to say “yes” to and, more importantly, what to say “no” to. And when you are clear, others can feel it too investors, partners, and even your own team gain confidence in your vision.
Culture is everything
I’ve seen talented teams crumble because of unchecked egos, disorganization, or leaders who said one thing but did another. Culture isn’t a slogan on the wall, it’s how your team behaves every day. Strong culture is built when you lead by example, set the tone for accountability, and surround yourself with mentors who’ve walked the road before you. Skills and strategies matter, but it’s values and integrity that keep a team together through tough times.
Resilience is your anchor
Musana’s journey proved this again and again. We once competed for the Hult Prize, a global entrepreneurship award, with the chance to unlock $1 million in funding. When we lost, the disappointment was crushing and the potential support we had counted on seemed to vanish overnight. But we chose to keep going. And because of that decision, we ended up attracting
partners who not only provided funding, but also brought wisdom, networks, and long-term commitment. In hindsight, losing that competition was the best thing that could have happened to us. It forced us to dig deeper and build stronger.
The journey from idea to impact is never smooth, but it is always worth it. Africa is full of extraordinary ideas waiting to be built into realities. What matters most is simple: the courage to start, the discipline to stay focused, the integrity to build with others, and the resilience to rise again.
As Nelson Mandela once said, “Do not judge me by my successes, judge me by how many times I fell down and got back up again.” Every fall is part of the story. What defines us as entrepreneurs is the courage to rise.
And for me, that courage is about more than business, it’s about proving that young Africans can build solutions for our communities, and in doing so, shape the future of the continent.
Dr. Nataliey Bitature writer is a Forbes 30 Under 30 entrepreneur and international speaker, she is the Chief of Staff at The Simba Group and founder of Musana Carts, HER Working Women, and Uketa which focus on unlocking entrepreneurial potential and fostering sustainable growth across the continent.
