A Launchpad for Creatives: French Institute Opens Applications for Game-Changing Incubator

For an entrepreneur in the creative industries, a great idea is only the beginning. The real challenge often lies in finding the funding, mentorship, and network to turn that idea into a sustainable, scalable business. A unique initiative is back to bridge that very gap.

The French Institute of South Africa has launched the second edition of its Creation Africa programme, an ambitious incubation project designed exclusively for creative entrepreneurs in South Africa, Lesotho, and Malawi. The programme offers a powerful combination of grant funding, expert mentorship, and an international networking platform, with applications closing on 7 December.

More Than Just Funding: A Pathway to Scale

According to Anna Reverdy from the French Institute, the programme is structured to provide holistic support. “The idea is to bring the support, whether it’s from an incubation perspective, a network perspective, investor perspective, funding perspective, to give those tools to the selected entrepreneurs to scale up their business,” she explained.

The journey begins with 50 selected entrepreneurs who will receive two months of intensive mentorship, focusing on crucial skills like perfecting their pitch. From this group, 15 finalists will advance to a six-month incubation programme. The grand prize? Non-refundable grants ranging from €15,000 to €30,000 (approximately R300,000 to R600,000).

The flexibility of the funding is a key benefit. Entrepreneurs can invest the grant where their business needs it mostbe it product development, job creation, or securing a physical space. The experience culminates in an immersion trip to France for the 15 finalists, connecting them with a global network of investors and industry leaders.

A Proven Success Story

The programme’s potential is best illustrated by a graduate from its first cohort. Jimmy Muteba, founder of the audio platform Moodswing, used the programme as a launchpad for phenomenal growth. Moodswing allows users to add personalised background music to voice notes and calls, while ensuring composers get paid.

Reverdy describes Muteba as “the most inspiring success story,” noting his journey from a participant to securing a deal with Sony Global and attracting multiple investors.

For Muteba, the value was immediate. “The opportunity to learn from people who had been in that industry for a while… was quite a great realisation,” he shared. The grant funding allowed his team to “accelerate the development of our app,” building key features that propelled the business into a new phase of growth.

What the Judges Are Looking For

This isn’t a contest for mere ideas. The organisers are seeking established, operational businesses with traction. Ideally, applicants should have been operating for at least two years, though exceptions are made for newer ventures demonstrating strong momentum.

“It’s more about finding strong business profiles within the creative industries,” Reverdy clarified.

Muteba’s advice for applicants is to be authentic and prepared. “Introduce yourself and speak to them as though you were speaking to an old friend,” he suggests, emphasising the need to clearly articulate the problem you’re solving and your competitive edge.

The time commitment is significant, requiring several sessions per week, but the payoff is a lifelong network and lasting support. As Muteba confirms, the connections with mentors and fellow entrepreneurs continue long after the programme ends.

For any creative entrepreneur hesitating, Muteba’s message is simple: “Don’t think twice about it. Just don’t think twice about it and apply because it’s life-changing.”

Application details are available at frenchinstitute.org.za.

{Source: Citizen}

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