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By Chinenye Anuforo
At The Gathering on 100, held at the National Stadium Surulere, the energy of music, art, and youth culture blended seamlessly with something more consequential, innovation under pressure.
Backed by MTN Nigeria, the multi-day festival was designed as a celebration of creativity. But beyond the performances, gaming, and social experiences, it evolved into a high-stakes platform where young Nigerian founders pitched for funding, culminating in N45 million awarded to eight standout startups.
Out of 30 participants, only a select group advanced through intense scrutiny to emerge as winners, underscoring the competitive nature of the platform.
At the centre of this transformation was the pitchathon, a segment that turned the event from a festival into a proving ground.
Founders stepped forward not just to present ideas, but to defend them. Products were demonstrated in real time. Assumptions were challenged instantly. And projections, often bold were carefully dissected.
One of the most talked-about presentations came from Jakuta, an AI-powered commerce assistant designed to help businesses manage customer interactions across voice calls, messaging platforms, and transactions. Its live demonstration drew attention for its ability to call customers back, respond to purchase inquiries, and even process product evaluations through shared media.
But the excitement quickly gave way to harder questions. Judges pushed for clarity on traction, technical depth, and scalability. With only a pilot merchant on board, the gap between the product’s promise and its current adoption became a focal point of discussion. It was a pattern that repeated across several pitches, strong ideas confronted by the realities of execution.
Yet, not all founders were at the same stage. Some came with clearer evidence of market validation. A booking platform, Kindlybook, targeting beauty and wellness businesses demonstrated how automating appointments and payments could address inefficiencies that many small businesses currently face using messaging apps.
Another startup, Ravasane, tackling cross-border payments outlined its ambition to reduce transaction costs across African markets, while facing probing questions about infrastructure risks and regulatory exposure.
Artificial intelligence also featured prominently. One solution, Uri Social introduced an AI-powered assistant designed to manage social media for small businesses, reflecting the growing demand for affordable digital tools in an increasingly online economy.
Beyond technology, other founders focused on tangible sectors of the economy. A food processing startup, Dose Jamz showcased how locally sourced fruits could be transformed into consumer products, addressing both food waste and value creation.
In fashion, another solution explored how immersive technologies like virtual try-ons and body scanning could improve online shopping experiences and reduce returns.
Across all presentations, a consistent theme emerged: Nigerian founders are building solutions rooted in everyday challenges.
However, what defined the pitchathon was not just innovation but interrogation. Judges repeatedly steered conversations away from projections and toward fundamentals. Questions centred on customer acquisition, revenue generation, infrastructure readiness, and the ability to scale beyond early adoption. The underlying message was unmistakable: vision alone is not enough. Execution is everything.
For MTN Nigeria, supporting The Gathering on 100 reflected a broader commitment to enabling that execution.
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Speaking during the event, Omotayo Ojutalayo, General Manager, Enterprise Business, MTN, emphasized the importance of backing solutions that emerge from local realities.
“There’s a lot of talent in Nigeria, and the solutions we have seen here are solving problems we experience ourselves. When solutions are homegrown, they are more effective,” she said.
She added that the ripple effect of supporting startups extends beyond individual businesses. “If each SME employs even a few people, that creates jobs and drives growth across the economy.”
For participants, the experience went beyond competition.
Sesan Kareem, founder of Hubpharm Africa, highlighted the broader impact of the platform after securing support.
Hubpharm Africa emerged as the overall winner, securing N15 million in MTN enterprise partnership and co-development support.
“This means we now have the capital to scale our operations, reach more patients, and create jobs. Beyond the funding, the feedback from judges has been invaluable, it is a real learning experience,” he said.
His company focuses on improving access to specialized medications for patients with chronic conditions, underscoring how startups are stepping into critical gaps within the healthcare system.
In total, N45 million was awarded across eight winners. Other beneficiaries included Uri Social (N3 million), Dulces Jamz (N3 million), Kindlybook (N3 million), Africa Medical Marketplace (N3 million), MyFund (N3 million), and RavaSend, which received N5 million as third runner-up, represented by Emmanuel Isaka. Coconoto Ltd, led by Jacob Oluwayannife, emerged as second runner-up, securing N10 million.
By the end of the event, it was clear that The Gathering on 100 had achieved more than its initial promise.
It created a space where culture met commerce, where entertainment met enterprise, and where ideas were not just celebrated but tested.
For Nigeria’s startup ecosystem, the significance lies in that shift.
The environment is becoming more demanding. The expectations are rising. And founders are being pushed to move beyond ideas into execution.
“What played out here today was not just a showcase of innovation, it was a reflection of an ecosystem maturing in real time.
And in that space, lies the future of Nigeria’s next generation of innovators”, Ojutalayo said.
