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Astelie

@astelie

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Welcome 🌺🌻
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🎯 Commercial & Brand Architect
📈 Growth Advisor
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♾: Curious
💭: Dreamer
✖️: Scaler
💎: Multidimensional
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#Ubuntu #Imanairankunda
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Were you aware that the strongest brands did not only sell a product. They built a behaviour around it. Starbucks gave customers their own language (tall, grande, venti, and their name on the cup) and positioned the store as a “third place” between home and work. The morning cup stopped being a purchase decision and became part of the daily routine. Maggi took a different route to the same result. A small, affordable cube, sold one at a time, made it easy to buy every time someone cooked. Over time, it became a standard step in the recipe for many households across Africa, part of how the family meal is made. (Also , “Maggi” is simply the word for a stock cube, whatever the brand now) Both brands relied on the same idea. Habit reduces the persuasion needed for the next sale. You do not need a global budget to think this way. Ask what behaviour your business could make normal, and what experience customers would want to repeat and talk about. The question is not simply “How do I sell more?” It is what needs to be designed differently so customers discover you, choose you, return, and make you part of how they live. Built deliberately, that is how a business outlives its founder. Photo taken at @mukatinabutta , a business that has made the same deliberate choice. :) Will you make the deliberate choice? by @astelie
Slowly coming out of the cocoon and got to celebrate my sister and most incredible friend @craig_dorah . Seeing Dorah so radiant and happy, all her friends who have become family was just marvellous. —- Wearing the Rwandan traditional outfit umushana tailored by @isha_fashionhouse . by @astelie
It was the absolute privilege of my life to celebrate and participate in my icon of a Sister Daniella’s wedding as her Maid of Honor. Words fail me. Daniella is not only my baby (yes, grown baby), but she is also a Woman I deeply admire, the smartest in the family (that’s the truth), the most emotionally mature, a Woman of God, an absolute stunner, and my best of friends. Dadie chérie, I am so grateful to have witnessed and celebrated you and the love of your life, John. You guys are so cute! Wishing you both the most incredible marriage, filled with God’s love, warmth, friendship, and everything great that is God given for marriage. Welcome to the family, my Brother in love. By God’s grace, we will always be there to celebrate you and support you in all the ways you will need us and allow us to. (Kamata Bisou😘😘💐💐🫂🙏🏿) by @astelie
5 ways to propel yourself despite the discomfort: 1. Pray : On your own and with prayer partners. 2. Dream: Be bold, Have a delulu crew that challenges you. 3. Work: Everyday put in the tactical effort and be relentless. 4. Reflect: What did you do, how did you feel; write it down. 5. Celebrate: By resting, by thanking,by giving yourself grace. How are you doing out of 5? Tell me in the comments 😊 — Fun fact : I can’t switch it off. Every time I watch tv or come across restaurant, shop, website, or business somehow my brain does a mini strategy session. 😂 The upside? I genuinely love helping businesses scale and helping the people behind them grow too. Follow along for more. Most of the fun is in my stories 😂 by @astelie
Could your business survive without you? If you’ve been following me for a while, you’ll know I’m passionate about one thing: helping founders build businesses that can scale and ultimately outlive them. Over the past few days, I’ve been reflecting on what it meant to curate @buildingbeyondyou forum in Kigali. Having the privilege to watch and listen to @taradurotoye was a powerful reminder that building a great business isn’t just about growth. It’s about creating systems, developing leaders, and making intentional decisions that ensure your business can thrive beyond you. She is truly a visionary. That conversation challenged me to raise my own standards not just in what I build, but in how I help others build. A sincere thank you to our panelists for sharing their wisdom, to @irisirumva for leading a thoughtful and engaging fireside chat, to @ladyirma_ for bringing such incredible energy to the room, and to @cynthianyamai for the opportunity and trust. Thank you once again TFD for bringing this life changing talk to the “Builders” in Rwanda. We cannot wait for September! — This is exactly the kind of work I want to keep doing: curating conversations that help founders and leaders identify what is holding their businesses back, strengthen the commercial foundation/systems for growth, and build organisations that outlive them. Because growth is good. Building beyond yourself is even better. Let’s go! (Last photo is me asking myself if I am truly building businesses in a way that it will outlive me.) 📸: @kent.rw x @afrifamexperience by @astelie
Someone once told me, “Everything is hard. You just have to choose your hard.” I think they forgot to mention that building a business has a habit of introducing you to new versions of hard every year. 😅 Growing a business is hard. Scaling a business is hard. The difference is that scaling requires a different way of thinking. Over the past 15+ years, I’ve learned that businesses rarely plateau because people stop working hard. More often, they’ve reached the limits of the systems, strategy and commercial engine that got them there. To reach the next level, you need to understand: * Who you serve and who you don’t. * What truly drives growth in your business. * How customers discover, experience and return to your brand. * Where the constraints are preventing you from scaling. * Whether your team, operating rhythm and commercial systems are built for the next stage of growth. Because hope isn’t a growth strategy. My mission is to help founders and leadership teams propel themselves and their businesses by identifying what’s holding them back and building businesses in Africa that continue growing beyond the founder/CEO. For one business, that might mean increasing customer lifetime value. For another, it could be designing a go to market strategy for a new market. For another, it may be building a commercial team with the right scorecards, incentives and accountability to execute consistently. Different businesses. Different constraints. The same objective: sustainable growth. That’s what The Propel Series is all about. If you’re building or contributing to a business and believe there’s another level waiting to be unlocked, I hope you’ll follow along. Let’s propel. —— Suit: @empiremenswear7 📸: @afrifamexperience #ThePropelSeries #propelwithAstelie by @astelie
What is the outcome of your strategy? @astelie tells us more about the disconnect in the marketing industry and what people need to do to drive meaningful campaigns. Click the link in our bio to subscribe and be the first to know when the episode goes live.🎙 Venue partner: @bkarenarw by @astelie
What does it really take to build a business that lasts? Astelie Ngarambe @astelie is a commercial strategist, brand architect, and growth adviser who has spent more than a decade helping businesses across Africa to build systems that drive sustainable growth. From marketing and customer experience to partnerships and commercial strategy, her work is rooted in one belief: Meaningful growth happens when every part of the customer journey works together. This Sunday on Beyond Visible, Astelie joins us for a conversation on leadership, entrepreneurship, and what it means to build businesses that scale with intention. 🎙️ Episode 3 drops this Sunday. Click the link in our bio to subscribe so you don't miss it. by @astelie
Women entrepreneurs need to start building legacy businesses from Day One. During Women’s Month, I spoke at the Women in Leadership Summit @wils_africa on a question I keep coming back to: Why women entrepreneurs still struggle to scale, and what has to change now. As you know, scaling businesses is what I do. We know the realities: ✍🏾 Women are more likely to step away from their businesses for caregiving. The caretaking tax. ✍🏾In Africa, women make up 58% of entrepreneurs yet receive 2% of capital. Structural change is critical. But there are also levers within our control. Here’s what women entrepreneurs must change: 1. Build with scale in mind from the start. Think beyond survival, multi-generational, industry-defining. When you build for scale, you create systems that let the business grow beyond you. 2. Design strong support and incentives. If the vision is long-term, the structure has to support it. Invest early in the right people, from executive support (get a personal assistant) to teams aligned to growth through clear incentives and culture. 3. Strengthen visibility, GTM, and systems. Visibility isn’t optional, it drives opportunity. A strong go-to-market strategy, clear distribution, and operating systems are what sustain growth. None of this is the easy path. It usually runs against the tide. But with consistency, women build and scale far beyond what’s traditionally expected. Thank you to @leadaccessnow x @irisirumva for organising the 3rd edition of the Women in Leadership Summit, and to the women who took part. Looking forward to next year. (I’m stepping into more global conversations. If there’s a platform where these insights belong, send it my way.) Share this with an entrepreneur building something that lasts. #PropelWithAstelie #scaleyourbusiness #stillusinghashtags #AfricanWomenCanHaveLegacyBusinessesToo by @astelie
Ideation is the easy part. What’s demanding is the discipline to execute without compromising on the original idea. I believe in: Collaboration where values align and skill sets intersect to deliver. Being bold, driving excellence, and being relentless. Not just getting it done, but seeing it through to be done excellently (to the level it was initially designed for). All of the above, for me, is what creates work that scales for businesses and builds the muscle memory that can be applied to personal life as well. —— Grateful for the incredible co-creators of the 1st Mother’s Day experience @twese.moments Thank you to @archange.k_collection for the boubou, made me feel like royalty. Thank you to my support system: my family, my prayer warriors, and my incredible Husband, for constantly pushing and supporting me to keep going and aim higher. 📸: @afrifamexperience #adieusoitlagloire by @astelie
Motherhood in all its forms should be celebrated. Mothers deserve all the grace and patience, with themselves first and then from those around them. All the flowers and then some. 9 months later(post partum)still every part of it feels unreal. Forever grateful to God for this gift. Grateful to my tribe for their love. To my phenomenal rock and cheerleader Mr Mon Mari(Mr My husband) for his unwavering dedication. All Glory be to God! —- Genesis 32:10 —- Forever grateful by @astelie
What a powerful conversation @astelie ,🙏🤎 We talked about building with intention, the mindset behind growth, and what it really takes to create something that lasts while navigating motherhood and evolving through different seasons of life. If you’re building something of your own, this is for you 🤍 Full episode is now available on YouTube. #MindOverMatterPodcast #WomenWhoBuild #MotherhoodAndAmbition #BuildWithPurpose by @astelie

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