https://english.ahram.org.eg/ :TikTok and Entreprenelle launched the second edition of their “TikTok for Entrepreneurs” programme in Egypt on Sunday, focusing on helping women-led businesses use digital content and online communities to reach customers and expand their operations.

Held under the patronage of Egypt’s Micro, Small and Medium Enterprise Development Agency (MSMEDA), the “Female Founders Edition” brought together around 200 entrepreneurs, startups, and small and medium-sized businesses, alongside government officials, industry experts, and members of Egypt’s entrepreneurship ecosystem.

The programme focused on practical ways businesses can use TikTok to improve digital visibility, reach new audiences, and turn online engagement into business opportunities.

Digital platforms reshape customer discovery
The event comes as digital platforms increasingly influence how consumers discover brands and products, creating new channels for smaller businesses to reach customers without relying solely on traditional advertising.

Sessions during the event examined content creation, audience engagement, brand storytelling, and the use of digital communities to support business growth.

The opening discussion focused on changes in Egypt’s entrepreneurship landscape and the growing importance of giving women entrepreneurs access to digital tools and knowledge as they seek to expand their businesses.

The first panel, titled “The New Era of Business Growth: How Discovery, Communities, and Content Are Reshaping the Way Businesses Grow,” examined how digital content is changing the customer journey and how businesses can use online communities to reach potential customers and build brand recognition.

TikTok’s small and medium-sized business team also held a practical session on using the platform, covering content creation, audience engagement, and tools available to businesses, supported by examples from SMEs.

Focus on women entrepreneurs
The programme's second panel, “Your Brand Should Talk: Building Brands Through Storytelling,” examined how entrepreneurs can use their business stories to develop distinctive brands and build stronger relationships with customers.

The final session, “From Content to Customers,” brought together women entrepreneurs from the fashion, beauty, food, and services sectors to discuss how they use digital content to move audiences from engagement to purchases and other forms of business activity.

Mohamed Ayesh, head of SMB for the Middle East, Turkey, and Africa at TikTok, said the programme aims to help entrepreneurs understand how content can contribute to business growth, from reaching new audiences to building customer trust.

Rania Ayman, founder and CEO of Entreprenelle, said digital visibility has become an increasingly important factor in how businesses are discovered and compete, adding that the partnership seeks to provide women entrepreneurs with tools to navigate the digital economy.

Entreprenelle has worked for more than 11 years to support women entrepreneurs and has increasingly focused on digital skills and tools as part of its programmes.

The second edition of “TikTok for Entrepreneurs” follows the programme’s first edition and expands its focus to women-led businesses, reflecting the growing role of digital platforms in marketing, customer acquisition, and business development for SMEs in Egypt.

Egypt’s entrepreneurship landscape has expanded from a small, Cairo-centred startup scene into a more structured ecosystem supported by venture-capital investors, incubators, accelerators, banks, technology firms, and a growing set of government initiatives.

Ahram Online’s recent coverage shows that Egypt is seeking to position entrepreneurship not only as a technology-sector activity, but also as a source of employment, exportable digital services, financial inclusion, and private-sector-led growth.

To support this sector, Egypt launched its Startup Charter in February 2026 as a national policy and regulatory framework intended to make it easier for startups to establish, operate, obtain finance, and scale.

Rather than being a single law or funding scheme, the charter brings together more than 80 ongoing and planned policy measures across taxation, licensing, investment, labour, trade, innovation, and government procurement.