More Classifieds connects Kenya's 7.4 million SMEs with ready-to-buy customers through verified listings, digital marketing, AI-powered HR, and a nationwide affiliate network.
2023
Founded
$5M
Raise Target
12K+
Listed Businesses
47M+
TAM (USD)
The Opportunity at a Glance
2023
Founded
Nairobi, Kenya
$5M
Raise Target
36-Month Repayment
3
Business Units
Directory · HR · Popote
47M+
TAM (USD)
Kenya Digital Ads Market
More Classifieds is not just a classifieds platform — it is a business growth engine for Kenyan entrepreneurs. In a market where over half of businesses lack effective online presence, More Classifieds provides a centralised, affordable, and data-driven platform that connects businesses directly with ready-to-buy customers. By combining business listings, digital marketing, and targeted promotion, the platform enables SMEs to move from invisible to discoverable, and from discoverable to profitable. At its core, More Classifieds exists to simplify business discovery, strengthen local enterprises and make visibility a direct path to growth.
Investment Use
Technology build-out (35%) · Market expansion — 10 counties (25%) · Sales & marketing (20%) · More HR AI platform (15%) · Working capital (5%)
Pain Points We Solve Across Kenya
80% of Kenyan SMEs have no verified online presence. Customers can't find businesses; businesses can't find customers. 7.4M registered SMEs in Kenya, only 20% have online presence.
Youth unemployment at 35%+. Middle East employers struggle to find vetted Kenyan talent. Recruitment is slow, manual and costly.
Over 5 million underemployed youth with no structured platform to monetise their local market knowledge as marketing agents.
SMEs make decisions blindly — no access to competitor analytics, consumer sentiment, or market intelligence tools.
Three Integrated Revenue Verticals
Premium Business Listing Directory
AI-Powered Job Placement Portal
Nationwide Affiliate Marketing Engine
TAM · SAM · SOM — Kenya & East Africa
TAM — Total Addressable Market
$47M+
Kenya digital advertising & HR tech market (2024 est.)
SAM — Serviceable Addressable Market
$12M
SME listings, digital marketing & cross-border HR services
SOM — Serviceable Obtainable Market
$3.2M
Realistic 3-year capture with current product & team velocity
Kenya's internet penetration: 43.6% (2024) · Active social media users: 11.8M · MSME count: 7.4M+
Multiple Revenue Streams Across All Three Verticals
Directory Subscriptions
Basic / Pro / Premium tiers, monthly & annual plans
Digital Marketing Retainers
SEO, social media, content creation, paid ads management
More HR Placement Fees
Per-placement commission + employer SaaS subscription
Business Intelligence Reports
Market analytics, competitor benchmarks, consumer insights
More Popote Agent Network
Revenue share on leads/sales generated by field agents
Advertising & Sponsorships
Banner ads, featured listings, sponsored content
Progress Since Launch — June 2023
Company Founded
more.co.ke launched — first 50 listings onboarded in Nairobi
First Revenue
Paid subscriptions commenced; first digital marketing clients acquired
More Popote Beta
50 field agents recruited across 1 county (Nakuru); Popote engine launched
More HR Concept Validated
Signed LOI with 2 Middle East recruitment partners; AI matching prototype built
Scale Begins
12k+ listed businesses; expanded to 5 Kenyan counties; team of 18
Investment Round
Target: 50,000 listings, 47 counties, More HR live, Popote 1,000 agents
3-Year Revenue, EBITDA & Repayment Schedule (USD)
| Year | Revenue | Costs | EBITDA | Margin |
|---|---|---|---|---|
| 2026 | $480K | $408K | $72K | 15% |
| 2027 | $1.42M | $1.07M | $354K | 25% |
| 2028 | $3.2M | $2.18M | $1.02M | 32% |
Repayment Schedule
Year 1: Interest only — $500K/yr
Year 2: $1.75M principal + interest
Year 3: $3.25M final + interest
Break-even projected: Q1 2027 · ROI: 30% over 36 months
Quarterly Revenue Projection 2025–2027 (USD)
Assumes investment deployed from Q1 2026 · More HR revenue begins Q2 2026 · More Popote scales from Q3 2026
Why More Classifieds Wins
| Feature | More Classifieds | JIJI Kenya | BrighterMonday | Yellow Pages KE |
|---|---|---|---|---|
| Verified Business Profiles | ✓ | ✗ | ✗ | Partial |
| AI HR Matching (Middle East) | ✓ | ✗ | ✓ | ✗ |
| Affiliate Agent Network | ✓ | ✗ | ✗ | ✗ |
| Business Intelligence Tools | ✓ | ✗ | ✗ | ✗ |
| SME-focused Pricing | ✓ | Partial | ✗ | ✓ |
| County-level Coverage | ✓ (10 target) | ✓ | Urban only | ✓ |
| Content Generation Service | ✓ | ✗ | ✗ | ✗ |
MCA is the only Kenyan digital platform combining business listings, AI HR, affiliate marketing AND business intelligence under one ecosystem.
USD 5,000,000 — Allocation Breakdown
Platform v2, More HR AI engine, mobile apps, API infrastructure, security
County offices, field teams, local partnerships, on-ground SME acquisition
Digital campaigns, brand building, enterprise sales team, trade events
AI matching engine, Middle East partner integrations, compliance systems
Payroll bridge, legal, accounting, office infrastructure, contingency
USD 5M at 10% p.a. — 36-Month Structured Repayment
| Period | Obligation | Principal Repaid | Interest | Cumulative Repaid | Source |
|---|---|---|---|---|---|
| Year 1 (2026) | Interest Only | $0 | $500,000 | $500,000 | Operating revenue |
| Year 2 (2027) | Principal + Interest | $1,750,000 | $325,000 | $2,575,000 | Revenue + EBITDA |
| Year 3 (2028) | Final Repayment | $3,250,000 | $175,000 | $6,000,000 | Revenue + reserves |
| TOTAL | $5,000,000 | $1,000,000 | $6,000,000 | 20% total return |
$5M
Total Investment
$1M
Total Interest
$6M
Total Returned
20%/36mo
Investor ROI
Experienced Operators Across Technology, Marketing & HR
Mahat Abdi Dore
Director / Founder
Strategy & Vision
10+ years in digital marketing & business development. Deep SME market experience across East Africa.
Willice Onyango
CTO / CEO
Technology & Product
Full-stack engineering leader. AI/ML background. Previously built platforms serving 100K+ users.
Fauzia Saleh
Head of HR — More HR
Human Capital
8+ years in international HR placement. Kenya–GCC talent pipeline specialist. CHRP certified.
Dan Kimei
Head of Sales
Revenue & Partnerships
B2B sales expert. 5+ years driving SME adoption across Nairobi, Mombasa and upcountry markets.
Moses Kwareba
More Popote Manager
Affiliate & Field Ops
Youth empowerment background. Managed 200+ field agents. Mobile money & informal economy expert.
Valentine Muthoni
CFO / Finance Lead
Finance & Compliance
CPA (K). Prior experience in startup fundraising, financial modelling and investor reporting.
We Know the Risks. Here's How We Handle Them.
↳ More Popote agents provide boots-on-ground onboarding, reducing friction for SME sign-ups.
↳ Phased tech rollout. MVP-first approach. CTO with proven delivery track record.
↳ Data Protection Act compliance from day one. Legal advisor retained. Middle East HR licensed.
↳ Existing partnerships with TVET colleges and diaspora networks de-risk talent supply side.
↳ Diversified revenue (6 streams). Conservative projections. Year 1 interest-only cushion.
↳ Ecosystem lock-in across 3 products. First-mover in AI HR for Kenya-Middle East corridor.
The Ask
Repaid in full over 36 months at 10% p.a. Total return to investor: USD 6,000,000
What You Get as an Investor:
$5M
Investment
$1M
Total Interest
$6M
Total Returned
20%/36mo
ROI
Let's Build Africa's Digital Commercial Infrastructure Together.
invest@more.co.ke · more.co.ke · Nairobi, Kenya