Top Business Tends For Startups in 2024 

The year is gradually winding down and 2024 is just around the corner. With the new year comes many new opportunities and challenges for startups. 

Looking back through the year, there have been several new and existing ideas that startups have had to adopt in order to remain relevant in their various industries, from AI to Machine learning and the shift from full-time remote work to hybrid work systems by some startups.

As the business world evolves rapidly, staying ahead of the curve is essential for success. 

To prepare for the year ahead, it’s crucial to anticipate the trends and shifts shaping the business landscape. While the future is inherently uncertain, understanding some likely developments can give startups a competitive edge.

In this article, we will explore some marketing trends that startups should monitor closely as we enter into the ever-changing business world in the new year.

1. Generative AI and Automation Revolution

AI and automation have been steadily weaving their way into various facets of business for some time. 

However, 2024 will see an increase in the adoption of both AI and Automation, as these technologies will unlock new levels of efficiency, innovation, and competitiveness for startups.

According to James Fyfe, the CEO of Portant, an online documenting platform, “The integration of AI and automation will be a game-changer for startups in 2024. 

In 2024, we can expect to see more SaaS companies using generative AI and automation to create personalized content, automate marketing tasks, cut down massively on business expenses, enhance customer experiences and develop new products and features.

2. Personalized Products and Services

Unlike before when companies believed they could decide what their customers wanted, consumers are now realizing how powerful they are and making that decision for themselves.

Currently, consumers are demanding personalized products and services that cater to their unique needs and preferences.

In 2024, we can expect to see even more personalized recommendations, tailored products and adaptive services, driven by advancements in AI and data.

To be ahead of the curve, startups should invest in Data Analytics and Customer Relationship Management (CRM) systems to better understand their customers’ preferences and provide tailored products or services.

3. Increase in Cybersecurity and Data Privacy Protection

A data breach can have far-reaching consequences, including financial losses, damage to reputation, legal repercussions and shutdown of startups.

Across the continent of Africa, cybersecurity incidents result in losses estimated at between $3.5 billion and $4 billion every year.

With the increasing importance of safety and protection, cybersecurity and data privacy are paramount. 

In 2024, startups should prioritize cybersecurity measures to protect sensitive data and maintain customer trust. 

4. Global Expansion and Market Entry

Expanding globally can be a significant growth opportunity for startups especially Nigerian startups because of the current exchange rate. 

However, this type of expansion requires a lot of careful planning, adaptation and execution tailored to different markets. 

To get started, startups need to adapt their business models to local preferences and regulations as well as understand their audience's behaviours in whatever demography they are expanding to.

5. Funding and Investment 

2023 has been a challenging year for startups in terms of funding. Despite the challenges, the angel, pre-seed, and seed funding markets remain resilient. 

The bar to raise funding is currently higher than it's been in several years due to reasons such as inflation and an increase in interest rates. IT budgets are projected to improve in the new year, but this doesn’t necessarily mean that startups can take advantage of that money. 

As a founder, it is imperative to keep an eye on changes in the startup funding landscape, such as the rise of impact investing and the growing interest in women-led startups and startups focusing on sustainability and social responsibility. 


In conclusion, 2024 looks like it’s going to be a dynamic year for startups. 

Whether it’s harnessing the power of AI and automation, or expanding into new markets, the only way to thrive in this ever-evolving business landscape as a startup, is to remain agile and proactive in embracing these trends. 

Unsure of how to navigate or adopt some of these trends in 2024? Book a free consultation with any of our growth experts here.

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