A Startup Born from Necessity and Passion
In Ethiopia, where access to quality educational resources is often limited, one startup is rewriting the script on how students prepare for their exams. Zegju, co-founded by Brook Fantahun, is an ed-tech platform built with the singular goal of making exam preparation more accessible, practical, and engaging for Ethiopian students. But the journey to building Zegju was anything but easy.
Brook, a system designer, business strategist, front-end developer, content maker, and manager for Zegju, grew up in Lideta, Addis Ababa. His father, a tech enthusiast, planted the seeds of his passion for technology early on. After graduating in Computer Engineering from ASTU in 2015, Brook dabbled in cryptocurrency trading and 3D printing, later shifting towards branding and business implementation. However, he soon realized that helping other businesses grow wasn’t fulfilling—he wanted to create something of his own.
That desire to solve real-world problems led him and his co-founders to start Zegju in 2016, despite having no capital, no investors, and only a laptop and internet connection paid for by family.
Bootstrapping from the Ground Up
Starting Zegju was a test of resilience. Their first product—a digital SAT preparation package—failed due to a lack of market research. The demand for SAT prep had diminished in Ethiopia, with exams like TOEFL and IELTS gaining prominence. The team had spent six months building a system that didn’t generate any revenue.
Instead of giving up, they pivoted. Research became their new priority. They sought to understand the real needs of students and soon discovered a greater demand for preparation materials for Ethiopian university entrance exams. This shift led to the birth of freshman, GAT, and UAT preparation packages.
But the struggles didn’t end there. Zegju had to operate on an ultra-lean budget, making financial constraints a daily battle. Attending startup expos, they couldn’t afford business cards or flyers, so they printed their business cards on photo paper—a creative yet humbling solution.
Brook reflects on this period with a mix of humor and admiration for their scrappiness:
“Looking back, it’s scary to think about how we managed. But our struggle made us better developers and better strategists.”
Balancing Financial Survival with Growth
Zegju’s biggest challenge wasn’t just developing the right product—it was ensuring they could survive while doing so.
- No Office, No Overhead
Instead of renting an office, they worked remotely, prioritizing content quality over physical space. - The Mental Toll of Startup Life
The stress was overwhelming, but the team found an unlikely stress reliever: the gym. Physical activity became an essential part of managing burnout. - Market Research Became a Guiding Principle
They learned that guessing the market’s needs wasn’t enough—they had to listen to students and adapt.
Their financial discipline and relentless focus on quality over quick profits paid off, allowing them to keep Zegju alive and growing.
What Sets Zegju Apart?
Unlike traditional tutoring centers or video-based online platforms, Zegju focuses on three key innovations:
- Low-Bandwidth Accessibility
Many Ethiopian students don’t have stable internet access. Zegju’s solution? Written content designed to function offline. Their Freshman Package delivers study materials in Amharic, formatted like a conversation, making it more engaging. - Bridging the Language Gap
Ethiopian students often struggle with English proficiency. While many ed-tech platforms push English-heavy content, Zegju translates entire modules into Amharic, ensuring students grasp concepts before tackling English-based questions. - Understanding the Needs of Ethiopian Students
Many ed-tech platforms are Western imports, but Zegju was built by Ethiopian students for Ethiopian students. Their curriculum aligns with local exams, and their product decisions are shaped by real student feedback.
The Challenges of Scaling an Ed-Tech Startup in Ethiopia
Scaling an ed-tech platform in Ethiopia comes with unique challenges:
- Internet Access: Many students in rural areas struggle with connectivity. Zegju is optimizing its platform to be as data-efficient as possible, allowing students to access materials with minimal internet usage.
- Affordability: While Zegju’s content is valuable, many students can’t afford premium education services. The team is constantly looking for ways to balance affordability with sustainability.
- Limited Funding: Unlike Western startups that raise millions in venture capital, Zegju has been entirely bootstrapped, relying solely on revenue generated from students.
A Vision for the Future: More Than Just Exam Prep
Brook envisions Zegju evolving into something much bigger than just an exam prep platform:
- A Digital Library for All Learning Needs
In the next five years, Zegju aims to be a one-stop educational resource. Whether someone wants to learn farming, sewing, or advanced mathematics, Zegju will provide resources for all ages. - AI-Powered Learning
While AI is often overhyped, Zegju is cautiously exploring ways to integrate AI for national exam preparation. - Expanding Beyond Ethiopia
The team is eyeing East Africa, particularly Kenya, which has better internet infrastructure.
Real Impact: Student Success Stories
Zegju has already transformed the lives of thousands of Ethiopian students. Two notable success stories include:
- Abraham, a police college student & musician
Struggling with logic and psychology, Abraham turned to Zegju for structured study materials. The fallacy section helped him score 25/30 on his exam, an accomplishment that boosted his confidence. - Ashenafi, a student at Axum University
Before using Zegju, Ashenafi felt overwhelmed. One day, his professor asked him to present a civics topic in class, and thanks to Zegju’s structured study notes, he confidently delivered the lecture. He now recommends Zegju to all his friends.
Partnerships & The Road Ahead
1. Collaborations with ArifPay & Other Organizations
Zegju has partnered with ArifPay, an Ethiopian digital payment provider, to co-brand and promote each other’s products. More partnerships with educational institutions are in the pipeline.
2. Plans to Expand Course Offerings
In the future, Zegju aims to add GRE, GMAT, and LSAT preparation packages, making it a comprehensive digital library for exams.
3. Encouraging Investors to Join the Journey
Despite being in one of Ethiopia’s most promising industries, Zegju has never received external funding. The company is now actively seeking investors to help scale its impact.
Advice for Ethiopian Entrepreneurs & Students
For Entrepreneurs
Brook’s advice for aspiring ed-tech founders in Ethiopia is straightforward:
- Focus on quality over appearance.
- Don’t waste money on unnecessary expenses (like an office).
- Your market is huge—students from all backgrounds need education tools.
- Listen to users and prioritize their needs.
For Students
“There’s always a second chance for any exam. Your grades don’t define you—keep going!”
Final Thoughts: A Startup Rooted in Purpose
Zegju is more than just a business—it’s a mission to make education accessible, practical, and engaging for Ethiopian students. From bootstrapping with a single laptop to creating one of the country’s most innovative ed-tech platforms, Brook Fantahun and his team have proven that passion, resilience, and a deep understanding of local needs can drive real change.
As Zegju continues to grow, it stands as a testament to the power of Ethiopian entrepreneurship—solving local problems with locally inspired solutions.
The question is no longer if Zegju will transform education in Ethiopia. It’s when.
