By Ibrahim Adekunle Ajose

When I boarded my flight from Lagos to Manchester, I carried more than luggage; I carried dreams. I wanted an education that would not only advance my career but also empower me to make a difference.

Coming to the UK as an international student was both exciting and daunting: a new culture, a new climate, and a new academic system. But I was ready for it all.

That leap of faith led me to Manchester Metropolitan University, where I enrolled for a Master’s in Digital Marketing Communications. Looking back now, I can say without hesitation that the experience transformed my life both personally and professionally. It was at Manchester Met that the vision for my business, Everything African, began to take shape.

A Course That Prepared Me for the Real World

The MSc in Digital Marketing Communications at Manchester Met was exactly what I needed: hands-on, relevant, and forward-thinking. We explored topics such as consumer behaviour, analytics, branding, and social media strategy.

One of my favourite projects involved developing a full digital marketing campaign for a real company. It pushed me to think strategically about how businesses connect with their audiences online.

The course gave me not only technical skills but also the confidence to experiment and innovate. I learned how to use data to make creative decisions, and how to build strategies that speak to people, not just numbers. That confidence and creativity became my foundation for entrepreneurship.

The Birth of Everything African

After completing my master’s degree, I began reflecting on how to turn my new knowledge into something impactful. One recurring thought kept coming back to me: how challenging it was for Africans in the UK to find authentic products from home.

From spices and palm oil to fabrics and accessories, many of us missed the simple things that connected us to our roots. That realisation became the seed of an idea.

Everything African was born as a digital marketplace that connects Africans in the diaspora with authentic products from the continent. Our mission is simple: to bring Africa closer to those who call the UK home, while supporting African entrepreneurs and producers in the process.

“Everything African isn’t just a business, it’s a celebration of culture, connection, and community.”

How Manchester Met Prepared Me for Entrepreneurship

Every aspect of Manchester Met’s programme has influenced how I run my business today:

Digital Strategy: The frameworks I learned helped me research my target market, build brand awareness, and plan effective marketing campaigns.


Content Creation: I learned how to use storytelling to build emotional connections. Everything African’s brand narrative is built on that foundation.


Data and Analytics: From SEO to ad performance tracking, my technical training helps me make informed decisions every day.


Cultural Awareness: Manchester Met’s diverse community taught me how to engage different audiences with respect and understanding essential for running a multicultural brand.

Challenges, Growth, and Purpose

Entrepreneurship is rewarding, but it’s not without challenges. From logistics to supplier relationships, some moments tested my patience and resilience. But every setback became a lesson.

What kept me motivated was the impact seeing how our platform connects people with the products and traditions they love. Every order fulfilled feels like a small bridge between Africa and the diaspora.

A Message to Future Students

To future international students thinking about studying at Manchester Metropolitan University: go for it. It may feel overwhelming at first, but it’s one of the best decisions you’ll ever make.

Be curious. Get involved. Make the most of every opportunity. The skills, friendships, and perspectives you’ll gain will shape your future in ways you can’t yet imagine.

Looking Ahead

Today, Everything African continues to grow, expanding its product range, forming new partnerships, and finding innovative ways to serve the community. Our vision is to become the Global leading platform for African commerce and culture.

Whenever I reflect on my journey, I think back to Manchester Met. The university didn’t just prepare me for a career; it prepared me for a purpose.

My story is proof that education doesn’t just change what you know; it changes who you become.

About the Author

Ibrahim Adekunle Ajose is a Manchester Metropolitan University graduate with an MSc in Digital Marketing Communications. He is the co-founder of Everything African, a UK-based eCommerce platform that connects Africans in the diaspora with authentic products from home.