AWS

Scaling the Ecosystem
Fueling Africa’s Next Generation of Builders: DEVJAM

How Prime startups designed the GTM expereince for Paystack first b2c product Launch.

Executive Summary

Keywords

Fintech Product Launch
GTM Consumer Marketing
Ecosystem Engagement
Payments

When AWS and Datamellon set out to deepen engagement with Africa’s fast-growing developer and startup ecosystem, they turned to Prime Startups to design a platform that would go beyond awareness — one that would inspire action.

The result was DEVJAM — a developer engagement experience that brought together founders, developers, and tech leaders to explore the future of cloud innovation, hands-on. From immersive workshops to thought leadership sessions, DEVJAM positioned AWS as a key enabler of Africa’s digital transformation.

Prime Startups guidance on Zap's go-to-market strategy has been key to our success. They’ve been an incredible partner to us, providing consistent support through good times - and challenging ones.
Napa Onwusa - Startup Segment Leader, AWS

Results That Move The Needle

Active
Users

Live
Stream

Impressions and
Reach

“Our goal was to translate the trust we’ve built with businesses into a compelling product for consumers. The launch wasn’t just about announcing an app; it was about introducing a new, more thoughtful standard for everyday financial interactions in Nigeria.”

The Brief

AWS Startups wanted to do more; they wanted to build trust, inspire innovation, and empower adoption within Africa’s emerging startup ecosystem.

Their goals were clear:

- Increase brand awareness and deepen ecosystem trust among African startups and technology stakeholders.
- Engage startup founders (early and growth stages) and their growing technical teams with AWS’s suite of services.
- Connect with wider ecosystem stakeholders, including developers, CIOs, talent pipelines, and tech enthusiasts.
- Establish AWS thought leadership through speaking opportunities for senior AWS staff.
- Generate qualified leads to expand AWS’s startup and developer adoption base.

The Opportunity

Africa’s startup scene is booming — yet access to cloud education, infrastructure, and scalable architecture remains fragmented.

AWS recognized a strategic opportunity: to build mindshare within this rapidly growing ecosystem by equipping developers and founders with the skills, tools, and confidence to innovate on AWS Cloud ; while creating a trusted space for collaboration, learning, and partnership.

Our Solution

Prime Startups brought its deep ecosystem expertise and execution capability to design DEVJAM — a first-of-its-kind developer engagement platform at the intersection of innovation, education, and community.

1. Developer-Centric Programming
Hands-on labs and showcases demonstrated AWS’s tools in action — from serverless architectures to AI and DevOps — translating cloud theory into real startup use cases.

2. Curated Ecosystem Engagement
Prime Startups assembled a high-value audience of early and growth-stage founders, developers, CIOs, and product teams — creating an environment of shared learning and cross-collaboration.

3. Thought Leadership at Scale
AWS senior executives took the stage to share insights on scaling resilient startups, building on the cloud, and the future of developer ecosystems in Africa — anchoring AWS as a thought leader in digital transformation.

4. Lead Generation through Experience Design
Every interaction — from one-on-one networking sessions to breakout meetups — was designed with intent, enabling AWS and Datamellon to identify high-potential startups and technical leads ready to scale.

5. End-to-End Brand Execution
From agenda design to content production, Prime Startups ensured a seamless, premium event experience — one that reflected AWS’s global standard while resonating with Africa’s vibrant startup culture.

By combining strategic storytelling, technical enablement, and high-value connections, AWS strengthened its role as the trusted infrastructure partner powering Africa’s next wave of startup innovation.