Yonas Efrem isn’t just a business advisor; he’s a builder of bridges. With a career spanning sales, marketing, BTL management and coaching, Yonas Efrem has always been drawn to helping businesses grow. Over the years, he has worked across multiple industries, from beverages and betting to beauty, gaining valuable experience in scaling brands and supporting teams. Now, as a junior partner at Melela Partners, he focuses on guiding Ethiopia’s entrepreneurs, startups, SMEs and corporations—helping them commercialise their ideas and build sustainable businesses.
Through his work, he found himself stepping into a mentoring role, working closely with entrepreneurs and team associates to help them navigate the inevitable challenges of growth. Recognising the growing need for structured support in his work, Yonas saw the Mentoring Skills and Practice (MSP) programme as an opportunity to refine his approach. The programme came as a well-timed recommendation and for him, joining was an easy decision. “I was already doing some mentoring and coaching, but I wanted to learn more to gain structure and practical tools that I could apply in my work with startups.”
Going into the programme, Yonas wasn’t sure what to expect. His past experiences with training had been mixed. But MSP proved to be highly practical and hands-on: “It wasn’t just theory—it was real, experiential learning. The one-on-one sessions, the discussions with people from different backgrounds and the structured frameworks all made it incredibly useful.”
One of Yonas’s most significant takeaways was the profound importance of building trust. Working in Ethiopia, he had observed how feedback can sometimes be met with resistance – not only among the entrepreneurs he supports but also within the broader work culture. The MSP course helped him navigate these cultural nuances with greater sensitivity and effectiveness, using active listening and structured mentoring conversations to create safe, supportive spaces where mentees felt comfortable opening up and sharing their true challenges. “In our culture, feedback isn’t always welcomed. But through the training, I learned how to approach it differently—how to frame conversations in a way that helps people grow rather than feel criticised.”
Yonas quickly put his learnings into practice. As part of his role at Melela Partners, he is responsible for onboarding new associates—a process that involves not just training but also mentoring and coaching them as they integrate into the company’s culture. Before the programme, onboarding was largely focused on technical skills and work expectations. The MSP programme sharpened Yonas’s ability to help them bridge the gap between a promising concept and a sustainable business model. .“It wasn’t just about getting people up to speed on tasks—it was about understanding their journey, guiding them with the right questions and creating an environment where they could thrive.”
He also saw an immediate shift in how he supports entrepreneurs. Startups in Ethiopia face a unique challenge—many have great ideas but struggle with commercialisation. Through the programme, Yonas refined his ability to help them bridge the gap between an idea and a sustainable business model. “There are plenty of funds and support programmes but many startups aren’t selling—they’re stuck at the idea stage. My role is to help them move from concept to market and the mentoring techniques I learned have been instrumental in that.”
The programme’s impact extended beyond his individual work. At Melela Partners, mentoring is now seen as a key part of professional development, not just for startups but within the organisation itself.
“We used to focus on execution—getting things done. But now, we also prioritise the relationships that make businesses successful.”
For Yonas, mentoring isn’t just a professional skill—it’s a critical tool for shaping the future of Ethiopia’s entrepreneurial landscape. He sees mentoring as the missing piece for many startups struggling to bring their visions to life. “Entrepreneurs have the talent and vision, but they don’t always have the structured support they need. Mentoring helps them build confidence, refine their strategies and take their businesses to the next level.”
He’s also a strong advocate for expanding access to structured mentoring education for trainers, mentors, and coaches across Ethiopia. “There are so many people offering mentoring,” he points out, “but not all of them have the right tools. If more trainers and mentors had access to this kind of learning, the impact on the entire ecosystem would be enormous.”
Would he recommend the programme? Absolutely. “It made me more impactful and effective, not just in my work with entrepreneurs, but in how I lead and mentor within my organisation. The learning was practical, immersive and directly applicable to my work.”
With newfound confidence, structure and tools, Yonas is not just mentoring entrepreneurs—he’s helping to reshape the very culture of mentoring in Ethiopia, building a stronger bridge from idea to impact.
Yonas took part in the Mentoring Skills and Practice for Supporter of Entrepreneurs Course in September 2024. The programme involved 123 mentors from 16 countries across SSA and MENA. For more details on the Mentoring Skills and Practice Course, click here.
