22 On Sloane
22 On Sloane is Africa's largest startup campus, operating incubation, accelerator, scale-up, and SETA-accredited digital skills programmes for early-stage entrepreneurs, SMMEs, women founders, and township businesses from Johannesburg and Cape Town campuses.
- Company typePrivate
- Founded2017
- HeadquartersGauteng, South Africa
- Headcount—
- GTM typeB2B
- OfferingServices
What 22 On Sloane does
22 On Sloane (Pty) Ltd, founded in 2017 and headquartered in Bryanston, Johannesburg, operates as Africa's largest startup campus and entrepreneurship hub under the GEN Africa umbrella. It runs two physical campuses: a 3,000+ sqm Johannesburg facility with 500+ workstations, three tech labs, five boardrooms, and a 250-capacity Atrium event space, and a 1,100 sqm Cape Town hub in Green Point. The company's core products include an Incubation Programme for idea-stage founders, an Accelerator (Catalytic) Programme for startups with functioning MVPs, a Scale Up Programme that connects SMMEs to angel, VC, and institutional capital, and SETA-accredited Skills Programmes covering software engineering, data science, cybersecurity, artificial intelligence, and new venture creation. A Game Development Studio, Venture Studio, and Research & Policy function round out the product portfolio.
The business operates a hybrid revenue model anchored on three streams. First, transactional co-working and boardroom rentals (R220–R460/hour ex-VAT depending on capacity), which provide low-ticket, pay-as-you-go occupancy income. Second, sponsored startup programmes delivered in partnership with corporates such as African Bank, Microsoft, and Transnet, and with development actors such as the UK-SA Tech Hub, UNDP, and the Western Cape Government; these programmes function as professional services revenue and ecosystem-building vehicles. Third, event hosting at the Atrium and meeting spaces for both internal and external corporate/government clients. Customer segments span early-stage entrepreneurs, growth-stage startups, scale-up SMMEs, women-owned businesses, township entrepreneurs, and unemployed youth, with distribution delivered primarily through the two physical campuses supplemented by select virtual programming.
Go-to-market is community-led and partnership-driven: partner referrals channel beneficiary cohorts into the campus, while a steady cadence of Startup Huddle sessions, hackathons, Sloane Connect networking events, and Global Entrepreneurship Week activities drives top-of-funnel engagement. Impact metrics (578+ MSMEs supported, 1,116+ jobs created, R2Bn+ tenant revenue) are used as marketing and fundraising currency, although tenant outcomes are not the same as the company's own revenue. The company is privately held with no disclosed funding rounds or external shareholders; programme scale is funded substantially through corporate and government sponsorships rather than equity capital.
22 On Sloane firmographics
Firmographics- Name
- 22 On Sloane
- Legal name
- 22 On Sloane (Pty) Ltd
- Website
- https://22onsloane.co
- Company type
- Private
- Founded year
- 2017
- Operating status
- Operating
- Short description
- 22 On Sloane is Africa's largest startup campus, operating incubation, accelerator, scale-up, and SETA-accredited digital skills programmes for early-stage entrepreneurs, SMMEs, women founders, and township businesses from Johannesburg and Cape Town campuses.
- Ownership category
- akta.pro rank
22 On Sloane industry classification
Industry- Product category
- Startup Incubator / Entrepreneurship Hub
- NAICS
- Management Consulting Services (54161)
- SIC
- Services-Educational Services (8200)
- akta.pro primary industry
- Entrepreneurship, Innovation & Venture Creation Centers (EDAHAHAH)
Keywords
Where 22 On Sloane is headquartered
LocationHeadquarters
- HQ city
- Gauteng
- HQ country
- South Africa
- HQ region
- Africa
Offices2 records
Markets served
22 On Sloane business model
Business model- GTM type
- B2B
- Offering type
- Services
- Cost components
- Personnel, Infrastructure, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Co-working Space and Office Rentals: 22 On Sloane generates revenue through renting co-working spaces, private offices, and boardrooms to startups and businesses. The Johannesburg campus has over 3000sqm of lettable area with over 500 workstations and offices. Boardroom rentals range from R220 to R460 per hour depending on capacity.
- Startup Programmes and Capacity Building: The organization runs various startup programmes including incubation, acceleration, and skills programmes, many delivered in partnership with corporate sponsors and government entities. While some programmes appear to be funded by partners (African Bank, Microsoft, etc.), the programmes serve as a revenue and ecosystem-building mechanism.
- Event Hosting: Revenue is generated through hosting events at the campus Atrium (which can fit up to 250 people), breakaway rooms, and meeting spaces for both internal ecosystem events and external corporate/government events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Soweto Boardroom - 22 seats |
| Unit Pricing | Pay-as-you-go | Lagos Boardroom - 6-8 seats |
| Unit Pricing | Pay-as-you-go | Dar Es Salaam Boardroom - 8 seats |
| Unit Pricing | Pay-as-you-go | Dakar Boardroom - 6 seats |
| Unit Pricing | Pay-as-you-go | Nairobi Boardroom |
| Unit Pricing | Pay-as-you-go | Cape Town Boardroom - 24 seats |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels8 records
22 On Sloane product offering
Product offeringCore offering
22 On Sloane operates Africa's largest startup campus, providing physical co-working space, boardrooms, and event facilities alongside an end-to-end entrepreneur support pipeline covering incubation, acceleration, and scale-up programmes, SETA-accredited digital skills training, a Game Development Studio, a Venture Studio, and Research & Policy advisory. Services are delivered from dual hubs in Johannesburg (Bryanston) and Cape Town (Green Point) and are funded through a mix of rental income, programme fees, and corporate/government partnerships.
Product overview
22 On Sloane is Africa's largest startup campus and entrepreneurship hub, offering a comprehensive ecosystem of programmes and services to support entrepreneurs from ideation to commercialization. The core portfolio includes three main programmatic tracks: the Incubation Programme for early-stage ventures, the Accelerator Programme for startups with MVPs, and the Scale Up Programme for high-impact SMMEs seeking market access and capital. These are complemented by Skills Programmes (accredited by SETA) covering Software Engineering, Data Science, Cybersecurity, and AI; the Game Development Studio for gaming entrepreneurs; a Venture Studio for hackathon-driven solution development; and Research & Policy initiatives. The campus also operates co-working space (3000+ sqm, 500+ workstations) and hosts regular events including Startup Huddle and Global Entrepreneurship Week. Partnerships with organizations like African Bank, Microsoft, UK-South Africa Tech Hub, and UNDP enable specialized capacity-building and digital market access programmes targeting township-based businesses.
Differentiator
Problem solved
Functional benefit
Brands
- GEN Africa: Part of the Global Entrepreneurship Network (GEN) Africa ecosystem operating across 42 countries with the aim of educating individuals and accelerating innovation so anyone can start and scale a business.
Products and services
- Incubation Programme Programme for entrepreneurs in the process of starting or launching a new venture, focusing on identified market opportunity, scrumming, and developing go-to-market and/or growth strategies.
- Accelerator (Catalytic) Programme Programme for startups with a functioning Minimum Viable Product (MVP); helps achieve product-market fit via custom builds, build and implement sustainable business models, and launch and scale the venture.
- Scale Up Programme Programme providing market and capital access for high-impact startups and SMMEs through a network of angel, venture capital, and institutional investors and private/public sector partners in South Africa and across the African continent.
- Skills Programmes SETA-accredited digital skills courses targeting South African youth to make them employable in the new world of work; covers Software Engineering, Data Science, Cybersecurity, Artificial Intelligence, Technology Entrepreneurship, and New Venture Creation, plus a GEN Juniors weekend programme for high school learners.
- Game Development Studio Dynamic ecosystem enabling learning, prototype development and experimentation of new gaming solutions and products, supporting startups, SMEs, developers, and gaming enthusiasts to develop and launch commercially appealing games.
- Co-Working Space and Boardrooms Over 3,000 sqm of lettable area occupied by 100+ startups at the Bryanston campus, with 500+ workstations, 3 Tech Labs, 5 boardrooms, kitchen facilities, parking, and event space; boardroom rentals from R220 to R460 per hour depending on capacity. A co-located Cape Town hub provides additional co-working and boardrooms.
- Venture Studio Uses Hackathons and Huddles to identify market gaps and generate solutions via a market-pull approach tied to specific corporate partner needs; selects the best value proposition and develops it into a market-ready solution with a dedicated commercialisation team.
- Global Entrepreneurship Week (GEW) 2025 Activities Programme of ecosystem events (hackathons, AI Innovation Forum, Startup20 Summit & Awards) running in both Johannesburg and Cape Town hubs as 22 On Sloane's annual contribution to GEN's Global Entrepreneurship Week.
Quantifiable outcome
- 578+ MSMEs Supported
- +4 more outcomes
Companies that use 22 On Sloane
Customer profileNamed customers1 record
Segments6 records
Ideal customer profiles7 records
22 On Sloane technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
22 On Sloane partnerships and signals
Strategic signalPartnerships
Eleven partnerships are on record, tiered core and secondary.
- United Nations Development Programme (UNDP)coreUNDP partnered with 22 On Sloane through the Accelerating AgriTech and AI SMEs through the Japan–South Africa Partnership Programme. The programme targets 50 local SMEs with 50% women-led participation and aims to support 100 smallholder farmers with technology adoption. Funded with support from the Japan Government.
- UK-South Africa Tech HubcoreThe UK-SA Tech Hub partnered with 22 On Sloane on the Township Digital Market Access Programme, which aims to empower and onboard township SMMEs onto e-commerce platforms. Version 1 onboarded 200 SMMEs from Soweto, Diepsloot, Tembisa, Hammanskraal and Soshanguve; Version 2 onboarded 150 SMMEs in Gauteng; Version 3 targets Western Cape townships.
- African BankcoreAfrican Bank has partnered with 22 On Sloane on multiple programmes including the African Bank Business Skills Bootcamp, African Bank Women Entrepreneurship Development Programme, African Bank MSME Capacity Building Programme, and African Bank Enterprise & Supplier Development Programme. These initiatives aim to equip entrepreneurs with business skills, tools, and market access opportunities to participate in Africa's mainstream economy.
- Microsoft South AfricacoreMicrosoft partners with 22 On Sloane on the Microsoft SMME Capacity Building Programme, Microsoft Tech Programme, Microsoft Women In Tech Programme, and Microsoft for Startups Founders Hub. These programmes provide digital skills training, business development support, and technology resources to qualifying SMMEs.
- TransnetsecondaryTransnet partnered with 22 On Sloane on the Transnet Enterprise & Supplier Development (ESD) Programme designed to support SMEs within Transnet's supply chain through capacity building and development initiatives.
- Global Entrepreneurship Network (GEN) Africacore22 On Sloane is part of the GEN Africa ecosystem, which operates across 42 countries with the aim of educating individuals and accelerating innovation so anyone, anywhere can start and scale a business. GEN Global operates in 200 countries.
- AssupolsecondaryAssupol partnered with 22 On Sloane on the Assupol Digital Skills Training Programme, a 6-month initiative equipping township youth with digital skills, introducing them to the digital economy, and providing work experience opportunities.
- South Africa Future TrustsecondaryThe South African Future Trust Awards, with prizes valued at R500,000 including cash, mentorship, hardware, software, and business support, are hosted at 22 On Sloane. Awards cover five categories: tech entrepreneurs, most innovative ideas, social entrepreneurs, women in business, and youth entrepreneurs.
- Western Cape Government (DEDAT)coreThe Western Cape Government Department of Economic Development and Tourism (DEDAT) partners with 22 On Sloane on programmes including Startup Huddle Cape Town and capacity building initiatives for MSMEs in the Western Cape.
- OpenAIsecondaryOpenAI collaborated with 22 On Sloane on the AI Innovation Forum held during Global Entrepreneurship Week 2025, focusing on Africa's role in the global AI conversation and how AI can support startups, MSMEs, and communities.
- SAB FoundationsecondaryThe SAB Foundation Social Innovation Awards, with awards ranging from R250,000 to R500,000 along with business development support, are promoted through 22 On Sloane's platform to encourage entrepreneurs with innovative solutions addressing societal challenges.
Scale indicators7 records
Recent moves6 records
Expansion highlights6 records
22 On Sloane competitors and assessment
Company assessmentDirect peers
- Workshop17: South African co-working and events operator with multiple locations including Bryanston and Cape Town. Comparable to 22 On Sloane's physical workspace and community offering, though with a less explicit startup-incubation focus.
- iHub: Nairobi-based innovation hub for African technology entrepreneurs, providing co-working, incubation, and community programmes. Closely comparable to 22 On Sloane as a tech-focused entrepreneurship hub in East Africa.
- Co-Creation Hub (CcHUB): Africa's leading innovation hub (Nigeria, Kenya, Rwanda) running incubation, acceleration, and corporate-innovation programmes. Directly comparable to 22 On Sloane in mission and operating model, with a stronger multi-country footprint and similar partnership-driven revenue model.
- RLabs: South African-based social innovation and skills organisation running training, incubation, and community programmes in townships. Comparable to 22 On Sloane's township-focused digital skills and entrepreneurship programmes.
- The Innovation Hub (TIH): Pretoria-based innovation hub owned by the Gauteng Province, providing incubation, acceleration, and commercialisation services. Direct South African peer with a similar public-sector partnership model and startup-programme focus.
Broad incumbents
- Startupbootcamp: Global accelerator operator with vertical programmes in multiple geographies. Comparable acceleration and partner-driven revenue model to 22 On Sloane's Catalytic/Accelerator programme, but with global brand and corporate-sponsor network.
- Impact Hub: Global network of impact-focused innovation hubs with presence in Africa (e.g., Impact Hub Accra, Harare). Comparable community-driven, co-working-plus-incubation model but as a global franchise rather than a single campus.
- AfriLabs: Pan-African network of over 400 innovation hubs across the continent. Comparable as a continental-scale entrepreneurship infrastructure, often via partnership with 22 On Sloane's own regional programmes, but operating as a network aggregator rather than a single campus.
Emerging players
- Gearbox: Nairobi-based prototyping and hardware innovation hub supporting startups, developers, and makers. Adjacent peer with comparable lab-and-community infrastructure model, but more focused on hardware than 22 On Sloane's software/AI emphasis.
Regional players
- BongoHive: Zambia's largest innovation and technology hub, offering co-working, incubation, and skills programmes. Comparable model and structure to 22 On Sloane but operating in a different Southern African market.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
22 On Sloane social profiles
Digital presence22 On Sloane financial estimates
Financial estimateRevenue estimate
Valuation estimate
22 On Sloane leadership team
Management profileNumber of profiles
Profiles1 record
22 On Sloane funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
22 On Sloane M&A and investment
M&A and investmentM&A
Investments5 records
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about 22 On Sloane
What does 22 On Sloane do?
22 On Sloane operates Africa's largest startup campus, providing physical co-working space, boardrooms, and event facilities alongside an end-to-end entrepreneur support pipeline covering incubation, acceleration, and scale-up programmes, SETA-accredited digital skills training, a Game Development Studio, a Venture Studio, and Research & Policy advisory. Services are delivered from dual hubs in Johannesburg (Bryanston) and Cape Town (Green Point) and are funded through a mix of rental income, programme fees, and corporate/government partnerships.
Is 22 On Sloane a public or private company?
22 On Sloane is a private company. It is classified as unknown and is currently operating.
When was 22 On Sloane founded?
22 On Sloane was founded in 2017.
Where is 22 On Sloane based?
22 On Sloane is headquartered in Gauteng, South Africa, in the Africa region.
How does 22 On Sloane make money?
Three revenue lines are on record. Co-working Space and Office Rentals are the primary driver. The others are startup Programmes and Capacity Building and event Hosting.
Who are 22 On Sloane's main competitors?
Direct peers on record are Workshop17, iHub, Co-Creation Hub (CcHUB), RLabs and The Innovation Hub (TIH). Broad incumbents are Startupbootcamp, Impact Hub and AfriLabs. Gearbox is listed as an emerging player. BongoHive is listed as a regional player.
Does 22 On Sloane have an API?
No public API is recorded for 22 On Sloane.
What industry is 22 On Sloane in?
22 On Sloane's product category is Startup Incubator / Entrepreneurship Hub. Its primary akta.pro industry code is EDAHAHAH, Entrepreneurship, Innovation & Venture Creation Centers. Its NAICS code is 54161 and its SIC code is 8200.