So you want to design your startup's social impact framework? Say less bro 🤝🏾

A few weeks ago, I wrote a newsletter on why startup founders should develop their social impact metrics early in their journey, not after their first funding round or when the team doubles in size, but from the beginning.

You’ve launched your startup, you’re building for impact, and you’re shaking the table. One day, somewhere between sprint reviews and the fifth version of your investor update, someone drops the question:

"Have you thought about your social impact framework yet?”

Cue nervous laughter, a subtle side-eye, and a mental tab called “figure that out later”

Well, later is now. Because tracking your impact isn’t just a feel-good add-on; it’s what separates startups that mean well from startups that do well by doing good.

Let’s get into it, shall we?

Start with your "why" (and I don't mean the TEDX version)

Before you start mapping out metrics, get your leadership team in a room, preferably with snacks and caffeinated beverages, and ask one or more of the following questions:

1. What real-world problem are we solving?

2. Who are we solving it for?

3. What does “success” look like beyond profit?

If your mission is to make healthcare more accessible, close the SME funding gap, or support women-owned businesses, then you've found your starting line.

Now, grab your metaphorical shovel and get ready to dig deeper (if it helps, imagine you need to hide a pot of gold bars from a pesky leprechaun; that’s how deep you need to dig):

1. Is your startup's product or service helping to reduce poverty?

2. Is your startup contributing to gender equity in your operating country?

3. Is your product or service enabling digital access in underserved areas?

When it comes to designing your social impact framework, it helps to be specific. A vague impact statement won’t move the needle or convince the right investors to back you.

Borrow Some Shine from the SDGs and the 2X Challenge

The UN Sustainable Development Goals (SDGs) aren’t just for governments and NGOs. They’re a useful framework that gives your impact direction and credibility.

Pick 1 to 3 goals that align with your mission and operations. You don't need to work with all 17 goals; you’re a startup, not the United Nations. Please dear, life is already stressful as it is, no need to add more than you need to your table.

Also worth checking out: the 2X Challenge, launched at the G7 in 2018, which outlines criteria for gender-smart investing. It’s a great tool if you’re serious about advancing equity in leadership, workforce, or customer base.

Choose metrics you can actually measure

This is where many early-stage founders trip up and end up overcomplicating their framework or designing it for optics. My advice? Keep it simple, sweetheart. (KISS.)

Pick 3–5 metrics that give you insight, not anxiety. If you're unsure of where to start, you can use the template below as a guide:

• Number of SMEs financed

• % of women in leadership

• Number of jobs created

• Revenue growth for customers

• Reduced service delivery time

Impact frameworks should be trackable, meaningful, and aligned with your mission; not designed to win LinkedIn points.

Make tracking your social impact metrics feel like a rhythm, not a ritual

Once you’ve designed your framework, share it across the organization. Then take it a step further: build departmental metrics that ladder up to your company-wide goals.

I did this at Salad Africa, and it helped every team - from Product to Storytelling to Commercial Operations - understand how their work contributes to our broader impact goals.

Consider creating a tracker dashboard (Google Sheets, Zoho, Notion; whatever works best for your internal stakeholders) and review progress quarterly.

Bonus tip? Talk about the progress you've made with your social impact metrics. You can write end-of-year reviews. publish mid-year reports, and share quarterly updates with your investors and supporters. If no one knows your impact story, they can’t celebrate or learn from it.

Don’t Let the metrics eclipse the mission

Your social impact framework isn’t a vanity project; it’s more like your north star. And no, you don’t need a PhD in development economics or a certificate in ESG storytelling to get started.

You simply need to:

1. Be clear on your mission and your "why"

2. Choose measurable metrics that can be reviewed as often as needed

3. Track your progress consistently

4. Show your work (because receipts matter)

5. And stay flexible as your startup grows

TL;DR

If you're building for impact, your metrics should prove it. Not just to investors, but to your team, your customers, and your future self.

Because eventually, someone’s going to ask:

“How exactly are you changing the world?”

And when they do, you’ll be ready with more than just vibes and a colorful pitch deck.

PS: I lead Social Impact & Communications at Salad Africa (Techstars ‘22) , where we track real progress across gender equity, SME growth, and value chain prosperity. If you’re building your own framework and want to swap notes, I’m always happy to connect my brain with yours.