Veronica Wekesa, a Kenyan entrepreneur building a new hospitality model for the travel and tourism industry — Lionesses of Africa



What are your future plans and aspirations for your company?

We would like to grow the brand and later franchise the business from a single city to various cities in Kenya and maybe East Africa.

What gives you the most satisfaction being an entrepreneur?

Creating employment for women; I started with one female employee, and we currently have 4. We also teach financial literacy, and through those classes, one of the employees bought a sewing machine and went for sewing classes while another invested in a catering business ( they cook food for construction workers and laborers). They have employed people in their micro businesses, and this causes a ripple effect in the economy.

What’s the biggest piece of advice you can give to other women looking to start-up?

Test the waters first, don’t jump into the deep end. We all learn to swim from the shallow end. Start small, use your friends and family as a focus group, you will get great feedback from them about your business or product. Tweak the business, then once you have proven that the concept works, scale the business. Proof of concept will be based on the sales volume achieved on an annual basis.

Finally always go through these 3 questions when facing any crises in your business or your personal life. Ask yourself:

  1. What went wrong?

  2. How do I fix it?

  3. How do I make sure it never happens again?

Contact or follow Cohost Kenya

WEBSITE | FACEBOOK | INSTAGRAM | PINTEREST | EMAIL  info@cohostkenya.com





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Aisha Pandor, a digital innovator solving problems at scale — Lionesses of Africa



Lioness Weekender spoke to the impact driven Aisha R. Pandor to find out more about her unique entrepreneurial journey and her vision for the future of the business.

What does your company do?

SweepSouth is Africa’s first online end to-end platform for booking, managing and paying for home services. As a high growth startup venture, our mission is to create dignified work for home service providers, while also helping paying customers enjoy the experience of a happy home. The company is operational in South Africa and Kenya, and has helped over 25,000 unemployed or underemployed home service providers to find work. SweepSouth serves as an advocate for financial and digital inclusivity for women at grassroots level. Our partnerships include one with a financial services provider resulting in free life and disability insurance for women working on the platform, the majority of whom are single mothers and primary breadwinners. SweepSouth also publishes an annual survey on domestic workers’ pay and living and working conditions, which has become a credible and widely cited source of information nationally regarding the industry, which in South Africa employs over a million women per annum. SweepSouth co-launched the Warrior Project (with Caveat Legal), which is a resource for free legal advice and resources for women affected by gender based and domestic violence.

What inspired you to start your company?

We originally launched SweepSouth out of a personal need. We’d been stuck without help at home during a holiday period when we were working intensely on potential ideas. We were left fairly last minute without a nanny and helper, and the ensuing search revealed lots of existing challenges in the domestic work and home help industry. One the one hand, the search for well-vetted, relevant (right place, right time) home help can be very frustrating and inconvenient for those needing assistance, and on the other hand, many domestic workers and other home service providers are unemployed or underemployed, and struggle to find work. Our idea was to build a platform that would connect the two sides together, providing decent work, at decent rates, and with the flexibility of home service providers to determine when, where and under what conditions they wanted to work. Our mission is to use technology to help address unemployment and underemployment, and to bring fresh perspective to an industry that in many ways has remained unchanged for centuries.

Why should anyone use your service or product?

We are a mission driven company that believes that technology can and should be a tool for rapid change, for the better. We were the first of its kind on the continent, and in many ways are breaking barriers. This includes shifting entrenched attitudes in a very established industry, and being a female-led company with a majority female team, servicing mostly female customers and working with mostly female home service providers. We hope to be an inspiration for other women wanting to enter the tech space, and who want to be part of building for-profit businesses that also inherently have positive social impact baked into their mission and vision. Lastly, in building our company, we are also addressing adjacent issues to unemployment, including financial and digital inclusivity and female empowerment.

Tell us a little about your team

Our in-office team is made up of about 50 individuals in South Africa and Kenya who are passionate about our mission and making a positive impact on the lives of people around the continent. We are young, energetic, smart, and driven, with a healthy dose of fun and silliness thrown in. Our team is diverse, with over 50% of the company being female, and people joining from multiple backgrounds and disciplines. In addition to our in-house team of support and operations team members, marketers, engineers, and finance and admin staff, we have a base of about 25,000 home service providers, primarily women, and primarily single mothers and breadwinners, who have used the platform over the last almost 7 years to find work. Lastly, we have a base of really great shareholders and investors who have been very supportive over the last year in particular, including Naspers Foundry, the Michael and Susan Dell Foundation, Smollan Group, FNB Vumela Fund (managed by Edge Growth), CRE VC, Identity Fund Managers (IDF), Flightmode Digital, and 500 Startups.

Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?

I wouldn’t have considered myself entrepreneurial 10 years ago. While my dad is definitely an entrepreneur, my mom, who in many ways is a role model, has built up a more traditional professional career in teaching academia, and later, politics. My husband and co-founder (and SweepSouth CTO) Alen Ribic has been a big influence in me thinking that it is doable to pursue our own venture. While I was studying towards my PhD, I knew virtually nothing about business. In thinking about what I would do after studying, I saw the appeal in being able to combine my studies and a business career to have great impact on the economy and ecosystem in South Africa and beyond. To this end, I enrolled in a postgraduate business course while concurrently writing up my PhD thesis in genetics, and absolutely loved studying and learning about strategy, finance, operations, and economics. The business bug had bitten and I worked as a management consultant after finishing my studies, but the corporate world and being an employee didn’t quite fit. This led me to think about entrepreneurship and the idea of building a tech enabled business to help solve problems at scale.

What are your future plans and aspirations for your company?

Our mission is to use technology to help people find decent work, at decent rates, and at the same time help customers enjoy their home spaces. As such, our future plans are to scale SweepSouth from what started off as a cleaning services platform, to a truly multi-vertical home services provider, offering everything from indoor and outdoor cleaning and maintenance, to artisanal services (handyman, plumbers, electricians), to financial services, to home products. The other axis of growth includes scaling to different geographies. We’re already present in Kenya in addition to South Africa, and will launch in Nigeria in the second half of 2021. Our aim is to build a solid footprint in emerging markets, scaling our tech to provide positive impact, and also helping to use the platform to increase digital literacy and inclusion. Ideally, we’d like home service providers to have a solid and trusted record of work and financial earnings, as well as the opportunity to uplift and up-skill themselves, via our platform

What gives you the most satisfaction being an entrepreneur?

I love the process of having an idea that could become something, and then putting in a huge amount of energy to turn that into a reality. It’s extremely gratifying to turn nothing into something, particularly when that something changes lives for the better. It’s also really awesome to be putting together a team of employees, investors, partners and other stakeholders, who all believe in this vision of a better way to do things. And when you are part of other people’s personal and career growth, that’s really meaningful. Lastly, there’s an energy I love about entrepreneurship. The thrill of being different and believing that you can challenge the status quo for greater good. It can become quite addictive.

What’s the biggest piece of advice you can give to other women looking to start-up?

There’s so much! But my biggest pieces of advice would be to settle on a solving a problem where you have high conviction of the problem and your potential solution adding value, and where you feel passionate about the problem space (not necessarily the solution, which may change over time), and then to just do it! Whether you start part-time or jump in both feet first, life is too short to not be doing work which is aligned to your purpose. Second, surround yourself with a great support system. Whether that’s your mentor, co-founder, early investors, other friends in the ecosystem who can champion and support you work, or even your support network at home that helps you build your company, it’s so important not to try and do this alone, it’s just too difficult. Third, if you’re not naturally confident (I’m not), work on your confidence and sense of self-worth. It will help you forge ahead when things are tough, but also not take the inevitable knocks too personally. And then lastly, once you do get started, remember to enjoy the journey, including the downs (which are always temporary). Building a company is as much about the journey and its learnings, and the positive impact you can make along the way, as much as it’s about the bigger milestones that get celebrated more publicly. If you enjoy the journey and can find meaning in every day, starting up a company is one of the most rewarding things you can do from a personal growth perspective.

To find out more about SweepSouth and its work, contact Aisha via email: aisha@sweepsouth.com or visit the company’s website and social media pages:

WEBSITE | FACEBOOK | TWITTER | INSTAGRAM | YOUTUBE





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Lioness Launch / Mozambique’s House of Agness launches new bespoke, luxury tea collection — Lionesses of Africa



The House of Agness, founded by creative entrepreneur Mariana Agness Francisco Eria, is a contemporary Floral House based in Mozambique and specializing in bespoke, minimalistic floral arrangements. The company’s inspiration is based on  minimalism and sustainability. The House of Agness range of products and services includes, but is not limited to, the delivery of signature floral boxes, bouquets, gift boxes and onsite floral services, as well as corporate event management and design. Signature flowers include roses, orchids, hydrangeas and peonies (seasonal). The company takes pride in the preserved flower collection where a rose can last for as long as 2 years in its lush acrylic boxes.

The House of Agness is now spreading its creative wings and proudly launching its own range of bespoke Teas. Within the lineage for the brand’s love for nature and florals, three flavours have been selected for the launch, being that “Love” is the foundation for both Happiness and the act of being Chic:

Love – (Rose Petals, Hibiscus)

Happiness – (Rose Petals, Hibiscus and Lemon Balm)

Chic – (Rose Petals, Hibiscus and Mulberry) 

What makes The House of Agness range of signature teas so different is that they are meticulously selected to guarantee an elevated quality experience for the brand’s esteemed customers.

Speaking about the launch of the new luxury, bespoke tea range, founder Mariana Agness Francisco Eria, said:

“As we do all things in love, passion and perfectionism, we could not be any prouder of the outcome. Our lush teas can be a self spoil, a gift to a loved one and even be part of a corporate event and or be included as a wedding hamper. This product experience not only benefits our health but is also lovely ritual of slowing time down and calming the soul. We aspire to become a reference point for ethically grown Mozambican branded Luxury Teas.”

The new range of The House of Agness teas is currently available at the following outlets:

  • The House Of Agness Floral Studio, 806 Martires da Machava Avenue, Polana Cimento, Maputo, Mozambique

  • The House Of Agness Floral Kiosk, 151 Marginal Avenue, Baía Mall, Maputo, Mozambique

Speaking about what she hopes customers will take away from the new luxury tea experience from The House of Agness, Mariana adds:

May this understated ritual gain momentum evermore. Our own little pause button that not only offers us a fresh, delicious fragrance but allows our palate to go on an adventure.”

To find out more, contact Mariana Agness Francisco Eria via email: mariana.agness@gmail.com 

Or visit The House of Agness website and social media platforms:

WEBSITE | FACEBOOK | TWITTER | INSTAGRAM





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Dream First, Details Later: How to Quit Overthinking & Make It Happen! by Ellen Marie Bennett


Ellen Marie Bennett

Ellen Marie Bennett

Book Review

Entrepreneur Ellen Marie Bennett, founder of professional apron company, Hedley & Bennett, knows what it takes to build a successful business, and the title of her new book, Dream First, Details Later: How to Quit Overthinking & Make It Happen!, says it all.

As a 24-year-old line cook, Ellen Marie Bennett couldn’t stand the kitchen staff’s poorly designed, cheaply made aprons. So when her head chef announced he was ordering a new batch, she blurted out, “Chef, I have an apron company”—even though she had no company, no business plan—just a glimmer of a design idea and a business license. Through hustle and a willingness to leap into the unknown, time and time again, she built that first order into a multi-million-dollar company called Hedley & Bennett, making aprons and kitchen gear worn by many of the world’s best chefs and home cooks everywhere.

Ellen’s new book, Dream First, Details Later shares her unique journey and her forged-in-the-fire personal playbook for starting before you stop yourself. If you’ve ever imagined doing something and immediately thought, “that’s impossible,” or “I wouldn’t even know where to start,” or “I’m not qualified to do that,” in these pages, you’ll learn how to shove aside your inner worrier and launch into action. This honest and bold illustrated book will be like having Ellen—your personal hype woman—there with you, all the while yelling, “Don’t stop! You got this!” 

In Dream First, Details Later, Ellen shares hard-won advice on: Squashing doubts and reservations about venturing outside your comfort zone. (These doubts masquerade as rational, but they’re more likely coming from a place of fear.) Saying screw it to the perfect plan and using creative problem-solving—and heart and guts—to conquer the shit storms as they come. Eventually transitioning from the “flying by the seat of your pants” stage to the “well-oiled machine” stage.  

Author quotes

You don’t need to have all the answers to make your dream a reality. You just need to start before you’re ready.

When pursuing a dream, it’s OK to be a little shameless when trying, when being scrappy, and when showing up!

Never for a second let anyone make you feel ashamed for trying to make something out of your life. Leave your shyness at the door, along with your fear of “what if they say no?” And forget the people who already did say no.

About the author

Ellen Marie Bennett is the founder and CEO of Hedley & Bennett, an apron and kitchen gear brand that outfits many of the best chefs in the world. Since starting the business in her L.A. home, Ellen has grown H&B into a multi-million dollar business. They have collaborated with Vans, Madewell, Chrissy Teigen, and artist Takashi Murakami, among others and create uniforms for 4,000 restaurants and coffee shops all over the U.S

www.hedleyandbennett.com 


Why LoA loves it….

There is always something inspirational about women entrepreneurs who are fearless, who just follow their instincts and make things happen in business. Ellen Marie Bennett is one such entrepreneur, and her tenacity and self belief are a great reminder to all of us as women entrepreneurs that we need to stop overthinking and just do it. So often as entrepreneurs, we don’t seize opportunities when they present themselves because we tell ourselves we are not ready, we are not big enough, we won’t be taken seriously. We need to take Ellen’s approach much more and simply go for it, say yes, and stop overthinking things. Her new book is a great reminder that this approach can pave the way for business success and a more tenacious approach to live and business. — Melanie Hawken, founder & ceo, Lionesses of Africa



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Should I stay or should I go? — Lionesses of Africa



By the Lionesses of Africa Operations Dept

We were shocked to hear of the passing of Model and Singer Nick Kamen this week at the tender age of 59. The Levi Jeans model and singer shot to fame in the iconic ‘Laundrette’ ad (here). 

Reflecting on that we were reminded of another incredible Levi’s ad (seen here), featuring the song, ‘Should I stay or should I go?’ by the British Punk Rock Band, ‘The Clash’. Although possibly not intended, this song dealt with toxic employer/employee relationships and indeed when a band member was sacked later, the lyrics took on a whole new meaning…

Throughout this song you can hear, through the gritty, grinding guitar riff the pull between the toxic relationship, indecision (a killer in businesses), a feeling of being trapped and begging to be set free, the confusion as to which role they have to play within the organisation coupled with a realization that the boss doesn’t even know them! 

This indecision’s bugging me

If you don’t want me, set me free

Exactly whom I’m supposed to be

Don’t you know which clothes even fit me?

…and yet a longing for there to be a change to encourage the person to stay – after all, none of us jump from a job easily – all would far rather find a way to make it work, and although that takes two – such leadership and drive has to come from the CEO. So…

“[How] Do you know the difference between a good place to work [and your people stay] and a bad place to work [where your good people get up and  go] ?…In good organisations, people can focus on their work and have confidence that if they get their work done, good things will happen for both the company and them personally. It is a true pleasure to work in an organization such as this. Every person can wake up knowing that the work they do will be efficient, effective, and make a difference for the organization and themselves. These things make their jobs both motivating and fulfilling.

In a poor organization, on the other hand, people spend much of their time fighting organizational boundaries, infighting, and broken processes. They are not even clear on what their jobs are, so there is no way to know if they are getting the job done or not. In the miracle case that they work ridiculous hours and get the job done, they have no idea what it means for the company or their careers. To make it all much worse and rub salt in the wound, when they finally work up the courage to tell management how f####ed-up their situation is, management denies there is a problem, then defends the status quo, then ignores the problem.

So wrote Ben Horowitz the Founder of the famous Tech PE Fund – ‘a16z’ in his hard hitting (and yes, be warned, as you see, it does contain some colourful ‘Anglo-Saxon’ words) book: “The Hard Thing About Hard Things: Building a Business When There Are No Easy Answers” by Ben Horowitz, (here).

Obviously without a great product, you might as well stay under the duvet each morning, and without a market for your incredible dream, it will remain just that – a dream. But as has been proved numerous times, if you have a great product and a fabulous market, you can be as ghastly as you like and you will succeed…for a time. But as Mother Nature shows herself, there are natural ebbs and flows, and at some point every company and industry goes through an Autumn where the dead wood drops to the ground and if that doesn’t clear up the bad bits, then comes Winter…

And that is when the cream rises to the top, which is when being at a good company comes into its own. When people decide to stay and fight for you, for your company for your (and their) dream. That is the difference.

It is the good times that hide the bad companies, as JFK said: “…the rising tide lifts all boats”, but when the tide goes out and the sea drops, all can see the rubbish lying on the bottom of the sea, plus the rust and barnacles on the bottom of the boats by now lying on their side in the mud. This is so true with companies well or badly run. A strong economy supports all, but also hides so many ills.

Once the tide turns, there is very little a bad company can do to keep good staff. At some point your good employees will start to ask “Should I stay or should I go?”. In a bad company at these times, one of the often heard complaints is that the ‘Rats deserted the sinking ship’, that is a lie – in fact it is so often the Rats that are left at the end on the ship unable to find anything dry.

One of the things that Ben emphasizes is that:

THINGS ALWAYS GO WRONG”

There has never been a company in the history of the world that had a monotonously increasing stock price. In bad companies, when the economics disappear, so do the employees…”

We are not alone in this. Mistakes are made – we are after all Human and if this were easy as we often say – everyone would be doing it! So even good companies will have downturns, but what Ben emphasizes in bad companies, there will be no turning back, a death spiral will start as good employees leave. 

As Melanie in one of her daily blogs this week said: 

…the reality is that for most women entrepreneurs, the journey has never been plain sailing and often a very tough road will have been travelled before achieving success. It’s all too easy to think that other people’s entrepreneurial journeys have been easier than our own, but in fact the real experiences can be very different.

So how can we ensure that yours is a good company and therefore able to weather the storms?

Ben quotes his old boss Jim Barksdale who was fond of saying, “We take care of the people, the products, and the profits—in that order.

…and the best way of looking after your people is through Training.

Of course higher pay, better bonuses, (or in our HoF’s case) decent coffee do make a difference, but employees really want to be engaged, to be appreciated and empowered. This is best done through Training.

When good employees leave, questions are asked by others staying behind, productivity drops, morale takes a hit and the increased workload has to be taken by someone. In addition you now have recruitment and training costs to deal with. Far better to avoid that, we would suggest, unless as we show in a while, it is all part of a plan to lift everyone up…

So why do people leave?

As Ben found when he ran Netscape there were two main reasons:

  1. “They hated their manager; generally the employees were appalled by the lack of guidance, career development, and feedback they were receiving.

  2. They weren’t learning anything: The company wasn’t investing resources in helping employees develop new skills.”

That is why Training is so powerful.

Making educational and career advancement opportunities available, even if they result in employees growing up and out of your organization, is a must, because you never know when an employee might return to your organization, or when they’ll make a key referral.” According to Wendy Duarte Duckrey, vice president of recruiting at JPMorgan Chase (here).

She adds: “One of the key things — if you’re really listening to employees — is to find out if they are getting the resources to add to and change their roles, to take on more and different responsibilities, to spearhead new projects, to experiment… and not all educational opportunities have to be job-focused.

As Ben says Training increases: 

  1. Productivity: “Training is, quite simply, one of the highest-leverage activities a manager can perform.

  2. Performance management: “If you don’t train your people, you establish no basis for performance management.

  3. Product quality: It’s great to employ new blood and new ideas, but if you don’t train them in your current processes the chances are high that the newbies will just add on, unaware of the unintended consequences or unable to suggest through their own experiences, solutions that will improve and grow your product.

  4. Employee retention.

So where to start.

Product and company training is the first area. ‘Functional Training’.

Management Training’ comes next. Not all great employees make great managers, but so many are promoted into this role simply because they have created results. Training will guide them for this future role or just as importantly will make you recognise there is a reason a lone Wolf works best on their own!

Finally comes ‘Life Training’. Starting with how the business is run and why. The economics, the finance, the e-commerce, covering all areas that many within your organisation never come across (as they are hidden away in product development or accounts, or the warehouse). If your employees understand the ‘Why’ and the ‘How’, they will become far more engaged and personally invested in your dream.

The difference between a good place to work and a bad place to work is answered by your view of these two questions:

What if I train my staff and they should go?

What if I train my staff and they should stay?

Stay safe.



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Don’t stress your animals! – African Farming


LIVESTOCK

Like with humans, stress in animals can be a serious problem, often with dire health consequences.

Stress increases the levels of the stress hormone cortisol, which suppresses the immune system and so affects productivity and reproduction by delaying puberty and retarding ovulation.

Stress can also affect the behaviour of an animal, making it more aggressive or changing its social and sexual behaviour. Moreover, if animals are exposed to stress over a long time, the effects can be transferred to the next generation.

Elements that cause stress can be external, like when it is too hot or cold, or when conditions are difficult, like sheep or cattle lambing and calving on rough terrain. There are also behavioural stressors, like being dominated by others in the flock or herd, infections, competition in confined spaces or when they’re handled or transported roughly.

When animals are stressed, they will bleat or bellow. They may also try to escape, and could have little energy, lose their appetite, become dehydrated, breathe faster or experience an increase in their heart rate.

The best way to avoid stress in animals is to keep them comfortable. Provide shade and enough water, ensure ample space in confined areas, transport them safely and hygienically, and, when handling them, be calm and keep your distance.

Crushes and other handling equipment should be designed to mimic the natural behaviour of the animals. Google the famous US animal scientist Temple Grandin to find out more on animal-handling equipment design.

Stress is a major problem when slaughtering animals. If an animal is stressed when it is slaughtered, its pH remains above 6, making the meat dark, tough and dry.

Humans work best when they’re calm, and the same applies to animals. Don’t let stress cost you money!



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Zabion de Wee discusses John Deere’s S.M.A.R.T Model


New Business Development Manager at John Deere, Zabion de Wee joins Bathabile Modutoane in the studio to talk about John Deere’s S.M.A.R.T Model for small-scale farmers.



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Safeguarding Education financing during COVID 19 pandemic times – Forum for African Women Educationalists: FAWE


Every year, from April 26th – 30th, the world comes together to celebrate the Global Action Week for Education (GAWE). It is during this week that all educational stakeholders are reminded that education financing is crucial and more specially during and post the Covid-19 times. This year, 2021, the world celebrated GAWE at a time when education budgets around the world had been reduced as a result of the pandemic. It was noted, therefore, that securing an increase in the public financing of education to ensure inclusive and equitable quality education and promoting lifelong learning opportunities for all is very much needed.[1]

According to the Education Financing Watch (EFW[2]), education budgets are not adjusting appropriately to the many challenges that have been brought about by the COVID 19 pandemic. This is especially true for poorer countries. In the last decade, government education spending had increased steadily but the pandemic has had a huge impact to public finances. In addition to this, the prospects of maintaining the commendable increase have greatly declined. About two-thirds of low- and lower-middle-income countries have, in fact, cut their public education budgets since the onset of the pandemic. In the EFW report, it is noted that as compared to upper middle income and high-income countries, only one third have reduced their budgets. This is relatively small but there is a looming danger that it will grow to bigger cuts as the pandemic continues to have an economic impact. The differing trends are actually an implication of the existing spending disparities between the low and high income countries.

 

As the world continues to fight the Covid-19 pandemic, it is imperative that governments reconsider the decision to reduce education budgets as education is more important in these unprecedented times than before. There is need to educate children to have better education to combat any future threats to the Globe. This is the time for governments to increase their education budgets.

[1] https://campaignforeducation.org/en/2021/01/14/one-billion-voices-call-to-action/

[2] https://unesdoc.unesco.org/ark:/48223/pf0000375577






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Pricing cringe — Lionesses of Africa



by Brigette Mashile 

Pricing – I avoid this topic, a lot.  It is because it makes me uncomfortable.  I have no direct reason, so I know it must be deep and attached to money in general.  This is a major issue because I run a business, I make products which I sell, every day.  What am I doing? What have I been doing? Ah…sigh… I need to dig deeper and solve this mystery.  At some point in my business, my analysis pointed to something off with our pricing, and it is still there. This is because I made a few major errors in the beginning. 

Why does quoting a client make me uncomfortable? Sometimes even nervous. I get feelings of ‘how will they react?’, a second of doubting the products’ value. I am well aware of what I do, of the amount of time I dedicate to precision and customer care, I know our product is worth it. Then why is it such a challenge to price what I should price it and communicate it? I have worked in retail as a merchandise price negotiator, price setter and communicator, I know what must go in and why…and yet I am not sure…

The biggest error I committed when starting this business was bringing my retail experience into a custom based business.  Well…wait… in the beginning I did not even know it was to be a custom business. First part of my error. Before you start, decide on your business model, after research, this will communicate your pricing model easier.  So, because I did not know what model I was doing, I just started making clothes and selling them the way I knew how …retail. Our target margins in retail were 60-70%, so I applied this to my business…. Laugh with me! Imagine thinking a business that can afford rolls of fabric can have the same margin as a business where I buy fabric per order per client.  Well, as you can imagine the first skirt, I ever made was R300…

And guess what…she said it was expensive. This confused me further, because in my mind it was affordable. How can she say it’s a lot? I held on to the skirt, until someone else came and bought it, at R250. This lesson was important, because without the business model being clear, my target market was also unclear.  So, this told me the first client was not my target, and I should stay clear of those prices. Did I?  Well…I can explain.  Or maybe I cannot. But this issue created issues in the future.  The day you realize your prices are too low for the financial goals, you need to increase them, you will wish you hadn’t started so low!

“The fear of losing customers and the uncertainty around whether or not price contributes immensely to worry and anxiety around pricing. In cases where individuals have already existing anxiety related conditions, these will be exacerbated in cases of pricing. These types of business owners will project their own fears and anxieties onto their business. Then, there’s the South African market, where when you price up you are automatically told that the majority of South Africans are not your target market. So, I think business owners also fear being alienated by their communities when it comes to their pricing models. Business owners generally have a need to be seen as understanding and attuned to their customer’s needs,” says Clem (MA Clinical Psychology UP).

2021 is demanding change, what with Covid shifting all industries!  This year I make this difficult shift. And do it right. It will be difficult because I need to look at my business with a magnifying glass and decide which parts to keep and which parts to let go of. I unfortunately cannot be everything to everyone, this is how companies and people die.  It is very important to be clear about what you are doing, who you are doing it for and under what conditions; and then stick to it. One of the biggest things to be clear on is definitely pricing. 



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What return will PR offer your small business or startup? — Lionesses of Africa



by Nadia Hearn

The most important part of understanding how Public Relations (PR) can help your business and brand is to get educated on the role PR plays and where it fits into your marketing plan. Understanding marketing, the different tactics and what each delivers, must inform your strategy so that it is spot on to deliver against your business objectives and marketing spend. 

Here are some must-know facts about how and where PR belongs in the ‘Marketing Mix’ and how you can use PR to gain business results: 

PR’s position in the sales process 

PR’s job is to add great value to organic (not paid for) content that ethically educates your target customer on the problems they may be experiencing and provides better solutions to remove their pain points. Second to this, your prospects must understand how your services and products help them, what difference they really make, and how they can benefit from what you offer. 

PR creates trust and credibility for your business as well as awareness so that your sales tactics can be successful. Your prospects are influenced during the sales process in the evaluation phase – before they convert (buy) – and this is a very important step in the decision making process. 

It is at this point your potential customer will review if you are ‘the expert’, that you are who you say you are, and your business is a valuable source. They will be influenced by your story of how you can help, why you or your business care about them, and why you are great at what you offer, as well as stories and proof of how you helped others and what they can expect to gain. 

Digital PR and how it will support SEO / your search ability? 

You may have heard that your business needs a great digital footprint? If so, you may wonder what that includes…it simply means that when anyone searches you or your business online, you come up preferably on page 1 of the search engine. While PR does not do the job of Search Engine Optimisation (SEO) it definitely helps with searchability, especially if you are featured in high ranking news pages and websites. 

Are your profiles on digital platforms popping up and do they look professional? Are they aligned to who you say you are? Do they provide the right credentials around what you are great at and what you offer? Do they make it easy for others to connect with you? 

This also applies to businesses and their brands. Having a good and healthy digital footprint also includes a polished and professional brand visually that is well represented, has a consistent brand voice and message across social media pages, your website/s and all digital marketing materials. 

Consistency is crucial when building a credible, trusted, and recognised brand that your market feels safe with and knows what to expect from you through your marketing communications.

PR is not a lead generation tool

It is imperative to understand that PR is not going to get your phone ringing nonstop with new business leads. After a radio interview you may see some website visits or get a message or two, however you most likely won’t see a massive immediate impact. 

This is 100% normal, a few media interviews will not get you famous or you – or your brand top of mind awareness. What you do need for your PR strategy to work is consistent exposure in the media for anyone to pay attention, as to them you are not important yet. 

Your prospect needs to see, read or hear about you or your business several times  – it is proven that they need to see you up to eight times – for it to stick. 

PR as a solo marketing activity 

Will PR work as a standalone marketing strategy? The answer is yes, but only if you have an excellent sales strategy that is currently producing results and your PR can then do its job to support sales in its closing stage. 

As explained, PR is not a sales lead generation tactic, so how else will it support you?  

Media exposure can support you on overall brand awareness and to stay top of mind, it can also act as an education tool, and can tackle difficult misperception challenges in the market. 

PR supports the introduction job for you as the business owner or the sales team; your prospects get to know who the business is and why you have something amazing to sell that can change their business or lives. PR helps answer the question ‘why’ you? 

PR also provides prospective customers with comfort since they have heard or read or seen your business on television, which makes the job for sales much easier. It can turn new or cold leads into warm receptive customer leads, which can be converted easier. 

Hopefully this shines a light on what to expect from PR in your business. A final point to note is that  PR needs to run for a few months at the very least. It is recommended that PR run for no-less than three (3) active months to see some good impact on business objectives, however ideally it takes six (6) to twelve (12) months to gain great consistent media exposure to your target market and to build trust. 

Consistency is the name of the game in marketing and PR. If you have great PR and then suddenly disappear, people will ask whether you are still around. 

On a final note, PR will deliver the bonus of extra media placements through organic search ability complementing your SEO, lead generation and sales strategies. 



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