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Start-up Advice

5 Ways to Build a Startup That Lasts

As you move through the chaotic early days, pay attention to the decisions and how they will impact you not just tomorrow but five years down the road.

Georgianna Oliver




There’s nothing quite like the satisfaction that comes from identifying a smart solution for a market challenge.

Unfortunately though, the joy of that “a-ha!” moment can often lead to rash decisions, like shelling out thousands of dollars for a website domain only to realise that your idea is not legally feasible. Or spending hours meeting with investors only to discover that someone else already went to market with the exact same idea six months ago.

In the fast-paced startup world, it’s easy to fall into the habit of acting quickly rather than thoughtfully. Of course, forward progress is always the goal but not at the expense of building a sustainable business.

As you move through the chaotic early days, pay attention to the decisions you make about your product, team and operations; think about how those decisions will impact you not just tomorrow, but five years down the road.

Related: Before You Decide to Jump Into Entrepreneurship, Do These 4 Steps

Here are five ways to ensure that the startup you’re building will have a lasting market presence.

1. Wait for your moment

Starting a business is a lot like putting your house on the market. Regardless of how impressive a home is, timing matters – and you’re best off if you can strike when the market is hot.  Even if you have a great idea for a business, it may not be the right time to introduce it to your audience, which can be tough when you’re eager to get started.

Pay attention to signals: what your potential buyers are talking about, how other businesses in the industry are performing and whether there is a clear need among your target market. This type of research will help you determine the most strategic moment to launch and grow your businesses – and avoid an early demise.

2. Spend on quality

When you’re first starting out, it can be tempting to select the vendors who give you the fastest and cheapest quotes. But that approach, as the saying goes, tends to be penny-wise and pound-foolish. In other words, while you may be cutting expenses upfront, what are you sacrificing down the road?

As the founder of a digital package locker company, I faced a choice early on between Chinese and domestic manufacturers.

After some missteps, I realised that investing in higher-quality materials would lead to a much better product and more satisfied customers in the long run. When making critical decisions about your partners and production, always consider whether the bargain is actually the best deal.

3. Document everything

Even if you’re running a two-person show, every single aspect of your company – partnerships, customers and operations – should be documented in some manner. New employees joining your company will need to know about its policies, certifications and contracts.

If that information only exists inside your head, it’s going to be very difficult for new hires to get the intel they need to contribute effectively. It may seem tedious, but keeping meticulous records early on will help ensure that the company operates smoothly as it grows.

4. Know where every dollar goes

Similarly, founders must prioritise accounting, as this leads to credibility in whether or not you have a viable business. If you don’t have the skills to do this yourself, hire a chief financial officer who can do it for you. If you can’t afford a CFO, hire a bookkeeper.

If you want to show an investor or potential hire that your company is viable and poised for growth, you have to demonstrate control over your finances and show that you are measuring your growth financially. As you grow, being able to report accurately and seamlessly to your stakeholders will be critical to success.

Related: Embracing Start-Up Roadblocks

5. Provide a strong support system for your employees

Employees that are drawn to startups tend to thrive on the chaotic pace of life and sense of adventure. Of course, that only goes so far; employees still need to feel valued and know that their job is safe in order to feel motivated and work hard every day.

Be sure that your team members know exactly what is expected of them – and what they can expect from you. Create employee manuals and clear job descriptions to give your team a sense of security. Host regular meetings to hammer our project plans and celebrate milestones. Show your team that you’re committed to their growth, and go the extra mile when an employee has personal needs that arise. Doing so will help increase employee loyalty and retention, which is critical to the longevity of your company.

The next time an entrepreneurial impulse strikes, remember to take your time and maintain a level head as you work to translate your idea into a business.  It’s the best approach for turning that a-ha moment into a company that’s poised to scale.

This article was originally posted here on

Georgianna Oliver is the CEO of Package Concierge, a company that provides a complete package management solution for apartments, condominiums and student housing


Start-up Advice

Alan Knott-Craig Answers Your Questions On Money And Partners

From starting the right business, to managing business partners and finding your magic number, there is a secret to happiness.

Alan Knott-Craig




If I get rich will I be happy? — JC Lately

Does money equal happiness? Mostly, yes. Research in the US shows that your happiness is proportionate to your earnings up until you earn $80 000 per annum. Thereafter, incremental income gains have a negligible effect on your happiness.

In other words: More money will make you happy as long as you’re poor. Once you break out of poverty and enter a comfortable middle-class existence, more money will not make you happier.

These are the top three for old folks:

  • I wish I’d spent more time with family.
  • I wish I’d taken more risks.
  • I wish I’d travelled more.

Therein lies the secret to happiness. Spend time with your family. Take risks. Travel.

But first, make money. Don’t do any of the above until you’re making enough money not be stressed about money.

Related: Your Questions Answered With Alan Knott-Craig

What is the magic number? — Mushti

The magic number is the amount of money you need to not worry about money ever again. If you don’t need toys like Ferraris, yachts and jets, the magic number is R130 million. Here’s the math: R130 million will earn R9,1 million in interest annually (assuming 7% interest). After tax that is R5,46 million.

Assuming you need 50% to maintain a good lifestyle, that leaves approximately R2,7 million for reinvestment, which is enough to keep your capital amount in touch with inflation for 50 years. The balance of R2,7 million (after tax) is for your living costs. In South Africa, R2,7 million will afford you a lifestyle that allows you to send your kids to a great school and university, to travel overseas a couple of times a year, and to live in a comfortable house.

Over time your living costs (and inflation) will eat into your capital amount. After 50 years you should be down to nil, assuming you earn zero other income in that time.

In 50 years, you will probably be dead. If you’re not dead, your kids will be able to support you (because they love you and they have a great university education).

I am the sole director of a company (the others still have full-time jobs and don’t want to be conflicted) and there is pro-rata shareholding based on our initial shareholder loans. However, I am putting in most of the hard work, together with one of the other actuaries. How best do I manage the director/shareholder dynamic? I obviously want to make as much progress as possible but there are times when I need the input from the others (and their responses aren’t always as quick as I would like). — Mike

If you have any perception of unfairness regarding effort/risk vs reward, deal with it NOW! You can’t do so later. The best approach is honesty. Call your partners together. Explain your thinking. Perhaps argue for 25% ‘sweat equity’ for yourself. Everyone dilutes accordingly. Ideally cut a deal whereby you have an option to pay back all their loans, plus interest, within six months, and you get 100% of equity (unless they quit their jobs and join full-time).

Equity dissent must be resolved long before the business makes money, otherwise it will never be resolved.

Related: Alan Knott-Craig’s Answers On Selling Internationally And Researching Your Idea

What do you think of WiFi in taxis?— Ntembeko

It’s a good idea, but not original. Before embarking on a start-up, you should survey the landscape for competitors. Just because there are none doesn’t mean no one has tried your idea.

It just means that everyone that tried has failed. You need to be 100% sure that you have some ‘edge’ that makes you different from everyone who came before you (and failed). Otherwise you will fail. What is your advantage that is different to everyone who came before?

Read ‘Be A Hero’ today


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Start-up Advice

What You Need To Know About The Lean Start-up Model

The Lean Start-up philosophy was developed by Eric Ries, a Silicon Valley-based entrepreneur who also sat on venture capital advisory boards. He published The Lean Startup in 2011, igniting a movement around a new way of doing business.





The model follows key precepts that include:

Taking untested products to market

The fact that too many start-ups begin with an idea for a product that they think people want, spending months (or even years) perfecting that product without ever testing it in the market with prospective customers.

When they fail to reach broad uptake from customers, it’s often because they never spoke to prospective customers and determined whether or not the product was interesting. The earlier you can determine customer feedback, the quicker you can adjust your model to suit market needs.

The ‘build-measure-learn’ feedback loop is a core component of lean start-up methodology

The first step is figuring out the problem that needs to be solved and then developing a minimum viable product (MVP) to begin the process of learning as quickly as possible. Once the MVP is established, a start-up can work on tuning the engine. This will involve measurement and learning and must include actionable metrics that can demonstrate cause and effect.

Utilising an investigative development method called the ‘Five Whys’

This involves asking simple questions to study and solve problems across the business journey. When this process of measuring and learning is done correctly, it will be clear that a company is either moving the drivers of the business model or not. If not, it is a sign that it is time to pivot or make a structural course correction to test a new fundamental hypothesis about the product, strategy and engine of growth.

Lean isn’t only about spending less money

It’s also not only about failing fast and as cheaply as possible. It’s about putting a process in place, and following a methodology around product development that allows the business to course correct.

Progress in manufacturing is measured by the production of high quality goods

The unit of progress for lean start-ups is validated learning. This is a rigorous method for demonstrating progress when an entrepreneur is embedded in the soil of extreme uncertainty. Once entrepreneurs embrace validated learning, the development process can shrink substantially. When you focus on figuring the right thing to build — the thing customers want and will pay for, rather than an idea you think is good — you need not spend months waiting for a product beta launch to change the company’s direction. Instead, entrepreneurs can adapt their plans incrementally, inch by inch, minute by minute.


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Start-up Advice

Start-Up Law:  I’m A Start-up Founder. Can I Pay Employees With Shares?

Bulking up employee salaries with equity is a common method to attract, retain and incentivise top talent.




Every early stage start-up company battles with restricted cash flow and not being able to pay market related salaries to their employees. Bulking up employee salaries with equity is a common method to attract, retain and incentivise top talent.

Can I pay salaries with shares?

South African labour laws require that employees be paid certain minimum wages, and “remuneration”, as defined within the Basic Conditions of Employment Amendment Act, either means in ‘money or in kind’.  ’In kind’ does not include shares or participation in share incentive schemes, as determined by the Minister of Labour. As such, there is no room for start-ups to completely substitute paying salaries with shares or share options. However, there is no restriction in topping up below market related salaries with equity via an employee share ownership plan (‘ESOP‘).

Related: 7 Ingredients Of Small Business Success Online

Employee Share Ownership Plans

There are a variety of ways in which employees can be incentivised, and it will always be important for the start-up founders to consider what goal they wish to achieve by incentivising their employees.

ESOPs can be structured in several ways, for example: employees may be offered direct shareholding in the company, options for the acquisition of shares in the future; or alternatively, a phantom / notional share scheme can be set up.

ESOPs permit employees to share in the company’s success without requiring a start-up business to spend precious cash. In fact, ESOPs can contribute capital to a company where employees need to pay an exercise price for their share options or shares.

The primary disadvantage of ESOPs is the possible dilution of the Founder’s equity. For employees, the main disadvantage of an ESOP compared to cash bonuses or bigger salaries, is the lack of liquidity. If the company does not grow bigger and its shares does not become more valuable, the shares may ultimately prove to be worthless.

Related: 7 Strategies For Development As An Entrepreneur

Key Features

Some key features to consider when setting up an ESOP are:

  • ELIGIBILITY – who will be allowed to participate? Full time employees? Part-time employees? Advisors?
  • POOL SIZE – what percentage of shares will be allocated to incentivise employees?
  • RESTRICTIONS – will employees be able to sell their shares immediately?
  • VESTING – will there be a minimum period that service employees will have to serve with the start-up to receive the economic benefit of his or her shares?

Employee share ownership plans are great corporate structuring mechanisms for attracting and retaining employees, as well as fostering an understanding of the company ethos and encouraging loyalty and productivity. It is essential when implementing an ESOP that all the tax implications are considered and that the correct structure and legal documentation are in place.

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