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Bakos Brothers: Ryan Bakos

When Ryan Bakos suggested to his uncles that it was time for the family business to start making green furniture, they pointed out that it really was not a popular colour.

Monique Verduyn

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Ryan Bakos of Bakos Brothers

The Bakos Brothers decorating Centre – an eye-catching corner property in Dunkeld, Johannesburg, is a well known landmark. It offers decorating, design, planning and furnishing services, and also serves as the headquarters for the family-owned furniture business which has showrooms in Sandton City, Design Quarter Fourways, Pretoria and Nelspruit. Several more are in the pipeline following a total refurbishment of the company by Ryan Bakos, the young and super-energetic new face of the iconic luxury furniture brand.

The first Bakos Brothers retail store opened its doors in 1971, in Rissik Street, Johannesburg. Of Lebanese descent, the brothers – Norman, Tyrone, Dennis, Bernard and Donald – came from a family with a strong entrepreneurial background and a couple of them had already owned their own furniture shops when they decided to pool their skills and resources to create a store that sold elegant pieces to an upmarket clientele and focused strongly on customer service finesse. The brothers’ hard work and commitment to the company saw them launching a second store two years later, also in the CBD. When television was introduced to the country in 1976, they spotted the gap in the market and Bakos Brothers became South Africa’s number one television retailer.

They sourced fine furniture from around the world, giving discerning consumers access to international designs and trends. That immediately differentiated the experience of shopping at the plush store, setting the business apart long before brand awareness became the marketing catchphrase that it is today. Bakos Brothers was synonymous with opulent living and gave South Africans a taste of what has since become known as lifestyle furniture and design.

The company also diversified into property development. In 1977, the brothers built a modern shopping centre in Nelspruit. A first for the town, the project was spearheaded by Dennis Bakos, the eldest of the five, and father to Ryan, who was destined to take over the reins from childhood.

A family tradition

By 2008, the brothers were confident that Ryan was old enough and experienced enough in the workings of the business to assume the role of leader. They realised it was time to inject new energy into the business, and Ryan was ready. It’s a job he says he was groomed for from the time he learnt to walk and talk.

“My uncles are conservative and traditionalist. The company consisted of three stores, a small staff, ancient systems and a real mom and pop attitude. Information flow was non-existent. It was hard to determine stock levels and find price lists. The things they excelled at were an eye for quality and superb salesmanship, but we needed to reinvent the Bakos Brothers brand to enable the business to grow in what has become an intensely competitive market. Luckily, I have always been more interested in back-end systems than the front-end. My experience with etailer eDreams had given me a huge insight into information systems, and I started to apply those learnings from the day I walked in.”

Never a good student, Ryan completed school in 1998. He had failed standard eight and was only too keen to matriculate and get his formal education over and done with. Interestingly, not one of the brothers who started Bakos matriculated, and Ryan’s own brother Sheldon is the only man in the family to have a degree. After school, Ryan went straight on to join the commercial and retail property side of the family business, working alongside his father. In 2000, he moved into furniture retail where he spent two years as a salesman, also delivering furniture and doing lots of manual labour in the warehouse.  “Working anywhere else was never an option for me,” he says. “The business is as much a part of our family as we are of it.”

Profiting from outside experience

It’s well known in the business world that family-owned companies often suffer when the reins are handed over by the founder to the next generation. The founders work hard and build a business, the children take it over and are poorly prepared to manage and make it grow but they enjoy the wealth, and the grandchildren inherit a dead business and an empty bank account. Ryan and his family were determined that would not be the case.

At 21, he was encouraged to take a gap year and went to London where he waited tables and then backpacked around Europe. On his return to South Africa, he went back into the retail side in sales for two years and then moved into property for another five years. He became a property manager and – with responsibilities to both the landlord and the tenants – he got the opportunity to grow his real estate knowledge and combine this with management skills.

As a sideline, in 2003 he and a friend started a mail order company that imported consumer products from overseas. That became eDreams, a hugely successful and popular online shopping site in which Ryan continues to have an interest. It’s a business venture that gave him profound insight into what it takes to systematise operations.

“eDreams taught me a great amount about the importance of sophisticated functionality and the availability of information,” he says. “We spent nearly two years developing the website and today it is able to handle thousands of orders at any given time with just six staff. It was an excellent training ground for what happened next.”

But when he took over, it was not an easy period for the company. The recession was in full swing, margins were tight, and cheaper competitors had popped up all over the country. However, Ryan believes that what kept the business alive over four decades and through so many changes in fashion and style is family. “The difference between us and everybody else is that we remain a family business. My uncles come to work every morning and they open up the stores. They really are the greatest salesmen. Nothing can compete with that. It’s a great company to work for as that family ethos is pervasive. The environment is warm and friendly, and not at all corporate. Even though we now have commercial systems and processes in place, the atmosphere remains the same, and customers feel it too. If there is ever a problem, the customer can get hold of a Bakos to sort it out for them – they will not be sent from manager to manager. That’s because the brothers started the business from scratch. They drove around delivering couches – that service culture remains. It’s an essential part of our training programme; all our salespeople learn how to treat the customer the Bakos way.” Under Ryan’s leadership, the Bakos Brothers brand has undergone considerable changes, and it’s behind the scenes that some of the most innovative modifications have taken place, with Ryan revitalising the business and preparing the company for major growth into the second decade of the millennium.

“When I was appointed CEO, my goals were to revitalise the business, leveraging all the good, solid, family values that were in place, while at the same time overhauling all the systems and processes that would hamper growth. My uncles had not been interested in expansion, but I made them realise that it would be the best way forward for the business as we needed greater visibility if we wanted to remain competitive.

On the question of trust, Ryan points out that the brothers took no convincing when it came to making him CEO. That was how he in turn encouraged them to let him implement the changes to the business, the results of which are clearly evident in the figures, with turnover in the nine digits.

“Trust and support make all the difference in a family business,” he says. “The five brothers have worked together for so long and I grew up as their son. They have always had conviction in my desire to do the best for the business. In any family concern, the older generation must be prepared to let go and to have faith in the youngsters. Change is fundamental to growth. Less than five years ago the company was still run on carbon paper copies. Today we are geared up for national expansion.”

Reinvention in the midst of the downturn

Ryan’s decision to open a 4 500m2 factory in Wynberg at a time when the market was in severe downturn – employment in the furniture manufacturing industry had dropped by 11% to less than 40 000 by 2009 – was a brave move. It has helped the company to take on larger competitors, adjust its pricing and cut out the middlemen.

Up until then, Bakos Brothers had been a focused retail company that bought from local manufacturers and imported most of its sofas. They were buying expensive fabrics and couches from suppliers, all of whom had their own margins. The only way to bring costs down was to start making their own furniture.

Ryan notes that he was astonished by how many furniture companies were wiped out by the recession. “I know of seven major factories and retailers that have disappeared. The closure of these businesses worked to our advantage, with the company sourcing both skilled employees and relatively new equipment from the defunct factories.”

The factory now provides work for 160 people and the company buys fabrics and leather in bulk, direct from the wholesalers. This has made it possible to bring down the tag of a couch from about R40 000 to R 9 000. The showrooms have been redesigned to feature both ranges – top-end and more affordable.

The company also brought on board Gerald Yosh, a legend in the local furniture business who is now in his 70s, to head the manufacturing division and assist with design. “You can feel the presence of genius when you are around him,” says Ryan. “He has so much experience and knowledge and he’s also helping us to bring in even more business. We meet every day and speak constantly.”

Expanding market share

The establishment of the factory is enabling the company to grow its national footprint. From appealing to just 2% of the market previously, it’s expanding rapidly. In 2009, a new store was opened in Nelspruit. This was a first for the business which had operated solely in Gauteng up to then. “The store was a tester to see how efficiently we could control a business remotely. We got our managers involved in the project and it has really taken off. I’m pleased about that. I grew up in Nelspruit and my family has had a long history there so it was important for me to get it right.”

But Ryan notes that the store did have a few teething problems at first. Ironically, these difficulties helped to pave the way for the business’s ongoing transformation. “The store struggled when it first opened because of the cost of the high-end items. That’s when I realised that to really boost turnover across the entire company, we needed vertical integration.”

Manufacturing locally also means the company is able to fulfil orders far more quickly, as customers do not have to wait for items to be imported.

“With the opening of our own factory and our control of the manufacturing process, we have brought down the cost of our sofas dramatically. We still provide exceptional quality. Our frames and raw materials are of the highest specs, and we buy only the best fabrics and leathers. But because we’ve brought everything in-house, we are able to offer the same quality at a far more affordable price. The strength of the rand has also worked in our favour as this has lowered the cost of the fabrics we do import.”

At the same time, Ryan saw the need to introduce more budget lines of furniture items. He says this will not impact the perception of the store as a high-end retailer. Although he considered launching a separate label for the more affordable range, he decided against it as he felt there was no need to dilute the brand.

“The exclusive, top-end lines are still at the core of the business, it’s just that we now offer a large range of more affordable items too. This has grown our customer base radically along with the marketing drive as people want to own a Bakos Brothers item. Whether you want a four-metre mahogany dining table or a less ostentatious item, we can provide both. It wasn’t necessary to introduce a second brand, because both price points appeal to the same market. The brand is aspirational. It’s this mix of products that has enabled the new Nelspruit store to flourish, and that’s the strategy we have adopted for the rollout of our other stores through 2011.”

Next, Ryan took another unprecedented step for Bakos Brothers and radically increased the advertising budget – by 400%. “I was determined that we would advertise aggressively in the glossy magazines and in newspapers. Because of the slump, most companies were slashing their advertising budgets so we managed to get massive discounts. We got so much bang for our buck, it was amazing. Alongside the budget increase, the ads changed too. They had been the same for many years, and it was time to simplify the concepts and introduce clean lines and fresh designs, all more in line with the demands of the contemporary consumer and with what is happening in the furniture market.”

Ryan believes this spurt in visibility while other retailers were playing it safe played a major role in Bakos Brothers’ subsequent successes. The company’s exposure in the media increased by around 2 000% and turnover skyrocketed. Growth has since been posted at 17% year-on-year. “A downturn can provide great opportunities if you keep an eye out for them,” he says. “This massive advertising drive has positioned us upfront to take advantage of the slow but steady upturn.”

A fresh look at tired systems

Critical to the growth of the business was Ryan’s move to revitalise business systems across the company. “We implemented a totally new, cutting edge information systems infrastructure. The need for this type of system is glaringly obvious in any big company, but in an old-school family business it can be overlooked because ‘things have always been done in a certain way’ and the founders are familiar with that. Initially, my uncles took some convincing. This type of change is expensive and it can be invasive, but we started to see the benefits fairly quickly.”

“I started at ground level, ensuring that things like stock levels were right, the stock balanced, lead times were brought down, and price lists were all accurate. That gave everybody a window into the company, a 100% accurate picture of what was available, what we could and couldn’t sell, and what processes to follow in each case – all of which had previously been unavailable or hard to find.”

To make sure the systems were as perfect as possible, he walked around with booklets and asked employees to comment on what was working and what was not. He also held one-on-one interviews with staff, asking them what were the ten things they hated about their job. That was a smart move as they are on the ground every day. Incorporating their suggestions into the operational side of the business has helped to significantly boost turnover in the past two years, Ryan says.

“We found out what the problems were and fixed them. I have always believed that the best way to glean information from people is to speak to them directly – that is my style of doing things. We overhauled departments that had been undermanaged and spent a fortune on bringing in new management. We also asked our people what they loved about their work and made sure those aspects of the business remained intact.  This gave us real insight. With all that information, we were able to take the weakest components of the business and make them strong. When the business started picking up, demand grew and so did stress levels. That gave us the opportunity to push out the bad eggs.”

Family businesses often have poor human resources systems in place, and Bakos Brothers was no exception. When Ryan took over, the HR department was weak and had to be completely revamped. On the topic of recruitment, he is adamant that he will not consider employing people who job hop, and will only look at CVs of those who have been in their current employment for five to ten years. “One thing I have learnt over the years is that loyal, stable and conservative employees are the ones who will be with you for a long time.”

Ryan also brought in experts to monitor the company’s carbon footprint. The company emits 100 tons of carbon every month, most of it from electricity consumption. It now offsets that by planting hundreds of trees in Johannesburg’s poorer suburbs. A lighting conversion programme to reduce consumption is also underway.

“I believe it is every person’s responsibility to adopt low-carbon practices, and businesses are made of people. Raising public awareness and encouraging choices that support ethical companies will result in pressure being felt by other suppliers to follow suit,” he says.

A new approach to leadership

Ryan’s not a great reader, but he takes his inspiration from others. He continues to be mentored by his father and uncles, all of whom are able to provide him with the advice and cautionary words that come with years of experience in the business.

He admits that it’s challenging to retain the feel of a family business, yet still function at a corporate level. One of the advantages is that he’s introduced some team activities for his people, such as ten pin bowling, beach volleyball and inspirational talks. There has to be a balance however, he says, between having a good time at work and doing the work properly. “My message to the staff is simply, ‘Love your job and obey the rules’. I believe we have managed to retain a very positive energy in the business because of that.”

He believes in leading by example, which is not difficult for someone who has taken on just about every role in the business over the years. On a typical day, he gets to the factory at seven, checks on production and quality control, and also sees that the floors and the bathrooms are clean. From there he visits the warehouse, and then goes to his office to monitor the finances and payments. He’s putting in the hours, but he says that if you love what you do you never have to work.

“I’ve been in it for so long that I can do anything and everything. That is essential if you want to build a strong company. You have to know how things are done. My staff have photos of me working on the factory floor. It’s fun to build a couch.”

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

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1 Comment

1 Comment

  1. Khanyisa Matyaba

    Nov 5, 2011 at 11:33

    young entreupreuneur feel motivated about this living testomon but in putting them to act its another story

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Entrepreneur Profiles

7 Foundational Values Of Brand Cartel And How They Grew an Iconic Business From The Ground Up

Marco Ferreira, Renate Albrecht and Dillon Warren built Brand Cartel, a through-the-line agency, that delivers exactly what they wanted — and has grown exponentially as a result.

Nadine Todd

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Vital Stats

  • Players: Marco Ferreira, Renate Albrecht and Dillon Warren
  • Company: Brand Cartel
  • Launched: 2013
  • Visit: brandcartel.co.za

“We’d never worked at agencies, which meant we had no idea how much you need to run an agency. We grew into it. It’s made us really good at what we do.”

When Dillon Warren, Renate Albrecht and Marco Ferreira launched Brand Cartel in 2013 they were in their early 20s with zero agency experience between them. The idea had started when Marco recognised that social media was taking off, but no agencies were playing in that space yet. It was a clear opportunity.

Printing flyers that said ‘Your social media is so last season’, Marco and Renate went from store to store in Sandton City, pitching their services. When Dillon joined them a few months later because they needed someone to handle the company’s finances, they had two laptops between them, R6 000, which Dillon had earned from a Ricoffy advert, and sheer will and tenacity.

“We shared a house to save on rent and split everything three ways,” says Renate. “At one point we hadn’t eaten in two days. My mom lent me R500 so I could buy Futurelife and a bag of apples for the three of us.”

The trio hired their first employee soon after launching Brand Cartel, and after prioritising salaries and bills, there wasn’t much leftover. “Dillon actually paid us R67 each one month,” laughs Marco. “That’s what was left — although I still can’t believe he actually sent it to us.” It was at this point that the young business owners realised they needed credit cards if they were going to make it through their start-up phase — not an easy feat when your bank balance is under R100.

Related: What Comfort Zones? Get Comfortable With Being Uncomfortable Says Co-Founder Of Curlec: Zac Liew

“Looking back, those days really taught us the value of money,” says Dillon

We spent a lot of time with very little, and we’re still careful with money today.” Through it all though, the partners kept their focus on building their business. “It almost didn’t work for a long time. We were young and naïve, but in a way, that was our strength. We didn’t have any responsibilities, and we’d never worked at agencies, which meant we had no idea how much you need to run an agency. We grew into it. It’s made us really good at what we do. All of our business has been referral business. It takes time, but we focused on being the best we could be and giving everything we had to our clients. Our differentiator was that we really cared, and were willing to offer any solutions as long as they aligned with our values.”

This is how Brand Cartel has grown from a social media agency into PR and Media Buying, SEO and PPC Strategy, Digital and Print Design, Web Development, Campaign Strategy and now an Influencer division. “It’s an incredibly competitive space with low barriers to entry, which meant it was easy to launch, but tougher to build a client base,” says Renate. “I’d sometimes cry in my car between sales pitches, and then walk in smiling. We had no idea if we’d make it.”

The perseverance has paid off though. Strong foundations have laid the groundwork for exponential growth over the past year, with turnover growing almost ten-fold in 2017 thanks to relationship-building, strong referrals and fostering an internal culture and set of values that has driven the business to new heights as a team.

Like many start-ups, Renate, Dillon and Marco have made their fair share of hiring mistakes, but as the business grew and matured, the young entrepreneurs began to realise that the success of their business lay in the quality of their team and the values they stood for.

This meant two things: Those values needed to be formalised so that they could permeate everything Brand Cartel does, and they needed a team that lived, breathed and believed in them.

“We’ve had some nasty experiences,” admits Dillon. “You should always hire slowly and fire fast, and for five years we did the opposite. We’ve hired incredible people, but we’ve also ended up with individuals who didn’t align with our values at all, and that can destroy your culture.

Dillon, Marco and Renate realised they needed to put their values on paper. “We did an exercise and actually plotted people based on a score grading them against our values, so we knew where our issues were. We knew what we wanted to stand for, and who was aligned with those values. We were right; within a few weeks resignations came in and we mutually parted ways.”

The team that stayed was different. They embraced Brand Cartel’s values, and more importantly, it gave the partners a hiring blueprint going forward.

“Values are intangibles that you somehow need to make real, so it’s important to think about the language you use, and how they can be used in a real-world work context,” says Marco.

The team has done this in a number of ways. First, they chose ‘value phrases’ that can be used in conversation, for example, ‘check it, don’t wreck it’, and ‘are you wagging your tail?’ Team members can gently remind each other of the value system and focus everyone on a task at hand simply by referring to the company’s values. “In addition, when someone is not behaving according to those values, you can call them out on the value, which is an external thing, rather than calling them out personally,” explains Dillon.

Related: How Matthew Piper And Karidas Tshintsholo Launched Their First Business From Their UCT Dorm Rooms

Second, all performance reviews are based on the values first. This means everyone in the organisation begins any interaction from a place of trust, knowing they are operating according to the same value system.

“When you’re in a production environment with jobs moving through a pipeline, there can be problems and delays,” explains Marco. “Instead of pointing fingers when something is over deadline or a mistake is made, our team can give each other the benefit of the doubt and work together. They trust each other, which creates cohesion. We all work as a team, which impacts the quality of our work and the service we offer our clients.”

The system is simple. Coaches will step in first if there is an issue before it escalates to the Head of Team Experience, Nicole Lambrou. If Nicole is called in, she will address the problem head on. “Inevitably it’s something fixable,” says Marco. “By addressing it immediately and in the context of our values it can be sorted out quickly. Ultimately, the overall quality of our team improves, and we are a more cohesive unit.”

The founders have seen this in action. “I recently arrived at a client event and three different people came up to me and complimented my team on the same things — all of which aligned with our values. Everyone at Brand Cartel lives them, internally and externally,” says Renate.

The value system has also shaped how the team hires new employees. “We used to meet people and hire for the position if they could do the job,” says Renate. “But then we started realising that anyone can hold up for an hour or two in an interview. You only learn who they really are three months and one day later.

“We need people who walk the talk, and we really only had a proper measurement of that once we articulated our values. Our interview style has changed, but so has what we look for.”

brand-cartel-south-african-agency

Here are the seven values that Dillon, Marco and Renate developed based on what they want their business to look like, how they want it to operate, and what they want to achieve, both internally, and in the market place.

1. Play with your work

Our goal is for everyone on our team to become so good at what they do that it’s no longer work. Once that happens you love your job because you’re killing it. It’s why sportsmen are called players, not workers, and it starts with the right mindset.

2. Wag your tail

The idea behind this value stems from Dale Carnegie, who said ‘have you ever met a Labrador you don’t like?’ In other words, we all respond well to people who are friendly. It needs to be genuine though, so again, it’s a mindset that you need to embrace.

We live these values whether we’re at the office or meeting clients. If you go into each and every situation with joy and excitement, from meeting someone new to a new brief coming in, you’ll be motivated and excited — and so will everyone around you.

3. Check it, don’t wreck it

The little things can make big differences. Previously it was too easy to pass the buck, which meant mistakes could — and did — happen. Once you instil a sense of ownership and create a space where people are comfortable admitting to a mistake however, two things happen. First, things get checked and caught before there’s a problem. Second, people will own up if something goes wrong. This can help avoid disasters, but it also leads to learnings, and the same thing not happening again.

4. What’s Plan B (aka make it happen)

We don’t want to hear about the problem; come to us with solutions, or better yet, already have solved the problem and made it happen. We reached a point where we had too many people coming to us with every small problem they encountered, or telling us that something wasn’t working so they just didn’t do it.

That wasn’t the way we operated, and it definitely wasn’t the way we wanted our company to operate. We also didn’t want to be spoon feeding our team. It’s normal for things to go wrong and problems to creep in — success lies in how those problems are handled.

Ignoring problems doesn’t make them go away, so we embrace them instead, encouraging everyone on our team to continuously look for solutions. For example, the PR department holds a ‘keep the paw-paw at Fruit & Veg City’ meeting every morning, where we deliberately look for where problems might arise so that we can handle them before they do. We start with what’s going wrong and then move to what’s going right. You need to give your team a safe and transparent space to air problems though. We don’t escalate. We need to know issues so that we can collectively fix them, not to find fault.

Related: The 5-Hour Rule Used By Bill Gates, Jack Ma And Elon Musk

5. Put your name to it

It’s about pride in work and making it your own. When someone has pride in what they’re doing, they’ll not only put in extra time and effort, but they’ll pull out all the stops to make their creative pop, or go the extra mile for a client.

We need to find the balance between great quality work and fast output though. One way we’ve achieved this is by everyone reviewing the client brief and then committing to how long their portion will take.

When someone gives an upfront commitment, they immediately take ownership of the job. It took time for us to find our groove with this, but today we can really see the difference. Our creative coaches also keep a close eye on time sheets and where everyone is in relation to the job as a whole to keep the entire brief on track. If someone is heading towards overtime we can immediately ask if something is wrong and if they need assistance.

We also celebrate everything that leaves our studio. Every morning we have a mandatory 15-minute catch up session where we check in on four core things: How am I feeling (which allows us to pick up on the mood in the room and the pressure levels of our teams); What’s the most important thing I did yesterday; What’s the most important thing I’m going to do today (both of which give intention and accountability); and ‘stucks’, issues that team members need help with. We then end off with our achievements so that we can celebrate them together.

6. Keep it real (aka check your ego at the door)

We believe in transparency. At the end of the day we’re all people trying to achieve the same thing, but it’s easy for ego to creep in — especially when things go wrong. You can’t be ego-driven and solutions-orientated. If clients or team members are having a bad day, you need to be able to focus on the solution. Take ego away and you can do just that. It’s how we deal with stucks as well. We can call each other out and say, ‘I’m waiting for you and can’t do my job until I receive what you owe me,’ and instead of getting a negative, ego-driven reaction, a colleague will say, ‘sorry, I’m on it.’

7. Walk the talk

For us, ‘walk the talk’ really pulls all our other values together. It’s about being realistic and communicating with each other. If you’ve made a mistake or run into a problem, tell your client. Don’t go silent while you try and fix it. Let them know what’s happening and fill them in on your plan of action.

Walk the talk also deals with the industry you’re in. For example, if you’re a publicist, you need to dress like a publicist, talk like a publicist, and live your craft. In everything we do, we keep this top of mind.

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Entrepreneur Profiles

John Holdsworth Founder Of Tautona AI Shares 4 Disruptive Strategies That Are Changing The Insurance Industry

What can we do now that we couldn’t do before, thanks to changes in technology?

Monique Verduyn

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“Disruption isn’t just doing things in a different way which doesn’t resonate or go any further — it’s about changing the game. Being disruptive means taking a look at an industry and finding a way to do it differently, giving you an advantage over the incumbents.”

Vital Stats

  • Player: John Holdsworth
  • Company: Tautona AI
  • Est: 2016
  • Visit: www.tautona.ai

Disruptive innovation is the catchphrase that defines the last 20 years. New technologies, business models and media have disrupted the way we do just about everything. Conventional wisdom has it that the new kids on the block are the ones who are going to own the market at the expense of industry stalwarts, but this innovative South African disruptor is showing them how it’s done.

1. It’s the experience economy, stupid

Regardless of how the world changes, organisations that consider their customers’ emotions and experience first, win. That’s exactly what Tautona did. They put themselves in the customers’ shoes and asked one key question: ‘What’s wrong?’ Few industries are as ripe for disruption as insurance. When John Holdsworth co-founded cognitive automation business Tautona AI in 2016, he knew that there had to be a better way for insurers to handle client claims.

Tautona AI emerged out of a consulting engagement John had with a large insurance company. With a background in IT, he is a highly experienced technology executive and entrepreneur who has started a number of successful companies. He says he loves the energy and adrenalin associated with start-ups. He pioneered the use of digital signatures in South Africa, founded mobile payments company PAYM8, and converged voice and data provider ECN, which he sold to Reunert for R172 million in 2011. The experience acquired over this time meant he was ready to take on a massive challenge.

Related: 5 Key Areas Pratley Are Using For Current And Future Growth

“When a policyholder submits an insurance claim, that action should trigger an instant decision, with the outcome immediately communicated back to the policyholder,” John says.

“Customers want swift claims handling, communication, and compensation. They want the same instant gratification that they get from online banking. So that’s what we set out do — to revolutionise the entire claims process. We have made traditional claims processing a thing of the past by pioneering a cognitive solution that is making the claims process faster, smarter and more efficient.”

2. Automating judgment tasks once reserved for humans

Tautona’s claims automation solution uses artificial intelligence to instantly approve or refer claims for further investigation. By using machine learning algorithms to identify patterns in the data, Tautona’s solution identifies fraudulent claims, enabling insurers to halve fraudulent claim losses.

Tautona also uses Robotic Process Automation to integrate to legacy systems, removing the need for traditional programming techniques. This means that Tautona’s claims automation solution can be implemented with minimal disruption to a business. By automating decision-making, communication, and compensation, Tautona enables insurance companies to take a major step towards becoming true digital insurers.

3. Ditch the legacy systems, start from scratch

Disruptive innovators invest in digital strategies so that they can find new ways of responding to their customers’ evolving needs. The founders of Tautona AI agree on several principles, but one that stands out specifically because it goes entirely against traditional thinking, is the importance of starting from scratch.

“You cannot take a non-digital business model and expect it to work online,” says John. “Instead of using old methods, you need to start from the beginning. Ditch the legacy systems, take a leader mentality and imagine the art of the possible.”

This iterative, modular approach typically begins with defining the strategy and programme plan upfront, delivering a core capability fast so it can provide benefits immediately, and then continuously improving with regular, incremental capability improvements to achieve the objectives of the strategy. It’s an approach that fosters closer collaboration between stakeholders, improved transparency, earlier delivery, greater allowance for change and more focus on the business outcomes.

Related: 8 Codes Of Success That Helped Priven Reddy of Kagiso Interactive Media Achieve A Networth Of Over R4 Billion

4. Shaking up an industry

How do you launch new solutions and educate customers who are used to doing things the way they have always been done? John says resistance to change is inevitable. That’s why you need more than good technology.

“When you introduce something ground-breaking to the market, you encounter many different types of personalities asking diverse questions. That demands an approach that is client-centric and entirely customer focused. It also means you have to spend time developing a sound business case to present to decision makers.”

A solid business case documents the justification for the undertaking of a project. It’s the way you prove to your client and other stakeholders that the product you’re pitching is a sound investment. You need to justify the project expenditure by identifying the business benefits the innovation will deliver and that your stakeholders will be most interested in reaping from the technology.

“Essentially, it’s about proving you can deliver,” says John. “When you have an entirely new proposition, the only way you can hope to get your foot in the door is with a value proposition so profound that clients are forced to take a look at it.”

Tautona has convinced a number of South Africa’s top insurers to implement their AI-powered claims automation solution. The results to date have been ground-breaking, with insurers dramatically reducing turnaround times and processing fees. As a result, Tautona’s sales pipeline is full to the end of the first quarter of 2019.

“But there’s no rest for disruptors. Nokia and BlackBerry crumbled because they were slow to react to market changes, and they underestimated the challenge from Apple and Samsung. The only way to retain leadership is with relentless innovation, that is, a constant flow of new versions and features. That applies in any industry today.”

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Entrepreneur Profiles

Tim Hogins Started Out As A Security Guard, Today His Has A Turnover Of R150 Million And Has Self-Funded Three Huge Lifestyle Parks

As a poor township kid, Tim Hogins watched kids pile into buses heading to Sun City every weekend, knowing he couldn’t afford to join them. He was a youngster, but he made a promise to himself. One day he would build parks that anyone could visit — especially underprivileged kids like himself.

Nadine Todd

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tim-hogins

Vital Stats

  • Player: Tim Hogins
  • Company: GOG, formerly Green Outdoor Gyms
  • Est: 2012
  • Turnover: R110 million
  • Projected Turnover: R150 million (2018)
  • Visit: gog.co.za

“I’m a visionary, and I’m not scared to invest in my vision. I’ve lost millions, but I’ve made more because of that. Business is about making money, but I’ve grown beyond that – I want to employ people, develop them, push boundaries and see where we can take this.”

“Poverty can be a good thing, because growing up poor makes you creative, and that’s an incredible power if you know how to use it.”

Seven years ago, Tim Hogins drove out of an office park and pulled onto the side of the road because he was having a panic attack. His car was closing in on him, he couldn’t see and he couldn’t breathe. After months of hard work, it was all over. His dreams were shattered.

Tim isn’t the first entrepreneur to find himself here, and he won’t be the last. What separates him from countless other aspiring business owners is that despite a massive setback, he didn’t back down. He sat in his car, phoned his wife, and told her what had happened. Instead of telling him it was time to move on and find a job, she asked him how they were going to cobble together the money he needed to start again.

And that was the beginning of Green Outdoor Gyms, a vision Tim had been nurturing for almost two years. A business idea that had led to his retrenchment and was almost ripped away from him by his business partners and investors.

But he didn’t quit. He pushed on. And today his business has a projected turnover of R150 million and has self-funded three huge lifestyle parks that Tim hopes will impact the lives of thousands of underprivileged children while providing jobs for hundreds more.

Related: 8 Codes Of Success That Helped Priven Reddy of Kagiso Interactive Media Achieve A Networth Of Over R4 Billion

The in-built art of tenacity

green-outdoor-gyms

To understand Tim, you need to understand where he came from. As a township kid growing up in Randfontein on the West Rand of Johannesburg, Tim always helped his parents to sell stuff. They were traders. His dad had a small café selling burgers and chips, and his mom baked. While other kids in the area piled into buses for Sun City on the weekends, or visited a local bird park, Tim had to work or the family didn’t eat.

“I matriculated in 1996, and even though I had an exemption, tertiary education wasn’t on the cards for me,” he says. “We just couldn’t afford it.” But Tim had a plan. His cousin told him about a free four-week course to become a security guard, and Tim aced it, securing a position at one of the firm’s top industrial sites.

Here’s the first secret to Tim’s success. Instead of seeing a dead-end job, Tim saw an opportunity. If he did his job well, he would progress to a driver, and then a cash-in-transit guard. From there the plan was management. Becoming a security guard wasn’t his fate because he couldn’t get a degree — it was step one to the rest of his life.

“I was raised to be the best version of myself. Everything is what you make of it. In primary school I was head boy, and in high school the head of the SRC. There’s always a way to grow and improve yourself.”

Two years into his career as a security guard, Tim heard about another opportunity  — a free programming course teaching COBOL, a back-end system used by the financial services industry.

“I grew up 500 metres from Stafford Masie, who would go on to become the first head of Google South Africa and is one of our country’s greatest tech entrepreneurs,” says Tim. “I had zero programming experience — I’d never touched a computer — but I knew how valuable these skills were, and here was an opportunity being handed to me.”

It wasn’t quite as easy as Tim imagined. He failed the aptitude test and had to take it again. Once he was on the course, he failed that too — it was a programming course after all, and Tim needed a far more basic introduction to IT. He didn’t give up though. He’d quit his job and needed to make this work while he was still living with his father and didn’t have financial responsibilities, so he begged the course administrator to let him retake the programme. This time he passed, and found a job at a small IT firm.

Once there, Tim built up his IT acumen. Over the course of his IT career Tim worked for Dimension Data, EOH and SITA. In his final three years he applied for an account management position and moved into sales. His goal was to become a business owner, and so he diversified and learnt what he could about business.

He also paid attention to the world around him, looking for a business opportunity or problem he could solve. He dabbled with some ideas, but the one he kept coming back to was outdoor gyms.

“I saw kids in parks doing sit-ups, push-ups, pull-ups on trees, and kept thinking there must be a better way than this for them. I knew that a proper solution would be good for the whole community — giving kids and parents a safe and free environment to play in and focus on their health. I focused on poorer communities, where gym fees weren’t an option, and kids needed safe places to play and keep out of trouble.”

The more Tim unpacked the idea, the more he began to believe in it. And then his employers found out, and made it clear that they did not like Tim’s attention divided between his job and his business idea. Despite this, Tim continued to focus on his entrepreneurial play, and within a few months he’d been retrenched, ostensibly due to a restructuring of the business, yet Tim was the only person let go.

It was October 2010 and Tim had no job, two-months’ salary and he was about to get married. But it was the best thing that could have happened to him. “That retrenchment catapulted me into business. From then on, my full focus became outdoor gyms.”

Winning and losing

gog-water-park

Tim had approached Joburg City Parks who where interested in the idea. He had also met with an engineer and they had begun to design the equipment. There was just one small problem: Money.

“I knocked on doors, approaching anyone who would listen. One investor laughed at me. He said I’d gone from IT to playing with steel — what was wrong with me? A contact at SITA said flat out that she wouldn’t help me. Looking for funding can be incredibly demoralising. I had an idea and a letter of intent from Joburg City Parks, and it still wasn’t enough.”

And then Tim was introduced to a group of investors who wanted to instal kids play areas in municipal parks. Tim had the City Parks connection; they had the funding. They entered into a business partnership and built a prototype together. This was when Tim’s wheels fell off.

“I was invited to a meeting by my three business partners, and when I arrived there were five people in the room — my partners and their two lawyers. We’d entered into the agreement as 50/50 partners, and they wanted us to all be 25% shareholders. I couldn’t agree to that. This was my idea, my connection, my baby.”

By the time Tim left the meeting, he had no funding, no partners and no prototype and he knew City Parks was getting impatient. All he’d done was create competitors — and they had a demo model.

Tim had spent most of 2011 looking for funding and then building the prototype once he found his partners. He wasn’t just back to square one, he was behind where he’d started months ago. Hence the panic attack.

It was a pivotal moment. Give up or push on? Tim chose to push on. That night, Tim and his wife, Rona Hogins, sat down and came up with a plan. They would sell one car and Rona would apply for a bank loan. Together, they managed to come up with R200 000. Tim approached a friend who was interested in a side business and they launched LXI, an importer of screens for media companies. LXI brought in enough to pay the bills while Tim concentrated on getting Green Outdoor Gyms off the ground.

Then luck stepped in. “I drove past a warehouse and saw some play equipment. Instead of driving on, I pulled in and pitched my business idea to the owner.” The owner, Neta Indig, agreed to build Tim’s prototype at cost, in exchange for a long-term partnership. Tim agreed. His R200 000 would be enough to get the business back off the ground. Green Outdoor Gyms was officially launched in February 2012.

Here’s the thing about luck though. Unless you’re open to opportunities, paying attention and willing to step out of your comfort zone, luck alone will get you nowhere. By the time Tim drove into Neta’s parking lot, he’d spoken to countless investors, had doors shut in his face, lost a partnership and his prototype, and was still willing to look for any opportunity that might present itself. Through sheer will and tenacity, he found it.

Related: The 5-Hour Rule Used By Bill Gates, Jack Ma And Elon Musk

Seizing opportunities

gog-exercise

After the first outdoor gym was installed, two things happened. The competition Tim had feared from his old partners didn’t materialise. It was Tim’s first real lesson in the power of passion. He’d doggedly pursued his idea for over two years. His partners, who didn’t share that passion, did nothing with the prototype they’d acquired. Tim was still — at that stage — in blue ocean territory.

The second was how quickly an idea can take off once the foundations are in place. GOG’s turnover was R3 million in its first year, and orders were flooding in from municipalities throughout South Africa.

Tim was invited to present his solution in parliament, and it was included in the National Development Plan. “Everything escalated faster than I could have imagined,” he says.

“The reality is that we’re an obese nation. It’s a real problem. On top of that, 90% of the country can’t afford commercial gym fees. Under the National Development Plan, every community was earmarked for an outdoor gym. Government saw my vision and they bought into it.”

Tim had to tender for each new site, but he had a first-mover advantage. By the time other players entered his space he’d already built up a track record. His team’s turnover times are impressive and the business doesn’t only design and instal the equipment, but can also overhaul a derelict park. The quality of his products ensures that equipment lasts at least eight years with no maintenance, although once an outdoor park is installed, the community takes ownership of it, cleaning it regularly and maintaining the area.

In six short years, GOG has installed over 1 000 outdoor gyms for local municipalities around the country, and there’s still room for growth. There are currently between 5 000 and 10 000 sites available, and while Tim doesn’t believe they will get all of them, the business will continue to expand. “I believe we still have a ten-year run with government-funded outdoor gyms, but this is no longer our core business.”

In fact, GOG has grown and changed considerably since that first outdoor gym was installed in February 2012.

“I’m an opportunist. I pay attention to developments around me and am always on the lookout for where we can add value,” says Tim. As a result, GOG is now developing its own sites and supplying equipment to the industry — across private and public sectors.

“You need to know that competitors are coming,” says Tim. “When we started out we had a niche with outdoor gyms and government, but someone will always want to eat your lunch. If you know that someone’s paying attention to what you’re doing and that everyone needs to diversify, you can stay ahead of your competitors.

“Our business is centred around health, fitness and family, and  this understanding has allowed us to grow into lifestyle spaces that support our core focus.”

As a result, GOG has expanded to the installation of play areas and outdoor gyms for hotels, private and public schools, beach parks and lifestyle estates, including Steyn City.

“We also have a registered landscape company,” says Tim. “We can take vacant land and transform it into a park with grass, trees, water and pathways. We have a Geotech division that does soil testing and environmental studies.”

None of this happened overnight. It takes time to build a reputation, but if you’re focused on four key things, you can build a sustainable business. “You need to diversify your product range, diversify your customer base, nurture relationships and push outbound sales,” says Tim.

Tim has geared the business for scale, which is critical in a production and manufacturing context. “We have always outsourced our manufacturing, first with Neta, and later to a Chinese manufacturer who has become integral to our success.”

Tim’s relationship with Neta was critical in the start-up phase, but after two years the manufacturer decided to focus on his core. “We were too big — it wasn’t a side project anymore, and Neta wanted to remain in construction,” says Tim. “I needed to either find another manufacturing partner, or move into that space myself.”

Tim visited manufacturing facilities in China and sourced samples until he found a plant that could handle GOG’s volumes and quality. “Chinese manufacturers value loyalty and they’ll do whatever you want at the price point you ask. If you want a cheap product, you’ll get it — and the quality to match. Good quality costs more. I have an excellent relationship with our supplier — so good that he flew out to South Africa to see our operations, because he was impressed with the volumes he produces for us.”

It’s this relationship and the capacity available to Tim that has allowed him to take the next step towards his ultimate vision for GOG: Lifestyle parks.

Living the dream

gog-exercise-park

GOG’s first lifestyle park stemmed from Tim’s need for a showroom and his life-long dream to give underprivileged children access to entertainment parks that he couldn’t afford when he was a child.

“We were manufacturing outdoor parks and I started thinking about other ideas in this space that aligned with our vision and niche. I needed a showroom that could showcase everything we can do, from ziplines to climbing walls, swimming pools to spray pools and outdoor gyms. A lifestyle park was the natural answer to everything I wanted to achieve.”

GOG Lifestyle was opened in November 2016 and is situated off the N14 near Lanseria Airport. It’s close to a number of townships, including Diepsloot and Cosmo City. “The revenue model is corporate team building events, family days and launches, which allows us to run specials for kids, the elderly, and CSI projects for schools and churches.”

The next lifestyle park, GOG Gardens, was opened in Soweto in December 2017. Bigger than the first lifestyle park, GOG Gardens caters for picnics, outdoor events and concerts. It’s a multi-purpose venue with seven venues in one, and also focuses on corporates, the general public and events, with CSI projects that support children.

“We have launched some smaller projects, such as GOG Kids at Chameleon Village in Hartbeespoort and a play area in Vilakazi Street, but our next big project is Happy Island, a 36 hectare water park off Beyers Naude Drive in Muldersdrift.”

Happy Island is GOG’s first joint venture with an investment partner, Tim’s Chinese supplier. Unlike the other lifestyle parks, which GOG self-funded from cash reserves, Happy Island is a multi-hundred million rand project with large capex needs. “The idea came to life when the chairman of our manufacturing supplier visited our operations in South Africa. There are no water parks in South Africa similar to those I visited in China. We are doing something completely new and exciting, and we broke ground in April 2017.”

All of GOG’s lifestyle parks have required high capex investments and have not yet reached break-even, unlike the smaller projects that will reach break-even within a few months. “Our projection for the lifestyle parks is three years, and five years for Happy Island,” says Tim.

“My long-term goal is to have ten lifestyle parks across South Africa, one in each region, and that’s what I’m investing in. We want to make a difference, give kids access to these parks and employ people.

“I’m here today because of my childhood experiences, but before I could invest in this dream, I needed to start small and build up my reputation and cash reserves. To achieve my ultimate dream will take a lot of investment, so that’s the focus.

“I’m a visionary, and I’m not scared to invest in my vision. I’ve lost millions, but I’ve made more because of that. Business is about making money, but I’ve grown beyond that — I want to employ people, develop them, push boundaries and see where we can take this. When someone says something is impossible, I want to know why, and then try anyway. That’s how you achieve great things. That’s how you realise your dreams.”

Related: 6 Lesson Gems From Appanna Ganapathy That Helped Him Launch A High-Growth Start-Up

Next level

In 2016, GOG launched its first lifestyle park, GOG Lifestyle. Since then, two more lifestyle parks have been added, GOG Gardens in Soweto, and GOG  Kids in Chameleon Village in Hartbeespoort. The company’s biggest venture, Happy Island will soon be open to the public as well.

Healthy Living

GOG’s genesis was outdoor gyms, and the company continues to grow from these original roots: Catering to a growing focus on healthier lifestyles, from public parks to beaches, corporates and residential estates.

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