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How Billion Rand Business USN Was Launched From A Small Kitchen

USN might have started small, but Albé Geldenhuys had big plans. It’s taken him 15 years, but he’s built a business that has an international footprint, he’s left both local and international competitors in his dust, and he’s done it through a mix of savvy decisions, costly mistakes, and never slowing down – not for one minute.

Nadine Todd




Vital Stats:

  • Player: Albé Geldenhuys
  • Company: USN
  • Launched: 1999
  • What they do: Sports nutrition and supplementation
  • Group turnover: R1 billion
  • Visit:

The Start-up Story

Starting Small, Thinking Big

Lesson one, when you launch a business, know where you want to go. For Geldenhuys, who had consistently been the Health & Racquet Club’s top performing salesman (by a long margin), chasing and achieving targets isn’t just a vocation, it’s his life’s blood.

Related: 10 SA Entrepreneurs Who Built Their Businesses From Nothing

Even the name he gave to his fledgling business marks this mindset: Ultimate Sports Nutrition (USN) was chosen because of the US in its name.

“At the time, there was a perception that US brands were the best. I wanted to capitalise on that, and the name subtly suggested an international product.”

Like any truly successful entrepreneur, Geldenhuys is a consummate salesman, and he understood from the get go that businesses need to be trading. “At first, I wasn’t even thinking about launching a product line, or even a business. I just wanted to be selling product and making a small profit.”

He bought two product ranges wholesale, Muscle Science and EAS, and sold them to health shops. “The problem was that I started getting complaints. Muscle Science wasn’t a great product, and EAS was a pricey US product.”

Geldenhuys spotted a gap in the market. “What was interesting is that this was already a busy market. It was small and saturated, so there wasn’t really room for another competitor. The available products were either too expensive, or poor quality. I was convinced that if I offered a good quality product at an affordable price, I’d have a shot.”

And USN was born. “I researched formulations in magazines and through supplement reviews. At the time Creatine was a big deal, so I bought barrels of it from Crest Chemicals, bought bottles, mixed my formulations and bottled it.”

He started selling to everyone: Friends, people he’d met at the Hatfield gym, and most importantly Blue Bulls rugby players who also worked out at the gym. “I targeted anyone. I had no strategy beyond just sell, sell, sell,” he recalls.

Related: Karl Westvig Of Retail Capital Shares His Insights Into A Year-On-Year Double-Digit Growth Business

The ‘non’ strategy worked though, because soon supplement shops started contacting Geldenhuys directly, particularly the in-house Health & Racquet shops. Word spread: If you wanted to buy good quality sports supplements at an affordable price, Albé was your guy.

Bootstrapped Basics

As a start-up, USN was a money-in, money-out business. “I could only buy raw materials as and when I had the cash. Everything we made went back into product. We kept our overheads incredibly lean, and just focused on growing sales, and having enough product to meet demand.”

The entrepreneur was thinking about how to scale the business’s growth. He realised that just manufacturing and packaging the best product at a reasonable price, with a diverse offering wasn’t enough.

“Making sales always goes back to the same key question: What do your consumers really need from you? At first, the answer to that question was a good product at an affordable price. We experienced rapid growth based on simply meeting a need in the market. But we wanted to be bigger, and that meant expanding our market. So I needed to ask the question again.

“Now what do our consumers need from us? The answer was simple. They needed to understand how to use our products. The demand was there, but most people weren’t actually sure how to use sports supplements properly. That was our in. We started educating the market, adding meal plans to our packaging, and focusing on telling people how to use what, and what the results would be if our various products were used correctly.”

By January 2000 USN was still operating from the kitchen. It had a turnover of R20 000 a month, and enjoyed a 60% gross profit, largely because it had no overheads, and the product sold below retail prices.

“We were proud of our turnover, but I was focused on the next step,” says Geldenhuys. “I approached ChemPure to assist with the products. I had market research, they had the raw materials.”

Related: How the Mad World Group Grew the Smart Way

ChemPure was housed within the CSIR, and agreed to incubate the still-small USN within its premises. It was a game changer for the start-up. They moved out of the kitchen, and within four months had grown their turnover from R20 000 to R160 000 a month. From that moment, USN started doubling its turnover every month.

Geldenhuys, his brother and girlfriend (soon to be wife) were a tiny team on fire. One of the key secrets to Geldenhuys’s success at this stage was that he always got paid. He made sure invoices were sent timeously, and he followed them up relentlessly until the cash was in the bank.

Growing in Leaps and Bounds

Since its inception, USN has enjoyed massive growth. From R20 000 a month turnover in January 2000, by the end of 2002 the product was in Springbok Pharmacies and Dis-Chems around the country, and monthly turnover was in the millions. Geldenhuys had achieved this feat without splashing out any cash on big advertising campaigns.

And then he got his first real curve ball. In early 2003, Dis-Chem bought a 50% stake in Evox, one of USN’s biggest competitors. Dis-Chem was USN’s biggest customer, so the move shook Geldenhuys to the core, as he knew Dis-Chem would promote Evox.

“I was always stingy with money. I liked a nice healthy bank balance. We’d enjoyed massive growth without spending anything on marketing, and that was the way I liked it. But I also knew it was time to spend some of our hard-earned cash to build brand awareness. It was time to advertise.”

True to form, Geldenhuys wasn’t just going to splash some cash around and hope it worked. He was going to be strategic about his marketing spend.

“Always look at yourself, and what you bring to the table. I had some great contacts in rugby thanks to my sales background at the Hatfield Health and Racquet club. This was my in.”

Related:  How Bertus Albertse Overcame Adversity To Build A R80 Million Franchising Business

Geldenhuys approached Jaco van der Westhuizen, a Blue Bulls player who had been injured and was out of shape. “I made him an offer. ‘If you get into fantastic shape, using my products and sticking to a strict health routine, I’ll put your face everywhere – in Men’s Health magazine, on billboards – everywhere. You’ll get noticed. Everyone will be talking about you’.”

Within seven weeks van der Westhuizen went from flat and white to an athlete in incredible shape. “The transformation was unbelievable, and we made a huge splash of it. He was the talk of the town.” Within three months van der Westhuizen was on the Springbok team.

“It did wonders for both our brands. He was also our first USN brand ambassador.” The first of many. Geldenhuys soon realised that his business was long past start-up stage. “Spending money made us more money. We were creating more demand than ever before. People were talking about us. Turnover grew, profits grew and the business grew.”

Geldenhuys’s strategy to ensure Evox didn’t steal his market share was two pronged. He needed to send buyers into stores looking for the product, and once there ensure USN was the brand they actually bought.

“We returned to a strategy that we knew worked: People need to know how to use your product. The more consumers know, the more likely they are to buy, but the more the assistants in the stores know, the more likely they are to recommend your products, and so we trained the guys in stores. They must know more about USN than Evox. Period.”

Within six months the relationship between Evox and Dis-Chem ended. Evox had relaxed its marketing efforts, expecting Dis-Chem to sell for them, and Dis-Chem had done the same, expecting Evox to put in the work and prove the ROI of the acquisition.

The real winner was USN, which had used the challenge as a reason to up its game and focus on cementing an even bigger section of the market.

The Downside of Growth

In many respects, the business grew too fast. “I had my finger on everything: Stock, our warehouse twice a day, finance. I even stuck labels on bottles if I had to. By 2004, our sales were excellent, but our back-end was a mess. We’d grown too big for our structures.

I wanted to focus on product development, advertising and sales. I didn’t want to be MD as well, but I knew we needed a detail-orientated person to focus on putting proper systems and processes in place. I appointed one of my managers, Johan Visagie, a lawyer friend who was excellent at the details, to be MD.

“I’m an autocratic leader. I tell everyone how things are going to happen, and they make them work. I’d go so far as to say that I rule by fear. My team listens to what I say, and the structure was always clear. Johan was a mild-mannered, diplomatic HR guy.

Related: How to Become a Millionaire by Age 30

Where I had been a firm task master, Johan was a gentler and friendlier boss, trying to operate within a framework that I had created. The company culture didn’t know how to adjust and we ended up losing some great people as a result.

“The second problem was that although I needed a strong MD, Johan had previously worked under me. He didn’t come into the role and immediately embrace it as a position of equal footing. He didn’t push me or challenge me. I started feeling very alone in my own business.

“We’d enjoyed phenomenal growth, but I’d gone from knowing every single little detail in every spreadsheet, to walking through our own warehouse and feeling lost. I needed a strong partner who I could bounce ideas off and who would give me honest feedback. My MD told me what he thought I wanted to hear, instead of what I needed to hear, or what was actually happening in the business.”

As Visagie got more involved in the business, Geldenhuys’s feel for the numbers started slipping as gradually a distance opened up between him and the daily operations of the business.

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It would take five years, Visagie stepping down and a new CEO (whose name we’ve chosen not to mention in this article) at the helm before the implications of that separation from the numbers would really make itself felt.

“In 2010, based on our market presence and massive sales figures, PSG approached us with an offer to purchase. I had no intention of selling – in fact, I’ve always believed that if someone approaches you to sell, it means you’re doing something right – but I invited them in to do an audit anyway.”

The results were devastating. “They discovered R12 million in stock losses. My CEO had projected a profit of R28 million, and instead, we had lost R12 million. It was unbelievable.”

Where Had Things Gone So Wrong?


Expensive Mistakes

“I had completely taken my eye off the ball, putting all my trust into our CEO while I continued to focus on sales, product development and launching USN overseas.”

The CEO in question had originally joined the business to head up a new sports drink division. He’d been an executive at Coca-Cola, and he understood the market.

“Up until that point, we’d been pumping money into the new product but it wasn’t really working, and we were losing a lot of money. When he joined us he was exactly what I thought I needed: A silver back with lots of business experience. He talked an excellent game, and I thought we could benefit from his expertise.”

He soon went from running the drinks division to being appointed sales director. And then he left due to a job offer to run Coca-Cola in Kenya. “I was disappointed to lose him; I had really started to rely on him,” says Geldenhuys, which is why, when he wanted to return to the business – but this time as CEO – Geldenhuys readily agreed.

Related: Surprising Things 5 Entrepreneurs Do in Their Lunch Breaks

“Johan had served the business well, but I believed that a new CEO would be a better fit for the growth path I wanted to take USN on, so I agreed to his terms, he joined us and Johan stepped down.”

It would prove to be the single biggest and most expensive mistake Geldenhuys would make. “There were so many issues it’s almost painful to list them,” he says.

“His first hire was a drinks director who arrived and then two months later had a big back operation and was off for six months. He hired a financial manager who was indiscreet with salaries, which also cost us a lot, because we had to suddenly increase a number of salaries to keep staff.

“He had a penchant for employing people from big corporate backgrounds who wanted to follow the corporate systems that they knew. We had always done so well because at heart we were a small, agile, flexible entrepreneurial business and not a corporate. We were losing that magic.

Related: Quinton van der Burgh on Changing the Game

“The most unexpected development, was how this man whom I liked and trusted to be the CEO that my company needed, suddenly became power hungry and started abusing his role. I’ve always believed that it’s good to put pressure on people, but you can’t treat them badly.

Worst of all, he was making mistakes. He over-ordered products we had discontinued. He was running the business, and yet he had no idea what was happening in the business. He was over his head, but hiding it well as he talked a good game.”

And then PSG came along and revealed just how far the rot had spread. “At the time, our turnover was R300 million, with a projected profit of R28 million, which I was already unhappy about – where had our great margins gone? Then PSG came along and said, sorry, you’ve actually lost R12 million in stock, and you’re making no profit.

“I was floored. I’d put a lot of faith in my CEO. But I also realised I’d been a bit of an ostrich with my head in the sand. There were so many things I couldn’t control that I didn’t want to see what was actually going on. It was time for change.”

The Billion Rand Question

In 2010, USN had a high turnover, but the business was in shambles. Despite its size, failure was a real possibility – but not an option for Geldenhuys. One of the PSG auditors, Jurie Bezuidenhout, wanted to join the business.

“He had a private equity background and he really understood financials. He felt he could help me effect a turnaround. I also had an excellent sales manager who was about to leave because of the CEO.

Things suddenly clicked into place for me. With a strong sales director, chief financial officer and myself focusing on the products, we could turn this business around, without an MD or a CEO.

“R10 million and an unpleasant fight later, we parted ways with the CEO.  Next was our head of logistics. We had massive stock losses and our efficiencies had dropped. We started out with service levels of 95%, which meant that 95% of our stock reached the shelves where it was meant to go. Under the helm of our new logistics manager, this dropped to 72%. It cost me six months’ salary to get rid of him, but it was worth every cent.”

Now the business went back to basics.

Related: Edward Moshole Founder Of Chem-Fresh Started With R68 And Turned It Into A R25 Million Business

“We’re not a logistics company. We never will be. We need to focus on what we’re good at, and outsource the areas that we’re clearly not good at. We got UTI Pharma in to run the logistics side of our business. We sold the warehouse and all of our trucks. We had to retrench staff, which is never easy, but ultimately we needed to make decisions for the good of the business.

“Today, we focus on developing products and marketing. As soon as we went back to our roots we started making more money, and more profits – and the refreshed focus allowed us to focus on international growth.”

The proof is in the figures. Since 2010 USN’s turnover has grown from R300 million to R1 billion, and with the brand having launched in the UK in 2009, Australia in 2012 and the US in 2015, that growth is set to continue into the stratosphere.

Related: Watch List: 50 Top SA Black Entrepreneurs To Watch

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1 Comment

1 Comment

  1. Claire Brandon

    Sep 4, 2015 at 08:52

    What a fascinating story.
    I always thought this was an American brand.
    Good lessons about not trusting anyone in business, I was just thinking about that this morning 🙂

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Entrepreneur Profiles

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

Twenty years after first wanting to own a business, Appanna Ganapathy launched ART Technologies, a business he aims to grow throughout Africa, starting with Kenya thanks to a recently signed deal with Seacom. As a high-growth entrepreneur with big plans, Appanna spent two decades laying the foundations of success — and now he’s starting to collect.

Nadine Todd




Vital Stats

Like many entrepreneurs before him, Appanna Ganapathy hadn’t even finished school and he was already thinking about his first business venture. A friend could secure the licensing rights to open Nando’s franchises in Mozambique, and they were very keen on the idea — which Appanna’s mom quickly dampened. “You can do whatever you want,” she said. “As long as you finish your degree first.”

Unlike many other entrepreneurs however, Appanna not only finished his degree, but realised that he had a lot of skills he needed to develop and lessons to learn before he’d be ready to launch the business he wanted.

“We launched ART Technologies just over two years ago. If I had started any earlier, I don’t think I would have been as successful as I am now,” he says.

Here are six key lessons that Appanna has learnt along his journey, which have allowed him to launch a high-growth start-up that is positioned to make an impact across Africa.

1. You don’t just need a product – you need clients as well

Business success is the ability to design and execute a great product and solution, and then be able to sell it. Without sales, there is no business. This is a lesson Appanna learnt while he was still at university.

“I was drawn to computers. I loved figuring out how they worked, playing computer games — everything about them,” he says. “My parents lived in Mozambique, and during my holidays I’d visit them and a friend who had a computer business. I helped him assemble them and thought I could do this too while I was studying. I convinced my dad to buy me a car so that I could set up my business — and never sold or assembled a single computer. I delivered pizzas instead.”

So, what went wrong? The simple truth was that at the time Appanna had the technical skills to build computers, but he lacked the ability to sell his product.

“If someone had said, ‘I’ve got an order for 30 computers’, I would have filled it — but to go out and get that order — I didn’t really even know where to start.”

2. Price and solution go hand-in-hand

As much as you need the ability to sell your solution, you also need a market that wants and needs what you’re offering, at a price point that works for everyone.

In 2007, Appanna was approached by a former supplier whom he had worked with while he was based in Mozambique. The supplier had an IT firm and he wanted to expand into South Africa. He was looking for a local partner who would purchase equity shares in the company and run the South African business.

“I loved the opportunity. This was something I could build from the ground up, in an area I understood well,” says Appanna. The firm set up and managed IT infrastructure for SMEs. The value proposition was simple: “We could offer SMEs a service that they could use for a relatively low cost, but that gave them everything an enterprise would have.”

The problem was that although Appanna and his team knew they had a great product, they were competing on price with inferior products. “If we couldn’t adequately unpack the value of our solution, an SME would choose the cheaper option. It was a big lesson for me to learn. It doesn’t matter how good the solution is that you’re offering — if it’s not at a price point that your target market accepts, they won’t choose you.”

It was this understanding that helped Appanna and his team develop the Desktop-as-a-Service solution that ART Technologies now offers the SME market.

“While I was developing the idea and the solution, I needed to take three key things into account: What do SMEs need from an IT infrastructure perspective, what is the most cost-effective way to offer them that solution, and what will the market pay (and is it enough to cover our costs and give us a small profit margin)?”

Appanna’s experience in the market had already taught him how cost-conscious SMEs are, and so he started developing a solution that could deliver value at a price point SMEs could accept. His solution? A unique Desktop-as-a-Service product that combines all the processing power and Microsoft products a business needs, without any capex outlay for servers or software.

“It’s a Cloud workstation that turns any device into a full Windows computer,” Appanna explains. “We hold the licences, and our clients just access our service. A set-up that would cost between R180 000 and R200 000 for 15 users is now available for R479 per user per month.”

It took Appanna and his partners time to build the solution, but they started with the price point in mind, which meant a solution could be designed that met their needs as well as the needs of the market.

“Too many businesses set everything up, invest in the solution, and then discover they can’t sell their product at the price point they need. My time in the market selling IT and infrastructure solutions gave me invaluable insights into what we needed to deliver on, and what we could realistically charge for our service.”

3. Get as much on-the-ground experience as you can


The time that Appanna spent building the IT firm he was a part-owner of was invaluable. “I started as a technical director before being promoted to GM and running the company for three and a half years. Those years were very, very important for me. They’re where I learnt everything about running a business.

“When I started, I was responsible for sales, but I didn’t have to actually go out and find clients, I just had to meet them, compile quotes and handle the installations. Everything I did was under the guidance of the company’s CEO, who was based in Mozambique. Being the guy who did everything was the best learning ground for me. It set me up for everything I’m doing today. In particular, I learnt how to approach and deal with people. Without people and clients your business is nothing.”

Appanna didn’t just learn by default — he actively worked to expand his understanding of all facets of the business. “At the time I wasn’t planning on leaving to launch my own business,” he says. “I was a shareholder and I wanted to grow that business. That meant understanding as much as possible about how everything worked. If there was something I wasn’t sure of — a process, the numbers, how something worked — I asked. I took personal responsibility for any errors and got involved in every aspect of the business, including areas that weren’t officially ‘my job’. I wanted to really grow and support the business.”

4. Stay focused

Interestingly, while the experience Appanna has accumulated throughout his career has allowed him to build a high-growth start-up, it also taught him the importance of not wearing too many hats as an entrepreneur.

“I’m glad I’ve had the experience of wearing multiple hats, because I’ve learnt so much, but I’ve also learnt that it’s important to pick a lane, not only in what you do as a business, but in the role you play within your business. I also race superbikes in the South African Kawasaki ZX-10 Cup; through this I have learnt how important it is to focus in the moment without distractions and this is a discipline I have brought into the business.”

“If you’re the leader of an organisation, you need to let things go. You can’t be everything to everyone. When I launched ART Technologies, I knew the key to growth would be the fact that although I’m technical, I wasn’t going to run the technical side of the business. I have strong technical partners whom I trust, and there is an escalation framework in place, from tech, to tech manager, to the CTO to me — I speak tech and I’m available, but my focus is on strategy and growth. I believe this is the biggest mistake that many start-ups make. If you’re wearing all the hats, who is looking at where you’re going? When you’re down in the trenches, doing everything, it’s impossible to see the bigger picture.”

Appanna chose his partners carefully with this goal in mind.

“All the partners play a very important role in the business. Ruaan Jacobs’s strength is in the technical expertise he brings to the business and Terry Naidoo’s strength is in the support services he provides to our clients. Terry is our technical manager. He has the most incredible relationship with our customers — everyone wants to work with Terry. But there’s a problem with that too — if we want to scale this business, Terry can’t be the technical point for all of our customers.

“As partners we have decided what our blueprint for service levels will be; this is based on the way Terry deals with clients and he is developing a technical manual that doesn’t only cover the tech side of the business, but how ART Technologies engages with its customers.

“Terry’s putting his essence down on paper — a step-by-step guide to how we do business. That’s how you build a service culture.”

5. Reputation, network and experience count

Many start-ups lack three crucial things when they launch: Their founders haven’t built up a large network, they don’t have a reputation in the market, and they lack experience. All three of these things can (and should) be addressed during start-up phase, but launching with all three can give the business a valuable boost.

Appanna learnt the value of networks at a young age. Born in India, he moved to Zambia with his family as a young child. From there he moved to Tanzania and then Mozambique, attending boarding school in Swaziland and KwaZulu Natal. At each new school, he was greeted by kids who had formed strong bonds.

“I made good friends in those years, but at each new school I recognised how important strong bonds are, particularly as the outsider.”

Appanna’s early career took him back to Mozambique, working with the UN and EY on various projects. When he moved to South Africa, as a non-citizen he connected with his old boss from the UN who offered him a position as information officer for the Regional Director’s team.

His next move would be to the tech company that he would run for just over three years — also the product of previous connections. “Who you know is important, but how you conduct yourself is even more so,” says Appanna. “If your reputation in the market place is good, people will want to do business with you.”

Appanna experienced this first hand when he left to launch his own business. “Some key clients wanted to move with me,” he says. “If I had brought them in it would have settled our business, but I said no to some key customers who hadn’t been mine. I wasn’t ethically comfortable taking them with me.”

One of those multinational clients approached Appanna again six months later, stating they were taking their business out to tender and that they were hoping ART Technologies would pitch for it. “Apart from the Desktop-as-a-Service product, we also provide managed IT services for clients, particularly larger enterprise clients. Due to the client going out on tender and requesting for us to participate, we pitched for the business and won. The relationship with this client has grown, allowing us to offer them some of our services that they are currently testing to implement throughout Africa.”

“I believe how we conduct ourselves is essential. You need your own personal code of ethics, and you need to live by it. Business — particularly in our environment — is built on trust. Our customers need to trust us with their data. Your reputation is key when it comes to trust.”

Interestingly, although Appanna and his team developed their product based on a specific price point, once that trust is built and a certain standard of service is delivered, customers will pay more.

6. Start smart and start lean

Appanna was able to launch ART Technologies with the savings he and his wife, Kate, had put aside. He reached a point where he had ideas he wanted to take to market, but he couldn’t get his current business partners to agree to them — and so setting up his own business became inevitable.

Although he was fortunate to have savings to bootstrap the business, it was essential for the business to be lean and start generating income as quickly as possible. This was achieved in a number of ways.

First, Appanna and Kate agreed on a start-up figure. They would not go beyond it. “We had a budget, and the business needed to make money before that budget was reached.” The runway Appanna gave himself was only six months — highly ambitious given the 18-month runway most start-ups need. “Other than my salary we broke even in month three, which actually extended our runway a bit,” says Appanna.

Appanna had a server that he used to start with, and purchased a second, bigger server four months later. He also launched another business one month before launching ART Technologies — ART Call Management, a virtual PA services business that needed a PABX system, some call centre technology and two employees.

“I’d been playing around with the idea for a while,” says Appanna. “We were focused on SMEs, and I started noticing other challenges they faced. A lot of entrepreneurs just have their cellphones, but they aren’t answering them as businesses — it’s not professional.

“In essence we sell minutes — for R295 you get 25 incoming calls and 50 minutes of transferred calls. We answer the phone as your receptionist, transfer calls and take messages. How you use your minutes is up to you. For example, if you supply the leads, we can cold call for you. ART Technologies uses the call management business as a reception service and to do all of our cold calling. It’s kept the business lean, but it’s also brought in an income that helped us with our runway.” In 2017 ART Call Management was selected as one of the top ten in the SAGE-702 Small Business Awards.

The only problem with almost simultaneously launching two businesses is focus. “It’s incredibly important to know where you’re putting your focus,” says Appanna. “The call management business has been essential to our overall strategy, but my focus has been pulled in different directions at times, and I need to be conscious of that. The most important thing for any start-up is to know exactly where your focus lies.”

Into Africa

Thanks to a distribution deal signed locally with First Distribution, ART Technologies was introduced to Seacom, which has available infrastructure in a data centre in Kenya.

“It’s a pay-per-client model that allows us to pay Seacom a percentage of every client we sign up,” says Appanna. “First Distribution will be our sales arm. They have a webstore and resellers, and we will be opening ART Kenya with a shareholder who knows the local market.”

From there, Appanna is looking to West Africa and Mauritius. “We have the product and the relationship with Seacom gives us the foothold we need to grow into East Africa.”

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Entrepreneur Profiles

Kid Entrepreneurs Who Have Already Built Successful Businesses (And How You Can Too)

All over the world kids are abandoning the traditional notion of choosing a career to pursue until retirement. Gen Z aren’t looking to become employable job-seekers, but creative innovators as emerging business owners.

Diana Albertyn



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Do kids have an advantage or disadvantage when it comes to starting and building a company? It depends on how you look it. Juggling school, friends, family and other aspects of childhood and adolescence comes with its own requirements, but perhaps this is the best age to start.

“Being an entrepreneur means having to learn, focus, and connect to people and these are all traits that are valuable throughout life. Learning this when you are young is especially crucial, and will set you up for success and to be more open to other opportunities,” says billionaire investor, Shark Tank personality and author Mark Cuban.

Here are some of the most successful kidpreneurs who have cashed in on their hobbies, interests and needs to start and grow million dollar businesses borne from passion and innovation:

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Entrepreneur Profiles

30 Top Influential SA Business Leaders

Learn from these South African titans of industry to guide you on your entrepreneurial journey to success.

Nicole Crampton



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Entrepreneurship is said to be the answer to South Africa’s unemployment challenges and slow growth, but to foster entrepreneurship we ideally need business leaders to impact grass root efforts. Business leadership is vital to improved confidence and growth. These three titans of global industry say:

  • “As we look ahead, leaders will be those who empower others.” – Bill Gates
  • “Leaders are also expected to work harder than those who report to them and always make sure that their needs are taken care of before yours.” – Elon Musk
  • “Management is about persuading people to do things they do not want to do, while leadership is about inspiring people to do things they never thought they could.” – Steve Jobs

Here are 30 top influential SA business leaders forging the path towards a prosperous South African future.

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