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How Soccer Laduma Scores In More Than One Way

From absolutely no experience in publishing, Peter du Toit has built up the biggest single- copy-sale weekly publication in South Africa. Soccer Laduma has a turnover of R90 million, 3,4 million readers and some of the most loyal customers in the country. By following his heart, embracing his passions and getting everyone around him to do the same, Du Toit has discovered that you can have it all: Passion and great success.

Nadine Todd

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Vital stats

  • Player: Peter du Toit
  • Company: Soccer Laduma
  • Established: 1997
  • Turnover: R90 million
  • Visit: soccerladuma.co.za 

It was 1993. Peter du Toit had long hair and an earring, and he’d just made the decision that he never wanted to wear a suit again. He wanted to wear flip-flops, surf and go to work in shorts.

So far life hadn’t quite turned out the way he’d planned. He’d left South Africa in the mid-70s to play professional football overseas but his dreams were shattered when he broke his leg, and to make ends meet he started a micro-computer business. It was the 1980s, and although he knew nothing about this fledgling industry, he learnt enough to build a business that he was able to sell for a decent profit a few years later.

But now what? He was nearing his late 20s and wasn’t actually sure what he wanted do with his life. All he knew was: No suits.

And so he did what any young man in his 20s with no responsibilities would love to do. He travelled. For four years he followed football around the world, indulging his greatest passion, even if he could no longer play himself.

And along the way he stumbled across an amazing business idea. “There were only a handful of dedicated football newspapers around the world,” he says.

“And I was buying them all. I couldn’t even read most of them, but if I was in Brazil, I was buying their Portuguese football newspaper and muddling my way through it. That’s what passion for a subject does, and people can get really passionate about football.”

So… a business built around football. Could he make it work? “I knew nothing about publishing, but then, I’d known nothing about micro-computers or the stock market either, and I’d managed to build a business there.

“The first rule of business is: Don’t do something you know nothing about. But I’ve always found that rules are made to be broken. Plus, this was something I genuinely loved. The universe would teach me what I needed to know. I just needed to get started.”

For the first 18 months Du Toit lost money. A lot of money. “Because I didn’t know this industry, I’d hired experts. That just meant that we were doing what already existed. There was nothing special about us, and the business wasn’t working.”

So Du Toit made a risky decision. He replaced his industry experts with himself and readers as writers. He chose passion over skill and industry experience. And something magical happened as a result.

Related: 8 Life Lessons From Peter du Toit of Soccer Laduma You Should Apply In Business

“For the first 18 months we sold 27 000 copies a week. Within two weeks of my changes, we were up to 40 000 copies a week. It was a quantum moment for me. If you’re doing what you love, and you’re surrounded by people who are doing what they love, success is inevitable.” 

It’s all about the passion

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“From the moment we hired readers who were passionate and could write, we started to skyrocket. Hiring like-minded people was a game-changer for me. I realised that experience is irrelevant. You can learn skills, particularly if it’s around a subject you’re passionate about. You don’t even need to ask them. They’re committed to your vision. If you offer trust upfront, they’ll even redirect themselves after mistakes. If you love what you do, this comes naturally. Even mistakes don’t come from a bad place. You can find a solution together, and nine times out of ten it won’t happen again.”

Soccer Laduma’s current success lies in the fact that Du Toit has maintained this culture, even though the business has grown to 45 full-time employees.

“Those early hires were incredibly important, because they brought like-minded people into the business. As we grew and needed to hire more people, they knew exactly what we were looking for. We all wanted to maintain the same team dynamic. I’m not even needed anymore in that respect. The team understands its own make-up.”

Du Toit’s first rule is that he’s not the boss. The reader and online user is the boss. “No one works for me. They work for the reader. It’s an important mindset, because it means that everything we do is with the reader in mind. What do they need from us? What do they care about? Are we delivering on those needs?”

Even though the reader is the boss, Du Toit has implemented a system to ensure everyone works towards keeping that boss happy. It’s called the six golden rules: Planning, planning, planning, preparation, preparation, preparation.

“If a story didn’t do well we know that one of the six golden rules was missing. I’m able to ask the writer if they followed the rules, and they’ll know that somewhere they cut a corner, and the result is clear for everyone to see.

“I don’t like conflict, so I’ve found it’s important to all be on the same page. If the guidelines are clear you can point to them when something doesn’t have the desired effect. No arguments needed.”

The system’s working. Soccer Laduma has a 100 to one compliments/complaints ratio.

Related: 3 Become 1: The Story Of How IS SME Business, MWEB Business and IS Ignite Merged

“I believe this is because we don’t have an opinion or ego. We haven’t set ourselves up as industry experts, but instead bring readers and fans to the players and coaches. We connect those dots, and so everything is all about their opinions. We’re not telling you what to think. We’re giving you access. No one in our organisation is an expert. Experts focus on what they know. We believe that what we don’t know is far more important. That’s what we’re always pursuing.”

This attitude means that Du Toit will put anything into the paper that his readers want. “We receive reader letters and are then able to call players and tell them how much our readers want an interview with them. They’re happy, the readers are happy, and we’re living up to our values of connecting those dots.”

Soccer Laduma takes this a step further though. Readers can send in questions for specific players as well, and they’re published with the reader’s name. “We sell 310 000 copies per week, and have an even larger online user base, and we’re still managing to feel like a small community. Each of our readers feels a sense of ownership over the Soccer Laduma brand, and that fosters real loyalty.”

Clients above all else

soccer-laduma-magazine

As the business has grown, a level of sophistication has grown alongside it. 310 000 weekly copies is a far cry from 23 000, and that growth is maintained through a level of understanding amongst Du Toit and his team of Soccer Laduma’s readers.

“What we do is only as successful as our understanding of our readers. We think of it as a relationship. The first encounter is simple: I like football. The second encounter is where we can start developing a relationship with a reader or user, and this is our job, not theirs. We need to understand them: Who they are, what they care about, what they need from us. They need to trust us as well — that we’re listening to them, understanding them, and focused on delivering to their needs. The work needs to be on our side; not theirs.

“I think it’s easy for businesses to forget this, particularly successful brands. You can easily start buying into your own hype and believing that you’re somehow doing your customers a favour. That should never be the case. They’re doing you the favour, and you need to keep earning that trust and loyalty.

“As with any relationship, real trust doesn’t come easily, and it should be cherished.”

The reality though is that as a brand, Soccer Laduma is trying to maintain a relationship with three million readers, which is no small task. In addition, advertisers are the company’s clients as well, and they have their own needs. Du Toit believes that the only way to achieve this is through authenticity.

“Once you’ve earned trust, people will accept mistakes if they know you’re authentic. We understand that people get bored. They’re growing and developing, and we need to as well. We need to reach new levels, incorporate new skills, deliver new offerings.

“Because our readers know we’re continuously striving to achieve this, they’ll accept a few stumbles along the way as well. We’re a community.

Related: ReWare Did One Crucial Thing That Most Entrepreneurs Are Too Afraid To Do

“I’ve put a score in incorrectly due to finger trouble. People noticed. I spent an hour responding to each of them individually. Almost everyone laughed and said no problem. It actually created a relationship with them. But if I’d left it, I shouldn’t be on twitter!

“It must be consciously done though. You need to have a system in place, as well as a culture that everyone believes in. Digital is of course easy to track, and we have a philosophy to always listen to our readers, which means we’re very responsive. It’s built into our DNA. Because of this, we learn so much, but it’s also clear that we’re listening, which goes a long way towards building and maintaining trust and loyalty.

“But digital and social media is also tough. It’s a different kind of content creation that evokes immediate reactions and requires quick response times. It’s emotionally more rewarding but it can also be more challenging.

“Social media is such a medium for knee jerk reactions, especially when you’re dealing with topics people are passionate about — and South Africans are passionate about football. We have to remember that they love us. That’s why they’re on our site. And they have a form of ownership over it; they’re emotionally invested. They have the right to say something. If you respect that, you won’t just react to criticisms, whether you see them as unfair or not. And if you do, then they have a right to get offended.

“We’ve found that the best way to handle online criticism is to step back and understand that it’s not directed at you. What is the person saying? Is their opinion valid? If you understand their viewpoint and the language they’re using to get that across, you can respond from a place of understanding. Something could sound bad, but they’re actually asking you for something.

“The website is the same. You need to think of it as your shop. If 100 people come in a day, your manager can’t treat them badly. You’re trained to give good service — but you get good and bad customers.

“Through our website we’ve opened our doors to thousands of people. Are your staff trained to deal with them? Think back to a bricks and mortar store. Is service fast, efficient, with no queues at tills? Imagine a scenario where the store is flooded with people all talking at the top of their voice. That’s the reality of an interactive website. And you need to treat everyone with respect or they will destroy your shop.

“Everyone is expected to have empathy towards our users, and to focus on their section of the site. That’s how we ensure community engagement and that we’re quick and responsive. It means a lot of trust, and that the whole team needs to share the same values and have the same voice, and that means working together as a close knit team, even as we grow.”

Learning to listen

Du Toit believes that most of Soccer Laduma’s growth is as a result of listening to its customers. “We created an internal unit, Brands Laduma, whose sole purpose is determining what our readers want and think: What’s important to them, their challenges, how articles and adverts make them feel. It’s not a division designed to generate profit, but rather feeds into our editorial team and also offers valuable insights to our advertisers.

“We’re able to give them feedback on which adverts delivered the message they were aiming for, which adverts fell flat and how our readers feel about their brands.

Related: 11 Uniquely South African Business Ideas

“Brands Laduma allows us to engage with our supporters in a deeper manner, and this led directly to the formation of Educate24. While engaging with our readers, we started digging into what is most important to them, and we discovered that education is high on that list. Education is seen as a status symbol. It leads to jobs and wealth, but it’s also often out of reach.

“If we really started evaluating our readers’ pain points, this was a big one: Qualifications cost money, but we can’t make the money to pay for the qualifications without having the qualification in the first place.

In the interim, The University of Cape Town had approached Soccer Laduma because they wanted to use the business as a case study for their MBA students, particularly given the level of engagement the company has with its readers.

“Through this engagement we started asking our readers new questions: What would people like from education? What courses will give them something now? What did they see as actionable skills?

“UCT Marketing Department found the study fascinating, and of course they can provide the quality and credibility to short courses to make them valuable for job seekers who cannot afford higher qualifications.

“Next, Media24 came on board, offering their support and input. Educate24 grew from our user base. This soccer business has given birth to something incredible for the needs of the people.

“Professors from around the country are involved, and the platform has been developed for online and mobile to increase its accessibility. It’s also affordable for the people who it can help the most.

“This has been the most incredible journey for me. It’s taken two years to come together, but it’s also shown what you can achieve when like-minded people come together to solve a real need. We posted two adverts and received 13 000 enquiries, proving that the need does exist.

“We also assist with CVs and psychometric tests, which have been provided for free because the companies want the research they provide. It’s a win-win for everyone involved. I know nothing about education. I did one year of university and failed. And yet here I am, hopefully playing one tiny part in improving thousands — hundreds of thousands — of lives. For me, that’s what entrepreneurship is about, and I hope we continue to find new ways to add value long into the future.”

Nadine Todd is the Managing Editor of Entrepreneur Magazine, the How-To guide for growing businesses. Find her on Google+.

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Entrepreneur Profiles

4 Lessons From The Pivotal Group Founders On Growing And Disrupting All At Once

Here’s how they’ve built what they believe to be the foundations of a successful group of businesses in five years.

Nadine Todd

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Vital stats

  • Company: Pivotal Group
  • Players: Paul Hutton, Joel Stransky and Bruce Arnold
  • What they do:  Pivotal pioneered voice biometrics in the financial and telecommunications market. Over time, the company has grown to include nine divisions across multiple sectors.
  • Launched: 2012
  • Visit: pivotalgroup.co.za

How do you build a disruptive business while also focusing on growth? Disruptive ideas are by definition new and unknown to the market. They defy traditional and established solutions and ways of doing business, and they require the market to be educated before you can really onboard clients or even sell your product or service.

The answer is to build parallel solutions: Business units that bring in revenue while the more disruptive ideas are being developed and introduced to the market. Here are the four top lessons the founders of the Pivotal Group have learnt while building their business and pursuing disruptive opportunities simultaneously.

1. Know who your competitors (and potential competitors) are

Great ideas that are economically viable and solve a need that consumers are willing to pay for are few and far between. Great ideas alone are a dime a dozen, but if you’ve spotted a need, chances are someone else has as well. You then need to step back and critically evaluate why someone else hasn’t done this before; if they have done it and they’ve failed; or if you’re entering shark-infested waters riddled with competitors.

Once you’ve determined there is a gap in the market, you need to evaluate who your potential competitors are, and the impact if they suddenly started offering a similar solution to the market.

For Paul Hutton, Bruce Arnold and Joel Stransky, the founders of OneVault, competition was always a factor, particularly as a start-up, and given that potential competitors included Bytes and Dimension Data, this was a very real factor to consider. After careful analysis, however, the founders decided to go for it. Their differentiator was their business model. They wouldn’t be selling OneVault as a software solution, but as a service.

Related: Which Of These 7 Personality Traits Do You Share With The World’s Richest People?

The idea had taken root while Paul was still CEO of TransUnion Credit Bureau. “I came across voice biometrics in Canada. There’s been a surge in identity fraud around the world, and I really understood the value of voice recognition as a verification tool,” he explains. “It can’t be faked, and it’s the only remote biometrics solution available, because you don’t physically need to be there to verify yourself.”

Paul had presented the idea to Transunion’s global board, and while they were intrigued, nothing came of it. “TransUnion’s model is to buy companies that are experts in their specific fields, not launch a new disruptive division from scratch.”

But this meant there was an opportunity for Paul to pursue the idea independently. Joel (former MD of Altech Netstar and CEO of Hertz SA) and Bruce (formerly Group CFO of TransUnion Africa and CFO at Unitrans Freight) were immediately interested in partnering with Paul. Both wanted to pursue entrepreneurship, although neither could do so immediately. The commitment was enough for Paul to get directly involved and start working on the business while he waited for his partners to join him.

In January 2011, Paul and Joel travelled to the UK and started investigating voice biometric solutions. “Voice biometrics was fairly new, but good technology was available, and there were global leaders in the sector,” says Joel.

It was important to choose the right product for the South African market, as this would form the basis of their offering. A contact at Dimension Data (one of whom became an investor in the business) offered this simple and straightforward advice:

When you’re choosing a technology partner, go with the company whose tech you’re confident in, and whose leadership is stable. You’re basing so much on this company and their longevity, so don’t disregard this criteria.

For Paul, Joel and Bruce, a US-based company, Nuance, ticked those boxes. But, from a competitive perspective, OneVault wasn’t the only potential player in the market. “Neither Bytes nor Dimension Data had gone into voice, but they had the potential to do so,” says Bruce. “The products were available to them through their partners.”

To mitigate this very clear risk, the founders made two critical decisions. “Our intention was to sell voice biometrics as a service, instead of a software solution that customers bought and owned, with the necessary infrastructure to go with it. The idea for OneVault was that there would be one place where your voice print lived, and different businesses could plug into our solution.”

The business model of large technology players in South Africa is to sell integrated software solutions, so OneVault’s business model was a differentiator. The next differentiator Paul, Bruce and Joel focused on was becoming specialists in their field.

“This is Paul’s baby,” says Bruce. “We’ve needed to build up a niche, expert team that specialises in voice biometrics. Because we aren’t generalists, 100% of our focus goes into this, instead of 5% or 10%.”

To attract the best in their fields, the founders needed a very appealing culture and a strong recruitment strategy. “We focused on what we wanted from our work environment, and then applied the same rules across the business,” says Joel. “Our goals were to drink good coffee, have no leave forms — ever; be able to take the time to ride our bikes and watch our kids play sports. If someone can’t make it work, or takes advantage without putting in the work, they come and go, but on the whole, we’ve had extremely low churn, and we’ve attracted — and kept — incredible talent.”

This differentiator would prove to be important for two reasons. First, two and a half years into the business, with investors on board and having pumped a significant amount of their own capital into the business, the team hit a major stumbling block. For a few weeks, they didn’t even know if they had a business.

“We had been operating on one major, and as it turned out, faulty, assumption,” says Paul. “We thought South African companies had the right telephony structure to implement our solution. We’d been building our solution on top of Nuance’s software, and were ready to start piloting the entire system with a few key customers, and we found out that in order to meet global voice biometric standards, the telephone technology had to be G711 compliant. South Africa was operating on G729.”

This was OneVault’s make or break moment. The team had six weeks to come up with a solution that ensured it met the necessary levels of accuracy. Without a highly skilled team this would have been impossible.

Even as a start-up, the strategy had been to only bring the best of the best on board. “We didn’t interview,” says Bruce. “We approached people whom we knew. We approached the best in the industry, and convinced them to take a chance with us. There was risk, but there were also rewards.” One of those people was Bradley Scott, a brilliant engineer whom both Paul and Bruce had worked with at Transunion.

Today, OneVault is one of the most specialist companies in the world, and often asked to speak at events in the US.

Being the niche specialists paid off, and OneVault achieved the almost impossible. But this had its downside.

Once you’ve shown something can be done, the bar of what’s impossible moves. Competitors enter your space.

This was the second reason why being such focused, niche experts paid off. “We demo’d the solution for a large local corporate, they loved it, and then went to a ‘then’ competitor  to implement it,” says Paul.

“We always knew this was a real danger. Players like Bytes and Dimension Data have solid, existing client relationships with the same companies we’re targeting.”

18 months later the project still wasn’t working. “This is deep specialist knowledge,” says Paul. “Knowledge we built while we created our offering.” OneVault won the contract, and developed a partnership with Bytes at the same time. Today, OneVault works with all the major software integrators in the market. “We’re a specialist service they can offer their clients, without needing to put the same time and energy we needed to put in to become the specialists.”

Through a focused strategy, OneVault has become a partner, rather than a competitor, of some of the largest players in the industry.

2. Understand the nature of disruption so that you can prepare for it

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In today’s ever-changing and fast-paced business world, most business experts are in agreement that as a company, you’re either the disruptor, or you’re being disrupted. The problem is that disruption comes with its own set of challenges.

“Our entire business model was built around a subscription service. Instead of a company buying a software solution, installing it and running it internally, we would do all of that. We would carry the infrastructure burden, and the high upfront cost,” says Joel.

In theory, this sounded like a clear win for businesses that would benefit from a voice biometrics solution. The reality is never so simple, particularly when you’re a disruptor.

“The software is expensive, and so we thought this would be seen as an excellent solution,” says Paul. “Instead, we faced a lot of reticence over the cloud. Businesses didn’t trust it yet.”

On top of that, first movers are often faced with a lag in corporate governance guidelines. As technology becomes more sophisticated, so governance guidelines change — but it’s a slow process, and the lag can impede disruptors.

“You also can’t give proper reference cases, because it’s all brand new to your market,” says Paul. “The best we had was a case study of how well it had worked in Turkey.”

To compound matters, proof of revenue is essential for businesses wanting to trade with large corporates, but non-existent in the start-up phase.

So, what’s the solution? According to Joel, Bruce and Paul, it’s all about being patient, never giving up, building gravitas and getting a few clients on board, even if it’s free of charge to build up your reputation and prove your concept. Finally, you need to bring in revenue from more traditional channels to support your disruptive products and solutions.

“Disruptive solutions are by their nature new and different, which means change management for your customers. This makes the sales cycle long and complex, and you have to be prepared for that,” says Bruce.

Don’t stop laying your groundwork. While disruptors are ahead of the curve, you need to be ready for the uptake when it arrives. “We’ve now concluded a partnership with South Africa Fraud Prevention Services,” says Paul. “When an imposter calls we won’t only  terminate the transaction but we will alert the identity being compromised in the attempt and we will actively prevent fraud by contacting Fraud Prevention. The ultimate vision is for every South African’s voice biometric signature to live in our vault, and we are already receiving imposter information.”

3. Cultivate additional revenue streams

So, what do you do while you are living through the extremely long sales turnaround time of your disruptive, game-changing solution? Bills still have to be paid and investment is needed to develop truly disruptive ideas.

First, the team realised that while an annuity subscription service was their ultimate goal and where the industry was heading, initially they needed to be able to sell and implement the software.

It’s worth noting that one of OneVault’s earliest customers who bought the software has since launched a new business, which is on OneVault’s annuity service model. The shift has just taken time. “The change is happening, but it’s been slower than we anticipated,” says Bruce. “We needed to accept that fact and sell the software to bring revenue into the business while we were waiting for the market to catch up.”

It’s an important lesson. You don’t want to get distracted from your vision, but you need to be bringing in revenue, even if that means your short-term strategy differs from your long-term goals.

“It took three years before we really started seeing a move towards hosted solutions,” he adds. “Outsourced and offsite solutions are opex environments, not capex. They are more cost-effective for customers, but they require a shift in thinking. It’s a move away from how things have always been done, and that takes time.”

But, while Paul, Bruce and Joel were learning the art of patience, they also needed to start bringing revenue into the business.

Related: 8 Inspirational Quotes From Movie Mogul Steven Spielberg

“It was clear that we needed to find other opportunities,” says Joel. The result is the Pivotal Group, a diversified holding company with different businesses that are interlinked and complementary.

The group’s first business outside of OneVault, Pivotal Data, was based on a large call centre contract Joel, Paul and Bruce secured. “You can’t be an expert in everything – when you specialise you will always be more successful. The trick is to partner with other experts,” says Joel. In this case, three entrepreneurs were opening a call centre — this was their area of expertise; they were absolute subject matter experts. What they weren’t experts in was technology or facilities management. Instead of doing it themselves, they were looking for partners.

“We manage everything aside from the people element,” explains Joel. “We found and leased a building, built the bespoke workspace, put in the technology, and managed the facility and IT on an opex basis back to them.”

The business immediately had a good anchor client, and Pivotal Data has built on that. The annuity income has supported further growth.

“This was a base for us, but we’ve acquired a few businesses on the back of this success, and created our own cloud contact centre solution — which also feeds into what we’re doing with OneVault,” says Bruce. “Our vision is to create a technology stack that’s world-class and provides a range of services that no other businesses provide as a single solution.”

Because of this pivot into call centre management, a new opportunity has presented itself, and Pivotal’s ambition has grown to include a solution that calls, authenticates, and then analyses all the data that is collected during those calls.

“Through partnerships, my team has developed a predictive analytics system that gives contact centres deep diagnostic tools. We can predict why agents are having the conversations they have, and what to tweak to improve them. We see the agent’s problem before they do. This isn’t just value add, it’s a revenue generating tool if it improves lead conversion rates and customer service. It’s also all geared to lowering call volumes.

“We know we need to keep looking forward. OneVault is starting to gain real traction, but we need to be working on the next disruptive solution and model. We can’t sit back and relax,” says Bruce.

“Three years ago we said that’s it; no more start-ups or investing in pre-adoption phase businesses. From now on, everything we do will be revenue generating,” says Paul. “We’d stretched three years of runway to five years in OneVault, and we didn’t want to keep doing that. We wanted instant revenue businesses. And the very next thing we did was invest in a start-up. It’s a crazy space, but it’s also very rewarding.”

To sustain it, the group continues to grow, focusing on investing in businesses and entrepreneurs who are subject matter experts and therefore already know and understand the market, and then positioning each new business or service to plug into the current offering.

“Data is our golden thread — technology and the disruptive space,” says Joel.

4. Be open to new ideas and opportunities

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Integral to the Pivotal Group’s positioning is Paul, Bruce and Joel’s focus on supporting other business owners whose offerings align with the group’s own growth goals, and who would benefit from joining a group.

“If your goal is to be disruptive, you need to be open to all kinds of new ideas,” says Joel. Some will be better than others, and the co-founders have made the decision to focus on the ‘jockey’ rather than the business as a result. Business offerings and ideas need to pivot. If you have the right partners, finding a solution is all part of the challenge.

Pivotal’s move into the world of artificial intelligence is due to one such partnership. “One of our clients approached us with a concept. But he needed a partner to develop it into a proper AI solution,” says Joel.

It’s an augmented intelligence solution that focuses on recruitment, talent management and career guidance. The solution screens, ranks and matches candidates against a job profile, or a number of profiles. It’s a multidisciplinary platform that predicts the performance of the individual in a role.

“Our partner is a former Accenture consultant and a leader in this field. His focus is on the IP and science of the product, ours is on the business component.”

The challenge is how to commercialise and scale the business in as short a time frame as possible. Like many disruptive products, the adoption process is a stumbling block. “We invest at the pre-adoptive curve — not at the revenue generating stage, which means a big focus is always on how we can take an idea and build it into a revenue generating business,” says Bruce.

The business uses capital selectively. “We want to invest in and drive our own agenda,” says Paul. “We’re in charge of our own destiny, but it’s not comfortable or simple. We came from corporate. Big machines that you need to direct and keep on course. This is an entirely different challenge and we are still learning.”

Related: Listen And Learn: Why Podcasts Aren’t Just For Start-up Founders


Listen to the podcast

Matt BrownMatt Brown interviews Paul, Joel and Bruce and discusses what it’s like to invest in pre-adoptive start-ups and staying ahead of the curve.

To listen to the podcast, go to mattbrownmedia.co.za/matt-brown-show or find the Matt Brown Show on iTunes or Stitcher.

The Matt Brown Show is a podcast with a listenership in over 100 countries and is designed to empower entrepreneurs around the world through information sharing.

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Entrepreneur Profiles

Afritorch Digital An Overnight Success That Was Years In The Making

By any standard, local start-up AfriTorch Digital has seen phenomenal growth and traction. But, while the company’s success might seem quick and effortless, there is a lot of hard work behind it.

GG van Rooyen

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Vital stats

  • Players: Michel M. Katuta and Thabo Mphate
  • Company: Afritorch Digital
  • Established: 2017
  • Visit: afritorchdigital.com
  • About: Afritorch Digital assists research agencies in conducting market research through its in-depth knowledge of the African continent and its use of the latest digital technologies.

There is a saying that goes: It takes years to become an overnight success. While a company or individual might seem to enjoy sudden (and seemingly effortless) success, there is often more to the story. The results are usually public and well-publicised, but the years of hard work that came before go unnoticed.

Local start-up AfriTorch Digital is a great example of this. Since launching in May 2017, the business has seen excellent growth. “To be honest, we were very surprised by the level of success. Things progressed a lot quicker than we anticipated,” says co-founder Thabo Mphate.

 “All the goals we had hoped to reach in four or sixth months, we managed to hit in the first month. It was just amazing.”

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

Preparing to launch

While AfriTorch Digital has certainly seen quick growth and success, it would be a mistake to assume that the same is true of the two founders. For them, the creation of AfriTorch was years in the making.

“The goal was always to start our own business,” says Thabo. “I think we’re both entrepreneurs at heart, and we saw an opportunity to create a unique kind of business that offered an innovative solution to clients, but we also realised the value of getting some experience first. Without the knowledge, experience, network and intimate understanding of the industry landscape, getting AfriTorch off the ground would have been incredibly difficult.”

Entrepreneurs tend to dislike working for other people. They want to forge their own path. However, as AfriTorch Digital’s case illustrates, spending time in the industry that you’d like to launch your business in is tremendously useful.

“Finding clients when we launched AfriTorch was relatively easy,” says company co-founder and CEO Michel Katuta. “One reason for this, I think, was that we were offering potential clients a great solution, but the other was that we had established a name for ourselves in the industry. People knew us. We had worked for respected companies, and we had done work for large clients. So, when we launched, we were able to provide a new start-up with credibility in the industry.”

The Lesson: Becoming an entrepreneur doesn’t always start with the launch of a company. Spending time in an established business, gaining experience and making contacts, can be invaluable. Very often, it’s the relationships you build during this time and the knowledge you accumulate that will help make your company a success.

Solving a problem

Everyone knows that launching a successful business means solving a burning problem, but what does that mean in practice? Aren’t all the burning problems already being addressed? And how do you attempt this without any money?

Thabo and Michel identified a small group of potential clients with a burning problem. Crucially, it was a problem that no one outside of the research field could have identified. Having spent years in the trenches, they saw a massive gap waiting to be filled.

Related: AutoTrader South Africa’s George Mienie Knows Disruptive Innovation Is More Than Shifting Gears

“A decade ago, researchers were still debating whether the future of the field was in the digital space. That debate is now over. Everyone agrees that online is the way to go. What once took months now takes days or hours, and the cost of research can be reduced by a factor of five,” says Michel.

“But researchers are not technology specialists. If made available, they are eager to adopt digital tools, but they aren’t eager to develop these tools themselves. That’s not their area of expertise.”

AfriTorch Digital stepped up to provide these tools. Katuta has a background in software engineering, so he could approach research problems with the eye of a tech specialist. Very soon, research agencies were lining up to make use of AfriTorch Digital’s services.

“We work with research agencies that conduct research on behalf of their clients. We provide the digital tools needed to conduct research online, and we provide the online communities. A big reason for our success is that we understand Africa. A lot of companies want to conduct research in Africa, but traditionally, this has been very hard. There was a lack of access and a lack of infrastructure that made research very hit-and-miss. Thanks to the continent’s adoption of mobile technology, it’s now much easier. If you have the technological know-how and an understanding of the environment, you can do amazing things,” says Michel.

The Lesson: Find a niche and own it. Research agencies might not have seemed like an obvious and lucrative market, but having spent time in the industry, the AfriTorch founders were able to identify clients who would be desperate for their offering. Spending time in an industry will help you see where the opportunities lie.


Take note

Before launching a business, get to know an industry from the inside out. This will give you an unparalleled view into gaps you can service.

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Entrepreneur Profiles

Jason English On Growing Prommac’s Turnover Tenfold And Being Mindful Of The ‘Oros Effect’

Rapid growth and expansion can lead to a dilution of the foundational principles that defined your company in its early days. Jason English of Prommac discusses how you can retain your company’s culture and vision while growing quickly.

GG van Rooyen

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Vital stats

  • Player: Jason English
  • Position: CEO
  • Company: Prommac
  • Associations: Young President’s Organisation (YPO)
  • Turnover: R300 million (R1 billion as a group)
  • Visit: prommac.com
  • About: Prommac is a construction services business specialising in commissioning, plant maintenance, plant shutdowns and capital projects. Jason English purchased the majority of the company late in 2012, and currently acts as its CEO. Under his leadership, the company has grown from a small business to an international operation.

Since Jason English purchased Prommac in 2012, the company has experienced phenomenal growth. At the time he took over as owner and CEO, it was a small operation that boasted a turnover below R50 million.

Today, Prommac is part of a diversified group of companies under the CG Holdings umbrella and alone has grown it’s turnover nearly ten fold since Jason English took over. As a group, CG Holdings, of which Jason is a founder, is generating in excess of R1 billion. How has Prommac managed such phenomenal growth? According to Jason, it’s all about company culture… and about protecting your glass of Oros.

Jason English

Related: 5 Top Lessons From LAWTrust To Prepare For Super-Charged Growth

“As your business grows, it suffers from something that I call the Oros Effect. Think of your small start-up as an undiluted glass of Oros. When you’re leading a small company, it really is a product of you. You know everything about the business and you make every decision. The systems, the processes, the culture — these are all a product of your actions and beliefs. As you grow, though, things start to change. With every new person added to the mix, you dilute that glass of Oros.

“That’s not to say that your employees are doing anything wrong, or that they are actively trying to damage the business, but the culture — which was once so clear — becomes hazy. The company loses that singular vision. As the owner, you’re forced to share ‘your Oros’ with an increasing number of people, and by pouring more and more of it into other glasses, it loses the distinctive flavour it once had. By the time you’re at the head of a large international company, you can easily be left with a glass that contains more water than Oros.

“Protecting and nurturing a company’s culture isn’t easy, but it’s worth the effort. Prommac has enjoyed excellent growth, and I ascribe a lot of that success to our company culture. Whenever we’ve spent real time and money on replenishing the Oros, we’ve seen the benefits of it directly afterwards.

“There have been times when we have made the tough decision to slow growth and focus on getting the culture right. Growth is great, of course, but it’s hard to get the culture right when new people are joining the company all the time and you’re scaling aggressively. So, we’ve slowed down at times, but we’ve almost always seen immediate benefits in terms of growth afterwards. We focus heavily on training that deals with things like the systems, processes and culture of the company. We’ve also created a culture and environment that you won’t necessarily associate with engineering and heavy industries. In fact, it has more in common with a Silicon Valley company like Google than your traditional engineering firm.

“Acquisitions can be particularly tricky when it comes to culture and vision. As mentioned, CG Holdings has acquired several companies over the last few years, and when it comes to acquisition, managing the culture is far trickier than it is with normal hiring. When you hire a new employee, you can educate them in the ways and culture of the business. When you acquire an entire company, you import not only a large number of new people, but also an existing organisation with its own culture and vision. Because of this, we’ve created a centralised hub that manages all training and other company activities pertaining to culture. We don’t allow the various companies to do their own thing. That helps to manage the culture as the company grows and expands, since it ensures that everyone’s on the same page.

“Systems and processes need to make sense. One of the key reasons that drove us to create a central platform for training is the belief that systems and processes need to make sense to employees. Everyone should understand the benefits of using a system. If they don’t understand a system or process, they will revert to what they did in the past, especially when you’re talking about an acquired company. You should expect employees to make use of the proper systems and processes, but they need to be properly trained in them first. A lot of companies have great systems, but they aren’t very good at actually implementing them, and the primary reason for this is a lack of training.

“Operations — getting the work done — is seen as the priority, and training is only done if and when a bit of extra time is available. We fell into that trap a year ago. We had enjoyed a lot of growth and momentum, so we didn’t slow down. Eventually, we could see that this huge push, and the consequent lack of focus on the core values of the business, were affecting operations. So, we had to put the hammer down and refocus on systems, processes and culture. Today Prommac is back at the top of it’s game having been awarded the prestigious Service Provider of the year for 2017 by Sasol for both their Secunda and Sasolburg chemical complexes.

Related: Establishing The Wheels Of Change In Business

“If you want to know about the state of your company’s culture, go outside the business. We realised that we needed to ‘pour more Oros into the company’ by asking clients. We use customer surveys to track our own performance and to make sure that the company is in a healthy state. It’s a great way to monitor your organisation, and there are trigger questions that can be asked, which will give you immediate insight into the state of the culture.

prommac

“It’s important, of course, to ask your employees about the state of the business and its culture as well, but you should also ask your customers. Your clients will quickly pick up if something is wrong. The fact of the matter is, internal things like culture can have a dramatic effect on the level of service offered to customers. That’s why it’s so important to spend time on these internal things — they have a direct impact on every aspect of the business.

“Remember that clients understand the value of training. There is always a tension between training and operational requirements, but don’t assume that your clients will automatically be annoyed because you’re sending employees on training. Be open and honest, explain to a client that an employee who regularly services the company will be going on training. Ultimately, the client benefits if you spend time and money on an employee that they regularly deal with.

“For the most part, they will understand and respect your decision. At times, there will be push back, both from clients and from your own managers, but you need to be firm. In the long term, training is win-win for everyone involved. Also, you don’t want a client to become overly dependent on a single employee from your company. What if that employee quits? Training offers a good opportunity to swop out employees, and to ensure that you have a group of individuals who can be assigned to a specific client. We rotate our people to make sure that no single person becomes a knowledge expert on a client’s facility, so when we need to pull someone out of the system for training, it’s not the end of the world.

“Managers will often be your biggest challenge when it comes to training. Early on, we hired a lot of young people we could train from scratch. As we grew and needed more expertise, we started hiring senior employees with experience. When it came to things like systems, processes and culture, we actually had far more issues with some of the senior people.

“Someone with significant experience approaches things with preconceived notions and beliefs, so it can be more difficult to get buy-in from them. Don’t assume that training is only for entry-level employees. You need to focus on your senior people and make sure that they see the value of what you are doing. It doesn’t matter how much Oros you add to the mix if managers keep diluting it.”

Exponential growth

When Jason English purchased Prommac late in 2012, the company had a turnover of less than R50 million. This has grown nearly ten fold in just under five years. How? By focusing on people, culture and training.

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