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Marketing Kraal: Lebona Moleli

An intrepid entrepreneur turns outdoor advertising on its head with an innovative new model.

Juliet Pitman

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Lebona Molle of Marketing Kraal

When Lebona Moleli, CEO of Marketing Kraal, started abusiness selling wall mural and container advertising space, he introduced arefreshing new take on outdoor advertising and developed an offering that’sopened up a previously untapped market.

Side-stepping thecompetition

“I’ve been fascinated by billboards ever since I was achild and when I left the corporate environment, I thought it would be a goodbusiness to get into,” says Moleli. But he knew competition was extremely toughand barriers to entry were high. “To erect a billboard is extremely expensive – betweenR100 000 and R250 000 – and it involves a huge administrative headache becauseyou have to get permission from the council. Then it takes time to build up aregular client base. Going that route and taking on the big players likePrimedia was going to be too challenging from a marketing and finance point ofview,’ he explains. So, like a true entrepreneur, Moleli came up with adifferent way of doing things.

Devising aninnovative model

Instead of owning the advertising space, he realised hecould use what was already out there. Marketing Kraal sources existing wall andcontainer space in townships and semi-urban areas across the country, appliesbranding on the space for advertisers and pays a percentage fee over to theowner of the site. “This means we keep our costs low because we don’t need toerect and own a billboard structure and it helps other small businesses in ourcommunities to grow, because we pay no less than 10% of our media rental fee tothem. It’s a win for us, for our clients and for local small business owners,” Moleli says, adding that onesite owner has used the proceeds from her site to send her child to school.

Going for impact

The business model has another important differentiator,as Moleli explains: “We don’t find the site and then try to sell it to theclient. We see ourselves as a marketing partner, not a sales business. So wesit with the client, discuss what they want to achieve with a campaign, whothey want to talk to and what they want to say, and then we source a sitespecifically suited to meet those requirements.” When word gets around in communities, people contactMarketing Kraal to highlight possible new sites, which helps the company togrow and extend the reach of its offering. What all this adds up to is anoutdoor advertising offering that can reach into the much sought-after townshipmarket, is impactful and can offer advertisers powerful returns on investment.

Targeting a niche

Marketing Kraal draws on Moleli’s comprehensiveunderstanding of the township and semi-urban market. It’s experience he builtup over a career that includes senior marketing positions at SAB, Coca-Cola,South African Airways and former lottery operator, Uthingo. “I knew I needed a niche and the township market was theobvious choice,” he says, “It’s a market I know and understand, and obviouslyhaving grown up in the township helps!” Such an understanding is an important value-add,particularly in what is a constantly evolving and dynamic market. “The townshipmarket” is undergoing a lot of transformation with the emergence of the blackmiddle class and an increase in property development, and there’s a real needto talk to it in a very specific way. Our offering helps clients to do that,”he says.

Landing clients

It’s an offering that has the likes of e.tv, Cell C andthe new Lottery operator, Gidani, convinced. Moleli signed up his first clientsusing an aggressive marketing strategy and a “kick ass” PowerPointpresentation. “I didn’t even have a website then but I think what I wasoffering was unique and they were interested. My first client signed up for 12months,” he says. No doubt the price tag plays an important role as well –Marketing Kraal’s niche focus, unique market knowledge and tailored siteselection all comes at a fraction of the usual billboard advertising price. “Weare lucky to have some big name clients but the offering is priced to suitsmall to medium businesses as well and we’d like to grow in this area,” heconcludes.

Marketing Kraal

Player: LebonaMoleli

Est. 2007

Contact:www.marketingkraal.co.za

Tel: +27 11 805 6538

Juliet Pitman is a features writer at Entrepreneur Magazine.

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27 Of The Richest People In South Africa

Here are 27 of South Africa’s richest people, but how did they achieve this level of wealth? Find out here.

Nicole Crampton

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Learn the secrets of SA’s most successful business people, here is the list of the 27 richest people in South Africa:

In a world with growing entrepreneurship success stories, victory is often measured in terms of money. The feat of achieving a place on this list is, however, years of hard work, determination and persistence. “One has to set high standards… I can never be happy with mediocre performance,” advises Patrice Motsepe.

From the individuals that made the 27 of the richest people in South Africa list, actual entrepreneurs and self-made business people dominate the list; while those who inherited their fortunes have gone on to do even bigger and better things with their wealth. Over the years, some have slipped off the list, while others continue to climb higher and higher each year.

  1. Elisabeth Bradley
  2. Sharon Wapnick
  3. Bridgette Radebe
  4. Irene Charnley
  5. Wendy Ackerman
  6. Paul Harris
  7. Wendy Appelbaum
  8. Mark Shuttleworth
  9. Desmond Sacco
  10. Giovanni Ravazzotti
  11. Markus Jooste
  12. Gus Attridge
  13. Gerrit Thomas Ferreira
  14. Cyril Ramaphosa
  15. Adrian Gore
  16. Raymond Ackerman
  17. Michiel Le Roux
  18. Lauritz Dippenaar
  19. Jannie Mouton
  20. Stephen Saad
  21. Patrice Motsepe
  22. Allan Gray
  23. Koos Bekker
  24. Ivan Glasenberg
  25. Christoffel Wiese
  26. Johann Rupert
  27. Nicky Oppenheimer
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Watch List: 50 Top SA Black Entrepreneurs To Watch

South Africa needs more entrepreneurs to build businesses that can make a positive impact on the economy. These up-and-coming black entrepreneurs are showing how it can be done.

Nicole Crampton

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top-black-entrepreneurs-to-watch

Early-stage South African entrepreneurial activity is at an all-time high of 11%, according to Global Entrepreneurship Monitor, and entrepreneurial intentions have also increased to 11.7%. With both activity and intentions growing significantly year-on-year, there are more businesses opening up around South Africa than ever before.

The increase in entrepreneurship has seen the rise of more black entrepreneurs across numerous sectors. From beauty brands to legal services and even tech start-ups, these are 50 top black entrepreneurs to watch:

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Watch List: 50 Top SA Small Businesses To Watch

Keep your finger on the pulse of the start-up space by using our comprehensive list of SA small business to watch.

Nicole Crampton

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Entrepreneurship in South Africa is at an all-time high. According to Global Entrepreneurship Monitor (GEM), total early-stage entrepreneurial activity has increased by 4.1% to 11% in 2017/2018. This means numerous new, exciting and promising small businesses are launching and growing.

To ensure you know who the innovative trailblazers are in the start-up and small business space, here are 50 of South Africa’s top establishing companies to watch, in no particular order:

  1. Livestock Wealth
  2. The Lazy Makoti
  3. Aerobuddies
  4. Mimi Women
  5. i-Pay
  6. AfriTorch Digital
  7. Akili Labs
  8. Native Décor
  9. Aerobotics
  10. Quality Solutions
  11. EM Guidance
  12. Kahvé Road
  13. HSE Matters
  14. VA Virtual Assistant
  15. Famram Solutions and Famram Foundation
  16. BioTech Africa
  17. Brand LAIKI
  18. Plus Fab
  19. LifeQ
  20. Organico
  21. 10dot
  22. Lenoma Legal
  23. Nkukhu-Box
  24. Benji + Moon
  25. Beonics
  26. Brett Naicker Wines
  27. Khalala
  28. Legal Legends
  29. The Power Woman Project
  30. Aviro Health
  31. AnaStellar Brands
  32. Data Innovator
  33. Fo-Sho
  34. Oolala Collection Club
  35. Recomed
  36. VoiceMap
  37. ClockWork
  38. Empty Trips
  39. Vula Mobile
  40. SwiitchBeauty
  41. Pineapple
  42. The Katy Valentine Collection
  43. OfferZen
  44. KHULA
  45. Incitech
  46. Pimp my Book
  47. ART Technologies and ART Call Management
  48. Prosperiprop
  49. WAXIT
  50. The Sun Exchange
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