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Monatefellaz: Musa Kalenga

At 25 Musa Kalenga is the oldest person in Monatefellaz, but for a youth consulting company that’s a good thing.

Juliet Pitman



Musa Kulunga

“Tried understanding the youth lately? Let metell you, many companies find it extremely tough. Making a connection relies onunderstanding how young people operate – and we do that better than most,” hesays.

ANew Take On Research

He’s researching the youth market andtranslating the data into something that’s relevant and useful for bigbusiness. “There are a lot of companies conducting research into the youthmarket, but none of it is being translated in a way that enables business tosolve problems,” he says. This is where Monatefellaz comes in. The company has a string of youthmarketing and research wins under its belt for big-name brands. “We usequalitative and experiential research tactics; quantitative data doesn’t giveyou insight into the hearts and minds of the youth,” says Kalenga.


One tactic is to employ foot soldiers.These are young people who are recruited to collect information by talking toand interacting with other young people. Kalenga explains, “If we’re doingresearch into fashion, we brief our recruits to take photos of the shoes peopleare wearing at a party on Saturday night.”

CrackingThe Code

Kalenga knows that the million dollarquestion companies always want answered is, “What’s the key to getting into theyouth market (47% of Africa’s population)? One of the biggest challenges isthat the youth market is almost unbelievably dynamic. They change faster thanany other consumer, and companies still don’t manage to respond fast enough. A lag time of one to two years issimply too long,” he says. The solution, he believes, lies in employing a teamwith the sole purpose of tracking what’s happening in the youth space. But tell a marketing executive toemploy people simply to sit on Facebook all day and interact with“screenagers”, and you’ll probably be told where to get off.  As Kalenga points out though, these are thenetworks where brands can pick up on threads and themes that statistics andnumbers can never hope to uncover. Not to mention that the referencing capacitywithin a young social networking group is far more valuable than anything anadvert can ever generate. “Brands keep asking why young peoplearen’t getting the message, but that question shows that they’re missing theboat. Young people aren’t into getting the message; they’re into creating themessage. The brands that understand this are the ones successfully interactingwith the youth market. We can help other brands get there too.”

Juliet Pitman is a features writer at Entrepreneur Magazine.


25 Of The Most Successful Business Ideas In South Africa

Find out who’s making waves in numerous industries and how they managed to differentiate themselves in local and international industries.

Nicole Crampton



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“Disruption is all about risk-taking, trusting your intuition, and rejecting the way things are supposed to be. Disruption goes way beyond advertising, it forces you to think about where you want your brand to go and how to get there,” says Richard Branson.

South Africa has its fair share of innovative and disruptive businesses taking both local and international industries by storm. From cutting edge space technology to reimagined logistics, and innovative business models, here are 25 of the most successful business ideas in South Africa:

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Colin Timmis Says ‘Position Yourself For Success By Starting With The Numbers’

People pay first who they feel pressure from, so people will pay you when they feel pressure from you.






Entrepreneur Colin Timmis founded South Africa’s first cloud accounting practice in 2011, Real Time Accounting. Then, a few years after being appointed as South Africa’s first Xero partner Colin became Xero Country Manager South Africa. Xero is the emerging global leader of online accounting software that connects small businesses to their advisors and other services.

Related: Pat Pillai On How He’s Helped Over 5000 Entrepreneurs Using 3 Key Steps

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Company Posts

Two 20 Year Olds Reshape Entrepreneur Landscape With New Social Investment Platform

The Merge vision is to become the ‘go to’, digital meeting place for entrepreneurs and investors, and to truly make a difference in the world.

Merge Connect




Vital Stats

It’s no secret that finding the right investor for your venture is a challenge that most entrepreneurs face. The current process of finding investment is one that is outdated, and limits entrepreneurs due to a lack of time, and network that is needed to find the right investor. But, this doesn’t have to be the case in today’s digital society, says Zander Matthee and Brandon Bate, co-founders of Merge.

“By making the Internet the middleman, we are able to connect with each other much simpler and faster than before” was Zander’s response. “We have taken advantage of this, and have created a digital meeting place for entrepreneurs and investors” added Brandon.

Merge is a social platform that connects entrepreneurs and investors. It aims to simplify, refine and accelerate the process of finding investment for entrepreneurs, and the process of finding investment opportunities for investors. From idea to developed, the platform allows entrepreneurs to present a brief outline of their venture to a network of all investor types. While doing this, entrepreneurs are able to browse through, and connect with investor profiles that suit their requirements.

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

From Private Investors to Venture Capital, and everything in between, Merge allows all investor types to join. Investors have the opportunity to personalise their feed to suit their investment preferences, and will be able to connect with innovative businesses – that are looking for investment – at their fingertips. Only once there is a mutual interest in each other, are users able to enter a secure private chat where they can discuss further and share documents under the protection of a digital NDA.

The two boys became good friends during their time in high school at St Stithians Boys College. However, it was only in their last year, 2016, that they decided to pursue their dreams and create the platform. They didn’t know how to code, so rather ironically, they needed some form of investment to get the platform off the ground.


“We knew we had a mountain to climb, but we believed in our vision and that we were really trying to make a difference, and if we could get others to see that, they would be onboard.” said Zander.

Related: Lessons From The Rich And Famous: Manage Your Money Like Oprah To Avoid Going Into Debt Like Nicholas Cage

Chris Peters is one of these individuals that bought into their vision, and became Merge’s first investor. As a successful entrepreneur and part time investor , Chris saw how much value the platform could bring to all entrepreneurs and investors alike. His marketing and strategic background gave him insight into how Merge could play a vital role in a lucrative space, Brand involvement.

“Entrepreneurship and SME development are two key factors that drive economic growth in developing countries like South Africa. That is why brands are currently getting involved, and looking to support entrepreneurs through various means. We have built a platform that allows these brands to successfully market, and execute on the programmes they have created to assist entrepreneurs.” said Chris

Merge was created to assist all entrepreneurs and investors in finding exactly what they are looking for, regardless of age, race, sex, financial position or social status. That is why anybody can sign-up as an entrepreneur. As long as you are determined and willing to work for your dreams. For too long has the investor space been seen as an “elite club for the select few”, and Merge is here to change that. Whether you’ve gotten your bonus at the end of the year and looking for new investment opportunities, or are an active investor, you can sign-up. Whether you’re currently working, or a retired industry leader, you can join as a mentor.

Their vision is to become the ‘go to’, digital meeting place for entrepreneurs and investors, and to truly make a difference in the world.

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