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Rhino Africa Safaris: David Ryan

A strong focus on unique selling propositions and customer retention ensures massive growth for a local travel agent.

Nadine Todd




Since founding Rhino Africa Safaris in 2004, David Ryan has consistently re-evaluated his business by critically analysing his unique selling proposition (USP).

“I’ve always believed that as a business you need to innovate rather than imitate, and the only way to do that is constantly asking what sets you apart from your competitors. If you can’t answer that simple question, you’re probably a ‘me too’ business and your customers would just as easily do business with your competitors as they would with you.”

Rhino Africa Safaris is anything but a ‘me too’ business. An online travel agency that launched post the bomb, when confidence in web-based companies was low and consumers were wary of online payments, Ryan has built the business from a turnover of R40 000 a month to R25 million because of his specific USPs.

The journey has not been without its hiccups though. “One of the biggest battles we’ve faced is stepping away from the traditional travel model,” he explains. “Our online model places customers directly in contact with providers, like our partner lodges and transport operators, which cuts out supplier mechanisms. The larger travel companies in South Africa were against this method, and we took a lot of heat.

“The traditional business model of a travel agent is that customers and providers don’t interact. The travel agent secures good rates based on ‘bulk’ bookings, and customers do not have to go through the hassle of comparing prices and offerings.

We were essentially changing this model, and our much larger competitors were not happy about it. They put pressure on our suppliers to cut us out and not give us good rates. I spent a lot of time negotiating with our partners to allow us to use our model, despite the pressure they were under to cut us off.”

One size doesn’t fit all

An accountant by trade, when Ryan left his job at Afrox and first began developing his business model for his own company, a number of factors influenced his planning. “I had always found the ‘one size fits all’ travel approach of fixed packages frustrating,” he says.

“I was an avid traveller and found that more often than not the packages I chose didn’t really suit my expectations, or I was visiting an area at the wrong time of the year – things that the travel agents I dealt with couldn’t assist me with.

“I would go on a scuba diving holiday, only to learn that I was in that area at the wrong time of year, and three months later would have enjoyed awesome dives. Many great holiday destinations are seasonal, particularly in Africa. If you visit Victoria Falls in March you’ll witness a roaring waterfall, but in October it’s a bone dry wall. Foreign visitors rely on travel agents to give them this information, but more often than not they can only choose from a set package.”

Ryan envisaged a niche travel agency made up of consultants who had visited every partner lodge and game reserve, and experienced all the activities on offer. He wanted to create a tailor-made offering based specifically on each client’s needs.

“Each itinerary is shaped around the client’s specific profile, where they want to go, what they want to experience, and what kind of trip they are taking. A family holiday is very different from a business trip, for example. Because we put clients directly in touch with providers, they also receive great rates.”

Ryan launched Rhino Africa Tours from his kitchen table in early 2005 with one consultant. “My idea was to start with tours to Madagascar. I knew the island well, and so my plan was to tailor-make packages based on my experiences of the island.

This has been the same model we have used for the past seven years. We’ve relied on organic growth only, and as the company has grown and we’ve been able to hire another consultant, so a destination has been added to our portfolio.”

Today the company employs 42 consultants and 38 support staff.

Each new consultant is sent to experience their area of speciality. They stay in the partner lodges that Ryan has identified, experience the area and partake in the activities on offer.

As a result, they are able to offer advice based on experience. Rhino Africa Tours now offers 40 destinations across Southern and East Africa.

Giving back

Another passion of Ryan’s was conservation and giving back to the community, and he decided to make this a part of his differentiator. “Every provider we do business with has a programme that is either giving back to the community, or runs a conservation project.”

In this way, Rhino Africa clients know that by supporting Ryan and his business, they are supporting worthwhile causes throughout Southern Africa. “We’ve focused on choosing partners who share the same ethos and values that we do,” says Ryan. “It makes the partnerships fulfilling over and above just doing business.”

Projects Rhino Africa and its partners support include the Wildlife ACT Fund, which monitors endangered species, Grootbos’ green futures project, which teaches the local community farming techniques, and its own Challenge4aCause charity cycling event, which this year raised R300 000 for The Rhino Trust, The Good Work Foundation and the Wildlife ACT Fund.

Massive online growth

The business’s biggest competitive advantage and its third USP is the Internet. “Back in 2004, when I was planning the business model, launching an online company was a risk,” admits Ryan. “But I also believed there was a big opportunity.

Google hadn’t yet capitalised on its model, and I expected that it would do so soon. I took a bond of R400 000 out on my house, which I had paid for while travelling abroad for Afrox, and I started building an online platform that I believed would have three distinct advantages.

It would allow me to offer affordable tailor-made travel packages, it would access the international market because it was online, and I was devising my entire marketing strategy around the fact that the Internet would soon experience enormous growth, and Google would introduce advertising – which it did through AdWords and its pay-per-click model.”

Ryan’s first customers were friends and family – but he soon began to make inroads into the overseas market. “The pay-per-click model really worked for us, and the beauty of the experience we offer is that our word-of-mouth referrals were excellent. We also generated a lot of repeat business.”

Rhino Africa Tours has enjoyed steady growth of at least 100% a year since launch. 95% of its clients are international, and it has opened French and German offices that only employ mother-tongue consultants, with Italian and Spanish divisions soon to open.

Lessons learnt

David Ryan shares how he has stayed ahead of the curve, always innovating instead of imitating:

  • Always keep an eye on the latest trends. Who is talking about what? You can’t fulfil travel desires if you don’t know what’s hot. Evaluate your USPs every six months and adjust your strategy accordingly.
  • Evaluate opportunities carefully.

The 2010 FIFA World Cup didn’t help grow the business at all because of FIFA’s strict licensing policies. If Ryan had invested too much into this one event he would have made a mistake. Instead, he planned for a big 2011 based on South Africa’s exposure to the world market.

  • Always think about the big picture.

Ryan views every satisfied customer as an ambassador for South Africa. He isn’t only trying to get a bigger piece of the tourism pie – he wants the whole pie
to grow.

  • Figure out your strongest advantage and invest in it. Ryan has consistently invested in web development. He understands that this is key to the business’s success and ensures he stays ahead of the game.

Vital stats

Player: David Ryan

Company: Rhino Africa Safaris

Launched: 2005


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



Joel Stransky Shares His Insights On What Makes A Great Leader

Enter Joel Stransky just as friendly as the rest of the team, also casually dressed, also wearing a smile. As a founding director of the innovative Pivotal Group, he explained that their value proposition particularly in Pivotal Talent.

Dirk Coetsee




Posters displayed on companies’ walls representing the business’ Vision and value system are a common occurrence. A general value that numerous companies share is to be client centred and to provide excellent service. Yet, unfortunately a proportion of companies do not live according to their values as tools to actualize their collective Vision.

An observant individual would take only a few seconds to notice that the Leadership group at Pivotal has gone to great lengths to establish a definitive and value driven culture as well as a motivating climate for their team members. As I waited in the reception area I was met with smiles from several people passing by and there was generally no way to assess what their position was as they were all casually dressed, friendly and approachable.

Related: 5 Things Businesses Can Learn From Rugby

Enters Joel Stransky just as friendly as the rest of the team, also casually dressed, also wearing a smile. As a founding director of the innovative Pivotal Group, he explained that their value proposition particularly in Pivotal Talent, is the use of Augmented Intelligence and data analytics within the “human capital space”.  The application of AI and data makes talent acquisition and career guidance much less of an enigma and challenge as opposed to the recent past where traditional talent acquisition and career guidance methods became less and less successful and more and more time consuming.

The “pivot” of the 1995 Victorious Springbok world cup team shared that he always starts off an employee-employer relationship with the assumption of mutual trust and respect. He believes that once you have put in the sincere effort to understand people better, bigger belief in them is a natural result.

“The greatest asset in business is people,” Joel passionately explained and added that it is possible for a brilliant product to fail in the long run when the wrong people are employed.


“Hiring the right people that would not only help sustain the current culture but add more value to it is critical to any team or companies’ sustainable success,” Joel explained. The Millennial generation think differently and have different expectations from a working environment, therefore it is a critical factor for any manager and/or Leader to understand what drives the emerging generation and also how to manage the polarity of generational gaps.

Related: Servant Leadership – Will You Serve?

As a result of diversity and generational gaps Leadership and management has become a fascinating space to operate within South-Africa as not only cultural and language barriers might offer a challenging HR environment, the millennial generations unique behaviours amplify the need for useful adaptations within all spheres of work.

As a practical example, employee X is twenty-three years old. Some of the key questions that management needs to figure out, that is if they sincerely want the best for, and the best out of employee X, are:

  • Is X motivated by monetary rewards and/ or does she/he need a regular hug to feel part of and add to the company culture?
  • Does X need to interact with management socially for example be taken out do dinner?
  • What skills does X have or lack that impacts his/her performance?
  • It is impossible to motivate someone else. In what way can I create an environment for X wherein he/she can motivate himself/herself and excel?

How you satisfy Xs’ needs and manage all related factors to his or her needs has become critical success factors in how we as leader’s approach career development in general.

Reflecting on the development of his own sports and business career, as well as his family life Joel is adamant that whatever drives you in sport also drives you in business and within your family life. Whatever he has achieved within all aspects of his life came as a result of setting goals and making those goals a reality.

Both in sports and in the business world within South Africa there is a general tendency towards over structured management and coaching. Although a structure and daily management is an integral part of business and sports, a paradigm shift towards inspirational Leadership that empowers other leaders to succeed is key in terms of serving others and creating a motivating and sustainable environment within which all team members can thrive.

Reflecting on Joels’ observation: “Our countries’ value chain is broken” the moment has most certainly arrived within which more and more value driven and ethical Leaders, emerging from all generations must arise and collectively work towards an improved future.

Critical to the actualisation of a collective future vision is the development of Leadership skills therefore one of the keen interests of the author is to recognise and learn from other Leaders’ character traits. Joel’s’ highly effective communication skills underpinned by the core people skill of active listening quickly came to the fore as he could quote part of my question and comments in each of the very insightful answers that he provided. His keen willingness to innovate and to create inspiring working environments makes his enthusiasm and skill as a Leader tangible.

Let us all challenge ourselves to learn from prime Leadership examples offered by individuals such as  Joel Stransky and leave more and more Leaders behind for only in such a way can an inspiring future be built.

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Nhlanhla Dlamini Not Only Has Guts, But Grit – In Spades

An alumnus of WBS and Harvard Business School, Nhlanhla Dlamini did some soul searching when he was doing his MBA at Harvard, and knew that the corporate ladder, although tempting, was simply not going to be enough.

Wits Business School




It takes guts to venture into entrepreneurship. And when you’re in a ‘cushy’ job with a top global auditing firm who are grooming you for partnership, it takes even more guts.

Nhlanhla Dlamini not only has guts, but grit – in spades.

An alumnus of WBS and Harvard Business School, Nhlanhla did some soul searching when he was doing his MBA at Harvard, and knew that the corporate ladder, although tempting, was simply not going to be enough.

“I started thinking, ‘what is the best thing I can do with my life?’”, recalls Nhlanhla. “I always felt a pressing need to get involved in lowering the unemployment rate in South Africa.  It’s a notoriously difficult space, but entrepreneurship is the real engine of job creation and I felt compelled to rise to the challenge.”

When he left his job at McKinsey in March 2015, Nhlanhla decided to explore the agricultural sector – having no idea what product or what part of the value chain he would end up in. He spent until December that year exploring the agri-food sector, gaining as much understanding as he could about the entire industry by talking to famers, co-ops, agricultural associations and various other stakeholders.

Related: 10 Young Entrepreneurs Under 30 Share Their Start-Up Secrets

“I wanted to export products to the US and I looked at tree nuts, blueberries, dairy products or meat. Because of stringent FDA regulations, meat wasn’t an option – but a friend of mine from WBS days suggested meat in the form of pet food.”

And so Maneli Pets was born, and Nhlanhla moved his fledgling business into a factory, which he re-purposed for meat processing, in October 2016. By June 2017, he had started operations with 30 employees on board, and by September he had 50 employees.

Maneli Pets

What makes Maneli different from other US-bound pet food products in an already saturated market? The answer is high protein meat from animals that are unique to South Africa.

“I discovered a market for the off-cuts of meat  from specialist butcheries – so crocodile, warthog, ostrich etc,” Nhlanhla explains. “The result is a very high quality, high protein pet snack with a difference – and US pet owners are willing to pay for the best they can get.”

Under the brand name ‘Roam’, Maneli Pets products are exported to a pet food wholesaler in Boston, US, owned by the family of Nhlanhla’s former WBS classmate, who had planted the seed of the idea in the first place.  Nhlanhla is now preparing to launch the products under another brand name for distribution in South Africa and export to the EU.

But pet food is only the start. Maneli Pets is an offshoot of the Maneli Group, a diversified food company which is looking ooking to build further businesses in the green energy sector, while boosting black entrepreneurship.

According to a City Press report, South Africa has relatively few black-owned food production businesses, which is why government is actively promoting agro-processing and the manufacturing sector in general to spur economic growth.

Nhlanhla has worked tirelessly to secure government funding, and was thrilled to obtain R26 million from the Industrial Development Corporation (IDC). Just last month, he received the news that Maneli Pets had been awarded grant funding of R12.5 million from the Department of Trade and Industry’s Black Industrialists Scheme (BIS).

Nhlanhla, who was also a Rhodes scholar at Oxford University, considers his PDM at WBS a “superb” way of preparing a student for the real world of work. “The group dynamics was an essential learning experience in terms of delivering on a mandate with a group with entirely different skill sets.”

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

Describing himself as a “passionate and active WBS alumnus”, Nlhanhla still stays in regular contact with a core group from his PDM class, proving that one of the enduring benefits of a PDM (and an MBA) is the opportunity to connect and network with like-minded people and form life-long friendships.

Apart from what he learnt in the Entrepreneurship Management module of the PDM, such as the pillars of entrepreneurship, macro trend support and financing an idea, Nhlanhla considers the keys to success are threefold: Recognising the value of a social network, tenacity – and just a little luck!

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See And Malcolm Gladwell Live In South Africa

The BCX Disrupt Summit has gathered some of the world’s most innovative and disruptive thinkers to guide you and your business into the future.



See And Malcolm Gladwell Live In South Africa

As one of the largest technology players in South Africa, BCX embraces disruption. As an organisation, one of its primary focuses is to move its customers into the future, not just with products and services, but a shift in mindset as well.

What tools and ideas do we need to embrace today to be ahead of the curve tomorrow? With this in mind, BCX has partnered with BrainFarm to launch the inaugural BCX Disrupt Summit.

“The BCXDisrupt Summit is a platform for South African innovators and businesses to learn from and be inspired by some of the greatest examples of possibility in the world,” says Dean Carlson, founder and CEO of BrainFarm, the event organisers.

A gathering of minds

The BCXDisrupt Summit is bringing some of the world’s greatest minds together under one roof for two days. The speaker line-up includes, Malcolm Gladwell, Rapelang Rabana and Nick Goldman and topics covered will range from where technology is heading, to how playing games can extend your life expectancy by up to ten years.

Seven-time Grammy award winning hip hop artist is also a significant player in the tech and entrepreneurial space, as well as a philanthropist. He was a partner in Beats Electronics, which was sold to Apple for $3 billion in 2014. “When was 16 years old, music was where it was at,” says Dean.

“And so, he focused on building a music career, and creating products for that industry. Today he’s learning to code, because that’s where it’s at. He’s got an unparalleled handle on where the world is moving to, and so many insights to share.”

Dean has built BrainFarm on a portfolio of incredible local and international speakers, each of whom he’s seen live. “I regularly attend international conferences to get a sense of which speakers and idea-shapers I’d like to bring to South Africa,” he explains.

“ is one of those global shapers whose ideas take everything to the next level. To get maximum value from him for our delegates, we’ve chosen an interview set-up instead of a key-note talk. Local tech expert Aki Anastasiou will be interviewing him, and the audience will be able to ask questions as well. This will give us an opportunity to localise’s knowledge and ideas.”

Related: 10 Young Entrepreneurs Under 30 Share Their Start-Up Secrets

Malcolm Gladwell

Malcolm Gladwell

Author of five New York Times bestsellers, including David and Goliath and Outliers Gladwell is well known for introducing the concept of the 10 000-hour rule, which states anyone can become an expert in anything given enough time and practice. Dean first brought Malcolm Gladwell to South Africa in 2009.

“When I dropped him off at the airport, Malcolm signed his book for me with the words ‘Please invite me back,” says Dean.

“We’ve tried to bring him out a few times since then, but the timing hasn’t worked out. This was the ideal summit for Malcolm’s ideas, and this time, the timing worked.”

Having seen Malcolm in action many times over the years, Dean knows that he’s a speaker that always leaves his audiences wanting more. And so, the BrainFarm team thought about the best way give their delegates exactly that.

“Malcolm has developed a masterclass for the second day of the Summit that will focus on what makes a person successful, both in life and business. He’ll be unpacking tools our delegates can use to personally drive success.”

Nick Goldman

Nick Goldman

Nick is that rare breed of academic who is also an engaging and entertaining speaker. A UK-based mathematician and genome scientist, Nick is passionate about how we can store and preserve digital data.

“If you want to feed your brain, Nick is the person who will do that for you. His team recently coded five documents of historical significance onto a strand of DNA,” says Dean.

Each day, what we thought was possible changes. What does the future look like, and are you ready for it?

Related: 10 Inspirational African Entrepreneurs

Marieme Jamme

Marieme Jamme

Born in Senegal and sold into sex slavery, Marieme Jamme refused to accept the lot life had given her, and instead taught herself to code. It was a skill that enabled her to change her conditions and life. Today, through her latest venture, iamtheCODE, she has one giant, global goal: To teach one million women and girls to code by 2013.

“Marieme has a consultancy that helps tech companies get a foothold into Africa, the Middle east, Latin America and Asia, and she’s also focused on her mission to help other women and girls escape their fates by learning to code,” says Dean. “She’s one of the most interesting and inspiring people I’ve ever come accross.”

Sipho Maseko

Sipho Maseko

Heralded as the controversial CEO and saviour of Telkom, Sipho has helped the company rack up gains of 150%, making Telkom one of the best performing companies on the JSE. “A major focus of Telkom is getting businesses across Africa ready for tomorrow’s customers,” says Dean.

“To be ready for tomorrow’s customers though, you need to know who they are, and have a sense of what the future will bring.”

Jane McGonigal

Jane McGonigal

A game designer, Futurist and New York Times best-selling author, Jane’s TED Talk, The Game That Can Give You Ten Extra Years of Life, has over six million views to date.

Related: The 10 Strangest Secrets About Millionaires

Rapelang Rabana

Rapelang Rabana

Local tech-star Rapelang Rabana is the CEO and founder of Rekindle Learning, a company she has positioned at the crest of a rapidly rising online community across Africa.

Her mission: To deliver learning in bite-sized chunks across the continent.

Ian Russel

Ian Russel

CEO of BCX. BCX has invested millions in computer programming education so that young people from all social and economic backgrounds have the opportunity to become programmers at no cost to them.

Lars Silberbauer

Lars Silberbauer

When Lars joined LEGO as Senior Global Director of Social Media and Video, the company didn’t even have a Facebook page.

“Today LEGO has well over 12 million followers on Facebook and more than three million on YouTube where they’ve just knocked up five billion lifetime views,” says Dean.

“The big idea behind their social media campaigns is to leave the thinking to their fans. Lars understands the creative power of the crowd, and what harnessing that power can do for your business.”

Related: 8 Things Exceptional Thinkers Do Every Day

Bringing it all together

Dean Carlson

Dean Carlson

“We focus on projects that excite us, and that will change the perceptions and world views of our delegates,” says Dean. “We’ve partnered with BCX to put together an incredible event that will leave you inspired, amazed and driven to change your life and organisation – with the tools to do so.”

To find out more about the BCX Disrupt Summit or to book a seat, visit

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