Like many women of her generation, Veronica Devine’s first job was as a secretary.
She managed a switchboard and was the first point of contact for queries, compliments and complaints, and she started developing an insight into customer expectations.
This gave her a unique perspective when she moved to sales, and she was soon a top earner for her company – which did not relate to her salary.
“I asked why I was earning less than my male counterparts when my sales were higher, and I was told I was earning a lot for a woman. I’d never thought of myself as a feminist, but I realised something that day: I needed to create my own destiny and help other women in the process. I left there and then.”
Planting the seed
With a sales background firmly in hand, Devine became a counter sales person for Estée Lauder, which had just launched in South Africa.
“I wasn’t built to stand behind a counter, so it didn’t last long, but it did get me thinking. Eloff Street at the time was incredibly fashionable, but where did ordinary women like myself buy their cosmetics? Were there even brands that catered to that market?”
With this idea brewing, Devine joined a cosmetics manufacturer in a marketing capacity and began learning the trade.
“In those days, cosmetics companies contracted out. A chemist would manufacture according to different recipes for different clients. I asked him a lot of questions, and he started creating samples for me. I gave him feedback, and we adjusted what we were creating.
“Those were the early seeds of Justine.”
A born entrepreneur, it didn’t take Devine long before she approached the chemist with a business proposition. “I believed we should do this for ourselves.
If he created the products, I’d sell them. We had no start-up capital, so we approached the owner of the company and offered him a partnership. We needed his manufacturing plant to make the business work. He laughed at us, but he agreed.
“I think he was intrigued to see if we could do it. He gave us the materials at cost upfront, and we would pay him back through sales.”
“We kept our product range simple: Six core products. Armed with samples I chose the direct selling model.
“We would only manufacture as orders came in. I registered the company, named it Justine and hit the streets.
“For two years my partner continued to work full-time and did Justine’s manufacturing after hours, until the company was big enough to support us both full-time.”
While the product range would grow from six to 30 products, Justine’s niche was skin care.
“We didn’t look at other cosmetics. We had created a 100% natural product range designed for South African conditions. It worked for us, so we stuck with it. At the time, the marketing rule was to segment your market. I disagreed.
“I would sell to anyone; but we had segmented our product. Keeping niche meant we were becoming the brand in affordable skin care.”
And then tragedy struck. After six years, Devine’s partner had a fatal heart attack.
“The tragedy had a huge impact on me personally, but even more so on the business. There were no development chemists in South Africa, and I had to recruit oversees to replace him.
“We had a team of direct sellers who relied on us for their livelihood, and I couldn’t let them down. I needed to ensure the business survived. It was an incredibly tough lesson to learn in risk management.
“Who are your key personnel? And what happens to the business if something happens to them? You always need a contingency plan.”
“Justine was my way of taking control of my own destiny, and I wanted it to be the same for other women.
“I met a woman who hosted Tupperware parties and realised the direct selling model was exactly what I was looking for. She taught me how the model worked and, between that and my own sales experience and acumen, I began training other women.
“By the time we sold to Avon in 2001 we had 15 000 direct sellers on our books. I’m still very proud of the job creation we achieved. That was my passion: Motivating and supporting our sales force, and helping women to become independent.”
- The brand: Justine
- The founder: Veronica Devine
Where is she now?
Veronica Devine founded Justine 40 years ago, and sold to Avon in 2001.
Today she has combined her love for sales and managing and motivating people with a new business partner, HR expert Tiny Maisela, to form Maisela Devine Consulting.
Watch List: 11 Teen Entrepreneurs Who Have Launched Successful Businesses
These teens are proving that you don’t need a driver’s licence – or the ability to vote – to create and execute a successful start-up.
In South Africa youth entrepreneurship is encouraged as the best way to build the economy. Teens are no longer relying on tertiary education to jumpstart their careers, as many high school students become budding entrepreneurs. From make-up to confectionary and tech-centred ventures, youth entrepreneurship is taking the business world by storm.
“It’s easier than ever to become an entrepreneur, and technology has a lot to do with it. You’re a tech-savvy millennial, and Internet and mobile technologies make it easier to connect and identify with people, based on shared values and ideals,” says Michael Freestone, founder of the MJF Group. “All entrepreneurs wonder if their companies will succeed, but you don’t really know until you try. So, do it while you’re young and have little or nothing to lose.”
And that’s exactly what teenagers across the country are doing. While being a teenager is stressful enough, without worrying about marketing and your bottom line – these young entrepreneurs thrive on success, which must be their secret sauce to their winning business ideas.
10 Young Entrepreneurs Under 30 Share Their Start-Up Secrets
The future of entrepreneurship has never looked so bright…these young entrepreneurs share their wisdom around building a successful business.
Natural Talent Can Become Your Success
Thabo Khumalo – ToVch
“I learnt to design and sew while assisting my mother who was a seamstress, and that is when I realised that I had a talent to create,” Thabo Khumalo explains. “But I never knew I was an entrepreneur.” Thabo Khumalo started his company ToVch in 2010 and has since appeared in South African Fashion Week, Soweto Fashion Week and Mpumalanga Fashion Week.
Khumalo has a small but engaged audience, who he communicates directly with. “The brand has a dedicated audience, and the social media presence also allows me to continuously scan the fashion environment to keep up with external forces.”
One of the most challenging aspects of launching his businesses was marketing the brand with limited funds. He used social media and word-of-mouth to market. “On social media, people share your brand with others simply because they want to,” says Khumalo. “It’s a powerful platform, and it does not cost anything.” Khumalo built up his company using support from a strong online network, which became his marketing strategy.
For Founder Of National Tekkie Tax Day Having A Higher (Business) Purpose Keeps Her Driving Forward
The NGO space isn’t easy. It’s a constant uphill battle to connect scarce resources with the vulnerable. Annelise de Jager has persevered in this space because she’s tapped into her personal purpose and values.
- Player: Annelise de Jager
- Initiative: National Tekkie Tax Day
- Launched: 2013
- Visit: www.tekkietax.co.za
Use your purpose to drive you forward
Connect your purpose with what you do, and you’ll find untapped reserves of perseverance and the discipline needed to achieve your goals.
Purpose before profit is not a new concept in business. In fact, it underlines the motivations behind some of the most successful entrepreneurs. It’s also not reserved for social enterprises alone.
However, it is in the social entrepreneurship and charitable spaces that living one’s purpose first found a foothold, mostly because without a strong purpose, the work would just be too hard, and many would give up.
Annelise de Jager, founder of National Tekkie Tax Day, unpacks how she’s used living her purpose to drive her forward, even when she’s faced almost insurmountable challenges and disappointments.
Make ‘living a life that matters’ intrinsic to everything you do.
“I was lucky in that I didn’t ever need to sit down and say, ‘I want my life to matter, so I need to do x, y, z’,” says Annelise. “It was intrinsic for me. However, in the past five years I’ve become acutely aware of it, and I’ve seen how important the ability to look beyond oneself is when you’re facing disappointment and challenges.
“It helps you look beyond the now, find a solution and keep pushing on, because there is a bigger goal at stake. The biggest revelation for me has been that anyone can figure this out and use it as a tool to achieve their dreams and purpose — you just need to trigger your intrinsic motivators.
“Figure out what’s really important to you, and then align this with what you’re doing, in both your business and personal journeys. Robin Bank’s Mind Power and Shaping your Destiny courses are a great place to start.”
Don’t be afraid to ask what’s next
Critical to Annelise’s journey has been the realisation that when goals are met, we need to ask ourselves: What’s next? “Too many people achieve their goals and then feel adrift. You should meet your goals. Your ultimate vision should change. That’s growth, and it’s critical if you want to keep moving forward.
“Our experiences inform our knowledge base and world views, and so as you live and run your business, that view should be changing, bringing with it new challenges and perceptions. Don’t be scared of it; embrace it.”
Annelise went to Potchefstroom University to study social work where she joined the university’s musical revue group, the Alabama Student Company. “Alabama was given the opportunity to tour Taiwan, but I was about to graduate. Travel is high on my personal values list, so I started a second degree in communications to stay in university — and — in Alabama.”
New experiences can be the source of great ideas and strength
Studying communications opened Annelise to a new discipline that she loved. “Marketing and communications are so filled with energy — an energy social work didn’t possess. I loved both, and I wanted to find a way to meld them together. This would ultimately shape my business, The Marketing Team, after I’d been a social worker for a few years. Don’t be afraid to adjust your plans based on new experiences; they can be the source of our greatest ideas and strengths.”
No experience is ever wasted
“We spend too much time trying to plan exactly what we should be doing, where and when, instead of following our hearts and instincts,” says Annelise. “No experience is ever wasted. Once I discovered my love for communications, I questioned whether I’d wasted four years studying social work. I hadn’t.
“Both disciplines became the bedrock of how I would assist the charitable space in South Africa. Experiences open our eyes, our hearts, and our understanding. They give us empathy and patience. They allow us to view things from other perspectives. If you want to really make a difference in other peoples’ lives, these traits are invaluable.”
Be open to finding answers in unexpected places
“By 2004 I felt rudderless,” says Annelise. “I’d been running my own business, handling communications and marketing for NGOs, developing campaigns and even assisting NGOs to run more as businesses than under-funded organisations, but it didn’t feel like I was doing enough.
“Part of the problem was that you can only give people the tools to work with, you can’t make them use them. Another problem was under-funding. Corporates spend billions each year on CSI projects but they don’t like to fund salaries and basic operational expenses.
“It’s frustrating because volunteers can’t do what needs to be done — most households need two breadwinners, which limits the availability of volunteers to assist.
“I was looking for a way to add more value. Should I start my own NGO? Where could I make the biggest impact? I’d been offered an excellent coaching position, which would allow me to walk away from the problems this sector deals with daily. It was tempting, but it wasn’t what I wanted.
“At that time I attended the Global Day of Prayer in Argentina on behalf of a client. It was at that conference that I had an almost supernatural experience. I left knowing exactly what my purpose was.
“How these realisations come to you is less important than the fact that you’re open to them. Deep down I knew what I wanted and needed — I just needed the courage and fortitude to follow my path. My experience in Argentina gave that to me because I allowed it to.”
Always find the strength to persevere.
Nothing worth doing is ever easy. In the NGO space, this is particularly true. “I developed the idea for National Tekkie Tax Day because NGOs constantly asked me to help them develop funding campaigns. I developed this fundraising model when I launched Casual Day and ran the project successfully for 18 years.
“But I also believe the NGO space can benefit from a more unified mindset to overcome donor confusion and fatigue. This is my new focus, but it’s difficult to get organisations to shift their mindsets. National Tekkie Tax Day is a step in this direction.
“It encompasses 12 national NGOs and 1 000 regional organisations across five categories — but there’s one product and one national marketing drive. Donors can choose a category to support.
“I’ve needed to persevere to help NGOs see the benefits in working collaboratively, and corporates to see the benefits of supporting the operational costs of NGOs.
“I don’t have a high profile job at a top company. People don’t call you back in my world. And yet you need to keep pushing forward against incredible headwinds.
“I wake up each morning and repeat the mantra that my success helps everybody; my failure helps nobody. There won’t always be easy wins, but with the right purpose you can persevere. You can make a difference.”
Support National Tekkie Tax Day on 26 May 2017
12 national charities | 1 000 local charities | 5 sectors to support
Animals, Bring Hope, Children, Disability, Education
Available at Toys R Us, Clicks and Babies R Us or online at www.tekkietax.co.za
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