In 2011, two old friends, Mick Blore and Craig van Straaten pooled their skills and resources to launch an ad agency with a difference — one that focused on solving problems rather than making ads. The company started life as a consultancy to other ad and design agencies before becoming an official business in its own right in March 2012.
A killer team
Blore had spent the previous 18 years in corporate advertising and communications, having run many of the country’s big agency groups including The Jupiter Drawing Room in Johannesburg, Saatchi & Saatchi (South Africa & Africa) and Y&R Brands. He is one of South Africa’s most awarded strategic creatives.
Van Straaten had spent 17 years in top agencies in Johannesburg and London and headed up the Design Department of The Jupiter Drawing Room (Jhb). He launched his own agency, Squiggle, which he ran for eight successful years, building an impressive client base before merging with Original Forever to complete a dynamic partnership.
“Our key product is creative strategy,” says Blore. “It’s a combination of communications strategy and the big creative ideas that bring that strategy to life in the market place. We found that for years, every time a client was presented with a strategy, they immediately wanted to know how that strategy translated into big ideas. We often heard the phrase ‘Okay, now how do we implement that?’ By combining the two processes, our clients get a full package that can be immediately actioned by their agency, or by us if they choose. It saves a lot of time, red tape and has been extremely well received by marketers and business people alike.”
A new kind of attitude
Original Forever has no expensive back-offices to pay for and charges fairly and appropriately for its services. It’s an approach that also makes the team faster and more adaptable than competitors.
But being different comes with challenges. While clients are always looking for something new, they are also accustomed to the usual. “We have had to sometimes explain and even demonstrate how a different attitude and a different approach can make a big difference,” says Van Straaten. “Our inspiration and intent is to truly be an ideas generation company. The world doesn’t need another ad agency.”
Blore adds that experience has taught him that people only really buy two things: People buy people (relationships) and people buy big ideas (innovation, entrepreneurship).
“In our previous roles, we dealt with clients who wanted the result that an agency produces, but none who wanted to go through the process to get it. We combine the strategic, creative ideas and production processes into one seamless delivery, saving our clients time, red tape and often money.”
Blore and Van Straaten believe in growing slowly and steadily with their own money and retaining all shares, rather than selling out. “There are few genuine and honest people out there who share your values: Find them and work with them,” says Van Straaten.
“Remain true to your craft and what you know, focus on delivery excellence rather than be distracted by ‘quick money’. Work for passion and have fun and the money will follow. Invest in your clients and they will do the same with you.”
On a more practical level, Blore suggests making lists of what you want to achieve every day, ticking the items off and always moving forwards.
He adds that having your own business carries a whole different set of stresses than having a job, but if you stay true to your course, it will be worth it. “You will succeed only because you have failed over and over. Keep at it, never give up, and stand up every time you are knocked down.”
Staying out of debt, watching the bottom line grow
Small business owners like the founders of Original Forever should always prioritise money management. Whether your business is a sole proprietorship or has a staff of one hundred, a standardised process provides the entrepreneur with a clear understanding of how, when and where money is coming in — allowing them to maintain control over this critical aspect of the company.
The process should always be focussed on ways of streamlining accounts receivables to improve cash flow.
From the start the founders of Original Forever financed the company with their own cash and chose to grow it slowly rather than take on any debt or sell a part of the company, despite some tempting offers. “This is more than just a company for us,” says Blore. “We want to work together as friends, choose our clients carefully, have fun with them and make a difference. You can’t do that with overseers involved.”
Van Straaten says that he and Blore have been fortunate because their different way of thinking was well received and, right from the start, growth has been steady and strong. “The size of our clients and projects has been increasing too and within a year, we are already winning pitches against very large, well-established agencies. We are having fun and that’s more important to us than explosive growth.”
Players: Mick Blore and Craig van Straaten
Company: Original Forever
Contact: +27 (0)11 463 8376
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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