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Tsheola Dinare Tours: Jojo Tsheola

A tour operator builds an award-winning business by pursuing every chance that’s presented to him.

Juliet Pitman



Jojo Tsheola

If there’s one thing Jojo Tsheola knows how to do it’s to make the most of every small opportunity that comes his way. Founder of Tsheola Dinare Tours, he’s singled out gaps in the market, identified openings for growth, sought partnerships, fostered relationships, and swum as a small fish in a really big pond to build an award-winning business. In the early days there was no single big break, cash injection or lucrative deal — his story is a lesson in working hard to make the most of the little things that come your way.

A business is born

Formerly employed as a cleaner and having worked his way up to become a certified tourist guide at the Shongololo Express, Tsheola was dealt a tremendous blow when he lost his job in 2005. “I dearly loved Shongololo Express and it was a heart-breaking experience for me. But there and then I decided that I would never be dismissed again,” he recalls.

Instead of returning to the job market, he partnered with various people in a number of tour operating projects. And while none of them worked out the way he planned, he used the experience to gather the information and skills he needed to start his own operation. Tsheola Dinare Tours was born in 2007 with a view to servicing the corporate market.

“My idea was to do airport and hotel transfers and take both international and local executives to and from meetings,” Tsheola explains. But while chatting to clients he quickly realised that many of them had free time on their hands in-between their work commitments. Could Tsheola show them around to a couple of local tourism hotspots? “It was a captive market and something that could differentiate me, so I went for it.”

Getting a foot in the door

The tourism sector is extremely competitive and single-man tour operators are a dime a dozen. Tsheola’s biggest challenge was to break into his target market — big name companies with national and international footprints, the kind of organisations that would fly directors to meetings on a regular basis. “I was new and unknown with no previous references and no reputation to speak of,” he says. But he also knew that while large contracts were the end-goal, all he needed was a small opportunity to get him going.

“I put together a really professional-looking profile and sent it out to the five companies I had done transfers for after losing my job. They came back telling me I’d have to become a registered vendor,” he recalls. As is usually the case, the process was onerous for a new business and didn’t guarantee any immediate work. “But I knew it was the only way to get my foot in the door, so I got together all the documentation required and it paid off. I was on the list,” he says.

Building skills and relationships

But Tsheola didn’t only concentrate on building relationships with clients. “I looked at the various stakeholders in the tourism industry too,” he says. He sought out the assistance and partnership of the Gauteng Tourism Authority and Johannesburg Tourism Company, attending their forums and workshops.

“I learned a great deal from those workshops, skills that enabled me to position myself professionally. And of course you make contacts when you interact with others in your industry. It helped me to become more widely known,” he says.

While handling VIP transport for a major event, Tsheola so impressed Joburg Tourism that they worked to facilitate business linkages and supplier opportunities for him. In 2009, he was named winner of the Gauteng Emerging Tourism Entrepreneur of the Year Award and runner-up in the national competition. More recently the company was listed as a finalist at the Africa Growth Institute 2010 SMME awards. “These sorts of connections with the industry have been important for me,” Tsheola says.

Taking the gap

So too has been his ability to grab business when it comes his way. One night in 2009 he received a phone call asking if he could handle the transport for the Miss World contest the following day, after their supplier had let them down. Tsheola jumped at the opportunity and was awarded a major month-long contract.

After meeting and taking the business card of a European contact at Indaba in 2009, he kept in contact and slowly built a relationship that ended in a contract to do the ground handling for 21 large companies, representing 700 people.

It’s this kind of willingness to pursue every relationship and opportunity that has built Tsheola Dinare from a single-man business that hired vehicles as and when it needed them to an award-winning company with 14 vehicles employing 21 people. A great lesson for others to follow.

Secrets to success

  • Build relationships – not only with clients but with stakeholders, industry bodies and forums in your sector. It’ll bring you into contact with the right people
  • Talk to clients continually – not just when you want business from them. It will help you understand their additional needs and highlight new opportunities to meet these.
  • Pursue all opportunities – not just those that promise immediate business. Putting out feelers in every direction will help to spread your net wide. Some of them are bound to pay off in the end.
  • Follow up with new contacts – ensure the connections you make are worthwhile, not just a once-off exchange of business cards. Follow up and stay in touch.

Vital Stats

Company: Tsheola Dinare Tours

Founder: Jojo Tsheola

Started in: 2007

Contact: +27 (0)11 943 3632


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.

Diana Albertyn



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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.

  1. Rabia Ghoor
  2. Cory Nieves
  3. Nathan Woodrow
  4. Isabella Rose Taylor
  5. Mikaila Ulmer
  6. Moziah Bridges
  7. Tony McPherson
  8. Anthony Veck and Malvin Musanhi
  9. Reabetswe Nkonyane, Phumla Mvila, and Thandokazi Mtshakazana
  10. Omphile Sekwele and Didintle Nkambule
  11. Fisokuhle Lushaba and Wendy Nkosi
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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.

Nicole Crampton



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Natural Talent Can Become Your Success


Thabo Khumalo

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.”

The Lesson

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.

Read more on How Fashion Start-Up ToVch Built A Brand Presence With Only A Little Budget.

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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.

Nadine Todd




Vital Stats

  • Player: Annelise de Jager
  • Initiative: National Tekkie Tax Day
  • Launched: 2013
  • Visit:

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.

Related: ReWare Did One Crucial Thing That Most Entrepreneurs Are Too Afraid To Do

“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.”

Related: Reel Gardening Warns That Innovation Is Never Easy

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.

Related: How Fintech Zoona Is Solving Customers’ Real Problems

“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

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