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Women Entrepreneur Successes

Fairy Godmother: Donna McCallum

It was on a long bus ride that a Cape Town entrepreneur realised that her aim in life was to help others achieve their goals.

Monique Verduyn




In 2005 Donna McCallum had a good life and a successful marketing business in Cape Town. She also had a nagging feeling that something was missing, so she gave it all up and took a year’s sabbatical in South America.

“I had worked hard to build the business and I was tired,” she says. “I also wasn’t sure about what I wanted to do next, so travelling seemed like a good idea.”

It was on a night bus from Cordoba to Mendoza that she had what she describes as a vision that revealed to her the purpose of her life. “I had to become a fairy godmother,” she says. “There was no rationale behind this. I just woke up and knew that I had to help other people achieve their dreams and goals.”

Coming home and telling her friends and family that she wanted to be what most people see as a cartoon character was not easy. “I had no idea how I was going to turn my vision into a workable proposition, so there was no business plan to work from.”

The breakthrough moment

What McCallum did have on her side, however, was that she had always been an entrepreneur. “I applied what I had learnt over the years and started off in a consulting role in which I helped people become clear about their own visions, dreams and goals, and supported them with time, advice, and skills.” She funded this early stage through a split equity model, but she did not really have enough of her own equity to do this in the long-term.

She then designed and held her first workshop in Cape Town. It was a huge success and she began setting them up around the country. The workshops help people to understand what they really want and how to incorporate this into their lives.

They get to create a dream map outlining goals, learn the next steps to turn those goals into successes, understand where and how to focus their energies, and how to overcome fears. These events, along with talks and online programmes have become the mainstay of the business.

Taking the business online

It was in 2009 that she launched her online courses and the business really took off. It grew by 75% that year and has since grown by an average of 35% each year. Three quarters of its revenue is generated through the online course material.

“Launching the online programmes has shown me just how amazing the Internet is for delivering content and training, and also for reaching an international audience,” she says.

McCallum also runs the Conscious Creators Community which gives members access to new personal development training resources each month. These learning modules, ebooks, videos, audio interviews, and webinars all contain tools and practical strategies that members can use to help them achieve greater success in their lives.

“The uniqueness of the business now lies in the comprehensiveness of our offering,” she says. “People who attend the workshops and want ongoing support to help them live their dreams are able to get it all from us.”

The majority of McCallum’s clients are women. “They are more comfortable than men with the wings and wands,” she says. “But mostly they are people who have reached a crisis point in their lives – mothers whose young children have started school, or whose children have finished studying and are moving out, and women who want to leave the corporate world and start their own business.”

Word of mouth advantage

A marketer through and through, McCallum has always publicised her business widely, and has been lucky to get a huge amount of media coverage thanks to the range of topics she is able to speak on. Word of mouth, however, is her biggest marketing tool with people who attend her workshops encouraging their friends and family to do so too.

Vital stats

Player: Donna McCallum

Company: Fairy Godmother

Launched: 2006

Contact:+27 (0)84 207 0202

A magical experience

Like Cinderella’s fairy godmother, McCallum waves her magic wand to make everything better – together with her wings and fairy dust, it’s part of the magic toolkit she uses to turn people into dreamers who have vision and goals and who dare to do things with their lives.

“A fairy godmother cares about people and loves to make them happy,” says McCallum. “It’s a gimmick that works simply because it’s fun and light. It makes people smile and suspend their disbelief. It also helps to break down barriers and encourages them to relax and let go of some of their inhibitions.”

Systematising the business

There are many things to do in a business that are repeated again and again, and the best way to streamline is to create and document systems and processes that are easily repeatable. This is particularly important for small business owners like McCallum, who says her strengths do not lie in managing people.

For her, systems and processes drive the business and release her from day-to-day operations to focus on the more strategic aspects of the business. Well-documented systems and processes have led to greater efficiency, consistency, reliability and service at Fairy Godmother.

“One of the ways we have achieved this is by homing in on what we love to do and outsourcing everything else. We have created a ‘not to do’ list which allows us to outsource all repetitive and menial tasks instead of employing additional staff and having to manage them. For example, anything to do with the logistics of arranging a workshop is managed by one of our partners in whichever city we are going to. It’s a way of operating that was triggered by my business partner who strives to live according to Tim Ferriss’s 4-hour work week philosophy. It’s made a huge difference to my life as I’m free now to do the things I want to do which makes me far more efficient.”

Monique Verduyn is a freelance writer. She has more than 12 years’ experience in writing for the corporate, SME, IT and entertainment sectors, and has interviewed many of South Africa’s most prominent business leaders and thinkers. Find her on Google+.

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Designing Her Destiny

Oh Yay! owner, Emmerentia van den Hoven does business her way.

QuickBooks SA




In 2011, Emmerentia van den Hoven took a leap of faith when she decided to leave her graphic design job at an agency and pursue her real passion – and it has paid off tenfold. Here’s her story.

“When I started planning my own wedding eight years ago, I fell in love with wedding design and wanted to do that for the rest of my life. Designing for brands had become a set of rules rather than being creative, and I’d always wanted to work for myself. So, in September 2011, I turned my seven-month-old side gig into a fully-fledged business and launched Oh Yay!

I have to hustle every month to get new clients because every client will use my services maximum twice – first for the wedding invitations and then for the stationery on the day – so I don’t normally have returning clients.

Because my main business is seasonal and usually once-off per customer, I have branched out into branding for small businesses in the beauty and lifestyle industry. I also earn a passive income through the Oh Yay! online shop where I sell wedding décor items.  Oh Yay Kids – my other online store – is my passion project. I launched it just before my second child was born, adding items to the store that I made for my two boys when I saw a need for it. I then expanded into prints for nurseries and kids’ party stationery.

I work for myself and have no employees, so the fact that QuickBooks lets me load all my services, products and prices in one place makes running my business so much easier. Being an entrepreneur is difficult because you don’t know if you’ll be successful or not. But if you believe in and love what you’re doing, it reflects in your work and the service you give.”

Less admin, more of what you love


When Oh Yay! was launched, along with her dream of being an entrepreneur, came the nightmare of other administrative tasks. But that changed in 2018 when Emmerentia started using QuickBooks.

“When I was using spreadsheets to balance my books, I was spending 80% of my time on admin, which left very little time to tend to customers’ orders. I now spend no more than 25% of my time on admin, which is important, especially when it comes to the speed at which I send quotes. You don’t get any work if you don’t send out quotes and it’s tough to juggle the admin with your actual job of running the business.

Numbers were never really my strong point, so having a professional quote done in record time not only projects professionalism, but the format also changes the way new clients see me. In my industry, the quicker you can send a quote out, the likelier you’ll get the clients’ business. It gives legitimacy to my business. The QuickBooks system operates so seamlessly that clients communicate with me differently, like I have my own accounting department, when in fact, I’m a one-woman-show.

I used to dread doing admin, but now it’s so easy and quick. I’m not just saying this – QuickBooks changed my life.”

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Women Entrepreneur Successes

Watch List: 50 Black African Women Entrepreneurs To Watch

These female entrepreneurs are breaking barriers, transforming industries and inspiring change on the continent.

Diana Albertyn



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Women Entrepreneur Successes

Owner Of Nouwens Carpets Shares Success Lessons From Running A 50 Year Old Family Business

Embrace technology every chance you get.

Nadine Todd




A company that’s been active for more than five decades in an industry that’s hundreds of years old doesn’t sound like a recipe for innovation — and yet that’s exactly what Luci Nouwens, owner of Nouwens Carpets, is focused on.

The modern carpet has a history that goes back thousands of years. And despite the hipster trend of reclaimed and hard wood flooring, the carpet still remains a popular choice for consumers.

In South Africa, a name that’s synonymous with quality carpeting is Nouwens. When Cornelis Nouwens arrived in the country in the 1950s, bringing the skills of a trade which he had mastered alongside his father in Tilburg, the hub of the Netherlands’ wool textile industry, he passed on the skills and the love of the craft to his family and to workers in the Harrismith region in KwaZulu Natal.

More than 50 years after her father started it in 1962, the company remains family owned, and is headed by Luci Nouwens, who has been with the business for 48 years.

“We have maintained our reputation for premium quality all this time by paying meticulous attention to crafting standards and selecting only the finest raw materials,” says Luci. “Equally important is that we have innovated at every opportunity, embracing technology without ever compromising the traditional craftsman’s spirit.”

Innovation drives growth

Businesses that innovate are able to grow and hire more employees. As a result, they grab a bigger share of the market. That’s true regardless of the size of your business: If you innovate, you can scale up.

In 1968 Nouwens launched a pure karakul wool carpet that was extremely hard wearing and took the company into the commercial carpet market. Luci recalls the manufacturing of the carpet as “a major feat of unique textile engineering.” Another innovation in 2005 was the introduction of a totally new style of flat weave wool carpet, a very clean, minimalist and natural look requiring much less wool without compromising on wearability.

“These innovations are just two of many that have allowed the business to boost its market share over the years,” says Luci. “But beyond that, innovation has enabled Nouwens Carpets to form the backbone of economic activity and upliftment in the local community around Harrismith. This has allowed us to make substantial investment in providing education and skills development for the local population, to ensure that the craft is preserved for generations to come.”

Related: 10 Successful SA Women Entrepreneurs’ Top Advice On Balancing Work And Family

Innovation enables sustainability

Innovation in technologies and how they are applied is key to enabling a manufacturer like Nouwens to create new business value, while also protecting the planet.

“We have used technology to enable sustainable manufacturing, for the benefit of the business, the community, and our customers.”

Nouwens selects equipment, materials and manufacturing methods based on their degree of sustainability and protection of the environment. The company is also a member of the Green Building Council of South Africa and submits its products for VOC testing to ensure that harmful emissions are significantly reduced.

“Ultimately, we are driven by a passion for textiles and the ability to constantly find better ways to produce beautiful products. After the downturn in the economy, we started to produce more cost-effective commercial nylon yarns, and in 2017, we became the new kid on the block for synthetic grass. The bottom line is that a true entrepreneur does what has to be done when the time comes.” — Monique Verduyn

The role of disruption in creating value

A disruptive business is a business that challenges and potentially changes the status quo. From a mindset point of view, a culture that questions ‘why’ can help foster organisational and market disruption. But disruption for the sake of disruption is self-defeating, it needs to be on the back of making things better and based on commercial principles, i.e. people or market players actually wanting to be disrupted.

The starting point is this: Does someone, or a market, value what you’re producing? If the answer is yes, you have a commercially viable disruption. Disruption that is valued by its target market has the best chance of resulting in success.

Get that right and you’ll have a customer base, you’ll gain traction and you’ll attract investors, provided you’re also making a meaningful and sustainable difference to your target market or community. — Ian Lessem, CEO, HAVAIC Investment and Advisory Firm


Team up with customers and competitors.

There’s more power in collaboration than competition. We’re stronger together than when we’re apart. When it comes to working with competitors, consider this: They may have something that you don’t, or vice versa, and 50% of something is always more than 100% of nothing. You’re then positioned to add value before you add an invoice, so your clients benefit from your relationships, and the market wins. From there, you become your client’s go-to-person, because you’re putting them first.

Customers are also a great source of knowledge: They might just have the answers you’re looking for, but are you asking them the right questions? They often know more about an entrepreneur’s business than they know themselves, because they’re on the receiving end of your offering. One way to collaborate with customers is to ask them more questions about yourselves, themselves and their clients. Harness their perspective and develop yourself to give them what they want, not what you think they want. — Wes Boshoff, founder, Imagine Thinking

Related: Watch List: 50 Top SA Business Women To Watch


Know what your audiences are interested in

As a brand, there are many ways to ensure your audience is paying attention to you, but you can’t expect them to find you unless you’re sharing content that captures their interest. If you send out press releases, don’t be too rigid or plain. Audiences want to be engaged, and not to have to deal with long, cumbersome information. An infographic, along with a video or pictures will make your release easier to ingest and more memorable. People don’t want boring figures, they want relatable stories.

One way to be relatable is by tapping into influencer marketing. This doesn’t mean you need celebrities with the highest followings to endorse you. Micro-influencers are proving to have just as much clout as those with larger followings. Evidence shows that micro-influencers have a more established and deeper connection with their audience, which translates to loyalty and a readiness to follow their advice. The trick is to find the micro-influencers who are speaking to the audience you want to reach.

Big data plays a key role in painting a picture of who is ‘out there’. With the right information, you can tailor your content to a specific audience. Big data can show you what topics and problems are trending in your industry, so that you can get the jump on them. Use big data to deliver your own insights on current topics, shaping and leading the conversation, converting your audience’s attention into action. — Madelain Roscher, founder and managing director, PR Worx and Status Reputation Management

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