Connect with us

Women Entrepreneur Successes

Infanta Foods’ Marisa da Silva On Why Scaling Is Tougher Than It Seems

Scaling a business is an important part of growth, but it can be a bumpy ride in today’s economy, and it’s easy to make mistakes. Marisa da Silva of Infanta Foods knows this and explains how she overcame it.

Monique Verduyn

Published

on

marisa-da-silva

Vital Stats

Marisa da Silva’s parents founded Infanta Foods in 1980. It’s a manufacturer and distributor of raw materials and ingredients for the baking, confectionery, milling and biscuit industries. Marisa joined the business in 2013, although she started working there from the age of seven and basically grew up in the factory. Her brother Alex had joined full-time three years earlier. Having completed a BCom Honours degree in business management, she brought to the family-owned business a fresh way of doing things and a keen understanding of how to do business in today’s tough economy.

Related: Spark Schools: Adapting At The Speed Of Scale

Scaling up is tougher than it looks

The Challenge:

Rapid growth can be a perilous thing. Scaling a business is tough, and it presents some serious challenges. But after Marisa completed a business coaching programme, she realised that she wanted to take Infanta Foods from a family business to a family empire. The big question, however, was how to do that with an established business that was already more than 30 years old.

The Solution:

Shortly after Marisa joined the business, she had a lightbulb moment — the best way to start was with a ‘cut, cut, grow’ strategy. “Coaching taught me immeasurable skills, and one of the most important was that there are always ways to cut back on costs. When I introduced that concept to the family, it was like a tinder to the flame. No matter what business you are in, the precursor to growth should be to delve into the company and look at every single expense.”

marisa-da-silva-infanta-foods

And she means every expense — from insurance fees to coffee, stationery, pens and toilet paper. “Think of the business as a ship,” she says. “If you move forward without plugging the holes that are draining your cash, the ship will eventually sink.”

In two months, Infanta’s expenses were down by 23%; the following month they were cut by a further 38%. In the third month the business began cross-merchandising and upselling, pairing a muffin mix with a pie filling, or a hot cross bun mix with raisins.

But then Marisa faced a challenge common to many businesses that are scaling up — operational capacity. “Because our growth happened very quickly, our machines were close to running at 100% capacity, so I did the sums around how many more sales were needed before we could buy additional  equipment. As much as I tried to plan and forecast, things never work out in reality as they do on paper. We reached full capacity in two months instead of three. What helped was that because I had started to do the research a few months prior, we had already started to think about the buffers we could put in place. Forward planning is really essential. On the personnel side, because we were looking at new equipment, we had to restructure and reallocate the team. We also needed to start hiring. One of the problems with hiring people when you need them is that you don’t necessarily get the best candidates — you get the best candidates available at the time. Once again, we had started vetting people months before, so that exercise was not as tough as it could have been.”

Transparency is key

According to Marisa, communicating with staff was critical because when people are empowered with knowledge, they are also supportive. She let them know that the business was in a growth phase, and that she wanted the team to have an opportunity to grow too.

With operations sorted, suppliers became the next big challenge. As a business grows, it often gains much bigger clients. In Infanta’s case, the first big win was a biscuit factory in Mozambique. “We needed to ensure we had the right number of suppliers in place to enable us to fulfil the orders, as well as back-up suppliers, ‘just in case’. We also had to deal with regulations and rules of origin as we were dealing with a foreign country with its own set of rules.”

A big question she says business owners must ask is, can your suppliers provide you with what you need if you triple your business?

“When you’re on a growth curve, take a month’s purchases from a specific supplier, call them and ask them if they could fulfil your order if you tripled it in size. If their answer is no, best you make a plan.”

Marketing was also Marisa’s baby. “The business was old school,” she says. “I relooked the website, our Facebook pages, and our brand awareness. We didn’t even have our logo on the invoices.”

Related: 27 Of The Richest People In South Africa

The Lesson:

Working through these challenges enabled Marisa and her family to 5X the business. It now moves more than 210 000 kg of goods per week. From being purely B2C, it now also has a retail arm operating from the premises in Pretoria, and supplying wholesale products to consumers.

“We showed the market that we are able to innovate,” she says. “The fact that we are embracing new opportunities has changed people’s perception of the business. Now, when customers are looking for a new product, they will come to ask us if we can do it, because they know we have embraced innovation.” 


TOP TIPS

Getting your people on board for growth:

  • Establish process owners
  • Define roles, responsibilities and workflows
  • Make a schedule
  • Focus on group deliverables over individual tasks
  • Educate, educate, educate.

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+.

Company Posts

Designing Her Destiny

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

QuickBooks SA

Published

on

quickbooks_emmerentia-van-den-hoven

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

quickbooks-business_emmerentia-van-den-hoven

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.”

Continue Reading

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

Published

on

Prev1 of 51
Prev1 of 51

Continue Reading

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

Published

on

luci-nouwens

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

Collaboration

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

PR

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

Continue Reading
Advertisement

SPOTLIGHT

Advertisement

Recent Posts

Follow Us

Entrepreneur-Newsletters
*
We respect your privacy. 
* indicates required.
Advertisement

Trending