Success in any sphere should never allow you to become complacent. If you don’t reinvent yourself, you become stagnant, which can in turn lead to irrelevance.
The world is changing at a very rapid pace and you need to keep abreast of it. You need to increase your knowledge and up your skills whenever you can.
Writing the book was intimidating. I knew I had these ideas in my head, but I wasn’t sure if I would be able to transfer them to the page. However, once I started writing, I found that everything flowed naturally.
It was a very rewarding experience. It’s important to step out of your comfort zone and try new things, especially if they intimidate you.
If there’s one thing you can be sure of, it’s that things change. Never believe that success in the past guarantees success in the future. You need only look at the long list of actors and musicians who had one massive hit, and then disappeared completely. You can never sit back and relax. You need to seize every opportunity that comes your way.
Steve Jobs said it best: “Stay hungry, stay foolish.”
Personal branding isn’t just for celebrities — everyone should consciously sculpt their own personal brand. Why? Well, there is a lot of noise out there and a lot of people clamouring for attention.
You need to make yourself stand out if you want to secure that much-coveted contract or promotion. Building a recognisable personal brand opens up professional opportunities. In today’s entrepreneurial landscape, you can’t afford to just be another face in the crowd.
Focus on gaining and sharpening the skills that are important in your field. Technology has changed the game. Staying on top of the latest developments requires constant work.
Whether we like it or not, image is important. People will judge you by how you dress and how you carry yourself. You need to think carefully about the image you wish to portray.
What others say about you and your personal brand can have a much bigger influence than what you say yourself, which is why you need to carefully consider your image.
Self-promotion has a negative connotation for many people, and, in fact, inappropriate self-promotion can be very off-putting. Self-promotion isn’t inherently a bad thing, but it needs to be done with tact.
Shamelessly promoting yourself and name-dropping is not good, but there’s nothing wrong with being proud of your achievements.
State your credentials, if the situation allows. Self-promotion is about strategically building your personal brand to ensure that those who can help you accomplish more in your career will know the value you represent.
Technology has become a big part of our daily lives, so it makes sense to get involved with social media. That said, you need to approach social media in a way that can provide real value.
Assess the quality of the community, audience demographics and growth, and whether industry experts and peers are part of the conversation.
Social media can be used as an information tool and help you keep abreast of current affairs. And it helps you to connect, engage and interact with like-minded people and followers, who can help promote your brand.
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.
- Player: Marisa da Silva
- Company: Infanta Foods
- Est: 1994
- Visit: www.infanta.co.za
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.
Scaling up is tougher than it looks
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.
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.”
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.”
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.”
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.
Watch List: 50 Black African Women Entrepreneurs To Watch
These female entrepreneurs are breaking barriers, transforming industries and inspiring change on the continent.
From creatives, to tech gurus and medical scientists, here’s how these African women have revolutionised their communities through their innovative and sustainable businesses:
- Portia Mngomezulu
- Nandi Dlepu
- Nthabiseng Ramaboa
- Ntombenhle Khathwane
- Sunshine Shibambo
- Mogau Seshoene
- Nontando Molefe
- Thato Kgathlanye
- Nothando Moleketi
- Allegro Dinkwanyane
- Sandra Mwiihangele
- Shakeela Tolasade Williams
- Reabetswe Ngwane
- Mabel Suglo
- Lucy Agwunobi
- Patience Maame Mensah
- Rachel Sibande
- Nneile Nkholise
- Nelisiwe Masango
- Sheila Afari
- Samke Mhlongo
- Kelebogile Mabunda
- Aisha Pandor
- Karabo Mathang-Tshabuse
- Zanele Matome
- Shingai Nyagweta
- Funke Bucknor-Obruthe
- Vere Shaba
- Khanya Mzongwana
- Portia Masimula
- Monalisa Molefe
- Nozipho Dube
- Rapelang Rabana
- Botlhale Tshetlo
- Lebo Mphela
- Sarinah Matema-Morgans
- Tsholo Wesi
- Theo Mothoa-Frendo
- Palesa Sibeko
- Mokgadi Mabela
- Sibongile Sambo
- Tam de Vries
- Constance Mapule Bhebhe
- Phendu Kuta
- Linda Mabhena-Olagunju
- Nobesuthu Ndlovu
- Regina Luki Kgatle
- Hlengiwe Vilakati
- Lilian Muhammed
- Bonolo Mataboge
Starting a business is not for the faint of heart, but that didn’t stop these 50 women from doing it. Across the continent, women have pursued entrepreneurship, some for the very first time at 50 years old, while others have never even been formally employed.
Watch List: 50 Top SA Business Women To Watch
Don’t miss out on these 50 female trailblazers making an impact in the South African and international entrepreneurial space.
Here are the 50 top South African business women to watch in no particular order
- Anastasia Dobson-du Toit and Michelle Dateling
- Charlotte Aubin
- Rapelang Rabana
- Lynn Baker
- Dylan Kohlstädt
- Noli Mini
- Stacey Brewer
- Nonkuthalo Thithi
- Daniella Shapiro
- Xoliswa Daku
- Lorren Barham
- Allegro Dinkwanyane
- Nadia Rawjee and Zahra Rawjee
- Karen Carr and Hanneke Schutte
- Michelle Royston
- Donna Silver and Elvira Riccardi
- Magda Wierzycka
- Jennifer Da Mata
- Thuli Magubane
- Tracy Kruger
- Monalisa Zwambila
- Keri Stroebel
- Claire Reid
- Ramona Kasavan
- Carrie Leaver and Shona McDonald
- Donna Rachelson
- Mahadi Granier
- Liesl Esau
- Prudence Spratt
- Joyce Mnguni
- Janine Starkey
- Shamila Ramjawan
- Busi Skenjana
- Benji Coetzee
- Jerusha Govender
- Lauren Edwards
- Ouma Tema
- Annabel Biggar-David
- Jennifer Glodik
- Ntsoaki Phali
- Tara-Lee de Wit
- Kim Coppen-Watkins
- Mogau Seshoene
- Andy Golding
- Lien Potgieter
- Ezlyn Barends
- Rabia Ghoor
- Katy Valentine
- Leah Molatseli
- Lynette Ntuli
“Globally, women entrepreneurship rates are growing more than 10% each year. In fact, women are as likely or more likely than men to start businesses in many markets,” says Karen Quintos, EVP and chief customer officer at Dell.
The growing momentum of female entrepreneurship can clearly be seen in this comprehensive list of 50 of South Africa’s finest. Although this movement has far from reached its peak, for those looking for inspiration, lessons or businesses to invest in, look no further than this list of female pioneers.
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