Traditional media platforms don’t give much focus on small businesses operating in townships, providing an untapped market for new entrepreneurs to service this sector of the economy. Pumla Ntsele has grabbed this opportunity and now runs a business magazine and website for South Africa’s largest township Soweto and eyeing expansion into other townships, AlreadyInspired.com chatted to her to find out what inspired her…
Tell us about yourself, when were you born and where are you based?
I was born, grew up and went to school in Soweto. Our office is also based in Soweto where most of our clients are.
What is your business all about and what inspired it?
We publish a magazine that offers affordable advertising for small businesses. It is also a tool for big business to showcase products and services targeted at small businesses and Sowetans. We also have a web directory where browsers can search for various businesses in Soweto.
The idea was inspired by a lack of readily available information of particularly small businesses operating in Soweto. It was also inspired by the extremely high advertising rates for print media which meant that small businesses had very limited platforms to advertise themselves.
What were you doing before launching your business and when was it launched?
In 2006 I resigned from my job as an events coordinator to look after my growing family and join my husband who worked outside of South Africa. It was during this break that the idea came to life.
The business was never officially launched but it started in September 2007 and the first magazine issue went out in April 2008.
How did you know there is a market for your business?
While working as an events coordinator I always found it difficult to conveniently find suppliers in townships especially if your office is kilometres away. Many businesses didn’t have websites and there was hardly a directory of businesses operation from Townships.
What is the frequency of your publication and how many copies are distributed?
We publish bi-monthly and distribute 10,000 copies.
How many people do you employ?
I currently employ 4 people.
How are you different from your competitors?
I offer an affordable advertising platform. I know the market, my team knows and understands the needs of our clients.
You’ve a website http://www.sowetoguide.co.za, how is that complimenting your print version?
People who don’t have access to the website have the opportunity to read the magazine. We use the magazine to drive website visits.
Given an opportunity to start all over again, what would you do differently in launching your business and why?
I would invest in human capital right from the beginning.
Have you considered launching your product into other townships?
Yes, the plans are underway.
What do you like and dislike about your industry?
Most of the work I do is relatively new and exciting to me so I haven’t reached a point where I have dislikes.
How do you unwind after a busy day in the office?
I switch off completely from my work, spend time with my family and friends, take walks and go to gym. I also like traveling.
Is your family involved in the business?
No. I do ask for help from family members when I am snowed under or need advise.
How do you network to grow your business?
We make time to meet most of the clients, invite them and their clients to business events and offer business leads.
What are your short and long-term business plans?
Short term – increase our market in Soweto.
Long term – offer this service to businesses in other townships.
Is your business affected by the current economic climate?
Yes. Companies are looking for good deals and therefore want to negotiate more than they would normally do. Suppliers on the other hand cut off credit facilities forcing us to pay closer attention to our cash flow. I see this a good learning curve. A new business like ours will come out stronger at the end of the slump having survived it.
In closing, how do potential clients reach your business?
Office tel: 011 297 1920
Fax: 086 661 2700
Email: pumla@sowetoguide.co.za
Website: www.sowetoguide.co.za
There are a few pointers to keep in mind as you decide what you’re going to sell. First, try to pick a product that’s reasonably unique, that a million other established sellers aren’t already selling. The product might be something you make, like dolls, quilts, or candles. Or it may be a collectible like antique children’s books, vinyl records, or vintage clothing. You can also sell things that people use in their every day life, like games, kitchen appliances, or fishing gear.
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