DON T GIVE UP

THE COVID CRISIS MEANS

TOUGH TIMES LIE AHEAD FOR BUSINESS. BUT THE MESSAGE FROM A

GROUP OF LOCAL WOMEN ENTREPRENEURS IS SIMPLE: SUPPORT LOCAL BUSINESS, INNOVATE, HAVE THE RIGHT ATTITUDE, BE STRONG, AND KEEP MOVING, WRITES SHIRLEY LE GUERN

Don’t give up and don’t take no for an answer. I know it sounds clichéd. When that happens, I try every angle until I get the result I want. It’s about having that ‘never give up’ attitude. It’s not always about the book smarts. You just need to be the hardest working and the most tenacious to get to where you need to be,” explains co-owner of electronics company, Production Logix,

Shilpa Mehta.

This newly elected pre sident of the

Durban Chapter of the Entrepreneurs’

Organization (EO) – a global peerto-peer network of business owners in 60 countries – has much in common with her fellow entrepreneurs who are dealing with the uncertainties of doing business in a world where Covid-19 remains a key disrupter.

Ironically, when it comes to gender in business, Covid-19 has been a great leveller.

ABOVE: Shilpa Mehta, co-owner of Production Logix and president of the Durban Chapter of the Entrepreneurs’ Organization.

ABOVE: Bonita Cherry, director of Outlook Orange. ABOVE RIGHT: Lynda Bryant, owner and pharmacist of Thrive. FAR RIGHT: Xolisa Gumede, co-owner of Cappeny Estates.

“The challenges of a Covid recovery and embracing diversity are tough for everyone. Whilst I am a woman, I have had the same challenges as other business owners. Entrepreneurs are carrying the load to ensure their staff and families are safe while also ensuring their businesses can adapt in the current crisis. My EO network and forum have helped.”

Born into one of KwaZulu-Natal’s most respected entrepreneurial families, Shilpa describes herself as a “wheeling dealing chartered accountant” with both ink and entrepreneurship in her veins.

The good news, according to the Real State of Entrepreneurship Survey 2019, is that the gender split in South African

business was closing and the number of women entrepreneurs was growing.

But, business journals worldwide have warned that the global pandemic has hit women hardest with the highest percentages of job and business losses as well as massively increased home care and schooling responsibilities falling on female shoulders.

The World Bank, which has recorded that, in Africa, women make up 58% of the self-employed population, recently warned that gender inequalities and economic opportunities could backtrack due to the pandemic.

But Shilpa replies that women shouldn’t shy away from leadership, especially during tough economic times. Bonita Cherry, director of Ballito based brand development consultancy, Outlook Orange, believes that innovation and the right attitude will enable female entrepreneurs to shine during dark times.

The best advice I have been given

Lynda Bryant, Thrive: Turnover is for vanity, profit is for sanity, cash flow is reality. Bonita Cherry, Outlook Orange: People are important, regardless of race, social standing, their impact on us personally. We have to choose to love them, forgive them quickly, let go of offence and never allow our ego to get in the way of becoming someone who, at the age of 80, has a significant story to tell and advice to give. Kerry Bailey, Tyson Properties: Listen before you speak and never give up. Ramona Mahadeo, Girltivity: This is based on Madam CJ Walker’s business mode. She said: “I got my start by giving myself a start.” Don’t sit down and wait for the opportunities to come. Get up and make them. Xolisa Gumede, Cappeny Estates: Enter into a market where there are less players, where it’s not easy to succeed.

“I truly believe that the difference between an obstacle and an opportunity is our attitude towards it. In these tough economic times, we have to have a positive attitude and keep our eyes fixed on our vision. Entrepreneurs ought to be agile, nimble and learn how to pivot their brand offering in order to stay relevant,” she says.

It is important to support businesses

The difference between an obstacle and an opportunity is our attitude towards it”

that are identifying opportunities, she adds. “Keep promoting those who are making a difference. Brands making an impact and improving the lives of those they serve ought to be recognised whether they are led by men or women.”

One such business is Thrive, a health shop that opened in Ballito weeks »

before lockdown in March. Owner and pharmacist, Lynda Bryant, is taking a practical route for this new outlet as well as her highly successful pharmacy and health shop in Kloof, and advises reducing capex spend, reserving cash, and focusing on the priorities of one’s business.

She also believes that a feminine touch in business shouldn’t be underestimated during the current crisis. “Women bring a different dimension to business. They can bring compassion, creativity and alternative thought processes. However, women entrepreneurs often lack confidence and are juggling many balls which is why it is important to promote and grow female entrepreneurs in South Africa.”

Xolisa Gumede, co-owner of South Africa’s first black owned Strawberry farm, Cappeny Estates, also believes women have something special to contribute during a crisis. “Women are generally more nurturing in their approach, even in business. This pandemic is going to leave scars far beyond just financial, but emotional and mental too. Women have the finesse to handle business in a way that takes the overall well-being of individuals into account. After great loss, women’s soft, but strong, leadership style is going to play a critical role in our recovery,” she notes.

Kerry Bailey, principal of Tyson Properties in uMhlanga, believes that – with or without the pandemic – female owned businesses will prosper if women support each other.

“Female entrepreneurs can survive tough economic times by networking more and supporting each other by buying local products and promoting businesses and services that are owned by other women. We can all be very resourceful when we apply ourselves,” she says.

TOP: Ramona Mahadeo, founder of Girltivity, with daughter Kiara. ABOVE: Kerry Bailey, principal of Tyson Properties in uMhlanga.

Ramona Mahadeo, who provides educational and creative activity boxes aimed at inspiring young girls to embrace their femininity while enhancing maths and science skills, believes the current lockdown should inspire women entrepreneurs to actively seek new opportunities. “Out of the rat race, we have time to research our markets. It is often a scary task to make the necessary changes to rebuild and change with the times. But we need to be brave, and together we can do more,” she says.

Shilpa Mehta agrees: “The economy is struggling. The cost of doing business has increased with PPE requirements, exchange rate devaluation as well as freight surcharges. However, we have to remain strong and resilient and keep moving. It’s at this time that we need to collaborate, reach out to each other and support local businesses.” *