Q&A After being retrenched from a senior position in 2010, Relebohile Moeng was involved in a life-changing accident. She chose to turn her pain into power. The idea of controlling her own destiny and leaving a lasting legacy for her children became a compelling force that gave her boldness and determination to enter an industry she knew nothing about. A year later, Afri-Berry was born. This is her story.
SHORTLY AFTER a car accident left Relebohile with over 150 stitches on her face, her search for affordable solutions to cure her scars led to the launch of her first business.
“I had experienced the amazing healing power of the organic cold pressed argan oil on my face and understood the growth of the middle class and increased spending power across many socio-economic groups in our country. Based on this, I had a strong conviction that not only should organic products be available in speciality stores or organic markets but also in our regular retail stores where we do our day-to-day shopping,” she explains. “We wanted AfriBerry to have a share in the R4,3 billion of annual sales that were being made in this market.”
Following her retrenchment in 2010, she and her husband Fabian decided the time was right to do some research into organic skin and hair products. This led to the launch of Afri-Berry in 2011.
Q What were some of the key challenges that you faced before and during the process of launching Afri-Berry?
As a new player in the beauty sector, developing our business idea in a way that was attractive to retail was our first major challenge. And because the beauty industry has such high barriers to entry, our second major challenge was gaining market share amidst international cosmetic brands.
この記事は Entrepreneur Magazine South Africa の December 2018 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です ? サインイン
この記事は Entrepreneur Magazine South Africa の December 2018 版に掲載されています。
7 日間の Magzter GOLD 無料トライアルを開始して、何千もの厳選されたプレミアム ストーリー、8,500 以上の雑誌や新聞にアクセスしてください。
すでに購読者です? サインイン
Built To Last
The aim of most family-run businesses is to stand the test of time, a goal that influences strategy and tends to take the long-term view over short-term gains. Entrepreneur spoke to Kim Pratley and his sons, Andrew and Charles, about growing a business without compromising on quality or price.
Business Turnarounds With The Team You Have
With a management approach that unlocks the full energy of the organisation, CEOs can turn around a failing business with the people they already have.
Outsmart Cash Flow Problems With The Right Financing
We’ve all heard the saying turnover is vanity, profit is sanity but cash is reality. If you want to improve cash flow, unlock growth within your business and build an asset of value, you need cash — whether that’s through organically grown cash reserves or financing solutions that suit your specific needs and growth goals.
Rock On
In recent years there has been a slew of US musicians and actors who have built business empires, from will-i-am to Sarah Michelle Gellar. South Africa is no different. Danny K may be working on his next album, but he's also planning to dominate the business landscape. AS TOLD TO NADINE TODD
The Path To Success
Woman of Stature is an organisation that plans to give South Africa its next generation of high-impact entrepreneurs, ministers and even a president. Here’s how the ideals of success mindset and living your purpose are shaping a new breed of empowered women.
Who Dares Wins
What can we do now that we couldn’t do before, thanks to changes in technology? That’s the approach that great organisations are taking to transform the consumer experience. And it’s not just the ruthless young upstarts that are doing so — we spoke to three companies founded by industry stalwarts to get their take on how to seize market leadership in a time of significant disruption.
Who Are Your Real Competitors?
Do you know who your real competitors are, and why they’re winning business you could get?
Trust, But Don't Be Stupid. Get Agreements!
Everyone has been disappointed at some time in their lives, and often by the people you least expected it from. Trust is not given, it is earned. But even after being earned, don’t be naïve about it. Temper that trust with a splash of cynicism regarding the human race.
How Your Habits Determine Your Chances Of Success
The stats are scary. We all have goals, and yet 78% of the time those goals don’t lead to a change in behaviour, which means they can’t be realised. The science is clear. If you want to achieve your dreams, you need to start by changing your habits.
4 Key Social Media Mistakes You Might Be Making - And How To Avoid Them
Social media can revolutionise your brand presence, or do more harm than good, depending on your strategy and execution.