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Her Brush With Business

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As a teenager, Mabel Ledwaba turned her bedroom into a beauty parlor. Today, her brand has made a mark on the local beauty industry.


An 83km drive to the  industrialized Vanderbijlpark in the southern parts of Johannesburg presents an undulating green and brown landscape.

In the midst of all the dullness, we are greeted on arrival by a well-groomed beauty entrepreneur in this town in South Africa’s Highveld.

Like an Egyptian goddess, make-up artist Mabel Ledwaba glides in, in a full-length, draped black dress, and recollects her entrepreneurial journey.

“It was a long ten years of trial and error,” says Ledwaba, arching her well-shaped brows.

Ledwaba, who initially planned on opening a nail and eyelash bar, founded a make-up line that is today worth over R2.5 million ($181,000), and has a presence in all nine provinces of South Africa.

Havillah Beauty makeup products by Mabel Ledwaba. Picture: Gypseenia Lion

The transition from employee to employer took six months before Havillah Beauty officially launched in 2008.

In just two years, the business grew from occupying 20 square meters to a 50-square meter establishment in a commercial office space.

“You can have a business plan but you never stick to it,” Ledwaba says.

Tapping into a market at a time when international cosmetics dominated in South Africa, Ledwaba was determined to make a mark as a local brand.

With a dream and passion for business, as a teenager, the township beauty queen converted her bedroom into a beauty parlor.

The informal business operated from Monday to Saturday when she would return from school, without extra time for social activities.

“You prepare them [clients] to go see their boyfriends and to go to the clubs. It kept me out of mischief,” she says.

As her popularity grew throughout her community, she took her talent beyond the streets, and she pursued a qualification in cosmetology. She also honed her talent for hair-dressing, infusing a local feel to different hair textures and styles.

“I gave them that township feel of doing hair in a white salon. I remember I was the highest paid because everyone got paid on commission, and everybody wanted me to do their hair. That, as well, taught me business skills. I saw the professional side,” she says.

With a starting capital of R80,000 ($5,700) that she received from her husband, she never looked back.

Importing the make-up products from Germany, Ledwaba mixes the powder pigments to cater for the African market.

“Reach out in aggressive marketing; reach out in terms of being aggressive where you make sure they feel and they touch the product. They will not buy the product based on trust, they will buy it because you have given them enough proof that it works. An international brand, they buy on trust but with us, they buy based on proven facts, so we have to do double the work,” she says.

“We do not manufacture from scratch, but we are mainly responsible for the colors we mix. We have a supplier in Germany, who supplies other brands. We tell them to mix the colors in a specific way so that we have our colors,” she adds.

READ MORE | Businesses Of The Future: 20 New Wealth Creators On The African Continent

Testing the market in a Johannesburg mall paved the way for business development and strategies.

Online and pop-up stores propelled the brand into a competitive market.

In a market research report on the cosmetics industry in South Africa 2017, published by ReportLinker, “the value of the sector, which includes the manufacture of cosmetics, perfumes and other personal care preparations, is estimated to have grown to R27.35 billion at retail level and R19.69 billion at manufacturing level”.

“What feeling do you get when you see somebody you have applied make-up on and their face just shines,” asks Ledwaba as she turns the mirror in our direction.

She also imparts her know-how to other aspirants in the industry, adding value to the skills of young people.

Makgotso Mpalakanye, a 22-year-old make-up artist who works on South African soapie Generations The Legacy, had completed a course at Havillah Beauty.

“I started doing make-up at a young age, and I took it seriously at the age of 20. I was lucky to find a lady who took me to school and paid my fees,” Mpalakanye says, who now has an academic understanding of the beauty industry.

“It helps you improve and know different make-up types,” she attests.

As Ledwaba’s business continues to grow, her determination to develop a culture of entrepreneurship in the make-up industry is showing no signs of fading away.

Entrepreneurs

‘Toilet Paper, Gently Used.’ How Facebook Marketplace Has Become An Unlikely Platform For Comedy

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In the two days since he advertised  “unprocessed toilet paper” for sale on Facebook Marketplace next to a photo of logs, David Traichel says the response has been better than expected. No actual buyers, just hundreds of views, laughs, and “you made my day” from other users browsing through the online classifieds.

“So many people are so freaked out about the idea of not having toilet paper,” says Traichel, 39. The aerospace technician and welder from Northford, Connecticut generally uses Facebook Marketplace to sell vintage car and bicycle parts. He decided to offer his oak and cedar woodpile (price, $1) to jog users out of their shopping panic. “Maybe those people would see the ad and think, ‘OK, maybe I’m overreacting.”  

Homebound Americans have turned to scavenging on ecommerce sites like Amazon, eBay and Facebook Marketplace for the boring household goods that have become hot items during the coronavirus pandemic. The shortages have inspired some mercenary sellers to excessive pricing (say, hand sanitizer for $149) and prompted the tech companies to crack down on price gougers. The hoarding frenzy has also been catnip for armchair humorists, who have found an unlikely platform to yuk it up in the free classifieds of Facebook Marketplace. 

You snooze, you lose. KIM MARIE/FACEBOOK

On the social network’s 800 million-user shopping site, one Internet standup is offering “toilet paper, extra long roll” for $69,4202—it’s a CVS receipt wound around the toilet paper dispenser. Another wants to sell you the “last roll of toilet paper in the world,” marked at $10,000. As a last resort, yet another smart aleck is advertising $90 toilet paper alongside a photo of sandpaper. “Don’t go without during this crisis,” it reads.

In reality, there’s no toilet paper crisis. Unlike imports such as iPhones and flat-screen TVs, most U.S. toilet paper comes from domestic factories, buffering supplies from a drop in production in China, where the viral outbreak started. Georgia-Pacific, maker of AngelSoft and Quilted Northern, is boosting its U.S. production. Proctor & Gamble, which makes Charmin brand toilet paper, Bounty paper towels and Puffs facial tissue, says production at its U.S. plants is at record highs. “Demand continues to outpace supply, but we are working diligently to get product to our retailers as fast as humanly possible,” says P&G spokeswoman Loren Fanroy

Which makes it all the more absurd that anxious shoppers stripped supermarket shelves of every last double-ply roll. Relishing the irony, Kim Marie, a 42-year-old naturopathic practitioner from Manorville, New York, decided this week to flog “vintage toilet paper” on Facebook Marketplace. For just $55,990, she’s showcasing a water-damaged and rotting roll mounted on a rustic wall, closing with the Craigslist battlecry of overpriced junker listings, “no low ballers, I know what I got.” Marie, who regularly sells vintage housewares on the site,  says she has received no serious inquiries. Just as well, since the item listed isn’t actually in Marie’s possession— it was a funny photo texted to her by her husband. She threw it up on Marketplace “to lighten the mood.”

See more of Liz Stoppiello’s work on her Facbook page, @Stitchizbyliz.
 
LIZ STOPPIELLO/@STITCHIZBYLIZ

It was the “organic toilet paper,” a $10 baggie of leaves listed on Facebook Marketplace by her brother’s girlfriend, that inspired Liz Stoppiello, 27. The stay-at-home mom usually sells items like car seats and books on Facebook Marketplace. This week she’s offering “washable crochet toilet paper! Been used only a cpl times”  for a cool $100. The advertised off-white crochet squares, wrapped around a cardboard tube, look worthy of an Etsy storefront. It took about 30 minutes to make. She just wanted to “get a good laugh” from people and to promote her crochet-oriented Facebook page. “You never know if anyone will start to desperately need handmade items in the near future lol,” she said via email. 

Her fellow Marketplace posters might be in on the joke, but Facebook’s bots are not. The social network, which uses artificial intelligence to help monitor content and warned Monday that its systems may have removed some COVID-19-related posts in error, had flagged Traichel’s toilet paper ad for unprocessed wood as “under review.”

Facebook “must be so flooded they don’t know what to do,” Traichel emailed, adding an “lol.” He isn’t interested in making a profit, at least not on his firewood. “If people really need toilet paper, I’ll give ‘em a roll.”

Helen A. S. Popkin, Forbes Staff, Innovation


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Entrepreneurs

Houseparty: Is The Hit Coronavirus Lockdown App Safe?

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Houseparty, with 10 million downloads on Android and millions more on iPhones (Apple won’t confirm exact numbers), has become one of, if not the hit app of the coronavirus shutdown. Vogue even called it “the quarantine app you need to download immediately.”

It lets users start and join a handful of games – Heads Up!, Quick Draw! and Trivia – all with live video and chat. And, thanks to COVID-19 restrictions on people leaving the house, the Epic Games-owned property is scoring many more fans.

But Is Houseparty Safe To Use?

There is some good news on the safety front: there are no obvious flaws or dangers with the app. Forbes had cybersecurity and privacy researcher Lukas Stefanko take a look at the Android version of the app to see if there were any other potential issues. He said there was nothing of concern.

“I analyzed the app’s permissions usage and since the app provides video chats with your friends it is logical that requested permissions are necessary. I haven’t found any shady misusing of them by the app,” said Stefanko, a researcher with cybersecurity firm ESET. “The app doesn’t provide a lot of in-app options and settings, which creates less scenarios for exploiting security issues.”

From a privacy perspective, there’s one obvious issue that some might want to note before diving in: games are open to any of your friends and any of your friends’ friends, unless you lock the “room” where you’re playing. That’s easily fixable, however, with a simple hit of the padlock button at the bottom of the screen. If you don’t lock rooms down, there’s a chance people you don’t know will invade your fun.

What Does The Privacy Policy Say?

There’s also nothing obviously outrageous in the Houseparty privacy policy. Perhaps the most concerning, though, is that it can collect “anonymized and aggregated information, such as de-identified demographic information” and “de-identified location information.” As seen in recent news about antivirus company Avast, even when location data is “de-identified,” it’s still possible to find out who the person is by linking it with other information. (That kind of aggregated location tracking is something global governments have considered using to follow the spread of coronavirus. Perhaps they could ask Houseparty to help out as they’ve reportedly done with Facebook and Google.)

Whilst the app collects contacts so you can find friends to play with, the company promises it “will never share your phone number or the phone numbers of third parties in your contacts with anyone else.”

There is the standard warning that user data can be used for more targeted advertising. If you’re concerned enough about that, there are further steps you can take to protect your private information and still use Houseparty.

How To Use Houseparty Privately

There are a few things you can do to boost the privacy of your Houseparty games. First, head to settings, which can be found by first clicking the smiley face at the top left of the screen, then hitting the cogwheel button when the menu appears.

Then you can turn on private mode, which locks every room you’re in. You can also go to the permissions section and turn location on or off. It’s turned off by default, so leave it that way if you want to ensure your whereabouts are private. And if you want to go even further protecting your identity, use a fake name and birthday in the profile section.

It’s also possible to opt-out of receiving any emails, texts or notifications about Houseparty offers. Go to section 5 of the Houseparty privacy policy (it’s brief, don’t worry) to find out the best way to opt-out of each. To withdraw consent for Houseparty to use any of your personal data, users can also email [email protected]

One other neat trick learned whilst using the iPhone version of the app: hold down on the Houseparty icon and click on ‘Sneak into the House.’ That means that when you go in, none of your contacts will be notified.

Thomas Brewster, Forbes Staff, Cybersecurity

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How To Become A Billionaire: Nigeria’s Oil Baroness Folorunso Alakija On What Makes Tomorrow’s Billionaires

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One of only two female billionaires in Africa, with a net worth of $1 billion, Nigeria’s oil baroness Folorunso Alakija elaborates on the state of African entrepreneurship today.

The 69-year-old Folorunso Alakija is vice chair of Famfa Oil, a Nigerian oil exploration company with a stake in Agbami Oilfield, a prolific offshore asset. Famfa Oil’s partners include Chevron and Petrobras. Alakija’s first company was a fashion label. The Nigerian government awarded Alakija’s company an oil prospecting license in 1993, which was later converted to an oil mining lease. The Agbami field has been operating since 2008; Famfa Oil says it will likely operate through 2024. Alakija shares her thoughts to FORBES AFRICA on what makes tomorrow’s billionaires:

What is your take on the state of African entrepreneurship today? Is enough being done for young startups?

There are a lot of business opportunities in Africa that do not exist in other parts of the world, yet Africa is seen as a poor continent. The employment constraints in the formal sector in Africa have made it impossible for it to meet the demands of the continent’s working population of which over 60% are the youth. Therefore, it is imperative we harness the potential of Africa’s youth to engage in entrepreneurship and provide adequate assistance to enable them to succeed.

Several governments have been working to provide a conducive atmosphere which will promote entrepreneurship on the continent. However, there is still a lot more to be done in ensuring that the potential of these young entrepreneurs are maximized to the fullest. Some of the challenges young startups in Africa face are as follows: lack of access to finance/insufficient capital; lack of infrastructure; bureaucratic bottlenecks and tough business regulations; inconsistent government policies; dearth of entrepreneurial knowledge and skills; lack of access to information and competition from cheaper foreign alternatives.

It is therefore imperative that governments, non-governmental agencies, and the financial sectors work together to ameliorate these challenges itemized above.

The governments of African nations should provide and strengthen its infrastructure (power, roads and telecom); they should encourage budding entrepreneurs by ensuring that finance is available to businesses with the potential for growth and also commit to further improving their business environments through sustained investment; there must also be a constant push for existing policies and legislation to be reviewed to promote business activities.

These policies must also be enforced, and punitive measures put in place to deter offenders; government regulations should also be flexible to constantly fit the dynamics of the business environment; corruption and unethical behavior must be decisively dealt with and not treated with kid gloves. We must empower our judicial system to enable them to prosecute erring offenders with appropriate sanctions meted out. There should be no “sacred cows” or “untouchables”. The same law must be applied to all, no matter their state or position in the society; non-governmental organizations can also provide support for them through training and skills acquisition programs that will help build their capacity; they could also provide finance to grow their businesses; more mentorship programs should be encouraged, and incubators of young enterprises should be supported by public policy aimed at improving the quality of these youths and their ventures; and also, avenues should be created where young entrepreneurs will be able to connect, learn and share ideas with already successful well-established entrepreneurs.

What, according to you, are the attributes needed for tomorrow’s billionaires?

There is no overnight success. You must start by dreaming big and working towards achieving it. You must be determined to succeed despite all odds. Do not allow your setbacks or failures to stop you but rather make them your stepping stone. Develop your strengths to attain excellence and be tenacious, never give up on your dream or aspiration. Your word must be your bond. You must make strong ethical values and integrity your watchword. Always act professionally and this will enable you to build confidence in your customers and clients. 

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