Women in Finance and Entrepreneurship Series

bagaka women in finance 5

Topic 5: Entrepreneurship and Brand Building

On the 29th of August 2023 which was the 5th week of our webinar series we were joined by Nonhlanhla “Nana” Magubane and Dr Theo Mothoa-Frendo. The ladies shared their insights on their journey of entrepreneurship and branding.

Background of the Speakers

Nonhlanhla Nana Magubane is a seasoned marketer turned entrepreneur who has worked for several multinationals from Procter and Gamble, Tiger Brands, McCain Foods, Consol Glass, etc accumulating over 18 years of work experience in several senior sales and marketing positions. She has BSC Chemistry degree from UKZN and an MBA from University of Pretoria’s Gordon Institute of Business Science. Nana Co-founded Eyami Fashion and Lifestyle which is a clothing brand that draws inspiration from the symbolism, depth, vibrancy, and exuberance of Zulu beadwork. The brand offers a wide range of lifestyle items which are masterfully crafted using an infusion of plain fabrics and their signature prints. Their name, ‘eYami,’ a Nguni word which means ‘mine,’ is about proudly and unapologetically ‘owning your identity,’ whilst allowing you the space to evolve. 

Dr Theo Mothoa-Frendo is a Pharmaceutical Expert and the Founder of Uso Skincare, an advanced facial skincare range aimed at addressing the specific skincare needs of Africans. A Medical Doctor by training, GIBS MBA Graduate and Pharmaceutical Expert, Dr Theo has over 15 years’ experience in the Global Pharmaceuticals industry across Sub-Saharan Africa. Through her company, African Dermal Science, the owner of Uso Skincare brand, of which she is Chief Executive Officer, she focuses on the research, development, manufacturing, and marketing of science-driven skincare solutions for Africans.

Lessons Learnt

There is a need to recognise the amount of work required in building a brand, especially the early phases of the brand. The journey would include ability to adopt and appreciating the patience of the journey. The following are the key points on the early phase of entrepreneurship and brand building.

  • Be true to who you are and be willing to transition: Whatever fascinates you has something to do with your purpose. There is fulfilment in living your purpose and one must be willing to transition in the journey to fulfil that purpose.
  • Conduct Market research: Analyse trends and what drives demand, learn what trends. How Eyami was conceptualised was through an era of the self-actualising phase of Africans, where Africans wanted to wear their hair as afro and wear doeks. Then African prints, then became a curios point. In embracing the prints, there was a direct relationship drawn to other big well-known brands, whose idea is also the prints. This then opened a new world of prints, and how they can be moved from one garment to the other. All of this was through what was trending and what do people want. And through understanding consumer behaviour relating to the products.
  • Blend to upbringing and indulge your fascination: For the owner of Eyami being Zulu meant being able to relate to Zulu prints, for the oner of Uso, having used face care from fourteen meant that she knew what face needs are met and which remain a gap in the African market.
  • Find a market gap: Whatever needs are not being addressed in the market of whatever products you.
  • Collaborate: get other people to assist in aspects that you are great in, recognise where your strength lies and where you need assistance
  • Launch in a way that fits your aspiration: Both Eyami and Uso are premium brands, this means aesthetics are important in their branding. How Uso launched was through setting up a pop-up store in a mall that suited the luxury products, next to the stores where the product target shopped because that’s where the brand belonged, with the premium products. The location of Eyami stores is also in premium malls in South Africa, the layout of the store was inspired on who the consumers are.
  • Access to market: Be on the shelves where people buy related products, and where there is alignment to the product that you sell.
  • Be patient: There is a long, patience is required in how the product is formulated and branded. There is significant research investment, and co-creation with consumers and users of product, learning how they identify, to create a product suited for them.
  • Product Development– When thinking of product development, there needs to be a long-term thinking associated with it, this is because your first product determines your 10th, as well your 100th product. Your whole product range will not be built in a day, and be happy to phase in products, listen to your customers, find out what they want and need.
  • Allow yourself your first mistakes: Your first product will not be your best, however your 100th product will be great, so allow yourself to make the first mistakes.
  • Copyright: It important to protect your brand, the cost associated with copyright is high, and in as much as it is important, when starting the business these costs can be delayed, but remain important.

Entrepreneurship is a hard and lonely journey, that requires a lot of patience., given the context o South Africa’s economy, it is the main tool we can use to alleviate unemployment. We need to bring the ideas to life, the ideas that set our soul on fire to pursue them even in difficult times, where financial constraints will be prevalent.

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