Becoming a founder is not always part of the plan. Sometimes, that’s where passion takes you. And when life hits you hard, it might just be the spark that lights the everlasting flame. Every entrepreneur’s journey is different, and that’s why sharing stories of every founder who found their spark is a privilege to share on a platform that caters to other entrepreneurs’ needs.
“I had long aspired to start my agency but hesitated to leave the security of corporate life. However, after being retrenched and becoming a single mother, I founded Brandfundi (Pty) Ltd. in 2015,” says Michelle Cavé, founder of the accomplished communications agency, Brandfundi. “I started the business from home, leveraging my network to take on any opportunity that would help me build a strong portfolio.”
She points out a vital element that ignites a business: The need to generate an income. “Initially, my priority was generating income, but as the business grew, I adopted a more strategic approach to shaping Brandfundi into the boutique brand communications agency it is today.”
Passion, Perseverance and the Pandemic
Cavé shares that one of her biggest challenges was transitioning from the stability of corporate life to running her own business. “The financial uncertainty that came with being retrenched and starting a business as a single mother was daunting,” she admits. “During the COVID-19 pandemic, we faced a massive financial hit, losing 80% of our revenue overnight. Rather than giving up, I used the time to consolidate operations and marketing.”
Another challenge was managing family dynamics in a business setting. “While Brandfundi is family-run, working with my mother and brother presented communication challenges that required patience and adaptation. Over time, we found ways to work together effectively while maintaining strong personal relationships.”
“I didn’t have traditional funding when I started Brandfundi. Instead, I built the business by leveraging my network and taking on any opportunities to help establish our credibility and client base.” The PR and marketing industry is highly competitive, and gaining trust as a new player without financial backing was challenging. “Rather than seeking external funding, I focused on generating revenue and reinvesting it into the business. Our boutique model also helped mitigate financial strain, as we remain intentionally small to maintain quality over quantity.”
There were many highlights over her journey too. Some include winning multiple industry awards for PR and brand communications, being invited as one of five international speakers at The 8th Brand Magic event in Mauritius, and serving as Chief Judge for the PRISM Awards in Africa’s public relations sector.
Among her successes she includes navigating the challenges of COVID-19 and emerging stronger, all while maintaining a boutique, high-quality service model that prioritises client relationships and strategic communications.
From Entrepreneur to Entrepreneur
In spite of the ups and downs of establishing the communication agency, Cavé persevered through the struggles of entrepreneurship. “My journey embodies the essence of entrepreneurship – turning challenges into opportunities, taking calculated risks, and building a thriving business from scratch.”
She believes that her ability to pivot and adapt during crises, such as the COVID-19 pandemic, demonstrates the resilience and strategic thinking that define successful entrepreneurs. “I have a proactive approach to educating the marketplace and finding innovative client opportunities that aligns with an entrepreneurial mindset.”
Cavé’s advice to entrepreneurs, especially women, is to build resilience. “Entrepreneurship is about adaptability, perseverance, and navigating challenges head-on.
“Stay committed to your vision,” she adds. “Success requires hard work, dedication, and a willingness to make sacrifices.” Furthermore she shares that building strong relationships and strategic thinking is essential. “Both personal and professional networks are crucial to business growth. But not only this, you must be prepared to pivot when necessary and refine your approach as the business evolves in the ever-changing entrepreneurship landscape.”
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