Mathabana Kotelo
MASERU — Growing up in Maseru, ‘Matebello Phomane had always dreamt of making it big in business. That gritty determination saw her venture into business at a young age. It was no surprise then when in her early 20s she started a travel and tours company. Despite her enthusiasm the initial efforts at starting a business proved unsuccessful largely because she was young and inexperienced.
Having learnt her lessons, Phomane, now 30, says she has finally found her niche. She is now at the helm of Tangerine Inc, a savvy integrated marketing and communications company based in Maseru. Her biggest challenge, she says, is in defeating societal attitudes that women are not good enough to run successful businesses. “Running a business on its own is hard enough. But for women there is still a general misconception that we cannot hold our own in the business world,” she says.
It is this wall of prejudice that Phomane is trying to dismantle, brick by brick. She says since Lesotho is a small place, “there is a tendency to mix up one’s personal profile and professional persona”. “Also as women, our downfall usually lies in the fact that we lack unity and a sense of solidarity to pool resources and talents and work together in business,” she says. Speaking to Phomane this week one could sense a dogged determination to succeed against all odds.
“I always followed a different route to everyone else in my family and peers while growing up. Even when I was still in high school, I would take on temporary jobs during the holidays at small firms as well as big companies like LEC (Lesotho Electricity Company) and Standard Lesotho Bank. “I enjoyed learning the ins and outs of working in a company. I liked keeping busy, being creative and starting projects from scratch,” Phomane says. She says the lessons she learned while growing up are coming in handy in her business.
Phomane represents the new generation of Basotho women who are not afraid to venture into business. “We have a small team of young, driven individuals and our sole purpose is to provide efficient and effective services beyond the expected standards,” she says. The company, which employs four key staff, provides services that range from project management, campaign management to creative marketing, branding and corporate communications.
They also provide audio-visual communications, promotions, graphic design services, and communication research.
Phomane says running the business has not been easy. “There is still a general tendency by Lesotho companies to prefer South African companies over local ones to handle their marketing and communications,” she says. She says a few companies are giving the communications industry a bad name.
But seeing the company grow from strength to strength in spite of these odds has been truly gratifying. “Seeing my team grow with the firm both personally and professionally, touching lives and also growing as an individual myself through the running of this business has been a rather heartwarming experience,” she says. Asked what advice she would give to aspiring businesswomen, Phomane was forthright.
“Do not settle for mediocrity, have confidence in yourself and constantly reinvent yourself and improve on your skills,” she says. “Spend time doing what you love, research your niche and be on the pulse of any developments, be up to date with the latest trends and technology. “Most importantly, don’t be afraid to start small, do not rush things, all the major organisations of today started small ; take small steps towards your goals, face the challenges head on and all will fall into place,” she says.
Phomane also paid tribute to her husband who she said has been a pillar of support. “I’m lucky to have been blessed with a very supportive husband, a strong and focused team of staff and an amazing family that is very accommodating and always ready to lend a hand,” she says. She says balancing her role as a wife, mother and businessman is not always easy but she always strives to focus on what is important.
“I do not always get it right but I try to live for the moment, whether I’m working, bonding with my daughter or spending time with my husband,” she says. She says she gets inspiration from every woman holding the fort whether it is in the home or in business – “our mothers, veterans manning large organisations in the country, basically every woman doing her bit as a professional or housewife”.