How Three South African Creatives Overcame Early Business Challenges

Launching a business is rarely as glamorous as social media makes it seem. Behind every brand is a story of grit, risk, and relentless problem-solving. For graphic designer Suhail Dustigar, photographer Uthmaan Karanie, and chef-turned-restaurant owner Wakhile Kunene, building a business from the ground up has meant navigating tight budgets, inconsistent revenue, and the emotional toll of uncertainty. In candid conversations, these innovators share the obstacles they faced, the lessons learned, and the strategies that helped turn their visions into thriving ventures. Their stories offer valuable insights for aspiring entrepreneurs navigating today’s complex business landscape.

Common Challenges Most Startups Face in South Africa

Startups in South Africa often struggle with limited access to funding due to risk-averse lenders and a lack of venture capital resources. This is further impacted by low consumer spending power tied to high unemployment. Infrastructure challenges—particularly load shedding—lead to productivity losses and increased operational costs from relying on generators or alternative energy. Navigating the country’s complex legal, tax, and regulatory systems, including B-BBEE policies add administrative burdens, making it tougher for startups to thrive in an already competitive environment.

Suhail Dustigar | Illustrator & Draphic Designer

In the creative sphere, graphic design has made significant strides in terms of innovation, with younger generations looking to invest in creative fields. As more companies realise the importance of brand identity, the graphic design industry has been growing steadily in South Africa over the past decade. The shift towards digital marketing nationwide has significantly increased the demand for visual content.

Suhail Dustigar is an experienced illustrator and graphic designer with a dynamic background in corporate design, with over eight years of industry experience. He strongly believes in the necessity of adaptability and the importance of continuously challenging oneself, particularly in a field that is constantly evolving.

In the realm of marketing, Dustigar highlights the pivotal role that social media plays in today’s design landscape. He notes that engaging and collaborating with fellow designers can be incredibly beneficial, as these partnerships often lead to a bounty of ideas, expanded networking opportunities, and innovative concepts. He recognises that staying attuned to social media trends is vital for any designer aiming to remain relevant and impactful.

Images: Courtesy of Suhail Dustigar

Effective communication with clients is a cornerstone of his approach. His brow creases with thought, and he emphasises the need to tailor one’s design style to align with clients' specific preferences and objectives. Gaining a deep understanding of their needs, target audience, and brand identity is crucial in steering each project toward success. He articulates his design philosophy by stating, “I like to merge the client's objectives with my design vision,” highlighting the importance of collaboration between client desires and creative inspiration.

Moreover, Dustigar views handling criticism as an essential skill for achieving client satisfaction. He believes that it’s imperative to listen to customer feedback and continually refine one's work to elicit a positive response. By maintaining an optimistic outlook and embracing challenges, he asserts that designers can unlock greater potential than they initially realise. In his view, a proactive and positive approach not only enhances personal growth but also leads to exceptional results in collaborative design endeavours.

Wakhile Kunene | Chef

The South African food industry plays a pivotal role in driving economic growth, creating job opportunities, and facilitating trade within the nation. As one of the largest and most vibrant sectors, it encompasses a rich tapestry of elements, ranging from the cultivation of fresh produce to the intricacies of processed foods, aromatic beverages, and intricate supply chain logistics.

Wakhile Kunene is an ambitious and passionate chef with a vision to carve out her place in this dynamic industry by launching her restaurant. From an early age, she found herself captivated by the culinary arts, drawn in by cooking shows like Siba’s Table, Diners, Drive-Ins and Dives, and Cake Boss, which ignited her love for food and creativity.

Throughout her high school years, she embarked on an inspiring entrepreneurial journey that introduced her to the vibrant world of food. With a passion ignited at an early age, she devoted countless hours to exploring culinary techniques, experimenting with flavours, and understanding the intricate dynamics of running a food business. “It felt as though it was my purpose, and it still is, despite the myriad of challenges,” she shares, her voice brimming with enthusiasm and determination. Each setback she faced only fueled her desire to innovate and succeed, reinforcing her commitment to not just creating delicious dishes but also building a brand that resonates with her values and vision for the future.

From humble beginnings, Kunene’s culinary journey sprouted from her home kitchen, where her unwavering passion drove her to serve the local market with innovative flavours. In 2022, she founded Wings & Tacos, an inventive online restaurant that blends convenience with a delightful dining experience. Anticipation surrounds the future of her venture, as it aims to establish itself in the market later this year. Simplicity is central to her business philosophy, which seeks to elevate the experience of wings and tacos, infusing these classic Mexican dishes with intricate flavours and the potential for exciting new recipes.

Images: Courtesy of Wakhile Kunene

Kunene understands the importance of customer engagement, and social media serves as a vital platform for connecting with her audience. Through video content and interactive posts, she captivates potential clients, bringing them into the vibrant world of Wings & Tacos. This venture is more than just a restaurant; it embodies a community spirit, welcoming customers as integral participants in the journey of growth and discovery. Acknowledging the loyal patrons who have supported her from the start is a cornerstone of her business ethos.

Understanding the challenges of launching a new business is a reality she faces head-on. Operating from home restricts some flexibility, yet this obstacle has forged resilience within Kunene. “However, this challenge has taught me grit and overall showing up even on days where it feels like things are going downhill.” In this highly competitive field, she recognises that determination, sacrifice, and an unwavering commitment to her vision are essential for success. Patience and assertiveness are not merely traits but vital tools in an entrepreneur's arsenal, guiding Kunenee as she carves out a niche in the vibrant tapestry of South Africa’s food industry.

Uthmaan Karanie | Photographer

The demand for photographers and videographers has increased significantly. Photography in contemporary South Africa has evolved into a vibrant and cultural movement, which, since 1994, has expanded into a democratised and accessible form of artistic expression.

Uthmaan Karanie, a young player in the photography game, has carved a niche for himself in the bustling creative scene. His journey began with limited resources, yet he harnessed his skills, began extensive networking, and adopted an unwavering drive to succeed. Early in his career, Karanie strategically offered his services for free, a bold move that allowed him to build a substantial clientele and significantly enrich his portfolio with diverse projects.

As he delved deeper into his experience, Karanie recognised the importance of acquiring new skills, particularly in the world of business management. He immersed himself in learning contracts, understanding client communication, invoicing, and marketing strategies. Karanie embodies the spirit of many young entrepreneurs, exhibiting fierce dedication and consistency. Karanie is mindful of his answers and pauses before he reflects, “Every challenge, whether financial or logistical, became a lesson that refined my process,” illustrating his resilience and growth mindset.

He attributes much of his remarkable growth to the power of social media, particularly on platforms like TikTok and Instagram. Karanie’s Instagram Reels showcase his artistic work and serve as a magnet for organic leads. He strongly emphasises the importance of client referrals and believes that dedicated and reliable customer service is the cornerstone of any successful business. Consistency is key in emerging companies, and by sharing behind-the-scenes content and customer feedback, he built a sense of trust that solidified his brand identity.

Image: Courtesy of Uthmaan Karanie

In the ever-evolving landscape of technology, Karanie recommends mastering powerful editing software such as Adobe Premiere Pro or DaVinci Resolve to enhance creative work. He encourages fellow young entrepreneurs to invest time in learning innovative techniques—whether it’s exploring AI-based editing tools, testing new lenses, or experimenting with fresh camera techniques. To streamline his workflow, he utilises modern organisation tools like Notion and Google Calendar, meticulously breaking down each project into distinct phases: pre-production, shooting, editing, and delivery. This structured approach ensures that each project receives the meticulous attention it deserves.

Recognising the significance of work-life balance, Karanie maintains, “It’s a constant effort, but I set clear work boundaries.” By establishing specific working hours and refraining from extending his workday beyond those limits, unless necessary, he safeguards his time. Weekends are reserved for recharging, allowing him to step away from the demands of his business. Karanie believes that implementing effective systems and knowing how to automate specific tasks can prevent burnout while promoting sustained productivity.

Navigating the Possibilities

South Africans are known for their tenacity. Craving a name for your business might sound daunting, but dedication pays off. South Africa occupies a central economic position on the African continent, and starting a business can be seen as a strategic move, as the expanding economy has become increasingly diversified. With favourable dynamics, growing government initiatives, and a multifaceted culture, South Africa is a gateway to financial success.