SA must invest in top conference tools

SA is about to host its first conference to stimulate investment in the country. I am not typically a fan of conferences, but in the past month I have been exposed to two global events the Bloomberg conference hosted by Michael Bloomberg in New York, and Saudi Arabia’s conference, or rather its programme, as I opted not to attend in a gesture of protest.

I am not sure of the programme of the SA conference, but much can be learnt from other countries about hosting such conferences.

First, one needs to identify the target audience.

Typically, it is divided into three groups: domestic investors, international investors and the media. Different things are important to different audiences.

Second, a healthy dose of entertainment never hurts, people being people.

Internationally, the “entertainment” angle is provided by inviting various political and financial “celebrities” to speak — either through keynote addresses or through panel discussions.

Bloomberg chose to host his conference alongside the UN summit — a masterstroke. He had presidents and prime ministers weaving in and out of sessions. The keynote address was delivered by British Prime Minister Theresa May, who was hardcore about Brexit. One of the plenary sessions was hosted by former US president Bill Clinton. The financial celebrities, such as Larry Fink of BlackRock fame, sat on a discussion panel. That alone ensured that all three audiences felt gratuitously self-satisfied.

I am not suggesting we should invite European prime ministers, as we have our own President Cyril Ramaphosa to provide a keynote address.

The entertainment, however, could be dealt with relatively simply. Invite international news anchors and SA business people who have achieved tremendous success on the global stage.

International news anchors, from shows such as CNN and CNBC, can be hired for a fee. With them comes the potential additional attraction of a global social media audience.

International investment professionals are trickier. However, there are global figures who have ties to SA. Richard Branson comes to mind immediately. As does Roelof Botha of PayPal and Sequoia Capital fame. I would personally go and beg Elon Musk! With MAGDA WIERZYCKA those three on the podium, the audience would double.

The next element is relevance. For anyone to travel to the tip of Africa you need to make the content of interest. SA is too narrow. Investment in Africa, with SA as a hub, is not. Everyone is well aware of Africa’s massive population growth trajectory. No-one knows how to exploit it. Making the conference about access to Africa would be of much broader interest than just focusing on SA.

Now for some topical themes. No conference is worth its salt without a technology angle, or a fourth industrial revolution corner.

Technology is very relevant in the context of Africa, particularly in the areas of health care, education, telecommunications and financial services, where it can provide delivery solutions despite a lack of infrastructure.

Imagine GPs making diagnoses over cellphones, drones delivering medication to remote areas, the potential for new generations of cheaper drugs, classrooms with teachers delivering lectures on screens and tutorials provided via low-cost laptops, cheap data, the reduction of banking charges for remittance payments the list is endless, as are investment opportunities.

Futurists could provide the entertainment angle, while real business cases are discussed by expert panels.

Only then comes the hardhitting “sell”: renewable energy partnerships, general publicprivate partnerships, infrastructure development projects, mining recapitalisation, part privatisation of stateowned enterprises and so on. And finally, the details of how to do business in SA: ease of access to capital markets, relaxation of regulation, centralised access to information and licensing, tax breaks. Maybe all that is for the future though.

First and foremost we need to get rid of the stench of corruption that hangs over our heads like a noxious cloud. If we do, the future looks bright. ● Wierzycka (@Magda_Wierzycka) is Sygnia Group CEO.