‘Content should be practical’

Author Nokwazi Mzobe explains why she had to write The Small Business Handbook

I’VE been asked why I wrote a book a number of times in the past few months. My initial response was that when I started my business, I wished I had a single resource I could tap into, to get access to or be directed to the correct information.

The more I think about it, though, this is only part of the reason I wrote the book. I’ve realised I don’t have a single answer to this question, so I’ll take you through a retrospective journey and connect the dots.

The truth is I enjoyed exploring, learning and networking in the earlier parts of my entrepreneurial journey. This period of discovery laid a strong foundation for what I have in place for my business today and continue to build on.

I should also acknowledge that my work and educational background made the writing process easier for me and opened a few doors along the way. Yes, it was frustrating at times, and it may not have been straightforward, but I usually knew where to research and who to speak to.

Even when I didn’t, there was someone in my network who was able to connect me with someone knowledgeable or direct me on the right path.

This is not the case for the average aspiring business owner in South Africa. Historically, most people (outside the formal education system) in this country have relied on traditional media – mainly the radio, newspapers and below-the-line activations to get access to information. This is still the case for many South Africans, despite having access to the internet.

The reality is that, for many, it is not easy to gain access to information unless you have the means. It’s also not only about having the means, but also knowing where to find the information.

My work has afforded me the opportunity to connect with entrepreneurs and business owners from all walks of life, from whom I have gained insight.

In my lectures and workshops for entrepreneurs, I frequently get the following feedback: “Where did you source this information?”; “Where do I find this?”; “Information is not available or accessible or too expensive.”

This shows many don’t know where to source certain types of information.

What my work has also shown me is how much people don’t know about business management. Take finance, for example. I’ve sat through many business plan presentations and, honestly, about 90% of the people presenting can’t comfortably talk about or present their numbers.

It’s disheartening to see business owners who don’t understand and know how to manage their finances, yet business is about making money.

It wasn’t until I started to think about a new strategy and direction for my business that I began thinking about creating practical content.

Two separate bits of feedback kick-started the book idea. The first involved two women who completed their incubation at a programme I was coaching, then continued to see me once a month at their own cost. When I asked why, their response was: “You are able to take complex information and make it simple and understandable.”

The second incident was at the end of a module I’d been teaching, where another entrepreneur told me: “You shared so much information, I wish I’d recorded or there was a DVD of your session for me to listen to in my car.”

It was from these interactions and other incidents that the seed was planted for The Small Business Handbook.

From questions in class and judging business plan presentations, to discussions of