She’s got the power

A CAREER IN: THE ENERGY SECTOR At 35, Lorraine Masipa is the CEO of energy company Semona Group. She talks about what it takes to run a successful business.

The first thing that impacted on my decision to enter this sector was the desire to build a viable business in a sector that presented a wide gap for new entrants. The choice to enter the energy and manufacturing sector came after a thorough analysis of the market on a macro and micro level. These are two industries that have a lot of potential for growth and can make a positive impact in our country.

Well, I don’t think of myself as particularly young and I believe even though Semona Group is making big moves, I am really still paying my dues.

Many people tend to think I’m unapproachable – and that couldn’t be further from the truth.

It is important to diversify. I think what the global economy has taught us with regards to mining, oil and gas, is that there is no certainty in the market. And one has to cover as much of the bases as one can.

I start each day by spending time with my son before he goes school, then a session with my personal trainer, then I start my work day at the HQ for corporate meetings before going over to the manufacturing site to see what is going on on that front.

My advice for any new entrants in any sector is to start simple. Your decision to start should always be informed by a gap in the market. I recommend some level of research to understand the market, the legislative and compliance requirements, the competition landscape and pricing. Finally, focusing on activities that have a short cash-flow turnaround in the beginning is vital, as cash flow is the lifeline of every business.