Ambition was a key driver for South African entrepreneur Makabongwe Gondwe, leading to the founding of MADE Group in 2020.
MADE is a dynamic network of companies dedicated to delivering cutting-edge digital marketing and advertising solutions. They specialize in services that revolve around innovative products and pioneering research and development, helping brands not just to thrive, but to stand out in today’s competitive landscape.
“I live by the acronym MADE which stands for My Ambition Drives Everything. We focus on indoor and outdoor advertising, student rewards and skills training for schools and universities,” Makabongwe, managing director of MADE Group, says.
Superior Advertising Solutions
Makabongwe was motivated to venture into the advertising space after managing to identify a gap that existed in the market.
“MADE GROUP started because I noticed how small businesses and schools in areas like
Mpumalanga struggled with advertising. They often used old methods or hired big
companies from the cities, missing chances to reach local people.
“I saw a way to help by creating affordable advertising options for local markets. I also wanted
to tackle the skills gap in our community, so we offer training programs to help students and
young workers.
“One big part of what we do is our student reward program. It encourages good grades by
giving scholarships, internships and mentorships. We know that supporting education helps
the economy to grow.”
Education and Hard Work
Makobongwe grew up with an inquisitive mind and it was while he was studying that he realized how he can use advertising to drive meaningful and sustainable change within communities.
“I grew up in Mbombela, which is in the Mpumalanga Province of South Africa. My family valued education and hard work,” Makabongwe recalls.
“My parents inculcated the importance of these values in us from an early age. My parents always encouraged me to chase after my dreams and keep pushing through any challenges until I achieved them.
“I always loved being creative and this led me to attain a diploma in Media Studies with a focus on Advertising. It is while I was studying that I saw how advertising can be used as a vehicle to create real and positive change and this is what drove me to establish MADE Group.
“The things that my education has taught me include discipline, critical thinking and how to adapt. These skills are crucial in the fast-paced world of business. It gave me the confidence to take chances and bring my ideas to life.”
Digital Approach
MADE Group focuses on advertising, student rewards and skills training by helping brands tell their stories with billboards and digital displays, recognizing and rewarding students to motivate future leaders as well as providing workshops in advertising, marketing, and entrepreneurship for schools and universities.
By harnessing technology into their operations, Makabongwe is confident of MADE Group’s ability to grow and spread its wings beyond the boarders of South Africa.
“We are currently based in Mbombela and the aim is to grow across South Africa and even further afield. Our company is still. We only have three employees currently but there are encouraging signs that we will grow.
“When I started MADE Group, print ads and billboards were everywhere. But now,
technology has changed how we consume media. Social media, mobile apps and AI have
shifted the focus to digital advertising.
“To keep up, we have added digital tools to our services. Now, we run data driven campaigns that target specific groups using smart algorithms. We focus on learning and making sure our team is up to date with the latest trends,” Makabongwe notes.
Funding Challenges
One way that MADE Group has succeeded in overcoming challenges is through collaborating with tech startups, schools and local businesses to create partnerships that spark new ideas.
However, like a number of businesses, securing enough money to finance their operations has presented many challenges to Makabongwe and his team.
“One big challenge I faced early on with MADE Group was getting funding. Banks often see
startups in emerging markets as risky, making it hard to get money. So, I started by using my
own savings and reinvesting profits back into the business. Over time, we partnered with
larger organizations that supported our mission.
“Another hurdle was gaining trust from potential clients. Building credibility took time. Each
successful campaign showed our skills, helping us earn respect in the industry.
“These experiences taught me resilience, the value of networking, and the need to provide
great service. Trust is earned, not given. Every setback is a chance to learn and grow,” says Makabongwe.
‘Connecting With Customers’
Makabongwe advises emerging entrepreneurs to start small, dream big as well as focus on solving real problems as such an approach will not only add value to society but will also bring them fulfillment.
“It is important to use free or cheap digital tools to build your brand and connect with customers. Social media is great for marketing, and you must surround yourself with mentors and peers who share your values and can help you along the way.
“Always be ready to change and do not be afraid to do so when change is needed. Markets change fast and being flexible is always key. Always improve your knowledge about your industry. Knowledge matters a lot because it will help you navigate.”
Team Effort
Reflecting on his entrepreneurship journey that began in 2020, Makabongwe values the dedication, commitment, and loyalty demonstrated by many team members throughout the years.
“The biggest lesson I have learned is that success is not just about me. Rather, it is a team effort. Having talented people around you makes a big difference. Good leadership means helping others shine.
“This idea changed how I think about business. I focus on working together, being kind and
including everyone. At MADE Group, we try to make sure everyone feels important and listened to.
“When people feel good about their roles, they do great work and this, in turn, benefits both the company and the community,” Makabonwge concludes.
