In Conversation With Ms Neliswa Booi: Purpose-Driven Leadership And The Power Of Enterprise Development

Central to this vision is the Foundation’s longstanding partnership with the Johannesburg Business School’s Centre for Entrepreneurship (JBSCE), which continues to empower Small, Medium and Micro Enterprises (SMMEs) and advance inclusive economic growth.

Through this collaboration, students and emerging entrepreneurs gain practical exposure to entrepreneurship beyond theory. They benefit from mentorship, networking opportunities, and hands-on programmes designed to strengthen business acumen and improve market readiness.

Established in 2011, Thebe Foundation has positioned itself as a catalyst for socio-economic transformation in South Africa. Its mission is to uplift underprivileged communities through education, enterprise, and supplier development, guided by values of empathy, excellence, Ubuntu, integrity, and collaboration.

The Foundation’s partnership with JBSCE provides customised support by organising entrepreneurs into three cohorts based on their growth stage: Supplier Development, Enterprise Development, and Informal Markets. Ms Booi emphasises that meaningful impact goes beyond one-time training. She notes that sustainable transformation requires ongoing support, connecting entrepreneurs with mentorship, opportunities, and markets well after the program has concluded.

The Foundation’s partnership with JBSCE provides customised support by organising entrepreneurs into three cohorts based on their growth stage: Supplier Development, Enterprise Development, and Informal Markets. Ms Booi emphasises that meaningful impact goes beyond one-time training. She notes that sustainable transformation requires ongoing support, connecting entrepreneurs with mentorship, opportunities, and markets well after the program has concluded.

The partnership was formed around a shared commitment to empowering township businesses and driving economic transformation. Ms Booi credits Dr Thami Mazwai, then Head of Entrepreneurship at JBSCE, for initiating the collaboration, which has since evolved over 15 years into a comprehensive entrepreneurship ecosystem. This ecosystem supports entrepreneurs through co-created programme design, continuous engagement, and long-term mentorship.

Through the JBSCE programme, the Thebe Foundation has supported hundreds of entrepreneurs in reaching significant milestones. One notable example is Dicky’s Cakes. After joining the programme, the bakery strengthened its business operations and expanded its market reach, demonstrating the Foundation’s commitment to impact that extends beyond training and into real business growth.

Additional success stories further illustrate this impact. HR Ignite and Andisa Corporate Services both progressed from programme participants to suppliers. Over seven years, HR Ignite increased its revenue from R1 million to nearly R10 million, expanded its client base from one to over 50, and created 16 new jobs. During the same period, Andisa Corporate Services increased its revenue from R1 million to almost R5 million, grew its client base to more than 20, and created three additional jobs. These outcomes reflect the partnership’s deliberate focus on sustainable growth and job creation.

Ms Booi highlights a critical gap in many entrepreneurship programmes: the human aspect. Entrepreneurs, she explains, require consistent mentorship and emotional support, particularly during challenging periods. Supporting each entrepreneur’s vision is essential to building resilience and long-term success, an approach she believes JBSCE has embraced with intention.

Beyond enterprise development, the Foundation’s broader goal is societal transformation through economic freedom, one community at a time. While business support remains central to this mission, Ms Booi underscores education as the most powerful driver of lasting change. She encourages those who have benefited from support to, in turn, uplift others.

Market access remains a persistent challenge for many entrepreneurs. Through its partnership with JBS, the Foundation equips participants with a deeper understanding of market dynamics. “Thebe is not afraid to roll up its sleeves to assist an entrepreneur to become supply-ready over time, once the vision and passion are clear,” Ms Booi says. “This hands-on approach equips entrepreneurs to compete meaningfully for supply opportunities.”

In closing, Ms Booi reflects on entrepreneurship as a demanding yet rewarding journey. “One needs a strong, resilient mind and must have grit,” she says. She advises aspiring entrepreneurs to build strong industry networks early and remain attentive to global trends. “Continuous learning and awareness of your sector will always give you an edge.”