MULTISPORT
The Entrepreneurial Biker
Young entrepreneur Thabang Mafela is hoping to turn a daily bike ride for health into a possible logistics and marketing business on the East Rand , and then expand the operation to more South African cities . – BY SEAN FALCONER
Thabang promoting his first client , Planet Fitness
Before COVID arrived , things were going smoothly for Thabang Mafela . He was employed by a brand activation agency , but when the country went into lockdown , the branding and eventing industries were forced to tighten belts massively . That saw 33-year-old Thabang get retrenched almost immediately , and when he couldn ’ t find new work , he was forced to think outside the box . “ I had pitched a concept to my previous boss , and now decided to pursue it myself to try make a living .”
My research showed that the most expensive component of the delivery industry is the last mile of getting a package to the door , so I thought it would make sense to do that delivery on a carbonneutral bicycle instead of with a car or motorbike , and furthermore , to turn that bicycle into a mobile billboard ,” says Thabang .
“ My plan was to combine the two concepts into one new solution . Firstly , to use a modified three-wheel bicycle to deliver last mile goods or groceries to households within my community and surrounding areas , and secondly , to brand the bikes with sponsored content mounted directly onto the unit , so that as the cyclist travels , he or she will simultaneously promote or advertise on behalf of a sponsoring business .” Thabang has named his new venture the Hokae Mobile Billboard Project . “ The word ‘ hokae ’ is a South Sotho word that translates to ‘ where .’ I am focused on where an item needs to be , and also where the mobile adverts will be seen .”
FINDING HIS FIRST RIDE
It took Thabang nearly a year to raise the funds to purchase his first 26-inch mountain bike , doing odd jobs and using his graphic design training for commissions such as logo designs . He then raised funds to pay for the conversion of the bike into a three-wheeler prototype , as well as the modifications needed once he began testing it , but initial tests for deliveries and advertising ( for the local Planet Fitness gym ) proved successful . He says he is now ready to expand his fleet , having bought a second bike and started to raise funds for the conversion work .
“ My aim is to help unlock new economic opportunities by taking brands outside of the stores and directly onto the streets ,” he says . “ The bike enables me to park at strategically selected areas in order to directly advertise to and engage with potential customers , and I have experience of doing promotional marketing work , so I am comfortable handing out flyers and even answering questions .”
“ My hope is to expand capacity aggressively , and each new converted bike will potentially translate into a fulltime job for a young individual . The added value for the advertising brand is that consumers will be able to see that their advert is literally creating employment
The mobile billboard can be parked just about anywhere for maximum visibility
for the person cycling , and I am of the view that the advert will then be more impactful , as opposed to conventional advertising platforms . The added benefits are that the bikes are 100 % eco-friendly , and very good exercise for the cyclist or brand ambassador . It ’ s designed to be a win-win situation .”
ADDICTED TO PEDALLING
Thabang ’ s sporting background began with athletics at school , where he showed some talent in the sprints and hurdles , and he also played soccer , but he says
cycling didn ’ t feature back then . “ I only took it up four or five years ago when I bought a bike to ride to work and back . When COVID hit and I had more time on my hands , I began riding more , because I remembered when coming home from work , I would see cyclists on Atlas Road , and I was inspired by that to start riding daily for my health .”
“ I think I am now addicted to the exercise , and want to do this full-time .”
He says that he has actually come to really enjoy cycling around the East Rand on his tricycle . “ I think I am now addicted to the exercise , and want to do this full-time . Also , I initially thought it would just be a side hustle , but now I want to scale it up and turn it into a tangible business , so going forward I am hoping to engage with corporate decision-makers to show them the benefits of mobile exposure in township communities . I ’ m just looking for a brave brand manager ready to try something new .”
Thabang adds that he is trying to do things right , so to say . “ I am actually compliant with bylaws – the bike has reflectors all round , there is a fire extinguisher and medical aid kit on board , and I make sure not to impede traffic on narrower roads . I am busy adding a solar panel to charge lights on the bike , so that I can also use it when it is dark . Most importantly , though , I would like cycling to be seen as a potential job creator , not just something to use for exercise , and my future plans can be described in one word : Expansion !”
TALK TO THABANG For more info or to get involved with the Hokae Mobile Billboard Project , contact Thabang on Thabang @ hokae . co . za or 066 238 4400 .
Images : Courtesy Thabang Mafela
50 ISSUE 144 AUGUST 2021 / www . modernathlete . co . za