The South African division of technology giant Google has partnered with enterprise and supplier development agency Shanduka Black Umbrellas (SBU) to train local entrepreneurs using research conducted by Google internationally, says Google Africa human resources head Smadar Weisman.

The aim of the pilot project – called Siyandiza, isiZulu for ‘we are flying’ – is to enable the entrepreneurs to understand how to manage their businesses and a team of people effectively. They also have access to the free digital tools, including the Google Digify free digital skills and marketing training programme, as well as other resources.

If successful, the pilot project might be offered across Africa to support its entrepreneurs. The project involves seven workshops of three hours each that will cover mainly international best practice business management and team building informed by Google’s research since 2009 regarding the common habits of successful managers.

Weisman used the example of a young Nigerian fashion designer who is using the Internet, social media and digital platforms to grow and sustain her business. Crucially, online tools enable her to reach customers easily, which is a key problem many small and medium-sized companies face.

Google South Africa communications head Mich Atagana notes that training and skills development initiatives are important for small and medium-sized enterprises (SMEs), but access to customers is crucial. This is where basic digital competences and using digital tools can help to improve customer acquisition and retention.

“Having a website with basic information and contact details, pinning the location of your store so that people can find it on the map and having the skills to use digital advertisement and marketing channels all help to improve access to customers and the business’s sustainability,” she emphasises.

SBU COO Emmanuel Mdhluli notes that digital media, platforms and channels open new markets and hold the promise that new products and services, not yet foreseen, can be delivered by SMEs.

Further, he lauds the changes to the black economic-empowerment codes, which resulted in the focus shifting from black-owned enterprise development to supplier development. This has resulted in companies paying closer attention to the enterprises developed because they must meet certain quality and operational criteria for them to be added to their supplier databases.

“We believe that supplier development is the best way to develop sustainable and economically relevant SMEs in South Africa, and thereby create jobs and grow the economy,” he says.

SBU CEO Seapei Mafoyane emphasises that entrepreneur and enterprise development initiatives in South Africa are maturing, as evidenced by the more nuanced policy approach to enterprise development and the increased focus by government on meeting payment deadlines for SMEs.

However, the policy and regulatory environment remains disjointed and fragmentary. SBU will approach and work with private-sector companies and enterprise development agencies to determine common problems and use their united voice to lobby government to address specific challenges facing SMEs and enterprise development in South Africa, she concludes.