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By Chante Venter, CEO & Co-Founder of Wise Move

The best way to start is simply to start. This is especially true of building a business. 

Building a tech startup from the ground up has taught me many lessons, but the most important one is not a lesson as much as a realisation: To achieve anything, you need to start. Waiting for the ‘right moment’ is akin to wishful thinking. Simply starting, I have come to appreciate, is the key to unlocking the tremendous entrepreneurial potential I see across South Africa.

The subtle art of action

Entrepreneurship is often romanticised as a sudden moment of genius or a stroke of inspiration, but the reality is more mundane. Entrepreneurship is the culmination of bold, often slightly scary, everyday decisions. It’s a choice you make and then you commit to making it work because you’ll never feel entirely prepared, but action is what creates both clarity and, critically, momentum.

For example, a few years ago, the idea of partnering with South Africa’s biggest brands felt like a long shot. I wasn’t ready but I showed up, sent the emails, and took the meetings anyway. That commitment to action, even when I didn’t feel ready or ‘qualified’ enough, has led to significant milestones that I am very proud of today. 

The advice I would give to any aspiring entrepreneur is simply: Just start. 

Empowering the engine room 

Entrepreneurs are the backbone of the economy and it is well documented that in order to grow the economy, we need to create a nurturing and supportive environment for entrepreneurs. At Wise Move, we are proud to add incredible value to owner-operated businesses in the moving and transport space. These are the entrepreneurs who are hardworking and just need the right tools to thrive. Our platform makes it easy for them to reach new customers, expand and streamline their operations, and employ more in return.

When entrepreneurs are supported, it creates the conditions for entrepreneurship to thrive, and the knock-on effect of that is the driving force behind all we do at Wise Move. 

We are extremely proud to have over 1000 owner-operated businesses active on our platform, contributing to real, sustainable entrepreneurship in South Africa.Combined, we are on track to generate more than R40m in revenue for local businesses across the country.

This impact, combined with our expected exponential growth is a testament to the fact that when you empower the entrepreneur, the whole economy benefits. Success for us is measured by the growth of our carriers – the entrepreneurs leveraging our platform to build their own businesses.

Tech vs trust 

One of my biggest hurdles in building Wise Move has been bridging the gap between a traditionally offline industry and a tech-driven solution. We had to work hard to build that trust and show the value of using an online platform for booking moves.

The shift came when we started positioning the technology not as a replacement for in person services but rather as a means to further enable users to book trustworthy services. This will always be the currency of entrepreneurship – looking beyond the product or service to truly engage with the human need and solving for that in an innovative and personal way. 

Entrepreneurship is inherently innovative and finding ways to bridge sectors for future growth is of particular interest to me. On a personal level, this strategic focus has taught me the importance of learning to fully delegate and trust my team. Empowering my team and leaning on their expertise allows me to focus on this kind of strategic growth and innovation, which is the only path to meaningful scale.

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A seat at the table

It’s not unique to the logistics and transport sector but nevertheless still a challenge that bears unpacking. Outdated notions of who should work in the sector still leave women underrepresented. Yet the sector lends itself perfectly to the skills traditionally associated with women and entrepreneurial endeavour in general.

People think it’s about moving boxes but it’s about strategy, tech integration, exceptional customer service and solving complex problems. Women are brilliant problem solvers. In fact, many of the most successful businesses on our platform have women involved – either behind the scenes or hands on at the move, bringing essential structure and care.

Greater inclusion starts with rewriting the narrative. From formal mentorship to mere encouragement, to building cultures that promote inclusion across the board, we need an expanded understanding of who works in logistics and transport.

Furthermore, representation matters deeply. Seeing another woman who’s done it demonstrates possibility and changes the stories we tell ourselves about what’s achievable.

For women entering male-dominated fields, remember that confidence is built through momentum. You don’t need to feel confident to start; starting builds confidence.

Opportunity outlook 

This I know to be true: opportunities are everywhere; we just have to look for them and then act.  This is especially true in South Africa. We are a nation with a strong entrepreneurial spirit and many problems that need solving –  fertile ground for anyone wanting to create or build something. It’s not easy but it is possible. 

The future of South African business will be defined by those who are brave enough to take that first, bold step. Here’s to getting started. 

By Chante Venter is the CEO & Co-Founder of Wise Move

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