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

Building a tech startup from the ground up has taught me many lessons, but the most important one is not a lesson but rather a realisation: The best way to start is simply to start.

As women, we can sometimes be hesitant or afraid, waiting for the “right moment” to send the email, make the call, or start the business. My advice is simple: start before you’re ready. You’ll never feel ready – but momentum drives momentum.

Beyond the importance of getting started, here are some business and life truths that I have learned along the way. 

There is room for women in logistics and tech

I’ve always been an entrepreneur and so it’s entrepreneurship rather than logistics per se that interests me. Having said that, the logistics and home moving space is full of small business owners, hardworking people who just need the right tools to thrive. I loved that, through tech, we could empower them to do more, reach more customers, and grow sustainably. That’s what drew me in: the chance to make a real difference.

Because logistics has traditionally been seen as a physical, male-dominated space women are still underrepresented in this space. People think it’s about moving boxes – but actually, it’s about solving problems. Women are brilliant problem solvers. In fact, the most successful businesses on Wise Move often have women involved behind the scenes- bringing structure, care, and that extra bit of magic that turns a job into a business.

But the reality is that women are often underestimated. This is something I’ve experienced myself. Being underestimated. As a woman in tech and logistics, you’re often expected to “prove yourself” twice as hard. I had to learn to stay confident in the room even when I felt like the odd one out. Also, building a team and culture while navigating growth and pressure as a female founder hasn’t always been easy. But it’s made me stronger and more intentional.

Start before you’re ready 

Nothing happens if you don’t start. The importance of starting is at the heart of my entrepreneurial journey. There is no “right” moment and you’ll never feel 100% ready but it’s important to start. However small the first action is. A few years ago, I set my sights on partnering with some of South Africa’s biggest brands. I wasn’t ready, not by a long shot- but I started anyway. I showed up, sent the emails, and took the meetings. It took two years, but today Wise Move is officially partnered with Gumtree. That all started with one bold, slightly scary step.

As such, my advice to anyone starting out is to just start. That email, that call, that idea- act on it. We often wait for perfect timing or the right credentials, but it’s action that creates clarity and momentum. You’ll learn as you go – and you’ll get better, faster than you expect.

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Industry inclusion 

We need more female voices in both tech and logistics, and at every level –  from operations to leadership. That means better visibility, mentorship, funding, and opportunity. It also means changing the narrative: logistics isn’t just about trucks – it’s about strategy, tech, customer service, and growth. And women excel in all of those.

At Wise Move, we’re also taking action. We’ve launched an internship program placing young women in Virtual Assistant roles within the logistics industry, giving them real experience, skills, and a foot in the door. It’s one small but powerful way we’re helping shift the future of this industry, one woman at a time.

Momentum is the best way for women entering male-domiated fields to build confidence. You don’t need to feel confident to start- but starting builds confidence. You grow through action. Also, being part of a community of women who lift each other up makes a massive difference.

Representation matters deeply. Seeing another woman who’s done it makes the path feel real. Representation changes the stories we tell ourselves about what’s possible.

One of the biggest turning points for me was joining a CEO network long before I truly felt like a CEO. It was a game changer. Being surrounded by founders who had already been through the highs and lows meant I could ask real questions and get unfiltered, hard-earned insight. Their openness gave me the confidence to trust my instincts and keep going.

Just take the leap 

You’ll never feel completely ready, and that’s okay. The secret is: nobody really does. Take the leap anyway. Momentum creates more momentum. And you’re allowed to succeed. Yes, give yourself permission to succeed! 

My hope for the industry, the economy and even the world (global domination, baby!) is to see more female founders. More investment in women-led businesses. More women in strategy, logistics tech, and leadership. And most importantly, more stories of women doing great things in this space – so the next generation knows they can too.

Chante Venter is the CEO & Co-Founder of Wise Move, the country’s foremost platform connecting users with trusted moving companies. 

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