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Stepping into the future of her dreams

Founder of Alfa Destiny

Pretoria based and seasoned strategic communications expert Tshego Kekana’s ultimate goal is to assist brands to stand the test of time. She is building a pan-African integrated marketing agency through which she plans to leave a mark.

Her 13 years of experience as a negotiator and business strategist have come in handy as she navigates the terrain of running her own business. Our writer Bianca Mashao speak to her about her plans to expand her operation further in the African continent.

The founder and CEO of Alfa Destiny, an innovative content solutions hub, has worked in various African countries, collaborating with teams in key markets such as Nigeria, Ghana, Kenya, Zambia, Zimbabwe and Malawi. This has put her in good stead in a market that demands versatility.

"I want to see our clients succeed and help them succeed. Most times, we go beyond what we have been scoped to do. We go on the journey with our clients and ensure them that together, we will grow their brand to success,” she states.

The mother of two founded Alfa Destiny Communications in 2016 following an undying desire to help small businesses to gain access to professional PR and marketing services at an affordable price. “I have always been a self-starter and always found inspiration in entrepreneurs who started businesses and grew them into successful brands. I am what they call an “overly ambitious” person, I always push boundaries and look beyond the limitations that can be set before us.

Brand Building Highlights

Founder of Alfa Destiny

Kekana asserts that growing great brands is the company's mission and they aim to help clients succeed and grow. Some of the brands that her company has worked with include Absa Bank, Kellogg's South Africa, Health Garde and Portia M Skincare.

“The business has evolved from a traditional PR agency to a Pan-African, integrated communications and marketing agency. Our digital marketing division in Cape Town is growing and we have won three new clients this year that have enabled us to grow their brand through our digital marketing service,” she explains.

She says being recognised as a finalist in the Top Entrepreneur Category for Standard Bank Top Women in 2021 was a personal highlight. Additionally speaking on the Women in PR Ghana, The Comms Avenue (Nigeria), University of Johannesburg and many other event platforms – has been great highlights in building her personal brand but also the Alfa Destiny brand across Africa, she says.

The Blow of Covid-19 Pandemic Returning home due to the effects of the Covid-19 pandemic on her business falls among the challenges Kekana has had to deal with. Losing four out of five clients was also a blow to the business. Add to that the fact that she quit her 9 to 5 in 2020 to focus on growing her side hustle. The challenges didn’t end there, lack of capital, which is often cited as a a huge business obstacle, also affected Tshego. Despite this, she rebuilt the business and the realisation that she needed to assemble a team with capabilities to rebuild assisted her to address the challenge of assembling the right team.

Being A Woman in Leadership

For Tshego being a woman in leadership means it’s possible for young women to build their own businesses, achieve success, and build wealth without relying on men. While society often encourages women to marry rich men for a wealthy life, it is essential for women to pursue their own financial goals and maintain a fulfilling life as wives and mothers. This approach allows women to build their businesses while maintaining their commitments to their families.

The Lioness Movement

The Lioness Movement is an organisation she started in 2017 with the aim to empower women in all aspects of their lives. It was re-launched in April this year after suffering the blow that was the Covid-19 lockdown. A summit is scheduled for September for its members. “We focus on business, finance, wellness, spirituality and empowerment in your home. Our model is event- focused and is inclusive of men – we recognise our Lions as they are a part of us. We coordinate virtual and physical events with our Lionesses that are all topical to empower and equip one another,” she explains.

Admittedly the Covid-19 lockdown had a bearing on their activities as there were no events at the time.

Sound Advice

Just start. If you have the vision and the seed in you to start your own business, just start. Start small, take your time and build on it. Success is guaranteed and so is failure, you will stumble, and you will also make lots of money – what’s important is to never give up and just keep going.



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Editor's note

American novelist Louisa May Alcott said it best when she said “Far away there in the sunshine are my highest aspirations. I may not reach them, but I can look up and see their beauty, believe in them, and try to follow where they lead.”

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