The process was collaborative, making the most of the insight and expertise of the founders, employees and enterprises in the Shanduka Black Umbrellas system. It was important to understand the various players involved in helping small and medium businesses get on their feet. Core to Shanduka Black Umbrellas' goal was to collaborate with other providers rather than see them as competitors.
Based on the insight gleaned, we ran a strategic workshop with the Shanduka Black Umbrellas team. The output was used to develop a focused and differentiated brand value proposition to guide and inspire communications and the brand experience. We also helped Shanduka Black Umbrellas to identify who to communicate with, and how best to do it.
Yellowwood then equipped the Black Umbrellas team with a documented plan to put the strategy into action.
Mark Frankel, CEO of Shanduka Black Umbrellas, found the specialist and external perspective extremely useful. He highlighted our ability to "extract the right information, couch it in a context that is easy to understand, synthesise it and get people's thoughts together around key issues."
One of the actions Yellowwood took on was to review the Marketing and Sales Module of the Black Umbrella's training program for entrepreneurs. We undertook to help simplify it where we could and add examples and case studies to bring it to life.
The Yellowwood Exco team have also volunteered for the Mentorship Program - each taking on the responsibility of mentoring one of the program's most promising entrepreneurs, whose businesses range from brand and marketing consulting to airport transfers and chauffeurs services.
"Our work with Shanduka Black Umbrellas has been extremely fulfilling for us as a team. It has given us the opportunity to play our part in supporting, equipping and inspiring some of the country's entrepreneurs," explains Nicky Steel, COO of Yellowwood. "We look forward to seeing Shanduka Black Umbrellas go from strength to strength in their quest to bring about true economic empowerment."
Yellowwood project & mentor team:
Al Mackay, Ivan Moroke, Nicky Steel, Dunja Kartte, Jenny Moore, Kay Nash
