"This edition is a real coup for The Big Issue," says Melany Bendix, editor of The Big Issue South Africa. "Not only is Branson's endorsement sure to pique interest and boost sales for our 350-plus vendors, but the content will solidify the magazine's growing reputation for being 'not just a good deed, but a damn fine read'."
"One of the things I really respect about The Big Issue is that its vendors are entrepreneurs," comments Branson. "These individuals often support families and are contributing to the economy. Some are even going on to create their own businesses."
Posed for the cover
To drive home this message and show his affiliation with vendors, Branson posed for the cover of the magazine wearing a vendor bib and selling the magazine.
According to Bendix, Branson's support was an endorsement of the magazine's vision and reputation.
"One of the key benefits of partnering with Virgin Unite - the Virgin group's non-profit foundation - for this special edition is that it has given us the opportunity to have one of the world's most prolific and well-known entrepreneurs publicly endorse our vendors and put the message strongly across that vendors are micro-entrepreneurs in their own right, and not simply asking for a hand-out," she said.
"In addition, it has given us the opportunity to produce a top-quality special edition, which is packed with unique and relevant content that will interest and inspire our readers."
This special edition went on sale on Friday, 20 May 2011, and will be available until Thursday 9 June.
The special edition has a heavy focus on the new trend of social entrepreneurship - using financially sustainable businesses to solve social problems. Or, more simply, "profit-making businesses that do good". As well as a full-length feature looking at the state of social enterprise in South Africa, the edition carries an interview with one of the globe's first social entrepreneurs, Michael Norton, author of 365 Ways to Change the World.
There's also a competition asking readers to nominate their inspiring social entrepreneur. The top three entries will be featured in upcoming editions of The Big Issue, while the nominators will each win a six-month Virgin Active contract and an autographed copy of Branson's book, Screw it, Let's Do it: Lessons in Life.
Another highlight is a feature on how IT entrepreneurs are working to make Cape Town the "Silicon Valley of Africa", alongside profiles of budding SA entrepreneurs across all walks of life.
Stepping-stone to solo success
The special issue also puts the spotlight on some of The Big Issue vendors who have used the magazine as a stepping-stone to solo success, ranging from a vendor-turned-freelance photographer to a former vendor who started his own welding business.
An in-depth report on grassroots entrepreneurs in Africa examines the role cross-border traders play in stimulating the region's economy, while a sneak preview of a soon-to-be released survey gives readers an insight into what SA's youth think about entrepreneurship.
There's an interview with the guest editor on fostering entrepreneurship in SA through mentorship, along with a look at what some of the graduates of the Branson Centre for Entrepreneurship are up to. Branson also took the time to personally answer some of readers' questions on business, which were submitted in the run-up to this special edition.
For the news pages, reporters met with social entrepreneur Noel de Villiers for some Coffee in Cape Town, compiled an events diary for aspiring entrepreneurs and reported on the GetSmarter Empowering Entrepreneurs competition. One lucky reader also stands in line to win a Law@Work Start and Manage a Small business course, the nine-week online course offered by UCT and GetSmarter.
