By Phiwa Sikhondze
Q: Can you tell us about the story of Direct UPS and the motivation behind venturing into the backup power space in Eswatini?
A: I have always had an interest in electrical engineering, which I studied at Centurion College, South Africa. After that, I worked for various companies in Johannesburg and England, mostly in the multimedia and IT sectors. Some of the companies I have worked for include Multi-Choice, Discovery, Business Link for London, and British Gas.
I also gained some experience in the solar business space while working with my father, who was a successful entrepreneur in Eswatini. He was involved in a company called MPD, which supplied various items to the government, including fire trucks and drilling machines. One of the projects we did together was the installation of solar geysers at Matsapha Correctional Facility.
I decided to come back to Eswatini in 2014, to start my own business in the power solutions sector. I saw an opportunity in this market, as load-shedding was becoming a serious problem in the region, and the contract that EEC had with Eskom in South Africa was coming to an end in 2025. I met my business partner, Oscar Mwanza, who is also a trained technician in electrical work, and has more experience in the UPS field. We decided to partner together and form Direct UPS.
Direct UPS started in 2014 and comprised a team of four before we expanded. We realized the gap in the industry when it comes to power solutions and hence saw the need to tap into that space. When we started only a few companies were providing the service thus we not only saw this as a good business idea but an opportunity to create more jobs and advancement.
Q: What does your company do?
A: We offer backup power solutions on a turnkey basis to a wide range of industries, Including but not limited to IT, Telecommunications, Access and Process Control, Emergency Lighting, and the Banking sector.
Q: Tell us more about the influence your father played in your business and personal life.
As you might know, fathers play a very important role in the upbringing of their children, especially the boy child. My father went beyond being a dad and became a mentor. While working together both in SD and SA I was understudying him – the way he carried himself especially when doing business and the way he interacted with his clients and people in general. My father kept a small circle of acquaintances and was a very principled and strict man. This extended into the way he conducted his businesses which are some of the things I liked and took from him. He also provided a broader diversity of social experiences and introduced me to a wider variety of methods of dealing with life, by stressing rules, justice, and discipline. Lastly, he taught me the objectivity and consequences of right and wrong.
Q: Who is your target market?
A: Well, we are a company that offers backup power solutions on a turnkey basis to a wide range of industries, including IT, telecommunications, access and process control, emergency lighting, and banking. Direct UPS services both domestic clients (homes), shops, companies, banks, and big industries. Some of our clients include FNB, MTN, Eswatini Mobile, OK Foods, Pick n Pay, and many others. We are currently working on a rooftop plant for CONCO, it is the biggest rooftop plant in the country, just under 2 megawatts.In essence, our target market for power solutions includes several groups such as homeowners, businesses, and government. We tailor our services to meet the needs and expectations of our customers.
Q: How did you break into that market, where you are servicing blue chip clients?
We had to employ a proactive way of selling our products and services. Instead of having a reactive method of selling, the business has been proactive and even predictive of our client’s needs. We have been big in open communication with our clients on our projects and products. Clients especially count on you to keep them in the loop. But this should also be true for your business partners. Direct UPS tries to keep them updated on our projects even letting them know about any roadblocks we may encounter on our projects with them. We ensure that we demonstrate our dedication to excellent client service delivery. We strive to sustain healthy relationships by constantly looking out and anticipating their needs so that they in turn keep looking out for our next service, project, or product to serve them.
Q: Starting up a business is not easy. What challenges did you face during the early days of your entrepreneurial journey?
A: Like any startup, we have been through some challenges, particularly in establishing ourselves in a competitive market. The main challenge was building relationships and allowing time for our clients to trust and have faith in us. We have also faced financial challenges while attempting to penetrate the market. This was a major challenge as in most cases we struggled to finance our orders which resulted in delayed delivery. Since we were starting to get our footing right, we were faced with the challenge of finding the right partners to work with, especially suppliers to meet our timelines.
Q: We’ve noted that your company ownership is that of a partnership. What are the positives and challenges of being in a partnership?
A: It is quite a lot, as you have said there are the positives and challenges as well, I can’t lie. To start with, partnering helped me a lot as I benefitted from my business partner’s experience, expertise, and knowledge. It helped to strengthen the company as it bridged the gaps that existed in our solo operations and helped me get a different perspective on how I operated my business. However, we also faced some challenges in that we had different management styles and different life views that we had to deal with so we could reach a common ground for the betterment of the business.
Q: In 2023 Direct UPS was a winner at the Entrepreneur of the Year Awards. What does the award mean to you?
A: Our entry into this competition was not just about the award, we looked at the broader picture. As the company was growing and providing more job opportunities for the EmaSwati, I saw that as an achievement that the country needed to be aware of for greater opportunities and exposure. And indeed, after such exposure, the company has gained more clients. That is a great win for the company that goes far beyond the award.
Q: What is the vision of Direct UPS’s future both in terms of expansion and impact on the community?
A: Our vision is to continue expanding our reach and impact across the Eswatini and even beyond borders. It is envisioned that the company will have more branches nationally and in the neighbouring countries including but not limited to South Africa and Mozambique.
Q: In closing what advice would you give to aspiring entrepreneurs in Eswatini, especially those looking to enter your space?
A: They should be consistent, persistent, and determined to succeed in what they’re doing. I have also learned that focusing and specializing in one trade helps as opposed to being a jack of all trades. Companies usually go for specialists. Above everything they should have faith in God.
Thank you for your time Behlule
It has been a pleasure and thank you for having me in your esteemed publication.