Q: You are known countrywide as the founder of Futis, a business that is undoubtedly very successful. When were you bitten by the entrepreneurial bug?
A: I am a typical Swati, who grew up doing the normal thing, which is going to school, and studying hard, and I dreamt of attending a quality University one day. Fortunately, that did happen, as I enrolled at the University of Swaziland (now UNESWA). However, I was not the typical University student who focused on studying hard only, I also dabbled in entrepreneurial acts. I recall that upon receiving my student allowance, I took a taxi to Johannesburg to buy jeans which I sold to other students on campus. I did the same thing while studying at the University of Botswana. I would buy handicraft products in the country and sell them in Botswana.
I ended up having handicraft stalls during trade fairs and exhibitions. This taught me many things as this was the first time I hired people. I would be in class while someone would be at the trade shows manning my stand. Upon completing my University studies I got a job in Johannesburg, but again, while in the city of gold, I found myself running a fleet of about 6-metre taxis.
Q: After cutting your teeth in all these business ventures, how did Futis eventually come about?
A: As interesting as those ventures were, I wasn’t sure about their sustainability, as well as future scale. I knew that I needed something bigger. I, therefore, decided that if I wanted to get into business I would go mass market. Food was the answer because this is what every human needs. The next stage was deciding on my focus area when it came to food. One thing I was certain of was that it had to be farming production. I researched extensively, which entailed attending agriculture-related shows in South Africa. The shows helped me ascertain what was financially viable between cattle, pig, and chicken production. I eventually settled with chicken production, because of their feed conversion. I realized chickens are ready for the market quicker than cattle or pigs.
Q: Where did you obtain funding to start the chicken business?
I got funding from the Small Scale Loan Guarantee Scheme, a facility for start-ups or already existing businesses that are engaged in any industry such as retail, agriculture, commerce, tourism, or construction. The facility is administered by the Central Bank of Eswatini. I got funding of E150,000, which is how the chicken business started. However, the business you see today came from the realization that I could not just keep selling chickens. I needed to add value to the product chain, and then Futis was born as a means of value-adding to the chicken business.
Q: Futis competes with international franchises such as KFC, Nandos, and Garlitos, among others in the country. Why didn’t you just buy a franchise instead of starting your brand?
A: One of my many positive traits is that I am not afraid of hard work. So, did I at some point in time consider purchasing a franchise? The answer is a resounding ‘YES’. But, I had to ask myself the question, what stops me from emulating or even surpassing these international players? I do not mind taking the long route, as I do not believe in shortcuts. The other part that did not sit well with me was the fact that buying a franchise would have meant that I did not have full control of my product. I would be essentially employed, which is not who I am. I am not the employable type.
Q: I know you have spoken about franchising the Futis Chicken brand. How far is that process?
A: We have done all the paperwork and the documentation. We have already done two deals in South Africa, one in Pretoria and the other in Johannesburg but we unfortunately had to close them during the COVID-19 pandemic period. The timing was just bad, but we are optimistic that the economy will recover. People who are interested in owning a Futis Chicken license are highly welcome to contact us.
Q: How is your franchise model different from others?
Quite different. So, to just let you know, if you were to buy a Futis Chicken franchise, it would be different, the royalties are not going to be turnover-based, which is what typically happens in other franchise agreements. It will be a fixed amount and a very small amount. To me, you must give the person who is running the franchise the opportunity to make money.
Q: Several people operating in the fast food business space struggle a lot in the country. How have you managed to survive and thrive in such a cut-throat market?
A: The key thing is building a team and putting systems in place. I have learned over the years that what is more important than capital in running a business is having the right systems and having a good product. For instance, when starting a business make sure that you have a proper accounting system because it will help you determine if your business is feasible or not. The controls are critical, once your business grows, make sure there’s a segregation of duties.
Another key thing is innovation. I have noted that some entrepreneurs are innovative, and by innovation, I am not necessarily talking about technology, but things that make your business easier to run thus also increasing revenue and profits. We need to take risks and not hold on to strategies that were used decades ago and are no longer relevant today. An example of innovation is when we had some of our outlets operating 24 hours, something not even done by international players in the country.
Q: On a lighter note, you are an avid golfer. What attracted you to the sport?
A: My experience in business has taught me that relationships can make or break your business. Golf is arguably best suited for creating long-lasting relationships because of the time spent on the course as well as the calibre of people one gets to meet. I must, however, also credit a friend of mine Philip D’Souza who is the Chairman of Dups and United Holdings as he was the one who dragged me to the golf course. Fast forward 13 years and I am in love with the sport. Apart from its business networking perks, the sport has several benefits, such as that it is highly refreshing and relaxing.
Thank you very much for your time Mr. Dlamini
You are most welcome.