How GWF is advancing youth entrepreneurship in South Africa
Why is entrepreneurship training so important in South Africa today?
Here, Kathy Knott, programme manager of Good Work Foundation’s Bridging Year Academy, explains how GWF supports and nurtures an entrepreneurial mindset among rural school-leavers.
As an education non-profit with youth entrepreneurship as a key focus area, what do you think are the biggest challenges young entrepreneurs face today?
Many of our Bridging Year Academy (BYA) students have the ideas and drive, but lack access to opportunities, mentorship and networks to help them grow.
In rural communities, especially, limited digital access and exposure can make it harder to get started. We also see how self-doubt and fear of failure hold young people back.
Often, entrepreneurship or a “side hustle” is driven by necessity rather than choice, which makes the journey even tougher without the right support. Our digital learning centres nurture many of the key skills and attributes needed to be a successful entrepreneur.
How does GWF support and develop young entrepreneurs in practical terms?
The “Introduction to Entrepreneurship” stream is a relatively new addition to our Bridging Year Academy curriculum. We’ve designed it to be introductory, practical, interactive and fun!
We start with exposure to the basic principles and then move quickly into learning by doing – beginning with an online simulation game, then progressing to both group and individual work, where our students are encouraged to develop their own ideas, build practical skills and pitch their businesses in a supportive environment.
The group section culminates in our version of Shark Tank, and the individual section in a Pitch Your Business competition, with prizes including exposure for the winning businesses on our GWF social media platforms and in-person interviews on our very own BlueHazy FM local radio station. These opportunities encourage our students to think creatively, showcase a current side hustle and grow in confidence.
In parallel with our in-class lessons, students also complete the Young Entrepreneurs Academy’s “Basics of Business: Beginner to Boss“ online course and receive a certificate from the UCL School of Management.
How does GWF measure or track the impact of its youth entrepreneurship programmes?
Woven into our Introduction to Entrepreneurship stream is a pre- and post-programme questionnaire to measure meaningful change over the year. We look at both the numbers and the stories.
We track how many students complete the programme, develop business ideas and move into further opportunities – whether that’s starting something of their own, finding work or continuing their studies.
Just as importantly, we measure shifts in confidence, resilience and problem-solving.
We also connect budding entrepreneurs with active businesses through our Alumni Connect programme, so they can apply for other entrepreneurship support programmes, such as Wild Impact.
As a key player in this space, what gaps does GWF believe still exist in supporting youth entrepreneurship in South Africa?
There is still a significant gap between learning and sustained support. Many young people are inspired to start, but don’t always have access to ongoing business acumen, mentorship, funding or markets. We believe there is a real need for more connected support systems – where education, funding and real-world opportunities come together to help young entrepreneurs build something sustainable.
A business may start as self-sustaining, but it has the potential to change the face of employment in our country. As Wild Impact says, “Hustle until your haters ask if you’re hiring.”
Can you share one success story from your programmes that demonstrates real impact?
One story that stays with us is that of 22-year-old Jubilee Unathi Mhlongo from Lillydale, a village on the edge of the Sabi Sand Nature Reserve.
As a teenager, Jubilee struggled with acne and tried countless expensive products with little success. Instead, she began experimenting with natural ingredients at home, eventually creating her own skincare solutions.
In 2024, she launched Jubilee Skin Products, beginning with soaps, scrubs and serums made from turmeric, honey and other natural ingredients. She started with door-to-door sales, winning over neighbours before expanding her reach through social media. “I wanted to create affordable products because I know many people can’t afford expensive skincare routines,” Jubilee says.
Her products proved effective in clearing her own acne, which gave her the confidence to share them with others.
Jubilee was one of the winners of our Pitch Your Business competition last year. As this initiative grows, it promises to become a launchpad for more budding rural entrepreneurs.
Interested in hearing about how you can support the next generation of young South African entrepreneurs through GWF's Bridging Year Academy? Email gemma@goodworkfoundation.org and let's chat!
