1. What inspired you to start Conza’s Biscuits with so little, and what kept you going in the early days?
I used to sell second-hand clothes, but because I was a hawker, I faced a lot of challenges, especially with JMPD, as we were not allowed to sell on the streets or at taxi ranks, so when they raided our stalls, they would confiscate our stock, so I would always have to start from scratch. It was becoming so difficult because I had to take care of my kids as they were using taxis to go to school, and
I had to make a plan for food and transport money every day. So, because my mom used to make these biscuits over the holidays and we always used to enjoy them with my brothers, I then decided to take a chance to make them in small batches. I gave my girls to distribute around our neighbourhood for people to taste.
Some could smell them, which created a lot of traffic at my doorstep, so I decided to sell them loose, and soon word got out that the corner house made delicious cookies, and so I kept going and made more while working on a plan to get them sold as quickly as possible.
2. How did your family dynamic shape the way you run and grow the business today?
I felt a lot of pressure to give my children opportunities I never had. I don’t have much formal education, only matric, so I was determined that they would be educated. I chose to make plans instead of excuses, and I instilled that mindset in my daughters. That’s the attitude that’s helping them grow the business today.
3. What key lesson did you learn from starting the business in your home kitchen that still guides you now?
I stick to quality, and I do not compromise on that. I want uniformity and consistency in what I do, so I continuously improve my methods and the quality of my product. The recipe hasn’t changed.
4. What mindset shifts helped you move from selling in your community to supplying major retailers?
My first daughter, Rirhandzu, decided to take them to her workplace and sell them to her colleagues and other employees around the shopping malls, as she was in retail. We used to sell on credit and collect at month end but it was difficult to manage as it was still hand-to-mouth and I was experiencing some health issues. Rirhandzu quit her job as the demand was getting bigger, and she started baking with me, and together we sold around shopping malls and taxi ranks.
My second daughter, Rhulani, was still working her corporate job, but she could see that we were struggling, and she decided to also resign to help formalise the business and participate properly in the mainstream economy. She used her experience to get us into stores, and that’s how we’ve managed to keep on growing.
5. How has being a women-run business influenced your leadership style and business decisions?
I focus on a balance of quality and value as I’m always trying to provide value for my customers. I always want the best. Providing for my daughters was my drive; I never wanted them to struggle as I did. I wanted them to thrive.
6. What challenges unique to female entrepreneurs did you face, and how did you overcome them?
Because I was an informal trader with limited formal education, people often tried to take advantage of me. They would come with shiny proposals and confusing contracts, hoping I wouldn’t understand. But I stayed focused on my goal: to build this business so that one day I could hand it over to my children.
7. How has collaboration, like your partnership with Tiger Brands, helped unlock growth?
When Tiger Brands decided to support us, I knew we were doing something right. Growing up in Soweto, I only knew Tiger Brands through eating their Jungle Oats, jam, and peanut butter, so at first, I didn’t fully understand what was happening. It was only when I saw the impact on my business that I realised what a huge opportunity this is.
They are helping us tighten our quality controls, because I want to be extra careful and deliver the best possible product. Tiger Brands has supported us with equipment, working capital, and media exposure, and now we are starting to understand what it really means to operate as a corporate business.
8. What advice would you give to women who fear starting small or lacking resources?
What I can say is this: whether you’re selling tomatoes, sweets, or peanuts, you are a businessperson, and you can make it. Once you understand that R350 can one day become R350 000, then you’re on the right track.
You have to be resourceful. You can even sell ice or sand and make money, because opportunities are everywhere. Some don’t even need start-up capital, just the ability to think in multiples and see potential. That mindset will grow your business because anything can become a business as long as you understand your numbers.
9. What role does community play in your business, and why is it important for women entrepreneurs?
My community has always supported us. In Soweto, we are well known and in other townships alike. I’ve always employed women from the township and rural areas, as I understand that women are the ones who are vulnerable to becoming single mothers, so it is important for women to work so that they can provide for their children and their communities.
10. How do you stay innovative while preserving the authenticity of your handcrafted biscuits?
I always check my employees to ensure that they’re always consistent. I check in with them to ensure they’re always consistent, as our customers know our quality standards, so it’s important not to lose that. A Big Mac is always the same wherever you go, so that’s what I want with my product.
11. What has been your biggest confidence-building moment as a female entrepreneur?
Seeing my daughters doing the right things and listening to my advice without me holding their hands shows me they’ve learnt enough, and they’re on the right path.
12. What message would you share with young women who dream of building a business with long-term impact?
Don’t give up. You must understand that business is demanding and needs someone who goes with the flow, as there are ups and downs. Learn more about your business. Learn your customer behaviour, let your business direct you, and always maintain consistency and quality.
