Start-up culture is synonymous with innovation, adaptability, and a relentless pursuit of success. However, as businesses transition from fledgling ventures to established entities, they often face the challenge of preserving the entrepreneurial spirit that propelled their initial growth.
Durban-based digital marketing and e-commerce specialist The Digital Media Collective (TDMC) was founded around director Cheryl Ingram’s dining table in 2013 and has quickly become one of South Africa’s top digital agencies operating in the eCommerce and performance media realm. It now has more than 120 clients, 60 staff members and two offices.
But despite her agency bagging Gold at the Smartie Awards last year and being named Santam FAIRLADY Women of the Future Awards Finalist, Cheryl still likes to call her business a non-agency agency that leads with innovation and embraces a start-up mentality. Here she outlines how she and her team manage to achieve this – and why she believes it is integral to their success.
Build your team with the right people
“At the core of our company culture are three values that define who we are and how we operate, creating a dynamic and cohesive environment,” says Cheryl. To maintain this, it is essential that new hires match the company culture and don’t undermine it – that means prioritising cultural fit over mere skill sets in the hiring process. “This approach ensures that every team member not only contributes their talents but also resonates with our carefully nurtured team dynamics. Experience has taught us that preserving our team’s harmony is crucial, as a single mismatch can disrupt the balance we’ve worked so hard to achieve.”
The second value is maintaining an entrepreneurial mindset by seeking out team members who are both thinkers and doers and who are unafraid to question conventional methods, including challenging ideas, even when they come from senior members of the team. “There should be no fear around having a different opinion and no fear of challenging what’s always been done before. This trait fosters a culture of continuous improvement and innovation, ensuring that we are always at the forefront of our industry.”
The final value is passion – for Cheryl this is non-negotiable. When building their team, TDMC seeks out individuals who are passionate not just about the industry, but about the business’s unique mission and vision. “Candidates must demonstrate a genuine interest in being a part of our story and show that they understand what makes us more than just a workplace. This deep sense of connection and enthusiasm is what propels us forward and sets us apart in a competitive market.”
Streamline your leadership structure
As a company grows, so too does the need for more structured teams. It can be tricky, however, to balance this with the agility and innovation typically associated with start-up environments. TDMC’s approach has been to maintain a streamlined leadership structure while distributing management responsibilities across an extended leadership team.
“By limiting the number of direct reports to three or four for each manager, we can ensure that directors remain agile and focused on strategic initiatives rather than getting mired in the day-to-day details of people management,” says Cheryl. “This setup not only facilitates quick decision-making but also fosters a clear understanding among team members about their roles and the expectations within the business.”
Empower and reward staff
Often when companies scale up and team size increases, innovation and creativity get thwarted by more hierarchy and approval channels. To avoid this, it is essential to empower teams to think creatively and take ownership of their projects, giving them the sort of autonomy you often see in start-up environments.
“Everyone is empowered to run their portfolio like it’s their own business. They are invested too – they own their monthly forecast, plus our bonus structure rewards performance monthly. The team has to deliver exceptional results for their clients, and in doing so, they get rewarded beyond their salary every single month,” she says. This instant earnout model was implemented at TDMC in July 2021, and Cheryl says it has completely transformed how they run their business.
Strive to be your clients’ favourite
As companies expand, clients can often feel like they are simply a number – the personal attention that they used to receive can be undermined. It is important to ensure that clients still feel like they are valued and that your team is wholly committed to their success. One way to do this is to ensure that your business can deliver the best service to each client.
