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Tshireletso Traffic and Road Management   
 

BACKGROUND

Tshireletso Traffic and Road Management cc is a 100% female-owned business founded in July 2007 by former tollgate cashier, Raisibe Pole.

The business subcontracted to larger businesses before securing its first independent contract for thermoplastic markings, from Tshwane Municipality, in 2009.

Business took off and Tshireletso has to date marked more than 68 000 square metres of Gauteng roads, using a variety of machines for various applications, including a computerised system capable of marking up to 7km an hour. It employed 62 permanent staff members, from general labourers to highly skilled engineers and managers.

CHALLENGES

Tshireletso had no effective marketing tools to enable it to portray a professional corporate image and grow its client base. This lack of tools meant it was not undertaking initiatives to promote its services to prospective clients.

SEDA’S INTERVENTION

After assessing the business, Seda Tshwane assisted with the development of a new corporate image and marketing material to position the business to increase market share.

THE OUTCOME

  • Turnover improved from R12 million in 2011/12 to R22 million in 2012/13;
  • Some 59 new jobs were created, taking total employment to 121; and
  • The business secured a contract with the South African Roads Agency (Sanral) and one with the City of Tshwane to install energy-saving lights.