The business is an events co-ordination andmarketing company, focusing on the co-ordination of night-club events andprivate parties which it markets to its own database built up through thewebsite; it also does corporate events and concept parties.The idea to start the business came fromour experience at night clubs where we could see what people wanted. Werealised that the events weren’t exciting enough – people were looking forsomething different and creative. We were both doing events on our own anddecided to join forces to form Joburg Life.
We found funding by digging deep into ourown pockets! We funded it ourselves – we would only pay the expenses andsuppliers after the event, which was a huge risk because it meant the event hadto work. But it paid off.The part we love most is the excitement ofseeing 2 000 people in front of us screaming and having a great time, or seeinga corporate event that comes together beautifully.The part we most dread is that an event isgoing to fail, that people won’t arrive, or that the weather is against you.We underestimated how fickle the public isand how much they can complain! Fashion and trends dictate where the latest,hottest venue is so you can’t get complacent.
Our current working hours are from Thursdayto Sunday evening, 24-hours a day.If we had more time we would spend it onmarketing. You can never do enough marketing.The greatest challenge to date has been tokeep the people coming back. We bring out at least one international DJ everytwo months to maintain the excitement and interest.The next big challenge is establishing anew nightclub that we have just bought and to get more corporate contacts.