The mobile technology space is probably one of the most rapidly changing and dynamic sectors, and for businesses and organisations that can often prove a challenge, finding the best solutions to meet their needs. Lynette Hundermark’s company, Useful and Beautiful (U&B), is looking to breakthrough the clutter and find the right mobile technology solutions and develop the right strategies to fit each client’s specific objectives, and add real value to the business.
LoA spoke to Lynette Hundermark this month to find out what makes her company so unique in this highly competitive sector.
What does your company do?
Useful and Beautiful (U&B) is a mobile specialist company that works very closely with clients/businesses to help them understand how mobile can fit into their current processes. I spend a lot of time understanding my clients’ needs, challenges and objectives so that I can empower them with a mobile strategy that not only fits their target market’s needs, but also adds value to their business. I also make sure that their mobile strategy fits in with their overall business strategy, making sure that mobile is not treated as a silo. Once the strategy is defined, I work with creative and technology teams using my UX/product experience to execute the ‘best in class’ mobile solutions.
"I spend a lot of time understanding my clients’ needs, challenges and objectives so that I can empower them with a mobile strategy that not only fits their target market’s needs, but also adds value to their business."
What inspired you to start your company?
I found my true passion in the mobile field a few years ago (after spending a number of years in the Tech sector). Last year the company I worked at was shut down due to management decisions from the board and I was left with the decision of either going and working for another corporate or venturing out and starting my own company. Fortunately my personal brand and proven work in the field gave me the confidence to create U&B. I also wanted to focus on niche bespoke solutions focusing on quality rather than playing the quantity game and felt that I was in control of achieving this if I was running my own company.
Why should anyone use your service or product?
First and foremost, everyone on my team is truly passionate about mobile and we are experts in the field with years of proven experience. The mobile technology space is always changing, it literally changes daily so its our duty to be the best informed on what is happening and to take what is out there and push the boundaries to create something better for our clients and their end users. Useful and Beautiful believes that by being focused on the mobile space we can offer this premium expert service to our clients. We also have partnerships with leading mobile handset manufacturers, partners and Telcos so we have access to information that assists with making recommendations. Useful and Beautiful combines the best of creative and technology expertise to create the products that are both useful and beautiful to the person using it and to the business that has invested in it.
"Useful and Beautiful combines the best of creative and technology expertise to create the products that are both useful and beautiful to the person using it and to the business that has invested in it."
Tell us a little about your team
The founders come from creative, technology and product backgrounds and this is what makes U&B different to other industries out there, as we understand mobile product development from both a creative and technology perspective. Our team consists of designers, developers, agile practitioners , business analysts and QA specialists with the founders (me and my business partner George) always at the core of every project that gets executed.
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
I don't come from an entrepreneurial background at all :)
My journey into the entrepreneurial space is a combination of fate and circumstance. It was something I considered doing about a year before I actually did it. Before starting U&B I worked at two major media houses in South Africa where I built their mobile/innovation units from scratch - I suppose that triggered off some entrepreneurial sparks within me. When the last company I worked at shut down, I made the conscious decision to continue my passion but under my own rules, it felt that it was the right time for me as I needed to grow as a business owner in my career.
"U&B recently turned a year old and I want to continue on the path of the establishing it as a mobile solutions specialist and one can only do that by consistently producing amazing work."
What are your future plans and aspirations for your company?
I want to continue doing what I love and working with great people who share that passion (and fortunately I have those people in my team). The aim is to also continue growing our client base with those who understand the true value of creating strategic solutions. U&B recently turned a year old and I want to continue on the path of the establishing it as a mobile solutions specialist and one can only do that by consistently producing amazing work.
What gives you the most satisfaction being an entrepreneur?
I love the autonomy. Also as I have bootstrapped my business, it is satisfying knowing and learning the true value of money and the complete ins and outs of running a business (as I am involved in everything).
"It's a tough world & not having a security blanket of a constant cash flow is not for the faint hearted"
- Lynette Hundermark @LynetteAnthony
What's the biggest piece of advice you can give to other women looking to start-up?Don’t feel intimidated, trust in your abilities, follow your passion and go with it. It took me a year longer to have the courage to do what I am doing. I was afraid of failure and also looked out and only saw boys doing it. I had to take that leap of faith and go with it and trust that I could do it. Yes there are loads of boys, but once you reach out to them they are actually nice and are very encouraging and supportive to everyone and welcome entrepreneurs of all genders.
Perseverance and consistency is key. It is a tough world and not having a security blanket of a constant cash flow is not for the faint hearted, but if you are willing to work for it then it’s no different to working hard anywhere else. It is definitely fulfilling on another level working in your own business than for anyone else.
Contact or follow Lynette and Useful & Beautiful
Why LoA loves it….
There is always something truly inspirational about hearing how women entrepreneurs in Africa are working so hard to create the businesses they have dreamed of, and more often than not, having to bootstrap those businesses along the way to making them a reality. Lynette Hundermark is one of those entrepreneurs, fuelled with a passion and a vision to make her mark and build her brand in a highly competitive mobile technology field, whilst experiencing the challenges that come with it. At LoA, we think Useful and Beautiful is an exciting company to look out for in the months to come. --- Melanie Hawken, founder and editor-in-chief of Lionesses of Africa