Startup Story
Masanda Peter is a qualified, seasoned Marketing, Media and Communications Professional and a serial entrepreneur in South Africa who has launched a magazine publishing venture, Mineworker Magazine, focusing on sharing the untold stories of mineworkers. For a long time, mineworkers have not had their side of the story covered and through this magazine their stories will be shared. Masanda has a journalism background having embarked on her Journalism studies and completed her International Diploma in Journalism.
Masanda has also competed a National Diploma in Marketing Management; Brand Management, and also holds an Honours Degree in Marketing Management, a Management Advancement Programme (MAP) and is currently pursuing a Masters in Business Administration Degree. Her academic pathway has allowed her to be a lecturer which is a form of giving back all the knowledge she has acquired in her studies and career. She desires to leave a successful business legacy, businesses that drive women empowerment through job creation, skills development and mentorship. Masanda attributes her success to hard work, mentorship and the ability to leverage off her extensive network. She cites her late mother and grandmother as her greatest inspirations in life. Their love and strong will sustains her even in their physical absence.
LoA spoke to Masanda Peter about her passion for journalism and publishing, and her desire to tell the stories of those who do not usually have a voice.
“For a long time, mineworkers have not heard their side of the story covered, and through this magazine the information and their stories will be shared.”
“The mining industry has been experiencing challenges and through the formation of Mineworker Magazine we strive to have mineworker voices heard and also finding solutions in solving mining challenges.”
What does your company do?
Mineworker Magazine is a publication covering stories from the mines with a focus on mineworkers. For a long time, mineworkers have not heard their side of the story covered and through this magazine the information and their stories will be shared. We will get to understand who a mineworker is and journey with them. These are our mothers, brothers, sisters and fathers and their stories deserve to be told using the mineworker lens and that is what Mineworker Magazine is about, including mining host communities.
What inspired you to start your company?
I worked in the mining industry for close to a decade and I realized that there was no clear channel or platform that was engaging mineworkers directly and where they could share information amongst themselves. There was no publication telling mineworker stories, and as someone with a journalism background and passion for the mining industry, I started Mineworker Magazine. The mining industry has been experiencing challenges and through the formation of Mineworker Magazine we strive to have mineworker voices heard and also finding solutions in solving mining challenges. The people who do the work are not sitting in offices, they are underground and up until we hear their story we may not win as an industry.
I always say that we want to be part and contribute to the Zero Harm value chain in saving mineworker lives because through engagements we can win together. This involves mineworkers, the employees and organized labour, host communities and entrepreneurs in the sector. There are many stories to be told within mining – this is an industry that goes decades back and you can imagine how fertile the story landscape is and we mine stories as others mine minerals. Mineworkers play an integral part in the South African economy yet we do not understand and get to hear from them and their work environment and life in general. They are the ones that get into the belly of the earth and do the hard work, now let’s get to understand their journey, the challenges, the wins and the life of a mineworker. It is time for the mining industry to start telling its own stories and we are here.
Why should anyone use your service or product?
In Mineworker Magazine you will learn about the mining industry from the people at the rock face. You are likely to see and hear from someone you know as the content is relatable and our readers will learn from each other. The warm reception from mineworkers tells us that we are on the right track.
Tell us a little about your team
We are a small team and I am currently making use of freelancers to get the magazine up and running, but in the months to come we will have our own team and our own offices. The people who are part of the magazine are just as passionate and the most beautiful and humbling part is when mineworkers submit their articles to us – now we like that. Who better to tell the stories than mineworkers themselves.
“The most beautiful and humbling part is when mineworkers submit their articles to us – now we like that. Who better to tell the stories than mineworkers themselves.”
Share a little about your entrepreneurial journey. And do you come from an entrepreneurial background?
I have always aspired to start my own businesses and the entrepreneurial flair was always there throughout my corporate career. As a young girl I used to sell sweets for my teacher and had a target to give her R5 every Friday and I met and sometimes exceeded the targets. I am and have always been a hard worker.
My late mother was entrepreneurial; she was a school teacher but always had her hand in business. As a single mother of two, she did her best to give us a beautiful and comfortable life and it looked effortless; just that thought drives me to want to do more. I thank and honour her for that.
I have other business ventures - I am the Managing Director of Dadero Communications & Concepts, a marketing communications agency which I started more than 20 years ago while I was still in full-time employment. I am the Founder and CEO of Mineworker Magazine and this idea of the magazine came while working in the mining sector heading up the Stakeholder and Communications team. I previously held roles in various blue-chip companies from retail, food, agriculture industries to name a few. I have worked as a freelance writer for local and international publications inspired by my passion for writing.
I am also the founder of iGolden Kleen cleaning products (www.igoldenkleen.co.za) and we aim to empower other women and men by having them start their businesses as resellers with no limit on the profit they can make. Then there is a clothing range called Nomdade Clothing Range with a specific focus on traditional clothing and we have extended the business by adding “it’s a Wrap by NomDade”, which teaches people to style head wraps. Tying a head wrap may sound simple but experience has taught us that people struggle with the adornment – I also love head wraps and prefer them more than any other hairstyle. We made “It’s a Wrap by NomDade’ available for team building sessions across South Africa. I think a quote by Stephanie Lahart puts it beautifully “Pick that chin up and adjust your crown, Queen! Life has its disappointments and challenges, but you’ve got faith, strength, perseverance, and resilience inside your DNA. You’ll get through this! Be encouraged, and in spite of what you’re going through, BELIEVE.”― Stephanie Lahart. Let’s fix those crowns and each other’s crowns.
What are your future plans and aspirations for your company?
To be the biggest media company focusing on mineworker matters in the world and I am allowing Mineworker Magazine to grow. For now, let me just say “watch the space’, the canvass is being painted with beautiful plans. We want to make a mark while providing employment and opportunities to other people. I am on a path to make an impact and my prayer is to open doors for others, and doors have been opened for me by others.
What gives you the most satisfaction being an entrepreneur?
I am fortunate to be doing something that I am passionate about. Writing comes naturally to me. I also recall a time as a young girl, I always had a pen in my hand. What I am doing is fueled by great passion for the media space and my love for people. Get me in a room full of people and I am home, as engagements with different people expand my knowledge. There is so much to share and my heart is with the people. I also do not want to fool anyone, it’s a lot of hard work and sometimes sleepless nights, but when the vision is bigger than yourself, you will make it. Don’t spend too much time wallowing in pity. When you fall, get up dust yourself off, and continue with the journey. Surround yourself with dreamers and positive people and you will also see that you are not the only one facing challenges. As I always say, “you’ve got this!”
What's the biggest piece of advice you can give to other women looking to start-up?
Go for it, stop wondering and start. Most people are in jobs they do not enjoy and are sticking it out because they are scared. They must go for it. I live by the words of Steve Harvey, “Jump, the parachute will eventually open”. The thought of wanting to start something and seeing time go by scared me the most, rather than being in a ‘guaranteed’ salary space, and I had to do something about that. Start where you are with what you have and work hard. Knock on those doors, you will be surprised at how much people want to help. Do it ,and sometimes do it scared, BUT do it. If not now, then when? I do not want to regret anything. The transition from “guaranteed salary’ to making and working for my own money and those I work with is not easy, but it is doable.
Resilience and passion should be your weapons and do not forget to reach out to your networks. Depend on your beliefs and faith, pray, pray and pray. The challenges I face force the best out of me. Tenacity, confidence and self-belief will get you ahead. We live in a world of noise, but if you know what you want and know what you are doing and are determined to make it work – you’re on a good path. Be stubborn about your dreams. When things go pear shaped, always remember why you started.
Contact or follow Mineworker Magazine
Email: masanda.peter@gmail.com/editor@mineworker.co.za
Website: http://daderocommunications.com and www.mineworker.co.za
Facebook: https://web.facebook.com/masanda.peter
Twitter: https://twitter.com/mineworkermag
YouTube: https://www.youtube.com/channel/UCfqBVP2b-je9NUx5ohKh8Og
Why LoA loves it…
One of the best reasons for starting a business is to fill a need that exists, and in the case of Masanda Peter, her motivation was to give voice to mineworkers and their communities in South Africa. Her Mineworker Magazine provides a platform where previously untold miners’ stories can be told, industry insights and experiences shared. This is a great example of a business that has a purpose and a mission, and Masanda is harnessing her passion to drive its positive impacts on miners lives and the communities they live in. — Melanie Hawken, founder & ceo, Lionesses of Africa