Startup Story
The automotive industry sector is one that requires specialist expertise, technical know-how and years of experience. In the field of specialized applied paint coating, South African company, Electrocoat, owned by Angelique Adcock, is a great example of an entrepreneur who brings all those elements to the table in her growth business.
LoA met with this dynamic and enterprise entrepreneur recently in Port Elizabeth, South Africa, to learn more.
What does your company do?
Electrocoat, based in Port Elizabeth, South Africa is a specialized applied paint coating business that is a service provider to a wide spectrum of component manufacturers and assemblers, predominantly in the automotive sector but can apply to all sectors and is part of the supply chain partner to South African based Original Equipment Manufacturers (OEM’s). Raw components are prepared through a 12 stage process, parts are submerged into a paint tank that is electrically charged and then finally baked to produce a superior paint finish.
“We offer unparalleled quality and service which is vital to any success of a company.”
“This journey is a tough one and requires significant determination and courage.”
What inspired you to start your company?
My parents started the company as they identified an opportunity in the marketplace for a state-of-the-art coating process.
Why should anyone use your service or product?
We offer unparalleled quality and service which is vital to any success of a company.
Tell us a little about your team
I now own 100% shares and have a small but effective team. We only have one production manager and an administrator. My production team is the heartbeat of the company and comprises of two supervisors and general workers. Fortunately, I can offer employment to people with a very basic educated background and hopefully will make a difference to be able to employ more people that do not have formal education.
“My journey has also taught me that I am human and cannot do everything on my own but to collaborate and to learn to trust.”
Share a little about your entrepreneurial journey. And, do you come from an entrepreneurial background?
This journey is a tough one and requires significant determination and courage. I have attempted many business ideas; all have played a significant part of my growth as an entrepreneur. It has taught me to remain determined, to have grit and courage, to be brave, to be bold, to not give up if there is a problem or as I call them; obstacles. To remain focused, and when the path ahead looks bleak, to ask for help. My journey has also taught me that I am human and cannot do everything on my own but to collaborate and to learn to trust. I was 12 years old when my parents decided to give up corporate life and to risk it all. It was so tough, but they succeeded. I was raised through all the tough times and decision-making and was given the opportunity to give my opinion.
What are your future plans and aspirations for your company?
I am excited about the future as I believe with the correct collaborators the company can be utilized as a training facility to enter into the automotive sector specifically but to also enter into any corporate environment with some experience and skill as that is what is so desperately needed when one applies for work.
I have plans for expansion and with the recent changes in the automotive sector I am excited for the journey ahead.
“I am excited about the future as I believe with the correct collaborators the company can be utilized as a training facility to enter into the automotive sector specifically, but to also enter into any corporate environment with some experience and skill as that is what is so desperately needed when one applies for work.”
What gives you the most satisfaction being an entrepreneur?
Being able to give others employment opportunities. To have my own time and be able to be with family at any given time without asking for permission or the dreaded application for unpaid leave....
What's the biggest piece of advice you can give to other women looking to start-up?
If you are passionate and you believe in your product and or service, then you have to be brave and courageous to pursue it. There will be tough times and you must have discipline. Most importantly; have your end goal in mind, do not think small, and be prepared for great success.
Contact or follow Electrocoat
WEBSITE | FACEBOOK | EMAIL electrocoat@electrocoat.co.za
Why LoA loves it….
The automotive industry is notoriously tough, and to succeed it is essential to find your specialist niche and deliver consistently to the highest standards. Angelique Adcock and her team at Electrocoat have built a reputation by doing both over many years. Angelique is building upon her family’s track record and taking the business genuinely to the next level, through a combination of her tenacity and her ability to think big. She is definitely a mover and shaker in the sector and this company is one to watch over the coming year. - Melanie Hawken, founder & ceo, Lionesses of Africa