The Founder Files

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The Founder Files

Rated #1 Podcast for Entrepreneurs in South Africa in 2023 by Feedspot. The Founder Files is where founders come to explore proven growth strategies and real entrepreneurial challenges. Hosted by Cameron Coutts, each episode unpacks the complex journeys of scaling businesses, delivered by entrepreneurs who've walked the path. No script, no filter – just a fireside chat between growth-driven founders. If you’re seeking practical advice and relatable stories to fuel your growth journey, this is your go-to resource. Subscribe now!

  1. How He Built a Business That Actually Helps the Planet - Jasper Eales, Sealand

    4D AGO

    How He Built a Business That Actually Helps the Planet - Jasper Eales, Sealand

    In this episode, I sit down with Jasper Eales — co-founder and creative director of Sealand Gear — to unpack the journey of one of South Africa’s most iconic sustainable brands.Sealand Gear is a proudly local business based in Cape Town, known for its world-class upcycled bags, apparel, and accessories. But behind the brand is a powerful story of resilience, purpose, and a deep commitment to sustainability.We dive into:- What it really means to build a sustainable business- How Sealand secured global certifications (after a 6-year process!)- The tough realities of scaling production while staying true to your values- The operational challenges of upcycling — and how they manage supply consistency- What it means to be a “Sealander” and build a values-driven company culture- And finally, what inspires Jasper to keep pushing this mission forwardThis one is for the builders who care about purpose and performance — and anyone curious about what it takes to scale a brand with integrity. ---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call This episode is brought to you by Metavolve. Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/ ---------- To support The Founder Files: 🔔 Subscribe and turn post notifications on ⭐ Leave a comment to let us know your thoughts 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---------- 00:00 Introduction 04:11 What Is Sealand? 06:30 The Founding Story of Sealand 22:03 How to Hire A-Players 29:34 Educating the Market Before We Could Sell 41:03 Transparency and Sustainability Reporting at Scale 51:15 Moving Away From D2C — and Then Returning 59:32 Selling Face Masks During COVID and the Impact It Had 01:04:47 Comparing Sealand’s Scale in 2021 vs. Today 01:12:32 The Biggest Challenges Sealand Has Overcome 01:28:30 The Main Challenges Sealand Is Currently Facing 01:33:46 The Future of Sealand and What Lies Ahead for Jasper 01:36:18 What Inspires Jasper 01:39:02 Reflection

    1h 40m
  2. The Truth Behind Building a Business in South Africa’s Townships - Jessica Boonstra, Yebo Fresh

    APR 14

    The Truth Behind Building a Business in South Africa’s Townships - Jessica Boonstra, Yebo Fresh

    In this episode, I sit down with Jessica Boonstra — founder and CEO of Yebo Fresh — for a powerful conversation about leadership, resilience, and what it really takes to build a business in South Africa. Yebo Fresh’s journey is nothing short of extraordinary: from a small B2C e-commerce startup before COVID, to pivoting overnight into emergency meal delivery with NGOs, and eventually emerging as a key player in the township spaza shop economy. Now acquired by the Smollan Group, Jessica and her team are scaling at an entirely new level. We talk about what it’s like growing a team from 6 to 60 people in 3 weeks, leading a business of over 220 people today, and navigating real South African challenges — from fraud, crime, and gangsterism to building trust as a white Dutch woman working within township communities. This episode is storytelling at its finest. It’s about the human side of entrepreneurship, the lessons Jessica learned the hard way, and the humility it takes to lead with compassion while staying hard on performance. If you're an entrepreneur, leader, or South African who believes in building something that matters — this one’s for you. ---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call This episode is brought to you by Metavolve. Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/ ---------- To support The Founder Files: 🔔 Subscribe and turn post notifications on ⭐ Leave a comment to let us know your thoughts 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---------- 00:00 Introduction04:09 What Is Yebo Fresh?05:19 How Jessica Cracked the Township Market08:36 The Founding Story of Yebo Fresh19:46 Challenges of Being a White Dutch Woman in the South African Market23:39 Navigating Difficult Investor Conversations31:22 Understanding the Problem and Customer on a Deeper Level42:37 The Tough Journey of Building the Business Model49:21 Scaling Challenges: Crime, Fraud, and Gangsterism in the Supply Chain58:30 Balancing Compassion and Leadership01:01:28 South Africa’s Greatest Strength: Its People01:08:05 The Future of General Trade: Digitizing With AI and Yebo Fresh’s Role01:17:12 How Jessica Had to Evolve as a Leader to Scale the Business01:22:51 Choosing to Stay in a Consciously Incapable State01:32:29 Jessica’s Advice for Entrepreneurs

    1h 36m

  3. APR 7

    The Secret to Creating Unforgettable Customer Experiences in the Digital Age - Yaron Assabi, DSG

    Yaron Assabi, founder and CEO of Digital Solutions Group (DSG), has spent 27 years evolving his business from one of South Africa’s first e-commerce players during the dot-com boom into a group of companies that power customer experiences for major retailers. Yaron shares his journey from running a single business unit to leading multiple companies with CEOs reporting to him. He breaks down what it takes to create a truly data-driven, customer-centric business, how to gather and act on feedback, and how to build a system where anyone in the company can manage a customer relationship from a single source of truth. But his insights go beyond business. As a cancer survivor who chose to forgo chemotherapy and instead transformed his health through lifestyle changes, he reflects on how that experience reshaped his leadership, his approach to culture, and his outlook on the future. This is a conversation about resilience, evolution, and the mindset needed to scale and sustain success in an ever-changing world. ---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call This episode is brought to you by Metavolve. Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/ ---------- To support The Founder Files: 🔔 Subscribe and turn post notifications on ⭐ Leave a comment to let us know your thoughts 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---------- 00:00 Introduction 03:21 What Is DSG? 12:15 The Current Scale of DSG 14:29 Tips for Maintaining a Strong Customer Experience 21:42 How Yaron Thinks About Bringing on New Clients 25:46 Handling Customer Experience Challenges While Scaling 44:51 How to Get High-Quality Customer Feedback 51:29 Building a System Where Anyone Can Manage Customer Relationships from a Single Source of Truth 58:13 Surviving Cancer Without Chemotherapy—How It Changed Yaron 01:22:01 The Future of DSG and Yaron 01:23:43 Two Key Pieces of Advice for Entrepreneurs

    1h 28m
  4. Making Life Cover Fast, Affordable, & Scalable With AI - Greg Smith, Dis-Chem Life

    MAR 31

    Making Life Cover Fast, Affordable, & Scalable With AI - Greg Smith, Dis-Chem Life

    In this episode of The Founder Files, we sit down with Greg Smith, the co-founder and CEO of Onespark, now known as Dis-Chem Life. Greg takes us through the journey of building one of South Africa’s most disruptive insurtechs, and the exciting partnership and 50% acquisition by Dis-Chem. We also discuss scaling, how founders become bottlenecks, and how Greg shifted to "founder mode" to unblock his team. Greg highlights the challenges of maintaining quality and culture during rapid growth and the strategic value of the Dis-Chem partnership in accelerating success. If you’re an entrepreneur navigating the challenges of scaling, building partnerships, or dealing with the growing pains of business growth, this conversation is packed with invaluable insights for you. ---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call This episode is brought to you by Metavolve. Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/ ---------- To support The Founder Files: 🔔 Subscribe and turn post notifications on ⭐ Leave a comment to let us know your thoughts 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---------- 00:00 Introduction 03:32 OneSpark’s Partnership with Dis-Chem Life 08:50 What Is OneSpark? 12:02 How OneSpark Uses AI for Advanced Risk Analysis 18:31 Breaking Down the Tech Behind OneSpark 25:26 Finding Product-Market Fit and Overcoming Challenges 32:06 The Hard Part After Landing Your First Sale 42:17 The First Major Bottleneck And How They Fixed It 57:38 How Greg Is Elevating His Management Team 01:02:52 Why Quality and Customer Experience Get Worse Before They Improve 01:10:00 The Cultural Shift of Integrating with a Corporate Giant 01:17:19 How OneSpark’s Strategy Is Evolving 01:29:23 The Future of Dis-Chem Life 01:33:16 Why Choosing the Right Co-Founders Is Critical 01:38:46 Final Reflections

    1h 41m
  5. How to Scale an Agency That Can Say NO to Clients - Felix Norton, Woww Digital

    MAR 24

    How to Scale an Agency That Can Say NO to Clients - Felix Norton, Woww Digital

    Felix Norton is the founder and MD of Woww Digital, one of SA’s award-winning marketing agencies. With 40 people across SA, Europe, and the UK, Felix shares how they’ve scaled, niched down, and built a sales process that converts — achieving a 33% website conversion rate! We dive into how Woww stands out in a saturated market, the lessons from working with a sales coach for 2.5 years, and how they’re scaling using the Traction framework. This episode is a must-watch for agency owners and founders looking to grow smarter. ---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call This episode is brought to you by Metavolve. Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/ ---------- To support The Founder Files: 🔔 Subscribe and turn post notifications on ⭐ Leave a comment to let us know your thoughts 💭 Share your thoughts on LinkedIn and tag Cameron Coutts 🔗 Connect with Felix:LinkedIn: https://www.linkedin.com/in/felixwnorton/ 🔗 Connect with Cameron: Instagram: https://www.instagram.com/thefounderfilespodcast/ LinkedIn: https://www.linkedin.com/in/cameron-metavolve/ ---------- 00:00 Introduction 03:43 What is Woww Digital? 07:36 The Founding Story 08:38 Building a Successful Agency with Great Clients 11:54 How to Compete and Stand Out as an Agency 21:40 The Problem with Trying to Be Everything to Everyone 25:16 Landing a Project with Ogilvy 29:09 Scaling Woww Digital 33:19 Expanding into International Markets 40:39 Shifting from Time-Based to Value-Based Pricing 44:23 The Strategy Behind Expanding into London 47:58 How to Compensate and Retain International Talent 56:08 Building a Sales Engine That Lets You Choose Your Clients 1:10:34 The Sales Questions That Convert Best 1:14:39 Gaining Clarity, Control, and Time Freedom as a Founder 1:22:26 What’s Next for Felix and Woww Digital 1:27:26 Current Challenges on the Journey 1:30:38 The Biggest Lever for Woww’s Success 1:32:57 Final Reflections

    1h 35m
  6. How I Turn Market Crashes & Industry Shifts Into Growth Opportunities - Nick Durrant, Bluegrass

    MAR 17

    How I Turn Market Crashes & Industry Shifts Into Growth Opportunities - Nick Durrant, Bluegrass

    In this episode, I sit down with Nick Durrant, founder and CEO of Bluegrass Digital—a Cape Town-based software development firm that started in London 23 years ago. With two decades of entrepreneurial experience, Nick has navigated market shifts, economic crises, and industry disruptions while growing and scaling his businesses.We dive into:- How his side project became one of South Africa’s top 5 publications- Adapting to major economic crises like 2008, COVID, and now AI- Evolving sales models and forging strategic channel partnerships- Lessons from decades of resilience, reinvention, and growthIf you want to learn how to adapt, pivot, and scale in an ever-changing world, this episode is a must-listen. ---- This episode is brought to you by Metavolve. Metavolve turns highly capable African founders into confident business leaders by helping them develop clear and comprehensive business strategies that make building a great sustainable business less complex. Reach out to our team to learn more:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://metavolve.co/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ---- To support The Founder Files: 🔔 Follow The Founder Files EVERYWHERE ⭐ Leave a review right here 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---- 00:00 Introduction 03:14 What is Bluegrass Digital? 10:36 The Scale of Bluegrass Digital 15:41 Nick’s Other Businesses 18:03 Navigating a Declining Market 35:16 How Did The Business Model Change When Moving to Digital? 41:40 From A Dying Market to Top 5 Publications in South Africa 44:30 The Founding Story of Bluegrass Digital 54:02 Pros and Cons of A Partner Channel Model 01:01:37 Omni-channel Approach To Generating New Leads 01:09:16 How Nick Successfully Navigated The Credit Crisis of 2008 01:20:19 How The World Has Become So Disruptive From A Macro Perspective 01:22:45 The Impact Covid Had on The Business and How Nick Adapted to That? 01:25:20 The Impact of AI Business 01:29:31 The Future of Bluegrass Digital 01:31:50 Advice to Other Entrepreneurs

    1h 34m
  7. Why is Entrepreneurship in South Africa So Challenging? - Katlego Maphai, Yoco

    MAR 10

    Why is Entrepreneurship in South Africa So Challenging? - Katlego Maphai, Yoco

    What an honour to sit down with a South African fintech, whose hardware most of us have already been in contact with. Katlego Maphai is the CEO and co-founder of Yoco, the market leader for SMB payments in South Africa. Expect to learn: What Yoco doesKatelgo’s insights on the structural and systemic issues preventing entrepreneurs from succeeding in this countryWhat he is optimistic about in South AfricaHow he guides the sense of purpose, meaning and contribution into the values and culture of the companyWhen you should formalise your approach to strategyHow Katlego’s business and role have changed over the years, and also how he has changedThis is a fundamental example of how entrepreneurs evolve as their businesses evolve. As the scale increases, our perspective and our vision change as well. Katlego is an amazing example and role model of what it means to be a leader and CEO of an entrepreneurial business in SA. ---- This episode is brought to you by Metavolve. Metavolve turns highly capable African founders into confident business leaders by helping them develop clear and comprehensive business strategies that make building a great sustainable business less complex. Reach out to our team to learn more:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://metavolve.co/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ---- To support The Founder Files: 🔔 Follow The Founder Files EVERYWHERE ⭐ Leave a review right here 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---- 00:00 Introduction 03:59 What is Yoco? 10:06 Breaking Down The Yoco Hardware 20:53 Getting A Cash Based Economy To Move To Digital Payments 28:33 A Big Mistake Founders Make 34:11 Why is Entrepreneurship in SA So Difficult? 43:41 Structural Challenges Holding South African Entrepreneurs Back 53:21 How Yoco is Breaking Down The Barriers to Entrepreneurship 56:23 Katlego’s Pessimism and Optimism About Entrepreneurship in SA 01:07:20 Translating The Company Vision Into The Culture 01:22:06 Moments When Everyone Doubted Katlego 01:27:11 When is The Right Time to Formalise Your Strategy? 01:30:51 How Has Yoco, Katlego And His Role Changed Over The Years? 01:42:31 Where is Yoco Going as a Company? 01:46:36 Reflection

    1h 49m
  8. From Losing 95% of Revenue to Scaling a Successful Fintech - Chris Ball, Finch Technologies

    MAR 3

    From Losing 95% of Revenue to Scaling a Successful Fintech - Chris Ball, Finch Technologies

    Every founder who’s scaled beyond product-market fit knows the challenge: where do we focus our attention next? In this episode, I sit down with Chris Ball, co-founder of Finch Tech, to unpack how his team is navigating this exact question. We dive into how Finch scaled their products and built their business model, the tough decisions around which growth strategies to pursue, how Chris and his co-founders protect their team from the noise and the biggest challenges they're facing right now in their growth journey. This conversation is a must-listen for anyone facing the overwhelming options of what got you here vs. what will get you there. If you're in the scale-up phase, you'll find huge value in how Finch is approaching this pivotal stage of business growth. ---- This episode is brought to you by Metavolve. Metavolve turns highly capable African founders into confident business leaders by helping them develop clear and comprehensive business strategies that make building a great sustainable business less complex. Reach out to our team to learn more:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://metavolve.co/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ---- To support The Founder Files: 🔔 Follow The Founder Files EVERYWHERE ⭐ Leave a review right here 💭 Share your thoughts on LinkedIn and tag Cameron Coutts ---- 00:00 Introduction 02:41 What is Finch Technologies? 13:23 Where is Finch At Now? 16:12 Understanding The Business Model 21:40 How Does Finch Get This Data? 39:10 Expanding Further Along The Value Chain 43:26 Product-Market Fit Journey 47:43 Current Scaling Challenges 53:57 Splitting Focus Among The Team 01:00:10 Do We Really Want To Build a Large Team? 01:06:58 Struggling to Get Out of Customer Service 01:14:17 Which Direction Should Finch Grow Into? 01:22:54 What Does The Future Hold For Chris and Finch? 01:25:45 Why be an Entrepreneur? 01:27:51 Reflection

    1h 29m
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About

Rated #1 Podcast for Entrepreneurs in South Africa in 2023 by Feedspot. The Founder Files is where founders come to explore proven growth strategies and real entrepreneurial challenges. Hosted by Cameron Coutts, each episode unpacks the complex journeys of scaling businesses, delivered by entrepreneurs who've walked the path. No script, no filter – just a fireside chat between growth-driven founders. If you’re seeking practical advice and relatable stories to fuel your growth journey, this is your go-to resource. Subscribe now!

Information

  • Creator
    Metavolve
  • Years Active
    2022 - 2025
  • Episodes
    119
  • Rating
    Explicit
  • Copyright
    © Metavolve
  • Show Website
    The Founder Files

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