Is de-cluttering entrepreneurial minds key to coaching success?

Business and technology incubator, SoftstartBTI, maintains that entrepreneurs often make the mistake of putting off professional coaching and mentoring at precisely the time they would benefit from it most.

The Midrand-based incubator, which has been supporting and growing entrepreneurs for five years, suggests that coaching is one of the most important ways entrepreneurs can foster the expertise and skills required to grow a successful business.

"Many entrepreneurs either don`t think they`ll benefit from coaching or put it off while they are fighting fires," confirms SoftstartBTI coaching manager, Craig Aaron. "They tell themselves they will take it up once everything calms down, despite the overwhelming evidence that it is one of the most effective ways of ensuring `fires` like sales shortages or cash flow problems are quickly extinguished."

Aaron notes that there is also a lack of understanding about coaching in South Africa that has encouraged many misconceptions. "Around the world, coaching is seen as a positive, logical way of addressing gaps in knowledge or skills," he observes, "but it hasn`t really become part of the business culture here yet and so some people still mistakenly perceive it as a sign of inadequacy or weakness."

"I also had my reservations. Prior to joining SBTI, I wasn`t interested in coaching," corroborates Dr Amish Chana, managing director of Exotic Systems, one of the firms currently being incubated by SoftstartBTI, "but I can now see how helpful it would have been had I joined and started using it sooner. I would urge all entrepreneurs not to delay like I did if they are committed to growing their businesses."

Dr Chana acknowledges that the coaching helped Exotic to become more strategic. "We were too busy operationally to focus on strategic direction," he affirms. "The SBTI coaches helped stimulate our strategic thinking by encouraging us to focus on where we were headed."

"This is a very common experience," observes Aaron, "since small business owners have to do practically everything and wear numerous hats every day. Consequently, many find themselves working in their business rather than on their business."

Another aspect that Dr Chana identifies as invaluable is the objectivity coaches can bring to the decision-making process. "It is very helpful to have a third party`s outside viewpoint," he confirms, "especially someone who has first hand experience and has grown a business themselves."

The objectivity of the coaches is something that Salim Latib, director of another successful SoftstartBTI tenant, Knowledge Doc, agrees with Dr Chana about. "Having experienced support to bounce ideas off and brainstorm with is so vital," he concurs. "Particularly the SBTI coaches, who are extremely sharp, rigorous business people. You get great feedback and they tell it to you straight."

Aaron agrees that this is another important benefit of the coaching process. "Being an entrepreneur can be a lonely business at times," he observes. "You can also be too close to and emotionally invested in the business to see what is actually working or not working. We try to help reduce some of these obstacles and `de-clutter the mind`."

Another misconception that Aaron is quick to tackle is the notion that coaching is about fixing or tidying up `entrepreneurial chaos` - that it involves dictating changes or slowing things down.

"Coaching is about developing an individual`s latent acumen and encouraging them to use their own creativity to solve the challenges they face," he maintains.

"That`s why brainstorming sessions are such a key component of the process. Sure, we will add proven methodologies and ideas into the mix if appropriate, but it is up to the individual to re-focus their efforts."

This approach is also reflected in the fact that there is no set formula employed by the SoftstartBTI coaching team. The process is highly customisable and kept deliberately broad so it can encompass any specific needs a company might have.

"SBTI is the hub of a wide network of skills and expertise," explains Aaron, "and our coaching service covers everything from marketing and business strategy development to sales strategies, financial planning and making preparations for obtaining funding."

Aaron also believes the outstanding quality of SoftStartBTI`s coaches has been an integral part of the incubator`s astonishing success in recent years and why the SEDA Technology Programme has chosen the organisation to be its flagship incubator.

"SEDA`s recognition and support of the work we have been doing is also important because the organisation has subsidised the cost of the coaching services," explains Aaron. "We can now offer the service at 33% less than its market-related value without having to compromise on its quality."

Entrepreneurs interested in joining the SoftstartBTI community and taking advantage of the organisation`s professional coaching and mentoring services should contact Simphiwe Mabaso (simphiwe@sbti.co.za) on (011) 695 4800 to arrange a meeting to discuss their plans. Please note that SoftstartBTI is focused solely on the needs of start-up and early stage entrepreneurs in the ICT and electronics markets.