Four years ago two ambitious entrepreneurs decided to start their own software company. Today the firm is part of the Computer Configurations Holdings (CCH) group of companies. So, what`s new you ask; this happens all the time. The difference - the two entrepreneurs are female.
Aletha Ling, group MD and Anne Czerner, FD of the Software Futures Group (SFG), have proved that being female in the IT industry does not have to be an issue.
While working at ISG six years ago they discovered they have a similar mindset; and when IBM came back into the country, they decided the time was right to start their own software company. "Also, it was just before the elections and small was becoming beautiful," says Ling. The two also had IBM`s full support.
"What works for us is partnership. We are like-minded but we each have our own set of strengths, meaning that we complement each other. We call it twinning," explains Ling.
This intrinsic understanding is highlighted during the interview when each intuitively seems to know which questions to answer.
What`s in a name?
Czerner says the company`s name forms part of its philosophy. "The word 'software` is self-explanatory. We decided on 'Futures` because of what it implies, especially in this industry."
Right from the start, strategy was essential to the company`s future. "We invested almost all our money in the strategic thinking process with Future World CE, Wolfgang Grulke," says Ling. "We wanted to rattle the market and needed something to differentiate ourselves."
That differentiator, they believe, is the way they think about business solutions. "Our vision is continuous innovation and flexibility. We think radically."
Ling adds: "We were a bit ahead of our time. Today clients look for a partner that understands their business and can help drive them forward. We saw this happening internationally and decided to do it here."
Meeting of the minds
Commenting on the company`s partnering with CCH, Ling says it was a meeting of the minds that smoothed the deal. She says SGF was looking for a partner and was in talks with various large local empowerment groups and consulting firms. The meeting with CCH was totally coincidental. "I met Mario Pinheiro, CCH executive chairman, at a business breakfast and we discovered our companies` values were similar. There was also no conflict because CCH did not have a software and services company in its stable at that stage." The deal was wrapped up in a month.
When it comes to new business SFG looks for like-minded clients. "We are looking for companies that are not afraid of doing something new. We find that the more similar our values are, the more business we get from that client. Most of our clients are not afraid to try new things," notes Ling. "They chose us because we are willing to be creative and somewhat radical in our solutions. We also have the ability to put it all together. There are some large companies out there that have all the solutions, but they seem to have difficulty in putting it all together in one cohesive solution."
"Why do clients choose SFG? Because we`re bloody good at what we do," says Ling.
SFG has aggressive expansion plans. "We are living in a new world and no matter where you do business it has to be world-class. In the software arena, demands are identical anywhere in the world. We focus on using new technologies in creating models in the software factory environment. We believe in interactive development because each company has different needs and requirements. We create the right model for each one of our clients."
Handpicked skills
Ling adds that it is also due to SFG`s ability to attract and keep a depth of skill that it can meet critical business requirements. "We manage to keep our skills and staff not only because of the salaries we pay them and the stake-holding they have in the company, because everyone offers that. We believe they stay because they buy into our vision.
"What is most important for a technologist? The ability to not only keep up with the latest technology, but to be ahead of it. There is a continuous learning culture at SFG. We have adventurous individuals who embrace new ideas with a passion. Also, when you are surrounded with brilliant people, it motivates you to greater heights."
It is a challenge to hire the right people quickly, which is one of the reasons why SFG has partnered with the Bryan Hattingh Group. "Because of the company`s name, it attracts high calibre people, which in turn gives us access to very bright candidates," says Ling.
Czerner says that SFG employees are handpicked individuals. "In this environment we`ve created we find that a person either thrives or leaves within a month. That is why we need to choose the right person the first time round."
Making it work
Commenting on the fact that they are two females heading up the company, both say it has never been an issue. However, Ling adds that although the two of them have not had any problems, it does not mean that other women do not face hurdles. "Within an industry with such a high skills shortage, being male or female doesn`t really matter. It is whether you can do the job."
Czerner also adds that it is a mindset. "You have two choices, either accept it as a barrier or refuse to accept it as a barrier. I believe we are our own worst enemies. Women aren`t ambitious enough - they don`t think big. Men see it as their birthright to manage, why can`t we?"
Ling notes that something counting in a woman`s favour at the moment is that management styles are changing. It is becoming more collaborative and women are now in the position to take advantage of this. In addition, the younger generation of males have grown-up with the idea of women being equal, which makes it easier, she says.
These two successful career women have certainly blazed a trail for other female mavericks, and their advise in a nutshell is that you have to constantly expose yourself to new ideas, different ways of thinking and bright people, and stay in a learning mode.
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