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Couplepreneurs: stirring legacies, one kidpreneur at a time!

02 January 2024 | Story Igno van Niekerk | Photo Igno van Niekerk

Dr Tafadzwa Maramura participated in a study on couplepreneurs and ways in which they influence their children to become better entrepreneurs.

After years of hard work, the lonely entrepreneur rode off into the sunset. No family. No one to share the lived experience with. The entrepreneurial journey can be a recipe for loneliness. However, it does not have to be, you can enjoy an entrepreneurial family that leaves a legacy.

Dr Tafadzwa C Maramura, Senior Lecturer in the Department of Public Administration and Management at the UFS participated in a study with Drs Eugine Maziriri (University of Johannesburg), Miston Mapuranga (University of Pretoria), Brighton Nyagadza (Marondera University of Agricultural Sciences) on couplepreneurs and ways in which they influence their children to become better entrepreneurs. The interinstitutional study drew on several fields of expertise and was a fresh addition to the research on access to water that Dr Maramura is doing.

Couplepreneurship is a concept that explains businesses owned and operated by married and/or cohabiting couples. According to Dr Maramura: “The development of couplepreneurship in South Africa as an emerging economy has led to increasing interest in the study of how kids are inspired and/or influenced by their parents towards starting their own and to participate in the already existing family enterprises.”

Nurturing entrepreneurial potential

Couplepreneurs are in a great position to raise kidpreneurs. Who better to listen to the heroic stories of how mom and dad started off with a big dream, growth mindsets, and steadfast commitment to building their business than their offspring? Like teaching a person how to fish rather than giving them fish, couplepreneurs do not hand their kids a business, they teach them how to run and grow a business.

Dr Maramura believes that nurturing an entrepreneurial potential is the result of “encouraging resilience, adaptability, and a willingness to embrace failure, even as a learning opportunity”. Combine this with an environment that promotes creativity, critical thinking, and problem-solving skills, and you have the recipe for a kidpreneur to become an entrepreneur. Now add more ingredients: parents who offer support, mentorship, and exposure to diverse experiences. Put it in the heated oven called business – and you have created the meal all entrepreneurs crave: Legacy.

News Archive

Old Mutual Investment Group invests in our students

2013-07-22

Old Mutual Investment Group’s Imfundo Trust scholars with Mr Muhammad Brey (far left) and Prof Jonathan Jansen, Vice-Chancellor and Rector of the UFS (far right).
Photo: Hannes Pieterse
22 July 2013

“I am one step closer to entering the corporate world as a young woman. My dream is to work for a large firm and now it is possible,” said Melody Motaung, a B Accounting first-year student. She is one of the first recipients of the Old Mutual Investment Group’s Imfundo Trust scholarship, which was launched at the university recently.

Melody is one of seven Kovsies and 91 students countrywide to benefit from the R20 million trust, aimed at empowering black professional people in the financial sector. Kovsies is now one of eight universities whose students benefit from the trust. It already empowers students from the University of Johannesburg, UNISA, Nelson Mandela Metropolitan University, University of the Western Cape, University of Fort Hare, Stellenbosch University and Rhodes University.

”The UFS embodies the excellence and innovation we are looking for in tertiary institutions,“ Mr Muhammad Brey, trustee of the trust, said during the launch. He conveyed that the main aim of the trust is to address the shortage of black professional investors in South Africa and to expand the source of suitably qualified individuals in the asset management industry.

The seven recipients, all of them female first-year students, were encouraged by the speakers to do their part in addressing South Africa’s skills shortage in the financial sector.

Prof Hendri Kroukamp, Dean of the Faculty of Economic and Management Sciences, said with the assistance of the Old Mutual Investment Group, the students – four of them B Accounting students – will help to address the shortage of chartered accountants in the country. “As qualified financial experts, they can make a big contribution.”

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