Business Partners

In 2014, early entrepreneurial activity rate dropped by 34%. 35.5% of South Africans see opportunities to start a business, but 25.4% wont due to fear of failure – GEM SA 2014 

To reclaim Business Partners’ position as the champion of entrepreneurship, MSL initiated the Square Peg* Movement – a campaign to celebrate and drive the idea of entrepreneurship, building positive brand infinity for Business Partners’ funds and financial products, while positioning the company as a committed supporter of small and medium enterprises (SMEs).

The square peg* movement’s aim: To position entrepreneurship as the most aspirational career of all – celebrating ‘under-the-radar’ SA success stories, and, while doing so, position Business Partners as the leading SME business development expert and financier in SA. *Def. square peg in round hole – an exceptional individual who stands out and sees the world not for what it is, but for what it could be.

Impact:

• 31 investment deals arose as a result of square peg movement
• 11% of 2015 investment deals secured
• Rand value: R99 056 180,00 (12.73% of total investment deals securing during period)
• 986 entrepreneurial employment opportunities created

This campaign won Gold in the 2016 PRISM awards Business-to-Business category.