In a context of high and increasing unemployment, small, medium and micro enterprises have become central to job creation and empowerment. However, starting and running a business, no matter how small, requires a lot of planning, support, information and responsibility.

"Not everyone wants to be an entrepreneur. For some it is not a personal choice, but rather a poverty alleviation strategy," says Anne Hilton, a consultant on small business development. Hilton recently worked with the Soul City Institute for Health and Development Communication in creating messages for Soul City 4, a television, radio and print drama series which focuses on health and development issues. The television drama Soul City is currently being shown on SABC1. The radio drama will begin broadcast in October and airs on nine stations in nine different languages.

Joe Sebolao, youth advisor at Soul City, says the series aims to encourage youth entrepreneurship by inspiring viewers to explore small business possibilities.

In doing the research for the series, which also has a strong women's development angle, the Soul City Institute discovered that financial independence, particularly for young women, was a fundamental component of their own empowerment. According to Sebolao: "Research conducted by Soul City revealed that there is a tendency among men to perceive women as their property when they support them financially. Many women tend to stay in abusive relationships because they are financially dependent on their partners." The storyline features a young woman who tries to start her own business. She meets with several difficulties, but in following her through her trials, viewers come away armed with some very useful information.

"Firstly, you need a proper business plan", says Hilton. "Money-lending institutions would be reluctant to provide start-up capital if a person does not have a good business plan. A good credit and savings record is always helpful when seeking start up finance."

In addition to providing help through the medium of drama, Soul City has also produced an information booklet on how to budget, save and start a micro or small business. The booklet also gives details of institutions which have been set up to help people access finance and start small businesses.

"Being jobless, does not mean being completely helpless. We need to encourage people to use their skills collectively or individually in their own ventures if they are unable to find employment," says Hilton.

Soul City is sponsored by the UK Department for International Development (DFID), the European Union, Kagiso Trust, Old Mutual and BP.

Contacts:

Small Business Development:
Anne Hilton: 083-3257143
Savings; Personal finance:
South African Council of Banks; Cas Coovadia: 082-4452252