Founding looks thrilling from the outside. From the inside, it’s a hundred decisions only you can make, and nobody to say them out loud to.

On Saturday 10 October, 58 people came to Flower Café in Paarden Eiland to say them out loud.

Our MC, Terence Mentor, opened by pointing out that everyone could have been on the beach, up the mountain or wine tasting. “But right now you are here, getting insights and making connections that can grow your business.”

What the stage said

There were five talks: marketing, networking, fundraising, sales and one brand’s origin story. Terence spotted the thread. Every one came back to human storytelling: the story of you, your business and your customer. AI can do plenty. It can’t do that for you.

Give the machine something to work with.
I spoke about teaching AI your brand (Anago Marketing). A clear brand strategy gives AI something real to work with, so it markets you faster without adding to the slop. Cassandra van Huyssteen’s takeaway: “You can’t assume old marketing and SEO will work any more. You have to give the AI something to work with.”

Look up, across and back.
John Watson of The Lekker Network asked us to stop collecting connections we’ve never spoken to. Instead, talk to the people ahead of you, beside you and a few steps behind, each with a specific invitation.

Ask for advice, not investment.
Germain Bahri from Manza (formerly Zazu) busted the myths around raising money. The line that stuck: go for advice to the people you think could invest.

Shut up and listen.
John Eliastam PhD explained the neuroscience of sales. If you push, people go into fight or flight. If you listen, they move towards you. Rather than pitching, tell the story of someone you’ve helped and let the client see themselves in it. Eric Michubu, years into founder-led sales, is taking it into his customer calls this week: “fewer slides and more questions.”

Your origin story is an asset.
Nic Eve told the story of building Donkey Long Tong: part drama, part comedy, all true. He had the room in stitches. Under the laughter was the lesson: you don’t have to follow the traditional advice to build a brand people love.

What the room did

John Watson didn’t just talk about conversations. He set homework on the spot: a selfie, then a WhatsApp to someone ahead of you, someone beside you and someone behind you. His maths: 50 people × 3 messages = 150 conversations.

Then the speakers stepped off the stage for pre-booked 15-minute one-on-ones, while everyone else moved through guided speed networking. Nobody had to make a cold approach. John called his one-on-ones the highlight of his morning: “very intentional and very interesting chats with 3 very different business owners.”

Wikus Schalkwyk put the feel of it best: “It felt like a safe space to be somewhat vulnerable.”

What people carried home

“The people who’ll teach you the most are rarely in your industry. Everyone in that room is solving distribution and trust. Same problems, different vocabulary.” Eric Michubu, who builds payments infrastructure

“My main takeaway was how in-person connecting is just the best way to spend time as a solo business leader. I left feeling so energised.” Carryn Ortlepp

“I go to a lot of networking events. That was absolutely fantastic, and this should grow. When’s the next one?” Dani Jeftha

And a bag. John called it “the best goodie bag of all time.” Sean Willard’s wife and daughter were thrilled when he came home with it. Carryn has already earmarked the bag itself as her new gym bag.

Inside was more than R4,000 of products from sixteen local businesses who backed a room full of founders: Monatea, Norah’s Valley, Noobeing, Bonnie Bio, The French Parfumerie, Think Flavour, Potterswork, Dinnerbox, Santa Anna’s, Murder Mystery Guide, Simply Bee, Okushal Drinks, Charlotte Rhys, Ina Paarman’s Kitchen, Moi Magnets and Gary Rom Hairdressing.

If something in the bag became a favourite, tell them. A message like that means a lot to a small business.

Who made it possible

Thank you to Flower Café for having us, and to Okushal for the brunch mocktails. Thank you to our event supporter, Manza (formerly Zazu), and our partners, Murder Mystery Guide and Anago Marketing. Terence held the whole morning together with skill and a lot of humour. And everyone who gave up their lie-in made the room. (John Watson’s verdict: “the prettiest founder event of the year.”)

Until the next one

The next flagship is already brewing. Seats are capped, and the Founders Café list hears first.

But you don’t have to wait for it to stop building alone. Every week in Cape Town, and once a month in Joburg, founders meet early for a free netwalk: an hour on the trail with people who get it.

• Constantia: Fridays at 06:55, Alphen Greenbelt, with Tokai Forest once a month
• Blouberg: Fridays at 06:55
• Johannesburg: Second Saturdays at Delta Park, once a month

Join a netwalk →

---

The event at a glance

• What: Founders Café, a half-day founder event in Cape Town
• When: Saturday 10 October 2026, 8:15–12:30
• Where: Flower Café, Paarden Eiland, Cape Town
• MC: Terence Mentor
• Speakers: Lisa Aspeling, John Watson, Germain Bahri, John Eliastam PhD, Nic Eve
• Format: five micro-talks, speaker one-on-ones, guided speed networking, R4,000+ gift bag
• Supporter and partners: Manza (formerly Zazu), Murder Mystery Guide, Anago Marketing