STEP UP 2 A START UP Youth Entrepreneurship initiative is said to be a movement that will see vital lessons of entrepreneurship reaching thousands of historically disadvantaged high school learners in urban, peri-urban, townships and rural areas across South Africa. It has been launched in cinemas nationwide.
After the success of their inaugural year with the support of original Dragon’s Den UK Investor and start-up Guru James Caan, the Youth Entrepreneurship initiative was made a fixture in the annual calendar.
Although the entrepreneurship programme focuses on post-matric youth, it also aims to inspire a culture of entrepreneurship and the creation of wealth in the early career development process stages.
Martin Sweet, Managing Director of Primestars Marketing and the brainchild behind STEP UP 2 A START UP said: “If we are to succeed in fostering entrepreneurship in South Africa, we must present it as a viable option at school level, along-side other career choices. Waiting until learners finish matric may be too late”.
Entrepreneurship has been highlighted as the primary catalyst for change in South Africa to address unemployment and inequality.
Johanna Mukoki, Simphiwe Dana, Farah Fortune, Boity Thulo, Gareth Cliff, DJ Sbu, Jimmy Nevis, Chad Saaiman and Bob Mabena are some of the media personalities that have stepped up to contribute to the development of young entrepreneurs.