Celebrating youth: The digital economy invites you to create your own opportunities

Ayanda Eva Mbonani is a Unisa alumnus who runs an online business that provides digital literacy coaching and consulting services. Mbonani was inspired to start her business after witnessing how the Covid-19 pandemic fast-tracked digital transformation in the education and business sectors, thereby widening the digital divide and exposing significant gaps in terms of digital literacy.

As Mbonani explains: “The shortage of digital literacy skills has affected students’ academic performance and has had a significant economic impact on Small, Medium and Micro Enterprises (SMMEs). To assist in bridging the digital divide and addressing the digital literacy gap, I decided it would be good to start a virtual business that equips students and SMMEs with essential digital literacy knowledge, in respect of how to leverage digital tools to enhance communication, solve problems, and produce innovative projects.”

Ayanda Eva Mbonani

Mbonani admits that many students struggle with basic tasks such as using Harvard and APA referencing: “Some unfortunately find themselves in trouble for plagiarism. I coach students on how to avoid plagiarism by paraphrasing and using reference managers. Others also find themselves in trouble for contract cheating, because they struggle with their coursework. To assist with that problem, I offer virtual and ethical tutoring services in commerce-related modules. Then, with our consulting services for SMMEs, we do an analysis and come up with a digital strategy on how businesses can leverage affordable digital tools and technologies to boost customer satisfaction, productivity, and increase revenue, which will allow them to thrive in a digital economy.”

On the issue of studying at Unisa, Mbonani had this to say: “Being disciplined to work independently through online learning, and capable of using various digital tools and software [programmes] prepared me to successfully participate in the digital economy. For my Bachelor of Commerce Honours in Business Management, I majored in strategic management, project management, and international business.” She admits that the course content played a major role in assisting her to run a successful online business. Since the business environment is constantly changing, majoring in strategic management also helped her to keep up to date with the latest business growth strategies and strategic planning models. “Project management sharpened my skills in developing and documenting business requirements, planning and monitoring, and improving my clients’ processes, to gain a competitive advantage,” she explained.

Mbonani’s virtual business requires her to coach clients, outline problems and make recommendations for operational improvements using digital technologies. “The Research Project in Business Management, which I did at Unisa with Dr Karen Stander, also really improved my skills in using digital tools for data analysis, doing presentations, writing detailed reports, and creating business models. I now use the skills and knowledge I gained to assist tertiary students and SMMEs to save time and resources, by leveraging digital tools and software to achieve their academic and business goals,” she adds.

Her advice to other Unisans who wish to participate in the digital economy? “First, when it comes to choosing a niche in the digital market, people tend to say aspiring digital entrepreneurs should choose something that they enjoy, or are passionate about. That is good, but my advice for Unisans to successfully participate in the digital economy would be for them to list their skills and also look at things they are good at, in their field of study.” In so doing, she adds, they can use the list to see how their skills and experience can be used to provide a solution to a problem the target market has: “It is very important to bring value to your target market – what sets you up for success, is where you bring the most value,” asserts Mbonani.

“Second, do your research and use digital tools and resources to find ways to monetise your online business. It is also vital to use social media platforms to promote your online business. You would be blown away by the number of clients you can attract, if you have the right digital marketing strategy.”

Lastly, Mbonani says starting an online business is easy and has low start-up costs, but entrepreneurs should always stay up to date and upskill themselves, because technology and the business environment are constantly changing. “The digital economy is ready and waiting for you to create your own opportunities,” she concludes.

*By Tshimangadzo Mphaphuli, Senior Journalist, Department of Institutional Advancement