Lehubedu (Lemo), 40 - Entrepeneur

“I’ve been doing Coffee-to-Cars for three years now. You see, I studied tourism and worked in hotels. I was a barman. It’s there I learnt everything about alcohol and coffee. I found that I didn’t like the hospitality industry very much, but the tips were good. I wanted more though. I felt trapped. I wanted to progress in my career, so I left. I got a job in the airline industry — for 11 or 12 years I was there.

I resigned from this job at the end of 2019 thinking I could easily find another job. I was wrong, and then 2020 happened. Covid hit. I did whatever it takes to make ends meet. I also have four children to provide for. But options were limited. I did cleaning jobs, I sold ice cream. It was a very difficult time, but I had the support of family and friends in the community. Some would even buy ice cream from me when I know they don’t even like eating it. Covid restrictions finally eased, and I started applying for jobs. It was difficult to find one.

I did eventually get a job in a warehouse as a box sealer. I sealed boxes all day long, with tape. I hated this job, man. I was so miserable. I needed a change. But what can I do? What are my strengths? I can tell you now that I am brave. I’ve never been scared to approach a situation, to take a risk. There’s a thing, in my language, that says, ‘Moleta ngwedi o leta leswiswi’ — he who waits for the moon waits for darkness. So, while we are waiting for this moon, this moon might not come. This perfection is not coming. You know, with whatever you have, wherever you are, go out there. Take the risk. Try out your idea, otherwise you will regret it.

I needed ideas though. I needed something to present to my wife — a solid business idea before resigning from this misery. You know, my wife is the logical one, a numbers person. I’m always the one building castles in the sky. We’re a good team. We have balance.

I used to leave for work at 4am every morning. I’d see the cars in traffic. I thought, imagine if someone was there, at the intersection, selling coffee to the motorists? This could actually work. I was excited. I quit that misery of a job, and began working on making this idea a reality. I’d need a trolley, coffee, cups, stirrers, napkins, all those things. I’d need a flask to keep the water hot. Together, my wife and I managed to buy a trolley and a flask. After some planning and preparation, I was ready to put my idea into action.

It was the 8th of August — I decided that’s the date. I remember it clearly. It was cold. It was dark, but I walked out of my house at 4am. Let me try. If anything, I’m going to be able to sell to the taxi drivers. I started crying; it’s this feeling I had — that I’m doing this. I’m going out, I’m changing my situation. I’m becoming the person I never thought I would be. I’m taking the steps to do that.

I stood there at the traffic lights — me and my trolley. I was scared. People couldn’t see me in the dark. I’d have to move off the road and quickly run back once the robot turned red. There was a man in a bakkie. He bought a coffee. He gave me R20 and said good luck. That was my first customer. I still see him sometimes. I don’t know what the experience was like for him, but for me it felt like a door opened for me. I’m a businessman. I’m doing business now. I made R160 that day, all by myself. I was so excited.

Eventually, the police came and chased me away. They said I was obstructing traffic with my trolley. It was illegal - but I’m very stubborn though, and I had to find another way to make it work. I designed and made a wearable coffee station. I call it the Mark 1 — like the suit from the movie Iron Man, the armour that Iron Man built from scrap metal in his cave. I have a pouch for everything — my flask, the coffee, cutlery, napkins, sugar, Cremora. Everything I need is right here on me and easily accessible. I even have a clear bag to hold the cookies so that customers can see what kind of cookies are on offer. The weather is one of the most difficult parts of the job. Sometimes it’s very hot and sometimes extremely cold. The rain was a big problem, but I made the Mark 1 waterproof though. I’ve considered everything. With the Mark 1, I can operate no matter the conditions.

You don’t have much time in traffic to make a sale. I can tell you exactly how long it takes for the robot to remain red. Before 6am — 45 seconds. After 6am — 30 seconds. There’s no time for indecision. I am here to help you decide, quickly. I have a board attached to the Mark 1 — Coffee / Hot Chocolate / Cappuccino – R20. Scones – R10. Biscuits – R5. Those are the options. No flat whites and other fancy things. I don’t do decaf either.

The reception I have received from people has been phenomenal, man. Since day one. Even if people don’t buy from me, we will just talk. Say hello — acknowledge each other. I don’t even know their names, some of them, but because you see many of the same people daily, you form a rapport with each other. Thursdays and Fridays are the best sales. People are excited for the weekend. Yusis, but on Mondays people are grumpy. But then Tuesday comes along and people start to brighten up – and I’m here to try help brighten them up.

I love the spirit of the South African people. We all have our own personal challenges in this life. We may come from different backgrounds, religions, cultures, languages, etc., but when the kak hits the fan, we come together, we hold hands, and we work together. We will then go back to fighting and whatnot, but we all have a deep love for each other. I’ve seen it.

On one occasion, before the Mark 1 was operational, I was going to work in the morning and a truck smashed into my trolley. It was completely bent and destroyed. My flasks popped like champagne. My stock was lying all over the place. I was angry. Out of frustration, I posted a video on social media showing what had happened. I was overwhelmed by the response I received. Everyday South Africans all came together to help me. There were donations of money, a new trolley, flasks, and other equipment. By 10am that same morning, I was able to start operating again. Strangers even had stock delivered to me right there at the intersection. Another person donated some cups. I was even taken to the shops to buy more equipment and supplies.

I once noticed a couple stuck in traffic. The lady was in pain — in labour. The husband was in shock and begged me to help them in some way. I managed to direct and clear the traffic so they could get to the hospital. When the child was born, they brought him to see me. They gave him my name. His middle name is now Lemo. Can you imagine, the boy’s name is very Afrikaans, but in the middle, it’s Lemo. This couple are now regular customers of mine.

The best part is seeing people smile. Witnessing the spirit of the people from all walks of life. I’m a positive person. I’m very socialable.  I’m here, wearing my Mark 1, spreading good vibes. So even if you are one stuck-up person, one day you are going to smile and wave, or even talk with me. Remember, if you see me every day for three years, that hard shell will be cracked, eventually.

Some people say to me, ‘you are always happy. Always smiling.’ Truth is I’m not always happy. I have my own struggles in life, but I choose to be positive. To talk to myself. To encourage myself. I’m doing this for myself. It’s focusing and creating the desired outcome I want by keeping that energy. That mindset.

‘Good morning, CEO’s’ - This is my catchphrase. I say it out loud every morning. The CEO’s are the people. They’re my customers. They sustain me and my business. There’s a movie called ‘Good Morning, Vietnam’ with Robin Williams. There, the soldiers were all depressed. They were at war. He would happily shout out “Good morning, Vietnam!” at the start of every day, and for a moment, it was like both sides might pause for a moment to share in this laughter — to be happy despite what they were going through. These people, in their cars, they all have their own struggles. I don’t know what they are going through, but maybe I can bring a smile to their face. I can brighten up their day. Make them forget about their worries, even if just for that moment. Just like it is in the movie.

It has been a difficult journey to get here, but I’m proud of myself — of this business I’ve created. I’m proud of the character I’ve shown. I never quit. I’m not that person. I’m a role model to my children, a real-life Ironman, wearing my Mark 1, making things happen. You never know, one day I may come across a Coffee-to-Cup barista, and they serve me coffee for a change — that’s the dream right there.”