Sinomsebenzi’s mission is to assist entrepreneurs, mainly from disadvantaged backgrounds, grow their businesses. With the high level of unemployment in the region, small business development is the only way to get many people out of poverty. The Paradigm Shift training equips entrepreneurs in the basics of running a business. It is felt that with many of the entrepreneurs the training, in isolation, is insufficient and hands on help is required to grow their business. A mentorship program was initiated where one on one coaching could be provided to the entrepreneurs to guide them in business.
Sinomsebenzi created a pool of mentors from the business community in Benoni. The mentors are all volunteers who have a wealth of business experience and expertise in a number of business disciplines. Entrepreneurs (mentees) are matched with mentors who have the required skills and knowledge in the mentees line of business. The mentee and mentor meet on a regular basis to discuss challenges and for the mentor to guide the mentee.
Often the mentee operates a small business from home or in some cases operate from a pavement stall. Sinomsebenzi has developed a relationship with Business Partners who have small factory buildings in Benoni. When a business has reached a point where premises are required, Sinomsebenzi facilitates a lease agreement between Business Partners and the mentee at subsidised rentals. This allows the business to grow further without the burden of high rentals in the early stages of businesses growth.