Adolph Seabi is the proud 30-year-old entrepreneur behind Safe by Design. The company manufactures high-quality, durable doors that offer maximum security – and style – for the residential, commercial and industrial markets. The company was launched in 2022, and Seabi currently employs seven employees all serving in their designated department. We chat to Seabi about the highs and lows of being an entrepreneur, and taking pride in your product and solution.
Q: What prompted you to start your own company?
I had previously worked for a company that imported these doors before starting my business. They had a high-end clientele. The owner of the company relocated back to the United Kingdom which left a gap in the market. I did my research and used the opportunity to introduce more door ranges to open the market to all class sectors.
Q: Where did your funding come from?
I have support from my family, and I pitched to a couple of investors and managed to find one who has been fully supportive and assisting me not only with financing, but also with business development.
Q: How did you make your first sale?
I had visited a client who was looking for five doors. But as we are not only selling doors – we are offering a solution – so we ended up selling three doors at a price that is similar to five doors.
Q: How do you set yourself apart from competitors?
We fully customise, we match your opening measurements, no need to break or build for our doors, we supply, install and do after-sales service for a certain period.
Q: What are your top customer service tips?
Know your product, never undersell yourself. Answer all questions and do follow-ups, respond to every inquiry in a speedy manner.
Q: What are current growth plans or goals?
Most clients only realise the value of our doors after they have had a break-in, and at times they would want an immediate door replacement. I want to get to the point where I have made these doors standard in a sense that we reduce lead time and can assist right away as these are security issues.
Q: Can you share some of the challenges and lessons learnt in starting your business?
The hardest lesson is being patient and remaining positive. You also have to remember that you are dealing with individuals, and every client is different.
The biggest challenge is getting the product known, and making people realise that we are selling a security solution – not just offering doors. And like many start-up companies, acquiring funding to run the business and increasing sales has been a challenge.
Q: There’s a lot going on right now with an economy under pressure and loadshedding. How are you navigating the situation?
Security will always be needed whether the economy is struggling or not. I was still working for my previous company during the Covid-19 pandemic and order sales picked up. Fortunately, we have a backup generator at our premises, and we work according to the loadshedding schedules to ensure that we deliver on time.
Q:What does leadership and having an ‘entrepreneurial mindset’ mean to you?
Leadership to me means being positive and strong within your values, and approaching challenges as stepping stones.
And being an entrepreneur means that you need to keep learning – no matter what.
Q: What keeps you motivated?
Pride in the product that we deliver. Knowing that we can offer South Africans doors that are safe, secure, as well as aesthetically appealing and unique.
Q: What is your favourite and least favourite aspect of being a business owner?
My favourite aspect is the fact that you are in control of your product, meaning it is up to you to make it work. The hardest part is having to take accountability when things don’t work out.
Q: Parting advice for fellow ‘treps:
- Be patient while working towards your goal, and be smart.
- Do your research to find any solution you might need to assist your business.
- And lastly, don’t be afraid to talk about your business.
