Leaving college without a degree wasn’t part of the plan, but life has a funny way of pushing us toward unexpected paths. When I didn’t hand in that one crucial essay, the dream of finishing my studies faded, and reality set in. My single mom couldn’t cover the fees anymore, and so, with a bit of uncertainty and a lot of hope, I went job hunting.
I found myself working at a bookstore in the local mall—what was supposed to be a casual job soon became a year-and-a-half journey where I was promoted to Assistant Manager. Then came an opportunity at a tech retailer, where I taught customers how to use their devices. It was a step up, but it wasn’t fulfilling. The nagging question that haunts every twenty-something crept in: “What am I really going to do with my life?”
Amidst these thoughts, I was also wrestling with my faith. Frustrated and searching for answers, I turned to God, asking (well, more like arguing) for a sign. The question lingered, unanswered, as life continued its course.
The spark of an idea
One summer weekend, while sitting with friends at yet another braai—the third in a row—I got bored. The smoky scent of meat on the coals wasn’t enough to satisfy my restless spirit. “Isn’t there anything else we can do?” I asked. Blank stares met my question, followed by a shrug: “Like what?”
I grabbed my phone, searched “fun things to do in Joburg,” and got the same generic results: Apartheid Museum, Gold Reef City, Constitution Hill. Sure, great spots, but more for tourists than locals like us looking for something different. The search led to dead ends—closed places, outdated info—and in the end, we just continued braaing.
But this frustration planted a seed.
The Vision Arrives
July 2016 came, and so did the answer to my countless prayers. In a flash of inspiration—some might call it a vision—I saw it clearly: an office, a team, and a powerful idea. A directory that understood people’s preferences and recommended local experiences tailored just for them. It was simple yet complicated, an idea that gripped me.
I had no clue how to make this happen. I had no connections in the tech world, and every time I tried explaining the concept, I couldn’t get my friends as excited as I was. Still, the idea refused to let go. It was like an itch I couldn’t scratch.
A Chance Meeting and the Birth of a Dream
For the next few years, I stayed in retail and then moved into corporate. It was through a series of misunderstandings and coincidences that I met Dominique. A friend had suggested I talk to her, saying she had some business experience. Inspired by the famous quote by Antoine de Saint-Exupéry, “If you want to build a ship, don’t drum up people to collect wood… but rather teach them to long for the endless immensity of the sea,” I shared my vision with her.
She got it. She fell in love with the idea just as I had. Dominique agreed to help and soon became my business partner. We decided on a name: Viatori, which means “traveller.” We envisioned it as more than just a directory—it was a journey for those seeking authentic, immersive experiences. Not the tourist traps, but the hidden gems only locals knew.
The Rollercoaster Begins
With business plans in hand, we joined an incubator in 2018 and pitched our idea. One of the panellists was so impressed that they offered to help us develop it, but there was a catch: they wanted to keep all user data. That went against our core values. We declined, heartbroken but resolute. The dream went into hibernation, but not without leaving a mark.
Then, the world changed. COVID-19 shut down all entertainment activities. We couldn’t help but feel relieved that we hadn’t launched the business then. It would have been devastating. Still, the dream lingered. Have you ever had a dream so close, yet so far away that it suffocates you? That’s how it felt.
Our First Logo Designs
The Reawakening
Fast forward to July 2023. That itch in my heart returned. This time, I was ready. I spoke to my wife, who backed me completely. We decided to pray on it, seeking clarity. The breakthrough came in October when we met with a business coach from Cape Town. After a three-hour conversation late into a Sunday night, he challenged us with one key question: “How can you start a tech company without a developer on your core team?”
The very next day, we hit LinkedIn, reaching out to every connection we could think of. A friend introduced us to someone he knew—a developer who resonated with our vision. After a dinner meeting and a review of our blueprint, he was on board.
The Leap of Faith
And that was the turning point. It was time to make the jump. In February 2024, I handed in my resignation to fully commit to the journey of building what we now call Venturo.
From bookstore employee to a vision that refused to let go, this journey has been anything but straightforward. Venturo is more than just a business—it’s a movement toward discovering the extraordinary in the everyday. As I step into this new chapter, I’m excited to see where this path will lead.
But this is just the beginning. There’s so much more to share, from the highs and lows of building Venturo to the unexpected twists that come with turning a dream into reality.
Stay tuned for the next chapter. The adventure is just getting started, and I can’t wait to bring you along for the ride.
4 Responses
What a beautiful roller-coaster!
Thanks so much, Elmay!
I’m thrilled that you enjoyed the first part of this roller coaster ride!
The journey is just beginning, and I’ll be sharing new chapters each month.
Can’t wait to have you along for the ride!
What a nice shared story! Good luck in your new adventure!
This is an incredible story man! Wishing you all the best on your journey.