“The City of Johannesburg’s Department of Economic Development is encouraging entrepreneurs and small businesses to partner with government, Standard Bank South Africa and the Johannesburg Chamber of Commerce and Industry to expand market access, strengthen enterprises and create sustainable jobs. The initiative, discussed at the Johannesburg Business Connect Breakfast on 20 October, highlights the importance of combining business finance with mentorship, commercial partnerships and access to customers.”
Johannesburg strengthens its push to empower entrepreneurs, expand markets and create sustainable jobs
Collaboration emerges as a key priority for small-business growth
The City of Johannesburg is calling on entrepreneurs and small businesses to work more closely with government, financial institutions and industry organisations as part of a broader effort to stimulate economic growth, expand access to markets and create sustainable employment.
The call, reported on 21 October 2026, followed the Johannesburg Business Connect Breakfast held on 20 October at JCCI House. The event brought together the City of Johannesburg’s Department of Economic Development, Standard Bank South Africa and the Johannesburg Chamber of Commerce and Industry (JCCI) to discuss ways of improving opportunities for small and medium-sized enterprises (SMEs).
The initiative reflects a central challenge facing entrepreneurs across South Africa: establishing a business is only the beginning. Long-term success often depends on whether a business can secure customers, access finance, develop reliable partnerships and expand beyond its initial market.
For Johannesburg, strengthening small businesses is also an economic development priority. Enterprises that grow sustainably can contribute to employment, introduce new products and services, support local supply chains and broaden participation in the economy.
According to the City, collaboration between the public and private sectors can help create an environment in which entrepreneurs are better positioned to overcome obstacles and turn commercial opportunities into viable businesses.
Government and business partnerships take centre stage
Speaking on behalf of the City’s Executive Director of Economic Development, Benji Seitlhamo reaffirmed the municipality’s commitment to developing a competitive, investment-friendly and inclusive economy.
His message emphasised the importance of coordinated action between government and businesses. Although economic development requires planning and investment, entrepreneurs also need practical support that helps them operate, compete and grow.
For small-business owners, this means that supportive policies must translate into accessible opportunities. Business registration, access to relevant information, relationships with potential buyers and the ability to navigate commercial requirements can all influence whether a company progresses from an early-stage operation to a sustainable enterprise.
Municipalities can contribute by connecting entrepreneurs with procurement opportunities, business networks and development programmes. Private companies can complement those efforts through supplier-development initiatives, financial services, mentorship and access to established distribution networks.
However, the value of these partnerships ultimately depends on their implementation. Entrepreneurs need clear information about available opportunities, eligibility requirements, application processes and the practical steps required to participate.
The Johannesburg Business Connect Breakfast provided a platform for stakeholders to discuss how their respective capabilities could be combined to improve support for SMEs.
Why small businesses matter to South Africa’s economy
Small businesses occupy an important position in South Africa’s economic development. They operate across sectors such as retail, manufacturing, agriculture, professional services, construction, technology, transport and hospitality.
These enterprises can provide routes into employment for people who struggle to access formal jobs. They can also allow individuals to commercialise their skills, respond to local needs and develop innovative solutions to everyday problems.
For aspiring entrepreneurs, a small business may begin as a side activity, a home-based operation or a service offered to a limited group of customers. With effective planning, consistent demand and sound financial management, such an operation may eventually expand into a larger enterprise.
Nevertheless, business ownership does not automatically guarantee financial stability or job creation. Some enterprises struggle to achieve sufficient sales, while others experience difficulties managing costs, securing working capital or reaching customers outside their immediate communities.
This makes practical enterprise development particularly important.
Johannesburg’s emphasis on connecting SMEs with growth opportunities recognises that entrepreneurship requires more than motivation. Business owners need the commercial knowledge, networks and resources to transform an idea into a functioning enterprise.
Support initiatives are therefore most valuable when they help businesses address identifiable challenges and measure progress through outcomes such as increased sales, improved productivity, new contracts and sustainable employment.
Access to finance must be matched with market access
Finance remains an important consideration for entrepreneurs who want to establish or expand their businesses. Depending on the enterprise, funding may be needed to purchase equipment, acquire inventory, employ staff, improve premises or finance the period between delivering a product and receiving payment.
However, access to capital alone cannot guarantee business success.
An entrepreneur may obtain funding but still struggle if there is insufficient customer demand or if the business lacks an effective distribution strategy. Equally, a company with a promising product may find it difficult to grow because it cannot afford the resources required to fulfil larger orders.
At the Johannesburg event, Standard Bank South Africa’s Senior Manager for Enterprise and Supplier Development, Lesiba Matladi, highlighted the need for support that connects businesses with customers, markets and financial solutions.
She noted that SME support can be fragmented and difficult to access. Collaboration between organisations such as the bank, JCCI and the City could help businesses navigate that environment more effectively.
This approach is significant because entrepreneurs frequently need several forms of assistance at the same time.
A business might require financial guidance to understand its cash flow, mentorship to improve its operating model and introductions to potential customers to increase revenue. If those services are disconnected, the owner may struggle to turn individual interventions into measurable growth.
A coordinated support system can make it easier for entrepreneurs to identify their immediate needs and find appropriate assistance.
Market access can determine whether a business grows
One of the most important challenges for small enterprises is finding customers who are willing and able to pay for their products or services.
Businesses may have good ideas and strong products but lack the resources, relationships or marketing expertise needed to reach their intended audiences.
For example, a small manufacturer may be capable of producing quality goods but have limited access to large retailers. A food producer may have an established local customer base but need assistance meeting the requirements of larger distributors. A professional-services business may deliver excellent work but struggle to attract corporate clients.
Partnerships can help bridge these gaps by introducing smaller businesses to established buyers and commercial networks.
Entrepreneurs must also understand that market access involves more than making initial contact with a potential customer. They need to demonstrate that they can deliver consistently, meet agreed standards, maintain appropriate pricing and manage orders reliably.
Developing these capabilities can improve the likelihood that an initial opportunity becomes a lasting commercial relationship.
For the City of Johannesburg and its partners, this creates an opportunity to connect enterprise-development programmes more directly with real market demand.
Rather than focusing only on workshops or general business advice, programmes can help entrepreneurs understand what buyers need, prepare their businesses to meet those requirements and identify realistic routes to market.
Partnerships can help emerging entrepreneurs build confidence
The Johannesburg Business Connect Breakfast also highlighted the importance of networking and learning from established business leaders.
For entrepreneurs who are starting out, access to experienced advisers can provide useful perspectives on pricing, customer relationships, operational planning and business expansion.
Networking can also help business owners discover partnerships that might otherwise remain out of reach. A conversation with a potential supplier, distributor or corporate buyer may reveal opportunities that are difficult to identify through independent research.
However, effective networking requires preparation. Entrepreneurs benefit from being able to explain what their businesses offer, identify the customers they want to reach and describe the specific assistance or partnership they are seeking.
They should also be prepared to demonstrate their capabilities through product samples, business profiles, financial information or evidence of previous work where appropriate.
The value of business-connect initiatives therefore depends partly on whether the relationships formed at events continue afterwards.
Follow-up meetings, referrals, supplier introductions and clear next steps can help convert networking into commercial results.
The importance of an investment-friendly business environment
The City has also stressed its ambition to create a competitive and investment-friendly economy.
For small businesses, the broader operating environment can influence decisions about hiring, purchasing equipment, entering new markets or expanding operations.
Entrepreneurs need confidence that they can access reliable information, understand applicable regulations and plan their activities without unnecessary uncertainty.
Local authorities can contribute by communicating requirements clearly, improving coordination between departments and ensuring that businesses know where to seek assistance.
At the same time, entrepreneurs remain responsible for maintaining appropriate records, complying with relevant laws, meeting tax obligations and managing their finances responsibly.
A productive relationship between government and business requires contributions from both sides. Public institutions must work towards a supportive operating environment, while businesses must develop the professionalism and reliability needed to compete.
The Johannesburg initiative provides a platform for discussing how these responsibilities can support a stronger local enterprise ecosystem.
Young entrepreneurs need practical opportunities
Entrepreneurship can be especially important for young people seeking ways to develop their skills and establish financial independence.
At the event, Isabela Pereira, founder and chief executive of women’s wellness and activewear brand SheFitz, highlighted the value of networking and exposure to development opportunities. Her business was preparing to launch in 2026, according to the City’s report.
Her participation illustrates how emerging businesses can benefit from opportunities to engage with established organisations and learn about available support.
For a new business, the early stages often involve testing products, understanding customer preferences, refining prices and establishing a dependable operating process. Access to experienced advisers and relevant networks can help founders make more informed decisions.
Nevertheless, entrepreneurs must also be realistic about the time and resources required to build a sustainable company. Growth may be gradual, and new businesses need to monitor expenses carefully while validating demand.
Development programmes are most useful when they combine encouragement with practical guidance, helping founders develop the commercial discipline required to operate over the long term.
Turning enterprise-development plans into measurable results
While business breakfasts and networking events can create useful connections, the longer-term impact of entrepreneurship initiatives depends on what happens after the meetings conclude.
For the Johannesburg programme, meaningful indicators of progress would include the number of businesses connected to customers, the value of commercial opportunities generated, the number of SMEs receiving appropriate financial assistance and the extent to which participating businesses become more sustainable.
Other useful measures could include improvements in business management, the establishment of new supplier relationships and employment created by growing enterprises.
These outcomes would help entrepreneurs and programme partners assess whether support is addressing the practical challenges that businesses face.
Transparency is also important. Entrepreneurs should be able to find accurate information about available services, eligibility criteria, application procedures and expected timelines.
Such clarity can help reduce confusion and make support more accessible to businesses with limited administrative capacity.
The City has encouraged interested SMEs to contact its Department of Economic Development through Patson Khosa at Patsonk@joburg.gov.za. Entrepreneurs should confirm current programme details and participation requirements directly with the department before applying.
Conclusion: Building stronger businesses through collaboration
Johannesburg’s call for closer cooperation between government, financial institutions and business organisations places entrepreneurship at the centre of its economic-development ambitions.
The central message is that small businesses need more than encouragement to succeed. They need practical connections to customers, appropriate financial solutions, business knowledge and commercial partnerships that help them compete.
For entrepreneurs, the opportunity lies in using available networks to strengthen their business models, identify realistic markets and build the capabilities required for sustainable growth.
For government and private-sector partners, the challenge is to ensure that support initiatives produce practical outcomes rather than remaining limited to discussions and networking events.
If collaboration leads to stronger enterprises, more reliable commercial relationships and sustainable employment, the benefits could extend beyond individual business owners to workers, suppliers, customers and local communities.
The Johannesburg initiative is therefore a relevant development in South Africa’s continuing effort to strengthen entrepreneurship. Its ultimate significance will depend on the opportunities it creates and the tangible progress participating businesses achieve.
