Kabelo Ncholo’s entrepreneurial journey is filled with hard knocks, tough lessons, inspiration and great successes. Born into humble circumstances in the village of Bapong (Gelukspan) in the North West, raised by a single mother, and starting adult life fending for himself in Johannesburg, he built Y-Brand from a R350 restaurant tip into a leading marketing, advertising and communications agency that now employs more than 300 people operating from eight offices in Johannesburg, Cape Town, Durban, Gqeberha, Windhoek, Lusaka and Lagos.
In October this year Kabelo was named HR Leader of the Year at the prestigious Future of HR Awards, an accolade that recognises exceptional leadership in human capital, organisational culture and the future of work. The award is especially meaningful because it honours the very values that have guided Y-Brand’s evolution: dignity, opportunity, diversity, accountability, and people-first leadership. He was also nominated in the CEO of the Year and Employer of Choice (SME) categories.
Under Kabelo’s direction, Y-Brand’s HR function has become a model and example of excellence, attracting and retaining top talent, improving workplace satisfaction, and strengthening systems that empower employees to thrive. His philosophy is simple: “The most valuable asset of any business is the people who make up the business. You can only really appreciate yourself as a leader when you see the people you lead excelling.”
This year’s honour adds to an already impressive list of accolades for both Kabelo and Y-Brand in the company’s 21-year existence. In 2024, Y-Brand was named Employer of Choice: Small – Medium Organisations, and was a Finalist for CEO of the Year at the Future of HR Awards. That same year, Kabelo won the Richard Fletcher Entrepreneur of the Year Award at the Top Empowerment Awards and was a finalist for the same award in 2023, 2019 and 2017.
But Kabelo’s story is not just about awards. It is about resilience, reinvention, and a deep belief in the power of human potential. From losing everything in 2009 to rebuilding Y-Brand into a high-performing organisation, his journey contains powerful lessons for entrepreneurs.
In this Bizmag Interview, Kabelo shares how he found his entrepreneurial path, the role of mentorship and continuous learning in his rise, and his long-term vision to build Y-Brand into a global player that inspires a new generation of African entrepreneurs.
Q: Take us back to the beginning — what motivated you to take the first leap into entrepreneurship?
Like many Black South Africans born in villages and townships, I became an entrepreneur by default, with no business background at all. I moved to Johannesburg at 19 after matric and had to fend for myself. Anything that put money in my pocket responsibly and legally to pay rent and send some money back home got my attention.
I initially had a bursary to study medicine at Wits, but I couldn’t get to Johannesburg in time for the commencement of the course. Instead, I was told to shadow doctors for a year, but soon discovered that the medical profession was not for me, especially after collapsing several times due to hemophobia.
I was working as a waiter at a Mac Ribs Restaurant, earning just enough to survive and support my family. During matric farewells hosted at the restaurant, I noticed how poor the experience was for students. When a colleague challenged me to stop complaining and take action, I made a bet that I’d leave the restaurant the following year and host proper matric farewells myself. That moment brought Y-Brand (then Yourself Functions Organisers) to life.
Q. With no business training and only R350 to start, what were the first practical steps you took?
I served a table and received a R350 tip which became my seed capital. I used it to print a basic business profile and contacted schools, presenting myself as an employee rather than the owner.
In that first year, I secured four schools at R25 000 each and earned my first R100 000 at age 19. In 2004, I got the opportunity to service the Wits University School of Mining and Law, which led to the business being properly established and trading as Yourself Events Management. Around 2006, I met my mentor, Michelle Combrink, owner of Zinto Marketing, who opened the door to the marketing industry.
That became the birth of Y-Brand as a Marketing, Advertising and Communications agency. The “Y” stands for “Yourself,” reflecting our commitment to delivering the service clients expect and deserve. Clients are the actual “bosses” of the business. Without them, Y-Brand does not exist.
Q. What were some of the biggest challenges in your early years?
Three major challenges shaped my early journey:
1.Lack of business acumen:
I didn’t understand profit generation, long-term financial sustainability or strategic growth objectives. I operated only for immediate survival and quick wins.
2. Lack of financial literacy:
I couldn’t distinguish between business finances and personal needs. My financial planning and management skills were poor, so I wasn’t making informed decisions.
3.Lack of good motivation:
I started the business to prove a point and for pure survival. There was no long-term vision for what the business should become.
These challenges eventually consumed me. After reaching my first million-rand turnover in 2007, I lost everything by 2009. I became disinterested in the business and instead focused on my ego, using business funds for personal needs.
Q. What changed your trajectory?
At my lowest moment, I reached out to my mentor, Michelle Combrink, who challenged me to develop a long-term vision. She told me that my downfall was a lack of vision. She encouraged business education, personal development, and surrounding myself with strong networks.
This led me to rebuild Y-Brand with a 100-year vision and a commitment to employing people and making a difference.
Q. Looking back, what do you wish you had learned sooner?
Entrepreneurship is a profession. You need business qualifications and continuous learning if you want to scale and sustain your company.
Q. When did Y-Brand start gaining real traction?
In 2010, after adopting a long-term strategy and setting clear objectives under Michelle’s mentorship. That was the foundation of the Y-Brand you see today.
I would not have achieved this without pursuing business education. My skills improved drastically through business schooling and continuous learning. This included developing a strategic plan, enhancing problem-solving abilities, and building a stronger network — including academic contacts.
Q. You now employ over 300 people. What values have helped you scale sustainably?
We are unapologetically client-centric. Our clients are our investors and without them, Y-Brand wouldn’t exist.
I learned this as a waiter: keep the customer, keep the business open.
This philosophy informs our systems, operations, and even my personal development. I never see Y-Brand as a 21-year-old business. Rather I see it as an infant that needs constant attention, which is why I surround myself with skilled executives and continuously study to grow. I purposefully place myself in uncomfortable situations to keep learning, because that’s where growth happens.
Q. How important has mentorship and community been in your journey?
Mentorship saved my business. Michelle’s guidance and challenges in 2009 reshaped my thinking. Entrepreneurship is hard, and it’s easy to feel isolated. But when you speak to other entrepreneurs, you quickly realise your challenges are universal.
For anyone feeling alone: seek mentorship, embrace honest feedback — even those hard truths — and build community with other entrepreneurs. You will be shocked at how many challenges are shared.
Q. What advice do you have for young South Africans trying to start a business with very little?
Start small. Use what you have. Unemployment is one of the most painful realities in our country. But one thing I’ve observed is that as a nation, we don’t lack entrepreneurial motivation, whether it’s for survival or intention.
I founded a business with R350 that today generates around R100 million annually, has transformed my life and the lives of others, and operates across Southern Africa. Entrepreneurship is not about perfect conditions; it’s about starting with whatever is in your hands.
Q. You’ve won many awards. How do you stay grounded?
I’ve experienced far more failures than successes. Yes, awards are encouraging and allows me to inspire others. But sustaining Y-Brand is the real challenge. And that demands humility and relentless focus.
Conclusion
Kabelo Ncholo’s journey is a testament to resilience, reinvention and the power of people-first leadership. From a R350 tip to a multi-market African agency, he has built not only a successful business, but a culture where employees thrive and clients remain at the centre.
His ultimate vision is for Y-Brand to exist beyond his lifetime and become a global marketing, advertising and communications organisation that continues to create jobs, develop leaders, and inspire the next generation of African entrepreneurs.
