The Courage to Start a Business
I’ve had many conversations with aspiring entrepreneurs who have brilliant business ideas but haven’t yet found the courage to start. Sometimes they’re still planning, researching, or saving — but more often, they have the idea, just not a plan.
These conversations challenged me to reflect on a common pattern: people postponing action and getting stuck in what I call perpetual paralysis. I want to unpack three key reasons why many people don’t take the first step — and how to overcome them.
1. Fear of Failure and Its Consequences
Insight: According to the Global Entrepreneurship Monitor (GEM) Report, fear of failure ranks among the top three reasons people don’t start businesses — globally. This isn’t just a South African problem. Fear transcends geography, culture, and background.
Why is failure so frightening? Because we often tie it to our identity. We don’t just see it as a situation — we internalise it as a reflection of our worth. Underlying fears include:
- Fear of financial loss
- Fear of judgement from peers or family
- Fear of damaging our own self-esteem
Fear is natural — it’s a built-in mechanism to detect danger and protect us. The trick is not to ignore it, but to understand and manage it. Use fear as a signal to assess risks more clearly and build contingency plans.
My story: When I wanted to expand my events business to include LED screens, I was afraid. It required a significant investment in equipment, with no guarantee of returns. I was also venturing into importing gear for the first time — new suppliers, agents, and shipping risks.
So, I sought guidance from someone who had done it before. Their mentorship helped me navigate the process and ease the fear. Was I still scared? Yes — but with each step forward, things became clearer. Clarity grows with motion and not stillness.
Fear doesn’t disappear. But it loses its grip when you move. Reframe failure as feedback. Every successful entrepreneur has failed — and learned from it.
If you can’t find a mentor nearby, use the internet. YouTube, Google, podcasts — they bring the world’s best advice to your fingertips at little or no cost.
2. Not Knowing Where to Start
Insight: Having an idea is not the same as having a plan. A plan is a sequence of actionable steps that take you from concept to execution.
So, where do you begin? Start with what you know and start small.
Ask:
- What do I know about this business?
- What do I still need to learn?
Starting in a familiar field builds confidence and business acumen. Business has many moving parts — sales, marketing, service delivery, customer support, staff management, and more. Starting in completely unfamiliar territory can overwhelm you early on and increase the risk of failure.
Once you have your idea, identify the problem you’re solving. Test the solution with your audience. Can you run a survey? Try a soft launch with sample stock?
Research and connect with people in the industry. In Zulu, we say: “Indlela ibuzwa kwabaphambili” — “Ask for direction from those ahead.” Don’t let pride or fear keep you from asking questions. You’ll save time, money, and stress by listening and heeding to the experiences of others.
Adopt a growth mindset. This means believing that your skills and intelligence can be developed through dedication, hard work and a commitment to learning. It is anchored on the premise that challenges and obstacles build fortitude and are a part of growth. So, embrace the challenges — they’re part of the journey.
Summary:
- Start with what you know
- Define the problem you’re solving
- Start small and test your idea
- Research and connect with industry players
- Build a growth mindset
3. Not Having the Money to Start
Most businesses don’t start with big capital. In fact, over 60% of SMEs globally start with personal savings or no capital at all. It is best to start with what you have and start small. How can you use your skills, knowledge and relationships to assist you with starting?
Start lean. Use what you have:
- Operate from home
- Build your website with AI tools or free website builders
- Use WhatsApp and social media to market
- Look for customers within your current network
- Use tools like ChatGPT, Gemini, or Deekseek for marketing copy
Can you collaborate with someone to share resources?
Example: If you’re delivering goods, you don’t need a car at first — consider Uber, Bolt, or courier services. Think frugally, creatively, and practically.
Do not feel under pressure to do things like all the mainstream guys. Look at doable ways of cutting costs without sacrificing the quality of your service.
Raise capital through presales and deposits, but be precise about your costing. As a client, I became frustrated when small business owners have made me pay money upfront, and midway through the service, they came back asking for more money to finish the job. Don’t be the entrepreneur who asks for more money mid-job because they miscalculated. Let the maths “maths.”
My story: When I started my events business, I had passion and a small car — not much else. I found a supplier who rented out the same sound equipment I wanted to own. I built a website with my own IT skills, added a markup, and promoted it using SEO and Google Ads.
When clients booked me, I hired equipment from the supplier or outsourced the job while learning and profiting. This approach validated my idea, helped me understand market demand, and guided my future investments.
Without this step-by-step approach, I might have spent money on equipment no one really wanted. I see many startups make this mistake. Don’t let that be you.
In Closing
You may have to start scared — but start smart. Use what you know, start small, and validate your idea. The little you have can grow into something great if you stay committed and invest in your growth and never give up.
It takes faith to start a business — because you’re stepping into the unknown. But remember:
Faith without action is dead. Your dreams are waiting for you to act.