Inspired by creative veteran Cont Mhlanga, discover how a young Zimbabwean entrepreneur turned academic curiosity into a thriving digital marketing agency, despite economic challenges and industry skepticism.
The Question That Changed Everything
"How can I make money from creativity, how can I turn creativity into a business?" Sofia Dube asked the late creative veteran Cont Mhlanga. His response changed Sofia's life forever, setting her on an entrepreneurial path she never imagined possible. This pivotal conversation transformed the young woman from someone seeking traditional employment into a visionary entrepreneur bridging Zimbabwe's creative and corporate worlds.
When Dreams Take Detours
Sofia never planned to become an entrepreneur. With her diverse academic background and cultural experiences including a transformative work visit to Kenya; she had her sights set on journalism or film. When university doors closed on her creative industry dreams, Sofia pivoted to marketing. What seemed like a setback became the foundation for a unique approach to creative marketing that eventually reshaped not just her career but her family's business as well
Cont Mhlanga's wisdom about monetizing creativity was the inspiration she needed to set on this new journey. She began writing articles for various organizations, constantly exploring how to transform creative passion into sustainable business; however her real breakthrough was a result of failure. Sofia failed to make it for a remote marketing assistant position for an American company after three rounds of interviews. Although the interview was unsuccessful, it was a hidden advantage because she had been exposed to advanced digital and AI-driven marketing practices. This made her realize the vast gap between international standards and local capabilities which was a huge opportunity.
Building Bridges Between Worlds
With newfound confidence and vision, Sofia integrated digital marketing into her family's company, ChemSmart Private Limited, a manufacturing and water testing business. The success gave her credibility to launch Luzibo Media House as an independent entity under the family group, creating the bridge between creativity and business that Cont Mhlanga had challenged her to envision.
When you are a young woman in business having good ideas is not enough, you need to go an extra mile to prove that they work
Growing up in a business-oriented family, particularly watching her father's resilience during Zimbabwe's challenging economic conditions, had prepared Sofia for entrepreneurship's realities. However, being young and female in a traditional business environment brought unexpected challenges. "I learned to present every idea with evidence. When you are a young woman in business having good ideas is not enough, you need to go an extra mile to prove that they work," she explained
The Capital-Intensive Reality
Unlike many digital businesses that can start lean, Luzibo Media House required significant upfront investment. Quality creative work demands professional equipment such as cameras, lighting, studios, and cutting-edge technology. Since Sofia was self-funding from her savings, she initially relied heavily on outsourcing. "Marketing agencies that focus on storytelling and making meaningful impact are not cheap to run, but that is what makes the difference between a basic flyer and a marketing campaign that changes minds," she revealed.
Luzibo Media House positioned itself as an intermediary, connecting creatives with corporates in need of talent, advertising and marketing services. However, the challenge is intensified in Zimbabwe's economic climate, where businesses often prioritize survival over comprehensive creative advertising. Many clients opt for basic graphic designs which limit artistic vision. It is a frustrating challenge for Sofia as she has to balance between harsh business realities that limit creative production of high-quality marketing campaigns and her desire to produce exceptional final products.
The Year That Almost Ended Everything
Sofia reveals that the year 2023 nearly broke her entrepreneurial spirit. Despite trying everything creatively possible including an ambitious in-house project combining a book, animation, virtual reality (VR), and augmented reality (AR) to showcase Luzibo's capabilities; business continued to nose dive. "I was ready to close everything because I felt defeated. I had tried every possible approach and nothing was working," she explained. However, one of the board members who still believed in her vision advised her to keep the digital doors open. This meant maintaining the company’s website and online presence even when everything else seemed to be falling apart. That decision, supported by strategic funding from ChemSmart, saved the company.
Vision Beyond Survival
Today as Sofia's belief in Luzibo media has been restored, so has her vision for the business extended far beyond mere survival. She dreams of a fully functional studio within the coming five years which will be a space offering podcasts, video shoots, talk shows, and diverse creative services. Her inspiration comes from Mo Abudu, a Nigerian media mogul who built an empire starting from humble beginnings. "Mo Abudu does not just create content; she created an entire ecosystem and that is what I want for Zimbabwe; a creative ecosystem that serves both local and international markets."
Without traditional business mentors beyond her father, Sofia has gained from digital mentorship where she follows media industry leaders like Trevor Ncube and successful entrepreneurs who have built remarkable brands like Cake Fairy and "A Tribe Called Zimbabwe." This approach reflects a new generation of entrepreneurs who are not limited by geographical location or by having direct access to an individual to be able to learn from them. She also recommends life-changing books such as "Leaves of Fortune" for understanding women in business, "Who Moved My Cheese" for adapting to change, and "The Black Swan" for preparing for unpredictable events like COVID-19 and the rise of AI.
Redefining Success
For Sofia, success is not measured in revenue alone but in her team's ability to create meaningful productions and express their talents fully. She is candid about entrepreneurship's challenges stating that, "It is significantly harder than traditional employment. There is financial insecurity, dry months, and the constant weight of responsibility for your team's livelihoods."
As a female entrepreneur, Sofia continues to face unique challenges from gender-based skepticism to inappropriate advances disguised as business opportunities. These experiences have made her firmer with her professional boundaries while highlighting the additional obstacles women face in business. "Success can actually complicate a woman's personal life in ways it does not for men but it is not a reason to stop pursuing it."
The Simple Advice That Will Change Everything
When asked for advice to aspiring entrepreneurs, Sofia's response is simple and yet profound that one should just "Start.” She recommends starting despite uncertainty and persisting through difficulties. From that life-changing conversation to self-funding a start-up, from failed interviews to successful campaigns, Sofia's story proves that entrepreneurship is not about having all the answers from the beginning.
As Sofia continues building her media empire, her story serves as a beacon for young entrepreneurs everywhere. She has proven that with enough determination, a mentor's wisdom, and strategic thinking, even a few savings can seed a business that bridges industries, creates jobs, and elevates entire sectors. For young people standing at their own crossroads, wondering whether to take the entrepreneurial leap, Sofia's message is clear on having the courage to act on it. She continues to be an inspiration by leading Luzibo Media House while expanding her vision for Zimbabwe's creative industry.
