{"id":39599,"date":"2014-07-25T22:34:55","date_gmt":"2014-07-25T20:34:55","guid":{"rendered":"http:\/\/www.myza.co.za\/2014\/07\/it-takes-balls-big-big-balls-to-be-a-business-owner\/"},"modified":"2014-07-25T22:34:55","modified_gmt":"2014-07-25T20:34:55","slug":"it-takes-balls-big-big-balls-to-be-a-business-owner","status":"publish","type":"post","link":"https:\/\/www.myza.co.za\/press\/it-takes-balls-big-big-balls-to-be-a-business-owner\/","title":{"rendered":"It takes balls \u2013 big, big balls to be a business owner"},"content":{"rendered":"

Tonya Khoury of Fourways in Johannesburg is a woman with more than 20 years\u2019 experience in media monitoring and client liaison and is widely regarded as one of the foremost experts in the South African and African media monitoring industry.<\/p>\n

\"Tonya<\/p>\n

Tonya Khoury, MD of ROi Africa<\/p>\n<\/div>\n

As the Managing Director of newly formed media monitoring company, ROi Africa (based in Lynnwood, Pretoria), she is driven by service. \u201cI learnt very quickly in my career that sales equalled superb customer service and I loved making unhappy clients happy. During my employment at a competitor media monitoring concern just over a decade ago, my eyes opened to the opportunity of making money out of \u2018cutting up newspapers\u2019! This passion was unleashed and got stronger every day.<\/p>\n

Tonya started her monitoring career with Newsclip until her entrepreneurial flair took the upper hand and she started Jisani Digitrack, the first black empowered media monitoring company in Africa, in a partnership as Sales and Marketing Director and shareholder. Unfortunately the partnership soured, but Tonya\u2019s passion for innovative media monitoring persisted. Her experience across various other monitoring companies including DDI taught Tonya that entrepreneurship takes tenacity and an \u201cI never give up\u201d attitude, being a leader in the industry comes from fighting mediocrity and honing in on market need.<\/p>\n

Tonya, who initially wanted to be a lawyer, learnt early that she was never going to fit into a corporate law firm. \u201cI\u2019m an entrepreneur and that is something deeply ingrained in me. Passion and attitude is everything \u2013 these are attributes you either have or not \u2013 and I believe that it cannot be taught, like skills and knowledge. I have experienced that all these aspects are important, but the former two are crucial and have been essential for my career and life as an entrepreneur,\u201d she explains.<\/p>\n

\u201cIt takes balls \u2013 big, big balls to be a business owner. It isn’t glamorous and it isn’t easy – it’s much, much harder than clocking in and out and taking your pay cheque at the end of each month. But, if you want to make a difference and believe you can, and if you are dead set on a dream you have no choice but to do it \u2018alone\u2019. If you’re lucky you’ll meet people along the way that are like minded and they will give you a \u2018leg up\u2019. In most instances where money is concerned, they won’t. But there is no bigger rush in the world than a solid sense of achievement, knowing you were right and reaping the rewards, which is already happening in ROi\u2019s case!\u201d she adds.<\/p>\n

She believes that, if people have a passion for what they do, they will make a success out of it. \u201cThere is no reward greater than fulfilling your passion. Following your passion does, however, come with hard work and risks. I have fallen more times than I care to count, but I never gave up. Business is tough – really tough – but so is life sometimes and if you enjoy what you do, then that\u2019s the bonus. Entrepreneurship is a drug like no other and must be used with caution.\u201d<\/p>\n

Tonya is also a strong believer that the South African media monitoring industry needs a shake-up, as well as a move away from Advertising Value Equivalent (AVE) as measurement tool. \u201cWe have to be faster, sexier, more effective and more interactive. Due to this I have decided to forge international partnerships, which allows for access to international ideas at the forefront of media monitoring,\u201d she explains.<\/p>\n

\u201cMedia interaction has to be lightning fast. You have to be quick and, more importantly, consistent. You have to fully understand the media monitoring industry and, with my more than 20 years\u2019 experience, I know that ROi is heading for an amazing future,\u201d Tonya says proudly.<\/p>\n

She is adamant that media monitoring is not a \u2018nice to have\u2019 but an essential tool for each business, especially in crisis situations. She believes it is impossible for an individual to keep track of a story running out of control, as there are simply too many outlets. This job calls for specialists, in the form of media monitors, as negative brand reputation messages require immediate attention across all spheres.<\/p>\n

\u201cWomen are exceptionally hard working and inventive and topped with their multitasking ability, they make formidable impacts on the Media Industry. Being multitaskers, I also find that women are able to focus on more than one thing at once, which is ideal for our industry. \u201cOne of my biggest challenges is time, I\u2019m not patient, my industry is not patient,\u201d she remarks.<\/p>\n

She does, however, add that her feminine intuition has helped her to identify the very best support team to build the ROi foundation and, most importantly to decide between right and wrong. \u201c\u201dI have always trusted my gut and I\u2019ve learnt to act on its instruction,\u201d Tonya adds.<\/p>\n

\u201cAnother thing that life taught me is that the only person who can pull the carpet from underneath you is yourself. In my younger years I have struggled a little with self-doubt – I used to be extremely good at telling myself all the reasons I would not be able to achieve something \u2013 but with age and experience I have learnt to believe the opposite: listening to all the reasons why I will be able to achieve success, like with ROi\u201d.<\/p>\n

Tonya also says that she has also learnt that I am unemployable and can\u2019t work for somebody else. \u201cI have to work for myself because I absolutely need operational and sales freedom in my business plan,\u201d she adds.<\/p>\n

Tonya says that a good business model is based on:<\/strong><\/p>\n