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- Hi! I am Brett Perlstein. A Chartered Accountant from South Africa turned Google Ads and Digital Marketing Specialist.
- After working as an accountant for a while I figured out that it wasn’t my forte.
- I founded SearchKingsTM Africa, a Google Premier Partner on a global scale with clients across Africa, the UK, Hong Kong, the Netherlands, Australia, and New Zealand.
- Here is my story about quitting my job in the US, returning to South Africa, and starting my company from nothing!
From engineering student to qualified chartered accountant
I was born and bred in Johannesburg, where I now live with my wife Kerri, and our furry child, Jake.
I was fortunate to be born into an incredibly loving and supportive family that raised me to believe I could be or do anything I put my mind to. I enjoyed both my schooling and university years.
How did I hear about Chartered Accountancy? It’s the story of a son inspired by his dad (literally!). My father is still a highly successful chartered accountant in his own right, having spent 27 years in the profession. I wanted to emulate his success. (Who doesn’t?)
I studied engineering for 2 years (on a bursary), and I ultimately switched to a career in finance and accounting.
Today when I look back, I am so glad for those 2 years in engineering; it gave me an edge over other accountants; however, back then it felt like a setback in my academic journey!
Quitting my job as a CA: Foray into online advertising
During both my articles in Cape Town and while at the firm in New York City, I learned so much—from team management to the art of negotiation to closing deals, etc.
(While at the firm in New York City (in the US, I was an audit senior in the financial services division specializing in hedge fund and private equity audits),
Life was going great, but I was definitely on the lookout for something more!
But with all journeys, there is certainly something to be said about being in the right place at the right time.
In March 2012, after a visa whooped during my stint in the USA, I made my way to Toronto, Canada, whilst an immigration lawyer worked on my American dream.
It was there, at a dinner party, that I got to chatting with my current and now long-standing business partner, the founder of Search Kings Canada.
The guy I met was a maverick Canadian who had started his own company, Search Kings, in 2008. (An agency to help corporations, SMEs, entrepreneurs, etc. grow their businesses and unlock their full potential by better understanding their inbound lead strategies online.)
Despite being in limbo, waiting for my future to be decided, I went to visit his offices and immersed myself in this start-up experience.
I realized how his digital company was helping tradespeople like plumbers and electricians, SMEs, entrepreneurs, etc. expand and grow their businesses exponentially through the power of technology and advertising on Google…and that inspired me.
I recognized the opportunity immediately and realized that this model could work back home (South Africa), where entrepreneurs and SMEs were establishing themselves, and thus began another journey.
This entire situation made me realize two very important lessons:
- Firstly, the importance of networking and relationships—what you know is important, but who you know helps. So get out there, meet people, listen to their stories, and see how you can collaborate.
- And secondly, listen to your gut. Don’t be scared to take a risk, especially early in your career!
From idea to execution
Darryl (the founder of SearchKingsTM Canada) and I got to chatting, and the ideas began to percolate.
Could this solution work back home, and how do we bring the technology to South Africa and test the waters given that the concept is still in its infancy?
The guys in Canada would help me with their brand and software… but I had to make it happen myself. Naturally, I needed to prove my mettle to the founders first before they would throw their weight behind me.
I returned to South Africa after that trip and changed my career trajectory, but it didn’t just happen overnight! I started the business in my then-crammed apartment to get to grips with what the local market needed.
The process of building a business is brutal and requires a thick skin and steadfast ambition. There were moments when we were so deep in the trenches that it felt like there was no way out. However, I believed wholly in this value proposition and mission statement.
In 2012, I tapped my network, and within five months I signed up enough customers for the business to be considered viable in our market.
In January 2013, the team in Canada then gave me the license and tools I needed to launch SearchKingsTM Africa; the rest, as they say, is history.
Challenges and expansion along the way
After securing 10 customers in the first few months, things got harder, so I started to leverage my personal network. My first customer was my mother-in-law.
You got to hit your family first and say, “Come on, guys, give me something.” I need just like $4,000 to figure out if I can generate some business for you, and if it doesn’t work, I’m sorry because I can’t pay you back. Luckily, in my case, it worked out!
Then I hit 20 customers. SearchKingsTM Africa was gaining traction.
When we hit 25, I hired Darren Brick, who became and remains an incredible asset to our business. We worked from my apartment before moving into an old, rented garage in Highlands North.
25 clients became 40, and so the business grew.
Today, we have 200-plus customers across the continent. We have over 16 team members (dubbed “Kings and Queens”) with diverse backgrounds, ranging from engineers to graphic designers, musicians to golfers.
We are a motley crew, no doubt, who love getting up in the morning and helping business owners and entrepreneurs plan, build, and execute their digital campaigns with remarkable success, and that is priceless!
From the garage to our new offices in Illovo, it’s a whole different picture, but in this current economic state, there is no shortage of challenges.
That’s what makes it so stressful but so exhilarating as well.
When the economy is in a slump, marketing budgets are often the first to go when corporations and businesses must cut costs.
This means that one of the greatest challenges we have (and any local start-up will face) is the “art of staying relevant.”
Other challenges include hiring the right talent and retaining it. Taking care of your people is crucial.
With great people, you can do great things, and harnessing a culture where everyone believes in the North Star is something we spend a lot of time nurturing.
How should I start with zero funds for my business?
I hadn’t planned to come home and push the restart button on my career, so no, the capital was not waiting at home (sadly).
Having spent most of my savings traveling the world extensively that year, I worked with what I had in my spare room.
At one stage, to manage cash flow, I sold my car and opted for Uber for my daily commute (long before it became a trend).
It’s really hard in the beginning because the only person who is going to make this thing happen is you.
This means no consistent salary at first, less time with family and friends, and sleepless nights.
EXTRA TIP: When starting on your own you must learn to cut your clothes to fit the table and of course, you make changes to accommodate a dream.
What is my day like?
My days are busy, that’s for sure! I am a work-hard, live-full type of person. I believe in making time for your health, well-being, friends, family, and of course, your craft.
Putting our customer experience first is front and center in what guides most of my days at SeacrhKingsTM; I have instilled a culture where we are a little “customer obsessed.”
So my day can go from the gym into back-to-back meetings, to lunch with a client, and then dinner with friends at a new restaurant.
I do get to spend some of my time working with pro bono clients and mentorship programs, as we also believe strongly in giving back to the communities in which we operate.
We also intend to establish the SeacrhKingsTM Academy in the not-too-distant future.
The goal is to equip young talent with the necessary digital skills to usher us into the Fourth Industrial Revolution, which is critical for the country and our business.
Learn to think beyond accounting
I don’t think anyone’s story is clear-cut, and we all live in a different shade of grey.
Having said that, I have always inserted as much color and energy into everything I do, which gives you an indication of the positive and ambitious person that I am.
My CA qualification has really helped in terms of how to run the business and help others run theirs from a consultative perspective.
It is still one of, if not the, most prestigious professional designations.
