The Founder Files

Everyone loves a big acquisition headline—but what happens behind the scenes?This episode reveals the deals, doubts, and decisions founders don’t usually talk about.----------00:00 Introduction01:50 Mike Scott, SMB Mastery21:58 Patrick Rogers, Clara26:51 Simon Hartley, Wumdrop31:24 Greg Smith, Dis-chem Life43:43 Sean Sanders, Altify----------This episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Cameron:Instagram: / thefounderfilespodcastLinkedIn: / cameron-metavolve

In this powerful episode, Sean Sanders—founder of Revix and now Altify—opens up about navigating one of the most intense crises a startup can face: losing customer funds after a major crypto collapse.We follow the rollercoaster journey that led to a high-stakes merger, a full rebrand, and a reimagined mission to democratize access to private markets.We go deep into:•How to lead during a trust-breaking crisis•What true accountability looks like in leadership•Navigating the emotional toll of a startup failure•Merging companies under pressure•Reinventing your identity as a founderThis episode is a masterclass in grit, resilience, and rebuilding with purpose.----------Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/----------To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Sean:LinkedIn: https://www.linkedin.com/in/seanandrewsanders/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Intro: From Revix to Altify03:25 What Altify really does04:26 Why the rebrand was critical 09:34 The real problem with private markets13:56 Breaking down barriers to entry17:01 Who Altify is built for19:06 How to use Altify20:59 Managing risk and investor anxiety24:23 The Revix crisis unfolds27:25 The collapse of FTX32:27 Rebuilding trust in chaos35:00 Taking extreme ownership36:55 Managing the crisis40:22 How crisis changes a founder41:20 The power of support structures44:55 How did this experience change you48:33 Balancing compassion and performance as a CEO56:52 The birth of the merger idea01:03:46 Becoming CEO post merger01:07:35 The unforeseen challenges 01:13:55 The nightmare launch01:19:51 Reflecting on the journey01:24:30 Altify's biggest challenges now01:27:30 What's next for Altify?

Tinashe reveals what it really takes to build and sustain a startup in Africa—where capital is scarce, exits are rare, and profitability is everything. From walking away from a high-growth but unsustainable model, to forming game-changing partnerships with local giants. This episode is a gold mine of:-strategy-mindset-realism It’s about building businesses that last—not just ones that look good on pitch decks.---------- Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-callThis episode is brought to you by Metavolve.Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/---------- To support The Founder Files:🔔 Subscribe and turn post notifications on⭐ Leave a comment to let us know your thoughts💭 Share your thoughts on Linkedin and tag Cameron Coutts🔗 Connect with Tinashe:LinkedIn: https://www.linkedin.com/in/truzane/🔗 Connect with Cameron:Instagram: https://www.instagram.com/thefounderfilespodcast/LinkedIn: https://www.linkedin.com/in/cameron-metavolve/----------00:00 Introduction04:50 What is FlexClub?08:30 What is the Silicon Valley Model?12:51 How does the Silicon Valley model translate into the South African market?21:37 Silicon Valley model expectations39:21 Why the Silicon Valley model doesn't fit locally55:11 Simplicity vs Complexity01:01:30 Lessons from failing in Mexico01:07:38 Separating founder identity from the business01:09:39 Thinking hats framework 01:18:22 What is the problem that you're solving?01:28:05 Partnering with Avis01:36:08 What has shifted your thinking?01:39:04 What challenges are you currently facing?01:41:18 What does the next year look like for FlexClub?01:44:30 What question would you like to answer?

In this round-two episode, we’re joined again by Simon Ellis, co-founder of Jem HR, to unpack how the company is making big strides in delivering HR and employee benefits to thousands of employees across South Africa.Since our last chat, Jem has refined its product, redefined its positioning, and raised significant funding. But what does that process actually feel like as a founder?We go deep into:- What achieving product-market fit actually takes- How to communicate change when your vision moves faster than your team- The challenges of balancing innovation vs. focus with a co-founder- Structuring your business to scale without chaos- Segmenting sales and prioritising customers the smart wayThis is an honest look at what it takes to be a visionary founder who’s always a few steps ahead—and how to bring your team and customers along for the ride.

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Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

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To support The Founder Files:

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00:00 Introduction03:40 What is Jem HR?07:57 Why is WhatsApp as the interface so important?11:56 How the business model works and getting the value proposition right24:12 The importance of the customer buying and onboarding journey33:07 The evolution of the core product and how Jem made it zero-cost43:28 Running through the pricing and revenue model53:33 Jem’s biggest bottleneck to growth right now01:04:20 The organisational design and view towards it01:08:34 Raising R60 Million01:14:10 How do you maintain focus and clear priorities?01:18:19 How to get along with a co-founder who is very different to you01:22:12 What are the Biggest Challenges Simon is facing right now?01:27:09 What are the challenges that the business is facing?01:30:32 What advice would Simon give his younger self?

In this episode, we reunite with Simon and Peter from Iridium, two years and 100+ episodes after their first TFF episode.

Since then, their accounting business has scaled from 17 to 60+ people across multiple divisions—automation, advisory, and accounting.

But here's the twist: after years of hyperscaling, they’re now shifting gears to focus on operational stability, refining systems, and removing themselves as bottlenecks.

We unpack how they’re building a business that can scale without them—and why that’s the true mark of success.

----------

Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

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To support The Founder Files:

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00:00 Introduction
03:25 What Is Iridium?
05:34 The Current Scale of the Business
09:51 Why Simon and Peter Stepped Back From Hyper-Scaling
20:22 The Founding Story of Iridium
35:30 How Iridium Actually Delivers on Its Value Propositions
43:56 Rethinking the Entire Business
50:55 How Simon and Peter Are Evolving in Their Roles as Leaders
57:42 Delegation and Restructuring at Iridium
01:11:08 How to Decide What to Run With — and What to Let Burn
01:22:44 What Does the Future Look Like for Iridium?
01:30:36 Can a Successful Founder Still Play Lots of Padel and Golf?
01:32:21 Reflection

Daniel Novitzkas returns to The Founder Files to unpack how Specno scaled from a two-man startup to building over 200 ventures.We go deep on Daniel’s brutally honest approach to product-market fit, why early-stage startups need to stop chasing perfection, and how to validate real solutions with paying customers from day one. Daniel also breaks down Specno’s three business units—from venture building, to corporate innovation, to scaling global talent.This episode is packed with hard-won insight on building tech startups, thinking like a founder, and why talking to users is still the most underrated move in tech.

----------

Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

----------

To support The Founder Files:

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⭐ Leave a comment to let us know your thoughts

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----------

00:00 Introduction

04:00 What Is Specno?

15:39 Inside the Venture Builder Business Unit

23:20 What Do You Look For in CEOs?

28:34 Final Thoughts on the Venture Builder Unit

31:49 How AI Will Truly Make a Difference

45:16 Specno’s Second Business Unit

49:42 Why Daniel Believes He Can Compete With McKinsey and Accenture

58:48 A Core Skill Daniel Had to Learn

01:07:44 Specno’s Third Business Unit

01:22:14 Daniel’s Story: Lowest Low and Highest High

01:41:45 What Does the Future Look Like for Daniel and Specno?

01:45:14 Reflection

In this episode, I sit down with Phillip Tillman, founder of SurTech and Konsise, to explore the real-world challenges of building and scaling software businesses in the African market.We unpack the founding story of SurTech, a specialist distribution business in the SaaS space, and dive deep into what it takes to build a high-performance sales function from the ground up.Phillip shares practical insights on:- The power of cold calling and why rainmakers still matter- How to cultivate strong salespeople and structure a sales engine that scales- Understanding the customer buying cycle and aligning your team around it- The iterative journey of building Konsise and how customer feedback shaped the product- Balancing growth between two businesses and managing control as a founder- Why company culture, intellectual property, and exit strategy all matter more than you thinkWe also discuss remote work, future plans, and what it means to build a sustainable business while maintaining a healthy work-life balance.This one is packed with valuable lessons for founders building sales-led companies, especially in emerging markets.

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Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

----------

To support The Founder Files:

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⭐ Leave a comment to let us know your thoughts

💭 Share your thoughts on LinkedIn and tag Cameron Coutts

----------

00:00 Introduction

03:50 What Is SurTech and Konsise?

08:48 The Founding Story of SurTech

18:11 Building the First Sales Function at SurTech

26:52 How to Get Other People to Sell Like You

35:50 How to Cultivate Rainmaker Characteristics in Yourself and Your Team

45:24 How to Map Out Your Customer Buying Cycle

51:52 Next Steps to Cultivate a Rainmaker Salesperson

57:56 How to Take Someone From Immature to Mature in Sales

59:55 How to Get the Best Salespeople Into the Hiring Process

01:09:02 How Konsise Came Into the Fold

01:15:19 Phillip’s Relationship With His CIO

01:18:30 Current Growth Obstacles

01:23:39 How Phillip Is Thinking About Exit

01:38:07 What Does the Future Look Like for Phillip?

01:42:24 Phillip’s Advice to Other Entrepreneurs

In this episode, I sit down with Godiragetse, founder and CEO of Delivery Ka Speed, to explore how he’s building one of South Africa’s most exciting township logistics businesses.

What started with bicycles and WhatsApp has grown into a company now partnered with global giants like Alibaba, Temu, and Shein, delivering across four provinces—and aiming to go national.

We dive into how Godi pivoted from food delivery to logistics, broke even in just three months, and tackled the challenge of managing customer complexity while scaling fast.

He shares how founders often become bottlenecks, and how stepping into “full founder mode” helped him unlock his team’s potential.

We also get into how he’s built a culture of ownership, getting employees 100% bought into the mission, and why customer service is still their biggest edge—especially in township markets.

Securing multinational clients has changed the game for Delivery Ka Speed—and Godi reveals what this means for their future growth.

This episode is packed with real talk on scaling, pivoting, and building something that truly serves its market.

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Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

----------

To support The Founder Files:

🔔 Subscribe and turn post notifications on

⭐ Leave a comment to let us know your thoughts

💭 Share your thoughts on LinkedIn and tag Cameron Coutts

----------

00:00 Introduction

03:36 What Is Delivery Ka Speed?

06:26 Who Is the Target Market and Customer?

08:37 Handling Complexity in Managing Customer Relationships and Sales

14:12 The First Route to Growth

19:22 Realizing They Needed to Pivot

24:41 Managing Customer Experience as We Scale

34:12 Bottlenecks That Come From the Founder’s Intuition

37:36 How to Get Employees 100% Bought In

44:23 How to Focus on the Right Things

52:49 How to Turn Your Customers Into Advocates

57:33 Securing Big Multinational Clients and What It Changes for the Business

01:00:40 What Does the Future Look Like for Delivery Ka Speed?

01:04:27 Who Is Godi?

In this episode, I sit down with Jasper Eales — co-founder and creative director of Sealand Gear — to unpack the journey of one of South Africa’s most iconic sustainable brands.Sealand Gear is a proudly local business based in Cape Town, known for its world-class upcycled bags, apparel, and accessories. But behind the brand is a powerful story of resilience, purpose, and a deep commitment to sustainability.We dive into:- What it really means to build a sustainable business- How Sealand secured global certifications (after a 6-year process!)- The tough realities of scaling production while staying true to your values- The operational challenges of upcycling — and how they manage supply consistency- What it means to be a “Sealander” and build a values-driven company culture- And finally, what inspires Jasper to keep pushing this mission forwardThis one is for the builders who care about purpose and performance — and anyone curious about what it takes to scale a brand with integrity.

----------

Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

----------

To support The Founder Files:

🔔 Subscribe and turn post notifications on

⭐ Leave a comment to let us know your thoughts

💭 Share your thoughts on LinkedIn and tag Cameron Coutts

----------

00:00 Introduction

04:11 What Is Sealand?

06:30 The Founding Story of Sealand

22:03 How to Hire A-Players

29:34 Educating the Market Before We Could Sell

41:03 Transparency and Sustainability Reporting at Scale

51:15 Moving Away From D2C — and Then Returning

59:32 Selling Face Masks During COVID and the Impact It Had

01:04:47 Comparing Sealand’s Scale in 2021 vs. Today

01:12:32 The Biggest Challenges Sealand Has Overcome

01:28:30 The Main Challenges Sealand Is Currently Facing

01:33:46 The Future of Sealand and What Lies Ahead for Jasper

01:36:18 What Inspires Jasper

01:39:02 Reflection

In this episode, I sit down with Jessica Boonstra — founder and CEO of Yebo Fresh — for a powerful conversation about leadership, resilience, and what it really takes to build a business in South Africa.

Yebo Fresh’s journey is nothing short of extraordinary: from a small B2C e-commerce startup before COVID, to pivoting overnight into emergency meal delivery with NGOs, and eventually emerging as a key player in the township spaza shop economy. Now acquired by the Smollan Group, Jessica and her team are scaling at an entirely new level.

We talk about what it’s like growing a team from 6 to 60 people in 3 weeks, leading a business of over 220 people today, and navigating real South African challenges — from fraud, crime, and gangsterism to building trust as a white Dutch woman working within township communities.

This episode is storytelling at its finest. It’s about the human side of entrepreneurship, the lessons Jessica learned the hard way, and the humility it takes to lead with compassion while staying hard on performance.

If you're an entrepreneur, leader, or South African who believes in building something that matters — this one’s for you.

----------

Book a curiosity call with Cameron: https://www.metavolve.co/curiosity-call

This episode is brought to you by Metavolve.

Metavolve is a team of focused experts committed to helping entrepreneurs like you scale their businesses successfully. Reach out to our team to learn more: https://metavolve.co/

----------

To support The Founder Files:

🔔 Subscribe and turn post notifications on

⭐ Leave a comment to let us know your thoughts

💭 Share your thoughts on LinkedIn and tag Cameron Coutts

----------

00:00 Introduction04:09 What Is Yebo Fresh?05:19 How Jessica Cracked the Township Market08:36 The Founding Story of Yebo Fresh19:46 Challenges of Being a White Dutch Woman in the South African Market23:39 Navigating Difficult Investor Conversations31:22 Understanding the Problem and Customer on a Deeper Level42:37 The Tough Journey of Building the Business Model49:21 Scaling Challenges: Crime, Fraud, and Gangsterism in the Supply Chain58:30 Balancing Compassion and Leadership01:01:28 South Africa’s Greatest Strength: Its People01:08:05 The Future of General Trade: Digitizing With AI and Yebo Fresh’s Role01:17:12 How Jessica Had to Evolve as a Leader to Scale the Business01:22:51 Choosing to Stay in a Consciously Incapable State01:32:29 Jessica’s Advice for Entrepreneurs