How Stephen turned smelly shoes into a business
Gauteng-based entrepreneur Stephen Maboka has transformed a home-based chore into a professional enterprise, MS Shoes, which provides cleaning and repair services and is now expanding into online retail. The 25-year-old business owner developed the model after identifying a market need for professional shoe maintenance, a service he currently prices at R55 per pair.
MS Shoes founder Stephen Maboka was inspired to start his business after his mother frequently expressed frustration regarding the persistent odor of the family’s soccer boots.
Building a Business Through Skills Training
Maboka’s path to entrepreneurship followed a period of unemployment after he completed his matric in 2019. In 2023, he joined a work readiness programme hosted by Afrika Tikkun, an organization that has operated for over 30 years to support youth through a “Cradle-to-Career 360°” model.
Through this programme, Maboka completed a retail learnership and subsequently enrolled in the MTN Skills Academy. According to Maboka, the training he received in Microsoft Office and digital communication provided the necessary confidence to transition from unemployment to launching his own company.
Samantha Carter notes that the integration of digital literacy training into traditional workforce development models, as seen with Afrika Tikkun, is a critical factor in lowering barriers to entry for young entrepreneurs. By combining technical skills like software proficiency with hands-on vocational training, organizations can help reduce the impact of high youth unemployment by creating sustainable, self-directed income streams.
The Broader Impact of Youth Development
The success of MS Shoes is an example of the outcomes targeted by Afrika Tikkun’s development initiatives. Dr. Nellie Zembe, head of Monitoring, Evaluation and Learning at the organization, reports that nearly 6,500 students have passed matric through their after-school support.
Of those students, approximately 4,000 are currently economically active, either through formal learnerships, academic studies, or independent business ventures. The organization aims to provide youth from disadvantaged backgrounds with resources comparable to those found in private education, including arts, sports, and cultural development.
Future Expansion and Market Outlook
MS Shoes is currently preparing to transition into the online retail sector. While the business has built its foundation on physical cleaning and repair services, the shift to e-commerce suggests a move toward scaling operations beyond local, in-person requests.
Maboka indicated that he intends for his business growth to serve as a blueprint for other young entrepreneurs. If the venture successfully captures a digital customer base, it may signal a shift in how small-scale, service-based providers in Gauteng leverage online platforms to reach broader markets.
Frequently Asked Questions
How did Stephen Maboka identify his business opportunity?
Maboka identified the opportunity by observing that many people were reluctant to clean their own shoes, a realization that followed his own experience cleaning his family’s soccer boots.
What role did Afrika Tikkun play in the launch of MS Shoes?
The organization provided a work readiness programme, a retail learnership, and digital skills training through the MTN Skills Academy, which Maboka credits with giving him the skills and confidence to start his business.
What is the current scale of the Afrika Tikkun youth programme?
According to Dr. Nellie Zembe, the organization has helped nearly 6,500 pupils pass matric, with approximately 4,000 of those individuals currently being verifiably economically active.
What specific skills do you believe are most essential for young entrepreneurs entering today’s digital retail market?