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In 2022, I applied to be part of one of the most prestigious Enterprise Development Programmes — the SAB Foundation's Tholoana Enterprise Development Programme. I did not make it.
In 2023, I tried again. I still did not make it.
That same year, I received a call from a large corporate. They had identified CRM Enterprise as a perfect fit for their Enterprise Development grant and wanted to buy us a delivery vehicle. I was overwhelmed with excitement — I screamed, I jumped for joy, and immediately started preparing everything they requested. True to who I am, I even put together a full PowerPoint presentation to tell our story with excellence.
After the meeting, we waited… and waited… and waited.
The call to collect our vehicle never came.
Instead, my fourth follow-up email was met with:
"After careful consideration, we have decided to award the grant to another small business that aligns more with our strategy."
My heart dropped.
How do you offer someone something they never asked for, only to take it away?
But I responded with grace. I wished them and the recipient well — and I kept going.
In 2024, I applied for the Tholoana Programme again.
This time… I made it.
And today, halfway through the programme, the SAB Foundation has awarded CRM Enterprise a grant to purchase that very delivery vehicle we have needed for years.
This time, I didn’t scream.
I didn’t jump.
I just sat at my desk… and cried.
I cried because James 1:3 became my reality.
I cried because refusing to give up after rejection is the true essence of entrepreneurship.
I cried because, for the first time in a long time, I felt seen.
I cried because the years of hard work, sacrifice, and resilience finally bore fruit.
I cried because giving with my left hand through Leruo Foundation made room for me to receive with my right.
I cried because after 7 years of building through blood, sweat, and tears — we finally received the support we could not afford on our own.
The entrepreneurship journey is not easy.
But organisations like the SAB Foundation remind us that we matter — that small businesses are critical to the economic growth of this country. And that reminder fuels us to keep building, keep growing, and keep creating jobs.
On behalf of CRM Enterprise and our CSI arm, Leruo Foundation NPO, I would like to sincerely thank the @sabfoundationsa and @fetolasa.
What you have done for us is immeasurable.
We will honour this investment by continuing to serve with the excellence we are known for.
With Purpose,
Connie Matlejoane
CEO ~ @crm_enterprise
Founder ~ @LeruoFoundation
crmenterprise.co.za | leruofoundation.org
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