Arnold du Toit, Founder, RolleyGolf, Brand of Tomorrow 2015
The patented design of the RolleyGolf allows golfers to effortlessly walk or ride their favourite fairways, the machined movement creates a seamless transition transforming the RolleyGolf from power assisted walk mode to an exhilarating ride-on mode. A single charge lasts 36 holes, after which the RolleyGolf fits neatly into the boot of your car.
“As an entrepreneur I’ve learned to be consistent: if a slight change in the mission is required, make sure it enhances the original story and makes previous clients proud of your brand. I realised one needs to promote and showcase one’s team, their respective skills, and show clients the time and craftsmanship involved in creating one’s brand. Simply watching clients enjoy the experience we’ve created with the brand is what drives me, inspires me and keep me focused. And, as a mentor, I try to instil the same motivation into whoever I’m working with”.
In order to be a successful luxury entrepreneur what are three pieces of advice you would give?
Entrepreneurs and their products are sometimes intrinsically linked to the buying decision of a luxury lifestyle client. The client does not want to be sold something, but, instead, feel a part of something special – just like a relationship between work colleagues. It’s kind, succinct, and always professional.
a) You want transparency, but never make your challenges their problem. If there is a need for a client to be involved in a problem, only ask for guidance on what suits them best – and only if they have time.
b) Make sure you’re giving your products all the ‘touch points’ needed, so they have the best chance to be appreciated by new or potential clients with no exchange of words. Luxury is best discovered, not explained nor taught.
c) Choose your ambassadors very carefully: these are your most valuable touch points. Ensure they are trained to be seamless with your product or service, that it is second nature and confident in their enjoyment.
What are the most important lessons you have learned along your journey?
Promote and showcase your team, their respective skills, and show your clients the time and craftsmanship involved in creating your brand.
Don’t give up, and stay your course. Luxury requires heavy investment into the business – in time, money, and moral backbone. Never sacrifice these aspects, even if it seems like the only way to overcome a challenge.
What are the watch outs along the way?
Keep your suppliers involved and on your side. Luxury demands all aspects of your business to be top end.
Also, copy-cats naturally lurk around aspiration brands. Don’t give anyone the chance to run away with your idea.
Watch out for parties rather than product events; there’s a big difference, especially when clients are involved and invited. Keep them separate.
When you started out who was your biggest inspiration? And what did they tell you that helped make you a success?
My team and my clients’ enjoyment, that’s always been my biggest inspiration. Not an individual person, per se, but simply watching clients enjoy the experience you’re creating with your brand is what drives me, inspires me and keep me focused. If the experience is the same for your team and clients then you’ll be motivated to grow in luxury.