01 The Small Business Handbook Second Edition ZULU

AMAQHINGASU EZINHLOBO ZOKWAZISA EZIHLUKENE: Kubaluleke kakhulu ukuthi uma uhlela iqhingasu lokwazisa lakho wazi ukuthi umkhiqizo wakho uwuqondise kubani. Sizoxoxa ngezinhlobo ezintathu zamaqhingasu okwazisa: ibhizinisi kumthengi, ibhizinisi ebhizinisini kanye nebhizinisi kuhulumeni. Uhlobo ngalunye ludinga ukuthi uqonde ukuthi wazisani ukuze ukwazi ukulungisa umyalezo ofanele ozokwenza ukuthi kukhuphuke izibalo zokuthengisile.IBHIZINISI KUMTHENGI – B2C Uma udayisa umkhiqizo noma umsebenzi emphakathini jikelele, uyinkampani yebhizinisi kumthengi. Cabanga ngazo zonke izitolo ezikunxanxathela wezitolo - zonke ziyizinkampani eziyi-B2C.Iqhingasu lezokwazisa lebhizinisi kumthengilingelisuselwa emuzweni kanye nemihlomulongomkhiqizo wakho noma ngomsebenzi wakho. Yinieyenza ukhethe isitolo esithile kunokuba ukhetheesinye uma wenza igilosa? Kuthinta umoya kanyenemihlomulo okutholakala kuleso sitolo okungenzekaukuthi esinye isitolo singabi nakho. Inqubo yokudayisaivame ukuba mfishane futhi abubi khona ubudlelwanoobuqhubekayo ngaphandle kokuqhubeka nokudayisa. 38 IZISEKELO ZE ZOKUMAKETHA

IZISEKELO ZEZOKUMAKETHAIBHIZINISI EBHIZINISINI – B2B Uma udayisela enye inkampani umkhiqizo wakho, uyinkampani yebhizinisi ebhizinisini. Cabanga ngamaloli ahambisa impahla isuka kubakhiqizi iya ezitolo ukuze ziyidayise - leyo nkampani yeloli idayisa umsebenzi ewuhlinzekayo ngamaloli ayo kwenye inkampani.Uma ubheka inkampani eyi-B2B, iqhingasu lokwazisa lizokwehlukakuneqhingasu le-B2C elingenhla. Izinkampani zimayelana nokushesha,ukuthi zingawenza kanjani umsebenzi ngesikhathi esisheshayo,izindlela eziphuma phambili kanye namanani amahle kakhulu, kanyeneqhingasu lezokwazisa lakho kumele kukuveze lokhu. Ngenkampanieyi-B2B, ubudlelwano bakho buvame ukuba ngobuqhubekayo futhiinqubo yokudayisa iba ngeyesikhathi eside kunokudayisa okuqondile.Kuzodingeka ukuthi ugcizelele imihlomulo etholakala ngomkhiqizowakho enkampanini oyidayiselayo nokuthi uzoyisiza kanjani ukuzeifinyelele emigomweni yayo yebhizinisi kangcono kunemikhiqizo nomaimisebenzi yenye inkampani. Ayikho indawo yemizwa kulolu hlobolokudayisa futhi iqhingasu lokwazisa lakho kudingeka liveze ukusheshaokulethela ibhizinisi leklayenti lakho.IBHIZINISI KUHULUMENI – B2GUyinkampani yebhizinisi kuhulumeni (B2G) uma inkampani yakhoidayisela uhulumeni imikhiqizo noma imisebenzi. Isibonelo salokhuinkampani ephrinta izincwadi zesikole ezihlinzekela iminyangoyezemfundo. Kodwa kungenzeka futhi ukuthi inkampani eyi-B2Gibe yi-B2C ne-B2B ngesikhathi esisodwa, ngoba imisebenzi eminingietholakala kwenye yalezi zinhlobo ezimbili ezingenhla ingatholakalakulolu hlobo. Pho lokho ukwenzela kanjani umkhankaso wokwazisaoyimpumelelo?Uma uhulumeni uthenga imikhiqizo noma imisebenzi inqubo ihlukekakhulu kunezinhlobo ezimbili ezingenhla. Ulimi, okugqugquzelayokanye nezindlela zokuqhuba ibhizinisi kwehlukile. Nanka amaceboezokwazisa e-B2G: 39IZISEKELO ZE ZOKUMAKETHA

AZI UKUTHI AMAKHASIMENDE AKHO ANGOBANI - KUNEZINHLOBO EZI-31 Abathengi - bakhetha indlela yokuthenga futhi bayathenga.2 Abagqugquzeli- laba ngabaphathi bamaphrojekthi kanye nabathathi bezinqumo abasemazingeni acokeme.2 Abasebenzi- yibo abazogcina besebenzise umkhiqizo noma umsebenzi wakho. Umkhiqizo wakho wakhelwe laba bantu.UKUQHUTSHELWA UMSEBENZI WOKWAZISA NGEZINYE IZINKAMPANI - KWENZIWA KANJE:Uma ungenaso isikhathi noma izinsiza zokuzazisela, ungaqasha imisebenzi yenkampani yezokwazisa. Yizelokhu kuzoqala kukukhokhise, kungakusiza ukuthi uhlanganise futhi uthole iqhingasu elibeka phambiliinkampani yakho, imisebenzi yakho noma imikhiqizo yakho ngendlela eyiyo zibekwa nje. Izinkampani eziningizokwazisa zizokwazi ukwakha umyalezo oqondiswe kumakhasimende akho futhi zikusize ukuze wakheisihlonzankampani.AMACEBO AWUSIZO OKUKHETHA INKAMPANI YEZOKWAZISA Zibuze ukuthi, kungani ngidinga inkampani yezokwazisa futhi ngilindeleni kuyo? Ngabe le nkampani yezokwazisa inawo amakhono nezinsiza ezizohlangabezana nengikulindele? Buza i-ejensi ngokuthi bakwenza kanjani abakwenzayo futhi ucele namasampula omsebenzi wabo. Bese uzibuza, ngabe lokhu kufana nalokho okufunayo? Ngabe inkampani yezokwazisa yenza uzenze ukhululekile futhi ngabe bangathanda na ukusebenza nawe? Noma ngabe bakutshela lokho abacabanga ukuthi kumele ukwenze? Kubaluleke kakhulu ukuthi kwakheke umqondo wokuthi lokhu kuwumsebenzi wethimba, ukuthi kumele balalele wena futhi nawe ubalalele. Ungayi ku-ejensi enemiklomelo eminingi; umsebenzi oklonyeliswayo akuhlali kuyiwo odayisa imikhiqizo noma imisebenzi. Qinisekisa ukuthi bayazi ukuthi ufuna ukubona imbuyiselo elinganisekayo kuqhingasu lezokwazisa lakho. Ngabe basebenzisa izinhlelo zobuchwepheshe? Ngalolu suku nesikhathi, uma bengazisebenzisi izinhlelo ze-inthanethi, valelisa, uthole inkampani ephuma phambili ngokusebenzisa izinhlelo zobuchwepheshe. Okokugcina, qinisekisa ukuthi uthola lokho okukhokhele. Cela imibiko futhi ubuze imibuzo uma ungenaso isiqiniseko. 40 IZISEKELO ZE ZOKUMAKETHA

ISAHLUKO 4UKUFAKAISIHLONZANKAMPANI 41UKUFAKA ISIHLONZANKAMPANI

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UKUFAKAISIHLONZANKAMPANI UKUFAKA ISIHLONZANKAMPANI KUSEMQOKA. UKUFAKA ISIHLONZANKAMPANI KUYISISEKELO. UKUFAKA ISIHLONZANKAMPANI KUBALULEKE KAKHULU. UKWAKHA ISIHLONZANKAMPANI KWAKHELA IZINKAMPANI NEZINHLANGANO UMSEBENZI OMANGALISAYO (Scott Goodson, umsunguli weStrawberryFrog)PHO KUNGANI IZINKAMPANI EZININGI AMAQINISOEZISAQALA NOMA ABANIKAZI BAMABHIZINISIAMANCANE BENGAKWENZI LOKHU? ITATA MOTORS yathenga iJaguar & Range Rover kuFord ngezigidigidi ezingu $2.56.Amabhizinisi amaningi asaqala kanye ITata yakhokhela izimpawu zenkampaninamabhizinisi amancane agxila kakhulu hhayi impahla empeleni, enjengezimboni,ekusunguleni ibhizinisi, ukudayisa amaphepha ezomthetho kanye nempahlaumkhiqizo noma ukuhlinzeka ngomsebenzi, yokwakha eyisisekelo. Isizathu salokhu ukuthiakhohlwe ukuba nesikhathi sokucabanga inani lezimpawu zenkampani lalibiza ngaphezungesihlonzankampani abasakhayo. Ababoni kwakho konke okunye okwakuyizakhi zaleukuthi kumele bakhe isihlonzankampanizibekwa nje- okuzothi ngokuhamba kwesikhathi nkampani!kulihlomulise kakhulu ibhizinisi labo. (Umthombo: S. Goodson, Forbes.com) 43UKUFAKA ISIHLONZANKAMPANI

ISIHLONZANKAMPANI SIYINI?SIHLANGANE NEZINCAZELO EZILANDELAYO NGESIHLONZANKAMPANI (BRAND) KUWIKIPEDIA:1. “Uhlobo lomkhiqizo okhiqizwa inkampani ethile ngaphansi kwegama elithile.”2. “Uphawu lokuhlonza ngokushisa emfuyweni…”Sibona ngokusobala ezincazelweni ezingenhla ukuthi isihlonzankampani siwutho lokuhlonza okuthileokubonakala ngegama noma ngophawu. NgokukaThomas Oosthuizen, umbhali we-The Brand Book,isihlonzankampani singachazwa ngokuthi “yinkomba yohlu lwemihlomulo”. Ucaphuma uScott Davies,obiza isihlonzankampani ngokuthi “uhlu lwezethembiso YINI UMEHLUKO PHAKATHI KOMKHIQIZO NESIHLONZANKAMPANI? Kubaluleke kakhulu ukuthi ama-SME aqonde umehluko phakathi kwesihlonzankampani nomkhiqizo, ngoba lokhu kunomthelela ekuqhutshekisweni kwebhizinisi isikhathi eside. U-Oosthuizen encwadini yakhe uqhubeka athi izihlonzankampani eziphuma phambili zinezincazelo ezisobala futhi yincazelo yesihlonzankampani esehlukanisa kumkhiqizo. UMKHIQIZO ISIHLONZANKAMPANI UNESIKHATHI SOKUPHELA. SIPHILA ISIKHATHI ESINGAPHEZUUMKHIQIZO UNGAKHIWA INOMA KWESOMKHIQIZO. UBANI. AWUSHO LUTHO. ISIHLONZANKAMPANI SINENCAZELO. SINGABEKELWA INANI. 44 UKUFAKA ISIHLONZANKAMPANI

UKUFAKAISIHLONZANKAMPANI IZIMPAWU EZINAMANDLA ZINGENISA INGENISO ZINGAYEKI - NGOKUJWAYELEKILE ZISUKA ZINGENISA INZUZO ENKULU (Umthombo: The Brand Book kaThomas. Oosthuizen)NGAKHO-KE, SIYINI ISIHLONZANKAMPANI?“Ukwakha isihlonzankampani kuyindlela yokuqinisekisa ukuthi isithombe esikhona ngenkampaniyileso osifunayo.”(Bill Chiaravalle & Barbara Findlay Schenck)Ukwakha isihlonzankampani kuyinhlanganisela yamasu anhlobonhlobo asetshenziswa ibhizinisi ukuze linxenxeamakhasimende, umphakathi kanye nababambiqhaza bebonkana, ukuze bayibone iyinhle. Yinqubo ethathaisikhathi, ukuhlela, ukugxila kanye nokuphatha ngendlela efanele. Umthelela wokwakha isihlonzankampanisebhizinisi lakho kungaba kuhle noma kube kubi. NgokukaBill Chiaravalle noBarbara Findlay Schenck ababhalibencwadi ethi, Branding for Dummies, isihlonzankampani sakho sinomthelela endleleni amakhasimendeakho athenga ngayo njengoba amakhasimende ekwazi ukukhetha ukuthi athenge noma agweme ukuthengangokususela ekutheni azizwela kanjani nasekukholelweni ophawini lwenkampani yakho. IGAMA LENKAMPANI YAKHO LILONKE LAKHIWA INHLANGANISELA YAMAPHUZU AHLUKENE. IMIFANEKISO ENGAKWESOKUDLA IWUMFANEKISO OYISITHOMBE SALOKHO OKWAKHA ISIHLONZANKAMPANI ESISEBENZAYO. 45UKUFAKA ISIHLONZANKAMPANI

AMAPHUZU ABALULEKILE OKUMELE UWABHEKE UMA WAKHELAINKAMPANI YAKHO UPHAWU...UDABA LWESIHLONZANKAMPANI SAKHO 1Uthini umlando ongemuva kwesihlonzankampani?I-USP (UNIQUE SELLING POINT OKUSHO IPHUZU 2ELIYINGQAYIZIVELE LOKUDAYISA) 3Uyini umsebenzi womkhiqizo noma womsebenzi wakho? 4 5IZINKAMBISONHLE ZESIHLONZANKAMPANIInkampani yakho imayelana nani?IMAKETHE OQONDISE KUYO /ISIMO SAMAKHASIMENDEImakethe oqondise kuyo iyiphi, ukhuluma nobani?UKWAZEKA KWESIHLONZANKAMPANI NGAPHANDLEUfuna abantu bacabangeni ngenkampani yakho?IZWI LWESIHLONZANKAMPANI 6Lithini izwi lenkampani yakho, ngabe iyanakekela,iyadlala noma ijulile?NGABE BEWAZI? IZINKAMPANI EZINEZIHLONZANKAMPANI EZINKULU EZININGIZIBHALA INANI LESIHLONZANKAMPANI KU-BALANCE SHEET. ISILINGANISO SALEZIZIHLONZANKAMPANI ZIBHALWA NGAPHANSI KWEMPAHLA ENGAPHATHEKI. (Umthombo: The Financial Value of Brands) 46 UKUFAKA ISIHLONZANKAMPANI

UKUFAKAISIHLONZANKAMPANIUKUBALULEKA KOKWAKHA ISIHLONZANKAMPANI SEBHIZINISI LAKHOKungani kumele wakhe isihlonzankampani sebhizinisi lakho? Uphawu lwakha isithombe esizohlalaingunaphakade ngomsebenzi noma umkhiqizo wakho. Uma ucabanga ngeziphuzo ezihlwahlwazayo nomauma womile futhi udinga into enoshukula, ngesiphi isiphuzo esihlwahlwazayo esifika emqondweni wakhongokushesha? Abantu abaningi bacabanga iCoke- eyenze umsebenzi omuhle kakhulu wokwakhela abathengibayo beziphuzo ezihlwahlwazayo isihlonzankampani; ingenye yeziphuzo eziyintandokazi emhlabeni jikelele.Ukwakha isihlonzankampani kusiza ibhizinisi nomkhiqizo wakho ukuze kuvelele.Ukwakha isihlonzankampani ngokweqhingasu kusiza inkampani yakho ukuze ibe nedumela elihle futhi kwenzaugqame kulabo oncintisana nabo. Uma abantu bethemba isihlonzankampani sakho futhi sewusiphendulesaba isihlonzankampani esiphelele, esizinzile, abantu bazofuna ukusikhokhela imali eshisiwe, ngoba bekholwaukuthi isihlonzankampani sakho sizobahlomulisa kakhulu empilweni yabo kunokunye, abangakukhetha okubizakancane. Ezinye izizathu ezisemqoka zokuthi kungani kumele wakhe isihlonzankampani: EMHLABENI WANAMUHLA OHLANGANISA AMAZWE LAPHO AMAKHASIMENDE EKWAZI UKUTHOLA ULWAZI OLUNINGI FUTHI ENGAKHETHA KOKUNINGI, ISIHLONZANKAMPANI SIBALULEKE KAKHULU UKUZE IBHIZINISI LIKWAZI UKUQHUBEKISEKA ISIKHATHI ESIDE. ABANTU BAZOWUBONA KANINGI UMKHIQIZO WAKHO ABANTU BAZOBE VELE SEBAZI UKUTHI INKAMPANI NOMKHIQIZO WAKHO KUYINI UKWAKHA IQHINGASU LEZOKWAZISA KULULA UMA UNESIHLONZANKAMPANI IBHIZINISI LAKHO LIZOQHUBEKISEKA ISIKHATHI ESIDE UKUBA NESIHLONZANKAMPANI KWENZA UKUKHANGISA KUBE LULA. KULULA- ABANTU BATHENGA IZIHLONZANKAMPANI! ABANTU BAKHUMBULA ISIHLONZANKAMPANI. ABANTU BAHLONIPHA ISIHLONZANKAMPANI. ABANTU BETHEMBEKILE KUZIHLONZANKAMPANI. KUZOKWANDISA ISIBALO SAMAKHASIMENDE ONGASE UBE NAWO FUTHI KUSIZA EKUKHULISENI IBHIZINISI ELINCANE LAKHO NGABE BEWAZI? IZINKAMPANI EZINOPHAWU OLWAZIWAYO ZIQHUBA KANGCONO KUMIKHIQIZO ENGENASO ISIHLONZANKAMPANI? 47UKUFAKA ISIHLONZANKAMPANI

Imibuzo okumele uyibuze ngegama lenkampani yakho Ngabe selakhe ubudlelwano ongabambelela kubo nokwethembekile?Ngabe Ngabelunendaba luyahambisanaenhle namakhasimende?olungayixoxa?Ngabe lunesimo Ngabeesikhulumisana umyalezo walonabantu? usobala futhi uyahambisana?Ingabelugqugquzela Ngabe lwenzaabantu ukuthi lokhu elithibethembeke luyakwenza?kulo? Ingabe lugqamile? 48 UKUFAKA ISIHLONZANKAMPANI

UKUFAKAISIHLONZANKAMPANIIZINHLOBO ZEMIBHALOKUTHAYIPHA NAMALOGOUkuze wethule isihlonzankampani sakho noma ukuhehela abantu kuso, kumele usebenzise amagamaazofundwa amakhasimende akho. Kuzodingeka ukuthi uthathe isinqumo sokuthi la magama “angabukeka”kanjani ngokukhetha umbhalokuthayipha (okubuye kubizwe ngefonti). Maningi kakhulu futhi asetshenziswaababhali bezimpawu nakumakhompyutha, kusukela ku-Arial ejwayelekile neCalibri kuya kwamanye ahlukile...Qinisekisa ukuthi ukhetha umbhalokuthayipha ofanele izwi lesihlonzankampani sakho.UMBHALOKUTHAYIPHAUMBHALOKUTHAYIPHA IlmiensigbiahhvlaoelnsozzaakakuNnthhkoEaa..yZ.mippWhaanI iU M B H A L O K U T H AY I P H AUMBHALOKUTHAYIPHAUMBHALOKUTHAYIPHAKubalulekile ukwazi ukuthi oncintisana nabo benzani, ngakho qinisekisa ukuthi uma wakha isithombesesihlonzankampani nelogo kwehluka ngokugcwele nokwalabo oncintisana nabo. Ufuna ukuthiisihlonzankampani sakho sigqame ngezizathu ezinhle, futhi ufuna luhlale emiqondweni yabantu. Indlelaephuma phambili yokuqinisekisa lokhu ukwenza ucwaningo nokucabanga ngokuvula umqondo. Leliyithuba lokwakha into ezofinyelela kuzethameli zakho futhi ezokwendlalela inkampani yakho futhiiveze okuhle ngenkampani yakho kunoma ubani othenga umkhiqizo noma umsebenzi wakho. Cabangangesihlonzankampani sakho njengobuso benkampani yakho, siyilokho inkampani yakho ezokwaziwa ngakhofuthi kubaluleke kakhulu ukuthi sikujabulise futhi sikusebenzele. ISAZISO: ILOGO YENKAMPANI YAKHO AKUKHO SIDINGO SOKUTHI IHLALE IQUKETHE UMBHALO SESITHOMBE, NGESINYE ISIKHATHI IFONTI EFANELE KUNGASISIZA ISIHLONZANKAMPANI SAKHO 49UKUFAKA ISIHLONZANKAMPANI

UBUKHAZIKHAZI UKWAZI IZINTO / UKUHLONIPHEKAUKUHLONZEKA KWESIHLONZANKAMPANI - UMHLAHLANDLELA WEMIZWAEVEZWA IMIBALAUKUBHEKA OKUHLE UKUCACA / IMFUDUMALO UBUNGANE UKUJABULA / UKUZETHEMBA INJABULO UBUCIKO ISIBINDIUKWETHEMBA UKUTHULA UKUCABANGA / UBUHLAKANIUBUKHAZIKHAZI OKUNGATHENJELWA KUKHO / AMANDLA UKUKHULA / IMPILO UKWAZI IZINTO / UKUHLONIPHEKAUMTHOMBO: Umhlahlandlela wemizwa evezwa imibala yakhiwa inkampani iThe Logo Company http://thelogocompany.net/blog/infographics/psychology-color-logo-design/ 50 UKUFAKA ISIHLONZANKAMPANI

UKUFAKAISIHLONZANKAMPANIOKUQUKETHWE ISIHLONZANKAMPANI SAKHOUkuba nesihlonzankampani esihle kuwutshalomali oluzinzileOsomabhizinisi abaningi abakuqondi ukubaluleka kwesihlonzankampani esihle. Isihlonzankampaniesiseqophelweni eliphezulu sinomthelela omuhle ekuxhumaneni nebhizinisi lakho. Umqondo ofikaeklayentini ongase ulithole mhla liqala ukubona isihlonzankampani sakho kuba yiwo ozikayo emqondweni.Ukwakha indlela yokuhlonza ibhizinisi iyindlela yokutshala futhi kumele ukubheke lokhu njengenhlanganiselaemele umkhiqizo noma umsebenzi wakho ezimakethe esikhathini eside.Ngoluphi udaba ongathanda luxoxwe uphawu lwakho? Zindla ngalo mbuzo ngezikhathi senqubo yokwakhauphawu oluyindlela yokuhlonza inkampani. 51UKUFAKA ISIHLONZANKAMPANI

UKUHLOLA ISIHLONZANKAMPANI 2Ngokuphi okukugqamelayo? 1ISHO ESITHI “OKUNCANE KUSHO OKUNINGI” SIYIQINISO UMAKUZIWA KWEZOKWAKHA INDLELA YOKUBONAKALA NOKUZWAKALAKWENKAMPANI. UBOHLALA UKUKHUMBULA LOKHO. UKUNGABINOBUKHAZIKHAZI KUDALA UBUKHAZIKHAZI UMA UMHLINZEKIOMUKHETHILE EKWENZE KAHLE. 52 UKUFAKA ISIHLONZANKAMPANI

UKUFAKAISIHLONZANKAMPANIEnza uhlu lwezimpawu zezinkampani ezaziwayo kanye nencazelo oyiyamanisa nazoNgeyiphi incazelo ofuna amakhasimende akho ayiyamanise nesihlonzankampani sakho?Sesiphetha lesi sigaba, khumbula ukuthi isihlonzankampani sinomthelela kulokho ikhasimende nomaiklayenti elikucabangayo nelikuthengayo. Siphinde siveze umehluko phakathi kwakho nalabo oncintisananabo. Ngakho kuyijoka lakho njengomninibhizinisi ofuna ukwakha ibhizinisi eliqhubekisekayo, ukuthi agxileekudaleni nasekwakheni isihlonzankampani esinamandla nesethembekile. Udinga eyakho inqubo. ISITHOMBE SESIHLONZANKAMPANI SAKHO SIPHILA EMIQONDWENI YAMAKHASIMENDE AKHO, NOMA NGABE ULUFAKILE NOMA AWULUFAKANGA EMIQONDWENI YABO. (Bill Chiaravalle & Barbara Findlay Schenck) 53UKUFAKA ISIHLONZANKAMPANI

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ISAHLUKO 5UKUQWASHISANGEZOKWAZISANGENDLELAYEZOBUCHWEPHESHE 55UKUMAKETHA NGENDLELA EDIJITHALI

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UKUMAKETHANGENDLELA EDIJITHALIKUYINI UKWAZISA NGENDLELA YEZOBUCHWEPHESHE?Ukwazisa ngendlela yezobuchwepheshe kungachazwa kangcono njengokwazisa ngomkhiqizo nomangesihlonzankampani ngokusebenzisa imithombo yokuxhumana kagesi, ngokusebenzisa iqhingasu lokwazisangendlela yezobuchwephe noma ukwazisa ngokulayisha okuqukethwe ku-inthanethi. Maningi impela lawomagama ezobuchwepheshe, ngakho asike siwachaze.Uma sikhuluma ngemithombo yokuxhumana ngogesi, lokhu kungokuqukethwe okungokokwazisa okuku-inthanethi, kuzinkundla zokuxhumana, amaselula noma ama-billboard kagesi, kanye nomabonakude nomaiziteshi zemisakazo. Ungakusebenzisa kanjani ukwazisa ngendlela yobuchwepheshe ngempumelelo?Ukuze wakhe iqhingasu lokwazisa ngendlela yezobuchwepheshe ngempumelelo, kudingeka ukuthi waziumehluko phakathi kwezinkundla zezobuchwephe ezitholakala ngesihlonzankampani noma umkhiqizo kanyenendlela yokuzisebenzisa.UFACEBOOKUFacebook uyiwebhusayithi yenkundla yezokuxhumana enkulu kunazo zonke, kodwa seyiyisiteshiesesikhokhelwa ngokugcwele, njengoba imikhiqizo nezimpawu zezinkampani kumele zikhokhele ukuvezwakwalokho okubhalwe izinkampani bese zibone kwanda izethameli zayo. Ungafaka izaziso ukuze utholeabalandeli futhi ukhokhele ukuthi lokho okubhaliwe kufukulwe, ukuze kubonwe abalandeli bakho .Ngaphandle kokukhokha, izinga lokufinyelela kubantu lale nkundla selehle laba ngaphansi kuka-1%, kodwaabasebenzisi bayo bangaphezu kwesigidi, le nkundla iwukhiye obalulekile ohlelweni lokwazisa ngendlelayezobuchwepheshe yesihlonzankampani noma lomkhiqizo wakho. Uhlelo lwakho lwezobuchwephesheuluqala lapha, futhi usebenzisa okubhalile ukuze uqhube abalandeli bakho baye kwenye inkundla.. Nansiindlela yokwenza lokho: Landelela indlela okubhalile okuqhuba ngayo Faka izindlela zokuthatha izinyathelo Azi ukuthi oncintisana nabo benzani Ubohlala ubandakanya izithombe zalokho okubhalile 57UKUMAKETHA NGENDLELA EDIJITHALI

Bhala ngezihloko zamanje kanye nalokho okuwundabuzekwayoFaka amalinki kulokho okubhalileThinta amanye amakhasi kulokho okubhalile ukuze wandise abantu ofinyelela kuboQondanisa nabalandeli bakhoUTWITTERLe nkundla izwakala ingukuxhumana kwangempela, njengoba lokho okubhaliwe kuvela emakhasini abalandelibakho. Kodwa ngokubhalwa kwama-tweets ayizinkulungwane ngosuku, kudingeka ukuthi uqinisekise ukuthiokuqukethwe kuTwitter kuyagqama. Le nkundla ivumela ukuthi kukhangiselwe izethameli zezindaba futhiivumela ukuthi ufukule ama-tweets kukhona noma kungekho izithombe ezibhekiswe kubalandeli bakho.Enye indlela yokwandisa abalandeli ukulandela abantu noma izinkampani ukuze uqinisekise ukuthi wabelanangalokho okuyintshisekelo yenkampani yakho emyalezweni wesihlonzankampani sakho.. Nanka amaceboambalwa okuqinisekisa ukuthi okubhalayo kuyafundwa: Faka amalinkiFaka amaheshithegi Faka izindlela zokuthatha izinyathelo UKWAZISA NGENDLELA YEZOBUCHWEPHESHE Thinta abantu Khuluma ngezwinamakhasi abalulekile nangendlela yomuntu Faka izithombe 58 UKUMAKETHA NGENDLELA EDIJITHALI

UKUMAKETHANGENDLELA EDIJITHALIULINKEDINLe nkundla isebenza kahle kakhulu kuhlobo lwezinkampani eziqhuba i ibhizinisi ebhizinisini. Kuthathwangokuthi inkundla yochwepheshe futhi inendawo yamabhizinisi- abantu abakule nkundla kunamathubaamaningi okucofa kulokho okuqukethwe okuphathelene nezimboni zabo noma nomsebenzi wabo.Okwehlukile kunezinye izinkundla ezinjengoFacebook noma uTwitter ukuthi abantu abanayo inkinganokudayiselwa ngezimpawu zenkampani noma nemikhiqizo yabo futhi okuqukethwe kungaqonda ngqo. Leyinkundla enhle kakhulu yokwandisa abantu abangakuxhumanisa ebhizinisini lakho nokuxhumana nabantuabanomqondo ofanayo. Nansi indlela yokwenza lokho: Akha ikhasi lenkampani bese uthola abantu abazolilandela Faka izindaba ezibalulekile Sebenzisa izihloko eziwundabuzekwayo ukuze isihlonzankampani sakho sigqame Sebenzisa ama-analytics ukuze uhlole lokho okuqukethwe futhi ubone ukuthi izethameli zakho zizophendula zithini 59UKUMAKETHA NGENDLELA EDIJITHALI

UINSTAGRAMLe nkundla iseyintsha kunezinye futhi yakhelwe ukuqukatha okuyizithombe nokubukwayo. Izimpawuzenkampani nokuqukethwe kugqugquzelwa ukuthi kwabelane ngokubukwa ngezithombe nokuzohehaizethameli ukuthi siphendule. Nansi indlela yokwenza lokho: Thembeka kusihlonzankampani - layisha lokho okulungele isihlonzankampani sakho Abelana ngalokho obhekane nakho noma umbono ohambisana nempilo yezethameli zakho khona zizokwazi ukuphendula kukho Khuthaza ukuthi kuthathwe isinyathelo ngenxa yezithombe ozithumele Azi izethameli zakho futhi ufunde ukuthi abantu bathandani ngesihlonzankampani sakho 60 UKUMAKETHA NGENDLELA EDIJITHALI

UKUMAKETHANGENDLELA EDIJITHALIAMAWEBHUSAYITHI NOKUBHALA KUBHULOGIAwasiza ngani amabhizinisi amancane amabhulogi namawebhusayithi? Kunenqwaba yezizathu zokuthikungani kumele ucabange ngokusebenzisa iwebhusayithi nebhulogi lebhizinisi lakho. Okokuqala kumeleuqonde umehluko phakathi kwalokhu kokubili:Iwebhusayithi Ibhulogi Iwebhusayithi isezingeni elihlelekile Okuqukethwe kubukezwa njalo kakhulu nelochwepheshe kunebhulogi Izwi elisetshenziswayo akusilo Yisithangami lapho ukwazi ukuzazisa elochwepheshe khonaOkuqukethwe khona kumile Ihlinzeka ngolwazi futhi iyafundisaAyikho indlela yokuxhumana ngqo Abantu bangabuza imibuzo futhi ungakwazi ukuyiphendulaUmsebenzi wayo ukudlulisa ulwazingemikhiqizo yakho noma ngebhizinisi Kunokuxhumana ngqo futhi yazisa abantu ngemboni okuyo 61UKUMAKETHA NGENDLELA EDIJITHALI

Ibhizinisi elincane kumele lihlale linewebhusayithi- iyingxenye engumongo wohlelo lolwazi. Ibhulogiizokusiza ukuze ubekwe ezingeni eliphakeme kuGoogle, futhi okuqukethwe kubhulogi okuyingqayizivelekwabiwa kakhulu futhi kulithuthukisa kakhulu izinga okulo kuGoogle, okuqinisekisa ukuthi ikhasi lakho libasezingeni eliphezulu uma kuthungathwa ulwazi olungahluziwe kuGoogle. Amabhulogi aphinde ahlinzekengemininingwane emihle kakhulu ongabelana ngayo emakhasini akho emithombo yezokuxhumana.Kungcono ukuzakhela okuzobhalwa kunokuthathela, okuzothumela abantu kwamanye amawebhusayithikunokuba baye kweyakho. Okokugcina, ibhulogi izokusiza ukuze uhlonipheke embonini yochwepheshe okuyo.Okuzoqukathwa okumele ukwakhe kumele kube ngaphezulu futhi kwedlule ukugqamisa inkampani yakhonomkhiqizo wakho- kumele kubandakanye:Ukufundisa Imifanekiso yolwazi Amavidiyo Izinkulumompendulwano zasemboniniUKWAZISA NGOKULAYISHA OKUQUKETHWE KU-INTHANETHIIzindlela zokwazisa zakudala azisenayo impumelelo enhle futhi aziseyona intandokazi njengobaamakhasimende sekuyiwo alawula kakhulu ukuthi afuna ukuthola hlobo luni lolwazi kuphi. Ngakhoamaqhingasu okwazisa anjengokwazisa ngokulayisha okuqukethwe ku-inthanethi kuya kuba yintandokazifuthi kuyasebenza. Ngokwesikhungo Sezokwazisa Ngokulayisha Okuqukethwe ku-Inthanethi inhlosoyokwazisa ngokulayisha okuqukethwe ku-inthanethi ukuheha amakhasimende amasha nokugcina amadalangokwakha okuzoqukathwa okudingekayo nokubalulekile kubo.Okuzoqukathwa okwakhiwa nguwe, njengomninibhizinisi, kumele kwenze amakhasimende akho abeabathengi ababuye bathenge futhi. Kunokuba wethule imikhiqizo noma uzame ukudayisa okuthilekuzethameli zakho, uzama ukusimamisa izimpilo zabo ngalokho okuqukethwe okuhlinzekayo. Uhlobolokuqukethwe akumele kuphazamise azethameli zakho, kodwa kunalokho kuhambisane nempilo yaboyansuku zonke. Ukuze wakhe iqhingasu lokuqukathwayo elifanele kudingeka ubuze imibuzo elandelayo:Ngobani izethameli zakho? Yini abayenza nsuku zonke?Baneminyaka emingakhi? Uthini umyalezo ozama ukuwudlulisa?Intshisekelo yabo iyini? Ngokuphi okungaqukathwa okungadlulisa lo myalezo kangcono? 62 UKUMAKETHA NGENDLELA EDIJITHALI

UKUMAKETHANGENDLELA EDIJITHALIFUTHI UMBUZO OBALULEKE KAKHULU UKUTHI, IMPOKOPHELO YOKUQUKATHWAYO KWAKHO IYINI,UMGOMO WAKHO UYINI?Awasiza ngani amabhizinisi amancane amabhulogi namawebhusayithi? Kunenqwaba yezizathu zokuthikungani kumele ucabange ngokusebenzisa iwebhusayithi nebhulogi lebhizinisi lakho. Okokuqala kumeleuqonde umehluko phakathi kwalokhu kokubili: Ingabe ukwenza Ukuqwashisa? Ukwandisaabathengi bakuthande? amakhasimende akho?Le mibuzo idlala indima esemqoka ekuthatheni isinqumo sokuthi yini ephuma phambili okumele iqukathelweizethameli zakho. Ungabe-ke sewulungisa okuzoqukathwa ukuthi kuhambisane nezinkundla ofunaukuzisebenzisa. 63UKUMAKETHA NGENDLELA EDIJITHALI

KUNGANI KUMELE USEBENZISE UKWAZISA NGENDLELA YEZOBUCHWEPHESHE EBHIZINISINI LAKHO?Ukwazisa ngendlela yezobuchwepheshe yindlela yokwazisa ekhula ngokushesha yebhizinisi nomayomkhiqizo wakho kukhuluminyaka yama-21. Ayikho enye indlela elula yokufinyelela kuzethamelieziningi kunokusebenzisa ezokwazisa ngendlela yezobuchwepheshe- izibalo ezingezansi ziveza lokhu.Ukusetshenziswa Kwezinkundla Zokuxhumana ENingizimu Afrika ngowezi-2015, ngokweWorld Wide Worxkanye neFuseware kumi kanje:UFacebook UTwitter ULinkedIn UYoutube U-Instagramabasebenzisi abasebenzisi abasebenzisi (ukudingeka abasebenzisiabayizigidi abayizigidi abangu-6.6 kwevidiyo) abangu-2.68ezingu - 13 ezingu-7.4 abasebenzisi abayizigidi ezingu-8.28 (Umthombo:http://www.fin24.com/Tech/Multimedia/INFOGRAPHIC-SA-social-media-by- thenumbers-20150917)UNGABHEKA KANJANI UKUTHI OKUQUKATHAYO KUFINYELELA KUZETHAMELI EZIFANELEI-GOOGLE ANALYTICSi--Google Analytics Ii iyinsiza ephuma phambili yokukala ukuthi ibhulogi lakho newebhusayithi yakhokusebenza kanjani. Okuqoqiwe, ukucutshungulwa nokubika ngedatha kuzokukhombisa ukuthi ngabeokuqukethwe kuwebhusayithi yakho kuyasebenza noma cha. Okunye okusemqoka ngama-Google Analyticsukuthi:• Azokukhombisa ukuthi izethameli zakho zisuka ekhasini lakho ziye kuphi ngokulandela amalinki aphumela ngaphandle• Akhombisa izibalo zezimanje ngokubuka, ukuziphatha, indawo• Ungabona amakhasi abukwa abantu kakhulu• Ungabona ukuthi abantu bayithola kuphi iwebhusayithi yakho, ukuthi ngabe kusezinkundleni zokuxhumana noma kuGoogle 64 UKUMAKETHA NGENDLELA EDIJITHALI

UKUMAKETHANGENDLELA EDIJITHALII-GOOGLE ADWORDSI-Google AdWords iwuhlelo lokukhangisa ku-inthanethi olukwenza ufinyelele kumakhasimende amashafuthi uqhubeke nokukhulisa ibhizinisi lakho. Insiza yokukhangisa ekhokhelwe ekusiza ukuthi ukhethe ukuthiisikhangiso sakho sivela kuphi, sibekele umkhankaso wesikhangiso sakho isabelomali futhi iklale umthelelawokukhangisa. Njengoba umkhawulo wenani elincane okungedlulwe kulo okumele lisetshenziswe, ungamisanoma uqale umkhankaso wakho ngokuthanda kwakho.Isebenza kanjani?• Ungafinyelela kubantu uma befuna amagama, imishwana, ebizwa ngamagama asemqoka• Ungafinyelela kubantu abaphequlula amawebhusayithi afanayo noma izihloko ezihambisana nabhizinisi lakho• Isikhangiso sakho singavezwa kuGoogle noma kumawebhusayithi asebenzisana nayo• Ungasebenzisa indlela ekhokhisa ngokucofa, ukuze ukhokhise nqobo uma kunomuntu ocofe isikhangiso sakhoAthini amagama asemqoka?Uma usesha isigatshana kuGoogle lokho kwenza kuvele izikhangiso emiphumeleni yakho, ngokususelaemagameni owabhalile. Ukuze wakhe umkhankaso we-AdWords onempumelelo kudingeka wakhe uhlulwamagama awukhiye aqondene nebhizinisi wakho noma nomkhiqizo wakho. Uma amagama awukhiye akhoeqondene ngqo nokukhangisayo, aba ngcono amathuba okuthola amakhasimende anentshisekelo azocofakuwebhusayithih yakho.Nakanjani, nge-Google AdWords alizukuba lodwa ibhizinisi elisebenzisa imishwana noma amagama awukhiyeafanayo, pho-ke iGoogle inquma kanjani ukuthi isikhangiso sakho sivelaphi? Zimbili izindlela iGoogle ebeka{ngazo isikhangiso sakho ezingeni elithile: { Ukuze uqinisekise ukuthi iqhingasu lezokwazisa Isiphakamiso senkokhelo sakho: Uzimisele ngokuchwepheshe lakho liyalisebenzela ngokusebenzisa malini. Lokhu kuzoncika ibhizinisi lakho elincane, kudingeka eqophelweni lezikhangiso zakho usebenzise wonke amathuluzi achazwe kulesi namawebhusayithi akho, okuyilapho sahluko ngempumelelo ukuze akhe uhlelo iqhingasu lokwazisa ngokulayishwakokuqukethwe kusebenza khona. Uma lwezobuchwepheshe oluhlangene. Amanyeokuqukethwe kumbhalo wakho kusezingeni amawebhusayithi angakusiza ukuze wenzeelicokeme, neGoogle izobeka isikhangiso lokhu yilawa:sakho ezingeni elicokeme.Ukuze uthole ulwazi ngezokwazisa ngendlela yobuchwepheshe vakashela amawebhusayithi alandelayo: www.mashable.com www.simplymeasured.com www.smartinsights.com www.instituteofcontentmarketing.com 65UKUMAKETHA NGENDLELA EDIJITHALI

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ISAHLUKO 6UBUHOLI 67UBUHOLI

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UBUHOLI“Osomabhizinisi bangabaholi bolunye uhlobo olwehlukile,” kusho uLewis Howes,usomabhizinisi wezesimo sokuphila futhi onegalelo ku-Entrepreneur.com. Uqhubekaachaze ngezakhi Zobuholi Bukasomabhizinisi ngokusebenzisa igama elithi imbuka,ihlubuka, umsunguli, umuntu osibeka engcupheni, umuntu okhuthele.Ngokubheka osomabhizinisi abakhulu besikhathi sethu- isibonelo, u-Oprah Winfrey, uSteve Jobs, uRichardBranson, u-Aliko Dangote, uStrive Masiyiwa no-Elon Musk - siyabona ukuthi banalezi zimo ezichazwengenhla. Ukuba bebengenazo, siyangabaza ukuthi ngabe baphumelele ngendlela abaphumelele ngayo. Senzeucwaningo oluncane ukuze sibone ukuthi, ngokongoti bezobuholi, abaholi abakhulu bakhiwa ngaziphi izakhi.ABAHOLI ABAKHULU: BAHLALA BEFUNDA. Isibonelo, uMark Zuckerberg, u-CEO kaFacebook, waqala iqembu lokufunda izincwadi 1 ku-inthanethi elibizwa ngokuthi “Year of the Book”. Ubani obengacabanga ukuthi umuntu omatasatasa oqhuba inkampani yezobuchwepheshe ephumelele angaba nesikhathi sokufunda nokuqala iqembu labantu abafundayo? Uthi izincwadi azifake ohlwini lweqembu lokufunda “zigcizelela ukufunda ngamasiko amasha, nezinkolelo, nomlando kanye nobuchwepheshe”.2 UBONA UKWAHLULEKA NJENGENGXENYE YENQUBO FUTHI KUFUNDWA KUKHO UKUZE UMUNTU ABE NGCONO. Uma ungakayiboni, sincoma ukuthi uziphe isikhathi sokubuka ifilimu elithi Selma. Uzobona ukuthi uMartin Luther King Junior nethimba lakhe bahluleka kangaki ngaphambi kokuba baphumelele ukuthola amalungelo okuvota ama-African-Americans.3 BAYIBONA. USteve Jobs akakhunjulwa ngokuba nomoya omuhle noma ngokuba nekhono lokuxhumana nabantu. Uze wachazwa ngokuthi “unomoya onoshevu”, okwenza ukuthi axoshwe enkampanini yakhe uqobo. Simusebenzisa njengesibonelo ngoba wayehlala eneqiniso empilweni yakhe nasempilweni yebhizinisi lakhe, wayehlala eveza ubuyena uqobo. 69UBUHOLI

4 BANOMBONO. Inkulumo kaMartin Luther King Junior ethi “I Have a Dream” ngathi yiyo eyinkulumo yombono ephuma phambili kunazo zonke esezake zaba khona! Ungomunye wabaholi ababenombono abake baba khona.5 BAKHOMBISA IZIMISO EZILUNGILE KANYE NEZINKAMBISONHLE. Ngenxa yendlela uBrandon Stanton (umsunguli weHumans of New York) akha nabelana ngokuqukethwe ngayo, akungatshazwa ukuthi umsebenzi wakhe ususelwa ezimisweni ezilungile kanye nezinkambisonhle - kususelwa endleleni axoxa ngayo izindaba zakhe kuya endleleni ahlonipha naseka ngayo abantu abangena kubhulogi yakhe.6 ABESABI LUTHO. Ukungesabi lutho kungezinye zezakhi ezigqamayo uma ucabanga u-Oprah Winfrey. Uma ubheka ikamuva lakhe - uzalwe empofu, ewumuntu omnyama wesifazane futhi ekhula eNingizimu ne-USA ebandlululwa ngokwebala, ngokwezibalo, amathuba okuthi aphumelele ayemancane. Nokho wakwazi ukwakha umbuso wakhe kwezomthombo wezindaba embonini eyayigcwele kakhulu abantu besilisa babelungu.7 BAYAKHUTHAZANA. Asingabazi ukuthi uTata uNelson Mandela ukhuthaze abantu abaningi ngamandla akhe okuxolela nokuhola abantu baseNingizimu Afrika ngokuthula ngesikhathi kuguqukelwa esikhathi sokudlula kubandlululo.8 BANESIBOPHO SOKUPHENDULA. Umsebenzi ka-Chimamanda Ngozi Adichie uhlala ugqama ngokuphumelela kwawo. Usazokhipha omunye umsebenzi - okungaba inoveli, inkulumo noma ibhulogi. Uhlala ekhipha umsebenzi ophuma phambili, okuyiso sizathu sokuthi athiwe ungomunye Wabantu Abamnyama Abayi-100 Abakhuthazanayo ngowezi-2013. 70 UBUHOLI

UBUHOLI UBUHOLI BUNGAMANDLA OKUDLULISA UMBONO UBE INTO YEQINISO. – Warren Bennis9 BAPHOKOPHELA EMPUMELELWENI. Umholi onesibopho sokuphendula yilowo otshatha ijoka ngokuhle nokubi. Isibonelo, u-CEO weStarbucksuHowardSchultzwehlangowezi-2000wase ebuyelangowezi-2008,ngenkathi inkampani ibhekene nezingqinamba ezaziyishonisa phansi. Walitshatha ngokugcwele ijoka lokungasebenzi ngokufanele kweStarbucks futhi kunkulumompendulwano aba nayo neHarvard Business Review wathi: “Kwadingeka ukuthi sivume kithi uqobo nakubantu bale nkampani ukuthi amaphutha enziwe yithi... Kwathi uma sesenze lokho, kwaba yisigaba soguquko olunamandla.” BAYAHLOMISANA FUTHI BABELANE NGOLWAZI.10 Iningi lethu laqala ukuzwa ngoStrive Masiyiwa, uSihlalo Oyisikhulu noMsunguli we-Econet Group, emibhalweni ekuFacebook, lapho adlulisa imibono yakhe khona aphinde aluleke osomabhizinisi kanye namabhizinisi e-Afrika. Siphakamisa ukuthi uthande ikhasi lakhe ngokucofa okuthi “like” bese ufunde into entsha.11 BAHEHA AMATHALENTE AMANGALISAYO. IGoogle, inkampani yezobuchwepheshe ehamba phambili ngobuholi obuphuma phambili, ingasho ngeqholo ukuthi impumelelo yayo ivele ngenxa yabantu abanamathalente. IGoogle iheha amathalente amangalisayo. Ngowezi-2014, i-SVP Yokusebenza Kwabantu yeGoogle, iLaszlo Bock, yadalula ukuthi iGoogle ithola izicelo zomsebenzi ezingaphezu kwezigidi ezintathu ngonyaka kepha iqapha abantu abayizi-7000 minyakayonke. Lokho kusho ukuthi amathuba okuphumelela kwesicelo sakho angama-0.2%. Ukuba umholi ophuma phambili kuqala ngokuba nekhono lokuzihola wena uqobo. Kumele uzazi ukuthiungubani, nokholelwa kukho kanye nokuthi uyaphi! Uma wehluleka ukuzihola, uzobhekana nenseleleenkulu yokuhola abanye abantu ebhizinisini lakho. Thatha isikhathi sokugxila kuwe uqobo futhi uzenzeube umholi ongcono. 71UBUHOLI

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ISAHLUKO 7IZINKAMBISONHLEKWEZAMABHIZINISI 73IZINKAMBISONHLE KWEZAMABHIZINISI

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IZINKAMBISONHLEKWEZAMABHIZINISIUbokwenza okulungile njalo. Kuzojabulisa uhhafu wabantufuthi kudumaze abanye- (Mark Twain, ecashunwe i-The Business Book, 2014)INCAZELO YEZINKAMBISONHLE ZEBHIZINISIUcwaningo lwezinqubomgomo zebhizinisi ezifanele mayelana nezinkinga eziwundabuzekwayo ezingase zibekhona, njengokuphathwa kwenkampani, ukuhweba kwangaphakathi, ukugwaza, ukucwasa, ijoka lenkampanilasemphakathini kanye nomthwalo wokuthembeka. Izinkambisonhle zamabhizinisi zivame ukulawulwaumthetho, kube ngezinye izinkathi zihlinzeka ngohlaka ibhizinisi elingase likhethe ukululandela ukuze likwaziukwamukelwa emphakathini.(Umthombo: Investopedia.com)INCAZELO YENKINGA YEZINKAMBISONHLEInkinga noma isimo esibiza ukuthi umuntu noma isikhungo sikhethe phakathi kokuthile okungase kuhlolwengokuthi kulungile (kuyinkambisonhle) noma okungalungile (okuphambene nezinkambisonhle). (Umthombo:Businessdictionary.com)Izinkambisonhle zebhizinisi zinomthelela kuzo zonke izingxenye zebhizinisi lakho: kusukela manje uphathaabasebenzi bakho futhi ulandele imithetho yentela noma ngabe weseka umphakathi wakho noma cha.Ukuchaza kalula, izinkambisonhle zebhizinisi zimayelana nezimiso zobuntu ezilula:UKWETHEMBEKA UKUHLONIPHA ISIBOPHO UKWETHEMBA SOKUPHENDULA UBUQOTHOUkungaziphathi ngokwezinkambisonhle kungaba nomthelela omubi ebhizinisini lakho. Ngamafuphi, ungaseuzizwele kulungile ukuthi wenze okuthi noma ubone imiphumela emihle ngokuthatha lezo zinqumo eziqondenenebhizinisi. Kepha, ngokuhamba kwesikhathi (ikakhulukazi uma ubanjiwe) lokhu kungaba nomthelela omubiebhizinisini lakho kanye nendlela elaziwa ngayo.Ngeshwa ukuthatha izinqumo ezifanele (izinkambisonhle) akuhlali kusobala. Kuningi okuye kungahambi kahleuma kukhulunywa ngezinkambisonhle zasebhizinisini. Okubalulekile ukuthi njengomninibhizinisi ubone ukuthinguwe onesibopho sokuphendula ngomphumela wesinqumo osithathayo. 75IZINKAMBISONHLE KWEZAMABHIZINISI

OKUNYE OKUHLE NGOKUQHUBA IBHIZINISI ELILANDELA IZINKAMBISONHLE: UKUKHUPHUKA KOKUDAYISWAYO1 NENZUZO (ABATHENGI BAFUNA UKUTHENGA EBHIZINISINI ABALIHLONIPHAYO NABALITHANDAYO)UKUNCIPHA KWABASEBENZI 2ABASHIYA INKAMPANI (ABASEBENZIBAYAZIQHENYA NGOKUSEBENZELAINKAMPANI ELANDELAIZINKAMBISONHLE)Njengoba incazelo engenhla icacisa ngokusobala, izinkambisonhle zebhizinisi zivame ukulawulwaumthetho, okusho ukuthi, uma ungazigcini, kuba nezinyathelo zomthetho ezithathwayo,njengokuya ejele, ukuhlawuliswa noma ukuphucwa ilayisense yokuqhuba ibhizinisi. 76IZINKAMBISONHLE KWEZAMABHIZINISI

IZINKAMBISONHLEKWEZAMABHIZINISIIZIBONELO ZEZINQUBO ZEBHIZINISI EZINGAHAMBISANI NEZINKAMBISONHLE EZIJWAYELEKILE:1 UKWENZA OKUNGAFANELE NGEMALI UKUZE KUNCIPHE INTELA EZOKHOKHWA2 TREATING EMPLOYEES UNFAI UKUPHATHA ABASEBENZI NGENDLELA ENGALUNGILE RLY3 UKUGWAZA ISIBONELO SANGEMPELA SOKUZIPHATHA NGENDLELA ENGAHAMBISANI NEZINKAMBISONHLE ZEBHIZINISI: Isigameko seVolkswagen Emissions Umthombo: theguardian.com. 23 kuMandulo 2015. IVolkswagen yayingakwenzi ukuhlolwa kwentuthu ephuma emotweni ngokufanele ngokwenza izimoto zibonakale sengathi zikhipha umoya ongcolile omncane kunalo ezaziwukhipha. I-US Environmental Protection Agency yathola ukuthi izimoto zikadizili ze-VW eziyizi-482 000 ezazisemigwaqweni yaseMelika zazikhipha intuthu engcolile ephindaphindwe kayima-40 kunalokho okuvumelekile selokhu kwavunyelwana emhlabeni wonke, izimoto eziyizigidi eziwu-11 ezazithinteka kulokhu kungenzi ngokufanele kwenkampani ekuhlolweni kwentuthu ephuma emotweni. Funda indaba egcwele ku-: http://www.theguardian.com/business/ng-interactive/2015/ sep/23/volkswagen-emissions-scandal-explained-diesel-cars 77IZINKAMBISONHLE KWEZAMABHIZINISI

UKWAKHA ISIMO SOKULANDELA IZINKAMBISONHLE ENKAMPANINI YAKHOKwenza kube lula ukwenza okufanele futhi kube nzima kakhuluukwenza okungalungile. – (Stephen Covey)Izinqubo zebhizinisi eziyizinkambisonhle azihlali zisebenza emabhizinisini amakhulu. Wonke amabhizinisi-angemakhulu, amancane, aphakathi nendawo- kumele alandele izinkambisonhle ekuqhutshweni kwebhizinisilawo. Ngakho kubalulekile ukuthi amabhizinisi ahambe phambili ukuze kulawulwe lokhu. Ukwenzaokufanele kumele kube yinto ezenzakalelayo ukuze kube nzima ukwenza into engalungile. Ukuziphathangokwezinkambisonhle kuqala ngomnikazi webhizinisi ohola njengesibonelo esihle.Ukuziphatha ngokwezinkambisonhle kumele kwenziwe enhlanganweni iyonke, kuqala ngomholi, abasebenziabasezingeni lokungena. Kumele kube yinqubo okungechezukwe kuyo nosiko lwenhlangano, futhi kumelekuklonyeliswe ngendlela ehambisana nemiphumela yamanye amabhizinisi. AKHA futhi UGCINE izimiso ezifanele kanye nezinqubo zebhizinisi Ngenelela EBUNGOZINI ngokusebenzisa uhlelo lwebhizinisi olujwayelekile kanye nenqubo yokucwaningwa kwamabhuku. DLULISELA izinqubo ezinhle zakho ngaphakathi nangaphandle. Ukuvuleleka ngezindlela ezilungile kwakha ukwethenjwa. Iba nejoka EMPHAKATHINI NASENDAWENI, ngoba izinkambisonhle zimayelana nendlela ophatha ngayo umphakathi uwonke kanye nendlela onakekela ngayo imvelo. 78 IZINKAMBISONHLE KWEZAMABHIZINISI

IZINKAMBISONHLE 2KWEZAMABHIZINISI UHLELO LOKUQASHA 1 LUVUMELA ABAPHATHI UKUTHI BANGAQASHI UMHOLI UVEZA NGOKWAMAKHONO KUPHELA, IZINKAMBISONHLE ZONKE KODWA NANGOKWEZIMISO IZINQUBOMGOMO 4 EZIQONDENE NABASEBENZI ZONKE IZINQUBOMGOMO ZIYASHICILELWA FUTHI ZISHICILELWA FUTHI ZIDLULISELWE KUBO BONKE ZIDLULISELWE KUBASEBENZI ABASEBENZI 3 UKUCATHULISWA KWABASEBENZI ABASHA KUBANDAKANYA UKUQEQESHWA NGEMIGOMO YOKUSEBENZA YEZINKAMBISONHLE ENKAMPANINI 5 INKAMPANI KUMELE YAZISE FUTHI IKLOMELISE UKUZIPHATHA NGOKWEZINKAMBISONHLE 79IZINKAMBISONHLE KWEZAMABHIZINISI

Akha umgomo wokusebenza omuhle webhizinisi lakho 80 IZINKAMBISONHLE KWEZAMABHIZINISI

IZINKAMBISONHLE INDABA YOCWANINGOKWEZAMABHIZINISINoma yiliphi igama, indlela yokuziphatha, amabhizinisi, izindawo, izehlakalo kanye nezigamekoezisetshenziswa ocwaningweni olulandelayo kungumsebenzi wokungasilo iqiniso. Ngakho noma ikuphiukufana nomuntu; indaba noma isehlakalo siyazenzakalela.INDABA YOCWANINGO 1 UMama uMkhize uwugogo oneminyaka engama-56 waseKasi-B ohlala nabazukulu abane. Nguye kuphela ongumondli ekhaya. Waphumelela ukuthola ithenda yokuhlinzeka abafundi ngokudla esikoleni samabanga aphansi eKasi-B. UMama uMkhize ubelokhu ehlinzekela isikole ngokudla okuseqophelweni eliphezulu ngezikhathi ezifanele. Usebenzise yonke imali abeyilondolozele ukuthenga impahla ayidingayo ukuze ahlinzeke ngokudla. UMama uMkhize akakhokhelwanga izinyanga ezine. Ukweletwa izi-R120 000. UMama uMkhize ubhekene nempicabadala enzima. Uma eya emnyangweni wezezimali ukuze akhokhelwe, umabhalane uthi makagwaze. Bafuna akhokhe izi-R10 000 ngaphambi kokuba bamusheshisele ukumukhokhela. Kumele enze njani? Uma ebaceba angase alahlekelwe ithenda futhi alindele isikhathi eside ngaphambi kokuba akhokhelwe. Uma ebakhokhela, uzolahlekelwa cishe ama-50% wenzuzo yakhe.UKUBA WAWUNGUMAMA UMKHIZE, WAWUYOKWENZENJANI? 81IZINKAMBISONHLE KWEZAMABHIZINISI

INDABA YOCWANINGOINDABA YOCWANINGO 2 Sekuyiminyaka emibili selokhu uJohn aqala ibhizinisi lakhe lokuthutha. Umsebenzi ubusuhamba kancane, kodwa selokhu athuthela kwenye indawo, izinto zihamba kahle. Wathola i-oda lokuqala elikhulu, lokuthuthela impahla kude, emuva kwalokho, uma ehambise impahla ngesikhathi futhi isesimweni esihle, angase aphinde athole omunye umsebenzi kule nkampani. Kumele athumele i-compliance sheet enkampanini namuhla, eqinisekisa ukuthi izithuthi zakhe zilungele ukuhamba emgwaqweni. Ngeshwa usanda kuthola ukuthi ngenkathi ibhizinisi lihamba kancane, umuntu wakwezezimali wazama ukonga imali ngokubambezela ukuseviswa kwezithuthi. Usuku lokuhanjiswa kwempahla lukusasa futhi akakwazi ukuthola umakhenikha ozosevisa izithuthi njengoba sekunesikhathi esincane. Kumele aqambe amanga athi izithuthi zisevisiwe noma kumele asho iqiniso azibeke engcupheni yokulahlekelwa umsebenzi?UKUBA WAWUNGU-JOHN, WAWUZOKWENJANI? 82 IZINKAMBISONHLE KWEZAMABHIZINISI

IZINKAMBISONHLE INDABA YOCWANINGOKWEZAMABHIZINISIINDABA YOCWANINGO 3 URajesh ungumdayisi wakho ophuma phambili. Uhlala enza umsebenzi ongaphezu komgomo omisiwe, edayisa edayisile. Eminyakeni emibili edlule, nguye owakulethela imisebenzi emikhulu emibili futhi wenza weqe emigomweni yengeniso yonyaka. Amaklayenti akho ayamuthanda futhi nawe uyamuthanda. Wethembeke kakhulu. Ngaleliya langa, uzwe kubantu oncintisana nabo ababili ukuthi bazame ukukuthathela uRajesh enkampanini yakho, kodwa ukhethe ukungabajoyini, ethi ujabule kakhulu la ekhona. Ngaphambilini uzwe amahemuhemu aphazamisayo okuthi uye wakhombisa izimpawu zokwedlulela ngobungane kubantu besifazane ehhovisini. Ukushaye indiva lokhu, ngoba singekho isikhalo esifakwe ngokugcwele. Sikuphi isizathu sokuphoxa umdayisi wakho ophuma phambili singekho isizathu esifanele bese uzibeke engcupheni yokulahlekelwa nguye? Amahemuhemu, kungenzeka abe yilokho- amahemuhemu!UCABANGANI NGESINQUMO SAKHO? 83IZINKAMBISONHLE KWEZAMABHIZINISI

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ISAHLUKO 8UKUQWASHISANGEZINDABAZABASEBENZIEMABHIZINISINIAMANCANE 85AMASU EHR

86AMASU EHR

AMASU EHRUKUQWASHISA NGEZINDABA ZABASEBENZIEMABHIZINISINI AMANCANEINingizimu Afrika inemithetho yezemisebenzi eqinilekanye nazo zonke izinhlangano - ezinkulu noma ezincane,ezasendaweni noma ezakwamanye amazwe, ezizimele nomaezomphakathi - kulindeleke ukuthi zilandelwe. Ngeshwaumthelela wokungalandelwa kwezimiso kwamabhizinisiamancane kunemiphumela emikhulu kakhulu. Sisandakuhlangabezana nodaba lapho ibhizinisi elincane kwadingekaukuthi livalwe, kulandela isinqumo seKhomishanaYokubuyisana, Ukuxoxisana Nokuxazulula sokuthi ibhizinisikumele linxephezele abasebenzi ngokuxoshwa okungalungile.Okubuhlungukakhulukulendabawukuthiumsebenziwayonile,kodwa ngenxa yokuthi ibhizinisi elincane lalingayilandelangainqubo efanele futhi lingenazo izinqubomgomo nezinquboezazikhona, lalingenakho elalingazivikela ngakho.Umnyango wezabasebenzi ebhizinisini uyinsizayeqhingasu, kepha iyingxenye enganakwa kakhulu umakuqhutshwa ibhizinisi. Kuyaqondakala ukuthi kunganikunjalo. Abaninimabhizinisi abancane abaningi abanasoisikhathi, imali noma amakhono okuhlanganisa umnyangowezabasebenzi. Abantu babaluleke kakhulu ebhizinisini lakho.Ukuba nezinhlelo ezifanele kanye nezinqubo ezikuvumelaukuthi uqashe abantu abafanele, ugcine futhi ugqugquzeleabasebenzi abanamakhono, weseke, uqeqeshe futhiuthuthukise ithimba lakho futhi ukwazi ukudedela abasebenziabangasebenzi ngokufanele, kungalisiza ibhizinisi lakho. 87AMASU EHR