Andy Gelman, founder and owner of Infantasia entered the EnterPrize business plan competition and was one of the final winners.


Finance Week
8 Sept 2000

Expecting and delivering service

AN IDEA born out of a need and thorough knowledge of marketing netted Andy Gelman, 32, R150 000 of prize money in the EnterPrize business plan competition.

"Though the money is most welcome and came when I really needed it to expand my business, the information offered as part of the competition was worth even more." says Gelman.

The coach assigned to me gave me valuable insight into running a business. My background in sales and marketing at companies like BMW and DHL equipped me for that side of the business but I lacked financial know-how."

Gelman started Infantasia in October 1998 with R9 000-half her own money and half from a friend, whom she has since bought out.

The arrival of her first-born and the feeling of helplessness experienced by many a first-time mom sparked the idea. She realised others must feel equally "clueless". Spotting a niche, she started a service-orientated direct marketing business that:

Provides free consultation for families-to-be. Gelman says she prefers to see both the mom and the dad because the one is the emotional and the other the logical buyer. During the consultation a list is provided breaking down the essentials, the nice-to-haves and the luxuries;

Delivers all the goods needed for the big day;

Co-ordinates gifts for company and private baby showers, as well as christenings;

Provides a wrapping and delivery service in Gauteng;

Arranges cross-border deliveries;

Has an extensive range of baby requisites for hire - a service used frequently by people who receive visitors with babies and

Co-ordinates interior design, including painting and nursery furniture.

Since Infantasia was registered as a close corporation in March last year, it has grown so rapidly that the 18sq m of space at Gelman's home has now expanded to a house in Orange Grove, Johannesburg, which serves as offices for the staff of six and contains R50 000 of paid-up stock.

Gelman says her business meets the need for a one-stop service for woman expecting babies. "The success of the business lies in providing excellent service in a country where people are not used to it."

"Turnover is already at about R60 000 a month, but the prize money will enable me to appoint at least two sales representatives, which will take it to R250 000 within a year or two."

Infantasia has also moved into exports. As part of her prize, Gelman received a year of office space worth R50 000 from SA Breweries. This is in Isando, near Johannesburg International airport and should prove useful in the expansion of this leg of the operation.


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