Bootstrapping Journey: self-funding your startup in South Africa

“You’re only as good as your last game,” is a common saying in the world of sport. The same goes for business and sales, and especially when a company relies on its product to sustain itself from the get-go (instead of a providing a medium- to long-term promise to investors with open cookie jars). Software company Journey is one of the many startups in South Africa and the rest of the continent that decided to self-fund its business.

The company made its first sale under the name Journey to a small ISP also based in Stellenbosch in 2010. The software would help people schedule jobs on a web portal and was the team of four’s only source of income at the time.

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