In a modest studio at Jacaranda FM, a voice-over artist rehearsed a 30-second spot that will soon be heard across the station’s airwaves. The voice belongs to Tshaamano Mabuba, founder of Buddy Learning, an edtech start-up that blends human tutors with an AI chatbot called BuddyAI, delivered through WhatsApp. The ad is part of a R500,000 advertising package the winner of the station’s ‘Her Perfect Pitch’ competition receives, according to the announcement on Bizcommunity.
For a small business, the prize is more than a cash injection, it is a chance to reach a wider audience without the usual cost of media buying. The package includes concept development, professional production and a dedicated radio advert, plus digital amplification on the station’s online platforms. In addition, Mabuka will receive R20,000 in cash from First For Women and R5,000 from Spar, plus a suite of mentorship services from The Platinum Club covering business modelling, branding, research and digital strategy.
Buddy Learning’s core offering is a hybrid education model. Human tutors provide personalised support while BuddyAI, a multilingual, curriculum-aligned chatbot, answers questions via WhatsApp, a platform already familiar to most South Africans. The company says this approach removes the need for expensive tablets or specialised software, a claim that aligns with broader trends in South African edtech, where low-cost, mobile-first solutions are gaining traction.
Why radio advertising remains a powerful tool for SMEs
Radio continues to command a large share of the advertising market in South Africa because it reaches listeners in both urban and rural areas, often at a lower cost per impression than television or digital display. Stations such as Jacaranda FM have built loyal audiences through music, news and community content, and they can offer advertisers the ability to target specific demographic groups through time-slot selection and sponsorship of popular programmes. For many small and medium enterprises, the ability to secure a professionally produced spot on a well-known station represents a level of brand exposure that would otherwise be out of reach.
In addition, radio stations increasingly provide bundled packages that combine on-air spots with online promotion. This hybrid approach leverages the station’s website, social media channels and streaming apps, extending the life of a campaign beyond the traditional broadcast window. The inclusion of digital amplification in Buddy Learning’s prize reflects this industry shift and offers a template for other SMEs seeking integrated media solutions.
Mentorship as a catalyst for growth
The Platinum Club’s involvement adds a layer of strategic support that is often missing from one-off advertising wins. Structured mentorship programmes can help founders translate increased visibility into sustainable revenue streams by refining their value proposition, sharpening their go-to-market strategy and improving operational efficiency. In the case of Buddy Learning, the focus on business modelling, branding, research and digital strategy aligns with the key challenges faced by many technology-driven start-ups, which must balance rapid product development with market validation.
Mentorship also provides access to networks of investors, potential partners and industry experts. While the prize includes cash from First For Women and Spar, the longer-term benefit may come from introductions facilitated by mentors, which can lead to additional funding rounds, strategic alliances or entry into new geographic markets. For women-led businesses, such connections are especially valuable given the historic under-representation of women in venture capital and corporate leadership.
Jacaranda FM’s Managing Director, Vuyani Dombo, framed the competition as a way to “shine a light on the incredible women building businesses and solving real problems in our communities”. His comment, quoted in the press release, underscores the station’s intent to use its platform for social impact, not just commercial gain.
Regulatory and industry context for advertising competitions
Competitions that award advertising space are subject to industry guidelines that aim to ensure fairness, transparency and compliance with broadcasting standards. While the specific rules vary between stations, they typically require clear eligibility criteria, an unbiased judging panel and disclosure of any conflicts of interest. These safeguards protect both the sponsor and the participants, and they help maintain public trust in the media outlet’s editorial independence.
In the South African context, broadcasters operate under a framework that promotes local content, supports small business participation and encourages gender equity. Initiatives such as the one run by Jacaranda FM therefore align with broader policy objectives that seek to diversify the media landscape and create opportunities for historically disadvantaged groups. By offering a substantial airtime package alongside cash and mentorship, the competition demonstrates how media owners can contribute to economic development while meeting regulatory expectations.
The growing relevance of WhatsApp in education
WhatsApp’s ubiquity in South Africa stems from its low data consumption, ease of use and widespread adoption across income groups. Educational providers have increasingly turned to the app as a delivery channel because it allows for real-time interaction, asynchronous learning and the ability to reach learners who may not have reliable internet access. Buddy Learning’s choice to embed its AI chatbot within WhatsApp leverages these advantages, providing a familiar interface that reduces the learning curve for both students and tutors.
Research on mobile learning in the region highlights that learners who engage with content on devices they already own tend to exhibit higher completion rates and better retention. By avoiding the need for dedicated hardware, Buddy Learning can keep costs low for families and schools, a factor that resonates with the broader push for affordable education solutions in the country.
While the prize is substantial, the long-term impact will depend on how effectively Buddy Learning converts the exposure into paying customers. The edtech market in South Africa is competitive, with players ranging from large multinational platforms to grassroots initiatives. Success will hinge on the platform’s ability to demonstrate measurable learning outcomes and retain users beyond the initial free trial period.
Entrepreneurs looking to replicate this success should consider three steps: identify a competition that matches their sector, prepare a pitch that highlights both innovation and clear market need, and be ready to leverage any mentorship that comes with the prize. The SME & Entrepreneurship section offers tools such as the commercial funding suite to help plan growth after a windfall.
In the meantime, the other finalists, Orchid Medical, Zulfa’s Glamour Girls Swimming Academy and seven more women-led ventures, each receive a smaller but still valuable package of R100,000 in airtime and modest cash support. The competition demonstrates how media outlets can create tangible opportunities for small businesses, especially those led by women, at a time when access to affordable advertising remains a challenge for many SMEs.
The broader lesson for South African business owners is that strategic media exposure, when paired with targeted mentorship and a clear value proposition, can accelerate growth without requiring massive upfront spend. As the advertising landscape continues to evolve, SMEs that are proactive in seeking out partnership opportunities, that understand the regulatory environment and that leverage mobile-first technologies are likely to gain a competitive edge. The story of Buddy Learning therefore serves as both a case study and a roadmap for other founders who aim to scale their ventures through creative, cost-effective channels.
