Samenvatting

The host organization, Real Life Concepts (RLC), was established in 2006 by Willemijn Jumelet and Jordi de Looff – two Dutch nationals who moved to South Africa, after an overland trip from Amsterdam through the African continent. Their pay-off: Turn ideas into business success. Real Life Concepts is a business development and branding company that turns ideas into business success. The business development aspect focuses on the creation of new ideas and innovations for entrepreneurs, seed investors and venture capitals. The branding aspect of the organization – on the other hand – deals mainly with the strategic marketing and communication of brands, and visualizing these into attractive design. For their clientele, Real Life Concepts also uses (brand) events as a marketing tool. The relationship of Real Life Concepts with their direct clientele is B2B. The Real Life Concepts team exists of creative entrepreneurs, creative communicators and marketers, graphic designers and multimedia artists – as well as supporting staff members, such as an intern. Real Life Concepts initially started in Cape Town. In 2011 the Uganda office was established, unlocking Central Africa as part of the strategy to become 'the African specialist' – with European expertise behind the steering wheel. In 2012 another branche of Real Life Concepts was born, this time in the homeland of the directors: Holland. Over the years Real Life Concepts has grown, and more products and services have been added to the portfolio. Ultimately, RLC sells entrepreneurship – as all business development and branding is focused on enhancing sales. The organization distinguishes itself by the creation of the Real Life EntrepreNurture scan. This scan is developed to guarantee a high success rate for turning the ideas of customers into business success.