SCALING OFFERINGS FOR CHANGING MARKETS

Tough economic conditions are changing the business landscape and leading entrepreneurial businesses to respond by diversifying their offerings rather than retreating. One such company is The Well Digger a provider of infrastructure support and delivery services.

Led by entrepreneur Tryphina Moeketsi Maile whose multi-sector strategy offers insight into how small-to-medium enterprises are recalibrating to remain competitive. Although business began with a narrow focus on construction and maintenance services for large corporate clients the consistent delivery grew confidence in its services and later enabled expansion into other services including sanitation, cleaning, cleaning product manufacturing and property development.

She says the move was driven by the practical realities of the market. “Diversifying gave us operational stability and allowed us to meet broader client needs.”
With construction remaining one of the most challenging sectors in the built environment marked by rising material costs and fluctuating demand Maile emphasises that success requires strict compliance and clarity of purpose. This has led to the company prioritising sustainable community-orientated projects such as its current 560-student housing development for North-West University in Potchefstroom.

Her perseverance has earned her a finalist position in the Business Partner Limited Entrepreneur of the Year Awards, a recognition she describes as validating but not defining her hard work. “Entrepreneurship demands constant adaptation. Purpose and resilience are what keep you moving forward.”
With new entrants regularly entering the concrete and construction space Maile’s message to emerging contractors is key:
• Master core competencies before scaling
• Understand compliance obligations
• Invest in reliable teams
• Never compromise on safety or quality standards

She believes the market rewards consistency and transparency more than aggressive growth. One of The Well Digger’s defining characteristics is its integration of related services including sanitation, cleaning, manufacturing and construction into the same operation.

The model reduces operational exposure to sector-specific downturns. These sectors complement each other and the integration improves efficiency and helps stabilise the business during market fluctuations. Despite operating in industries often associated with manual labour, The Well Digger relies heavily on digital and technical tools. From project management and remote monitoring to detergent development and property design modelling where technology plays a central role in decisions and quality control. Maile explains that these tools shorten turnaround times and supports accuracy which is an increasingly critical factor for service providers competing for contracts.

Reflecting on her role as a Black woman entrepreneur, the businesswoman says leadership requires accountability and the ability to navigate structural challenges without losing focus.
“Leading diverse teams has reinforced the importance of empowerment and inclusion and it is clear that our local entrepreneurs have a large role to play in the construction and related industries. They have the capacity to build globally competitive businesses provided they adhere to strict governance and a culture of innovation and value creation. South Africa has the talent and capability the challenge is maintaining standards while adapting to this constant type of change,” she concludes.