Success Story
The Light Candles Pitch & Polish 2023 Winner
“At the time of the competition, we were generating about R40 000 a month in revenue – now we’ve more than doubled that.”
Makatu Tshivhula, owner of The Light Candles and Pitch & Polish 2023 contestant on the life-changing advice he received and how he has more than doubled his business’s turnover.
When I entered the Pitch & Polish competition in 2023, it was with a clear goal in mind: to secure funding for my business. But deep down, I also knew it was more than that. It was a unique opportunity to learn how to pitch and position my business effectively, not just to investors, but to the world. I had a feeling that the experience would challenge me in all the right ways, and it did. It stretched me, helped me refine my message and gave me a clearer sense of direction.
The competition had a profound effect on how I view my business. It gave me clarity, not just on where we’ve come from, but where we’re going. I learned how to communicate our story more effectively and most importantly, I started thinking more strategically. I realised how vital it is to identify and reach our core audience, traditional healers and spiritual practitioners, with intention and precision. That shift in focus has made all the difference.
The proof is in the numbers
Since taking part in Pitch & Polish, the business has seen significant growth. At the time of the competition, we were generating about R40 000 in monthly revenue. Today, we’ve more than doubled that and are earning over R90 000 a month. That growth came from a stronger business strategy, more focused operations and a better understanding of how to communicate our value to the right people.
The demand for our candles is real and growing. In South Africa, there are over 250 000 registered traditional healers and candles are central to many of their spiritual practices. Our products stand out because they are high-quality, offer superior burn time and come in a wide variety of colours tailored to specific ceremonial needs. We’re not just selling candles, we’re offering a culturally relevant, meaningful product that speaks to people’s beliefs and traditions. That’s why the demand continues to grow.
Even though I didn’t make it into the top three in the competition, the impact of my story went far beyond the competition rankings. The response after the show was incredibly encouraging. People reached out, congratulated me and shared how much they resonated with my journey. Since Pitch & Polish, I’ve gone on to win three other pitch competitions, all thanks to the lessons I learned during the programme – the feedback, the exposure and the confidence I gained from that experience continue to carry me through every new opportunity.
Life-changing advice
One piece of feedback that has stayed with me was, “Know your numbers.” It sounds simple, but it was a turning point for me. Understanding the financial side of my business, from revenue to margins to growth potential, gave me the confidence to speak to investors and stakeholders in a language they understood. It’s helped me lead with more certainty and make better, data-driven decisions.
The Pitch & Polish experience taught me what really matters in a pitch. It’s not just about having a great idea, it’s about being able to structure your story, highlight your impact and back it up with numbers. It also taught me how to connect with my audience on a more meaningful level. The more I understood what investors were looking for, the more confident I became in showing how The Light Candles meets those expectations. That clarity has been empowering.
If I could offer advice to anyone stepping onto that stage this year, it would be this: take every piece of feedback seriously. Walk into each session with confidence, own your space and trust yourself. But don’t forget to enjoy the process. It’s intense, yes, but if you open yourself up to it, the growth is undeniable. You’ll walk away with so much more than just a pitch.
