20 November 2009
	ENTREPRENEUR The prawn identity By Zohra Mohamed

Prawns are a classic favourite on many menus, and so it's no surprise that Sooveir Rajkumar's Meatalicious (trading as the Boastful Butcher) was named Business of the Year recently, taking the SAB KickStart Enterprise Development award for his innovative "prawn burger" - the first of its kind in the country. Since winning the annual competition, which recognises previously disadvantaged young entrepreneurs, Durban-based Rajkumar says his turnover has increased from an average of R20 000/month to R100 000. Sooveir Rajkumar So how did the former agricultural science student do it and why prawn burgers? "I wanted to enter the burger industry but since the market is saturated with beef burgers, I used prawns as a variation as it had not been done before. I sold my property, and started up with R640 000 and five staff members in 2007." Despite running at a loss for the first two years, Rajkumar persevered, believing his product was a winner. After supplying to a few Spar outlets in KwaZulu Natal, his total prize winnings of R280 000 brought the breakthrough he had waited for - a lucrative contract to supply all Checkers stores in KZN. He now plans to supply his product to other chain stores across the country. Success, he says, is within reach, but he warns those starting out in business to learn from his mistakes. "Don't underestimate the time it would take to establish your brand in the market; drive your business with passion and determination against all odds - and the financial rewards will follow."