Douw Krugmann, the subject of this month’s case study, is unique in the sense that he has truly done it all. Having started his working life as a schoolteacher, he eventually left the profession to realise his dream of becoming an entrepreneur. He eased himself into this new role by acquiring a Spur franchise in Klerksdorp. The restaurant did extremely well but after a few years of life as a franchisee, Douw was ready to move on, in more ways than one.

 

He sold his restaurant and relocated to Cape Town where he purchased a fish store located on the V&A Waterfront. After studying the market carefully, he decided to extend the concept by combining the retail store with a restaurant that would focus on fish dishes. After lots of hard work, and a substantial investment, the first Cape Town Fish Market opened its doors in 1997.

 

From this day onward, Douw kept his finger on the pulse of his clientele. He had realised early on that when visiting restaurants, people don’t just want to consume large chunks of meat but want to venture into more exotic offerings, such as sushi. Adventurous spirits aside, peoples’ growing awareness of the need to eat healthy provided further impetus for the success of the Cape Town Fish Market concept.

 

Douw’s vision was to create a restaurant that would attract a mix of local and international clientele, eager to sample the best South African and Asian cooking imaginable. To this end, his restaurant offers an a-la-carte menu and a conveyor belt sushi bar (which, at the time of its installation, was a first in South Africa). The fresh fish market was retained.

 

The combination of restaurant and fish retail store made it possible to offer an unprecedented range of fish dishes, both for consumption at the restaurant and for customers who wanted to cook meals themselves. An exquisite wine list added to the restaurant’s attraction.

 

The Cape Town Fish Market’s success did not remain unnoticed for long. Soon, would-be entrepreneurs keen to emulate Douw’s success approached him with requests for a franchise and today, a total of 18 franchises are in operation. Moreover, firm plans are afoot to open a further 5 Cape Town Fish Market outlets before April 2007.

 

Operating the Cape Town Fish Market has turned out to be Douw’s real calling and he continues to be involved in a hands-on fashion to this day. He retains overall oversight of every project but also travels the world in search of the latest trends in cuisine and restaurant equipment. Among the novelties diners rave about and which were introduced as a result of this are Robata and Teppanyaki, Japanese delights connoisseurs rave about.

 

When asked what advice he would give to aspiring entrepreneurs, Douw warns that the most important thing is introspection. “Many people think that they want to be entrepreneurs but once they are in this situation, they can’t cope with the stress and the hassle that comes with it. However, by the time they have figured that out, they have committed their life’s savings and would face financial ruin if they would turn back.”

 

Douw also advises that once you are sure that entrepreneurship is what you really want, formulate a vision and work hard towards making it a reality. There will be obstacles along the way, but the important thing is never to give up. “Keep going no matter how impossible things may seem. There is always a solution to every problem. But remember that to succeed, you have to be a born leader. As the owner of a business, you are responsible not just for your own future, but also for the future of everyone who works for you” he concludes.