By: Mpho Shelile
Maseru – Sebabatso Pheko, Founder and Managing Director of Alpha Pixels Pty Ltd, embodies resilience and determination. After unexpectedly losing her job in December 2023, Sebabatso faced one of the most challenging decisions of her life, continue her job search or invest her remaining savings into a venture of her own.
Alpha Pixels offers a wide range of branding and printing services, including, Graphic Design, Printing Services, Marketing and Promotional Materials, Stationery, Apparel Printing, Indoor and Outdoor Branding and Supply of Printing Materials
What sets Alpha Pixels apart is its commitment to customer service. Sebabatso ensures that her clients are updated throughout the entire printing process, building trust and establishing long-lasting relationships.
Driven by necessity and an entrepreneurial spirit, she chose the latter, taking her first steps toward creating Alpha Pixels a branding and printing company that would soon stand out for its commitment to personalized service and emotional branding.
In an interview with Informative Newspaper, Sebabatso shares that with limited funds, she combined her own savings with contributions from her partner Khoai Mahao and family loans. Her first order generated a modest profit, yet she soon encountered the financial obstacles familiar to many start-ups.
Without dedicated equipment, Alpha Pixels initially outsourced much of its production, leading to extended lead times and slightly higher costs. Competing with well-established printing companies added another layer of complexity. However, Sebabatso developed strategies to position Alpha Pixels uniquely in the market.
Financial constraints remain one of Sebabatso’s biggest hurdles. Borrowing to fulfil orders and repay loans often leaves her with minimal profits. However, she has cultivated relationships with lenders who offer low-interest rates, a financial relief that has allowed Alpha Pixels to grow steadily. By negotiating shorter lead times and securing supplier discounts, Sebabatso has managed to overcome equipment limitations, providing quality service despite initial constraints.
What truly sets Alpha Pixels apart from its competitors is its focus on emotional branding. Sebabatso realized that many clients, especially new businesses, lacked an understanding of brand identity. Alpha Pixels helps clients create brands that “tell a story,” guiding them in color selection and visual identity to evoke the desired emotions in consumers. Through this process, clients learn that branding extends beyond aesthetics, it’s about making a connection with customers even when products are on the shelves.
Sebabatso’s client base includes new businesses, individuals, and corporate entities. Networking has been a significant driver of growth, with most corporate clients coming through events and referrals. Sebabatso also utilizes social media to monitor tender opportunities and potential clients who need to update supplier databases. Since its inception, Alpha Pixels has expanded from five to over fifteen corporate clients, consistently attracting walk-in and referred clients as well. As the client base grows, Sebabatso plans to hire a few employees and expand services.
As part of The Academy for Women Entrepreneurs (AWE) participant, an academy which is facilitated by the U.S. Embassy, Sebabatso has seen transformative growth, both personally and professionally. She recalls how, on a particularly challenging night, she prayed for guidance on managing her business and unexpectedly came across an AWE post on Facebook. Encouraged by her boyfriend, she applied, and soon after, received her acceptance letter.
Her journey with AWE has been life-changing. At orientation, she learned from alumni about the program’s impact, gaining the confidence to embrace public speaking, a skill she had struggled with due to past traumas in her previous job. The program has also provided her with crucial business insights, from creating strategic plans to understanding the value of employees to her company’s growth. “AWE gave me confidence,” Sebabatso shares. “Now, I can stand in front of people, address them without shaking or stuttering.”
Through AWE, Sebabatso found a network of like-minded women, sharing insights and supporting each other in an environment cultivated by the facilitator and the AWE team. The program has empowered her with the skills to tackle business challenges, and the community of women entrepreneurs has offered a rare level of mutual understanding and support.
Looking ahead, Sebabatso envisions Alpha Pixels as a leader in Lesotho’s branding industry. She plans to open branches across the country and venture into e-commerce, with aspirations for global expansion. Her commitment to creating a positive impact extends beyond business growth, she hopes to support homeless individuals and provide street vendors with safety gear like reflective vests and umbrellas.
Sebabatso’s advice to aspiring entrepreneurs is simple yet profound: “Start with the little you have and never give up on your dreams. Network with purpose, and build and maintain relationships because you never know when they might be key to your success.” Her faith remains at the core of her journey. “No matter how difficult it might seem, trust in God, shoot your shot, and let God handle the rest.”