AJP Technologies
2017-2020
In early 2017, I co-founded AJP Advance with the ambitious vision of building a technology company known for its innovation, reliability, and strategic clarity. What started as a small two-person startup quickly evolved into a respected team of 15, becoming a trusted digital partner for some leading South African brands like Pick'N'Pay, Boxer, Altron, Sausage Saloon, and more.
Our initial challenge was significant: carving out credibility and trust in a highly competitive market dominated by established agencies. As a startup, we faced limited resources and needed to convince large corporate clients that our compact, agile team could deliver robust technological solutions and marketing services on par with larger firms. Navigating these early growth pains required us to establish rigorous processes, scalable designs, and a compelling strategic vision from day one.
My role at AJP Advance spanned strategy and design leadership, guiding every UI/UX decision and shaping product direction throughout the company's journey. I adopted a Design Thinking methodology, deeply engaging with clients to understand their real-world needs, pain points, and strategic objectives. This user-centered approach allowed us to tailor bespoke digital solutions, driving impactful outcomes through consistent iterative improvements.
Under the mentorship of John Baladakis, CEO of the AJP Group, I learned to navigate complex business challenges with resilience and long-term strategic thinking. John’s insights provided a blueprint for growing our small startup into a robust, scalable organization. We successfully managed significant projects, such as comprehensive technology and creative engineering portfolios for the AJP Group itself, as well as partnerships with top-tier clients. Beyond traditional software projects, I also had the unique honor of designing an emblematic art piece presented to the President of South Africa, reflecting the diverse and impactful nature of our work.
AJP Advance's growth and reputation soared under our strategic direction and careful design execution. Our team's work not only delivered exceptional solutions for major corporate clients but also significantly improved operational efficiency and market competitiveness. This trajectory cemented AJP Advance’s reputation as a reliable, innovative technology partner capable of managing complex digital challenges.
Ultimately, my journey with AJP Advance concluded due to new professional opportunities that arose, providing exciting pathways for both myself and my business partner. The mentorship from John Baladakis and my experience at AJP Advance profoundly shaped my understanding of leadership, resilience, and strategic thinking. Looking back, I recognize these formative years at AJP Advance as foundational—shaping my approach to design, strategic decision-making, and leadership in the ever-evolving tech industry.