WITH the upcoming soccer 2010 World Cup to be hosted by South Africa just around the corner, business owners are rushing to sign up new patents.

The Companies and Intellectual Property Registration Office (Cipro) last year recorded 27 000 new patents, which is some 3000 over the annual recorded average. But it seems that on the whole, many business owners are adopting a “wait-and-see” attitude until construction of stadium infrastructure has got underway.

Says business advisor Thulani Timile, manager at South African Development and Management Consultancy: “At the moment most business owners are laying low, but when construction begins the World Cup will seem more real”.

But he cautions that business owners shouldn't set up their businesses around the World Cup alone, because the event is only a temporary occurrence, compared to starting a business as a long-term prospect.

He advises business owners setting up businesses for the World Cup to concentrate on attracting local customers as well. He notes that there has already been an influx of tourism businesses springing up with many business owners opting for lodges, guest houses and bed and breakfasts.

He pointed out one business owner who he recently assisted with drawing up a business plan for a lodge, which he plans to open near Johannesburg International Airport.

However, when BusinessOwner.co.za spoke to business owners in the tourism industry they were wary of spending money preparing for the World Cup after many claim they lost more money than they gained, during previous international events hosted by South Africa such as the World Summit on Sustainable Development and the cricket and rugby World Cups.

One such person is Jenny Johnston, who runs guesthouse Be My Guest in Gauteng. She says she will not even be advertising for the World Cup because her last experience with an international event, 2003's World Summit, saw her gain nothing from signing up with an agency to promote her business.

“I will rather look after my regular guests which are business people coming from abroad to do business in South Africa because that is a long-term prospect,” says Johnston.

Lungisa Putini, who co-owns Bed 'n Breakfast with wife Thoko (the two are pictured above), says they have not yet planned for the World Cup, but will take advantage of any opportunities that arise.

He says the World Cup is not long-term and will not sustain his business for long so he will conduct business without spending money on additional advertising.

Other business owners BusinessOwner.co.za spoke to had not really thought about the World Cup yet, with most saying they are more concerned about getting business now than about worrying specifically about the World Cup.

Michael Mcabe, who runs business consultancy Abco Projects, says neither him nor his clients have really started preparing for the World Cup. “Only one business has so far approached me for assistance with a business venture for the World Cup,” says Mcabe.

The business owner Mcabe assisted with a business plan is involved in printing T-shirts and scarves for the World Cup and wants to sell his goods at a premium rate, he says.

The business consultants BusinessOwner.co.za spoke to expected business owners, especially black-ownemanagers, in the construction industry to benefit the most.

Peggy Drodskie, head of policy and advocacy at Chambers South Africa (Chamsa), says recent feedback from a survey on the Chamsa website about the World Cup did not receive the response the organisation had been expecting.

Chamsa launched a 2010 Forum in July last year. The forum is divided into different working groups to address opportunitiesin sectors such as transport and logistics, research, tourism and hospitality and the construction industry.

Drodskie says nothing concrete has been done yet because research is still underway, but expects things to heat up after the World Cup in Germany later this year.

Desmond Marumo, head of Cipro, says the agency has already received trade mark applications for “Twenty Ten”, “2010”, “South Africa”, “SA”, “Soccer” (soccer ball in words or graphic form) and “World Cup”.


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