23 Mar You’ve Earned It
From time to time, Sherpa looks at making its own investments and recently invested in You’ve Earned It or YEI.
YEI owner Marilyn Hallett published a book some years ago which listed companies offering benefits or discounts to “baby boomers” or people over 50 years of age. She approached Sherpa to assist with developing a YEI, but soon realised that there was much more to it.
“It’s an extremely tough business model,” says Sherpa CEO Gary Hendrickse. “While one should describe YEI simplistically as media offering benefits to a specific market, there are crucial elements involved. Firstly, one has to attract listings of companies offering benefits, from panel beaters in Benoni to coffee shops in La Lucia. Then, if you get enough listings offering appropriate benefits to large numbers of baby boomers, you’ll hopefully attract corporate advertisers or sponsors trying to reach this market cost effectively.”
Elsa Barnard, Sherpa director says: “If anybody has earned it, Marilyn has. At an age when many people are winding down, Marilyn is living her dream and building an online business. That takes passion, vision and energy. It is still early days for YEI, but Marilyn has already attracted advertising from brands such as Nedbank and Primi Piatti and there are others in the pipeline.”
Visit the YEI website at