After a decade of failed business ventures and career setbacks, 24-year-old South African entrepreneur Tobius Mashaba is preparing to launch an on-demand services platform that aims to connect customers with trusted local service providers across the country.
The platform, called e-Rele, is expected to officially launch later this month and will offer access to vetted professionals in more than 18 service categories, including plumbing, electrical work, beauty, personal care, and home maintenance.
Mashaba’s entrepreneurial journey began while he was still in Grade 8, selling hotdogs at school. Although the business initially succeeded, customers soon opted for a cheaper alternative. He later started an ice cream business from home, but the venture collapsed after his younger sister and her friends consumed much of the stock. Another business helping students recover lost textbooks ended after he was wrongly accused of stealing the books.
He also tried his hand at money lending, forex trading and even lottery prediction before concluding that every failed venture had provided valuable lessons.
After completing matric, Mashaba pursued studies towards a BCom Law degree before continuing with an LLB part-time. He also worked in several industries, including e-commerce, warehousing, business process outsourcing, e-hailing and transportation.
According to Mashaba, repeated burnout while working for other employers convinced him that he needed to pursue his own vision instead.
Instead of rushing into another business idea, he identified everyday challenges faced by South Africans and explored practical solutions. That process ultimately led to the creation of e-Rele, a name inspired by both e-commerce and his middle name, Relebogile.
The mobile platform allows users to book verified professionals with upfront pricing and real-time tracking. Service providers retain 80% of their earnings, while customers benefit from what the company describes as a convenient and transparent booking experience.
Mashaba says the platform is about more than technology.
He hopes e-Rele will not only improve access to reliable services, but also encourage aspiring entrepreneurs to view failure as part of the journey to success rather than the end of it.