By Vicky Sidler | Published 13 July 2025 at 12:00 GMT+2

If you’ve ever pushed through a cash crunch, fixed your own printer, and launched a new product all in the same week, good news: someone wants to give you half a million rand for your trouble.

The 2025 South African Future Trust (SAFT) Awards are open—and they're putting R3 million on the table for entrepreneurs who’ve powered through chaos and still shown up.

Think of it as a prize for refusing to quit. And not just any prize: we’re talking cash, mentorship, tech gear, and more importantly, a stage to stand on while someone else brags about how hard you work.

TL;DR

• Six award categories, all celebrating South African grit and innovation.

• Each winner gets R250,000 cash + R250,000 in support to scale their business.

• Categories include Youth, Women, Tech, Social Impact, Innovation, and Learning Application.

• You must be 51%+ Black-owned, operating in SA, and under R50M in revenue.

• Entries close end of July 2025. Winners announced in November.

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What’s the Deal?

Unlike startup pitch contests with more jargon than prizes, the SAFT Awards focus on real people doing real work—especially those who’ve built something solid in less-than-ideal conditions.

They’ve divided the R3 million pot across six categories:

• Youth Entrepreneur: If you’re under 35 and bootstrapped your way up, this one’s for you.

• Social Entrepreneur: For those running businesses that also solve social issues.

• Tech Entrepreneur: Building something tech-based? Bonus points for doing it without a trust fund.

• Woman in Business: For female founders turning barriers into stepping stones.

• Innovative Idea: Got a quirky solution that actually works? They want to see it.

• OOM Impact: Only for those who completed the OOM learning program in 2024 (you’ll know if that’s you).

What’s in It for You?

Besides the obvious bragging rights and R500,000 prize (split between cash and support), the awards bring exposure, mentorship, and actual tools to help you grow.

You don’t need to have an MBA or a viral LinkedIn post about “hustling at 3am.” You need:

• A registered business

• A valid tax number

• Proof of being a 51% Black-owned SA-based operation

• For some categories, proof you’ve completed relevant programs (like OOM)

Why It Matters (Even If You Don’t Win):

Let’s be honest: just applying for an award forces you to do something most business owners avoid—writing down what makes your business special.

You’ll need to:

• Clarify your unique value

• Identify your impact

• Prove you’ve grown (or adapted) over time

That’s not just good for judges. It’s excellent practice for funders, customers, and even your own staff who still aren’t sure what you actually do.

But... What If You’re Not Sure What to Say?

Here’s the kicker: a lot of brilliant business owners struggle to explain their value in plain English. They try to sound impressive, and end up sounding confusing.

This is where marketing makes the difference between being good... and being known.

As a StoryBrand Certified Guide and Duct Tape Marketing strategist, I’ve helped hundreds of businesses turn their scrambled elevator pitch into a simple, powerful message that lands.

If you're thinking of entering but your message is still a bit fuzzy, start with this:
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It’ll help you write one clear sentence to describe what you do and who it’s for—a great starting point for any award entry, pitch, or proposal.

How to Apply Without Losing a Week of Your Life:

The entry process is refreshingly clear:

• Choose your category

• Meet the basic eligibility criteria

• Submit your complete application before the end of July 2025

Most of the documentation is standard (CIPC, B-BBEE, tax number), and if you've already got your paperwork in order, you're 80% of the way there.

Use the rest of the time to fine-tune your story—what problem you solve, who you serve, and how you’re growing.

Don’t Let This One Slide

You started your business for a reason. You’ve survived enough nonsense to prove you’re not just in it for fun. These awards are a rare chance to get noticed, funded, and supported for doing exactly what you’ve been doing—just with more visibility and a bigger boost.

So take a shot.

Even if you don’t win, you'll walk away with a clearer sense of what sets your business apart—and that’s a win in itself.

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It's fast, free, and might be the boost you need to finally explain what makes your business award-worthy.