Innovative industry pioneer B3 comes a long way in the funeral business Category: Features, Tributes Leave a comment By Israel Nkate I GOT to know of Batho Batsho Bakopane Insurance Brokers and Funeral Services (B3)’s in 2004 when they provided coffins for journalists who passed away in a car accident while returning from Masakhane Games in Vaal. I was part of the injured in the tragic accident, but their humanity never escaped my memory and I knew then that one day I would talk to them to learn one thing or two about their Ubuntu (Botho). I sat comfortably on the beige couches waiting for B3 Operations Director, Nico Matsepe to finish. He had earlier sent a colleague to inform us that he will join us shortly as he was busy signing some papers. As my journalistic eyes started to wonder in the hallways of their palatial office, my attention was grabbed by a framed photo of Meshack ‘Skutu’ Mogafe, one of the four founding members of B3, hanging freely on the blue and white wall. Meshack Mogafe passed on in 2009. Let me first tell you this, we visited the place as follow up to our request for an interview with the Group CEO and Group Chairperson Matthews Mogafe. Matsepe filled in for him as Matthews attended the World Cup tournament in Brazil. I waited while I was appreciating the beautiful decoration in the office. While you are waiting with me and for Matsepe to come and tell us about the history of the business, let me give you a sneak preview of their journey as a way of introduction. Matthews Mogafe founded the company in June 1991 together with Lebeloane Philly, Meshack and De Mist Mogafe. The company operated from Voortrekker Street and later moved to Bedford Street in Benoni. In 2004 the group purchased their property on 1 Main Reef Road, Benoni their present head office. Okay, let me stop here as finally, Matsepe had come to fetch me from the reception, we sat in a state-of-the-art boardroom and I listened to him pouring out his passion about the businesss. “When we started we sold funeral insurance, our policy holders told us that they needed a one-stop shop for funerals. We took on board their wish, we conducted a research and noticed that the role-players in the funeral insurance and funeral undertaking industry were not taking care of clients’ needs. “We then marketed funeral insurance on a larger scale and started offering funeral services from August 1997, our main target being the black middle class while aiming also at the top of the range class. Based on our market we then formed a funeral product that entails catering, tents, chairs, pre-funeral fund and grocery fund as benefits. The feedback from our clients was encouraging, ” said Matsepe. Matsepe said that most funeral practitioners were focussing on the entry market while the needs and aspirations of the middle class were neglected. The introduction of catering in the services soared their sales and that makes him confident even today that they are the leaders in the industry. “We are satisfied with our performance and we are doing anything not to drop. Every three months we meet to check if we are still on course, and we invite professionals to train us in sales, customer care and other spheres relevant to our service offerings.” B3 is currently working on a funeral insurance product that will also cater for the entry market. They have developed a five-year plan that requires them to have covered all the major centres in the country. “We are inspired by the Kentucky (KFC) story, we are reliably informed that in China every blessed day there is a KFC outlet that is being launched. For us to achieve this noble goal, we are engaging investors who are experienced in insurance. New branches in Bloemfontein and Rusternburg are to be launched soon as joint ventures.” Since 1991 to date they have 125 000 members and conduct 40 funerals a week. They use the funerals to market and advertise their services. They also plough back to the community and lend a helping hand to the needy. Every year they organise B3 Golf Day to raise funds, normally raising up to R350000 for Kwathema Stimulative Centre. ”We acquired land for them, erected a structure and maintain the school.” Very recently they donated a coffin, groceries and conducted one of their lavish funerals for the Komape family in Limpopo after their son fell into a pit toilet at school, “We gave him a send off that was befitting. We did it as if he was our member.” Come July 26, B3 will officially launch their two-year sleeve sponsorship for the Bloemfontein Celtics. Matsepe said they are excited about the deal, as they are the first funeral insurance to be involved in soccer. “This is another way we are casting our net wider,” he said. As we concluded the interview I am reminded of public figures they have buried such as late Minister of Defence, Joe Modise, famous TV presenter, Vuyo Mbuli, and lately radio Metro personality, Eddie Makhozon funeralnews.co.za/innovative-industry-pioneer-b3-comes-a-long-way-in-the-funeral-business/
Posted on: Fri, 18 Jul 2014 05:23:21 +0000
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