Learn to Earn

What Learn to Earn does

Learn to Earn is a South African non-profit skills development organization founded in 1989 by Doug Fisher, originally as the Baptist Training Project in Khayelitsha. Operating from campuses in Khayelitsha, Hermanus, and Johannesburg, the organization delivers vocational and life-skills training — anchored by its Encounter Course holistic human development curriculum — to unemployed individuals seeking entry into the formal economy. Since inception it has trained over 18,700 people, with current annual capacity of approximately 750 learners at an average development cost of roughly R20,000 per person.

The organization's core training portfolio spans hand-skills, hospitality, and barista pathways, with the Ground UP Barista Academy representing a commercial spin-off launched in 2015. It also operates Ground UP coffee solutions — including mobile coffee units and wholesale supply to retail and hospitality customers — as both a training platform and revenue-generating enterprise. Funding and revenue derive from a diversified mix: student course fees (R400-R950), corporate B-BBEE partnerships enabled by its Level 2 contributor status, individual and institutional donations (with cross-border infrastructure in the UK and US via 501(c)(3) registration), Ground UP sales, and facility hire.

Operationally, Learn to Earn holds SETA accreditation, BBBEE Level 2 contributor status, and PBO registration, which collectively allow it to monetize skills development grants and corporate empowerment spend. The organization employs 11-50 staff and is led by Director Roché van Wyk (in role since 1995). In the post-Covid period it divested its Zakhele Manufacturing & Design vertical, narrowing focus to core training and Ground UP businesses.

Name

Learn to Earn

Legal name

Learn to Earn

Website

https://learntoearn.org.za

Company type

Private

Founded year

1989

Operating status

Operating

Headcount range

11–50 employees

Short description

Learn to Earn is a South African non-profit skills development organization, founded in 1989, that delivers vocational training and the Encounter life-skills course to unemployed individuals from campuses in Khayelitsha, Hermanus, and Johannesburg, with commercial revenue from Ground UP coffee and barista training.

Ownership category

akta.pro rank

Product category

Vocational Skills Training

NAICS

Other Technical and Trade Schools (611519)

SIC

Services-Educational Services (8200)

akta.pro primary industry

Workforce Development, Employment Readiness & Job Placement (BPADAKAE)

akta.pro secondary industries

Workforce Readiness, Career Pathways & Youth Employment Nonprofits (BPAGADAF), Bar & Beverage (Bartending/Mixology/Coffee/Tea) (EDAOAKAH), Job Readiness Training & Soft Skills Development (EDAKANAD)

Keywords

• Vocational skills training
• Barista training academy
• B-BBEE enterprise development
• Job placement services
• Life skills training

Headquarters

HQ city

Cape Town

HQ country

South Africa

HQ region

Africa

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Infrastructure, Marketing or Sales, Supply Chain

Revenue model

1. Donations and Charitable Contributions: Tax-deductible donations from South African donors (Section 18A), UK donors (Gift Aid Scheme through Stewardship), and US donors (501(c)3). Includes monetary donations, product donations (sewing materials, woodwork supplies, office items), and recurring bank account donations.
2. Training Course Fees: Students pay a portion of course costs (under 5% of full cost) following the 'hand up, not hand out' philosophy. Fees range from R400 to R950 depending on course, with LtE subsidising the remainder.
3. Ground UP Coffee Solutions: Corporate and mobile coffee solutions through Ground UP Business division, providing barista services and coffee equipment for events and corporate settings.
4. B-BBEE Enterprise Development: Corporate partnerships through Learn to Earn Development Enterprise (Pty) Ltd offering B-BBEE scorecard contributions with 125% procurement recognition.
5. Facility Hire: Various facilities available for hire at both training centres including boardrooms and large halls.
6. Bean There Fair Trade Coffee Sales: Sale of Bean There fair trade coffee where all revenue generated goes back into the Academy.

Pricing tiers

Go-to-market motion2 records

Distribution channels6 records

Marketing channels8 records

Core offering

Learn to Earn is a non-profit skills development organization offering market-related vocational training courses (barista, computer, handyman, hospitality, sewing, home management, shop assistant, baking) combined with mandatory life skills and optional business skills training to unemployed individuals in South African township communities. The organization operates the Ground UP Barista Academy as its flagship branded program, provides a Graduate Placement Programme connecting graduates with employers, and partners with corporates on B-BBEE Enterprise and Supplier Development contributions through its subsidiary Learn to Earn Development Enterprise (Pty) Ltd.

Product overview

Learn to Earn is a skills development and job creation organization offering a portfolio of vocational training courses and programs. The core offering consists of market-related skills courses (Barista, Computer Essentials, Handyman, Hospitality, Sewing, Home Management, Shop Assistant, Bake for Profit) supplemented by mandatory Life Skills and optional Business Essentials components. The Ground UP Barista Academy, established in 2015, operates as the flagship branded program. All courses include life skills training based on a holistic human development philosophy covering social, economic, emotional, and spiritual dimensions. The organization also operates an Enterprise Development subsidiary (Learn to Earn Development Enterprise Pty Ltd) for BBBEE partnerships and a Graduate Placement Programme to connect trained graduates with formal employment. Additional offerings include The Encounter corporate team-building program and enterprise/supplier development services for BBBEE scorecard compliance.

Differentiator

Problem solved

Functional benefit

Brands

• Ground UP Academy: A barista training academy that trains unemployed people to become entry level baristas. Provides coffee theory, practical training, job shadowing and life skills. Certified by the Speciality Coffee Association to provide coffee and barista training.

Products and services

• Ground UP Barista Academy A barista training academy that trains unemployed people to become entry-level baristas, covering coffee theory, practical skills, job shadowing, and life skills. Certified by the Speciality Coffee Association (SCA) to provide coffee and barista training with modules including Introduction to Coffee, Barista Skills, and Brewing.
• Computer Essentials A 3-week introductory course providing basic computer literacy including Google Workspace, Windows interface, file management, and MS Word fundamentals. Priced at R400 total (R300 non-refundable registration fee + R100 course fee); cost to LtE: R15,600 per student.
• Basic Handyman Skills A 14-week course equipping graduates with entry-level knowledge and skills for employment as assistants in electrical, plumbing, painting, or general handyman trades. Priced at R950 total (R300 registration + R650 course fee); cost to LtE: R60,490 per student.
• Basic Hospitality Skills (CaterCare) A 12-week course preparing students for employment in hospitality and tourism industries as waiters and kitchen assistants, covering food preparation, hygiene, and customer service. Priced at R900 total (R300 registration + R600 course fee); cost to LtE: R33,000 per student.
• Basic Sewing A 10-week course teaching sewing skills using industrial and domestic machines, overlockers, and portfolio creation, with an optional Business Essentials Course component. Khayelitsha: R900 (R300 + R600); Hermanus: R750 (R300 + R450); cost to LtE: R22,400 per student.
• Home Management An 8-week course covering life skills, cleaning, laundry, ironing, and cooking skills for placement as housekeepers or cleaners in private homes, hotels, or offices. Priced at R650 total (R300 registration + R350 course fee); cost to LtE: R31,500 per student.
• Shop Assistant A 6-week course providing basic understanding of retail industry including customer service, point of sale, online shopping, merchandising, and warehousing. Priced at R500 total (R300 registration + R200 course fee); cost to LtE: R27,670 per student.
• Bake for Profit A course combining baking and business skills where students learn to produce biscuits, muffins, cakes, bread, and pastries while gaining entrepreneurial knowledge. Priced at R800 total (R300 registration + R500 course fee); cost to LtE: R15,260 per student.
• Life Skills Programme A holistic development program covering self-esteem, goal setting, communication, relationships, conflict resolution, CV writing, and job preparation, included free of charge with all Learn to Earn courses.
• The Encounter Course A corporate team-building program designed to help participants understand themselves, build relationships, and address stereotypical beliefs through inter-cultural relational exercises. Addresses racial and ethnic stereotypes through practical exercises.
• Business Essentials Course A course teaching small business development including business planning, costing, pricing, stock management, selling, and financial management.
• Ground UP Business (Mobile & Corporate Coffee Solutions) Entrepreneurial division providing mobile coffee unit solutions and corporate coffee services for events and office environments, staffed by trained Ground UP baristas.
• Graduate Placement Programme A job placement service that places trained graduates in the formal employment sector, focusing on connecting graduates with employers across hospitality, retail, and trades industries.
• B-BBEE Enterprise & Supplier Development A Level 2 BBBEE enterprise development offering for South African corporates providing Enterprise & Supplier Development, Skills Development, Socio-Economic Development contributions, and Preferential Procurement with 125% procurement recognition of spend.

Quantifiable outcome

• 83%+ of graduates become economically active
• +2 more outcomes

Named customers5 records

Segments4 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Ten partnerships are on record, tiered core and minor.

• red espressocoreStrategic or Co-development Partner · 1 January 2016red espresso has been a regular favourite in the Ground Up Academy since its launch in 2016. The award-winning brand provides Rooibos espresso for Ground UP's red drinks including Red Cappuccino, Red Latte and Red Americano.
• Nation BuilderminorGTM or Marketing Partner · 1 January 2016Nation Builder partnered with Learn to Earn as part of ongoing fundraising efforts.
• MySchool MyVillage MyPlanetcoreGTM or Marketing PartnerSouth Africa's biggest community support programme allowing supporters to raise funds for LtE by swiping their card at participating retailers including Woolworths.
• The Speciality Coffee Association (SCA)coreTechnology or IntegrationGround UP Barista Academy is certified to provide coffee and barista training by SCA, a non-profit representing coffee professionals worldwide. Offers SCA Coffee Diploma System modules including Introduction to Coffee, Barista Skills and Brewing.
• Bean There Coffee CompanycoreStrategic or Co-development PartnerBean There fair trade coffee is sold through Learn to Earn with all revenue generated going back into the Academy.
• International Fund for Animal Welfare (IFWA)minorStrategic or Co-development PartnerIn 2011, LtE was chosen to create 100,000 elephant badges for IFWA's anti-ivory poaching awareness campaign.
• The Foschini Group (TFG)minorStrategic or Co-development PartnerPartnership with The Foschini Group including 'feel good' stores in Khayelitsha and Harare. Described as 'Pioneering CSI' and 'Agents for Change'.
• Trickle Out Research ProjectminorStrategic or Co-development PartnerLtE was used as a case study for the UK Economic and Social Research Council funded project examining social enterprises in Eastern and Southern Africa.
• UCT Graduate School of BusinessminorStrategic or Co-development PartnerLtE partnered with UCT GSB for the annual Global Entrepreneurship Monitor (GEM) research in 2009.
• International Labour OrganisationminorStrategic or Co-development PartnerLtE conducted a large research project in 2009 on 'Community Analysis of Social Enterprise Development in the Cape Flats area, Western Cape, South Africa'.

Scale indicators6 records

Recent moves14 records

Expansion highlights5 records

Direct peers

• Afrika Tikkun: South African non-profit providing youth-focused education, skills development and economic empowerment programmes in townships; comparable mission, beneficiary base, and reliance on donations and corporate CSI.
• Harambee Youth Employment Accelerator: South African non-profit solving youth unemployment through demand-led training, work readiness and placement into first jobs — directly comparable mission and target beneficiary base to Learn to Earn, operating on a larger national scale.
• Salesian Life Choices: Cape Town-based faith-rooted youth life-skills and vocational training organisation serving marginalised young adults — comparable curriculum mix of life skills, employability and community-based placement focus.
• Generation: Global non-profit offering short, employer-aligned training programmes and job placement for unemployed adults, including hospitality tracks — directly comparable workforce development methodology and outcome-based funding model.
• Youth Employment Service (YES): South African initiative that places unemployed youth into corporate-hosted work experience — comparable demand-side placement angle, and targets many of the same corporates LtE partners with through B-BBEE contributions.

Broad incumbents

• Year Up: Large US-based workforce development non-profit providing training, internship placement and corporate pathways for young adults from low-income communities — comparable outcome-driven model, much larger scale and established employer brand.
• Per Scholas: US non-profit providing tuition-free technology training and career support to underserved adults — comparable job-readiness-plus-vocational curriculum, but focused specifically on tech skills rather than multi-trade.
• Goodwill Industries International: Established non-profit network providing training and employment placement for individuals facing barriers to work — comparable mission of skills + placement, with a diversified social enterprise funding model similar to Ground UP.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/LearntoEarnSouthAfrica
• LinkedInlinkedin.com/company/learn-to-earn
• Xx.com/learntoearnsa

Compliance7 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 records

Funding overview

Funding rounds2 records

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Learn to Earn