FREEDOM 27

What FREEDOM 27 does

Sobona (legal entity SOBONA Trading Enterprise (Pty) Ltd, founded 2015) is a South African professional services firm operating in the executive coaching, business coaching, team coaching, public speaking, and start-up business incubation markets. The company is led by founder Tshepo Matlou, an accredited executive coach (ACMC, ISNS, COMENSA) with more than 20 years of management experience, supported by a network of culturally diverse affiliate coaches and complementary partners (clinical psychologists, facilitators, marketing/business strategists). Sobona does not build proprietary software or AI products; its core offering is human-delivered coaching, facilitation, and incubation services sold via direct, quote-based engagements to government departments and corporate clients, with an additional direct-to-consumer book sales channel for 'Freedom – In Pursuit of Liberty' (R300/copy) transacted through a WordPress website storefront with pickup and Pargo delivery.

The business is bootstrapped with no disclosed external funding, holds a Pty Ltd registration (2015/257704/07), and operates with a five-person headcount from the City of Tshwane in Gauteng. Its marketed value proposition centers on a 'two-way' incubation model connecting innovative start-ups with large corporations, executive-level leadership development for the South African public and private sectors, and SMME survival support (cited against an 80% SA SMME failure rate). Distribution is direct: enterprise/government sales via referrals, partnerships (notably the SAACII incubation programme), and the founder's public-speaking profile at events including SARS, Firstrand, African Rainbow Minerals, KFC, Momentum, WTM Africa, Africa's Travel Indaba, and BBC World Service Radio; the book and website drive a low-volume consumer channel.

Name

FREEDOM 27

Legal name

SOBONA Trading Enterprise (Pty) Ltd

Website

https://sobona.co.za

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Sobona is a South African, founder-led professional services firm delivering executive, business, and team coaching, public speaking, and start-up incubation to government departments and corporate clients across South Africa.

Ownership category

akta.pro rank

Product category

Leadership and Business Coaching Services

NAICS

Advertising, Public Relations, and Related Services (5418)

akta.pro primary industry

Leadership, Management & Teamwork for Business (EDAMAHAI)

Keywords

• Executive coaching services
• Business coaching services
• Leadership development
• Business incubation
• Team coaching

Headquarters

HQ city

South Africa

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Technology or R&D, Supply Chain, Others

Revenue model

1. Coaching Services: Executive coaching, business coaching, and team coaching services provided to corporate clients and government organizations. Revenue generated through professional service engagements.
2. Business Incubation: Incubation programs connecting innovative start-ups with large corporations. Services include consulting, administrative support, financial guidance, and one-on-one life and business coaching sessions.
3. Public Speaking: Motivational speaking, program directing/MC services, and public speaking training delivered at corporate events, conferences, and workshops.
4. Book Sales: Sale of the book 'Freedom - In Pursuit of Liberty' by Tshepo Matlou. Priced at R300.00 per copy, available through the website with local pickup and Pargo delivery options.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Sobona is a South African business and leadership development company that delivers executive, business, and team coaching services to corporate and government clients, alongside public speaking and a Business Incubation Programme that links innovative start-ups with large corporations. The company also sells a self-published book, 'Freedom – In Pursuit of Liberty', authored by founder Tshepo Matlou.

Product overview

Sobona is a business and leadership development company offering a portfolio of coaching services including Executive Coaching, Business Coaching, and Team Coaching, complemented by Public Speaking services and a unique Business Incubation Programme. The company also publishes a book titled 'Freedom – In Pursuit of Liberty'. The coaching services focus on personal and professional development, while the incubation programme connects innovative start-ups with large corporations to foster innovation and business growth.

Differentiator

Problem solved

Functional benefit

Products and services

• Executive Coaching

Named customers17 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• SAACII (incubation programme)coreStrategic or Co-development Partner · 1 January 2022Sobona participates in the SAACII incubation programme to help develop start-ups and entrepreneurs, providing coaching and mentorship services to programme participants.
• Clinical PsychologistsminorStrategic or Co-development PartnerSobona partners with Clinical Psychologists to provide maximum services to clients, combining psychological expertise with coaching for holistic personal development.
• FacilitatorsminorStrategic or Co-development PartnerPartnership with Facilitators to enhance workshop delivery and team effectiveness programs for corporate clients.
• CoachescoreStrategic or Co-development PartnerNetwork of affiliate coaches from different backgrounds, cultures, and age groups provides culturally diverse coaching options for clients across South Africa.
• Marketing and Business StrategistsminorStrategic or Co-development PartnerPartnership with Marketing and Business Strategists to provide comprehensive business development support for incubation program participants.

Scale indicators2 records

Recent moves5 records

Expansion highlights4 records

Direct peers

• Shaper Mentoring & Coaching: South African leadership coaching and mentoring firm targeting executives and emerging leaders. Directly comparable in coaching methodology, executive target audience, and South African market.
• RLMI (Results-Led Management Institute): South African leadership development and management training organization offering coaching and capacity-building services. Comparable to Sobona in focus on executive leadership and SMME development.
• Coach Matching Academy: South Africa-based coaching, training, and team development firm serving corporate and government clients. Directly comparable to Sobona in its focus on executive coaching, leadership development, and team effectiveness in the South African market.
• Convergence Coaching: South African executive and business coaching firm serving corporate and government clients. Directly comparable to Sobona in service mix, target market, and geographic focus.
• Mindset Matters Consulting: South African executive coaching and leadership development consultancy offering coaching, facilitation, and team interventions. Comparable to Sobona's core coaching practice and South African client base.

Emerging players

• SAACII (South African Angel Capital Investment Initiative): South African incubation and accelerator programme partner of Sobona. Comparable as a peer in the SMME incubation and entrepreneur-support space rather than as a direct coaching competitor.
• Business Partners Limited: South African SME finance and incubation specialist supporting small business growth. Overlaps with Sobona's SMME incubation segment rather than its coaching core.

Broad incumbents

• GIBS (Gordon Institute of Business Science) Coaching Programmes: Leading South African business school offering executive coaching, leadership development, and SMME support. Comparable to Sobona as a broader, more established operator in the same leadership-development category.
• University of Cape Town (UCT) Graduate School of Business Executive Coaching: South African business school offering executive and management coaching programmes. Comparable to Sobona as a broader institutional provider of executive coaching credentials and services.

Regional players

• Centre for Coaching (UCD): Global coach training and certification provider offering programmes accredited by major bodies. Comparable to Sobona's founder credentials and coaching approach, though serving a different geographic market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/freedom27

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 FREEDOM 27