In the small town of KwaNojoli, formerly Somerset East, a unique tech hub has emerged, offering a Silicon Valley-style work environment. The Karoo Tech Hub, affectionately known as Karoogle, is home to Piehole TV, a company founded by siblings Priscilla and George Groves. The hub features a spacious open-plan office with computers, a coffee station, and sofas, as well as a movie house and popcorn machine. This setup allows professionals to work in a comfortable and relaxed atmosphere, surrounded by the picturesque views of the Boschberg mountain range.
The Groves family has a strong connection to KwaNojoli, having grown up in the town and later traveled the world to seek their fortunes. George studied engineering, worked as an investment banker in London, and got into the food business before selling it. Priscilla worked with top advertising agencies as a copywriter and later collaborated with her brother on creating explainer videos using animators and creative people from around the world. Their company, Piehole TV, has clients mostly in the US, particularly in California's Silicon Valley.
When the Groves family returned to KwaNojoli, they realized they could have the best of both worlds in the Karoo. The exchange rates worked in their favor, allowing them to pay for quality work in South Africa at prices that even small start-up companies in the US could afford. This has contributed to their 85% repeat business, which George attributes to their team's nimbleness and ability to deliver quick output. The company's approach has also been influenced by the can-do South African spirit.
One of the significant advantages of working at Karoogle is the quality of life it offers. The town of KwaNojoli provides a peaceful and safe environment, with close access to nature, fresh farm eggs, vegetables, and meat. George and Roslynne Strydom, head of finance and human resources at Piehole TV, believe that youngsters from larger cities can benefit from this lifestyle. They highlight that there's no traffic, and salaries go much further in a small town, allowing for spacious accommodation at a fraction of the price of a Cape Town bachelor flat.
The Karoo Tech Hub has become a hub for creative mixers, quiz evenings, and game nights, fostering a sense of community among its members. The hub's facilities, including the movie house and popcorn machine, contribute to a relaxed and enjoyable work environment. This setup allows professionals to balance work and leisure time, taking advantage of the beautiful surroundings and outdoor activities such as fishing and running.
Karoogle's approach to work and life has attracted professionals from various parts of South Africa, including Johannesburg, Cape Town, and Knysna. The company's focus on quality work, combined with the benefits of small-town life, has made it an attractive option for those seeking a better work-life balance. As the tech industry continues to grow, Karoogle is well-positioned to offer a unique and appealing alternative to traditional urban work environments.
The Karoo Tech Hub is part of a larger initiative to promote development in the Eastern Cape Karoo region. The hub's success has been recognized, and it has become a model for similar projects in the area. With its unique blend of technology, creativity, and small-town charm, Karoogle is an exciting development in the South African tech scene.
Key points
- Karoogle offers professionals quality careers, affordable living, and mountain views in the Eastern Cape Karoo.
- The company has achieved 85% repeat business due to its team's nimbleness and ability to deliver quick output.
- Karoogle provides a unique work environment that combines the benefits of small-town life with the opportunities of the tech industry.
