Starting Strong

‍So what’s Deaftronics in simple words? 

We made a hearing aid that charges with sunlight so you don't have to keep buying new batteries. Although it originates from Africa where there’s ample sunlight, it's a solution for everyone worldwide. Our product also caters to cold countries where USB charging is essential.

I mean, according to the World Health Organisation, there are 635 million people who suffer from a hearing impairment. And yet the current provision of hearing aids is less than 1 million.
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The potential market is really huge! How hard was it to gather a team to make it work?

We work with 10 people currently. Most of them are from social media and have experience with impairment. So there are also people who bring their own experience to the table. 
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Did you have problems in the beginning that you had to overcome?

Getting started, the issue was getting funding. I would go to offices where people can hear and don't have the same sign language. Because of that, when I would ask them for money, they just wouldn’t take me seriously. 
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Because we’ve won the Aurora Tech Award, we ended up doing some other competitions. Now we're even more recognized outside our own country. So my popularity helped me partially overcome this problem.

How do you convince investors to provide Deaftronics with funds?

I tell them that I am not only someone who came up with a solution that is trusted, but that I also use it. Also, I tell them to look at the huge size of the market. Investing in us means making positive environmental moves and creating jobs for people who are here in need.
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What barriers do you think women entrepreneurs have in your country?

Personally I still need a sign language interpreter because the absence of one is a significant problem.

Also, in Botswana, the number of businesses led by women is very small, because women are not part of the decision-making.

Additionally, there aren't many examples demonstrating that women can successfully run businesses. So as a result the decisions which are made are not in favor of women.
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Please name a couple of people that you look up to.

Starting a business, I had Connie Ferguson as a role model. She was born in a small town, Lobatse, in Botswana; followed her passion of acting, became one of the greatest actresses in Africa, and now owns a television company that helps women to tell their own stories.

Also, I am inspired by Botswanan Ms Pinkie Setlakgosi, who started a company Sprint Couriers with 16 employees and 6 vehicles, which later grew and expanded into international markets. 
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Becoming An Inventor

To create such a complex device, you must have a strong science background and technical education, right?

I went to a school for the deaf and then went to Canada for a special micro-soldering diploma on how to do a lot of electronics. Besides, I would teach, too. After Canada, I went to Brazil to train deaf people there. The same happened in Georgia and South Africa. So I’m a certified trainer in terms of electronics assembly. I do a lot of training for other deaf people around the world.
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What was it like growing up with hearing difficulties? Did other kids behave against you?

When I was young, I faced challenges studying at school where none of the children or teachers spoke sign language, making it difficult for me to keep up. Then I attended a school for people with hearing difficulties, which changed everything. Outside of school, there were instances of isolation and exclusion from activities due to my hearing impairment. However, my family provided support, especially those who knew sign language.
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Now, that  you are a successful businesswoman and an acclaimed inventor, what would you say to little Sarah if you could?

I would tell little Sarah to stay focused in school, work hard, and also try to help other people. I would tell myself to be grateful. Gratitude leads to more happiness and wellbeing. Be yourself, do not allow others to shape and mold you or extinguish your light.
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Fears and Dreams

As a mother of three kids, what helps you to maintain a better balance between business and family?

Many people supported me throughout my journey, which helped me become the strong leader I am today. My husband plays a crucial role in helping me manage both business and family responsibilities. 

When I am devastated, I remind myself that tomorrow is a new day and things will get better. To relax, I usually read the Bible, watch TV, or sometimes play netball on weekends.

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What is your biggest fear?

My biggest fear is that some hearing-impaired individuals won't receive enough support and may struggle. Also, I fear for the future of my business and the possibility of people losing their jobs if something were to happen to me.

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Where do you want to be in 10 years or maybe even 20?

When I was younger, I was unsure of my future. But now, I envision a future where women are empowered, more people are employed, and technology is accessible to everyone.

I dream of seeing more centers for deaf individuals, enabling them to pursue their aspirations. And that I, too, can help them achieve that. That’s my dream.

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What would you change in your country and possibly in the world to make it more accessible and inclusive?

I think that the legislation of the country must make it compulsory for sign language to be included as a national language. It must be taught from primary level to secondary level. International Sign Language should be mandatory in all public domains.

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What will you do with the prize money?

Use them for marketing purposes and procurement of new tools and equipment. We are also going to use the money for the purchase of solar charger components.

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Deaftronics in Numbers

Interview by Sima Piterskaia, Contributing author for the Aurora Tech Award