GROW Impact Case Study-MindFuse

MINDFUSE EVENT STRATEGISTS
FORMULATING A STRATEGY TO BUILD
RESILIENCE

A WINNING STRATEGY AGAINST THE ODDS
Like many other business leaders,
Eleanor Bloem, founder and managing
director of MindFuse Event Strategists,
found their industry thrust into the
tumultuous throws extreme uncertainty
when the dreaded COVID-19 led South
Africa into a hard lockdown. Imagine
rebuilding a Formula One car not in pit
lane, but as you hurtle around the track.
That’s the challenge business leaders
faced in this moment of disruption. The
typical knee-jerk reaction is to panic, to
try to make sense of the chaos and the
indecision. MindFuse Event Strategists
was one of those businesses, almost
certain to fall victim to the pandemic
restrictions. Yet through the fastthinking,
action-driven dedication of
Eleanor, today, the business is thriving!
Eleanor acted swiftly with laser-like
focus and quickly moved to take her
business online, relieving MindFuse of the
heavy cost of office rental space among
several other bold measures that
insulated her business from the
devastation that shook the MICE industry.
VISION-BASED MINDSET
Once MindFuse was stabilised, Eleanor
needed to get ready to start thinking
about the future, and this saw her
harnessing technology to capture new
growth opportunities. Growth through
acquisition was deemed the most viable
option. Eleanor, after deliberate
consideration, consultation with her
GROW Coach and what seemed like
endless forecasting

Eleanor settled on a business called Lua
Pro. She immediately started work on
making Lua Pro the business it is today -
a fresh and exhilarating Virtual Event,
Meeting & Technical Production company,
that combines high-end, state of the art
streaming equipment with creative visual
production in a glorious symphony of
meeting proficiency and Event Production
harmony. This allowed Eleanor to expand
MindFuse’s reach by taking its carefully
developed event strategy offering into
cyberspace. This masterful use of a
strategic partnership and vertical
integration took MindFuse into a new era
ready to handle both in-person, hybrid
and virtual events.
Formulating a growth strategy guided by
her GROW coach, allowed MindFuse to
create an opportunity for an adjacent
move to gain market share.
GROW has empowered me to
be more structured about the
way I approach my business
strategy
SIMPLY SMART BUSINESS
The hyped buzz and conversation around
sustainability wasn’t just about ticking the
right boxes. ESG (Environmental Social
Governance) was fast becoming a vehicle
used to create long-term value. It goes
beyond good intentions, ESG is a smarter
way to do sustainable business. It’s not
just a one-time action plan; it’s an
evolving road map that you can customize
and collaborate on with your team to
achieve real results. Such a complicated
issue, riddled with jargon and legislative
complexities, makes ESG a tricky accept
to communicate and buy into. Yet the
need to get this right is becoming
increasingly important.
As an early adopter by nature, Eleanor
recognised the forward momentum that
ESG was slowly starting to accumulate,
she developed and ESG strategy
communication product to solve the
problem in a way that no one else can,
with first-to-market advantage. MindFuse
will be the strategic planning partner for

Having to document and
visualise our strategy and,
set key objectives is what
allowed us to to reach our
ambitious strategic goals.
MindFuse will be the strategic planning
partner for a wide range of corporate to
assist them in communicating their ESG
strategy to their key stakeholders. By
creating a connection platform through
live or virtual events designed to
stimulate dialogue and share industry
specific thought leadership topics.
GROW Impact guides business leaders, like
Eleanor, to rethink their business strategies
given the technology-driven transformation
under way in their industries and markets,
and make smart moves to build
independent, profitable and enduring
businesses.
This ability for MindFuse Event strategists
to first recognise growth opportunities
and transform these into material value is
their competitive edge and what has
contributed to its resilience and success
post- pandemic and beyond.

Thank you for reading this case study.
For any further enquiries please contact:
Keegan Moodley
C: +27 76 397 9956
E: keegan@grow-impact.com
W: www.grow-impact.com