Frustrated by a lack of locally relevant guidance on launching an app-based business, Thuli Hlongwane built two of her own. Her journey from corporate IT roles at Old Mutual, Woolworths and Pearson to founding Prim-U Infotech offers a genuinely practical account of what building an app in South Africa actually involves.
From corporate IT to beauty tech
Hlongwane’s extensive IT background, including roles as head of shared applications and technology director, combined with her own frustration around beauty and grooming logistics, led her to launch Prim-U, an on-demand booking platform connecting beauty entrepreneurs with customers across salons, spas, hotels and guesthouses. A companion app, Primlancer, matches freelance beauty professionals with salons and spas needing extra hands.
Building the product without a template to copy
The minimum viable product was built from scratch, with no existing model to duplicate. Finding a development partner who genuinely understood the requirements and could estimate costs and effort accurately was one of the hardest early steps, closely followed by articulating precise requirements for a product that didn’t yet exist anywhere else in the market.
What launching an app actually costs
Cost depends entirely on the complexity of what you’re building and the expertise required. Beyond development itself, entrepreneurs commonly overlook the ongoing cost of maintenance and support, marketing the finished product, user training, and delays that inevitably creep in.
Getting early feedback that actually matters
Close friends and family made genuinely useful early ambassadors and honest feedback sources, even when they initially doubted the idea. A mentor added real value too, asking the uncomfortable questions a founder hasn’t necessarily thought through alone.
Her core advice for aspiring app founders
Be genuinely clear about the specific problem you’re solving before you draft requirements, and get the full cost of the complete business solution upfront, not just the cost of building the app itself.
Frequently asked questions
Do I need to be technical myself to launch an app-based business?
No, but you do need to articulate your requirements clearly enough for a development partner to estimate cost and effort accurately, which itself takes real preparation.
What costs do first-time app founders typically overlook?
Ongoing maintenance and support, marketing the finished product, user training, and the cost of unexpected delays are all commonly underestimated alongside the development cost itself.
Is self-funding a viable way to launch an app-based business?
It’s possible, as Hlongwane’s own experience shows, though it requires being realistic about total costs upfront rather than just the visible development cost.
Solving a real problem, not chasing a trend
Hlongwane’s advice comes down to one consistent thread: be genuinely clear about the problem you’re solving, and budget for the whole business, not just the app itself. That discipline matters more than the technology.
Further reading: Small Business Software and Tech Tools Worth Using Now | Companies and Intellectual Property Commission for official business and intellectual property registration
Originally published in September 2019. Updated September 2026 to confirm Prim-U is still operating and refresh this app-launch guidance. The underlying advice on costing and requirements remains durable.
