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8 July, 2022 12:47

8 July, 2022 12:47

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Entrepreneur providing cheaper power sources for when Eskom pulls the plug

Mervyn Naidoo – 6h ago

LOAD shedding gets many South Africans going ÔÇ£eishÔÇØ and cussing at power utility Eskom, which would have happened with greater frequency this week after parts of the country experienced stage six power cuts.

Entrepreneur providing cheaper power sources for when Eskom pulls the plug?® Provided by Sunday TribuneEntrepreneur providing cheaper power sources for when Eskom pulls the plug

But a former Durban woman, together with her team of ÔÇ£litÔÇØ experts, have produced affordable alternate energy solutions to provide some relief in the dark hours.

Nafisa Fareed is the chief executive and driving force behind Power4Less, a Johannesburg-based company that specialises in providing electric utilities.

Businesswoman Nafisa Fareed is using her entrepreneurial nous and her team of experts to create alternative energy solutions. Picture: Supplied?® Provided by Sunday TribuneBusinesswoman Nafisa Fareed is using her entrepreneurial nous and her team of experts to create alternative energy solutions. Picture: Supplied

Power4Less specialises in custom-made lighting solutions and has also made strides with their other energy-efficient products, including an ÔÇ£always hotÔÇØ geyser that significantly reduces electricity bills, and is due for release later this year.

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Fareed said her company, which was started in 2008, entered the alternate energy market because ÔÇ£it needed competitionÔÇØ, and — together with her team — they intend to ÔÇ£disrupt a space that was previously for the elite onlyÔÇØ.

ÔÇ£There are always categories in a market that caters for a specific LSM, but power is a necessity for everyone, including RDP homes and shacks.

ÔÇ£Therefore, it cannot be a market specific to affordability only,ÔÇØ she said.

Like all switched-on entrepreneurs, Fareed said she and her team realised in advance that load shedding was going to become a reality in South Africa.

ÔÇ£Our power stations were old and there was no downtime for repairs.ÔÇØ

Another tell-tale sign for her was that the need for electricity had grown astronomically.

ÔÇ£The LSM barriers in many areas had shifted. Before, only certain groups could afford luxury items like air conditioners. Not any more. The lack of planning resulted in no steps being taken to service the growing need for electricity.ÔÇØ

Fareed said previously stage 4, 5, and 6 of load shedding were foreign; nowadays, blackouts have become a reality.

Bearing in mind the countryÔÇÖs energy needs, Fareed and her crew, comprising electrical engineers, technicians and other specialists, worked towards providing reliable alternative energy solutions.

Their products are currently being sold at some of the countryÔÇÖs leading hardware and supermarket chain stores.

Included in Power4LessÔÇÖs range of creations was their version of the twirly compact fluorescent lamps (CFL), which burns brighter and uses 15 watts of power as opposed to the norm of up to 100 watts.

Power4Less has patented a LSP lightbulb that contains a charger and stores power while connected to the grid, but once load shedding kicks in, they are able to function for up to four hours using stored energy.

Nasifa Fareed says the Mobi Vault was a power source that can be leaned on during power outages Picture: Supplied?® Provided by Sunday TribuneNasifa Fareed says the Mobi Vault was a power source that can be leaned on during power outages Picture: Supplied

ÔÇ£Power in a suitcaseÔÇØ is what their ÔÇ£Mobi VaultÔÇØ product has been dubbed. This compact energy source, which can be carried or rolled in a case, is powered up using either solar energy, AC power points or a car battery charger.

Depending on an individual’s preference, Mobi Vaults can provide between 0.5 to 5 kilowatts of energy.

Fareed said the soon-to-be-launched geysers would consume R1 worth of electricity daily, whereas standard geysers consume about R45 of power a day.

ÔÇ£Elements usually blow out on geysers, but ours functions without one. Insurance companies are going to love them,ÔÇØ Fareed enthused.

Power4LessÔÇÖ products and solutions have also been endorsed by some government departments and leading corporates.

She said the company ÔÇ£changed peopleÔÇÖs lives from being in a state of frustration to relief, and we make a profit from doing thatÔÇØ.

ÔÇ£When I started in the world of self-employment, I didnÔÇÖt have criteria on what people expected an entrepreneur to be,ÔÇØ she said.

Fareed said everything she learnt was done on the ground, making mistakes.

ÔÇ£I built a business making many mistakes, and I flourished having made mistakes.ÔÇØ

Only after six years of self-employment did she feel financially stable enough to study for her MBA qualification, before achieving a masterÔÇÖs degree in finance from the University of Leicester in 2021.

Initially, she completed a diploma in food technology at the Durban University of Technology in 2004, before entering the working world.

About getting drawn to the field of electronics, Fareed said as an entrepreneur she was able to see a niche in the market.

ÔÇ£I have always been drawn to profit in value. As an entrepreneur, I find it inspiring to deliver value and be profitable, while making an impact by changing lives in a quality way.ÔÇØ

Fareed said she noticed a need in the alternative energy market, surrounded herself with leaders in the industry, and had increased her core team over the years.

While she doesnÔÇÖt have an electrical engineering qualification, Fareed has acquired various accreditations in aspects like solar, wiring and alternative energy solutions.

ÔÇ£IÔÇÖve made the effort to take courses that give me a better understanding into how everything works,ÔÇØ she said.

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I read an AI-generated explanation of PPC advertising in Google’s browser and confirmed that FPPC cannot exist because PPC’s entire business model is pay-per-click. The only way FPPC (Free-Pay-Per-Click) could exist is if a network or company offers a promotional or short-term special offer. Otherwise, it doesn’t make sense. PPC is based on paying per click, so the concept of Free-Pay-Per-Click is contradictory. I agree with the AI’s claim that there is no such thing as Free PPC, as PPC is known as pay-per-click. Google Ads controls well over 80% of the market, but PPC is not exclusive to Google; Microsoft (formerly Bing) also uses PPC, albeit with a smaller market share. Therefore, FPPC cannot exist as a standard model; it can only be a temporary promotion. However, Free-Per-Click (FPC) is a different matter. I know of at least three ad networks that offer genuine FPC, meaning the advertiser does not pay for clicks. This is not a short-term marketing gimmick. If a company claims to offer FPC as their business model and it is not a temporary promotion, then it is legitimate. I have contacted these networks, and two of them have confirmed in writing that their business model is FPC. In summary, while FPPC cannot exist beyond short-term promotions, FPC is a genuine model, and I know of at least three networks that offer it. I agree with the AI’s claim that there is no such thing as (FPPC) Free PPC, as PPC is known. However, I disagree with the AI’s claim that FPC does not exist. I know of at least three ad networks that offer genuine FPC, meaning the advertiser does not pay for clicks. Examples: SellFPC.com, Feedonomy.com, SearchFPC.com SearchFPC (Free-Per-Click) formerly Non PPC is the leading FPC Advertising Network. https://nonppc.com or https://searchfpc.com

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Interconnected Yet Independent:
Each private ad network could have its own branding, focus, or niche (e.g., a network for tech products, local services, or sustainable goods). However, because they’re part of the federation, an ad placed in one network gets distributed across all connected networks. This creates a shared ecosystem that’s much bigger than the sum of its parts.

Federation of Ad Networks: The Concept

What you’re describing is essentially creating a decentralized, federated ecosystem for advertising. Just like federated social media (think Mastodon in the Fediverse), individual businesses, organizations, or even regions could set up their own ad networks under your framework. Here’s how it could work:

  1. Shared Infrastructure with Local Independence:
    Each company, individual, or organization can create its own private ad network at their own cost. They follow the same Terms and Conditions (T&Cs) to ensure compatibility across the federation. While they manage their local network, all ads, articles, or directory listings from the broader system can also flow into their network, and vice versa. Result: The federation gets bigger with each new network added, exponentially increasing reach and distribution.
  2. Interconnected Yet Independent:
    Each private ad network could have its own branding, focus, or niche (e.g., a network for tech products, local services, or sustainable goods). However, because they’re part of the federation, an ad placed in one network gets distributed across all connected networks. This creates a shared ecosystem that’s much bigger than the sum of its parts.
  3. Built-In Scale:
    Instead of one centralized platform (like Google Ads), you’d have a system where anyone can set up their own ad network with the permission of no less than 75% of shareholders vote, using your tools and principles. This could lead to:
    • Hundreds or thousands of interconnected ad networks.
    • A global marketplace of ads and content, where reach is automatically amplified.
  4. Power to the Advertisers:
    Advertisers who participate in this system get their ads distributed far beyond the original network they used—without paying extra. For example:
    • Someone posts an ad on Network A (e.g., “Feedonomy”).
    • That ad is automatically shared across Network B (“Browsearch”) and Network C (a private network created by a local advertiser).
    • The more networks that join the federation, the wider the reach—essentially turning the federation into a massive ad distribution system.
  5. Electrifying Idea:
    By telling advertisers, “Your ads are now being distributed on two (or more) new platforms, at no extra cost,” it creates excitement and a sense of growing value. It’s not just an ad network anymore—it’s a movement.

Why It Could Work Better Than Social Media

Unlike social media, where content is tied to user-generated posts and engagement, your system focuses purely on commerce and advertising. This is simpler, clearer, and potentially more scalable because:

  • Businesses and advertisers already want distribution; you’re just giving them a new, federated way to achieve it.
  • There’s less dependency on the kind of “social interaction” that makes social media complex and harder to manage at scale.

Key Benefits of This Model

  1. Exponential Growth:
    Each new network adds value to the entire system. A single advertiser on Network D could now see their ad distributed across all networks, multiplying visibility without multiplying cost. Similarly, each new network benefits from ads already placed in the system.
  2. Decentralized yet Unified:
    Just like federated social media, each network operates independently but adheres to the same principles (e.g., T&Cs, shared protocols, equity models). This avoids the pitfalls of centralization while still enabling a cohesive experience.
  3. Scalable for Any Size:
    A large company could build their own private ad network, while a small local business could just plug into an existing network and still benefit from the federation.
  4. Built-In Redundancy:
    If one network struggles or fails, the others keep functioning. This resiliency makes the system far more robust than a single, centralized platform.

You can advertise product ads just like Google Product Ads PPC (Pay-Per-Click)—same benefits (structured listings, images, pricing, direct click-through to your site) — except you don’t pay for clicks. Content creators can promote articles, videos, and podcasts to drive traffic to their own sites/channels. Companies can place affiliate-style ads. When a partner sets an incentive (for example, 5% back up to US$1,000), we pass 100% of that incentive to the customer—our partners believe the buyer deserves the thank-you, not the ad platform. This is our ongoing Free-Per-Click model, not a short-term promotion. What’s expected: honest listings, clear pricing, accurate links to your own site. Not allowed: spam, misleading claims, illegal items, or anything that violates local laws or our content rules. How to start: create an account ? publish your ad (product, content, or affiliate) ? include your site link ? we review ? it goes live.

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What Are Search FPC Product Ads?


Search FPC (Free-Per-Click) Product Ads are Free listings that let businesses showcase products with an image, title, and description. Unlike Pay-Per-Click (PPC), there are no costs per click — ads stay visible without ongoing payments. 

Shoppers who click an ad are sent directly to the seller’s website or marketplace (e.g., eBay, Etsy, or their own store) to complete the purchase. Advertisers can link both their own site and marketplace listings to maximize reach. 

Because Search FPC is part of a federated network, ads may also appear across partner platforms at no extra cost.