Angling with a passion: Meet Jana Kruger

WINDHOEK, AUG. 6 – The angling industry at the coast continues to gain popularity as more individuals fish for sporting purposes. With her experience, Jana Kruger, grasped at what many call ‘thin straws’ when she jumped at the opportunity to cater to the needs of customers within the industry.

In that regard, she has developed what is known as “tunnel-vision” and is focused on making it a success despite the challenging economic times.

Thirty-one-year-old Namibian entrepreneur, Kruger is living her dream. She is the sole owner of Angler’s Kiosk, a convenient one-stop resource for all fishing needs catering for both local and international anglers heading into the various fishing destinations in and around the coastal town of Walvis Bay.

With the assistance of one full-time employee, the Angler’s Kiosk, provides in-house repairs for any angling equipment and offers a variety of fishing products as well as information on fishing conditions at the seashore. It has grown over the years and has a stable customer base which continues to grow on an annual basis.

How a dream turned to reality…
Asked why she chose this particular business venture, Kruger replied that she has always been passionate about it at an early age. She added that the daily functions of the business allows her to gain first-hand experience in her pursuit of perfection within the industry. “I started this business for self-investment and financial independence,” she said.

Born in Grootfontein, Kruger later moved to Windhoek for greener pastures. In 2009, she relocated to Walvis Bay due to her affection for the coast. The move offered her the best opportunity to live her dreams of being in the angling industry.

While in Walvis Bay, she secured employment at Angler’s Kiosk until the passing of the previous owner in 2012. “I then had to make a decision and had two choices: buy the company or move on to something else. The latter was not an option I was willing to take. I then bought the company with the financial assistance from Bank Windhoek’s Emerging Small and Medium Enterprises (ESME) Finance Branch,” she said. That was in 2015.

Bank Windhoek’s ESME Finance Branch, is mainly focused on empowering women and young entrepreneurs who contribute to Namibia’s economy.
“Kruger demonstrated her knowledge of the business and displayed her passion to make it a success. Her business continues to grow and we are pleased to have contributed to this,” said Bank Windhoek’s ESME Finance Branch, Credit and Sales Manager, Aune Hamukonda.

Facing up to the trials and tribulations…
Being an entrepreneur is not easy. It requires commitment and hard work. The most common challenge experienced is the lack of funding. “Working with limited capital was challenging. It had a massive impact on the decision making especially when it came to fund allocation and retraction,” said Kruger.

Another challenge pointed out by Kruger is that of governance in the angling industry. “There are prime fishing destinations in and around Walvis Bay, such as Sandwich Harbour and Paaltjies that are currently closed due to illegal fishing – this has been challenging for our businesses,” she said.

As a result, the entire industry experiences loss of potential revenue during peak seasons. Kruger adapted to this by being proactive and explored other options on how to make sure that her business continues to yield favourable income. “I believe in self-sustainability and looking for positive solutions in any given situation,” she said.

Her advice…
Kruger advices other ESME’s as well as aspiring young entrepreneurs to never give up on their dreams. “You should persist and strive to be the best that you can possibly be,” she said. Kruger concluded that she is grateful for Bank Windhoek’s confidence in her and that the Bank has made a positive impact in her life and business. – NDN Staffer