Book review: Upstart


Melinda Ferguson Books

Alexandria Procter

Review: Karen Watkins

Alexandria Procter is among South Africa’s youngest self-made millionaires.

This riveting memoir provides invaluable business insights into her meteoric rise as CEO and co-founder of DigsConnect, an online tool connecting students and young adults to landlords.

From being a “precocious kid with too much energy”, the 32-year-old has become a global player in the Fourth Industrial Revolution.

With a high unemployment rate, it’s not surprising that many youngsters are turning to “startup” their own business.

Procter was born in the Eastern Cape into a privileged life with a medical doctor father and advocate mother. It’s evident from page one that she is not someone who toes the line. Instead, it’s clear that she’s driven by a relentless passion to challenge norms and create positive change. Her journey is marked by defiance, rebellion and an unwavering determination to defy the status quo.

The origin of DigsConnect stems from Procter’s observation of the tumultuous student housing crisis plaguing South African campuses in early 2016 and the #Feesmustfall movement.

Inspired by her experiences and fuelled by a desire to make a difference, she conceptualised a solution that would ultimately disrupt the local tech scene.

With endless energy and a lack of inhibition for her “crazy ideas”, she sets out to revolutionise the way students find accommodation – similar to the Airbnb concept. This results in a website dedicated to connecting students in need of accommodation to landlords.

Procter draws on her triumphs, setbacks and lessons learned along the way. With candid honesty she reflects on failure, resilience and the importance of standing out in a crowded market, offering invaluable insights for budding entrepreneurs navigating the unpredictable terrain of startup culture.

Upstart will inspire tech enthusiasts by encouraging them that with hard work and drive anything is possible..