Fred Roed

The Heavy Chef Guide To
Starting A Business In South Africa

The first of the Heavy Chef series, brought to you by Heavy Chef and Xero for Startups. 190 pages, R260, delivery anywhere in South Africa.

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Click below to order via our simple payment system. You will be redirected to a payment gateway, where you'll you be required to enter your payment details. Upon successful transaction, you'll be directed back to a page to submit your delivery address. R260 includes delivery anywhere in South Africa. NOTE: Should you require multiple copies, or if you reside in a region outside of South Africa, please email us at to order your copies of Heavy Chef Guides. 

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Note that we're updating the site with e-commerce payment facility with Africa-wide delivery.
Until then, email us how many copies you'd like and we'll get 'em to you, piping hot off the press, asap.  

Brought to you by Heavy Chef and Xero, the Heavy Chef Guide is a recipe book outlining all the ingredients you need to get cracking with your world-changing idea. Author Fred Roed is CEO of Heavy Chef (Pty) Ltd. He has started several businesses, as well as mentored dozens of successful startup entrepreneurs. Packed with loads of insights from other Heavy Chefs, this is a funny, accessible and brutally authentic guide. 

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Includes delivery anywhere in South Africa


What readers thought of The Heavy Chef Guide To Starting A Business In South Africa:

“South African startups and small businesses account for 36% of the GDP.
By 2030, 90% of all new jobs will be created by startups. Books like these will help them do better.”

Colin Timmis, Country Manager, South Africa - Xero

“We have access to all the tech and contacts and ideas we could wish for.
This allows us to think and create and dream, but starting a business is not easy.
Having a guide, and a good one, makes it so much easier. This is that guide.” 

Andre de Wet, CEO and Founder -

"Super easy to read, really practical and full of great locally-relevant advice.
I also enjoyed the stories of local entrepreneurs throughout the book.
But what sunk in for me, in particular, was the concept of being a Heavy Chef."

Catherine Blersch, Freelance Consultant


"Great book. I really enjoyed it. Very easy to read and has loads of really useful information."

Shaun Marriner, Director of Operations - ChannelMobile


“I genuinely was blown away by the book.
It is honest, it is relevant and it gives you all the feels that there are people out there who want you to succeed.
Whose success is your success. Whose failures are willingly offered to mitigate your risk of making the same mistakes.
And I say mitigate because I now understand that maybe Silicon Valley’s mantras are right.
Failure is as much a part of the journey as success is, and keeping going is the only way to get there.
If you are a budding entrepreneur, I would highly recommend getting your hands on the guide.
It makes me excited for the future that lies ahead for me and other young entrepreneurs.

Megs Hollis, Creativepreneur


A super light read - and presents quite a nice structure for the do's and don'ts of getting going in business. Fred has wrapped a back-to-basics business book with heaps of South African context (very critical, there are few good introductions to entrepreneurship that celebrate South African entrepreneurs and business culture) and some casual humour. This makes it easy to read, easy to discuss internally, and easy to design practical exercises and experiments off the back of.” 

Andy Hadfield, CEO - forgood