GreenPulse AgriTech (Pty) Ltd Business Plan › Section 8 › Management Team

8.1 Founding Team

Thabo Mokoena – Chief Executive Officer

Thabo brings 15 years of experience in agricultural technology and agribusiness. Previously served as Director of Digital Innovation at Senwes Group, where he led the digital transformation of grain trading operations serving 12,000 farmers. Holds an MBA from the University of Cape Town Graduate School of Business and a BSc Agriculture from the University of Pretoria. Thabo grew up on a family farm in the Free State and maintains an active farming operation, giving him firsthand understanding of the challenges facing South African farmers.

Dr. Naledi Dlamini – Chief Technology Officer

Naledi is a leading AI researcher specialising in computer vision and remote sensing applications in agriculture. She completed her PhD in Machine Learning at Stellenbosch University, with her thesis on satellite-based crop disease detection receiving international recognition. Previously led the data science team at Aerobotics (Cape Town), where she developed aerial imagery analysis algorithms used by citrus and avocado farmers across Southern Africa. Published 12 peer-reviewed papers on agricultural AI.

Johan van der Merwe – Chief Operating Officer

Johan has 20 years of experience in agricultural operations and supply chain management. Former Regional Director at Afgri, managing operations across Mpumalanga and Limpopo provinces. Deep expertise in farming cooperatives, input distribution, and agricultural logistics. Holds a BCom Honours in Supply Chain Management from the University of Johannesburg. Fluent in Afrikaans, English, and Sesotho.

Priya Naidoo – Chief Financial Officer

Priya is a Chartered Accountant (SA) with 12 years of experience in corporate finance and venture-backed startups. Previously Finance Director at SweepSouth, where she managed the company’s Series B fundraise and expansion into three new markets. Before that, she spent five years at KPMG Johannesburg in the Technology, Media & Telecommunications audit practice. Holds a BCom Accounting from Wits University and completed the CFA programme.

8.2 Advisory Board

• Prof. Mohammad Karaan: Former Dean of AgriSciences at Stellenbosch University, current chair of the National Agricultural Marketing Council. Provides strategic guidance on agricultural policy and market dynamics.

• Rapelang Rabana: Technology entrepreneur and investor. Founder of Rekindle Learning, board member of multiple SA tech companies. Advises on technology strategy and fundraising.

• Dr. Shadrack Moephuli: Former President and CEO of the Agricultural Research Council. Advises on research partnerships and government relations.

• Sim Tshabalala: Former CEO of Standard Bank Group. Advises on financial partnerships and corporate governance.

8.3 Team Growth Plan

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8.4 Corporate Governance

GreenPulse is committed to the highest standards of corporate governance, guided by the principles of King IV Report on Corporate Governance for South Africa. The company’s governance framework includes a Board of Directors comprising three executive directors (CEO, CTO, CFO) and two independent non-executive directors, with board meetings held quarterly. An Audit and Risk Committee (chaired by an independent non-executive director) oversees financial reporting, internal controls, and risk management.

Share vesting for founders follows a standard four-year schedule with a one-year cliff, ensuring long-term alignment with investor interests. All executives have signed restraint-of-trade agreements with a 24-month post-employment restriction. The company maintains Directors’ and Officers’ (D&O) liability insurance of R5 million, key person insurance of R10 million on the CEO and CTO, and comprehensive fidelity insurance.

8.5 Remuneration Philosophy

GreenPulse’s remuneration philosophy balances market competitiveness with the financial constraints of an early-stage company. Base salaries are set at the 50th percentile of comparable roles in the South African technology sector, with the opportunity to earn total compensation at the 75th percentile through performance-based bonuses and equity incentives. An Employee Share Option Plan (ESOP) pool of 10% of fully diluted equity has been reserved, with options vesting over four years.

For field-based agricultural staff (agronomists and technicians), the company offers competitive packages that include a vehicle allowance (given the travel requirements of rural deployment), a cellphone and data allowance, and a performance bonus linked to customer satisfaction scores and retention metrics. This approach ensures we attract experienced agricultural professionals who might otherwise remain in traditional agribusiness roles.

8.6 Organisational Culture

GreenPulse’s organisational culture is built on the principle of Ubuntu – the belief that our individual success is inextricably linked to the success of our community. This manifests in our flat management structure (no more than three reporting levels between any employee and the CEO), our open-door policy, and our commitment to transparent communication about company performance, challenges, and strategic direction.

The company promotes a learning culture through a generous professional development budget (R15,000 per employee per year), conference attendance allowances, and a structured mentorship programme pairing junior team members with senior staff. Diversity and inclusion are not just aspirational goals but are embedded in our hiring practices, with a target of maintaining at least 75% representation from previously disadvantaged groups across all levels of the organisation.

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