Abstract

Using incoming revenues and the associated costs that underpin the concept of breakeven analysis, this article investigates the business survival strategies of immigrant-own-businesses in the context of African immigrants in the Cape Town Metropolitan Area of South Africa, and proposes a framework for the start-up survival of these businesses. The study was designed within the quantitative and qualitative research paradigms. A triangulation of three methods was utilised to collect and analyze the data. The research revealed that African immigrant entrepreneurs face a range of challenges when starting their businesses and again as they try to grow or stay afloat. Furthermore, the study indicated that African immigrants rely more on certain entrepreneurial attributes as they seek innovative solutions to the problems that they encounter relating to business. As a business survival strategy, these immigrants develop a number of unconventional initiatives aimed at increasing sales revenue while minimising cost.