João Fonseca, famously known as J’Something of Micasa, has extended his creative flair to a restaurant venture called Something’s Cooking by J’ - situated in the new Menlyn Time Square.
First venture
Known for his musical talent, J’Something says the entrepreneurial seed had always been in him. His first venture came about when his father bought him a green Gameboy in Malasia. “I was in junior school and the only kid in my school with a Gameboy. So I would rent out my Gameboy over weekends. I realised there was a demand for something and used the opportunity to make some money.”
Passion for excellence
Growing up in an entrepreneurial home where food featured prominently, birthed a passion in J’something for the appreciation of good service and good food. He says food and music are his passions. “Music is what I wanted to do since I can remember. And my parents brought me up in a restaurant environment, hotels and food. I guess that started the passion.” The Portugal-born self-taught cook and musician says he invaded the South African food scene through Instagram. For him this was a way to escape from the hectic celebrity limelight. But he never imagined it would become an actual business. “I started cooking at home. Every time I plated something, I took a picture and posted it on Instagram under the hashtag Something’s Cooking. I never imagined that two years down the line I would have my own TV show called Something’s Cooking and my own restaurant? No, it wasn’t planned, neither was Micasa.” J’Something admits he is not a chef. “I do not have any formal education, not in music and not in food. I’ve never been taught how to sing, I’ve never been taught how to play an instrument. There is something in me that makes me have that, it’s a design.”
Setting up the business
J’something says in putting the menu together, he follows what he likes. “If you look at my menu, there are things that are personal. I grew up with Portuguese chicken. My mum made prawns for me as a kid and that’s what we grew up with and I have prawns on the menu. I have Japanese food for some reason. I don’t know why but I do what my body tells me. I just like the flavour profile of Japanese food. I studied Google, I studied other people’s recipes, I studied cookbooks, I studied my mum’s brain.” He says when starting a business you should never do it for money. “As hard as this may sound, do something because you genuinely love that thing. All that I have done is to follow my dream.” J’something says it is vital for budding entrepreneurs to do research and critical analysis of the market they want to target. “If you enter a market where your product or service already exists, you need to ensure you add an element of surprise to the consumer and your competitors.”
‘Failure is the ingredient to success’
Dealing with failure and juggling many balls, Something’s Cooking by J’something is not his first entrepreneurial endeavour. He once started a television production company that lasted a year. But that failure never discouraged him. Instead, he says he learned a lot from it. “Failure is the ingredients to success. If you don’t fail, you don’t learn. If everything is a bed of roses, you are in for a big surprise. We all know that’s not a realistic life.” With so much on his plate, J’Something says it’s important to have a strong support structure to ensure you stay balanced. “I’m performing with my band and I’m working on a new album. “I’m touring, I’m running a restaurant, I’m doing a demo, I’m designing a restaurant menu. I’m doing a bunch of different things, but I feel comfortable. I have an amazing structure around me and that is important as a businessman.”
Working smart
He says as an entrepreneur it is important to realise you cannot do everything yourself. “From a very early age I spent money to make money. What has been important to me is to get a good structure around me. A good foundation of people who care and love what I do and want to help me achieve my dreams. Surround yourself with that kind of people.” One of the people in J’Something’s support system is brother Bruno, who is 10 years older. J’Something says Bruno has been the biggest influence in his life. “He has been the guy that has driven me to follow my passion and that’s what I think an entrepreneur is.”
Challenges and money matters
J’ says the difficult part about managing finances is that you cannot do something that you are not passionate about. “So one of the things I have learnt or guided on by close people in my life was rather get people who are passionate and driven to manage finances around you so that you can get better and make more money.”
J’ says mentorship is important. But you need to be careful in the selection of a mentor. ‘For me my mother, my brother, my cousins, my family are my mentors and my friends are my mentors. I have also grown to learn and meet successful business people with whom I have spent a lot of time.’
Se ng up the business
J’something says in pu ng the menu together, he follows what he likes. “If you look at my menu, there are things that are personal. I grew up with Portuguese chicken.
My mum made prawns for me as a kid and that’s what we grew up with and I have prawns on the menu. I have Japanese food for some reason. I don’t know why but I do
2010
Joins award-winning
music group
Micasa
Sherine Tlhatane Hostess, J’Something.
J’ says mentorship is important. But you
need to be careful in the selec on of a mentor.
‘For me my mother, my brother, my cousins, my family are my mentors and my friends are my mentors. I have alsogrown to learn and meet successful business people with whom I have spent a lot of me.’
Born in Portugal
Later starts a joint venture with
Sun International
to open a resturant
Passion for excellence
Growing up in an entrepreneurial home where food featured prominently, birthed a passion in J’something for the apprecia on of good service and good food.
He says food and music are his passions. “Music is what I wanted to do since I can remember. And my parents brought me up in a restaurant environment, hotels and food. I guess that started the passion.”
The Portugal-born self-taught cook and musician says he invaded the South African food scene through Instagram. For him this was a way to escape from the hec c celebrity limelight. But he never imagined it would become an actual business.
“I started cooking at home. Every me I plated something, I took a picture and posted it on Instagram under the hashtag Something’s Cooking. I never imagined that
