While still in school Inet recognized that she loved anything analytical and went on to spend the first half of her career to studying and got her doctorate (Ph.D.) in mathematical statistics and worked at various educational institutions as a statistics lecturer.
But her creative side always hungered for new experiences. Soon after the completion of her doctorate, she enrolled in a course in fashion design and was selected as one of 4 students to attend the international Les Etoiles de La Mode Fashion Designers competition in Brussels, 1998.
She also started investing in properties which she learned to manage and later outsourced the management thereof to people she handpicked herself. She shocked her family when she quit her 'stable high profile' career and moved to Cape Town in 2011 while still being short of 3 subjects towards graduating in her MBA degree.
For 5 years she worked as an independent contractor, writing Visual Basic Applications for her brother-in-law. It was during this time that she discovered the world of online marketing. She simply fell in love with it because it could satisfy her inquisitive nature, allowing her to still use her analytical skills, while also remaining in touch with people. This area speaks to both her analytical and creative abilities.
She met her business partner and together they spent years studying online marketing, including locations marketing, reputation marketing, lead generation, Google+ pages, keyword research, Google AdWords, SEO, and social media marketing while continuing with their own private careers. She also completed further courses in landing page optimization and chatbot marketing.
Wanting to grow their agency, Thinus and Inet enrolled in the challenging course Agency FastTrack Apprentice under Neil Malan and started bringing customers for their clients within a matter of two weeks, so much that their clients could not keep up with serving all their customers.
Living in the beautiful city of Cape Town, they were naturally surrounded by people who work in the tourism industry. They found this niche exciting and recognized the contribution they could make towards this industry.