Sannette Coetzee: From Corporate Transformation to AI Entrepreneurship with Acolar AI

Please share a brief introduction about yourself and your business

Hey, I’m Sannette Coetzee, founder of Acolar AI, your go-to partner for making artificial intelligence feel a lot less artificial—and a whole lot more powerful. I spent years leading digital transformation at Visa and PayPal, but now I’m on a mission to bring that big-league AI strategy to entrepreneurs, founders, and businesses that are ready to scale with intention.

At Acolar, we help leaders cut through the AI overwhelm and actually use these tools to reclaim their time, wow their customers, and grow smart—not just fast. Think of us as your AI strategy and enablement team—whether you need a full-scale rollout, a custom workshop, or just someone who can make ChatGPT behave.

I’m especially fired up about helping women entrepreneurs unlock their next level with automation, creativity, and bold confidence—because when we stop doing all the things, we can finally lead like we’re meant to.

Who are your customers?

My clients are visionary entrepreneurs, bold business owners, and forward-thinking executives who know AI isn’t just a buzzword—it’s their next competitive edge. They’re ready to lead smarter, automate better, and unlock more time, profit, and creativity in their work. Whether they’re scaling a hospitality empire or running a fast-growing consultancy, they turn to Acolar AI when it’s time to move from curiosity to confident action.

What was your background prior to starting your own business?

Before founding Acolar AI, I spent over a decade leading large-scale transformation at global powerhouses like Visa and PayPal. I specialized in building agile, tech-enabled cultures—guiding cross-functional teams through complex change and making innovation actually stick. From rolling out enterprise-wide AI initiatives to reshaping how organizations think, move, and grow, I’ve always sat at the intersection of people, technology, and strategy. That’s where I thrive—and why I started Acolar: to bring that same level of clarity, structure, and momentum to leaders outside the Fortune 500.

What made you take the leap to start your own business?

There came a point when I knew—it was time to level up. Not just professionally, but personally. I was walking away from more than a corporate title; I was leaving behind toxic cultures, rigid systems, and a version of myself that no longer fit. At the same time, I was rebuilding my life after a toxic marriage, rediscovering my voice, and reclaiming my power.

I’d spent years helping global giants like Visa and PayPal transform—but the real transformation was happening in me. I didn’t just want to survive the next phase of my life. I wanted to build something audacious, liberating, and deeply mine.

That’s how Acolar AI was born: from a moment of radical clarity, where I chose courage over comfort. Now I help other founders, leaders, and women do the same—by showing them how AI can unlock freedom, flow, and future-forward leadership.

Did you always know you wanted to be an entrepreneur?

Honestly—no. It didn’t even feel like an option for most of my adult life. I was on a visa from the time I moved to the UK ( from South Africa ) in my early 20s, so the idea of building something of my own felt completely out of reach.

For years, I poured my energy into climbing the corporate ladder, doing meaningful work, and leading transformation inside big companies. But deep down, I always had this quiet pull toward something more personal, more creative, more mine. It wasn’t until 2023—when my immigration status finally shifted—that I had the legal freedom to choose entrepreneurship. And once that door opened, there was no going back. I’d been preparing for this in ways I didn’t even realize. It just took the right moment—and a lot of courage—to say yes to it.

Take us back to when you first launched your business; what was your marketing strategy to get the word out and did it go as planned?

I didn’t have a giant budget or a marketing agency behind me. What I had was clarity, conviction, and a deep desire to help leaders—especially women—cut through the overwhelm of AI and use it to reclaim their time, scale their impact, and lead with more ease.

My early strategy was simple: educate, connect, and show up. I ran free workshops. I joined panels. I posted generously. I partnered with platforms and communities where my voice could make a real difference. Every client came through a relationship—either built directly or through shared trust. That hasn’t changed.

Partnerships have been foundational. Whether I’m collaborating with AI tech founders, hospitality executives, or women-led networks, I look for alignment: shared values, complementary strengths, and a bias toward action. Together, we’re not just pushing AI—we’re making it practical, ethical, and empowering for the people who need it most. This business didn’t start because everything was perfectly lined up. It started because I chose to bet on myself—and I’ve been helping others do the same ever since.

What is the biggest challenge you have encountered along the way so far and what have you learned from it?

Letting go of how it “should” look—and remembering that I am enough.

Coming from the corporate world, I was conditioned to chase perfection: polished decks, airtight strategies, approval from the room. So when I launched Acolar AI, I brought that energy—until I realized entrepreneurship demands something different: truth, resilience, and the ability to move even when it’s messy.

There were moments of deep doubt. I wasn’t a technical founder. I wasn’t funded. I wasn’t in the “boys’ club” of AI. But every time that voice crept in, I reminded myself: What I don’t know, I’ll figure out—and fast. Very fast. Because that’s who I’ve always been. Resourceful. Relentless. Ready. I’ve learned that clarity beats complexity. That showing up as me—with heart, with edge, with a point of view—is the thing that attracts the right people. And that asking for help or partnering wisely isn’t weakness; it’s smart leadership. Building this business hasn't been about having it all figured out—it's been about backing myself, again and again, and trusting that I already have everything I need to lead.

What accomplishment are the most proud of to date in your business?

Turning my vision into something real—and watching it create real change for other people.

Launching Acolar AI was bold. But what makes me proud is not just that I started—it’s how far I’ve come. I’ve trained executives who once felt overwhelmed by AI and watched them become confident, strategic leaders. I’ve helped hospitality leaders automate operations they thought had to be manual. I’ve guided women entrepreneurs to reclaim their time and scale smarter—with clarity, not burnout. Every time a client says, “I didn’t know this was possible until now”—that’s it. That’s the win. And on a personal level? I’m proud that I bet on myself. That I walked away from what looked stable, built something from the ground up, and proved that smart strategy, a clear voice, and deep integrity can cut through the noise.

Do you have any recent wins from the last year that you'd like to celebrate with our community?

Yes! This past year has been full of breakthrough moments I’m deeply proud of.

I landed my first paid executive AI workshop with a major hospitality group—leading a session for their EVP and leadership team on how to use AI to drive efficiency, elevate guest experience, and empower smarter decisions. That one engagement opened the door to a whole new lane of impact. I also launched Acolar’s signature AI training experience, tailored for entrepreneurs and executives who want hands-on, practical AI adoption—not just theory. Watching attendees go from “I’m overwhelmed” to “I’m ready” in under 90 minutes? That’s the magic. And behind the scenes, I’ve been forming strategic partnerships with AI vendors, aligning tools and talent so my clients get not just strategy—but a full ecosystem that works for their business. It’s been a year of building boldly, moving fast, and proving what’s possible when women lead with clarity, vision, and tech in their corner.

What's next for your business? What can we expect to see over the next few years?

Expansion with purpose, partnerships with power, and a mission that’s bigger than business. We’re building toward becoming the #1 AI consultancy in the hospitality space, helping leaders unlock real operational and revenue impact with smart, strategic AI adoption. Our ecosystem of profit-generating partnerships is growing fast—and so is our reach.

In the next phase, we’re focused on expanding into underserved markets, starting with South Africa and Australia. These regions are rich with potential and talent but often left behind in global tech conversations. We’re changing that—by delivering accessible, high-impact AI strategy, training, and tools where they’re needed most. And beyond the tech, we’re launching a community for women who are ready to manifest it all—a space to care for your body, mind, soul, business, wealth, and joy. Because this isn’t just about AI. It’s about reclaiming power—in every dimension of life.

What is your top productivity tip? 

Stop trying to do everything—and start letting AI do the things that drain your genius. I’m ruthless about two things: Protecting my creative bandwidth. Automating what doesn’t need my brain. I use AI to draft, summarize, brainstorm, and build—but I stay clear on what only I can do: set vision, connect with people, and make bold decisions. Also: done is better than perfect. Perfectionism is procrastination in a power suit. I move fast, iterate in public, and trust that clarity comes through action—not endless planning. And finally: build your business around your energy, not just your calendar. Some of my best ideas come on walks, not in meetings. Honor that.

On the flip side, how do you avoid burnout?

Burnout doesn’t ask permission—it sneaks in when you’re doing “all the right things” but ignoring your own needs. I’ve learned that the hard way. So now, I protect my energy like it’s part of the business strategy—because it is. I take intentional days off. Not just to rest, but to reset. I move my body. I create without a goal. I go offline without guilt. Because if I burn out, the business burns out with me. I also build in white space—actual room to think between the meetings, calls, and client work. That’s when the clarity (and magic) comes. And most importantly? I’ve stopped tying my worth to my output. I don’t need to earn rest. I just need to honor it.

What is your approach to work-life balance / integration?

I don’t chase work-life balance—I build work-life alignment that actually fits me. Some days I’m in deep flow, powering through strategy sessions and writing until midnight. Other days, I cancel everything and go for a walk because my body says nope, not today. That’s not failure—that’s freedom.

I’ve stopped forcing myself into productivity formulas that don’t match my rhythm. Instead, I ask: What does my body need today? What does my business truly require? And where can I create space for both to coexist—without guilt? This isn’t about having it all figured out. It’s about being honest, being flexible, and knowing I built this life so I could live it on my own damn terms.

What is one thing you wish you had known when you started your Entreprenista journey?

That marketing is everything—and that I am enough, just as I am. I spent way too much time trying to perfect the offer, the website, the positioning… before I ever told people what I was doing. I thought I needed to be more—more polished, more technical, more “ready.” But the truth? You don’t need to have it all figured out—you just need to start. Show up. Share what you know. Serve the people who need you. The clarity, the confidence, the traction? It all comes from doing, not overthinking. If I could go back, I’d launch sooner, speak louder, and remind myself daily: You don’t need permission. You just need to believe.

When hiring, what is your go-to interview question?

I craft a real-world scenario and ask: “Talk me through how you’d approach this—step by step.” I’m not just assessing their answer—I’m listening for how they think, how they break down complexity, and whether they show both competence and confidence in uncertainty. I want to see initiative, resourcefulness, and that “I’ll figure it out” energy.

Because skill matters, yes—but so does attitude. I look for people who don’t need hand-holding, who can ask smart questions, adapt fast, and bring solutions with a calm, can-do mindset. That mix of grounded thinking and proactive energy? That’s what makes someone a fit for my team.

If you've raised capital for your business already, what are some of your best tips or lessons learned?

I didn’t raise traditional capital—I self-funded Acolar AI using a rollover business structure. It’s not the path for everyone, but it gave me full control and the freedom to build on my own terms.

That said, you have to really believe in yourself to carry the financial, emotional, and strategic weight that comes with it. There’s no safety net—just your vision, your grit, and your ability to make it happen. My biggest lesson? Betting on yourself is the most powerful investment you’ll ever make. But know your numbers. Protect your energy. And don’t be afraid to build slowly, sustainably, and strategically. This route isn’t easy—but if you’re ready to back yourself fully, it can be a game-changing move.

Do you have a co-founder? If so, how did you find the right one for you and what are your best partnership tips?

I started with a co-founder, but when he got sick, I took the lead and now run the business solo—with his support part-time. Finding the perfect partner is hard, and honestly, it’s not something you can force.

My best advice? Don’t spend months drafting legal agreements before you’ve even tested the working relationship. Just start. Get into motion. See how you think together, how you make decisions, how you show up when things get messy. Partnerships are built in the doing. And if it’s not delivering value—let it go. Don’t drag it out hoping it will shift. Also: listen to your gut. If something feels off, it probably is. Not everyone needs a co-founder. Sometimes the right thing is trusting yourself to lead.

What's the one app on your phone you absolutely cannot live without and why?

Spotify—hands down. I need the sounds. Music sets the tone for everything—deep focus, big vision, tough days, creative flow. Whether I’m prepping a workshop, winding down after a strategy sprint, or walking off a mindset block, there’s always a playlist to match the moment. It’s not just background noise—it’s my energy reset button.

What is your favorite business tool or solution and why?

ChatGPT—my buddy, my brainstorming pal, my late-night co-worker, and sometimes, my therapist. 😅

It’s hands-down my favorite business tool because it helps me move faster without sacrificing quality. Whether I’m writing a proposal, drafting a client email, ideating a new product, or just needing a hype-man to get through a mental block—ChatGPT is there. 24/7. No ego. No eye rolls. Just pure, productive energy.

It’s like having a strategist, copywriter, editor, and cheerleader in my back pocket.

What advice do you have for aspiring Entreprenistas?

Bet on yourself. Just start. Don’t wait for perfect. Don’t wait for permission. Start where you are—side hustle the idea, validate your hypothesis, take messy action. You are smart enough. Strong enough. Resourceful enough. You don’t need to have it all figured out—you just need to begin.

Because the truth is: The world expands or contracts in direct proportion to your courage. Every bold move you make opens doors you couldn’t see before. Every step you take—no matter how small—is a signal to the universe (and to yourself) that you’re ready. So go. Trust your gut. Bet on you. That’s where the magic lives.

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