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Eric Morris Edelstein

Digital / Tech Entrepreneur


Eric Edelstein is a Financial Analyst turned Serial Tech Entrepreneur, with over 16 years of experience in South African startup's focussed on the hi-tech & digital media verticals, including Clicks2Customers,, Springleap,, & Daddy's Deals.

Eric has had considerable experience building startup's. From brainstorming concepts, creating MVP's (minimum viable products), product design, raising funding, building out the teams, scaling the business, and subsequently finding the right partner for the exit.

Eric's passion is a Growth marketer with an expertise in paid acquisition, SEO, Affiliate & Email Marketing. He is fanatical about conversion optimisation, split testing, & analytics / tracking.

Eric speaks regularly at conferences and functions, and is actively involved in the startup scene, judging, mentoring, and advising startup's.

Work History



Lezam Ventures

 Lezam owns (Groupon South Africa's largest competitor)

==> created significant process & structure in DaddysDeals

==> launched paid membership club,

==> launched corporate loyalty rewards B2B play,


Business Development

Family Office

Involved in various ventures for a South African family office including:

==> Agreement with SA & US banks for a financial startup,

==> Acquisition of financial lead generation company, DebtLab

==> Deal flow via setup of

==> African JV with a large European IT company, Delaware Group



Global Sunset Investments

With a small seed fund I personally funded, I found opportunities, invested seed capital, and then became operationally involved (in strategy, fundraising, business development, sales, and general management) until the startup's had reached maturity. 

==> TrafficSynergy - See incuBeta below for details (exit 2010: Private Consortium)

==> - 30,000 strong creative crowdsourcing community

==> - Facebook app building (exit 2013: interface Media)


incuBeta Group (Clicks2Customers, Yola, TrafficSynergy)

Co-Founder, COO, Business Development

Co-founded the incuBeta group, and worked in a variety of product strategy, online marketing, business development, and management positions to incubate internal ideas including:

==> - South Africa's first SEM company, which delivered in excess of $100m in annual sales for our partners in our first year of operations.
(exit 2011: interface Media. 2016: merged with DQ&A creating one of the largest Search Marketing companies globally.)

==> - a website builder, which was spun off, raised $60M, and currently has 10M users

==> - Africa's first performance network. I bought out the company in 2007 & built it up (exit 2010: Private Consortium)


Media Buyer

Slickstreet Marketing (global online casino group)

==> Negotiated media buy deals internationally

==> Largest new player acquisition in company history for a buy


Financial Manager / Analyst


==> Various contracts at Bidvest, EDS & UBS Warburg (London)



Program in Ecommerce (Postgraduate Honours Degree)

Unisa Graduate School of Business

Finance, Marketing, Systems & Technology, Entrepreneurship, Strategy


Bachelor of Commerce

University of Natal

Managerial Accounting, Financial Accounting, Corporate & Investment Finance


2015 - Coursera (University of Maryland) - New Venture Finance: Startup Funding for Entrepreneurs

2012 - Coursera (The Wharton School, Univ. of Pennsylvania) - Gamification

2002 - Gordon Institute of Business Science  - Negotiation