THE OPEN LETTER NEWSLETTER

Time to play? Google’s DeepMind has revealed the latest in AI-gen tech: Genie, a tool that will let you generate games from a single image. Still a ways off from being Sora-for-video-games, but looks like a first step in that direction.

In this Open Letter:

• Early birds: Opportunities in SA’s Early Childhood Development.
• Elon’s Robotaxi, Eskom’s battery back-up & Moove’s Uber to Europe.
• Fight the churn: How to retain more with customer success strategies.
• Your go-to source of daily/weekly news: The results are in.
• Err’body likes free stuff: Share The Open Letter and get you some.

TRENDING NOW

Unlocking a Better Future for 7M SA Kids

Early Childhood Development (ECD) is foundational education focussed on preparing 0–6-year-olds for primary school. And if you thought SA’s school system needs some TLC, ECD is screaming for a lifeline.

In June 2023, the Department of Basic Education presented a report on the shift of the ECD function from the Department of Social Development to Education. The report revealed some dismal statistics:

• 1.3M SA children aged 3–5 are NOT enrolled in any early learning programmes whatsoever.
• There’s no data on approximately 3.5 million children aged 0–2 in SA. 

What’s more, only 45% of SA’s kids inside early learning programmes are meeting the developmental milestones as expected. Uh-oh 😬.

Why ECD matters

In the first few years of a child’s life, the brain forms more than 1 million neural connections per second – and it happens only then, never again.

And the clues that a lot of SA’s ECD-aged kids are missing something are visible in our primary school pupils’ performance:

• 81% of South African Grade 4 learners are struggling to read for comprehension at age 10.
• SA had the third-lowest score out of the 64 countries in a recent study.

One of SA’s largest corporate ECD programmes, The Unlimited Child says that, currently, some 64% of kids who start Grade 1 are unlikely to ever finish school – sheez! And, for some insights on the reasons why, check out their partners, The LEGO Foundation’s research and resources. 

What are the pains and opportunities?

Currently close to all ECD centres in SA charge fees, meaning it's mainly a private sector activity. The most recent census found that only a third (34%) of ECD-aged kids are enrolled in a programme, mainly due to parents not wanting to pay the fees.

And it’s a big market: the 2022 census showed nearly 11 million SA kids were between the ages of 0 and 9. But ECD age is only up to 6, so for a lack of data, we can guess that there are roughly 1.22 million kids per year or ±7.33 million kids aged under 6. Almost 12% of the population!

What’s not so visible in the data is that the parents who don’t enrol their kids into ECD programmes don't just leave them at home; there are numerous unregistered and unlicensed “daycare” services across SA’s neighbourhoods – apparently, unregistered daycares outnumber registered ones in the Western Cape.

This tells us 2 things:

1. It’s not that parents can’t afford to spend at all, they just want a cheaper/better option.
2. You don’t have to reinvent the wheel, just help those unregistered centres become legal and you’ll be helping create jobs and new businesses, too!

Local Plays in the ECD Game

Grow ECD is an NPO early-learning social enterprise that helps equip prospective ECD businesses with the resources needed to provide 5-star early learning for every child, including a free ECD mobile app, ECD Business Accelerator Training Programme and ECD Small Business Programme, they are doing great work in equipping ECD centres to be better.

Play Sense is an ECD startup that helps people establish micro playschools co-founded by entrepreneur Meg Faure. With the belief that ECD is best done in small groups, they offer curriculum, training and management to allow adults to set up and run a micro-playschool in their homes. And it's empowering – to date, they’ve helped establish 56 woman-led businesses and more than 1’150 kids currently participate.

Homeschooling? South African sisters Christelle and Stefanie started Creative Crafting Club, an online platform that helps adults set up and run arts & crafts clubs in their communities. With a variety of resources needed to run your own club, it’s helped over 10’000 people from more than 70 countries start and grow clubs with a monthly subscription income. 

Yes, ECD is one of those tough ones – sorely needed but with affordability as a chief concern. However, with such a big need and parents’ growing awareness of having to better prepare children for success, there could be some golden opportunities here. We’re watching this space.

IN SHORT

🛒 Shoprite’s VC Fund. Five leading global grocery retailers, including the Shoprite Group, have started a VC fund, W23 Global to invest in innovative start-ups and scale-ups that use tech to enhance customer experiences, transform the grocery value chain and address sustainability challenges.

🤖 Elon’s Robotaxi. Elon Musk has said that he’ll unveil the Tesla Robotaxi on the 8th of August this year, amidst reports that Tesla’s abandoning its plans to build a lower-cost EV.

💰 Empowering Malls. Local proptech RE-TEC Solutions which has a platform that streamlines processes and connectivity between mall owners and tenants has received a strategic investment from REdimension Real Estate Technology and Sustainability Fund, a fund advised by local proptech investment firm REdimension Capital.

🌐 SITA’s Broadband. South Africa’s State IT Agency has announced its renewed plans to implement an R6 billion broadband project to reduce the cost and duplication of connectivity infrastructure across all government levels. Timelines TBC.

🔋 Eskom’s Battery Back-up. The largest battery energy storage in Africa has just won preferred bidder status under a government procurement programme. The Red Sands project is a 153MW/612MWh standalone battery energy storage system situated in the Northern Cape.

🚗 Mooving Overseas. Nigerian Uber vehicle financer, Moove, says rising transport costs make it too hard to become profitable in Africa, and investors (like Uber) are supporting it to look for profitability in places like Europe and the UAE instead.

A WORD FROM OUR SPONSOR

AI Insight in Minutes: Subscribe to Prompts Daily

Revolutionize your mornings with Prompts Daily. Get the latest AI trends, tools, and tutorials in quick, digestible updates. Perfect for business leaders on the go.

Quick, engaging AI insights

Essential tech news and tutorials

Boost productivity with AI strategies

Join Free & Transform Your Workflow ➔ [one-click]

BUILDER’S CORNER

How to Retain Customers with the Customer Sucess Model

OK, you’ve got a product, some adoption and the numbers are looking good until… CHURN she goes.

Now, I don’t use the C-word very often, because in startup, it's just a fact of life – there are seasons to everything, people grow, develop and eventually move on from basically everything at some point. But, still, there has to be a better way to retain more.

And then it hit me… Customer Service.

See, normally, customer support is a corporate exercise everyone hates – the business clearly begrudges the fact they have to offer support and the poor customer who has to try and get answers from someone who doesn’t really care.

But then I discovered the concept of Customer Success, from Nick Mehta and Dan Steinman’s book (which you can buy on Takealot), and it could be quite revolutionary.

The concept is simple: Instead of viewing customer support as a grudge service, what if you use it as an extension of your retention strategy? Like so:

• Don’t wait for users to contact you
• Actively contact them 
• And ask if they’ve achieved their goals with your product
• If not, you help them do it. Success!

It’s basically an extension of customer interviews. And what better way to ensure you keep customers than by helping each individual unlock value with your product?

OK, this probably doesn’t scale well in B2C, but if you have a high LTV or perhaps even B2B, it could work quite well. Let’s have a look…

4 Ways to Implement the Customer Success Model in Your Startup

1. Track Customer Journeys

Start with your product’s user journeys and use your analytics to identify which new users have or haven’t unlocked value with your product (yet). If you have 10 new users today but only 5 of them have actually achieved the first bit of delight with your product, this allows you to actively go and engage the laggers – find out if they’re struggling with your UI or why they haven’t used the app yet, etc.

2. Create a Proactive Engagement Strategy 

This is the tough-but-necessary part. If a user comes in and doesn’t reach a moment of delight, you have very little time to re-engage them. 

In a perfect world, you’d have an alarm go off and then you jump on a call with the person and straight-up ask them: “I see you haven’t done XYZ on our app yet; I’m the founder, can I help you get it done?” But outside of B2B, where you maybe have fewer high-paying customers, that doesn’t scale.

So it’s probably worthwhile developing something scalable that can proactively engage a lagging user and then help them get some delight out of your product. Maybe that’s where an AI chat tool can help, or some form of automated outreach that links to resources, if you can create some that can actually guide users to achieving their goals simply and effectively.

3. Establish a Feedback Loop

Just because you’re proactively reaching out, doesn’t mean you can’t have passive support. Still use your normal surveys, feedback forms and such to gather continual feedback – if only to train your proactive engagement system.

4. Build a Company-Wide Customer Success Culture

Passive customer support is often so bad purely because the person offering the support doesn’t know why they are doing it. (At least that’s what I tell myself.) So, making the process of helping every customer achieve success with your product part of your company’s DNA makes sense.

You can focus on only hiring people who accept and live out that ethos, for example, do all your company training around customer success and maybe even base your incentives on how many unsure users each team member helped turn into a successful user.

Got a startup hack or tips to share? Hit reply and let us know — you could be featured here next.

Today’s Builder’s Corner was written by Elvorne Palmer from The Open Letter, who is an expert in SEO, content and audience development.

Connect with him on Linkedin here.

YOUR VOICE

We asked about your go-to news read, and though the News24s and Daily Mavericks win out, it’s not by much — The Open Letter’s right up there with the best (where it belongs)…

🟩🟩🟩🟩🟩⬜️ 🗞️ News24 / IOL / Daily Maverick (38%)

🟩🟩⬜️⬜️⬜️⬜️ 💻 BusinessTech / MyBroadband (16%)

🟩⬜️⬜️⬜️⬜️⬜️ 💑 Social Media (11%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🍇 The Grapevine (0%)

🟩🟩🟩🟩⬜️⬜️ ✉️ I only read The Open Letter (24%)

🟩⬜️⬜️⬜️⬜️⬜️ 😎 All of the above (11%)

Your 2 cents…

FOR THE MEMES

Instagram post by @theopenletterza

Got startup memes? Send them our way or tag us on socials.

Powered by beehiiv

Cosmic Friday? Check out this updated image of the supermassive black hole in the centre of our galaxy. It’s the science-approved upgrade to that smudgy one from last year.

In this Open Letter:

• But how: 20M users and no profit? There’s a reason.
• VC rocket fuel, saving the internet & isiZulu-GPT.
• Beyond the hype: Building an application-level AI startup.
• How you choose to buy fresh: The results are in.
• Free stuff: Share this and get cool business tools.

TRENDING NOW

20M Users and Still No Profit?

Recently various SA news publications made submissions to the competition tribunal about how big tech (Google, Meta, X, etc) is preventing them from making money.

And through these submission we learned some interesting things about Google:

• They claim to make very little on SA news – a measly R36 million a year (not much by Google standards, but a pretty penny here in sunny SA, considering they do almost nothing for it).
• And they also claim to be sending more than 600 million free referral clicks to SA news sites.

But perhaps even more bizarre is that Media24 CEO, Ishmet Davidson, says News24 “remains unprofitable”. 

What? The most visited news publication in SA, 17th of most visited site in SA overall, with 100k paying subscribers, close to 20 million monthly visits and more than 52 billion impressions per month, is not profitable?

Online news never really worked, did it?

Newspapers worked for various reasons, but most notably because there wasn’t really a free alternative and importantly distribution locked the user in – the paper came straight to your front door in most cases.

Put that on the internet, and all of a sudden your advantage is gone :

• You’re up against diverse business models that complicate justifying a subscription fee.
• And switching to an SEO-driven ads model where you try to get as many “free” organic eyes as possible puts your content under pressure to make money, instead of trying to drive value.
• Finally, in a world where Google, Meta, X and TikTok own the eyeballs, it's no surprise that they will make sure they get most of the ad revenue. The whole setup builds loyalty to tech giants, and not to your website.

It's a race to zero.

The Problem of Loyalty

Sadly, website visits don't mean a heck of a lot these days. Just cause someone, somewhere, somehow hit your site, doesn't mean they’re interested in what you’re doing (or selling).

Dig into your website’s analytics to see what we mean – there’s a huge disparity between the traffic hitting your site VS the engagement time spent VS the bottom of the funnel (signing up/purchasing a subscription etc.).

OK, but you still own your social followings, right? Wrong. 

Check your own feed: How often are you seeing true-blue content from accounts you’re following – most of the time it's suggestions and ads of some sort. Heaven forbid you accidentally pause even for a nanosecond on a '90s WWE image or video – you’ll never see anything but wrestling content ever again.

It’s no different for your followers. Estimates are only just 2.2% or as low as 5% of your followers actually see your organic posts. That means, if you have 10k hard-earned followers, you should be thankful if a mere 500 of them see your post – sickening (unless you pay off course). Not to mention Facebook’s algorithm intentionally deprioritising news.

And that’s the problem – media creators don’t “own” their social audiences any more than they “own” the audience that comes through search.

The missing link to make media work

This is one of those times when you have to learn from the past – take a page from the old newspaper model and look to own a direct distribution channel straight to the customer, not via a search engine or social network. 

We’re not saying start printing magazines again, either. But in the digital era email is probably the closest way to connect directly to a customer without borrowing a channel.

Think about it:

• You always own the list of email addresses — independent of where you send the emails.
• The connection with the reader is way more engaging than on a website.
• You have the opportunity to know your audience better than any other platform (some of you reply to emails and we have made many friends this way!).
• Once you know the audience, you can offer them unique value, which diversifies the revenue streams away from ad sales alone.

Now we know, most news publications in SA have email newsletters. But the difference is to make the primary way of engaging via email. Basically the content is written for email first as opposed to writing web articles and sending a digest of those articles via email.

Email as a distribution mechanism is rising in popularity. Morning Brew (a US based and focussed daily news email) is probably one of the earliest success stories in the space. It started in 2015 and has amassed 4 million+ subscribers for its free newsletter. It has gained so much traction at high engagement that it was acquired by Business Insider in 2020 for $75 million.

The same for The Hustle who got bought by Hubspot for $27 million.

The Local plays

Some local players have caught on to this shift. One of our favourite local email newsletters is The Outlier. Using data journalism, they craft beautiful charts accompanied by storytelling that gives anyone a clever stat to drop at your next braai or water cooler convo. You can sign up for their weekly newsletter here.

Then there is The Finance Ghost who, after reaching its first 10k subscribers organically, turned their audience into a business by launching a podcast, a paid-for community and products that their community find useful.

And then, of course, there’s always the rootinest, tootinest, shootinest SA startup newsletter of all – you’re welcome!

Look, we’re not saying that mainstream news journalism is in any way comparable to what we do. But when the world moved from paper to online, I think we all missed out on a fundamental way to engage — and that’s direct to the reader. (Not to mention how these lessons apply to building product communities.)

Let’s hope those who wield the pens are bold enough to change their approach and find new ways to pay the bills. We’re watching this space.

IN SHORT

🚀 VC Rocket Fuel. Baobab Network, the early-stage investment firm from Nairobi has acquired South African strategy and branding agency Reflector Marketing for an undisclosed amount. Baobab says that the deal will strengthen their ability to help portfolio companies with marketing.

🗺️ Wealthy Planning. NEXT176 and Standard Chartered’s SC Ventures are joining forces to combine 22seven and Autumn to launch a new wealth planning platform across Africa and the Middle East.

🚓 Nailed Crypto. Crypto evangelist and CBI Director Coenie Botha has been fined more than R216 million by the FSCA and disbarred for 10 years for contravening the Banks Act.

👨🏻‍💻 Saved the Internet? Microsoft software developer Andres Freund might have just saved the internet after he accidentally uncovered and reported a security vulnerability affecting Linux, averting a catastrophe that had been in the works since late 2021.

🌍 isiZuluGPT. A local AI research and product lab Lelapa AI is building LLMs using indigenous African languages like isiZulu and Sesotho to help more African language speakers interact with AI tools.

HOW WOULD YOU BUILD IT?

How to Supercharge Education with AI

If you’re excited about finding more practical uses for AI in the startup/tech space, today’s How Would You Build It podcast is for you. We sat down with Gabi Immelman, Co-Founder & CEO of SA AI educator platform, Mindjoy. And she had some awesome insights on what it takes to build using AI.

Catch the highlights 

1. Have a clear vision and integrate AI early on

As Gabi mentions here, her journey started with a clear research question (how to enable young people to flourish in a world of technology), and being a former teacher needing to “learn” the startup way played in her favour as a lack of technical skills made her open to engaging with AI early on.

And the combination of having a clear problem statement and willingness to experiment with the new technology, coupled with a drive to upskill and network pays huge dividends in your early days.

2. Adapt to user needs

Gabi’s the first to admit they weren’t prophetic in jumping onto AI before AI was even a thing. As she explains here, it was in response to their users’ request (12-year-olds no less) for more information on AI that led Mindjoy to apply for early access to Chat GPT’s 2021 beta, which led to the amazing project experience she describes here and ultimately the success Mindjoy has enjoyed thus far.

3. Focus on real-world applications for AI

Much of the media hype around AI centres on the infrastructure level – what OpenAI, Microsoft, Apple and the like are doing. But as Gabi mentions here, startups will likely find more value in working at the applications layer – finding new ways to use existing AIs to solve real problems.

She does advise, though, to play the field and experiment with as many different AI APIs as possible – they all tend to have specific areas in which they excel, which can help you better find applications for the tech.

You can also grab the Spotify and Apple Podcast links on our website here.

YOUR VOICE

We asked about your grocery routine, and small-basket seems to be the way to go…

🟨⬜️⬜️⬜️⬜️⬜️ 🛒 Plan it out and do a monthly trip to the hyper. (20%)

🟩🟩🟩🟩🟩🟩 🧃 ⁠Buy what I need, when I need it. (68%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🍕 Takeaways, mostly. (3%)

⬜️⬜️⬜️⬜️⬜️⬜️ 💳 Online order only. (9%)

Your 2 cents…

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

‍

Miss us this long weekend? Well, let’s celebrate with ESP (EskomSePush)’s very South African elections-based AI-generated song, masekinners. Lekker enough to kick off your April?

Also, we passed 8’000 subscribers over the weekend. Big welcome to all our new readers!

In this Open Letter:

• Raised stakes: A R150bn food retail market disruption.
• Leading ladies, sneaky Meta spies & that billionaire TV power.
• Inside track: 4 Techniques for keeping your focus as a founder.
• How much inheritance tax you want to pay: The results are in.
• Share this: And get free business tools.

TRENDING NOW

A R150bn Big Food Retail Disruption

Shoprite Holdings Ltd (JSE: SHP) released results recently, and the group has seen 58 weeks of uninterrupted market share gains. 

In fact, 15 years ago they were neck and neck with Pick n Pay, today they are doing almost double PnP’s revenue.

Doing R215bn out of SA’s R650-odd billion FMCG market, means they have around 33% market share, with an enormous retail footprint of over 3’500 stores. 

And with innovations such as Checkers and Shoprite Xtra Savings (the most used loyalty programmes in SA) and on-demand grocery delivery service Checkers Sixty60 doing an estimated R10 billion a year in sales it’s hard to think how anyone can compete, let alone a startup.

But where there’s a niche there’s a way…

Eat where the margins are

One of the keys to Shoprite Group’s success has been to service customers across different income groups. This helps them leverage bulk buying, logistics and operational efficiencies; all while they can then achieve larger margins in the stores targeting higher income groups (Checkers and Sixty60).

Now, SA’s income distribution is very unequal – infact 10% of the working population (roughly 2 million people) earn over 65% of the income and with an average salary of R65k+ per month they are less likely to be price sensitive.

It’s estimated that this income group spends about ±10% of their income on groceries, meaning this segment of the market is likely worth around ±R150bn per year.

‍What wealthier eaters want

Whilst the problem retailers solve for lower-income consumers is largely connected to price and distribution, the modern wealthier consumers have other needs…

1. Convenience: These consumers have limited time and going to a shop takes time away from work and other leisure activities.
2. Limited time: They have no time (or limited time) to cook. Meaning that planning, shopping and cooking are all things that have a large associated cost to them.
3. Variety: They want ingredients and or dishes that are not common and often can’t be found in local retail stores.
4. Specific: Specific dietary requirements or diets that coincide with their training routines.
5. Environmentally conscious: They want limited food waste and that sourced items are done with minimum or no carbon footprint.

The local plays

Like cooking but hate the planning and waste? Local scale-up UCOOK offers immense convenience and time saved with exact ingredients (down to the teeniest detail) and cooking instructions for up to 24 different pre-planned meals per week – delivered to your door.

And what’s smart about their business model is they offer a weekly subscription model where you select a number of weekly meals, servings and a default menu category — then you either adapt your menu each week or let them choose for you. 

This gives them a degree of predictability in their revenue but, most importantly, semi-automates your weekly purchase — reminding customers to re-order is a major hassle and expense for e-commerce stores (once you forget, you’re out of habit and its expensive to bring someone back in).

Then, with a weekly delivery schedule in place, it also becomes easy to add other items to that order (think fruit, wine, etc). And slowly but surely, they get the chance to grow their basket size.

In time, with more data, scale, smart sourcing and clever menu structuring, they have the power to move basket margin higher than a traditional retailer ever could.

Another play for this market is the online fresh produce store Babylonstoren. Founded by Naspers Chairman, Koos Bekker, and named after his luxury multi-use farm in the Cape Winelands, Babylonstoren sells fresh farm produce and meal kits, delivered to all major metros. Known for the high quality of fresh goods, they have become a popular choice for many households in the higher end of the market. Premium product at premium prices leads to higher margins.

Shoprite’s growth has been phenomenal. However, the adoption of online grocery shopping (partly due to the great work they did with Sixty60) is opening up the door to serve the higher end of the market in new and creative ways. Exciting times for B2C retail startups…we are watching this space.

IN SHORT

🧼 Winner Winner CleanTech Dinner. Local SaaS utility management solution Smartview Technology was crowned the overall winner of the Global CleanTech Innovation Programme for SMMEs in South Africa (GCIP-SA).

🏆 Leading Ladies. Samantha Rosenberg, the South African co-founder of investing platform Belong has raised the biggest pre-seed round in Europe by female founders raising £2.95 million in capital.

🔋 Charging Up. EV Infrastructure and energy platform Zimi has announced that investment firm Anza Capital will be the lead investor in their pre-seed round.

🥸 Spybook. In some court docs that were recently unsealed, it would seem that Meta used man-in-the-middle attacks to spy on encrypted analytics data for Snapchat, YouTube and Amazon between 2016 and 2019.

👨‍⚖️ Sam Bankman-Jailed. Sam Bankman-Fried has been handed a 25-year sentence for defrauding the customers and investors of the now-defunct crypto exchange FTX he started. Must be some kind of record.

📺 Motsepe Power. SA Billionaire Patrice Motsepe is in talks with Canal+ to join their multi-billion-dollar bid for local pay-TV group MultiChoice. Canal+ is expected to make a formal offer for MultiChoice at R125 a share, valuing the company at about R55 billion.

BUILDER’S CORNER

How to Keep Your Focus as a Founder

Startup founders are often ideas people.

But this idea-generating superpower can also become your kryptonite – you constantly get distracted by new shiny ideas leading to a lack of focus and painfully a lack of execution.

So how do you keep your focus on the main objective long enough to give it a good shot at making it?

Here are 4 things you can do to maintain focus as you build out your startup:

1. The Envelope Technique

The technique involves writing down the startup's main focus, goal, or value proposition on an envelope (or a paper the size of an envelope which forces you to go lean with the statement). This could be a statement of what problem the startup is solving, who the primary customer is, and how it plans to deliver its solution uniquely and effectively. 

Put that envelope in a prominent place where the whole team can see it — perhaps stuck to a wall or where planning and brainstorming takes place.

Whenever someone proposes a new feature, project or strategic direction let the team involved ask themselves: 

• Does this new idea align with what's written down? 
• Will it help us serve our core mission, or is it a distraction? 

If the idea doesn't align, modify it until it does or just set aside. End of story.

2. Data-Driven Decision Making

To form ideas, we naturally make a tonne of assumptions and take many shortcuts to get to a conclusion. That’s a dangerous amount of uncertainty to base strategic decisions on. 

Rather create a habit of only introducing new ideas based on research or customer feedback. Rigorously reject any idea that is not introduced with some form of validation (such as 3 customer interviews or user reviews etc.)

Even then, scrutinise ideas to find underlying assumptions and test those in micro-experiments or customer interviews.

3. Say No 

One of the biggest temptations in product development is to add features to cover all kinds of users and use cases. But the drawback is its impossible to cover every single nuanced use case or scenario well.

So get in the habit of saying no or “not now” for most ideas that come up and laser focus on the core features that will satisfy your target market’s specific problem well.

4. Accountability and Social Pressure

Simple trick: If you tell people what you’re busy building and what you would consider success in it, you’re activating a natural element of pressure and social accountability to see it through – you don’t want your friends to think you’re a quitter, right?

You can do it within the team or even by building in public. 

Another neat trick along this thinking is to build an email list of stakeholders, potential investors or people backing your product, and email them monthly with your goals, updates and progress. This is sure to keep your thinking aligned with your goals and prevent drifting.

Got a startup hack to share? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written by Renier Kriel who is an expert in startup strategy & growth.

Connect with him on Linkedin right here.

THE RESULTS

We asked how much inheritance tax South Africans should pay, and, well, people got strong feelings about this one…

🟩🟩🟩🟩🟩🟩 🚫 Zero. (64%)

🟨⬜️⬜️⬜️⬜️⬜️ ✌️ It's fine at 10%. (19%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🏗️ 90%, then use it to build infrastructure. (0)

⬜️⬜️⬜️⬜️⬜️⬜️ 👑 They should pay me when someone dies. (0)

🟨⬜️⬜️⬜️⬜️⬜️ 😳 Wait, you pay tax on inheritance? (17%)

Your 2 cents…

FOR THE MEMES

Instagram post by @theopenletterza

Got startup memes? Send them our way or tag us on socials.

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Got game? The obvious next step in games is to ditch scripted lines and have characters live-engage with you, right? Watch Ubisoft’s new fully AI game NPC in action. Like Chat-GPT invading all your fave game worlds.

Note: We’re giving your inbox a break this Good Friday (29 Mar 2024), but don’t get too lax — we’ll be back with awesome business ideas and insights next Tuesday.

In this Open Letter:

• Business of wills: Industry to end 510k family feuds a year.
• Towers for sale, Trump’s Truth & water outages — there’s an app for that.
• African dream: How to build a profitable do-good startup.
• How you repay your debt: The results are in.
• Share this: And get free business tools.

TRENDING NOW

An Industry to End 510k Family Feuds a Year

What happens when you die without a will in South Africa?

Well, for one, your estate probably won’t be divided like you want(ed) – the Intestate Succession Act 81 of 1987 says it’ll be split between a surviving spouse(s), children, parents or siblings according to a set formula.

This is fine in some cases where life is simple. But our lives today are anything but simple.

More importantly, the estate needs to pay Estate Duties, whether you have a will or not.

‍

And, if you didn’t make provision for those fees and duties (which is part of what the will is for), they’ll sell off assets to pay for it – and that’s when families lose their homes and circumstances become unpleasant.

Surprisingly, 2022 data from the Master of the High Court of South Africa shows less than 15% of South Africans who die have a will in place — leaving the government to appoint an executor on their half and distribute their estate in gov’s default, one-size-fits-all manner.

The business case

Banks and other providers typically offer to draw up a will for Mahala. 

Then, when you die, the executor appointed in your will (as defined in your will) performs the execution of your estate for a fee typically between 1.5% and 3% of the estate value, payable on completion. This is where they make money for the free work they did for you.

But that’s not all.

What’s interesting is the mere act of that “free will” consultation could help so many people realise better financial planning opportunities:

• Like if they need life insurance
• Insurance to cover executor fees
• Or can benefit from a sophisticated Trust setup.

Now think: Generating a single lead for life insurance is very expensive. 

On Google, for example, bids for “life insurance” are anywhere between R150 CPC and up to R307.13 per click. Say 5% convert, it could cost as much as R3’000–R6’000 to sign someone up for life insurance online. Pricey.

But the max bid (CPC) for a will on Google is only a tenth of that at R31. Even if 1 out of 100 end up buying, it’s still cheaper. It's a great lead mechanism for life insurance and other products.

‍

The Plays

Capital Legacy, has almost 600’000 wills that they’ve drafted – with the largest portion of its wills book for estates R2.5 million and under (most below R1 million, actually).

And with insurance plays at hand, it makes sense then for them to be backed by insurance stalwart Sanlam Life, which has a 26% interest in them. They for one offer a variety of solutions including wills, trust management, life insurance and education cover. 

Old Mutual also has a play in this space via their Venture Studio Next176. They bought QuickWill in 2023 after seeing how the platform managed to finalise more than 10’000 wills in just a few months.

And it manages to do so because of a web and mobile platform where users can quickly draft a will using a guided wizard. No appointments, no commute, all digital, online and fast. 

It's likely still early in the wills space in SA, especially doing them digitally, but this space is heating up for sure and we are watching it.

IN SHORT

🫗 WaterWorksSePush. SA’s favourite loadshedding schedule app EskomSePush is branching out into water. The app now delivers real-time water outage alerts via the “area alerts” function. And by sounds of recent headlines, watershedding is now a thing.

🗣️ Cough App. Scientists from Stellenbosch University are putting the coughs of TB patients to good use. They’re developing a screening tool, Cough Audio Triage for TB, to fast-track a TB diagnosis.

💇‍♂️ Big Dues. Donald Trump could be $3 billion up should his merger deal with a SPAC go through. This will pave the way for Truth Social to IPO which could go a long way in helping him deal with his recent astronomical fine.

🗼Tower Power. Telkom is selling off its tower and mast assets under its Swiftnet subsidiary for R6.75 billion to TowerBidco. Swiftnet currently operates over 4’000 towers in South Africa.

🇳🇬 Pocket Pain. Despite strong revenue growth of 6.8% and a 2% increase in subscribers in 2023, MTN’s profits were wiped out as a result of the devaluation of Nigeria’s Naira to the US dollar.

BUILDER’S CORNER

How to Build for Doing Good & Being Profitable

It’s the ultimate SA (OK maybe African) founder’s dream: To create a business that uplifts society, creates a massive positive impact AND still makes money.

‘Cos let’s face it, it almost feels like it has to be either/or sometimes…

But that’s exactly what we’re doing at Next 176, and here’s how we are approaching it.

Building for Both Benefits

1. Build solutions that impact a billion(s)

You can’t think small if you want to make a change in Africa. No matter how powerful the impact of your product, if you have too little reach/adoption, you have to raise costs to make enough money, and that’s always a problem…

The average African has low spending power, so a truly impactful solution will need to have low margins and super high volume. And that needs hyper-efficiency – something tech is ideally suited for if you start with the intent of impacting a billion lives from the onset. 

2.  Focus on reach & value

You have to build in spaces with intense need, high adoption and growing interest. Things that unlock huge value as early as possible for the user, but also allow and incentivise them to share it with others, quickly and easily.

Whether B2B, B2C or B2B2C, the game is the same – build for a big market and offer amazing value that’s clear from the start and almost intuitive to unlock. 

3. First national, then continent-wide

It’s OK to start in SA and then aim for continent-wide. At Next, we look at potential African solutions and start building and refining them right here in SA.

The key thing is to be clear about your intent from the start: you’re gonna build with the view of taking it far and wide, but you’re focusing locally to refine your solution until you’re ready to take it to the next level. 

4. Back yourself

Thinking at that scale might be a bit scary at first, but remember that you’re surrounded by people and companies who want the same thing – to develop Africa.

That means you can go and pitch your ideas and look for funding/help with corporates or a VC. Just be clear that you are the best for this opportunity – show why you can do it faster, better or more efficiently than anyone else.

And don’t be afraid to reach out to your fellow startup community – most of us founders are building unique solutions, setting up our own channels for distribution etc. And almost half the time you’ll find your market overlaps with someone you know’s market. 

Reach out and solidify partnerships, we’re all in this together.

Got a startup hack to share? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written in cooperation with Tramayne Monaghan, who is an expert in venture building and CVO at Next 176.

You can connect with him on Linkedin right here.

THE RESULTS

We asked about your go-to debt repayment strategy, and debt-free seems to be the trend…

🟨⬜️⬜️⬜️⬜️⬜️ ⛄️ The Snowball (14%)

⬜️⬜️⬜️⬜️⬜️⬜️ 💨 The Avalanche (7%)

🟨⬜️⬜️⬜️⬜️⬜️ 🎒 Debt Consolidation (11%)

🟨⬜️⬜️⬜️⬜️⬜️ 🤷🏽‍♂️ There are debt repayment strategies? (14%)

🟩🟩🟩🟩🟩🟩 💪🏽 I don't do debt (54%)

Noteworthy contributions from our readers re last week’s post on savings and debt-management tech opportunities:

Dane Viljoen, Founder of Troygold, noted that Franc and EasyEquities aren’t genuine savings products as investing in stocks does come with risk (think Steinhoff). Dane notes:

“When it comes to savings, gold has stood the test of time as a store of value.”

Dane Viljoen

Another reader, David O’Brien, Founder and CEO of Meerkat, notes that moving people from debt to savings is their sole mission. David notes:

“The key issue is that most middle class people haven’t heard of debt counselling. And those that have, have heard negative stories, and are reluctant to commit.”

David O’Brien

Thanks for the contributions, gents! And for keeping us on our toes.

FOR THE MEMES

Instagram post by @theopenletterza

Got startup memes? Send them our way or tag us on socials.

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Naas one? Watch some of your favourite rugby legends tackle the mean streets of SA as do-or-die courier drivers. Sic: This razor-sharp Courier Guy ad is a poke at DStv’s upcoming Springbok docuseries Chasing the Sun 2 and it’s brilliant.

In this Open Letter:

• Savings race: Creative solutions for SA’s R27bn+ debt industry.
• GPT-5, massive SA funding rounds & avoiding loyalty scams.
• Inside track: What it takes to build an ESG startup in Africa.
• What you want on your payslip: The results are in.
• Share this: And get free business tools.

TRENDING NOW

Saving 16.7M People’s Savings

Is a R27bn industry…

There’s a major elephant in every SA living room. 

62% of South Africans spend equal or more than they earn. 

And that elephant also has a baby… Most South Africans are not saving enough. 

Only 14% of South Africans feel confident that they will reach their long-term savings goals – i.e. be able to retire.

You might have heard this before from that cousin-turned-broker who wants to sell you something to hit their target. 

But, relax, we’re not here to sell you a retirement annuity. 

We do see a major opportunity in helping people manage their money better. 

In fact, 62% of the 16.7 million income earners in SA is a market of 10 million+ people. 

And financial security is a pretty big problem – not to mention these are the earners with the means to pay for solutions… so let’s dive in:

Just how much debt is there?

SA’s total household debt is around R2.7 trillion. And there are 16.7 million officially employed salary earners in SA, with the average salary at R25’304 pm.

But DebtBuster’s most recent quarterly debt index shows the debt-to-income ratio for people earning R20k+pm is a staggering 64% – meaning most of SA pays up to 64% of their total annual income to service debt. (It jumps to 71% if you earn over R35k pm).

Crunch those numbers, and South Africans pay billions in debt servicing yearly.

Now, debt counselling and restructuring fees are regulated by the NCR at R3’000–R6’000 max per individual, and they promise to help relieve up to 60% of debt for SA citizens.

Build a solution that does the same at, say, half that rate spread over a period of time, and you still have an R25bn+ industry on your hands.

The good fight

Ultimately helping people spend less on credit is a tough game – you need to make money off helping people spend less money (Twilight Zone, we know).

And selling a long-term benefit for short-term sacrifice, you’re up against instant gratification and 1 million+ influencers trying to sell them stuff. It’s hard going.

But the journey to financial freedom has many steps or facets and looks something like this:

1. Education: Empowering people to make better money decisions is what Money Savvy Humans is helping with. Initially started as a way to teach financial literacy to kids, founder Catherine Main quickly realised the need in adults and converted the content to cater for an older audience. Since then she has licensed facilitators in different locations across Southern Africa. Effectively building a franchise model for her course, content and community.

2. Tools: Helping to remove ambiguity and guiding people in the right direction is what a tool like 22seven is best at. They connect to most financial platforms (banks, investment platforms, store accounts and vehicle finance) and pull your data to give you an overview of your net position and manage your budget by automapping expenses to budget categories. 
3. The interesting play for 22seven is their data now becomes extremely useful in analysing consumer behaviour (Hello 22seven Insights). Understanding what people buy and earn, as well as what financial products they have helps you plan and design new products for the general South African population.
4. Say no to debt: Once that debt is under control, rather buy big-ticket items using LayUp – tech that brings age-old layby to every day retailers in a more flexible, digital manner. No interest, no fees and best of all, no debt. You can choose how much you want to layby per month and, if you change your mind, cancel and get a full refund. Nice.

4. Savings products: It’s always wise to reroute some of the money that went to servicing debt towards long-term savings, investment or retirement instead. This is where products such as Franc and EasyEquities come in. And, if you’re looking for a community of investors where you can learn from and grow together, check out FinMeUp. 

Going from debt to savings is a tough journey, but with many an innovator playing in this space, it’s making things just a little bit easier.

With interest rates staying higher longer than expected, chances are these kinds of solutions will become even more important going forward. Great opportunity here. We’re watching this space.

IN SHORT

🫧 Floating On. BNPL player Float has received R208 million in funding from Standard Bank to facilitate the rollout of its card-linked instalment platform that encourages responsible credit card usage.

🚖 Keep on Moove(ing). African FinTech Moove has raised a cool R1.8bn in its Series B round — with the round reportedly led by Uber. Makes sense though given that Moove is a car-financing startup that allows drivers interested in ride-hailing to finance a brand-new car over 4 years.

🧠 Brain Power. Meet Neuralink’s first human trial patient. Watch 49-year-old quadriplegic Noland Arbaugh explain his brain-implant experience so far, on the X livestream. TLDR: There are still some kinks to work out, but his implant allows him to play video games using only his mind.

🤖 Fives Alive? Even OpenAI’s CEO Sam Altman thinks ChatGPT-4 “kind of sucks”. So it’s good to know that a GPT-5 launch is imminent (we’re talking mid-2024), and that by some accounts it’s expected to be “materially better” than earlier versions of ChatGPT.

🥸 Scamming Loyalty. Discovery has raised the alarm on a new spin on an old scam. First, it was the “Banks”, then the “Post Office”, and now scammers are leveraging the popularity of loyalty programmes in SA to dupe unsuspecting victims to enter important info into fake websites in the hope of cashing in on a freebie.

🩳 So Nice They Listed it Twice. Pepkor Holdings has been approved for a secondary listing on A2X Markets, and joins other JSE-listed companies like Discovery, Investec, Mr Price, Naspers, Nedbank, and Pick n Pay from the 2nd of April 2024.

🏦 SA Startup Exit. Cloud banking SaaS platform nCino is acquiring DocFox, a South African startup that automates onboarding experiences for commercial and business banking in South Africa and beyond.

HOW WOULD YOU BUILD IT?

How to Build an ESG Startup in Africa

If you were intrigued by our focus on the R7.4bn carbon credits market the other day, then this week’s How Would You Build It podcast is for you. We spoke with Camille O'Sullivan, founder of carbon footprint and trading platform, Tweak.

And she has some seriously cool insights into what it actually takes to build a successful ESG company from SA.

Catch the highlights

1. ESG is a two-way game: change + awareness

While Tweak has a very cool approach – giving the average person access to the carbon trading space – Camille notes here that one of the early lessons they had is that, while ESG is all about changing behaviour, most people don’t want to change.

So, SA’s recent loadshedding and up-and-down economy was a bit of a blessing in disguise. It heightened people’s awareness, which allowed Tweak to come in with a cost-saving angle – lowering your footprint now gives you a cash incentive, driving accelerated adoption.

2. It pays to monetise behavioural change

A key concept, as Camille mentions here is putting real and visible rewards behind the programme. Tweak, for example, functions on the fact that carbon credits are tradeable.

Carbon offset projects actually sell carbon credits to companies, generating revenue. And by taking that mechanic and giving it to Joe Soap, everyone can now actually earn money for going solar, minimising their footprint, etc. Keep doing it, keep earning – driving retention.

3. No problem is too small to solve

One of the main criticisms against sort of “green” initiatives, is that Africa and South Africa have so many seemingly bigger problems to deal with.

But as the team notes here, that’s not always the case. If your product actually enables people to save money, that’s a big and valuable solution. It then becomes not so much about the core space your ESG is looking to impact (in Tweak’s case, it’s the environment), but from a user perspective, it’s about the reward – a powerful way to drive engagement.

You can also grab the Spotify and Apple Podcast links on our website here.

THE RESULTS

We asked what feature you want on your payslip, and some extra tax savviness would go a long way, employers…

🟨⬜️⬜️⬜️⬜️⬜️ 💵 Advance on my salary (8%)

🟩🟩🟩🟩🟩🟩 ⚖️ Pay less tax (50%)

🟨⬜️⬜️⬜️⬜️⬜️ 🤳 Get it on WhatsApp (16%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🤖 Store in the vault for easy KYC and loan applications (6%)

🟨🟨⬜️⬜️⬜️⬜️ 🤪 Casino-style spin-and-win salary doublers (20%)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Tinfoil hats? Everyone’s super relieved the Voyager 1 space probe suddenly started making sense again. It went insane a while ago and started reporting gibberish back to Earth (NASA kept it under wraps). We’re calling that one, though: s’obviously aliens.

In this Open Letter:

• Lucrative play: Finding a niche in digital payslips.
• Spy satellites, SA’s new banks and private train networks.
• Star quality: 4 Rules for hiring A-players for your startup.
• What’s so great about space: The results are in.
• Share this: And get free business tools.

TRENDING NOW

Niching Into SA’s R2bn Payslip Space

The Basic Conditions of Employment Act (BCEA) in South Africa requires employers to provide their employees with detailed breakdowns of payments due to them and made on their behalf.

And wherever there’s regulation enforcing behaviour change, there’s opportunity!

No surprise then that so many have tried to get into the digital payslips space – PaySpace, which recently got acquired by Deel, has been going in the cloud payroll space for nearly 20 years. 

Not to mention time-worn solutions by the likes of Sage.

A sizeable market – that’s hard to crack

If you think about it, there are 16.7 million people formally employed in South Africa. If you’re serving these at R5–R10 per payslip that’s R83.5m–R167m per month (that’s R2bn a year).

Scale up to Africa with 450 million employed individuals, and you’re talking about a R2.2bn–R4.5bn a month market. 

See where we’re going with this?

Peripheral opportunities

Once you’re entrenched and loved by all in a company, there’s a lot of scope for peripherals – you’re talking to all their employees, right? Expand by creating:

• A channel to distribute company benefits – i.e.remote doctors or mental health practitioners
• Communication and updates – many large organisations have workers without email; using existing channels like WhatsApp to engage employees could be worth a lot.
• Distribution of rewards or incentives – vouchers and coupons linked to performance.
• Access to earned wages – i.e. get paid in advance for hours of work completed in a month.
• Surveys, timesheet collection, scheduling rosters and other HR-related matters.

Specialised angles of attack

But many a failed payroll startup will tell you getting traction is really tough — it’s highly competitive and hard to stand out. That’s why you need an angle of attack.

Now, one thing about the big, established payslip providers, is that they’re considered “mass solutions” – lacking a bit of specialisation and finesse for a niche.

Think about it: When you want a plumber, you call a plumber. Even though a large general home maintenance company probably has plumbing as a service, you naturally look for that specific solution for your specific problem.

Same thing here: If you develop a payslip solution that tackles a specific niche or problem, you could capture that market share from a less-specialised-seeming incumbent — and later expand to other areas if you so wish.

Agrigistics does this for farm workers, whose remuneration is complex – you have seasonal workers, contractors, and permanent employees in the mix; all earning a different wage at a different rate.

Agrigistics measures time spent and simplifies this process, does the calculations and sends out payment details (payslips) to the individuals. Highly specialised.

Indirect value adds

Another angle is to solve a common blue-collar worker issue that indirectly impacts employers. 

Individual cash flow is often a major concern for workers – often cash-strapped, surprise expenses put a huge burden on these employees. But it affects the employer too – because now your workers can’t concentrate or deliver their best work.

So, a cash-flow relief solution can help both employees and employers. 

Jem offers payroll for blue-collar workers, but with salary information locked in, they offer the ability for these workers to claim part of their earned wages for the month as an advance. Add to that password-protected payslips, timesheets and rosters all via WhatsApp and, on the company side, instant multi-format, segmented communications direct with their employees, and you have one powerful blue-collar workforce tool.

Cracking the payroll game is tough. There are big players in this space. But get the right niche and angle of attack, and you might just build a big company. At least R2 billion is up for grabs locally and we’re watching this space.

IN SHORT

🤿 Shaky Internet. A preliminary analysis of the damaged four undersea internet cables supplying the interwebs to Africa reveals they’ve been damaged by seismic activity, and could take at least 5 weeks to repair.

🥸 Spy Craft. SpaceX is building a comprehensive network of satellites for the US’s NRO (National Reconnaissance Office) in a deal reportedly worth $1.8 billion under a classified programme called Starshield.

🏧 New Banks. South Africa is getting some new banks after the South African Reserve Bank’s (SARB’s) Prudential Authority gazetted the official notice of registration for YWBN Mutual Bank, the first of 4 new banks on the horizon.

🛤️ 3rd Party Trains. State logistics company Transnet has published a draft network statement that will open up the 21’000+ kilometres of rail network to the private sector from mid-year in a bid to help the SOE with its massive debt bill and maintenance backlog.

🤖 Live Grok. xAI has launched the open-source base code for the Grok AI model describing it as the “314 billion parameter Mixture-of-Expert model”. It has however not released any of its training code.

BUILDER’S CORNER

How to Hire A-Players for Your Startup

Hiring is arguably the most important task business leaders do. While hiring is a single decision for you, the person you end up hiring will make hundreds or even thousands of decisions for the company… possibly including decisions about who else to hire.

It’s (painfully) obvious that some employees are more effective than others. However, we tend to underestimate just how big the difference is. Employee effectiveness seems to follow a power law, where top performers can be 10x more impactful than an average worker. 

A top performer is not just more productive but can actually come up with solutions and ideas that a group of average performers could never come up with. After all, giving five average composers 10 years won’t result in music that rivals Mozart.

Once you realise this the logical conclusion is that the quality of your team is the thing that matters most. But how do you build a team with a high concentration of these A players? Let’s dive in.

1. Define what you want

Before you reach out to any candidates, you need to define what you're hiring for. It can be tempting to pull a job spec from the internet and use that. I would strongly warn against this approach.

Job ads are really just that: adverts. They are designed to attract candidates but need to start by defining what you need. A good approach is writing a job scorecard. This scorecard would include the job mission (essence of the job), outcomes (what you want this person to achieve in the next 6—12 months) and a ranked list of the specific competencies you want this person to have.

2. Source candidates

If you don’t have enough candidates in your process you’ll never hire great people. After all, You can only hire from the pool of candidates that you interview.

Here’s a ranked list of the best channels to use when you’re small. 

1. Personal network
2. Talent marketplace (platforms like OfferZen save a huge amount of time!) 
3. Generate Inbound (founder social media, blog etc)
4. Cold outreach (eg LinkedIn messages)
5. Recruitment agencies

Sourcing is often boring work but it pays dividends. Remember, your hires can only ever be as good as you are at sourcing.

3. Assess candidates

It’s extremely important for early stage companies to develop an assessment process that disregards credentials as much as possible. If someone has all the obvious signs that they’re good (top university, work experience etc) then competition for them will be intense. As a small startup, you’ll struggle to compete.

Instead, you need to identify undiscovered talent - A players that are about to blossom. 

Principles when assessing candidates:

• Hire for strengths, not the lack of weakness: The best people tend to be really good on one or two dimensions while having a few big weaknesses. If you aim to hire someone who has no weaknesses you’ll end up rejecting most of the best devs
• Hire all-round players: When there’s high uncertainty (early-stage startups) hire generalists rather than specialists. 
• Speed: One of the biggest advantages you have as a startup is the ability to move faster than larger companies. Maximise speed at every stage of the process 
• Ask all candidates the same questions: Structured interviews are more boring but there is a ton of research that shows they are much more effective because you can benchmark candidates much more easily. Of course, you can ask follow-up questions that are unique to the answers of each candidate, but the bulk of the interview should be standard.

A typical interview process for a developer role would look like this:

• CV review (2—5min)
• phone screen (15—3min)
• Technical phone screen (1hr)
• Onsite interviews (3—5 hours)

Another great approach is to do real work with the candidate. For example, spending an entire day together coding. This doesn’t scale well but in the early stages, it’s a great way to identify top talent.

4. Close

Great — you’ve found someone you want to hire! Now, you need to convince them to join.

Below are three key approaches:

• Mission — you want to hire missionaries, not mercenaries. Missionaries will care a huge amount about what your company is setting to do in the world.
• Learning — we learn fastest when the stakes are real. Startups thrust way more responsibility on employees and junior employees usually get a ton of mentorship.
• Career progression — joining a fast-growing stage team is the fastest way to grow in your career.  

I would caution against promising things like work-life balance or perks if you’re still early stage. This is a battle you can’t win and you’ll only end up attracting the wrong kinds of people.

For a more in-depth guide on hiring developers specifically, check out our hiring guide.

Today’s Builder’s Corner was written by Philip Joubert who is the co-founder of OfferZen.

You can connect with him on Linkedin right here.

THE RESULTS

We asked what you’re most excited about in space industry, and most of us will stay earthlings…

🟨⬜️⬜️⬜️⬜️⬜️ 🌕 Space tourism! Can’t wait to holiday on the Moon. (11%)

🟨⬜️⬜️⬜️⬜️⬜️ 🔴 Colonisation – got my bag all packed for Mars. (14%)

🟨⬜️⬜️⬜️⬜️⬜️ 🛰 Building cool things & making money for my space startup. (11%)

🟨⬜️⬜️⬜️⬜️⬜️ 👽 Aliens, it’s all about meeting the first aliens. (14%)

⬜️⬜️⬜️⬜️⬜️⬜️ 👩‍🚀 Would love to become an interstellar trucker, y’all. (4%)

🟩🟩🟩🟩🟩🟩 🏞 Nothing, keeping my feet on terra firma, thank you. (46%)

Your 2 cents…

We hear you, B Barclay — wake us up when they start building the Millennium Falcons.

FOR THE MEMES

Instagram post by @theopenletterza

Got startup memes? Send them our way or tag us on socials.

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Hungry? Whatever you do, don’t nibble on marine reptiles. This week, 9 people died from eating sea turtle meat in Zanzibar — and 78 are still in hospital with one of the worst cases of food poisoning ever.

In this Open Letter:

• Space race: Unlocking SA’s share of a trillion-dollar industry.
• Banning TikTok, leaked election lists & PayShap’s first birthday.
• Think local: How to spot opportunities & build big in Africa.
• The Results: What you’re doing to be more sustainable.
• Share this: And get free business tools.

TRENDING NOW

Unlocking SA’s Share of the R1.7 Trillion Space Economy

In February 1999 a bunch of Stellenbosch-based engineers made history when they launched what was at the time, South Africa’s first satellite – SUNSAT. 

Google Maps and Google Earth were still in their infancy back then, so visitors to their facility at Stellenbosch University’s engineering faculty were amazed by the feeds of satellite images of South Africa from space. 

There’s no doubt they inspired a whole generation of SA engineers to dream of one day playing a big role in space technology.

And now, 25 years later, it's happening!

Space is becoming a big deal, fast

Ten years ago, there were 92 orbital launches globally. 

Fast forward to 2023 and SpaceX alone did more: 96 launches – the total number of launches per year has doubled to 180. 

And it’s all thanks to lowering launch costs.

Estimates are a SpaceX launch costs around $28 million (with the first-stage booster being the most expensive component). Reusing the booster can reduce additional launch costs by over 46% to just $15 million. 

Valuable payloads

Now, rockets are launched for all kinds of reasons including tests for human space travel (check SpaceX’s test flight yesterday), research and, on the commercial side, to drop off satellites in orbit. 

Satellites have a number of uses:

• Weather – Monitoring weather patterns from space is very useful. 
• Security – Monitoring borders and oceans for suspicious activities.
• Internet – Starlink-like services that provide internet to remote locations on Earth.
• Agriculture – Monitoring the growth of crops through colour and shape analysis.
• And much more. 

And, of the R767bn–R1.7 trillion per year global investments in space over the last few years, some 40% have gone to satellite projects.

So, yes, there’s an enormous market – Morgan Stanley predicts space investment could top $1 trillion by 2040 – and, right now, it favours satellites; something South Africa is fairly well known for.

‍

World-leading satellite engineering right here in SA

CubeSpace is a Stellenbosch-based company that develops parts for satellites. Particularly ADCS, sensors and actuators. 

They develop the parts that ensure the precise orientation and stability of payloads and antennas, which are vital for the successful functioning and achievement of the spacecraft's mission objectives. 

At very low gravity, it’s tricky to steer satellites (to avoid collisions with space junk and other satellites flying at 28 000 km/hour), turn their solar panels toward the sun or aim their cameras or antennas in the right direction. CubeSpace has already designed and manufactured the parts for over 300 satellites.

And with a sweet recent funding round of R47 million, they are nicely positioned for growth.

But cameras are also key for many satellite operations. This is why Simera Sense supplies solutions to global customers in the Earth observation data and service market, which is estimated to be worth USD 12.55 billion in 2024, and is expected to reach USD 20.73 billion by 2029. 

They were also in the news recently for raising $15m from among others, local VC firm Knife. 

Not to mention SA’s very own space agency SANSA, contributing to space in the areas of Earth Observation, Space Science, Space Ops and Space Engineering including projects with NASA’s Lunar Exploration, supporting the UAE’s first lunar mission, as well as China’s International Lunar Research Station.

If you are into space, get ready. Some nice funding and good momentum – the SA space industry is taking off, and we’re watching it…

IN SHORT

🥳 Happy Birthday. Local interbank, real-time payments service, PayShap is celebrating its first birthday with 2.5 million users. Having started out with the “Big 4” SA banks, it’s extended its services to more banks in the last year, with its 10th one on the horizon.

🙅‍♂️ Banned Dance. The US House of Representatives has voted in favour of passing a bill giving TikTok’s Chinese owner ByteDance six months to divest the US assets it holds, or it may face a ban. Where on earth will we get our viral dances from now?

🤑 Doubled Stake. In a deal worth R535 million, Capitec has more than doubled its stake in Avafin from 40.66% to 97.69%. Avafin is an international online consumer lending group operating in Poland, Czechia, Latvia, Spain and Mexico.

🛬 Bailouts Cancelled. Outgoing Minister of Public Enterprises Pravin Gordhan has promised there’d be no more government bailouts for SAA as the airline can sustain itself for the next 18 months. This comes after the deal to sell 51% of SAA to Takatso Consortium fell through.

🥷 Leaked Lists. SA’s election commission the IEC has confirmed that the employee responsible for leaking the ANC & new MK Party’s national and provincial election candidate lists has been fired. The IEC’s investigation also reveals the employee had also downloaded the candidate lists of a bunch of other political parties.

HOW WOULD YOU BUILD IT?

How to Spot Opportunities & Build Great Products in Africa

If you’re a builder, you’ll love our latest How Would You Build It podcast. We sat down with SA product legend Roger Norton, chief product officer at OkHi to chat about building successful products in Africa. And Roger has seriously great insights…

Some highlights

1. Building credibility & landing big clients

As Roger says here, corporations usually build success on one or two revenue streams, and they develop a severe aversion to anything disrupting or threatening those. Which translates into extreme risk aversion.

What Roger found works is either 1) implement your product/service with a couple of their smaller peers first – try TymeBank before you approach Standard Bank, for example. Or 2) find a way to prove to them that your solution is worth their time – which can take a long time investment of research, building relationships, pitching and deploying pilots.

2. Finding product market fit in Africa

As Roger explains, the core of building products at scale is to 1) build things people want and need to engage with regularly, 2) in a space that’s growing really fast and 3) that people stick around with. This gives you the best chance at a high engagement rate, acquisition and retention rate.

3. Growing strategically

When it comes to developing your product and scaling, Roger says what they do is to 1) focus on building network effect within a single market first, then you can start looking at 2) expanding through your existing customers and referrals to other regions. 

Lastly, 3) is to look at those referrals and identify the regions that seem to be adopting and converting well, and then double down on those as your expansion plan.

And there are loads more awesome nuggets of info in the podcast — it’s 30 minutes well spent for anyone looking to build a great product in Africa.

You can also grab the Spotify and Apple Podcast links on our website here.

THE RESULTS

We asked what your contribution to sustainability is, and it’s a pretty clear winner…

🟩🟩🟩🟩🟩🟩 ♻️ I recycle (65%)

🟨⬜️⬜️⬜️⬜️⬜️ 💪 Offset my carbon (6%)

🟨⬜️⬜️⬜️⬜️⬜️ ✅ Building my environmental startup (6%)

🟨🟨⬜️⬜️⬜️⬜️ 🤷‍♂️ Does not weeing in the pool count? (9%)

🟨🟨⬜️⬜️⬜️⬜️ 💭 Climate change is a lie (12%)

Your 2 cents…

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Time to recharge? Watch these security researchers show you how to hack your own Tesla. Using a simple free Wi-Fi phishing trick — crazy!

In this Open Letter:

• New wave: This will change so many revenue models.
• A bakkie called Bok, Springbok stakes and Elon’s busiest week.
• Make more: 4 Ways to find additional startup revenue streams.
• And everyone’s favourite hobby is: The results are in.
• Share this: And get free business tools.

TRENDING NOW

A New Way to Generate Revenue

Entire business models could change because of this…

Before Tesla (2003), it was super hard to make your “green” project seem sexy.

Environmental gigs were stuck relying on donor funding, grants and the goodwill of a select few who believed it was “the right thing to do”. 

It kinda worked. But it didn’t scale.

So when Tesla mixed desirability with a competitive price point, it kicked off the whole Electric Vehicle (EV) revolution – and it’s growing in popularity even in South Africa. 

And we can’t help wondering if you can’t give the whole green sector the “sexy” treatment by using economic drivers (saving/making people more money) to change people's behaviour for the better…

But, this time, think big. Think global. 

Think carbon credits.

What are carbon credits and why should anyone care?

You’ve heard the words a million times. 

If only in the context of a Swedish girl making politicians and CEOs soil themselves.

But carbon credits are a big deal – Yes, but what are they?

A carbon credit is an instrument (token) generated when you reduce, avoid, or sequestrate 1 metric ton of carbon emissions. They are used to “compensate” for an equal amount of carbon emissions elsewhere — if you create a carbon credit through a green project, a polluting company can pay you to buy your carbon credits to offset their polluting ways.

They are like green points (of sorts) that entities (companies, countries, people etc.) can earn by cutting down on their carbon emissions. Or sell to those who don’t. Either way, there’s money to be made.

Basically:

• if you are a person, company, industry or government
• global authorities say you should ideally only produce a certain amount of emissions per year
• produce more, and regulators will go after you and force you to buy carbon credits to atone for your sins
• produce less, or invest in green projects, and they will give you carbon credits as a reward (which you can sell to the naughty companies like Eskom).

‍

But now, here’s the thing: Carbon credits are fungible and very much tradable. And it’s a big market that’s about to explode…

In 2020, the global voluntary carbon market value was around R7.4 billion per year. But current growth rates suggest it’ll be worth anywhere between R186bn and R466bn by 2030.

So you can imagine that there’s money to be made by developing great green projects that generate carbon credits as revenue (if only to sell to corporates). And what’s more, the supporting applications around this industry is set to become big.

But does it matter in Africa?

Environmental matters aside, any cost saving is attractive to African markets, and that’s where major opportunities lie. Add carbon credits as a revenue stream and entire new business models are possible. 

Here’s what some of the local players are doing:

A significant step forward was the launch of the JSE Ventures Carbon Market in collaboration with Xpansiv in February 2023. This platform allows participants to buy and sell carbon credits and renewable energy certificates. What this could eventually do is serve as a marketplace for startups to monetise the carbon credits they generate through their initiatives. 

And that’s where a startup like Tweak comes in. Tweak takes carbon credits from the domain of companies and brings them to the individual. Using bank statements to identify your carbon footprint, Tweak tells you how to reduce it and aims to pay you in carbon credits for your reduction. (They’re also working on generating carbon credits for solar in private homes, to help make solar even more affordable.) 

Another interesting SA startup was Toco, which used carbon credits as a reserve currency and then tokenises it to allow users to transact with this reserve currency at a select number of merchants. It’s money for the environmentally conscious. (Unfortunately due to SA’s greylisting they relaunched as “Carbon is Money” in Europe, but an interesting concept nonetheless.)

Green or not, the carbon credits are changing up the game and business models for modern businesses. This is just the start, but if someone gets it right, we might see a Tesla-sized opportunity born right here in Africa. We’re watching this space.

IN SHORT

🛰️ Space Lenses. Belgian-based satellite camera maker Simera Sense, which up till now makes all of its product in Somerset West outside Cape Town, has just raised $15m to expand production and scale from 25 payloads per year to 200.

🚙 Rent to own. Naspers backed Planet42, which has raised US$150-million to date, got R300-million of funding from Standard Bank to replace some of its Euro-denominated loans. They claim there is a healthy demand for their rent-to-buy cars, getting 60’000 applications per month.

💰 Retail Giants. Leading SA retailer the Shoprite Group makes nearly R5 billion each week or R600 million per day for the owners of Checkers, House & Home, OK, Uniq and Computicket. The group’s popular on-demand delivery service, Checkers Sixty60 is estimated to be making around R10 billion annually.

🦌 Bok Cash. Seattle-based private equity firm Ackerley Sports Group has set its sights on a 20% stake in the back-to-back World Cup Winning Springboks. The group has owned stakes in several sports franchises including the Seattle-based basketball, soccer and hockey teams, as well as a minority stake in England’s Leeds United Football Club.

✖️ Busy X. It’s gonna be a busy week for Elon Musk and his teams. His startup, xAI, will open-source its chatbot Grok this week. And X is launching a TV app for Samsung and Apple users to deliver long-format videos hosted on X directly to your smart TV screens in a move seen to compete with YouTube.

👋 Meet us! If you are in Cape Town this week, see if you can get yourself to StartupClubs’s event on Wednesday featuring Shola Akinlade co-founder of Paystack or Specno’s Founder’s Den event on Thursday evening. Both are going to be great for learning and meeting industry peers. See you there.

BUILDER’S CORNER

4 Ways to Identify Additional Revenue Streams

Once you’ve got a product and some growth, you’re always able to use Paul Graham’s default dead/alive exercise to see when you’ll be profitable (and whether you need more time, funding etc. to get you there).

But let’s not forget that your startup’s not static. You can diversify and hunt for more revenue if your growth is a bit slow, or you’re unsure about your market adoption rate.

Sometimes we get so caught up in building and executing the model the way we envisioned it, that we forget that just by operating for a while, we create opportunities everywhere we touch.

Here’s how to take a step back and…

Identify Your “Hidden” Revenue Streams

1. Unpack your existing model

Take a few moments to map out your existing revenue model – focusing on identifying ALL stakeholders, not just your customers.

Now do 2 things:

1. Look for places where you have congregations of unconverted users/customers. They didn’t buy into your product, OK, but what will they buy?
2. Also, look at ALL your stakeholders. Are there any who, just as a group (database), would offer value to some other business?

Just the other day, I sat with a founder whose product connects consumers with his database of qualified professionals. And we realised that corporates were willing to pay for access to those same professionals, too. 

Building a quick (POPI-compliant) solution to give them visibility within the database unlocked a whole new stream of revenue.

2. Have any unique IP the industry could use?

Amazon does this quite often – AWS started as an internal hosting solution that worked so well, they could open it up to the broader market.

Ask yourself: What internal tech/methodologies/systems did we build that we could potentially roll out to the entire industry to make money off our competitors?

3. Re-engage your customers

Netflix is pretty famous for changing its business model on the fly – from DVD rental service to digital streaming to film production etc. But it's not because they’re crazy; those are their direct responses to evolving user needs, which they pick up by constantly engaging with their converted users.

You’ve already solved some problems for your customers. How about going back to them and finding out what other problems you can help them with? Chances are you’ll find some good opportunities to diversify in your existing niche.

4. Try different models on the same product

If all else fails, simply apply different revenue models to your product.

Currently selling subscriptions? Try offering it at a big once-off licensing fee.

Got a freemium-based funnel? Try selling the product outright in a different market.

Chances are you’ll learn a great deal and likely unlock some previously hidden revenue streams.

Got a startup revenue hack to share? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written by Elvorne Palmer, who is an expert in Audience Development and pretty experienced in “iterating till his startups make money”.

You can connect with him on Linkedin right here.

THE RESULTS

We asked what your number 1 sports hobby would be, and just look at Padel go…

🟨🟨🟨🟨⬜️⬜️ ⚽ Fives Football (18%)

🟨🟨🟨🟨🟨⬜️ 🚴🏾‍♀️ Mountain Biking (25%)

🟨🟨⬜️⬜️⬜️⬜️ 💪🏾 Crossfit (12%)

🟨🟨⬜️⬜️⬜️⬜️ 👊🏼 Any Mixed Martial Art (12%)

🟩🟩🟩🟩🟩🟩 🎾 Padel (27%)

🟨⬜️⬜️⬜️⬜️⬜️ 🕹️ Fortnite (6%)

Your 2 cents…

Lekke, Ric, now you got us hankering to hit the court with some friends…

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Caught them all? Ease into your weekend with a bit of Pikachu volleyball. Yes, it’s exactly what it sounds like and no, we can’t stop playing either.

In this Open Letter:

• Keep rolling: Interesting opportunities in hobby sports.
• Costly crashes, digital cricket and SA airport upgrades.
• Get going: 4 Questions before you build your product.
• Who wants to earn overseas: The results are in.
• Share this: And get free business tools.

TRENDING NOW

Big Bucks in SA’s Weekend Bikes

When it comes to hobbies, those that require equipment offer great business-building opportunities. 

Especially when that hobby takes up quite a bit of time and the busy working professional (who earns well) needs the best possible equipment to ensure the most enjoyable outcomes for the time they have available to practise it. Like golf.

Golf has become a $88 bn per year industry and golf brands like Titleist and Callaway have become recognised even outside of the sport – not to mention what the likes of Tiger Wood did for Nike...

But here’s the thing: Golf’s been around for a while, and it’s really hard for a newcomer in the golf gear space to compete with these mega-established brands.

More modern hobbies, though, can offer opportunities to get into the sport/hobby space. And one that’s ripe for some innovation is cycling. 

Let’s dive in…

The Market

The global bicycle market is estimated to be worth around $100bn and is set to grow at 10% CAGR. In the USA and Australia, 2-3% of the population do recreational cycling in the form of mountain biking. That’s 10 million and 1 million people respectively. 

And this is a pricey hobby. 

High-end mountain bikes can cost as much as R200k and then you still need some kit and gear, which can set you back another R5’500 for a helmet. Not to mention the oversized sunnies and bike carrier.

And, just like golf, you have higher earning individuals splashing on getting the edge over their mates for when they hit the track. 

Just like gold, this smells of opportunity.

‍

Building on a bike

South Africa has a history of successful bike startup exits. In 2015, Stellenbosch-based iKubu sold to Garmin after building a product Garmin wanted – a radar and light combo that alerts oncoming cars of the cyclist and vice versa.

But there are still many opportunities beyond equipment in this space. And some South African startups/companies are capitalising on it.

• Insurance can be quite specialised and, when a market is big enough, you can target a specific niche with a high-value offer at better prices. That’s what Two Three Bird has done. Founded in Australia by a South African, and then headquartered in Stellenbosch, they have expanded to AUS, UK, USA and beyond. 

• We’re all used to tracking devices in cars helping safeguard and recover stolen vehicles (thereby reducing insurance risk and costs). Now meet South African startup, 3BO, featuring a small, lightweight device installed on your bike that lets you track it via WhatsApp. 

• Starting out as management software for bicycle repair shops, Hubtiger learnt the game and built such a strong customer base across SA, it could expand into other niches (autobody repair shops etc.) and countries across the world, becoming one of SA’s most exciting global SaaS plays.

Find a sport with a higher barrier to entry than a pair of running shoes, players with money to burn, and a rising popularity, build tech that solves a problem in or around the sport, and you just might be onto a lekker thing. With new hobbies and sports popping up all around, we are watching this space…

IN SHORT

💰 Local win! Global HR-Tech Deel just acquired South African-based payroll and HR software services platform PaySpace for $100m.

🕹️ Schoolyard Bully? Apple has terminated Epic Games’ developer account to prevent them from launching their own app store in the EU.

🖥️ Crashed Computers. SA technology distributor Mustek reported a nearly 59% drop in headline earnings. The group expects the demand in the AI PC space will bring a new round of potential growth.

🛫 Airport Upgrades. The Airports Company of South Africa Limited (ACSA) is planning to invest nearly R22 billion, the biggest investment since the 2010 FIFA World Cup, to upgrade a bunch of SA airports.

💥 Costly Crashes. ICYMI: On Tuesday, a massive Meta outage across its platforms left millions unable to access their Facebook and Instagram etc. accounts. The couple of hours of the outage reportedly cost Zuck $100 million.

☕️ Coffee breaks? Earning more than R21k a month? New adjustments to the earnings threshold for Basic Conditions of Employment means if you do, your work hours, overtime and meal intervals aren’t regulated.

FROM OUR PARTNERS

Learn how to make AI work for you.

How do you stay up-to-date with the insane pace of AI? Join The Rundown – the world’s fastest-growing AI newsletter with over 500,000+ readers learning how to become more productive using AI every morning.

1. Our team spends all day researching and talking with industry experts.

2. We send you updates on the latest AI news and how to apply it in 5 minutes a day.

3. You learn how to become 2x more productive by leveraging AI.

Sign up with one click.

BUILDER’S CORNER

4 Questions to Ask Before You Build Any Product/Service

Got a startup idea? Great! Now, how can you be sure it has any chance of actually being successful BEFORE you spend all that time and money building it?

Don’t say we didn’t warn you…

OG product people will tell you there’s a quick 4-question exercise you can do even before investing in validation (or use them to double-check your validation results) that’ll help you determine whether your product is worth the risk… 

Ask yourself this before you build

1. Is it Valuable (Enough)?

Will people buy (pay for) it? And, importantly, if they’ve already paid for it, will they CHOOSE to use it and keep using it?

You’ll often hear startups debating whether a problem is important enough to solve, or comment that someone failed because they “failed to find their market”. What they’re really saying is the problem the product solves is not valuable enough for the user to actually pay for or keep using.

The trick: Solve burning problems that either make/save a lot of time/money or create so much benefit/convenience that people can't imagine their life without it anymore.

2. Will it be Usable?

If your product/service is something people want and need, can they figure out how to use it? Can the interface and the steps to unlocking value be straightforward enough that they LOVE using it?

Now, of course, this one can be solved by superstar UX later in product development, but it helps early on to ask yourself whether you can even imagine a state/interface/mechanism where users can just jump in and use it, plug and play.

3. Is it Feasible?

In the simplest terms, is this something that you can and actually know how to build? Do you have the skills on the team, does the technology exist and do you have enough time and money to build it?

This can become a big issue when you’re dealing with integrations and evolving technology like machine learning. But it’s also as simple as asking if you have enough hours in the day over the next X period to do this right – because you might be working on other projects etc.

4. Can this sustain a business?

Is it legal or at risk of impending regulation? Can you afford to pay for the production? Do you have the skills, channels and knowledge available to effectively get the product to market?

An idea is only as good as its execution. And your desired result is almost assuredly building a profitable business with a product that makes money. So can you build out a realistic model where this product generates income and becomes profitable?

Got a startup building hack? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner is done in collaboration with Lara (Nel) Prasad who is an expert in product management and UX at Next176.

You can connect with her on Linkedin right here.

THE RESULTS

We asked if you’d work for an overseas-based company, and it’s a tie between already doing it and building a local business…

🟩🟩🟩🟩🟩🟩 🇿🇦 I’m building a business locally. (24%)

🟩🟩🟩🟩🟩🟩 🍔 I’m already doing it and enjoying having 2x more Big Macs. (24%)

🟨🟨🟨🟨⬜️⬜️ 🦓 No. Loving the local work vibe. (18%)

🟨🟨🟨🟨⬜️⬜️ 🌍 I’m building an international business from here. (19%)

🟨🟨🟨⬜️⬜️⬜️ ✈︎ I am emigrating/have emigrated to another country to do so. (15%)

Your 2 cents…

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Pulse racing? This 5-minute video of a space capsule returning to Earth is like a mini sci-fi masterpiece. Highlights: the red glow of re-entry and that first free spin in the atmosphere.

In this Open Letter:

• Smart play: Earning Dollars & Pounds in SA.
• AI customer service, presidential cattle and hacked company registers
• Steady income: How to set up a subscription business.
• What business you trust grads with: The results are in.
• Share this: And get free business tools.

TRENDING NOW

Earning Dollars & Pounds in SA

Cape Town is one of the best places in the world to live… 

And that’s not us being biased. 

The city was voted the 2nd best city globally to visit or stay. 

Yes, it’s beautiful, but one of the main reasons it's such a great place to live has nothing to do with Cape Town the city itself – but rather the general affordability of things in South Africa. 

According to the Big Mac index, (a cost-of-living comparison tool some economists swear by), a Big Mac costs R51.90 in SA and £4.49 in Britain. Considering the exchange rate, SA is 52.6% cheaper to live in.

No wonder we have so many Europeans and Americans living like lords here at the Southern tip of SA…

But it goes the other way, too.

Spending those international pounds locally is obviously good for South Africa’s economy. 

So we think it was a surprisingly smart (if a little late) move of government to announce its visa for foreign remote workers wanting to enjoy a more affordable quality of life over here – even if only for up to 6 months a year.

Not just for Remote Workers

In the UK the average salary is just under R60’000 vs just under R 25’000 in South Africa. 

Meaning if you can land a job in the UK that you do from South Africa, not only do you get around 2.5x more in income, you can buy ± double the amount of Big Macs (or anything else by that estimation).

Skilled South Africans in IT and finance are being headhunted by international employers, leading to a surge in global recruitment over 2023.

In Offerzen’s 2024 State of the Software Developer Nation, we see that 9.1% of the companies South African software developers work for are based outside of South Africa (probably around 10’000 of them).

This number is up from last year’s 3.9% and is indicative of the value international companies are seeing in hiring SA workers and how rapidly the trend is growing.

There is a catch to this, though.

The legalities

Hiring a South African from abroad is not straightforward – you need a local business entity that can hire, file taxes and manage employment matters.

But that’s where Employer of Record (EoR) services come in. 

EoR sets up entities and manages the admin of payroll and taxes for overseas companies wanting to hire South Africans, all for a monthly fee per employee.

While there are a few global players (like Remote, Papaya and RemoFirst) that offer the service within SA and abroad, there are local ones: HireJustNow can do the same thing – probably for lower fees, though, since they live in SA where the cost of living is lower and all that.

So if the company with that overseas job you’re eyeing doesn’t have an EoR yet, you know where to send them (and get yourself hired).

The world is becoming more globalised and more and more South Africans are taking remote jobs from within SA. And with that, chances are there are major opportunities everywhere. We‘re watching this space.

IN SHORT

🤑 Funded. South African startup Cue lands R38 million in seed funding. The AI-driven customer service platform aims to provide faster and more personalised customer service experiences for businesses.

🥸 Hacked. The Companies and Intellectual Property Commission (CIPC), the official regulatory body for registering companies, co-operatives, and intellectual property rights in South Africa, has suffered a security breach that compromised its clients’ and employees’ personal information.

👨‍⚖️ Sued. Elon Musk is suing OpenAI, the makers of ChatGPT and its CEO, Sam Altman, saying they’ve abandoned their original mission to build artificial intelligence for the benefit of humanity.

📃 Regulated. The Independent Communications Authority of South Africa (ICASA) is amending some of its regulations, including how data bundles are consumed (the ones expiring soonest). Unused data from 7-30 day bundles will get carried over. And networks are required to send alerts to users when they reach 50%, 80%, and 100% of their data allowance.

🐄 Auctioned. SA President Cyril Ramaphosa’s Ntaba Nyoni cattle auction at his Phala Phala farm earned nearly R15 million in sales. The top-selling lot was a 3-in-1 — a pregnant Ankole cow plus a calf, sold for a cool R1.8 million.

BUILDER’S CORNER

How to Set Up a Subscription Business

Shortly after the rise of digital business in the early 2000s, we all learnt a pretty crucial lesson: You can’t just keep forking out money to get new customers. 

Fostering loyalty and return business was the name of the game for most of the 2010s.

But if you caught last week’s How Would You Build It podcast on unlocking the township economy, you’ll know a major SA trend right now is creating lifestyle-based subscriptions like Ucook etc., rather than just once-off e-commerce sales.

Good for the customer, but more importantly, good for business.

It’s the global trend called the subscription economy and basically requires building long-term customer relationships, in exchange for steady, predictable income. Here’s how to get going …

What you need to get set up

1. Get an online presence

If you can build a website, great: There are lots of easy low/no-code tools like Webflow or WordPress with commerce capabilities. Otherwise, you can simply set up a LinkTree to cross-promote various social channels and places where you display products/services – and even link to your payments processing (see Point 4 below). You can even use Whatsapp as a way to get customers.

2. Get logistics/delivery sorted

One of the main plays in subscriptions is making sure your customers get their goods every month. Fortunately, you have flexible options like Pargo. They offer a practically nationwide delivery network using pickup points (so you don’t have the headaches of home delivery). And it also gives your customers some options about where and when they collect their goods. Nice.

3. Organise your warehousing/storage

Next, you want your stock to be secure and easily accessible to customers when they need it. So look at services like Parcelninja which offers smart warehousing, storage, picking, packing and even integration with bigger retailers. It’s just so much easier than trying to store and manage all your stock from home.

4. Get super-easy payments collection

Lastly, and probably most importantly, you want to make paying for your services simple, easy, effective and enjoyable – no more haggling and stressing over late EFTs on WhatsApp, please!

That’s when you get yourself a smart social payment solution like WigWag. It comes with a handy subscription API that you just set up for the customer once and then it’s all automated – it’ll even do automatic retries if a debit fails for whatever reason.

And there you have it; with everything automated, you can focus on what’s really important: Growing your subscription business!

Got a startup business model hack? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner is done in collaboration with Danielle Laity who is an expert in product strategy, specifically in FinTech.

You can connect with her on Linkedin right here.

THE RESULTS

We asked what you would (or wouldn’t) trust grads with, and things got a little interesting…

⬜️⬜️⬜️⬜️⬜️⬜️ 🤷🏽‍♀️ nothing (5%)

⬜️⬜️⬜️⬜️⬜️⬜️ ☕️ my extra hot soya milk latte with 1.25 sugars order (5%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🪓 manual labour only (7%)

🟩🟩🟩🟩🟩🟩 🧠 all kinds of interesting work (71%)

🟨⬜️⬜️⬜️⬜️⬜️ 📉 they run my business (12%)

Your 2 cents…

FOR THE MEMES

Instagram post by @theopenletterza

Got startup memes? Send them our way or tag us on socials.

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Miss the good old days? Don’t worry, DVDs are back — Shanghai researchers are building the Super-DVD, a single DVD-sized 1.6 petabits (that’s 200k GB) storage device that holds 40k DVDs or 100 years’ worth of movies (if you live that long).

In this Open Letter:

• Big niche: A R8.1bn opportunity in SA grads employment (what?)
• SA’s AI taxman, Apple’s canned car & a 46% e-commerce growth.
• Building big: How to unlock SA’s R450bn township market.
• What you really use WhatsApp for: The results are in.
• Free business tools: Share this and get cool gifts.

TRENDING NOW

SA’s R8.1bn Grads Play

Unemployment in SA is out of control.

With the highest unemployment in the world, nearly 33% of working-age South Africans sit without jobs. And it gets worse (62%) for youth unemployment (15 to 24-year-olds), and 71% when you consider those who have given up finding a job. 

Our economy is growing slower than our birthrate and to add to it, our wealth equality gap is widening. Meaning the little economic growth we are getting is likely moving to the wealthy, while the middle class is shrinking. 

No wonder our tax base is getting smaller and smaller. 

‍

The fight back

This doesn’t paint a pretty picture. But the government is attempting to tackle this:

• The Presidential Youth Employment Intervention programme provides funding to qualifying NPCs and NGOs to employ youth in community service projects for up to 16 hours per week for 6 months.
• The National Student Financial Aid System (NSFAS) distributes around R47bn per year to fund some 450k students’ education – with many first-generation graduates, it’s probably one of the top achievements of a post-democracy South Africa.

But is this enough? It’s when you start looking at SA’s 338k annual graduates that things get interesting…

The SA graduate opportunity

We recently covered how qualified doctors can’t find work. But it extends beyond the medical profession. In 2023 the graduate unemployment rate was 10.6% – significantly lower than the national unemployment rate. No problem, right?

Not exactly. 10 years ago back in 2013, the grad unemployment rate was only 5.5% – meaning this percentage has (nearly) doubled in the last decade.

But there’s reason to pay attention here.

See, South Africa produces more than 338’568 new graduates every year (StatsSA 2016) and with the average graduate salary of around R240k per year, that’s about R81bn per year of grad salaries.

Now, build a product or service that helps find, place, hire, upskill etc. graduates in SA alone, and charge a percentage fee (5-15% is standard in the recruitment space) and you’ve got yourself a market:

• At 5%: R4bn
• At 10%: R8.1bn
• At 15%: R12bn

‍

Get those graduates hired

One of the major hurdles for graduates to get recruited is job experience. That’s why local startup Jobox is helping grads get their first gig. You pay Jobox a fee to source, equip and place a grad intern, they help them get a stipend from the government. So the intern doesn’t go on your payroll, you simply pay Jobox a fee.

Another startup in this space is Leaply. They use smart screening and AI to match graduate candidates with ideal graduate jobs at some of the biggest corporations in South Africa. Saves the corporates time screening and helps grads land great jobs. The best is it’s free for applicants as recruitment costs are passed on to the companies using the platform.

Keen to help solve the jobs problem? Well then consider applying for the Next176 Job Creation Unhackathon that’s all about startups in the job creation space. You will get supported by their venture team as you validate the idea and could even get some funding and ongoing support.

What’s more, if you build a successful tool in the graduate niche, who’s to stop a founder from expanding overseas or to the larger, more general recruitment market? The space is big, and we are definitely watching it…

IN SHORT

📦 Prime Time. With the launch of Amazon in SA happening soon, they also announced they will be launching Amazon Prime as well. The subscription service includes free unlimited expedited shipping on any order size as well as other Amazon services like Prime Video (similar to Netflix), Music, Photo, and Gaming.

🫗 Bitcoin Crash. Bitcoin rallied so hard, it crashed Coinbase with some users of the trading app reporting a zero balance. In this major rally, Bitcoin passed $60k, inching closer to its all-time 2021 high.

💀 Canned Apples. Apple has announced that the autonomous car they’ve been teasing since 2014 is getting canned. Many of its engineers are joining the AI division and a magnitude of retrenchments is also expected.

🤖 AI Taxman. SARS has been using AI to get back some R210 billion for the current financial year. In part, SARS leveraged AI for its debt propensity modelling to help identify cash-strapped taxpayers more likely to settle their tax bill.

🛵 Delivering Growth. Woolworth’s Food division’s online sales have jumped 46% year-on-year in the last half of 2023, driven by Woolies Dash, its on-demand delivery venture. Great progress, but still lagging behind Sixty60.

HOW WOULD YOU BUILD IT?

How to Unlock SA’s Township Market

If you’re looking to unlock a share of SA’s massive R450bn township economy, this week’s podcast is for you. We sat down with Leon Qwabe, founder of Order Kasi, whom you might recognise from Covid-time news reports on their then-township-focused food delivery startup. 

Well, Leon and his team have since pivoted into broader township last-mile solutions and, as you can imagine, business is good.

Catch the highlights

1. Townships are hungry for e-commerce

With over 6 years of hard lessons in the township delivery space, Leon says here that now’s the time for more advanced offerings. With a sudden rise in kasi entrepreneurs building businesses via WhatsApp and looking for innovative ways to get paid via socials, there’s room (and spend) for more online retailing.

Particularly in the health and fitness space, says Leon, where you have a broader lifestyle element to each purchase. Apparently, Herbalife does really well in SA townships right now.

2. People are banking and shopping online

For years, the mantra was that townships ran on cash so payments were an issue. But, as Leon explains here, that was due to the reversing trend of people growing up and moving to the suburbs. Nowadays, the trend is to stay in the township and upgrade the family home.

With that, you have a growing younger, employed market using banked money within their local market. To the point where Order Kasi’s entire niche is now township dwellers with a bank card, who are used to shopping online.

3. It’s all about keeping it local

As Leon says here, navigating and route planning in a township is a different game – some areas have roads and street names, some not so much. And one of the key ways Leon learned to overcome that hurdle is to use local drivers, guys who know the area and can communicate with the customer like a local.

That, however, extends to Leon’s own approach to building a business in this space. One of his biggest sources of information is the local merchants whom he signs up as customers – don’t just try and sell them your service, sit awhile and ask for guidance, they know the game inside-out.

You can also grab the Spotify and Apple Podcast links on our website here.

THE RESULTS

We asked what you’d like to do on WhatsApp in future, and most just want it to stay as is…

🟨🟨⬜️⬜️⬜️⬜️ 💳 Banking and payments (19%)

🟨⬜️⬜️⬜️⬜️⬜️ 🍔 ⁠Uber and food delivery (16%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🔔 ⁠Dating apps (5%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🏝️ ⁠Travel and tourism (7%)

🟩🟩🟩🟩🟩🟩 🤳 ⁠Nah, I’m fine with just chat and voice (53%) Your 2 cents…

Nice observation, Joshua, can’t wait to see what SA’s tech future holds.

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Long and short of it? Check out the video of the world’s tallest and shortest people together. He’s 2.5 metres tall, and she’s just under 65cm — a bit taller than his shoe. Don’t feel too bad, though, they’re both globe-trotting Guinness World Record celebs.

In this Open Letter:

• Go big: Unlocking 30M users in SA.
• Big ANC tech promises, gas-shedding & no more spam.
• Think scale: How to take your product to the masses.
• How you like your grocery delivery: The results are in.
• Free business tools: Share this and get cool gifts.

TRENDING NOW

Tapping Into SA’s Sleeping 30M Market

WeChat is China’s super app. 

With 1.2bn monthly active users, it’s not only the go-to chat and communication app, but with several apps built into it, you almost can’t do anything in China if you don’t have WeChat.

Ordering food? Do it on WeChat. Make a payment? WeChat. 

It really is a powerhouse app powering 24%+ of Tencent’s $350 billion market cap.

So it's no surprise that both WeChat and others have tried to nail the super app in territories outside of China. 

WeChat’s efforts have mostly failed in SA, though. 

They just never could dethrone WhatsApp as SA’s go-to messaging app.

SA’s chat leader

But WhatsApp itself has been slow to go the super app route. 

With their API launching in 2018, 9 years after it was originally planned, they almost took an Apple-like approach, patiently building out the building blocks to get to a truly global super app – something quite unconventional for Meta, who, under Zuckerberg, is all about speed to market and breaking things. 

But a smart move. 

The biggest challenge, as Meta no doubt learned with Facebook, is likely complying with regulations in each territory, getting payments going etc. 

So instead of trying to be that in each territory, WhatsApp’s strategy seems to be making a robust API available and letting others do those things.

And WhatsApp definitely has the power to pull off the super app play in many territories. 

‍

We have already covered how slick payments by the likes of WigWag enable a host of business opportunities on WhatsApp with our look at selling on social media and our recent podcast on building a business on WhatsApp.

But what exactly is possible with the app that, reportedly, 30 million South Africans use regularly? 

4 innovative local WhatsApp API use cases

1. One of the OG use cases for WhatsApp’s business API was GovChat. 

After seeing the impact a government/citizen engagement platform could have via Mxit, Eldrid Jordaan set off to build the same on WhatsApp. 

Offering services like:

• Skipping SASSA grant application queues 
• Logging service delivery requests (water outage, potholes etc)
• A hotline for reporting corruption
• And getting info directly from the government.

But in 2020 Meta blocked the GovChat app, saying it violates their terms of use. The Competition Commission ruled that this was anti-competitive behaviour by Meta and referred the matter to the competition tribunal, but nothing has come of it as yet and now GovChat’s gone into business rescue and Eldrid left the company. Sad.

2. And then there’s FlySafair, whose WhatsApp experience is setting the bar high for how to engage customers on this channel. 

Flight reminders, boarding passes, check-ins via WhatsApp – it’s everything you need when travelling. 

You can even request additional luggage after check-in and pay for it, all using WhatsApp. Nice.

3. We touched on the overcrowdedness of our public schools recently, and Dacod Magagula was in one such school growing up. 

He recalls using old exam papers to help him study and managed to get to UCT and graduate as a software developer. 

A few years later he pioneered FoondaMate – a WhatsApp service that helps students by providing old papers and/or questions they can use to prepare for exams. 

After raising a cool $2M recently, they’re launching in other countries and building out their product.

4. Finally, getting real-time market data is something that many large organisations need to make quick, informed decisions. 

That’s where Yazi comes in. They use WhatsApp to survey large segments of the market and gain valuable insights almost instantly. Just look at this research they recently did in partnership with Stitch showcasing the adoption of various payment methods in the market. Powerful stuff.

WhatsApp and its API are slowly starting to get the traction that could soon see it become a super app. And with that, a whole host of opportunities will be there for those that are early. Builders, are you ready? We are watching this space…

IN SHORT

☀️ Go Big or Go Hohm. South African startup Hohm Energy, which provides alternative energy solutions to battle load shedding, has raised over R154 million in funding — it looks like it may be the largest seed round for a tech startup in SA ever.

🥽 Big Tech Promises. The ANC launched its election manifesto and it’s full of high-tech stuff. They promised SA would become a “world player in green hydrogen, battery and electric vehicle production”, “universal access to broadband internet”, and “digital hubs in townships to produce digital content, including animation, gaming, VR & AR tools”.

🧛‍♂️ Pricey Data Breaches. Companies in SA are having to fork over nearly R50 million on average should they experience a data breach. According to the 2023 Cost of a Data Breach Report, the frequency and costs associated with data breaches are increasing around the world.

💨 Running Out of Gas. Looks like SA is set to experience gas-shedding after Sasol announced it will stop natural gas production in June 2026 — leading to a “day zero” for gas users. While it can still be imported in the future, the high import costs could put pressure on manufacturers.

 🛑 Reddit IPO. Popular social community Reddit filed to list on the New York Stock Exchange. It will be the first social media company to IPO since Pinterest in 2019 and with a $1.3bn raise thus far, it’s valued north of $10bn.

✋ Spam Calls Failed. South Africa’s Information Regulator has ruled that telemarketing amounts to electronic communication and must be regulated in terms of the POPI Act and that companies making spam calls face fines of up to R10 million or jail time. Thank goodness.

BUILDER’S CORNER

How to Unlock Your Growth Market

We’ve all been there; You get good prototype/MVP feedback, start iterating the product and attract some early adopters. But now, how do you take this mainstream? 

Because your product (and sanity) literally depends on it.

‍

This weekend, I was reminded about the whole early-adopter-to-mainstream market dilemma by this LinkedIn post from US product marketing specialist Anthony Pierri.

“Crossing the Chasm”, a term coined by Geoffrey Moore in his book of the same title, refers to the intentional niching down on a specific customer, getting it done well for them and then going horizontal to others. 

It works well, but sometimes the niche is just not big enough. And when you are building in SA, that is more often the case than not.

So there is another way to do this – skipping the niche altogether and going after the end user trusting that their love for the product would eventually force their bosses to buy it. 

The first to do this was probably Apple as far back as the 80s – IBM and Microsoft were going after companies and corporates, and Apple went after the end consumer. And it's not uncommon today that a Mac is on the wishlist of many an employee who joins a company.

Modern examples? Slack, Airtable and Notion.

Let’s dive in on a product-led approach to building a startup.

Community-powered PLG

Your product needs to be useful on an individual level. i.e. Notion helps you keep track of personal projects and tasks and they do so without charging you.

When it does this well, you fall in love with it and then start searching how to do specific things and this is where you find the community – in Notion’s case, they used Reddit.

Notion’s team hung around here and helped those that asked, to solve niche problems publicly. This helped them gain a big following and affiliation for the product.

These users loved Notion so much, they literally took the product into their work environment and did all the selling work.

11 years in and Notion is valued at $10bn.

To mimic it you need:

1. Super fast Time to Value (TTV)

Whatever your product does, it should do it for users as soon as possible (with as few as possible steps). That means easy setup, intuitive user interfaces, or the ability to achieve a specific goal with minimal effort. The faster users see value, the more likely they are to stick with the product and recommend it to others.

2. Intuitive onboarding

You essentially want entirely self-service adoption, so new users can just start using the product without any assistance from a sales or customer support team. Usually, that means highly intuitive design, clear documentation, and fully automated onboarding processes. But you can just imagine it as making your product plug-and-play.

3. A viral distribution mechanism

Next, you need to build features that encourage them to get more users. I.e I invite my wife to join me on my family holiday planning Notion board and just like that, they have another user. It works alone, but it works better with others.

4. A community ready to die for you

Easier said than done, but you start by finding your core community and offering them a place to engage and realise value, with your product at the centre stage – Notion started by posting on dev subreddits, then eventually expanded to their own subreddit, which eventually became their customer support.

Then, you need to engage the community in iterating the product – “Hey guys, we just put together this new feature idea, play around with it…”.

The aim is to use your community to construct a highly effective and efficient product, while simultaneously gaining enough users to make your mainstream sale pitch super easy – “Look, 60% of your colleagues are already using it to do X, Y, Z easier, better, faster…”

Got a startup growth hack? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written by Renier Kriel who is an expert in startup strategy & growth specifically for South African startups.

Connect with him on Linkedin right here.

THE RESULTS

We asked how you like to receive your food/parcels, and scooters look like the way to go…

🟩🟩🟩🟩🟩🟩 🛵 Scooter, it’s fast and affordable. (58%)

🟨⬜️⬜️⬜️⬜️⬜️ 🚗 Car, I like to know my stuff is safe and sound in the boot. (10%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🚚 Delivery truck, I don’t mind waiting around all day (or maybe till tomorrow). (3%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🪦 The Post Office, I like living dangerously not knowing if I’ll ever receive my stuff. (6%)

🟨⬜️⬜️⬜️⬜️⬜️ 📦 Collection, I trust only myself (and saving that R35 delivery). (13%)

🟨⬜️⬜️⬜️⬜️⬜️ 🛒 Never, I only go to the shop in person. (10%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🧐 By gold-plated helicopter, of course, thank you, Charles. (0)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Take two? Behold, scientists have managed to grow a teeny, tiny pair of testicles in a test tube. And, we assume, asking everyone to stop laughing at their itsy-bitsy breakthrough.

In this Open Letter:

• Big moves: 7 Plays for a stake in SA’s R112bn last-mile industry.
• Soaring AI chips, Google’s colour problem & SA hunting digital nomads.
• The highlights: 17+ insider secrets for building a startup in SA.
• How you use your AI at work: The results are in.
• Free business tools: Share this and get cool gifts.

TRENDING NOW

Scooting Into SA’s R112bn Last-Mile Space

On pre-pandemic SA roads, it wasn't that often that one saw a scooter cruising around doing a delivery. 

Sure, Mr Delivery was already a thing, and you had one or two local convenience stores (think mom-and-pop hardware stores or the local pharmacy) with their own delivery driver. But these were few and far between.

Fast forward to 2024, and we find ourselves in a post-pandemic, last-mile-fueled, e-commerce-comfortable place where scooters are so commonplace that an entire industry has been birthed, seemingly overnight.

How big is this space? 

Research says delivery fees are about 30-50% of e-commerce costs. So, if SA’s e-commerce industry is set to do R225 billion per year by 2025, we can safely assume the last mile space could be worth anywhere between R67 billion and R112 billion per year. 

But the opportunities lie not only in the demand for deliveries from a host of new and old e-commerce players but also in services and products used when fulfilling those deliveries.

‍

Replace the driver, and there is money to be made. This is perhaps why international drone delivery startup Zipline is now valued at $4.2 billion. And, although not a unicorn just yet, back home Autonosky is building a last-mile delivery drone called Autono1 which looks pretty cool.

But looking at the other costs, there are opportunities across the board. Let’s dive in…

‍

1) You need a Delivery Vehicle

EVs drive free (no petrol) so if you can use their entire charge during the day, you get max upside.

And if you consider a partnership like the one between Zimifleet’s electric fleets and Versofy’s Solar as a Service solution, a driver could basically charge their e-scooter using the sun and drive for free. Not sure which EV to buy? Get Zimi’s 2024 EV catalog featuring all commercial EV options.

But if you’re still keen on going with the good old 95 unleaded, online classified aggregator ananzi.co.za has nearly 500 listings gathered from all parts of SA classifieds for delivery scooters.

2) Optimised route planning

Route planning and solving the traveling salesperson's problem of finding routes and managing work to shorten trips and spending is a big one.

Loop is tackling this. Using algorithms, it is a cloud-based delivery platform providing route optimisation utilised mostly by last-mile delivery services.

‍

3) Lockers

The use of lockers for deliveries and collections has risen over the last few years with the likes of Pudo, Bob Box (from the old Bid or Buy crew), and DSV (used by Makro) popping up everywhere. Delivering to lockers is substantially cheaper than home-based deliveries and with e-commerce providers footing the bill for delivery (if you meet the order threshold), they prefer it when you choose this option.

4) Making money while you drive

Its good business if your bike is out on the road all day. But that also means people see it. And the folks at MotionAds offer branded top boxes and fins – really hard to miss when you’re stuck in peak-hour traffic. And with location data, one could predict how many people saw it.

5) Get bikes back on the road

Vehicles that drive a lot can break often and having to take them into a repair shop could waste a lot of time and lose revenue. So getting mechanics, parts, and servicing on the road is a win to keep vehicles moving.

That’s what SA startup Fixxr is doing – using tech to reduce labour costs and get the mechanic to come to you.

6) Bespoke insurance solutions

Driving a delivery scooter on SA roads is not for the faint-hearted and normal insurance simply won’t cut it.

That’s why tailored insurance that doesn't just include the bike (think helmet and accessories) like FareDrive or King Price Insurance, offers comprehensive value.

7) An API to get a delivery done

Having an employed driver comes with a host of admin and overhead – and in most cases, it makes sense to outsource deliveries — even Sixty60 does it using Pingo. Last-mile as a service (LMaaS) is about to boom.

• Pargo: a network of over 4’000 Click and Collect points in SA that integrates with Shopify and WooCommerce to handle delivery for you.
• Picup: Instant, hyper-local collection and delivery within 1 hour leveraging a crowd-sourced driver network.
• OrderKasi: last-mile deliveries in townships (we’re chatting to the founder on our HWYBI podcast next week).

So many ways to get a slice of this pie. And by the looks of it, it will be a big pie. We are watching this space.

IN SHORT

🇿🇼 Zim-Combinator. Zimbabwean AI startup, Ocular AI has been selected for Y Combinator’s winter 2024 batch. The AI startup connects a company’s data from different sources to search, visualise, and automate workflows on a single platform.

🚀 Chips Are Up. NVIDIA, the graphics processing unit (GPU) and AI chip company has reported their Q4 revenue (ending Jan 2024) has grown 265% YoY to $22.1 billion. This shows how the demand for accelerated computing and generative AI has surged across the globe.

🎨 Broken Colour Picker. Google says it’ll pause its Gemini AI’s abilities to generate images of people after users found the tool was generating inaccurate historical images. Everyone from the US Founding Fathers and Nazi-era German soldiers have been depicted as, well, not white.

🥤 Past It’s Prime. Bottles of popular Prime Hydration that were selling for as much as R800 in some places early last year (pre-launch on Checkers for R40) have seen their prices slashed and you can now get your hands on a bottle for as little as R10.

🤑 Big Spenders. In case you missed the SA Budget Speech this week, Finance Minister Enoch Godongwana announced that the government net loan debt has grown to R5.06 trillion – 71.7% of the country’s GDP.

👩‍💻 Digital Nomads in Mzansi? South Africa is hunting wealthy digital nomads earning at least R1 million annually, with the publication of draft regulation for digital nomad visas. If this bill eventually passes, it could make South Africa only the 5th African nation to offer these visas.

HOW WOULD YOU BUILD IT?

17+ Gold Insights for Building a Startup in SA

If you’re working on, in, with or around startups in the tech space, then this week’s podcast is for you. It’s our 50th episode and 1st anniversary, and as a special treat, we’ve packaged all of our gold moments and founder insights from the year — in one awesome 40-minute experience.

So, if you’re new to the How Would You Build It podcast, or you’ve joined recently and haven’t had the time to watch and re-watch all our previous episodes, here’s a highlight reel of some of the best startup insights we’ve had over the past 12 months.

Awesome insights

From everything you learn working “in the line of fire” at a startup that you’d never get at Nedbank or Investec, to knowing exactly which ideas are actually actionable, taking big risks as a founder, how to get your first 100 sales to how to market yourself, how to build to exit, all the way to building a massive tech company without knowing how to code — it’s all here in this week’s podcast, plus loads more. Enjoy!

You can also grab the Spotify and Apple Podcast links on our website here.

THE RESULTS

We asked if you’d ever take a remote dev job and just wing it using AI for 4x your current salary, and naturally we’re all pretty honest (and AI savvy)…

🟨⬜️⬜️⬜️⬜️⬜️ 🤫 I’ve applied to multiple jobs to do just that. (8%)

🟩🟩🟩🟩🟩🟩 🤖 No, but I am using AI to do my current job. (36%)

🟨🟨🟨🟨⬜️⬜️ 💡 How do I do this? (27%)

🟨🟨🟨🟨⬜️⬜️ 🙅🏼‍♀️ Nope won't do it (27%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🕵 What is AI? (2%)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Flights of fancy? Air Canada may have killed off its support chatbot after it made up its own refund policy and cost the airline refunds plus interest and legal fees. Whoops!

In this Open Letter:

• Just in: Exciting new data on SA’s software devs.
• Awkward Zucks, 360 KFC-tainment & SA’s hydro-BMs.
• Tipping point: How to boost your public image (ala Elon).
• How you like your ads: The results are in.
• Free business tools: Share this and get cool insights.

TRENDING NOW

A Boost for SA’s R49bn Development Industry

There are roughly 140’000 software developers in SA, making up a total of ±800’000 on the continent. It's dwarfed by a country such as India with 5.8 million. 

Just look at the average salary of a software developer in SA – at R60-R100kpm+, it is 3 times that of the average South African salary. 

And while we are currently introducing 2’900 new devs into the economy every year, many are finding jobs overseas – the local supply is not enough.

Can AI solve this issue?

When AI became mainstream, one of the first questions was, “Can it write code?”. Well, yes it can, but just how useful is the code written by AI?

Local tech talent recruitment company Offerzen is releasing its State of Developer Nation report today, and it’s always packed with valuable insights and stats (such as the stats above).

But, this year, we found the AI insights particularly interesting.

‍

1. Usage of online code assessment tools

Many development companies use coding challenge platforms to evaluate developer skills before hiring.

But, with AI, there's a growing mistrust in the tools, since developers could potentially use AI to artificially boost their performance on the tests.

This gives us some insights though: if developers are turning to AI to help them with certain challenges, it suggests that they recognise AI can help with at least some coding tasks — pointing to AI being a practical tool in software development.

2. AI as a code-writing assistant 

What’s more, the number of developers using AI to help speed up and streamline their work has doubled since last year. 

More devs are using AI now than those that don’t, meaning even they realise that AI is not a threat but rather a tool to help them work better and faster.

3. Beyond writing code

Asked what they actually use those AI tools for, it's no surprise that it’s for way more than coding. 

AI is pulled in to process large amounts of data and provide insights, but with a quarter of respondents using it for automation and process improvement, it’s a sign of just how integrated AI will soon become in the digital products we use.

4. ChatGPT still leading the way

Finally, ChatGPT made massive waves and most other tools have been playing catchup.

Personally, we think Google’s Gemini (formerly Bard) is the most useful at the moment. But for now, ChatGPT is still the favourite among developers.

Will AI replace developers? 

We believe this isn't likely until the advent of Artificial General Intelligence (AGI), which could still be years away.

In tasks like writing LinkedIn content, AI is great at creating rough drafts, helping with ideas, expanding vocabulary, varying the tone etc. But it lacks a certain creative flair only we humans can add.

It’s the same in coding. AI is simply not capable of the sparks of brilliance a human hand can deliver.

What AI means for software development

There are still unending problems in the world, and as we’ve seen over the last 30 years, software is really good at either solving them or playing a part in getting them solved.

But with the adoption of AI as a tool to write better code faster, we will likely see the cost of software development go down — not necessarily salaries, but rather an increase in the amount of work that every developer can deliver.

And with more software getting built, we’ll need more product owners, interface designers (or LLM for frontends), analysts, business strategists and even hosting providers.

This is why OfferZen is bullish on the future of developers and so are we. We’re watching this space.

IN SHORT

💰 Small to Medium. South African financial services platform iKhoka has distributed over R2 billion in working capital to its small to medium-sized customers in collaboration with Retail Capital, a division of TymeBank.

📱 Text to Video. The end of film as we know it? Over the last couple of days, the internet has been flooded with videos generated by OpenAI’s latest model, Sora, a text-to-video tool that can create incredible photo-realistic video from a single prompt.

🍗 Food to Fashion. KFC has launched a brand new concept store called KFC Play Braam. The store will have everything from new dishes like "cola dunked wings", "chilli lime burgers" and "hot and spicy chachos", to VR gaming, and the latest in music and fashion. And VR gaming makes sense…everyone hates that friend that touches your PS5 remote post eating his Streetwise 2.

🔋 Electric to Hydrogen. A fleet of hydrogen-powered BMWs is set to hit SA shores for testing. This comes after an agreement was signed by BMW, Anglo Platinum and Sasol at last year’s Hydrogen Summit and recently announced at the Hydrogen Council’s regional meeting.

🤖 Zuck to Awks. Mark Zuckerburg was spotted ringside at UFC 298 to support Alex Volkanovski in the main event. Well, our guy from Meta was seen being mega-awkward and of course, the internet responded.

BUILDER’S CORNER

How to Boost Your Public Image

By Nicole Mirkin,  Founder & CEO of Omnia

Once you have your product out there, with some adoption, a working funnel and it looks like you’re gaining traction, it’s time to scale. But then the big one: How exactly do you performance market the pants off this thing?

Sometimes it’s tempting to think, I wish I had Elon’s influence…

‍

OK, that may be shooting a bit high for now, but it’s not impossible to start building your (and your startup’s) public image right from the start – even Elon was a nobody in the early days of Zip2 and PayPal.

Getting your face and message in front of the right people (including investors) is crucial for shaping their perception of you and your company. And you don’t need $44bn to buy out and rebrand Twitter to X to achieve this – a strategic PR campaign offers a simple yet effective solution instead.

3 Rules for Strategic Comms Success

1. Stay on message: Explain it in 5 words or less

You have to be able to distil your service offering, product or value in five simple words for people to understand it. End of story. 

It’s all about using 5 key words to effectively communicate the narrative of the value your service or business provides, its mission, and unique selling points.

At Omnia, our strategic message is “helping brands be seen and heard”.

2. Turn up the volume

Next, you need to amplify and reinforce that message across all channels and platforms – from press statements and social media posts to investor pitches. And don’t think small; founders must strategically diversify channels to reach their target audience in various ways – think socials, LinkedIn, thought-leadership pieces in high-reach mainstream media, podcasts, stakeholder engagement, events, in industry newsletters, everywhere.

Think of it this way: No matter where you are in the world, if you see that golden arch “M”, you know a McDonalds is nearby – that’s what you want to do for your brand. Communicating on message, in volume helps you convince the consumer that your way is the only way, and every time they see your “M” they’ll come running for them fries.

3. Keep it consistent & long-term

Thirdly, it’s all about keeping momentum. Consistency over an extended period of time establishes trust and credibility with investors, customers, and relevant stakeholders. By keeping at it over time, you’re telling the world that you are 1000% sure of yourself and the value that your startup brings to the table. 

If you stay on message, and drive it in high volume, over time, nothing and no one can stop you from kick-starting your public image in a meaningful way that supports your startup’s business development goals.

Got startup PR, brand and comms insights? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written by Nicole Mirkin who is an expert in strategic communications and PR in the tech & startup space.

Connect with her on Linkedin or via her company Omnia Strategic Counsel and Communications.

THE RESULTS

We asked whether you’d like to only see ads for things you’re really interested in, and most of us still wish for an ad-free world…

🟨🟨⬜️⬜️⬜️⬜️ 👍 Yeh, beats getting bombarded with random stuff. (22%)

⬜️⬜️⬜️⬜️⬜️⬜️ 👎 No, that’s so invasive! (0)

🟨⬜️⬜️⬜️⬜️⬜️ 😎 As long as I get data access for my business, too. (11%)

🟩🟩🟩🟩🟩🟩 🧐 How about no ads at all? (48%)

🟨🟨⬜️⬜️⬜️⬜️ 🙃 I dare any algorithm to try figure out what I really want… (19%)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Feeling Meta? The jury is still out on whether it was Mark Zuckerberg’s Apple Vision Pro review that prompted Warren Buffet to sell off some of his Apple shares.

In this Open Letter:

• Hyper-personalised: The next frontier in customer data.
• Crime-fighting plates, end of SMS & Stellenbosch space bucks.
• Inside track: Capitalising on SA’s surge to renewables.
• Augment teachers with AI? The results are in.
• Free business stuff: Share this and get cool tools.

TRENDING NOW

The Next Frontier for Personalisation

If you grew up in the 80s, you’ll remember how simple life was back then. 

Thirsty? Well, there was Coke, Fanta, Iron Brew or Creme Soda. 

Buying a car? BMW, Toyota, Mercedes or VW. Simple.

But as supply chains developed, manufacturing processes advanced and entrepreneurs spotted opportunities to create niche products and services, we got overspoilt for choice.

Now add e-commerce, online marketplaces, last-mile delivery, social and influencer marketing, and you have access to whatever your heart desires – plus some stuff you never even knew you wanted.

We’ve gone full circle – from no choice to too much choice.

Cutting the noise

The problem with noise is it overwhelms and debilitates – extending sales cycles.

So for a while now companies have been looking into reducing the noise and using insights to offer you exactly what you want and need. From personalisation to hyper-personalisation.

There are two ways to do this:

1. Have large datasets that can be analysed to pick up on trends and behavioural signs
2. Use data points to hyper-personalise customer experience and offering.

(All POPI compliant, though – itself an opportunity for consulting services to manage.)

Hyper-personalisation has been every company’s pipe dream for decades: What if I knew what you wanted and offered just that instead of my entire catalogue? You’d probably buy it. 

But it’s been hard to do well. 

In e-commerce, patterns aren’t impossible to spot. But go check your own order history on Takealot – if it’s anything like ours, you’ll understand why they have a hard time predicting what you’re gonna buy next:

• nappies for a friend’s baby shower
• a LEGO set for your nephew
• and a few monthly necessities here and there…

A human won’t be able to make sense of it, and neither would machines.

But it’s changing fast. The acceleration in the development of AI has brought with it the capability to be more accurate in personalisation. 

Fueled by Data

Yeh, you have heard this since we almost got wiped out by the Y2K bug, data is the new oil. In fact, this has been so clichéd I doubt many people still believe this, but they should.

The more data points these AI algorithms have the more useful they become. 

And whilst not all data is equal, i.e. your morning routine might be less useful than your browser history, every data point fed into a system creates a point of reference for the AI to figure out how to personalise your experience or can be used to analyse and spot trends.

Drilling for oil

Loyalty programs are the ultimate data generators. 

Every time you swipe that loyalty card, it creates a whole host of data. Think time of the month, total basket size, what was in the basket – all mapped with the details you filled in signing up. 

Add a delivery app and you have location data, lifestyle insights (hey, you seem to braai every Friday!), and what’s more, personalised pricing. 

Deals and offers tailored for you and pricing strategies that mutually benefit both retailer and customer.

Now add external sources, and it gets fascinating – health and fitness data for one. Having a view of the health and fitness habits of your customers has long been a focus via programmes like Vitality and Multiply. 

But the application of this data extends beyond health and life insurance.

That’s where a startup like FitVault becomes interesting – initially launched as a way for Momentum customers to track their fitness activity and claim rewards, they have now evolved into a data platform that provides an SDK (software dev kit) and integrated data lake (centralised storage repository) to app developers to aggregate and augment health data from devices and other datasets securely and ethically. 

This means you as the user of the app have full control over what data you share with which companies. In many cases the data is synthetic (anonymous, not directly linked to you personally), meaning the access offers amazing general insights into a large market segment, but not personal details.

So if you feel overwhelmed by choice, the good news is decision paralysis might soon be a thing of the past. 

But then again, will we ever try new things if machines figure out exactly what we like/want? That remains to be seen. But one thing is for sure, we finally figured out how to make data(oil) useful. And it’s going to change everything – we’re watching this space.

IN SHORT

🚀 Space Bucks. CubeSpace a South African spacecraft attitude determination and control systems (ADCS) developer and manufacturer has just received R47 million in VC funding from the Stellenbosch University of Technology Fund and Savant Venture Fund.

👮‍♀️ Crime-Busting Plates. Gauteng will be getting new high-tech number plates in April in a bid to combat crime in the province. The plates are apparently tamper-proof and very difficult to copy.

💬 Scammy SMS. With nearly 5% of all SMS traffic around the world being fraudulent, it could spell the end of SMS as a business platform. Between 19.8 billion and 35.7 billion fraudulent messages were sent in 2023 alone with various attacks being used.

🚙 Vrooming ahead. WeBuyCars is continuing its upward climb having bought and sold over 100’000 cars in just 4 months. They’ve also added to their national footprint taking their national capacity to over 10’000 bays.

🍺 Bitter Brew. Beer giant Heineken has written down the value of their South Africa business by a staggering R10 billion due to higher inflation and lower sales — that comes within a year of their purchase of Distell and Namibia Breweries in April last year.

HOW WOULD YOU BUILD IT?

How to Capitalise on SA’s Renewables Drive

If you’re looking for spaces to build something unique in renewables, there’s no better time (thanks, Eskom!) and this week’s podcast is for you. We sat down with Ross Mains-Sheard from rent-to-own solar installer Versofy and Michael Maas of EV solutions builder Zimi for some insights on opportunities in the alternative energy space.

Just the highlights…

1. Renewables look poised to heat up in SA

As the guys mention here, adoption rates of renewables in SA are showing phenomenal growth, with a close to 350% increase in renewable added to the grid in the past year alone – driven by the necessity due to load shedding, of course. But the shift points to a lot of potential for startups to build exciting solutions that could also have uses in other regions facing similar challenges to SA. 

2. Electronic vehicles and solar – a match made in heaven?

As the team says here, one such opportunity lies in collabs between the Electric Vehicle (EV) industry and solar. EVs paired with solar energy offer a sustainable and cost-effective solution for transportation. Charging or full-on powering EVs with solar can help reduce operating costs for commercial fleets and even the man on the street…

3. SA innovations making international waves

Cutting-edge technologies being developed in SA to address the power crisis are turning SA into something of a testing ground for innovations in EVs, fleets, data analytics and energy efficiency. As the team mentions here, some local products and developments are starting to raise eyebrows globally.

You can also grab the Spotify and Apple Podcast links on our website here.

THE RESULTS

We asked whether you would have liked having an AI tutor, and there’s a lotta pro-AI…

🟩🟩🟩🟩🟩🟩 👍 Definitely yes – I might actually learn something. (62%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🙅 No, I’d never listen to a robot. (8%)

🟨⬜️⬜️⬜️⬜️⬜️ 😏 Oh yes, way easier to manipulate a machine. (13%)

⬜️⬜️⬜️⬜️⬜️⬜️ 😗 Depends on how hot the avatar is. (4%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🤔 Would it be better or worse at spotting me cheating? (0)

🟨⬜️⬜️⬜️⬜️⬜️ 🕶 Seems dumb to give our future overlords access to our children. (13%)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.

Too-woke AI? The latest in the “should-AIs-be-woke?” debate is Goody-2, an AI so ethical it won’t answer any questions at all. Go on, just try to ask it something inoffensive.

In this Open Letter:

• Smarter EdTech: The business case for AI in schools.
• Calls from your X, lost traffic fines and SA’s first moon base.
• Killer marketing: How to build a startup content strategy.
• Where the doctor belongs: The results are in.
• Free business stuff: Share this and get cool tools.

TRENDING NOW

The Case for More School-GPT

UNESCO recommends there be one teacher for every 20 kids in a classroom.

And, while the average ratio of SA public schools is around 30:1 (crowded but manageable), 15% of primary schools have over 50 pupils per class.

In fact, half of schools have class sizes exceeding 40 students. And recent reports are that the average class size for grade 6 learners is 61 in Limpopo, 59 in Mpumalanga and 54 in KwaZulu-Natal. 

Bless those poor teacher’s souls!

‍

All about maximising efficiency

And there’s a reason UNESCO proposes that ratio:

• Increased Individualized Attention
• Improved Learning Outcomes
• Enhanced Classroom Management
• Greater Teacher Effectiveness:

However, getting to this ratio could be extremely expensive. 

Getting our ratio in public schools down to 20:1, means we need another 200’000 teachers to serve the ±12m learners. 

And, at an average income per government teacher exceeding R500k (if you include all the benefits) per annum, just the salaries would increase the government’s education spending of R368 billion by another R100 billion.

SA simply doesn’t have the money for this.

AI assistants could help

Some schools are making use of classroom assistants or tutors that can help reduce the load on teachers at a reduced cost – they earn less per hour and can come in for shorter bursts where needed. 

With the advancements in large language models (LLMs like GPT-4 etc), however, you could use AI to supercharge a teacher and their capability to deliver high-quality education even with larger classes. 

This could have a great impact on understaffed public schools. 

But it would likely take years for the government to roll it out.  

And that’s why a good place to start might be the private sector…

‍

The Business Case for AI in Private Schools

Private school group ADvTECH reports that 84% of their building capacity is currently utilised – efficient, for sure, but if teachers can handle bigger classes with the support of AI, there is money to be made. 

Even if AI tutors can increase classroom capacity by just 1%, it could increase annual revenue by R40m for the group (assuming an average annual school fee of R100’000) – significant. 

They currently have just under 40’000 students enrolled and it's been growing at 10% per year – highlighting a healthy demand. 

And that’s exactly why they have been looking at using AI.

ADvTECH schools use ADvLEARN a customised platform to provide personalised learning paths and use adaptive technology to give students a bespoke learning experience while improving their understanding in core areas. By helping teachers pinpoint where individual pupils are struggling and using data from locations around the continent to improve the curriculum and upskill teachers, it’s a winning formula.

But they are not the only ones…

A startup doing something interesting in this space is Mindjoy. It’s like School-GPT: They aim to help schools develop their tech and STEM talent amongst teachers by providing STEM teachers with their very own customisable AI Tutor to personalise and enhance their students’ learning experience. 

You can give it a personality and avatar and get kids to not only learn from it but give it insights (which go to the teacher) on how well students understand topics. Call your bot Einstein and get it to explain the theory of relativity to a 10-year-old – nice.

Have a look…

As AI continues to advance at breakneck speed, more and more industries (just like EdTech) will be able to leverage their deep-rooted domain knowledge and create personalised AI-powered solutions to add value to users and their industries. 

Not only will this have a positive impact on education, but there sure is money to be made. We’re watching this space.

IN SHORT

🇿🇦 Scientific Champions. Two aspiring young scientists from SA won big at the 2024 Taiwan International Science Fair walking away with a Third Award in the computer science and information engineering category, a Fourth Award and the Viewer’s Choice Award in the behavioural and social sciences category.

📞 Calls from your X. Soon Elon Musk will ditch his phone number and only use X for texts and audio/video calls in a bid to make X the one app to rule them all. Just hope he has his 2-Factor Auth set to Email.

♊️ Gemin(A)i. Google’s AI tool Bard has officially become Gemini with the launch of Gemini Advanced with Ultra 1.0 which is already available in 150 countries & territories including South Africa.

👮‍♀️It’s Not Fine. Looks like you’ll never get a traffic fine again. The SA Government wants to force traffic departments to use the Post Office to issue fines as part of the proposed Administrative Adjudication of Road Traffic Offences (Aarto) Act said to be implemented on 1 July this year.

🌝 To the moon. SA will work with China, Russia and a bunch of other countries to build a lunar base on the moon as part of The International Lunar Research Station (ILRS) project.

🤑 Raising funding. Sam Altman is on the hunt for $7 trillion in investment. The OpenAI head honcho is apparently in talks with officials in the UAE to present his plans to build a whole lotta new chip factories (OpenAI guzzles up a LOT of computing power).

👨‍💼 User Words. Are you a techie battling to explain your value proposition/what your product is about? Business comms author Chris Fenning is doing a free talk on turning “Geek Speak to Street Speak” at Innovation City this Wednesday (14 Feb) at 1pm. Should be great for learning to chat with users and stakeholders and feel less awkward about it.

BUILDER’S CORNER

How to Create a Killer Startup Content Strategy

You’ve got a product (or on its way!) and it’s time to start creating some buzz around it, building an audience and activating potential users. Great!

But now comes the thing: What content exactly are you supposed to do?

I mean, it’s a busy space; web, socials, YouTube, podcasts – there’s so much going on already. How do you stand out?

‍

Nothing drains your marketing budget (and your audience’s excitement) faster than dull, boring copy-pastes of the same old thing everyone else is doing. So it’s time to think way outside the box…

Unlocking the “Unique” in a Crowded Space

1. Forget your brand & pretend you’re Rupert Murdoch

The biggest mistake brands make around content is they start with questions like: What do we (the brand) want to tell people? Content is just like a product – it’s all about the user and their journeys, not yours.

Rather: pretend you’re an editor who was just hired by a big media company to create a new publication/podcast/TV show etc. targeting your audience. What commercial content product would you build to attract and engage them? Make that your content strategy.

2. Give them something they can’t find anywhere else

Go find out 1) what your audience really wants to know/see and 2) what information is not available out there on the net or socials yet. And build that into a strategy.

Example: I once had to do a strategy for a boat dealership. All the competitors were posting about engines and boats. We went a step further and said: What do people use boats for? Fishing, of course. So we became the first boat brand to build content around fishing and fishing competitions instead, and were rewarded with tens of thousands of active, engaged users and zero competition for our content (because they couldn’t get it anywhere else).

3. Or just ship it on a brand-new channel

Ok, so some topics are done to death. In most places, but usually not on all channels. So you can use the existing channels as your resource and ship the content on a new channel (that you know your users would really prefer.)

Example: Yeah I lied about being the first to talk about fishing competitions for that boat brand. You could get lots of fishing news at that time; the problem was it was only in printed magazines. So all we really did was take that info and publish it online and on the socials – where people actually wanted it – and boom! Content success.

You can do it too. Just look at what’s available on blogs but not on YouTube yet. Or deep-dives on podcasts that are not on carousels or video yet and give it to your people.

BONUS: Thinking of your content as a separate “product” is very useful, because it forces you to ask: How’s this gonna make money (or pay for itself)? It reminds you to include your organic traffic in your marketing channel analysis and physically check: How many new users is it bringing in, at what cost (CAC), and what’s the conversion rate?

Remember: The ultimate goal of content is for organic to eventually replace or overshadow your paid traffic, so you can lower your CAC and make a profit.

Got startup content and marketing insights? Hit reply and let us know (and maybe you get featured here, too).

Today’s Builder’s Corner was written by Elvorne Palmer who is an expert in Audience Development.

Connect with him on LinkedIn here.

THE RESULTS

We asked where and how you see your doctor, and good old face-to-face is still the game…

🟩🟩🟩🟩🟩🟩 🧑🏻‍⚕️ In-person at their offices (76%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🏥 At the clinic (5%)

⬜️⬜️⬜️⬜️⬜️⬜️ 📱 On my phone (3%)

⬜️⬜️⬜️⬜️⬜️⬜️ 💻 On my laptop (3%)

⬜️⬜️⬜️⬜️⬜️⬜️ 🚑 Only in emergencies (hospitalisation) (3%)

⬜️⬜️⬜️⬜️⬜️⬜️ 💪 Haven’t seen a doctor since 1999 (10%)

Find more awesome business ideas from South Africa's favourite startup and tech newsletter.