UNCOMMON BUSINESS SOME IDEAS TO INNOVATE NAMIBIA’S MOST BELOVED BUSINESSES FROM CLEANING TO OKAPANA.
RESPECT YOUR YOUNGSTERS*
AN NBIC LUNCHTIME TEAM PROJECT TO PROMOTE INNOVATION IN LOCAL BUSINESS.
UNCOMMON BUSINESS UNCOMMON BUSINESS An NBIC publication 1st edition, February 2012 Namibia Business Innovation Centre Windhoek, Namibia. Contributors: The teams of NBIC and SAIS. Concept, Layout & Text: Johannes Hasekiel & Bernhard Rohkemper Illustrations: David Linus Printing of this publication kindly sponsored by SAIS.
This work is licensed under a Creative Commons license. This means that any part of this publication may be reproduced for educational or non-commercial purposes provided the source is acknowledged. No part of this publication may be used in any form for commercial purposes without the prior written consent of the copyright holder.
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VISIT NBIC AT WWW.NBIC.ORG.NA *THE NBIC LOGO, NBIC ORANGE AND BLUE, AND »RESPECT YOUR YOUNGSTERS« ARE TRADEMARKS OF NBIC.
INTRODUCTION & CONTENTS Contents
Since its inception NBIC has build a reputation for outside-the-box thinking and
Used Clothes
mindset change in Namibia. At the NBIC Innovation Village in the heart of Wind-
Cleaning Service
hoek we challenge ourselves and others to do things differently all the time.
Town-To-Town Minibus
Every day the NBIC team continues to build
Beads Jewellery
an
open-minded
environment
where ideas and critical thinking are encouraged, where staff members work
Roadside Fruit Stand
together in mutual respect. In what turned out to be both a very con-
Shebeen
structive team building and creativity exercise, the NBIC team changed its Friday
Okapana
lunchtime sessions into a brainstorming factory around Namibia’s common busi-
Shoe Repair
nesses from Okapana to Cleaning and from Hair Salons to Fruit Stalls. This pub-
Barber Shop & Hair Salon
lication showcases the results. Feel free to use them for innovating your own business. After all, innovation is not about rocket science but about implementing change, however small.
ARE YOU AN INNOVATOR? JOIN THE CONVERSATION.
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UNCOMMON BUSINESS THE USED CLOTHES STALL WHAT IT IS! In other African countries with larger garment industries, used clothes from overseas are criticised as a major factor behind the decline of local production. In Namibia on the other hand venturing into second-hand trading is by many regarded as a way to make a good living. That’s why we find numerous stalls at open markets and on the side of the road that sell used clothes, shoes, bags, and even household goods. Everyone who has ever been on a bus from South Africa back to Windhoek knows the gargantuan piles of used clothes that are being hauled up from Joburg or Cape Town. Customers around the country, especially those with little disposable income, crave what’s in stock at second-hand vendors, not because it reduces waste or has a certain retro chic, but simply because it is great value for money.
WHAT IT COULD BE! Ever wondered what happens to used clothes that Namibians don’t want any more? Getting hold of these would make for much easier supply to your second-hand business than imports from Europe or even further afield. We would start a social business that collects pre-loved garments and goods from Windhoek and other cities to sell them to different target groups. A hip, urban clientele would surely pay much more for your goods than people in rural areas (if presented nicely in a shop that is). For the latter, a mobile service would be a great idea, which brings goods closer to the people, making life easier for them, too. The profits you generate can go towards good causes or be invested in projects to uplift fellow Namibians, even to revive local textile industries. Plus, give your branding a decidedly green touch. Wasting resources has to come to an end, and you are at the forefront by reducing waste as well as depletion of resources. People will love to get out of their consumerist lifestyles for once! Add other used items to your range to create a full-blown second-hand department store.
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THE USED CLOTHES STALL.
UNCOMMON BUSINESS THE CLEANING SERVICE WHAT IT IS! In private homes, offices and other commercial buildings cleaners are a common sight in Namibia. They make sure cleanliness and hygiene are taken care of and we feel comfortable at both work and leisure. Be it one-man (or woman, for that matter) businesses or larger companies, cleaning services come in different formats and sophistication. If there is one sector where you find tenderpreneurs in Namibia, it surely is here. But just like security services and gardening, cleaning sadly doesn’t seem to be perceived as a profession that needs proper training. As a result, the services provided are not always satisfying to either party involved. As a customer you wonder what you pay your money for. As a cleaner you wonder how little a dollar is left at the end of the month for your countless hours of work.
WHAT IT COULD BE! Believe it or not, but customers are willing to pay a premium for service staff that is well-trained, friendly and that doesn’t need extra attention and supervision. So if you meet these criteria, get ahead of the game and market yourself as such. Be honest. Refrain from the usual empty ‘committed to service excellence’ blurb. If you really mean it, you could grow into a curse for your competitors and a blessing for customers. Imagine your employees wearing a well-tailored (!) uniform with your logo and their names on. Let them be proud of what they do. Develop cleaners with a range of skills as profession rather than unskilled labour. We are still on the look-out for a visionary company, where the cleaners can also do basic maintenance and take care of indoor and outdoor facilities alike. Attach your multi-talented staff to one or two clients at a time so they can develop a trust relationship that reflects back on your company. And of course, there is nothing wrong with using cleaning substances that are easy on the environment or locally produced brooms to support the community.
THE CLEANING SERVICE.
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UNCOMMON BUSINESS THE TOWN-TOTOWN BUS WHAT IT IS! Most of Namibians travel with a minibus when going from town to town. If you don’t have the privilege of owning your own car, minibuses are often the only way to travel. You could take the train, but then your choice of destination is quite limited. Bus drivers predominantly make use of service stations for pick-up and drop-off. The price depends on which route you are taking. But it isn’t for the faint-hearted. At some minibus ranks it can be outright chaotic with drivers fighting for customers to fill their vehicles. For passengers that can mean waiting for hours before departure. It really isn’t a great option if you have to get somewhere on time. If you get there at all, that is. As minibuses are often badly serviced, breakdowns occur frequently. And let’s not talk about the crazy driving and dangerous overtaking...
WHAT IT COULD BE! How about a mobile application for advance bookings and payments for your minibus enterprise? Nobody really wants to wait for hours on end, wasting time. Let people buy their tickets via mobile phone. The application tells you when your trip is full or if you have to increase marketing. No fighting with other drivers anymore. Plus, it’s a great way to interact with customers and build a loyal clientele. It’s that easy to get ahead of your competitors. We would offer passengers a door-to-door service at a small extra fee. Very good customers should be incentivised with a free pick-up from home or their office. After all, convenience is key. In doing so, you build your own small brand that stands for reliability, service and a simple booking system. Add some basic driver training, well-serviced buses and a pleasant vehicle interior and we’ll be happy to get on board. You could also include a tracking system, which enables you to check where your buses are and if your drivers are speeding. Make it available to the public and family members can check when their loved ones are scheduled to arrive.
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THE TOWN-TO-TOWN MINIBUS.
UNCOMMON BUSINESS THE BEADS JEWELLERY WORKSHOP WHAT IT IS! Everyone likes a new look on their neck, wrist, ears or even ankle from time to time. While in some parts of the world they use silver, gold or other precious metals, in Namibia we like to keep it local by using more quirky beads. Sure you have seen beads made of ostrich eggs, plastic pieces, nails, used pens, seeds and other unusual materials. Some producers sell their creations in craft shops or lodges, where they share the shelf with a lot of mediocre stuff people slowly but surely lose interest in. For the more special pieces one has to check the tiny stalls throughout the country. Sadly, this makes it quite a project to go on a shopping spree for local jewellery. Which might explain why it doesn’t feature high on the local (and international) fashion agendas.
WHAT IT COULD BE! Namibia is incredibly rich in cultural heritage and from every corner of the country come distinct jewellery traditions. These beautiful creations sometimes even get a contemporary update by incorporating new materials. But where are the people? We would definitely promote the ingenious crafters behind these necklaces and bracelets to give them the attention they deserve. Why not create a unique, recognisable brand, if the style of the jewellery you create is unique, too? Local fashionistas are longing for a trend they can be part of and a designer they can celebrate. So create the hype and become visible. Just imagine half of Namibia wearing your jewellery. But while it will be hard to take the world by storm from a hidden stall in Opuwo, setting up shop in Windhoek or Oshakati might do the trick. Think about it. Join hands with other like-minded jewellery designers and open an outlet that showcases your talent. It might evolve into a local design emporium where the usual kitsch has no place. Even tourists are getting tired of wooden giraffes. Let them take home a beautiful piece of wearable art instead! You will be amazed what prices it can fetch if displayed and explained well.
THE BEADS JEWELLERY WORKSHOP.
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UNCOMMON BUSINESS THE ROADSIDE FRUIT STAND WHAT IT IS! If we crave fresh grapes, oranges, apples, water melons, peaches, bananas or other fruit, we head for the nearest roadside stall. In this way, even people that work far from the next grocery store get their intake of fresh produce during lunchtime. If you are lucky, you get local stuff, like melons from Stampriet or grapes from the Orange river, but most fresh produce is imported from our neighbours with more supportive climates. While that makes the offer more varied and supplies more reliable, one is normally left in the dark about the origin of produce, which makes it hard to buy local. Plus, it stretches the concept of fresh fruit and veg quite a bit.
WHAT IT COULD BE! People like to spend money on fresh produce. Increasingly, customers also want to know where their fruit and veggies come from. After all, local is lekker. We would build our fruit (and veg) business around good relations with suppliers locally and further afield. Plus, why not go mobile? Think of driving a trading bicycle (custom designed of course) with your logo and branding. That’ll create headlines and recognition almost immediately. With your special bicycle you can deliver fresh fruit to customers wherever they are around town. In this way, convenience, flexibility and reliability will be achieved and you literally leave all the immobile old school stalls behind on the side of the road. And don’t throw away very ripe items. They can be used to make yummy juices, smoothies, jams, chutneys and other products to add to your extended range of home-made goodness. How about tailoring your offer to specific clients with specific fruit types or fixed delivery/visiting times? You might even consider a box scheme. Plus, let people pre-order via SMS or online. And make sure you use the same channels to get word out about seasonal specials. This will create a personal relationship with your customers. Let them look forward to your daily visit!
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THE ROADSIDE FRUIT STAND.
UNCOMMON BUSINESS THE SHEBEEN WHAT IT IS! Make available your hall or build a corrugated iron annex to your home, add a counter and some chairs and your Shebeen is ready. Then get stocked up on 750ml bottles of Tafel, Windhoek and Draught as well as plenty of Tassies and you can be sure the first clients, i.e., your friends, will come flocking in. Shebeens, Namibia’s ubiquitous watering holes, are all about personal relationships and word-of-mouth promotion. That’s why at the beginning owners are more open to boozing on credit than during a more matured stage when clients visit in hordes and the whole affair becomes less personal. If this stage materialises at all, that is. Most Shebeens remain an informal hang-out for an extended circle of friends. But no matter the numbers, the problem of drinking remains, which makes Shebeens a big contributor to all sorts of violence and accidents.
WHAT IT COULD BE! Sure, Shebeens are social hotspots, but why do they all look the same with a lack of chairs and tables and cosiness. Of course, once you make it too fancy, your Shebeen becomes a pub and your regulars go elsewhere because they think an upgrade in amenities also means a price increase. Still, people value a place to sit and relax that has more charm than a garage. Get some local guys to build you a few benches from recycled wood, give the walls a new coating, and invite everyone to celebrate the makeover. People want a hang-out spot with extra fun rather than drinking only. Why not bring in activities like gaming, dance competitions or karaoke? Additional services might also work. Shebeens have started to double as car wash, but you could also add a barber shop, offer yummy food or partner with a taxi guy to give customers a ride home. After all, you should be a responsible business and fight against drink-driving and other alcohol-related ills. It might put you on the map of the tourism industry and get you some customers that don’t mind paying more than N$12 for a beer.
THE SHEBEEN.
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UNCOMMON BUSINESS THE OKAPANA STALL WHAT IT IS! Just look around at any open market and you will easily be able to locate an Okapana stall. It’s where the smoke is and where people queue in front of a makeshift braai. They order their choice of meat for 10 or 20 dollars, which is then enjoyed with the secret-recipe Okapana spice, a tomato-and-onion salad, and chunks of greasy bread. It’s simple and apparently good business for the guys owning the stall. When we inquired about their daily profits, we wanted to immediately open an Okapana, too. But when you come to think of it, all these braai stalls are basically the same, cluttered in a few locations and limited in menu variety. And when it rains, you get pretty wet.
WHAT IT COULD BE! Not everybody is fond of lining up for his or her share of lunch meat. We would employ an able waiter or waitress to serve our clients for added convenience. This will go together well with a designated sitting area with comfy chairs or benches that allow your clients to relax while they wait for their meat. Partner with the salad guy and the bread lady and you can offer a full meal. Of course, it doesn’t always have to be the same salad and the same bread. Why not introduce game Fridays or coleslaw Tuesdays? After all, variety is key. You will see your competitors green with envy. You could even collaborate with the other Okapana owners in your market and share the extra cost. Draw the crowds from across town by creating a collective brand. And for those who are not able to make it all the way to Single Quarters or Wanaheda Bus Stop over lunch, don’t leave them out in the cold. Start a mobile Okapana to also satisfy carnivore desires in underserved areas like Windhoek West. Oh, and while you are on the go anyway, offer your customers around town neatly packed portions of Okapana spice and salad to go to enrich their home-cooked meals. It will remind them of your little business even when they are far away. You can be sure they will be back soon.
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THE OKAPANA STALL.
UNCOMMON BUSINESS THE SHOE REPAIR GUY WHAT IT IS! In this day and age of cheap, mass-manufactured shoes many people don’t bother getting their foot attire fixed any more. They simply head for the next retail outlet to buy a new pair. Still, the good old shoe repair guy has not disappeared from the side of the road, where you can get your loafers stitched back together or at least treat them to a decent shoe shine therapy. Sometimes, the guys even manufacture new shoes from Namibian leather or other materials at very affordable prices. They are certainly not cheap but much better value for money, if you consider that they also last much longer than your N$20 plastic sneakers. Alas, the equipment they have at hand for this process is rather simple, sometimes only a staple gun, which compromises quality.
WHAT IT COULD BE! While shoe repair businesses still exist, they are never there when you need them. What do you do if your heels break off or your soles fall apart on your way to the office? Go to the office with a damaged shoe? Or buy a new pair on the spot? Enter the emergency shoe repair service. We would start a 24/7 call-in, wait-while-we-repair service that attends to your shoe worries right where you need it, be it at home or in the office. Of course, we would offer top-up services like shoe shine or waterproof treatments while we are at it . Whenever there is no emergency, we would arrange with larger companies to offer a shoe repair day as part of their employee satisfaction programme, during which everyone gets a free service paid for by the company. But don’t forget to leave your business card for possible return customers. So, while business grows, make sure you invest in some proper tools and training for employees to up the quality and keep people talking about your service. One fine day, they will not only procure your repair expertise but also inquire about those nice tailor-made leather shoes you have on offer, which come with a 12-months service plan at a small extra fee.
THE SHOE REPAIR GUY.
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UNCOMMON BUSINESS THE BARBER SHOP AND HAIR SALON WHAT IT IS! Although Hair Salons and Barber Shops are two very different affairs, they are united in their product, which of course is getting your hair back into shape. While for the ladies, getting a new and exciting hairdo is a much anticipated and treasured social event of several hours, for the gents a fresh haircut is only a matter of a few minutes and a few dollars. We hear the cheapest cut can be had at N$5. That’s why men can head for the nearest barber shack, where an electric hair cutter is the only piece of equipment really needed, which makes it easy to start as a business. If you prefer the more elaborate arts of extensions, braids and colouring, you better be prepared to rent a chair at a salon or open your own. But hey, your clients also fork out a small fortune for the service. Problem is, who has time during the day to sit for hours on end?
WHAT IT COULD BE! Why would a customer come to you and not go to one of the hundreds of other Barber Shops and Hair Salons? To start with, people don’t have to queue to get their hair done, because they can reserve a slot by simply sending you an SMS and then pitch up at the desired time. Then, of course you provide a relaxing atmosphere so people want to linger for longer and make use of your other services. The gents can get a shave and the ladies a manicure on top of their new hairstyle. Additional service of course takes additional time. So we would open our doors early in the morning for early-bird specials and arrange late-night sessions to attract more people that are too busy working during the day. Of course, you could also well allow bookings during lunchtime and visit customers at their office for an hour of hair treatment. Being where your customers are is key to a successful business. And believe it or not, the fashionistas out there will surely value your hairdo advice. Keep them updated on latest trends and make suggestions regarding hair care products, which you sell.
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THE BARBER SHOP AND HAIR SALON.
UNCOMMON BUSINESS WHAT ARE YOUR IDEAS? Think about shortcomings in your business. Ask customers what they would like to see. Offer products that improve people’s lives. Think about new distribution channels. Find ways to improve customer service. Combine different products and services. Be mobile, be creative, be responsible. Think global, act local.
SHARE YOUR IDEAS AT NBIC.NAMIBIA ON FACEBOOK.
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UNCOMMON BUSINESS WHAT ARE YOUR IDEAS?
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SHARE YOUR IDEAS AT NBIC@POLYTECHNIC.EDU.NA
UNCOMMON BUSINESS WHAT ARE YOUR IDEAS?
SHARE YOUR IDEAS WITH US HERE IN WINDHOEK.
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UNCOMMON BUSINESS
Namibia Business Innovation Centre (NBIC) NBIC Innovation Village 1-3 Glück St Windhoek West t: +264 (0)61 207 2885 f: +264 (0)61 207 2760 e: nbic@polytechnic.edu.na www.nbic.org.na
www.saisprogramme.com
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