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@wildproof.io

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Building a good product is no longer enough to get a scale-up through the next stage of growth. You also need a much clearer understanding of how people actually buy. When they shop, how often they shop, which outlets they use, what they can afford that week and what else they are choosing between all influence whether your product ends up in the basket. This is where a lot of scale-ups get caught. They are too small to operate like a big business, but too big to keep working informally. They are trying to find distributors, get into more outlets, manage costs and work out whether sell-through is actually happening. It is a busy and often uncomfortable stage, and it is where many good products struggle. That is why understanding the consumer in the real environments where decisions are being made has become so important. Not only inside retail, but outside it too. The opportunity is to build relevance in people’s lives while also improving how the product reaches them. Those things cannot really be worked on in isolation anymore. Product, consumer understanding, distribution and real-world presence all need to move together. @wildproof.io Article cred: @bizcommunity
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We are living in such an exciting time. Technology is changing and shaping industries at an unprecedented rate of scale. I’m particularly excited about how technology is going to positively impact the FMCG, consumer goods and experiential marketing economies. Regardless of how technology evolves, the base layer of value will always be human - we must never lose sight of that.
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It’s never been easier to start a brand, but it’s also never been easier to lose money if you don’t approach building it in the right way. I have seen 3 well resourced and financed beverage brand fail in the last 5 years. They had production, distribution and logistics sorted - but they did not have a product people wanted to buy. Finance, logistics and distribution can get you on the shelf, but it won’t help to sell a product nobody wants.
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The more time we spend in-field the clearer it becomes that the most valuable consumer intelligence is found in the real world, not behind a screen. That matters because bad insight gets expensive fast. It is not just the cost of the research. It is the production run, the packaging decision, the retail push, the media spend, and the months lost backing something the market may not actually want. The recent Brand Health article on research quality only reinforces what we are seeing in-field. AI-led research, WhatsApp surveys, email questionnaires and phone calls all have a role, but they can also keep brands too far away from the moment where people actually taste, react, compare, question and decide. People still live in the real world. They make buying decisions in context, with habits, budgets, preferences and competitors around them. That is where @wildproof.io sits. Closer to the moment of trial, closer to real behaviour, and closer to the evidence brands need before they spend serious money.
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I’ve been spending more time in township and informal trade environments as I build out what @wildproof.io is becoming, and every time I’m reminded how much gets missed when people are only looking at things from a distance. There’s so much context on the ground. You only really start to understand it when you’re actually there, speaking to people and listening properly. Kabelo Kale’s @bizcommunity article sums up the missed opportunity very nicely.
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I’ve seen this happen first-hand. A product is doing well overseas, the trend looks exciting, and on paper it feels like it should work here in South Africa as well. The business has the ability to make it, distribute it and get it onto shelf. But then it hits the shelves, and it just doesn’t move the way the brand thought it would. Not because it is a bad product. Often, the missing piece is that not enough time was spent understanding local consumers before the product was scaled into market.
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