What is Access to Market in South African Context?

What is access to market? You know, this has been a puzzling concept the more I gain experience in entrepreneurship. The more I feel I know less about it. It's strange cause those who have to guide us and the ones who'd put themselves on the pedestal to be our advisors to an extent seem to know less about it too.

This could be my opinion, but I'm still yet to be taught correctly cause we seem to know too much to know less. I have the impression that if you start a conversation about access to market, "We will help you to get access to market", then you have to have a clue what that should look like in every context.

I'm not against coaches and government institutions; instead, we need them, but most of what seems to be accelerator programs and masterclasses seem outdated at times. I find most of them use outdated, recycled information that still references old Western brands as if we don't have brands built locally over the past 30 years to reference. Now, that would be a feasible case study to focus on, and then may be compared to these Western brands.

I mean, just using current western brands alone may seem far-fetched cause we both play in vastly different terrains, let alone old brands that were built 100 years ago. Now, if all those who still have to be our guidance to keep us aware of blind spots still act clueless, how are we gonna see this thing called "Access to Market"?

For me, it would mean understanding the businesses you're engaging with and trying to help. Understand their context and the amount of innovation already invested in. Understand the socio-economic and political influences. Have a multi-approach to observing success rather than a biased one (Western influence). Sometimes, for African brands, grit is more feasible than the numbers, and don't get me wrong, numbers are still important, but there's more to gauge potential. Then help with the intentions of experimenting to see what results may be yielded.

But my observation is that most of the agencies and organizations that claim to help they mostly tick boxes. It is more or less empowering businesses that can grow to ignite the economy. It's worse for black brands; they are expected to be magical and superhero-like, to work with less capital and a gatekept market, and still produce the same results. It's unfair, especially when we then have to be compared with financially backed-up brands that we are supposed to view as our competitors. The difference between us & them, they were trusted with capital than us. Therefore, they can sustain loss for years than we can.

So, next time you speak of giving "Access to Market", consider all factors & introduce them to clients. It's ironic that the same organizations that claim to help SME's wouldn't even buy a fraction from any of their cohort, let alone give them big orders, e.g., corporate gifting, uniforms, catering, etc. So, how do you expect them to make it when you yourself don't even believe in them? The mindset needs to change.

Footcast

A quirky edutainment series all about footwear, blending filmmaking with shoe-related content. It explores the fascinating history of African shoe-making traditions.

Subscribe to our newsletter

Enjoy exclusive special deals available only to our subscribers.