EP03
Business Operations
Can your business deliver what your brand promises?
Tunde and Lerato’s evening-collection message brings in more orders—and exposes how much of their promise depends on a process nobody has written down.
Previously on Running a Brand: Tunde and Lerato discovered that customers chose their Johannesburg laundry for different reasons. Making evening collection clearer brought in more orders—and exposed a problem with getting them ready.
“You close late. But my clothes still aren’t ready.”
It was the customer whose feedback had inspired their new message. He had come after work, exactly as they had encouraged him to do. His agreed collection time had passed. Now Tunde was asking him to wait while someone checked on his shirts.
There was very little Tunde could say about convenience that would improve the situation.
The advert had worked. The customer had understood the value, booked, and arrived. What failed was the process meant to fulfil the offer.
This is a difficult moment for a founder: discovering that better marketing can bring more attention to a problem inside the business.
Tunde wanted to suspend the advert. Lerato wanted to find out why an order they had accepted was still unfinished.
Both decisions mattered. But switching off the promotion would not make the next accepted order more dependable.
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