So, you run a guest house or Airbnb in one of South Africa's lekker little coastal towns. The sea air is fresh, your coffee is strong, and your rooms are clean and comfy. But now you need to fill those rooms without becoming a full-time marketer. You're not trying to be the next social media influencer or learn a bunch of techie nonsense. You just want bookings. Fair enough.

Starting a business is a dream for many South Africans, a chance to create something meaningful, provide for your family, and contribute to our vibrant economy. But here’s a harsh truth: data from a 2024 Statista report shows that over 65% of SMEs in South Africa fail within their first two years.

Even more shocking is that less than 25% of these startups invest in professional market research.