WENT TO THE MARKET
Default descriptionOur business operations went live in January 2021 under the name “Zwarttech” in the Netherlands, Nigeria, UK and the United States
Out of excitement, we went a little too fast with the internationalisation plan. We had to downsize and redirect our focus on the Dutch market to get it right.
We went to the market as “ZWARTTECH'' which literally translates to Black Tech in order to combat the two problems we identified from our research.
To bridge the talent gap as we realised that the scarcity of IT Experts in the West could be solved by the abundance of suitable IT Experts in Africa.
To change the way the term “Zwart” was perceived, and transform the negative associations attached to it. We hoped to associate “Zwart” with innovation, success and positive outcomes. While simultaneously, bridging the talent gap by connecting IT Experts from Africa to job opportunities in the West.
Sadly, we failed in one of these battles as our business was brand new and not strong enough to fight both. Our team kept meeting hindrances when attempting to connect to people due to the subconscious negative biases attached to our name. We had to make the difficult decision to evaluate our strengths and weaknesses and take it one small battle at a time. We celebrate every little win and hope to eventually make a big difference. Zart became the new “Zwart”.