Startup Failures, Big Branding Lessons From HerRyde and Quizac
What two failed Nigerian startups can teach you about building a brand that lasts.
Here in Nigeria’s bustling startup scene, not every hot idea wins. Sometimes the toughest lessons come from ventures that almost made it – but stumbled on branding. Two examples stand out: HerRyde and Quizac. Each launched with a punchy promise, only to crash later because their brand didn’t connect with customers. Below, we’ll share what these startups did, why they failed (especially on brand strategy), and the lessons every founder, student or creative can take away.
Imagine a ride-hailing app just for women: that was HerRyde. Founded in 2022, it was Nigeria’s first women-only Uber-style service, punchng.com. The idea was powerful: connect female passengers with female drivers for a safer, more comfortable trip. But by October 2023, the company had to “hibernate” operations punchng.com. What went wrong? In short, the brand’s very niche positioning limited its market. Many potential riders simply didn’t feel the need for a women-only service. As one industry observer bluntly noted, “people… don’t like women driving them”punchng.com. In other words, the mission-driven concept clashed with existing attitudes. HerRyde’s core message (safety and empowerment) was strong, but in practice, it created confusion and low demand. By branding itself so narrowly, the startup left out most customers. The team vowed to regroup and return stronger, but their story shows how a too-limited target and misaligned brand promise can stall growth punchng.com.
Now consider Quizac, an edtech startup founded in 2019. Quizac built a gamified learning app for K–12 students – think fun quiz games to get kids studying. It got thousands of users and even corporate interest. But trouble surfaced when the founders tried to sell Quizac to companies. In a crucial pitch meeting, executives asked what value Quizac provided. After an awkward pause, they summed it up: “Quizac is just fun… we use Quizac to create these engaging quizzes that everybody likes”techpoint.africa. The feedback stung: as one founder put it, they realised Quizac was “like a vitamin” – a nice-to-have, not essential. In branding terms, Quizac’s identity was playful but vague; its value proposition was unclear. Without a compelling “painkiller” angle, it struggled to retain users and monetise. The startup eventually ran out of runway and announced it would shut down (even turning down a $250K offer to stay independent)techpoint.africa. Only after that did an investor step in to acquire it. Quizac’s fall shows how confusing or “soft” messaging – focusing on fun rather than on solving a pressing problem – can erode traction.
Lessons for Founders (Especially Students & Creatives)
Be crystal clear on why you exist. Quizac’s mistake was a fuzzy value prop: corporates heard “just a fun quiz app”techpoint.africa, so they weren’t willing to pay. Your brand message must spell out the urgent problem you solve, not just the cool features. If people aren’t saying “I need this,” you’ve got more work to do.
Avoid an audience that’s too narrow. HerRyde aimed at women only. Ambitious mission, but it shrank the market. As HerRyde learned, if most potential customers are indifferent to your angle, growth stalls punchng.com. Test your concept with real users early: make sure enough people care.
Validate, don’t assume. Ask customers what they understand about your brand. If they’re quizzing you for value, that’s a red flag. For example, when Quizac pitched schools and firms, the silence said it all techpoint.africa. Make adjustments before launch.
Don’t rely on freebies or buzz. Gimmicks can backfire. (As one food-delivery founder put it: “Free delivery is not the way to find loyal customers.”techcabal.com) Building a brand on discounts or swag attracts fickle users. Aim for genuine product-market fit instead.
Stay adaptable and honest. When pivots are needed, adjust your branding quickly. And never over-promise. Your brand should always reflect what you deliver.
Each of these cautionary tales has a silver lining: they teach us what not to do. Student founders and creative entrepreneurs should watch out for these traps. Build a strong, consistent brand story from day one – one that speaks plainly about the value you bring. Test your positioning, refine your messaging, and always keep the user’s perspective in mind.
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