Along with Eswatini, Seychelles, and Mauritius, Botswana and Namibia rank among the lowest populations in Southern Africa. While this small size offers advantages like a relatively high GDP per capita and better resource distribution, it also creates significant challenges for business growth.
One key issue businesses face in this context is market saturation—the struggle to scale and sustain within a limited consumer base. This may explain why many businesses in Botswana fall prey to the copycat syndrome.
What is the Copycat Syndrome?
Simply put, the copycat syndrome occurs when one business shows success and is quickly replicated by others. We’ve seen this trend across various sectors in Botswana—whether it’s car washes, décor companies, event gardens, caking making companies or more recently, the rise of chisanyamas (barbecue spots). Once one model shows promise, numerous nearly identical businesses emerge.
Is Copying Always Bad?
In an open market, competition is both natural and healthy. It drives companies to improve, avoid complacency, and deliver better value to consumers. More competition typically means better prices, improved services, and increased consumer choice.
However, the copycat approach has its downsides. When the same business model is repeated over and over, it leads to market oversaturation. For example, in urban areas like Gaborone, you’ll find a car wash or chisanyama on almost every corner. At some point, businesses aren't sharing a large cake—they’re just fighting over crumbs.
The Impact on Business Sustainability
With too many similar businesses competing in a small market, few can achieve the scale needed for long-term sustainability. As new copycat businesses enter the scene, profits thin and customer bases fragment. While there may be short-term gains, many businesses ultimately struggle to survive. The question arises: are these businesses truly innovative, or are they merely diluting the market?
The Importance of Differentiation
The real issue isn’t competition—it’s the lack of differentiation. When all businesses offer the same service or product, customers have little reason to choose one over another except for proximity or minor price differences. This makes it difficult for any business to stand out and build a loyal customer base. Eventually, many of these ventures shut down, only to be replaced by yet another copycat.
To thrive, businesses must focus on innovation and uniqueness. This could mean improving existing models, offering complementary services, or targeting niche markets. Copying what already works may offer short-term benefits, but it rarely leads to long-term success.
Can Botswana Break Free of the Copycat Syndrome?
Breaking free from this cycle requires a shift in how entrepreneurs think about business. Rather than chasing quick wins by copying successful models, they should seek out market gaps or opportunities to create something new. Innovation, creativity, and a willingness to take calculated risks are essential for building sustainable businesses in Botswana’s small but dynamic economy.
Botswana has significant growth potential, but its business landscape will continue to suffer if the copycat syndrome persists. My challenge to entrepreneurs is to think beyond what’s popular today and focus on where future opportunities lie. Only then can we build lasting success in this small market.
