February 2014 saw the launch of the #textbookrevolution. We donned our Paperight #textbookrevolution t-shirts and made our way to Stellenbosch University. Once there the team split up: Arthur and Dez stayed at Jetline Stellenbosch to assist in store, Oscar and Yazeed trekked around campus to put up posters, and Philippa, Nick, Marie and I spent our time handing out coasters and getting students to sign the #textbookrevolution petition. Students loved our More Money For Beer campaign slogan, and were very receptive to the idea of Paperight. Mostly though, they bemoaned the high costs of textbooks and the lack of availability of alternatives.
We had the same experience later in the month on UCT campus. Again, we handed out coasters, chatted to students and explained what drives up the price of books. While students were enthusiastic, we soon realised that there were two key gaps that we had not been able to fill. The first was a content gap. We knew that we’d have this, and we’d structured our campaign around it, but the result was that while we had a lot of queries, we were not able to leverage publishers to make this content available (the same problem we’d been experiencing for months).
Additionally, and perhaps more worryingly, we realised that service in copy shops was not what we had assumed it would be. While the majority of registered outlets were very enthusiastic about the Paperight service, and had topped up their accounts, there was often only one person in the outlet who knew how to use the site, despite multiple training sessions with other outlet employees. If this person was not around to field customer orders, or if the customer encountered an employee who did not know of, or who had forgotten about Paperight, the customer was being turned away. More and more frequently we were receiving calls from customers who were going to outlets only to be told that these did not offer the service.
At this point Arthur and I started actively looking into potential pivots. We considered merging Paperight with other companies working in the educational sector, and to this end, valuated Paperight’s assets.
We were struggling to maintain enthusiasm as a team for the #textbookrevolution, and working on publisher follow-ups, reformatting, and uploads seemed futile given an imminent pivot.
Things became very difficult here. We were struggling to maintain enthusiasm as a team for the #textbookrevolution, and working on publisher follow-ups, reformatting, and uploads seemed futile given an imminent pivot. Yet, at the same time, we hadn’t decided on a pivot, so we couldn’t realign our priorities. The result was that we started to flounder a bit. While we continued on, the morale in the office dropped.
- Cambridge Scholars Publishing Limited (12/2/2014)
- Methodist Church of South Africa (25/2/2014)