Businesses looking to launch new products and services in Africa can now trial their offerings in a live market setting, thanks to a new initiative designed to support innovation and reduce the risks of market entry.
The new service called Try it in Nairobi has been launched to help companies of all sizes — including multinationals, SMEs, and startups — test their solutions in the Kenyan capital before scaling to the rest of the continent.
The initiative by Public Relations and Strategic Communications firm, Calla PR, aims to provide businesses with access to real users, suitable pilot locations, and the right partners to assess product-market fit and gather critical feedback.
According to project organisers, the program will offer practical support in executing product pilots, connecting businesses with potential customers, investors, and collaborators, and enhancing the visibility of these trials to drive broader market buy-in.
Calla PR managing director Kevin Otiende said the goal is to reduce the high failure rate of new product launches by facilitating rigorous, real-world testing.
“Launching blindly can erode customer confidence, damage brand reputation, and result in costly consequences. Testing in a live environment helps businesses gain critical insights and refine their offerings before committing to a full-scale launch,” said Otiende.
Industry studies show that while tens of thousands of new products are launched globally each year, the majority fail — often due to insufficient market validation.
According to Forbes, over 30,000 new products or solutions are launched globally each year, but more than 80 per cent fail, often due to inadequate market testing or research.
Meanwhile, McKinsey reports that more than 25 percent of total revenue and profits across industries come from successful new product launches.
Nairobi has been chosen as the testing ground due to its status as a regional economic and technology hub.
“Multinationals looking to tap into Africa’s dynamic market also face unique challenges from understanding diverse consumer behaviors to complex trade channels. Calla PR’s Try it in Nairobi offers them eyes in a key African hub, enabling multinationals refine their strategies with real market insights to maximize success in the fast-growing African market,” Mr Otiende added.
With a young, educated, and tech-savvy population, strong infrastructure, and growing middle class, the city offers an ideal environment for piloting innovations across sectors such as fintech, manufacturing, agribusiness, education, and healthcare.
International agencies, including the U.S. International Trade Administration, have described Nairobi as a strategic entry point into East and Sub-Saharan Africa, citing its digital infrastructure and consumer readiness.
The initiative is expected to appeal especially to companies looking to enter or expand within African markets, offering a structured, research-driven approach to de-risk product launches and adapt strategies to local needs.
