If you're just doing waterfall development and not really talking to customers, you're just building something based on your assumptions.
Knowing When a Tech Startup Will Thrive
As the head of product at Octoco, a software development company based in Stellenbosch, Werner has seen first-hand what separates successful tech startups from those that fizzle out. In our conversation, he emphasised that the ability to validate ideas through customer feedback is paramount.
"If you're just doing waterfall development and not really talking to customers, you're just building something based on your assumptions," Werner stated. I was struck by his pragmatic view - startup founders can get enamoured with their own vision, but cultivating a real understanding of customers' needs is non-negotiable.
Attracting Users Is Table Stakes
For any new tech product, acquiring customers is critical yet often underestimated. "Marketing is absolutely critical," Werner asserted. "You can't just build something and expect people to find and use it."
His perspective resonated deeply with my own experiences. I've seen brilliant products wither due to lack of market exposure. As Werner put it, "You need to spend enough time planning how you're going to get those early customers and retain them."
The Development Triad: Cost, Quality, Time
When building a tech product, Werner highlighted the classic triad that every development team must balance: cost, quality, and timeline. Delivering a high-quality product within a reasonable timeframe is ideal, but it invariably comes at a high cost for a company.
"You can never really get all three to the max," he explained. "At some point, you have to make tradeoffs." Werner's honesty forced me to nod in agreement - I've been part of many projects where one of those factors had to take a backseat based on business constraints.
The Winding Road of Experience
Of course, Werner didn't arrive at these insights overnight. Initially pursuing a BCom degree, he found himself drawn to the world of coding and development. "I had a programming subject that I really enjoyed and resonated with. And then I think that one thing led to another, and I was like, okay, cool, I think I'm going to give this development thing a go," he recalls. His early career saw him honing his skills at various companies, each experience shaping his perspective. From learning the value of diligent processes at CLEVVA to embracing the fast-paced, target-driven culture at a chatbot startup, each experience equipped him with unique perspectives that now benefit Octoco's product strategy.
Having been through the startup grind himself, Werner can empathise with the challenges founders face in unique ways. His stint at those early-stage companies undoubtedly gave him an appreciation for moving quickly and prioritising around lean budgets, which likely informs his views on smart tradeoffs during development cycles.
Selecting the Right Development Partner
Beyond just building a product itself, I wanted to pick Werner's brain on how companies should go about selecting the right development partner. He didn't mince words: "Look beyond just their technical skills. The team's culture and broader product perspective are huge."
Werner elaborated that the best development shops take a consultative stance, offering strategic viewpoints beyond just completing prescribed tasks. They ask the tough questions and aren't afraid to push back on approaches they disagree with - even if it comes across as friction at first.
"You want a partner that gets the bigger picture, not just order-takers," he stated bluntly.
Having worked with many vendors over the years, I can attest that taking a narrow, execution-only approach rarely works out well. The best development partners I've had have made my product stronger through their holistic vision and ability to foresee potential pitfalls.
The Path to Impact
At the end of our chat, I walked away with a greater appreciation for the multitude of factors that separate successful tech products from ill-fated ones. By prioritising customer validation, thoughtful marketing, making smart tradeoffs during development, and selecting a partner with the right mindset, tech startups can dramatically improve their odds of building something people truly want.
UP NEXT

From Passion to Profit: Building a Fantasy Sports Startup in South Africa
Roland Kesler
Co-Founder at FantasyGo


Navigating the Sustainability Marketing Minefield: Learnings from the Experts
Rosie Stubbs & Lauren Pitman
Marketing @ Weeva


Selling Software Development: Big numbers, Bigger stakes
Marc De Decker
Business Development @ Decode


Modernising Justice: One Lawyer's Mission to Make Legal Services Accessible Through Tech
Sinal Govender
Legal Tech | Design Thinker | M&G 200 Young South Africans (Justice & Law)


Working as a Freelance Creative in Tech: Lessons from the Trenches
Stéfan Kunz
Freelance Digital & Product Designer
