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Digital platform for brands to deliver product samples to the right consumers, and gain insights through simplified feedback collection.

Photo of Damilare Ogunleye
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Interested brands sign up on the Hazina platform indicating their relevant product categories, geographical coverage and other relevant sign-up details. After signing-up, a brand creates a sampling campaign, indicating the specific objectives for that campaign such as generating public product reviews or getting detailed personalized product feedback. The brand also selects the target demographics, location, interests, behaviours, and social engagement for the intended consumers. Upon creation of the campaign, the Hazina engine will match pre-profiled consumers with the campaign based on the objectives and target audience specified by the brand. After matching, an individual can then opt in to receive that product sample by fulfilling the preset conditions such as a short survey, or a video. 

Consumers can be matched with up to 7 campaigns in a month and will receive all their aggregated samples in a box, once in a month. After receiving samples, consumers get notified to provide further feedback on the product(s) received. Behind the scenes, Hazina gathers qualitative and quantitative insights, as well as measures and tracks ROI based on actionable data, which is then provided back to brands. Brands can then use these insights to acquire new customers, retarget existing customers , promote product marketing and improve products.

In the immediate future, Hazina would use these insights to build a strong product recommendation engine for launching its own grocery e-commerce platform or offering it as an API for e-commerce businesses. 

What is the need are you focusing on?

For Consumer Packaged Goods (CPG) brands, getting their product samples into the hands of potential customers is super important. With more and more consumers staying indoors, many of the channels they have relied heavily on for awareness and trials, like experiential marketing and in-store sampling, are taking a direct hit. In the face of diminishing opportunities for product sampling at physical retail points, brands are struggling to figure out how to get their products into consumers’ hands for trial.

Which type of submission are you sharing?

  • Identifying a gap that needs to be addressed

Describe the business pivot or adaptation in 3-4 sentences.

Rather than handing out product samples in-store, Hazina enables brands to target consumers online and deliver the product sample directly to their doorstep, allowing these consumers to physically experience the brand from the comfort (and safety) of their own home.

Do you plan to implement this solution?

  • Yes

Describe the impact that this solution will create in the world.

When retails brands are unable to find new customers, or can't grow, they either shrink or shut down, causing ripple effects in terms of job losses and overall impacts. By helping African focused consumer brands better understand current and potential customers, they can continue to grow and stay in business for longer. For consumers, helping them stay at home during COVID-19 and in the future will become more important, by providing access to trial products from the comforts of their homes and personalizing such trials to them, consumers will not be afraid of embracing the e-commerce culture on us, especially in Africa.

What is the name of your business or organization?

SMADIS Technologies

What does your business/company do? Whose needs does your business/company address? Who do you serve?

Due to COVID-19, people’s hesitation to leave their homes is understandably affecting physical retail traffic, and fueling e-commerce, at least in the short term. Online shopping doesn’t only seem to be the convenient way of shopping at the moment, but also the safest. With online retail sales estimated to reach an eye-watering $6.5 trillion by 2023, the ecommerce sector was already booming. But since the outbreak, online shopping has been catapulted into complete overdrive. SMADIS Technologies provides digital solutions to CPG brands in emerging markets like Africa to enable them discover, target and sell to this growing segment of online consumers.

What is your profession?

Marketing Communications

Where are you located (country)?


Where are you located (region)?

  • Western Africa

What industry is your business/company in?

  • Business/Consulting
  • Communications/Visual Design

How many people does your business/company employ?

  • 0-10

How old is your business/company?

  • Less than 1 year old

Which classification describes your organization/business?

  • Business

What kind of stakeholders and partnerships are needed to pursue this solution?

  • Funding- Grants
  • Funding- Investment
  • Stakeholders/Partnerships- Private Sector

Do you need help building partnerships and finding partners?

  • Yes

If Yes to the above, please share 1-2 sentences describing the specific help you desire.

We are currently seeking funding from pre-seed investors. In addition, we are particularly looking for investors with active interest and strong network in the CPG industry in Africa

What do you think are the main barriers to implementing this solution?

Funding for product development, talent acquisition and early stage marketing to onboard consumers. The other barrier for us would be access to decision makers in the CPG industry. On our team, we have well over a decade experience of working in that industry in Nigeria and also have access to a credible pool of early stage angel investors we are currently reaching out to.

Are you aware of any open source efforts, hackathons or other collaborative efforts related to your solution? Are you participating in these efforts?

Yes we are currently participating in two open source efforts. - AfricanvsVirus: -


Join the conversation:

Photo of Isaac Jumba

Exciting idea Damilare Ogunleye . Could you share more on the progress of your concept so far? Are you working with any partners at the moment?

Photo of Damilare Ogunleye

Isaac Jumba Thanks for your encouraging feedback. We are currently working on the MVP and should be launching the pilot by Mid-May in Lagos, Nigeria. I currently do have 3 other co-founders working with me on this spread between Lagos and London.