WorkWave
We built the wrong product for the right problem. Here's what that cost — and what it taught.
IGNORED: building more features. The problem was the market, not the product.
The Problem
Blue-collar and FMCG companies lose accountability daily. Attendance is tracked on paper. Task visibility is zero. Nobody knows if the field team is actually at the location they claimed. The gap is real, measurable, and expensive.
What We Built
WorkWave was an HR app with two core features: geolocation-based attendance that verified employees were physically where they said they were, and a task-management framework we designed from scratch — between a to-do list and a full project tool, calibrated for field teams with low technical literacy. We did 20+ user interviews, mapped journeys, built a working MVP, and got pre-incubated.
Where It Went Wrong
Our incubator told us we were targeting the wrong sector. We'd built for IT companies — who already have attendance systems and task tools. The real gap was in FMCG and clerk-heavy field operations. We'd interviewed the wrong users, built for the wrong market, validated the wrong assumptions. We shut it down.
What It Actually Taught
That conversation was worth more than a year of business-school lectures on product-market fit. Real validation isn't users saying "this seems useful." It's finding the person who says "I need this right now and I have no alternative." We had the first. We never found the second. That's the difference.