Successes and challenges

At The Good Roll, we believe in "dream big, do big." Our vision is grand and inspiring: we aim to provide safe and clean toilets throughout Ghana. To realize this dream, we have achieved significant success as a team, but we've also faced considerable challenges. However, as always, we remain determined to create positive change. Let us take you on our journey:

Success story in the Netherlands

In 2017, we started The Good Roll, pioneering the subscription-based toilet paper service. With the slogan 'Let’s make the world less shitty,' we garnered a lot of media attention. However, the leap to a subscription model seemed too big initially, so we had to allow for individual orders as well. 'Once those started rolling in, and customers got to know our product, the transition to a subscription became much smoother.' 

Six years later, we have around 13,000 subscribers, processing 50,000 individual orders annually. Our rolls are now available at Jumbo, Crisp, and Pieter Pot in the Netherlands. In the United Kingdom, even the supermarket giant Asda has included our rolls in its assortment. We also supply establishments such as The Student Hotels, Vondelgym, and Bilderberg Hotels. 

Our rolls are not only made from recycled paper but also from 'softer' bamboo. For this, we built our own factory in Ghana. We have a special connection with Ghana, as half of our net profit goes to the foundation that builds toilets in the African country. Our grand goal is to provide one million people with clean and safe sanitation by realizing 200,000 toilets in developing countries. We know there's still a long way to go, but we are proud that the count stood at three hundred toilets just over a year ago!

Bumps on our journey

While at The Good Roll, we love making the world a bit better, let's not forget that every success story has its own challenges. During the outbreak of the COVID-19 crisis, toilet paper was hoarded en masse. Most orders were from individuals, while at that time, we mainly supplied retail and businesses. This meant sending out many small packages. 'With the increase in revenue, costs also rose, making us a relatively more expensive company. We had to think more carefully about things like liquidity.'

Our Factory

These obstacles taught us a lot and shaped us into the company we are today. Building our own factory in Ghana was an exciting adventure that posed significant challenges. For three years, we immersed ourselves in the complex world of establishing a business outside the Netherlands. Obtaining permits, which took a whole year, was a time-consuming process that taught us an important lesson: starting a factory from scratch is a substantial task. It took courage to take this step, but sometimes taking a step back is the key to progress. 

The location of the factory in Ghana brought its own unique challenges. Despite the beautiful location, we struggled with water problems, with the water supply located 3 kilometers away. Additionally, we dealt with unpredictable power outages of four hours per day; try keeping your machines running under those conditions! After much effort, we made the decision to hand over the factory to the local partner who is now sole owner and operator. This strategic choice allowed us to focus on our core mission while simultaneously making a positive impact on the community, providing employment and income. Letting go of what we had built marked a significant moment in our growth journey.

Cultural differences

Another significant challenge was understanding cultural differences when working with people in Ghana, where hierarchy is strongly present. Respecting and understanding these cultural nuances was crucial for creating long-term collaborations. Fortunately, we had the right connections and were not afraid to make difficult choices and adapt to different cultures.

Deliveries

Finally, deliveries still occasionally pose challenges. To keep up with the large number of orders, we sometimes quickly ran out of stock, causing delays in delivering the rolls to your doorstep. We have worked determinedly to catch up with our stock and speed because we want to ensure that our rolls are ready to brighten your day at the right time!

Loyal Fanbase

A unique part of our success is the long-term loyalty of our customers. Many of them have stuck with us from day one. Both major retailers and significant B2B customers continue to trust us, and these relationships keep growing! Our successes and challenges show that the path to sustainable business can be bumpy at times but is definitely worth it! Successes and setbacks are both the building blocks of a greener future.