With some fanfare mlm nutrition company Zija, launched in Australia last week. How successful will they be? Well its very hard to predict these things but because the company is effectively managed, and has a great product offering, they are likely to do quite well.
That said, it is doubtful they will go onto become one of the giants of the mlm industry down under. In the last 30 years only 2 companies have really made a big impact in Australia: Amway and Herbalife.
Australia is often the first port of call for an mlm company with international expansion aspirations. This is because of a pro business culture, same language, and an openness to US influences. The aforementioned giants in our industry opened in Australia after they established a firm base in the US and Canada.
Frankly, Australia is a more mlm friendly destination than say the UK. On a population adjusted basis, the direct sales industry in Australia accounts for far more sales revenue than the UK.
Nevertheless, not all companies that open in Australia succeed. Success in one market does not automatically ensure success in another.
Sometimes they fail because of poor management, or a non relevant product. Even cultural differences can have an adverse impact. Witness the failure of Forever Living here. They’re a billion dollar business, yet could not gain traction in Australia. I suspect the reason was more to do with cultural factors than anything else (hokey, folksy middle American values do not always export well to other countries).
A Few Zija Facts
Zija was founded by industry veteran Ken Brailsford in 2006. Ken was formerly heavily involved with the respected Nature’s Sunshine company.
The Zija core product is based on extracts from the Moringa tree. This plant reputedly has strong ayurvedic healing properties, and has been used to overcome serious health conditions in third world countries. Various organisations are conducting research into the efficacy of the plant. Indeed there are more than 300 claims of its beneficial effect on various diseases and health ailments.
Zija has taken the Moringa plant and created a business out of it by leveraging the active ingredients into products that people can easily consume, such as via a drink and capsules.
Based on anecdotal evidence the product seems to be a winner.
Of course, having a great product is only one part of the equation, and does not automatically ensure a great company. That requires great (not just competent) leadership, which fosters a great culture. Time will tell if Zija makes the grade.
