eLengo: Building Business Models to Address Macro-Opportunities (A)
(5 pages of text)
By the end of 2018, a recent business program graduate had found that his first social enterprise had been a success, and he wanted to start his next venture in the Kenyan agricultural market. He identified three challenges in this area—climate change, lack of market access, and ineffective education systems—and he wanted to try to address one of these with a new business. Case A explores how he needed to perform a market assessment to understand the opportunities and constraints of the Kenyan market, identify the resources and processes that would be available to him when starting the business, and form strategies for performing customer research.
This two-part case explores how an entrepreneur may approach building a business that helps to alleviate a large-scale societal challenge. Moreover, it gives students unique exposure to a start-up in the developing world. This case series would serve well in an undergraduate- or graduate-level course on entrepreneurship, design thinking, or strategy and is best suited for modules about design thinking and business-model development. After working through Case A and the assignment questions, students will be able to
- conduct a market size-up and understand important trends in the Kenyan market and their implications for an entrepreneur;
- assess resource and process amalgamation and account for available resources in Kenya for starting a venture, as well as any processes within the Kenyan market that could be leveraged; and
- identify knowledge gaps for finding a value proposition.
Agriculture, Forestry, Fishing and Hunting
Kenya, Small, 2018
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