Doing the market research

Solange is a refugee from the Congo who has settled in Nairobi.   At first, Solange depended on her husband’s income to support the family of six. He had been scraping together a living by hawking fabric on the street, but income fluctuated dramatically from day to day. Solange set out to find a steadier source of income. She jumped at the opportunity to join the Business Skills Development program supported by REI. Upon completing the program with new insights and knowledge, Solange began to think hard about what type of business to pursue.  She had learned about the practice of market research and knew that she could find inspiration by simply looking around her neighborhood and noticing what was missing. It was clear to Solange that people were having to travel outside the neighborhood to buy meat.  So, together with her husband, the couple opened a butcher shop that sells beef, chicken and goat meat. Solange received a lot of valuable coaching, and every bit of information gleaned from the program she put into practice.  She learned how to talk to existing customers and how to attract new ones. Cleanliness is paramount to a successful butchery. Customers are reassured because Solange keeps the storefront clean.   Every new business has its challenges. For Solange, an ongoing frustration has been the refrigerator, which is always in need of repair. Yet the store has seen quite a bit of success, and her husband no longer must continue hawking.  After only two years, Solange has been able to employ another employee, a local Kenyan man.  He works in the evenings and roasts the meat. He credits Solange and her successful business with enabling him to support his own family.  Solange would love to expand the store and has said, God willing, she will be able to afford a new refrigerator and even a meat slicer one day. But for now, she is content that she can send all four of their children to school. The Business Development Training program certainly guided Solange in the right direction.  She is very grateful. “The store provides a steady income and new customers keep coming. Everybody has to eat.”