When starting a business, most entrepreneurs paint a clear picture in their minds of who their ideal customer is. But what if that image is wrong? In Kenya, a mismatch between product and market is one of the most common, yet least understood, reasons why small businesses struggle to gain traction. We often assume our audience is “the middle class” or “urban youth” without understanding who those people really are, what they can afford, or what they value. This article explores the blind spots many Kenyan entrepreneurs face when identifying their target market — and how to fix them. The Myth of the Middle Class Many Kenyan entrepreneurs believe their product or service will appeal to the middle class. But what does 'middle class ' even mean in Kenya? Most use the term loosely — assuming it means anyone who lives in Nairobi, owns a car, or shops in supermarkets. In reality, the economic lines are blurrier. Recent data from the Kenya National Bureau of Statistics (KNBS) shows tha...
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