In 2013, a successful entrepreneur in Eldoret, Kenya is considering her options. In 2007, after a history of operating several small businesses, only one of which failed, she founded Lilgaa Property Management Ltd., a real estate and property management business. She has focused her energies on the real estate industry in spite of its many challenges, which include corruption and lack of regulation, enforcement and trust. Now, she needs to decide how to grow her business, specifically, whether she should buy a building in Eldoret and rent it out or buy a plot of land on the outskirts of town and build a hotel; if the latter, should it cater to the middle or upper class? She must assess the various elements of the business, political and social environments and consider the potential risks that could affect the outcome of her investment.

In 2013, a successful entrepreneur in Eldoret, Kenya was considering her options. In 2007, after a history of operating several small businesses, only one of which failed, she founded Lilgaa Property Management Ltd., a real estate and property management business. She had focused her energies on the real estate industry in spite of its many challenges, which included corruption and lack of regulation, enforcement and trust. In 2013 she needed to decide how to grow her business, specifically, whether she could buy a building in Eldoret and rent it out or buy a plot of land on the outskirts of town and build a hotel; if the latter, would it cater to the middle or upper class? She had to assess the various elements of the business, political and social environments and consider the potential risks that could affect the outcome of her investment.