Winsol, located in Addis Ababa, Ethiopia, was a company that manufactured solar charging products for farmers in rural Ethiopia. The company could not keep up with demand, and its founder wanted to move to an industrial park to expand operations. However, Winsol needed to meet the following qualifications within one year of moving into the park: have more than 30 employees; produce import substitutes or exportable products; and have registered business capital of US$450,000. Winsol had three options: expand using model farmers, partner with microfinance institutions, or expand to neighbouring countries. Before the founder could decide which option to pursue, he needed to fully understand the external environment and competition, and his company's strengths and weaknesses.