How a Young Entrepreneur Scaled a Micro-Retail Business in Kenya
Learn how a young entrepreneur grew her business from a small, open-air stall to three thriving shops in Nairobi, Kenya.
At 20 years old, Nancy Moraa Nyabuti had $80 in capital, a new baby, and a dream of earning enough money to support her young family. She invested in a small open-air stall that sold snacks, toiletries, and other fast-moving consumer goods in Dandora, a part of Kenya’s capital city of Nairobi.
Overcoming Early Challenges in Dandora
In Kenya, over 75% of the population is under 35, and youth unemployment is a persistent challenge. In a region where formal employment opportunities are scarce, entrepreneurship offers young people a chance for financial independence and flexibility. But starting out as an entrepreneur is often challenging.
Early on, Nancy noticed that older vendors dominated the local market. Customers and suppliers rarely took her seriously because of her age. Her business also suffered because she had no formal record-keeping system or inventory plan. Cash flow was low as business money and family expenses mixed together daily.
I struggled to balance household responsibilities with running a new business, particularly given the time demands of small businesses. Because I started very small, my limited profits were sometimes demotivating.”
But her husband was supportive of her business from the beginning, providing both financial and moral support to get the business off the ground. Eventually, Nancy expanded from the small open-air stall to a permanent storefront, which she named Genesis Shop.
Business Training Through TechnoServe’s PAYED Program
In 2023, four years after she started her business, Nancy joined TechnoServe’s Pan-African Youth Entrepreneur Development (PAYED) program. PAYED was a partnership with the Citi Foundation that helped mom-and-pop shops become more profitable by connecting entrepreneurs with the knowledge, training, and tools they need to become successful retailers.
The training taught Nancy how to improve her shop layout, track her inventory, and manage her finances.
“I initially struggled with financial management but learned new record-keeping skills that allowed me to track business performance,” she explained. “I also improved my shop layout and product displays. This had a positive ripple effect, enabling me to save money and reinvest a portion of those savings into business expansion.”
Scaling Genesis Shop to Three Locations
Nancy rearranged her shelves to highlight fast-selling items, added mobile money (M-Pesa) services, and began selling liquefied petroleum cooking gas, a high-demand item. The changes brought in a steady stream of customers each day.
Today, she still uses the skills she learned in the PAYED program several years ago. She tracks every transaction and saves consistently. Instead of taking high-interest mobile loans, she builds relationships with formal banks to access safer credit.
Seven years after starting with $80, Nancy now runs three micro-retail locations across Dandora. Together, the shops average $9,300 in monthly revenue. Genesis Shop now employs two young people in the community and covers the cost of education for her three children.
Advice for Young Entrepreneurs on International Youth Day
Nancy also coaches neighboring business owners in Dandora on inventory and financial tracking. When asked what advice she gives young people starting out, she shared:
“Do not be afraid to start small; start where you are. Once you begin, be disciplined by consistently saving and reinvesting part of your profits back into the business to support growth.”
Read more International Youth Day stories.
