Please read the report below and answer the question by putting yourself in the position of a top manager.

**Question:** How would you enter the new markets (through establishing your own branches, joint venture, franchise, etc.)? Why?

**Report:**

For hundreds of millions of people in sub-Saharan Africa, obtaining adequate food and money is a daily struggle. KickStart founders Dr. Martin Fisher and Nick Moon viewed this situation differently. Each founder worked for a prominent Kenyan development agency, where they met. Martin earned two Cornell degrees and a Stanford engineering Ph.D. He experienced tremendous hardship after graduating and saw poverty as an engineering problem for humanity. Nick, on the other hand, was born in Mumbai to British parents and was exposed to emerging world energy from an early age. He quit school at 17 to pursue international entrepreneurship as a strong-willed idealist.

Martin and Nick met at their first development job and discussed the transitory effects of their efforts. They quickly realized that their diverse experiences had led them to agree that traditional development approaches needed reexamination. After reviewing their work on this crucial but difficult subject, they identified some core reasons for these failures and shared their findings with superiors and other leaders of important aid programs in the region. Big bureaucracies were inflexible, and self-criticism was harmful and discouraged. With each sign of sector-wide resistance to new development methods, Martin and Nick became more determined to implement their takeaways.

They believed that combining technology with the marketplace and the private sector might solve poverty. Martin, as an engineer, felt the right technology could improve millions of lives. Nick's business expertise and risk-taking added another layer: individuals must be able to invest in and buy these technologies. Both agreed that financial stability would allow the impoverished to prioritize and solve their remaining needs.

They took a gamble the private sector wouldn't: developing a product for rural African farmers, the world's poorest people, that would make them a lot of money. Instead of giving these technologies away, they sold them cheaply. Martin and Nick launched ApproTEC, now KickStart International, in 1991, based on their belief in excellent design and entrepreneurship. They reframed recipients as consumers, and their goods and services have helped 1,300,000 individuals escape poverty on their own.