Perfect — let’s make this sharper, more viral, and deeply Kenyan-focused so it lands with hustlers, SMEs, and dream chasers across
Ladies and gentlemen, hustlers, business owners, and dream chasers… let me ask you a powerful question: “Who is your target market?”
Most people proudly say: “Everyone!”
Some refine it: “Students, parents, boda boda guys, workers, and everyone in between.”
Sounds ambitious, right? But here’s the hard truth: if your market is everyone, then your market is no one.
Business is like fishing. You can’t throw a net in the Indian Ocean and expect to catch every fish. You must know:
- Which fish you’re after
- What bait they like
- Where they swim
Otherwise, you’ll keep trying, but your basket will remain empty.
Kenya’s Reality: Different People, Different Pockets
Kenya is not one-size-fits-all. Our customers are different. Their needs are different. Their pockets are different. If you don’t understand these differences, you’ll end up selling meat to a vegetarian and wondering why business isn’t working.
So let’s break down 4 Kenyan buying habits every entrepreneur MUST understand.
1️⃣ The Low-Class Market – Hustling for Survival
- Lives on less than Ksh.200 a day.
- Wants survival solutions: food, shelter, clothing, clean water, light.
- Doesn’t care about fancy branding — they care about affordability.
👉 Example: Safaricom started by targeting low-income Kenyans who just needed to “flash” or send Ksh.20 airtime. Today, it’s East Africa’s giant.
Lesson: If your idea helps people survive, you’re sitting on a goldmine.
2️⃣ Students & Unemployed Youth – The Generation of Vibes and Dreams
- Loudest voices, biggest networks.
- Live on social media, compare prices, chase trends.
- Want lifestyle, status, and belonging — at affordable prices.
👉 Example: MPESA agents near universities thrive because students need quick transactions. Gaming shops in estates boom because youth crave entertainment.
Lesson: Capture the youth, and you capture influence.
3️⃣ The Gender-Specific Market – Men vs Women
- Women buy for households, kids, and themselves.
- Men spend heavily on status items: land, electronics, cars, construction.
👉 Example: A salon targeting working mothers will always be full. An online shop selling men’s grooming kits, gym wear, and electronics will dominate.
Lesson: Don’t try to please both genders at once. Pick one. Serve them deeply. Dominate.
4️⃣ The Middle Class – Kenya’s Fastest Growing Market
- Earns Ksh.24,000 – Ksh.200,000 per month.
- Loves quality, brands, and luxury within reach.
- Doesn’t just buy products — they buy experience.
👉 Example: Naivas doesn’t just sell chapati flour; it sells the shopping experience. Java doesn’t just sell coffee; it sells vibes.
Lesson: If you want this market, invest in branding, presentation, and service. Quality is everything.
The Big Question: Are You Selling to the Wrong Market?
- Are you selling premium coffee in a slum?
- Are you selling cheap snacks in an upmarket estate where people want Starbucks vibes?
- Are you wasting energy advertising to “everyone” instead of narrowing down to the right someone?
Business failure doesn’t come because you have a bad product. It comes because you’re shouting in the wrong room.
Final Word – Know Your Market, Grow Your Business
Every successful Kenyan business you admire — Safaricom, Java, Naivas, Jumia, Twiga Foods — became great because they understood their market.
So stop chasing everyone. Define your market. Focus your energy. Speak their language. Sell them what they already want, in a way they already understand.
Because the difference between failure and fortune is not in the product — it’s in the people you choose to sell it to.
