Kenya has taken an important step toward strengthening its small business sector with the launch of the country’s first MSME Opportunity Readiness Index, known as the Fursa Index, during the SalesFest Africa – Chanuka Jipange Edition.
Developed through nationwide engagements under the Chanuka Jipange movement, the Fursa index draws insights from over 10,000 micro and small enterprises (MSMEs) across all 47 counties. It aims to measure how prepared small businesses are to tap into real economic opportunities and participate effectively in structured markets.
Government Welcomes Findings as Policy Review Continues
Speaking at the launch, the Principal Secretary for MSME Development, Susan Auma Mang’eni, described the Fursa Index as a timely tool to support Kenya’s ongoing review of its MSME policy framework. She said the findings highlight urgent questions for sectors that have long operated informally.
Among the issues she raised were:
- How to create structured market systems for boda boda operators
- How hawkers and informal traders can be integrated into organized market environments
The PS emphasized that the index would help ensure new policy directions reflect the real experiences and everyday challenges of Kenyan entrepreneurs.
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The Chanuka Jipange Journey Across 47 Counties
Eunice Maina-Mburu, CEO of 20X Entrepreneur and founder of the Chanuka Jipange movement, recounted the nationwide tour that shaped the Fursa Index.
As she engaged entrepreneurs across all 47 counties, one pattern stood out clearly: the fact that Kenyan entrepreneurs are working extremely hard, yet many remain trapped in what the report calls a “transitioning hustle economy.”
This refers to a space where effort is high, and ambition is clear, but access to structured, reliable, and scalable markets remains limited.
Behavioral scientist and leadership coach Irene Njoroge emphasized that lasting economic transformation depends on building systems that remove friction, not just encouraging entrepreneurs to work harder.
“The secret of change is not to push harder; it is to remove friction. Structure removes friction that keeps people stuck. When systems are structured, people trust,” Irene noted.
Njoroge stated three mindsets that often prevent entrepreneurs from entering structured markets:
- Survival mindset
- Blame mindset
- Hustle mindset
Shifting away from these, she said, requires strong systems that reward consistency, quality, and accountability.
Lessons from Structured and Unstructured Sectors
Clement Tulezi, CEO of the Kenya Flower Council, shared insights from the flower industry, one of Kenya’s most structured agricultural value chains. He explained that the sector is highly systematized, with farms planting, harvesting, and exporting daily, supported by investors at every stage of the supply chain, and governed by clear standards that enable even smallholder farmers to participate.
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He captured the industry’s philosophy in a memorable line:
“A flower is not a product. A flower is a process.”
In contrast, livestock expert David Maina painted a picture of a sector full of potential but lacking structure. He called for the introduction of grading systems and feeding hubs, similar to the Galana Kulalu model, to improve, standardize, and prepare animals for market entry.
Such systems, he argued, would unlock major opportunities for pastoralists and smallholder livestock farmers who currently face unpredictable market conditions.
Housing and Technology as Enablers of Structured Markets
David Muiru, Managing Director of Glimco Limited, mentioned how the Affordable Housing Program brings order, professionalism, and predictability to the real estate industry.
Meanwhile, Jimmy Bett, Managing Partner at Dibon Co Ltd, stressed the importance of technology in enabling structure. He explained that businesses looking to transition from hustle‑driven operations to formal markets must adopt systems for record‑keeping, tracking, customer service, and data management.
The launch of the Fursa Index marks the beginning of a national conversation about structured opportunity systems that make it easier for entrepreneurs to grow, access capital, and compete regionally and globally.
Organizers emphasized that the index will help guide future policy decisions and support efforts to move thousands of Kenyan enterprises from effort-based hustles to structured, scalable businesses capable of sustaining long-term growth.
