ABSTRACT
This chapter looks at the implications and other issues that affect the creation of a microfranchise. It starts by analysing the problem of market creation: how to generate enough demand for a product so that extremely poor households become willing to pay what is for them significant quantities of cash. It also looks at the issue of franchisee recruitment, particularly how to identify and attract the most entrepreneurial people, and then how to manage, retain and motivate them to sell more. The chapter aims to principally look at Sunny Money's first microfranchise project in Kenya, and afterwards look briefly at Vision Spring and HealthStore Foundation's approach to management, motivation and retention of the franchisees. It explains how Sunny Money set up its franchise system in Kenya. The chapter describes how the seeding process helps create a market and involves the local community from which it wishes to recruit franchisees. It concludes with Nicolas Sireau thoughts on branding Sunny Money.
