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  • February 2021
  • Case
  • HBS Case Collection

Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa

By: Lynda M. Applegate, Frank V. Cespedes and Michael Norris
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

In 2020, Mike Heyink and Maya Stewart, co-founders of the Pay-as-you-Go Solar company Yellow were considering how to grow their startup. They had achieved some success in their first market, Malawi, and had recently entered Uganda, where business was slower. What did they need to do to succeed in new markets? How could they continue to grow the business in Malawi?

Keywords

Solar Energy; Business Model; Business Startups; Developing Countries and Economies; Alternative Energy; Renewable Energy; Social Entrepreneurship; Green Technology; Salesforce Management; Diversification; Expansion; Energy Industry; Africa; South Africa; Malawi; Uganda

Citation

Applegate, Lynda M., Frank V. Cespedes, and Michael Norris. "Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa." Harvard Business School Case 821-041, February 2021.
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About The Authors

Lynda M. Applegate

Entrepreneurial Management
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Frank V. Cespedes

Entrepreneurial Management
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Related Work

    • February 2022
    • Faculty Research

    Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa

    By: Lynda M. Applegate and Michael Norris
Related Work
  • Yellow Digital Retailers: Providing Solar Electricity to Transform Rural Africa By: Lynda M. Applegate and Michael Norris
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