The case traces the journey of Username Investment Ltd. (Username), a Kenyan small and mid-sized enterprise (SME) in the real estate sector, founded by three university friends who transitioned from employment to entrepreneurship. Drawing on their prior professional experiences, the founders identified inefficiencies in land transactions. They grew Username into one of Kenya’s leading land-selling firms through an innovative business model. However, in recent years, the company has experienced fluctuations in its financial performance. In early 2024, the founders must decide whether to recruit their former finance manager, now working for a competitor, as Username’s new CEO or advertise externally.
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