Gideon lives in the Coastal town of Changamwe, Kenya. He is a married father of three children and operates a taxi business. The business has been running for twenty years. He purchased the "old car" as he calls it, from the savings he had kept to start the business.
Gideon was introduced to Milango by his friends and is applying for a loan of 80,000 Kenyan shillings to repair his car and to repaint it to attract more customers.
Gideon's car does not meet the standard and the taste of most of the current customers. His aim is to upgrade the type of vehicle he uses and he is ready to save the additional income from this loan towards purchasing another car in the future. The challenges he faces while doing this business are high fuel costs and competition from the other operators.