Joan is a mother of two children who describes herself as enthusiastic. For five years, she has been operating a retail business selling vegetables and fruits. Her business is located in a good area and her primary customers are women. She describes her biggest business challenge as a lack of funds. She will use the 20,000 Kenyan shillings (KES) loan to buy more stock of fruits and vegetables. She hopes that in the future, she will have a successful business.