Bel Group
The case of the Bel Group illustrates the way in which a company has worked together with a variety of different parties in marketing and selling a brand around the world. The process began with investigating the structures and patterns of existing street vendors and then identifying those with whom it wished to partner. It involved running focus groups to determine pain points in the ecosystem and then providing training, health insurance, financing, and access to the formal sector of taxation, social security, and migrant registration. The programme became profitable within two years of its launch, graduated more than four hundred micro-entrepreneurs from training courses and provided health insurance to a thousand people. It is targeting eighty thousand street vendors around the world by 2025.