More than makeup: How Atsoko overcame the challenges of entrepreneurship in Tanzania

Africa is an emerging economy with many institutional obstacles that complicate efforts to do business there. These include limited access to capital, a lack of skilled labor, inferior infrastructure, and corruption. The experiences of Marie Englesson, a Swedish entrepreneur, in establishing Atsoko, a thriving cosmetics distribution and retailing firm in Tanzania, offer valuable lessons in addressing those challenges through creativity, dedication, and wise and principled deployment of capital. Securing first mover advantage, establishing early brand identity, providing employee training, offering a basic salary higher than the local standard, rewarding good performance, and focusing on making a positive social impact were all part of her beauty company's formula for success.