1999, Eton Ziba was a cleaner with just R68 in his pocket, but he noticed a business opportunity. Good quality detergents and disinfectants could make a tough cleaning job

much easier, so he started buying quality products in bulk and selling them to his fellow

cleaners and households. He was not satisfied, though, he wanted a business that made

and sold its products.

Eton started renting premises and employed two full-time assistants. Therefore, he

tackled the long and arduous process of creating cleaning material and detergents that

could pass strict regulations and compete with the best products on the market and ecofriendly products. It was not easy, but he kept at it. He only got his first real breakthrough

in 2006 when a supermarket agreed to start stocking his products. Eton, saw an untapped

market, today his detergents products can be found all over Africa and he counts Picky n

Pay as one of his main clients. {Adapted from Nieuwenhuizen, C. & Nieman, G. 2019}

1.1. What is the target market of the Eton Ziba business?​