Sustainable Microfinance - Balanced Scorecard's added value for ...

• Satisfaction, happiness;
• Using creativity, applying a trick;
• A belief, passion, drive;
• Freedom, making own decisions;
• Status, dignity;
• Sustainability;
• Employment;
• Money.
Figure 5.1: Starting point entrepreneurs (Author)!
The last two reasons are often mentioned in relation with copying behaviour. Boer
(2010) mentions that ‘people often think; ‘that person has a greengrocer’s shop and
drives a car, so starting a greengrocer’s shop it is’, the idea to start instead, for
example a bakery, does not come up’. In extension to this point, Ende (2010) notes:
‘once I went outside with one of the owners and took him across the street. He had
his shop on one corner and on the other corner there was also a greengrocer. I said
to him, look at your shop and look at the other guy’s shop, why would I go to yours?
He said: ‘shit, it looks exactly the same’.’ Ende refers with this example to the
‘Kanaalstraat’ a street in the Lombok area in Utrecht. After the interview I went to this
Elmar Hoogendoorn 59
Sustainable Microfinance