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In 2013, Rania Rafie and Yara Yassin were fascinated by the idea of transforming waste into products after they returned from their semester abroad in Germany. In 2017, Up-Fuse was officially registered as a social enterprise. The entrepreneurs faced great challenges selling sustainable products out of plastic waste to Egyptian consumers. Egyptian consumers were not fully aware of the value of eco-friendly products. This presented a great challenge for Up-Fuse to grow and sell their products in Egypt. By shifting its pricing strategy and expanding beyond the local recycled product markets, Up-Fuse further faced fierce competition from well-established local and international brands with larger market shares. Thus, most of Up-Fuse’s sales were generated from expats and foreigners. In response to local obstacles and limitations, Rania began to consider targeting international markets. Rania thought it was the …