Nick Sireau is applying the insights of modern consumer marketing to solve the basic energy needs of the rural poor in Africa. Nick’s idea is to trail blaze new consumer norms for customers who are off the electricity grid: A trusted sales force, low price and high-quality products and good customer service. When he found out that his sons were suffering from Alkaptonuria (AKU), an extremely rare genetic disease causing serious health problems Nick observed that such very rare “orphan” diseases which have a prevalence of less than 1 in 10,000 of population, lack the patient-base to generate either the economic incentives to find cureº or the professional incentives for doctors to become experts in them.