The Arab Republic of Egypt has received a loan and grant from the AFDB to finance the Micro & Small Enterprises (MSE). This project will be implemented by the Social Fund for Project (SFD III) as the primary coordinator of MSE development in Egypt. Entrust was selected to conduct the technical assistance component, which is a product diversification study for MSEs. Our proposed methodology and implementation approach in this project focuses on aligning SFD objectives & capacities with regards to Service/Product Delivery with market conditions in order to identify the needed products and services. For each product and service a market review is conducted and a positioning strategy is recommended.  The positioning strategies are based inter alia on: Relevance to SFD objectives, relevance to SFD capabilities, current and potential demand, market structure & competition, effectiveness and efficiency of existing delivery channels. The positioning strategy also presents a practical approach to the implementation of the services identified, taking into consideration factors like: The demand for the service, its anticipated benefits, the status of its current supply, and the current capacities of the SFD.