Chapter 50

Target the Poor

Customers at the bottom of the pyramid

A man standing on a target disc with his one hand in his pocket and the other showing a thumbs up sign, in the middle of a desert. A row of single-seat, open air and battery-operated cars are seen next to him lining the disc. A lone palm tree can be seen in the distance across the desert.

The pattern

Target the Poor specifically addresses people in the lowest-income countries at the base of the economic pyramid (WHO?), who would benefit from access to affordable products and services. Generally, this comprises people earning US $2,000 or less per year (corrected for purchasing power), but the figure will vary according to the classification scheme used. Despite their relatively low purchasing power, these customers offer enormous sales potential, given that over half the world’s population belongs to this customer group (VALUE?).

A business model will normally ...

Get The Business Model Navigator, 2nd Edition now with the O’Reilly learning platform.

O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.