Chapter 50
Target the Poor
Customers at the bottom of the pyramid
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 ...
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