Is the Bottom of the PytamidReally for You By new kinds of business Kubzansky and Nishant Latwani. Harvard Business Review. Ashish Mike The most encouraging business model innovations at the bottom They manage to surmount multiple at the time. adaptations but now, g king, end-to-end represent not incremental market leaderin bottled customers in the strategies when it strategy: selling a alre early s, it chose much of West Africa, was 2000 radica commodity market, Ghana, 500-m ter plastic pouches known al vendors selling the Pac brand at srghe premium and touting the product’s higher quality. its cool Controlling costs was a problem, at first voltic at it soon found that the logistics and delivery costs to So the outside than a dozen franchisees, which any set to their own capital and an from managing daily water quality to distributing the product through street hawkers, The split the operating margins with provided only half of capital costs, made investment in trucking capabilities and control over the brand. Nearly half a million Pac sachets are sold every day based was in 2009 by SAB Miller.) approach: an insurance company in Hollard Group, market Johannesburg, took a different servicing a beneficial product developing a unique way of selling and insurance usually only marginally successful the bottom of the pyramid. Demand is low, and distribution costs high. But in Hollard the funeral insurance market in Africa. The continent has a tradition of elaborate and expensive funerals, whose costs were often devastating to poo families. Informal burial societies and others were already providing services for his market, so funeral coverage was hardly a new idea. But Hollard introduced simple policies with affordable monthly premiums and sold them through PEP clothing and home wares retailer with 1,100 branches that targets th bottom of the pyramid in South Africa. A policy can be bought at the checkout counter as easily as a batch of cell-phone minutes. Hollard uses text messaging remind clients about payments, and claims and processing are handled through mobile phones, rather than agents, reducing service costs. Consumers can pay their monthly premiums at any PEP outlet in cash. The firm has created a base of more than 600,000 customers in five years Another way to create new businesses at the bottom of the pyramid is to open markets that have been closed to the masses. The housing industry in urban India has boomed during the past decade, but the market serves just the wealthiest 15% of households. Some 40% to 60% of urban residents li in sprawling slums, and many others live in neighbourhoods with limited facilities Show transcribed image text Is the Bottom of the PytamidReally for You By new kinds of business Kubzansky and Nishant Latwani. Harvard Business Review. Ashish Mike The most encouraging business model innovations at the bottom They manage to surmount multiple at the time. adaptations but now, g king, end-to-end represent not incremental market leaderin bottled customers in the strategies when it strategy: selling a alre early s, it chose much of West Africa, was 2000 radica commodity market, Ghana, 500-m ter plastic pouches known al vendors selling the Pac brand at srghe premium and touting the product’s higher quality. its cool Controlling costs was a problem, at first voltic at it soon found that the logistics and delivery costs to So the outside than a dozen franchisees, which any set to their own capital and an from managing daily water quality to distributing the product through street hawkers, The split the operating margins with provided only half of capital costs, made investment in trucking capabilities and control over the brand. Nearly half a million Pac sachets are sold every day based was in 2009 by SAB Miller.) approach: an insurance company in Hollard Group, market Johannesburg, took a different servicing a beneficial product developing a unique way of selling and insurance usually only marginally successful the bottom of the pyramid. Demand is low, and distribution costs high. But in Hollard the funeral insurance market in Africa. The continent has a tradition of elaborate and expensive funerals, whose costs were often devastating to poo families. Informal burial societies and others were already providing services for his market, so funeral coverage was hardly a new idea. But Hollard introduced simple policies with affordable monthly premiums and sold them through PEP clothing and home wares retailer with 1,100 branches that targets th bottom of the pyramid in South Africa. A policy can be bought at the checkout counter as easily as a batch of cell-phone minutes. Hollard uses text messaging remind clients about payments, and claims and processing are handled through mobile phones, rather than agents, reducing service costs. Consumers can pay their monthly premiums at any PEP outlet in cash. The firm has created a base of more than 600,000 customers in five years Another way to create new businesses at the bottom of the pyramid is to open markets that have been closed to the masses. The housing industry in urban India has boomed during the past decade, but the market serves just the wealthiest 15% of households. Some 40% to 60% of urban residents li in sprawling slums, and many others live in neighbourhoods with limited facilities
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