I really enjoyed this. I've always been fascinated by the concept of the Bottom of the Pyramid since I first heard about it. It’s interesting how people at the BoP would rather buy almost nothing than buy your product — unless it truly fits into their lifestyle or priorities.
And yet, some companies have cracked the code — Indomie, sachet beverages, Opay. You once wrote an edition I loved where you talked about how distribution is paramount when it comes to reaching African markets. I think that aligns perfectly with this idea of building trust and visibility at the BoP. Think Indomie again — visible everywhere, priced accessibly, distributed relentlessly.
This piece connects the dots really well. Parallel markets aren’t just a theory — they’re the reality on the ground.
I’m particularly smitten by what you said about creating multiple entry points, which made me think about the importance of being able to communicate your VALUE in the shortest and clearest way possible because if at an entry point, it’s too ambiguous, you have lost people.
I really enjoyed this. I've always been fascinated by the concept of the Bottom of the Pyramid since I first heard about it. It’s interesting how people at the BoP would rather buy almost nothing than buy your product — unless it truly fits into their lifestyle or priorities.
And yet, some companies have cracked the code — Indomie, sachet beverages, Opay. You once wrote an edition I loved where you talked about how distribution is paramount when it comes to reaching African markets. I think that aligns perfectly with this idea of building trust and visibility at the BoP. Think Indomie again — visible everywhere, priced accessibly, distributed relentlessly.
This piece connects the dots really well. Parallel markets aren’t just a theory — they’re the reality on the ground.
Fantastic read.
Loveeee this article
I’m particularly smitten by what you said about creating multiple entry points, which made me think about the importance of being able to communicate your VALUE in the shortest and clearest way possible because if at an entry point, it’s too ambiguous, you have lost people.