Identify early adopters and scale through viral growth
Groundbreaking solutions often never reach scale. While much has already been written about this challenge in the developed world, there are also some important lessons to be learned from the Bottom of the Pyramid (BoP). Whether your goal is to tap this enormous, underserved market for a revolutionary new product, or to impact as many people as possible with a novel healthcare intervention, the question is the same. How can you accelerate customer adoption of the best solutions?
Not surprisingly, some patterns emerge from among the most effective organizations. They introduce new solutions to customers in a tangible and appropriate way. They engage trusted, local influencers to build credibility. They encourage viral marketing through early adopters. And they eventually leverage their growing customer base to introduce additional, complementary solutions. These strategies may sound familiar, but implementing them effectively at the BoP requires distinct tactics.