The Next 4 Billion
Market Size and Business Strategy
at the Base of the Pyramid
“Eradicating Poverty through Enterprise” Panel
United Nations, November 2, 2007
Sheri Willoughby
World Resources Institute
About World Resources Institute
• Worldwide reach
– we work on global environment and development
issues, on the ground in over 80 countries
• Extensive experience with entrepreneurs
- a portfolio of 150 SMEs…in Brazil, China,
India, Indonesia, and Mexico
• Extensive local partnerships
- that build capacity and co-create opportunity with
Ngos, community leaders, local governments, local
small and medium businesses
• MNC partnerships
– With selected companies (Intel, Microsoft, Vodafone,
Citigroup…)
Why The Next 4 Billion Report?
4 billion people
72% of world population
Poor by any measure
<$3000/y PPP
Poorly served
unmet needs
informality trap
BOP penalty
UNCOMPETITIVE MARKETS
A $5 trillion BOP market
By region…
By country…
By urban/rural…
By sector…
Surprising patterns
— showing latent demand
The message for business
• Significant underserved markets
• Can be served profitably
—this report documents the BOP
willingness to pay for quality service and
products
• Market opportunity. Both for entrepreneurs,
large corporations, and investors
A sector analysis--Health
A “Last Mile” model for the health
sector: Mi Farmacita
HealthStore and Medicine Shoppe
WRI’s BOP Strategy
Market Research
Identify transformative sector strategies
Scale enterprise development
Engage capital markets
For more information:
Download or order The Next 4 Billion report
http://www.nextbillion.net
Thank you