In this section, we present detailed case stories of successful innovations at the BOP. These cases span a wide range of industries—health care, financial services, housing, energy, personal care, and agriculture. Each case details innovations in business models. They represent a wide variety of country settings: Peru, Brazil, Mexico, and India.

Global firms, large domestic firms, nongovernmental organizations (NGOs), and startups are all represented. This collection of cases is intended to demonstrate that the opportunities for innovation at the BOP are not limited to a locale, an industry, or a certain type of business entity.

These stories of innovation were written with three goals in mind. First, we want to give the reader enough information to make an assessment of how to innovate at the BOP. The stories, therefore, are rich in detail. Second, we want to demonstrate that there is no mystery to unlocking the potential of these markets. It requires vision, leadership, a new perspective, and a new approach. Finally, we want you to know the potential of this opportunity—how big it is. Each one of these innovations can be turned into a global opportunity. As you read these stories, think of the people behind the stories, their motivations, the innovations that allowed them to create new markets, the obstacles they had to face (and in some cases continue to face), and the social transformation to which they have contributed. Each case represents a “win—win” scenario: a win for the BOP consumer as well as for the firm. The relationship between the consumer and the firm at the BOP market is symbiotic. They co-create value.