The case illustrates how Microensure deploys strategies for the bottom-of-the-pyramid (BoP) as the cornerstone of a successful, cost-efficient scale-up that aims to democratize insurance in countries where consumers have very low incomes.
Discover how the 5-step BoP framework can be used to structure a market approach for a segment that is underserved. Understand how competitive advantage can be gained from a low-cost/vast-breadth strategy, and how value is generated from a market that (at first glance) seems unattractive. Show how a deep understanding of the value chain coupled with a cooperation strategy is used to create a symbiotic partnership with telecommunications companies.
- Bottom of the pyramid
- Distribution channels
- Marginal cost