Companies that engage with majority markets often have to rethink their business models, re-engineer products or services, and explore new distribution channels. There is no universal solution. Some business models have already been tested and offer good guidelines for future approaches to the economic inclusion of the underserved low-income majority.

OMJ supports a variety of financially sustainable, innovative approaches that can be increased in scale, including:

• Promote higher quality and lower prices. Technology can be used to create a significant price breakthrough in order to supply low-income markets with high-quality, accessible products. New materials, new designs and alterations in the production process can all drive such a change.
• Build local value chains. Using local ecosystems and value creation through local microentrepreneurs is a winning strategy to build supply chains (vendors and suppliers), distribution and market channels. This benefits the company by enabling access, not only to a broader consumer and supplier base, but also to customers and the microentrepreneurial establishment.
• Foster co-creation of opportunities for businesses and local entities. Private sector managers do not always understand the exact needs of low-income customers. Closer engagement with communities can promote the joint development of solutions to meet their needs. This approach can engage community associations, NGOs, local governments, social entrepreneurs and social agents in the creation of new opportunities.
• Adapt products, services and distribution channels to increase access. Products and services can be adapted to the consumption patterns and financial constraints of the low-income market. For instance, smaller packaging, prepaid services and innovative credit models can increase the access of the majority to essential products and services.
• Enhance product value. Including several services in one package is often a successful strategy to promote low-income communities’ access to essential services. The possibilities are diverse: banking by cellular telephone, electricity bills that also allow access to credit, and free training and capacity building offered to manufacturers with the purchase of materials are only a few examples of solutions involving creative coupling.
• Offer opportunities to repeat successful experiences. Replicating successful models is an essential part of building transformative projects: many projects can be started as a pilot program and subsequently expanded to a larger scale. The project may also be repeated elsewhere.