The 86 Percent Solution: How to Succeed in the Biggest Market Opportunity of the Next 50 Years

Chapter 6. Grow Big by Thinking Small

While the developed world may want to be super-sized, big successes in developing markets often come in small packages. Small payments, sachets, and products tailored to small spaces can create big opportunities.

In a small shop in Karachi, Pakistan, Fatima makes her way through the shops near the Bohri Bazaar. The middle-aged housewife purchases her daily vegetables and other groceries from the same stores that her mother frequented and prepares her meals according to the same recipes. But she also stops at a small health and beauty aids store to pick up a 5 ml sachet of Procter & Gamble's Herbal Essences shampoo for 3 rupees (about 5 U.S. cents). She had been using Kala Kola's Bioamla ever since she started ...