Finding the Fortune at the Bottom of the South African Pyramid - brought to you in Cape Town

"The real source of market promise is not the wealthy few in the developing world, or even the emerging middle-income consumers: It is the billions of aspiring poor who are joining the market economy for the first time" – C.K. Prahalad, S.L. Hart "The Fortune at the Bottom of the Pyramid" Inspired by the work of C.K. Prahalad and others on the Bottom of the Pyramid, Eighty20 brings you a fascinating overview of the low-income market in South Africa. While the precise scale and trajectory of poverty in South Africa is a matter of fierce debate, there can be no doubt that the poor comprise a significant proportion of the population. Eighty20's conservative estimates based on AMPS indicate that over seven million people in South Africa live on less than R5 per day. A further 10.7 million people live on between R5 and R10 per day. These people are often regarded as too poor to participate meaningfully in the economy, requiring the intervention of the State or the non-profit sector to alleviate their plight. In contrast, the work of C.K. Prahalad and others on the Bottom of the Pyramid emphasizes that the poor comprise a significant economic opportunity, and through engaging with this market on a commercial, profit-seeking basis, companies can help in the fight against poverty. Eighty20's analysis explores the nature and extent of the opportunity at the bottom of the South African pyramid measured both in terms of individuals and annual spend. The research also explores the buying behaviour of the low-income market and presents fascinating case studies of South African pioneers who have created innovative solutions for the Bottom of the Pyramid in various industries including banking, insurance, telecommunications, FMCG and retailing. Eighty20’s findings will be presented at a breakfast presentation in Cape Town in September. September 13 2006 7:30 – 9:30 Mount Nelson Hotel Gardens Cape Town Pricing: Subscribers to Eighty20’s Consumer Information Portal R400 per person (excl. VAT). Non-subscribers: R550 (excl. VAT) To register visit http://www.eighty20.co.za/databases/bop or call 021-421-3019