Truth, Trust, Tribes & Trial: Marketing with dignity at the base of the pyramid

At Acumen, we have more than a decade of experience investing in social enterprises that are serving customers at the base of the pyramid (BoP) in South Asia, East and West Africa.

When it comes to marketing new social innovations to BoP customers, we have made every mistake in the book and learned many valuable lessons along the way.  We have taken a first step toward distilling our lessons into a framework that we will be sharing through this course.

Our framework for this course may work in any environment that you launch your business in, but it is acutely important if you’re working in markets with people who live on less than $3 a day.

We will not provide answers, but rather we will provide a framework for critical thinking around the Four Ts – Truth Trust Tribes & Trials. They transform your chances for making change, and the 4Ts must be incorporated into your operations long before you execute the traditional 4Ps of marketing.