the botton of the pyramid (BOP) concept, sometimes called base of the pyramid, proposes that corporations can alleviate poverty and other social ills, as well as make significant profits, by selling to the world's poorest people. The term bottom of the pyramid refers to the more than four billion people who make up the lowest level of the world's economic "pyramid" as defined by per capita income. These people earn less than US $ 1500 a year, with about one-fourth of them earning rass than a dollar a day. Traditionally, these people heven't been served by most large businesses because products and services are too expensive, anaccessible, and not suited to their needs. A number of reading companies are changing that by adopting BOP business models geared to serving the poorest of the world's consumers.