Abstract
This paper aims to explore key success factors for BoP business. Through 111 case studies of successful BoP business around the world, fifteen business models and three theoretical implications were revealed. Pict Illustration method was very useful to simplify and categorize business models. Seven symbols are used in Pict Illustration to explain the flow of product, service and cash between major stakeholders. This can easily grasp the whole picture of business and classify various BoP business under fifteen models. These successful models can be put into three categories: Strengthening Value Chain Model, Improving Profitability Model and Forming Ecosystem Model. Three theoretical implications are summarized as follows; (1) realizing the profit of the company and profit of the BoP society simultaneously, (2) building unconventional partnership, and (3) overcoming the discontinuity of business Fifteen models and three theoretical implications are, so to speak, standard basic strategies for success. The possibility of the success increases markedly by holding down this standard strategies and implications. Japanese companies could expand the high potentials of success in BoP business.
