Do you want to be in this market? Can you afford not to be? -- 1: The lands of opportunity -- The 86 percent opportunity -- Opportunities at many levels -- Characteristics of emerging markets and the opportunities they create -- Finding solutions -- The 86 percent solution -- 2: Don't build a car when you need a bullock cart -- Designing for six-yard saris -- Back to basics -- Riding the bullock cart -- The 86 percent solution -- 3: Aim for the ricochet economy -- The ricochet economy -- Taking aim -- More bounce -- The 86 percent solution -- 4: Connect brands to the market -- Market-stall economies -- Brand consciousness -- Strategies for harnessing local brands -- Brands on the run -- The 86 percent solution -- 5: Think young -- A fountain of youth -- Strategies for the youth market -- Youth leads to growth -- The 86 percent solution -- 6: Grow big by thinking small -- Inverted pricing -- Small homes -- Strategies for thinking small -- Small wonders -- The 86 percent solution -- 7: Bring your own infrastructure -- A tale of two markets -- Regulatory and financial infrastructure -- Finding opportunities in infrastructure -- Overlapping infrastructures -- The 86 percent solution -- 8: Look for the leapfrog -- Leapfrog strategies -- Beyond appropriate technology -- The 86 percent solution -- 9: Take the market to the people -- Complex distribution -- Strategies for taking the market to the people -- Seeing opportunities that are off the grid -- The 86 percent solution -- 10: Develop with the market -- Strategies for developing with the market -- Four paths -- Evolving opportunities -- The 86 percent solution -- An opportunity not to be missed.