suggested by Everett Rogers (2004) significantly influence the adoption of an innovation in the Bottom of pyramid market (Rahman, Hasan, and Floyd, 2013). Therefore, innovation developed for this market should focus on these two attributes (Relative advantage and Complexity). Venture capital Whereas Prahalad originally focused on corporations for developing BoP products and entering BoP markets, it is believed by many that Small to Medium Enterprises (SME) might even play a bigger role. For Limited Partners (LPs), this offers an opportunity to enter new venture capital markets. Although several social venture funds are already active, true Venture Capital (VC) funds are now emerging. Brand There is a traditional view that BOP consumers are not brand conscious (Prahalad, 2005). However, C. K. Prahalad (2005) claimed against this traditional view, positing that the BOP market is brand conscious. For instance, brand influences the new product adoption in the bottom of pyramid market (Rahman, Hasan, and Floyd, 2013). Rahman et al. (2013) mentioned that brand may positively influence the relative advantage of an innovation and it leads to adoption of innovation in the BOP. In point of traditional view BOP market, people were not aware about brand concept. Sopan Kumbhar (2013) Business and community partnerships As Fortune reported on November 15, 2006, since 2005 the SC Johnson Company has been partnering with youth groups in the Kibera slum of Nairobi, Kenya. Together SC Johnson and the groups have created a community-based waste management and cleaning company, providing home-cleaning, insect treatment, and waste disposal services for residents of the slum. SC Johnson's project was the first implementation of the "Base of the Pyramid Protocol". Conferences There have been a number of academic and professional conferences focused on the BoP. A sample of these conferences are listed below: Sankalp Conference – May 2012 in Mumbai, India – hosted by the Intellecap. Eradicating Poverty through Profit – December 2004 in San Francisco, CA – hosted by the World Resources Institute (WRI). Business Opportunity and Innovation at the Base of the Pyramid – August 2005 in São Paulo, Brazil, September 2005 in Mexico City, Mexico – two sister conferences co-hosted by WRI, the Multilateral Investment Fund and Ashoka. Research at the Base of the Pyramid – May 2006 in Ann Arbor, MI – co-hosted by the William Davidson Institute (WDI) and the Ross School of Business at the University of Michigan. Business with Four Billion – September 2007