In many cases, innovations that end up becoming disruptive usually begin as lower performing variants to an existing innovation. The early age of these disruptive innovations are usually characterized by being cheap, inferior and unsuitable for mainstream customers. Similarly, the bottom of the pyramid (BOP) is generally associated with similar attributes of being cheap, inferior and non-mainstream. This parallel between both concepts logically leads to questions like – how important is it to pay attention to possible disruptive innovations occurring at/from the BOP? Consequently, should this be considered a future alert or is it a false alarm? Using an agent based modelling simulation approach, this paper examines the different possibilities that could occur using six illustrative scenarios. Furthermore, with the aid of an ensuing model, the study advances four different quadrants from which firms can position their organisation with respect to their chosen innovation strategy and market focus