Business Situation
- A US-based enterprise solution provider specializing in payment gateways wanted to develop a three-to-five-year market strategy for its application programming interface (API) and other value-added services, which were targeted toward emerging South-Asian markets.
- The client offered transaction processing and fraud solutions as part of its API portfolio.
SGA Approach
- SGA supported the client’s enterprise strategy team in understanding its right to play and right to win in non-core markets.
- Our team identified opportunities in emerging markets (TAM) for the client’s payment services business, including gateways and fraud solutions.
- Conducted a deep-dive opportunity assessment involving real-win-worth analysis.
- Assessed current go-to-market (GTM) readiness from a customer demand standpoint and identified whitespaces to address.
- Performed worldwide deep-dive interviews with potential customers, such as merchants and issuers.
- Evaluated the client’s GTM readiness through business workshops and client stakeholder interviews (n ~30).
- Developed a holistic competition view by understanding dominant competitors and their strategic actions in select markets.
- Enhanced insights by engaging in expert consultations and individual in-depth interviews (IDIs) with subject matter experts and ex-employees of competitor organizations.
Key Takeaways
- Scenario-based robust GTM plan and recommendations empowered the client’s business strategy teams.
- Identifying and recommending improvement deltas that would align with market expectations and customer needs were designated as the solution refinement areas that highlighted what needed further optimization.
- The client gained specific GTM recommendations on the following aspects.
- The Right to Play from the Market/Customer Perspective: Creating a clear picture of market demand helped explore customer reactions concerning product and pricing preferences.
- The Right to Win from the Competition Perspective: Ground-breaking intel based on competitive intelligence allowed the client to understand how to win in markets of interest.
