The Challenge
The Digital Fifth was engaged to carry out comprehensive primary and secondary market research for the NBFC’s digital lending platform, with the objective of developing a robust business strategy and a product go-to-market (GTM) approach. The focus was on the Co-Lending and Lending-as-a-Service (LaaS) segments, along with identifying leading players in the Retail and MSME sectors through detailed benchmarking and peer comparison studies. The engagement aimed to build a strong value proposition for the NBFC to successfully enter the Indian digital lending ecosystem and deliver a product-specific GTM approach document for the OMNI platform.
Our Solution
Comprehensive Benchmarking
We conducted in-depth primary and secondary market research on digital lending platforms, with a focused benchmarking exercise to compare key competitors across the Retail and MSME sectors. The study provided peer comparisons and clear recommendations for product and strategy improvements.
Strategic Recommendations
Our solution included the development of a detailed Business Strategy and GTM approach document for the OMNI platform, covering co-lending and LaaS offerings. We outlined customer segments, value propositions, and critical actionables to efficiently enter and grow in the Indian and SEA markets.
Innovative Approach
We built a step-wise, five-year execution plan aligned with market dynamics and future feature evolution, delivering a business roadmap and GTM strategy that was iterative, scalable, and aligned with stakeholder feedback.
Our Approach
- Phase 1 - Business Understanding
- Understand current solution stack of the solution provider in the selected segment and roadmap covering aspects of technology and business capabilities
- Conducting meetings with the respective stakeholders to understand current business practices and organizational structure
- Building the current business understanding document with identification of GAPs in the current processes
- Phase 2 - Market Study
- Conducting an assessment of the business landscape and identification of key trends in the segment
- Spot customer segments and key competitors for growth.
- Deep analysis of the competitor landscape
- Opportunity identification in the lendingtech market
- Primary research by interviewing multiple industry experts
- Phase 3 - Business Strategy
- Create Business Strategy, Operating and Revenue Model, Plotting Evolution of Feature and use cases
- Develop a GTM approach document with recommendations on operating & revenue model
- Review with respective stakeholders & carry out required iterations on Business & GTM Strategy
Accomplishment
Our comprehensive market research, benchmarking, and strategy development enabled the client to build a strong business and GTM plan for launching their TSP subsidiary in India and SEA. The detailed execution roadmap, competitor insights, and product GTM approach provided the client with a clear pathway to successfully enter and scale in the digital lending ecosystem.
