Context - You are an analyst working in an early-stage Software-as-a-Service (SaaS) business that wants to expand to the global markets beyond India and Southeast Asia where they are already present. The company provides customer experience software for retail businesses. The software helps its customers - ● record and manage transactions happening on the retail outlets ● trigger feedback surveys and track the responses ● provide insights that are descriptive or predictive in nature based on the transaction and engagement history; these insights are provided across multiple cuts - ○ user-level - what are the buying preferences of a user based on their shopping history ○ location-level - what products resonate more with the buyers in a particular location ○ persona-level - what products find better acceptance in a particular demographic - certain age group, gender, etc. ● send relevant reward and promotional e-mails, IM (WhatsApp/WeChat/Telegram), and SMS to the users to retain and engage them after-sales ● Capillary Technologies is an example. It is a cloud-based offering for which customers are charged a recurring fee on a monthly basis - one license for each store location that they own. Due to the COVID-19 pandemic and subsequent downturn in the business, the Board of Directors has directed you to focus on large companies that would've survived the economic aftershocks and have the ability to pay. However, the sales and marketing team with the benefit of being on the ground strongly believes that targeting smaller retail stores and chains will be more fruitful, as businesses have become more localized / closer to home as people don't typically go to larger places. The team believes that these businesses have been doing well. In addition to that, the pharma and grocery store chains have typically been doing well in these times as they cater to essential goods. The Head of Sales has hypothesized that the areas of online shopping that have grown during the pandemic are a good indicator of these verticals scaling up offline/in retail mode as well, as things start coming back to normal gradually. Task Keeping these factors in mind, you need to come up with answers to the following questions - ● How do you decide the ideal target market? You are expected to outline the list of factors that you will take into account for judging the potential revenue (in US Dollars) that you can make in every country/market globally. Outline the reason why you have selected each factor as well. ● Identify the target markets - Once, you have arrived at the list of factors for short-listing the markets, you need to find data against each factor for each country, and come up with the list of top-3 countries (except India and those in Southeast Asia) that you will target. ● Delve deeper into target markets - Find out at least 5 relevant macro-economic or market insights from industry reports, e-books, etc. for the top-3 markets from your priority order list.
You are also expected to come up with a list of 5 retail companies in these three markets that you will reach out to as well. ● Present to the Board of Directors - Make a short presentation that will be shared with the Board of Directors summarizing the decision-making process and the shortlisted countries. You need to translate your research and data in an easy-to-understand, concise, and aesthetic format.