A Fortune 100 technology company formulates a GTM strategy to launch their POS solution

Client’s Challenge 

A Global Fortune 100 Technology company wanted to build a comprehensive approach to launch a new POS software/hardware solution in the Indian market, targeting small and medium businesses. It was important to understand the expectations of the SMB customer from technology vendors to align problem-solving and overcome regulatory challenges, such as GST.

How Zinnov helped 

Zinnov devised a robust plan to address all key aspects to help the client target the right market, position the product appropriately, tackle regulatory challenges, and understand the competition well. The plan consisted of the following work streams:

1. SMB Market landscape Assessment: India SMBs were assessed as per their geography, domain, and employee size. Key trends and drivers of the overall market were also identified.
2. Compete Assessment and Vertical shortlisting: A deep-dive assessment was conducted on the top 3 competitors to identify 4 priority verticals, key challenges, and current and future use cases.
3. Deep dive on the SMB Retail Vertical: Market landscape, sub-vertical categorization, value chain mapping, types of PoS solutions, and their usages were studied.
4. Calculation of the Addressable Opportunity: Total addressable market was calculated and a GTM strategy was formulated accordingly to target Retail verticals.

Impact Created 

Based on the study, Zinnov was able to identify top-priority sub-verticals within Retail and design a phased implementation approach for the new product’s launch to capture the target market’s potential. Zinnov further formulated an extensive plan to build a collaborative ecosystem comprising of channel/distribution partners, implementation partners, and end-customers.