SPP's client was an emerging player in the financial services sector in Australia. Although the client had enjoyed great success with early offerings in the Australian market, they wanted to identify further growth initiatives to tap into the high potential customer segments of small and medium business.
While the immediate segment opportunity was clear, the specific product offering that would best access and gain traction was not. The fit with existing company assets including brand, channels, cost structures and customers was also unclear.
This article describes how SPP conducted market and target segment analysis and guided the development of a suitable product offering.