Background

A leading payments technology company was exploring expansion into the education sector with an established digital platform.

Recognising the growing adoption of cashless solutions in schools, the client wanted to assess the market’s size, structure, and readiness for new entrants.

The goal was to identify high-potential segments, understand customer and partner needs, and inform a go-to-market strategy that would maximise adoption and competitive differentiation.

Approach

We combined in-depth interviews with desk research to calculate the market size, segment schools by type and readiness, and identify the most attractive entry points.

The approach included mapping the competitive and partner landscape, as well as assessing customer needs, pain points, and decision-making processes.

This developed insight into potential beachhead markets and the requirements for a differentiated go-to-market strategy.

Outcome

We identified a segment within the broader market as the most promising entry point, with notable potential for a solution that addresses key user needs of integration, usability, and affordability.

The outputs enabled the client to prioritise target groups, refine their offering, and identify potential collaborators, supporting a structured approach to market entry and enhancing the platform’s prospects for adoption and differentiation.