Continuing the deep dive on the BNPL players, the next thing I wanted to look at is their go-to-market strategies. How do they get their customers? Links to Part 1 and Part 2. A word of caution, all the research and numbers are from an outside in perspective and based on publicly available information. There is a possibility that I’m completely wrong in my analysis!
My simple mental model for go to market is,
- Who is the target customer? Are there many target customers?
- What is the narrow sub-segment of target customers?
- What is the value proposition and positioning for this customer?
- What are the channels that are used to reach out to this customer? Is there a low-cost acquisition channel in the mix?