Winning the First Merchants
market entry
India-specific
Set in India; the figures and context are India’s.What this case is about
Your client is Tillwave, an international provider of card-reader hardware and merchant payments software that has not yet entered India. It wants to build a meaningful business serving Indian SMEs. Develop a go-to-market strategy and recommend how it should enter.
Objective
Recommend whether and how Tillwave should enter India by prioritizing the right merchant segments and locations, and showing how the model can achieve viable unit economics.
Skills this case tests
Structuring the problem
Working the numbers
Judgement and recommendation
This is an interview practice scenario. Figures in the brief are case inputs, not current market research.