{"id":2286,"date":"2024-02-06T09:51:46","date_gmt":"2025-10-08T10:03:47","guid":{"rendered":"https:\/\/www.elixirr.com\/en-gb\/?post_type=case_study&p=2286"},"modified":"2025-10-29T14:26:20","modified_gmt":"2025-10-29T14:26:20","slug":"emerging-markets-bank-designing-and-delivering-a-winning-market-entry-strategy","status":"publish","type":"case_study","link":"https:\/\/www.elixirr.com\/en-gb\/case-studies\/emerging-markets-bank-designing-and-delivering-a-winning-market-entry-strategy\/","title":{"rendered":"Emerging markets bank: designing and delivering a winning market entry strategy"},"content":{"rendered":"\n
\n
\n

A top tier emerging markets bank needed our help to identify a way to enter the growing young adult segment across multiple markets. In order to do this successfully, they required a strategy, proposition design, business case and roadmap to guide them on their journey to rapidly enter the market in a purposeful and differentiated way. We worked we them to deliver on just that.<\/p>\n

\n
    \n
  • Outcome 1: Worked rapidly, resulting in a 5-week turnaround time from idea to product design, business case and executive decision<\/li>\n
  • Outcome 2: Delivered a clear and actionable strategy and roadmap, supported by a comprehensive pilot proposition, enabling our client to capitalise on growing market with long-term sustainability<\/li>\n
  • Outcome 3: Prioritised a set of tangible opportunities to boost our client\u2019s near-term revenue growth and market share, as well as more strategic priorities to drive long-term sustainability<\/li>\n<\/ul>\n<\/div>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n
    \n
    \n

    \n The challenge<\/h2>
    \n
    \n

    Emerging market populations are increasingly dominated by young people; a large and growing market segment which is often overlooked by banks given their lack of perceived short-term value potential. However, demographic and market changes have made the young adult segment increasingly attractive. Across multiple markets, youth segments have a tendency towards digital behaviours, are increasingly becoming better-educated and are proven to be more likely to adopt financial and digital products. This makes them a highly attractive, growing segment, not just for short-term revenue growth but also long-term sustainability.<\/p>\n

    Our cross-skilled team of experts worked with the bank collaboratively and at pace, devising a proposition design process to build on their strategy to grow in the young adult segment. Our client required support both understanding key demographic, digital and innovation trends, as well as our best-in-class rapid prototyping and design thinking expertise to design, test and iterate a compelling youth-focused value proposition. Further, to ensure this proposition concept could be driven directly into execution, it needed to be supported by a comprehensive business case and actionable roadmap to enable rapid, efficient execution.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The approach<\/h2>
    \n
    \n
    \n

    We ran a 5-week design sprint in which we validated our client\u2019s strategic priority to grow in the young adult sector, before confirming customer demand for a young adult digital banking solution. We interviewed 20 internal stakeholders to gain a deep understanding of the current business landscape and conducted extensive market research to identify key market trends in the digital landscape, including competitor activity, new entrants and market gaps. Following this, we ran a three-day design thinking workshop with a cross-functional team to produce low-fidelity prototypes \u2013 these where then tested through 50 tests and 800 customer surveys. Feedback from this process fed into the consolidated prototype, around which a comprehensive business model canvas was built, identifying revenue drivers as well as core deliver capabilities. In order to make the business model canvas and proposition design actionable and practical for our client, we also conducted an initial feasibility assessment for the proposition MVP and developed a tangible execution plan, enabling stakeholders to run seamlessly from design through to delivery.<\/p>\n<\/div>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n\n\n\n

    \n
    \n

    \n The value delivered<\/h2>
    \n
    \n

    Leveraging our unique approach to product and proposition design, our client was able to maximise speed of market validation and customer insight generation, utilising low-cost methods. The MVP prototype we delivered was build-ready, supported by a comprehensive delivery roadmap and a detailed business case outlining forecast costs and revenue drivers that would seamlessly facilitate a go \/ no-go decision. Our specialists also worked with our client to upskill them in agile product development and rapid prototyping, building future-fit internal capabilities within their teams.<\/p>\n <\/div>\n <\/div>\n <\/div> <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":55463,"template":"","related_service":[3],"related_industry":[78],"class_list":["post-2286","case_study","type-case_study","status-publish","has-post-thumbnail","hentry"],"acf":[],"yoast_head":"\nEmerging markets bank: designing and delivering a winning market entry strategy - Elixirr<\/title>\n<meta name=\"description\" content=\"A top-tier emerging-markets bank entered the young adult segment with a 5-week sprint, business case and roadmap to drive rapid growth.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n<g>\n<path d=\"M23.4141 0.539062C36.1232 0.539183 46.4258 10.8416 46.4258 23.5508C46.4257 36.2599 36.1231 46.5624 23.4141 46.5625C10.7049 46.5625 0.402465 36.2599 0.402344 23.5508C0.402344 10.8415 10.7048 0.539062 23.4141 0.539062ZM23.4141 1.68945C11.3606 1.68945 1.55273 11.4974 1.55273 23.5508C1.55286 35.6041 11.3607 45.4111 23.4141 45.4111C35.4673 45.411 45.2743 35.604 45.2744 23.5508C45.2744 11.4974 35.4674 1.68957 23.4141 1.68945Z\" fill=\"currentColor\"\/>\n<path d=\"M19.2841 33.6992C18.9579 33.6986 18.6374 33.6111 18.3543 33.4454C17.7167 33.0759 17.3203 32.3585 17.3203 31.5797V15.8189C17.3203 15.0379 17.7167 14.3227 18.3543 13.9531C18.6442 13.7827 18.9735 13.6951 19.3078 13.6994C19.6421 13.7037 19.9692 13.7998 20.2548 13.9776L33.4237 22.0406C33.6981 22.2166 33.9244 22.461 34.0812 22.751C34.238 23.0409 34.3203 23.3668 34.3203 23.6982C34.3203 24.0295 34.238 24.3555 34.0812 24.6454C33.9244 24.9353 33.6981 25.1798 33.4237 25.3558L20.2527 33.421C19.9604 33.6017 19.6256 33.6979 19.2841 33.6992Z\" fill=\"currentColor\"\/>\n<\/g>\n<\/svg>\n<\/span> <\/div>\n <\/figure>\n <div class=\"wp-component-card__content edwp-row-load\">\n <p class=\"wp-component-card__eyebrow\">\n Business Strategy <\/p>\n <a href='https:\/\/www.elixirr.com\/en-gb\/case-studies\/emerging-markets-bank-designing-and-delivering-a-winning-market-entry-strategy\/' class='wp-component-card__title'>\n <h2>\n Emerging markets bank: designing and delivering a winning market entry strategy\n <\/h2>\n <\/a> <div class=\"wp-component-card__meta\">\n <p class=\"wp-component-card__date\">\n 06 February 2024 <\/p>\n <div class=\"wp-component-card__terms\">\n <div class=\"wp-component-tags edwp-component\">\n <div class=\"wp-component-tags__tag\">\n Retail & Corporate Banking <\/div>\n <div class=\"wp-component-tags__tag\">\n Business Strategy <\/div>\n <\/div>\n <\/div>\n <\/div>\n <div class=\"wp-component-card__button-wrapper\">\n <button class=\"btn btn--link 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