TASK AT HAND

SHAHI ANALYST_203 The following solution is proposed by team Shahi Analyst, team code 203

COMPANY SIDE CUSTOMER SIDE

• Dominant Unfavorable Customer perception: Complex
• Customer Readiness & lack of confidence: The hassling IMPACT nature of the financial institution and the user experience in
and negative customer experience and perception within
Slow product adoption case of MSMEs has to avail financial products led to
the industry has led MSMEs to lack confidence in accepting
negative beliefs about the industry.
financial products/solutions. rate that challenges
market development • Technical know-how: Technology penetration, adoption &
• Slow growth rate : The status quo of the market including
and penetration utilization among MSME stakeholders are rather unfamiliar
technical short-comings, customer mindset etc is making it
to the tech solutions specially in case of financial services.
difficult for the product to penetrate in existing markets or strategies for
develop newer markets. sustainable growth. • Limited education in financial record keeping and
processing: Customers lacks knowledge and thus fails to
• Unclear Communication and messaging: The
fully and easily understand the promising benefits of the
infrastructural barriers, limited knowledge and resource has
product
made it difficult to communicate the benefits to the target
market

CORE ISSUE
To craft a BRAND POSITIONING STRATEGY and BRAND GUIDELINES that can be capitalized to effectively communicate with the right set of IDENTIFIED TARGET GROUP
with the objective of yielding GROWTH in terms of MARKET DEVELOPMENT and MARKET PENETRATION.
 MARKET INSIGHTS

PRODUCT MARKET MARKET MARKET

CATAGORY LEADER NATURE EXPECTATION

Supply Chain IPDC Finance Expected to

Oligopolistic
Finance Limited grow

Although there are no direct product category members in terms of a blockchain based solutions, but in
COMPREHENSIVE COMPETITOR ANALYSIS terms of market concept of SCF the following competitors are defined who are likely to compete in within
the market.

FINANCIAL CUSTOMER PRODUCT/ CUSTOMER CORE

COMPETITION COMPANY TG
INSTITUTE TYPE AWARENESS SERVICE QUALITY EXPERIENCE COMPETENCIES
URBAN, SUB-
IDLC, UNITED LOW-MEDIUM, MODERATE Corporate relationships,
LOW URBAN SMEs
NBFI FINANCE LTD Generalized and Accessible with a good
MoU, Targeted Products,
DIRECT etc. Strong Brand
track record
(SCF)
EBL, CITY Mostly URBAN MoU, Regulated Policies,
LOW-MEDIUM, Poor and SMEs with a
BANKs BANK, BRAC LOW Brand and Product
Generalized Hassling good track
BANK etc. Familiarity among TG
record
SUB-URBAN,
INDIRECT MEDIUM, RURAL & Personal Relationship and
SPECIALIZED Grameen Bank,
(Loan- Moderate and REMOTE selling, Personalized and
Numerous LOW-MEDIUM Personalized/
based FIs, NGOs NGOs Customized Affordable MSMEs who are affordable offerings, Wide
financially reach among TG
Products) excluded
 CUSTOMER INSIGHTS
An MSME owner
DEMOGRAPHICS CHARACTERISTICS PAIN POINTS CONCERNS FUNCTIONAL vs
facing operational
• Limited Financial • Hassle of paper • Affordable and EMOTIONAL
difficulties due to • 18-65 years
Knowledge accessible solution INVOLVEMENT
working capital • M,F works
• Urban, Sub-Urban • Seeks growth • Disrespectful • Trustworthiness
management in • HIGH functional,
• Socio-economy: opportunities treatment and credibility
relationship with LOW emotional
B,C • Adaptable to • Accessibility • Availability of
supply chain cash Importance
technology working capital i.e
flow,
IDEAL CUSTOMER liquid cash
PROFILE(ICP)
Within the market there exists a very diversified customer set in terms geography, business type/category and behavioral factors. Trying cover the whole set will not be executable or
attainable. Thus, A strategic approach is taken to keep the BRAND PROMISE of serving the underserved keeping a focus on the largest set – The MSMEs whose business is in someway
related to URBAN cities; example – A poultry farm from a distant village in Rangpur supplies to Dhaka. Putting emphasis on this idea and by the following matrix, TG is decided.
This will favor in CONVERTING them COST-EFFECTIVELY due to ease of access and reduced infrastructural/technical barriers resulting in sustainable growth.

Tendency to adopt Infrastructural Readiness to avail Financial Track Supplier to/ Buyer from
Selection Criteria Accessibility
tech availability financial service Record Urban-centric Businesses

Weight

SELECTED TARGET GROUP

Economic Geographic Psychological Age Business Type

Sec B Urban(FOCUSD) Wants to reduce pressure on 18-65 Any but somewhat related
Sec C Sub-Urban(TARGETTED), cash flow and scale utilizing M,F to Urban Cities either as
Rural(LIMITED) financial services buying from City or
supplying to City.
 POSITIONING STRATEGY
We aim to focus on ONE AGENDA only, UNWIND U2R is a strategic motion that believes in bridging the economic development gap between the rural and urban by
that is Unwind U2R(Urban to Rural) focusing on those Rural or Sub-Urban MSMEs that contributes to the urban economy either by supplying to or buying from it.

With U2R as agenda and UNDERSTANDING THE FRUSTRATION OF THE TG AND CATERING TO THEIR NEEDS we are prioritizingg a mindset shift through our positioning – We are their
partners in business, together we will grow by helping each other unconditionally as we highly emphasis on building TRUST, MUTUAL RESPECT and COMMUNITY.

For the DREAMERS who dared to write their own stories, ORJON is your PARTNER with the best digital solution to SCF
POSITIONING STATEMENT because our pride is not in being the best solution, our pride is in the TRUST AND MUTUAL RESPECT for our partners as
together we achieve success beyond boundaries.

PERSONALITY, VALUES, CHARACTER

Respectful, Helpful,
Believes in the power of growing together
POINT OF PARITY (POP)
Affordable, Accessible, Hassle-free

SUBSTANTIATORS
Blockchain Technology,
Fully Integrated Digital Eco-system Brand Mantra
Bull’s Eye Respectfully Partnering for Growth.
POINT OF DIFFERENCE (POD)
Empowering, Focused extremely on customers,
Positioning At the very core of our position is a belief system
Fully Digital, Few to no paper works that tells our story of how we build trust by being
respectful to our clients and partner with them to
VALUE IDENTITY ensure not only their business growth but by
Logo, Color and Culture financially including them ensuring economic
growth as a whole.
LOGO AND TAGLINE
 BRAND GUIDELINE
OUR BRAND IS A STORY.
A story that talks about achieving success from the root on both individual and national levels. These stories are not ours but of our clients whom we call THE DREAMERS.
We are only enablers. As we write thousands of success story here are the 9 CORE ELEMENTS of our own BRAND STORY

Our clients, The DREAMERS, set on a path less troubled. We

acknowledge it is hard walk and respect them for their OUR DIGITAL SHELF
CORE IDEA courage. Thus, Our core idea is based on enabling them as
partners in SCF and working together with mutual respect and Our social media and digital profile will CUSTOMER-CENTRIC
trust so that the walk is a lot less difficult for the dreamers. as we will leave no opportunities or calendar dates go to waste
without TELLING THEIR STORY in a MINIMALISTIC tone.
Our vision is to contribute in becoming a developed country
built by the hardworking MSMEs as we empower them in their
OUR VISION
journey and unwind their true potential. Makes lives better as
we build the country. OUR IDENTITY

We are how we present ourselves; following are our identity

Our Mission is to develop the best Digital SCF ecosystem and
guide;
OUR MISION enhancing the total supply chain within and beyond our
geographic border focusing on the underserved dreamers.

INNOVATION, DIGITAL-FIRST, RESPECT AND FINANCIAL

OUR VALUES
INCLUSIVENESS OUR LOGO

We are partners who believes in Mutual Growth through

OUR PERSONALITY PERSONAL RELATIONSHIPS built UPON TRUST AS WE WORK
TOGETHER. TYPOGRAPHY MINIMALISTIC BUT
Niladri Nodia Bold AUTHENTIC in
OUR CULTURAL Within our organization, we are INNOVATORS with INTEGRITY corporate
PHILOSOPHY and a DREAM TO ENABLE.
Niladri Moitree Italic
applications