A UAE based company required an understanding of the size and behaviours of the market for its greenfield venture of creating a comprehensive online bill payment system for the UAE and ultimately the Middle East region. The company asked PwC to assist with developing a comprehensive business plan in order to provide some strategic value by helping raise finance from target sources.
PwC assessed the market by evaluating the billing environment in the UAE, based on a detailed review of the underlying drivers and through conducting comprehensive surveys which were focused on both individuals and corporations. The results were segmented by individual income levels and corporation size in order to evaluate the potential uptake by each consumer group segment.
The team also leveraged the PwC network and held discussions with potential strategic partners which included major financial institutions, utility companies and government entities.
The client was provided support in developing a business plan and a financial model based on the market assessment findings. The market opportunity was validated, based on a detailed assessment of the total addressable market, resulting in potential future revenues for the initiative.
PwC's assessment helped the client plan its market entry strategy and target the most relevant customer segments. They also used PwC's findings in the design of the operations and marketing of their project