Zip Go-to Market Expansion

zip.co

2020

Supporting Zip Co. as they prepared to expand their service offering into new international markets.

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Zip is a prominent provider of "Buy Now Pay Later" solutions in Australia and overseas. Their mission is to provide fair and seamless solutions that simplify how people pay. In 2020 Zip Co. were looking at expanding into new markets after acquired multiple buy now, pay later companies with operations in different countries.

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Objectives

Equip the business with comprehensive data-driven insights and strategic recommendations for to help inform their go-to-market (GTM) approach, including pricing models tailored to each new market, ensuring alignment with the region’s unique landscape.

Mitigate risk during conceptualisation phase by identifying any potential blockers or localise socio economic challenges that may arise

Approach and process

Regulatory and market analysis:
Conducted thorough investigations into each target country's legal framework, regulations, lending practices, and consumer borrowing behaviours to identify unique market conditions and risks.

Competitive Intelligence:
Performed competitive analyses to understand existing BNPL offerings and positioning in each region, identifying opportunities for differentiation and strategic entry points. Create the various Customer archetypes and split them by likelihood to adopt this new offering.

Localised user research:
Partnered with Zip’s research lead to plan and conduct localised interviews, providing nuanced insights into user needs, preferences, and barriers in each target market.

Design:
Craft the hypothetical journey maps based on insight and prototype designs for A/B testing

Impact

3 x

new market

launches

2 x

pitches for
FAANG orgs

The engagement culminated in the successful launch of the BNPL product across three new markets - South America, Europe, and Asia. The data-driven GTM strategy enabled them to enter these diverse markets informed by localised insights and a robust competitive framework.

Zip has successfully was launched in 4 new markets including UK, Mexico, Singapore and UAE and is currently being used by 3+ million people.

I worked with Stef for over a year as she supported Zip New Markets in various partnership and launch efforts.

Stef's ability to dig into the why, country regulations, and provide design insights off the back of her research were a great asset. She helped us identify areas that we need to stop and re-think how we present this to customers, how we break down flows to support best in class design. She also is extremely quick in making changes, which proved to be quite valuable in a constantly changing start up environment.

Kristin Perchal

Director of Product, New Markets @Zip