Identification of business opportunities that help scale SMBS
This year, India stands in the Top 100 of the World Bank’s ‘Ease of Doing Business’ rankings. Improved policies, rising consumption in the tier 1 and 2 cities in India, make the SMB segment a high target markets for larger marketing companies, one such being Go Daddy.
Ease of doing business, access to finance and adoption of technology is causing a behaviour shift with SMBs. In this environment where SMBs are being set up in large numbers, Go Daddy is looking to help SMBs grow and not succumb to the 85% of SMBs that shutdown within the 1st year.
Pensaar Design conducted qualitative research to study the approach and penetration of digital technologies as drivers to generate business growth in this segment. The research focused on SMBs in Tier 1 and Tier 2 cities across India. After mapping SMB behaviour across the entire business growth lifecycle and the landscape in which they function we were able to unearth culturally diverse behaviours, mindsets, unmet needs across North, South and West India. To validate the qualitative research findings and uncover new insights we were commissioned to conduct a quantitative survey across 12 cities ( Tier 1 & 2) with 1500 participants.
With this study we were able to identify and define synergies across various dimensions of the SMBs to identify trends and patterns that Go Daddy could explore. The study ended with clear identification of opportunities that would help SMBs scale and grow their business.