How can a software vendor efficiently target and satisfy the needs of Swiss scale-ups operating in the software, health-tech, and fintech industries?
A globally active software vendor located in Switzerland aims to double its cloud software revenue in the short term. In pursuing further growth, the previously untapped market segment of successful, fast-growing, and well-funded scale-ups offers promising growth opportunities.
Robin Neeser, 2022
Bachelor Thesis, confidential
Betreuende Dozierende: Andreas Hinz
Keywords: Scale-up, fintech, healthtech, software, value proposition canvas, brand perception, procurement process
However, since this market segment was less actively served in the past and remains understudied in the literature, the vendor seeks further market insights. More precisely, the scale-up market should be investigated, and recommendations developed to efficiently target and satisfy the needs of this segment. The focus of the study lies on the scale-ups operating in the healthtech, software or fintech industries that are younger than 10 years and have at least received Series A funding.
The study aims to answer the following research question: How can the software vendor efficiently target and satisfy the needs of Swiss scale-ups operating in the software, health-tech, and fintech industries?
To answer this question, scale-ups’ challenges and needs, software purchasing processes, and perceptions of the software vendor were analysed. The methodologies applied were desk research, expert interviews with decision-makers, qualitative content analysis and the authors own experience from working for the vendor.
The findings show that scale-ups face their most significant challenges regarding talent management, scalability, the market environment, and business models. Furthermore, scale-ups prefer cloud over on-premises solutions as long as data security requirements are met. Moreover, the five most important factors when selecting software are: Software pricing, scalability, API, usability, and data security. This study has found that compared to mature companies, scale-ups have a decision-making process that is less standardised and formal. Furthermore, the findings suggest that the CFO is the most influential decision-maker next to the CEO and that companies with Series B funding or higher are more likely to experience needs for the vendors software.
Based on the interview findings, the author has provided the vendor with a value proposition that fits scale-ups’ needs. Furthermore, the vendor is advised to focus their direct sales efforts on CFOs from scale-ups with at least Series B funding. Finally, this study suggests measures to increase the company’s visibility and credibility in the scale-up market.
Studiengang: Business Administration International Management (Bachelor)
Fachbereich der Arbeit: