GTM strategy and implementation support for an Indian internet-based home improvement player
08 Apr 2020


  • Company Description: India’s leading Home Improvement major 
  • Opportunity: The client wanted to expand to SEA as part of its international expansion efforts. The mandate was to develop a detailed view of the Singapore Home Improvement ecosystem and recommend go / no-go, develop a plan for Go-To-Market and provide support to kickstart the business. Identification of critical consumer pain points, existing market solutions and business opportunities and shortlisting of priority customer segments was part of the engagement

Our Approach

  • Detailed sizing of market opportunity by renovation types / customer segments with on-ground assessment. Quantitative understanding of market opportunity was reinforced through expert engagements conducted across various ecosystem stakeholders (consumer, designer and contractor engagements ) 
  • Mapping of supply chain BoQ-wise with detailed understanding on cost build-up and margins across various value-chain intermediaries, size of profit pool and opportunities for ‘platform disruption’ by client
  • Detailed mapping of stages in the customer decision-making process by various archetypes ? touchpoints by intensity of value creation by client was mapped to various segments 
  • For investment, cost and revenue implications, modelled 5-year business plan for MVP, scale-up and growth phases
  • Led multiple joint teams (finance, marketing, tech, HR) to secure approvals, recruit employees and to collaborate with local partners to establish supply chains and acquire customers for Day-0 launch

Key Insights / Outcomes

From ideation to implementation – strategy, processes and systems established for client’s successful international expansion

Business plan to clearly detail revenue potential and cost implications of play

Praxis Value Delivered

    • Singapore market entry plan approved by the client Board for implementation
    • Market assessment and recommended strategy provided clear growth guardrails to client to prioritize investments, customer segments etc.
    • As a result of Praxis work, client launched a competitive offering in the market and saw solid growth with increasing operating profits

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