Dinero must create a minimum viable product (MVP) for its investing app, using customer insights and competitor analysis to create a Blue Ocean Strategy and capture market share.
Authors
Gaurav Nagpal, Department of Management, Birla Institute of Technology and Science, Pilani, India
Ankita Nagpal, Department of Management, Birla Institute of Technology and Science, Pilani, India
Manish Das, Department of Business Management, Tripura University, Suryamaninagar, India
Sarveshwar Kumar Inani, Associate Professor, Jindal Global Business School, O. P. Jindal Global University, Sonipat, Haryana, India
Victor Saha, Assistant Professor, Jindal Global Business School, O.P. Jindal Global University, Sonipat, Haryana, India
Summary
To analyze the development of Indian Fintech Industry, the revenue, cost and risk drivers. To appreciate the concept of minimal viable product. To generate valuable data-driven insights from the user stories, voice of customer and competitor benchmarking for the creation of minimum viable product. To devise the Blue Ocean Strategy for the digital products. To develop the plan for the minimum viable product.
Case overview/synopsis: This case is about a fintech firm, Dinero, that was facing the dilemma of how to launch its investing app as a minimum viable product in the background of the original plan that was to launch the credit operations along with the investing operations. Now, with the newly-imposed regulatory constraints on the credit business, Dinero had to go ahead with the investing functionality only and had to decide upon the value proposition of the product from among several alternatives. Dinero also wanted to find out the ways for creating blue ocean strategies through value innovation and relook at the product design and launch a suitable minimum viable product (MVP). It also wanted to explore the alternatives for new uncontested markets through innovative differentiated products so that the competition could be made irrelevant. Therefore, it wanted to use in-depth consumer surveys and competitor product benchmarking to come up with a strong MVP that could help it capture the market. The study of the voice of customer could generate a lot of insights for Dinero to move forward.
Complexity academic level: This case is intended for teaching in the graduate studies programs in business, management, information systems and digital business to enable the students to appreciate the decision-making related to digital product management using the approaches such as voice of customer, minimum viable product, competitive benchmarking, breakthrough innovation and blue ocean strategy. This case can be used for teaching in the product management course and the strategy course. The case also be used in the fintech course, which is taught as an elective course to students specializing in the fintech domain.
Published in: Emerald Emerging Markets Case Studies
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