Research on SMBs in Emerging Markets

Small and medium-sized businesses (SMBs) play a critical role in the economy of most developing countries. Vital Wave was engaged by an international software and services company to identify market opportunities in the SMB segment in two selected countries in Asia and Africa. The company provided data and insights on industry verticals, the needs of business decision makers, the importance of the SMB segment to a country’s economy, SMB technology usage and trends, and the effect of infrastructure and government policies on small businesses. This informed an SMB segmentation model that was used by the client to target customer groups and develop potential services and partnerships. The project provided go-to-market options, including illustrative use cases, and implementation timelines for both countries.

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