Belema Fintech is preparing to launch its innovative Host Card Emulation (HCE) wallet in Lagos, a bustling city with a diverse population and a growing digital economy. The project aims to create a comprehensive go-to-market (GTM) strategy that effectively targets key customer segments such as students, merchants, and okada riders. The goal is to ensure a successful product introduction that maximizes market penetration and user adoption. By leveraging classroom knowledge in marketing, finance, and strategic planning, learners will develop a detailed plan that addresses the unique challenges and opportunities of the Lagos market. The project will involve analyzing market trends, understanding consumer behavior, and crafting a tailored approach to reach and engage potential users.

The project will culminate in a set of clearly defined deliverables that include a detailed customer segmentation analysis to identify and prioritize target audiences. Additionally, learners will develop a distribution and onboarding plan tailored to the needs of students, merchants, and okada riders. A launch budget will be created, featuring cost-effective campaign ideas to optimize resource allocation. Finally, a KPI dashboard will be designed to track key performance metrics and measure the success of the launch strategy.