The Business Problem

A global entrepreneur entered India with a payment orchestration platform aimed at eCommerce and D2C brands. But no one understood the need. Six months in, the product had no takers. The team was pitching faster refunds and smoother transactions, but D2C founders either defaulted to existing gateways or relied on cash on delivery. The positioning was missing the pain.

What We Uncovered

We spoke to D2C brands, platforms, and players in adjacent categories. The real pain point was not in traditional online retail. It was in the booming gaming and real money gaming space. Platforms like fantasy sports and betting apps had spiky transaction loads, especially during match hours. Failed payments led to immediate customer churn. These were the clients who needed payment orchestration most urgently.

The Strategic Shift

We advised the client to stop selling the product and start selling the problem. Instead of pushing orchestration to D2C brands, we repositioned it as the fastest payment interface for real money gaming platforms. The brand identity was updated, a new sales manual was crafted, and all sales efforts were focused on the gaming segment.

How We Brought the Positioning to Life

We renamed the platform to reflect its agility and relevance to gaming. The pitch moved from generic tech-speak to a sharp articulation of value for gaming operators. We created sales decks, objection handlers, and training modules to equip the founder and his team with the language of the new target. This narrowed focus gave the brand immediate traction.

What Changed

In just two months, the orchestrator went from zero to four marquee gaming clients, all acquired through direct meetings without any marketing spend. A business that had struggled for relevance now had a clear product market fit, a sharp sales narrative, and a tangible proof of value in a high velocity category.