PayTM for Business

SPM Project
Submitted by
Amit Gunjeti 2111242
Mentor Naveen Meena 2111262
Prabhat Garg
Shivam Kumar 2111285
PM, PayTM for Business
Supriya Murdia 2111490
Introduction to PayTM and PayTM for Business
• Founded by Vijay Shekhar Sharma
in 2010 as a 100% subsidiary of
One97 Communications Pvt Ltd

• Offerings (right)

• Investors: Alibaba Group, SoftBank

Group, and Berkshire Hathaway

• 333 million registered users

• processed over 1.4 billion

transactions per quarter

• Business Model: Provides

commerce services to merchants,
onboarding customers – through
payments services which help
merchants manage and sustain
their business. This platform model
is combined with brand, insights,
technology, insights.
About PayTM for Business
Merchant interface launched in 2019 The PayTM for Business App is
Serves 10Mn+ businesses, 1Cr+ downloads complemented by devices:
INR 4 Trillion+ total GMV
Offerings of the PayTM for Business App: 1. Soundbox
• Track Settlement instantly • Gives instant audio payment
• Initiate refunds confirmation
• Track daily transactions • Multi-lingual support
• Generate payment links • Connects to SIM, no WiFi
• E-wholesale store required
• Downloading/ printing QR code • Quick and seamless installation
• Order QR stickers • Supports 10+ payment methods
• Access to my store – digital management 6 Mn + devices installed, average
Features: monthly rental of Rs 125
• Payment Gateway
• Invoicing 2. All-in-one POS
• Payment Links • Supports payTM Wallet
• Business Dashboard • All UPI Apps
• Customization • All credit & debit cards
• Security • EMI options
PayTM for Business : Business Model Canvas
Key Partnerships Key Resources Value Proposition Customer Relationships Customer
• Financial institutions • Technology and development • Direct relationship with Segments
for credit and team PayTM for Business business owners – support • Small shop
insurance products • Financial and legal experts for provides an ecosystem for for MSMEs owners (e.g.
• Utilities partners like credit and insurance products merchants to sustain and • Low cost of acquisition and paan shops,
govt bodies for water • Marketing and advertising grow their business through switching vegetable
tax, house tax team PayTM vendors)
• Payment gateway & • Comprehensive financial • SMEs and
aggregators services for shop owners Channels MSMEs
• Customer care • Access to a large user • Mobile app for shop • Large retail
partner base for marketing and owners chains and
• Marketing and customer acquisition • Digital marketing to reach businesses
advertising agencies • Ease of use and potential customers • Excluded: all
convenience for shop • Partnerships with other India retail
owners businesses and financial chains
Key Activities institutions
• Platform development &
maintenence
• Product innovation
• Provision of credit and
insurance products
• Marketing and advertising to
reach potential customers
PayTM for Business : Lean Canvas
The Problem The Solution Unique Value Proposition Unfair Advantage Customer Segments
• Need for customers to • PayTM for Business app – • Detailed information on • Small shop
know details of interface for transaction info, PayTM for Business provides an customers’ (merchants’) owners (e.g.
transaction reconciliation sticky notifications & ecosystem for merchants to customers – their paan shops,
– amount received, info soundbox for instant sustain and grow their business demographics,contact vegetable
on deductions settlement notifications through PayTM info., spending vendors)
• Support in doing • Get loan through the app • Comprehensive financial patterns, preferences, • SMEs and
business • Pay utilities bills, insurance services for shop owners category SoW info, etc MSMEs
• Multiple apps for digital repayments through one app • Access to a large user base • Large retail
payment needs for marketing and customer chains and
acquisition Channels businesses
• Ease of use and convenience • Mobile app for shop • Excluded: all
for shop owners owners India retail
• Digital marketing to chains
reach potential
customers
• Partnerships with other
businesses and financial
institutions

Existing Alternatives Key Metrics

• PhonePe • DAU (Daily Active Users)
• Bharat Pay • Number of customer care
• Google Pay calls received
(Each call costs about Rs. 25-40 and
happens because of ineffective
communication to merchants, info
overload, app/ device glitches)
PayTM for Business: Heat Map
Strategic Product Strategy Product Planning Development Marketing Sales & Service & Support
Management Distribution
Product Marketing Planning  Sales Planning  Service Planning
Corporate Strategy Positioning & Customer Insight Architecture and Preparation 
Product Definition Management 

Development Value Customer Service Execution 

Portfolio Delivery Model & Product Lifecycle Execution  Communication  Relationship
Management Service Strategy Management Management 

Innovation User Experience Product Launches  Operational sales  Technical Support 

Management Sourcing Road mapping Design 

Detailed Opportunity Operational Operations 

Resource Requirement Management  Fulfilment 
Pricing Release Planning
Management Engineering 

Product Quality Channel

Financial Management  Preparation 
Market Analysis Requirement
Management Engineering
Performance & Risk Operational
Product Analysis Marketing 
Management
Legal & IPR
Management
Performance & Risk Importance
Management

Participation Core SPM Orchestration

Organization Vision and Product Vision

Mission
“Platform that leverages our capabilities and
value propositions for our customers, while Vision
allowing us to enhance the effectiveness of
our efforts to expand and consolidate our “Paytm for Business offers 360-degree
market position in the growing and solutions that help you at every step of your
underpenetrated Peruvian financial system” entrepreneurial journey. Our solutions will
help you accept payments, disburse
Vision payments, manage your business(s), and grow
“Our goal is to pursue digital excellence, efficiently.”
increase earning growth and to perdure cross
selling opportunities.”
Portfolio Management

A- Paytm Payment Gateway 

B- Paytm Payment Links 
C- Paytm All-in-One POS 
D- Paytm Pay-outs 
E- Paytm for Business App 
F- Paytm for Business Dashboard 
G- Paytm Payment Gateway APIs 
H- Paytm Payment Gateway Plugins 

Market Growth: High growth potential in aftersales market

Market Share: New market for consolidated electronics servicing

Market Development & Positioning
Business Model Archetype

Type of Products and Services

Business Model Matrix
Financial Physical Intangible Human

Creator Entrepreneur Manufacturer Inventor n/a

Distributor Financial trader Wholesaler/retailer IP Distributor n/a

Archetypes

Lessor Financial lessor Physical lessor IP lessor Contractor

Broker Financial broker Financial lessor IP Broker HR Broker

Opportunities for disruption

Form a closed loop with shop

Help shop owners grow their Become underwriters of
1 2 3 owners so that their switching cost
business loans/insurance
become high
 Increased visibility: Paytm for Business can  Risk assessment: Paytm for Business could  Inventory management: Paytm for Business
help shop owners increase their visibility use its data analytics capabilities to assess could offer inventory management services
by creating online storefronts that are the risk of lending to small businesses. that allow shop owners to track their stock
Activities to be explored

accessible to customers 24/7.  Quick loan approval: Paytm for Business levels, manage their orders, and receive alerts
 Enhanced customer experience: Paytm for when products are running low.
could offer quick loan approval to small
Business can help shop owners provide a  Customer data: Paytm for Business could
businesses, eliminating the need for long
better customer experience by offering collect customer data on behalf of shop
waiting periods and extensive paperwork.
personalized recommendations, creating owners, including purchase history,
 Customized insurance plans: Paytm for
loyalty programs, and providing instant demographics, and other relevant information
customer support through chatbots. Business could use its data analytics and help them better understand their
 Inventory management: Paytm for capabilities to create customized insurance customers and make data-driven decisions to
Business can help shop owners manage plans for small businesses. grow their business.
their inventory more efficiently by  Competitive pricing: Paytm for Business  Loyalty programs: Paytm for Business could
providing real-time data on stock levels, could offer competitive pricing for its loan offer loyalty programs that incentivize
sales trends, and product performance. and insurance offerings, making it an customers to return to shop owners' stores.
attractive option for small business owners
who may not have access to traditional
lending or insurance options.
Product Market Fit – Crossing the Chasm
2. User Education and Onboarding: Another barrier could be lack
of understanding or knowledge among the target market
about how to use Paytm for Business
 need to focus on user education and onboarding -
creating user-friendly guides, tutorials, and support
resources, as well as providing proactive customer
support

3. Competition and Differentiation:

 Need to differentiate itself from other competing
solutions in the market - developing unique features or
capabilities that set it apart from other solutions
What would be the chasm?
4. Infrastructure and Technical Support: Another potential barrier
Barrier to cross before mass adoption
to mass adoption could be a lack of infrastructure or technical
1. Building trust and credibility: One of the main barriers to mass support to enable businesses to use the app effectively
adoption could be lack of trust or credibility among the early  Need to invest in building a robust technical support
majority of businesses system - providing training and support resources to
 Need to focus on building trust with its target market - businesses, partnering with service providers to ensure
offering guarantees or trials to reduce risk, and building that businesses can easily access the resources
relationships
PayTM for Business : Value Canvas
Value
Gain Creators Gains Client
Proposition
• Ability to accept payments through • Saving time & effort on financial Profile
various modes, including UPI, management tasks such as invoicing
credit/debit cards, and net banking and expense tracking.
• Ability to manage finances, including • Access to a wider customer base
sending and receiving invoices, through the integration with the Paytm
tracking transactions, and managing ecosystem. • Managing and tracking expenses for
• The mobile application and website expenses • Reduced transaction fees compared to • To keep track of their inventory to
that provide businesses with a platform • The ability to connect with a large traditional banking services. ensure that they have the right
Products & Services

• Increased transparency andGains

accuracy in

Jobs to-be-done
to manage their finances and accept user base through the integration
Gain creators products available at the right time.
payments. with the larger Paytm ecosystem financial reporting. • Need to generate reports on their
• Customer support services to help financial performance to understand
businesses resolve any issues or how their business is performing and
concerns they may have. identify areas for improvement.
• It enables small businesses and • SMEs need to manage payroll for
merchants to receive payment
Productsin-store
& theirJobs-to-be-
employees to ensure that they
Services done
and online  are compensated accurately and on
• Paytm’s pos billing software supports • It allows SMEs to receive payments • The time and effort required to time.
retail business management. This instantly, they don't have to wait for manage finances manually. • Accepting payments from customers
involves billing and online receipt, several days for the money to be • The risk of fraud and security quickly and securely.
vendor, and purchase management.  credited to their bank account. concerns when accepting • Accessing financing and credit
• It has built-in
Pains fraud detection & payments. Pains facilities to support business growth.
relievers
prevention mechanisms to ensure that • Difficulty in accessing financing
businesses are protected against and credit facilities.
fraudulent transactions. • Limited reach and customer base
• It allows businesses to create & send due to lack of access to modern
customized invoices to customers. payment systems. Pains
Pain Relievers • It sends automated reminders to
customers who have not paid their
invoices on time.
Product Life Cycle Phases analysis- Customer Segments
Early adopters Early majority Late majority Laggards
• Small retailers such as convenience • Medium-sized retailers such as • Small-scale manufacturing • Street vendors such as food
stores, grocery stores, and clothing department stores, specialty businesses such as textile mills, carts, vegetable sellers, and
stores stores, and online marketplaces food processing units, and fruit vendors
Customers

• Service providers such as • Healthcare and hospitality handicrafts • Cottage industries such as
electricians, plumbers, and providers • Local services such as car repair handloom weavers,
carpenters • E-commerce businesses shops, beauty parlors, and tailors artisans, and craftsmen
• Small restaurants & cafes • Agricultural businesses
• Streamlining their operations • Reliability • Cost-effectiveness • Simplicity
• Improving customer experience • Security • Simplicity • Familiarity
• Gaining insights into their business • Ease of use • Customer support • Affordability
Needs

performance
• The opportunity to gain a • Faster payment processing times, • User-friendly interface, low • Its support for traditional
competitive advantage by adopting improved cash flow management, transaction fees, and personalized payment methods such as
new technologies before their and reduced risk of fraud customer support. cash and checks, as well as
competitors. • Its reliability, security features, • Opportunity to modernize their its easy-to-understand
• The opportunity to lead to and ease of use. operations and reduce costs by interface.
increased revenue, improved • The opportunity to improve their adopting digital payment • Reduce manual processes
Motivation

customer experience, or cost customer experience and solutions. by adopting digital

savings. streamline their operations by • Success stories of early adopters payment solutions
adopting digital payment
solutions.
Product Requirements

FUNCTIONAL REQUIREMENTS QUALITY REQUIREMENTS CONSTRAINTS

1. Transactions’ reconciliation should be 1. The programme should operate in a 24/7 1. Wide range of requirements of the targeted
communicated simply and clearly mode with no more than one hour of outage segments
2. Instant settlement and notification of per month. 2. Huge portion of customer base is not tech
transactions 2. 100,000 concurrent users should be able to savvy
3. Onboarding the app should be easy use the application each second. 3. Poor network connectivity in outskirts of
4. Availability of 24x7 customer care options 3. Technical support must be guaranteed and metro cities, remote locations
5. Minimal maintenance of devices – POS, provided within 24 hours of filing a complaint. 4. Susceptible to digital theft and account
soundbox 4. The application must easily support the major hacking
6. It should have one-click raise request mobile OSes. 5. Low switching costs causing customers
functionality for repairs 5. Negligible delays in payment settlement and (merchants) to switch between apps for
notifications promotions and ancillary benefits
Product Features
Customer BASIC
Satisfaction  Accepting digital payments
 View transaction history
Attractive requirements One Dimensional Requirements  Inventory management
(Delighters) (Desired Quality)
• Not expresses • Articulated
• Customer tailored • Specified
• Causes customer delight • Measurable
• Technical PERFORMANCE
 Access business loans
 Creating offers and discounts to
Delight increase sales and attract more
Attributes customers.
 The ability to manage multiple
Degree of accounts from a single dashboard can
achievement save time and streamline operations
Performance for businesses with multiple locations.
Attributes Must-be requirements
Basic (expected quality)
Attributes • Implied DELIGHT
• Self-evident  The app can analyze a business's sales
• Not expressed data to provide personalized
• obvious
recommendations for products or
promotions to boost sales.
 Can integrate with other business
software, such as accounting or
inventory management systems, to
create a seamless workflow for shop
owners.
 AI-powered customer support
Prioritization Methods

Cost- Value Approach High priority

requirements

Requirements Acronym
Signup R1 10
Payments Acceptance R2 9
Transaction History R3 8
Soundbox R4
7
QR R5
6
Loans R6

Value
Customer Support R7 5
Homepage R8 4
Payment Gateway Integration R9 3
Inventory Management and Tracking R10
2
Reporting and sales for analytics and expense R11
1
Marketing and Advertisement Tools R12
Loyalty Programs R13 0
1 2 3 4 5 6 7 8 9 10
Dashboard R14
Cost
Prioritization Methods… (continued)
MoSCoW Approach

Must Have Could Have Should Have Won’t Have

• R1- Signup • R3- Transaction • R4- Soundbox • R10- Inventory

• R2- Paytm History • R6- Loans management and
acceptance & • R5- QR • R7- Customer Tracking
transfer to/from • R9- Payment Support • R11- Reporting
customers/banks Gateway • R14- Dashboard for sales analytics
• R8- Homepage Integration • R12- Marketing
and
advertisement
tools
• R13- Loyalty
Programs
Prioritization Methods… (continued)
RICE Approach
RICE
Requirements Acronym Reach Impact Confidence Effort Score
Signup R1 1000 3 100% 2.1 1429
High Priority
Payments Acceptance R2 1000 3 100% 3.5 857
Transaction History R3 950 3 100% 4.3 663 Medium Priority
Soundbox R4 1000 3 100% 6.9 435
QR R5 1000 3 100% 4.6 652
Loans R6 700 2 80% 7.6 147 Low Priority
Customer Support R7 900 3 100% 6.3 429
Homepage R8 950 3 100% 2.6 1096
Payment Gateway Integration R9 1000 2 80% 4.2 381
Inventory Management and Tracking R10 600 1 50% 9.6 31
Reporting and sales for analytics and
R11
expense 650 1 50% 8.9 37
Marketing and Advertisement Tools R12 500 1 50% 8.2 30
Loyalty Programs R13 400 1 50% 7.8 26
Dashboard R14 800 2 80% 3.1 413
Pricing Model

• Monthly rental is Rs 125 and one time fee is Rs 299

Sale and Rental of devices (soundbox)
• #installed devices ~ 6 million

• Commission on utilities bill payment (rental, water, electricity etc.)

Utilities & Insurance
• Commission on insurance products from insurance manufacturers

• NIM of ~2-3% of loan products (Working Capital, Supply Chain Financing etc.)
Loan products including BNPL • SME loans is a big white space in India as they have no access to formal
loans

Advertisement Revenue • Revenue from promoters to get their products/services listed on the app

• The rate charged to a merchant for the payment processing of debit and
MDR (Merchant Discount Rate)
credit card transactions
Competitor Analysis

Payment Acceptance
Customers can pay to a merchant via following modes

Payment Sources PhonePe BharatPe Google Pay Paytm for Business

UPI Y Y Y Y
Y (PhonePe Wallet,
Wallet N N Y (Paytm Wallet, free)
Charged)
BNPL N Y (Postpe) N Y (Postpaid)

Payment Gateway N N N Y (Charged)

Payment Link Y Y N Y

Khata/Credit Y N Y Y

Noteworthy points:
• BNPL is an important edge over competitors for targeting SMEs, MSMEs
Competitor Analysis .... (continued)

GooglePay for
Validation Channel PhonePe for Business BharatPe Paytm for Business
Business

Soundbox Y (One time: Rs 50 Y (One time: Rs 590 N Y (One time: Rs 299

and Rs 49 rental) and Rs 125 rental) and Rs 125 rental)
In App Voice
Notifications Y Y Y Y

App notifications Y Y Y Y

SMS Y N N Y

SMS From Bank Y Y Y Y

Whatsapp N Y N N
Orchestration Practices

Sales and Delivery Services

Development Marketing
Fulfilment and Support
Agile development Targeted marketing Sales Team for Support channels
methodologies campaign engagement Self-service options
Continuous integration Leverage Social Media Leverage its existing Customer feedback
and continuous delivery Search Engine user base
Optimization Efficient and reliable Example-Paytm for
Example- Paytm for fulfilment process Business has launched
Business has launched Example-Paytm for a seller portal to enable
APIs for businesses to Business has launched Example-Paytm for sellers to manage their
integrate with its a marketing campaign Business offers a range payments, orders, and
platform, enabling in collaboration with of payment methods, inventory, and provides
them to accept Mastercard to promote including credit and 24/7 support to assist
payments directly from digital payments among debit cards, net them with any issues
customers small businesses in banking, UPI, and they may face
India Paytm Wallet, to
provide users with a
convenient and secure
payment experience 
Best Practices & Recommendations

2. Bespoke Solution –
customizable interface and
1. Platform Investment to 3. Helping sellers/ shop
experience for various types
reduce maintenance and owners grow their business
of merchants (customers)
customer care overheads – analysis of customer data
hence showing relevant
information only

4. Collaboration with not-for-

profit organizations like 5. Insights and analytics to
DeAsra and Haqdarshak to customers to help them
impart legal and professional better understand their
info to MSMEs and markets
microenterpreneurs
 Thank you!
We’re now open to questions.