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Harvard Case - Salary Finance

"Salary Finance" Harvard business case study is written by John R. Wells, Benjamin Weinstock. It deals with the challenges in the field of Strategy. The case study is 14 page(s) long and it was first published on : Jul 3, 2019

At Fern Fort University, we recommend that Salary Finance adopt a strategic growth strategy focused on disruptive innovation within the financial technology (FinTech) sector. This strategy should prioritize product development of innovative financial products tailored to the needs of the underserved market, leveraging technology and analytics to enhance efficiency and customer experience. This approach will enable Salary Finance to achieve sustainable competitive advantage and business growth in the rapidly evolving financial landscape.

2. Background

The Salary Finance case study presents a company facing significant challenges in the competitive financial services market. Despite a strong track record of providing financial products to underserved populations, Salary Finance struggles with profitability and faces increasing competition from established players and emerging FinTech startups. The company's founder, John, recognizes the need for innovation and is considering various options to address the company's challenges.

The main protagonists of the case study are John, the founder and CEO of Salary Finance, and his team of executives who are tasked with developing a strategic plan for the company's future.

3. Analysis of the Case Study

A. SWOT Analysis:

  • Strengths:
    • Strong brand reputation for serving underserved populations.
    • Experienced team with deep understanding of the target market.
    • Existing customer base and established relationships.
  • Weaknesses:
    • Limited resources and financial constraints.
    • Lack of technological innovation and digital capabilities.
    • Inefficient operational processes and high costs.
  • Opportunities:
    • Growing demand for financial products among underserved populations.
    • Rapid advancements in FinTech and digital technologies.
    • Potential for strategic alliances and partnerships.
  • Threats:
    • Increasing competition from established players and FinTech startups.
    • Regulatory changes and evolving market dynamics.
    • Economic downturn and potential for increased credit risk.

B. Porter's Five Forces Analysis:

  • Threat of New Entrants: High - The FinTech sector is characterized by low barriers to entry, attracting new competitors with innovative business models.
  • Bargaining Power of Buyers: Moderate - Customers have limited options in the underserved market, but increasing competition could empower them to seek better deals.
  • Bargaining Power of Suppliers: Low - Salary Finance relies on various suppliers for technology and financial services, but their bargaining power is limited due to a competitive market.
  • Threat of Substitute Products: Moderate - Alternative financial products and services from traditional banks and non-bank lenders pose a threat.
  • Rivalry Among Existing Competitors: High - The financial services market is highly competitive, with established players and emerging FinTech startups vying for market share.

C. Value Chain Analysis:

Salary Finance's value chain can be analyzed to identify areas for improvement and potential for innovation:

  • Inbound Logistics: Optimize procurement processes and leverage technology for efficient inventory management.
  • Operations: Streamline operations by implementing digital solutions and automating processes.
  • Outbound Logistics: Enhance distribution channels and leverage digital platforms for customer engagement.
  • Marketing and Sales: Implement targeted marketing campaigns and utilize data analytics for customer segmentation.
  • Service: Provide excellent customer service through digital channels and personalized support.

D. Business Model Innovation:

Salary Finance needs to explore business model innovation to differentiate itself from competitors and address the evolving needs of the underserved market. This could include:

  • Value Proposition Innovation: Develop new financial products that cater to specific needs and challenges faced by underserved populations.
  • Channel Innovation: Leverage digital channels and mobile technologies to reach a wider audience and provide convenient access to financial services.
  • Customer Relationship Innovation: Build strong customer relationships through personalized interactions and data-driven insights.
  • Revenue Model Innovation: Explore alternative revenue streams beyond traditional lending, such as fee-based services or partnerships with other businesses.

4. Recommendations

A. Strategic Growth Strategy:

Salary Finance should adopt a disruptive innovation strategy focused on leveraging technology and analytics to create innovative financial products and services that cater to the needs of the underserved market. This strategy should prioritize the following:

  • Product Development: Invest in developing innovative financial products that address specific needs and challenges faced by underserved populations, such as micro-loans, peer-to-peer lending, financial literacy programs, and digital banking solutions.
  • Technology and Analytics: Leverage technology and data analytics to enhance efficiency, improve customer experience, and develop personalized financial solutions.
  • Strategic Partnerships: Explore strategic alliances with other businesses, such as technology companies, retailers, and social impact organizations, to expand reach and access new customer segments.
  • Marketing and Branding: Develop a strong brand identity that resonates with the target market and communicates the company's commitment to social impact.

B. Strategic Implementation:

  • Develop a Strategic Plan: Create a detailed strategic plan outlining the company's vision, mission, objectives, and key initiatives.
  • Allocate Resources: Secure funding and allocate resources to support the implementation of the strategic plan.
  • Build a Strong Team: Recruit and retain talented individuals with expertise in FinTech, data analytics, and customer relationship management.
  • Monitor Progress and Adapt: Regularly monitor progress against key performance indicators (KPIs) and adapt the strategy as needed based on market dynamics and customer feedback.

5. Basis of Recommendations

These recommendations are based on a comprehensive analysis of Salary Finance's strengths, weaknesses, opportunities, and threats, as well as an understanding of the competitive landscape and evolving customer needs. The recommendations are consistent with the company's mission to provide financial services to underserved populations and leverage its core competencies in customer relationships and market knowledge.

The recommendations also consider the following:

  • External Customers: The recommendations focus on developing innovative financial products and services that address the specific needs and challenges faced by the underserved market.
  • Internal Clients: The recommendations aim to empower employees with the tools and resources necessary to deliver exceptional customer service and drive innovation.
  • Competitors: The recommendations emphasize the need for disruptive innovation and strategic differentiation to stay ahead of the competition.
  • Attractiveness: The recommendations are expected to generate positive returns on investment (ROI) through increased revenue, reduced costs, and enhanced customer loyalty.

6. Conclusion

By adopting a disruptive innovation strategy focused on product development, technology and analytics, and strategic partnerships, Salary Finance can achieve sustainable competitive advantage and business growth in the rapidly evolving financial landscape. This strategy will enable the company to address the needs of the underserved market, enhance its profitability, and solidify its position as a leading provider of financial services to this important segment.

7. Discussion

Alternatives:

  • Status Quo: Maintaining the current business model and focusing on incremental improvements. This approach carries a high risk of falling behind competitors and losing market share.
  • Mergers and Acquisitions: Acquiring or merging with another financial institution or FinTech company. This approach could provide access to new technologies, resources, and markets, but it also carries significant risks and complexities.
  • Vertical Integration: Expanding into new areas of the value chain, such as lending origination or customer service. This approach could enhance control over the business, but it also requires significant investment and expertise.

Risks and Key Assumptions:

  • Technology Risk: The success of the strategy depends on the company's ability to effectively leverage technology and data analytics.
  • Regulatory Risk: Changes in financial regulations could impact the company's business model and operations.
  • Market Risk: The demand for financial products in the underserved market could be affected by economic conditions and other factors.

8. Next Steps

  • Develop a Detailed Strategic Plan: Create a comprehensive plan outlining the company's vision, mission, objectives, and key initiatives.
  • Secure Funding: Identify and secure funding sources to support the implementation of the strategic plan.
  • Recruit and Train Talent: Hire and develop employees with expertise in FinTech, data analytics, and customer relationship management.
  • Pilot Test New Products: Develop and pilot test new financial products and services to gather customer feedback and refine offerings.
  • Launch Marketing Campaigns: Implement targeted marketing campaigns to reach the target market and promote the company's innovative offerings.

By taking these steps, Salary Finance can successfully implement its disruptive innovation strategy and achieve its goals of sustainable growth and social impact.

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Case Description

In April 2019, Asesh Sarkar, co-founder and chief executive of Salary Finance Limited, a London-based FinTech, faced tough choices. Sarkar had founded Salary Finance with Dan Cobley and Daniel Shakhani in 2015. The company's value proposition was quite simple: partner with employers to offer employees affordable loans that were repaid through automatic payroll deductions. Taking repayments directly from salary, and collecting those repayments in one transaction from the employer, dramatically reduced costs, saving employees large amounts of interest when compared to market alternatives like credit cards or payday lenders. For improving access to affordable credit, Salary Finance garnered considerable praise in the media, being named one of the UK's most socially responsible and innovative FinTech companies. Since the beginning of 2018, Salary Finance had introduced a savings product and an earned income advance product that were linked to employee salary. In September 2018, they expanded to the United States, in partnership with the United Way, opening an office in Boston, Massachusetts. Sarkar was excited by the progress but was still pondering how best to accelerate further growth and improve the business. First there was the question of geographic expansion. Did it make sense to pursue other markets like India? Or, should he focus on building Salary Finance's position in the UK and US? In these markets, should he prioritize attracting new employers to the platform or adding new products such as mortgages or investments? Should he register as a bank, tapping into low cost deposits and reducing the dependence on commercial borrowing to fund loans? Finally, he was concerned about how to best maintain Salary Finance's culture - "For People Not Numbers" - during rapid growth. These questions and more weighed heavily on Sarkar's mind as he considered the company's future.

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