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Go-to-marketGTM plan

Go-To-Market Plan — Obsrv

For marketing & sales to review and act on. Last updated: 2026-06-23. Owner: Salil. Pairs with market-analysis.md and ../strategy.md.

1. Positioning

Obsrv is the trust-first bank statement analyzer: upload a statement, get a decision-ready underwriting report in about a minute — every number reconciled, the risk score computed (not guessed), priced at ₹5 a page with no sales call.

Category: Bank Statement Analysis (BSA) / cash-flow underwriting. Our wedge against the field (all enterprise-sales-gated, opaque, “trust the AI”):

  1. Self-serve & transparent — sign up, upload, pay per page by card, no demo, no contract.
  2. Verifiable, not vibes — the AI only transcribes; all money math is deterministic, every transaction is reconciled against the running balance, and the risk score is computed by auditable code, reproducibly (same statement → same score, always). We even maintain an adversarial test harness against prompt injection. No competitor tells this story.
  3. Trust is institutional — the company (Obsrv Technologies LLP), India data residency
    • DPDP, the engineering, and the live sample report carry credibility. No personal brand.
  4. Borrower-level underwriting. Group a borrower’s months and accounts into one case and get a consolidated report: one FOIR across all accounts, with inter-account self-transfers detected and netted out (each shown with a confidence score and its source rows, so it is auditable), plus clear flags for missing months and identity mismatches.
  5. Decision support a human owns. We don’t stop at the report: the engine sizes eligibility and recommends approve / refer / decline against your policy, routes it to an underwriter through a delegated-authority approvals queue, logs every override in an append-only trail, and exports the lot to CSV for the audit file / LOS. The lender owns the policy and makes the call — we’re the engine, not the decision. No self-serve competitor goes this far down the workflow.

One-liner for ads/social: “Underwrite a bank statement in 60 seconds. Every number reconciled. ₹5 a page, no sales call.”

2. Terminology to use (and avoid)

Use: bank statement analysis, cash-flow underwriting, decision-ready report, FOIR, reconciled / verified, deterministic risk score, indicative score, trust gate, self-serve, pay-per-page, needs-review, partial processing, AA-ready (roadmap), borrower case / consolidation, consolidated FOIR, inter-account transfer dedup, per-account balance, decision support, eligibility / supportable EMI, approve-refer-decline recommendation, per-product decision policy, approvals queue / authority-gated override.

Avoid / handle with care: position as decision support, not the credit decision — the lender’s policy and a human underwriter make the call; Obsrv recommends. So never imply Obsrv makes the credit decision or replaces the underwriter; avoid guaranteed, 100% fraud-proof; don’t claim AA or tamper detection until shipped (roadmap only).

3. The customer question: lender-only, or anyone?

Bank statement analysis is horizontal — lenders, CA/accounting firms, landlords/rental screening, BNPL, collections, neobanks, SME owners reading their own cash flow, auditors, even individuals. The product is self-serve and doesn’t require you to be a lender.

Strategy: position narrow, build wide. Keep the product open so anyone can self-onboard, but market to one beachhead with the sharpest pain and clearest willingness to pay. Selling to “everyone” sells to no one.

4. ICP (Ideal Customer Profile)

Primary (beachhead) — Small & mid Indian lenders + DSAs / loan agents.

  • NBFCs, fintech lenders, and DSAs doing 10s–1,000s of statements/month who can’t justify (or wait for) a Perfios/CRIF enterprise contract.
  • Pain: manual statement review (an hour per file), missed flags, and gated enterprise tools.
  • Why us: instant self-serve, pay-per-use, verifiable numbers a credit committee can defend.
  • Buyer: founder / credit head / ops lead. Short sales cycle, card payment.

Fast-follow — CA / accounting & audit firms.

  • Validated demand (Precisa actively courts them). Recurring need (ITR, client onboarding, audit, loan facilitation). Self-serve fit, price-sensitive, long tail = lots of logos.

Opportunistic / inbound (don’t spend marketing on yet, but let them self-serve): rental/tenant screening, SME cash-flow, brokers, individuals. Watch which sign up organically — that’s free signal on the next segment to target.

5. ICP scenarios (for sales talk-tracks)

  • “Ravi, DSA in Pune” — checks 30–60 applicant statements/month for a bank’s home-loan channel. Today: eyeballs PDFs, re-keys into Excel. Obsrv: upload, ₹5/page, report in a minute with the bounce flagged. Hook: speed + nothing to install.
  • “Meera, credit head at a ₹200cr NBFC” — 800 statements/month, wants signals without a 6-month Perfios integration. Obsrv: API + console, transparent cost, verifiable output for the committee. Hook: defensible numbers + no enterprise lock-in. (High volume — she buys the bigger packs for the better effective rate; auto-recharge + larger packs come later.)
  • “Anil, CA firm partner” — onboards SME clients, needs clean cash-flow + GST view. Obsrv: self-serve, per-page, export PDF/JSON. Hook: no contract, pay for what you use.

6. Pricing positioning (decided 2026-06-23)

Pure-consumption credit packs — buy credits, burn them, all features included (the AI-software model buyers already know). ₹5 = 1 credit = 1 page (CSV: 40 rows/page); packs ₹500 / ₹1,000 (+5%) / ₹2,000 (+10%), minimum 100 credits, 12-month expiry, non-refundable, no GST (below the ₹20L threshold). 1 free trial credit on signup.

We deliberately did not build a per-borrower bundle. Rationale: the credit model is simpler and on-brand, gating features by pack size would hide the moat, and bulk-bonus credits already give heavy users a better effective rate (Pro ≈ ₹4.55/credit). We price the underwriting value (consolidate + decide + audit) rather than chase Precisa’s per-account OCR floor — a single Obsrv case also covers a multi-account borrower that costs 2× on Precisa.

Sales guidance: lead with transparency and the underwriting value, not a per-borrower price match. For genuinely high-volume lenders, the later machinery is auto-recharge + larger packs + GST invoicing (not built yet); until then don’t push them hard on per-page cost.

7. Channels (product-led, aggressive growth)

  1. Product-led self-serve — frictionless signup, free trial page; the product sells itself once tried. The whole funnel is built for no-sales-call conversion.
  2. SEO / AEO — already shipped (FAQ, JSON-LD, llms.txt, sitemap). Target “bank statement analyzer for NBFC/DSA/CA”, “Perfios alternative”, “Precisa alternative”, “self-serve BSA”.
  3. Sample report as the hook — /report is live proof; lead every touch with it.
  4. Direct outreach to DSAs and small NBFCs — the beachhead; concierge onboarding + manual credit grants (already supported) for design partners.
  5. Partnerships — DSA networks, CA associations, lending communities for distribution.
  6. Paid performance — once metered unit economics confirm payback (cost-per-page is tracked).

8. Funnel & messaging by stage

  • Awareness → “60 seconds, every number reconciled, ₹5/page.” (SEO + outreach + paid)
  • Consideration → the live sample report + the trust story (deterministic, verifiable).
  • Trial → free trial page; concierge credits for design partners.
  • Convert → credit packs (₹500/₹1,000/₹2,000, buy-and-burn, all features); self-serve checkout once a gateway is wired (infra built; mock today).
  • Retain → reliability + the vault (keep originals) + the approvals/audit workflow (decisions, overrides, CSV export a credit team files) + API for integrators.

9. Competitive talk-track (one line each)

  • vs Perfios/CRIF: “Them: enterprise contract, sales cycle, BSA buried in a suite. Us: sign up and run one now, ₹5/page, numbers you can audit.”
  • vs Precisa (closest): “Both self-serve, both consolidate a borrower’s accounts. We add a dual reconciliation gate, a deterministic reproducible risk score, an adversarial test harness, auditable inter-account transfer dedup, and we go one step further than anyone self-serve — a decision recommendation against your policy with a human-owned override queue, audit trail, and CSV/LOS export. (They lead on tamper detection and AA today; both on our roadmap.)”
  • vs FinBox: “They’re an API for digital-lending stacks. We’re also a clean web app for the human who just needs to read one statement.”

10. Roadmap items that unlock GTM (sequence)

  1. Wire a real payment gateway — the purchase infra is built (factory + mock); a gateway’s KYC + keys turns on self-serve revenue. Removes the concierge-grant bottleneck.
  2. Tamper / forgery detection — matches Precisa/Inscribe on the fastest-growing axis.
  3. Account Aggregator ingestion — covers the AA-native segment; hedges the AA shift.
  4. Volume-ICP machinery — auto-recharge, larger packs, GST invoicing (once registered) — to land high-volume NBFCs without constant top-ups.
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