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Strategy

Obsrv — Strategy

Living document. Last meaningful update: 2026-06-23. Owner: Salil. Status: product built and LIVE (obsrv.in) — onboarding pilots, scaling acquisition. Distribution detail: go-to-market/gtm-plan.md. Competitors: go-to-market/market-analysis.md.

What Obsrv is

A narrow vertical AI product (micro-SaaS): 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. Sold self-serve into a market where every serious competitor is enterprise-sales-gated.

Why this wins

  1. Specific where incumbents are broad. Perfios/CRIF/Ocrolus sell sprawling suites through long sales cycles. We do one job, instantly, for a transparent price.
  2. Verifiable, not vibes. The trust architecture (deterministic money math, reconciliation gate, deterministic auditable risk score and decision policy, gated human overrides with delegated authority, adversarial test harness) is real, differentiated substance no competitor markets. This is the moat and the message.
  3. Borrower-level consolidation. We bring a borrower’s months and accounts into one reconciled FOIR and net out inter-account self-transfers, each shown with a confidence score so a lender can check it — and we dedupe duplicate statement uploads instead of double-counting them. The consolidation is auditable, not a black box.
  4. Decision support, not the credit decision. On top of the report the engine sizes eligibility and recommends approve / refer / decline against the lender’s own policy, routed to a human through a delegated-authority approvals queue, with an append-only audit trail and CSV export for the audit file / LOS. Deterministic and auditable; the lender owns the policy and a person makes the call — which keeps us the engine, not the decision. No self-serve rival goes this far down the workflow.
  5. Self-serve economics. No sales team required to land the long tail of small lenders, DSAs, and CA firms that incumbents ignore.

Distribution: aggressive, product-led growth

Not build-in-public, not a founder-audience play (no audience to ride). Growth comes from:

  • Product-led self-serve — frictionless signup, free trial page, the live sample report as proof.
  • Direct outreach + concierge onboarding to the beachhead (small lenders, DSAs) as design partners.
  • SEO / AEO — own “bank statement analyzer for NBFC/DSA/CA”, “Perfios/Precisa alternative”.
  • Partnerships — DSA networks, CA associations, lending communities.
  • Paid performance once unit economics (now metered) confirm payback.

Trust is institutional, not personal: the company (Obsrv Technologies LLP), India data residency + DPDP, the engineering, and the live proof — never a personal brand.

ICP (position narrow, build wide)

The product is horizontal (anyone reading a bank statement), but go-to-market is narrow: beachhead = small/mid Indian lenders + DSAs; fast-follow = CA/accounting firms. Others (rental, SME, individuals) self-serve without marketing spend. Full ICP + scenarios in the GTM plan.

Decided

  • Pricing model (2026-06-23): pure-consumption credit packs. Buy credits, burn them, all features included — ₹5/credit (= 1 page), packs ₹500/₹1,000/₹2,000 with +0/5/10% bonus, 12-month expiry, non-refundable, no GST yet (below the ₹20L threshold). We deliberately did not do a per-borrower bundle — the AI-software credit model is simpler and on-brand; bulk bonuses give heavy users a better effective rate, and we price the underwriting value rather than chasing Precisa’s per-account OCR floor. See pricing.md / market-analysis.md.
  • Self-serve payments infra is built and provider-agnostic (factory + mock; checkout → webhook → grant → receipt run end-to-end). Going live needs a real gateway’s KYC + keys.

Open decisions

  • Which gateway to wire first — Cashfree (1.6% promo) / Razorpay for INR (needs LLP KYC), or Dodo for fastest onboarding. Infra is ready; this is an account-setup call, not a product one.
  • Roadmap that unlocks segments: tamper detection, Account Aggregator ingestion.
  • Volume-ICP machinery (later): auto-recharge, larger packs, GST invoicing once registered.

North-star (this quarter)

  • First paying lenders/DSAs onboarded and retained.
  • A real payment gateway live (infra is done; needs keys).
  • Acquisition engine (SEO + outreach) producing repeatable signups.
  • Acquisition engine (SEO + outreach) producing repeatable signups.
Frontend deployment