Strategy development for a new market entry in Ghana

Genesis was commissioned by a Ghanaian financial institution to conduct an opportunity analysis of the Ghanaian financial sector to advise it on the viability of becoming a universal bank in the market. The project was conducted over two phases, which defined the market (opportunity analysis), developed the strategy and go-to market principles, as well as provided a high-level business case.

The first phase of the project was a macroeconomic analysis of Ghana, identifying trends in the economy as well as forecasting these trends for a further five-year period. The impact of the macroeconomic environment of the financial sector was also explored, providing context to the deep dive of the market and key market participants. During this stage the markets were sized and the opportunities in assets and liabilities highlighted. This deep dive identified areas of opportunity for a differentiated customer-value proposition as a bank, as well as the strategy required to leverage current strengths to meet this opportunity.

The second phase of the project was building a financial model for the financial institution, should it become a bank. This was based on the strategy identified in phase one. A number of scenarios were also investigated through the model, based on different strategies and go-to market options. Genesis worked closely with the main shareholders and management team to develop a compelling strategy document which was used for to raise capital.