Finding the right channel partner in the target market is essential to gain quick traction. In one example, we assisted an international mobile payments startup with a marketing and sales plan targeting operators of payments solutions. Our research identified two underserved niche market opportunities where WIFI is limited and small cash transactions predominate. The first was rural North American farmers’ markets and country fairs. The second was Middle East and Africa markets. Research and feedback revealed that these niche markets require simple solutions. We enabled our client to quickly refocus geographically and revise its busines strategy and fundraising efforts.