Problem
Payfactory needed investor materials for their seed and Series A raises, with a focus on positioning themselves in the payment facilitator space. They sought additional market research and guidance on which KPIs would be most impactful for future raises, which helped shape their go-to-market (GTM) strategy.
Approach
I began by conducting detailed research on the payment facilitator market, identifying growth drivers, emerging trends, and competitor positioning. From this foundation, I built a comprehensive narrative that highlighted Payfactory's unique value proposition, combining market potential with the deep industry expertise of CEO Ruston from his previous roles. I also helped define key performance indicators (KPIs) that resonated with investors and were critical for scaling, providing insight into metrics that would drive future fundraising efforts and operational success.
Outcome
Payfactory successfully raised both rounds with participation from BlueFin Payment Systems, Attento Capital, Cortado, and Baleon, securing undisclosed funds to further their growth.
