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Skilled Sapiens — B2B Market Segmentation & GTM Strategy for the Business Connect Initiative
The deck that built a four-segment B2B framework and a quarter-by-quarter GTM roadmap for a student consulting platform — finishing 2nd runners-up nationally at MarkQuest Masters.
1. About the Case Competition
MarkQuest Masters is a national marketing case competition hosted by MarkSoc — the Marketing Society of FMS Delhi — one of India’s most respected B-school marketing clubs. The case was set in the B2B services and edtech-consulting space, centred on Skilled Sapiens’ Business Connect Initiative. The IIM Rohtak team of Aman Kumar, Aarnav Kaushik, and Anshul Shah finished 2nd runners-up nationally with this deck.
2. Problem Statement Overview
Skilled Sapiens runs a Business Connect Initiative (BCI) — a student-led consulting platform connecting founder-clients with B-school teams for real business projects. The core problem: BCI was acquiring clients without a structured segmentation or pricing logic, leading to junk leads, scope creep, wasted expert time, and inconsistent output quality. The platform needed a B2B go-to-market strategy that could attract the right founders, price services correctly by segment, and build a repeatable acquisition and retention engine without burning student bandwidth.
3. What This Winning Deck Covers
The deck is built around a 4-segment B2B framework — Seed Ventures, Growth Catalysts, Bootstrapped Builders, and Scale-Up Scalers — each defined by budget complexity and strategic need. This segmentation drives every downstream decision, which is what makes the deck structurally tight.
The segment-wise value proposition slide is the standout — mapping team size, mentor hours, project duration, and expected outcome for each client type. It turns an abstract B2B offering into a productised service menu that judges can immediately evaluate.
The pricing strategy uses a tiered pyramid — ₹0–5k for Seed Ventures up to ₹20k–50k+ for Scale-Up Scalers — grounded in complexity, resource consumption, and industry willingness-to-pay. This is paired with a risk heatmap that maps five failure modes (junk applications, unpaid extra work, expectation gaps) across all four segments, showing which clients create which operational problems.
The segment-wise GTM roadmap runs Q1 through Q4 with distinct acquisition channels per segment — hackathons and WhatsApp communities for Seed Ventures, LinkedIn Navigator and TiE/NASSCOM for Scale-Up Scalers — making execution immediately actionable.
Key learning takeaways for students:
- B2B segmentation must drive pricing, team structure, and GTM — not just labelling
- Use a risk heatmap to pre-empt operational failure before judges ask about it
- Productise your service offering — vague consulting offerings lose; specific outcomes by segment win
- Anchor KPI frameworks to conversion rate, NPS, repeat collaboration rate, and cost per acquisition — not just revenue
4. The Numbers
Pricing tiers: ₹0–5k (Seed Ventures), ₹5–10k (Bootstrapped Builders), ₹10–40k (Growth Catalysts), ₹20–50k+ (Scale-Up Scalers). Target conversion rates: 10–15% to 20–25% by segment. Founder satisfaction NPS target: 6.5–9 across segments. Repeat collaboration rate target: 5–10% to 25–30%. Cost Per Founder Acquisition (CPFA): ₹50–200 to ₹800–1,200 depending on segment. Student Learning Outcomes target score: 8–9 out of 10.
5. Who Should Study This Deck
This deck is essential for MBA students preparing for B2B marketing, GTM strategy, or consulting case rounds. It is particularly valuable for anyone who wants to learn how to productise a service, build segment-specific acquisition playbooks, and defend pricing with a structured logic. Students will sharpen their B2B segmentation, risk mapping, and KPI framework skills. Explore more such winning decks on CaseBuzz.
6. Related Decks on CaseBuzz
- Prodigy — GTM Strategy Case Competition by IIM Calcutta — Direct thematic overlap on B2B go-to-market design and segment-wise strategy execution.
- Conquest 2026 — FMS & GradNext: Consulting Prep Growth Strategy — Complements on risk mapping, KPI structuring, and consulting platform strategy.
- FutureForce Case Challenge — Salesforce — Useful for understanding how to productise B2B service offerings for different client tiers.
- InsightX Winners — Masters’ Union x Blue Tokai: Gen Z Growth Strategy — Complements on value proposition design and segment-specific positioning.
- Industry Odyssey — IIM Udaipur: National Industry Analysis Challenge — Strong complement for students building KPI frameworks and market sizing logic.