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ManagementGrowth StrategyFashionAdvanced1987
LVMH: Luxury Portfolio Strategy
The challenge
Patrick and John Collison founded Stripe in 2010 because accepting payments online required working with banks, filling out complex paperwork, and integrating clunky APIs. Setting up payments for a startup took weeks. They wanted to reduce it to minutes.
The strategy
Stripe targeted developers first, not business executives. If developers loved Stripe's API, they would recommend it to their companies. This bottom-up adoption strategy bypassed traditional enterprise sales entirely and let the product quality do the selling.
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Try the full case free →Key lessons (preview)
- Targeting developers as the decision-maker is a powerful enterprise go-to-market strategy.
- API quality is a product feature — great documentation dramatically reduces adoption friction.
- Financial infrastructure businesses have remarkable switching costs once integrated.