Here’s a great example of how to win by niching down.
Yonder is a credit card built specifically for Londoners.
Their members earn points and rewards that allow them to experience things in and around London.
They recently raised £62.5M to expand their team and “get Yonder into the hands of more people.”
That means expanding into other cities across the UK.
You can see their strategy here.
Start as the best credit card for Londoners, then expand over time.
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