Qualitative and Quantitative Research: To begin, we conducted qualitative research, engaging directly with the small business that formed part of Bancoppel's vendor's network and other random small business owners that had a diverse perception of the Brand and Company. This phase unearthed valuable insights into their financial needs, aspirations, and challenges. Complementing this, we undertook a quantitative survey utilizing proprietary panels and Inegi data to gather statistically relevant understanding and projections. Persona Development: Armed with robust insights, we crafted business personas that encapsulated the varying needs and characteristics of different types of small businesses. These personas became our compass, steering the design process towards solutions that catered the real-world challenges. Market Opportunity Assessment: Leveraging insights from Inegi survey, and our proprietary panel we performed analysis to accurately gauge the market opportunity and the definition of the core segment opportunity. This solid data-driven approach provided a solid foundation for decision-making. Small Business Interviews and Ideation: In-depth business interviews with testing ideas were conducted to delve deeper into the financial challenges faced by small businesses, we have used card sourcing to define priorities and also to test service innovative ideas.