Eureka Case 30 min Undergrad

The Adjacent Move

You are Matías Echeñique-Vial, VP of Strategy at Trazo, a Santiago accounting-software platform for small businesses. The board wants Trazo's next act. A larger regional rival is circling. You have one envelopment move to recommend.

The situation

Trazo sells cloud accounting and invoicing software to 220,000 small businesses across Chile. The core product is healthy — high retention, steady margins — but accounting software is a maturing market, and the board has asked for a growth move. A larger regional platform, well-funded and already in three countries, has begun signing Chilean SMBs. If Trazo is going to extend, the window is now.

Every adjacency is on the table: business lending, payment collection, payroll, inventory, business banking, tax and e-invoicing compliance. The CEO has already named his favourite — lending — because it is, by far, the biggest pool of revenue. Your job is to bring the board a recommendation, and to be clear about why it is the right one.

Your job in this case: map the adjacencies, model the economics of an envelopment move, and commit to one recommendation. A platform's growth comes from extending into adjacent markets — but "biggest" and "winnable" are not the same word.

The decision

Which move goes to the board?

  • A · Envelop business lending
  • B · Envelop payment collection
  • C · Don't envelop — deepen the core

The rest of the case is locked

The data, the calculations, the decision itself and what happens next open with your institution's access code.

Have an access code?

No code yet?

Instructors can request access for a course. Tell us who you are and which course it is for, and we will send your institution a code.

Run it live in class: every student decides and justifies, and the whole class sees how it splits. How Eureka Case works →