istash
MKT 393 final paper
As part of DePaul University’s IME Consulting Program, I partnered with istash, a Chicago-based fintech startup, to explore how the company could scale its mobile-first digital wallet both in the U.S. and internationally—specifically in China. The project involved deep industry analysis, synthetic user research, competitive positioning, and a comprehensive marketing strategy focused on reward-driven engagement, QR code adoption, and cross-cultural adaptation. Our final recommendations centered on brand trust, gamified rewards, and strategic partnerships to drive adoption in saturated digital payment ecosystems.
IME final presentation
This presentation was developed as part of a strategic consulting project for istash, a digital wallet startup evaluating its entry into the Chinese market. Our team conducted a thorough industry analysis, covering competitors, regulatory hurdles, and cultural dynamics, while using synthetic user research to uncover Chinese consumer preferences around mobile payments. Key findings shaped recommendations for how istash could position itself as a “familiar, not foreign” brand, build trust through local partnerships, and tailor its reward system to resonate with China’s mobile-first, privacy-conscious audience.
