Balance GTM brain

category

market profile

• text: B2B sellers need to extend payment terms while controlling credit risk, cash flow and the cost of collections.
• text: Digital marketplaces and physical goods businesses have complex payment, payout and invoice workflows that span multiple parties.

personas

• title: CFO or VP of Finance at a B2B distributor
  pains:

  • Slow collections and unpaid invoices tie up working capital and increase DSO.
  • Extending net terms to more buyers can expose the seller to credit losses.
• title: Head of ecommerce or marketplace product
  pains:

  • Business buyers abandon or limit orders when invoice payment and terms are missing at checkout.
  • Building onboarding, underwriting and payouts internally slows product delivery.
• title: Accounts receivable or credit operations director
  pains:

  • Manual credit decisions, collections and reconciliation become a bottleneck as volume grows.
  • Disconnected systems obscure the status of invoices and payments.

icp

• text: Midmarket and enterprise B2B merchants, distributors and industrial sellers with recurring invoice volume and demand for trade credit.
• text: B2B marketplaces and commerce platforms facilitating transactions between business buyers and sellers, including platforms seeking embedded terms.

message pillars

• text: Grow sales while accelerating cash collection.
• text: Offer invoice terms without building a credit and receivables operation from scratch.
• text: Automate labor-intensive receivables workflows.

objections

• objection: Will offering terms increase our credit exposure?
  response: Review underwriting, funding and risk allocation for the proposed product and buyer portfolio before rollout.
• objection: Can it fit our existing checkout and order-to-cash processes?
  response: Map the integration, payout and reconciliation flows against a representative transaction and existing systems.
• objection: Are fees justified relative to our payment processor?
  response: Compare the full cost against conversion, payment mix, working capital and AR operating expense using the actual proposal.

competitors

• name: Resolve Pay
  why: Offers financed net terms and collections for B2B sellers.
• name: Stripe
  why: Offers payments and invoicing that can compete for part of the seller's payment stack.
• name: Alternative Payments
  why: Offers B2B payment terms and merchant credit-risk management.

influencers

• name: Bar Geron
  url: https://chargeforward.io/vendors/balance/
  why: Co-founder of Balance and public representative of its B2B payments strategy.

keywords

• B2B net terms financing
• B2B payment processing
• pay by invoice checkout
• B2B marketplace payments
• accounts receivable automation
• trade credit platform
• reduce days sales outstanding

voice

• Commercial and outcome-focused
• Confident and direct
• Modern financial infrastructure language

signals

• text: A marketplace launches business checkout or adds invoice and net terms options.
• text: A distributor is scaling receivables volume, reporting slow collections or seeking to reduce DSO.
• text: A seller is expanding its trade credit program without expanding its credit team.

stack

• API
• BigCommerce
• Shopware

hiring

• Tech Lead, Bulgaria
• Senior product manager, Tel Aviv
• Account Manager, New York
• Business Development Team Lead, Tel Aviv
• Strategic Partnerships, New York

pricing

motion

channels

• LinkedIn
• partnerships
• case studies
• webinars
• SEO

confidence

Founders

• name: Bar Geron
  title: Founder
  role: Founder
  bio: Part philosopher part industrial engineer. Fintech&Healthcare IT founder.
• name: Yoni Shuster
  title: Founder
  role: Founder
  bio: Scientist at heart and a father of two. Founder of Balance, where I'm reinventing the B2B online purchase journey.