SureBright GTM brain

category

market profile

• text: Merchants selling durable goods can use protection plans to add post-sale revenue and give customers a way to handle failures and accidental damage.
• text: Distribution spans ecommerce, in-store POS, marketplaces and post-purchase touchpoints, with plan economics shared between provider and retailer.

personas

• title: Ecommerce director
  pains:

  • Average order value and margin are under pressure, especially on durable goods.
  • Warranty offers need to fit the checkout without an expensive custom integration.
• title: Retail owner or category manager
  pains:

  • Products have different failure risks and protection pricing is difficult to set.
  • Returns and unhappy customers consume staff time after a sale.
• title: Head of customer experience
  pains:

  • Customers need clear coverage and an accessible claims process.
  • Poor post-purchase support can weaken repeat buying.

icp

• text: Online and omnichannel retailers of higher-value durable products such as appliances, electronics, fitness equipment and furniture.
• text: Merchants using Shopify, WooCommerce, BigCommerce or compatible POS systems that can offer protection at sale or after purchase.

message pillars

• text: Launch a tailored protection offer quickly.
• text: Add revenue without recurring merchant platform charges.
• text: Reach customers across online, store and post-purchase channels.
• text: Use customer and merchant portals to manage the protection experience.

objections

• objection: Adding warranty offers might hurt conversion or feel pushy.
  response: Test offer placement and attach rate alongside checkout conversion and customer feedback for a small product category.
• objection: Warranty administration will overwhelm our team.
  response: Review the claims process, coverage exclusions and support responsibilities before rollout.
• objection: Our catalog is too varied for one plan.
  response: Review category-specific coverage and pricing recommendations against a sample of products.

competitors

• name: Extend
  why: Embedded product protection and warranty programs for merchants.
• name: Mulberry
  why: Product protection platform for retail partners.
• name: WarrantyNow
  why: Alternative provider of merchant warranty programs.

influencers

• name: Manish Chauhan
  url: https://poetsandquants.com/2022/12/16/2022-most-disruptive-mba-startups-surebright-insead/
  why: CEO and founder discussing the product protection opportunity.

keywords

• ecommerce extended warranty
• Shopify warranty app
• product protection plans for retailers
• shipping protection ecommerce
• warranty revenue share
• retail warranty provider
• extended warranty checkout

voice

• Commercial and benefits-led
• Accessible and reassuring
• Metrics-oriented

signals

• text: A merchant selling expensive, failure-prone products without checkout protection has an identifiable attach opportunity.
• text: A Shopify or omnichannel retailer seeking higher order value or reducing returns may have a measurable pilot case.

stack

• Shopify
• WooCommerce
• BigCommerce
• Magento
• Klaviyo
• Lightspeed

pricing

motion

channels

• SEO
• ecommerce platform integrations
• LinkedIn
• sales demos
• partner referrals

confidence

Founders

• name: Manish Chauhan
  title: Founder/CEO
  role: CEO
  bio: Manish is the CEO and co-founder of SureBright. He holds an MBA from INSEAD (France) and an MMath (CS) from the University of Waterloo, where he researched and published on low-latency real-time systems. He has previously worked at Amazon and startups like Applyboard, where he built products handling over 180 billion requests per day, contributing to $100M+ in ARR.
• name: Sanket Munjal
  title: Founder
  role: Founder
  bio: CTO & Co-Founder @ SureBright. Led Engineering at an InsurTech, PolicyBazaar.com that went public (8Bn USD). 2x Founder. Ex-Philips, Ex-Samsung