Over 30 founders, tech entrepreneurs, and business leaders came together at Hotel Ambassador, Lazimpat for a focused Masterclass on “Go-to-Market Strategies for Tech Business”, organised under NIIC 2.

The session was led by Ajit Shah, Director and CEO of Lotus Holdings, who anchored the discussion around a key principle: “Go-to-market starts with the buyer, not the product.”

The masterclass explored the critical building blocks of an effective GTM strategy, including defining a clear and winnable target segment, identifying buyers, influencers, and blockers in the decision-making process, and mapping the full buyer journey from awareness to engagement. Participants also examined how to validate customer needs through direct conversations before scaling, and how to select the right GTM channels based on market realities.

In addition, the session highlighted the importance of building structured and measurable GTM systems—covering goals, activities, budgets, and expected outcomes—as well as the need for continuous testing and iteration before committing significant resources.

Through interactive exercises, case discussions from NIIC 2-supported companies, and practical planning activities, participants gained hands-on insights into translating customer pain points into sustainable revenue growth strategies. NIIC 2 is supported by the Swiss Agency for Development and Cooperation (SDC) and implemented by One to Watch.