Market sizing

Paylink: tap-to-ride in the metro

Paylink, a global card payments company.

Which city and transport mode should Paylink target first, and does commercialising Tapway pay back fast enough?

Skills tested

• Structure
• Quantitative analysis
• Exhibits and insights
• Business sense
• Synthesis and communication

Concepts

• expected value
• market prioritisation
• sensitivity
• multi-year P&L
• sunk costs
• payback