Financial Data Analytics as SaaS

[ABSTRACT ONLY; NO FULL TEXT] The increased incidence of fraud and data breeches means an increased demand for monitoring and security systems. Although not completely obsolete, the generic method of traditional forensic accounting and auditing can be time-consuming and vulnerable to human fallibility. Our client needed an overall business evaluation and market penetration plan for the automated product it had developed for this niche market. The goal of this research project was to conduct a comprehensive market analysis focused on determining the demand for the product offered by our client -- Financial Analytics Software as a Service (SaaS). To this end, our team undertook both primary and secondary research to gain a broad understanding of the analytic software industry and how the client should strategically position the product. Our team employed marketing research tools as well as financial modelling to explore current market needs and the potential for profitability of the client offering. The primary research was conducted through surveys to determine the market viability for the client's product, the pricing model suitability as well as the price sensitivity of the consumer. However, the privacy and legalities surrounding data accessibility imposed certain limitations on the depth of the data obtained through primary research. The diversity of the team in terms of specialization in different subject areas contributed greatly to the overall success of the project. The team members complimented each other's area of expertise. As a result, the recommendations drawn are based on multi-faceted analyses of the niche market, of the external factors that are likely to affect the demand, and of the current data analytics marketplace. It is our hope that the results of this project will help businesses and entrepreneurs gain a better understanding of the market viability and penetration of Financial Analytics as SaaS.