Heidi: CSP Go-to-Market Strategy

Corporate Service Provider platform for Swiss trust companies. Formation, compliance, KYC — with embedded Kasha ecosystem.

1. The Thesis

Heidi is the operating system for Swiss CSPs / Treuhänder / Trust Companies. Today, the vast majority of these firms use Excel to track obligations, manual document collection for KYC, and fragmented billing across spreadsheets, PDFs, and email chains. Heidi replaces all of that — and auto-provisions a full Kasha business stack for every entity formed.

The CSP becomes a distribution partner. Every company they form is a Kasha customer from day one. Banking, invoicing, compliance, payments — all embedded. The CSP doesn’t just manage entities; they unlock an entire commerce ecosystem for each one.

2. Why CSPs Are Hard

An honest assessment of the sales environment. Swiss CSPs are not typical SaaS buyers.

3. The Heidi Platform

Production-ready. 5,650+ tests. Multi-jurisdiction. Built for the way CSPs actually work — not how SaaS companies wish they worked.

4. What We Give CSPs

5. The B2B2B Flywheel

Each CSP creates a compounding loop. The more entities they form, the more revenue flows through the system — for the CSP, for Kasha, and for the entities themselves.

1. CSP forms entity through Heidi
2. Entity auto-provisioned with Kasha SMB (banking, invoicing, payments)
3. Entity processes payments through embedded Kasha stack
4. Entity discovers marketplace / working capital products
5. Entity needs mass payouts — upgrades to Enterprise
6. CSP earns revenue share on ALL activity (subs, transactions, marketplace, working capital)
7. CSP becomes profitable on Heidi — refers more CSPs

6. CSP Pricing Model

What the CSP Pays

No per-entity monthly fees. The platform fee covers the CSP’s usage. Formation fees are one-time per entity.

What CSP Entities Pay

Co-branded Kasha. No free tier — these are businesses paying CHF 25K+ annual fees to onboard with a Swiss bank. They expect to pay for tools that work.

Revenue Share the CSP Earns

7. Entity Lifecycle

Every entity formed through Heidi follows a predictable journey from formation to full platform adoption.

8. Acquisition Strategy

We are not building a sales machine. We are building proof, then leveraging relationships. Four steps, in order.

Step 1: Let CSP #1 Win

Our first CSP client is the foundation. We over-invest in their success. Every entity they form, every compliance cycle they run, every invoice they send — we document it. Their success becomes our case study, our demo, and our proof point. No marketing budget can replace a real CSP saying “this works.”

Step 2: Referral with Revenue Share

CSPs who refer other CSPs earn 10% of the referred CSP’s first-year platform fee. In the Zug/Zürich network, a warm introduction from a trusted peer is the only sales motion that works reliably. We pay for it directly.

Step 3: Domestic Base as Proof

Our 300+ domestic merchants demonstrate that the Kasha stack works. When a CSP evaluates Heidi, they can see real businesses processing real payments. The domestic base is not just a separate product line — it’s social proof for the CSP channel.

Step 4: Selective, Not Desperate

1–2 industry events per year. No booth, no swag. Founder conversations at Swiss Finance Forum, Crypto Valley gatherings, or Treuhänder association meetings. The goal is 2–3 meaningful conversations, not 200 badge scans.

9. Competitive Landscape

Nobody does what Heidi does. The market is fragmented between point solutions and spreadsheets.

10. Risks & Mitigations

11. Targets

End of 2026 targets. Conservative, achievable, and based on the assumption that CSP sales take 6–12 months.

12. Roadmap