A Live Global Strategy Case Study: StepLadder's Expansion Journey
With Lucy Mullins, Co-Founder of StepLadder
We invite business schools and universities to book Lucy to host a live case study session exploring the real-world challenges of scaling a fintech platform internationally.
Recent Session:
Oxford Saïd Business School
Lucy Mullins, Co-Founder of StepLadder, was recently invited to deliver a live case discussion for participants on the Diploma in Strategy and Innovation at Saïd Business School, University of Oxford. The session was developed in collaboration with Professor Dana L. Brown, Ph.D., and framed around key themes in global strategy.
Lucy shared StepLadder’s evolution - from its origins as a UK-focused platform helping first-time homebuyers, to its current role as a SaaS provider enabling digital Savings Circles (also known as ROSCAs and ASCAs) across diverse markets.
The discussion examined live strategic decisions, such as:
Market prioritization in international expansion
Platform adaptation to local financial systems and user behaviours
Trade-offs between scale and depth
The application of frameworks such as Ghemawat’s AAA model
Dana Brown, Oxford Saïd Business School
“Lucy’s module and the live case study of Circles added a unique and essential perspective to the Oxford Executive Course in Strategy and Globalization, powerfully illustrating the potential for growth and impact of a fintech platform. She is a dynamic and engaging speaker who brings the subject matter to life, making complex strategic concepts both accessible and inspiring. Her clarity, energy, and depth of insight made this one of the most memorable parts of the programme.”
Bridging Theory and Practice
Students are encouraged to engage critically with StepLadder’s choices and constraints, applying theoretical frameworks to a rapidly evolving real-world case. The interactive format allows for rich dialogue around emerging market entry, inclusive finance, and the scaling of purpose-driven tech solutions.
For Academic Institutions
If your course explores themes in global strategy, entrepreneurship, fintech, or social innovation, this live case can offer:
Direct engagement with a founder navigating real-world scaling decisions
A dynamic supplement to traditional case teaching
Opportunities for students to apply theory in a practical, evolving context
For more information or to discuss incorporating this case into your teaching, please get in touch.
About Lucy
Lucy Mullins is an award-winning entrepreneur and leader in fintech. She was one of the first female founders to be featured in the University of Oxford Fintech Case Study series, alongside Anne Boden of Starling Bank.
A highly regarded, professionally accredited Executive Coach, Lucy is also the co-founder of #RideTheWave Coaching, a global coach training school developing leaders and professionals worldwide.
Lucy is renowned for her high-energy, interactive and engaging teaching style.You can read more about Lucy’s background and connect with her here: https://www.linkedin.com/in/exec-cheerleader/
