NaluTheAnalyst/swiftpay-africa-revenue-analysis

Revenue analysis of a digital payments platform to uncover transaction trends, user behavior, and growth drivers across African markets. # SwiftPay Africa — Revenue & Growth Analysis ## Project Overview SwiftPay Africa is a fictional B2B payment infrastructure company based in Lagos, Nigeria. This project analyses SwiftPay's full-year 2023 transaction data to uncover revenue trends, identify commercial risks, and deliver actionable recommendations — the kind of analysis a Revenue or Growth Analyst would present to a client or senior leadership. The entire analysis was performed using **SQL Server 2019** across a dataset of 21,000+ transactions. --- ## Dataset | Table | Description | Rows | |---|---|---| | `plans` | Subscription tiers and fee structure | 4 | | `merchants` | All onboarded businesses | 30 | | `transactions` | Every payment processed in 2023 | 21,078 | | `settlements` | Fund disbursements back to merchants | 326 | --- ## Key Findings 1. **Extreme revenue concentration** — The top 20% of merchants generate 91.8% of all fee revenue. Just 2 Enterprise merchants account for over 80% of total revenue 2. **Card payment failure rate** — Card payments fail at 17.96%, more than 3x the rate of bank transfers at 5.34% 3. **Q3 revenue dip** — Revenue dropped 39% in July, the single largest monthly decline of the year 4. **Merchant churn** — 6 of 28 active H1 merchants had zero transactions by Q4, a 21% churn rate 5. **Lost revenue from failures** — SwiftPay lost NGN 67.8 million in fee revenue due to failed transactions — 12% of actual earned revenue 6. **Strong Q4 recovery** — October recorded +71.66% month-on-month growth, the strongest single-month jump of the year --- ## Strategic Recommendations | Priority | Recommendation | Expected Impact | |---|---|---| | 1 | Fix card payment failure rate from 17.96% to industry standard 3-5% | Recover up to NGN 22M in lost fees | | 2 | Introduce enterprise retention programme for top 2 merchants | Protect 80% of total fee revenue | | 3 | Launch Q3 merchant incentive campaign ahead of July dip | Reduce seasonal revenue drop | | 4 | Build 30-day i …