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GENIE is an on-demand chat based personal assistant and personal concierge service. It is a
messaging-based service that acts as your personal assistant and personal concierge service.
Our company tagline is to "make your wish come true". At the same time, giving an
opportunity to consumer to have a personal assistant, on-demand without having to worry
paying a monthly salary because we only pay for the service that we use. The idea of having
a personal concierge and personal assistant is to help us in completing our daily routine or
urgent task whenever and wherever we are without have to leave our living room. In addition,
GENIE is also a marketplace that as well serve as a bridge towards GENIE's mobile app and
feature the same convenience and access similar to the web store. Just a few clicks, we
provide our customer any other things that they might need with the best deals from all over
the world on our online store. They can shop multiple things at once and GENIE will make
sure to deliver the goods to their doorstep at the right place and at the right time.
Although the on-demand personal assistant and personal concierge business model is still
very new in Malaysia, but we believe that a monopoly will benefit the industry and the
consumers. It will definitely change the way we buy and these services will totally fit in with
our busy and demanding lifestyles.
GENIE was founded by two individuals, that have totally different speciality and skill set that
can complement each other in every single aspect. The company located at the heart of
golden triangle of business areas in Kuala Lumpur, Malaysia. GENIE start-up capital derived
from both of the founders personal funding amounting RM200,000.
1.1 Objectives
To make GENIE a reliable, trustable and efficient on-demand personal assistant and
personal concierge service globally.
To give an opportunity to all consumer to have a personal assistant and concierge
service anytime they required without have to worry about overhead problem.
A hub that provide the best deals offered from all over the world without have to
worry on hidden charges.
To create consumer experience by using conversational commerce as a platform to a
perfect complement to the purchasing stage of the consumer journey. 3
GENIE is a start-up company that plans to capitalize on the growing e-commerce market in
Malaysia. The organization is a messaging-based service and using conversational commerce
platform to get connected to their existing and potential customer. In addition, GENIE is also
a marketplace. The online store covered any other things that their customer might need and
they can shop multiple things at once without have to worry on the safety issue. Even though
from a top perspective, the e-commerce market in Malaysia often looks congested but in
reality, there's still plenty of area for development in the e-commerce and concierge service
both in Malaysia and in ASEAN. In fact, market size of e-commerce in Malaysia estimated
about USD 7 billion according to e27's article that they reported earlier. Succinctly, GENIE
believe they can penetrate and become the fierce player and be the one who able to capture
market share in e-commerce industry.
GENIE famous tagline is to "make your wish come true". Following to that the organization
offering on-demand personal assistant and concierge service anytime, anywhere and deliver it
to their customer ASAP. On top of that GENIE is also a marketplace. The organization
opened up an online store with a concierge that provide the best deals offered in one stop
centre.
It is a messaging-based service that allow consumer to send message through their smart
phone, Facebook Messenger or Instagram for any request that they have and expect to receive
their goods delivered to their door step. The e-store is available in GENIE website as well as
mobile app. GENIE's existing and potential customer can shop online and purchase multiple
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things at once and arrange the delivery date and place that suited their time.
Purchase gift
Tax filing
Purchase movie ticket
Arrange babysitter
Office or house cleaning
Restaurant recommendation and reservation
Buying your favourite food and get it delivered to your place
Book hotel
Purchase grocery
Purchase furniture
Pet services
Organize event to surprise your love one and many more.
If customer couldn't find what they looking for in the website, they can just send in their
request and ask for quote and GENIE will get it done as their wish. What's more, GENIE also
provide their customer few recommendations and options for them to choose from based on
their criteria requirement and budget. Picture 1 show "Step How to Use GENIE Service".
At the present time e-commerce market size in Malaysia estimated about USD 7 billion
although from high-end perspective Malaysia e-commerce market often looks crowded but
there's still space for growth both in Malaysia and in ASEAN. In 2015, research firm Juniper
reported there are more than 94 million digital messages were sent with the bulk being
through email. On the other hand, in mid-2016 instant messaging has just about attained its
turning point on the total number of instant messages sent surpassing emails. Messaging apps
are becoming the favourite way of communication. E-marketer mentioned 1.4 billion
consumers used messaging apps in 2015, which is up 31.6% from 2014 and that number is
expected to hit 2 billion by 2018. Consumers are increasingly more dependent on using
messaging apps for all forms of communication, whether it's for personal, business or
commerce. In conclusion, conversational commerce is the new "battleground" for customer
service.
working parents
For those who don't have time and busy with their daily routine every day, they can
seek GENIE assistant and GENIE will help them to accomplish their needs. Usually 9
individual that often use GENIE's services are working parents. Due to their busy
GENIE | make your wish come true
schedule and everyday jobs in the office, they don't have time to fulfil their household
tasks. Such as buying grocery, cleaning the house, cooking dinner and many more. In
a way GENIE will ease their problem. They can just send a text message request for a
help and GENIE will take care of the rest without question ask.
lazy people
There will be a time when we wish that we don't have to do anything just lay on our
bed and have people to serve us. We are hungry but lazy to cook, we want to go out to
buy our favourite food but the restaurant is too far and the traffic is bad, we have
nothing fancy to wear but we are so lazy to pick up our laundry and many more. No
worries, GENIE is there to make your wish come true. Just few clicks away and
GENIE will fulfil all your wishes and get it delivered to you on the same day.
companies likes GENIE are still struggling with ways in which they can offer perks to their
GENIE | make your wish come true
customers at reasonable costs. Besides that with the decreased disposable income and lower
corporate profit during the recession, demand for personal assistant and concierge services
are not that convincing due to cut back on discretionary expenditures.
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Consumers buying trends are linked to limited of time and an overly competitive
brand environment. Consumers don't want to waste their precious time making
choices, whether it's shopping for toiletries in the supermarket aisle, selecting
cosmetics at a department store counter or choosing an accommodation for business
or family holiday. If they need to choose, they would rather stay at home relaxing,
watching TV and playing with their phone instead of having to go through all the
hassle unnecessarily.
In order to suit with consumer needs and buying pattern, over the last two years,
messaging apps have started to outdo social networks when it comes to where people
spend their time. Electronic commerce trend became more distinct than ever. Its
became a platform for marketer to infuse online marketing communications with as
much relevant information as possible to become a guideline for consumer to make an
accurate judgment and choice. At the same time, by offering consumer personal
concierge services it's like killing two birds with one stone. Consumer can make
purchase thru the e-store and get it delivered to their doorstep without having to leave
their home.
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GENIE will leverage their three competitive edges to quickly gain market share. The
competitive edges are great online service, wide range of product and service offering and
customization. The sales campaign will emphasize making the experience as easy and
pleasing as possible to encourage repeat customers and word of mouth referrals.
Customization/ Personalization
The GENIE strive to focus on serving everyone as the competitive advantage in the
marketing message. This is due to the millennials customer that have their individual
specific needs and desires. Every customer have different needs and wish to be
fulfil. GENIE will do the best in providing and delivering the product and service
based on the customer requirement.
GRAPH 1
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The marketing strategy that will emphasize by GENIE is based on integrated marketing
communication. In this integrated marketing communication, GENIE will integrated in term
of product and services, price, partnership, place, promotion, people, process and physical
facilities. There are;
Product & services - Wide-range of products and services. GENIE will update
their e-store in their website regularly. The product that displays in GENIE e-
store will be more up-to-date and trendy based on their existing and potential
customer requirements. At the same time, services that not available in the website or
mobile apps can be requested directly to GENIE representative directly.
laptop, desktop, vehicle for delivery, mobile phone and land line.
GENIE | make your wish come true
5.4 Milestones
There are few key activities need to be accomplished prior readiness of GENIE system. For a
start, setting up new management team and defining key functional area. Then follow through
by Website and Mobile Apps development. Along the way, social media (Facebook and
Instragram) will be set-up as well. To ensure end to end readiness between technical and
business operation, engagement with selected and potential e-retailer on business
collaboration will concurrently take place. Full run test and system optimization will be
completed within 15 days. Overall timeframe for website, mobile apps and social media until
the official launching and ready date for marketplace will takes about 4 months.
Dedicated vendor appointed to carry out this project. The cost forecasted for website and
mobile apps preparation will take about RM10,000. Meanwhile for social media setting up
for Facebook and Instagram, will be handled by our IT and Social Media representative.
Milestone & Timelines for IT Development (Website & Mobile Apps Readiness)
GENIE will have a website developed based on the philosophy that showing simplicity,
attractive to generation X and millennials and user-friendly. GENIE will only displayed
selected product and services on their website, mobiles apps and social media for customers
to place an order or services. Because of the large volume of graphic image choices, it will be
imperative that the site is easy to navigate through all the different options. The cost for
developing the website and mobile apps will be the major cost from GENIE start-up
requirement. Monthly maintenance costs will be marginal for the website development and 18
Readiness of Website
Mobiles Apps via android and iPhone platforms
Existing social media via Facebook and Instagram
GENIE management team are positive towards business opportunity arises using
conversational commerce platform. As such, this opportunity leads to potential business
growth and profitability. At the earlier stage, GENIE need to build up good customer
relationship in order to ensure repetitive of sales and high potential for new customer growth.
GENIE is solely acting as a liaison between customer and vendor or retailer (business
partner) for GENIE e-store. GENIE basically provide a platform for others to use to promote
their products and services. Simultaneously keeping GENIE own internal resources as
minimum as possible.
Customer first experience with GENIE will be by interfacing with its website and mobile
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apps. Therefore GENIE appointed dedicated vendor to meet stringent requirement checklist
Table 4 showed us the costing for GENIE business operation team in year 1 to year 3.
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