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Chapter 1: Introduction

1.0 Introduction

This project is concerned with the application of designing new mobile application for 24x7 laundry services in Jakarta, Indonesia. The novice has applied skills and knowledge in this study to make sound business proposal. The business will be starting under the name of “Bell.me” and it will aim to provide soothing laundry services to the customers of the business with the help of mobile application. Thus, this chapter aims to evaluate the selection of an appropriate place in Jakarta to initiate the business and develop positive brand image in the Indonesian market.

1.1 Rationale behind the business idea

Marketing is one of the most prestigious areas in Jakarta, Indonesia, as it has close proximity to the banking and business districts. Many highly esteemed professionals and ambassadors live in this vicinity and most of the houses in this area are described as chronological landmarks. However, there has not been any laundry service in the area having the feature of mobile application. Thus, Bell.me has decided to set its first branch in this particular area to provide maximum comfort to the customers, which, in turn, will help to earn greater revenues. The organisation will service laundry orders from the customers through mobile application and collect the clothing of the customers from their residences.

1.2 Selection of a scenario

There have been five different scenarios available, which mainly include new start-up business as an entrepreneur, working in Non-Governmental Organisations (NGO), which mainly aims to benefit the society and present organisation as the business owner. In this study, the scenario chosen is developing a laundry mobile application for the customers of Jakarta, Indonesia. This is because it will help the novice to make full utilisation of knowledge and gather an insight of the laundry market in the selected geographical area. The existing business has not been chosen, as it might limit the knowledge of the researcher to introduce any new service in the organisation.

1.3 Mission

The mission statement of the new business would be to create a Laundry Mobile App by emphasizing on the benefits of the customers in Indonesia.

1.4 Vision

Vision statement of the company to reach large number of customer who require laundry facilities every day. It also aims to ease the life of the customers such that they can offer their services instantly on the basis of online order.

1.5 Aims and Objectives

Aim: The proposed business venture would aim to develop a laundry mobile app with 24 hours service in Jakarta, Indonesia. The business will aim to ensure that the app helps the interested target mass to gain access to the laundry facilities, within the Jakarta, Indonesia.

Objectives:
The following are the proposed research objectives, providing a business direction:
To identify
·           The total business potential for such mobile app users in Jakarta, Indonesia (user trends)
·           The customer potential for the laundry app users in Jakarta, Indonesia
·           The pricing strategies that will ensure significant customer attraction

1.6 Structure of the Report

The remaining part of the report consists of discussing the business opportunity in terms of mission and vision of the organisation. The third chapter is concerned with analysing the feasibility of the proposed business chosen in this study. The fourth chapter focuses on developing the strategic evaluation of the business idea to gain competitive advantage. The fifth chapter provides an insight of the entire business proposal in terms of organisational, operational and financial feasibility.

1.7 Assumptions of the Business

Inferno Laundry Services will be focusing on following the understated business model, which is briefly mentioned as follows:

Product Service:
Bell.me services will be focused on providing different types of laundry services like dry cleaning services, which include coats, suits and expensive dresses. It will also engage itself in producing washing and cleaning services by measuring the clothes in kilograms. Thus, this particular business model would help the company to generate greater attention of the customers living in Menteng area. The company will charge 50 Indonesian Rupiah for each kilogram of clothes received for drying and cleaning purpose. It will charge 12 Indonesian Rupiah for single shirt and 25 Indonesian Rupiah for each expensive dress and suit.

Order placement:
The company will allow its customers to place orders by using mobile application. The price of each service would be stated to the service users for providing information about the service charge of one wash. The company is also planning to pick-up the clothes from the houses of the customers within 40 minutes from the placement of orders. As remarked by Lussier and Halabi (2010, p.372), the customers often tend to avail fast and quality laundry services at cheaper cost. On the contrary, Maxwell et al. (2011, p.221) argued that the companies need to hire efficient personnel having adequate knowledge in handling the orders through mobile application.

Picking up of dirty clothes:
As per the pick-up time mentioned above, the company will send people for gathering the clothes at the doorstep of the customers. The dirty clothes are separated from the ones, which require only dry cleaning. This service of the organisation might tend to develop positive brand image in the Indonesian market (McGrath, 2010, p.252).

Cleaning and packaging of clothes:
The experts hired by the organisation will clean the clothes received from the customers. After cleaning the clothes, the organisation will provide drying and free iron facilities to the customers. As cited by Teece (2010, p.183), the facility of free and additional service will help the organisation to provide greater satisfaction to its customers.

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