Getting Up Close and Personal: The Key to Success
Business is personal at its core: Successful entrepreneurs often build ventures around their areas of expertise, while savvy consumers gravitate towards brands that address their specific needs and aspirations. More than ever, businesses that employ technology to connect with, and understand their target audience can reap the benefits of enhanced customer loyalty.
The two small and medium-sized enterprises (SMEs) featured in this bulletin exemplify this approach. Beauty brand Mirage Aesthetic and on-demand transport service platform Geolah engaged the services of the UOB-SMU Asian Enterprise Institute’s flagship SME Consulting Programme (SCP) to gain deeper insights into their target markets and develop bespoke digital marketing strategies.
Having opened a new branch at VivoCity, Mirage Aesthetic sought to understand the retail mall’s visitor demographics and, thereafter, develop a marketing strategy to boost brand awareness and customer conversion rates.
Geohuat, on the other hand, aimed to identify Geolah’s challenges and opportunities within a competitive ride-hailing market and was presented with several marketing tactics to increase its market share more effectively.
Each SCP project was managed by a team of student-consultants, under the guidance of an industry veteran serving as Project Advisor and a Project Manager from the Institute. Working closely with the SMEs, the consulting teams pinpointed the business issues and leveraged scientific research and analytical methodologies to propose practical solutions. Both SMEs expressed satisfaction with the proposed strategies, research data, and action plans provided.
If you are considering how to make an impact or scale your business, the SCP may offer the necessary support and resources for unlocking your next growth stage. Discover the possibilities with us!
| Bridging the Beauty Gap: Mirage Aesthetic Pte Ltd (Project Scope: Market Research & Strategies) | |
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Conceptualised by veterans with years of experience in the beauty and aesthetics industry, Mirage Aesthetic prides itself in focusing on quality care and having a customer-first philosophy. Since its beginnings in 2016 as a botanically inspired aesthetics centre, the beauty brand has built a reputation for delivering facial, hair, skin and body treatments with utmost professionalism. Read more
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| The Key to Driving Success: Geolah (Project Scope: Go-to-market Strategies) | |
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Started by Singaporeans Mr Deniel Singh and Mr George Lim Ting in 2020 during the COVID-19 Circuit Breaker — in part due to Mr Singh’s personal private-hire driver experience when he saw significant disruptions in last-mile delivery — Geolah prides itself as the next-generation, artificial intelligence-powered and on-demand multiservice platform that offers ride-hailing, carpool, limousine, e-mall, parcel, and food and grocery delivery services. Read more
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