Issue 49, June 2023 - Geolah | Mirage Aesthetic

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!