TOPIC 2:

CUSTOMER CENTRIC DIGITAL

ENTREPRENEURSHIP
[Part 2: Digital Enterpreneurship]
 Case Story - KaoDim

Kaodim matches users who are looking for services – such as plumbing or electrical wiring – with the relevant
service providers who are both interested and qualified in providing it. The user can put up a request for
whatever they need, and service providers will respond directly to him/her with personalized quotations and
other information about themselves. The quality of service providers can be determined through the reviews that
they receive.
https://vulcanpost.com/454371/startup-raised-us4m-funding-growing-localize/
 Phase 1 Empathy - Understanding the customer
The idea for Kaodim emerged when Choong and Cheong realized that most
Malaysians were finding service professionals through referrals from friends and
making phone calls – a process which is extremely time-consuming. Through
interviews, user research they found and understood the issues faced by customers
across Malaysia.

● Research
● Interviews
○ Interviews with users
○ Identified common pain
points
○ Current methods in society
● Competitor analysis

https://www.leaderonomics.com/articles/business/power-couple-built-a-fashion-empire-fashion-valet
Phase 1 Empathy - Understanding the customer
Current Environment

Service Research/ Call for Quotation / Service

Required Recommendations Back & Forth Rendered

Users Service Providers

● Not sure who to trust ● Listings places were passive

● Worried about recommendations ● Competitive listing and can’t stand
leading to poor results out
● Tedious to research and ask ● Difficulty convincing customers
around through phone
Phase 1 Empathy - Understanding the customer
Market Analysis

600 Million Customers that Require Services

Users Service Providers

8 Million homes that require renovation, Thousands of service providers in Home

cleaning & plumbing services Repair
Phase 1 Empathy - Understanding the customer
Competitive Research - Thumbtack.com

Existing similar services have been created in the US and they did competitive
research and studied how the platform is used by a US audience. By studying the
competitor, they managed to get insight into solutions made available by the platform.
Phase 1 Empathy - Understanding the customer
Research Summary - Pain Points

● People have difficulty finding a trusted renovation specialist or plumber and rely
on recommendations.
● People dislike having to do research
● Getting multiple quotes to find the most cost efficient one is a hassle
● Concerns about hidden costs or contractors that delay project
● Recommended contractors are far and difficult to get to
Phase 2 Define - What is the Problem?
What is the true issue we want to resolve?

How do we help connect the right trusted service

provider to the customer efficiently?
 Phase 2 Define - Mission
Built on the core idea -
Mission
Kaodim is built on the idea that
everyone should be able to
hire any service they want
quickly, safely & reliably.
https://www.kaodim.com/about
Vision
To that end, our goal is simple,
yet audacious, to empower
thousands of service providers
across South East Asia so that
they provide the best possible
service - and at the same time,
grow their businesses and
livelihoods like never before.
Core Values
● Obsess over every
detail of the customer
experience
● Move fast with urgency,
take calculated risks
● Be creative, keep finding
new ways to make the
product better.
Phase 3 Ideate - Create solutions
Insights -

Problems
● Difficulty finding a suitable or trustworthy
professional.
● Delayed projects or payment issues between
user and service provider
● Professionals worried about being drowned
out by competition
Solutions
● Platform that shares curates reliable &
trustworthy professionals vetted by users
through ratings with a track record
● Mediates the potential issues between user
and service provider with insurance and
payment mediation
● Quote and vendor assigned with fixed prices by
platform giving equal access to professionals
Phase 3 Ideate - Create solutions
Business Model -

Monetization model

Charging each service provider a small sum in the range of MYR 3 to MYR 20 (US$1 to US$6) each
time they submit a quotation, or introduce themselves to a user.

Providers typically pay a static monthly fee – which can be fairly expensive – to have their services
listed on other directories or online advertisements comparatively less and brings you an interested
customer.
Phase 4 - Prototype
Business Model -
Pain Points
● People have difficulty finding a
trusted renovation specialist or
plumber and rely on
recommendations.
● People dislike having to do
research
● Getting multiple quotes to find the
most cost efficient one is a hassle
● Concerns about hidden costs or
contractors that delay project
● Recommended contractors are
far and difficult to get to
Solutions
● App & Web platform to access at
any time
● Rated professionals with user
reviews
● Fixed prices from vendors
provided by platform
● Insurance & Payment mediation
● Location based tracking and
vendors recommended to
facilitate communication
 Phase 4 - Prototype

https://www.kaodim.com/
 Phase 5 Test
Launched November 2014

400 1,300

Job requests made Quotations returned

With minimal ad spend, Kaodim saw significant use and

growth within the first month from launch

https://www.techinasia.com/kaodim-service-marketplace-malaysia-lawyers