A study of business plan : a case study of Grease monkey a multi-service platform for heavy duty industry

Abstract

The heavy-duty equipment industry in Thailand is valued at approximately ฿72 billion with the construction industry as a major driver, responsible for the growth of about 8%. As with any product driven as industry, mechanization and the maintenance and repair of those machines is essential. In Thailand; however, there is no nationwide network supplying either parts or labor. Consequently, machine owners currently rely on personal contacts, word of mouth, or pot luck when searching for solutions to their engine problems. The development and proliferation of information technology in Thailand; however, means that it is now possible to fill this gap in the market and create a three-sided mobile platform application (Grease Monkey) that serves as an introducer, guarantor, and facilitator in heavy duty machine maintenance. This paper used the in-depth interviews with more than 20 senior and/or highly experienced people from the well-known companies in Thailand currently using heavy industry equipment. The results indicate that the need for and the willingness to try our platform are both high, with trust, speed, and price of decreasing concern. The evidence also indicates that potential users are willing to pay for such a service as it will reduce downtime for machine owners, help genuine parts providers to sell more and decrease the sale of fake parts, and provide more work with guaranteed payment for mechanics. The findings of this study will be a useful reference for other start-up companies, mechanics, engine owners, and suppliers to get a better understanding of this platform and the industry that it serves.