連結數位商務與在地零售－連結網路世代與本地商店的平台

Abstract

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This thesis presents a business plan for a start-up called ‘NearBuy’, a platform designed to connect local retailers with nearby consumers through a community-focused hyper-local digital marketplace. With the first target in the NTU area in Taipei, ‘NearBuy’ addresses key challenges for small businesses by offering digital tools, commonly found in e-commerce platforms, for product display, inventory management, promotions, and customer engagement. For consumers, it provides a convenient way to discover local shops, their products, promotions, and other shopping features found on e-commerce platforms. The primary goal of ‘NearBuy’ is to establish itself as the go-to quick-commerce platform for retailers and consumers that will help to revitalize local retail and digitalize their businesses. By using a phased rollout-learning-adapting approach, ‘NearBuy’ will establish an initial user base in the target market's important area at NTU and, after finding product-market fit, expand to different university areas throughout Taipei and eventually scale regionally. Using the Blue Ocean Strategy, the platform sets itself apart from other big e-commerce players by focusing on a hyper-local strategy, which is a market space with limited direct competition. Revenue streams include retailer subscriptions, in-app ads, and promotion fees, supporting profitability by the second year. ‘NearBuy’s product roadmap is sketched to growth, starting with core features like inventory management and progressing to advanced tools such as video chats and eco-friendly delivery as demand grows. Key risks, such as market adoption and operational scaling, are addressed, with mitigation strategies and a range of exit options for investors. Ultimately, ‘NearBuy’s mission is to change and disrupt local retail by focusing on digitalizing the local shopping experiences while supporting local businesses and thereby creating lasting value for all: shops, consumers, and investors alike.