優照護年長居家照護者平台進入市場策略

Abstract

Ucarer is a Taiwanese-based startup looking into home care business, seeks to connect the caregivers and the patients with a multi-sided platform. The target audience of one side of the platform is the frail and sick patients or family members who need an extra pair of helping hand; the other side of the platform is the caregivers who are on idle and looking for alternative source of income. Foreign market expansion brings in additional revenue stream but it is also a high risk business activity. Therefore, we use CAGE (culture, administrative, geographical and economical) framework to evaluate the external market environment and select the most feasible market to enter. After assessing the above four dimensions, we decide the go-to market is Singapore. We then use Porter’s five forces to analyze Singapore market attractiveness and profitability. Our analysis shows that Singapore is medium attractive and profitable. The internal analysis on Ucarer shows that the highly integrated platform allowing direct and self-service booking system has a leading advantage. In terms of implementation, we recommend a holistic market entry plan including the timing to enter, entry mode, execution plan and financial plan. The final point relates some of the points for considerations on the next step after a year of entering