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Overview
In 2002, the internet can only be accessible in selected cities with slow and interrupted
connection in Myanmar. According to digital Myanmar economy report, Myanmar mobile
penetration rate was 12% in 2013 and growth to 105% in 2018 apparently. Although ease of
access to internet has been increased, e-commerce business is not as popular as individual
online shops and shopping malls. The lack of digital innovation platforms was a negative impact
on development implications. For entrepreneurs and innovators in developing countries may be
challenging in internet connectivity, technology, e-payment and logistic options. The majority
problems in e-commerce in Myanmar is that product quality is not reliable and delivery time is
indecisive. However, because of Covid-19 in 2020, the demand of ecommerce has been
increased and government take a change for development of e-commerce by COVID-19
Economic Relief Plan (CERP) which will help in development of innovative products and
platforms, e-commerce business and digital payments.
By taking this opportunity, Forward e-commerce will provide web platform and mobile
application in Japan, Myanmar, and English languages targeting not only locals but also
foreigners by providing ease of use and reliable services. Forward will support innovative
technology by focusing on both buyers and seller problems as per global e-commerce
platforms. Therefore, Forward have the opportunity to transform difficulties to success by our
best operations, services and technical support.

Missions
Our mission is to provide reliable e-commerce platform to customers by providing innovative
solutions to sustain in the market. We focus customers to become more familiar with e-
commerce and to take advantages of the digital economy. We would like to provide
opportunities for retailers to get profits by using our platforms and consumers to save their time
and to satisfy our services and support.

Personal SWOT Analysis

SWOT (strength, weakness, opportunity and threat) analysis is widely used for full awareness of
business factors, business plans and decision making in business. SWOT is effective in not only
all organizations and industry but also for individuals. As an entrepreneur, to start an innovate
business, SWOT is essential to analyse myself for personal good and weak points,
opportunities around me and threat too. As for me standing as an IT professional carrier will
become supportive knowledge in my start-up business but in new innovative venture I am sure
that I might face difficulties. Therefore, I have done personal SWOT analysis as an entrepreneur
for my start up e-commence application Forward and following fig is the result of my analysis.

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 Professional Skills in IT development Business thinking and management
Experience in ecommence websites and skills
apps Communication with customers
Language Skills To control emotions and pressure
Enthusiasm,Creative

Strength Weakness

Competition
Business Experience
Marketing Experience
Network in social media,business
enviroment.
Threat Opportunity
Knowledge in Trends and Technology
Learning MBA for Business Skills

Fig 1. Personal SWOAT analysis

According to SWOAT analysis of myself, my strength is that I understand definitely how to
provide business using technology. I have professional experience in software development that
can help me in creating e-commence website and application myself. Moreover, I already
achieved Photoshop skills, Content writing skills that is necessary as a supporting factor in my
start-up business. Although I am not as good as a Native speaker I can communicate well in
Japanese and English in business level that acquired from work experience in Japan and
Singapore. Therefore, I can provide in my website and application with Japanese, English and
Burmese languages. Also, I possess creative thinking skills and I am enthusiastic on my target
to accomplish my work.
As a weakness, I never had experience in business fields, marketing skills and so I need to
improve knowledge in business as much as possible. As a software developer, I spend more
time with computers and documents instead of dealing with other peoples. Therefore, I might
face difficulties in communication with customers and that could be pressure for me and I need
to manage my emotions.
After understanding my weakness, I am now joining MBA that can bring me up in specific values
in business skills, marketing strategy, market analysis, management skills, and other skills that
are necessary in my start-up business as an entrepreneur. Before starting my business, I
already have network on social media with buyers and sellers whom I can persuade to use my
application for their goods. This is a great opportunity for me and I understand market trends on
social media in my country where I will do the investment.
In anywhere, there already have markets for good services and high quality who will be
competitors as threats for an entrepreneur like me. I am sure that I will have difficulties with
unexpected ways especially in financial risk, marketing, and employee problems and many
others which may be threats for me.

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External Environmental Analysis by PESTEL

1) Restrictions between each state inside Country because of

Covid -19
2)Political stability

1) Economic trends
2) Economic crisis due to pandemic on trade, production, and
financial markets.

1) Marketing through social media and influencers

1) Innovation , technical requirements to create website and apps

2) System required in purchasing, packaging, shipping and
delivery

1) People not familiar with online shopping

2) Transformation of shopping habits from individual online shops
to e-commence website and app

1) Labor laws,copy rights and business related laws for e-

commence
2)Data protection policy for customer information and payment

Fig 2. PESTEL analysis for e-commence business

Myanmar is a developing country with political stability and so there is no impact on my
application. Because of Covid-19 pandemic, world have been facing with economic crisis and
this also effect in travel and transportation sectors in Myanmar. As each state inside country has
been restricted, a part of my e-commence business in shipping and delivery also affected in a
negative way. For economy factors, people focus on online shopping in new normal compared
to the world before Covid-19.Therefore,I believed my business is following economic trends and
after developing e-commence website and app, can start to run business with a few employee.
According to research, social medias in Myanmar between Sept 2019 - Sept 2020 on Facebook
is 99.42%.For advertising my application through social media will be a bridge between my app
and consumers. Innovative technology is essential for e-commence business and this will help
me differentiate between my application with other online shops. Applied technical systems in
purchasing, packaging, shipping and delivery on my app will be a major attraction of my app.
Analyzing on Environmental forces, Myanmar people prefer to buy at markets instead of online
shops using apps. Online shopping became popular after pandemic of Covid-19 in individual
social media pages and this was a good impact on my app. Related to legislative forces, I have
to understand more about business related laws in Myanmar and I have to proceed license
application for my application under Burmese Act. Furthermore, I also need to provide high
security in customer data policy and purchasing and payment options.

Balanced Scorecard Perspectives on e-commence application

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 F
in
aeL
g
lp
c
v
mh
w
G
d
rsti
IP
to
u
C 1) Recruit professional
employee
2)Provide training
3)Focus in innovative
technology to provide quality
services

1) Profit from every sold out 1)Clarify customer needs

goods from individual shops App 2)Provide appropriate
2)Revenue from advertising operations
3)Focus in performance

1) A variety of goods with

comparable prices
2)Provide high performance
service
3)Provide good customer
service from online

Fig 3. Employing Balanced Scorecard in e-commence website and app

• One of the most used management models in American Companies is Balanced

Scorecard which was invented  by Robert S. Kaplan and David P. Norton(1992).I apply
this to measure and maintain for stability of my e-commence business. For Learning and
Growth perspective, I need to recruit professionals and provide appropriate training to be
the best app in market. Focus in innovative technology to provide quality services over
existing websites and apps.
• As Internal perspective, our values is consumers and so we always need to focus on
what customer needs and provide appropriate operations. Performance is one of the
quality of business that will help me sustain with this new venture in the market.
• Most online shops are individuals but my app will introduce to customers with a variety of
goods with comparable prices. Customers no need to bargain and can look for same
goods with lowest price at the same time. Probably, providing high performance in app
and customer service from online between buyers and sellers using my website or
mobile app would lead to customer satisfaction.
• As a financial perspective, for a couple months using my applications will be free. After
the trial period I would start to charge some percentage on selling products from different

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 shops as a profit. If my business is successful, I can get revenue by allowing
advertisement on my platform.

Value Propositions
Michael Lanning and Edward Michaels who first used the term "value proposition" in a 1988
staff paper for the consulting firm McKinsey & Co. They defines "value proposition" as
"a clear, simple statement of the benefits, both tangible and intangible, that the company will
provide, along with the approximate price it will charge each customer segment for those
benefits.". The USP(Unique selling points) of Forward is that there is no such website and
applications in Myanmar which can serve 100% advantage of e-commerce in purchasing and
delivery in timely manner with comparable prices providing multiple languages.
There already have Alibaba Acquisition of Shop.com.mm in Myanmar and I learned their
operations compared to our Forward. For in-stock items from same shop takes delivery fees for
multiple times and waiting time for Standard Express takes 3 to 5 days. For example, if you buy
1 Rice 5kg for 15$ then delivery fee is 1.5$ and 2 Rice 5kg for 15$ then delivery fee will up to 3$
but if you walk to nearby market and buy 1 Rice 5kg have to pay only 0.5$ for delivery fee.
Therefore, Forward will take delivery fees only one time for same shop and will deliver in-stock
items within 1-2 days. And Forward will provide convenient time slots evening or morning with
tracking service of your goods in timely manner like Amazon and will provide direct contact with
delivery when they out for delivery like Grab or Food Panda.
Started from last few years back, Japanese investors focus on Myanmar market and many
Japanese moved to Myanmar. Another USP of Forward is that we will also provide Japanese
language in website and applications and there is no platform in Myanmar where provide
Japanese language. As I have network with Japanese companies in Myanmar, I will promote
and provide these services to them as they are troublesome in purchasing from online.

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Value Propositions
For start-up venture, prioritizing customer needs is essential to meet customer expectations.
And so I have done survey analysis with questionnaires by using Google Forms. The detail
information provided in Appendix 1 and Appendix 2 for clear understanding of primary research
questionnaires.
According to survey, 67.6% Female and 32.4% Male responses within age group 26-35 (68.6%)
and age group 18-25 (31.3%) participated in survey. Among them, 60.6% always buy from
online while other 39.4% didn’t buy from online upon 33 responses. Analyzing percentage rate
of purchasing from online shows only 6.1% record as above 50%, consumers responses on
30% online purchasing rate is 45.5%, 40% is 24.2% and 50% is 6.1%. This survey record
shows rough online purchasing rate is less than 50% in Myanmar. Related to delivery time, only
4.3% rate 2 days waiting time,13% rate for 3-5 days waiting time,21.7% rate for 7 days waiting
time, 8.7% rate for 9-10 days,4.3% rate for 10 to 21 days. Moreover ,50 % rate waiting time as
difficulties in purchasing from online. 31.3% rate delivery,25 % rate payment and others rate
size as difficulties in their shopping experiences by customers.
Most of them worry for quality of products, and unsatisfied for poor customer services and
supporting while others facing with delay problems. Due to the fact that consumers assume e-
commerce services in Myanmar is not good enough and 75.8% agree on it. E-commerce
website or app with high performance, comparable prices, and good service has been expecting
by customers for 100% and 54.5% of consumers hope to be launched within 6 months,33.3%
within 3 months, and 12.1% within one year.45.5% hope android application and IOS for
27.3% ,both for 27.3% as an expectation of mobile platform.
To improve e-commerce sector in Myanmar, responses suggest the good quality, warranty of
products ,reliable services, systematical processing, and supportive customer services.

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