Branded
3 businesses in S’pore tried to scale. They actually did it with Grab.
Small business owners with big dreams.
It is hard to tell what small businesses like Jin Kimchi, Mr Onigiri, and Mak Nenek in Singapore have in common.
All three seemingly appeared out of nowhere, and over time, have been steadily reaching customers all over Singapore.
How did they figure out what to do?
Where did they build the brand and expand their customer base?
And is this for everyone?
But when you prod a bit deeper, it becomes apparent: They have been using Grab’s merchant services and digital solutions.
At the core of Grab’s merchant offerings in Singapore is the Grab Merchant Centre (GMC). It is the first of its kind in Southeast Asia.
This was where Deputy Prime Minister and Minister for Trade and Industry Gan Kim Yong visited in October 2024 at the Grab headquarters to understand how the tech company is helping small businesses in the fast-evolving digital world.
Photo by the Ministry of Trade and Industry
During the visit, Grab shared its two-pronged approach: to provide highly customised one-to-one support for small businesses through the GMC while concurrently supporting small businesses at scale via digital and AI solutions housed within its Merchant App.
Photo by Mothership and image by Grab
Dedicated support
The GMC offers a one-stop shop to help small-medium businesses accelerate their growth by leveraging Grab’s wide range of merchant solutions.
Examples include one-to-one data-driven business reviews, concierge services for manpower support, and Grab's digital solutions.
And businesses can choose what suits their needs at the current moment.
Tapping into expertise
Jack Chu, founder of Jin Kimchi, has grown from two to 11 outlets in under two years.
Sharing his story with DPM Gan, he attributed part of his business expansion to GMC.
Chu was paired with an in-house specialist after he attended one of the centre’s open houses.
The specialist reviewed his sales history on the Grab app and industry trends and provided recommendations based on what Chu’s customers were looking for.
Chu, in turn, could make decisions on how to grow his business from these insights.
When Chu was exploring locations for his fourth outlet, the specialist shared the areas ideal for deliveries based on Grab’s data – an insight he would not have known otherwise if he was left to his own devices.
Photo by the Ministry of Trade and Industry.
Chu’s ambition is to bring the Jin Kimchi brand to other parts of Southeast Asia, and recently went on a learning trip to Thailand with the GMC team. The Grab team in Thailand “provided a different perspective" on Thai customers’ food and ordering preferences.
Such customer insights have enabled him to project his finances better and minimise risks for himself when expanding into new markets.
Complementing home-based business
Photo by Mothership.
Unlike Chu, it is admittedly harder for Haslinna Eusope and her husband to find time to visit GMC as the business relies on both of them.
The couple operated a brick-and-mortar F&B store previously but had to close it due to high rent and costs. They now run Mak Nenek from the comforts of their home.
Haslinna, who is digital-savvy, discovered the Marketing Manager feature in the Merchant App. She has been using it to create and run marketing campaigns to reach a wider customer base without needing the help of a Grab specialist.
She can set her preferred budget and only pay when the ads or campaigns result in actual orders.
They saw an increase of 150 per cent in sales after launching advertisements on Grab.
Their booth was also visited by DPM Gan.
When asked if the pair has intentions to grow their business further, Haslinna humorously declined, citing the reason that their current orders already keep them busy from day to night.
But merchants like this could get a shot in the arm with AI.
Owner Marvin Fam of Mr Onigiri, a small home-based venture that now boasts two physical outlets, has been using Grab’s AI chatbot lately, which proactively suggested pairing an item that was not being sold as much with a best-selling item, resulting in more sales.
Photo by Mothership.
Grab’s digitalisation efforts, through its app and Merchant Centre, provide small businesses with the help they need, from managing orders to tapping into marketing tools.
Besides these tools, there are other features that Grab’s merchants can access within the app, such as participating in learning modules, gaining additional working capital from Grab, and staying updated with the latest business insights, just to name a few.
As Singapore continues to navigate the digital shift, the success of these small businesses is an example of how technology, when made accessible, can improve livelihoods.
This branded article by Grab reminded this writer about the importance of making sure no one is left behind.
Top photo from Mothership.
