The potential of on-demand services remains interesting to be explored. From the consumer side, this application helps to speed up and facilitate the process of ordering service transactions quickly. Starting from a personal experience with difficulty in getting information and service assistance, Mel BJ then launched an on-demand service called SuperHelper.
“After experiencing some of these moments, I did market trials about this demand and got responses from thousands of people regarding similar problems. That’s when I was sure and started forming SuperHelper, which could be a platform for this kind of demand and other demands,” Mel said.
Even though it is recently launched and only available in Jakarta, it is said to experience quite good business development, especially during the pandemic. SuperHelper has launched the app and hired teams to help grow the business. The current number of partners (Helper) is nearly 1000 people, which they managed to recruit within a few weeks.
In Indonesia alone, there are lots of on-demand platform model that provides similar services. In Jakarta, there is JD Life from JD.id with options for various needs. In addition, there are other applications such as Help Indonesia. Outside Jabodetabek, there are also regional startups trying to develop similar services to reach the local market, such as TukangBersih in Bali.
Monetizing strategy
Currently, SuperHelper’s monetization strategy is through commission fees for each transaction. Partners will get 80% of the total bids received by users (Posters) on the assignment. While 20% is for SuperHelper. Previously, SuperHelper held all transactions from users to be given to partners when the transaction completed.
“At this time, Poster can pay via the application using GoPay and bank transfer virtual accounts. In the future, Poster will be able to pay using other favorite payment methods such as OVO, DANA, and others,” Mel added.
Regarding subscription options, SuperHelper plans to apply a subscription/membership model for Helper who demands many additional benefits. For instance, more exposure on the application and media, a special badge that makes the Helper profile more reliable, direct purchase of services (without bargaining), and others.
“The bottom line is, we will help member-type Helper to get more jobs in the future and to have a higher income,” said Mel.
This membership is optional, Helper can still have an account and proceed with offers as usual without paying anything (except commission fees), without any additional benefits when you join as a member. In order to access SuperHelper services, users can download the app on the Play Store. There are various options, starting from the driver, cleaning staff, letter management, repair, delivery to design and photography.
Regarding the differentiation from other similar services, SuperHelper is said to be the first mobile application in Indonesia that makes it easy to ask for any help without being limited by categories that sometimes limited to unique and unusual needs.
The partner selection system is also claimed to be very strict, thus increasing the number of quality and trusted partners. In addition, SuperHelper also provides a feature for users to determine how much they can afford for any assistance they need.
“Every partner in SuperHelper has the ability to offer prices that match their expertise. Every partner in SuperHelper also doesn’t have to spend any upfront money to get assignments from Poster (SuperHelper customers),” Mel said.
Business plan in 2021
The shutdown of Go-Life has not discouraged SuperHelper to targeting services that are quite difficult to be scalable until now. The usual size for regional expansion and the low commitment from partners makes it difficult for on-demand services to produce dominating players in this sector.
“Regarding the recent shutdown of a big brand, this does not mean that the existing industry is not promising. We have to see the positive side, in times of a pandemic, many businesses are prioritizing the most profitable business models. Therefore, they may have to cut back. secondary business model,” Mel said.
SuperHelper has several targets to achieve this year, including to launch the application on the App Store, extending coverage outside Jakarta, expanding the business model, and added new features such as Helper Membership and others that will make it easier for Helper to get offers.
“We will also continue to develop new features that will make it easier for Posters to get helpers in a much faster and cheaper way. Currently, we are not actively looking for investment because our focus is still developing business models, user experience, and user base. The fundraising plan will be revised in the middle or end of 2021,” Mel said.
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Original article is in Indonesian, translated by Kristin Siagian
