CarSaaf - A Case Study from Karachi

Abstract

CarSaaf is an entrepreneurial venture in Karachi that can be called a Blue Ocean venture on the basis of Create and not compete, that is the true spirit of Blue Ocean Strategy. It differentiated itself with the low cost and created a new market avoiding competing with the run of a mill car wash ventures in Karachi. The value proposition of CarSaaf in comparison to typical car wash ventures are compared through the tool of Buyer Utility Map. The Buyer Utility map is used to study the car wash sector in Karachi, and to identify the consumer pain points of a particular sector. This case, therefore, tends to identify the pain points of consumers in the typical car wash sector of Pakistan, that are addressed by the CarSaaf to introduce a new venture based on providing the solutions through addressing the pain points and to understand the differentiation strategy of CarSaaf, through Buyer Utility Map tool. Utilizing the Buyer Utility Map tool eight pain points of consumers were identified in the car wash industry, that was addressed by CarSaaf for Value Innovation.