Finalist — GrabSpark 2024 Case Competition

Competed as Team BossBaby Consulting in the GrabSpark 2024 Case Competition, tackling the strategic question of how Grab Thailand can sustain its market leadership and achieve next S-curve growth over the next 3–5 years.

Our strategy centered on two pillars. First, expanding into untapped verticals: GrabHome — an on-demand home services marketplace for housekeeping, gardening, and handyman services leveraging Grab's existing user base, mapping technology, and GrabFinance for provider equipment financing — and GrabHealth — a telemedicine layer built on top of Grab's existing pharmacy network under GrabMart, positioning Grab as the first super-app in Thailand to offer e-prescription consultation and delivery. We also proposed enhancements to GrabFood Dine Out with off-peak filling strategies, collaborative dining experiences, and interactive menus to drive the conversion rate from 27% to 35%.

Second, strengthening retention and lifetime value through GrabGPT — a personalized AI chatbot powered by RAG that leverages each user's historical data to provide contextual recommendations across all Grab services — and GrabQuest — a gamified loyalty program with a tiered ranking system (Bronze through Emerald), cross-service quests, GreenPoints for eco-friendly behavior, and quarterly resets to sustain engagement.

The proposal projected 12B THB incremental revenue by Year 5 (+4.4%), 35% home cleaning market share, 9% e-prescription penetration, 617K incremental GrabUnlimited subscribers, and 9.5M incremental transactions through GrabQuest — supported by a phased 5-year implementation roadmap.

Presenting to Grab judges