PATHAO BIKE

TERM PROJECT: E-BUSINESS IN AN ORGANIZATION

COURSE: E-BUSINESS
SECTION: 6
SPRING 2023

Submitted to:
Mr. Adeyl Khan (AYN)
Lecturer,
Department of Management,
School of Business and Economics,
North South University.

NAME NSU ID
ASADUZZAMAN NUR 2111018630
SPARSHO PRITOM SAHA 2121554630
FARZANA SURAYA EVA 2122148630
TAHIA ALAM DIANA 2122388630
RAIYAN-AL-SADAF 2122137630
 LETTER OF TRANSMITTAL

25 April 2023

Adeyl Khan
Lecturer,
Department of Management,
School of Business & Economics,
North South University.

Subject: Submission of term project on PATHAO BIKE.

Dear Sir,

With due respect, we, the members of our group, would like to present you the term project
(E-Business in an organization- PATHAO BIKE) we prepared. We have prepared the project by
explaining and elaborating the requirements using the concepts and knowledge that we have
learned and acquired from you during this course titled “MIS-207: E-Business”. It was a pleasant
experience to learn from and we are grateful to you.

We have tried our best to fulfill the requirements that were mentioned in the term project
guideline. Thank you, Sir.

Yours faithfully,

Asaduzzaman Nur
Sparsho Pritom Saha
Farzana Suraya Eva
Tahia Alam Diana
Raiyan-Al-Sadaf.

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 ACKNOWLEDGEMENT
Firstly, I would like to thank our instructor, Adeyl Khan Sir, for teaching and guiding us till now,
and also for this project. With the help of our textbook, the instructor’s lecture materials, and
with proper teamwork, our group successfully completed the project.

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 TABLE OF CONTENTS

INTRODUCTION................................................................................................................... 5

E-BUSINESS IN AN ORGANIZATION............................................................................... 6

COMPETITOR ANALYSIS................................................................................................. 13

E-BUSINESS INFRASTRUCTURE....................................................................................21

DIGITAL STRATEGY FOR E-BUSINESS........................................................................ 24

E-BUSINESS SECURITY.................................................................................................... 28

CONCLUSION...................................................................................................................... 30

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 INTRODUCTION
In many cities around the world, traffic congestion is a major issue that leads to longer
commutes, increased pollution, and overall frustration for commuters. In Bangladesh, this
problem is particularly acute, with limited transportation options available for many people.
Autos and taxis are often unavailable, leaving commuters with only buses and tempos as their
primary modes of transportation.

This is where Pathao comes in. Founded in 2015, Pathao is a technology platform that provides a
range of services including ride-sharing, parcel delivery, and food delivery. Pathao's ride-sharing
service, "Pathao Bike," has quickly become one of the most popular ways to get around in
Bangladesh. By using a fleet of motorbikes, Pathao Bike is able to navigate through traffic more
quickly than traditional cars or buses, making it a convenient and efficient mode of
transportation.

One of the reasons for Pathao Bike's success is its focus on product market fit. By understanding
the needs of its customers, Pathao has been able to create a service that is both affordable and
reliable. Through their app, users can easily request a ride, track their rider's location, and pay for
their trip all within a few taps.

Today, Pathao Bike is one of the leading ride-sharing services in Bangladesh, with a growing
presence in other parts of the world. In this term project, we will be focusing specifically on
Pathao Bike's ride-sharing service in Bangladesh and exploring the factors that have contributed
to its success. We will examine the company's business model, marketing strategies, and
customer satisfaction levels, among other things, to gain a deeper understanding of what has
made Pathao Bike such a popular and well-respected service.

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 E-BUSINESS IN AN ORGANIZATION

INTRODUCTION TO PATHAO AND ITS MISSION AND VISION

Pathao Bike is a ride-sharing business in Bangladesh that provides a convenient, affordable, and
reliable transportation option to people. Its purpose is to meet the transportation needs of people
by providing a safe, efficient, and cost-effective mode of transportation. The company was
founded in 2015 by Hussain Elius and Shifat Adnan, who identified the problem of traffic
congestion and limited transportation options faced by people in Bangladesh.

Pathao Bike aims to solve this problem by providing a ride-sharing service that utilizes a fleet of
motorbikes, allowing riders to bypass traffic congestion and reach their destination quickly and
safely. The company's mission is to create value for its customers, partners, and society by
providing innovative and reliable transportation solutions. Its vision is to become the leading
technology-enabled transportation company in Bangladesh and beyond.

Pathao Bike has been successful in solving the transportation problem in Bangladesh by
providing a user-friendly technology platform that allows customers to easily request rides, track
their riders' location, and pay for their trips. The company's focus on customer satisfaction and
innovation has helped it to establish a strong market position in Bangladesh.

In addition to its ride-sharing service, Pathao Bike also provides parcel delivery and food
delivery services. The company's goal is to become a one-stop shop for all transportation and
logistics needs in Bangladesh. Overall, Pathao Bike's mission and vision reflect its commitment
to providing innovative and reliable transportation solutions that meet the needs of its customers
and contribute to the development of society.

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PRODUCTS AND SERVICES

Pathao Bike provides a convenient, affordable, and reliable mode of transportation to people in
Bangladesh by utilizing a fleet of motorbikes.

The process of using Pathao Bike begins by downloading the Pathao app on a smartphone and
creating an account. Once the account is created, the user can select the "Ride" option from the
home screen of the app and enter their pickup and drop-off location. The app then displays the
estimated fare for the ride and allows the user to select the type of ride they prefer, such as a
bike, car, or microbus.

After selecting the ride type, the user can choose to pay with cash or through the app's digital
wallet. Once the ride is confirmed, the user can track the driver's location in real-time and receive
updates on the estimated time of arrival. After the ride is completed, the user can rate the driver
and provide feedback on their experience.

Pathao Bike also provides a review system where both riders and riders can rate each other based
on their experience. This helps to ensure that high-quality service is provided by both parties and
enables Pathao Bike to maintain a high level of customer satisfaction.

In addition to its ride-sharing service, Pathao also provides other services such as food delivery
and parcel delivery. However, for the purpose of this project, we are only focusing on Pathao
Bike's ride-sharing service.

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Pathao Parcel: Fast courier service- Immediate pickup and immediate dropoff.

Pathao Courier: Usually for intercity deliveries.

Pathao Shop: Buy from supermarkets online.

Pathao Tong: Buy from grocery stores online.

Pathao Pharma: Online medicine shop.

Pathao Health: Healthcare services.

Pathao Top Up and Pathao Pay Later: Financial Technology (FinTech)

Overall, Pathao Bike's process of ordering a ride is simple and user-friendly, allowing riders to
quickly and easily book a ride and track their driver's location. The review system helps to
maintain a high level of quality and customer satisfaction, making Pathao Bike a popular and
trusted ride-sharing service in Bangladesh.

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Business Model Canvas PATHAO BIKE

Key Partners Key Activities Value Propositions Customer Customer Segments

Relationships

● Motorbike owners ● Operating and ● Convenient and ● Online customer ● Commuters looking
and riders maintaining the affordable support through for a fast and
● Payment gateway ride-sharing platform transportation for the mobile app affordable way to
providers (e.g. ● Managing the fleet of customers and website travel in
Bkash, Nagad) motorbikes and riders ● Additional income ● Rider ratings and traffic-congested
● Mobile network ● Providing customer source for feedback system areas
providers (for SMS support motorbike owners to improve ● Individuals who
authentication, data ● Developing and and riders service quality prefer motorbikes as
connection) improving the mobile ● Faster and more ● Regular a mode of
● Google Maps and app and other efficient communication transportation
other mapping technologies transportation through email, ● Individuals who
services ● Marketing and option in SMS, and social prefer cashless
● Government promoting the service traffic-congested media transactions and
authorities (for areas convenience
licenses and ● User-friendly and ● Businesses and
permits) Key Resources reliable mobile app Channels organizations looking
● Lucrative payment for delivery services
options: Pay Later
option, Business
● The Pathao brand and ● Mobile app and
Travel option,
reputation website
Bkash, Nagad,
● The mobile app and ● Social media
Cash, and
website (Facebook,
Debit/Credit Card
● The fleet of Twitter,
● Loyalty programs
motorbikes and riders Instagram)
● Safety coverage
● Payment gateway ● Partnerships with
● Review model
systems other companies
● Customer data and (e.g. bKash)
feedback
● Team of developers
Cost Structure: Revenue Streams:

● Operating and maintenance costs for the mobile app and ● Commission on each ride completed through the Pathao Bike platform
website ● Subscription fees (BDT 9/ month for using the Pay Later option)
● Marketing and promotional costs
● Training costs

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CUSTOMER SEGMENTS

Pathao provides services to several consumer segments across various service categories. The
following are the main clientele groups that Pathao serves:

1. Students:
Pathao Bike is a convenient and affordable transportation option for students who need to
commute to and from school or university. Many students in Bangladesh and Nepal use Pathao
Bike to avoid the traffic congestion that often plagues major cities. Pathao Bike's low fares make
it an attractive option for students who may not have the financial means to own a vehicle or pay
for a car-hailing service. Students can also use Pathao Bike for extracurricular activities, such as
going to the gym or meeting friends, as it is a quick and efficient way to get around.

2. Job holders with average incomes:

Pathao Bike is an ideal transportation option for job holders with average incomes who need to
travel to and from work. Pathao Bike's low fares and speed make it an affordable and
time-saving option for individuals who may not have access to their own transportation.
Additionally, Pathao Bike's flexible payment options, including cash and digital payments, make
it convenient for customers to pay for their rides. Job holders with busy schedules can use Pathao
Bike to save time and avoid the hassle of public transportation.

3. Business travelers:
Pathao Bike is a great option for business travelers who need to travel to meetings and
appointments quickly and efficiently. Business travelers can use Pathao Bike to avoid traffic
congestion and save time on their commutes. Pathao Bike's reliable service and professional
riders make it a preferred choice for business professionals who need to maintain a certain level
of professionalism. Additionally, Pathao Bike's digital payment options and easy-to-use app
make it a convenient option for business travelers who are on the go.

4. Tourists:
Pathao Bike is an excellent transportation option for tourists who want to explore the city quickly
and efficiently. Tourists can use Pathao Bike to travel to popular tourist destinations, such as
museums and historical sites, without having to deal with the hassle of public transportation or
the expense of a private car. Pathao Bike's experienced riders can also act as tour guides, offering
suggestions for places to visit and providing insider knowledge about the city. Pathao Bike's
easy-to-use app and digital payment options make it a convenient option for tourists who may
not be familiar with the local currency or language.

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KEY ACTIVITIES

1. Ride-hailing services:
Pathao Bike's core business activity is providing ride-hailing services to customers. The
company's ride-hailing services are enabled by its easy-to-use mobile app, which allows
customers to book a motorcycle ride quickly and easily. Pathao Bike's platform connects
customers with professional riders who have undergone rigorous training and background
checks. Pathao Bike's ride-hailing services include a range of options such as standard rides,
shared rides, and premium rides.

2. Technology and platform development:

Pathao Bike places a significant emphasis on technology and platform development. The
company is continually working to improve its mobile app and website to provide customers
with an enhanced user experience. Pathao Bike's technology and platform development efforts
include implementing new features, improving the app's user interface, and integrating with
other services such as digital payments and GPS tracking.

3. Rider recruitment and training:

Pathao Bike places a high priority on recruiting and training professional riders. The company
has developed a rigorous recruitment process that includes background checks, driving tests, and
safety training. Pathao Bike provides its riders with ongoing training to ensure that they have the
necessary skills to provide safe and reliable rides to customers. Pathao Bike also provides its
riders with safety equipment such as helmets and reflective jackets.

4. Customer service:
Pathao Bike is committed to providing excellent customer service. The company's customer
service team is available 24/7 to respond to customer queries and complaints. Pathao Bike has
developed a range of customer service channels including phone, email, and social media. The
company's customer service team is trained to handle a range of issues, including billing
disputes, ride cancellations, and safety concerns.

5. Marketing and promotions:

Pathao Bike invests heavily in marketing and promotions to attract new customers and retain
existing ones. The company's marketing efforts include advertising campaigns, social media
marketing, and promotions such as discounts and referral programs. Pathao Bike also partners
with other businesses and organizations to promote its services and increase its brand awareness.

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DRIVERS OF E-BUSINESS ADOPTION BY PATHAO BIKE

1. Convenience for customers:

One of the primary riders of e-business adoption by Pathao Bike is the convenience it provides to
customers. The easy-to-use mobile app allows customers to book a ride quickly and easily, and
the company's professional riders ensure that customers arrive at their destinations safely and on
time. This convenience has led to a greater demand for Pathao Bike's services and increased
customer loyalty.
2. Convenience for riders:
Another driver of e-business adoption by Pathao Bike is the convenience it provides to riders.
Pathao Bike's platform allows riders to find customers quickly and easily, reducing the time they
spend waiting for customers. Pathao Bike also provides its riders with safety equipment such as
helmets and reflective jackets, ensuring that they can work safely and comfortably.
3. Cost-effective:
Pathao Bike's e-business model is also more cost-effective compared to traditional ride-hailing
services. Motorcycles are cheaper to purchase and maintain compared to cars or CNGs, which
were previously used for ride-hailing services in Bangladesh. This has enabled Pathao Bike to
provide affordable rides to customers, which has increased its customer base.
4. Payment methods:
Pathao Bike's adoption of digital payment methods has also been a significant driver of
e-business adoption. Previously, customers could only pay for rides in cash, which often led to
disputes and non-payment. However, with digital payment methods such as Bkash, Nagad, and
Pay Later, customers can easily pay for rides without carrying cash. This has reduced the number
of payment disputes and has increased customer satisfaction.

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 COMPETITOR ANALYSIS

ONLINE MARKETPLACE AND VALUE PROPOSITION

1. Key competitors:

In Bangladesh, the direct competitors of Pathao Bike in the online marketplace are

- Uber Moto

- inDrive

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There are also some indirect competitors like

● OBhai CNG: which offers rides to its customers at a relatively low price, if not lower
than Pathao Bike but sometimes, in the case of a rainy day the customers prefer CNG
rides instead of bike rides at low price.
● Bike-stand bikers: it is noticeable at the major places in Dhaka city, especially near bus
stands or near educational institutions, the bikers, who don’t want to give commission to
the online ride-hailing companies, stand with their bikes and call the customers. They
bargain at the spot, set a fare, and rides their customer to their destination. The rides are
not insured and often, the riders ride recklessly.

2. Competitors’ services and their value propositions (including Pathao Bike’s):

Pathao Bike:

As a leader in the ride-hailing business in Bangladesh, Pathao Bike has several value
propositions that have helped it maintain a large customer and rider base. Here are some of the
key value propositions of Pathao Bike:

1. Convenient and Affordable Transportation: One of the primary value propositions of

Pathao Bike is the convenience and affordability it offers to its customers. The service
allows customers to book a ride easily through the Pathao app, and the pricing model is
based on distance, which ensures that customers only pay for the distance they travel.
This has made the service popular among commuters who are looking for an affordable
and convenient mode of transportation.

2. Additional Income Source for Motorbike Owners and Riders: Pathao Bike has also
become a popular way for motorbike owners and riders to earn additional income. The
company's rider recruitment program has helped thousands of people in Bangladesh
become riders and earn a decent living by providing ride-hailing services. This has
contributed to the company's growth and popularity, as it has created opportunities for
people who may not have had other employment options.

3. Faster and More Efficient Transportation: Pathao Bike's bike-hailing service is a

faster and more efficient transportation option, especially in traffic-congested areas.
Bikes can navigate through traffic and reach their destination faster than other modes of

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 transportation, making Pathao Bike an ideal choice for customers who are in a hurry. This
has made the service popular among commuters in busy urban areas.

4. User-Friendly and Reliable Mobile App: The Pathao app is user-friendly and reliable,
making it easy for customers to book a ride, track their ride, and pay for their ride. The
app also provides real-time updates on the estimated time of arrival and fare, which helps
customers plan their travel efficiently.
Also, if a customer who is on the Pathao App for Pathao Food, may need a ride some day,
so he/she can just go into the app and order a ride from the Pathao Bike section without
having to install another app solely for ride-sharing purposes. This has contributed to the
company's popularity, as it provides a seamless user experience for its customers.

5. Lucrative Payment Options: Pathao Bike offers multiple payment options, including
the Pay Later option, Business Travel option, bKash, Nagad, Cash, and Debit/Credit
Card. This has made it easy and convenient for customers to pay for their rides. The Pay
Later option allows customers to pay for their rides later in exchange for a subscription
fee of BDT 9 per month, while the Business Travel option allows corporate customers to
manage their employees' rides and expenses efficiently- the expenses are made from a
centralized corporate account and the receipts for the rides are also sent to that account.
This has made the service attractive to a wide range of customers, including corporate
clients.

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 6. Loyalty Program: Pathao Bike has a point-based loyalty program where customers earn
points on every ride completed, and they can redeem those points for discounts or deals.

7. Safety Coverage: Pathao provides insurance coverage for its bike-sharing service. The
company's insurance policy covers both the riders and the passengers in case of any accidents or
mishaps that may occur during a ride. The insurance coverage includes accidental death and
permanent disability, medical expenses, and third-party liability.

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Uber Moto:

In Bangladesh, Uber launched its bike-hailing service, UBER MOTO, in 2018, which has
become quite popular among the locals.

Uber Moto is a service that allows passengers to book a bike ride through the Uber app,
providing a convenient and affordable transportation option for shorter distances. Its pricing is
also somewhat similar to Pathao Bike but we will thoroughly discuss the differences between
Pathao Bike and Uber Moto later, which ultimately makes Pathao Bike the leader in the
ride-hailing (bike) industry.

To use Uber Moto in Bangladesh, customers need to download the Uber app and select the
"Bike" option when booking a ride. The app then displays the estimated fare, pickup location,
and expected arrival time of the driver.

Uber Moto has similar value propositions like Pathao Bike in terms of convenience and
affordability, the reliability of the app, and providing new sources of income for the riders but in
the payment options, Uber Moto has a Uber Cash option which is basically a prepaid wallet
which will have a balance and it will refill from your debit or credit card after it reaches a certain
threshold. This is different from the Pay Later option of Pathao Bike but sometimes, customers
prefer not paying that BDT 9/ month to use that Pay Later option, rather they prefer paying from
their card or digital wallet.
inDrive:

inDrive, being a Russian company with its headquarters in California, USA, isn’t as popular as
Uber Moto or Pathao Bike. But since it's here in Bangladesh, some riders have registered
themselves on the app in hopes that they will one day provide a better commission structure and
better packages in case of an accident.

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The process of ordering a ride from inDrive’s platform is a bit different from its other two
competitors. Customers have to enter the app, and upon entering the app, they will see a “Moto”
option which is the bike service, then will set the destination and they will offer a fare. Then a
rider who is willing to go on that offered fare may or may not accept the call and that’s where the
problem is. Most of the time, riders don’t go on the offered fare, rather they increase the fare and
quote the customer back a higher fare, and this ultimately causes a longer time to get a ride or in
the worst case scenario for inDrive, the customer switch apps and orders from Pathao Bike or
Uber Moto or just goes to a bike stand where they bargain face to face. Although, letting the
customers bid their own fare is a unique thing but most of the time, riders get greedy and this
unique value proposition turns into the factor of driving the customers away from their platform.

The value propositions of inDrive are almost similar but due to the range of riders and
customers on the inDrive app, there is nothing much to discuss about their value propositions.
Rather, neither the mobile application of inDrive is not as user-friendly as Pathao Bike or Uber
Moto nor is the customer service upto the mark.

3. Differences between Pathao Bike and Uber Moto’s value propositions:

Pathao Bike is currently the leader in the ride-hailing (bike) industry in the country. Here are
some of the differences between Pathao Bike and Uber Moto:

● Availability: Pathao Bike is available in more cities in Bangladesh than Uber Moto.
Pathao Bike is currently available in Dhaka, Chittagong, Sylhet, Narayanganj, Gazipur,
and Khulna, while Uber Moto is only available in Dhaka and Chittagong.

● Pricing: While the pricing of both services is similar, Pathao Bike's pricing is often lower
than that of Uber Moto. This is because Pathao Bike offers discounts and promotions to
its customers on a regular basis, which helps it to maintain a competitive pricing strategy.

● Payment Options: Pathao Bike offers more payment options than Uber Moto. In
addition to cash payments, Pathao Bike also accepts payments through mobile wallets
like bKash and Nagad, as well as credit and debit cards. Uber Moto only accepts cash
payments in Bangladesh.

● User Experience: While both apps are user-friendly, Pathao Bike's app is considered
more reliable and user-friendly than Uber Moto's app. Pathao Bike's app provides
real-time updates on the estimated time of arrival and fare, which helps customers plan
their travel efficiently.

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REVENUE MODEL OF PATHAO BIKE

Commission:

Pathao Bike earns its revenue by charging a commission from its bike-sharing service. The
commission is charged to the riders after each rider completes a ride. The commission structure
is not publicly disclosed, but according to the Pathao policy, "The commission rate will be
determined based on market conditions and will be subject to change from time to time."

Subscription Fees:

Pathao also generates revenue from its "Pay Later" option, which allows users to pay their ride
fares and other fees at a later date. This option comes with a subscription fee of BDT 9 per
month, which is automatically charged to the user's Pathao wallet.

According to the Pathao website, users who subscribe to the "Pay Later" option will receive a
credit limit that is determined by Pathao based on various factors, including the user's credit
history with Pathao and other credit bureaus. The credit limit can be used to pay for ride fares,
food deliveries, and parcel deliveries.

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Promotional Fees:

There are certain brands or companies like 138 East, Metal Cave Gym, Chuti Resort, etcetera,
who pay Pathao to list their brands on the application so that users can redeem their Pathao Bike
points to get discounts at those certain places. Pathao as a whole gets promotional fees but most
users are brought from Pathao Bike which increases their chance of generating more promotional
fees since they have such a large customer base.

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 E-BUSINESS INFRASTRUCTURE

E-BUSINESS SOFTWARE(S) USED BY PATHAO BIKE

MOBILE APPLICATIONS

For Pathao Bike’s e-business activities, the company has created two mobile applications: the
Pathao Driver app and the Pathao app.
1. The “PATHAO” app: It is a “supermodel” mobile application which is available on IOS
and Android, and this is the app which is used by the passengers or customers to order a ride, see
the live location of the rider, pay for the ride after it finishes (if payment is through cash, then the
customer pays the rider cash instead of making online payment) and finally, give the rider a
review based on his/her service.
2. The ‘PATHAO DRIVE” app: It is a mobile application designed for the riders on the
platform to accept ride calls, see the location of the passengers or customers to pick them up
from the pickup point, and after the ride, leave a review for the passenger.

Both the Pathao Driver app and the Pathao app are made to offer riders and consumers a simple
and practical experience. By connecting riders and consumers, enabling real-time
communication, and streamlining payment processing, the apps make use of technology. Due to
this, Bangladeshis frequently use the Pathao platform for delivery and ride-sharing services.

OTHER SOFTWARE(S)

1. Customer Relationship Management Software (CRM): In order to provide a high

level of customer service, Pathao Bike also uses customer relationship management
(CRM) software. This software is used to manage customer interactions, track feedback
and complaints, and provide support to customers when they need it. The CRM software
used by Pathao Bike is designed to be highly customizable and flexible, allowing the
company to tailor its customer service approach to meet the unique needs of each
customer. This software is also used to send customized messages based on their searches
and user history to keep the customers engaged with Pathao Bike.

2. GPS and Navigation Software: One of the most important technologies used by Pathao
Bike is GPS and navigation software. This software is used to track the location of riders
and passengers, as well as to help riders navigate to their destinations. The GPS and
navigation software used by Pathao Bike is designed to be highly accurate and reliable,
ensuring that riders are able to reach their destination quickly and efficiently.

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 3. Payment Processing Software: Another key technology used by Pathao Bike is payment
processing software. This software is used to process payments from passengers, and to
transfer funds to riders. The payment processing software used by Pathao Bike is
designed to be secure and reliable, ensuring that transactions are processed quickly and
without errors.

NETWORK TECHNOLOGIES USED BY PATHAO BIKE

1. GPS Technology: GPS technology is one of the most important network technologies
used by Pathao Bike. This technology is used to track the location of drivers and
passengers, which enables drivers to navigate to the passenger's location quickly and
efficiently. GPS technology is also used to provide real-time updates on the location of
the driver and the passenger, which helps to improve the overall experience for both
parties.

2. Mobile Networks: Mobile networks are essential for the operation of Pathao Bike's
ride-hailing services. These networks are used to provide data connections and calling
services that allow riders to accept calls, see the location of passengers, and communicate
with customers in real-time. Passengers can also order rides, see the location of the
driver, and pay for the ride through the Pathao app, which requires a data connection to
operate.

3. Payment Gateways: Payment gateways are essential for ensuring secure transactions
between riders and passengers. Pathao Bike uses payment gateways connected to popular
mobile payment services like Bkash or Nagad to allow passengers to pay for their rides
securely. These payment gateways encrypt transaction details to ensure that personal
information and payment details remain secure.

WEB TECHNOLOGIES USED BY PATHAO BIKE

1. Mobile App Development: The Pathao Bike mobile app is developed using various
technologies, including React Native, Java, and Kotlin. These technologies are used to
build the app's user interface, integrate it with backend services, and ensure a smooth user
experience. This app can be available for both Android and iOS platforms.
2. APIs (Application Programming Interfaces): Pathao Bike integrates with other
services like Bkash, Nagad, and bank transfer using APIs. These APIs allow the Pathao
app to communicate with the payment gateways of these services and securely process
payments. APIs also enable Pathao to integrate with other services such as Google Maps,
which are used to provide real-time location tracking and navigation features.
3. Web Server: Pathao uses web servers to host its services and handle requests from the
Pathao app. The servers are responsible for serving static content such as images and

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 videos, as well as handling dynamic content such as user authentication and ride requests.
Pathao uses cloud-based web servers to ensure high availability and scalability.
4. App Server: Pathao also uses app servers to handle requests from the Pathao app. The
app servers are responsible for processing user input, retrieving data from the database,
and returning the appropriate response. Pathao uses cloud-based app servers to ensure
high availability and scalability.

HOW DOES PATHAO BIKE MANAGE ITS APP AND WEBSITE?

The business manages its app and website using a variety of technologies, including server and
HTTP technology.

HTTP Protocol: The main mechanism for sending data over the internet is called HTTP
(Hypertext Transfer mechanism). The HTTP protocol is used by Pathao's app and website to
interface with the servers, enabling data exchange between the client (app/website) and server
(backend). HTTP requests are used by the Pathao app and website to transmit and receive data,
including user input, location data, and payment information.

Server Technology: Load balancers, web servers, and application servers are just a few of the
server technologies that Pathao uses to operate its app and website. To increase reliability and
avoid downtime, the load balancer assists in distributing incoming network traffic among several
servers. The web server responds to HTTP requests from clients, handling requests for both static
and dynamic content. The application server manages user authentication, data processing, and
application logic. It also operates the main logic of the Pathao app and website. Scalability and
dependability are provided via Pathao's usage of cloud-based servers, such as Amazon Web
Services (AWS), to manage its app and website.

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 DIGITAL STRATEGY FOR E-BUSINESS

E-BUSINESS CHANNELS FOR SALES AND MARKETING

1. Social media marketing: Pathao Bike can advertise its delivery and transportation services
via social media sites like Facebook and Instagram. They have the ability to produce interesting
content that displays their brand personality and the advantages of utilizing their ride service.
Posts on the safety precautions Pathao Bike is taking, tales of successful riding experiences, and
live recordings of its drivers in action are some examples of social media material for Pathao
Bike. They may target particular demographics and reach a larger audience by using sponsored
social media advertising.

2. In-app promotions: Pathao Bike may use the app to provide discounts and exclusive deals
to its users. Users can be informed of these promos by receiving push notifications or in-app
communications. For instance, Pathao may provide a discount to users who use the app for the
first time or who recommend a friend. The best approach to get consumers to use Pathao more
frequently is through in-app advertising.

3. E-mail marketing: To reach its subscribers, Pathao can utilize email marketing to send out
newsletters and promotional emails. To send tailored emails that are more likely to be of interest
to the receiver, they can divide their email list according to demographics and interests. To
encourage users to use the app again, they may, for instance, send emails with special offers to
those who haven't used it in a while. They can also distribute newsletters that provide
information on the business and its offerings.

4. Referral initiatives: By giving customers incentives like discounts or free rides, Pathao bike
can entice its current users to recommend the app to their friends and relatives. Users may
receive a special referral link from them that they may post on social media or send through
messaging applications. Both the new user and the referrer get paid when someone downloads
the app via the referral link. This might encourage new users to join Pathao and make current
users more devoted.

5. Influencer marketing: Pathao bike is able to work with social media influencers that have a
sizable fan base within their target market. Influencers are able to produce sponsored content that
informs their followers about Pathao bike’s offerings. This might broaden Pathao bike’s
readership and raise the company's profile. Additionally, they have the option of collaborating
with micro-influencers, who have a more engaged audience and a smaller fan base but are more
likely to attract new Pathao bike users. This definitely helps them to reach out to new customers
through them.

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Overall, Pathao Bike may use these e-channels to boost revenue and expose more people to its
services. To get the greatest results, Pathao Bike must monitor the effectiveness of each
e-channel and adjust its marketing strategy in light of the data.

E-BUSINESS STRATEGY AND PATHAO BIKE’S MISSION AND VISION

The goal of Pathao Bike is to provide a platform that helps Bangladeshis with their daily traffic
issues. The business wants to develop a network of services that can help individuals save time,
and money, and live an easy better overall. The goal of Pathao Bike is to become the go-to
platform for the best riding services in Bangladesh, offering a one-stop ride for all of its users'
requirements.

● Online Business Plan: The foundation of Pathao Bike's e-business strategy is the notion
of providing a broad variety of deals to its clients. Pathao can boost client engagement
and loyalty by offering a range of offers, which in turn spurs revenue development.
Pathao also emphasizes offering premium services at competitive pricing, since this is
essential for drawing in new clients and keeping existing ones.

● Pricing strategy: Pathao Bike's pricing plan is created to be competitive, providing

services that are inexpensive and available to a variety of clients. For instance, the
company's ride-hailing service is less expensive than many of its rivals, which has
allowed it to obtain a sizable market share.

● Customer relationship strategy: Pathao Bike emphasizes the importance of developing

solid client connections. To encourage clients to consistently utilize its services, the
business offers a number of incentives and rewards programs. In addition, it offers
excellent customer service, with a staff of support representatives.

● Promotional strategy: Pathao Bike uses a number of marketing techniques to draw in

new clients and keep hold of current ones. The business often engages in promotional
activities, giving clients discounts and other benefits to utilize its services. Pathao Bike
further employs social media and other online marketing (Facebook, YouTube ads,
Instagram, etc) platforms to connect with its target demographic.

● Design of the E-business: The e-business platform from Pathao Bike is designed to be
intuitive and simple to use. Customers may easily obtain the services they need thanks to
the company's user-friendly website and mobile app. Pathao bike also makes significant
technological investments and employs cutting-edge methods to enhance user experience

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 and provide high-quality services. They give their riders the best training before hiring
them as a rider.

HOW DOES PATHAO BIKE COMPLY WITH ITS OBJECTIVES?

The aim and vision of Pathao Bike are focused on addressing the common issues faced by
Bangladeshi citizens. The business does this by providing customers easy life by saving time,
cutting money, and generally enhancing their quality of life. Pathao is assisting in the
development of a brighter future for Bangladesh by offering a wide spectrum of clients with
inexpensive, high-quality services.

SWOT ANALYSIS:

Strengths:

Strong brand recognition: Pathao Bike is a well-known firm in Bangladesh and the company's
bike-sharing service benefits from the positive perception of the brand.

Pathao bike has a sizable user base, which gives the bike-sharing business a ready consumer
base.

1. Cost-effective: Pathao Bike is a viable alternative for many individuals since it is an

affordable means of short-distance transportation.
2. Convenient: Users may book a ride using the Pathao app, which is widely accessible, and
the service is simple to use.

Weaknesses:

Limited service area: Pathao Bike's reach and potential client base are constrained because it is
only available in a few parts of Bangladesh.

1. Dependence on technology: The service is largely dependent on technology, and any

problems with either the app or the system might result in service interruptions.
2. Safety issues: Bangladesh's poor road conditions and heavy traffic make riding a bike
unsafe, which might make people nervous about their safety.

Opportunities:

Expansion: Pathao Bike has the ability to broaden its client base and service region to include
other areas of Bangladesh.

1. Diversification: The business may think about expanding its products beyond
bike-sharing to include public transit or even car-sharing.

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 2. Partnerships: Pathao Bike may join together with other businesses—such as resorts or
tourist destinations—to provide discounts or promotions in an effort to draw in more
clients.

Threats:

Other ride-sharing firms in Bangladesh compete with Pathao Bike, which might result in market
saturation and poorer profitability.

1. Government rules: The Bangladeshi government has the authority to enact laws that may
have an impact on Pathao Bike and other ride-sharing companies. Economic instability
might result in lesser disposable income and a decline in demand for ride-sharing services
in Bangladesh.

2. Accidents: There can be uncontrollable reasons to prevent natural accidents or disasters

that might cause accidents. For example, most of the bike accidents occur on rainy days.

Competitive Threats:

1. Competitive Threats from the competition are a constant worry for Pathao Bike, and the firm
needs to be proactive in reducing risks to stay ahead of the pack. The following list of threats
from competitors includes potential countermeasures:

2. While users may continually desire more, Pathao Bike must remain competitive to retain
users and avoid losing them to rival applications. Competitors are using new bidding tactics.
Pathao may reduce this risk by routinely evaluating and revising its pricing tactics to maintain
their competitiveness and maintain profitability. Pathao can also implement rewards programs or
other incentives to keep passengers.

3. Riders like other apps more during periods of policy change in commission charging: Pathao
bike can reduce this risk by requiring riders to sign contracts that are advantageous to both
Pathao bike and the riders. This will guarantee that users stick with the software even when
policies change. Pathao can also deliver first-rate customer service and continuously enhance its
offers to keep riders and customers.

4. New businesses supported by global behemoths like inDrive, Uber, etc., such as Pathao bike,
may reduce this risk by consistently investing in infrastructure and offering improved rider
packages. Through creative marketing initiatives and incentives, the business may also

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concentrate on attracting and keeping consumers. Pathao can also create joint ventures or other
strategic alliances with other businesses to broaden its market and improve its ability to compete.

5. Pathao Bike can lessen the effects of competition by remaining flexible and proactive,
continually investing in and improving its services, and cultivating strong bonds with its
customers and partners.

E-BUSINESS SECURITY

IT SECURITY RISKS
1. Data breaches: Pathao Bike stores sensitive data such as payment information, passenger
and driver details, and location data. A data breach can expose this information to unauthorized
parties, leading to reputational damage, regulatory penalties, and financial losses. Pathao Bike
users trust that the company is always observing their rider’s movement by their GPS tracking.
Riders can mislead the passenger by going with unknown shortcuts which do not obey the
regulations.
2. Malware attacks: Malware attacks can infect Pathao Bike systems and lead to the theft of
confidential information, system failures, and financial loss.
3. Phishing attacks: Pathao Bike is vulnerable to phishing attacks, where attackers send
fraudulent emails or messages that impersonate legitimate entities to deceive users into sharing
sensitive information. Phishing attacks can lead to data breaches and financial losses. Faked
third-party links can harm the user’s & rider’s information by hacking the files through the link.
4. Ransomware attacks: Ransomware attacks can encrypt Pathao Bike’s data and demand a
ransom payment in exchange for the decryption key. A ransomware attack can disrupt
operations, cause financial losses, and damage the firm's reputation.
5. Third-party risks: Pathao Bike relies on third-party vendors for various services such as
payment processing, cloud hosting, and analytics. But sometimes some advertisements can harm
the user’s device or can take the information within seconds by clicking the advertisement. Any
security vulnerabilities in these vendors can expose ride-sharing firms to cybersecurity risks.

PREVENTION OF RISKS
Companies can build a solid security framework that includes frequent security audits, data
encryption, access control methods, employee awareness training, and incident response
planning to mitigate IT security threats. To maintain the security of their web applications and

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networks, businesses should also adopt industry best practices, such as the OWASP (Open Web
Application Security Project) recommendations.
The rider’s and user’s locations must be checked at all times by a GPS tracker thoroughly so that
the rider cannot mislead the passenger and cannot take the passenger to any other places and the
speeding can be controlled.
Software updates and patches should be applied regularly basis to address software
vulnerabilities. To protect sensitive data, multi-factor authentication, and encryption are utilized.
Software programmers should work with their software so that they can protect their applications
and users’ information. Data backup and disaster recovery procedures must be implemented to
maintain business continuity in the event of a cyber-attack. They should be aware of the hackers
as they can take a large amount of information. The IT workers should update their site and
applications regularly and be always updated.
When selecting third-party contractors, exercise caution to ensure that their security standards fit
the firm's criteria. Unavoidable third-party sites must be checked at all times and harmful
third-party applications should be removed as they can breach the rider’s or users’ information.

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 CONCLUSION

Pathao Bike's success as an online company may be due to a variety of things, including its
well-known brand, affordability, and convenience. The business must deal with issues like a
small service area, reliance on technology, and safety worries. Pathao Bike was able to recognize
these issues and possibilities with the use of a SWOT analysis, and then design plans to reduce
risks and take advantage of opportunities.
Similarly, by consistently investing in infrastructure, offering better packages to users, and
forming strategic alliances, Pathao Bike has been able to keep one step ahead of the competition.
Due to its continued competitiveness in the ride-sharing market, the firm has been able to retain
customers and riders. For e-businesses like Pathao Bike, doing various studies, such as SWOT
analysis and competitive analysis, is essential to identifying areas of strengths and weaknesses
and developing efficient strategies to reduce risks and take advantage of possibilities. By doing
this, e-businesses may maintain an advantage over the competition, keep clients, and find
long-term success in a market that is continually changing.

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