North South University

Spring 2021

Department of Management

Course Code: MIS 207

Section: 10

Report on E-Business in Organization

Submitted To
Faculty Name: Prof. Md. Mahbubul Alam, PhD

Submitted By
Group 5: Geek Tribe
Name ID
Md. Fahimul Alam 1621767030
Md. Abrar Hossain Fatin 1631905630
Farzana Akter 1711386630
Sadat Ahmed Sammo 1722258030
Nafisa Ahmed 1811411030
Tasnim Mahmud Rana 1921142630
 Date of submission: 16th May 2021
Letter of Transmittal

16th May, 2021.

Prof. Md. Mahbubul Alam
Lecturer
Department of Management
North South University
Dhaka, Bangladesh.

Subject: Submission of report on “E-Business in Organization: Pickaboo”.

Dear Sir,
We, group “Geek Tribe” would like to present to you our group report on e-business in
organization of Pickaboo.com. This report contains all the related information in accordance
with your instructions.
We have gained a remarkable knowledge by doing this report. If the report is not clear or is
insufficient please let us know. Thank you for your patience and for allowing us to complete
this report under your guidance.
Sincerely,
Members of “Geek Tribe”
Md. Fahimul Alam
Md. Abrar Hossain Fatin
Farzana Akter
Sadat Ahmed Sammo
Nafisa Ahmed
Tasnim Mahmud Rana

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 Contents
Executive Summary:...................................................................................................................4
Introduction................................................................................................................................5
Requirement 1-E-business in organization................................................................................6
Context...................................................................................................................................6
1.1 Mission.............................................................................................................................6
1.2 Vision...............................................................................................................................6
1.3 Range of service/product.................................................................................................7
1.4 Characteristic of service..................................................................................................7
1.5 Key business focus...........................................................................................................7
1.6 Define and describe e-business model............................................................................7
1.7 Drivers of e-business adoption in organization.............................................................8
Requirement 2-Revenue Model..................................................................................................9
2.1 Value Proposition............................................................................................................9
2.2 Revenue Model of Pickaboo.........................................................................................10
2.3 Online Market Place Structure.....................................................................................10
2.3.1 Market Segment Online.........................................................................................10
2.3.2 Revenue Generating Strategy................................................................................11
2.3.3 Marketplace Structure............................................................................................11
Requirement 3-E-Business Platform/ Infrastructure...............................................................12
3.1 E-business Application Service.....................................................................................12
3.2 IT use for E-business Application................................................................................13
3.3 Usage of Web Technologies and Software Application...............................................13
3.4 Web Content Management Strategy.............................................................................13
Requirement 4- Digital Strategy..............................................................................................14
4.1 E-Business Strategy Of Pickaboo.................................................................................14
4.2 Analysis of E-business strategy.....................................................................................14
4.3 Firm’s Competitive Threats:.........................................................................................17
Requirement 5-E-Business Security.........................................................................................18
5.1 Five IT Security Risks...................................................................................................18
5.2 Security management suggestion (Technical & Managerial).....................................19
6. Conclusion............................................................................................................................21
Reference List...........................................................................................................................22

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 Executive Summary:

The aim of this project was to analyze an e-business and we have selected Pickaboo.com to
examine its online marketplace in Bangladesh. Due to the pandemic situation, we have
gathered our information mostly from the websites and different articles. 

The mother brand of Pickaboo.com is the Silver Water Technologies, which started its
operation back in April 2016. In the beginning, their core focus was only selling electronics
items but while doing so they saw rapid response from the customers. Pickaboo.com added
lifestyle products to their website and started delivering it at the end of 2017. 

Pickaboo.com is one of the notable online shopping platforms in Bangladesh. It gained

customer loyalty within a short period of time. Very few e-commerce platforms in
Bangladesh have achieved this kind of popularity in a short time. But still there is some flaw
in their system which should be fixed by Pickaboo.com to be up to date with the global
standards.  

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 Introduction

Pickaboo.com is a Bangladeshi e-commerce and omni-channel platform for mobile and

gadgets. It is a brand child of silver water technologies Bangladesh limited. The company
started their journey on 15 May, 2016. Pickaboo.com offers a variety of products like mobile,
tablets, computers, electronics, home and kitchen appliances, lifestyle and digital products.
Their main type of site and service is online shop. Their site language is available in Bangla
and English. The founder of Pickaboo company is technologies Bangladesh limited Arun
Gupta, Aminur Rashid, Morin Talukder. The chairman of this company is Aminur Rashid
and Morin Talukder is the CEO of this company. Pickaboo’s main industrial theme is retail,
Ecommerce and online market place. Their current employee is 100 plus and their parent
company is Symphony mobile, MO magic India, EDISON group. Pickaboo.com launched
two marketing campaign in 2016, one is online mobile fair and another is online TV fair, so
in that case it can be say Pickaboo also has commercial status.

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 Requirement 1-E-business in organization

Context

Pickaboo is an innovation online platform, by that customer can order different types of
product in online and receive that in time. Pickaboo start their journey in 15 May 2016 and it
is a brand child of silver water technologies Bangladesh limited. Like Pickaboo many
companies enter E-business sector and make this site more competitive. E-business
organization depends on two things and they are internet availability and usage.

1.1 Mission

More likely other online sector pickaboo’s vision is also become the best e-business
organization in Bangladesh, give the best quality product, ensure the fastest delivery as they
can. They always plan to give the best product and suitable option for their customers.
Whenever any new trends come, it can be system or products. They try to capture that as fast
as possible. Another mission of them redefined how products, people, culture and technology
are connected in our country.

1.2 Vision

Pickaboo from a team of problem solvers, designers, thinkers and ther vison is by that way
they make themselves most powerful online tool for e-business organization in Bangladesh.
They believe that order products from online should be easy, fast and without doubt fun for
the customers. They wanted something easy and simpler and they made it. Pickaboo is an e-
business sector which has strong brand image in Bangladesh, which has more organized
android application like, websites, apps that present customers with more products, their
category and offers. By providing that types of service they want to reach international
experience and have been in service industry longer than their competitors.

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1.3 Range of service/product

Basically, they provide different types of product like, mobile phone, headphone, printer,
perfume, t-shirt, watch, gym equipment’s and so on. They make different category of
products and make a title like, feature products, new products, hot deals etc.

1.4 Characteristic of service

Like other online platform Pickaboo also provide same service like, receive order from
customers and try to deliver as fast as possible. Because of its online service Pickaboo always
have to think about the customers’ preference which varies customer to customer. But in their
strategy their service is simple, easier and fastest delivery.

1.5 Key business focus

Pickaboo has a strong brand image in Bangladesh and more organized android application.
They have their own website and app, by that customer can easily access. It’s present
different category of products with best reasonable price and ensures the best product quality.
Another key thing of them moreover maximum products can be found at their site. They
follow international trend, like sometimes they provide cyclone offer by that customers can
buy their product with retail price. Another they organized different occasional campaign like
Daraz and also provide 3 days return policy which most e-sectors in our country don’t
provide.

1.6 Define and describe e-business model

Pickaboo’s business model is B2C. Their all transactions are directly taken between the
customers and company. Customer can choose their desire products and get their ordered
delivery within a specific time. In this model, a customer uses its website, mobile application

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or other media to reach them and order their chosen products from the different catalogue.
Customer can order via their email address or mobile numbers. After that company gets email
and delivers products to the customers. Customers can also track their order by their email
address. Pickaboo provide different option for customers to payment either online or cash on
delivery.

1.7 Drivers of e-business adoption in organization

By adopting e-business Pickaboo is being able to transact and deliver electronically. The
benefits, external and internal pressure, organization readiness and product cost are the main
factors of adopting e-business for Pickaboo. The benefits of adopting e-business strategy are
more than the cost.

Following are some of the direct and indirect advantage of adopting an e-business strategy:

 The direct advantage is saves time, easy to handle all papers and data, skip showroom
cost and save money.
 The indirect advantage is that e-business is giving better business control to the
company. Promoting business, improving relation between buyers, retailors,
customers are much easier and faster than before. Another, company are able to put
different option and product category at any time.
 For technology advantage customers can able to touch different types of products and
can order easily. And also, for the company, they can catch that order easily and
deliver that in time to customers.

There are also some costs for adoption of e-business.

 Their direct costs are installation cost, application cost and brokerage.
 And their indirect costs are the downtimes and industry rules and regulation.

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 Requirement 2-Revenue Model

2.1 Value Proposition

The value proposition is a combination of such factors or characteristics that create unique
value for the customers by using any specific brand's product or services which gives the
brand a competitive advantage. The characteristics that encourage customers to buy from
Pickaboo and give Pickaboo a competitive advantage are:

1) Variety of products: Pickaboo offers a variety of products within different price ranges for

its customers to purchase their necessary items within their budget.

2) Competitive pricing: Pickaboo purchase its product directly from the brands, so they can

offer customers

3) Festival discounts: During different occasions like Pahela Baisakh, New Year, Eid, or

Pujas’ Pickaboo offers a festival discount on their products. It grabs the customer's attention.

4) Authentic product: Pickaboo believes in order to gain customer loyalty, they need to focus

on their services. Pickaboo provides 100% authenticity guaranty for their products as they

directly work with the brands. It has gained a good reputation in the market for its product

authenticity.

5) Multiple options for the transaction: Customers can make their payments through Bkash,

Nagad, Credit Card, or Cash. With this payment flexibility, Pickaboo also provides EMI

payment facility for some expensive products.

6) Fast Delivery Service: Pickaboo acknowledges that brands are launching mobile and

gadgets to deliver products to the customers as soon as possible. Within Dhaka city, they

deliver products on the same day of order placement.

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7) Exchange service: Pickaboo doesn’t only sells mobiles and gadgets, but they also offer to

exchange and buy option. Customers can bring their old phone and can exchange it with a

new phone paying the remaining money. Here customers are getting the benefit of selling

their old phone and receiving a discount on the new purchase.

2.2 Revenue Model of Pickaboo

Pickaboo conducts its business through both online and offline channels. They have their
website, mobile application, and Facebook page. For their websites and app, they use a web
catalog revenue model. Basically, it has developed a well-organized e-catalog for its
customers, through which the customers can easily check the variety of products and their
availability. Then, customers can easily place an order through the website and get the
products within 1-2days depending on the customers' location. Besides online and physical
store sales, Pickaboo also earns revenue through affiliate marketing, displaying ads, and
product placement from different brands.

2.3 Online Market Place Structure

Many businesses are now moving forward to the online marketplace from the traditional ones
to capture the attention of vast customer segments and get the opportunity to run business
functions smoothly. Pickaboo is not different from them. They are also trying to update their
business models on a regular basis.

2.3.1 Market Segment Online

Pickaboo’s’ targeted customer segments can be categorized based on the following

categories:
1. Geographic: As Pickaboo is operating in Bangladesh, they geographically target
customers from all over Bangladesh. Especially, people living in the urban areas are
their targeted customers. 

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 2. Demographic: Pickaboo targets both male and female customers within the age range
of 18-45+ years.  
3. Psychographic: Pickaboo’s’ main targeted customers are Tech-lovers (Students,
Young professionals, Business persons), fashion, and trend-conscious people. 
2.3.2 Revenue Generating Strategy

Pickaboo is mainly focusing on its mobile phone and gadget section. It provides a variety of
brand options for mobile phones and gadgets within different price ranges within which
customers can choose their necessary items. It uses SEO, Facebook page, and other social
media advertisements to promote its products. They provide festival discounts, EMI facilities
with zero percent interest on specific products. This all works as a revenue-generating
strategy for Pickaboo.

2.3.3 Marketplace Structure

Pickaboo is operating its business according to the “Bricks and Clicks” business model.
Although they started as an online shop, in the year 2020, they started their physical store
operation besides their online platform. And now it has built a strong omnichannel network
of both offline and online channels successfully. Currently, they have 11 shops across Dhaka,
Chattogram, and Barisal city. The combination of both of the channels has helped Pickaboo
to achieve desirable profit growth, according to Morin Talukder, the CEO of Pickaboo.

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 Requirement 3-E-Business Platform/ Infrastructure

Every business, whether it’s an online or offline platform, needs an infrastructure to support
their clients and operations. Pickaboo’s core is focused on e-commerce. Without it,
Pickaboo's foundation in town would deteriorate. Pickaboo could provide an easy, casual,
luxurious, or trendy, unique, or traditional framework to maintain a proper e-business in the
company.

An organization's infrastructure consists of hardware such as servers and client PCs. Staff,
associates, and customers are served by the network, which connects these hardware and
software applications and delivers services to them.

The following is a list of Pickaboo's business infrastructure applications:

3.1 E-business Application Service

Pickaboo has a secure and appropriate infrastructure, so they use application providers like
ERP to integrate applications to collect, store, manage, and interpret data in their B2C
platform. ERP refers to Enterprise Resource Planning tools to integrate applications to
collect, store, manage, and interpret data. It assists Pickaboo in managing the process from
the customer's order to the product's acquisition. An integrated business application manages
the entire operation, from consumer orders to product purchases from suppliers to product
distribution at the doorstep and cash payment. This ensures that no duplicate records are
created by any agency, and that customers are served efficiently and effectively.

Pickaboo also uses CRM application service (Zendesk), which stands for customer
relationship management, to keep their customers in a long-term and trustworthy relationship.
Pickaboo also maintains a strong bond with their clients in order to keep their relationships
with them for a longer period of time.

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3.2 IT use for E-business Application

Intranets, Extranets, the Internet, and EDI are examples of useful tools for e-business
applications. Pickaboo.com must use the internet to manage its office and administrative
sections. They use the intranet to stay in touch with employees and the extranet to deal with
customers.

3.3 Usage of Web Technologies and Software Application

Pickaboo supports Web 2.0 technology, such as the World Wide Web website, which allows
for increased levels of engagement on websites as well as the same degree of interaction with
customers while shopping online. Online communication, social networking, and a closer
simulation of an in-store shopping experience are among the new and improved experiences.

3.4 Web Content Management Strategy

Pickaboo also has a web content management system that allows them to conveniently
categorize and categorize items, as well as help lines. This hotline will serve as a link
between alliances and their customers.

They regularly update their data and content with accurate and credible information. They are
aware of their customer's needs and the type of product they need at the outset, as well as
other relevant information.

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 Requirement 4- Digital Strategy

4.1 E-Business Strategy Of Pickaboo

The e-business strategy and the way it helps its company approach: Any company that is

handling commercial enterprise online withinside the Internet, e-commercial enterprise

approach could be very vital for them. It includes cautious and professional making plans and

defines corporations' long-time period and short-time period goals. The associate receives

seventy-five percentage of the sale and the organization receives 25 percentage. Digital

strategy for e-business: The following e-business strategy techniques assist company

techniques: commercial enterprise unit, nearby and useful techniques.

4.2 Analysis of E-business strategy

SWOT Analysis:

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 A. Strengths:

I. Brand value: Good brand value in the market for providing authentic and good

quality products.

II. Payment policy: Pickaboo.com has the easy and fastest merchant payment policy.

Many websites do not clear merchant’s payment within the required time.

Pickaboo.com is the only site that is giving payment within 3 working days.

III. A good relationship with the supplier

B. Weaknesses:

I. Lack of product category: Picaboo.com has fewer product categories than its other

competitors.

II. Not mobile-friendly: The site does not any longer vicinity the goods in an orderly

manner, and it has sluggish loading pages.

III. Lack of appropriate content: Pickaboo.com product content not up to the mark.

C. Opportunities:

I. Run campaign: They can run a different weekly campaign like evaly.com.bd to

promote their brand and organization.

II. Content development area: As their content not up to the mark they can work in

their product content so in SEO ranking they can be at the top.

III. Tag with the sole importer: They need to add more vendors and merchants like their

other competitors so that they can grab more customers and if they tag with the sole

importer.

D. Threats:

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 I. The competitor has a strong market value. Being the most important e-commerce

site it’s difficult to be the principal goal for competitors. One of its direct competitors,

Target affords equal merchandise that can be of better quality.

II. Price: A competitor can grab the market by providing the best price, If Customers

find a good price on another website they might switch to another service.

III. Governments Control over Social Media: Pickaboo.com conducts promotional

marketing campaigns over social media. For instance, the authorities of Bangladesh

have blocked the social media Facebook numerous times. If it happens once more in

the future, it might be a risk to Pickaboo.com.

Competitor Analysis:

I. In the marketplace venture, other existing companies are joining.

II. The existing companies Evaly.com, Shrestho.com, Daraz the object in their business.

Situation Analysis:

Pickaboo.com has been tagged with so many reputed and authentic brands such as Samsung,

I-phone, One plus, and so on. The feedback of the apps is quite good and its running system

is very smooth.

Strategic agility: Pickaboo.com is actively strolling its business in systems like IOS,

Android, and Windows. Their chief channels are Facebook, Twitter, Instagram, and

YouTube. Their apps devour much less information and work faster. In the account putting of

customers, their address, touch, and info may be saved.

Market Positioning:

 Pickaboo.com website marketplace is renowned for electronic products.

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  Other e-commerce sites like- Evaly.com.bd, shrestho.com, Daraz also are existing e-

commerce sites competing with pickaboo.com.

 Pickaboo.com partners with so many sole importers.

4.3 Firm’s Competitive Threats:

Identification of Pickaboo.com aggressive threats are mentioned below-

Identifying firm’s aggressive threats: So, some distance, Evaly.com.bd, DARAZ.COM,

Shrestho.com, Priyoshop.com, and many different are the e-trade web website online

absolutely follows the equal version as Pickaboo.com. Daraz goes a heavy hand with its

exposure paintings like sponsoring, CSR sports, and lots of extras. Pickaboo.com clearly can

advantage aggressive benefits over Evaly.com.bd and DARAZ.COM with the aid of using

adopting a few methods, such as displaying labeled ads, developing a more secure location to

trade, creating a customer, and collaborating in extra social causes and sponsoring.

Price Comparison and availability of merchandise withinside the offline shops: Besides

the online competition, Pickaboo.com has offline competition as well. Both of those

competitors can advantage aggressive benefit if they provide decrease product value than

Pickaboo.com On the different hand from time to time the offline shops take the benefit of

Pickaboo.com promotional sports. On the alternative hand, several shops promote equal

merchandise offline. Thus, the offline competition take benefit from Pickaboo.com

promotional campaigns

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 Requirement 5-E-Business Security

5.1 Five IT Security Risks

As online business is developing day by day, hackers always try to steal information from
websites unethically for their personal gain. But the hackers always chose the existing
methods of security issues of a website to snitch the information. Below we described the 5
IT security risks which can negatively impact the e-business of Pickaboo. 

1. Untested Codes
 It can cause security breaches.
 It affects the internet, memory and processing power of the servers.

2. DDoS Attack 
 Distributed denial-of-service (DDoS), a malicious attempt which makes the
online service unavailable, crash the site and influence the overall deals due to
flooding of false traffic.
 If the customers are unable to access the site and unable to make a purchase
then they will lose interest in that e-commerce website. 

3. Internal Employee
 Internal information could be at risk through internal employees. 
 Fraud exposure
 If the employees are not committed to ensuring the security of the website
then it can be easily under attack through hackers.
 Employee’s negligence is another factor which can cause a serious damage to
the expansion of the e-commerce business and it can cause a bad reputation of
Pickaboo as well.

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 4. Malware
 It’s malicious software which is used for collecting information such as
password, account information and financial data by causing trouble to the
computer’s and it is a major threat for Pickaboo.
 It can infect numerous computers in a very short time.

5. Phishing
 It’s a fraudulent attempt by hackers to steal the user’s personal sensitive
information such as login information, credit card information, network
credential and more. 
 Hackers use email as their major tools to provoke the user to open email or
text message where malicious links are attached. 

Internal Employee and Malware attack are most likely to cause severe damage to Pickaboo
from those identified risks. 

5.2 Security management suggestion (Technical & Managerial)

For these two risks, some suggestions are given below for both technical and managerial
which can be used to tackle or prevent them. 

Technical Solution
For internal employee the prevention tools are:

 While recruiting employees there should be a background check for every stuff.
 The employee should be given only the information they need for their job or require
to know.
 There should always be a backup plan of Pickaboo because if something like this
happens, they can take help from that plan.

For Malware attack the prevention tools are as follows:

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  Updating the antivirus, firewall & monthly audit the entire IT system.
 Checking for any unusual transection or activity in any PC.
 Enforcing two factor authentications, this will ensure the safety of customers’
accounts in Pickaboo.
 Also, they need to get some malware patches, so that they can quickly get information
about any chances of security vulnerabilities.

Managerial Solution

 Measurements like setting an alarm to identify abnormal traffic flow can be used. So
that expertise can take necessary steps on the spot.
 Proper training session for employees to guide them about how system works and
educate them through mock phishing scenario. As a result, they will know what to do
in such a situation if the e-commerce is under malware attack.
 Providing additional security tools can be beneficial as well.  

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 6. Conclusion

Through the research and analyzing the business environment of Pickaboo.com we have
gained knowledge about its ongoing business processes such as how they work, how they
manage their customers and suppliers in order to be on the track of the competition and
maintaining a strong brand image. 

With the organized website and variety of products Pickaboo.com is doing well in their
business. Providing customers with the best quality products on time is their main motto. For
bringing up more customers recently they launched an app and they always keep updating
their web catalogue as well. For CRM they are using Zendesk and they are using customized
e-commerce software also. They are earning great revenue and reputation by going ahead of
their strategies.

Perhaps Pickaboo.com needs to enhance their management system and hire the right people
for the right positions. Lastly, in order to survive in the e-commerce market, they always need
to be cautious about upcoming risks.

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 Reference List

Gillenson, M. L., & Sherrell, D. L. (2002). Enticing online consumers: an extended

technology acceptance perspective. Information & management, 39(8), 705-719.

“Small Business - Chron.Com.” Small Business - Chron.Com,

https://smallbusiness.chron.com/. Accessed 3 May 2021.

“TechGenyz | Tech News, Product Finder, Reviews, Top Deals and More.” TechGenyz,

https://www.techgenyz.com/. Accessed 3 May 2021.

IInside Pickaboo’s Ambitious Retail Strategy - Future Startup. 18 Mar. 2020,

https://futurestartup.com/2020/03/18/inside-pickaboos-ambitious-retail-strategy/.

How Pickaboo Has Achieved a Major Revenue Milestone and Found a Sustainable Path to

Growth - Future Startup. https://futurestartup.com/2020/12/03/pickaboo-sustainable-

growth/. Accessed 12 May 2021.

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 CONTRIBUTION TABLE

Group Name: Geek Tribe

Group Number: 5

By signing on Table 1 each member acknowledges his or her agreement with the stated

Contribution to the overall report made by each individual.

First Name Student ID Contribution/Activities Signature

Sadat Ahmed Sammo
Sadat Ahmed Sammo 1722258030 Requirement-1

Nafisa Ahmed 1811411630 Requirement-2 Nafisa Ahmed

(Group Leader)
Md. Fahimul Alam 1621767030 Requirement-3 Md. Fahimul Alam
Farzana Akter 1711386630 Requirement-4 Farzana Akter
Tasnim Mahmud Rana 1921142630 Requirement-5 & report Tasnim Mahmud Rana
editing
Md. Abrar Hossain Fatin 1631905630 Slides creating Md. Abrar Hossain
Fatin
Table 1: Membership and Individual Contribution

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