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Small & Medium Promote business operators in the service sector,
including traditional service and modern service
Strategy 3 providers such as hotels, restaurants, tourism
businesses, new medical services, elderly care
Expanding and internationalizing services, and transportation businesses.
a society of entrepreneurs OSMEP, in collaboration with Thammasat University and

to develop and adapt to cope with changes. They aim to
Developing Small and Medium-Sized Enterprises Silpakorn University, encourages service sector businesses
create a prototype of a “New Service Business Model”
(SMEs) to Enter New Business era. that has been selected and received the SME VUCA World
Award, serving as a role model.
Our focus is on encouraging and nurturing entrepreneurs to • Parinya Food Science Limited Partnership, a model of SME VUCA World
adapt effectively to the rapidly changing world situation in Award at the Gold level for their product “Soup concentrate.” They implemented
the VUCA World era. new business service innovations, including a strategic approach to adapt the
business. For example, they created an online course called “Spicy Beef Stew Recipe
The VUCA World is characterized by constant technological changes, disruptions 7 Prototypes of the “New Service Business Model” by Parinya Food” and linked marketing efforts to target groups. Additionally,
they introduced an annual membership program to build a long-term customer
in consumer behavior, international trade wars, and the impacts of events like base. After development, their sales increased by 5,584,500 baht, and it is
COVID-19, which have all posed challenges for SMEs to adapt. • The Legacy River Kwai Resort, a model of SME VUCA World Award at the
expected that sales will further increase by 22,338,000 baht in the next year.
Silver level, employs a strategic approach to adjust its business by defining the
atmosphere, environment, and image, presenting the value of the business to
gain recognition and access to customers. After the development, there was a
Vagueness Complexity Uncertainty clarity Volatility resort’s business plan. They effectively utilize available resources such as the
sales increase of 384,000 baht after joining the project, and it is expected that
in visionary comprehension in policy in adapting sales will further increase by 4,608,000 baht in the next year.
approaches to change
• Baan Khaolak Beach Resort, a model of SME VUCA World Award at the
Bronze level, adopts a strategy for business adaptation by defining the resort’s
1. Selecting Pitching: business plan. They clearly analyze customer groups and are ready to deliver
2. Knowledge Transfer for value to customers, with plans to transform the resort into a comprehensive
Business Owners and Employees service center. They also promote community tourism and contribute back to the
community, society, and nature in a sustainable manner. After the development,
3. Consultant to Develop there was a sales increase of 900,000 baht after joining the project, and it is
Entrepreneurs and Create New expected that sales will further increase by 3,600,000 baht in the next year.
Business Models • Speed Master, a Model of SME VUCA World Award: “The Visionary - A business
Entrepreneurs Acquire New full of vision, daring to act, and seizing every opportunity and overcoming
obstacles.” They have adjusted their business model, offered upgraded
Management Business Model Categorized by region Northern region: one-stop services and creating awareness through VDO clips and reviews on the
12 businesses
Embrace New Concept Service Northeastern region: Khon Kaen page, which has increased their visibility. Their car wash / coating /
sports car sales business experienced significant sales growth during the
Technology 4 businesses project period, resulting in increased business and 100,000 baht per month
• New Service Concept Eastern region: 9 businesses in additional employment.
Providing Service Beyond Central region: • Win rehab Clinic, a Model of SME VUCA World Award: “The Wisdom - A business
11 businesses
Expectations Bangkok: 18 businesses that understands the context, embraces change, and adapts to customer
• New market segment Southern region: needs.” They have implemented a CRM system to streamline customer service,
• Data analytics 22 businesses reducing steps and time. The system also provides valuable customer
information for marketing and sales promotions, leading to a sales increase
from 1,200,000 baht to 2,400,000 baht during the trial period. They have hired
76 businesses have improved their competitiveness seven employees, contributing to an increase in employment value of 240,000
baht and an additional investment of 1,200,000 baht.
through the SME VUCA PROACTIVE program. • Hello Clinic, a Model of SME VUCA World Award: “The Diamond - A business
Percentage of businesses participating in the project
that possesses a system fostering clarity within the team, ensuring swift
Hotel business, 32.89% adaptability.” They successfully implemented a CRM system, streamlining
apartment customer service and reducing processing time. Additionally, they utilized
customer information for marketing and sales promotion, leading to a remarkable
Food and beverage 22.37% sales increase from 600,000 baht to 3,600,000 baht during the trial period.
business
• 360 Care, a Model of SME VUCA World Award: “The Accelerator - A business
Other that rapidly adapts and generates tangible results even in VUCA situations.”
businesses* 14.47% They ventured into a new business venture called “Tall Center” (Center for
Height Potential Development) under the new brand “HiCare Center by Care
Travel 360,” broadening their customer base by offering affordable and appealing
business 6.58% products. Following the change, they achieved sales of approximately 2,950,000
Massage / baht and made an additional investment of 5,500,000 baht. Furthermore, this
spa business 5.26% expansion created employment opportunities for 16 individuals, representing
an increase in employment value of 500,000 baht.
Beauty
business 5.26% Linking to Tourism Policies
Wellness / Develop services with new concepts that positively
wellness business 3.95% 865.52 impact the overall tourism experience.
Patient / elderly 3.95% million baht Adding Services / Target Groups.
Encouraging Government Agencies and Private Sectors
care business Generate economic in Tourism.
Massage School / 2.63% value from domestic Expanding the Number of Project Participants:
Spa Business sales, investment, and Uses and Suggestions
Transport 2.63% increased employment. Increase the number of participants in the project.
Help promote broader coverage and inclusivity.
business Expand activities and organize market testing activities.
Remarks: Other businesses* include: (1) Height increase centers (2) Job search for maids / cleaners Formulate comprehensive strategies and
(3) COVID / vitamin lab testing services (4) Food court space rental services (5) Termite control long-term plans.
services / insects (6) Elderly transport service (7) Pharmacy (8) Recycling (9) One-stop service for Ensure that the development period is continuous and
luxury cars (10) Special Child Development Institute (11) Pet shop longer than 1 fiscal year.
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