Mirakle Couriers - Making The Right Moves

Mirakle Couriers – Making The Right Moves

The Cuff Parade Office of Dhruv Lakra (Dhruv), the CEO of Mirakle Couriers, Mumbai, had the similar heavy overcast atmosphere like the weather outside his office.  Acknowledged for his entrepreneurial ideas and opportunities Dhruv was a successful social entrepreneur, quite popular with the differently-abled people. His venture was ranked fourth by the US-based entrepreneurial online magazine ‘Top 20 Business Ideas & Opportunities for 2011’. Dhruv was tossing over the idea of expansion of his business: ‘Mirakle Couriers’. In a short period, he was able to make a remarkable name for Mirakle Couriers; a zero-error organization, managed by people who  were hearing impaired. He wanted to address the stagnant growth rates of the venture he had initiated.

Mirakle Couriers formed by Dhruv Lakra in the beginning of 2009 won many awards for this social entrepreneurship venture –‘Hellen Keller Award’ in 2009 followed by ‘National Award for the Empowerment of People with Disablities’ in 2010...............

Differently-abled Society

India alone has about 60 million people who are hearing impaired, which is about 6% of the deaf victims globally. According to the deaf.org, five out of one thousand children are born deaf. Nevertheless, deafness has not stopped people from becoming famous by their contribution to society in their chosen fields of knowledge, for instance, legends Beethoven and Thomas Alva Edison.

Dhruv, had identified the potential of this differently-abled group who had learnt to communicate in a sign language (Indian Sign language –ISL), taught at their special schools. This language stands useful when communicating with all those individuals who are familiar with ISL..............

Courier Industry

The courier industry is understood as a series of establishments grouped together to offer messenger services locally, domestically and internationally. It agrees to deliver small items in urban or metropolitan areas. Establishments in the courier industry, however, are only in the delivery of items.

The market for Courier services in India is a highly fragmented market with many unorganized small players. India being a vast country has more than 10,000 pin codes..............

Opportunities

The increased online purchases have shown an upward turn on the demand for delivery and reverse logistic services for e-commerce companies. However, the first and foremost touch point with the customers is the delivery of the online ordered product in the e-commerce companies. Courier services in a way have become the face of the e-commerce companies. Thereby a lot of effort is made to choose the right courier services.............

Social Entrepreneurship Model

Social entrepreneurship is the most promoted ventures by the government of India. An easy understanding of the term Social Entrepreneurship as described by Retail Digest: “An organizational activity in the private, public or third sector that includes some evidence of three key factors: Sociality, Innovation and Market orientation”...........

The Mirakle Courier’s Business Model

Mirakle Couriers is known as an error free organization in spite of the challenged workforce. This is made possible because of the meticulous planning that goes into the delivery process. The pickup and delivery details planned were communicated in the Indian Sign language (ISL). Pick up of documents and client addresses were communicated via SMS’s, to the field agents.............

Assignment Questions

I. How can Mirakle Couriers have a sustainable and a profitable business? Evaluate the social entrepreneurship model adopted by Dhruv Lakra.
II. Discuss how Dhruv Lakra convinced his customers about his special employees’ ability to work efficiently and effectively.
III. ............

Exhibits

Exhibit I: Existing Divisions of Courier Industry

Annexures

Annexure I: Types of Courier Services

Annexure II: Distinctions among Types of Entrepreneurs along Mission and Process/Resources

Mirakle Couriers – Making The Right Moves

Synopsis

The caselet on Mirakle Couriers describes the methodical thinking that went into organising a business model for social upliftment. It discusses Dhruv Lakra’s award winning entrepreneurial venture of employing the differently abled people and providing them with an opportunity for a dignified and respected living. However, the business realities are unkind. The acceptance of the differently-abled in the business circle still has a long way to go. The society and the businessperson’s perception of an employed deaf adult do not instil trust or confidence in the courier delivery activity, therefore bringing up the question of growth, expansions and scalability. The caselet enables a discussion on the types of entrepreneurial ventures and social innovation. The proper fit of the business model and the employable resources can be discussed at length along with an in-depth study and understanding of the working of the courier businesses and its requirement to enhance the expansion plans of the organization. The caselet can also serve to discuss the basic and important marketing concepts of SWOT analysis and the nuances of service marketing. The importance of various touch points with customers or the trust building facets of the company: the double challenges of the differently-abled adult employees in convincing their customers only through their actions can also be discussed.

Case Positioning and Setting

This caselet is developed with a specific purpose of teaching in a multi-disciplinary approach of learning. It provides an opportunity for both undergraduate/ post-graduate students pursuing Entrepreneurship or Social Entrepreneurship courses in management, Marketing, Strategic Planning or Services Marketing.

Expected Learning Outcomes

• • Assess the challenges, advantages and strengths of the company
• • Facilitate the learning of social entrepreneurship and the possible social initiatives
• • Roll out the idea and discuss the different sustainable social entrepreneur models
• • Understand and catalogue a plan for an efficient, profitable, sustainable and a scalable business model