More and more Taiwanese people, especially the young generation, are changing lifestyles when choosing to raise a pet instead of having children. A Council of Agriculture survey finds that households in Taiwan are projected to have almost 3 million pet cats and dogs in the second half of 2020, almost double the number in 2006. The dramatic rise in pet ownership has brought a surge in the country’s pet-care industry and led to the growth of relevant businesses in Taiwan. Keai Creative Technology Company Limited, as an entrepreneur company in Taiwan, has captured great opportunities to venture into a pet-care industry under the platform business model that is Fluv as known as Mao Xiao Ai (hereinafter referred to as “Fluv”), a pet care sharing economy platform. Fluv is a platform that specifically connects the pet parent with the pet sitter who would like to take care of other pets.
Building a platform is really hard, and how to develop the platform is a difficult question that needs to be resolved by a platform owner. Therefore, understanding the specific strategies of a platform applied in each stage of development is the overall goal of this research work. The primary strategies mentioned in this research are mostly related to the launching strategies, platform governance and building trust in the perspective of sharing ecommerce.
This thesis adopts case study to analyze the Fluv’s business model, platform and competitive strategy that the company uses to enter a new market in particular so as to help platform entrepreneurs and managers tackle the challenges of value creation and value capture in general. The data is collected from an in depth-interview conducted with the Fluv founder – Candace, CEO, that helped in development for this discussion. In this research, various issues are considered and potential platform strategies are recommended for the improvement of those problems.

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