Purpose: Initial branding exercises labeled this project ‘TrustCheck’. The purpose of the project was to provide individual business certification for a fee. The certification process would involve obtaining credit information from one of the nations designated credit bureaus in addition to the creation and exercise of a suite of tests that could be performed automatically (or with little agent intervention) online and minimal reference checking with vetted third parties.  The purpose of this validation process is to create a profile maintained by the project that certifies the individual / business as trustworthy for a predetermined window of time. Contact information would also be maintained by the company.  The details of these checks would not be made public, but a score based on the amalgamated metrics would be available for individuals wishing to do business or pursue satisfaction with the company in the case of predetermined circumstances. The application of this metric would help business build reputation quickly online. Of special importance would be the use of this information as a metric for choosing potential tenants for properties. Landlords (at no cost to themselves) could demand that individuals complete a ‘TrustCheck’.  If utilized in this role, ‘TrustCheck’ functions as a property manager without the maintenance service traditionally offered.

Profitability: The initial establishment of such a project would require 6-12 of development time (for APIs, interface and possible mobile apps).  Advertising cost could be considerable, but launch cost would almost exclusively be tied to this factor. Keeping the check process to rigorous standards would ensure that adequate ROI estimates could be established for a project level of customers.

Obstacles: The primary obstacle would be funding prior to viability testing. With providing an MVP for market and testing customer response, it would be difficult to secure funding. Additionally, soft-launching this idea could sour the future market if the launch was not done correctly. Finally, the idea may not be adopted, or may be adopted with much less enthusiasm than expected. Local internet usage statistics are heavily skewed to youth (especially under 40s), while property and business ownership is heavily skewed to an older generation. As such the idea may not find footing in the online market space within Malaysia.