Indonesian foodtech startup Green Rebel further strengthens its expansion plan in Southeast Asia (SEA) this year with a partnership with Starbucks Malaysia and Nando’s Singapore–which the company announced in June.

Since launching in Singapore in March last year, which marked its debut outside of Indonesia, the company has introduced its products in Malaysia and South Korea. After this, Green Rebel is getting ready to enter the Philippines and Vietnam in August, with other markets in the pipeline.

According to CEO and co-founder Helga Angelina Tjahjadi, ever since its beginning in 2020, the co-founders–Tjahjadi and her husband, CIO Max Mandias–have envisioned Green Rebel to be a global company.

“We believe in taking a strategic yet personal approach to our expansion plan, and choose to work with B2B and B2C partners whose vision and business approach are in alignment with ours,” she said.

Green Rebel’s bestselling products include Beefless Rendang, Beefless Satay, Chick’n Karaage, and Beefless Steak which the company said is Asia’s first whole-cut meatless steak, launched in 2021.

Also Read: Why Buhler believes that collaboration is key to support the alternative protein industry

In an email interview with e27, we asked Tjahjadi about the advantages that Green Rebel has as a foodtech startup that was born and bred in SEA that allow them to accelerate their expansion in the region.

According to her, there are four ways Green Rebel products stand out:

1. Deliciously authentic Asian flavours
2. Whole-cut, plant-based beef, chicken and dairy-free cheese
3. Heat-stable products suited for high-moisture and high-heat Asian as well as Western cooking methods
4. Strong nutrition profile and clean label

All the products are made from 100 per cent locally sourced, natural plant-based ingredients and free of added MSG, preservatives and refined sugar.

“Our proprietary food tech is crucial to creating a plant-based protein that is stress-tested for the high-moisture cooking typical of SEA and Asian cuisine. Our Rebel Texturization technology enables us to create a whole-cut ‘meat’ with a fibrous texture like the real thing in our Beefless, Chick’n, and Vish products, while our Rebel Emulsion — a proprietary formulation of coconut oil, water and natural vegan seasoning — acts as an animal fat replacement to achieve the distinctive taste, aroma and juiciness one associate with animal protein,” Tjahjadi explains.

“Green Rebel’s ‘meats’ are able to absorb deep flavours and marination, and are also heat stable—making them perfect for Asian culinary methods like braising, steaming, stewing, hotpot, skewers for grilling, even deep frying.”

In addition to its nutrition profile and clean labelling, Green Rebel has also tested the environmental impact of its products.

“We have also done independent LCA (Life Cycle Assessment) testing on our products and discovered that our meatless beef has 91 per cent less global warming potential than local beef, and similarly our meatless chicken has 84 per cent less global warming potential than local chicken,” Tjahjadi says.

Also Read: Good Startup closes its first alternative protein fund at US$34M, targets 35 companies

Introducing meatless meat

The journey of Green Rebel began in 2013 when the co-founders–who were both practising vegans–returned from their studies in the Netherlands and learned that there was a gap in the Indonesian and SEA market for vegan food.

“That same year, we launched Burgreens — which has now grown to be the largest vegan restaurant chain in Indonesia — using Max’s plant-based recipes,” Tjahjadi says.

“To be honest, we were a little ahead of the plant-based trend, and we put in a lot of effort in market education and were starting to see some traction as plant-based alt proteins became more popular in Indonesia.”

The co-founders noted how the COVID-19 pandemic triggered a heightened consciousness of health and wellness amongst its consumers. This eventually led to the company pivoting its bestsellers at Burgreens into frozen food items under the Green Rebel brand.

This does not mean that its expansion journey is not without challenges. The first challenge is related to market education.

“Our marketing efforts are not only about promoting Green Rebel products and their unique selling points. We also focus on educating consumers about the health and environmental benefits of plant-based diets, plant-based meat, and dairy alternatives,” Tjahjadi explains.

Also Read: OFF FOODS raises US$1.7M in seed funding round to promote alternative protein in Indonesia

“As one of the pioneers in the plant-based space in the region, our journey requires a lot of effort. Our approach is to collaborate with like-minded investors, F&B players, other plant-based F&B manufacturers, and communities who are bullish about revolutionising the food industry to be healthier, more sustainable, and more compassionate.”

Another challenge is related to the diversity of Asian cuisines and cultures, which the company sees as an exciting challenge.

“We need to localise some products in some markets, which is challenging from a manufacturing point of view, as well as our approach in working with distributors and partners in each country. As we roll out into new markets, we ensure we have strategic B2B and B2C partnerships specific to each market, backed by on-ground market research that delves in-depth into local tastes and preferences. We do this by working with restaurant partners, retailers and distributors that understand Green Rebel’s USPs,” Tjahjadi elaborates.

What is on the menu

Throughout 2022-2023, Green Rebel is focusing on its SEA expansion.

“There is a growing number of flexitarians in Southeast Asia with over 20 per cent of urban consumers identifying themselves as flexitarians, notably in Indonesia, Thailand, and Singapore. This is due to the growing awareness of the health and environmental benefits of plant-based protein, coupled with exciting options that are popping up in the market,” Tjahjadi says.

Localising products will be part of their strategy while being mindful of popular Indonesian flavours such as rendang or satay.

“On the product innovation front, we are about to launch two new regional flavours in the second half of this year — Chinese and Filipino.”

Earlier this year, Green Rebel launched dairy alternatives in the form of plant-based cheddar and mozzarella in
Indonesia, and will roll out this category into Singapore, Malaysia, Vietnam, and the Philippines in the near future.

“Most Southeast Asians are lactose intolerant, and dairy isn’t part of our traditional diet. In fact, nine out of 10 Indonesians are lactose intolerant, so we created products that are accessible for this consumer sector. Our dairy alternatives contain up to 50 per cent less fat and calories than their regular versions,” the CEO closes.

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Image Credit: Green Rebel

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The Indonesian startup and tech ecosystem is one of the largest in the Southeast Asian region. Given the current tumultuous times that come with today’s volatile market conditions, learning about methods to optimise customer experience is necessary to keep and preserve enterprise competitive positions. Coming up with strategies that consolidate marketing best practices is especially important in today’s business landscape, particularly for a market as competitive as Indonesia’s. For this reason, Indonesian business leaders have come together to share their expert opinions, key insights, and personal business experiences in order to help Indonesian entrepreneurs strategise and explore a variety of marketing approaches that are suitable for their respective businesses.

The Big Leap Roadshow in Jakarta organised by CleverTap, the all-in-one customer engagement platform that helps brands personalise and optimise all consumer touch points to improve user engagement, retention, and lifetime value, convened Indonesia’s leaders in tech and marketing to discuss ways and methods to implement customer retention strategies.

Also read: Planting the seeds of innovation through the Leave a Nest business tour

Personalisation and optimising customer journeys were overarching themes of the conversation. Attendees from various sectors of the industry got together to discuss retention strategies for accelerated growth. The event was focused on the Retention Playbook Indonesia: The Indonesia Retention Pinnacle: Personalised Customer Journeys with Innovative Technology. The goal was to help startups learn how to retain and win customers during global economic headwinds.

The panel of speakers was comprised of the top tech industry leaders in Indonesia, including Chrisanti Indiana, Co-Founder & CMO at Sociolla, Lika Aprilia Samiadi, VP of Marketing at Rukita, Rajesh Grover, Group VP – Digital & Omnichannel at Kanmo Group, Junior Lie, Head of Retention at Bima+, and moderated by Joe Maulana, Country Manager at CleverTap.

The attendees engaged in a meaningful conversation on the status of today’s market. They explored the broader marketing landscape and approaches to monetisation within their individual companies. Additionally, they delved into innovative mobile and omnichannel techniques to enhance customer engagement and satisfaction. Furthermore, they recognised the importance of devising customer retention strategies suitable for the post-pandemic era.

Knowing your customers and what to sell them

Junior Lie talked about their marketing strategies for launching new games. Lie explained that it is crucial to gather data and understand what the customer does to know the best approach to engage with them, as well as to improve the apps and systems to make them more relevant. It is also important to consider channels and customise content. Being mindful of customer touchpoints and ensuring a good customer journey is critical. This is why at Bima+, their team embodies this philosophy by understanding the preferences of their existing customer base and coming up with creative ways to market new offerings to them.

Meanwhile, Chrisanti Indiana shared that Sociolla’s brand promise to their customers is to be their best friend throughout the customer journey. They apply this brand promise not only through how they communicate to the customers but also through the tools that their team uses. “We meet them where they are. We make sure we understand our customers, and not just rely on their profiles. For example, we do this through personalised recommendations. We communicate with them, and say, “Hey bestie!”. We offer them the best experience that they can have.”, Chrisanti elaborates. By cultivating a personalised relationship with its customers, Sociolla stays true to its brand promise of being a friend to clients.

Also read: Echelon: Developing the next generation of world-changing companies

On the other hand, Lika Aprilia Samiadi highlighted the significance of impactful marketing. At Rukita, their approach goes beyond the mere pursuit of attention or impressions; they prioritise reaching the right audience and delivering the precise message through appropriate channels.

They understand that the real power lies in data-driven insights and fostering strong engagement, which extends beyond completing transactions. By prioritising customer experience, they unlock additional opportunities. For instance, when customers book a co-living space, they can seamlessly access other services such as cleaning and laundry, leading to more transactions and a deeper understanding of each customer. Consequently, Rukita strengthens its brand equity and gains insights into tenant categories based on specific needs and price points. “We try to build a personal connection with all of our tenants and keep the close relationship so that when they move out, maybe move to a different city, there is a preference for our brand if we have a presence there”, Aprilia shared.

This insight has also extended to innovations in their suite of offerings, with Rukita recently opening residences on top of co-living spaces.

Why personalisation is king

Rajesh Grover passionately explained the transformative power of personalisation and customisation strategies in captivating and delighting their customers at Kanmo Group. Within the realm of streaming content, the possibilities are vast and diverse. By closely analysing user behaviour such as their viewing patterns or preference for live or on-demand content, each user is treated to a unique and tailored experience, with messaging and presentation crafted specifically for them. In the pursuit of personalisation and engagement, Grover’s team places unwavering reliance on data-driven insights, allowing them to make informed decisions at every step.

“It is important to know how to use the data, not just generalising it, but being conscious of the many different businesses and customer segments and their preferences”, Rajesh emphasised. Keeping the momentum of customer engagement is important as well. For their team, they developed a feature to extend the TV experience to mobile phones seamlessly, thereby enabling mobile use as a complementary experience.

Also read: HUB.ID: Bridging the Indonesian startup ecosystem to the world

Looking ahead, the panellists further emphasised the importance of customer retention strategies, highlighting a paradigm shift from mere customer acquisition to cultivating customer loyalty enabled by a seamless customer journey.

They stressed the significance of consistent communication and experiences across various channels, be it online or offline. Equally crucial is the implementation of robust systems to streamline data analysis, enabling the deployment of personalised marketing strategies and the delivery of highly relatable messaging. Furthermore, data serves as a valuable asset not only for customer conversion but also for trend prediction. Hence, understanding ongoing conversations, local contexts, and emerging trends becomes an indispensable aspect of staying ahead, especially in a business ecosystem as vibrant as Indonesia’s.

Creating value for your customers

The ultimate goal for any business is to generate substantial value for customers by adopting purpose-driven marketing strategies, rather than solely focusing on cost leadership. It involves addressing the reasons why people should choose to purchase the product, fostering an authentic and transparent experience. While this approach may require more time, its importance cannot be overstated.

In the time of the dubbed “tech winter,” it is unwise to burn money on acquiring large, previously unexplored customer bases. Instead, businesses should focus on nurturing existing customer bases through marketing strategies that actually work: maximising channels and leveraging personalisation to deliver precise messaging. At the end of the day, brand building hinges on the quality, rather than the quantity, of the messaging.

CleverTap has a solid presence in APAC, helping build amazing user experiences for the world’s leading digital-first brands via their intuitive platform, combining the best analytics, segmentation, and engagement tools. With this, businesses can continue building mutually valuable relationships with their customers in the long run. To date, CleverTap has been enabling customers like AirAsia, Electronic Arts, Canon, and TED to retain their customers, among a plethora of many other businesses.

To learn more about CleverTap and its tools to enable and optimise customer retention for your business, visit https://clevertap.com.

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This article is produced by the e27 team, sponsored by CleverTap

We can share your story at e27, too. Engage the Southeast Asian tech ecosystem by bringing your story to the world. Visit us at e27.co/advertise to get started.

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Salmon, a consumer fintech company based in the Philippines, has secured a US$20 million debt facility from US emerging-markets specialist investment firm Argentem Creek Partners.

This will allow Salmon to scale its lending operations across the country further. The fintech firm will expand its loan book, leveraging its existing point-of-sale and cash loan lending, and launch new products in the second half of 2023.

Launched in July 2022 by banking and fintech veterans Pavel Fedorov, George Chesakov, and Raffy Montemayor, the Salmon platform enables customers to access financial products from partners registered with the Securities and Exchange Commission (SEC) in the Philippines.

The fintech firm launched its first credit product four months after inception.

Also Read: Driving financial inclusion in the Philippines: Why last-mile communities are key to winning the battle

The company has 140 staffers in its Manila headquarters.

It also counts Abu Dhabi’s sovereign wealth fund ADQ and one of Europe’s top venture investors among its investors.

Co-founder Montemayor said: “Financial inclusion will be an important driver of sustainable economic growth in the Philippines, and Salmon is committed to continuing to play a key role in this transformation.”

Argentem Creek Partners President and Co-CIO Maarten Terlouw added: “We are a long-term value-oriented investor and are excited to support Salmon in its ambitious drive to expand financial inclusion across the region, as well as to provide best-in-class customer service and make lending more accessible to consumers in the region.”

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Singapore-based wastewater treatment startup Hydroleap has secured US$4.4 million in a Series A funding round.

Japanese VC firm Real Tech Holdings led the round with participation from Mitsubishi Electric, Seeds Capital, Wavemaker Partners, and New Keynes Investments.

The State Government of Victoria in Australia also joined.

Hydroleap will use the funds to enter new geographies, such as Australia, Japan and Indonesia, over the next two years. The company aims to help companies across data centres, F&B, manufacturing, and mining industries lower their water and carbon footprints by treating wastewater efficiently and environmentally friendly.

Founded in 2016 by Mohammad Sherafatmand (a PhD from the National University of Singapore in Environmental Engineering), Hydroleap is a next-generation green wastewater treatment company. It offers an automated modular system that does not need any chemicals to perform. The technology works based on electrochemical principles where low-powered electricity is applied to activate the aqueous solution and form coagulant reagents to attract contaminants.

The startup claims its electrochemical techniques enable a reduction of up to 95 per cent of pollutants present in industrial wastewater.

Hydroleap’s customers include Public Utilities Board, Singapore’s Water Agency, Universal Robina Corporation, CapitaLand, and a renowned blue-chip data centre.

Bringing more advanced electro-oxidation technologies from lab to land, Hydroleap will set foot in a new vertical for palm oil effluent treatment. Palm oil mill effluent (POME) poses one of the most challenging problems to the wastewater treatment industry due to its adverse effect on the environment and high degree of oil and organic content.

“The demand for efficient, and sustainable industrial wastewater treatment is growing as countries become more water stressed. Our intention is to develop global best practices for the most eco-friendly, efficient and cost effective water treatment technologies and infrastructure, that helps companies meet their ESG goals and benefits the planet,” said CEO Sherafatmand.

With the support of Victoria State’s investment attraction agency, Hydroleap aims to help resource-intensive data centres and mining industries in the country manage and recycle wastewater. Apart from plans to support data centres whose water consumption is considerably high in Japan and Indonesia, they would look to equip manufacturing industries such as paper in the former and palm oil industries in the latter with their arsenal of wastewater technologies.

In 2019, Hydroleap raised US$1.9 million in funding led by Wavemaker Partners, with participation from Seeds Capital, 500 Durians, and a few unnamed investors.

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Limiting global warming to 1.5°C implies reaching net zero by 2050. This requires a significant amount of investment, estimated at around US$9.2 trillion annually for the next three decades. While current investment falls short by approximately 38 per cent, there is an urgent need to increase sustainable finance initiatives. They help direct investments towards environmentally friendly and low-carbon projects, fostering the transition to a more sustainable and resilient economy.

Sustainable finance is defined as investment decisions that consider the environmental, social, and governance (ESG) factors of an economic activity or project. As someone who is an environmentalist and has always been interested in capital market flows, I decided to conduct extensive research on this topic and came to the realisation that becoming more energy efficient can lead to a more profitable business. That was when it clicked – access to capital is a key driver for sustainability.

The reality is, however, that sustainable finance is a broad topic that can be confusing to many people, particularly those who are not familiar with the field or the intricacies of financial terminology. This made me want to make the topic relatable to everyone.

#WeGotThis by WWF-Singapore and Temasek Foundation

The complexity of this topic arises from the multiple dimensions involved, including environmental factors like climate change, resource management, biodiversity conservation, and more. Additionally, sustainable finance operates within a rapidly evolving landscape, and I was eager to find effective ways of communicating the complexity of science.

Around the time when I discovered an interest in this topic, I stumbled upon the #WeGotThis global youth sustainability incubator programme organised by WWF-Singapore and presented by Temasek Foundation. I was drawn to the programme’s agenda of equipping youths with the right skills and know-how to successfully utilise social media to advocate for positive, sustainable change.

Also Read: How to tackle climate change by choosing a career in cleantech

As part of the #WeGotThis programme, participants will have access to three master classes covering topics like conscious living or digital advocacy. After the master classes, selected participants will be invited to attend an incubator programme comprising a five-day boot camp and access to a mentorship programme helmed by industry experts.

Once I learned that I would be guided by a mentor, be part of a bigger community with youths who share the same environmental vision and be equipped with the knowledge to successfully launch a social media campaign, I knew I had to sign up.

I took away so many valuable learnings from the #WeGotThis programme. The boot camp was a particularly exciting period for me because it revealed an aspect of the content creation side that I never knew about.

As the days went on, I could sense everyone’s passion for various sustainability topics, especially when it came to sharing sessions by the speakers. They taught me that truly believing in your work is important because content creation is a lifelong journey. To my surprise, the whole journey from researching to editing content was such an enjoyable learning experience.

Let’s finance a future together

As the programme went on, I initiated the ‘Finance a Future Together’ campaign as part of the #WeGotThis programme. This campaign was aimed at educating and inspiring action, as well as promoting the importance of sustainable finance in driving positive change.

Eventually, I gained a deeper understanding of sustainable finance and its broader societal benefits. It was very evident that capital plays a pivotal role in mobilising resources for sustainable initiatives, and that was when I combined my passion for sustainability with finance to launch Sustainable Finance Simplified – a LinkedIn platform that acts as a bridge between finance and sustainability, providing accessible information and resources to individuals and businesses seeking to incorporate sustainable practices into their financial decisions.

Also Read: ‘We hope to see more material science, heavy industry firms coming out of SEA to address climate change’

SMEs collectively account for over 50 per cent of greenhouse gas emissions in the business sector. Recognising their significant contribution to carbon emissions, I wanted to support startups and SMEs in integrating sustainability principles into their financial strategies to maximise the potential for positive change.

Sustainable Finance Simplified offers educational materials that empower individuals and businesses to keep up with the latest trends and developments. These resources address the unique challenges faced by startups and SMEs in adopting sustainable finance practices and enable them to align their financial decisions with their sustainability goals.

By emphasizing sustainable finance at the grassroots level, we empower startups and SMEs to integrate sustainability principles into their financial strategies and significantly contribute to global sustainability goals.

The future of sustainable finance simplified

During the campaign, Sustainable Finance Simplified achieved over 300 followers, 2,100 search appearances and over 3,000 impressions. By the end of the programme, I was humbled to receive the Best Content Winner award. This achievement amplified my campaign’s reach and impact, enabling it to resonate with a wider audience.

By leveraging social media platforms, webinars, and collaborations with sustainability influencers, the campaign effectively conveyed its message and engaged individuals and organisations in sustainable finance discussions.

With increased education, accessible information, and industry-wide efforts, the topic of sustainable finance became more understandable and manageable for startups and SMEs looking to engage in sustainable finance initiatives, thanks to Sustainable Finance Simplified.

Looking ahead, Sustainable Finance Simplified has ambitious plans to expand its reach and influence. These include providing tailored consulting services and workshops and working with fellow partners in the sustainability space to accelerate impact. Strategic collaborations with financial institutions and regulatory bodies will further drive systemic change and promote sustainable finance practices on a larger scale.

The future of our planet

I’ve always believed that our future is a summation of our actions today. An advice that I would give my younger self is to find what is value-aligned to you to find true fulfilment. As Peter Drucker would put it: “The best way to predict the future is to create it.”

Since #WeGotThis was launched in 2021, the programme has inspired over 1,600 youths through master classes and boot camps to launch more than 60 successful social media campaigns. This year, as #WeGotThis reaches its third and final year, I strongly encourage passionate youths who are eager to advocate for change to sign up for their upcoming campaign clinic and incubator programme. Let’s proactively take steps to change the trajectory of our planet.

Take a leap of faith as I did, and join the #WeGotThis journey here.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

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In a rapidly evolving world, the challenges faced by families and children have become increasingly complex. As technology advances and societies change, the role of parents as educators and mentors has taken on new dimensions.

To address these pressing issues and build a thriving community, Fammi, an Indonesia-based startup, was born. Fammi strives to create a strong and interconnected community that values lifelong learning and personal growth.

For this article, I sat down with one of the startup’s Co-Founders to delve into the inspiration behind its inception, its innovative approach to addressing parent-child issues, and its vision for transforming parenting and education in Indonesia.

Addressing impacts of mental health on academic success and overall well-being

Fammi’s roots lie in the shared struggles of its Co-Founders — Muhamad Nur Awaludin, Robi Tanzil Ganefi, and Henny Irniawan. From long-distance relationships to bullying and mental health challenges, they experienced firsthand the obstacles faced by families in modern society. Their realisation that these issues were not isolated to them but affected countless others inspired the birth of Fammi.

Mental health disorders have emerged as a pressing global crisis, with a significant impact on academic success and overall well-being. In Indonesia, these challenges are particularly pronounced among school children. According to a recent study, about a third to a half (37–53 per cent) of undergraduate students in Indonesia reported high-stress symptoms, 25 per cent experience depression and 51 per cent experience anxiety.

Fammi’s cutting-edge solutions cater to diverse parenting and education needs. Seamless integration of education and mental health services facilitated communication with schools and teachers, and affordable pricing options further set Fammi apart from other edutech startups in Indonesia.

Personalised consultations and support from qualified professionals and peers address specific concerns, ensuring parents feel supported and confident in their role. From AI-driven knowledge-based consulting to gamified learning resources, the platform maximizes the effectiveness of its resources.

Also read: East Ventures backs immersive game-based learning platform SoLeLands

Supporting parents’ mental well-being and fostering a community for lifelong learning

Fammi’s CARE Approach, centred around Consult, Assess, Re-Learn, and Empower, addresses mental health issues as an ongoing process. By raising awareness, understanding support needs, and providing personalised resources, Fammi helps parents manage their mental well-being effectively. Digital counselling and additional self-care resources contribute to a positive and nurturing family environment.

Fammi’s vision revolves around fostering an interconnected community that values lifelong learning and personal growth. By providing dedicated community forums, expert-led webinars, and interactive tools, Fammi encourages parents to connect, learn from each other, and share experiences. The platform emphasizes continuous learning, empowering parents on their journey of personal growth.

Fammi recognises the crucial role parents play in a child’s development and offers a holistic solution that integrates education and mental health support. By providing accessible mental health services, expert guidance, and resources, Fammi bridges the gap between parents and children, fostering understanding and empathy within families. This comprehensive Edu-Health CARE platform equips parents with the tools they need to support their children’s success and well-being.

The startup’s comprehensive and tailored social learning platform empowers parents through education, personalised guidance, and community support. Educational content, expert-led workshops, and webinars enable parents to learn new strategies to improve their relationships with their children.

To support parents in their role as educators, Fammi collaborates closely with schools and teachers. Resource sharing, professional development workshops, facilitated communication channels, and feedback integration strengthen the partnership between home and school environments.

Also read: KarirLab secures pre-seed funding round to help fresh graduates navigate the job market

Fammi’s vision for the future

As the Co-Founder and CMO of Fammi, Irniawan envisions a transformative future where every child has equal access to quality education and nurturing guidance. “Fammi aims to build a vibrant community that empowers parents, educators, and experts to collaborate, share insights, and create innovative approaches to parenting and education. Leveraging technology, data-driven insights, and a sense of belonging, we seek to shape a brighter future where every child thrives, and every family is supported,” she shared.

Fammi’s journey as an Indonesia-based startup is rooted in a shared passion for overcoming family life challenges. By providing a comprehensive and tailored social learning platform, Fammi empowers parents with effective strategies and mental health support.

Through collaboration with schools and teachers, Fammi strengthens the partnership between home and school environments. Driven by a vision of transforming parenting and education, Fammi is poised to make an indelible impact on families, children, and communities across Indonesia, shaping a future where every child thrives, and every parent feels empowered.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic

Join our e27 Telegram group, FB community, or like the e27 Facebook page

Image credit: Fammi

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(This is a news series for Southeast Asia’s “soonicorns” or potential unicorns to share their startup journeys with the region’s startup community).

The electric scooter market in Indonesia is not picking up like in India, mainly because there are few appealing offerings, said ION Mobility Co-Founder and CEO James Chan.

Moreover, the much-mooted subsidies are not fully implemented in the country or the region.

“There are no performance- and design-equivalent offerings that can strongly compel riders in Indonesia or Southeast Asia to make a switch,” he said in an interview with e27. “Besides this, the archipelago doesn’t have a subsidy scheme similar to India’s FAME, which is way more mature and established.”

ION Mobility, established in 2019,  is a smart electric motorcycle company currently focused on the Indonesian market. It soft-launched its first model, M1-S, in Jakarta last November and has been receiving pre-orders.

According to him, M1-S offers a “completely digital experience” with advanced features, such as reverse gear, high-quality digital display, connected bike, and an integrated bike-rider-ride-app experience. Plus, the model has the power of a 250-cc equivalent motorcycle (benchmarked to be neck-to-neck against the Xmax 250 from 0-60kph) in the body of a 155-cc equivalent maxi-scooter but is priced lower than the 155cc and 250cc petrol equivalents, while achieving equal- to superior-total-cost-of-ownership to 155cc equivalents in two to three years.

Also Read: Indian two-wheeler maker TVS joins US$18.7M Series A round of ION Mobility

In Jakarta, ION is setting up a factory and experience centres and is completing the tooling and production preparation, including the ongoing commissioning of the factory. “The Jakarta plant has the capacity to produce up to 50,000 M1-S per year in the first phase. It will contain a full battery pack line alongside the M1-S assembly line, ensuring that the M1-S will be the highest local content EV motorcycle in Indonesia by end-2023,” Chan boasted.

In his opinion, the Indonesian market is flooded with players that white-label or completely outsource design and development to China or other European players, with minimal in-house design and engineering value-add beyond assembly, sales, and marketing. “We, on the other hand, have adopted a full-stack end-to-end approach approach. This is the only way to manage cost well, even at a low scale, while maximising outcomes and ensuring maximum margins.”

Early this year, ION Mobility secured US$18.7 million in a Series A financing round led by India’s two-wheeler major TVS Motors. “TVS has been more-than-helpful in ways that no VC can be. Its 40-plus years of experience — first by learning from partnering with Suzuki and later on their split-up and with its India-specific realities and innovation driving its capabilities and processes in motorcycle design, engineering and manufacturing — has allowed us to reduce 11kg weight from M1-S quickly,” he shared.

“This helped us save cost and improve range and performance. We have also aligned on some common parts by tapping into TVS’s Indonesian supply chain networks. Its support relates directly to our goal of delivering an automotive-grade M1-S towards the end of this year,” he added further.

Drawing a parallel between the Indian and Indonesian markets, he remarked the former has a conducive funding ecosystem. “SEA doesn’t have the same funding ecosystem for hardware-first companies like ours. There’s not even enough talent for more than one such company.”

Chan also said ION Mobility is receiving inbound interest (for US$5 million more investment) to close its Series A round, but the company is not in a rush. “We, however, will appreciate the extra capital going into 2024. To date, we’ve remained extremely capital-efficient.”

“We need to raise more, especially next year, after starting the delivery of our units and supporting their use on the roads of Indonesia. We also have early plans for a proper Series B round in 2024 while keeping an eye on the unstable macroeconomic climate,” he stated.

Early this year, the company said it had an ambitious plan to convert the 200-plus million motorcycle users from petrol to electric to drive a sustainable future in Southeast Asia. How do you plan to achieve this goal? “One motorcycle at a time, starting with Indonesia. The 200 million conversion is a long-term goal. We have a long way to go towards that lofty goal,” he signed off.

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Image Credit: ION Mobility

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Singapore-headquartered global impact investor Earth Venture Capital has joined the funding round of US-based lithium-silicon battery company Group14.

Other prominent backers of this round are Microsoft’s Climate Innovation Fund, Lightrock Climate Impact Fund, Moore Strategic Ventures, Oman Investment Authority, and Molicel.

This capital raise will enable Group14 to scale up production capacity, expedite research and development efforts, and bring their lithium-silicon battery solutions to market at an accelerated pace.

Group14 develops lithium-silicon batteries by leveraging the unique properties of silicon to offer “unparalleled advantages” in terms of energy density, charging speed, and overall performance compared to traditional lithium-ion batteries. The firm claims its technology has the potential to accelerate the adoption of electric vehicles, enable efficient renewable energy integration and transform grid storage.

Also Read: Building energy management startup Ampotech raises US$1.3M led by Earth VC

Linh Nguyen, Founding Partner at Earth VC, said: “Group14’s lithium-silicon battery technology is a game-changer with a simple but powerful vision where aeroplanes make less noise, cars emit less carbon, and nature gets more authentic.”

In addition to the financing round, Group14 has also unveiled plans for an additional BAM (battery active material) factory as part of a joint venture factory in South Korea with SK Inc. These factories are engineered for modular manufacturing, with each module producing 2,000 tons of SCC55 (silicon-carbon composite) annually.

In April this year, Earth VC joined the US$5 million Series A investment round of Israeli intelligent traffic management startup ITC.

The post Earth VC backs US-based lithium-silicon battery firm Group14 appeared first on e27.

Dear Pro member,

Funding into Southeast Asia’s tech startup space fell 71% from US$8 billion in the first half of 2022 to US$2.3 billion in H1 2023, as per a Tracxn report. The decline was driven mainly by a 72% plunge in late-stage investments.

H1 2023 is the least funded half-year since 2020. The region’s tech startup ecosystem witnessed its highest funding in 2021, after which there was a steady decline. Investments into this region fell by 39% in 2022 from 2021. Some of the primary reasons for this downward trend could be the rising interest rates and the current macroeconomic environment.

Fintech, enterprise applications, and retail were the top-performing segments in H1 2023. However, these industries witnessed a drop in funding. Two segments that observed upticks are auto-tech and insurtech.

The overall trend doesn’t inspire confidence in the region’s startup ecosystem. However, things could be reversed as the world emerges from the shackles of the current macroeconomic environment.

This is the top story of this week’s Ecosystem Roundup. Get a glimpse of the latest major happenings in the region’s startup ecosystem.

Sainul
Editor.

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Singapore tops SEA for tech funding in H1: report
The city-state attracted US$685M for Q2 2023, bringing its total H1 gains to US$1.2B; Total funding into SEA startups fell 71% to US$2.3B in H1 2023 from US$8B in H1 2022.

Thunes pockets US$72M at a US$900M+ valuation
The investors are Visa, EDBI, and Endeavor Catalyst; Thunes’s platform allows businesses and their customers to send and accept payments globally; It powers payments for clients such as Grab, PayPal, and Uber.

China’s XVC leads US$20M round of Indonesian BNPL firm Finture
Other backers are SWC Global, MindWorks Ventures, Antao Capital, and Tortola Capital; Finture connects customers to licensed financial institutions that provide instalment payments.

Ola advances IPO plan as electric Scooters take off in India
The Bengaluru-based firm has 38% share of India’s e-scooter market; Ola Cabs got as far as selecting banks for a US$1B IPO in August 2021, but that never materialised; It is backed by SoftBank and Tiger Global.

Hydroleap nets US$4.4M to enter Australia, Japan, Indonesia
The investors are Real Tech Holdings and the Government of Victoria; Hydroleap is an industrial wastewater treatment company offering an automated modular system without any chemicals.

Truck transport network in Thailand APX gets funding
ORZON Ventures is the lead investor; APX provides door-to-door cargo transportation services through its network with modern platforms for LTL (less-than-truckload) and palletised cargo services.

Tesla enters Malaysia with Model Y SUV
The move allows the US firm to capitalize on the red-hot ASEAN EV market, which is expected to rise from US$859 million this year to a staggering US$3.5 billion in 2028.

Low-code platform ToolJet raises funds from Microsoft, GitHub
ToolJet helps companies build internal tools quickly and with less engineering effort; The company said that its platform is used by companies, including GoTo Group, Byju’s, and Sequoia

Threads now has one-fifth of the weekly active user base of Twitter
The app has now achieved over 150M downloads, by its current estimates — which is 5.5X faster than Niantic’s Pokémon Go, which had held the record for largest app launch title since its July 2016 debut.

How Flexxon solve AI’s cybersecurity problem through hardware-focused approach
When it comes to its role in the cybersecurity industry, AI is often touted as an effective solution when infused with anti-virus software and firewall protection, says Flexxon CEO Camellia Chan.

Top news stories e27 published last week
From Radical Fund’s US$40M first close to the unveiling of the 55 finalists of SMU’s LKYGBPC competition, SEA witnessed quite a few activities in the last week.

3 key strategies to master the art of value proposition pitching
Many business owners lack a compelling value proposition that engages, intrigues, and converts conversations into potential leads.

Optimising finance made easy: Embracing AI-driven investment
AI-driven investment has emerged as a powerful tool for optimising finance, revolutionising the way we approach investment strategies.

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The post Ecosystem Roundup: Tech investments into SEA fell 71% to US$2.3B in H1 2023 appeared first on e27.

In an email interview with e27, Kiyan Foroughi, co-founder and CEO of Needle, explains the specific problem faced by e-commerce brands today that the company aims to help solve with AI.

“The average new D2C e-commerce brand must find and transact with customers on multiple platforms channels like Facebook, Google, Tik Tok, Shopify and Amazon marketplace–this is both time-consuming and costly. On average, they are using over ten tools to analyse and market their brand and products, which is a ton of data to make sense of and a lot of decisions to make. They are also spending up to US$3,000 a month for generic marketing campaigns with little-to-no ROI. All the while, this same D2C brand is competing with many others as customers have tons of options to choose from,” Foroughi writes.

This is why Needle aims to tackle the problem by helping D2C e-commerce brands prioritise, plan, and implement marketing campaigns and assets. It will eventually bring overall marketing costs down and drive ROI.

“Our solution helps founders analyse all of their data. It connects all the different sources of data you have (e.g. Shopify, Google, Facebook). Then, our AI gets to work by doing growth modelling, sensitivity analyses, and comparing against various models of companies with similar archetypes. This helps identify the most impactful goals for your business and marketing to grow,” says Foroughi.

After that, the platform provides personalised recommendations identified from its ever-growing tactics database. These recommendations are tailored to help users achieve goals more effectively.

“Lastly, we also assist in executing these recommendations using generative AI. We can create specific emails based on the recommendations and even prepare and set up advertising campaigns for you to review and launch,” the CEO says.

Also Read: GM.co merges the best of Web3 and e-commerce to provide a better shopping experience

“In the end, our customers, typically comprising a marketing team of one to two individuals, including the founder, can now accomplish the work of a team twice their size. Using Needle, our early customers have grown their baseline revenue to 1.5x over five months.”

Based in Singapore, Needle is co-founded by a diverse team of entrepreneurs, founders, and operators who have sat at the intersection of e-commerce, growth strategies, and capital for the past 20 years. Its founders are Foroughi, Serene Gan (COO), Jeannie Nguyen (CGO), and Rachelle Yee (Head of Product).

“Our co-founders originally met at a growth agency where our team helped hundreds of brands grow and reach millions of customers, including Razer, RedDoorz, and Tiket. As data became more accessible through APIs and AI technology advanced, we realised the potential to turn our service into a product that could help millions of brands instead. We decided to productise (i.e turn a service done mostly by spreadsheets using software and AI) and enhance our offering, and that’s how Needle came to be.”

Moving the Needle for young e-commerce brands

When asked about the profiles of their users, Foroughi says that they primarily consist of founders of young e-commerce brands, particularly in the fashion, home, and beauty sectors.

These founders typically lead teams of three to 15 individuals, with the responsibility for growth and marketing still largely falling on their shoulders. Examples of young D2C brands that Needle has been working with include August Society, Indosole, and Our Bralette Club.

“Currently, we are finding a lot of traction in the US. We have acquired most of our customers through community marketing efforts targeting Shopify entrepreneurs and word-of-mouth. Additionally, we receive referrals from partners such as design and development agencies who frequently work with the same brands we serve,” he says.

Also Read: How cruelty-free, Halal-certified D2C cosmetics brand RADC achieved 4X growth in 2022

In terms of revenue model, Needle expects to have a freemium subscription model as we find that it is a model that our customers are familiar with for products they use frequently.

“We see Needle as a product that brands will use daily as they ideate, plan, and execute marketing campaigns. The pricing for each subscription tier will likely increase with the amount of usage (e.g. the more data points and tools our customers use to connect, the more generative AI features used),” the CEO says.

“In addition to the freemium model, we may also explore other revenue models where we have a more vested interest in the success of our customers. This could involve taking a percentage of the revenue or a share of the uplift we have generated for their businesses. We are open to experimenting with different approaches to ensure incentives are aligned, and we have skin in the game as well.”

As AI becomes increasingly popular across various industries, Needle looks for opportunities that will allow them to help businesses simplify tasks.

“We also aim to assist in areas where setting up or execution requires a skillset not possessed by many of our target audience, such as more technical marketing-based advertising campaigns,” Foroughi says.

“Our current belief is that the companies that will succeed in AI are those that deeply understand their customers, possess extensive and high-quality data and have the agility to adapt to various use cases. We aspire to be one of those companies.”

Also Read: Asa Ren closes US$8.15M financing round to provide D2C DNA tests in Indonesia

What is next for Needle

Recently, Needle has completed an oversubscribed pre-seed funding round of US$1.2 million led by Iterative with the participation of Ethos Fund and Goldbell Financial Services. Notable angel investors, including Rainforest CEO JJ Chai also contributed to the funding round.

“This funding will allow us to make hires in areas of engineering, data science and AI trainers in order to keep improving our product,” Foroughi says.

“Our primary focus for 2023 is to continue refining and enhancing Needle through our early customers. We consider our early customers during this pilot phase as ‘design partners’ with whom we collaborate closely to co-create Needle into the ideal AI marketer that meets the needs of their brands.”

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Image Credit: Needle

The post How Needle uses AI to help young D2C e-commerce brands stand out amongst the rest appeared first on e27.