Founder’s Playbook: Driving Change and Dollars in Pursuit of Impact

What happens when social impact meets business? Do they clash as diametrically opposing forces or do they find common ground? To serial Founder, SeauYeen Su, they can be symbiotic partners in creating a more equitable and sustainable future for all. 

In this installment of Founder’s Playbook, we explore how individuals and businesses are re-shaping the definition of success by harnessing the power of profit to drive positive impact on a wider scale.

For SeauYeen, the turning point in her career coincided with the birth of her first daughter, prompting some soul-searching about her goals. Driven by the desire to make a positive impact, she left her corporate IT job in search of something meaningful to do. Rather than immediately diving into social entrepreneurship, she started a small venture from her own kitchen, baking pastries, cakes, and cookies to supply the growing cafe scene in Kuala Lumpur.

As cafes flourished, SeauYeen recognized an opportunity for growth but also realised the limitations that she as an individual can bring. The question of scalability plagued her so she decided to set up a central kitchen. This was where she found an opportunity to work with single mothers, a group facing unique challenges. As her kitchen was already a kid-friendly space that offered baking classes for children on weekends, it was a ready-made solution for mothers to bring their young kids to work, relieving the stress of finding childcare.

Hence Simply Cookies was born. Enrolled in the Malaysian Global Innovation & Creativity Centre (MaGIC) accelerator programme, the social enterprise sought to break single mothers out of the poverty cycle by providing them with economic opportunities to balance financial independence and motherhood. 

Seeking Scalability

As SeauYeen expanded her food venture, she encountered numerous hurdles, the biggest of which was once again, scalability. Her central kitchen was ill-equipped for mass production, and she did not want to go down the artisanal route and dilute the social impact of her venture.

She widened her target audience from single mothers to rural poor, especially the farmers in the Klang Valley. Working with these farmer communities, she also learned about the supply chain and how farmers lose out on the profit stack. What if one can remove middlemen from this chain – and this is how SeauYeen conceived of a platform, Fydu, to connect farmers with food service buyers, shortening the journey from farm to table. In a unique twist, pricing was set by the farmers instead of the buyers or distributors. This helped farmers get a fair price for their produce. Additionally, Fydu spotlighted the farmers’ social media, thereby instilling a sense of pride in their work and helping consumers trace the origin of their food.  

However, just as Fydu was gaining traction, the COVID-19 pandemic struck, forcing SeauYeen to make the painful decision to close down her business. The financial toll and emotional distress pushed her into depression.

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SeauYeen’s journey in her own words

The pandemic was a challenging period for me, as I found myself in financial distress, having invested all my savings into Fydu. Nevertheless, I have since made significant progress in recovering from this setback, and hope that these learnings can be shared with other entrepreneurs:

Be Part of a Support Squad. I was very blessed to have a supportive group of friends who helped me find my footing again. They helped me see that the closure of Fydu was partly, but not entirely my fault; they affirmed my strengths in growing startups and my passion for purpose-driven ventures. They also did not withhold honest feedback. It is through them and my religious faith that I was able to pick myself up and continue my entrepreneurship journey. Address the Biggest Issue First. My next journey led me to Origo Eco, which recycles agricultural waste like rice husks into compostable products. While we started with F&B products like straws and cutlery, we recognized strong demand from the logistics industry for eco-friendly solutions to reduce their carbon footprint. This led us to temporarily pause our work on F&B products and focus on establishing a circular economy with global logistics companies. Our goal is to ensure that logistics pallets can return to the earth after use, addressing the issue of deforestation, where 170 million trees are cut down each year to support the pallet industry.

Profit and Impact are Partners. A common misconception suggests that doing good hinders profitability. I believe that businesses can and should prioritize both profitability and their responsibility to do good. Profit generation should empower further positive actions. It’s not an “either-or” situation but a “both” approach. Impact goes beyond charity, encompassing a broader commitment to sustainable and positive change.

Be Kinder To Ourselves and To Each Other. As founders, we often hold ourselves to high standards, especially in the face of failure. It’s the support of my team that got me through tough times. So, extend a helping hand and offer a listening ear, celebrate small victories, and foster trust by being the first to give. For founders and entrepreneurs, the journey is just as meaningful as the destination.

Learn the Art of Juggling Between Work and Family.  Running a startup and raising a family are both all-consuming endeavors individually, and when combined, they can become a double-edged sword. On one hand, having a family serves as a powerful motivator, pushing you to strive for success as you have loved ones to support. However, the additional responsibilities can often feel overwhelming, leaving you with limited time to fulfill your daily tasks and perpetually engaged in a juggling act between family and work obligations.

It’s important to recognize that there will be moments when your primary focus must be on work, while there will be other times when family commitments take precedence. Striking the right balance is an art in itself.

Having a supportive partner who shares your vision and goals is not only essential but also something not to be taken for granted. I make it a point to set aside early Saturday mornings as dedicated, non-negotiable time to spend with my husband, cherishing the connection and shared commitment that makes it all possible.

Founder’s Playbook: Breaking Taboos One Period At A Time

The startup journey is often a David-versus-Goliath story, where a small upstart entrepreneur takes on bigger and more established players. This journey is inherently challenging, but when you address a pain point shrouded in taboo, you compound those challenges exponentially. 

Today, in our Founder’s PlayBook, we had the privilege to speak with Tan Peck Ying, the co-founder of Blood (formerly known as PSLove). Blood raised a SGD2m Series A round in May 2023 from AngelCentral and DSG Consumer Partners. 

Not one to shy away from sensitive issues, Peck Ying has been trailblazing a path, addressing menstrual health for the past nine years. Her journey began with her own experience of severe menstrual cramps that had plagued her since high school. During her tenure at NUS Enterprise, the prospect of transforming a small startup into a game-changing entity excited her, prompting her to leave her corporate job in 2014 to pursue this mission.

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Peck Ying’s journey in her own words

Blood co-Founders: Caleb Leow and Peck Ying Tan. Source: Blood

My co-founder, Caleb Leow,  is also my spouse and we share a common vision, passion, and ambition for our business. I admit that starting a business with your partner is not easy, but it can work if you have a solid relationship, respect each other’s opinions, and divide your roles clearly. For instance, I have the final say in Product and Growth and I defer to him on all things technical R&D and branding. We have learned how to collaborate and support each other’s decisions in our respective domains. 

Reflecting on my journey as a female founder addressing women’s health that is generally considered taboo, I’ve identified some key learnings along this journey:

Define Your Niche in a Crowded Market: We are not intimidated by the fierce competition in the sanitary pads market as we have a proven solution. What drives us is creating a challenger brand that stands out from the crowd and shows consumers that we care about their needs and well-being.

Be planet-friendly where possible: In the case of our new sanitary pads line, our commitment to environmental responsibility was aligned with our customers’ values. After extensive experimentation with materials like bamboo and cotton, we concluded that corn was the ideal choice for the top sheet. Not only does corn offer superior absorption performance, but it is also 100% biodegradable.

Obsess about Performance: At Blood, we scrutinize every aspect of our value offering, from the materials used to the size, contouring, and even the adhesive type. Beyond product, our passion for innovation extends into our customer journey and our business ethos. We pay close attention to user feedback and respond to every DM (direct message) on social media.

Embrace Diversity: Fun fact: as much as we are in the female healthcare space, our company gender ratio is about equally male and female. We believe in gender neutrality – the guys in our team bring a different perspective. They tell us what our business partners, VCs, etc., are thinking and provide a neutral and objective viewpoint. When guys come for job interviews, they ask, “Is it okay if I do not know anything about periods?” and for me, that is okay because they provide an objective viewpoint that balances ours. After all, business is gender-neutral.

Dare to be Bold: In 2018, we rebranded PSLove to Blood. Yes, it is a polarising name but there was a method to our madness. The reason behind this transformation was to convey a stronger message and challenge the menstrual health taboo head-on. And PSLove just didn’t get the job done as it sounds like something close to your heart, something warm and fuzzy. So, we faced the risk of being forgotten. 

Source: Blood

We wanted a name that could really cut through the noise and bring our mission forward. Blood powerfully embodies what we’re trying to do — normalize periods. There’s nothing shameful about bleeding; most women bleed once a month, and it’s a normal part of our lives. So we are now proudly Blood.

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Like many businesses, Blood faced daunting challenges during the COVID-19 pandemic as retail was a large segment of their business. While their product was considered essential, they still had to find creative ways for cross-border shipping. Fortunately, they held a healthy inventory locally and were not reliant on their China factory. 

Recognizing TikTok’s potential to reach their target audience, teenagers, they harnessed the platform to showcase their products, engage with a younger demographic, and promote menstrual health and wellbeing education.

“Our Go-to-Market approach has shifted from e-commerce to social commerce and TikTok,” Peck Ying notes. “We wanted to go where our consumers are going. And TikTok is the perfect platform for our messaging.”

Looking ahead, Blood has ambitious plans to expand its presence in Singapore, Malaysia, and Indonesia, with a mission to become a mass-market challenger brand that resonates with consumers. Blood is not just a business; it’s a movement that empowers women and normalizes conversations around a once-taboo subject.