Casa, enabling micro-entrepreneurs

1. CASA
Enabling micro entreprenuers

2. Meet the Team
May Thin Khine
Chief Financial Officer
NTU Accountancy
Rufina Andrew
Chief Executive Officer
NTU Business (Marketing & Comms)
Lim Tsing Yen
Chief Marketing Officer
NTU Electrical & Electronics Engineering
Sabrina Ong
Chief Operations Officer
NTU Maritime Studies
(International Trade)
Zubair Ghazzali
Chief Sales Officer
Murdoch University
(International Business & Marketing)
Mr Pranay Mehra
Mentor
Global eCommerce & Digital Executive

3. GROWING TREND OF HOME-BASED
BUSINESSES IN SINGAPORE

4. EMMA
Owner of Lashit
A 27-year-old single mother and a certified lash
technician. She decided to start her own home-
based business because the flexible hours which
allows her to spend more time with her child
She runs the entire business on her own. From
handling bookings to the actual operation.
She faced difficulties with marketing,
appointment scheduling, and analyzing her
company's performance.

5. Problem
HBBs are not getting enough
exposure to grow their customer
base with the current platforms
available & there is no convenient
method for consumers to reach
them.
There is no go-to platform for all things HBBs
thus many people are still unaware of the vast
range of HBB offerings available.
Unavailable dedicated platform
Social Media platforms where most HBBs
operate, are not optimized for sellers to run
their business on and for them to be found.
Not seller optimized
HBB owners lack the relevant skills to
understand social media algorithms, market
their brand & reach their target audience.
Lack of marketing expertise

6. Appointment Booking system to allows for
specifications like Date, Time, Service type &
Prepayment.
Appointment Booking
Suite of tools like payment tracking, client
profiles, appointment calendar & more.
Integrated Management Tools
Both HBBs & Consumers can reach each
other more efficiently through HBB
listings in our Marketplace
Marketplace of HBBs
Mobile Optimized
Web Platform
A one-stop mobile-optimized web platform
catered solely to HBBs where they can list their
business & access our suite of tools for them to
have more exposure, manage their business &
grow.
Customers can access our marketplace of all
things offered by HBBs.

7. Target Segments
We are a 2-sided marketplace, thus we have
narrowed down our 2 target segments.
This category includes all
HBBs that offer Beauty
Services as their core
offering.
Home Based
Beauty Services
Based on our HBB Interviews &
Surveys, the majority of their
customer base fall in the 20-30 year
old range.
As of June 2020, there are 531,540
Singaporeans who fall in this age
range.
20-30 year old
Customers
Statista, 2021: https://www.statista.com/statistics/624913/singapore-population-by-age-group/

8. Ma
rke
t
Siz
e
>1360
>536
>376
1360 SG HBBs from the growing data
we are collecting since HBB statistics
are not readily available.
Immediate Available Market
536 SG HBBs
providing Beauty
services from our
dataset
Serviceable
Available Market
According to our survey results, 70% are
willing to join our platform.
We aim to onboard 536 Beauty Service
HBBs within 6 months post platform
launch
Serviceable Obtainable Market

9. Benefits to HBBs?
1 2 3
Point rewards system, based
on the number of
transactions made are able to
exchange for ads space on
our platform.
Increased Sales
Volume Convenience to have all their
appointment data, online
presence, payment data &
access to other HBBs on one
platform. HBBs can go from
personal selling to self-service.
Convenience
Less time spent managing
numerous platforms &
managing marketing
themselves, more time to
ensure quality service is
provided.
Time-Saving

10. Benefits to Consumers?
A go-to platform to access home-
based beauty services with the ability
to filter based on Category of service,
Time, Location, Date, Price range &
Ratings
Manage bookings, with package
programs and automated text
reminders on one platform.
Convenience
Ratings/Reviews and the
features to book an
appointment & transact on
our platform will assure
customers they are paying
for quality services.
Assurance
Coupons, discounts,
points system, loyalty
and referral programs.
Cash backs to save
money.
Cost-Savings
1 2 3

11. Competition Positioning Map

13. J
a
n
'
2
2
F
e
b
'
2
2
M
a
r
'
2
2
A
p
r
'
2
2
M
a
y
'
2
2
J
u
n
'
2
2
J
u
l
y
'
2
2
A
u
g
'
2
2
S
e
p
t
'
2
2
O
c
t
'
2
3
N
o
v
'
2
3
D
e
c
'
2
3
$50,000
$40,000
$30,000
$20,000
$10,000
$0
Average Order Value: $50
Seller Listing Fees: 1%
Seller Commission: 3%
CAC (HBBs): $50
CAC (Buyers): $20
Expected Total HBBs: 785
Expected Total Paying
Customers: 827
Breakeven Point: Jan '24
(after 2 years)
12-Months
Revenue
Assumed
Conversion
Rate:
0.2

14. Future
Roadmap
Our 12-months plan includes our
goal of achieving 800 Home-based
Beauty service businesses by the
end of the year.
Hire Head of Tech
30 Sep 2021
Build MVP
30 Nov 2021
Public Beta Launch
1 Jan 2022
Official Launch
1 Apr 2022
First paying customer
5 Apr 2022
Onboard around
800 HBBs
30 Dec 2022

15. Thank You!