SlideShare a Scribd company logo
Inspired by a true story*
*Only the names, locations and events
have been been changed.
Presented by
General
Zhang Ziyuan
1162-1227 AD
12th century China…
by a thousand
cuts!”
Death…“
John Zhang
15 generations later…
Owner-Chef of
The Stinging
Sambal
18-month old eatery
Peranakan cuisine
4 stars in
HungryGoWhere
How you place an
order is different
for every supplier
Call? WhatsApp? Email? Fax? SMS?
keeping track
of orders is
troublesome
And with so many orders and invoices,
by a thousand
Paper cuts!”
Death…“
50% don’t make
it past the
3-year mark
7,260 new eateries in Singapore per year, but...
Source: SingStat, ACRA
User roles & approvals1
Centralized ordering2
Digitize invoices3
Track expenses in real time4
Data analysis & reports5
Marketplace6
Logistics
Integrating
value-added
services
Next phase
Payments
$10b
Marketsize(Singapore)
S$3bRestaurants S$4bHawkers S$3bExports
3%
success fee
Suppliers
$99/mth
subscription
Buyers
100+buyersandsuppliers
in3months
Industry partners
Founding team
Former CEO of SingEx
FHA Founding Team
Steven Seet
Chairman
Jerry Lim
CEO
Neeraj Sundarajoo
COO
Keith Tan
CPO
Former 3-term Chairman of SAFEM
Over 3 decades in food services
3-time Entrepreneur of the Year
Former Group MD of Wunderman
Multi-award winning ECD
Former ECD of Wunderman
Founders

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