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Investing is risky. You might not know what you'll earn, it could be hard to sell, you might own less, unexpected things can happen, and you could lose all your money.
PurelyB
PurelyB is Asia’s leading health and wellness online community portal that serves as the go-to-guide to leading a sustainable healthy lifestyle. They provide holistic wellness content on nutrition, fitness and mindfulness with a mission to transform people’s quality of health and life through online guided solutions created by the best health experts worldwide.
PurelyB makes healthy living affordable and accessible for all, with customised solutions for Asian cultures and lifestyles.
PurelyB is Asia’s leading health and wellness online community portal that serves as the go-to-guide to leading a sustainable healthy lifestyle. They provide holistic wellness content on nutrition, fitness and mindfulness with a mission to transform people’s quality of health and life through online guided solutions created by the best health experts worldwide.
PurelyB makes healthy living affordable and accessible for all, with customised solutions for Asian cultures and lifestyles.
MIN INVESTMENT
RM 540
MIN TARGET
RM 300,000
MAX TARGET
RM 2,700,000
SHARE TYPE
Ordinary Shares
SHARE PRICE
RM 21.6
VALUATION
RM 13,500,000
We are Asia’s leading trusted health & wellness online community portal and content guide in Asia with 100,000 monthly active users from 6 countries. We cater for Asian lifestyles and cultures with credible content, guidance and tools created by the best wellness experts, to help communities in Asia overcome their health issues and live a better quality of life. The first of its kind in the region, we provide a digital ecosystem to benefit and connect both consumers and brands in health and wellness from a holistic lifestyle approach.
We have a global audience with monthly users predominantly from Malaysia, Singapore, Indonesia, Hong Kong, India, Australia, North America and the United Kingdom, despite all our marketing and efforts to date only focused on Malaysia.
Our long-term vision is to invigorate Asia, improve the quality of life of many and empower sustainable holistic lifestyle change.
Health complications (e.g. obesity, diabetes and chronic illnesses) are increasing exponentially in Asia, as a result of unhealthy lifestyles and environments. Malaysia in itself has the highest obesity rate in the region, with every 1 in 2 Malaysians suffering from obesity.
Over 200 million diabetics reside in Asia, or 60% of the world’s diabetic population. These alarming statistics have prompted the need for more natural health solutions and alternatives in treatment and prevention. However, there is lack of awareness, guidance and support towards helping users overcome their health struggles long-term through natural remedies and holistic lifestyle change.
Furthermore, a lot of the health portals available today are only catered to western markets offering solutions that are not relevant or accessible to people in Asia.
Enter PurelyB, a trusted and localised media platform and guide for wellness in Asia. Created by our team of health experts and powered by a community of contributors, our platform is intended to aid, heal, and promote prevention and wellbeing - the natural way. We provide guidance and support by helping people overcome their health issues with solutions customised to their local cultures and lifestyles.
Our key features include:
Crafted by Trusted Industry Leaders, Catered to Asian Markets
Our content and programmes are localised and catered to Asian lifestyles, cultures and mindsets, and are available in both English and Chinese. Our competitors are focused primarily on Western markets and produce content that is not particularly relevant to people in Asia.
We offer members peace of mind and assurance. PurelyB is a trusted and credible brand in Asia created by and in partnership with pioneering experts in the wellness industry. Every piece of content is carefully crafted and curated to put forth only the highest quality programmes from credible leaders, with proven results.
Unlike most generic health and fitness online portals, we focus on holistic wellness solutions for healing and prevention, to help you and your family improve your quality of life in the long-term. This includes providing a combination of physical, mental and spiritual wellbeing guidance, addressing specific health challenges in the region such as obesity, diabetes, eczema, allergies and more - NATURALLY.
Community-Driven Revenue at High Profit Margins
Health Programmes
Subscribers will have access to more than 50-100 different programmes as our online library continues to grow. This library consists of customised online programmes (e.g. 30-Days to Healing & Nourishing Your Body with Clean Eating; Natural Home Pharmacy for Adults, Kids & Babies, etc.) designed by our health and wellness experts providing step-by-step guidance on holistic lifestyle changes on nutrition, fitness and mindfulness.
Brand Partnerships
Advertisers pay package fees for brand association and co-creation of content. Their brands and products will be available on our media channels. PurelyB practices strict guidelines on who we work with, ensuring our partners share common values and goals.
Corporate Wellness Programmes
We work with companies and corporation in revamping their overall wellness culture, customising content and solutions aimed at improving employee health and productivity sustainably. Our health content and programmes, coupled with motivating workshops will help employees achieve their absolute best work whilst bettering their quality of life and reducing health risks.
We Aim to Reach Profitability by 2018
Strong and consistent revenue growth from PurelyB's brand partnerships and programme sales. We are expected to be profitable by end-2018 (FY 2019).
Fueling the Next Stage of the Wellness Revolution
An estimated 100 million people in Asia suffer from health issues such as diabetes, obesity, allergies and skin conditions (e.g. eczema) and want to improve their health and better their lifestyles.
Another estimated 40 million (40%) of these people are health conscious individuals and are mostly based in urban areas of SouthEast Asia, falling within the upper-middle class income brackets. This population of people have the ability to spend more on their health choices and decisions in making positive and impactful lifestyle changes.
We intend to grow our business and achieve profitability by the end of 2018. Our programmes are competitively priced and are adjusted to local currencies and costs- of-living, making our programs more accessible and affordable to everyone.
SHORT TERM
MEDIUM TERM
LONG TERM
Consistently Striving for Overachievement
Founded in May 2015, we raised a seed investment of USD $500k led by Silicon-Valley based Venture Capitalist Fund 500 Startups. PurelyB is also an alumni of Stanford University’s Technology Ventures Program (e@Stanford) and was awarded Red Herring’s Top 100 Startups in Asia in 2015 at just 4-months old, a prestigious list honouring the most promising technology ventures in Asia.
The fund allocation breakdown as follows:
Co-Founder & Chief Executive Officer
Co-Founder & Chief Operations Officer
Wellness Director (Nutrition & Fitness)
Wellness Director (NLP, Nutrition & Fitness)
Wellness Director (Naturopath)
Chief Technology Officer
Purely B Sdn Bhd, a private limited company incorporated in Malaysia.
PurelyB is Asia’s leading health and wellness online community portal that serves as the go-to-guide to leading a sustainable healthy lifestyle. Provide holistic wellness content on nutrition, fitness and mindfulness with a mission to transform people’s quality of health and life through online guided solutions created by the best health experts worldwide.
Ordinary Shares
43 days
The Issuer intends to raise up to RM 2,700,000 in this fundraising exercise.
RM 300,000
RM 2,700,000
RM 21.6 per share
13,889 shares
125,000 shares
RM 540
Retail, Angel, Sophisticated, and/or Institutional Investors, subject to the applicable investment limits prescribed under the Securities Commission’s Guidelines on Recognised Markets.
Future Fund Raising
Purely B Sdn Bhd intends to further raise capital funding in the future for further capital development and expansion of the company, prior to its planned Initial Public Offering of shares in the future.
The quantum and timing for this have yet to be decided and subjected to approval of the Board of Directors and shareholders of the company.
The capital fund raising activity is referred to as Pre Series A Investment in this document.
Impact on Shareholding Structure Upon Completion of the Offering
Please refer to the file : Impact on Shareholding Structure Upon completion of the Offering in the DOWNLOAD tab
The Proceeds are intended to be used for working capital, marketing, expansion, asset purchase, etc. The Proceeds will be transferred to the Issuer by the end of the Closing Date.
14 working days after the end of the Fund Raising Period
A subscription agreement between the Investors and Purely B is currently contemplated.
However, depending on the number of investors and the size of the funds raised, the above contemplated structure is subject to review and if required or necessary, the structure may be amended by the Issuer and the ECF Platform.
The information, calculations and remarks expressed herein on this term sheet or any other parts of the platform are based on information provided, disclosed and presented by Purely B Sdn Bhd to Ata Plus Sdn Bhd, either in part or in whole. We disclaim responsibility for the accuracy, completeness and/or validity of these information, hence will not be held liable for any inaccurate, inappropriate or incomplete information presented on this term sheet or on any other part of the platform.
Should the Investor require more information, they can do so by contacting PurelyB Sdn Bhd directly at invest@purelyb.com.
(i) No shares will be alotted or issued based on this document after six months from the closing of the offer period
(ii) This issue, offer or invitation for the offering is a proposal not requiring authorisation of the Securities Commission under section 212(8) of the CMSA 2007
(iii) This document has not been reviewed by the Securities Commission Malaysia. The Securities Commission does not recommend nor assumes responsibility for any information including any statement, opinion or report disclosed in relation to this fund raising exercise and makes no representation as to its accuracy or completeness. The Securities Commission expressly disclaims any liability whatsoever for any loss howsoever arising from or in reliance upon the whole or any part of the information disclosed.
Investment Amount: RM 1,000 to RM 5,000
Reward(s)
Investment Amount: RM 5,500 to RM 10,000
Reward(s)
Investment Amount: RM 10,500 to RM 30,000
Reward(s)
Investment Amount: RM 30,500 and above
Reward(s)
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View our detailed presentation slides
Latest Developments Since Equity Crowdfunding
1. Launched PurelyB 2.0 – Our newly revamped website & mobisite launched in mid-November! Check it out here: www.PurelyB.com
2. Launched PurelyB TV webseries on 1st Nov! At least 1 episode is released bi-weekly. We’ve received great engagement & response for these videos so far.
1. Highest Performing Facebook Videos:
1. Workouts for working mums (133K views, 322 shares, 615 likes). Watch here
2. Veganism in Asia (118K views, 200 shares, 512 likes). Watch here
3. Allergies (Jesrina) (93K views, 100 shares, 250 likes). Watch here
2. Highest performing YouTube videos:
1. Healthy Desserts (20K views). Watch here
2. Jesrina on her allergies & overcoming them (42K views). Watch here
3. Last month, in Jan 2018, we launched our 1st Video-based Health Programme – NOURISH HEAL GLOW: Transform your health in 28 days:
1. About: This programme is very much focused on helping people heal their bodies and transform their health inside out, through cleaning up their diet and lifestyle (by cutting out processed foods, dairy, etc) – in a long-term, sustainable manner customised to their needs. This programme is the first of its kind, created specifically to accommodate the lifestyle and taste buds of busy people in Asia.
2. Please check it out here: www.PurelyB.com/28days
3. INVESTOR DISCOUNT: Depending on your level of investment in PurelyB, most of you will be entitled to a discount in line with the equity crowdfunding tier of entitlements rewards set. If you are keen to purchase this health programme and apply your special discount, please do reach out to us at nhg@purelyb.com (and CC myself) and we will make the arrangements for you from there.
KPIs and Metrics (and Learnings)
Revenue & Sales
1. Programme Sales: In the 3-week beta-launch campaign, 650 interested customers clicked to purchase, landing at the checkout page. However, only 33 finalised a purchase = RM9.8K in revenue and profit)
1. We dug into the insights and recognised the following issues with our funnel:
1. 80% of our customers were coming on mobile, and there were mobile optimisation issues with the checkout pages affecting conversions and payments.
2. Customers did not want to fill out too many registration fields in order to make a purchase. (on the checkout page)
3. At USD$98, the price was perceived as too high, and most customers only saw the actual price at checkout.
2. How we are fixing these funnel issues:
1. We are re-launching our sales campaign for Nourish Heal Glow end by the 1st week of March with the following improvements:
1. Sales conversion funnel will be on a fully mobile-optimised platform with only 2 registration fields (email and name) required for purchase.
2. We will be running a special promotional price of USD49.95 –USD59.95 for a limited time period and then increase to a maximum of USD69.95 depending on response.
3. Customers are convinced by testimonials: We will showcase testimonials & results featured from the latest batch of customers.
3. Corporate & Brand Partnerships: -
1. We have secured a total of RM68K in revenue (RM60K in profit) from Nov-Dec 2018 from 2 clients (Astro & Brunsfield), and are in the midst of securing partnership deals with Touch n Go, UEM Sunrise, Maybank and CIMB. For Astro, this is just the first phase committed, and we are exploring longer-term partnerships with them.
1. Limitations:
1. Resource capacity - The team was focused on launching the new site, health programme and PurelyB TV web-series. Malaysian Elections affecting corporate deals from Oct 2017-Jan 2018 and thus did not have the resources to focus on partnerships fully until now. With a lot of the new product launches out of the way by March 2018 onwards, partnerships will be a key focus.
2. Elections 2018 - Most Malaysia-based corporates that were keen to explore partnerships with PurelyB this year have requested to pause and resume discussions after the Malaysian elections run in March 2018.
3. Talent resources – there’s high demand and potential for these services, but we need to bring on board good-quality business development talents to properly grow this revenue channel at full speed.
2. How we will address this:
1. We will target smaller brands not impacted by the elections
2. To start focusing on partnerships in Singapore and Hong Kong markets.
3. We are actively searching for an experienced corporate & brand partnerships manager to join our team; if you have any recommendations, it would be of great help!
Community & Engagement - Growth metrics from Sept 2017 (when Equity Crowdfunding round closed) to end Jan 2018
Website & Mobile site: 108K unique users -- a 56% increase in our monthly users
Subscribed Members: 18K - a 20% increase in registered members
PurelyB TV - A total of 487K video views across Facebook and YouTube so far. The videos tend to perform best & create good engagement on Facebook; thus, we’ve been focusing more of our efforts there instead of YouTube.
Help Wanted, please
Referrals for Corporate or Brand partnerships in Malaysia, Singapore and/or Hong Kong would be of amazing help to us! 2018 is the year of wellness for many corporates across Malaysia and the Region. Regardless of their size, these companies either want to revamp their corporate wellness culture holistically (across nutrition, fitness, mindfulness, wellness) for the better to improve the health, happiness and productivity of their employees and/or provide beneficial wellness offerings for their loyal customers. Whilst we do get many companies directly approaching us at PurelyB for these services, referrals would help us grow this revenue channel exponentially.
Any guests you think would be perfect to feature on PurelyB TV or share their stories - please do suggest & connect us! Or even any stories/topics you’d love us to cover!
Referrals for passionate and skilled talents to join our PurelyB family. (Please see the roles we are hiring for below)
Hiring and Team Updates
Welcome new PurelyB family members:
Our new social media & marketing manager – Zaheera Zaharuddin (experienced social media marketing specialist previously long-term in a regional digital agency)
Head of programme marketing – Nika Karan (nutrition & health coach + marketing specialist; she was also one of the first employees of Mindvalley)
Our current team of 10 family members at PurelyB includes: Jesrina, Stephanie, Amanda, Marissa, Tarun, Carina, Petra, Jester, Joyce, Dorcas
HIRING:
Our new social media & marketing manager – Zaheera Zaharuddin (experienced social media marketing specialist previously long-term in a regional digital agency)
Head of programme marketing – Nika Karan (nutrition & health coach + marketing specialist; she was also one of the first employees of Mindvalley)
Tech Support - (job description here)
Front Web Designer - (job description here)
Full Stack Developer - (job description here)
Finance, Admin & HR Manager - (job description here)
Business Development & Partnerships Manager - (job description here)
Past Events
RM 1,821,797
of RM 300,000
Min Target
RM 300,000
Max Target
RM 2,700,000
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PLEASE READ THE FULL RISK WARNING BEFORE DECIDING TO INVEST.
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RM 1,821,797
of RM 300,000
Min Target
RM 300,000
Max Target
RM 2,700,000
Min Investment
RM 540