Fresh At Heart is an online-to-offline fresh food retail sales platform. We buy directly from the fresh food producers - primarily seafood from farms and fishermen - and deliver right to your doorstep!
143% of target | 0 days left |
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Investors | 22 |
Min Target | RM 803,200 |
Max Target | RM 1,149,580 |
Our mission at Fresh At Heart is to encourage and enable fresh food producers to produce the cleanest, safest and highest quality food, and to give consumers peace of mind when it comes to their fresh food supply.
Fresh At Heart enables discerning consumers in the cities to purchase fresh food produce that meet their demand for quality, safety and transparency. At the same time, we provide access to market for producers of quality conscious food and help them to distinguish their produce from other suppliers.
Consumers are increasingly becoming aware of the importance of healthy, safe and natural sources of fresh food as a key pillar of good health. A gap now exists in the fresh food market to supply this demand. This trend in food consciousness is gaining mainstream attention and will take off as awareness will only increase.
There are market inefficiencies that take place between the supply and demand in the fresh food space. Consumers find it hard to find credible fresh food retailers whom they can trust. At the same time, fresh food producers also face other obstacles such as building and improving their own brand, receiving a sustainable income for their produces receiving feedback and having reliable analytics of the demand.
Food Producers
Middlemen, Distributors, Retailers
Consumers
Fresh At Heart by The Fish Club buys directly from the source, manages the in-house processing, vacuum-packs and delivers the fresh food directly to our consumers’ doorstep. Alternatively, the customers can also pick up the goods from our collection points.
Benefits to Businesses/Industry
Less Wastage. We work with less wastage due to the shorter supply chain. Traditional food waste begins the moment it goes onshore. produce are damaged through multiple supply chain all the way to throwing unsold produce in malls.
Higher Margins. We work hard such that our farmers and fishermen make more money with fewer transactions involved.
Efficiency with O2O. Our store efficiency is higher through the O2O model. 4x more sales per square feet vs. industry competitor. Hybrid online/offline sales saves time in purchase & product management. Our offline stores operate as a warehouse, fulfilment center & a retail outlet, decreasing our logistic cost and maintaining our products quality. Each store functions as a fresh product proximity port for consumers & enterprise management.
Data Collection. Data is at the core of our business. Our price management and inventory are managed through proprietary technology. Targeted marketing campaign with consistent data captured.
Benefits to Consumers
True Convenience
Guaranteed Quality
Quarterly Sales
We are looking at RM200,000 per month average - growing to RM1,000,000 per month in 2019.
Customer Metrics
Strong Customer Reviews Correlated with high CLV
Short Term:
Long Term:
Sales Forecast
Avg. store setup cost | RM300,000 |
Avg. store monthly sales revenue | RM200,000 |
Avg. store online monthly sales revenue | RM300,000 |
Currently 1 warehouse average monthly revenue | RM200,000 |
Category | RM (in mil) |
---|---|
Marketing | 0.35 |
Physical Store Setup | 1.00 |
Technology | 0.10 |
Working Capital | 0.20 |
Est. Profits | (0.66) |
Total Costs | 1.00 |
You know, back at your high school, there would always be this guy who supplied all sorts of cool toys, stationeries? That’s Eddie for us. He didn’t stop back then. In fact, he went on to be the top electronics seller on Lowyat.net in 2013. After a few years working in China as a project engineer, he decided to pursue his passion for e-commerce and founded Fresh At Heart.
We always thought Joel was that typical smarty-pants (MEng from Cambridge with full BNM Kijang Emas Scholarship). He went on and joined Affin-Hwang Asset Management and became the top performing equity analyst. We were all shocked(!) when he told us that he wanted to leave the finance industry to go into organic farming, with direct hands-on farming experiences for organic vegetables & poultry. His reason? Our fresh food industry needs more help to bring better food to your kitchen table. With that, he decided to co-found Fresh At Heart
Grew up in a stilt house by the Pontian river with his favorite pastime being a fishmonger as a kid. After graduating from Oxford on full-scholarship, XX jumped to the dark-side (private equity, management consulting) before subsequently going back to his passion for entrepreneurship. XX brings to Fresh At Heart the structure to help the team grow in a scalable manner, fast.
Co-Founder of Hermo, Malaysia leading beauty e-commerce site, which was later invested in by Gobi then sold to Tokyo-listed Istyle in 2017.
Chief Scientist & co-founder of ADVANCE.AI Partner & Head of Research of Crystal Horse Investments Recently raised USD50m series B+ Clients include Axiata Group, Go-Jek & Weshare
Invested and exited multiple businesses such as UnrealMind, Ocision (Propwall, iBilik, CarSifu) and Hermo.
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