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Problem Statement

How can we support these small business owners better to set them up for success?

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Problem Statement

COVID-19 has caused many Singaporeans to face losses in income and financial support. As a result, many individuals have started home food businesses as a supplement or as their sole source of income. However, some of them struggle with issues such as a lack of initial cash flow, building their customer base, lack of marketing capacity to promote their business and more. How can we support these small business owners better to set them up for success?

Project Description

UTBT aims to build an online platform, HOMEFAN, a brand and community for Singaporeans to proudly support local home businesses. They hope to uplift struggling home food business owners affected by COVID-19. 

Ten businesses will be featured each month, selected from the submitted stories and applications from food businesses. The team will then work with them to create a personalised marketing page to connect them to mentors and backers who can help to fund their businesses or provide product feedback.



How should we develop our criteria for which businesses/business owners we are helping? What should the process look like? How do we also ensure it’s highly accessible?

How do we reach this target group? What should the marketing strategy look like?

How do we get Singaporean residents to help organically drive and build this community?

Any further feedback on how to improve the project?


Contact Details

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