CRAFT La: 让手作的温度,传递给生活中的每一个人 Let the Warmth of Handicraft Conveyed to Everyone in Our Life

RM 1,094,750
Investors 104
Minimum Investment RM 500,000
Funding Goal RM 1,500,000
Funding Period
14/05/2021 - 31/05/2021
Funded Successfully

CRAFT LA SDN BHD


In the age where everything is replicable,

the warmth and genuine goodwill of the handicrafts

are irreplaceable by pieces of machinery and production lines. 


 

Introduction:

Not a Conventional Finance Man

I'm Paul Chan, the founder and CEO of CRAFT La. Much similar to most finance graduate, whose first initiatives is to work in a regular financial field. However, with my extrovert personality, the repetitive day to day work-life makes me felt like an 8-years duration but it was just 8 months only.

If we stand in other nations' perspectives, such as the European region, Japanese, or even Taiwan, domestic craftsmanship or bespoke output are emphasized and protected by the government with sustainable development. Compared to Malaysia as a whole, local craftsmanship is, unfortunately, receiving less awareness as supposedly in this era where genuine craftsmanship is facing difficulties in inheriting the passion. Moreover, with boredom and repetitive tasks in my previous job, my inner passion has woken up to rectify this social pain-point as this opportunity has surged with business possibility. The path of change is to give up certain things, and the "things" will be my fixated job where my father believes this job is my "metal bowl". Sounds of rejections from my family members are inevitable which they believe this path will bring tough times in terms of seeking income and unsustainability. Not to justify me like a nobleman, but there is only one purpose for this initiative: to solve the neglected society problem and do what I believe is right, which allows me to dedicate back to society.

Hence, the concept of selling handcraft products on an online platform was born.

Back in April 2017 where I have zero knowledge in online marketing, RM3000 on hand only and no budget to develop a website, my only strength is to "thicken my cheeks" and seek collaboration with local craftsmen. Honestly, the result was not delightful as most of them still unable to truly understand the overall concept. To prove my sincerity, I have spent almost all of my capital buying 100 handcraft dolls. Combining digital, copywriting, photography, and branding strategy skills from my Tag La mentor to sell the dolls via brand marketing. Surprisingly, the response was incredible as 100 handcraft dolls sell out within 2 weeks with RM69 for each unit.

 

My Project: Let the Warmth of Handicraft Conveyed to Everyone in Our Life

The vigorous development of Taiwan's craftmanship relied on their commercial branding. Although our domestic craftsmen are full of ideas and creativity and a pair of skilful hand, most of them are weak in deciding business strategy and branding. Due to passion, many people in this world insist on their way without having regards to time and cost, It is their love and passion warming up their creation, and I wish I could deliver this warmth to everyone in life.

Therefore, CRAFT La is not just selling a lifeless product, but the stories and value behind the creation.

Recently, the local demand for handicrafts has shifted from price measuring 4 years ago to the demand of uniqueness and options for customizability. This is the reason why the market size of handmade craft continuously increases.

CRAFT La utilises economy sharing business model, where we bond the benefits of the Craftsmen and our platform together.  We do not hoard any product, our platform will have revenue only when Craftsman makes money with their creation.

In July 2018, we launched Offline Handmade Crafts Workshop. We believed, comparing with the traditional marketing approach which requires a higher cost to attract potential leads, the experiential marketing of the workshop allows clients to have a sense of trusts and identification with the individual craftsman, and hence promotes the purchase behaviour.

Perhaps due to the tedious and boring life pace, peoples tend to listen to the story behind handmade creation.

 

Continous Venturing of Business Possibility – 3 Consecutive Hopping of the Platform

The most welcoming workshop constraints many limitations such as time, venue, fees and …etc. The Crafts mentor also reported that participants in great number will affect the quality of physical education. All these limitations make me think, am I able to remove constraints such as time and location to create a workshop that can be participated anywhere or anytime?

Furthermore, the thriving performance of e-commerce platforms has also reached a plateau: the production of craftsmen are limited. For example, a craftsman can only produce 2 dolls per day as each doll require 5 hours to complete. If the market share is increasing that requires him/her to work exceed her performance, the quality of production will get disrupted.

According to the US platform - Techjury, the handicraft industry has reached a market value of $187.97 billion in the year 2019. Forecasting in the year 2026, handcraft's total market value will increase towards $376 billion. The worldwide handcrafts growth rate will soar with a 14.6% Compound Annual Growth Rate (CAGR). 

(Souce: https://techjury.net/blog/elearning-statistics/)

These are the reasons why we shifted 90% of our strategy into an online workshop and the idea of the online handicraft workshop initiated.

In February 2019, CRAFT La officially launched the online workshop platform through a crowdfunding framework with an average fee ranging from RM80-RM150. By removing the physical constraints, our total budget can reduce half the amount from the original budget. 

CRAFT La's 3 main highlights of online craft workshop:

  1. Distinguishing from Google and Youtube, CRAFT La emphasizes better interaction on both craftsmen and students, and among students themselves. We plan to shift the experience of the offline workshop to online, students now have the accessibility to publish any problem they face in handcrafts through the platform and teachers can provide instant response.
  2. Students can customize their learning progress according to their pace or preferable languages.
  3. Quality assurance of creative workshop (including handcraft material)

 

Since the first month of launching, we have accumulated 100 students whereby our most famous workshop has achieved 400 participants in just 3 days. This pandemic had already caused most of the industry back in 2020, but it won't stop us from growing. As of April 2020, CRAFT La has achieved the milestone of 3000+ students who purchase the online course and 8000+ students till this January.

 

 

This online workshop is more popular than expected.  

 

Traction: Leveraging Relationship with Partners and to Achieve Win-Win Strategy


 

CRAFT La has also reached a strategic consensus on expanding online courses with its partners: buying Stabilo products can participate in its sponsored hand-made courses, and offering courses for female members of Sewing World Gallery to learn embroidery skills and HaHow’s cooperation to combine Taiwan’s craftsmanship with Marketing techniques are introduced into our country.

The Warmth of Handmade Crafts: Accompanying Depression Patients on the Road to Recovery

What I didn't expect most was that the warmth that our online courses wanted to convey would help depressed patients who have been under long-term work pressure to save themselves.

Due to the heavy workload as an Accountant, he often has abnormal work and a rest schedule, By chance, he participated in our [Mind Healing] Three-dimensional Landscape Painting Course.

Due to the flexibility for online learning, the crafting course he learnt in his spare time allowed him to precipitate himself, learn to relax and gradually walked out of the shadow of depression. In the meantime of finding his self, he also met a group of like-minded buddies in our community. In this cold and fast mechanized life pace, agglomerated by handmade craft, they comfort and warm each other.

The course is dominated by feelings and experience-customers are no longer faced with hand-made work, we push the craftsmen to the front of the lecture, through various salons and courses, instil craftsmanship new Life, and also allows customers to familiarize themselves with the brand beliefs of craftsmen mentor. From experiencing the process of hand-made, the relationship between craftsmen and customers is no longer pure trading but sublimated into a relationship between master and apprentice, which in turn produces the brand adhesion we wanted the most.

 

Business Model and Strength of CRAFT La

CRAFT La acquires 60% of the profit from each online workshop published, whereby all our online workshops are recognized with the protection of Intellectual Property. We will diversify the content of e-learning courses to incorporate skills in more fields and launch more technical tutorials.

Foreigners accounted for 9% of the students register for handicraft classes. They are from Singapore, Indonesia and Vietnam. CRAFT La allows students to freely choose to pay for the course fees in Singapore dollars, US dollars and Malaysian Ringgit. 

Last year, our revenue totalled RM500,000, and this year we expected to grow to RM1 million.

In the next 4 years, our blueprint is to produce more than 300 video courses in Malay, Chinese and English, expand from Malaysia to 5 countries to open hand-made master skills advanced courses and increase the number of users from the original 18,000 to 300,000 users.

There is no domestic e-commerce and online course platform with the same attributes as CRAFT La at the moment: we have combined Etsy's e-commerce advantages, and also integrated the teaching of European and American online courses such as Craftsy. Education-oriented and the situational experience marketing model can attract leads and also strengthen the connection between CRAFT La with its students and customers.

Why Crowdfunding: Expansion of syllabus of online course

Starting from handcraft, CRAFT La started to organize singing, dancing and film editing online lessons are slowly emerging on our online platform. 

Our market is not only handicraft but the whole artistic section.

We would like to fundraise RM500,000 to RM1.5 million for this Equity Crowdfunding campaign. The segregation of the fund will be diverting into segments where both marketing purpose and expansion of team will account 30% each from the fund, 15% will be account for filming workshop, development for both user experience and application will be accounted for 25%

We wish to assist more people in need of, either emotional release, hobbies or creative cultivation, Even under the premise of zero foundation, one can feel the warmth bring out anytime and anywhere in the boring life journey, and fall in love with art.

 

CRAFT La, a platform that not only for a cultural inheritance of craftsman, most importantly, everyone can convey the warmth convey to ourselves and everyone we love!

Craft La Website:https://craftla.co/
Craft La Facebook: https://www.facebook.com/craftlaedu/
Craft La IG: https://www.instagram.com/craftlamy/?hl=en

 


Core Team

 

 

 


Term Sheet


Founder's Pitch Deck

 


在这个什么都可以被复制的年代,

唯有手作的温度与心意,

无法被冰冷的机械和流水线取代。


 

我的自述

我是个不守常规的金融人

我是Paul Chan陈泽轩,Craft La 平台的创办人兼首席执行员。

大学毕业后,便和一般的金融毕业生一样,从事金融行业。但日复一日的工作,让性格外向的我觉得这8个月的职业生涯,就像过了一个漫长的8年。

在欧美、日本和台湾,手作企业和平台在政府和私人界的推崇下生机勃勃,本地虽不乏好的手作匠人和艺术家,却鲜少被重视。在惋惜为什么这么好的手艺和信念不能被看见,身为金融人的我也看到了一个嗅到了商业契机。我真的不甘心如此庸庸碌碌的生活。然而改变就意味着放弃,放弃了父亲眼里的铁饭碗,当然也引起了家里反对的声浪:担心我辛苦,找不到吃。我并没有多崇高,我只想做一件有意义的事,对别人有一点点帮助的事,也是自己喜欢的事。

就这样,一个营销手作工艺平台的概念就诞生了。

20174 月,对电子商务零概念的我,身上只有RM3,000,连找人设计网站的钱都没有,凭着一股傻劲“胆粗粗”地找艺术手作人们合作,结果可想而知几乎都吃了闭门羹。为了证明我的诚意,我自掏腰包用了大半的本金买了100个手作玩偶,用从Tag La 导师身上学到的数码营销,文案写作和产品拍摄以品牌故事的营销方式在面子书推销。这似乎奏效了,玩偶以RM69在短短2个星期内售罄。

 

我的项目: 让手作的温度,传递给生活中的每一个人

台湾的艺术手作领域的蓬勃发展有赖于它们的商业包装。但是,本地许多手作人空有满脑子的创意和一双巧手,却缺乏商业的决策力,更不会品牌包装。这个世界上有许多的人,因为热爱,不计时间成本在做一件事,正是这些热爱让作品有了温度,而我希望可以通过Craft La 把这些温暖传达给生活中的每一个人。

因此,Craft La卖的不是一件没有生命手作品,而是它背后的创作故事和独特的价值。

近年,本地顾客对手作工艺品的需求,从4年前对价格的衡量,逐渐转向独特性和客制化,这也是手作工艺品的市场不断增加的原因。

Craft La 经济共享的商业模式,将匠人和平台的利益紧紧捆绑。我们不囤积产品,只有当手作匠人用手艺赚钱时,平台才有营收。

20187月我们推出了线下手作课室。我们相信,相较于传统营销需要昂贵成本才引来的流量,Craft La的线下手作工作坊的情景体验营销让顾客对匠人产生的信任与认同感,最终促成购买行径。

或许是因为繁琐乏味的生活节奏,人们似乎开始更倾向了聆听手作品背后的故事,和通过手作工艺传达心意和产生的情感共鸣。

 

业务模式的不停探索产品的3连跳升级

大受欢迎的线下课程也却有许多极限很多人或因时间,或因地点,或因收费等等原因,无法参与工作坊。而且手作老师们也反映,参与的人数太多会影响实体教学的素质。我在想,是不是可以把天时和地利去掉,让每个人都可以随时随地参与课程。

另外,电子商务平台蒸蒸日上的业绩也遇到一个瓶颈 匠人的产量有限。例如:一位匠人每只手作玩偶需要5小时,一天最多只能制作2只,如果因为业绩激长而被迫熬夜赶工,那玩偶的质量就会受到影响。

根据美国平台Techjury的数据分析, 2019年,全球手作线上的市场估计已达1879亿7000万美元,预料到了2026年,其市场值将达到3760亿美元。从2019年至2026年,全球手作线上市场的复合年均增长率(CAGR)预料将会飙升至14.6%。(https://techjury.net/blog/elearning-statistics/)

这也是我们把90%的预算转移到线上手作课程的原因。于是,线上手作课程的概念就这样萌生了。

 

20192月,Craft La以众筹的方式正式推出了线上手作课程,平均收费介于RM80-RM150,少了时间地点的成本,我们的费用优惠了至少一半。

Craft La线上课程3大重点:

  1. 有别于GoogleYoutube的手作教学,Craft La注重良好的沟通互动。不管是手作老师与学员之间,或学员与学员之间,我们想把线下课程的体验都搬到线上,学员可以随时把问题上传到社群,老师也可以即时地回复。
  2. 学员可以自己自由地调适自己的学习进度与字幕
  3. 高品质的创意艺术课程(附送课程材料包)

在线上课程开展的第一个月,就有100位学员报名参与。我们最受欢迎的课程在短短的3天内就吸引了400人报名。新冠疫情也并没有停止我们的脚步,在疫情肆虐各个行业备受打击的2020年,去年4月,超过3000+学员购买课程,截至今年1月,购买课程的学员超过了8000位。

这个课程,比我们想象的还要受欢迎。

市场牵引力:与合作伙伴的杠杆与共赢

Craft La也陆续与合作伙伴在拓展线上课程达成策略共识:购买Stabilo产品可参与其赞助的手作课程,提供给Sewing World Gallery 的女会员学习绣技的课程和HaHow的配合将台湾的手艺与营销技巧引进我国。

手作的温度:陪伴抑郁患者的痊愈之路

最让我没想到的是,我们的线上课程想要传递的温暖,真的让长期承受着工作压力的抑郁病人得以自救。

因为会计工作的繁重,他时常日夜颠倒,在一次偶然的机会,他参加了我们的【疗愈心灵】立体感风景绘画课程。

由于线上学习的时间自由,他在业余时间学习的课程让他终于有机会沉淀自己,让自己学会了放松,也渐渐从抑郁症的阴影走出来,找回了自己的同时,也在我们的社群里认识了一群志同道合的伙伴。在冰冷且快速的机械化生活节奏里,因为手作而凝聚,他们互相慰籍,也互相取暖。

课程以感情与体验为主导 ––  顾客面对的不再是一件手作品,我们将手作匠人们推到了幕前的授课,透过各种沙龙与课程,让手作工艺灌输了新的生命,也让顾客熟悉了手作老师的品牌信念并产生认同,更通过体验手工制作的过程,让匠人和顾客的关系不再是纯买卖,而是升华成了师徒关系,进而产生我们最想要的品牌黏着度。

 

Craft La 的商业模式与优势

此外,从每项手作线上课程中,Craft La抽取60%的利润,我们推出的所有手作教学视频都获得知识产权(Intellectual Property)的保护。 我们将会让电子学习课程的内容朝多元化发展,以纳入更多领域的技能,并推出更多的技术教程。

报读手作线上课程的学员中,其中外国人就占了9%,他们分别来自新加坡、印尼和越南。Craft La允许学员自由选择以新币、美元或令吉来支付课程学费。

去年,Craft La的全年收入总额RM50万,今年我们预计可以增长至RM100万令吉。

未来4年,我们的蓝图是制作300堂以上以马中英三语呈现的视频课程,从马来西亚扩展至5个国家开办手作大师技能深造班,并把用户人数从原有的18千人提高到300千。

目前,国内并没有和我们属性相同的电子商务与线上课程平台我们结合了Etsy的电子商务优势,也融合了Craftsy等欧美线上课程的教学,以教育为导向,情景体验营销模式除了可以引流,更可以增强Craft La与学员和顾客的联系。

 

为何发起:

课程版图扩展 

从手作出发,目前Craft La 也开始有唱歌,跳舞,剪辑等线上课程。

我们的市场不只是手作,而是整个艺术的板块。

在这里,我们想要股权募资RM500千至RM150万,其中市场营销和扩展团队各占了30%15%用来拍摄制作手作课程,优化学习体验的科技与App研发则占了25%

我们要让更多需要的人,或为情绪抒发,或为业余爱好,或为创意培养。即使在零基础的前提下,可以在枯燥乏味的生活中随时随地感受艺术的情感温度,并爱上艺术。

Craft La, 不止是要传达手作人的情怀,更要让每个人都可以通过自己亲手制作的心意把温暖传递给自己和每一个自己爱的人!

Craft La网站:https://craftla.co/
Craft La面子书: https://www.facebook.com/craftlaedu/
Craft La IG: https://www.instagram.com/craftlamy/?hl=en

 


团队 (“Core Team”)

 


投资框架协议(“Term Sheet”)


创办人募资简报 (“Founders' Pitch Deck”)

 

 

Updates on the project will be shared here.

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  • No shares will be allotted or issued based on this document after six months from the closing of the offer period.
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