Zoey's Homemade - 打造儿童健康食品首选品牌 | Building the Most Preferred Kid-Friendly Healthy Food Brand

RM 1,500,000
Investors 177
Minimum Investment RM 500,000
Funding Goal RM 1,500,000
Funding Period
24/06/2022 - 28/06/2022
Funded Successfully

Zoey Food Supply Sdn Bhd


Contact Us: wa.link/kdqee6 (Jamie Lim)


Reasons to Invest

  • More than 50 types of children's creative food were developed within 18 months and generated close to RM2 million revenue in 2021.

  • In May 2021, the website www.zoeyhomemade.com was launched to provide a more systematic and convenient way of receiving orders instead of using mobile phones. The online sales performance exceeded RM1.5 million in just 7 months since its official launch. There are currently over 200,000 page views (website) per month.

  • Zoey’s Homemade aims to provide moms with nutritious and convenient healthy food for their kids. At the same time, Zoey's Homemade also aims to support full-time mothers with an opportunity to start their businesses at home, allowing them to regain their confidence and reap the rewards of their careers without sacrificing time for their families and children.

Business Introduction/Summary

Zoey's Homemade was founded in 2017 by Jamie Lim, who named the company after her daughter- Zoey, focusing on both the children's and baby food market. Since the inception of Zoey's Homemade, the company has been committed to the "3 NO Rules" – NO Added MSG, NO Added Additives, NO Added Preservatives. Working with a group of "Mommy Chefs" to provide kid-friendly foods made from natural ingredients, offering a convenient, time-saving, and nutritious solution for the moms.

Over just 5 years, Zoey's Homemade has progressively evolved, expanding from a home kitchen to a small factory. Jamie and her team are constantly upgrading and innovating to build the first children's healthy frozen food brand in Malaysia, focusing on the online marketplace and generating nearly RM2 million in 2021!

 

About the Founder

My name is Jamie Lim. I am 41 years old, the Founder and CEO of Zoey's Homemade. Before starting my own business, I was an ordinary white-collar worker. The differences in personality and beliefs about the life led to the end of my marriage with my ex-husband in 2015. My daughter was just one year old, and I raised her on my own on a shoestring, barely making ends meet every month.

No matter how difficult life is for me as a mom, I want to give the best to my daughter. For the sake of providing my daughter with a nutritious and healthy diet, I often go online to search for children's recipes and try to make them myself at home. At one time, I stumbled upon a recipe online in which I learned how to make a natural chicken powder that can be used with rice, porridge, and noodles. Zoey enjoyed it and saved me a lot of cooking time.

I was thinking back then that this natural chicken powder should be able to help many busy moms. To generate extra income, I tried my first Facebook post, and to my surprise, I received over a hundred orders. The process is time-consuming and takes over 10 hours, so I usually get into the kitchen right after work to start making it, working until 3 or 4 am every day. After spending a whole year working like this, I decided to quit my job and devote myself entirely to this business.

 

 

Entrepreneurship Journey

The primary reasons I decided on this business are to spend more time with my daughter and promote the creative children's food I make to offer mothers better diet solutions. As a single mom, I believe establishing Zoey's Homemade will give Zoey a better future and bring hope and encouragement to all single moms.

In 2017, I was lucky enough to acquire investment from a mom who was also a single parent to launch the company officially. We opened a kid-friendly cafe that specialised in homemade delicacies. I wanted my personal experience to serve as a reference for other single mothers, so we prioritised hiring single mothers to work in our cafe.

In 2019, I encountered a bottleneck in my business. A friend told me about the 3rd Dream Factory Startup Contest and urged me to participate because I was looking for a better solution.

I outperformed the other 40 finalists in the competition to win the Champion title and receive an impressive amount of RM30,000 in prize money for my homemade natural seasoning powder series. The prize money was used to upgrade the product packaging and develop more children's food products other than the natural seasoning powder.

We decided to end the cafe business in 2020 and moved to a small factory nearby to focus on production and online sales of healthy food for children. By 2021, we have accumulated over 10,000 customers.

 

The Potential of the Company

The children's food industry has tremendous growth opportunities. Firstly, the continuous innovation and breakthroughs in the food category; and secondly, the growing number of families who own ovens, air fryers, and steam ovens. This is especially true for busy double-income families, and this trend will only further increase in popularity. Thus, providing more significant opportunities for the development of children's food.

Besides, according to the Malaysian Statistics Department, the number of children in Malaysia had exceed 9 million in 2020, accounting for 28.3% of the Malaysian population. This significant number of children means that the children's market has great potential for growth, particularly in terms of dietary aspects, which play a crucial role in children's development and is a matter of great importance to parents.

Source:https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=333&bul_id=NGtOOVdLSzlJeURHZ1VobUVxemdNUT09&menu_id=U3VPMldoYUxzVzFaYmNkWXZteGduZz09

In addition, to improve the standard of living or achieve financial independence, many couples today choose to remain employed after getting married and having children. In 2021, 77.1% of men were employed in the country; the employment rate for women had been increasing year by year, and as of the first quarter of 2021, there were up to 6.23 million women in the workplace.

Source:https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=149&bul_id=bDg0aDBmUktWaisxYjV1bHVkb0NYUT09&menu_id=Tm8zcnRjdVRNWWlpWjRlbmtlaDk1UT09

It is evident that many families in Malaysia are dual-income families, and people are nowadays more concerned about the importance of diet and health. Therefore, to balance work and family, the pursuit of food must be convenient, healthy, and nutritious. It can even be better if the food can be coupled with a wide range of flavours and selections.

Since its establishment, Zoey’s Homemade has been committed to the “3 NO Rules”: NO Added MSG, NO Added Additives, NO Added Preservatives. We have developed a range of children's and baby food that we hope will keep children happy and healthy as they grow. We also hope to ease the stress of working parents in dealing with household chores and prepare delicious and nutritious food for their children in the shortest possible time.

 

 

Our Target

Although our country’s Movement Control Order has been lifted and people are now free to move around, including dining out, Zoey's Homemade has maintained a steady sales growth for the first quarter of the year.

Our marketing planning is based on the market demand and the brand’s positioning as our main direction. This year, we will explore into crossover business model and begins business partners collaboration. Our partners include fresh and frozen food stores, mother and baby products shops, and mom agents.

According to Zoey's Homemade database, we see significant demand from East Malaysia. Hence, we will expand further to Kuching, Sarawak, next year at the earliest to open our East Malaysia distribution centre. We are also planning to authorise an overseas distributor targeting Singapore, and once a suitable partner is found, we will implement it immediately.

As for food certification, our second house brand, Zoey's Natural, was launched last year as a new entry into the Halal market. We are currently applying for more food certifications, including Halal certification, to open up a larger market and customer base to achieve our financial target of RM16 million by 2026.

 

 

Core Team Members

The company is led by three founding members; the operation team is comprised of a legion of dedicated ladies. As an individual or a team, each member on board is fully devoted and committed to ensuring the smooth operation of the company's sales and supply chain.    

Our company’s development and achievement today can never happen without a team. As we always say, one person can go fast, but a group can go farther. We are supported by more than 30 hardworking and enthusiastic "Mommy Chefs" who contribute to the production, having each other' s backs as we grow together.

 

Fund Target, Fund Utilisation

Not many brands in our country truly focus on healthy food for children and babies. Food safety and quality are two essential criteria that the consumers should be well informed of and that the food manufacturers are focused on improving. Having been in the field for over 5 years, it is time for Zoey's Homemade to accelerate our pace of growth at this stage. Therefore, we have decided to undertake equity financing through MyStartr, an equity crowdfunding platform regulated by the Malaysian Securities Commission.

It is worth mentioning that our company was valued at RM5 million in 2021. For now, the latest valuation has doubled to RM10 million; the target crowdfunding amount is RM1.5 million, which is expected to be utilized in 12 to 18 months, while the fund allocation ratio is:-

  • 40% - Expand in production lines

  • 30% - Business development

  • 20% - Marketing

  • 10% - Talent acquisition

By taking one step at a time, we have never lost sight of our primary focus in our entrepreneurial journey. As we gradually expand our company, my team and I hope that through our efforts and progress, Zoey's Homemade will become the brand of choice for children's healthy food in the future. And, at the same time, assist the mommy community in starting their own business, regain self-confidence and reap the benefits of their career.

 


Founder's Pitch Deck


Contact Us: wa.link/kdqee6 (Jamie Lim)


联系我们: wa.link/kdqee6 (Jamie Lim)


为什么要投资

  • 18个月内研发生产超过50款儿童创意食品, 2021年总业绩近200万令吉。
  • 2021年5月推介网站www.zoeyhomemade.com,以更系统性和便捷性的模式来取代过往手机接单的方式;网站业绩在7个月内持续增长,截至同年12月,创下了150万令吉的收入。目前每个月超过20万浏览量。
  • Zoey’s Homemade的初衷,是为了提供妈妈们营养便捷的儿童健康食品;同时,Zoey’s Homemade也帮助推动和扶持宝妈们在家创业,让宝妈们在不影响照顾家庭和孩子的前提下,重新实现自我价值和收获事业。

 

精华简介


Zoey’s Homemade创立于2017年,创办人林静敏(Jamie Lim)以女儿的名字Zoey为公司命名,主打儿童和宝宝食品市场。自创立以来,Zoey’s Homemade一直坚守着 “三无承诺”(无味精、无添加、无防腐剂),携同“妈妈军团”提供天然食材制成的儿童健康食品,进而为妈妈客户群提供方便、省时和营养的解决方案。

仅仅5年时间,Zoey’s Homemade已逐步壮大,从家庭厨房搬迁至小型工厂。Jamie和团队们不断提升和创新,打造了大马首家儿童健康冷冻食品品牌,主打线上消费市场,2021年更是创下了近200万令吉的业绩!

关于创办人About the Founder

我是Jamie Lim林静敏,今年41岁,Zoey’s Homemade创办人兼首席执行长。在创业前,是一名普通的白领上班族。因为性格和生活理念的差异,我和前夫在2015年结束了婚姻关系。当时,女儿刚满一岁,我自己一个人靠着微薄的薪水抚养女儿,几乎每一个月都入不敷出。

身为一位妈妈,无论生活是多么的困难,我也想把最好的留给我的女儿。为了让女儿吃得营养健康,我经常上网寻找儿童食谱,自己在家里尝试制作。在一次的偶然机会,我在网上学习了制作天然鸡精粉的方法,可以用于搭配饭、粥和面食。Zoey非常喜欢吃,同时也为我省下了不少烹饪的时间。

当时我在想,这一个天然鸡精粉应该可以帮助到很多忙碌的妈妈。为了增加额外的收入,我试着在脸书上传第一个贴文,没想到竟然接到了超过百份的订单。制作鸡精粉很耗时,全程超过10个小时,我通常在下班后立即进入厨房开始制作,每天都忙到凌晨三四点才休息。这样的日子持续了整年后,我决定辞职,全身投入在这个事业上。

 

创业故事

我决定创业,主要的原因是想留出更多的时间陪伴女儿,同时把所制作的儿童创意食品发扬光大,可以为妈妈们提供更好的饮食方案。身为一位单亲妈妈,我也期待Zoey’s Homemade的设立可以给Zoey带来更好的未来,也给单亲妈妈们带来希望和鼓励。

2017年,我很幸运的获得一名同样是单亲妈妈的投资,正式成立公司。我们开设了一间儿童友好咖啡馆,主打自制面食和餐饮。我希望自身的经历可以让其他单亲妈妈作为借镜,所以我们的咖啡馆也优先聘请单亲妈妈工作。

2019年,我在生意上遇到了瓶颈。为了寻找更好的出路,我在一名友人的介绍和鼓励之下,报名参加了 “第三届圆梦工场创业大赛” 。在比赛中,我自制的天然调味粉系列在一众创业项目中获得评审的青睐,击败40名入围者,夺下总冠军宝座并赢取3万令吉奖金。我便善用了这份奖金来提升产品包装和开始研发调味粉以外的更多儿童食品。

2020年,我们决定结束咖啡馆的生意,迁至附近的小型工厂专注于儿童健康食品的生产与线上销售。2021年,客户已累计超过1万人。

 

 

 

企业发展潜能

儿童食品行业拥有巨大发展契机,第一是在品类上的不断创新和突破,第二则是在家电企业中发现,拥有烤箱、空气炸锅、蒸烤箱的家庭数量日益增长,特别是忙碌的双薪家庭,普及率在提高,将为更多儿童食品的开发提供机会。


另外,大马统计局数据显示,我国在2020年的儿童人口已经超过了900万,占大马人口的28.3%。这庞大的儿童群体意味着儿童市场存在宽阔的发展空间,特别是在对儿童的成长起着关键作用的饮食方面,更是父母亲们极其重视的问题。

资料来源:Children Statistics, Malaysia, 2020

加上为了提高家庭的生活水平或是实现经济独立,如今有许多夫妻在结婚生子后,依旧选择继续就业。在2021年,我国已有77.1%的男性就业;女性的就业率也在逐年增加,截至2021年首季,大马拥有高达623万名的女性在职场工作。

资料来源:Principal Statistics of Labour Force, Malaysia, First Quarter (Q1) 2021

由此可见,我国有不少家庭都是双薪家庭,而且现代人们对于饮食和健康问题越发注重,因此在要兼顾工作和家庭之下,人们对于饮食的追求目标,务必都会以便捷、健康、营养为主,若再加上色味俱全固然是再好不过。

自创立以来,Zoey’s Homemade坚守“三无承诺”,即无味精、无添加和无防腐剂的生产原则。我们研发出的儿童和宝宝食品,除了希望能够让孩子们在成长过程中,开心用餐,得以健康茁壮的成长,同时更是希望能够帮助到职场父母们减低处理家务的压力,用最短的时间来为孩子准备美味及营养的食物。

 

我们的目标 

虽然我国行管令已解除,人们已恢复自由身,包括在外聚餐等,不过Zoey’s Homemade今年首季的销售业绩总体保持平稳增长。

我们的营销策划以市场需求和品牌的市场定位为思考方向。今年我们将尝试进行跨界和跨品类的合作模式,合作对象包括生鲜冷冻食品商店、母婴产品专门店,以及宝妈代理群等。

根据Zoey’s Homemade后台数据显示,我们在东马有明显的需求量,因此最快明年我们会把业务进一步拓展到砂拉越古晋,在那里开设东马配送中心。另外,我们也计划授权海外总经销商,目标是新加坡,一旦找到适合的合作对象就马上落地实行。

至于在食品认证方面,已在去年推出的第二品牌Zoey’s Natural,是为打入清真市场而新设的。目前我们正在申请更多食品认证,包括Halal认证,借此打开更大的市场和客户群体,以便可以朝着实现2026年达到1600万令吉的财务目标方向迈进。

 

核心团队 

公司管理方面,由三位创始团队领航;公司营运团队都是一班娘子军团 – 论个人能力和团队协力,团队里的每一位成员都充分表现出了敬业和奉献精神,确保公司的销售和供应链顺畅运作。

公司有今天的发展和成绩,绝对不是一个人的功劳。我们常说一个人走得快,但是一群人走得更远。我们的身后也有超过30位勤勉热诚的“妈妈军团” 帮助制作生产,大家相互把关,一起成长。

众筹目标 & 资金用途Fund Target, Fund Utilisation

在我国,真正专注在儿童和宝宝健康食品的品牌不是很多,这个行业仍处在起步阶段,良好的消费者教育以及厂家不断重视食品安全和品质问题,两者都是至关重要的。Zoey’s Homemade已经在这个领域超过5年时间,在现阶段的我们,是时候加速发展脚步。因此,我们决定通过大马证监会监管的股权众筹平台MyStartr进行股权融资。

值得一提的是,我们在2021公司估值500万令吉。目前,最新估值已经翻倍增长至1000万令吉;目标众筹金额是150万令吉,预计在12至18个月使用,而资金分配比例是:

40% — 增加生产线
30% — 业务开发
20% — 市场营销
10% — 人才招募

一步一脚印,我们在创业的历程上都不曾忘记初心。随着公司的逐步拓展,我和团队希望通过我们的努力和进步,让Zoey’s Homemade可以在不久的未来成为儿童健康食品的首选品牌,同时协助宝妈群体创业,重新实现自我价值和收获事业。

投资人募资简报 (Founder's Pitch Deck) 

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Packages
Invest
RM2,500
53
Investors

    Early Bird Promotion

    (Valid Until 25 June 2022, 11.59 pm)

     

    • Type of share: Ordinary Shares

    • Number of shares: 250

    • Subscription Price per share: RM10

    250 x RM10 = RM2,500

     

    Additional rewards:

    • Get rewarded (2% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM50

     

    Early Bird Promotion: 

    • Early Bird Gift Bag worth RM75

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM5,000
64
Investors

    Early Bird Promotion

    (Valid Until 25 June 2022, 11.59 pm)

     

    • Type of share: Ordinary Shares

    • Number of shares: 500

    • Subscription Price per share: RM10

    500 x RM10 = RM5,000

     

    Additional rewards:

    • Get rewarded (2% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM100

     

    Early Bird Promotion: 

    • Early Bird Gift Bag worth RM150

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM10,000
58
Investors

    Early Bird Promotion

    (Valid Until 25 June 2022, 11.59 pm)

    • Type of share: Ordinary Shares

    • Number of shares: 1000

    • Subscription Price per share: RM10

    1000 x RM10 = RM10,000

    Additional rewards:

    • Get rewarded (3% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM200

    Early Bird Promotion: 

    • Early Bird Gift Bag worth RM300

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM25,000
9
Investors

    Early Bird Promotion

    (Valid Until 25 June 2022, 11.59 pm)

     

    • Type of share: Ordinary Shares

    • Number of shares: 2500

    • Subscription Price per share: RM10

    2500 x RM10 = RM25,000

     

    Additional rewards:

    • Get rewarded (3% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM500

     

    Early Bird Promotion: 

    • Early Bird Gift Bag worth RM750

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

     

Invest
RM50,000
3
Investors

    Early Bird Promotion

    (Valid Until 25 June 2022, 11.59 pm)

     

    • Type of share: Ordinary Shares

    • Number of shares: 5000

    • Subscription Price per share: RM10

    5000 x RM10 = RM50,000

     

    Additional rewards:

    • Get rewarded (5% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM1000

     

    Early Bird Promotion: 

    • Early Bird Gift Bag worth RM1500

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeem at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM2,500
3
Investors
    • Type of share: Ordinary Shares
    • Number of shares: 250

    • Subscription Price per share: RM10

    250 x RM10 = RM2,500

     

    Additional rewards:

    • Get rewarded (2% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM50

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM5,000
2
Investors
    • Type of share: Ordinary Shares

    • Number of shares: 500

    • Subscription Price per share: RM10

    500 x RM10 = RM5,000

     

    Additional rewards:

    • Get rewarded (2% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM100

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM10,000
5
Investors
    • Type of share: Ordinary Shares
    • Number of shares: 1000

    • Subscription Price per share: RM10

    1000 x RM10 = RM10,000
     

    Additional rewards:

    • Get rewarded (3% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM200

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM25,000
1
Investors
    • Type of share: Ordinary Shares

    • Number of shares: 2500

    • Subscription Price per share: RM10

    2500 x RM10 = RM25,000

     

    Additional rewards:

    • Get rewarded (3% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM500

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeemed at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  

Invest
RM50,000
0
Investors
    • Type of share: Ordinary Shares

    • Number of shares: 5000

    • Subscription Price per share: RM10

    5000 x RM10 = RM50,000

     

    Additional rewards:

    • Get rewarded (5% rewards rate) with Z-Coin when you shop online

    • Product Voucher worth RM1000

     

    Note: Voucher (Terms & Conditions):

    • Product Voucher Expiry Date: 6 months from the date of issuance 

    • Can be redeem at Zoey’s Homemade Online Store http://www.zoeyhomemade.com  


Disclaimer by Securities Commission

  • No shares will be allotted or issued based on this document after six months from the closing of the offer period.
  • 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.
  • 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.
Notification: Not Login.