MySoil

The Problem

Singapore home gardeners lacked quality, customized soil options. The market was split between cheap mass-market products and expensive specialty stores, with nothing in between for the growing community of hobbyist gardeners.

What I Built

I launched MySoil as a direct-to-consumer soil business on Shopee and Lazada, handling everything end-to-end: sourcing raw materials, developing soil mix formulations, packaging, fulfillment, customer service, and platform marketing. I validated product-market fit through customer surveys and pilots, then iteratively pivoted product lines based on real feedback.

Customer-Driven Iteration

When certain product lines underperformed, I quickly adapted based on what customers were actually buying and requesting. This feedback-driven approach led to a 19.7% return customer rate overall and 40% repeat-purchase rate for our best products. We became a top 3 soil seller on Shopee Singapore.

By the Numbers