Shopify + Aliexpress for Indonesia

A marketplace that helps Indonesian dropshippers and resellers to source quality fashion products from local suppliers and sell them via social media and their own website. Users can markup product prices, market the catalog digitally and send them directly to end consumers. Get wholesale price and sell retail

Starting a business is hard. Entrepreneurs have to open a retail shop, source good suppliers, purchase inventory, predict demand, manage cashflow, suffer deadstock. Selleri eliminates the headache and let entrepreneurs on selling products they know best :) Users love us because they earn 30 - 40% commission per product, much bigger than any other players in the market

Jakarta, Indonesia

We have known each other for over 3 years. Jayant and Najib created their first venture Pay OK together. A personal finance manager platform design to help Indonesians save more and spend less. This worked for over a year and gathered organic interest of 10k people in the first month. However, we couldn't monetize. 100 interviews a day revealed that our user demography concentrated in Tier2 and Tier3 cities in Indonesia who confided that they have no money to save in the first place, let alone invest.

Firman is a friend who was leading Meesho Indonesia at the time. Wanting to localize the product for Indonesia, we created Selleri together. We broadcasted the link of Selleri to our old user base and it spread like wildfire. People working in retail were great at selling. Suppliers were happy to have a new distribution channel.

Because of our 3 stengths, the product was quickly adopted by market
- Najib partnered with 4 logistic providers, 3 payment gateways, 2 lending companies and 1 bank
- Firman knows all fashion manufacturers in Indonesia from his experience in Meesho, Lazada, Zilingo and Zalora
- Jayant built the tech and launched the product within 3 months. With network to resellers and SMEs from the garment business, we called our first 1k users

We are 20 months in operation. 23k downloads in our first month. 170k downloads till date. We launched our product in June 2021 and have a tribe of users who wear Selleri Tshirt everytime they go out.

Firman (co-founder and CCO) is based in Jawa barat where we have offline tribes of users who meet regularly and share ideas on new products to sell. Users typically bring their friends, neighbours and social groups to our events. We spend $0 per month on digital ads and acquire all our users via offline community events. Our users become an icon of success in their communitiy and secrets to success spreads fast

All the founders have been working for almost 2 years on this full time.

10k monthly active users, 2k users depending on us for their monthly income. Initially, we aimed to help users earn $300 per month (minimum wage in Indonesia), now our users are earning upto $3,000 per month. No subscription fee, our users dont have money to begin with, so why charge them ?

Transaction behaviour
- AOV $10
- 1.2 products per order
- Profit $1.6 per order
- contribute 98% of all orders

Recently there has been a new wave of users who purchase bulk (50 pcs per order) and sell offline. We partnered with a few financing companies and financed a few bulk transactions.

1. 98% of our transactions is Cash On Delivery (COD)
2. In the month of January, we tasked ourselves to be EBITDA positive asap. Through data, we realized Eastern Indonesia is not a profitable region due to low success rate and high delivery fee. As soon as we ceased delivery to that region, our sales dropped, users who have customers there left our platform, but our gross profit increased. In the month of March, we finally became EBITDA positive :D

Since last time we applied, our CM1 margin grew to 17%, CM2 margin grew to 12%, CM3 grew to 6%, EBITDA positive earlier then expected. We now also have offline communities in Jawa Barat

Synrgy by Bank BCA. We joined the program to get access to their group of companies such as e-commerce, fashion outlets, finance and media companies

We explored a bunch of business models with the focus of helping people earn money online. We realized the secret formula is how we can help people earn more moeny with lesser effort. The answer was dropshipping. Users typically earn $3 to $5 per transaction without capital, without inventory and without risk. The adoption was quite fast, thats how we know we are in the right direction

Jayant background in Tech & Garments from family business. Thats why we can build and deploye features fast. Firman's background in Ecommerce like Zalora, Zilingo, Meesho. Thats why we can get lots of suppliers and reseller network on our platform. Najib's background in logistics, fintech and bank. Thats why we can get tons of partnership and great pricing from our partners

We have offline activities in Tier2 and 3 cities to engage with our users. Hearing their heartfelt story about how Selleri has helped them to pay their child tuition, payback thier loans, buy motorbike, purchase land. Its heartwarming and a great motivator for our teams. Our greatest source of commitment and motivation is to help our users earn more

Raena, Evermos and RateS. They focus on different product categories such as Beauty, Food and household products. We understand our user pain points better than anyone due to our relationship with them. Users want cheapest prices, biggest margins and available stock. Selleri users earn upto $5 per transaction compared to $3 in competitors because we allow users to markup product prices without limit

We also have deep insights on the relationship between suppliers and their resellers who contribute 60% of monthly sales. Suppliers are PnL positive but not cashflow positive due to terms of payment that is always extended by the resellers. We have channeled 100k USD in loans from P2P partners to finance these transactions. Suppliers are happy to receive cash upfront. Resellers are happy to get more flexible payment periods. Great acquisition strategy to acquire resellers through suppliers.

We currently make money per transaction by charging suppliers, resellers and discounts from logistics. We make about 16% per successful transaction and are already EBITDA positive from 260k USD revenue per month. We are great at executing

The fashion reseller market is a 12 billion USD industry in Indonesia. By focusing on Jawa region, we are able to capture 60% of the transaction volume. That is 7.2 billion USD in revenue and 1.15 billion USD in profit. It will take us 3 years to capture the market through offline community and Sales agents in Jawa. The key to this is building hardcore relationship with suppliers and acquire resellers through them.

Selleri Pte. Ltd. (Singapore parent company)
PT. Sumber Aneka Inovasi (Indonesian operating company)

Jayant Kumar - CEO 34.09%
Najmuddin Husein - COO 3.41%
Firman Hasan - CCO 6.82%

ESOP 6.82%

Jenny Rijhoomal Chainani - family investor 10.23%
Kejora - Venture Capital 29.34%
Arkblu - Venture Capital 8.47%
Ozora - Venture Capital 0.83%

Pre-A 550k stock
Seed 500k USD stock
Pre-Seed 110k USD stock

Fundraising 1.5million USD at 5.5million USD pre money valuation in the form of equity. Out of 1.5m, about 550k USD is committed and deployed by Kejora, Arkblu and Ozora. Currently raising the remaining 950k.

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Jayant is the technical cofounder. First started programming in 2010, he developed stock managing software for his family business trading garments. Jayant offered the technology to other Small Businesses in Indonesia. Since then, he moved outside Indonesia to work on multiple technologies from simple websites to decentralized robotics.

All the technology is built inhouse by a team of 6 engineers who occasionally spend the weekend and nights in the office migrating to new technology when users are asleep.

no lawsuits, cofounders are all here :)

Next gen AI for fashion. Demand first, supply later. A system that will
1. scrape the latest trending fashion from social media,
2. generate 1,000 designs a day post it on a catalog website.
3. Collect peoples behaviour on the website such as product view, clicks, shares, add to cart, etc.
4. Analyze products with most interactions
5. Place the product for pre-orders with limited quantity, lets say 100 pcs
6. Produce the 100 pcs with few partnered suppliers
7. Deliver product to end consumer (SUCESS)

We work with 2k suppliers, we know which suppliers excel at producing tshirts, dresses and other specialty. I can build the tech in no time. With retail margins, deadstock can be avoided. Cash comes in before cash goes out. Cashflow positive since day 1. No capital to start. A brand always in trend, always in demand

We have a few packages everyday being delivered to Papua region. The AOV is Rp. 300,000 (2x the average). People there have money to pay but do not understand numbers. So we have to ask them to pay using 3 red notes.

If you want to know what the moon looks like, ask an astronaut.
if you want to know how to go there, ask the company that sends astronauts to space

Chandani from Dropezy (YC W22) introduced me to my cofounder firman. Since she was right about Firman, i trust her about YC

misspelled nyc on google