Above: Ezay Founder and CEO (centre) with EME Investment Analysts Hla Win New (left) and La Woon Yan.
EME-Myanmar has led a six-digit seed round in Ezay, a Yangon-based rural ecommerce startup for rural Myanmar retails outlets, together with one of the most influential startup founders in Myanmar.
Founded in August 2019 by ex-Oway employee, Kyaw Min Swe, Ezay is helping to revolutionise commerce for rural retailers. Ezay provides a mobile platform that connects rural ‘mom and pop’ shops with wholesalers and provides delivery for all goods. Previously retailers would have to visit multiple wholesalers several times throughout the month, with no remuneration for that lost time. From today, retailers can re-stock at the click of a button.
EME’s Investment Director, Hitoshi Ikeya said, “We often hear people talking about ‘digital leapfrog’ in Myanmar but this investment really represents the value that mobile solutions can bring to rural communities across the country. Kyaw Min Swe is a great founder and we’re very excited to support him with his mission”.
Kyaw Min Swe at a recent Ezay retailer townhall event
Q&A with Kyaw Min Swe, Founder and CEO of Ezay
How did you come up with the idea for Ezay?
My sister has a small shop in rural Myanmar and each week her and her husband need to drive to the various warehouses to restock. This is a real burden and it’s common across Myanmar; often the husband will go to the wholesaler but must take time off work to do so. Choice is also limited by the common fact that most people will buy from only one or two wholesalers. I saw an opportunity to address this issue and connect wholesalers and retailers through a mobile platform - providing delivery to make life easier for retailers.
What impact does Ezay create for companies and users?
Retailers love Ezay because for the first-time ever they’re able to buy online for the regular shop stock needs and get the products on delivery the next day - all for the same price they’re currently paying to shop offline and fetch their own goods.
Wholesalers are thrilled to have more frequent orders and have regular collections from a wider-rage of customers. They’re able to think about their promotions through the app and really become more efficient throughout their business.
Why did you select EME as investors?
EME’s directors and staff have been really supportive of my vision and have helped Ezay even before their investment. For an early-stage business like Ezay I think it’s vital to have people behind you that understand your vision and can contribute to making it a success. With EME I felt they were very interested to support Ezay, but also that they trusted me to execute my ideas.
What is your vision for Ezay in the next 5 years? How will Ezay help change rural retail landscape in Myanmar?
Ezay is just getting started. Right now we’re onboarding new retailers all the time and we’re upgrading our platform to make logistics, payments, and commerce faster and easier. We plan to expand rapidly across Myanmar once we’ve proven this model across our key villages. Our expansion will be both in area and also in services: as we develop a closer understanding of the retail supply chain and customer’s preferences we can adapt to serve those needs in new and exciting ways. We’ve got a few ideas of how this could develop. For now we’ll just say that we intend to continue to offer real value to people that others have struggled to serve and create new opportunities for them while doing so.
About Kyaw Min Swe
Kyaw Min Swe is a committed and experienced professional with a proven track record. He was born and raised Nattalin, a township in Tharrawaddy District of Bago. He worked in Dubai and Singapore for five years and came back to work as the COO at Hello Cabs, and later at Oway as the Business Head. He stared Ezay based on his first-hand experience of the problems facing rural retailers and because of a passion to help rural communities embrace the benefits that technology offers.
Above, from left EME's Team: La Woon Yan, Hitoshi Ikea, Hla Win Nwe, Matt Viner, May Phoo Maung Maung, Claire Lim.
On Wednesday, 20th November EME celebrated it’s 1st anniversary and announced two new investments it has made into Myanmar-based and Myanmar-led startups: Natural Farm Fresh and Yangon Broom.
EME invested a six figure amount into Natural Farm Fresh, along with co-investor United Managers Japan Inc. (UMJ). Natural Farm Fresh produces high quality chilli and other dried food products at competitive prices, using locally produced solar dryers to increase yield value and produce products without dangerous aflatoxins. EME’s investment will help Natural Farm Fresh to scale up, develop new products for other markets and start to introduce digital technologies throughout the supply chain.
Founder and CEO of Natural Farm Fresh, Nay Oo said, “This investment is very rewarding, not just because it will help us to grow but because EME really shared our vision to help bring quality products to the Myanmar market, improving health while providing more income to farmers across the country”. EME Director, Hitoshi Ikeya said, “We’re thrilled to make this investment. We’ve been building a great relationship with Ko Nay Oo over the past months, love his vision and have already seen his ability to execute. The chilli market in Myanmar is well over $100m and growing; regionally, the numbers are even higher and together we’re very well placed to take advantage of this huge market potential.”
Above: Nay Oo, Co-Founder and CEO of Natural Farm Fresh
EME, along with co-investor NestTech VN (a Vietnam-based VC), invested a five figure sum into Yangon Broom, a Myanmar home-services startup. Yangon Broom provides on-demand services to home and businesses across Myanmar’s bustling Yangon. Currently, services include cleaning and ironing, but the company has more verticals to roll out in 2020. Founders Kyi Min Han and Kyaw Min Tun come from backgrounds in recruitment and building maintenance, a winning formula for high-growth businesses that contract hundreds of staff. Co-founder and CEO, Kyi Min Han, said, “The whole team is very excited to have two great investors behind us to help take Yangon Broom to the next level. We’ve built our business around people as we aim to provide safer jobs for women in Myanmar, and these two investors will help us protect that while we grow.”.
EME’s investment philosophy includes providing significant hands-on support post-investment, operating a full-time team who work closely with companies to help them scale. Matt Viner, EME Investment Manager said, “We’re so fortunate in Myanmar to have such passionate founders. Kyi Min Han and Kyaw Min Tun pay close attention to their most valuable assets - their staff - and in turn, they’re building a strong business. We’re looking forward to helping Yangon Broom quickly reach 10X growth in total bookings, bring in new tech with help from NestTech VN and add more services.” Nest Tech founder, Soe Moe Oo added, “Nest Tech is delighted to be investing into Broom. The two Founders truly care about making a difference in people’s lives, especially those amongst the more vulnerable in society. Not only are jobs being created, but a caring community culture is being developed too”.
Above: Yangon Broom's Team including CEO Kyi Min Han and COO Kyaw Min Tun