Female Daily: Founded By Female Entrepreneurs Especially For Females
The Indonesian community website Femaledaily.com has quite an interesting story behind it. It first began in 2007 as Fashionesedaily.com by Hanifa Ambadar and Affi Assegaf. Connected by their common love for beauty and fashion, Hani invited Affi to blog as a contributor, as Affi tells us:
In late 2006, Hani, who was still living in the US, found my blog and we started exchanging emails. A few months later, she asked me to write the beauty section for her blog, which would later become fashionesedaily.com. Because I was working as a PR Manager for MAC Cosmetics back then and have always had a rather unhealthy obsession with beauty products, I said yes immediately!
The journey continued for both of them, although it remained pretty much on a part time basis. But traction grew and soon it became apparent that the site was worth full-time attention. In 2008, Hani returned to Indonesia to focus on the business. Affi followed suit after she resigned from her job at MAC. The move to Indonesia was a significant one as it marked the period when their venture became a full-time business. They went on to establish the following websites with the female Indonesian audience in mind:
Fashionese Daily, a website focusing on style and beauty.
Mommies Daily, which focuses on parenting and family content.
Female Daily, a forum and content hub for its community to discuss on all things female.
To date, Female Daily has a total of 36,000 female users engaged in its content and forum discussions. Affi elaborates:
We want to keep building a range of platforms for women to find, share and discover relevant information and products, while at the same time creating positive impacts to their lives.
Mommies Daily ： 育児と家族のコンテンツ重視のウェブサイト
Female Daily ： コミュニティの女性が女性についてなんでも自由に語り合うことができるフォーラムとコンテンツハブ
これまでに、Female Dailyは、3万6000人の女性ユーザーを獲得しており、当ウェブサイトのコンテンツとフォーラム上でつながっている。Affiはさらにこのように述べた：
私達は、女性が数々の情報や製品を探し、シェアし、発見でき、同時に、女性の生活にポジティブな効果を与え得るプラットフォームをさらに立ち上げていきたいと考えている。
Mommies Daily -- 子育てや家族に関する内容に特化したサイト
Female Daily -- 女性に関する全ての事柄について議論するコミュニティにとってのフォーラムであり、コンテンツのハブとなるサイト
これまで、Female Daily では合計36,000人の女性ユーザがコンテンツやフォーラムの議論に参加している。Affi はこう解説する。
「私たちは、女性のために様々なプラットフォームを作り続けたいと思っています。そこでは、女性が意義のある情報や製品を見つけた、共有し、発見したりでき、プラットフォームは彼らの生活に良いインパクトを与えられるのです。」
To sustain and expand the business, Female Daily needed some investment. It was late last year when the founders were in serious talks with several VCs. But the angel route felt more comfortable for the founders. And coincidentally an angel investor – who was also an active member of the Female Daily network since 2007 – took interest. That angel investor was Novita Imelda, who not only invested but also joined as a partner.
The partnership of these three lady entrepreneurs looks to be a successful one as Female Daily is already a profitable business, generating revenue mainly from advertising and also by consulting for female brands. Female Daily has an upcoming new e-commerce extension of its business as well. It’s a natural progression, as most women enjoy shopping or at least ‘window shopping’ through e-commerce sites. Without revealing too many details, Affi explained this a little further:
What we are building is something that we hope could fill a void in the e-commerce world that is just [in the] beginning stage in Indonesia. No one has occupied that space yet (at least not that we know of!) and we’re beyond excited to become the first – just like we were the first ever fashion & beauty blog in Indonesia back in 2007!
There are a number of sites that offer women-related products, but few are vertical e-commerce sites that fully dedicate themselves to Indonesia. As the founders are females themselves, this should (naturally) help them understand their market better. I look forward to Female Daily’s e-commerce site launch and I hope it matches Affi’s excitement for the project.
女性を対象にした製品を提供するサイトはいくつかあるのだが、多くは完全にインドネシアを重きにした垂直Eコマースサイトである。創始者自身が女性であるため、（自然と）市場をより深く理解することが可能となっている。私は、Female DailyのEコマースサイトのリリースを心待ちにしており、そのサイトが、Affiの企画に対する興奮度に比例したものになるよう願っている。
女性関係の製品を提供するサイトはたくさんあるが、インドネシアに特化した垂直型Eコマースサイトはほとんどない。創業者たち自身が女性であることは、（当然のことながら）彼らがマーケットをよりよく理解するのに役にたつだろう。私は、Female Daily のEコマースサイトのローンチを楽しみにしているし、Affi がこのプロジェクトに対してワクワクしていた通りになるといいなと思っている。
文末、訂正をお願い致します→ とHaniがAffiを招き入れたのだ。Affiは我々にこのように語ってくれた：
いつもありがとうございます。了解しました。