The Importance of Pivoting and Adapting for Business Success
In a dynamic environment like Singapore, where trends change rapidly and consumer preferences evolve constantly, businesses must be willing to adapt or risk falling behind. For young entrepreneurs Merida Lim and Raymond Tan, the journey of building their respective ventures—SCURO and Crafune—was not without its challenges. However, by embracing change and rethinking their strategies, they managed to turn their businesses into successful and sustainable enterprises.
Don’t Be Afraid to Change Your Entire Sales Pitch
Merida Lim, the founder of SCURO, initially launched her art jamming studio with a unique concept: horror-themed art workshops. This approach quickly gained attention, especially on social media, as she became known as the 19-year-old behind Singapore’s first horror art jamming studio. Despite the initial buzz, the business struggled financially, with bookings tapering off after the Halloween season.
Realizing that her original model was not viable long-term, Merida began experimenting with different art concepts. She eventually shifted focus to neon art, a decision driven by growing interest from parents who wanted their children to try it. This pivot led to a complete overhaul of SCURO’s offerings, replacing horror art jams with neon-based workshops.
The new direction proved successful, with SCURO going viral again when it hosted a class for Starley Tan and her parents, content creators Jianhao and Debbie Tan. This helped the business gain more traction and establish a solid foundation in the market.
Catering to Your Audience & Being Open to New Opportunities
Raymond Tan, the founder of Crafune, also faced his share of challenges. Starting as a hobby while serving in the Singapore Army’s explosive ordnance disposal team, he eventually turned his passion for leather crafting into a full-time business. Initially, Crafune focused on selling handmade leather products, but Raymond soon realized that his workshops were generating more revenue than retail sales.
This insight led him to completely shift his business model, focusing solely on conducting leather crafting workshops. He emphasized the importance of creating an engaging and educational experience for participants, ensuring that they not only learned the craft but also understood its deeper aspects.
However, building this business required significant capital investment and personal sacrifice. Raymond had to use his savings to cover operational costs, including high monthly rents and limited access to bulk materials. Despite these challenges, he remained committed to offering unique experiences that went beyond simple workshops.
Crafune continuously experimented with different workshop formats, adding and removing options based on participant feedback. Raymond explained that the goal was to ensure that each workshop provided real value and learning opportunities. “We have to think about how we can serve the customer,” he said.
Continue Finding a Niche Space for Yourself
Both SCURO and Crafune have diversified their revenue streams to ensure long-term sustainability. During the COVID-19 pandemic, Crafune had to adapt quickly, shifting to virtual workshops and offering toolkits for hobbyists. They also re-launched their ready-made leather goods in 2023, which proved popular among customers.
In addition to workshops, Crafune expanded into corporate gift packages and wedding favours, allowing the business to reach a broader audience. These efforts enabled the studio to grow and open two locations: one in New Bahru in 2024 and another at Funan in October 2024.
For SCURO, the shift to neon parties for children has been a game-changer. After rebranding, the business saw a significant increase in revenue, with monthly earnings rising fivefold. This success allowed SCURO to open a second outlet at Serangoon.
Despite this shift, Merida continues to offer workshops and team bonding sessions for corporate groups, ensuring that the business remains versatile and adaptable. “You can curate these experiences under your umbrella such that once one experience kind of dies out, then you’ve got another one to hop on,” she explained.
Conclusion
The stories of SCURO and Crafune highlight the importance of flexibility and innovation in the face of changing market conditions. By being open to new ideas, adapting to customer needs, and diversifying their offerings, both businesses have found long-term success. Their journeys serve as a reminder that even in a fast-paced environment like Singapore, there is always room for growth and reinvention.
