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The Transformation of Beauty Information Portal Female Daily Welcomes Positively, Reveals Plans for 2014

Four days ago, Female Daily Network announce officially reorganize the sites it owns. They closed down two sites, Fashionese Daily and Travelers Daily, and merged them into Female Daily re-released with a focus on beauty information portals. Although it is quite surprising for a number of loyal readers, the response from Female Daily visitors has been very positive and there has been an increase in visits since the transformation was announced.

According to the CEO of Female Daily Network, Hanifa Ambadar, in the last few days there has been an increase in daily visits of up to 40% compared to the previous average. Although it's too early to say success, this increase gives an indication that the transformation carried out is in accordance with what its members want.

Admittedly, some of the Female Daily members were surprised by this change, but they ended up being happier as they got more beauty-related content. Besides Female Daily, the company still maintains a needs-oriented Mommies Daily parenting and Clozette Daily which is more towards social media.

Transformation and Focus

Based on their internal evaluation of the interactions of 110 members, beauty information is the driving force behind Female Daily's growth. Mentioned 70% content consumed and more than 60% thread and active conversation related to beauty matters. Seeing the growth of the beauty industry in Indonesia which has reached a total value of $2,2 billion, it is not surprising that there is a growing need to search for content and articles related to this.

One of the driving forces for the Female Daily team's courage to make this change was the input and evaluation that Hanifa received when she had the opportunity to meet a number of Silicon Valley mentors (entrepreneurs and investors) during the Endeavor Entrepreneurship program in Palo Alto last October.

An important element in Female Daily's transformation is the presence of a special segment Beauty Review Page. Here members can find a comprehensive directory of beauty product reviews and ratings. This is a new product that is expected to be excellent. Launched as a beta product last November, the review segment already has more than 1600 content. Female Daily provides answers to women's indecision to choose the beauty products they want. Don't forget they improve engagement with its members by holding a Beauty Workshop event every month.

Hanifa emphasizes that this transformation is because they are the best for what they are really good at. This has had a positive impact on the employees therefore all are moving in the same direction. Employees feel their work is much easier with this transformation and are fully supportive.

As the "Kaskus for beauty information" in Indonesia, Female Daily recorded more than 21 million visits and 73 million pageviews throughout 2013. With this change, they are targeting to achieve traffic to double in 2014.

2014 plan

Of course Female Daily's transformation doesn't stop here. Female Daily plans to continuously improve the quality of content and community development to support this year's target. This year they are also prioritizing the mobile area because throughout last year they saw significant growth for access using mobile devices.

Regarding the issue of commerce, Hanifa explained that it was a logical next step. However, they want to meet the needs of the members first. The Female Daily team hopes to fulfill that need by listening to, creating and accomplishing the things members want -- not just the things Female Daily wants to do.

Founded in 2010, the Female Daily Network has secured $180.000 in angel investor funding in January 2012.

[Photo: Female Daily Documentation]

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