D2C Startup dr soap Strengthens Omnichannel Strategy, Books Funding from SALT Ventures

Founded by sisters Eunike Selomith and Joycellynne Stefanie, Dr. Soap present to offer products personal care and household needs hygienic. The low public awareness in Indonesia about the importance of cleanliness is one of the reasons for the launch of the startup.

The two founders had the idea to package dr soap in a beautiful and attractive package, to make it interesting to share on social media. To be able to support this concept, they also make quality chemical products that are effective in cleaning dirt and bacteria. The products offered by dr soap currently include home care, personal care, r (refills), and accessories.

"We aim to make simple and effective products with the safest and cleanest ingredients, and this is the work of Indonesian children, at an affordable price with international quality," said Eunike.

Successfully running a business since 2015, dr soap has pocketed fresh funds from SALT Ventures. To DailySocial, SALT Ventures Managing Partner Danny Sutradewa revealed that the reason they invested in dr soap was because of the large industry growth homecare within the last two years. The trigger is a pandemic that is forcing many people to stay at home and increasingly concerned about hygienic hygiene.

Salt Ventures itself is currently investing more and more in startups that have a D2C concept. Among others are Sneakersshoot, hangry, syca and  Amazon.

The fresh funds will then be used by dr soap to expand with an approach omnichannel, especially strengthen positioning they are offline. Another plan is to converge the D2C and non-D2C business models in the new normal, launch new products, expand existing products, recruit new talents and perform brandbuilding.

"By prioritizing the company's motto, namely: life saver, dr soap's other dream is to be top of mind for basic daily hygiene needs Indonesian people," said Joycelynne.

Direct-to-Consumer

Utilizing the concept direct to consumers (D2C), dr soap claims that they are also experimenting with distribution models. This was done after realizing the complexity of the current logistical problems. The company decided to streamline the process and strengthen their presence by collaborating with retailers and brand other .

Overall, currently dr soap is available throughout Indonesia. Apart from providing direct access on the website, they also take advantage of service channels marketplace such as Shopee, Tokopedia, and Lazada.

"dr soap offers more than just a business, but a consistent customer experience. dr soap packs products with premium ingredients, great design and is committed to sustainable, in line with the company's values, namely creativity, safety, sustainability, said Eunice.

dr soap also wants to invite more people to make the best decisions. One way is through a social movement called dr soap Heals Earth, and making several CSR campaigns too loyalty programme such as “Return & Earn” (Bottle Return Program) and “1 bottle = 1 liter of clean water” (funding for charity).

It is recorded that the company has approached 95% not using plastic and paper in packaging at all online shipping. Even by returning used bottles from dr soap, customers are also given reward interesting.

"So it can be said that what really sets us apart are products that are of very good quality and packaging, affordable and easily available everywhere, even giving users a sense of security and pride," said Joycellynne.

The business model that sustainable

A concept like this has previously been offered by The Honest Company. A company from the United States that started as a startup but is now a successful company and has gone through an IPO. Founded in 2012, The Honest Company has raised more than $530 million through seven funding rounds.

Positioned as a provider of natural and eco-friendly baby products and household items, The Honest Company was born out of the search for their founder, actress Jessica Alba. The Honest Company experienced tremendous growth in their first year, reaching $12 million in revenue in 2012. Then it grew to $150 million in 2014, and finally over $1 billion in 2015.

Even though they have different products, in terms of business models and approaches to processes to marketing activities that rely on social media, dr soap and The Honest Company have something in common.

"We believe that what has been successful in the United States or elsewhere can also be successful in Indonesia. However, we will do it with a more advanced approach." locate and relevant according to the conditions and customer behavior in Indonesia," said Eunike.

dr soap then tries to analyze the problem, and always creates or presents innovations that can be the answer, it is hoped that dr soap can be a solution. Not only that, they also continue to strive to be the first to make breakthrough products that have never existed in Indonesia, especially in the field of marketing personal care & home care industry.

"In essence, we want to build legacy brands that deliver value that customers care about and can remain relevant for generations to come," said Joycelynne.