Raena's Target in Indonesia Post Series A Funding and Business Pivot

The impact of the pandemic can significantly drive startup businesses, especially for those who promote online services and trending products among communities. One that has experienced an increase during the pandemic is Raena. The platform helps promotional activities take advantage of social media influencers.

In order to increase traction, the company's decided to pivot (in the sense of turning a business direction to widen market share), by providing integrated solutions not only for influencers but also for women who want to have additional income to become beauty entrepreneurs.

Raena's Founder & CEO, Sreejita Deb revealed to DailySocial, from the beginning to the end of 2020, Raena's new business line has experienced massive growth. One of the reasons is the increasing number of people who make online transactions during the pandemic.

"Even though many claims pivoting is something negative, for us, it is an opportunity for business to be more flexible. Previously, we only provide a platform to influencers, now, we want to provide a comprehensive solution for those who want to have their own business," Sreejita said.

Raena's new concept is social commerce, managing all the needs and processes that are usually performed by online sellers. Starting from managing stock of goods, suppliers, selecting brands, to logistics. For those who want to join Raena and want to become a seller, they can focus more on developing their number of followers on social media, WhatsApp, marketplace channels such as Shopee, Lazada, Tokopedia, and others.

"Previously, we have a one-to-one model that links one supplier to one influencer. Now, we offer a many-to-many model, which connects various brands and various suppliers to various influencers," she added.

Series A funding