Logan’s journey into entrepreneurship wasn’t pre-planned. Coming from a family with deep entrepreneurial roots in Malaysia and Singapore, he initially pursued a corporate path, spending three years in banking before joining his family’s business. As head of finance and procurement, he quickly recognized the inefficiencies in B2B procurement—outdated processes that involved manually calling suppliers, issuing purchase orders, and navigating long and fragmented supply chains.

During the e-commerce boom of 2015, platforms like Lazada and Shopee revolutionized consumer shopping, but there was no equivalent for business procurement. Logan saw the opportunity to create an Amazon-like experience for large enterprises. However, existing platforms weren’t built for B2B purchasing behaviors, where bulk orders, payment terms, and supplier relationships were key. This realization led him to launch Eezee in 2016, aiming to digitize and simplify procurement for businesses. Building the company wasn’t straightforward. Logan initially partnered with childhood friends, but they struggled with commitment, as everyone had full-time jobs. After several false starts, he spent a year searching for co-founders, eventually meeting Jasper and Terence—who became instrumental in shaping Eezee’s growth. Their alignment in work ethic and shared vision allowed the company to scale. Early traction came from onboarding suppliers from Logan’s existing network, but convincing enterprises to adopt Eezee was a challenge. Procurement teams were risk-averse, slow-moving, and resistant to change. Logan recalls the first breakthrough moment—when Shell reached out in 2019, recognizing the platform’s potential. This marked a strategic shift for Eezee, as they doubled down on Fortune 500 companies rather than smaller SMEs. Fundraising wasn’t part of Logan’s initial plan. He bootstrapped the business for nearly two years, investing his own savings, unaware that external funding was an option. His fundraising journey took a turn when an investor mentored him through the process, helping him craft his pitch, refine his financial model, and structure the fundraising timeline. With this guidance, Eezee successfully raised its seed round from Insignia Ventures, paving the way for regional expansion. Scaling beyond Singapore brought new challenges, particularly in Indonesia. While Singapore had structured procurement processes, Indonesian business culture relied heavily on personal relationships and informal negotiations. Logan had to adapt Eezee’s go-to-market strategy, learning that deals in Indonesia were closed over coffee and lunches rather than boardroom meetings. Despite these hurdles, Eezee expanded into Malaysia, the Philippines, and Indonesia, landing major clients across industries like mining, manufacturing, and logistics. Looking ahead, Logan envisions Eezee as the go-to procurement platform for global enterprises, simplifying tail-end spending for Fortune 500 companies. His advice to founders: Focus on solving real problems, avoid the fundraising hype, and build a business that people genuinely need. Success comes from persistence, resilience, and adapting to customer needs. This episode is a must-listen for founders navigating B2B marketplaces, enterprise sales, and regional expansion in Southeast Asia.