This is why the CEO of Waffle POS made a CRM-focused system that aims to bring magic and meaning to every day

“When I think about Waffle, I picture a small, unassuming coffee shop. It’s early morning, and you walk in, still shaking off sleep. Before you even say a word, the barista hands you your favourite drink: “Kopi C siew dai peng with coffee jelly pearls”. You didn’t have to ask. You didn’t even need to remind them what you like. They just knew.

And then, unexpectedly, they say it’s on the house. It’s a way of saying thank you, a gesture of appreciation reserved for those who’ve become more than just customers. This is what I dream about — making commerce human again.

At Waffle, we give local businesses the tools to understand their customers, bring magic into the mundane, and turn everyday transactions into meaningful moments. People often see us as “the tech that helps bakeries and cafes keep track of sales”, and while that’s not wrong, it’s only the surface.

What we’re doing goes much deeper — we want to give small business owners the power to know, serve, and celebrate the people who keep their doors open. 

To see behind the curtain of a local bakery is to understand that the challenges are far more significant than just baking and selling. There are sleepless nights filled with worries about rent, supplies, and whether enough people will walk through the doors tomorrow. Beyond survival, Waffle is helping these businesses thrive, transforming strangers into regulars and regulars into loyal champions.

A bridge between heart and hustle

Our mission is rooted in the communities these small businesses serve. Local businesses carry culture — they hold the tastes, stories, and warmth chain stores can’t replicate. They bring our neighbourhoods to life. When they thrive, our communities become more prosperous, diverse, and vibrant.

Waffle exists to empower the people behind these businesses. I see our work as a way to keep dreams alive — the dream of opening a bakery serving the perfect croissant or launching a cafe where your grandmother’s traditional recipe finally gets its due. Every day, we get to help someone make that leap. We’re just getting started, and I can’t wait to see what happens when more of these dreams come to life.

Success, to me, isn’t about Waffle’s valuation or market share — it’s about the people who use our tools to grow and serve. I want to see local entrepreneurs flourish, not just in Singapore or Hong Kong but across the world. I want Waffle to be a bridge between the heart and the hustle, to help businesses connect meaningfully with their communities.

We’re less than 1 per cent of the way there, but every time I hear about another small shop using Waffle to make its customers smile, I feel we’re on the right path. 

If success were guaranteed, Waffle’s highest ideal would be simple: transform how local businesses and communities connect. I imagine a world where every neighbourhood has its heroes — small businesses that stand as the beating heart of their communities. 

Ours is a world where commerce is about human connections, not just transactions. Customers are champions, advocating not because they were rewarded with points but because they were seen, heard, and appreciated. Our North Star is to make commerce human.

Beyond just helping businesses thrive, we want to build a strong community for our teammates, too — an environment where everyone grows, where we look beyond transactions and see people.

“It doesn’t get easier.”

Still, building Waffle hasn’t been without its challenges. I’ve always found that the hardest part is managing the weight of responsibility, not just for the company’s success but for the well-being of everyone on the team. Every decision I make impacts their lives, their livelihoods, their dreams. It’s a heavy burden. There are moments when I wonder if I’m doing enough and making the right calls. There’s a constant pressure to be confident, to exude optimism, even when I feel uncertain. 

But I’ve learned to lean on the people around me — my co-founder Zames, our investors, my family. Talented, resilient people surround me, and their support makes the challenging moments bearable.

I wish I could call myself from the past and offer some advice: It doesn’t get easier. One of our investors once told me that, and it’s true. As the company grows, the challenges only evolve, becoming more complex. But I’ve also realised that you get stronger while the workload doesn’t get lighter. With each challenge, you build resilience. You learn to stay focused and say no to things that don’t align with your mission. 

And perhaps most importantly, you learn to be patient — to celebrate the small wins, to embrace the journey, knowing that meaningful progress takes time.

The Mamba mentality

When I think 10 years ahead, I want to reflect on this moment and see that we stayed true to our vision — that we made commerce human globally. I want to see a genuine community of empowered local businesses and a strong network where entrepreneurs support one another, share knowledge, collaborate, and grow together. 

More importantly, I want to look at our team and see that we’ve fostered a culture of purpose-driven growth, a team that embodies the “Mamba Mentality” — one that’s constantly improving, pushing boundaries, and deeply invested in the communities we serve.

What gives me hope is the resilience I see daily — in our team, the local businesses we serve, and the communities that rally around them. Even in challenging times, people are driven to make a difference and create meaningful connections. I’m constantly inspired by how small businesses step up, not just to serve but to strengthen their communities and create something meaningful. 

As long as we have that drive, I believe we can build a better future — one business, one relationship, one community at a time. Waffle is just a tiny part of that, but I’m excited for what’s to come. Together, we’re making commerce human.”