We Build
New Things.
2MAG.IO is a Singapore-based venture builder. We build across product, services, and media, from smart home hardware to technology consulting, pro-consumer product design, and a YouTube channel about gloriously stupid gadgets. We find interesting problems and build things around them.
What We Build
2MAG.IO is not a consulting firm, an agency, or an investment fund. We are a venture builder, a small, focused team that builds operating businesses from scratch and runs them.
Our process starts with a gap in the market that we have validated ourselves. Only then do we commit capital and build the infrastructure to operate at margin.
Our ventures range from hardware retail and consulting to consumer product design and media. Each one has a validated opportunity, a clear audience, and a founder who has lived the problem.
How We Operate
Find a market gap where the incumbent product is overpriced, poorly supported, or absent locally.
Test it ourselves. Run it in a real environment. Understand the customer before listing a single product.
Establish the business infrastructure. Automate early. Whether that's a supply chain, a service delivery model, or a content pipeline, keep overhead minimal.
Hit the unit economics targets for that venture type, then expand scope, audience, or geography systematically.
Our Ventures
Each venture begins as a personal validation project. We operate in the market before we sell into it.
Smart Homes & Gardens
shg.sg
Singapore's specialist retailer for smart home infrastructure hardware: Zigbee LED controllers, WLED controllers, and outdoor smart lighting for the DIY home automation market. Validated on a live installation before anything goes on sale. Sold exclusively on Shopee SG.
2MAGnify
2magnify.com
An independent Singapore consultancy serving leaders across ASEAN. Technology advisory, and marketing and communications, delivered without a sales agenda attached. Part think tank, part advisory, bringing critical analysis and forward-looking perspectives to policymakers and business leaders across the region.
Shit Talk
youtube.com/@shittalk-team
A tech YouTube channel where three mates get together to talk about the weird, wonderful, and sometimes completely stupid technology they've collected over the years. Fuelled by banter, coffee, and a deep affection for retro hardware. We don't do flagship launches or sponsored unboxings.
Capulus Vitam
Coffee Life
A pro-consumer espresso machine brand. Designed for the enthusiast who wants cafe-grade extraction without the cafe-grade footprint. It will be a finished machine, not a kit.
How We Think
We run every venture on a small set of operating principles.
Validation before capital
We operate in the market as a customer and practitioner before we commit capital. Every 2MAG venture starts with that hands-on validation.
Automate the operations, not the strategy
We build automation infrastructure early: data pipelines, analytics, and operational workflows. This keeps headcount flat while each venture scales. People still make the strategic decisions, with the data in front of them.
Margin discipline from day one
Every venture needs to work economically. We set clear financial targets at the start, whether that's gross margin on a product, day rate on a consulting engagement, or audience growth on a media property, and we hold them.
Narrow audience, deep expertise
We pick a specific audience with an unmet need and work to become the most credible operator serving it. That applies whether the audience is a home automation enthusiast, a Southeast Asian policymaker, or someone who just loves old gadgets.
Singapore first, then regional
We prove unit economics locally before any cross-border expansion. Singapore is a compact market with strong logistics and tech-savvy consumers, which makes it a good place to prove hardware and technology ventures aimed at Southeast Asia.
Breadth is deliberate
Our ventures span hardware, consulting, product design, and media. They share infrastructure, earn revenue in different ways and learn from each other, which makes the portfolio more resilient than any single business.
Get in Touch
We're open to conversations about partnerships and collaborations across our ventures, including ideas we haven't thought of yet. If you're a potential partner, collaborator, or investor, reach out.