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 validated gap in the market, not a thesis. We prove the opportunity ourselves before committing capital, then build the infrastructure to operate at margin.
We operate across product, services, and media. Our ventures range from hardware retail and IT consulting to consumer product design and media — what they share is 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 controllers, presence sensors, and smart relays 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 IT consulting agency dedicated to the technology challenges unique to Southeast Asia. Part think tank, part advisory — delivering critical analysis and forward-looking perspectives for policymakers and technology leaders across the region. Free from political influence, focused entirely on outcomes.
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 — no flagship launches, no sponsored unboxings.
Capulus Vitam
Coffee Life
A pro-consumer espresso machine project. Designed from the ground up for the enthusiast who wants cafe-grade extraction without the cafe-grade footprint. Hardware design, not a kit — a finished product.
How We Think
Venture building without the theatre. We have a small number of operating principles we apply consistently.
Validation before capital
We operate in the market as a customer and practitioner before we commit capital. Every 2MAG venture starts with hands-on validation — not desk research and not a pitch deck.
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. Strategic decisions stay human-led and data-informed.
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 do not build for everyone. We find a specific audience with a genuine unmet need, then become the most credible operator in that space. 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's compressed market, strong logistics, and tech-savvy consumer base makes it an ideal proving ground for hardware and technology ventures targeting Southeast Asia.
Breadth is a feature, not a bug
Our ventures span hardware, consulting, product design, and media. That is deliberate. Diverse revenue streams, shared infrastructure, and cross-venture learnings make the whole portfolio more resilient than any single business.
Get in Touch
We're open to conversations about partnerships, collaborations, and opportunities across our ventures — whether that's product, services, media, or something we haven't thought of yet. If you're a potential partner, collaborator, or investor with a compelling angle, reach out.