Today, we bring you a story about 3 Ngee Ann Polytechnics' graduates who pulled their resources together to run a 'fruit grocery' business. Back in 1999, before all the hype about entrepreneurship, three young men decided to venture into the unknown territory of setting up a business. They pulled together some capital , got a unit at HDB's Pasir Panjang Wholesale Centre, set up an internet portal@www.freshdirect.com.sg and a fresh fruit grocery business was borned - FRESHDIRECT PTE LTD

All three men had the technology know-how and decided to capitalise on e-commerce at that point in time. The threesome decided to use e-commerce as part of their business strategy as it complements the existing mode of phone and fax ordering and provides that additional value-added touch for customers. To them, e-commerce was generally a cheaper and more effective way of reaching out to potential customers. Their portal even has a cool payment gateway for credit card payments.

In the early years, FreshDirect Pte Ltd targeted the general consumer market and was able to haul in businesses from e-savvy expatriates who prefer to have their groceries bought in bulk. Business was so good that the company managed to expand from 3 to 15 staff in a matter of 4 years.

Today, the company has re-aligned its niche and is targeting bigger timers such as restaurants, supermarkets and eateries. They have also diversified into selling other groceries such as vegetables. Customers are currently local while suppliers range from overseas exporters to local wholesalers.

On further plans, Mr Desmond Bernavey Lee, one of the founders of FreshDirect, has this to say: " First of all, we've got to make sure that we survive through this economic crisis.... Overseas expansion is always an option which we are keen to explore if the right opportunity comes along...... As for business diversification, in the short term, we will look into carrying wider product ranges to provide our customers with better services."

When asked on what's the one toughest thing about setting up their own business, the answer was -" how to break into the existing market and to gain suppliers' and customers' confidence."

On a parting note, Desmond has this advice for all entrepreneur wannabes," Work hard, and be honest. It is all about committment and working from the lowest level up. If you are thinking of making a fast buck, try the stock market instead!"

Check out the company today by clicking here

(www.Freshdirect.com.sg will undergo a revamp soon to bring you a fresh new look)