How do you build a global business with no capital, no connections, and no playbook?
For Adam (not his real name), the answer was simple—you start anyway.
In 2014, at just 25, Adam came home to Malaysia after years of studying and working abroad. Like many young Malaysians, he was hopeful but unsure. He had no business background, no fancy investors behind him—just a strong intuition and one big, bold idea.
He had noticed something: even in Muslim-majority countries, Muslim travellers were often underserved. From prayer facilities to halal food options and respectful tour guides, the travel industry just wasn’t built with them in mind.
That’s when the idea hit him: What if there was a travel brand built specifically for Muslim travellers—not just as an add-on, but from the ground up?
It sounded ambitious. But sometimes, the best ideas do.
The First Step (And The First Mistakes)
Adam wasn’t from a business family. There were no angel investors waiting in the wings. What he had was a laptop, a Wi-Fi connection, and a mission. With a couple of friends who shared his vision, he started building an online-based halal travel service—one that offered curated itineraries, verified halal restaurants, prayer alerts, Muslim-friendly guides, and more.
But starting out was anything but glamorous.
“We had no support network. We made mistakes almost daily. Sometimes we’d launch a product only to realise it didn’t work in real life. But we learned by doing.”
There were times the team thought of quitting. But they didn’t. Bit by bit, customer by customer, their efforts began to show promise.
They chose the road less travelled—digital-first, tech-powered, and customer-obsessed. And in a short time, it paid off.
Scaling Up Through Digital Savvy
While most travel companies were still relying on walk-ins and printed flyers, Adam’s team had already moved to online bookings, automated itineraries, and a strong social media presence. Their secret sauce? Listening to what Muslim travellers actually needed, and building tech around those needs.
The brand started gaining traction—first in Malaysia, then among travellers in Indonesia, Brunei, Singapore, and even Europe.
Eventually, they expanded with offices in countries like South Korea, France, and Turkey—countries that were not Muslim-majority but had increasing demand for Muslim-friendly travel experiences.
They were doubling revenue year after year, punching far above their weight.
“We built the company from scratch—no government grants, no bank loans. Just our own effort, a lot of mistakes, and constant learning.”
In just a few years, they were being noticed. Awards came. Media features followed. But that wasn’t the goal. The real win, Adam says, was the community of travellers who finally felt seen and supported.
Then Came the Crash: COVID-19
Like everyone in the tourism industry, Adam’s company hit a wall in 2020.
“We had projected RM140 million in revenue by Q1. Then the pandemic hit. Sales went from sky-high… to zero.”
With flights grounded and borders closed, travel businesses around the world were shuttering. Many didn’t make it. Instead of panicking, Adam went quiet. He gathered his team, reassessed their skills, and asked a different question: What do people need now?
That moment of reflection sparked something unexpected.
A New Beginning: Helping Other Businesses Go Digital
During lockdown, Adam noticed many small businesses—home bakers, fashion sellers, personal care brands—struggling to keep up. They didn’t have websites. Most of them relied on WhatsApp or Instagram to take orders. Things fell through the cracks. There had to be a better way.
So the team got to work. Using the digital know-how they’d built in travel, they created a new tech platform—simple, light, and designed for the everyday Malaysian entrepreneur.
It allowed users to:
- Set up an online store in minutes
- Manage orders and payments
- Connect directly with customers via WhatsApp
No tech jargon. No complicated dashboards. Just clean, functional design that worked with the tools people were already using.
By the end of that year, over 15,000 small businesses were using the platform.
“It was a full-circle moment. We were once small, struggling, and overlooked too. This was our way of giving back.”
The Real Work: Balancing Innovation and Impact
Adam’s team didn’t stop there. As borders slowly reopened, they began preparing for the return of travel—but differently this time.
They started experimenting with virtual tours, AI-generated recommendations, and even augmented reality to simulate travel experiences from home. But the goal wasn’t just about chasing shiny tech.
“For us, tech is a tool. The goal is always to make people feel something—feel seen, safe, and valued.”
And in that, they’ve succeeded. Whether through travel or tech tools, the business remains grounded in community, empathy, and purpose.
A Malaysian Story, Through and Through
Adam’s story isn’t just about entrepreneurship—it’s about being Malaysian. It’s about navigating uncertainty, taking risks, and building something meaningful in a local context.
From earning a modest rating in a government SME evaluation tool to receiving national awards within three years—it wasn’t luck. It was grit, timing, and the ability to stay committed to improvement even when the future looked blurry.
When many would have chosen stability, Adam chose the uncertain path of reinvention—and that made all the difference.
“Digitisation isn’t just about using tools. It’s about changing how you think, how you serve, and how you grow. For me, it was about building something that truly matters.”
Do you know someone like Adam?
We are looking for SME Digitization Heroes who:
- Transformed their traditional business through digital tools
- Created innovative solutions, even with limited resources
- Inspired others in their community to embrace change
These SME Digitization Heroes aren’t just about their digital success. They’re about vision, resilience, and the courage to break free from old ways and embrace new possibilities. They’re also focused on creating the life they really want—one that fits their passions, dreams, and values.
