Siti Radiah, founder of Feeveo.
To Siti Radiah, SUSS Building and Project Management alumna, being an entrepreneur means having the opportunity to learn from mistakes while being rewarded for successes. Here’s the entrepreneurship journey of Radiah, the founder of Feeveo, an engineering tech start-up that explores the concept of increasing product efficiency with design.
Before starting Feeveo, Radiah had been working in the construction industry, while her co-founder was working in the automotive field. In the course of her work, Radiah has provided design solutions to clients originating from different industries, including notable clients like Whirlpool and Vanda Electric.
Tapping on their prior experiences and engineering background, the two founders decided to come together to start a company. Certain that freedom and value engineering would represent the company’s values, the two founders named the start-up ‘Feeveo’.
Radiah was also a participant of SUSS Venture Builder Traineeship Programme where she gained support in developing her business idea. With SUSS’ applied learning pedagogy, Radiah was well-equipped to solve business challenges. To ensure that her start-up was able to secure a patent, Radiah attended additional intellectual property courses during her free time. She was also able to solve hiring challenges by collaborating with the robotics community.
Under her leadership, Feeveo has made its mark in the engineering field with their proprietary wheel control system. Instead of jumping straight into robotic system integration and going to market, Radiah experimented with cheap components for the most efficient configuration and explored creative designs without the need for a large research budget. What makes Feeveo stand out from their competition is its simplified design of drive control systems, while still achieving versatile steering.
Radiah who was recently awarded the StartupSG Founder Grant, advises those who aspire to start their own businesses: “Try things out, spend as little as possible and always deliver the best product.”
Looking ahead, Radiah plans to implement the current control system in robotic mobility platforms to ensure functionality in all terrains and environment.