TINY TOTS, BIG DREAMS

CPT (NS) Teng swops his Army uniform for a business suit as he dives into the world of meeting babies' needs.

Babies. So small, so cute, and so expensive, says Captain (CPT) (NS) Dani Teng. Not that he is a father yet, but he is well aware of the costs of raising children.

"Kids often outgrow what their parents buy for them within weeks, and replacing such items is not cheap."

That was the case for CPT (NS) Teng's friends whose two-year-old daughter's need for new items every few months took a toll on the family's finances. This led to the trio's foray into the baby business, and they opened their pioneer shop, DearBaby, at Depot Heights Shopping Centre on 2 Nov 09.

The shop sells "pre-loved" (second-hand) and new baby products ranging from toys to educational materials to clothing. Explaining how the second-hand items are traded, CPT (NS) Teng says: "Parents exchange their used items for cash, or credit that is worth 25 percent more than the cash. The credits can then be redeemed against purchases at the store."

While the second-hand items are sold at about 50 percent of their retail price, it does not mean that they are only half as good as new.

"We ensure that what we take in are in good condition, clean and functional, and if there are any defects, we indicate them on the price tag to inform potential buyers," explains CPT (NS) Teng.

Well-received by residents and office workers around the area, DearBaby saw an average of 10 customers daily in its first month of operations, a feat which CPT (NS) Teng considers a baby step towards success in this new endeavour.

Having lived life in green prior to starting DearBaby, CPT (NS) Teng left the Army in July 2009, after serving six years as a regular serviceman, in a bid to try something new.

While the former Doctrine Officer in Headquarters Armour admits that his current working environment is vastly different from the military, he has been applying his army experience in this new set-up.

"I apply my coordination, organisation and project management skills, which I learnt in the Army, to my business. These help me to run the business and plan a timeline for it, so I know exactly what I'm going to do for this whole year.

"More importantly is the discipline I developed while in the Army. As I'm not drawing a salary yet, which is quite daunting, I must remain disciplined and persevere in my business; otherwise my whole idea won't fly."


Although he has yet to enjoy the monetary returns, CPT (NS) Teng says with a satisfied smile: "It's been paying off in terms of seeing the shop set up, talking to suppliers, creating marketing materials, and learning this whole business of what baby products are all about.

"These are what really excite me and keep me motivated to carry on."