When Stephanie Goh reflects on her journey, it is not just the story of a thriving business, but one of resilience, purpose, and staying true to her values.
"I grew up in a traditional environment where education was highly valued," she recalls. After her A-levels, she initially enrolled in engineering at another local university but quickly realised she could not see herself in that industry. "I spent a year there and really struggled," she admits. SIM became her turning point, offering "the flexibility, structure, and international programmes that aligned with what I needed at that stage of my life."
At SIM, she chose Bachelor of Science (Honours) in Business with University of London with the clear intention of starting her own venture one day. "SIM equipped me with discipline, financial management skills, and exposure to diverse peers that shaped my perspective."
One lesson from her studies remains particularly valuable: the practical application of financial skills. "One of the most critical skills I learned was accounting and financial reporting. When I started SG Homemade as a solopreneur, these skills helped me to save money, keep my records organised, and assess the sustainability of my business."
A Mother’s Struggle Becomes a Business
The spark for SG Homemade came from her personal experience as a working mother. "I wanted to be there for my daughter while still earning a living," Stephanie explains. Even with the flexibility of working as a financial consultant, she found herself struggling to prepare nutritious meals. "And I realised that I was not the only mom facing this problem. With just $500, I started SG Homemade in my kitchen, creating all-natural, convenient baby food that is healthy and free from preservatives."
The early days were daunting. Winning over customers as an unknown brand was no easy feat. "The biggest challenge was credibility. Why would anyone buy from a new brand? I overcame this by giving out samples, gathering testimonials, and being very open about my story."
Lessons from Past Ventures
Stephanie's earlier experience running a food business in Cambodia also shaped her approach to entrepreneurship. She recalls being so focused on getting the recipes and storefront perfect that she overlooked the most important factor - understanding the customer. That experience taught her to build with empathy, always starting from what people actually need.
"Now I put a lot of work into understanding our customers, and the problems they face, then creating a product that will make their lives better," she says. This customer-first philosophy became the bedrock of SG Homemade. "Today, SG Homemade is not just a brand, it is a support system and community for busy moms, helping them feel empowered while ensuring their children enjoy healthy, convenient meals."
Growth and Hard Decisions
The brand grew steadily, but not without challenges. "It was a slow journey. Eventually, we moved to a commercial kitchen, but keeping up with demand was challenging, and we were burnt out. That was when I decided to partner with reputable factories to produce our products, which allows us to serve more families and improve customer experience."
Letting go of the kitchen was one of her toughest decisions. "I designed it from scratch, which was a significant milestone, and it was very emotional for me. But I knew I needed to do that to reclaim my sanity and align the business back to my personal values." That choice reflected a bigger realisation: "What I have learnt is that my business does not define me, and it does not define my self-worth."
A Mission That Extends Beyond Mothers
Although designed for mothers, SG Homemade's reach has expanded in unexpected ways. Stephanie recounts serving one family where the porridge was not only for the child but also for the grandparents recovering from health issues. "They also get to enjoy the benefits," she shares.
Others began turning to SG Homemade for convenience and safety. "Our food can actually be used for the elderly when they are alone at home. Sometimes they feel that turning on the stove could be dangerous. While going downstairs to the hawker centre to buy food, they could fall. So, some actually stock up some of our porridge at home so that they can have a quick fix."
Even younger consumers found their own reasons to love it. Some Gen Z customers have stocked SG Homemade porridge in their offices, treating it as comfort food for busy days when cooking or waiting in line for lunch feels impossible.
Leadership and Values
Through it all, Stephanie has remained anchored in empathy and integrity, values she also applies to product development, ensuring every item meets the standard she would expect for her own child. "Every product must meet the same standard I would expect for my own child. That means convenient, clean ingredients and usefulness for mums."
At its heart, SG Homemade has always been about giving parents something invaluable - time. "If our porridge or seasoning saves 30 minutes of cooking, that's 30 more minutes with their child. It is also about reducing decision fatigue. We simplify one part of their day so they can focus on what truly matters."
Beyond running her business, Stephanie also finds purpose in giving back. She volunteers with Halogen Foundation Singapore, a non-profit that equips young people with leadership and entrepreneurial skills to create positive change. Her involvement ranges from on-site volunteering in classrooms to judging business plan competitions to speaking about her own entrepreneurial journey. She also served as a mentor with the NUS Women in Business programme, a six-month initiative that empowers the next generation of female leaders.
Defining Success
This impact has not gone unnoticed. SG Homemade was featured in The Straits Times in 2018 and on Talking Point in 2020, and the company later received the SME 500 Award, recognising it as one of Singapore’s outstanding businesses.
Her definition of success has shifted with time. "At first, it was a lot about competition and sales figures. Now, it is about impact. Success is when mums tell us that we are their lifesavers." She adds, "When our community grows in trust, not just in numbers and if my story can inspire even just one person to take the leap and follow their dreams, that feels like real success to me."
Stephanie is candid about the realities of entrepreneurship. "Clarity comes from action and making mistakes. Just keep showing up. If you do not know what will work, at least you will know what is not working."
To students and graduates, she offers a simple but powerful reminder: "Do not chase titles, chase purpose. What matters most is whether your work aligns with who you are and what you value. That is where real fulfilment comes from."
For mothers looking to start their own business, she encourages small, steady steps. "Start small, but start. Do not wait for the perfect moment. Use what you have and build from there. Your story is your strength."
What began as a way to feed her own daughter has evolved into something much bigger. Today, her vision is not only to grow SG Homemade but to spark a movement where mothers no longer have to choose between their children and their dreams. With her blend of purpose and practicality, Stephanie continues to inspire mothers, students, and young entrepreneurs alike to live bravely, build meaningfully, and create an impact that lasts.