Three startups have changed their names — Vixhub has gotten rid of its porn connotations by changing its product to HeyMaggie, Huddling Penguins has shed its feathers and renamed itself Celuv. Lastly, Obilis is now calling itself Stylhunt.

Day 10 saw me sitting next to Meng Weng Wong, Social Engineer and Co-founder of JFDI, and Fannie Kue, the General Manager of JFDI. Two high level executives from IIPL were also present, no doubt keen to hear about how much the startups have progressed so far.

The afternoon session began with the newly named Celuv sharing its one sentence pitch, “Mobile fashion platform that you can select and buy your ideal styles in the simplest and the most addictive way.” (Sic)

Celuv is going to hold seasonal fashion shows in Singapore for testing out the potential of the market. In terms of progress of the week, it is more focused on simplifying the functions of the game that would accompany its fashion application. The game is simple, users would see images of fashion models and give stars to the styles that they like. In return, if a model wins, long-time fans would get coupons. The longer you use the application, the more you would be able to redeem prizes in real-life such as shopping discounts and exclusive club parties with models. The game is yet to be developed. Also, they have an new idea where using a personality test, they can determine fashion trends, as well as models that users like.

However, they still need to talk to more models, shopping malls, online stalls, consumers, as well as other relevant parties who would be willing to partner with them. Additionally, the team also needs to work on their web application to complement their mobile application in terms of high quality pictures.

Erstwhile Obilis, Stylhunt is a web-based platform that lets users easily share pictures of fashion that they like. After discussing the dichotomy between innovation and localisation, the team has been researching various innovative ideas and brainstorming. They have a concept  that they will release before Demo Day, but I am not allowed to disclose it.

The team demonstrated the specific action plan for its Minimum Viable Product (MVP), which serves as a viable replacement for a business concept . They will be releasing it to a closed user test group, measuring the retention ratio and referrals, and reporting back next week. The prototype is “99 percent complete” and worked without hassle. The team has set good targets for the next week.

Vixhub, now renamed HeyMaggie, is a SaaS tool that helps SMEs be more productive. Most prominently, the team shared that it is potentially using Hoiio for its telecommunication services. The team also personified the entire software with Maggie, which is pretty illustrations of a secretary that would represent the business. Illustrations were done very quickly and adapted into the website. Their new tagline is ‘Your secretary in the cloud” and the team is considering to apply for iSpring to be part of its software packages.

Post this, Meng of JDFI addressed the teams and clarified misconceptions of Demo Day. According to JFDI, Demo Day is when the teams would show investors that they have launched the product already, and have a certain amount of traction. For example, for an application focused on user acquisition, it would mean at least half a million downloads on Google Play and / or App Store.