On Building a Tech-first Home Improvement Platform in Bangladesh, Interior Design Market, and Lessons in Entrepreneurship with Sarjeena Maodud, Co-founder and CEO, Sheraspace

Sarjeena Maodud, co-founder and CEO of Sheraspace, a tech-first home improvement company in Dhaka, discusses her journey to entrepreneurship and the development of Sheraspace. Born in Moscow and raised in Dhaka, Maodud completed her higher education at University College London, earning degrees in Computer Science and Technology Management. She initially planned a career in IT consultancy in London but was inspired by her father to return to Dhaka to contribute to Bangladesh's growing economy through entrepreneurship. The idea for Sheraspace originated from Maodud's personal negative experience during a home renovation in 2017. She encountered delays, a lack of cost transparency, and a mismatch between design expectations and delivery, highlighting a service that lacked accountability and quality. Recognizing a significant gap in the interior design market, she partnered with Nizam Farid Ahmed to research and conceptualize a tech-first home improvement platform. Sheraspace was officially launched in February 2019 with a small team and initial funding from personal savings, later securing angel investment. Early challenges included navigating an industry traditionally dominated by male contractors, with Maodud frequently being mistaken for a male professional. Despite not being an architect or interior designer herself, she viewed her outsider perspective as an advantage, enabling her to identify areas for innovation free from industry status quo. She emphasized the importance of her design team's input and aimed to make design expertise more accessible and appreciated by the wider Bangladeshi audience. Maodud also faced skepticism from friends and family regarding her decision to forgo a career in IT consulting in London for an entrepreneurial venture in Dhaka. Sheraspace's growth and sustainability were driven by dynamism and agility, adopting a "test and learn" approach and adapting services to market needs. The company now focuses on democratizing interior design, making it affordable, efficient, and accessible to a broader audience. They offer two primary services: Online Interior Design Consultations for professional guidance and Full Interior Design Solutions, which include installation and project management. The online consultation service has a higher sales frequency due to its flat-fee pricing and convenience, while full solutions have a larger ticket size. Technologically, Sheraspace utilizes a native CRM and project management tool to streamline operations, from lead management and invoicing to project issue flagging and client requests. This internal system ensures efficient service delivery for a rapidly growing demand. The company plans to introduce an Augmented Reality feature for efficient service delivery and make its project management tool accessible to customers for real-time project updates, along with exploring digital twin simulations. Sheraspace has attracted users by creating an "epiphany experience" through its Online Interior Design Consultation, fulfilling a need customers didn't realize they had. Being a first-mover in the market and utilizing effective distribution channels helped spread awareness. The company prioritizes unparalleled service, focusing on design plans, customer service, efficiency, and professionalism. Word-of-mouth referrals contribute significantly to their client base, indicating high customer satisfaction. The pandemic initially posed challenges, halting offline operations and revenue streams in early 2020. However, it also served as a catalyst for innovation, leading to the birth of their "pandemic-proof" Online Interior Design Consultation service, which has seen steady sales growth. Sheraspace maintains a flexible, tech-savvy, and employee-first culture, enabling remote work and continuous operation through KPI-driven assignments and Kanban sprint plans. The team has grown to 25 members across six departments, with plans for further expansion. Maodud shared lessons for other entrepreneurs, including the importance of effective task delegation to avoid founder overload and empower team members. She also highlighted the initial mistake of not adequately investing in marketing, which she rectified later. She attributes Sheraspace's success to being a first-mover in offering online interior design consultations in Bangladesh, allowing them to focus on consumer needs and build a strong brand presence rather than engaging in price wars. She sees the interior design market in Bangladesh as massive, potentially a billion-dollar industry, but fragmented. She believes there's significant opportunity for innovation and establishing industry standards through quality and reliable services like Sheraspace, especially with Bangladesh's positive economic growth and rising consumer buying power. To manage challenges and stress, Maodud maintains an open mindset, embracing failure as an opportunity for learning and growth. She avoids impulsive decision-making and actively seeks insights from errors. Productivity is maintained through optimized calendars, task delegation, and avoiding micromanagement, while remaining focused on the larger vision. She finds motivation in the unwavering support of her co-founder, team, and family, and practices gratitude to stay positive. She recommends "Zero to One" by Peter Thiel, "The Code of the Extraordinary Mind" by Vishen Lakhiani, and "Start with Why" by Simon Sinek to readers seeking meaning and clarity in their lives. #InteriorDesign #SarjeenaMaodud #Sheraspace #Entrepreneurship #HomeImprovement #BangladeshStartup #TechPlatform #FounderStory #InteriorDesign #SarjeenaMaodud #Sheraspace #Entrepreneurship #HomeImprovement #BangladeshStartup #TechPlatform #FounderStory