--- title: How This Startup Built The Shopee of DNA Wellness [TBS 40 ft Connecting DNA] description: Explore the world of startups, wellness, and genetic technology with Connecting DNA. Get insights into the fast-moving world of health tech image: https://www.thefinancialcoconut.com/hubfs/TBS%2040.png --- [Skip to content](https://www.thefinancialcoconut.com/blog/how-this-startup-built-the-shopee-of-dna-wellness-tbs-40-ft-connecting-dna#main-content) [![Full_COlour](https://www.thefinancialcoconut.com/hs-fs/hubfs/Full_COlour.png?width=456&height=80&name=Full_COlour.png)](https://www.thefinancialcoconut.com/) - [Retirement Marketspace](https://retirementmarketspace.thefinancialcoconut.com/) - [Events](https://www.thefinancialcoconut.com/events) Show submenu for Events - [For Investors](https://tfcmysterymeetup.com/) - [For Business Owners & Creators](https://ipcreatorunite.peatix.com/) - [For Salaried Workers](https://www.thefinancialcoconut.com/thought-leadership-series) - [TFC Events](https://www.thefinancialcoconut.com/events) - [Shows](https://www.thefinancialcoconut.com/tfc-shows) Show submenu for Shows - [Wise and Shine](https://www.thefinancialcoconut.com/wise-and-shine) - [The Business Show](https://www.thefinancialcoconut.com/tfc-business-show) - [Chills with TFC](https://www.thefinancialcoconut.com/chills-with-tfc) - [Blog](https://www.thefinancialcoconut.com/blog) Show submenu for Blog - [Work Smart](https://www.thefinancialcoconut.com/worksmart) - [Invest](https://www.thefinancialcoconut.com/invest) - [Retire Well](https://www.thefinancialcoconut.com/retire-well) - [Business](https://www.thefinancialcoconut.com/business) Open main navigation Close main navigation - [Retirement Marketspace](https://retirementmarketspace.thefinancialcoconut.com/) - [Events](https://www.thefinancialcoconut.com/events) Show submenu for Events - [For Investors](https://tfcmysterymeetup.com/) - [For Business Owners & Creators](https://ipcreatorunite.peatix.com/) - [For Salaried Workers](https://www.thefinancialcoconut.com/thought-leadership-series) - [TFC Events](https://www.thefinancialcoconut.com/events) - [Shows](https://www.thefinancialcoconut.com/tfc-shows) Show submenu for Shows - [Wise and Shine](https://www.thefinancialcoconut.com/wise-and-shine) - [The Business Show](https://www.thefinancialcoconut.com/tfc-business-show) - [Chills with TFC](https://www.thefinancialcoconut.com/chills-with-tfc) - [Blog](https://www.thefinancialcoconut.com/blog) Show submenu for Blog - [Work Smart](https://www.thefinancialcoconut.com/worksmart) - [Invest](https://www.thefinancialcoconut.com/invest) - [Retire Well](https://www.thefinancialcoconut.com/retire-well) - [Business](https://www.thefinancialcoconut.com/business) - [Contact us](https://www.thefinancialcoconut.com/contact-us) [Contact us](https://www.thefinancialcoconut.com/contact-us) Nov 26, 2025, 8:30:00 AM # How This Startup Built The Shopee of DNA Wellness \[TBS 40 ft Connecting DNA\] ![Picture of The Financial Coconut](https://www.thefinancialcoconut.com/hs-fs/hubfs/Square%20(2)-3.png?width=50&name=Square%20(2)-3.png) [The Financial Coconut](https://www.thefinancialcoconut.com/blog/author/the-financial-coconut) Share: [facebook-f icon](http://www.facebook.com/share.php?u=https://www.thefinancialcoconut.com/blog/how-this-startup-built-the-shopee-of-dna-wellness-tbs-40-ft-connecting-dna) [linkedin-in icon](http://www.linkedin.com/shareArticle?mini=true&url=https://www.thefinancialcoconut.com/blog/how-this-startup-built-the-shopee-of-dna-wellness-tbs-40-ft-connecting-dna) [envelope icon](mailto:?body=https://www.thefinancialcoconut.com/blog/how-this-startup-built-the-shopee-of-dna-wellness-tbs-40-ft-connecting-dna) [Share this page](https://twitter.com/intent/tweet?url=https://www.thefinancialcoconut.com/blog/how-this-startup-built-the-shopee-of-dna-wellness-tbs-40-ft-connecting-dna) [![Follow The Financial Coconut](https://no-cache.hubspot.com/cta/default/46975693/interactive-182431637553.png)](https://cta-service-cms2.hubspot.com/web-interactives/public/v1/track/redirect?encryptedPayload=AVxigLL2CjCe42iR2RH2MpVX0Ej%2BKJQ%2F3A0Z7pXnUs35To%2Bo6nbKcpBVq9I98X5NUungVEwfs5YCKuM%2FaP97VxIITkTlihT57%2F%2F4XDW9rT3VR4MatSLDi%2BMU5mbQqihfX3LRRz83ij8K19OiD8UXy8sdct4t0Q%3D%3D&webInteractiveContentId=182431637553&portalId=46975693)   Explore the world of startups, wellness, and genetic technology with Cedric Lee, the Founder, and Choo Ee Ting, as Chief Commercial Officer of Connecting DNA. From corporate careers to entrepreneurship, they share their unique journey of launching a for-impact, for-profit business in the midst of a pandemic. Here’s what you’ll hear: - The Power of DNA: How Connecting DNA uses genetics to unlock personalised wellness solutions. - Leaving Corporate Life: Why they took the leap from successful careers to build a business during the pandemic. - Global Ambitions: Plans to expand worldwide, starting with their first overseas office in Australia. - B2B & B2C: How they’re partnering with wellness providers and reaching consumers with trust-based solutions. Tune in to get insights into the fast-moving world of health tech, the challenges of building a startup, and the mission that keeps them going! Be sure to subscribe so you don’t miss out on more episodes like this. Join us for this fascinating conversation about blending science with entrepreneurship – don’t miss it!   **What We Discuss:** - [02:24](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=144s) Can you explain the concept of impact for profit? - [03:59](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=239s) What motivated you to launch Connecting DNA? - [14:02](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=842s) What challenges have you encountered in building the business? - [17:57](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=1077s) How do you hire the right people for your team? - [29:44](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=1784s) What’s your recruitment strategy? - [34:13](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=2053s) What’s your strategy for attracting new customers? - [43:44](https://www.youtube.com/watch?v=fJD_rDCIRlE&t=2624s) How do you stay driven in the face of fundraising setbacks? **Episode Resources:** - [Spotify](https://linktw.in/pzuHWi) - [YouTube](https://linktw.in/XndztF) - [Apple podcast](https://linktw.in/LodITh) New episodes every [Wednesday](https://www.thefinancialcoconut.com/blog/tag/tfc-business-show)  Share us your thoughts on this episode and let us know what do you want to hear next. You can now be our community contributor and make a [pitch ](https://thefinancialcoconut.com/contact/)to have your favourite personality be on our show. Join our [community group](https://linkin.bio/thefinancialcoconut/?fbclid=PAZXh0bgNhZW0CMTEAAaY2-JSYItZawSUnNP4YhAicLp0H2wXwx8EBmQgbzOJrjA6YRiPWXtFDSH4_aem_t1DMRY5jrSAapreaSX9ntw) and drop us your insights on this topic.   ### Stay ahead in your financial journey! 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