Our Story
A Steady Hand on
New Tools
Selat Logic exists to make AI tools accessible to Singapore's small business owners — calmly, at their pace, with no hidden complexity.
Back to HomeOur Background
Why We Started Selat Logic
Selat Logic began with a simple observation: the small business owners we knew were reading about AI tools in the news each week, but when they looked into using them, the path wasn't clear. Vendors spoke in technical terms, implementation costs were unclear, and most of the guides seemed written for IT departments rather than a sole trader or a team of eight.
We started the practice in 2022 at Fusionopolis, partly because the address put us among Singapore's technology community, and partly because it reminded us that good tools should serve people, not the other way round.
Our work is deliberate. We begin by listening rather than proposing. We look at how a business already runs — the apps, the habits, the parts that take longer than they should — and we suggest tools that fit those realities. We don't recommend everything that's new; we recommend what's useful.
Our Mission
To help Singapore's small businesses find sensible, sustainable ways to use AI tools — so owners can spend less time on repetitive work and more time on the parts of their business they value.
Our Values
- Honesty about what a tool can and can't do
- Respect for the owner's time and budget
- Plain language in every conversation
- Work that fits your team, not ours
By the Numbers
60+
Businesses Supported
3
Years in Practice
94%
Clients Return for Retainer
1
City, Deep Focus
The People
Who You'll Work With
A small, experienced team. You speak to the same people throughout your engagement.
Wei Lin Toh
Founder & Principal Consultant
Wei Lin spent a decade in operations at Singapore SMEs before turning her attention to how AI tools could ease the friction she'd seen firsthand. She leads every Soundings Session personally.
Rajan Nair
Integration Specialist
Rajan handles the technical side of Open Channel setups — connecting apps, writing documentation, and running staff walkthroughs. He has a particular patience for teams new to connected workflows.
Suriya Halim
Retainer Support & Review
Suriya manages ongoing retainer clients — monitoring tool health, handling adjustments, and preparing the quarterly reviews that keep clients informed without overwhelming them.
How We Work
Our Standards in Practice
Every engagement follows a set of working principles we hold ourselves to, regardless of project size.
PDPA Compliance
All tools we recommend and configure meet Singapore's Personal Data Protection Act requirements. We document what data flows where before any connection is made.
Written Summaries
Every engagement produces a written output — an opportunity map, a workflow diagram, or a quarterly review — so you have a record that isn't locked inside a conversation.
Vendor-Neutral Advice
We receive no commission from the tools we suggest. Our recommendations reflect what suits your business, not what suits a partner programme.
Staff Handover
We don't hand over a system and disappear. Setup projects include a walkthrough for the people who'll use the tools day to day, at a pace they're comfortable with.
Tested Before Handover
Connections are tested against real-world scenarios from your business before we sign off. We don't consider a setup complete until it's been shown to work under normal conditions.
Plain Communication
We keep jargon out of our reports and our conversations. If a term matters, we explain it. We'd rather be understood than sound impressive.
Our Approach
AI Integration That Fits the Way Small Businesses Actually Work
Small businesses in Singapore operate under different constraints than large organisations. Staff wear multiple hats. Budgets are finite. Owners often carry significant parts of the operation in their own heads. Any new tool has to work within those realities rather than asking the business to reorganise itself around the technology.
At Selat Logic, we approach AI integration as a process of careful observation followed by targeted action. Before we suggest a single tool, we spend time understanding where effort is wasted, where information gets lost between apps, and where staff spend time on tasks that a well-configured assistant could handle. Only then do we propose something specific.
The AI tools available today vary considerably in quality, cost, and complexity. Some are genuinely helpful for small teams; others are suited to enterprises with dedicated IT support. We work exclusively with tools that can be set up, maintained, and understood without specialist technical staff on your side. This keeps ongoing costs manageable and means your team can work with confidence.
Our retainer service reflects a belief that a tool set up once and then left alone tends to drift. Workflows change, staff change, and the tool's behaviour needs adjusting to keep up. A modest monthly engagement is far more effective than a one-off implementation followed by confusion six months later.
Speak with someone who knows your context
A Soundings Session takes one working session and gives you a clear, written picture of where AI tools could help your business. No obligation to go further.
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