Why cottongrass consulting?



Cottongrass Consulting offers business coaching and strategic marketing consultancy services to (female) startup entrepreneurs. Having a female founder, we understand the unique challenges faced by female entrepreneurs.

We explored many types of trainings, some too commercial and profit focused (e.g. LGAT), some too religious/ spiritual. 

We yearn for a community that is aimed to build connection and spread love and compassion, regardless of income and beliefs. As such, all RAW events are pay as you wish and deliberately kept small in size. Also, the sessions are fun and relaxing!

elle cheng

Known to be curious, energetic and authentic, Elle has accumulated more than 200 hours of facilitation and coaching experience. She is ICF  accredited since 2017.


Being a foreign student in Singapore since she was 13 and from a single parent family, Elle understands firsthand how impactful childhood experiences are, in shaping a person's mindset and belief; and the importance of authenticity, resilience and connection for support and growth.


Elle is committed to support youths from at risk family backgrounds and young female leaders to achieve their full potential, and has since volunteered with non-profit organizations like CARE (Children-At-Risk Empowerment Association), YWLC (Young Women Leadership’s Connection),  SCWO Star Shelter.


Elle is also passionate to support startups and entrepreneurs to have clarity and courage for their business cause, especially in the B2B STEM and also social space. Her coaching clients range from entrepreneurs to corporate directors in Singapore, Malaysia, Indonesia, Australia, India and China.


Work Experience

Elle worked with global MNCs from different industries such as Daimler, Hewlett Packard, StarHub in an array of business objectives such as market entry, market sizing, new product development, customer experience studies, brand, ad and website strategy development. As a market research manager, she was most fascinated with understanding customers’ latent needs.


She was a global strategic marketing manager in a $200m manufacturing company, overseeing marketing strategy in 8 manufacturing sites across Europe, Asia, North and South America. She is now a marketing manager in a Fortune 500 company looking after South Africa, South Asia, SEA and Australia/NZ.