Through Personal Experience, Tammy Sun Starts Up Carrot Fertility Company To Help Women Start Families
Stories
December 10, 2022
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At 34, Tammy Sun went looking for egg fertilizing services as she thought of starting a family of her own someday. But in her quest, she, unfortunately, found out that she has “premature ovarian failure.”
The mysterious disorder indicated negative effects on Tammy’s fertility that she had to go through several egg-freezing cycles which cost her $40,000.
Working in Evernote tech company that did not have fertility treatment benefits, the medication was very costly for her.
With this in mind, Sun put up Carrot Fertility, a fertility care provider, in 2016.
Carrot Fertility partnered with different companies to include fertility services in their health coverage where employees can avail of egg freezing, IVF, adoption, pregnancy, menopause treatments, and others.
In MSNBC, the CEO and founder stated that “The company was born out of a desire to make sure that every single person, regardless of their age, their sex, their sexual orientation, gender identity, marital status, race or geography would have equal access to high-quality care.”
Not only did the service provider address women’s concerns but also men’s as according to her, fertility is a human health issue for both sexes.
A year after Carrot’s onset, it has already acquired over $200 million in investments from first-class firms and is now a partner of above 800 companies.
Supporting millions of workers, including their families, Carrot is set to process claims worth $500 million.
Tammy also revealed that 95% of their clients remain in their respective jobs because of Carrot.
Unlike other businesses which declined during the pandemic, more than a three-fold increase in the use of the platform was observed during the time and up until now as many availed of mental and emotional health services.
Many companies partnered with Carrot to encourage employees to stay especially during the Great Resignation period.
Now, Carrot Fertility is the leading global platform for fertility healthcare and family-forming benefits.
Have you ever asked someone why they bought something, and then asked again? You’d be surprised to find out that the answer now extends beyond the functional—we’re getting emotional. That’s what “laddering” is about.
Laddering is a simple but effective tool to dive deeper into the decision-making thought process. Instead of just asking what people like, we explore the whys. Each answer helps us climb the ladder from surface-level to more profound insights.
1. ATTRIBUTE
A specific feature or characteristic of a product or choice.
Example: “These shoes have extra cushioning.”
2. FUNCTIONAL BENEFIT
The practical or performance-related advantage that the attribute provides.
Example: “They make running more comfortable.”
3. EMOTIONAL BENEFIT
How the person feels because of the functional benefit.
Example: “I feel more confident and energized when I run.”
4. PERSONAL VALUE
A deeper belief, life goal, or principle that the emotional benefit supports.
Example: “Being healthy helps me feel free and in control of my life.”
At Asian Hustle Solutions, we help Asian-owned brands grow by understanding what truly drives their audience—beyond features, into feelings and values.
Marketing is like fishing—there are plenty of fish in the sea, but each type requires a different approach. Knowing your audience is not an open-and-shut case. It is the process of researching, analyzing, and evaluating your audience base.
The following framework, STP, serves as your fishing rod—helping you cast with purpose and reel in the right catch.
S – Segmentation
The world isn’t a monolith. People have diverse needs and preferences—but some will share common demands that align with what your business offers.
That’s why audience segmentation matters. By understanding the unique traits of each group, you can identify which ones are the best fit for your brand.
T – Targeting
Now, after you have an overall picture of the market, it’s time to focus your efforts. Targeting means selecting the specific segment—or segments—that your brand is best positioned to serve.
This is where you shift from broad insights to strategy, adapting your message, products, and services to meet their needs.
P – Positioning
Now, it’s not just about who you are—but it’s also about who they think you are.
Positioning answers the question: Why should they choose you? Whether it’s your values, pricing, design, or experience, positioning helps you own a unique space in the market.
To grow your brand, the goal isn’t just to reach a large audience—it’s to build a loyal segment that will stay with you over time. Getting to know this audience takes patience and insight. That’s where Asian Hustle Solutions comes in to support you every step of the way.
For Chester Yow, the decision to leave Singapore, his hometown, wasn’t an excursion but rather a mission. After two years in the military, Chester aimed to challenge his own comfort zone, venturing far away from the familiar into the unknown of a new country on the other side of the world. “I wanted to prove that I can be successful in another country, in another city,” he shares. While it is common that many Asians would like to take the stable route to be near their community, Chester wanted to flip the script and rewrite his story.
Drawn to the fast pace and competitive spirit of New York City (NYC), Chester quickly realized that real estate was made for him—because for a person who doesn’t enjoy 9-to-5 office jobs like Chester, real estate allows the flexibility while maintaining the discipline needed to survive in NY. It is this combination of freedom and responsibility that has become the driving force for him to start building a network from scratch in this city that never sleeps.
Chester Yow | Licensed Associate Real Estate Broker and Founder of Chester Yow Team at SERHANT
Shattering Stereotypes in the Heart of New York
“If you can make it there, you’ll make it anywhere.” It’s a common, inspirational pipeline when speaking of New York. It’s inspiring enough to imply that challenges will always remain—not to bring you down, but to toughen you up. Chester’s no exception. With a heart filled with unrelenting passion and determination, it was still not enough—especially when dealing with racial discrimination and prejudice.
As a fresh-off-the-boat Asian in the U.S., he soon faced the harsh realities here—that discrimination can be both subtle and publicized at the same time. “You do get looked down on as a ‘minority’ at times, and people tend to judge or doubt you faster. I sometimes get, ‘Wow, your English is so good’ (English is the spoken language of Singapore), or ‘Why aren’t you a doctor, lawyer, or accountant?’” he recalls.
Chester faced many challenges during his early days in the States, including racial discrimination and cultural differences.
But instead of surrendering to the stereotypes, Chester leveraged them as inspiration. “I work harder than the next person, I study harder, I make sure I’m more prepared, I do everything necessary in my power so that there’s no doubt in anyone’s mind to question my capabilities.”
And his effort paid off. By exceeding expectations and proving himself with actual results, Chester is, step by step, changing common misconceptions—not only for himself but also for an Asian working in real estate in New York. Then, even those who doubted him reached out to him for work.
What grounds me is knowing why I work so hard and who I’m working for—my family, my loved ones, my future self 30 years down the road, and my own future family. I’m working hard for them. Having that quiet confidence to keep my head down and keep going is crucial, too.
The Life-Changing $450 Million Development Project
“Tough times don’t last, tough men do”—a quote from my military days that has stuck with me. Ryan Serhant also says, “You are allowed to quit—just make sure it’s on your best day.” You control your own destiny, and building mental toughness is essential to success. Mentorship is crucial for any entrepreneur, and one of Chester’s mentors can be traced back to his military days.
That advice led to a breakthrough in his career. One of the biggest turning points came in 2017, when Chester helped launch a $450 million luxury real estate project in Manhattan. As part of the SERHANT. team, he had the opportunity to bring the project to Ryan Serhant—one of the industry’s most prominent figures—and collaborate directly with his top-tier team.
Ryan Serhant (left) and Chester (right)
“That project didn’t just help me close more deals (and earn more), it grew my network with consumers and other top agents, to learn the ropes of new development, and to work and learn closely with Ryan, thus growing my career exponentially,” Chester shared. It was an experience that catapulted his career and opened doors that might’ve otherwise taken years to access.
Staying Rooted on Unfamiliar Ground
As someone who grew up in Asia, Chester was raised with a mindset rooted in caution and logic. “We’re often taught to think of the worst-case scenario, to lead with reason, and to stay guarded and conservative. But that can sometimes come off as negative or dismissive,” he said. Living and working in the U.S. challenged those values and pushed him to adopt a more balanced approach. “I’ve learned not just to be prepared for the worst, but also to lead with optimism, follow my heart, and be vulnerable. Embracing failure and change has been key to my growth.”
That flexibility in mindset has helped Chester adapt and thrive in a fast-paced environment like New York. Even after many years away from Singapore, he’s maintained a strong connection to its culture and community. He regularly attends events and is active in organizations that support Asians in NYC. “There are so many ways to stay connected to being Singaporean and Asian here,” he shared. “I have a great group of friends and partners—we collaborate, support each other’s businesses, and stay rooted in our culture. In fact, 70% of my clients are Asian, and working with them helps me stay connected as well.”
Connect With Chester Yow
“Work hard, work smart, stay persistent, and block out the noise around you. Find a purpose that gets you out of bed every day and use it as your daily motivation. Hold on to the people who believe in you—and forget the ones who don’t.”
Words are not just a compilation of letters—there’s power and impact beneath them that can alter your brand’s SEO performance. Here are three tips to choose keywords with the right strategy and the right timing.
Look for Problem-Based Words
Instead of targeting what people want, focus on the audience’s problems. Before they want to buy, they have to be seen first. Scout public forums to find how users address their problems.
Analyze SERP Intent, Not Just Search Volume
Not every high-volume word should be used if the top results associated with that word are irrelevant to your content type. Always check the SERP (search engine results page) to see Google’s current favorites—blogs, products, videos, etc.
Track Keyword Trends by Season or Event
Utilize tools like Google Trends to identify rising keywords linked to seasons, holidays, or industry events. With the right timing, these short-term spikes will help drive quick traffic.
At AHS, we help brands grow smarter with SEO that starts with strategic keyword analysis. By understanding search intent, trends, and real user problems, we find the terms that actually drive traffic and conversions—not just clicks.
