Eleven.pk is an online retail startup. Co-founders and cousins, Sajid and Naveed Shah, bought a starting inventory of $75 and sold it online in less than 24 hours and were successful in making a million rupees in their first fiscal year. Eleven.pk built their online brand and presence on social media and their website, and have cutormers from all over the country from Thar to Chitral. Their scale-up plans involve an Etsy-esque retail space that promotes female Pakistani artisans and invests in local crafts. They believe that this will also embolden their Unique Selling Proposition as their current stock is available on other online retailers as well but with unique crafts and wares, they will be more attractive internationally as well.