A talk with startups @Hanger - National University of Singapore about proven ways and focus areas that help win new markets especially in Asia.

1. National University of Singapore
FridayTalk@ Hanger
Anuj Jain
Co-Founder & CEO
www.startup-o.com
THE WAY TO GO TO MARKET IN ASIA
15 Focus Areas That Help Win New Markets

2. Speaker
2
Anuj Jain
www.startup-o.com

3. DIGITAL MARKETING SUMMIT 2015
1. Business Plan & Marketing Mix Audit
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Honesty is still the best policy
• Get Clear about Goals - Metrics - Alignment
• Get to test a hypothesis quickly - The Lean Way
• Get going with Asset Audit & Venture Budgeting
• https://website.grader.com

4. 4
• Each market entry in Asia is a new venture with its unique
leverages or lack thereof…
• e.g., Local grants based business models do not scale easily
overseas - Ordering Kiosks, some HRM software etc.
• e.g., Home country advantage due to accredited vendor
status might not help in new markets.
• Resource audit should clearly state the assumptions e.g.,
Best to Worst case scenarios plans
Strategic Decisions Shape The Sail Plan

5. DIGITAL MARKETING SUMMIT 2015
2. Market Intelligence Is Key in Diverse Asian Markets
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Prioritise market entry decisions with available Networks & data
• Seek mentors, Entrepreneur & Marketer
Clubs - http://thelist.sg
• Tap local networks & Associations - http://
aseanup.com
• Free Sources - CIA factbook, Google trends
• Customised Survey Tools - http://
Surveymonkey.com

6. 6
• Market Mapping & Access - RAS has 3000 outlet
reach from members, TripAdvisor has 6500
listing, Zomato Philippines has 9000 listed, Rice
app has 100K restaurant listing.
• ‘SICCI-Singapore’, ‘ICC-Malaysia’, ‘Ministry of
Trade - Philippines’ helps local businesses while
‘RAS’ helps restaurants connect with latest
products.
• ‘TIE’ & ‘BNI’ & some elite angel clubs like
‘Bansea’ give access to early market practices
Marketing Mapping & Early Days

7. DIGITAL MARKETING SUMMIT 2015
3. What are the competitive forces ?
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Be Paranoid - Overestimate Competition.
• Adversaries are a good food for the soul
• Observe, Learn & Do it different than
competition - The Apple Way
• Track Tools -Similar Web, Local Events,
mention.com

8. 8
• Local events - ‘FHA’ Singapore Expo, DBS
business Class, FoodTech Events
• Keyword research, Inside sales ‘survey’
hack to build the early list & Intelligence
• The gap in the ‘app’ focussed
marketplace to focus on the ‘Single
Dashboard’ proposition for F&B
Positioning Gaps Emerged

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4. Segment The Market & Develop The Personas
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Different strokes for different folks
• Free Persona making tool - http://
www.makemypersona.com
• Track 360 degree persona touchpoints -
Media, Places, Influencers
• Mind the language - How customers describe
problem & products

10. 10
• Stand alones - Mid Size Chains - Large
Brands
• Different pain points and expectations
for best Product - Market fit
• Media & Influencers - rappler.com,
Pinoy Bisnes, Tycoon, retailbx.com,
Gourmet limited edition book, ABN-
CBS entrepreneur show
We Learnt That We Can’t Please Everyone

11. DIGITAL MARKETING SUMMIT 2015
5. Beach Head Strategy
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Who are the marquee customers?
• Digital Plan Canvas -http://
thetoolkitproject.com
• Map the market for key influencer brands &
groups
• Early adapter focus group & feedback
improvements with http://typeform.com

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• Apply relevant filters while selecting the
beachhead customers - Early adopters,
Regional footprint, Visibility, Influence
• Early dialogue, Active listening and Act on
feedback loop to showcase action
• Develop the marketing plan based on the
early adoption metrics - Case Studies
(infographic) & Referral are key
Being Selective and Focussed Helped

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6. A Well Crafted Proposition Helps Connect Well
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Simplicity Rules
• Beware of the Product, Technology & Featured
focus trap
• Multi Platform Consistency -http://
hootsuite.com
• Use http://canva.com, http://piktochart.com
for visual content

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• From explaining the ‘CRM & Analytics’ details
to a simple 1-2-3 steps platform transition
• Primary hooks - Customer Engagement &
Automated Marketing
• Explainer hooks - Real Time, In-Store, Single
Dashboard
• User experience based product tweaks,
Simpler mobile version development
Simple & Easy To Understand Proposition

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7. Go Glocal
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Think Global : Act Local
• Leverage your brand levers, Global best practices
• Create Press Kit, Local PR Hotlist, http://cision.com
(HARO)
• Identify & invite local influencers & bloggers - alltop.com
• Optimise website & content for local markets - quora.com

16. 16
• Say ‘NO’ to customise as per POS integration
• Localised Billing Practices, Internet independent
• Bloggers - Ladyironchef, Peach Kitchen, When in
Manila
• Intimate press conference with 75% journalists
writing about the ‘New Tool for Local Business’
positioning
• Guest Posts and collaborative approach on blogs
Local Insights Help With Quick Wins

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8. A-Team
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When was the last time you had breakfast with your team?
• Team - Together Everyone Achieves More
• Keep and eye on the failed startups - https://
techcrunch.com/tag/deadpool/
• 1.Hiring smart(er) 2. Local complementry
partnerships 3. Ongoing people skills

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• Local Partnerships gives one a tremendous
leverage & cost efficient model for early days
• Leveraging the availability of Ensogo trained
employees with ready contacts
• Good on-baording practices & connect with
‘Chat’ app rooms
• Clarity of ‘What’s in it for me’ & ‘Value
Match’ (Culture code @Hubspot)(Delivering
happiness@Zappos.com)
Local Reseller, Local Team, Local Partnerships

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9. Guanxi & Trust
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Influencers & Early Adopters – No Substitute to real meet ups
• Adopt thought leadership - Give with Blog,
Speak, Host meet ups, Give Free Tools
• Keep Calm & Help your customers win -
Regular Updates & Use Facebook or human
connect
• Understand your TA and influencers better
with http://buzzsumo.com

20. 20
• Creation of meet up platform for F&B brands
taking them ‘From good to great in digital world’
• Helping SME F&B brands transition into the digital
age successfully - Tell vs Sell platform with
recored videos
• Connect with customers on social platforms apart
from Linked-IN (Facebook)
• Follow up and get to know the customers better
Technology vs Trust

21. DIGITAL MARKETING SUMMIT 2015
10. Leverage Video
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Make your customers a hero
• Consider FREE video making & promotion
• Audio Library & tools - https://
www.youtube.com/channel, https://
www.magisto.com
• Case study approach - Video & Infographic

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• Customers have a story to tell -
Higher SOM
• Infographic based video case studies
• Supplement customers digital efforts
and make them brand ambassadors
• ‘Branded’ youtube channel
Highlighting Customer Stories With Videos

23. DIGITAL MARKETING SUMMIT 2015
11. Personal Touch In The Digital World
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Personal Matters
• Tactile reminder complements Digital
Content
• Send physical gifts to early adopters and hot
prospects - Hand written notes

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• Cost of Acquisition vs Life Cycle Value of the
customers
• Giving what is useful, mimic online freebies
and syncs in with positioning - Campaign
planning calendar ‘DM tool & DM item’
• Handwritten Notes stand out and shows
genuine concern even in B2C business
• Catchy Infographic case study booklet
Building Strong And Differentiated Bridges

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12. Embrace Inbound Mindset
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Which zone are you in today?
• Strong content strategy to attract visitors - leads -
conversion
• Manage marketing campaigns for results - http://
hubspot.com
• Social behind emails - https://
www.fullcontact.com

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• Web assets & content creation, optimisation &
tracking
• ‘Call to Action’ led traffic generation
• Merging online & offline leads processes
• Lead nurturing and conversion practices
• Link back to the customer relationships and
referral program
Non Linear Scaling Via Inbound Leads

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13. Lead Intelligence
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Intel Inside?
• How to read your audience mind - https://
blog.kissmetrics.com
• Lead Generation from the Facebook guide -
https://adespresso.com/academy
• Customised content for tagged customers,
prospects & strangers as per the sources.
• Blog is optimised for keywords, listicles,
clickbait and tracked for results - Kaizen
• Drip Campaigns with forever free version -
http://mailchimp.com

28. DIGITAL MARKETING SUMMIT 2015
14. Get On With Social Selling
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78% of sales people using social media for business outsold their peers
• Use Linked in Pulse & Linked in SalesNavigator
for social selling
• Get in the know with http://feedly.com &
comment often on the favourite blogs
• Try Pocket app for capturing the constant flow
of articles that you can’t read now.
• Use the curated articles for sharing it with the
prospects and customers.

29. DIGITAL MARKETING SUMMIT 2015
15. ‘Keep’ Hacking
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The customer experience is the next competitive battleground – Jeny Gregoire, CIO Dell
• Don’t be complacent - Retention > Acquisition
• New News - Invite key customers to be part of UX &
product team process
• Plan for growth based customer service - http://
Freshdesk.com
• Go beyond transactional relationship for long run
success - Concierge View
• Customer success efforts lead to 92% retention rate

30. DIGITAL MARKETING SUMMIT 2015
www.startup-o.com
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Thanks