National University of Singapore

FridayTalk@ Hanger

Anuj Jain Co-Founder & CEO

www.startup-o.com

THE WAY TO GO TO MARKET IN ASIA15 Focus Areas That Help Win New Markets

Speaker

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Anuj Jain www.startup-o.com

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

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• 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

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

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• 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

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

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• 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

DIGITAL MARKETING SUMMIT 2015

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

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• 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

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

DIGITAL MARKETING SUMMIT 2015

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

DIGITAL MARKETING SUMMIT 2015

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

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• 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

DIGITAL MARKETING SUMMIT 2015

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

DIGITAL MARKETING SUMMIT 2015

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

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• 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

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

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

DIGITAL MARKETING SUMMIT 2015

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

DIGITAL MARKETING SUMMIT 2015

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

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.

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

DIGITAL MARKETING SUMMIT 2015

www.startup-o.com

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Thanks