Interview with: Joe Fussell, CEO
and Daniel Breese, Business
Development Manager, AS White
Global Pty
“By offshoring certain roles, companies
can grow and add capabilities that were
not initially considered possible, without
even changing their infrastructure on
home soil,” says Joe Fussell, CEO, AS
White Global Pty. “It is possible for
Australian businesses to expand into
new markets in South East Asia cost-
effectively without taking major risks,”
adds Daniel Breese, Business Develop-
ment Manager at the company.
AS White Global Pty is a sponsor
company at the marcus evans CFO
Summit 2018, the Australian CIO
Summit 2018 and the CMO Summit
2018, all taking place in Australia.
How would offshoring certain roles
help future-proof an organisation?
Fussell: Financially, it enables organisa-
tions to provide better operational
spend in their teams. They can then
spend more in areas that are at risk,
that they did not have the resources for.
They can optimise the team, have
dedicated people to manage and
measure staff, and provide the
information needed for key stakeholders
to make more educated decisions.
Breese: Clients come to us looking to
improve operational spend by getting
people for accounting, bookkeeping or
data administration type of roles. That
always evolves into greater capability,
getting more bang for their operational
dollar without growing their commercial
footprint or changing their infrastruc-
ture. It often leads to new opportunities
in areas they had not considered before.
Clients then usually decide to expand
into marketing capabilities, graphic
design, web and IT. They create entirely
new departments to deliver more
functions they had not focused on
initially.
What obstacles do they typically
face?
Fussell: One of the major hurdles is
overcoming existing processes. Many
organisations feel that their processes
are not in the best shape but they do
not rectify them. Offshore staff
experience those processes and assist in
refining them.
What is important to make offshor-
ing roles a success? How can they
make it an extension of the team
overseas?
Breese: Offshore staff must have the
ability to engage and ask questions, to
improve the business and their role.
That is paramount. The leaders must
treat the offshore staff as an extension
of their onshore team. The onshore
management team needs to be
emotionally invested in the offshore
team’s success, ensure that staff can
effectively and efficiently perform their
function and role. A mindset to improve
processes is also valuable.
Who is responsible for the training
of offshore staff?
Fussell: The company is responsible for
training. Each business has its own
individual processes and needs, owned
by their intellectual property which we
do not want to interfere with. We
provide the people who are capable of
performing the roles at the levels they
require in Vietnam, Malaysia and the
Philippines.
Any final words of advice?
Breese: If in doubt, start small. It is low
risk. Testing capability out with small
teams is a great way to expand into
more broader markets as a business.
The leaders
must treat
the offshore
staff as an
extension of
their onshore
team
The Low Risk Way to Expanding
a Business into South East Asia

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About AS White Global Pty
AS White Global provide highly capable and high performing teams.
Customised staff solutions providing key stakeholders with greater control to deliver
their strategies to their highest potential.
Providing companies with an extension of their current team in a fraction of the time
and cost.
Providing Customised Solutions aligned with your company goals by accessing the
best possible expertise globally.
AS White Global is an Australian company with headquarters in Sydney and
contemporary offices in Vietnam, Philippines and Malaysia.
www.aswhiteglobal.com
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