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National University of Singapore
FridayTalk@ Hanger
Anuj Jain
Co-Founder & CEO
www.startup-o.com
THE WAY TO GO TO MARKET I...
Speaker
2
Anuj Jain
www.startup-o.com
DIGITAL MARKETING SUMMIT 2015
1. Business Plan & Marketing Mix Audit
3
Honesty is still the best policy
• Get Clear about ...
4
• Each market entry in Asia is a new venture with its unique
leverages or lack thereof…
• e.g., Local grants based busin...
DIGITAL MARKETING SUMMIT 2015
2. Market Intelligence Is Key in Diverse Asian Markets
5
Prioritise market entry decisions w...
6
• Market Mapping & Access - RAS has 3000 outlet
reach from members, TripAdvisor has 6500
listing, Zomato Philippines has...
DIGITAL MARKETING SUMMIT 2015
3. What are the competitive forces ?
7
Be Paranoid - Overestimate Competition.
• Adversaries...
8
• Local events - ‘FHA’ Singapore Expo, DBS
business Class, FoodTech Events
• Keyword research, Inside sales ‘survey’
hac...
DIGITAL MARKETING SUMMIT 2015
4. Segment The Market & Develop The Personas
9
Different strokes for different folks
• Free ...
10
• Stand alones - Mid Size Chains - Large
Brands
• Different pain points and expectations
for best Product - Market fit
...
DIGITAL MARKETING SUMMIT 2015
5. Beach Head Strategy
11
Who are the marquee customers?
• Digital Plan Canvas -http://
thet...
12
• Apply relevant filters while selecting the
beachhead customers - Early adopters,
Regional footprint, Visibility, Infl...
DIGITAL MARKETING SUMMIT 2015
6. A Well Crafted Proposition Helps Connect Well
13
Simplicity Rules
• Beware of the Product...
14
• From explaining the ‘CRM & Analytics’ details
to a simple 1-2-3 steps platform transition
• Primary hooks - Customer ...
DIGITAL MARKETING SUMMIT 2015
7. Go Glocal
15
Think Global : Act Local
• Leverage your brand levers, Global best practices...
16
• Say ‘NO’ to customise as per POS integration
• Localised Billing Practices, Internet independent
• Bloggers - Ladyiro...
DIGITAL MARKETING SUMMIT 2015
8. A-Team
17
When was the last time you had breakfast with your team?
• Team - Together Ever...
18
• Local Partnerships gives one a tremendous
leverage & cost efficient model for early days
• Leveraging the availabilit...
DIGITAL MARKETING SUMMIT 2015
9. Guanxi & Trust
19
Influencers & Early Adopters – No Substitute to real meet ups
• Adopt t...
20
• Creation of meet up platform for F&B brands
taking them ‘From good to great in digital world’
• Helping SME F&B brand...
DIGITAL MARKETING SUMMIT 2015
10. Leverage Video
21
Make your customers a hero
• Consider FREE video making & promotion
• ...
22
• Customers have a story to tell -
Higher SOM
• Infographic based video case studies
• Supplement customers digital eff...
DIGITAL MARKETING SUMMIT 2015
11. Personal Touch In The Digital World
23
Personal Matters
• Tactile reminder complements D...
24
• Cost of Acquisition vs Life Cycle Value of the
customers
• Giving what is useful, mimic online freebies
and syncs in ...
DIGITAL MARKETING SUMMIT 2015
12. Embrace Inbound Mindset
25
Which zone are you in today?
• Strong content strategy to att...
26
• Web assets & content creation, optimisation &
tracking
• ‘Call to Action’ led traffic generation
• Merging online & o...
DIGITAL MARKETING SUMMIT 2015
13. Lead Intelligence
27
Intel Inside?
• How to read your audience mind - https://
blog.kiss...
DIGITAL MARKETING SUMMIT 2015
14. Get On With Social Selling
28
78% of sales people using social media for business outsol...
DIGITAL MARKETING SUMMIT 2015
15. ‘Keep’ Hacking
29
The customer experience is the next competitive battleground – Jeny Gr...
DIGITAL MARKETING SUMMIT 2015
www.startup-o.com
30
Thanks
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The Way to Go To Market in Asia - A Talk at NUS, Jan 2017

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

Veröffentlicht in: Business

The Way to Go To Market in Asia - A Talk at NUS, Jan 2017

  1. 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. 2. Speaker 2 Anuj Jain www.startup-o.com
  3. 3. DIGITAL MARKETING SUMMIT 2015 1. Business Plan & Marketing Mix Audit 3 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. 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. 5. DIGITAL MARKETING SUMMIT 2015 2. Market Intelligence Is Key in Diverse Asian Markets 5 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. 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. 7. DIGITAL MARKETING SUMMIT 2015 3. What are the competitive forces ? 7 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. 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
  9. 9. DIGITAL MARKETING SUMMIT 2015 4. Segment The Market & Develop The Personas 9 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. 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. 11. DIGITAL MARKETING SUMMIT 2015 5. Beach Head Strategy 11 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
  12. 12. 12 • 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
  13. 13. DIGITAL MARKETING SUMMIT 2015 6. A Well Crafted Proposition Helps Connect Well 13 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
  14. 14. 14 • 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
  15. 15. DIGITAL MARKETING SUMMIT 2015 7. Go Glocal 15 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. 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
  17. 17. DIGITAL MARKETING SUMMIT 2015 8. A-Team 17 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
  18. 18. 18 • 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
  19. 19. DIGITAL MARKETING SUMMIT 2015 9. Guanxi & Trust 19 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. 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. 21. DIGITAL MARKETING SUMMIT 2015 10. Leverage Video 21 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
  22. 22. 22 • 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. 23. DIGITAL MARKETING SUMMIT 2015 11. Personal Touch In The Digital World 23 Personal Matters • Tactile reminder complements Digital Content • Send physical gifts to early adopters and hot prospects - Hand written notes
  24. 24. 24 • 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
  25. 25. DIGITAL MARKETING SUMMIT 2015 12. Embrace Inbound Mindset 25 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
  26. 26. 26 • 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
  27. 27. DIGITAL MARKETING SUMMIT 2015 13. Lead Intelligence 27 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. 28. DIGITAL MARKETING SUMMIT 2015 14. Get On With Social Selling 28 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. 29. DIGITAL MARKETING SUMMIT 2015 15. ‘Keep’ Hacking 29 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. 30. DIGITAL MARKETING SUMMIT 2015 www.startup-o.com 30 Thanks

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