Some call it a perfect for startups - and some of the biggest tech firms in the world were born out of economic downturns or transition periods. PRecious Communications Indonesia shares what it needs for startup brands to succeed during Covid and times of constant change

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Building startup brands in times
of constant change

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hello!
Lars Voedisch
Founder, Managing
Director
Lars Voedisch Indonesia@PReciouscomms.com
Joyce Rodwina
Senior Manager, Indonesia
Joyce Rodwina

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We are an independent regional agency made
up of 50 highly adaptive, responsive, and self-
empowered people across Singapore, Indonesia,
Malaysia, Thailand and Australia.
PRecious Communications was founded in 2012
and is considered one of the TOP Tech PR firms
in the APAC region. We have received numerous
awards for our work across B2C, B2B and
Startups.
INC. is a dedicated team specializing in
corporate, government, and business-to-
business environments.
LIFE offers integrated business-to-consumer
marketing and public relations solutions that
propel brands forward.
SPARKS is deeply involved with an ever-
evolving environment of disruption and
innovation in the startup space.
PRecious communications
EDGE works with leading technology brands
to create compelling brand narratives
through purposeful storytelling.

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✘ Two-way communications
✘ Cost-effective compared to other communications
✘ Perception / impartial opinion and reviewed in the
media
✘ essential for business growth
✘ reputation & credibility equally important with
products & support
WHY YOU NEED PR?

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Let’s get back to The basics
1.
2.
3.
4.
What is public relations?
How to tell your stories?
The indonesian context
PR for startups

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What is public relations today?

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Public relations is a strategic communication process
that builds mutually beneficial relationships between
organizations and their publics
Environment
STAKEHOLDERS
Government
Shareholder
Management
Employees
Suppliers
Local
Community
Consumers

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Messaging is important. It helps to position
the company/brand/products to convey its
key attributes and value proposition.

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HOW TO TELL YOUR STORY?
Why
How
What
What is essential to
know?
How can one benefit
from your story (or
product)
Adapted from: The Golden Circle by Simon Sinek

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HOW TO TELL YOUR STORY?
when talking to the media,
think about two main questions.

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press release is just one tool..
press release
photo story
?
keynote
address
pr stunt
whitepaper
roundtable
case study
review
program
advertorial
interview
event
blog post
exclusive
press
conference
holding
statement
research
opinion
infographic
survey
by line article
comment
video
background
talk
media
advisory

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59% of total
population are
social media
users
The Indonesian context
175.4 million
people
connected to
the internet
98%
mobile internet
users
7H 59Min
time of each
user on the
internet daily

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PR FOR STARTUPS
And
WHY STARTUPS
DEFINITELY need PR?

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300
startup companies across south-east asia.
$ 10 billions
and supported funding rounds valued up to
15 unicorns
PRecious SPARKS has worked with over

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The startup economy
The global startup economy is worth nearly $3 trillion, a rise of 20
percent from 2017. That’s the size of a not-so-small economy, larger
than the GDP of the United Kingdom, France, or Brazil.
Tech-driven startups aren’t just contributing to economic growth,
They are economic growth.
Source: TNW 2019 Global Startup
Ecosystem Report (GSER)

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NEW LAUNCH, BUSINESS
GROWTH & MOMENTUM
Startups need quick initial sales
and use PR to improve perception
and trust within their audience,
while waiting to spend on massive
marketing campaigns
what, why and when do startups look for PR?
SEEKING INVESTORS /
MAKING FUNDING
ANNOUNCEMENTS
Investors are more likely
to be interested in a
startup that creates
news.
For startups, closing an
investment round is one of
the most newsworthy
achievements
DRIVING INTERNATIONAL
EXPANSION AND REACHING
A MATURE PHASE
From accessing highly-skilled
talent to reaching a fresh batch
of customers, there are a
number of reasons why startup
companies consider a global
expansion

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Check out our bi-weekly startup webinar!
https://www.preciouscomms.com/southeast-asia-connect/

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HOW
DO
I
START?

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Don’ts – Typical challenges, pitfalls
✘ Forgetting to ask why people should actually care.
✘ Always comparing yourself with the big brands. You
can’t. Accept it!
✘ Not knowing who and where your audience is.
✘ Not planning or having clear objectives. What do
you want to achieve?
✘ Not using the tools to analyze what you are doing.
✘ Keeping momentum beyond the first buzz.

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STARTUPS start with the WHY!
Solving a problem
Every startup is created
with the clear idea of solving
a problem – what do we
want to achieve with
this project? Why?
How can we achieve our
goals?
passion
A startup is created out
of passion.
Passion is what drives
entrepreneurs to
embark on this long
Journey.
Passion drives success
story
”Do what you love, and
you will never have to
work again” A startup is
an embodiment of a
young entrepreneur's
dreams.
Passion and Vision
together make a great story
What’s the story surviving the storm?

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MinimumViable
Product
Levels of validation
Problem/Solution fit Business Model / Market FitProduct/Market FitVision/Founders Fit
The life of a startup
-2 -1 0 1 2 3
Idea
Personal Fund/Bootstrap
IDEATING CONCEPTING COMMITTING VALIDATING SCALING ESTABLISHING
Pre-Series A Funding Series A Funding Series B+ Funding
Local PR Support Regional/Global PR Support
GROWTH
Scale Up
FORMATION
Mission > Vision > Strategy
● Idea and co-founder team formation
● What, to whom, why and how?
VALIDATION
Lean Startup
Validate/Iterate
Pivot
Establish &
Strengthen
Processes & KPIs
Business

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STARTUP
BRAND
Building a strong startup brand
the three C’s of communications
C C C SB
COMMUNITY
Compelling stories
to engage the
audience
CORPORATE
Why is your
business relevant
to the industry?
CONCEPT
Creatives ideas to
address the market
need

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Telling your stories During covid-19
The pandemic has brought about a huge SHIFT on
the way brands communicate.
This change might not be temporary, making it even more
important to learn to communicate during these times.
• Maintain unity
• Be true to your purpose
• Share your survival journey
Purpose
People are paying
attention to business
response to the outbreak
Be empathetic
unity
Assure customers that they
are not alone in this.
Keep them engaged in an
authentic manner
C-19 aftermath
Share your survival story!
What did you do to keep the
business running?
How did you help people?

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99 PROBLEMS
It’s just business
WHAT’S THE PROBLEM
Nobodyneedsa solutionif theyaren’tawareof the
problem. Make sure your audiences are clear about
the issue you solve
ALWAYS CHANGING
Change is the only constant in a startups live – either
driven from within or by the competitive landscape
or economic situation. It’s growth over optimization
in the early years.
THE C-19 EFFECT
In this environment, notlosingis winning. Growth
plans need to be hauled, and focus should shift on
profitability and financial survival.
WHO CARES ENOUGH
Who connects to your vision, is it intrigued by
your proposition? It takesa villageto builda
successfulstartup. Ecosystem help amplify and
accelerate.

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THE PERFECT STORM FOR STARTUPS
Playtime is over..
Storms Create Losers..
and winners
70/80s: Apple, Microsoft
90s: Amazon, Paypal
08/09: Airbnb, Alibaba
2020: Netflix, Zoom
Today's giants were
yesterday's survivors
Say What?!
Are you alive?
What’s the next step?
Who’s with you?
“I don’t want to be pitched, I
want to be assured”
Leadership makes the
difference
Setting the course- and
adjusting it when needed.
Taking tough actions - and
talking about it
Survival ain’t no beauty
contest

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thanks!
Any questions?

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PRecious
We are here to protect it!
email => INDONESIA@PRECIOUSCOMMS.COM
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