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Product Expansion in South East-Asia
Prepared for 500 Startups
Singapore, 12 February 2020
1
2
Hi. I’m Andries De Vos,
CEO of www.slash.co
From Belgium
Currently:
co-founder
investor
previously:
co-founder
raised US$45m
strategy consultant
NGO
In SG/Asia 12y
Slash (www.slash.co) – Venture Builders
2016
founded
3
offices
Singapore
Phnom Penh
Bali
55+
people
Software Engineers
Product builders
Venture builders
3
44
FIRST A CONFESSION …
Primer on product expansion &
localization for CxO’s?
5
PRODUCT EXPANSION
Part 1 - Primer
Jobs to be done
Localize / Customize
Part 2 – In Practice
Exercise
Workflow + Q&A
6
Legal environment and language dictates minimal localization. But how much more is optimum?
MARKET CUSTOMIZATION
3 Levels: minimal, adaptation and local business – where does your product expansion fit in?
DEGREES OF CUSTOMIZATION
8
WELCOME TO SEA
9
SEA ECONOMIES – what is your target country?
1
0
SEA is fragmented
LOCAL TRENDS & CULTURE
1
1
EASE OF DOING BUSINESS
12
REGULATORY LANDSCAPE
13
650M market
High growth
Mobile Penetration
Capital abundant
Highly Fragmented
Infrastructure & Logistics
Local Cultures
Business & Regulatory
14
#1 - NO
You cannot copy / paste
your Business Model,
Product & Market Strategy
15
#2 – SCALING OUT
Think Regional
Start Locally
Act Fast
16
#3 – MARKET ACCESS STRATEGIES
DIY
Partner
Buy
17
WHAT DO WE NEED TO CUSTOMIZE?
18
“People hire a product or
service to get a job done”
- Clayton Christensen
19
20
21
22
Motivation.
Why customers buy your product?
Situations.
Why customers switched from another product?
Anxieties.
Are customers struggling with your product?
23
www.slash.co 2424
www.slash.co 2525
www.slash.co 2626
www.slash.co 2727
28
29
www.slash.co 3030
31
HOW TO
FISH
FOR THE
JOBS-TO-BE-DONE?
TWO APPROACHES
These can be combined and integrated
Design Thinking
Detailed vs Compressed
Elements of Value
Strategic Thinking
Environment Map
Strategy Canvas
32
Design Thinking
Detailed vs Compressed
Elements of Value
APPROACH #1
33
www.slash.co
34
www.slash.co
3535
36
Your “Customer Empathy” toolkit
UNDERSTAND YOUR CUSTOMER
37
38
SIMPLIFY?
Days or weeks?
39
TWO SPEEDS
Detailed
80%+ insight
4-8 weeks
Research-centric
Heavily regulation
Large capex
Complex / very novel
Compressed
60-80% insight
Days, 1-2 weeks
Test-centric
Majority of startups
More assumptions
Smaller sample size
40
CHOICE TO MAKE
Where does
USEFUL DATA
come from?
First user tests of
prototype/product
Research
What degree of assumptions are you prepared to take before testing
41
1 WEEK DESIGN SPRINTS
Move from a research-driven methodology, to a test-driven one …
RepeatStart Sprint
42
WARNING!!!!
OVER-SIMPLIFICATION
IT’S ALL
ABOUT CULTURE
43
44
… COMPLEX
45
CAN WE SIMPLIFY ’CULTURE’?
Can we characterize jobs-to-be-done through a cultural lens?
USERS EVALUATE PRODUCTS …
… on price … … and perceived value
46
COMPANIES FOCUS?
Price = easier to manage Value = jobs to be done =
? harder to define & measure?
47
WHAT DO USERS VALUE?
Elements
of Value
48
30 ELEMENTS OF VALUE
Bain has identified 30 value drivers for consumers or users
49
30 value drivers
in 4 categories
50
More elements
delivered
More loyalty &
revenue
51
‘Feminist’
dating apps
Women in control
Guided dialogue
Micro transaction
Platonic friendships
52
SEA
market entry
Mobile-first
Local artist by country
Translation
Integration in local channels &
social media
53
RECAP APPROACH #1 – DESIGN THINKING
Design Thinking User Empathy Methods Design Sprints Elements of Value
54
Strategic Thinking
Environment Map
Strategy Canvas
APPROACH #2
55
SEA = FRAGMENTED
=> NEED TO DEFINE A WINNING STRATEGY!!
56
How to define your strategy?
www.slash.co 57
58
What are the pillars of Google’s
Business Model?
59
How do (business) people traditionally
discuss business models?
60
61
Do you know how this
phenomena is called?
62
Any problem can be
made clearer with a
picture
– Dan Roam, Author
63
64
Remember
Business
Model
Canvas?
65
66
Software
Development
Find
information Users
globally
Large
audience Advertisers
User base
67
VP 1: Search
VP 2: Ads
Software
Development
Find
information Users
globally
Large
audience Advertisers
User base
68
VP 1: Search
VP 2: Ads
VP 3: Android OS
VP 4: 1bn Android
users
Etc.
Helps you create value
for your business
Helps you create value
for your customer
detail perVP: products, customers
69
Helps you create value
for your business
Helps you create value
for your customer
Macro or Market
View?
70
INTRO: ENVIRONMENT MAP
Environment Map
Helps you understand the context
in which you create
Business Model Canvas
Helps you create value
for your business
Value Proposition Canvas
Helps you create value
for your customer
71
72
The Environment Map
serves as a simple checklist
to guide your customization insights
for market expansion
73
Competitors:
• Who are the dominant players in our
particular sector?
• What are their competitive advantages
advantages or disadvantages?
• Which Customer Segments are they
focusing on?
• What is their Cost Structure?
Substitutes:
• Which products or services could
replace ours?
• How much do they cost compared to
ours?
• How easy it is for customers to switch
to these substitutes?
• What business model traditions
do these substitute products stem
from?
Sample questions – see handout
74
Needs & Demands:
• What do customers need?
• Where are the biggest unsatisfied
customer needs?
• What do customers really want to get
done?
• Where is demand increasing?
Switching costs:
• What binds customers to a company
and its offer?
• What switching costs prevent customers
customers from defecting to
competitors?
• How important is brand?
Revenue attractiveness:
• What are customers really willing to
for?
• Where can the largest margins be
achieved?
Sample questions – see handout
75
RECAP APPROACH #2 - CUSTOMIZE IN 3 STEPS
76
PRODUCT EXPANSION
Part 2 – In Practice
Exercise
Workflow + Q&A
Part 1 - Primer
Jobs to be done
Localize / Customize
WHAT DO WE NEED TO CUSTOMIZE?
78
One-size-fits-all VS Localize per country
79
80
Separate Product/Tech
Teams by Market
Enable deep Local Partnerships e.g LINE-
Lalamove ”LINE MAN” in Thailand
Distinct local end-to-end experience when
needed
Nimble and fast product development
The Localization
Paradox of SEA
Hyper-local and regional from
Day 1. ’Big Bang’ launch
Apply lessons from each CY to
optimize overall model. Stitch
operation together.
Infrastructure needed to support
differentiators (e.g 2-day delivery)
Attractive acquisition target (<5
years exit: 2012-2016)
81
82
Road to
remittance in
Asia via e-
wallet
Partner with 5 e-wallets
instead of bank accounts
Start in markets where
ratio of e-wallet to bank
accounts is high
83
10 min – 1x handouts / startup
Exercise 1:
Map your current business
model at a high level
(specifically customer, value
prop)
84
Current Market (s)
10 min – 1x handouts / startup
85
Exercise 2:
Using Environment Map,
answer questions of 1 Force, for
your Expansion Market
(e.g Industry or Market)
5 min – 1x handouts / startup
86
Exercise 3:
List key questions you have
to answer
If possible, update your
Business Model, for your
Expansion Market
Expansion Market (s)
87
STRATEGY IS HARD …
88
BRIDGING ‘START TO FINISH’
89
90
91
92
93
94
Analyze your target market to identify what choices can make you stand out
CAN YOU BUILD UNFAIR ADVANTAGE?
95
96
EXAMPLE: NETFLIX
97
EXAMPLE: CIRQUE DU SOLEIL
98
MAKE CHOICES WITH ERRC GRID
Cirque du
Soleil
Animals
Nintendo Wii
Graphic
Processing
Power
iPod
1,000 songs in
your pocket
Cirque du
Soleil
Dance, songs
and original
music scores
99
FORMULATE STRATEGIC CHOICES
100
101
PRACTICAL PRODUCT TIPS
102
Technical implementation requires 2 steps:
• Step 1: One-time preparation for internationalization (“i18n”)
• Create localizable UI, abstract locale code (date, time, currency),
• Abstract content.
• Consider using a Translation Management Service (e.g Transifex, CrowdIn
etc).
• Step 2: implement local customization
ITERATIVE LOCALIZATION WORKFLOW?
LocalizeMeasure
Learn
1
23
10
3
Minimum Viable
Localization (MVL) =
Apply tools and approaches discussed in primer
MINIMAL VIABLE LOCALIZATION
LocalizeMeasure
Learn
• Customize Jobs-to-be-done for your
Expansion Market (using Design- or
strategy-centric approach)
• Localize model & product
• Use Strategic Canvas to
make strategic choices
Apply build-measure-
learn principles, and
iterate fast
1
23
10
4
3 Levels: minimal, adaptation and local business – where does your product expansion fit in?
DEGREES OF CUSTOMIZATION
105
106
LocalizeMeasure
Learn
1
23
+ Partnerships, user
acquisitions, talent etc.
RECAP
QUESTIONS?
107
Anything goes…
• Market opportunity
• GTM, Value Proposition, etc
• Product, Tech, Design
• Team and Org
• Expansion & adaptation
playbook
• Partnerships, Marketing etc
• Strategic investors
THANK YOU
andries@slash.co
108

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