Singapore- and Canada-based aquaculture platform Wittaya Aqua has raised US$2.8 million in seed funding from Yield Lab Asia Pacific, SEEDS Capital, Future Planet Capital, Conservation International Ventures, and SeaAhead Blue Angels.

The strategic raise will enable Wittaya Aqua to develop its feed-to-farm platform and expand its reach into Asia Pacific, the largest aquaculture-producing region globally.

Also Read: New year, new funding strategies: Powering up sustainability tech startups

Wittaya consolidates existing data points across the seafood supply chain to drive greater profitability, sustainability, and efficiency. The startup integrates different information streams from farmers, feed mills, and ingredient suppliers into one platform.

Founded in Canada, the company has since expanded to Asia following its global customer footprint growth.

Currently, the company works with major aquafeed and integrated farming clients in more than ten countries.

Wittaya Aqua can build accurate science-backed models to help stakeholders improve specific variables or functions. For instance, a farmer knows how his feed affects his animal’s growth rate and can compare the outcomes to industry benchmarks. Or, a feed mill can benchmark the performance of its feeds on different farms to understand how to improve its formulations for specific customers.

Also Read: How Fishlog aims to revolutionise Indonesian fisheries with cutting-edge tech solutions

Wittaya Aqua’s platform also empowers aquaculture stakeholders to meet rising consumer, retail and regulatory expectations for a more transparent and improved value chain.

Over half of the aquaculture industry’s top 10 leading companies across Asia, the Americas and Europe have used Wittaya Aqua’s platform to improve outcomes for aquafeed, ingredient supply and farms. Its notable customers include De Heus, Uni-President, US Soybean Export Council, Soy Aquaculture Alliance, Temasek Lifesciences Laboratory, AquaChile, dsm-firmenich, Corbion, Aker BioMarine, AGT Foods, POET, and Botaneco.

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Image Credit: Wittaya Aqua.

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In today’s increasingly cloud-based world, companies are migrating to hybrid and multi-cloud environments against the concerning backdrop of COVID-19 – either as part of their conscious digitalisation efforts and workflow automation or to enable remote access to company resources. Many digitalisation efforts have been made hastily because of the need to facilitate work-from-home requirements without delay.

These may create potential security issues and, when they involve processing personal data, privacy issues. So organisations must keep in mind data protection/privacy laws that govern how personal data is processed.

Any data breaches, abuse of personal data or non-compliance with data protection rules and regulations will get an organisation into trouble with the law. Where personal data is stored in hybrid and multi-cloud work systems, the risk of encountering such trouble may be increased.

To tackle data privacy risks in a landscape where workflow automation and cloud environments are intertwined, here’s how organisations and startups can comply with data protection requirements.

Also Read: Data privacy in a digital-first world

Ensure proper governance of personal data

Many data protection laws in the ASEAN region require organisations to appoint a data protection officer to ensure proper governance of personal data.

Even where there is no such requirement to comply with applicable privacy laws, a suitably senior employee should be tasked with ensuring proper governance of personal data.

In addition, there should be a dedicated governance team or committee in place to ensure that personal data is safeguarded according to the legal requirements. Such a team or committee ordinarily comprises each department’s heads that handle personal data in their operations.

The data protection officer, or other individuals in charge of personal data governance, will act as the subject-matter expert and co-ordinator of governance activities.

The governance team or committee must first understand the data life cycle of all business and workflow processes within the organisation (that is, where personal data is collected, used, disclosed, shared, transferred to another country, or stored and disposed of) before they can comply with local data protection requirement.

Regulators expect organisations to demonstrate accountability for compliance with data privacy laws. Fortunately, despite new regulations and amendments being introduced (such as in China, Indonesia and Thailand), the data protection rules or principles are similar in each country– this makes it relatively easier for organisations to comply from a regional regulatory perspective.

Also Read: WhatsApp takes a U-turn in its data privacy. Is it time to switch to alternative platforms?

Assess the risks involved in processing personal data

The first step in the compliance process for both startups and well-established organisations is to identify the following risks:

• Personal data risks, especially sensitive data (e.g. financial data, health data, persons infected with COVID19, etc.)
• High-risk processing, especially in the cloud (analytics, automated decision-making, artificial intelligence and machine learning, predictive analysis, etc.)
• Risk areas or gaps in new digital processes, online projects or products that the organisation creates
• Use of third-party outsourced services and platforms (e.g. web hosting services, SaaS platforms, shared services, etc.)

What makes processing personal data in the cloud a vulnerability, as part of the monetisation model, work automation or digitalisation efforts, is that data is being disclosed or shared outside an organisation.

This means that it is beyond the organisation’s direct control from both a privacy and security perspective. The organisation is totally dependent on the cloud service provider.

Also Read: Ignorance is never bliss: What a whitehat taught me about data privacy

Under data protection laws, a company can delegate the performance of these tasks to third parties. Still, it cannot delegate the responsibility for performing them by data privacy laws. Therefore, a regulator will first look to hold an organisation accountable for any data breach, even if it originates from the outsourced vendor.

Enforcement cases show that organisations that do proper due diligence when selecting external service providers or cloud platforms and have contracts with them that cover all relevant aspects of data protection, including technical measures, can convince regulators that these third parties may be accountable for any data breach originating from the outsourced vendor.

Then there are inherent privacy and security risks to companies using the cloud to process personal data, where the organisation has poor practices in place such as:

• Not obtaining consent when collecting, using or disclosing personal data
• Excessive or illegal processing of personal data
• Unauthorised access to personal data (e.g. absence of access controls or use of poor access controls) or unauthorised disclosure of personal data due to lack of security measures
• Indefinite storage of personal data, by the organisation or cloud service provider (even when contracts have expired or been terminated), after the business or legal purposes for processing the data have been fulfilled.
• No safeguards in place for cross-border transfers – that is, an organisation using a cloud service provider without finding out whether personal data will be sent out of the country by the provider

As employees use more automation tools online, they may also opt to use free SaaS or cloud services (e.g. simple CRM or email marketing software), thereby putting employee or customer data at risk. Even with good intent, such work practices may violate company security policies and fail to comply with data privacy laws.

Put together a comprehensive data privacy protection management programme

Once the organisation is aware of its privacy and security risks, the governance team should implement a data protection or compliance programme to ensure systematic compliance from an operational perspective.

Also Read: Ignorance is never bliss: What a whitehat taught me about data privacy

Risks must be identified, and at least all key risks must be addressed by relevant controls, policies and procedures intended to ensure compliance. These should be documented and implemented to educate or train employees accordingly to prevent security or privacy lapses.

The data protection law is not prescriptive, meaning it cannot prescribe for every scenario, especially in hybrid or multi-cloud systems; companies can adopt standard industry practices.

For example, the ISO/IEC 27018:2019 is the standard code of practice to protect personally identifiable information (PII) in the cloud. Organisations, especially startups that utilise cloud platforms to store personal data in their business operations, should strive to achieve the certification to provide further confidence and accountability to their consumers, creating stronger business relationships.

The relatively new ISO/IEC 27701 – an extension of the popular ISO 27001 information security is another industry information security standard that companies can use when implementing their data protection management systems.

As a rule, companies should conduct penetration tests on any online portal or application.

Besides safeguarding data, companies are expected to audit their policies and practices to ensure effectiveness and respond to complaints, queries and even data breaches (as a regulatory requirement).

Importance of having a Data Protection Officer (DPO)

Due to both the legal and operational requirements of data protection laws (which also mandate the appointment of a DPO), there is now a shortage of experienced and trained DPOs.

This, coupled with highly publicised data breaches and enforcement actions by regulators, has created a demand for data protection expertise and professionals, especially by larger organisations and those operating online.

Whether your firm is a startup or a well-established company operating in today’s pandemic environment, a data protection officer will help you run your data protection management programme and navigate the issues of handling personal data and operating in today’s digital economy.

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Image credit: dragonstock

This article was first published on November 17, 2021

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With more people shopping online, it’s no surprise many brands are rethinking the online shopping experience to make the journey to purchase as seamless as possible. Over the past few months, my team has noticed that businesses are embracing solutions that allow for quick and effortless conversational commerce, where people and businesses connect through chat or voice assistance to purchase goods or services.

Conversational commerce is viral across Southeast Asia, where 70 million more people have become digital consumers since the coronavirus (COVID-19) pandemic began.

Recent META consumer research also shows that nearly 50 per cent of holiday shoppers are more likely to buy if they can message with a business.

I believe the time is now for brands that have yet to introduce messaging options into their communications strategy. But for those who are just getting started, it may feel daunting. To help, I’m sharing stories of businesses that have used the chat to help streamline customer communications, simplify the customer journey and help drive sales.

Conversational commerce helps businesses communicate at scale

Take the story of Snigdha Dalal, who launched her business Bihu Collection in 2017. She sells traditional textiles and weaves with the intent of closing prominent gender gaps she witnessed over the years.  Recently, Snigdha had to close her physical store due to the pandemic.

Undeterred, she overcame this setback by pivoting to an online business model, depending on e-traffic for sales. During this period, WhatsApp played a crucial role, allowing Dalal to reach customers beyond her geographical limitations, with timely responses provided through the “auto-replies” feature.

Hence, not only has WhatsApp allowed her business to stay in contact with loyal customers, but it has also opened up doors for an international audience.

Also Read: Lazada co-founders’ new e-commerce enabler CREA locks in US$25M from SuperOrdinary

99 per cent of her customers reached and interacted with the brand through WhatsApp, and she also witnessed an 80 per cent increase in sales conversion rate on inquiries through the platform.

Because of the convenience and efficiency of conversational commerce, we’ve seen various businesses adopt messaging solutions such as Messenger, Instagram direct, and Whatsapp business to chat with customers on platforms they already use and are familiar with.

This has been especially useful for small businesses to help them build connections with customers at scale.

Conversational commerce helps businesses simplify the purchase journey

As brands gear up for the busy and competitive year-end shopping season, they’re likely hard at work discussing how best to reach their customers and provide them with an excellent online ordering experience.

Recently, we’ve observed how businesses are using conversational commerce channels to bring them closer to customers, eliminating friction along the customer journey.

A great example of this comes from Alyn Tapis, an Indonesian business founded by Novita Ria and sells beautiful handmade souvenirs and modern fashion products made out of Tapis — a traditional Indonesian fabric.

Also Read: DDoS is a serious threat to e-commerce. Here’s how to tackle it

To adapt to the global pandemic, Novita has modernised the company’s approach to customer care.  She quickly realised that online platforms are a convenient and effective way for customers to access their catalogues and purchase their products.

With the simple inclusion of a WhatsApp button on her website, Novita directly directed her customers straight to WhatsApp, providing them with a seamless shopping experience.

As a result, 85 per cent of customers reached and interacted with the brand through Whatsapp, with a 55 per cent sales conversion rate on enquiries and a 55 per cent repeat order rate.

Conversational commerce helps businesses drive sales

Much like how in-store visitors interact with staff members, conversational commerce provides opportunities for instant interaction online that can help a shopper make a purchase decision in real-time.

In the Philippines, Niño owns Cool Breeze Transient – Baguio City, which offers accommodation to tourists. During the lockdowns throughout the coronavirus pandemic, Niño shifted from a transient house model with daily rates to a short-term rental model to sustain the business.

He began posting updates to Facebook and found he could grow brand awareness and connect with future guests.

Today, 80 per cent of his bookings come from Facebook, and he’s earned a 50 per cent conversion rate from inquiries he receives via Messenger.

Also Read: E-commerce brand aggregator Hypefast to take on Una Brands, Rainforest with US$19.5M Series A financing

Another great example is Flow Athletic in Australia, which Benjamin and Kate founded in 2013. It is a fitness centre that offers classes to help people achieve their fitness goals or be healthy.

During the pandemic, they used Messenger to conduct personal training with the members since they couldn’t meet them face to face.

This also helped Flow Athletic grow from a local brand to an international one. As a result, 40 per cent of their sales are now generated through Messenger and other Meta products.

In my experience, shopping– especially year-end holiday shopping– whether online or in-store, can be a hectic and frustrating experience. But when shoppers can ask questions about the products they’re interested in, receive advice about choosing the correct item, and gain assurance that their online purchase will arrive in time for the festive period, they leave the conversation with confidence and peace of mind.

These interactions deepen the customer connection with a brand, build consumer trust, simplify the customer journey, and help drive sales.

Conversational commerce provides a win-win situation for both shoppers and businesses – and especially for SMBs. By embracing messaging platforms, even small businesses can improve customer satisfaction, scale their services and achieve growth.

This is precisely the kind of holiday magic I hope all brands can conjure this year.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

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Image credit: marchmeena

This article was first published on November 30, 2021

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UMT Jaya, a wholly-owned subsidiary of Universiti Malaysia Terengganu (UMT), has partnered with the online crowdfunding platform pitchIN to support startups that result from research conducted by university lecturers and students.

This collaboration enables startups to raise funds through the pitchIN platform while receiving support and guidance throughout their fundraising journey.

UMTJ CEO Dato’ Dr Ahmad Ramzi Mohamad Zubir said UMT’s extensive intellectual property (IP) portfolio, comprising patents, industrial designs, innovation utilities, trademarks, proprietary rights, and trade secrets, is ripe for commercialisation. In 2023 alone, UMT registered 60 intellectual property assets, including 40 products as proprietary rights, 13 as trade secrets, and four registered patents, with other categorisations of intellectual properties.

Also Read: pitchIN Academy to offer content on alternative financing, investment in Malaysia

These IPs are underutilised and not generating commercial returns, which represents a loss for UMT specifically and the country as a whole. UMTJ will connect the university’s startups with potential investors via the pitchIN platform through this agreement.

pitchIN is a digital fundraising and investment hub registered as a Recognised Market Operator (RMO) with the Securities Commission Malaysia to offer both an Equity Crowdfunding (ECF) and Token Crowdfunding (TCF) platform. It has completed over 177 ECF campaigns and facilitated over RM325 million (US$69 million) in fundraising.

At the same time, this agreement also introduces the Fundraising Accelerator (FA) to assist UMT’s startups. FA is an entrepreneurship programme launched by pitchIN Academy in October 2022. This initiative will provide the necessary guidance on the knowledge and skills required for the UMT startup founders to raise funds for their businesses successfully.

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Starting a new business, especially in the competitive B2B SaaS space, presents numerous challenges. One of the most crucial is generating leads through content marketing. Content marketing can be a powerful tool to attract and engage your target audience, but it requires a strategic approach to be effective.

This article explores ten essential strategies that startups should adopt to excel in content marketing, complete with examples, expert tips, and best practices. We’ll also discuss the importance of a solid Go-To-Market (GTM) strategy and balancing content with performance marketing.

Develop a Solid GTM Strategy

A Go-To-Market (GTM) strategy is the foundation of your content marketing efforts. It defines your target market, positioning, and value proposition, ensuring that your content resonates with your intended audience.

• Example: A B2B SaaS startup providing project management tools for remote teams needs to understand the pain points of its potential customers, such as collaboration challenges and productivity issues.
• Expert tip: Conduct thorough market research to identify your ideal customer profile (ICP) and tailor your content to address their specific needs and pain points.

Set clear goals and KPIs

Setting clear goals and Key Performance Indicators (KPIs) allows you to measure the success of your content marketing efforts and make data-driven decisions.

• Example: Your goal might be to generate 500 qualified leads in six months, with KPIs such as website traffic, conversion rates, and content engagement metrics.
• Best practice: Use SMART (Specific, Measurable, Achievable, Relevant, Time-bound) criteria to set your goals.

Create high-quality, valuable content

High-quality content builds trust and establishes your startup as an authority in your industry.

• Example: A startup offering cybersecurity solutions can create blog posts, whitepapers, and case studies on topics like data protection, compliance, and threat prevention.
• Best practice: Focus on creating evergreen content that remains relevant over time and addresses your audience’s key concerns.

Also Read: These 5 marketing analytics platforms are taking the field into the future

Leverage SEO best practices

Search Engine Optimisation (SEO) helps your content rank higher in search engine results, increasing its visibility and driving organic traffic.

• Example: Conduct keyword research to find terms like “remote project management tools” and incorporate them naturally into your content.
• Expert tip: Optimise your content’s meta descriptions, headers, and images to improve SEO.

Utilise multiple content formats

Different formats cater to different audience preferences, increasing engagement and reach.

• Example: Alongside blog posts, create videos, infographics, podcasts, and webinars to appeal to a broader audience.
• Best practice: Repurpose existing content into various formats to maximise its utility and reach.

Build a content calendar

A content calendar helps you plan and organise your content marketing efforts, ensuring consistency and timely delivery.

• Example: Plan a month’s worth of content in advance, including blog posts, social media updates, and email newsletters.
• Expert tip: Use tools like Trello or Asana to manage your content calendar effectively.

Collaborate with influencers and industry experts

Collaborations can expand your reach and add credibility to your content.

• Example: Partner with industry experts for guest blog posts, interviews, or joint webinars on relevant topics.
• Best practice: Identify influencers who align with your brand values and have a significant following in your target market.

Invest in content distribution

Creating great content is only half the battle; distributing it effectively ensures it reaches your audience.

• Example: Use social media platforms, email marketing, and content syndication to promote your content.
• Expert tip: Leverage paid promotions and sponsored posts to amplify your content’s reach.

Measure and analyse performance

Regularly measuring and analysing your content’s performance helps you understand what works and what doesn’t, allowing for continuous improvement.

• Example: Use tools like Google Analytics and HubSpot to track metrics such as page views, bounce rates, and lead conversions.
• Best practice: Conduct A/B testing to determine the most effective content strategies and formats.

Also Read: AI, personalisation, and 5 marketing activities you should be doing

Balance content marketing with performance marketing

While content marketing is crucial for long-term growth, performance marketing can drive immediate results, providing a balanced approach.

• Example: Allocate part of your budget to PPC campaigns on platforms like LinkedIn and Google Ads to generate leads quickly.
• Expert tip: Continuously refine your performance marketing strategies based on data insights and align them with your content marketing goals.

Final thoughts

Content marketing is a powerful tool for B2B SaaS startups looking to generate leads and establish a strong market presence. By developing a solid GTM strategy, creating valuable content, leveraging SEO, and balancing content with performance marketing, startups can achieve sustained success.

Remember to set clear goals, measure performance, and adapt your strategies based on data-driven insights to stay ahead in the competitive startup landscape.

With these strategies, your startup can effectively navigate the content marketing game and drive meaningful engagement and growth.

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Editor’s note: e27 aims to foster thought leadership by publishing views from the community. Share your opinion by submitting an article, video, podcast, or infographic.

Join our e27 Telegram group, FB community, or like the e27 Facebook page.

Image credit: Canva Pro

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