As simple as it may sound in theory, expanding business in any new market is not an easy feat. It is crucial to understand which market to choose and why. It is also important to have a clear picture of business and fundraising opportunities in the new market, have solid strategies on how to quickly and effectively scale, and have an understanding of the main challenges and considerations in doing business in the new market.
Owing to a host of factors including tax benefits, ease of doing business, free market, and favourable policies such as visa-free entry policy for overseas investors from 170 countries as well as eligibility for 100% ownership rights of a company for foreigners, Hong Kong serves as a competitive destination in the Asia Pacific region for many entrepreneurs, VCs, and startup founders.
In partnership with Globalization Partners, we explored why Hong Kong is an ideal destination to expand your business in a webinar titled ‘Why and How Should You Expand Your Business To Hong Kong’. This webinar is a part of the Market Access Series where we highlight different markets in the APAC region and get in-depth insights from experts on the benefits, challenges, and considerations of bringing your business there.
The Hong Kong Market Access Series webinar featured Arshad Chowdhury, Managing Partner at Betatron Venture Group; Jayne KC Chan, Head of StartmeupHK at InvestHK; and Charles Ferguson, General Manager – Asia Pacific at Globalization Partners; in a panel moderated by Dennis Poh, Founder and CEO of Legatcy.
First things first: Why Hong Kong?
Jayne from StartmeupHK at InvestHK opens the answer to this question with a simple but extremely significant point: sales opportunity. “Any company looking to expand to any new market needs one fundamental thing — the opportunity and scope to sell their business,” she said. “Plus, if you are a startup looking to raise capital, there is no dearth of VCs and other funding avenues [in Hong Kong],” she added. Jayne further emphasised that Hong Kong has a relatively small but sophisticated and tech-savvy audience and thus, the country can serve as an excellent destination to test out products and services before launching full-throttle across the region.
In fact, as per research by Statista, in 2020, around 90 per cent of Hong Kong’s population were using the internet and the penetration rate is set to increase to over 94.5 per cent by the year 2026.
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Another unique advantage of Hong Kong is the Guangdong-Hong Kong-Macao Greater Bay Area (GBA) which comprises the two Special Administrative Regions of Hong Kong and Macao, and the nine municipalities of Guangzhou, Shenzhen, Zhuhai, Foshan, Huizhou, Dongguan, Zhongshan, Jiangmen and Zhaoqing in Guangdong Province. This adds to a market of 86 million people, just 14 minutes away, housing a cluster of tech giants and an extremely tech-savvy audience. A 2019 KPMG survey also found that the majority of Greater Bay Area consumers identify as ‘tech-savvy’.
Furthermore, while talent continues to be a challenge faced by Hong Kong, as with the rest of the world, the quality of talent available is still far better, owing to the fact that Hong Kong is home to 5 of the world’s top universities.
A technology-enabled labour force with a market ripe for digital disruptions
As per a PwC report, the talent pool in Hong Kong is keen on upskilling and learning technological abilities. In a survey, 61 per cent said they are confident about learning new skills or even completely retraining to adapt to technology.
Ferguson from Globalization Partners added that Hong Kong has access to excellent R&D talent. “The government of Hong Kong has been increasingly focused on STEM education for the last four years with STEM internship schemes, launching technology-enabled talent pipelines. This has raised the local labour force’s level of technology enablement,” he explained. Ferguson argued that strategically, Hong Kong is phenomenal as it sits in the centre of the region.
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Betatron Venture Group is a Hong-Kong based VC firm focused on early-stage B2B tech companies across Asia, excluding Mainland China. Climate change is one of the main factors that Betatron focuses on. Arshad from Betatron said, “In our portfolio, we have seen successes in B2B companies that are operating across a wide range of industries. Hong Kong is ripe for finding customers across various industries — from corporate services to logistics to hiring and training platforms owing to the nature of the community; Despite digitalisation and innovation, many family-run traditional businesses are looking to modernise. There is a lot of scope for SaaS startups and SMEs,” he said.
From seed to IPO: A bustling fundraising scene
Hong Kong is home to six unicorns including some of the biggest in the world. With such a promising startup scene, the country has a rich and diverse fundraising ecosystem.
In early 2019, there were more than 400 VCs in the country according to the Hong Kong Venture Capital and Private Equity Association. By late 2019, the entire combination of assets managed by VCs in Hong Kong was at USD 1.5 trillion. The landscape is a mix of formal as well as informal processes. Many established VC funds, including Betatron, are open to cold emails and remote transactions, however, for Angels, most businesses have to be here to close deals.
Arshad suggested that while there is a lot of money here, the business has to match the appetite of investors. Arshad explained that culturally, Hong Kong is a lot like New York. “Investors here are focused on the business model. They ask questions like ‘what’s your burn rate? Does the economic model make sense?’ and so on,” he explained.
Overcoming challenges and taking the next big step
Finding the right product-market fit and understanding the market are some of the common concerns that startup founders have when looking to expand into a new market. Amidst the pandemic, one of the blessings in disguise has been the emergence of virtual events and this enables people from all over the world to attend top-notch events and get a clear and better understanding of niche industries.
The panel emphasised the importance of networking. Jayne said, “you have to leverage your network and communicate with as many peers as possible to get a first-hand understanding of the market and industry trends.”
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Ferguson also explained the importance of having local talent on the ground. “Locals have the know-how of the market, the culture, and the capacity to help build better relationships with existing customers as well as help expand the market by reaching new clientele. In addition, a local team helps businesses build a high-quality global workforce that can help contribute to the company’s global growth goals.
Hong Kong is open for business with its free trade policies, tax benefits, and a tech-savvy population ripe for embracing everything modern that digital transformation can bring. Suppose you are planning to scale and look at an ideal next stop. In that case, Hong Kong has a lot to offer: great sales opportunities, fundraising avenues, and most importantly, a warm hospitable attitude towards foreign business. So, don’t wait, go!
To learn more, view the webinar here.
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This article is produced by the e27 team, sponsored by Globalization Partners
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