Ficus Capital, an Islamic Environment, Social, and Governance (ESG-i) VC firm (ESG-i), has invested RM2 million (~US$430,000) in Klean, a greentech sustainable recycling business owned by Malaysia-based Janz Technologies.

This investment, made through the Ficus SEA Fund, will support KLEAN’s initiatives in container recovery, expand its network of Reverse Vending Machines (RVMs), and enhance its regional operations in Malaysia, Indonesia, Singapore, and Fiji.

Also Read: Growing and transforming global greentechs for sustainability

Klean operates a sophisticated digital container deposit system using artificial intelligence-powered reverse vending technology. This system encourages individuals to recycle empty plastic containers. Users can earn points, which can be redeemed for rewards.

Equipped with cutting-edge AI technology, Klean’s Smart RVMs include a machine learning-enabled chute that recognises brands of deposited containers. This facilitates retailer container recovery data and activates targeted advertisements.

Additionally, the machines automatically identify the type of material and sort it into separate bins, optimising recycling operations. Currently, there are 100 RVM units across Malaysia, Indonesia, Singapore, and Fiji.

Its mobile app allows recyclers to scan QR codes, collect Klean points, and redeem rewards. The app captures core user data for precise targeted marketing.

Furthermore, Klean’s data and reporting capabilities provide real-time RVM data and ESG reporting tracking through the Klean dashboard, offering businesses comprehensive metrics for CSR reporting and data monetisation channels.

“As awareness of social and environmental issues continues to grow globally, so does the demand for sustainable investment options that align with ethical and religious values. The ESG-i sector stands at the intersection of these trends, offering investors the opportunity to make impactful and socially responsible investments while adhering to Islamic finance principles,” Ficus Capital Managing Partner Abdullah Hidayat Mohamad said.

Green recycling technology has the potential to revolutionise various industries, including renewable energy, sustainable transportation, waste management, and energy efficiency, thereby fostering a cleaner, greener future for all.

According to Fortune Business Insights, the global greentech and sustainability market is projected to grow from US$19.83 billion in 2024 to US$83.59 billion by 2032 at a compounded annual growth rate (CAGR) of 19.7 per cent. Significant growth is anticipated, particularly in developing economies and emerging markets.

Also Read: Greentech revolution: Catalysing software’s success to drive a sustainable future

Ficus SEA Fund was launched in November 2021 with a focus on accelerating the growth of high-potential technology startups ups across ASEAN in sectors such as logistics, fintech, healthtech, e-commerce, edutech, greentech, big data analysis, and cloud services. The fund aims to support sustainable and dynamic startups that positively impact the environment and society. It focuses on three primary concepts: shariah principles, sustainable growth, and ESG.

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In June, BuildHub PH, an online marketplace serving as a centralised system for the construction industry, has recently participated in the 2024 Philippine Construction (PhilCon) Visayas Expo in Cebu City, the Philippines.

At the event, the company showcased its new platform, BuildHub.ph, and introduced its financing service, BuildCredit. This was part of the BuildMart PH Technologies subsidiary’s effort to expand to new cities in the country.

As one of the hottest markets in Southeast Asia (SEA), the Philippines continues to gain the attention of investors even during the funding winter. The country offers many lessons in resilience for entrepreneurs in the region. We are curious about how startups in the country are growing and expanding their businesses and would like to learn as much as possible from them.

To understand more about how one startup plans its national expansion in the country, e27 reached out to Marika Laciste, the Chief Business Officer of BuildHub. In this email interview, Laciste shares the criteria the company is looking for when planning for a new region to expand to and how it deals with unique challenges.

Also Read: Echelon Philippines opens growth opportunities in the Philippines and beyond

The following is an edited excerpt of the conversation.

What are the primary goals and objectives of BuildHub’s national expansion strategy in the Philippines?

BuildHub’s vision is to be the leading business innovation group, helping to build the future of 100 million people in the Philippines. To achieve this vision, we believe that we need to deeply understand the unique requirements of the construction industry in the Philippines. Expanding nationwide will enable us to adjust our products according to market needs and align our business operations to serve them better.

How does BuildHub plan to identify and enter new markets within the Philippines, and what criteria are used to select these locations?

Criteria are focused on three things right now:
1. Market size
2. Private and Public developments in the area
3. Available resources

What challenges has BuildHub faced during its expansion, and how is the company addressing them to ensure smooth growth?

The construction industry is a US$60 billion market in the Philippines. Players can unlock many opportunities but it requires significant capital.

The company has earlier projected the required resources for expansion, but, of course, execution speed will always be a challenge as we also want to balance growth with expenses and ultimately reach profitability.

Also Read: Bridging communications: How Mylo Speech enhances speech therapy accessibility for autistic children in the Philippines

What we do now is find creative ways to execute our plans without burning too much capital for speed. This includes collaborating with other brands and companies who believe in the vision and mission of BuildHub.

Can you share some success stories or key milestones BuildHub has achieved in its expansion efforts?

Since launch, we are happy to have achieved YTD Achievement of 65 per cent GMV targets this year, 2x in average monthly buyers as compared to 2023, and promising partnerships with construction and finance companies.

What role do technology and innovation play in BuildHub’s strategy to scale its operations across the Philippines?

BuildHub aims to be the leading tech-enabled construction company in the Philippines and eventually expand to Southeast Asia. It uses various technologies to support efficient transactions across the value chain.

One is the agent-led ordering dashboard, which helps introduce online ordering to both buyers and sellers, and the other is the buildcredit, which buyers can apply and use within the website. Then, there are other internal innovations that help the company to build faster and more efficiently to serve our target markets across the Philippines.

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Image Credit: BuildHub

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With the global cross-border payment market experiencing explosive growth, moving money across multiple currencies is getting increasingly complex and costly. Financial institutions and their end customers also face operational inefficiencies stemming from legacy market infrastructure, such as settlement risk at each transaction phase and uncertainties related to settlement confirmation and liquidity accessibility.

A Singaporean startup addresses these problems with blockchain technology.

And it has just raised a large sum of investment from prominent global investors.

Also Read: AI will have more impact on our future than blockchain: Dusan Stojanovic

“Traditional cross-border payments are fraught with delays, high costs, lack of transparency, multiple intermediaries, and varying compliance standards,” Humphrey Valenbreder, Partior CEO, told e27. “At Partior, we address these issues with our 24×7 global clearing and settlement solution, which facilitates real-time domestic and cross-border payments across banks, ensuring programmable value transfers with real-time settlement finality. This approach delivers instant liquidity and transparency, effectively overcoming the inefficiencies inherent in legacy payment systems.”

“Similarly, FX Payment vs Payment (PvP) arrangements for post-trade FX settlements today suffer from inefficiencies due to rigid settlement cycles and lack of support for emerging market currencies, leading to delays and settlement risk. Our decentralised global FX settlements solution enables real-time post-trade settlement for FX trades with PvP arrangements for both primary and emerging market currencies. This eliminates settlement risk and allows instant access to liquidity when required, eliminating delays and rigid settlement cycles,” he shared.

Leveraging distributed ledger technology (DLT), Partior combines tokenised deposits and assets into a single programmable platform to ensure transparency, liquidity, and settlement finality.

“As for transparency, Partior employs a permissioned ledger system, ensuring that only authorised participants have access. This approach guarantees real-time visibility across the entire payment chain, enhancing transparency from initiation to settlement. With regard to liquidity, Partior’s 24×7 availability allows for continuous payment and settlement processing and extends operational hours beyond traditional cut-offs. As a result, funds can be moved almost instantaneously across borders and time zones, enhancing liquidity management efficiency.

When it comes to settlement finality, DLT within Partior ensures on-chain settlement finality and eliminates the need for lengthy reconciliation processes while reducing settlement risks associated with traditional systems,” Valenbreder elaborated.

Partior also offers innovative capabilities for settlement efficiency, such as Intraday FX swaps, Programmable enterprise liquidity management, and Just-in-time (JIT) multi-bank payments.

The Intraday FX Swaps capability enables banks to execute and settle transactions within shorter time frames, ranging from hours to minutes. Banks can address their immediate liquidity needs, optimise capital utilisation and capture new revenue opportunities through funds that would otherwise be tied up as collateral for pre-funding requirements.

At the same time, the programmable multi-bank, multi-country cash concentration across multiple banks and countries helps corporates optimise their group cash balances. By automating cash management processes, corporates can deploy funds more strategically, improving control of liquidity and cash flows.

On the other hand, the JIT Multi-Bank Payments solution allows large corporates and multinational corporations with global treasury operations to consolidate cash and efficiently manage payments to overseas subsidiaries. By facilitating immediate fund transfers upon payment initiation, JIT payments enhance operational efficiency and reduce the complexity of cash forecasting and funding across diverse banking relationships and markets.

Partior’s concurrent payments pre-validation enables payment information to be checked and validated before funds transfer. This helps to prevent errors and optimise liquidity usage.

Last week, Partior announced the first close of its US$60 million+ Series B funding round, which was led by Peak XV Partners and participated in by Valor Capital Group, Jump Trading Group, J.P. Morgan, Standard Chartered, and Temasek. The funding will accelerate the development of new capabilities such as Intraday FX swaps, Programmable Enterprise Liquidity Management, and Just-in-Time multi-bank payments.

“We will also focus on expanding our geographical reach through the growth of our international network by integrating additional currencies, including AED, AUD, CAD, CNH, GBP, JPY, MYR, QAR, and SAR, to complement USD, EUR, and SGD, which are currently live on the Partior platform,” he added.

Also Read: Evaluating the spread of blockchain technology in the financial sector

“The involvement of Peak XV, Jump Trading Group, and Valor Capital Group also enhances our reach and influence in key markets, complementing the global presence established by our existing investors,” Valenbreder said.

By leveraging blockchain technology, Partior is poised to redefine the landscape of cross-border payments. With its focus on real-time settlement, transparency, and cost-efficiency, the company is addressing the critical pain points that have long plagued the industry. The recent infusion of capital underscores the immense potential of Partior’s solution and its ability to transform the way money moves across borders. As Partior expands its network and introduces new capabilities, it is well-positioned to become a leading player in the global payments ecosystem.

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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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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: 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.

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

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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Have you noticed how today’s shopping trends are throwing it back to the retro feels? It seems like we’re all stepping into a time machine. In times of economic uncertainties, rising costs, and growing environmental awareness, consumers are shifting their preferences.

Some people are swapping-opting for products that offer lasting power and won’t break the bank. Sustainability is also a huge driver, as more consumers choose items that can be fixed, recycled, or simply last longer, like those durable retro designs that seem made to stick around.

Nostalgia is king

In uncertain times, there’s something comforting about products that remind us of simpler times. The 90s Time Machine taps into this by offering a unique service for music lovers. Whether you want a kit to create your own mixtapes or prefer to submit a playlist and have them turn it into a tape for you, this product delivers a tangible slice of ’90s nostalgia, providing comfort and fun from a decade cherished by many. Check out the 90s Time Machine!

Digital detox

Ever feel like unplugging? Whether it’s escaping the endless doom of scrolling through distressing news, dodging humble brags, battling notification fatigue, or just needing a break from back-to-back Zoom meetings, the desire to disconnect is real.

The Light Phone and the iconic Nokia 3210 are perfect for those moments. These devices are all about the basics—texting and calling, no frills. The Nokia 3210, known for its sturdy build and long battery life, harks back to a simpler time when phones were just phones. Both are ideal for anyone looking to reduce their screen time and enjoy a simpler, quieter day.

Also Read: Pivoting beyond product: You need to look at your company/work culture, too

Technological fatigue

With technology getting more advanced, there’s a growing appreciation for gadgets that keep it simple. The Oneshot Video Maker champions ease, offering a straightforward point-and-click interface that demonstrates video creation — no fuss and fast.

Also, as digital cameras such as DSLRs become ultra feature-rich and the learning curve goes higher, the appeal of simple, durable options like Kodak’s film cameras resonates with consumers who miss the tangibility and charm of film photography. This resurgence mirrors the vinyl craze, where music lovers are turning back to records for a richer, more authentic sound.

Retro pop culture’s massive comeback

Retro continues to make waves in pop culture, influencing everything from fashion to movies. For example, while Nike’s Air Max sneakers are a modern product, they’ve recently been promoted through advertisements that embrace a distinctly old-school, vintage style, giving a nod to their long heritage while showcasing their latest designs.

Similarly, Loewe has creatively harnessed a retro vibe with a unique advertising approach. They produced a commercial set in a nostalgic game show format, where contestants are challenged to correctly pronounce “Loewe,” blending retro entertainment styles with high fashion.

While New Jeans’ “Bubble Gum” video offers a nostalgic trip with its ’90s-inspired visuals, let’s not overlook Kodak Korea on Instagram, where they keep the classic appeal of film photography alive, proving that vintage never really goes out of style.

Retro isn’t just about reliving the past; it’s about finding comfort and simplicity in a world that often feels overwhelmingly complex. Whether it’s through fashion, technology, or entertainment, the allure of the past is proving to be more than just a nostalgic trend. It’s a lifestyle choice that many are passionately embracing.

What are some of your favourite retro-inspired products or brands? I’d love to hear from you.

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The post Old school, new rules: Retro rewinds and redefines cool appeared first on e27.

Dear reader,

In a striking development, TikTok Shop has surged past Tokopedia to become Southeast Asia’s second-largest e-commerce platform in 2023, as reported by Momentum Works.

Shopee continues to lead with a formidable GMV of US$55.1 billion, capturing a 48% market share.

TikTok Shop’s annual GMV skyrocketed to US$16.3 billion, placing it on par with Lazada and Tokopedia. This leap is accentuated by its significant workforce expansion, which contrasts with the workforce reductions seen at Shopee, Lazada, and Tokopedia between 2022 and 2024.

The report, part of ‘The Ecommerce in Southeast Asia 2024’, reveals the region’s e-commerce market has grown impressively, achieving a total GMV of US$114.6 billion in 2023.

Indonesia remains the largest market, despite a slower growth rate, while Vietnam and Thailand exhibit the fastest growth. Additionally, Temu’s entry into the Southeast Asian market underscores the region’s growing attractiveness.

Key trends such as live commerce, generative AI, and evolving logistics are reshaping the landscape. Momentum Works CEO Jianggan Li highlights the dynamic and transformative nature of Southeast Asia’s e-commerce, driven by innovation and adaptation, fostering continuous growth and opportunities.

Sainul,
Editor.

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NEWS

TikTok Shop beats Tokopedia to become SEA’s second-largest e-commerce platform
While Shopee, Lazada, and Tokopedia all reduced their workforce between 2022 and 2024, TikTok Shop has expanded its workforce to over 8,000 employees since December 2021.

Goldman Sachs targets US$2B for first Asia-focused PE fund: Sources
The fund will focus primarily on investment opportunities in Japan, with about half its capital expected to be allocated there; India, South Korea, and Australia will also be key markets for the fund.

Lhoopa raises US$80M to provide affordable housing in emerging markets
The investors include IFC, Wavemaker Partners, Pavilion Capital, ADB, and Lendable; Lhoopa has sold over 2,500 affordable houses in over 58 cities in the Philippines and aims to provide over 15,000 more over the next three years.

Blockchain-powered fintech firm Partior hits first close of US$60M round
The investors include Peak XV Partners, Valor Capital Group, and Temasek; Partior’s unified ledger enables banks and payment service providers to join its network and access real-time, cross-border, multi-currency clearing and settlement.

D3 Labs, Tether to leverage blockchain to transform Indonesia’s fintech industry
This D3 Labs-Tether partnership aims to assess the deployment of a cutting-edge blockchain-based asset management platform and Web3 ecosystem.

Niv Della closes US$2M round to expand its D2C beauty, skincare brands in Philippines
The investors are DSG Consumer Partners and Foxmont Capital Partners; Niv Della’s Colourette and Fresh Formula brands are suited for the Filipino lifestyle and skin tones and Philiipines’s hot and humid climate.

TikTok explores local services potential in Southeast Asia
According to a recent job posting on the company’s official careers website, its venture into services aims to “make the daily life experience richer, more unique and more innovative.”

Trump’s VP candidate JD Vance has long ties to Valley, and was a VC himself
Vance spent years as a venture capitalist before leaving the industry when elected to the US Senate in 2022; He was a principal at Mithril Capital, a fund co-founded by Peter Thiel and Ajay Royan.

Elon Musk confirms Tesla ‘robotaxi’ event delayed due to design change
Musk first teased the robotaxi event in April, on the same day that Reuters reported the company was shelving plans for a new vehicle built on a next-generation platform that would cost around US$25K; Musk denied that report on X.

Bitcoin soars to two-week high after Trump attack
Bitcoin rose 8.6% to US$62,508, touching a two-week high of US$62,698 earlier in the session, taking its year-to-date gains to 47%; Ether was also up 6.8%% at US$3,322.

FEATURES & INTERVIEWS

From mining engineer to travel tech visionary: Darryl Han transforms trip discovery
Han transitioned from Australia’s mining industry to co-founding LFG, driven by his global experience and passion for tech innovation.

Launching Indonesia’s first AI incubator, DiscoveryShift bridges corporate-startup collaboration
In this interview, Discovery/Shift Managing Partner Rama Mamuaya also shares his insights about Indonesia and AI adoption.

Echelon X: Unveiling VC 2.0 or navigating the chaos? Decoding the future of SEA venture capital in 2024
The Echelon X panel discussion highlighted the potential of early-stage startups, regional resilience, and diversification opportunities.

Deemples, the ‘Uber for Golfers’, aims to make tee times effortless in Southeast Asia
Deemples facilitates connections among golfers to ensure that a game can always be arranged regardless of individual schedules.

FROM THE ARCHIVES

Can free-to-play models ignite new player interest in Web3 gaming?
As opposed to only playing for fun, Web3 gaming via P2E takes it one step further through rewards that can be converted into local currency.

Insurtech shines amidst overall funding decline in Indonesia in H1
Insurtech startups in Indonesia secured US$47M in H1 2024 compared to US$7.5M in H1 2023, as per a Tracxn report; Fintech, insurtech and enterprise applications emerged as the top-performing sectors in H1 2024.

Why the right framework creates impactful apps
While this leap to a new framework might seem daunting at first, this article explores why it can be worth making that change.

Thailand’s startup ecosystem in 2024: Fewer funding announcements, but promising opportunities ahead
Between January and May 2024, we covered five funding announcements from startups in Thailand from various stages and verticals.

Embracing AI’s promise: Navigating the future of marketing
In an era where AI is reshaping the marketing industry, we explore how marketers, particularly in Singapore, can unlock AI’s potential.

How these trio grew BuyMed into a B2B healthtech brand with a reach in 12K+ townships in Vietnam
BuyMed, which recently raised US$51.5M in Series B funding, says it processes over 5K orders daily and reaches 12K+ townships across Vietnam.

Fintech Nation integrates thought leadership and community into its startup support initiatives
This year, Fintech Nation wants to invest in more companies, doubling last year’s number of five companies.

Beyond Singapore and Indonesia, SEA startups are working their way out of global crises
Singapore and Indonesia continue to top startup funding list despite ongoing slowdown. What does this mean for the rest?

Moosa Genetics boosts beef production in Indonesia through DNA tech, farmer support
Moosa Genetics enhances Indonesia’s cattle industry with advanced biotech, improving meat yield, quality, and sustainability for farmers.

‘Arbor envisions the rise of Generative Media as the 4th wave of media transformation’
Arbor’s expansion into Southeast Asia is motivated by the region’s rapid digital adoption and growing demand for reliable news.

Book Excerpt: In this digital age, customer journey as we know it may no longer exist
In his upcoming new book, JC Sum stresses why changes are inevitable –and that they do not discriminate between small or big firms.

How Sipher won high-profile VCs’ hearts even before its blockchain games hit the market
Unlike most blockchain games, Sipher not only aims to onboard the crypto- and NFT-savvy crowd but to introduce it to the traditional gaming community.

Finding the right co-founder involves having tough conversations–and a great sense of humour
While there is always an option to go solo, there are also many good reasons to for you to have a co-founder.

THOUGHT LEADERSHIP ARTICLES

What entrepreneurs should know about delivery management in 2024
In 2024, delivery management must be optimized as much as possible, even for entrepreneurs in small-scale enterprises.

Do you need to rethink your startup fundraising strategy?
Consider how much of your startup’s 2024 fundraising objectives you’ve reached; if you’re not ahead, there’s still time to catch up.

Weathering Asia’s economic storm with the help of Tokenised RWAs
As a capital access augmentation solution, tokenised RWAs help make traditionally illiquid assets easier to convert to cash or cash equivalents.

The future of Gen Alpha in the workplace, a primer for business leaders
As business leaders, we must prepare for these shifts and harness Gen Alpha’s potential to drive future progress and success.

Funding the future: A guide for social entrepreneurs
Raising funds for your social enterprise is challenging for both experienced and first-time founders, yet crucial for scaling quickly.

Fintech Nation integrates thought leadership and community into its startup support initiatives
This year, Fintech Nation wants to invest in more companies, doubling last year’s number of five companies.

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The post Ecosystem Roundup: TikTok Shop is now a key e-commerce player in SEA | Lhoopa raises US$80M | Goldman Sachs targets US$2B PE fund for Asia appeared first on e27.