by Thanawat Malabuppha, CEO & Co-Founder at Priceza23 JULY 2016

7 (not so…) Secrets of How to Scale your Startup from Home Country to SEA

SearchProduct Name …

Priceza is the leading Shopping Search Engine and Price Comparison Shopping targeting SE Asia.

Shopping Search Engine

12M Visits/month

+50M Products from +10,000 Merchants

Priceza PhilippinesPop: 108mLaunching March 6, 2015

Priceza targets >600m consumersAiming to Dominate Market to be NO.1 Price

Comparison in SE AsiaPriceza Thailand

BangkokPop: 68m

Jan 1, 2010

Priceza MalaysiaPop: 30m

Launching March 6, 2015

Priceza IndonesiaPop: 254mMay 1, 2013

Priceza VietnamPop: 93mLaunching June 2015

Source:CIA World Factbook,July 2014 estimates

Priceza SingaporePop: 6m

Launching March 6, 2015

1) Win on your home country (first)

1) Win on your home country (first)

• Beauty of internet business• Global + Local = Glocal• Focus is KEY• Product-Market FIT• Priceza’s International Expansion

2) Leverage your international expansion

2) Leverage your international expansion

• Startup Scalability• What is your leverage?• Priceza’s 4 Key Leverages from Internation

Expansion– Regional Deal– Tech Scalability– Investor network & partnership– Cross-border Ecommerce

Me and Mr. William, CEO of Tokopedia and CyberAgent Ventures Indonesia Team

3) Market Validation

3) Market Validation

• What country to expand to and why?• Market Validation– Desk research– Primiary research

• Country Strategy

My First Foot Step in Indonesia, July 2012

4) Brand Name Consideration

4) Brand Name Consideration

• Brand blunder• Trademark registration• Local domain name registration• Priceza local domain name

5) Company Structure & Partnership

5) Company Structure & Partnership

• This is important! We learn it the hard way!• Company Structure– Local law– Holding Co– Joint Venture– Subsidiary– M&A local player– Reseller partner– Rep office– Exporting service from home country

Event & Exhibition Show

5) Company Structure & Partnership

• Team structure– Local people?– Regional team in Home country HQ– Priceza >> local sale rep– English speaking culture for the whole org.

5) Company Structure & Partnership

• Tax implication– Foreign direct investment promotion & support– WHT– VAT

• Bank & payment– Local bank account– Cross country bank transfer

6) LocalizationYour home country product Your localized product

7) Immerse yourself into the Market

7) Immerse yourself into the Market

• Local Tech Startup event• Local Startup pitching event• Local media coverage• Meetup• Event & Exhibition• Networking & Party!• Local team

My Indonesian favorite dish “Nasi Goreng”

Fierce Competiton of Bike Service

Pitching Priceza to Investors in Jakarta, June 2014

Speaking at Internet Retailing Expo Indonesia

7 (not so…) Secrets of How to Scale your Startup from Home Country to SEA

1. Win on your home country (first)2. Leverage your international expansion 3. Market validation4. Brand Name consideration5. Company structure & Partnership6. Localization7. Immerse yourself into the market

Open for Questions

Thanawat Malabuppha (Wai)• Website: http://waiwaiworld.com• FB.com/Wai.Thanawat