Navigating South East Asia

In Silicon Valley, startups can grow large scaling across one market. In Southeast Asia, you’re navigating 10 different ones.

Each country in Southeast Asia is its own unique ecosystem: ↳ Different languages, cultures, and consumer behaviours ↳ Diverse regulatory environments, with SG leading in 63.7% of tech funding deal volume ↳ Varied levels of digital and economic maturity, each market is at varying levels of adoption and ability to pay

This complexity creates an uphill battle, but it also presents a massive opportunity:

Our digital economy is projected to reach USD 295 billion by 2025.

So, how do startups succeed here? It comes down to three things.

First, they don’t assume what works in one market will work everywhere. ✅Successful teams customize every detail—products, pricing, and go-to-market strategies—to align with the needs of each country.

Second, they know tackling all markets at once is impossible. ✅They prioritize strategically, doubling down on a few key countries where they have the strongest fit before expanding.

And third, they build resilience. ✅Navigating shifting regulations, managing cross-border teams, and adapting to unforeseen challenges are all part of the job.

Scaling here requires more than ambition—you’ll need grit and agility.

I’ll be honest, Southeast Asia doesn’t offer a straightforward path to success. It can be messy, dynamic, and full of contradictions.

But for those who can crack the code, it’s one of the most rewarding regions in the world.

What’s been your biggest insight—or challenge—in Southeast Asia?

Put forward by Jeremy Tan.

Author

AiUTOMATING PEOPLE, ABN ASIA was founded by people with deep roots in academia, with work experience in the US, Holland, Hungary, Japan, South Korea, Singapore, and Vietnam. ABN Asia is where academia and technology meet opportunity. With our cutting-edge solutions and competent software development services, we're helping businesses level up and take on the global scene. Our commitment: Faster. Better. More reliable. In most cases: Cheaper as well.

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