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Asendas – At a Glance

Marketing Technology incubators: The Singapore Science Park Experience By Mun Hou CHEW CEO iAxil Pte Ltd. Asendas – At a Glance. Asia foremost business space solutions provider

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Asendas – At a Glance

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  1. Marketing Technologyincubators: The SingaporeScience Park ExperienceByMun Hou CHEWCEOiAxil Pte Ltd

  2. Asendas – At a Glance • Asia foremost business space solutions provider • Principal markets in Singapore, China, India & the Philippine presence in Singapore, Beijing, Shanghai, Suzhou, Shenzhen, Hong Kong, Chennat, Bangalore, Hjderabad, Manila & Yokohama • Total assets of US$ 1.2 billion • Total space of 1.2 million square meters.

  3. Successful regional projects, strong regional network & territorial in sight. Provider of world class life style environments for business. Pioneer of the technology park concept – Singapore Science park Asendas – At a Glance Business Life style High tech environment Maltitenant RBFs Ready built facilities

  4. Science Park • It Parks • High tech & industrial Parks • Ready built facilities • Built – to – suit facilities • Specialized facilities

  5. iAXil Who are We? An incubation solutions company of Asendas providing a one - stop service to Technology based Start-up companies to help them launch and grow their ventures by providing affordable Start-up facilities, business and accelerator services.

  6. iAXil Full service incubator • Started operations in 1996 • Total area - about 3000 sm. • Total of 5 quick start-up units. • Size of incubator unit – 20 to 120 sm. • Total no. of start-up admitted so far –111 • Currently 38 start-ups at iAxil

  7. iAXil Full service incubator Accelerator services: • Business & financial planning • Deal structuring • Corporate communications & PR • HR, recruitment & accounting • Market research • Access to seed and venture capital • Assistance with negotiating investment term • Legal services • It services

  8. iAXil Full service incubator Basic incubation services • Development of Business model • Mentoring & handholding • Access to seed Funding • Advice with grants & intellectual properly • Business support services

  9. Marketing objective • To promote and market the incubator as one-stop center • Providing affordable start-up space as well as accelerator and business support services to help technology based start-up companies develop and commercialize their innovations

  10. Marketing objective 2 components : • One-stop center providing affordable start-up space and services • Technology based start-ups

  11. Marketing Strategy Is formulated based on the following: • What constitutes a potential entrepreneur/Start-up company? • Where do these entrepreneurs come from? • What are their needs?

  12. Potential Entrepreneurs Who are they? • Research Scientists and Engineers (RSEs) • Technical professionals • Domain experts from various industries ( The founders are usually not technologists)

  13. Market Segments This is based on market analysis • Potential entrepreneurs who have yet to launch their ventures • Spin-offs from research and tertiary institutes • Existing start-up companies

  14. Marketing Tools (1) Potential Entrepreneurs: • “Market thru” relevant membership associations and university alumni • Use the internet • Thru elevator pitch events and investment forums • Spin-offs from tertiary institutes • Tap on linkages with tertiary institutes to recruit spin-offs

  15. Marketing Tools (2) Existing start-ups: • Market thru enterprise development centers and innovators assistance centers • Set up booths at exhibitions, technology showcases, conferences • Press campaigns

  16. Conclusion • There is no single correct way to promote and market your incubator • The marketing strategy We have presented here is based only on the followings: Who is the potential entrepreneur? Where is the entrepreneur from? What are he/her needs?

  17. For future discussion The other factors that you need to consider are: • New venture creation trends and opportunities • Business environment • The incubator industry in your country • Your incubator’s competencies

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