"Which APAC market should we enter first?"
I get asked this every week.
But the answer depends on what you're optimizing for.
Most companies start with either Singapore or Australia.
Or the one their competitors are in.
Or wherever the board has a contact.
But the real question is different.
It's:
ā Are you optimizing for speed to revenue?
ā Are you building for enterprise or SMB?
ā Are you working with a tight budget?
ā Do you need quick wins for the board?
ā Are you playing for long-term growth?
Each one points to a different starting market.
The team that starts in Singapore may be optimizing for credibility, not volume.
The team that starts in Australia may be buying time to learn before scaling.
Here's how I'd think about it:
ā Speed to revenue? Australia. Familiar business culture, shorter sales cycles, English-speaking. Fastest path to early wins.
ā Enterprise credibility? Singapore. Regional HQs, strong talent pool, signals commitment to APAC.
ā Long-term growth? Japan. Largest enterprise market in APAC. Slower to enter, but highest ceiling.
ā Quick board wins? Australia. Easier to show early traction while you build the longer play.
ā Tight budget? Singapore. Small geography, lower setup costs, easy to operate lean.
Red flags before you commit:
- No local leadership hire planned
- Expecting US sales cycles
- Treating APAC as one market
- Pulling out if results don't show in 12 months
The companies that win here don't ask "where should we start?"
They ask "what are we trying to achieve, and which market fits that goal?"
Start with the strategy. The market follows.
I get asked this every week.
But the answer depends on what you're optimizing for.
Most companies start with either Singapore or Australia.
Or the one their competitors are in.
Or wherever the board has a contact.
But the real question is different.
It's:
ā Are you optimizing for speed to revenue?
ā Are you building for enterprise or SMB?
ā Are you working with a tight budget?
ā Do you need quick wins for the board?
ā Are you playing for long-term growth?
Each one points to a different starting market.
The team that starts in Singapore may be optimizing for credibility, not volume.
The team that starts in Australia may be buying time to learn before scaling.
Here's how I'd think about it:
ā Speed to revenue? Australia. Familiar business culture, shorter sales cycles, English-speaking. Fastest path to early wins.
ā Enterprise credibility? Singapore. Regional HQs, strong talent pool, signals commitment to APAC.
ā Long-term growth? Japan. Largest enterprise market in APAC. Slower to enter, but highest ceiling.
ā Quick board wins? Australia. Easier to show early traction while you build the longer play.
ā Tight budget? Singapore. Small geography, lower setup costs, easy to operate lean.
Red flags before you commit:
- No local leadership hire planned
- Expecting US sales cycles
- Treating APAC as one market
- Pulling out if results don't show in 12 months
The companies that win here don't ask "where should we start?"
They ask "what are we trying to achieve, and which market fits that goal?"
Start with the strategy. The market follows.