Category Archives: Marketing & Branding

How To Network for Business Growth

Perhaps a particular book titled “How to network for business growth” will always remain lying on most marketers’ desk, and sometimes, even on veterans in the industry. Nevertheless, it goes to show that there isn’t a sure way, let alone the ever changing nature of networking that business people today need to continuously learn and adapt to. New business strategies, new trends and new techniques appear now and then; in fact even on new forms of media. Most businesses spend time finding the next business networking methods, only to find it irrelevant over time.

Continue reading How To Network for Business Growth

11 Franchise Business Steps

One of the most luxurious venture that an entrepreneur can pursue with hassle-free worry about systems and branding campaigns, would be to purchase a Franchise Business or become a Franchisee for established businesses. Launching a franchise may require entrepreneurs to invest some amount of capital to acquire the rights towards the brand, the products and services and the processes in which it conducts its business. Seeing how franchising is a growing trend in most emerging markets in Asia, here are 11 Steps that Entrepreneurs Must Know when they decide to Open a Franchise. Continue reading 11 Franchise Business Steps

10 Simple Ways Your Advertisement Could Stand Out Just Right


Designing an advertisement to capture anyone’s eyes can really be a tough job and really most of tough part come from the different perspectives that one has. How one listens to an opinion deters well in most others’ beliefs. A positive design in one country may be negatively seen in another.  Continue reading 10 Simple Ways Your Advertisement Could Stand Out Just Right

Trends of Marketing Strategy – The Expensive,The Cheap and The Charitable

What are the new trends in marketing strategy?

Marketers today believe in a good mix of marketing strategy (above the line and below the line) as part and parcel of their daily routine to reach out to their targeted audience. There certainly isn’t a best mix, yet time and time again, we see countless advertisements and shout outs that don’t work but it’s been practiced religiously. New strategies need to take place and we obviously are seeing an uprising among companies tapping into musical influence…let’s just say riding the musical wave.

Continue reading Trends of Marketing Strategy – The Expensive,The Cheap and The Charitable

Is Affiliate Marketing Right for Your Startup?

Whenever I bring up the topic of affiliate marketing for startups or business owners, the response is usually something along the lines of; “I will try affiliate marketing when everything else fails”.



Is Affiliate Marketing Suitable for Your Startup


So Is Affiliate Marketing Right For Your Startups?

I’m not sure what they actually understand about affiliate marketing, and just in case you don’t know what it is either, let me quote trusty old WikiPedia for a “proper” definition:

Affiliate marketing is a type of performance-based marketing in which a business rewards one or more affiliates for each visitor or customer brought about by the affiliate’s own marketing efforts. […]

Affiliate marketing is frequently overlooked by advertisers. While search engines, e-mail, and website syndication capture much of the attention of online retailers, affiliate marketing carries a much lower profile. Still, affiliates continue to play a significant role in e-retailers’ marketing strategies.

Affiliate marketing is basically a revenue-sharing arrangement between the business owner (merchant), and free agents (affiliates). The affiliate can be an individual blogger working from home, or large media organizations with a portfolio of online publications. Under this arrangement, the affiliate promotes the merchant’s products and offers, with the understanding that a percentage of each sale generated would be paid to the affiliate.

That’s why it’s also commonly referred to as “performance-based advertising”; you pay for measurable performance and quantifiable results. This is drastically different from traditional media advertising, where you pay the agency for pure hit-or-miss mass exposure.

Affiliate marketing is not multi-level marketing, although lots of sneaky MLM companies commonly use the same term to mask the true nature of their business. There is no “upline” or “downline” or whatever in affiliate marketing; it’s a one-on-one relationship between the merchant and each individual affiliate.

Here are some advantages of using affiliate marketing for startups:

  1. You get traffic fast – If you are running your affiliate campaigns through an “affiliate network” like Commission Junction (US), ShareASale (US), or JomNiaga (Malaysia) [Disclaimer: We own JomNiaga], your brand is usually visible to a massive army of affiliates. Most of these affiliates can just plug your offer into their existing traffic channels, sending you high-quality traffic fast.
  2. You don’t need to be an expert at everything – Want to master SEO, Google Adwords and social media? Good luck, but you’ll probably still be “mastering” it ten years later (don’t ask me how I know). You should be an expert at just one thing; growing your idea. Get ten affiliates, each a master in a particular traffic generation method, you’ve covered it all without having to learn anything.
  3. You pay only for results – Almost all types of traditional advertising require that you pay upfront, with almost no guarantee of measurable success. With affiliate marketing, you pay the affiliate when a sale is made. It’s very easy to scale your affiliate marketing efforts and remain profitable at the same time.
  4. You don’t need a big sales team – Downsize your sales personnel, and hire an affiliate manager to recruit affiliates to your cause. You reduce your overhead costs and risk, while leveraging on the affiliate’s existing market relationships. Affiliates do not earn a “basic salary”, so it’s in their best interest to make more sales for you.
  5. You can discover new markets – No matter how large your sales team is, you cannot possibly reach out to all demographics and verticals, specially the ones you never knew existed! By getting affiliates in a range of markets, you may discover that your idea has the potential to be re-targeted (or spun off) to an entirely new market.

Of course, affiliate marketing is not the cure for all your problems. Here are some of the disadvantages of affiliate marketing;

  1. Doesn’t work as well if you have nothing to sell – Affiliate marketing works best when you are actually selling something. If your startup is built on offering services, content syndication or selling ads, it just doesn’t work as well. (An exception to this is Cost-Per-Action / CPA / Pay-Per-Lead affiliate marketing, which I will probably discuss here someday.)
  2. Does not work well for extremely niche products – At the end of the day, affiliates are human beings who respond to brands and products that they understand. If your product is more mainstream, you will be able to find more affiliates who understand it, and thus be interested in promoting it. If your product or idea is too niche, you will have trouble finding good affiliates. Even if you do, affiliate marketing will not make up for a large part of your sales.
  3. You have less control over branding – You cannot have complete control over when, where and how an affiliate promotes your brand. The last thing you want is a spammer on your side. That being said, if you choose your affiliates wisely, and give them clear instructions on how you want your brand represented, you will probably never have a problem.

I think the biggest selling point for affiliate marketing is that you have nothing to lose to give it a try. You don’t have to pay a boatload of cash just to get in, and you can track your results easily with the web-based control panels offered by all affiliate platforms. You can scale up or down without investing in your own sales team.

You don’t have to wait till everything else fails before you try affiliate marketing, because it may be a little too late. Affiliate marketing should be one of the first options you explore, as it will give you a steady flow of traffic and sales until you’ve cracked the magic formula and your business becomes insanely viral.

Growth Hacking Tools

I have been helping several startups on growth hacking in the past couple of months: working on customer retention, key metrics analytics, data analysis, A/B testing and more. In this article, I’ll highlight a huge part of growth hacking — the tools. Rather than building your own, here are some of the tools available for everyone that will save you both time and money.


Visual Website Optimizer (VWO)

Visual Website Optimizer (VWO)

VWO has made it ridiculously easy to implement A/B testing, multi-variate testing, and split testing on the web. Just paste a JavaScript snippet and you’re good to go. The reporting is both easy to read and insightful. And if you run out of ideas for testing, you’ll have access to a library of real world case studies from the dashboard.



Mailgun doesn’t just send transactional emails, it also lets you tag them with campaign-IDs for in-depth analytics. It’s incredibly useful for A/B testing purposes to see which version of your transactional emails perform best.

Screen Shot 2013-01-09 at 10.33.14 AM


Intercom hooks up your users’ profile and activities with a simple JavaScript snippet, then provides you a bird-eye view of them on its dashboard. It allows you to easily send message to users through the dashboard. What’s awesome about Intercom is the ability to setup automated email based on the activities performed (or not performed) by the user.



RJMetrics connects to your database, analyzes it and serves up valuable business analytics such as Customer Lifetime Value, Repeat Purchase Probability, and Cohort Analysis. As someone who have just picked up some SQL chops few months ago, I can tell you this is a huge timesaver.



It’s important to be able to keep your team on the same page for your company’s key metrics and analytics. That’s where Geckoboard comes in. Geckoboard comes with preinstalled widgets for Google Analytics, MixPanel, and more. It’s also easy to create your own custom widgets simply by passing JSON/XML.

What are some other tools that you’ve found useful for growth hacking?

ConcreteJungle #30 : The Last Polka

Ee Vee and May wanted to get into business but didn’t know what they would dabble in until they chanced on May’s ice-cream maker. I met up with them to talk about how they expanded from the modest output of a home grade ice cream maker to manufacturing ice cream on a much larger scale. Find out how flavors are conceived and the story behind the brand.

Continue reading ConcreteJungle #30 : The Last Polka