Succeeding in SEA: VentureSEA’s Approach to GTM and Expansion

Welcome to Maven Club. If you're an early-stage founder navigating go-to-market challenges, expanding into new markets, or figuring out how to build trust with customers, this newsletter is for you. Today, we dive into the journey of Jing Rui, founder of VentureSEA, who has helped 20+ startups successfully enter the Southeast Asian (SEA) market.

Instead of following generic GTM strategies, VentureSEA has mastered the art of relationship-driven growth, social proof, and partnership-led expansion—all critical for success in SEA. Through a combination of deep market understanding, trust-building, and strategic positioning, Jing Rui has helped companies move beyond theory and execute on real, revenue-generating strategies. Let’s break down the key lessons founders can take from his experience and what it means for your startup’s expansion.

1. If No One Knows You, No One Buys From You

The Social Proof Challenge for Newcomers

For startups entering SEA, the biggest hurdle isn’t product quality—it’s credibility. Buyers in SEA are deeply risk-averse and lean on social proof to make purchasing decisions. If your startup has no recognizable customers, adoption will be an uphill battle.

Real-World Example: One of VentureSEA’s cybersecurity clients struggled to land their first customers in Indonesia. Initially, they targeted universities, but legacy challenges made adoption slow. They pivoted to enterprises and provided free trials to early adopters in exchange for case studies. Once they had three well-known logos, inbound interest skyrocketed. This shift from an untested brand to a trusted solution dramatically changed their sales trajectory.

Takeaways for Founders:

• Identify early adopters willing to take a chance on a new product.

• Offer discounted or free trials to secure initial case studies.

• Use those first customers as marketing assets to build trust and accelerate adoption.

Jing Rui: “We had to tell our client: Don’t focus on making money from your first customers—focus on making them your champions.”

2. Your US Playbook Won’t Work Here

Why Product-Market Fit in SEA is Different

Many startups make the mistake of copy-pasting their existing GTM playbook into SEA. But the region’s fragmented markets, cultural nuances, and price sensitivity demand a hyper-localized approach. Failing to adjust can result in low conversion rates, misaligned messaging, and slow adoption.

Real-World Example: A US-based enterprise SaaS company entered SEA with a highly technical pitch. Engineers loved the product, but decision-makers didn’t see the business value. VentureSEA helped them reframe their messaging, shifting from technical benefits to business outcomes. This unlocked enterprise deals that were previously stuck in limbo, showing how critical it is to communicate value in a way that resonates with local buyers.

Takeaways for Founders:

• Adapt your messaging to focus on business value, not just product specs.

• Reassess your pricing strategy—SEA markets are often more price-sensitive.

• Local regulations, buying behavior, and decision-making processes may require a different GTM strategy than your home market.

Jing Rui: “Mature startups assume what worked in their home market will work here. But SEA requires rethinking everything—from pricing to positioning to partnerships.”

3. Your First Sale Will Take Twice As Long As You Expect

The Relationship-Driven Nature of SEA Sales

Unlike the fast-moving sales cycles in the US, SEA buyers take their time. Business deals are built on relationships, trust, and patience, not just cold outreach. Jumping straight to transactional sales tactics can cause deals to stall—or worse, disappear entirely.

Real-World Example: One startup rushing to meet sales targets switched from relationship-building to aggressive closing. Overnight, trust eroded, and potential deals went silent. VentureSEA had to step in and rebuild relationships before sales could resume. This is a common challenge for startups new to SEA who don’t understand the importance of slow, trust-based deal-making.

Takeaways for Founders:

• SEA buyers value long-term relationships over short-term transactions.

• Prioritize meeting key stakeholders in person—this market still runs on trust.

• Be prepared for longer sales cycles—rushing deals will backfire and damage future opportunities.

Jing Rui: “Too many startups shift from ‘relationship mode’ to ‘closing mode’ too soon. In SEA, if you push too hard, you lose the deal entirely.”

4. Scaling Word-of-Mouth Without Losing Control

The Power of Partnership-Led Growth

Everyone knows word-of-mouth is powerful—but in SEA, it’s not just a channel; it’s a growth engine. The challenge is ensuring word-of-mouth works in a structured and scalable way rather than relying on luck.

Real-World Example: A sales tech startup struggled to break into SEA until they integrated their product into another sales tool. Overnight, user adoption exploded because customers were already familiar with the ecosystem partner. This illustrates how partnerships can create a strong foundation for rapid adoption.

Takeaways for Founders:

• Identify 3–5 strategic partners who naturally complement your product.

• Look for ecosystem synergies—where your product enhances an existing tool.

• Prioritize partners who start making introductions before any contract is signed—a sign of genuine alignment.

Jing Rui: “The best partners are the ones who introduce you to customers before you even ask.”

5. The $1M Mistake Founders Keep Making

Rushing Into SEA Without a Clear Plan

Many startups waste millions on premature SEA expansions. They enter too soon, partner with the wrong people, or fail to localize effectively.

Real-World Example: A startup wanted to enter Indonesia, and Jing Rui helped them set up meetings. But after all the groundwork was laid, the startup decided they weren’t ready for SEA. This wasted valuable time, resources, and credibility with potential partners. Many startups underestimate the preparation required before making a successful market entry.

Takeaways for Founders:

• Validate SEA expansion before investing significant resources.

• Be selective about local partners—signing 100+ agents is a waste of time.

• If you’re not ready to commit to SEA for at least 12–24 months, reconsider expansion.

Jing Rui: “Founders think they need to enter SEA fast. But sometimes, the smartest move is waiting until you’re truly ready.”

Final Thought: Build the Right Foundations Before Scaling

Jing Rui’s experience highlights a fundamental truth: SEA is a high-potential market, but it requires patience, deep localization, and a trust-first mindset. Whether it’s securing social proof, adapting your pitch, or leveraging partnerships, success comes from doing the groundwork before scaling.

For founders, the key question is: Are you truly prepared to enter SEA, or are you rushing in without a plan? Too many startups treat international expansion as a checkbox, only to find themselves burning cash without results.

If this strategy resonates with you, focus on the fundamentals, build trust, and expand with intention.

Until next time,

Maven Club