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APAC Market Expansion

What it is

Market entry strategy, local partner identification, and commercial team setup for companies entering or scaling across Southeast Asia, China, Japan, India, and beyond.

Who it is for

Companies entering or scaling across Asia Pacific that want an experienced operator on the ground, not only a strategy deck.

Proof from the field

  • USD 1M: Vietnam developed from USD 20K to USD 1 million in sales revenue in under 9 months, by developing channel partnerships and establishing the commercial footprint.
  • Francis was nominated Chief Representative to work alongside the local distributor in Vietnam. Read the story.
  • Hands-on regional experience built over 30 years, expanding from Singapore into Southeast Asia and then across Asia.

Who you work with

Francis Lee spent 30 years at Sealed Air Corporation, rising from Engineering Assistant to Director, and is PMP-certified. APACEdge is his independent consulting practice, based in Singapore and serving clients across Asia Pacific.

In practice

In Vietnam, Francis entered the market when it was just starting. He met customers and partners and listened to their problems, and they ultimately bought. In Indonesia he helped expand the market by building relationships with senior executives and business owners.

  • Vietnam, month 1: meet customers first. Find out what they are happy with, what can be improved and what challenges they have. For partners, advertise locally and review how each candidate's current business is progressing before interviewing them.
  • Indonesia: work with senior leaders and earn their trust. When they have a new bid or challenge, APACEdge is the first call, because the response is within the same day.
  • Biggest mistake in a new Asian market: acting on what other people say. Each product has different market potential, and even the same product competes on value. Value selling matters, because not everyone looks only at price.

How an engagement works

  • First contact: Francis speaks with you, learns what you need and what is not working today, and suggests several options for you to review.
  • Week 1: identifying the pain points. A common issue clients arrive with is data readiness, so this is checked early.
  • What you get: it depends on the need, from straightforward verbal advice to a simplified workflow supported by an AI agent built on Claude.
  • Timeline and price: typically within a month, depending on complexity. Pricing scales with the complexity of the project, from a few hundred to several thousand Singapore dollars (SGD). Complex projects use a retainer so the solution sticks.
  • Who it is usually for: business owners, who decide whether to invest in AI.
  • Delivery: remote or on-site, in English or Chinese, and Francis will travel to any country if needed. Based in Singapore, taking projects globally.

How to engage

Engagement models: AI agent projects, advisory retainers, project-based consulting, workshop facilitation and a peer advisory network. Enquiries are answered within 48 hours.

Related services: Channel Partner Development → Business Transformation →

Common Questions

What does APAC market expansion cover?

Market entry strategy, local partner identification and commercial team setup for companies entering or scaling across Southeast Asia, China, Japan, India and beyond.

What results has it delivered?

Vietnam grew from USD 20,000 in annual sales to USD 1 million in under 9 months.

How do I get started?

Use the contact form or WhatsApp button on the APACEdge homepage and tell Francis which market you are entering. Enquiries are answered within 48 hours.

How long does a typical engagement take?

Typically within a month, depending on the complexity of the project and the needs of the client.

How much does it cost?

Pricing depends on the complexity of the project, from a few hundred to several thousand Singapore dollars (SGD). Complex projects use a retainer so the solution sticks.

Which countries has Francis helped to enter?

Vietnam, where sales grew from USD 20K to USD 1 million in under 9 months, and Indonesia, where he built relationships with senior executives and business owners.

What is the biggest mistake companies make entering a new Asian market?

Acting on what other people say. Each product has different market potential, and even the same product competes on value. Value selling matters because not everyone looks only at price.

What did Francis do first when entering Vietnam?

He met customers to learn what they were happy with, what could be improved and what challenges they had. To find partners he advertised locally and reviewed how each candidate's current business was progressing before interviewing.

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