Research and Strategy

Achieving Product-Market Fit in Asia: Localized Strategies (Inc. 9 Business Models for reference)


December 16, 2023
 min read
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Product-market fit (PMF) is a term that refers to the degree to which a product satisfies the needs of a particular market. It's an important concept in the world of business, as it can help companies understand whether or not their product is likely to be successful in the market.

There Are a Few Key Steps That Modern Day Marketing Teams Can Take To Achieve Product-Market Fit In 2024:

If you'd love to understand more on how to do so with a step-by-step approach, download our Growth Guide here

  1. Identify your target market: The first step in achieving PMF is to identify the specific market that your product is intended for. This should involve researching your target market and understanding their needs, preferences, and behaviors.
  2. Conduct customer research: Once you've identified your target market, it's important to gather as much information as possible about your potential customers. This can involve conducting surveys, focus groups, and interviews to learn more about what they want and need from your product.
  3. Develop a marketing strategy: With a clear understanding of your target market and their needs, you can begin to develop a marketing strategy that will help you reach and engage with your potential customers. This should involve identifying the channels and tactics that are most likely to be effective in reaching your target market.
  4. Test and iterate: Once you've developed your marketing strategy, it's important to test and measure its effectiveness. This will involve tracking key metrics such as website traffic, conversion rates, and customer satisfaction, and using this data to make improvements to your marketing efforts.
  5. Use the right tools: There are a wide range of tools and technologies available to modern day marketing teams that can help them achieve product-market fit. Some of the most useful include marketing automation software, customer relationship management (CRM) systems, Content Management System ( CMS ) and analytics platforms.
  6. Set clear goals and timelines: Finally, it's important to set clear goals and timelines for achieving product-market fit, and to track your progress against these goals. This will help you stay focused and ensure that you are making progress towards your PMF objectives.

Having said that, Product Market Fit is not enough - you'd need to take it up a notch in order to achieve the Billion dollar mark - here's how

To give you better clarity we've provided some amazing guides from the team at Reforge and Initialized VC to help you get close to your goals

If you're new to idea of Growth - we'd strongly recommend that you take some time to read Reforge's contents to indulge in the best strategy that will help you understand the concept of Growth as a whole!

Below is a glimpse on the how the top executives at reforge have given us a bird's eye view on the target we need to set our eyes on if you'd like to achieve the big Billion!

Product Model fit canvas by Reforge
Five fit framework - originated from Reforge and Demand Curve

Target to set based on your vertical/ Industry - for startups and scale-ups

According the to Team at Initialized, these are some of the targets you'd need to set your eyes on from the get-go.

( They've invested in companies like reddit, Instacart, Coinbase, Algolia and more! ) 

Other great materials to help you achieve Product Market Fit faster

Look through Brian Balfour's Series on the 4-fit model to go down the rabit hole, we're sure you'll understand how to validate your Product Market Fit by then.

Overall, achieving product-market fit is a process that requires ongoing effort and iteration. By following the steps outlined above, and using the right tools and techniques, modern day marketing teams can position their products for success in the market.

You got the theory, what about the tools needed to get there?

We've handpicked some of the best tools you could pair with to achieve your goals faster - with higher productivity

Here are also a couple more recommendations we'd suggest for you to add on top of Webflow to ensure that your growth team is fully stacked with the best in breed tech stack: 

  • Design Beautifully crafted digtal experience with no code for your users that is sure to convert! With Webflow
  • Fully understand the extend of your user behaviour with Fullstory
  • Automate your Marketing Automation efforts to build end to end customer journey with
  • Improve your Customer Acquisition and Customer Lifetime Value Performance with the right 1st party data strategy via Segment
  • [B2B Teams] Enrich your Marketing & Sales Qualified leads with better data when prospecting with the help of Zoominfo

Lightning Demo for you - here's how it'll be working with best in breed tools in your architecture!

Content Management System that's robus, with tailored design components for your brand
Automate your lifecycle marketing efforts with
Chat with our Solution Architect to plan your perfect taxonomy to track the right metrics

Enough with the visuals, let's dive deeper into a more localised APAC context on the topic of Product Market Fit

Finding Your Fit In Asia: A Founder's Guide to Validating and Measuring Product Market Fit Across Fragmented Markets

Asia is home to over half the world’s population and some of the fastest growing economies. It’s an exciting opportunity for digital solutions. However, it’s also a complex region with fragmented cultural norms, languages, and infrastructure. This poses unique challenges when it comes to achieving product market fit. Here, we break down a strategic approach to measure and validate fit in Asian markets as you scale.

Defining Fit In A Fragmented Environment

Product market fit is traditionally defined as the moment when a startup’s product resonates with a sizable target customer base. But how do you pinpoint that moment in a region as vast and fragmented as Asia? The key is adopting a localized perspective.

Asia lacks a unified market. Consumer needs and behaviors not only vary hugely between regions, but even within countries themselves. What flies in Singapore may flounder in Manila. Equally, digital maturity differs. Internet speeds, mobile adoption rates, even UI expectations differ across Asia.

Therefore, we need to reframe "product market fit" for Asia as "market product fit." This means deeply understanding local user problems first, then building culturally tailored solutions. Achieving fit requires localization at every step.

Achieving Product-Market Fit Across 9 Business Models in Asia

Product-market fit is the holy grail for any startup. But fit looks different across business models - and fragmented Asian markets pose unique challenges. This guide details a strategic approach to measure and validate fit tailored to 9 startup models in Asia.

Defining Fit In A Fragmented Environment

We can't take a blanket North American approach to fit in Asia. Adopt a localized perspective:

  • No unified consumer base - validate fit country-by-country
  • Customize for cultural nuances and localization preferences  
  • Stress test infrastructure differences across markets

Craft tailored solutions for unique Asian user problems.

Strategies For Fit By Business Model


Metric Targets:

  • MRR growth >10% m/m  
  • Net revenue retention >100%    
  • Payback period <12 months
  • Direct + self-serve channels


  • Free trials with engagenent prompts
  • Value-based packaging  
  • Consultative sales process

Example: HubSpot initially offered a freemium model optimized for viral and paid acquisition. Once product-channel fit was proven, inbound sales provided leverage to expand through partners. Localization has focused on packaging and translations.


Metric Targets:  

  • GTV growth + user retention >10% m/m  
  • CAC payback <6 months
  • Mature markets: GTV from repeat >40%


  • Regional payment optimization
  • Progressive discounts for loyalty
  • Spot bonus rewards

Example: Vertex adapted its tax automation platform for local languages, regulations, and payment methods. Progressive discounts and pricing tiers encourage loyalty and retention as key growth drivers.


Metric Targets:

  • Liquidity ratio >1 within 3 months  
  • GMV growth >5% m/m
  • Supply and demand scaling in balance


  • Seed supply/demand  
  • Subsidize transaction fees
  • Encourage social sharing

Example: Etsy achieved high liquidity rapidly by allowing local shipment rates and payment options. Strategic supply seeding and automated suggestions based on localized purchase data keeps buyers engaged.


Metric Targets:  

  • MRR growth >7% m/m
  • Paid conversion rates >15%
  • Churn <2.5% monthly


  • Freemium with premium prompts
  • Highly targeted niche content
  • Reward loyalty and referrals

Example: Netflix adapts its content libraries, pricing tiers and UIs specifically to suit unique Asian consumer segments. Local social media influencers provide an authentic brand voice.


Metric Targets:  

  • Payback period <18 months
  • Expansion revenue >100% of new
  • Renewal rates >80% annually


  • Localized collateral and narratives
  • Consultative pilot-based sales  
  • Customer advisory boards

Example: Salesforce demonstrates dedication to Asian markets by running localized City Tours to showcase tailored solutions meeting regional business needs. It also relies on global customer advisory boards.


Metric Targets:

  • CMGR >5% m/m  
  • Supported customer growth  
  • Payback period <8 months


  • Develop cohesive pricing tiers    
  • Spot bonus offers
  • Referral promotions

Example: Twilio now offers complete self-service onboarding and account management for Asia. Usage alerts and cross-sell prompts tuned to local communication preferences boost retention.


Metric Targets:  

  • CMGR >10% m/m
  • Repeat purchasers >20%  
  • Positive lifetime value per customer


  • Localized on-site experience  
  • Loyalty rewards  
  • CRM engagement journeys

Example: Olay launched online stores dedicated to top Asian markets, tailoring product assortments and pricing specifically for countries like South Korea and India where demand differs.


Metric Targets:  

  • DAU/MAU fit local benchmarks  
  • Measurement framework aligns with norms
  • 6-12 month sales cycles


  • Design ad product for social behaviors  
  • Educate on metrics and best practices
  • Customer success support

Example: Facebook hired specialized sales teams to educate agencies in Asia on campaign best practices aligned to cultural norms and metrics. It also acquired events and platforms woven into local digital behaviors.

Validating Fit Through Localized Testing  

Government subsidized pilots in Singapore and Hong Kong allow startups to validate product-market fit in Asia at reduced risk. Our engineers oversee in-market testing until key metrics demonstrate fit. We're hoping by this stage - you've found the examples above to be insightful and we hope you'd be able to plan a better Go to Market Strategy from here on! Don't forget to bookmark this page so you'd be able to revisit this whenever you need to 🥰

Use best in class tools to speed up your Product Market Fit Validation

Get Onboard with Devhaus to refine your tech stack and strategy to scale your performance in 2024

Here's how Devhaus can help you to achieve your Product Market Fit faster, especially in 2024.

Crafting A Localized Strategy

Devhaus partners with B2B companies to build their digital growth stacks across Asia. Through our experience, we designed a strategic process for achieving and validating localized fit:

Step 1: Identify Your Target Country and Audience

With 4.3 billion people across 48 countries, Asia is not a monolith you can permeate in one move. Start by identifying your launch country then define your audience:

  • Who are they? Tech leaders, marketing managers, SMB owners?
  • What problems do they experience related to your product category?
  • What motivates those problems? Revenue growth, cost savings, simpler workflows?
  • How does your product address their problems and motivations?

Step 2: Test Product Fit Hypotheses

With your localized audience and their needs defined, detail hypotheses around your MVP product:

  • What is the core localized value proposition?
  • How does it address key audience problems?
  • What hooks quickly convey the value?
  • How fast can you demonstrate value?
  • What motivates retention and expansion?

Step 3: Identify Product Channel Fit

Products must align with how they will reach customers. Assess potential go-to-market channels in your country:

  • Virality? Freemium models? Paid channels? Channel partnerships?
  • How must your product adapt to optimize each channel?
  • Which best aligns with your market product hypotheses?

Step 4: Define Your Channel Model Fit

Your business model must then align with your lead channel to achieve profitable scaling.

  • Model your CAC based on channel costs
  • Model target revenue metrics
  • Tune product packaging and pricing to support CAC

Step 5: Plot Model Market Fit

With the pillars of product, channel and model defined, analyze market potential:

  • Quantify your full addressable market based on audience criteria
  • Project % share you can capture
  • Model revenue potential = share x users x ARPU

Is your model tuned to profitably acquire enough users to reach $100M scale? Ambitious but if we don't try we'll never find out.

Side note: if you're like to evaluate and test getting to Product Market Fit on your own, we'd strongly recommend you use Evan Miller's AB Testing tools to help you evaluate your hypothesis.

Also: Here are the top 10 technologies we recommend to serve as your digital backbone when seeking rapid yet resilient growth in Asia:

  1. Figma: Collaborative design platform to quickly test UX localization
  2. Webflow: No-code CMS for rapid UI iteration and SEO velocity
  3. Segment: Customer data infrastructure readily configured for country-specific regulations
  4. Mixpanel: Sophisticated segmentation and A/B testing to pinpoint niche product resonance per market
  5. FullStory: Surface UX friction through session replays aligned to cultural preferences
  6. Looker: Flexible data modeling, analytics and reporting tailored to local KPIs
  7. Lemlist: Optimized templates help sales teams personalize outreach for regional decision-makers
  8. ZoomInfo: Enrich contacts with firmographic data to identify high-propensity accounts
  9. Warmly: Drive campaign performance via triggered, personalized communication journeys
Evaluating your AB tests for Product Market Fit

Validating Fit Through Localized Testing

With a viable strategic model identified, physically enter your launch market to test assumptions and achieve traction.

Devhaus leverages government grants in Singapore and Hong Kong to fund pilots, offsetting risk for clients expanding into Asia. Our in-house growth experts oversee market validation:

Quantifying Product Value

  • Deploy [metrics framework] to benchmark feature adoption, retention figures and NPS against strong product market fit signals
  • Analyze usage data to pinpoint exactly where in the customer journey your product resonates or loses users in an Asian context
  • Spot qualitative feedback patterns across local user research, calls and reviews pointing to fit or misalignment

Proving Channel Efficiency

  • Measure CAC accurately based on regional channel costs: local PPC rates, partnership terms, etc.
  • Run controlled local channel experiments with rigorous measurement to reveal ROI potential and sustainable models
  • Plot growth metrics to model potential trajectory based on early channel efficiency

Optimizing Business Viability

  • Refine packaging and pricing models based on willingness-to-pay feedback during regional pilots
  • Build out regional revenue operations infrastructure to support efficient customer transactions in local currencies
  • Model regional unit economics to validate profitable scaling potential

Through rapid in-market feedback loops, we refine product, pricing, positioning for Asian audiences until key metrics and momentum signals demonstrate fit.

Achieving Smooth Sailing In Asia

Growing globally is the end goal for most digital disruptors today. But expansion without achieving true localized product market fit first is doomed to burn time and cash.

Our strategic market entry approach leverages Asia's complexity to an innovator's advantage: government funded pilots derisk validation while localized optimization and infrastructure provide a proven template for regional scale once fit is locked in.

Does your digital solution struggle to tailor for or measure resonance with fragmented Asian markets? Let's chat today to discuss custom product market fit strategy and subsidized in-market launch support.

Our team of experts can help you create a robust architecture that'll take you further as you scale, without breaking your wallet! If your entity is operating in Singapore, you could try grabbing the Enterprise Development Grant and get up to 70% of on your next Strategy project with us!

To fully leverage the capabilities of Webflow and drive growth for your business. Chat with our lovely team if you're keen to explore the possibilities of your up and coming Webflow Project!

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