The Indelible VC
SEA of Startups
Julie Ng -

Julie Ng -

Consumer insights based on agile research

This week we are joined by Julie Ng of, which is a consumer insights company breaking the long-cycle times of market research to deliver agile research in 24 hours.

This was a great conversation as went from the origins of the co-founders meeting at a hackathon through to a critical pivot which meant turning away from 70% of revenue at the time.  It is an insightful conversation about the journey in the early days and the thoughtful processes that have enabled them to scale successfully.

I’d love to know what you took away from this conversation with Julie Ng. If you’d like to be considered as a guest or have someone that you’d like to hear me speak to, drop me a message.

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In this episode, we cover:

[01:22] Originating in a hackathon seeking a solution, they experienced the problem for which they ultimately created a solution.

[6:25] Going out to market for initial validation and feedback

[9:50] Cracking open the enterprise segment

[13:03] Looking at the levers they can activate to build marketing around  

[16:44] Typical SaaS origins involving a pivot from agency model to a scalable tech product.  This means saying goodbye to 70% of revenue.

[21:56] The impact of Covid on the trend line when looking at their own data

[23:08] Fit within the existing consumer research market

[25:48] Defining success as an impact basis rather than on a revenue basis

[32:01] Being intentional in hiring when scaling an organization

[34:01] Closing questions

The Indelible VC
SEA of Startups
At Indelible Ventures, we strive to promote the startup ecosystem in Southeast Asia and bring attention to the stories of entrepreneurs and the businesses they have founded. By promoting the ecosystem, we aim to draw more attention and, with it, more VC Funding to Founders.
RELATABLE - We uncover stories from Founders in our local market that will be relatable to an audience of Founders and Funders in the local market.
USABLE - Our intent in surfacing these stories is to build the local knowledgebase derived from relatable and relevant experiences of a true peer set.
SOUTHEAST ASIA - Limited audio content focuses on Founders in Southeast Asia. Further, as a Malaysia-based company, we are biased towards showcasing the underrepresented ecosystems in Southeast Asia.
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Kevin Brockland CFA