Did you know that more than half the world’s middle class will be in Asia by 2020? It is expected that by this time, Asian customers will account for more than 40 percent of global middle class consumption. Worldwide, the middle class is expected to increase to 3.2 billion by 2020.
The growth of the middle class presents businesses and investors with exciting opportunities. As a result, a significant number of startups are now focusing on setting up or expanding into Asia, Latin America, Africa and the Middle East, where population growth presents huge untapped market potential.
Many emerging market governments are laying the foundations for a flourishing business environment. Recently, the Kenyan government invested $10 billion in a digital tech hub. The Konza Techno City, close to Nairobi, has been nicknamed the Digital Savannah. Likewise in Malaysia, a $100 million fund was put forward by the government to create high tech industries of the future.
Are you aware that out of every eight people in the world, roughly three come from either India or China? Indonesia is the fourth most populated country in the world, with over 256 million people. The island of Java is the world’s most populous island. The population is young too, and this presents a chance to grow with the consumer along the product life cycle. In Bangladesh the median age is 24.3, in stark contrast to Australia where it is a much older 38.3.
A large population equates to more consumption. In the developing world, large populations have fuelled a consumption-driven economy with levels of economic growth not achievable in Europe or developed markets.
The operating costs in the emerging markets are much more competitive. The price to rent an office is only a fraction of the price in cities like San Francisco or London. The average price to rent an office in Manila, the Philippines, is $10 per square meter. Compare that to the $2,194 per square meter demanded in London’s West End.
Labour costs are also substantially lower. In the Philippines, the average salary of a computer programmer is $4,927; contrast that to $69,000 on offer in San Francisco. Between staff and rent, your startup costs will be considerably lower, allowing a faster transition into profitability.
Leading the way
In the emerging world, your startup has the chance to be the first of its kind. With much less competition, you can either enter the market with first-mover advantage or become the market leader in only a short amount of time. By bringing pioneering technology, it is possible to eclipse the competition with relative ease; by the time they catch up, you will have established yourself as best in class.
Country Director of Lamudi Pakistan, Saad Arshed, commented: “Since Lamudi Pakistan launched in 2013, we have become experts in the real estate sectors of Pakistan’s many cities large and small, including Islamabad, Karachi and Lahore as well as Gujranwala, Multan and even up-and-coming Gwadar in Balochistan. Our rapid growth is due to Pakistan’s youthful, tech-savvy population, growing levels of Internet penetration and the ever-increasing popularity of mobile platforms like Android.
“We have been able mould the industry, educate our consumers, and lead market development,” continued Arshed, “because we are providing a service and a product that is relatively new to the country and fulfills a need at the same time.”
Shift to mobile
Startups focused on the emerging markets can profit from the rapid increase in Internet penetration with the shift from desktop to mobile and apps. As a startup, if you have an easy-to use-app, you will be way ahead of the game. The high costs associated with Internet usage in many developing nations makes apps more appealing to interact with online companies. As a startup whose mobile application or mobile browser has a sleek interface in an increasingly online marketplace, you will have a key advantage.