1. Marketing Technology incubators: The Singapore Science Park Experience By Mun Hou CHEW CEO iAxil Pte Ltd

2. Asendas – At a Glance Asia foremost business space solutions provider
Principal markets in Singapore, China, India & the Philippine presence in Singapore, Beijing, Shanghai, Suzhou, Shenzhen, Hong Kong, Chennat, Bangalore, Hjderabad, Manila & Yokohama
Total assets of US$ 1.2 billion
Total space of 1.2 million square meters.

3. Asendas – At a Glance
Business
Life style
Successful regional projects, strong regional network & territorial in sight.
Provider of world class life style environments for business.
Pioneer of the technology park concept – Singapore Science park
High tech
environment
Maltitenant
RBFs
Ready built
facilities

4. High tech & industrial Parks Ready built facilities
Science Park
It Parks
High tech & industrial Parks
Ready built facilities
Built – to – suit facilities
Specialized facilities

5. iAXil Who are We?
An incubation solutions company of Asendas providing a one - stop service to Technology based Start-up companies to help them launch and grow their ventures by providing affordable Start-up facilities, business and accelerator services.

6. iAXil Full service incubator
Started operations in 1996
Total area - about 3000 sm.
Total of 5 quick start-up units.
Size of incubator unit – 20 to 120 sm.
Total no. of start-up admitted so far –111
Currently 38 start-ups at iAxil

7. iAXil Full service incubator
Accelerator services:
Business & financial planning
Deal structuring
Corporate communications & PR
HR, recruitment & accounting
Market research
Access to seed and venture capital
Assistance with negotiating investment term
Legal services
It services

8. iAXil Full service incubator
Basic incubation services
Development of Business model
Mentoring & handholding
Access to seed Funding
Advice with grants & intellectual properly
Business support services

10. Marketing objective
To promote and market the incubator as one-stop center
Providing affordable start-up space as well as accelerator and business support services to help technology based start-up companies develop and commercialize their innovations

11. Marketing objective 2 components :
One-stop center providing affordable start-up space and services
Technology based start-ups

12. Marketing Strategy Is formulated based on the following:
What constitutes a potential entrepreneur/Start-up company?
Where do these entrepreneurs come from?
What are their needs?

13. Potential Entrepreneurs
Who are they?
Research Scientists and Engineers (RSEs)
Technical professionals
Domain experts from various industries ( The founders are usually not technologists)

14. Market Segments This is based on market analysis
Potential entrepreneurs who have yet to launch their ventures
Spin-offs from research and tertiary institutes
Existing start-up companies

15. Marketing Tools (1) Potential Entrepreneurs:
“Market thru” relevant membership associations and university alumni
Use the internet
Thru elevator pitch events and investment forums
Spin-offs from tertiary institutes
Tap on linkages with tertiary institutes to recruit spin-offs

16. Marketing Tools (2) Existing start-ups:
Market thru enterprise development centers and innovators assistance centers
Set up booths at exhibitions, technology showcases, conferences
Press campaigns

17. Conclusion
There is no single correct way to promote and market your incubator
The marketing strategy We have presented here is based only on the followings:
Who is the potential entrepreneur?
Where is the entrepreneur from?
What are he/her needs?

18. For future discussion The other factors that you need to consider are:
New venture creation trends and opportunities
Business environment
The incubator industry in your country
Your incubator’s competencies