Brandtologist Kelly Choo gives advice to start-ups at the Echelon Satellite 2013 Judging

Being a pioneer in social media monitoring and an expert in delivering business intelligence, Brandtology (an iSentia service) is well-recognized in the Singapore business environment as a leader in developing and implementing ideas and innovations. Bearing this image, Brandtology Co-Founder and Business Development Director Kelly Choo participated in the Echelon Satellite 2013 to coach and support start-ups, and to give ideas that could help new entrepreneurs become successful.

As one of the speakers, Kelly advised start-ups to “think and develop fast, always iterate and improve, and find good partners that can help to bring ideas, technologies, products and services to the market”.

Kelly was also one of the judges in the event held last April 23 where 20 start-ups presented their business models. The event was organised by e27 at Plug-In@Blk71, venue managed by NUS Enterprise Centre and supported by MDA & Singtel Innov8.

According to the Brandtologist, one of the main questions that start-ups were asked often during their presentations was what their unique selling point was, as some of them are in areas where there are quite a number of competitors. Finance app TradeHero and peer car-rental serviceiCarsClub turned out as having the most unique selling points and were declared winners of the day. Both companies were recognised for their solid traction, revenue models or founding teams. TradeHero is a social finance network, which essentially is a free mobile stock market simulation app which also allows users to “subscribe to the stock tips of Heroes, or be a Hero and make money from the followers who subscribe to them”. iCarsClub, meanwhile, is Asia’s first peer-to-peer online car sharing platform where car owners can list their vehicles to rent out for low hourly and daily rates.

Group discussions were held during the event with Director and Co-Founder of Soldgers Qiuyan Tian speaking about hiring for start-ups and RedMart Marketing VP Todd Kurie questioning, which marketing channels can be useful for digital consumer businesses. Meanwhile, BlackBerry Senior Business Development Manager Casey Yoon shared about Mobile trends and opportunities in local and regional markets and Mohan Belani from e27 announced what to expect from Echelon 2013, which will happen on the 4th of June.

by Irina Semakova
Social Media Research Analyst, Brandtology in Global Connections.

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