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Google to help 2,500 SMEs in Singapore scale up their businesses

Nayela Deeba | Aug. 1, 2017
Castlery and Secret Lab are two companies that have improved their business and expanded into new markets thanks to the Go Global programme.

gilberto google
Image credits: Google Singapore

Google aims to train 2,500 small and medium enterprises (SMEs) in digital technologies and help them expand their businesses beyond Singapore by 2019.

This is part of Google's 'Go Global initiative' which first started in 2015. The  programme will provide SMEs with various training tools and resources, including a team of dedicated marketing consultants who can advise them on how to grow through online campaigns and e-commerce channels.

It also consists of masterclasses led by experts from Google and partner agencies, who will provide advice on how SMEs can develop a digital presence.

To further its outreach efforts, Google has also partnered with the National Trades Union Congress (NTUC) and Singapore infocomm Technology Federation (SiTF) to introduce the programme to 13,650 combined member companies. These companies will provide valuable feedback to enhance support for SMEs, said Google.

"We have seen great traction with our efforts with Go Global since its launch and we want to go even bigger this year to provide more help for SMEs to fulfill their dreams of becoming recognised as brands at home and abroad. Whether it's taking their first step online or exploring new markets, we hope that the programme will help SMEs take their businesses to greater heights," explained Gilberto Gaeta, head, Google Marketing Solutions, Singapore, Malaysia, Philippines and emerging markets.


How Castlery and Secret Lab benefitted from Go Global

So far, the Go Global programme has helped more than 1,000 SMEs in Singapore increase their global presence and exports through a range of free workshops and masterclasses.

Two such companies are Castlery, a furniture retail store, and Secret Lab, a computer gaming chair supplier.

Commenting on the programme, Ian Ang, Managing Director and co-founder of Secretlab, said: "We are glad to be one of the first companies to tap on Go Global programme. This came at a critical juncture-as we were expanding into overseas markets last year. We optimised our digital marketing strategy using Display and Shopping ads to reach customers in Australia and America, resulting in a 171 percent growth in paid conversion year-on-year, compared to a 30 percent increase in Singapore and first half of 2017."

Similarly, Castlery managed to expand its footprint via the programme.

Declan Ee, who is a co-founder of Castlery, shared: "Digital outreach gives young start-ups like us a fighting chance. Through the use of Google Adwords, YouTube ads, re-targeting, content marketing, electronic direct mailers and more, Castlery scaled monthly revenues from S$2,000 to S$200,000 in the first 18 months of operations in Singapore. As we grew, the data we gathered from our digital platforms have also helped us tremendously in making better decisions offline to continuously create delightful experiences for our customers." 


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