How much to invest is too much ?

Since I started my own business, I quickly realized two things: how much companies need help in sales and marketing, and how little they’re actually willing to invest.

AI — Me

Sometimes it’s the market’s expectations. Sometimes it’s a lack of real knowledge of the market itself. Sometimes it’s simply not having the will to do the work.

My theory is that, when it comes to Asia, many companies treat it like a mature market in a weird way. They’ll say: “No, it’s still a green market, but they drink like us and there’s huge potential!” — without realizing that culture, drinking culture, environment, economic factors, trading structure, politics, and so on play a massive role in entering Asia.

And that’s just the general layer.

So before you tap into any Asian market — knowing that it’s already overcrowded and that it doesn’t consume anywhere near as much as Western countries — companies should sit down and lay out a plan for how much investment they’re willing to pour in, based on the strategy they want to apply.

Yes, it’s overcrowded.

For example, Japan is probably the most developed country in Asia when it comes to alcohol consumption and wine…