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Venture of Hong Kong’s Mobile E-Commerce Platform in Southeast Asia
Boutir Limited
Enterprise's Insight
“Boutir” is a mobile e-commerce platform that allows merchants to set up their own online stores. Seeing the great potential in developing business in Southeast Asia by operating online stores with mobile phones, they selected Malaysia as their stepping stone for their expansion.
Target Market
Malaysia, Thailand and Vietnam
Industry
E-commerce
Enterprise Scale
22 employees
Total Budget
HK$2,006,000
Even though you may have an existing action plan, you may try to integrate it into your project, and submit it as your application before executing it. That way you can fully utilise your funding.
Mr. Ka Ka Ng
Boutir Limited | Co-Founder & CEO
Project Content
Project 1
Embark on Malaysian Market (2018)
Project Duration
12 months
Project Budget
HK$971,000
Branding
Promoting Sales
Additional Business Entity and Manpower
Setting up a New Business Entity
Set up a branch company in Malaysia
Recruit Additional Manpower
Hire software engineer to integrate local payment gateway and logistics service provider into the current system
Testing and Intellectual Property Rights
Trademark Registration
Register current trademark in Malaysia
Advertising and Promotion
Establish / Enhance Company Website
Add Malaysian language, modify website and produce new content to cater for Malaysian market
Design and Produce Marketing Materials
Produce posters, leaflets and banner to be displayed and distributed at local briefing sessions or venues
Participate in Exhibition / Roadshow
Organise monthly briefing sessions to engage with potential users
Place Project Related Advertisement
Produce advertisements with localised content for online media and KOL
Project Audit
Audit Fee
External audit fee for the approved project account
Promoting Sales
Additional Business Entity and Manpower
Recruit Additional Manpower
Hire staff in Malaysia to handle marketing, business development and sales affairs
Advertising and Promotion
Establish / Enhance Company Website
Produce new content to cater for markets in Thailand and Vietnam
Design and Produce Marketing Materials
Produce leaflets and scenery boards to be distributed or displayed at local briefing sessions or venues
Participate in Exhibition / Roadshow
Organise briefing sessions and participate in exhibitions, to engage with potential users
Place Project Related Advertisement
Produce advertisements with localised content for online media and KOL
Project Audit
Audit Fee
External audit fee for the approved project accounts
* Past cases are for reference only. Refer to
Guide to Application for the latest requirements.
Interview Summary
Practical Tips
Obtain enough quotations and organise all receipts in advance

We were preoccupied with the project’s proceedings after our first application was approved. As the first project concluded, we had to hurry in dealing with all the documents and receipts for a whole year for the final audit and report preparation, which was haphazard and time consuming. Some invoices were lost, which made it impossible for us to obtain the full funding. We have also forgotten to obtain a second quotation for a plane ticket as required by the procurement procedure, and the flight cost for that trip could not be reimbursed even when we had the invoice.
Small enterprises like us are usually not well staffed, and may easily neglect the importance of processing quotations or receipts. You should not think that your project will go well simply after your application is successful. The procurement procedure or organisation work of documentary proof are not to be taken lightly. If you fail to sort out the documents in time or clarify the procurement procedures, not only will you create unexpected delays in receiving funds, your next project may also have to be deferred.

Your overall budget will be affected if you’ve spent less than expected, so be careful when reserving buffer

We have budgeted multiple visits to Malaysia to organise promotional activities there, but we were making less trips than we had planned in our application. As a start-up, we always save up as much as we could, so it is reasonable to squeeze multiple promotional activities into the same itinerary, saving money and increasing efficiency. What we did not consider was that this discrepancy would be regarded as inability to implement the project fully. Not only could we reimburse less of our travel expenses, the budgeting caps for other parts of the budget had also been reduced proportionately because the total amount spent was reduced.

When planning, it is best to identify which project measures have a chance of not being able to be 100% implemented as planned. When formulating the budget, do not leave too much buffer for these expenditures, lest the gap with the plan is too large, which will affect the larger picture and adversely affect the amount of funding you can obtain at the end.

When there are changes, communicate with the bureau as soon as possible

The COVID-19 pandemic in 2020 had prevented us from holding briefing sessions and participating in promotional activities in Southeast Asia as planned. We reported the situation to the Hong Kong Productivity Council (HKPC) and tried to propose change requests to the contents of the projects which we failed to implement. After discussion, the HKPC accepted some of the changes. Although we could receive less funding after the change, the balance can still be utilised in our next successful application.

To fully utilise your funding, make your existing plan part of your application project, and wait until you’ve submitted your application before starting

We intended to open relevant positions for the Malaysian market. We can obtain funding from the BUD Fund for hiring additional staff, but the prerequisite is that the expenses must be incurred after the application is submitted. Therefore we started the recruitment process after the application was officially submitted. In the end, we managed to obtain the corresponding funding.

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