BRAVE Southeast Asia Tech: Singapore, Indonesia, Vietnam, Philippines, Thailand & Malaysia Startups, Founders & Venture Capital VC (English) cover image

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BRAVE Southeast Asia Tech: Singapore, Indonesia, Vietnam, Philippines, Thailand & Malaysia Startups, Founders & Venture Capital VC (English)

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The Importance of Understanding the Customer Journey

I think there's some topics that people are uncomfortable with. I remember a friend was pitching a startup that could do a lot of diagnostics through menstrual blood. Is the market big enough? And you're like, I don't know half the world. They menstruate. So yeah, I mean, it is particularly true for where the female is the consumer and people might not understand the customer journey or the pain point as well. But this thing also exists for other blind spots. It's really hard to understand why emerging markets have certain types of purchasing behavior; vice versa.

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