Yuying Deng: Esevel's Product Iteration Strategy, Mastering Delegation & Parent Founder Learnings - E541

Yuying Deng, CEO of Esevel, and Jeremy Au talked about Esevel’s IT service business evolution over the past few years. They trace the journey from handling simple device procurement in Southeast Asia (with a focus on Singapore, India, and Indonesia) to offering full IT life cycle management and cybersecurity support. They also discussed how customer feedback and real pain points drive service expansion, the importance of a targeted sales approach, and the need for clear leadership and delegation, especially for companies with 200–300 employees. They share personal insights on balancing startup life with parenting, noting that Yuying started her first company when her daughter was just two.

1. From Procurement to Full IT Support: Esevel began by helping teams in the APAC region procure IT devices and later expanded to include device setup, repair, offboarding, and cybersecurity support.

2. Customer-Driven Service Expansion: Feedback from clients in regions like Singapore, India, and Indonesia pushed the business to grow step by step beyond simple procurement, meeting broader IT management needs.

3. Targeting Clients at Their Peak Pain Points: The most effective sales approach emerged by reaching out when companies faced high-stress moments such as during rapid overseas hiring or critical IT issues.

4. Building Trust Through Incremental Engagement: Clients initially engage with low-risk services and, over time, entrust the company with more complex IT functions, proving that trust is built gradually.

5. IT & Cybersecurity Standards: Yuying emphasizes the importance of certifications like ISO 27001, SOC2, and GDPR to secure client trust, satisfy insurers, and mitigate risks.

6. Effective Leadership Through Delegation: Yuying learned that trying to do everything herself was unsustainable. For companies with 200–300 employees, delegating to trusted team members is key to growth.

7. Balancing Startup Life & Parenthood: Drawing a parallel between raising a child and building a company, Yuying noted that starting her first company when her daughter was two taught her the value of clear goals and simple focus.

Watch, listen or read the full insight at https://www.bravesea.com/blog/yuying-deng2

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