# PERSONAL BRAND CONTEXT — SEA REGION

> **Region:** Singapore + Malaysia + Indonesia + Thailand + Philippines (Vietnam excluded — use VN skill 22)
> **Currency:** USD or local — SGD (Singapore), MYR (Malaysia), IDR (Indonesia), THB (Thailand), PHP (Philippines)
> **Key regulations:** PDPA (per country — SG/MY have separate PDPAs, ID has UU PDP, TH has PDPA, PH has Data Privacy Act). Influencer disclosure rules: ASA Singapore, MCMC Malaysia, KPI Indonesia.
> **Tax structures:** Highly country-specific — Pte Ltd (SG most popular), Sdn Bhd (MY), PT/CV (ID), Thai Limited Company / Sole Proprietor (TH), Sole Proprietorship/Corporation (PH)
>
> This variant covers ALL THREE roles inside: **Founder** / **Coach** / **Creator**. Each section gives role-specific guidance.

---

## HOW TO USE

- Answer one section at a time.
- SEA cultural cue: respect-driven, family/community endorsement matters. Public proof + community presence often more powerful than individual claims. English is the dominant business language across SG/MY/PH; Thai/Indonesian/Tagalog dominate consumer-creator content.
- Mobile-first: 80%+ of audience consumes on phone. Vertical video is default.
- Total time: **20-40 minutes**.

---

## ROLE DECLARATION (FILL FIRST)

| Field | Your answer |
|-------|-------------|
| **Primary role:** | [ ] Founder/CEO  [ ] Coach/Consultant  [ ] Creator/KOL |
| **Secondary role (if any):** | _____________ |
| **Notes:** | (e.g. "SG-based founder targeting SEA + India; main role = founder") |

---

## SECTION 1 — PROFILE

| Field | Info |
|-------|------|
| **Full name:** | |
| **Current role:** | |
| **Company / Brand name:** | |
| **Industry:** | |
| **Years experience:** | |
| **Country + city:** | (e.g. Singapore / Kuala Lumpur, MY / Jakarta, ID / Bangkok, TH / Manila, PH) |
| **Primary content language(s):** | [ ] English [ ] Bahasa Indonesia [ ] Bahasa Malaysia [ ] Thai [ ] Tagalog [ ] Mandarin (SG/MY) [ ] Other: ___ |
| **Primary website:** | |
| **LinkedIn:** | (SEA: ESSENTIAL for founder + coach; English business circle) |
| **X / Twitter:** | (Active among SG/MY/PH tech founders, English) |
| **Instagram:** | (Strong across SEA, especially MY/ID/PH for creator + lifestyle) |
| **TikTok:** | (DOMINANT in SEA — especially TH/PH/MY/ID; high creator monetization) |
| **YouTube:** | (Strong for long-form authority — coach + creator) |
| **LINE:** | (Primary in TH; some in JP overlap; coach uses for cohort delivery) |
| **WhatsApp Business / Telegram:** | (SG/MY/PH heavy WhatsApp; ID/TH heavy Line/Telegram for groups) |

---

## SECTION 2 — NICHE & AUTHORITY

> SEA expertise norm: regional credibility (e.g. "I work across 4 SEA markets") is high-value. Local language fluency multiplies authority.

- **Primary authority field:**
  > Founder ex (SG): "Cross-border B2B SaaS for SEA logistics" / "Fintech for under-banked SEA SMEs"
  > Coach ex (TH): "Sales coaching for Thai SaaS reps; runs in Thai + English" / Coach ex (PH): "Career coaching for BPO professionals transitioning to remote tech roles"
  > Creator ex (ID): "Indonesian Gen Z personal finance" / Creator ex (TH): "Thai food deep-dive on TikTok"

- **Sub-niche:**
  > "PDPA compliance for SEA cross-border SaaS" / "Frugal living for ID middle class"

- **What you do NOT want to be known for:**
  > "Not a sketchy crypto / forex guru" / "Not a get-rich-quick MLM affiliate"

---

## SECTION 3 — NORTH STAR (12 MONTHS)

> SEA North Stars often emphasize regional impact + community recognition.

- **North Star sentence:**
  > Founder ex: "In 12 months, SEA logistics tech founders see me as the trusted advisor for cross-border SaaS scaling."
  > Coach ex (TH): "In 12 months, Thai SaaS sales managers know my Closing Framework as the standard for their teams."
  > Creator ex (ID): "In 12 months, Indonesian Gen Z see my channel as the most reliable personal finance voice."

- **Specifics:**
  - Remembered for: ___________
  - Within which community: ___________
  - Through which primary channel: ___________

---

## SECTION 4 — PERSONAL AUDIENCE

> SEA note: distinguish between English-language regional audience (SG/MY business) and local-language country audience (TH/ID/PH consumer).

### Primary audience

| Field | Founder | Coach | Creator |
|-------|---------|-------|---------|
| **Who they are:** | SEA B2B decision-makers, fellow founders, SEA VCs | SEA professionals, mid-career, often expat-local mix | Country-specific consumer (often Gen Z / Millennial) |
| **Title / Role:** | VP / Director / Head of / C-suite | Manager / Director / IC | Consumer persona by country + age + interest |
| **Country focus:** | (e.g. "SG + MY + ID English business" / "PH + ID SaaS market") | (e.g. "Thai language only" / "Pan-SEA English") | (e.g. "TH Gen Z" / "ID Millennial mom" / "PH BPO worker") |
| **Mobile penetration assumption:** | 70%+ of engagement on phone | 80%+ on phone | 90%+ on phone |
| **Primary pain:** | | | |
| **Where they follow you:** | [ ] LinkedIn [ ] X [ ] Newsletter | [ ] LinkedIn [ ] LINE (TH) [ ] YouTube [ ] WhatsApp groups | [ ] TikTok [ ] Instagram [ ] YouTube [ ] LINE/WhatsApp groups |

### Secondary audience
- **Brief description:** ___________
- **Why secondary:** ___________

---

## SECTION 5 — STORY ARC

> SEA cultural cue: family / origin / community context lands well. Specificity in local context (e.g. "started in a coworking in Cyberjaya") signals authenticity.

### Origin
> Founder ex (SG): "Grew up in HDB in Singapore; quit MBB consulting to start a SaaS in 2018 with one cofounder out of Block 71."
> Coach ex (TH): "Worked 6 years at major Thai bank, missed sales targets 4 times before reverse-engineering top performers and hitting #1."
> Creator ex (ID): "Lower-middle-class family in Surabaya; grew up watching mom budget every rupiah. Started filming personal finance tips in 2022."

```
[2-4 sentences]
```

### Turning point
> Founder ex: "First product flopped — we spent SGD 200K and 18 months. Pivoted to vertical SaaS for SEA logistics — found PMF in 9 months."
> Coach ex: "Got laid off in 2023 — built coaching practice in 6 months by cold DMing 200 SaaS managers; landed 12 clients."
> Creator ex: "Posted 80 videos to 1K followers. Then a video on 'paying off Rp 50 juta debt' hit 5M views and changed everything."

```
[2-4 sentences]
```

### Current state
> Founder ex: "USD 1.5M ARR, team across SG + Manila + Jakarta, eyeing Series A from regional VC."
> Coach ex: "Running quarterly cohorts in Thai + English, 1-on-1 retainer with 8 senior managers."
> Creator ex: "500K subscribers IG + TT, first paid course launched, brand deal floor at IDR 15M/video."

```
[2-4 sentences]
```

### Signature one-liner
```
[1-2 sentences]
```

---

## SECTION 6 — CONTENT PILLARS (4 PILLARS)

### If FOUNDER

| Pillar | Name | SEA example |
|--------|------|-----------|
| 1 | **Regional industry insight** | "Why SEA logistics SaaS pricing differs from US — 3 reasons" |
| 2 | **Behind-the-scene** | "How we structured a SG-MY-ID hiring strategy" |
| 3 | **Leadership lesson** | "Cross-cultural management: what works in JKT vs SG" |
| 4 | **Founder philosophy** | "Why we will not raise from US VCs in 2026" |

### If COACH

| Pillar | Name | SEA example |
|--------|------|-----------|
| 1 | **Framework / Method** | "The Closing Framework adapted for SEA SaaS sales cycles" |
| 2 | **Student case** | "How a Bangkok BDR went from missing quota to top performer in 90 days" |
| 3 | **Behind-the-scene** | "Inside my LINE coaching group: what we discuss weekly" |
| 4 | **Trend** | "Q1 SaaS sales benchmarks across SEA markets" |

### If CREATOR

| Pillar | Name | SEA example |
|--------|------|-----------|
| 1 | **Educate / Entertain** | "I budgeted IDR 5 juta for a week — here is what I cut" |
| 2 | **Behind-the-scene** | "My exact home setup, broken down by cost" |
| 3 | **Collab / Reaction** | "I tried [popular SEA creator]'s budget for a month" |
| 4 | **Local trend** | "Indonesia tax change everyone is missing" |

**Customize for you:**
- Pillar 1: ___________
- Pillar 2: ___________
- Pillar 3: ___________
- Pillar 4: ___________

---

## SECTION 7 — BRAND VOICE

> SEA voice: respectful even when direct. Self-deprecation works (TH/PH). Storytelling + family references resonate. Avoid arrogance.

### Tone basics

| Field | Info |
|-------|------|
| **3 adjectives:** | Founder: "Practical, regional-aware, candid" / Coach: "Tactical, encouraging, respectful" / Creator: "Relatable, witty, transparent" |
| **Formality level:** | [ ] Very formal (SG enterprise) [ ] Professional casual [ ] Friendly expert [ ] Casual (TH/PH creator) |
| **Default POV:** | [ ] First-person [ ] Observer [ ] Mixed |
| **Honorific notes:** | (e.g. TH: "khun ___" / ID: "kak/mas/mbak" / PH: "po/opo" — use sparingly to signal local respect) |

### Voice examples

- **Line you WOULD say:**
  > Founder: "SEA founders should not blindly copy SF playbooks — local context wins."
  > Coach: "If your discovery call lasts 25 minutes, you are leaving money on the table."
  > Creator: "I lost IDR 30 juta on this mistake. Here is what I learned so you do not repeat it."

- **Line you WOULD NEVER say:**
  > "DM me 'YES' to unlock my secret method"
  > "Hit that subscribe button now!"
  > "Get rich in 30 days with this 1 trick"

### Signature words / phrases
- ___________
- ___________
- ___________

---

## SECTION 8 — VISUAL IDENTITY

| Field | Info |
|-------|------|
| **Outfit:** | Founder: [ ] Suit (SG MNC) [ ] Polo + chinos (SG/MY tech) [ ] Smart casual |
|  | Coach: [ ] Smart casual [ ] Brand-tee [ ] Studio look |
|  | Creator: [ ] Lifestyle outfit [ ] Theme outfit [ ] Brand-tee |
| **Setting:** | [ ] Office [ ] Studio [ ] Home setup [ ] City backdrop (SG skyline / KL Twin Towers / Bangkok) [ ] Local cultural backdrop |
| **Color palette:** | (e.g. Tropical pastels, Earthy neutrals, Vibrant local) |
| **Photo style:** | [ ] Studio professional [ ] Lifestyle natural [ ] Local cultural [ ] Mix |
| **Video style:** | [ ] Talking head [ ] Walk-and-talk (popular in TH/ID street content) [ ] Vlog [ ] Short-form skit |

---

## SECTION 9 — ANTI-PERSONAS

> SEA note: be explicit about avoiding the "scammy guru" perception that haunts the region.

| Anti-persona | Why |
|-------------|-----|
| (Founder ex) Audience expecting MLM-style "join my downline" | Brand reputation is corporate-grade |
| (Coach ex) Audience seeking get-rich-quick crypto/forex | Brand is grounded skill-building |
| (Creator ex) Audience seeking financial advice | (Avoid regulatory risk — be clear "education not advice") |
| | |

---

## SECTION 10 — AUTHORITY ASSETS

- **Books published:** _____ (SG/MY: small but recognized; ID: Gramedia or major; TH: SE-ED; PH: National Book Store)
- **Podcasts (host or guest):** _____
- **Notable keynotes:** _____ (e.g. Tech in Asia, Echelon, Singapore Fintech Festival, Indonesia Digital Conference, Marketing Festival TH)
- **Press / Media:** _____ (e.g. Tech in Asia, e27, The Business Times SG, Edge MY, Kontan ID, Bangkok Post, Inquirer PH)
- **Awards / Certifications:**
  - Founder: 30 Under 30 (Forbes Asia / regional), Tech in Asia awards, ASEAN startup awards
  - Coach: ICF (recognized in SG/MY), regional coaching awards
  - Creator: TikTok Creator Awards SEA, YouTube Silver/Gold, country-specific (Influence Asia, Anugerah Malaysia, etc.)
- **Board / Advisory:** _____
- **Impressive numbers:** _____
- **Notable case studies:** _____
- **Family / community endorsement:** _____ (SEA cue: "endorsed by [respected community figure]" carries weight)

---

## SECTION 11 — MONETIZATION GOALS

> SEA monetization: prices vary heavily by country. Quote in local currency for local audience; USD for cross-border B2B.

### If FOUNDER

| Channel | Currently? | 12-month target |
|---------|-----------|----------------|
| **B2B inbound leads** | [ ] Yes [ ] No | _____ leads/month |
| **Speaking / MC** | [ ] Yes [ ] No | _____ events/year @ USD/SGD _____ /event |
| **Advisory / Board** | [ ] Yes [ ] No | _____ positions @ USD/SGD _____ /year |
| **Investment deal flow** | [ ] Yes [ ] No | _____ deals/year |
| **Book / thought leadership** | [ ] Yes [ ] No | Goal: _____ |

### If COACH

| Channel | Currently? | Current price | 12-month target |
|---------|-----------|--------------|----------------|
| **Self-paced course** | [ ] Yes [ ] No | _____ (currency) | _____ students/month |
| **Cohort course** | [ ] Yes [ ] No | _____ | _____ cohorts/year |
| **1-on-1 coaching** | [ ] Yes [ ] No | _____ /session | _____ clients/month |
| **Group program** (LINE/WhatsApp delivery common) | [ ] Yes [ ] No | _____ | _____ groups/year |
| **Speaking / Workshop** | [ ] Yes [ ] No | _____ /event | _____ events/year |
| **Consulting retainer** | [ ] Yes [ ] No | _____ /month | _____ clients |
| **Digital product** | [ ] Yes [ ] No | _____ | _____ /month |

- **MRR goal:** _____ (currency)
- **Currency strategy:** [ ] Local only [ ] USD only [ ] Local consumer + USD B2B
- **Payment methods:** [ ] Stripe [ ] PayPal [ ] Local (GrabPay, GoPay, PromptPay, GCash, Maya, FPX, DuitNow) [ ] Bank transfer

### If CREATOR

| Channel | Currently? | Current rate | 12-month target |
|---------|-----------|-------------|----------------|
| **Brand deals / Sponsored** | [ ] Yes [ ] No | _____ /video | _____ deals/month |
| **Affiliate** (Shopee/Lazada/TikTok Shop) | [ ] Yes [ ] No | _____ /month | _____ /month |
| **Own digital product** | [ ] Yes [ ] No | _____ | _____ /month |
| **Merch** | [ ] Yes [ ] No | _____ | _____ /month |
| **Subscription** (Patreon, fan groups) | [ ] Yes [ ] No | _____ subs | _____ subs |
| **Ad revenue** (TikTok Creator Fund SEA, YouTube AdSense) | [ ] Yes [ ] No | _____ /month | _____ /month |
| **Live commerce** (TikTok LIVE, Shopee Live) | [ ] Yes [ ] No | _____ /month | _____ /month |

- **Total monthly revenue target:** _____ (currency)
- **Disclosure approach:** [ ] "Sponsored" / "#ad" / Local term per country
- **Live commerce focus?:** Yes/No (Big lever in TH/ID/PH)

---

## SECTION 12 — KPIs

### If FOUNDER

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Inbound DMs / week** | | | |
| **Deal pipeline value** | | | |
| **Speaking invitations / quarter** | | | |
| **Profile views by decision-makers / week** | | | |
| **Press mentions / month** | | | |
| **LinkedIn followers** | | | |
| **Avg engagement rate** | % | % | % |

### If COACH

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Course conversion rate** | % | % | % |
| **Student retention** | % | % | % |
| **NPS** | | | |
| **MRR** | | | |
| **Email list / LINE/WhatsApp group size** | | | |
| **Primary platform followers** | | | |
| **Avg engagement rate** | % | % | % |
| **Referral rate** (high in SEA) | % | % | % |

### If CREATOR

| KPI | Current | 6-month | 12-month |
|-----|---------|---------|---------|
| **Follower growth / month** | | | |
| **Avg views / video** | | | |
| **Engagement rate** | % | % | % |
| **Brand deal floor price** | | | |
| **Affiliate revenue / month** | | | |
| **Own product MRR** | | | |
| **Live commerce GMV / month** (if applicable) | | | |
| **Email / community size** | | | |
| **Content output / week** | | | |

---

## SEA REGULATORY NOTES (READ ONCE)

- **PDPA (per country)** — Singapore PDPA, Malaysia PDPA 2010 (amended 2024), Thailand PDPA, Philippines DPA 2012, Indonesia UU PDP 2022. All require lawful basis for email collection.
- **Influencer disclosure** — Singapore ASA + IMDA, Malaysia MCMC, Thailand FDA (for health/food), Philippines DTI. Always mark "Sponsored" / "#ad" / local equivalent. Hidden ads = fines + reputation risk.
- **Tax structure** — Singapore Pte Ltd most efficient for cross-border. Malaysia Sdn Bhd standard. Indonesia PT/CV depending on scale. Thailand Limited Company. Philippines Sole Prop or Corporation. Each has different VAT/GST/withholding rules.
- **Live commerce** — TikTok Shop is dominant in TH/PH/MY/ID. Shopee Live + Lazada LiveStream are major. Creators monetizing here should plan disclosure + tax accordingly.
- **Cultural note** — respect-driven communication wins. Family / community endorsement carries real weight. Self-deprecation works. Arrogant tone backfires fast.

---

*Variant 03-sea | Skill 22-global | Over Powers Agency | v1.0.0*
