How to Enter the English-Speaking ASEAN Market with MRA Grant Support
The Philippines stands out among ASEAN countries as a dynamic, English-speaking market with a strong affinity for digital services, Western brands, and foreign investments. For Singapore SMEs eyeing expansion, the Philippines offers a familiar yet exciting environment to scale up regional presence — particularly in sectors like e-commerce, education, tech, and F&B.
With the Market Readiness Assistance (MRA) Grant, Singapore businesses can significantly lower the cost of entering the Philippine market. This grant supports early-stage internationalisation activities like marketing, business development, and local setup. In this article, we explore why the Philippines is an attractive destination, how the MRA Grant facilitates your entry, and how a grant consultant can help you achieve a smooth and successful expansion.
Why the Philippines Appeals to Singapore SMEs
1. Language Advantage
The Philippines is the third-largest English-speaking country in the world. For Singapore SMEs, this eliminates language barriers and simplifies marketing, hiring, and customer service efforts.
2. Large and Young Population
With over 110 million people and a median age of around 25, the Philippines boasts a youthful, digitally connected, and aspirational consumer base. This is particularly attractive to brands targeting Gen Z and millennials.
3. Strong Service Economy
The country has a mature business process outsourcing (BPO) industry and a robust services sector. Singapore companies in IT, finance, training, and consultancy can partner with local firms or offer solutions directly to Philippine businesses.
4. Cultural Compatibility
There are many cultural similarities between Singapore and the Philippines, especially in terms of consumer preferences, work culture, and business ethics. This reduces adaptation friction for Singaporean brands.
Sectors with High Potential for Singapore SMEs
1. Education and E-Learning
Demand for international-standard enrichment, skills training, and digital learning platforms is rising rapidly. Singapore education companies are well-positioned to enter through partnerships or direct B2C platforms.
2. E-Commerce and Retail
The Philippines has one of the fastest-growing e-commerce markets in Southeast Asia. Singapore SMEs can start selling via platforms like Lazada, Shopee, or Zalora with minimal upfront investment.
3. Healthcare and Wellness
Private healthcare providers, wellness brands, and aesthetic service providers from Singapore are in demand, especially in Metro Manila and Cebu.
4. Software and Digital Services
B2B tech solutions such as HR tech, accounting platforms, CRM tools, and cybersecurity services have a growing audience among Philippine SMEs and startups.
How the Market Readiness Assistance (MRA) Grant Supports Your Expansion
The MRA Grant provides up to 50% co-funding, capped at S$100,000 per new market per fiscal year. This applies to new market entries into the Philippines by Singapore-incorporated SMEs.
Supported categories include:
- Overseas Market Promotion
- Paid advertising campaigns on platforms like Facebook, YouTube, or Google (highly popular in the Philippines)
- Influencer marketing collaborations with Filipino content creators
- PR and media engagement via local agencies
- Overseas Business Development
- Business matching with local franchisees, distributors, or clients
- Appointment of in-market sales reps or BD consultants
- Feasibility studies or market validation exercises
- Overseas Market Setup
- Legal, tax, and regulatory advisory
- Company incorporation and government registration
- Trademark registration and intellectual property protection
Market Entry Considerations for the Philippines
1. Infrastructure Gaps in Certain Regions
While cities like Metro Manila and Cebu are well-developed, regional areas may lack infrastructure for logistics, payments, or stable internet connectivity. Choose entry points carefully.
2. Customisation for Local Preferences
Despite English fluency, cultural context matters. Product positioning, marketing messaging, and pricing strategies should be localised to appeal to Filipino consumers.
3. Regulatory Requirements
Registering a business in the Philippines involves dealing with agencies such as the SEC, BIR, and LGUs (Local Government Units). Having a local expert or legal advisor is crucial for a smooth process.
4. Competition in the Digital Space
E-commerce and digital services are crowded spaces. Standing out requires a solid brand strategy and digital presence, particularly on social platforms.
Why You Should Work with a Grant Consultant
A grant consultant brings both strategic and operational value when applying for and utilising the MRA Grant. They can:
- Evaluate Eligibility and Market Fit: Help determine if your proposed Philippine market entry aligns with MRA requirements
- Craft a Tailored Expansion Plan: Structure activities and vendors to match grant guidelines
- Prepare the Application and Support Documents: Including quotations, vendor profiles, and business rationale
- Manage Timelines and Submission via the BGP: Ensuring compliance with Enterprise Singapore standards
- Support Claim Documentation: Assisting with final report, payment proof, and outcome evidence submission
Example: Singapore Edutech Firm Launches in the Philippines
A Singapore edutech startup offering online coding classes used the MRA Grant to test the Philippines market. Their approach included:
- Localised Facebook ads targeting parents in Metro Manila
- A business development consultant who introduced the company to school networks and homeschooling groups
- Legal services to register a local subsidiary
The firm successfully enrolled its first 500 students in six months, while recovering 50% of their expansion-related costs through the MRA Grant.
Expansion Workflow with MRA Grant for the Philippines
- Define Your Expansion Goals
– Determine your entry city, market segment, and expansion strategy (e.g., direct sales, partnership, franchise). - Identify Eligible Vendors
– Choose marketing agencies, business consultants, and legal advisors with Philippines experience. - Prepare and Submit the MRA Application
– Collaborate with your grant consultant to complete a strong application. - Await ESG Approval via Business Grants Portal (BGP)
– Upon approval, you may begin executing your approved activities. - Implement Your Project
– Launch your campaigns, conduct meetings, and establish local presence. - Submit Claim Documentation
– Ensure that invoices, outcome reports, and evidence are aligned with grant requirements.
Final Thoughts: Unlock the Potential of an English-Speaking ASEAN Market
The Philippines is one of the easiest and most cost-effective Southeast Asian markets for Singapore SMEs to enter. The shared language, digital readiness, and cultural compatibility make it especially suitable for businesses in education, digital services, and retail.
With the Market Readiness Assistance (MRA) Grant, your business can expand into the Philippines with lower upfront risk and better strategic support. Backed by the experience of a trusted grant consultant, you’ll be positioned for success in this vibrant, opportunity-rich market.