THE CHALLENGE: INTERNATIONAL EXPANSION (IN A PANDEMIC)
As if navigating the chaos of 2020 wasn’t enough, last year Aivee Robinson and co-founder Angela Kwan also set out to expand internationally. Their social tech start-up, Catalyser, was born to bridge the gap between corporates and charities. “We’ve built this cool platform to help workplaces increase employee giving, including fundraising, payroll donations, pro bono and more,” explains Robinson.
Like others in the sector, Catalyser has grown exponentially since it launched in 2015. The company works with employers in 15 countries and with clients including Deloitte, KPMG, Audi and Energy Australia. Now, Robinson and her team are continuing to focus on global domination – even as flights remain grounded and borders stay closed. “It was very unfortunate timing,” admits Robinson. “Software sales pitches have traditionally been face-to-face and based on relationship and rapport. But we’ve had to do it all via Zoom.”
The business’ saving grace was that it was always built to be a global enterprise. “From day one, the platform had language capability and foreign exchange conversions built into it, so users in Hong Kong can operate in their own language and currency. That gave us a real leg up during COVID-19,” says Robinson, who also tapped into her international network: “Instead of hiring immediately overseas, we invested in working with channel partners – people already on the ground working in the same space – around Asia Pacific. When you’re scaling a business internationally, you need local knowledge and an understanding of cultural nuance.”
“YOU NEED LOCAL KNOWLEDGE AND AN UNDERSTANDING OF CULTURAL NUANCE”
– Aivee Robinson