Founding and International Expansion from Asia – Dana von der Heide, Parcel Perform

About this episode

Dana von der Heide has taken a remarkable path with Parcel Perform: The co-founder built her logistics SaaS company in Singapore while deliberately focusing on diversity – up to 50% of the team are women. In this interview, she shares her experiences with international founding, fundraising, and building a successful team.

Why Start a SaaS Company in Asia?

The decision to found Parcel Perform in Singapore was strategically well-thought-out. Asia not only provides access to one of the world's largest eCommerce markets but also offers a different perspective on logistics challenges. While many logistics startups focus on European or American markets, Dana recognized the potential of thinking and scaling from Asia.

Parcel Perform develops SaaS solutions for the logistics industry that help companies optimize their supply chains and make them more transparent. Positioning as an Asian company with global ambitions has proven to be an advantage.

Corona's Impact on eCommerce Business

The pandemic fundamentally changed the eCommerce landscape and exponentially increased demand for logistics solutions. Companies that previously operated mainly offline suddenly had to digitize their entire supply chain. This development gave Parcel Perform additional tailwind and opened up new business opportunities.

International Fundraising Strategy

Fundraising from Asia brings special challenges. Dana explains how important it is to understand different investor mentalities across various regions. While Asian investors often expect different KPIs and growth patterns, European and American VCs need to be convinced of the scalability of the Asian approach.

Structuring international fundraising requires a thoughtful approach: Different time zones, cultural differences, and varying due diligence processes must be coordinated. Dana emphasizes that preparation and a clear understanding of respective markets are crucial.

Recruiting and Diversity as Success Factors

Parcel Perform's approach to recruiting is particularly noteworthy. The company has deliberately developed processes that allow career changers to join. Instead of focusing exclusively on years of industry experience, they place greater weight on potential, willingness to learn, and cultural fit.

The high percentage of women, up to 50%, is not coincidental but the result of targeted measures. Dana explains that diversity is not just an ethical imperative but also leads to better business results. Mixed teams often make more balanced decisions and better understand the needs of a broader customer base.

Customer Acquisition and Positioning

The Asian origin of the software is received differently by customers. While some companies are initially skeptical, the quality of the solution ultimately convinces them. Parcel Perform wins customers mainly through the proven performance of their technology rather than traditional sales approaches.

Cultural Differences as Opportunities

Cultural diversity within the team brings together different perspectives and work approaches. Dana emphasizes how important it is to view these differences not as obstacles but as enrichment. The combination of Asian efficiency, European thoroughness, and American scaling mentality can lead to innovative solutions.

Learnings for Other Founders

Dana's experiences show that international founding is certainly feasible but requires a different approach. Key factors include:

• –Understanding local markets and cultures
• –Flexible fundraising strategies
• –Conscious diversity in the team
• –Openness to career changers
• –Focus on product quality over origin

Parcel Perform proves that successful SaaS companies don't necessarily have to come from Silicon Valley or Europe. With the right strategy and the courage to take new paths, globally scalable companies can be built from Asia as well.