Monthly Alumni Interview: Susan Wu, MBA 2008
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
Monthly Alumni Interview: Susan Wu, MBA 2008
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
Monthly Alumni Interview: Susan Wu, MBA 2008
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
Monthly Alumni Interview: Susan Wu, MBA 2008
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
Beijing, November, 2010 - Susan Wu, CEO of Youcan Communication, also a 2008 Graduate of Cheung Kong MBA speaks about the understated digital challenges SMEs encounter nowadays.
How to excel in the new age of digitalisation in the publishing industry?
The digital publishing industry in China has expanded in such an unstoppable manner that during the 12th 5 Years Plan Summit in 2010, the Chinese Government laid down objectives for the development of technology and new media. Besides the tough competition one must face in the industry, how can Small and Medium Businesses cope with various ‘growing pains’? Cheung Kong MBA Program invited Susan Wu, CEO of Youcan Communication, to share with us the ups and downs of her experience.
Arriving at the coffee shop in Oriental Plaza, Susan Wu, like all entrepreneurs with a hectic schedule, she told us up front that she only had one hour for the interview.
As a 2008 Cheung Kong MBA student, Susan Wu was already the CEO of Youcan Communication which she launched together with her husband back in 2005. Her decision to join Cheung Kong MBA was wholly derived from wanting to expand her network not only with her fellow classmates, but also to take advantage of the well known and well organised Alumni network. By the end of the year, besides the now close-knitted network, it was her newly gained knowledge on strategic management that assisted her to make the decision to transform the company.
Originally, the company concentrated on the technological aspects of this growing trend. Susan and her husband recognised the emerging importance of digitalisation but could not get a firm grip on how to excel in this sector amongst its strong competitors.
After her graduation in 2009, she made the daring move to shift to the more consumer orientated sector of the industry. In the rapidly growing industry, Susan decided for Youcan to focus on digital publication which she estimated that by 2012 to 2015 will hit full speed internationally.
Youcan’s idea and technical skill eventually actualised the concept of combining software and service which resulted in the creation of the ‘Open Read’ platform. The company offers to publish low cost digital material and service from the first stage of technical design, through to the digitalisation of the content, then to the publishing of the material. Youcan jumped on the wagon of the new generation of multi media mobile phone such as Smart Phone and iPhone.
‘As the founder, head of management and marketing sales of the company, timing is everything,’ Susan disclosed with us some tips of her success, ‘when we saw an opportunity, the whole team seized it together without wasting a minute!’
Susan with her team at Youcan at a recent outing
The Real Challenge - Resisting Temptation
However, as Susan explained further, it seems grabbing the opportunity was not the biggest issue of all; the most challenging part was to stand firm to avoid the temptation of overdosing with all the chances, ‘for the younger firms and entrepreneurs, the difficulty we are facing is not that there are not enough opportunity, but because there are simply too many out there!’
“It is simply every entrepreneur’s dream to become the next Google giant, seize the potential emerging market before it matures and to become the first and the leader of all. Nevertheless, when walking into a new sector, its like finding the light switch in a dark room, each step has to be carefully calculated and planned to avoid any set-backs”, Susan unravelled the often understated problem, especially one which SMEs face, ‘With all the opportunities presented in front of us, we do not want any of them to go wasted, nor do we want to choose the unsuitable one.’
When confronted by various prospective opportunities, the strength to resist temptation and to focus on the core objective is essential. The initial success after the cooperation with Guangzhou Television Station attracted many businesses from different industry to approach them. Some projects offer up to millions of Yuan which, for a newly re-established SMB, was definitely difficult to resist, ‘We have to restrict ourselves to what we are familiar with and what we are good at, otherwise, we will be dumping money into new areas and we will not be able to develop ourselves and excel in one field, especially with all the other competitors’.
Susan credited the Cheung Kong professors’ extensive knowledge in providing the foundation premise to develop an understanding of the structural and organisational side of business along with case studies which gave real life examples and putting the theories into practice. She especially acknowledged what she learned from the China Module.
Positioning oneself in a vast growing market
An important question to consider when the market itself is growing so rapidly is how to position oneself? Susan named the coming years as the ‘Golden Age’ of digital publication, which is heavily supported by the Chinese Government. Youcan’s name is branded not only as one of the pioneers, but also as a reputed, professional digital publisher, who will soon cooperate with media of national level.
The second step in Youcan’s brand positioning. Youcan has recently cooperated with China Mobile Platform 139 after its successful cooperation with renowned media such as CCTV News, VIVA, Phenoix Media, and Trend.com.cn. ‘As a Cheung Kong graduate, I felt that my client felt more comfortable to entrust in me with the project, though of course the reputation and quality of our service and result has the greatest influence’.
Again, Susan stressed the importance of focusing. Even when larger companies approached her to discuss investment and expansion, she declined some generous offers. With focus in mind, she explained, ‘Youcan is still developing and exploring all opportunities right now. We don't want to rush, and ruin everything at this point.’
When Susan was asked what kept her so determined, she credited her husband, who is the Technology Director and also partner of Youca, for his support and incredible insight.
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