Approach 2018-01-12T10:23:45+00:00

We are Lisa Enckell and Andreas Ehn, angel investors and consultants based in Singapore. In 2015, after several years working for- and co-founding startups in Stockholm and San Francisco we decided to start Approach, a five-year learning project.

We aim to explore ten different countries to understand the world better. We have chosen countries that we believe will have the largest economic impact in 25–30 years from now.

In every market we work with local companies and investors and look for startups to invest in.

Current location: Singapore

Ten countries, five years, three ways

Learn

What better ways to learn about a place than to live there?

Understand

In each country we want to learn as much as possible about its people, culture, history, language, business, industry and nature. We want to eat the food, listen to the music, read the news and make new friends. We want to approach new cultures with an open mind.

Work

We want to work with local companies and investors.

Consult and advise

Drawing on a decade’s experience working with startups, investors and corporates across the US, Europe and Asia, we can help with everything from product and go-to-market strategy to tech due diligence and M&A processes.

Invest

We're looking for great teams and products to invest in.

Angel investments

We back founders from all parts of the world who are passionate about building products, whether it’s a mobile consumer app, a SaaS business or hardware. We write $25–50k checks and prefer to be the first money in.

Latest from the blog

Welcoming RiseML to our portfolio

Say hello to RiseML – a platform for deep learning on Kubernetes. The Berlin-based team behind RiseML just released version 1.0. RiseML lets your machine learning team treat individual GPU servers as a single compute cluster and share its resources for training machine learning models. This allows your team to [...]

Growth marketing camp in Singapore

A small group of experienced growth marketers is gathering in Singapore in May 2018 to work on their marketing, data analytics, PR, branding and product management skills. It will be intense, demanding and hopefully very rewarding. It's time to level up. Instead of continuing our daily work routines or attending [...]

Don’t waste your global demand

Geographical distance can be a barrier to sales. Customers in many time zones make it hard for a sales team that needs to schedule a call to onboard them. These challenges are often taken as excuses for excluding customers far away, but could instead be tackled by automating marketing and [...]

Proud backers of Visor

Having lived in the US, we know how complicated and expensive it is to file taxes there. TurboTax and similar services help, but if your case is more complicated, you often need professional help, which tends to be expensive. If this is you, we think you should give our new [...]

We’re hiring an executive assistant

We're looking to expand our team with an independent and pro-active executive assistant, based in Singapore. Is this you or someone you know? Apply now! Executive assistant at Approach World Approach World is a Singapore-based consulting firm founded by Lisa Enckell and Andreas Ehn. In 2015, after several years with [...]

The Indonesian startup scene

The first country we lived in as part of this project was Indonesia. We spent the fall/winter of 2015/2016 (Northern Hemisphere calendar) in Jakarta and got to know a lot of great entrepreneurs, accelerators and investment funds. This is a summary of what we learned. E-commerce is hot E-commerce is [...]

👋 Singapore!

It’s been two years since we left San Francisco to start the Approach journey. We have met amazing people and learned a lot about Indonesia, Singapore and Berlin. We have also learned a few things about how to live this kind of life and have decided to create a base [...]

Don’t build apps, engineer new plants

It should be as easy to create a new kind of plant as it is to build a mobile app, at least if you ask the synthetic biologist Antony Evans who we met at EmTech Asia in Singapore. Mr Evans and his team launched TAXA last year, an open-source platform [...]

Quoc Le of Google Brain: We haven’t reached AI, yet

Quoc Le from Google Brain at EmTech Asia in Singapore. Photo: EmTech Asia MIT Technology Review recently hosted EmTech Asia in Singapore. One of the most interesting talks was by Quoc Le from Google Brain. A computer won over a human in chess for the first time in the 1980s, [...]

Meet Johanna Brismar Skoog – the coolest ambassador in Indonesia

Johanna Brismar Skoog and her son Samuel Skoog in Jakarta Some of Jakarta’s elite describe her as the coolest ambassador in Indonesia. We agree. Johanna Brismar Skoog is Sweden’s ambassador in Indonesia and she’s not afraid to speak her mind on important issues like gender equality, climate change [...]

Lisa discusses insights and learnings in the podcast Analyse Asia

The podcast Analyse Asia by Bernard Leong focuses on business, technology and media in Asia. Last time we were in Singapore Lisa had the honor of discussing Approach and learnings from Indonesia as well as her role as VP marketing at Wrapp and more. Tune in and let us know what you think!   https://soundcloud.com/analyseasia/episode-80-approach-asia-with-lisa-enckell [...]

Innovation from the East: mobile platforms beyond operating systems

Many companies look to WeChat as the model for the next phase of online platforms. Internet companies thrive on the network effects of platforms and many want to create, own and control one. Microsoft, Apple, Google and Facebook have provided ample evidence of the value you can create and capture [...]

Helsinki wants to be the capital of Eurasia

Andreas and I were invited to speak at the inaugural Slush China in Beijing in October. Slush in Helsinki has become northern Europe’s leading tech conference. The Slush team’s strategy has been to offer an experience that is the opposite to that of Silicon Valley. Peter Vesterbacka, one of the founders, [...]

Marketing for early-stage startups

I boiled down what I've learned about startup marketing during the past years in 21 short and sweet emails. In the email course "Marketing for early-stage startups" I share learnings and examples from the years when I lead the marketing team at Wrapp and as a freelance consultant for startups. The course covers [...]

The haze in South East Asia

We left Stockholm two weeks ago to start our five-year journey. Packing a bag and knowing that we won’t return “home” is quite a strange feeling. In fact, there is no home, there are plenty of homes. Right now our home is in Novena, Singapore, and we like it, except [...]

China looks to Europe for cheap tech talent

According to entrepreneurs we met in Beijing, it is increasingly difficult to find talent in China. To make matters worse, once you’ve hired someone it doesn’t take long until a larger or more well-funded firm lures them away with higher compensation. On our way to Singapore, we made a stop [...]

An approach to understanding the world

Ten countries in five years We are going to spend the next five years living for six months in each of the ten countries that we believe will have the biggest economic impact on the world in the coming twenty to thirty years. In every country we will split our [...]