Procter & Gamble Singapore has announced a S$12 million innovation investment to create the next billion-dollar corporate concept for Singapore. GrowthWorks was announced on the 5th anniversary of P&G’s Singapore Innovation Center (SgIC). The intrapreneurship hub will focus on new brands, new technologies and new business models. Working in cooperation with P&G Singapore’s $250 million R&D division, P&G hopes that the next big idea in international business will crop up in Singapore.
Procter & Gamble is a consumer goods company. Their famous brands like Max Factor, Old Spice and Gillette make them sought after by investors, as these brands have reach well outside the US market. Investing in Procter & Gamble takes investors into multi-national economies: the P&G stock was trading at US$108 on the eToro site on May 17, and their expansion into international markets like Singapore has much to do with this. Do we anticipate this news to precipitate further P&G stock price growth?
Why Singapore?
So why is American company Procter & Gamble putting so much emphasis on geographically tiny Singapore? For more than a decade, Singapore has topped the World Bank’s list of easiest countries in which to do business. Whether it is starting a business, paying taxes, receiving construction permits, or enforcing contracts, Singapore is generally faster, cheaper, and more efficient than anywhere else.
According to the World Bank, it takes only 150 days, on average, to resolve a commercial dispute in Singapore. In the United States (7th place on the World Bank’s list), this would take 420 days. In Myanmar (167th place), a similar conflict would drag on for at least three years.
P&G correctly identifies Singapore as the most fertile ground for new businesses to flourish. If P&G can convince their “intrapreneurs” to innovate on the scale they desire, GrowthWorks really could bring the next international billion-dollar business idea into fruition via Singapore.
What Will the New GrowthWorks Innovation Center Bring to the Table?
GrowthWorks won’t be concerned with the full product pipeline like the SgIC. Instead, GrowthWorks is focusing on “home run” ideas, concepts that can be developed elsewhere into innovative products or businesses, without burdening the GrowthWorks team with the difficulties of taking the concepts all the way through the multi-year development cycle.
GrowthWorks puts an emphasis on “intrapreneurship” – a word referring to employees who act with all the inspiration and drive of entrepreneurs, but for Procter & Gamble, not their own private interests. S$8 million of the initial S$12 million P&G investment will go directly to the intrapreneurs, who will use their funding to conduct lean experiments for early concept development. They will work with relevant Singaporean companies and agencies to establish feasibility and other early conceptual design, with the aim of creating business ideas that are tailor made for the Singaporean marketplace. P&G hopes to see a minimum of S$3 billion-dollar ideas grow out of GrowthWorks.
GrowthWorks represents one of the first dedicated corporate attempts to incubate new major businesses specifically for the Singaporean market, and it’s P&G’s most significant R&D investment outside of the United States.
In the big scheme of things, S$12 million isn’t very much money for a multinational to invest in innovation. From our perspective, P&G is simply testing the waters in Singapore, seeing if the small nation can serve as a meaningful strategic outpost for expansion in the wider region.
If the investment brings returns, P&G will have greater expansion opportunities in Asia than in the US, where it faces relative market saturation. Asia numbers its consumers in the billions, while America numbers them in the tens of millions. America may be the larger and more stable economy, but we can see the value of this strategic play in Singapore.