2 Key Business Insights from Kingsmen Creative Ltd’s Co-Founder

Kingsmen Creatives Ltd  (SGX: 5MZ) is a leading communications design and production group based in Singapore.

The company offers services such as interior design for retailers, exhibition setups, and the likes. Over the past five years from 2010 to 2015, Kingsmen Creatives has achieved slight growth in both revenue and profit; its top-line had increased by 40% to S$328 million while the bottom-line had stepped up by 26% to S$19 million.

In 2013, Kingsmen Creatives’ co-founder and chairman Benedict Soh was featured in a New Straits Times article.

While the article is a few years old now, there are still things in there investors can learn from Soh. Here are two business insights I picked out:

1. Think different

Soh found his niche when the trend of meetings, incentives, conferences and exhibitions (MICE) started to become popular. He said:

“I never (followed mainstream practices)… and I saw that there was a market for alternative marketing.”

Kingsmen Creatives was founded in 1976. The firm has had to adapt with the times and find a way to stand out from its competitors. Soh described how Kingsmen Creatives approached it:

“(As with) trends in the different sectors, you got to see what the customer likes, that’s how we’ve survived all these years… It’s our job to show the clients how we can offer something different that will help them stand out from everyone else.”

2. Adapting to customer’s needs

Soh believes there are no hard and fast rules to business success. On the contrary, he thinks that the key to survival for Kingsmen Creatives is its ability to adapt to the evolving needs of the market and its customers.

There may be rewards for adapting too. Adapting new technologies, for instance, has led to more business opportunities for Kingsmen Creatives.

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The information provided is for general information purposes only and is not intended to be personalised investment or financial advice. Motley Fool Singapore contributor Chin Hui Leong doesn’t own shares in any companies mentioned.