Asia focus suits the customers

By IRENE CHAPPLE

Like any good businessmen, they spend plenty on marketing. They are on talkback radio. They will soon be on television, and they've already been in the newspapers.

Colin Chinn and Edward Chen are touting for business. But with a difference.

The two, who run Starlight Communications, spend their advertising dollars only in the Asian media.

On Chinese radio, 990AM and 95.8FM. In the Chinese Bizlink, the Chinese Herald and the Chinese Express. On Chinese television, accessible through Sky.

Starlight's business, selling Telecom products, is mainstream but the clientele is niche.

The name was chosen for its connotations in Chinese folklore.

"Do you like it?" asks Chinn. He explains its meaning: "In the dark sky, the starlight guides people to the right place."

New Zealand-born Chinn and China-born Chen want to help Asian immigrants in New Zealand.

Both are bilingual. Chinn is fluent in Cantonese, and Chen in Mandarin.

They are active in the Chinese community, arranging sponsorship and events and helping occasions such as the Lantern Festival.

They also belong to Chinese and Hong Kong community and business associations.

Last year they created Starlight, a Telecom dealership for the Asian market.


For Chinn, the business was a big move from the security of his Telecom job of 15 years.

Before that he worked with his China-born father in the family importing business,

At Telecom he was initially a temp but became a fulltime employee after only a week and built up a solid base of Asian clients.

In his last three years with Telecom, Chinn was account manager for the Asian market, dealing with 300 to 400 customers a month.

He says he pushed hard for Telecom to recognise the niche market, and feels his work is finally making some headway.

Chen, who was with Telecom China for eight years before moving to New Zealand two years ago, worked with Chinn briefly before the two decided to set up their own shop. They were encouraged by Telecom, which directs customers to Starlight.

Set-up costs reached $300,000 - "enough to buy a house," says Chen - paid by the two principals.

The backbone of Starlight's business is wealthy businessmen rather than students, whose numbers have fallen as immigration has dropped off.

Chinn says that what customers most want is someone who speaks their language.

Both say a highlight of the business is getting feedback from customers who appreciate dealing with someone who understands their culture.


The two are positive about the future. Starlight employs 10 people, offering services in four languages, and a call centre is being built in the back room to cope with demand.

Chinn says Starlight receives about 100 calls a day and will soon employ at least 12 more staff.

And he has some advice for those thinking about starting their own business: "Take a risk. No risk, no reward."