How a Singapore Cybersecurity Company Builds a Reseller Network in Indonesia
- 11 hours ago
- 3 min read
8 resellers. 6 months. Zero cybersecurity jargon lost in translation.
That's the headline number from Curt & Co's engagement with D2G Security Pte. Ltd., a Singapore-based cybersecurity company that came to us with a clear but hard problem: how do you build a reseller network in Indonesia when your product is technical, your buyers are new to the category, and you have no local presence to lean on? Curt & Co was engaged to design and run the entire market entry — from identifying who to approach, to making sure Indonesian partners actually understood what they were reselling.
Why We Started With Research, Not Outreach
Most companies entering Indonesia default to casting a wide net and hoping the right partners surface. We did the opposite. Before any outreach began, our team ran a targeted market study across Indonesia to shortlist reseller candidates that actually fit D2G's product, pricing, and target customer profile. We also sat down with D2G directly to understand their product offering in depth and agree on the specific angle of market entry. That groundwork meant every conversation that followed was with a candidate worth having.
Why "Translate, Don't Just Localize" Was the Real Differentiator
Cybersecurity is a hard sell anywhere — it's technical, abstract, and easy to explain badly. In Indonesia, where the category is still maturing for many resellers, that problem is amplified. The insight that shaped this engagement: localizing marketing isn't enough if the underlying message is still too technical to act on. Curt & Co's PR and marketing strategy was built specifically to translate complex cybersecurity terminology into language Indonesian resellers and their customers could actually use in a sales conversation — not a simplified version of the pitch, but a rebuilt one.
On-the-Ground Support Through the Entire Acquisition Process
Strategy on paper doesn't close reseller agreements. Curt & Co's Indonesia team stayed embedded through the full acquisition process — running the localized PR and marketing execution aligned to D2G's brand positioning, and providing on-the-ground support at every stage of reseller negotiation, not just the introduction.
The Result
Eight resellers signed across Indonesia in six months. According to Don Goh, Director of Business Development at D2G Security, the results significantly surpassed the company's projected targets, and he credited the team's ability to master complex cybersecurity terminology and communicate it effectively to the local market as a differentiator that few firms manage well.
Takeaway: If you're a Singapore tech company entering Indonesia through partners, the bottleneck usually isn't finding candidates — it's making your product legible to them fast enough to close. Get the translation right before you scale the outreach.
If you're a cybersecurity — or any technical — company weighing reseller expansion into Indonesia or the wider region, get in touch with Curt & Co to talk through what a similar engagement could look like for you.
About Us
Curt & Co Pte Ltd is a consulting company started amongst a group of business owners who were looking for a consulting company themselves for advice !
Our offices and our focus markets are in Philippines, Indonesia, Singapore, Vietnam and Malaysia. With clients ranging from 1 man operating SMEs to listed companies, we are proud to have helped our clients across different industries gain market entry into the South East Asian region.
Contact us at marcus@curtconsult.com if you want to talk!
Comments