The Case of ASKI Global Limited - Creating Opportunities... Serving OFW Communities

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The Case of ASKI Global Limited - Creating Opportunities... Serving OFW Communities

Organization type: 
nonprofit/ngo/citizen sector
Project Stage:
$500,000 - $1 million
Project Summary
Elevator Pitch

Concise Summary: Help us pitch this solution! Provide an explanation within 3-4 short sentences.

Established in July 5, 2010, ASKI Global Limited is a non-stock, non-profit organization that recognizes the presence of migrant workers in Singapore, which totaled up to 800,000 in 2012. ASKI Global is wholly committed to helping the foreign worker communities be economically and socially developed by harnessing on their potentials through courses offered by the organization.

About Project

Solution: What is the proposed solution? Please be specific!

The training modules in the two education courses provided by ASKI Global have been enhanced to suit the needs and capabilities of the OFWs. The characteristics of the learning methodologies employed in our training include the use of highly interactive learning materials (videos and case studies), utilizing the Case Methodology and modular approach. This is a new model of financial inclusion and transformation where both the OFWs and their families in the Philippines will be directly coached, trained and mentored in the areas of value formation, business development and social leadership through the help of the alliance of microfinance partners in the Philippines.
Contact Details
ASKI Global Limited
About Your Organization
Organization Name

ASKI Global Limited

Organization Country
Country where this project is creating social impact
About You
First Name


Last Name


Job Title

Chief Executive Officer

List additional team members who would be involved in this project:

Md Sufyan Saad
Communication and Marketing Officer

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About Your Organization
What are your primary products/services? Please describe all.

We provide training on entrepreneurship and financial literacy. Basic Entrepreneurship is designed to bring out, build and/or harness the entrepreneurial skills and spirit so that program participants become business investors or owners in their home country. Financial Education aims to improve the financial management skills of migrant workers. This program was co-developed with the National University of Singapore.

Who is your primary audience, customer or beneficiary?

Migrant workers based in Singapore; predominantly, the Overseas Filipino Workers (OFWs).

How do your products/services benefit this population?

The training will assist in providing economic and social services to the migrant workers based in Singapore and their families in the home country. Over the last few years, changes in mindset, remittance and consumption behaviors have been reported, noted and documented. The programs aim to demonstrate the productive uses of remittances such as availing financial products/services to start up or expand a business venture.

How many staff do you have (full and part-time)?

Currently we have 6 full-time employees. We are looking into hire 2 new full-time staff within the year.

Impact and Sustainability
Organization Mission: What problem is your organization committed to solving? In particular, describe what is innovative about your approach.

Our organization recognizes the presence of many OFWs in Singapore that can potentially play significant roles in financial inclusion in their home countries. The objective of our outreach in targeting the migrant workers – often regarded as the “excluded sector” – is for them to become active economic participants of both the labor sending and remitting countries. The organization saw the importance of helping these OFWs change their mindset and remittance behaviors so that they can fast-track their financial goals through job generation, asset creation and family reunification.

Impact: What has been the impact of your solution to date?

To date, the organization has seen over 1,300 of its enrollees graduating from its programs. Other than Filipino migrant workers, who will remain a priority of our target group, the courses have also seen participants from other foreign worker communities such as Indonesians, Sri Lankans, Malaysians, Bangladeshis, etc. Thus far, 20 OFWs have returned home permanently to be reunited with their families, and around 50% of the migrant workers have concretized their number of years in Singapore. More than 80 family enterprises were established and expanded through their own savings; 117 family enterprises were established through the intervention of ASKI Global as well as microfinance loans from ASKI Philippines.

Impact: What is your projected impact after receiving consulting support from American Express?

After participating in the consulting partnership, we hope to be able to utilize what we have learned into casting a wider net in terms of bringing in sponsors/donors to our organization. In particular, we hope to engage more sponsors from the international arenas. We also envision an innovative marketing strategy that could expand our program base/reach.

Sustainability: Do you currently have the financial and human resources to implement new strategies or recommendations offered through this partnership, or would implementation be dependent on receiving additional funding? Please describe.

As a non-profit organization, we run on limited resources, both financially as well as in terms of human resources. ASKI Global will take into account all the strategies and recommendations that have been suggested and work through budget proposals before each implementation. Should additional funding be needed so that the new strategies/recommendations can be put into action, we will exert extra effort to secure the resources needed to implement the innovations.

Project Selection
Select your first choice project

Strategy Design

Select your second choice project (Optional)

Marketing Effectiveness Evaluation

Are you or an assigned project manager from your team able to commit 3-5 hours per week over the 10-week consulting period?


Marketing Effectiveness Evaluation
Why did you select this specific project type?

We want to evaluate what are the things that we have done right, and what other things that can be improved upon. We want to look into strengthening our marketing effort. A third party assessment and assistance will definitely help us identify what we may have failed to see, consider and prioritize.

Please describe the challenges you see with your marketing and ability to evaluate your marketing effectiveness.

We do not have a proper benchmark in terms of evaluating the effectiveness of our marketing capacity. Generally, we rely on feedback either directly from our program participants or relayed to us by our volunteers.

Which marketing channels do you currently use (check all that apply)?

Company Website.

What response (opt-in to mailing list, sale/donation, registration) are you trying to elicit with your marketing efforts? Please describe.

Our top priority is garnering new sponsorship through renewed marketing efforts as this is one area that we would like to channel more focus on. On top of that, we also want to further increase our visibility towards our target market here in Singapore and "localize" our offerings.

How do you currently assess the effectiveness of your marketing?

We do not conduct any assessment to find out the effectiveness of our marketing. Typically, we rely by word of mouth. ASKI Global aims to adopt a Push-Pull marketing strategy so that when our courses/brand is taken to the target market, the latter will actively seek out for our brand.

What are you trying to accomplish by improving this area of your operations?

We hope to learn how to execute a more innovative marketing strategy so that we will know what are the areas that we are excelling in, as well as the areas that require further attention and improvement. We also want to learn how to conceptualize, implement and maximize effective marketing efforts.

If you were to receive support, what is your expected outcome at the end of the consulting period?

A more comprehensive and written marketing/brand management strategy that can be readily implemented; a short-term result that would give us the strategy and a business model for organizational sustainability.

How will support in this area allow you to deepen your impact?

A bigger outreach, better services and a longer-term commitment to continuously deliver our products/services to the target communities.

Strategy Design
Why did you select this specific project type?

We want to work out and implement a good strategy in terms of marketing, specifically in expanding and extending our reach to organizations that provide sponsorship opportunities to non-profit organizations.

What strategy opportunities or challenges are you currently facing?

The biggest challenge that we are facing is garnering additional funding for our organizations. We want to look into opportunities of linking up with networks that offer assistance to non-profit organizations.

Are you interested in reviewing the strategy for the organization overall or for a specific product/service? Please explain.

We would like to review the strategy for both Marketing and Operations and channel a stronger focus towards bringing in many newer and varied sponsors for the organization. For 2014, we have created a Business Plan to bring in the desired results: new offerings, more students, and bigger resources.

Do you have a current strategic plan? If yes, what are its primary goals? If no, why not?

We have come up with a preliminary strategic plan focused on strengthening our marketing effort. Our primary goal is to expand our international network so that we can secure additional funding to run its programs and reach financial sustainability. We also want to boost our global & local exposure.

If you were to receive support, what is your expected outcome at the end of the consulting period?

We hope to conceptualize a definitive strategy in tandem with our primary goal, after which we want to implement it to reach our targeted output. We hope to build a more sustainable business model that can be implemented on a short-term time frame while maintaining our vision and mission.

How will support in this area allow you to deepen your impact?

The support rendered will give us the opportunity to reassess our strategies, paying careful attention to our weaknesses and what we can do in order to strengthen or, if required, reevaluate our strategy and come up with a more solid plan.