Market Intelligence 2026

# Audience
Segmentation

Target markets, buyer personas, pain points, messaging angles, and platform-specific ad demographics for every Symph product. Philippines-first, globally scalable.

Cross-Product

## The Common Symph Buyer

Before the product-specific breakdowns, here's who we're talking to across every product. This is the shared DNA.

Age Range
30 – 55
Decision-maker age, not end-user age
Geography
Philippines First
Metro Manila, Cebu, Davao → SE Asia → Diaspora
Company Stage
Post-Startup, Pre-Corporate
Past the scrappy phase, not yet enterprise
Technical Level
Non-Technical
Digitally comfortable, not developers
Decision Style
Trust & Relationships
Referrals > feature comparisons
Comms Channels
Viber, Facebook, LinkedIn
Smartphone-first, heavy social media users
Core Psychographic

They're tired of adapting to software that was designed for a Silicon Valley startup, not a Cebu logistics firm or a Manila law practice. They make buying decisions based on "do I trust these people?" more than "does the feature list check every box?" They respond to proof (16 years, 300+ projects) over promises. And most of them have tried 2-4 tools before landing on a combination of spreadsheets + Viber groups + wishful thinking.

Market Expansion

## Global Target Markets

Philippines-first, but built for global scale. Here's the geographic expansion strategy.

TIER 1

#### Philippines (Primary)

Metro Manila, Cebu, Davao, Clark/Pampanga, Iloilo

Viber Groups
Facebook
LinkedIn
Chamber Events
DTI / PEZA
TIER 2

#### Southeast Asia Expansion

Singapore, Malaysia, Indonesia, Vietnam, Thailand

LinkedIn
Facebook
WhatsApp (SG/MY)
LINE (TH)
Zalo (VN)
TIER 3

#### Filipino Diaspora

United States, Middle East (UAE, Saudi), Australia, UK, Canada

Facebook (PH Community Groups)
LinkedIn
Viber
OFW Business Networks
TIER 4

#### Global English Markets

US, UK, Australia — agencies, consultancies, professional services

LinkedIn
X (Twitter)
Reddit
Product Hunt
TikTok

### Market Sizing by Geography

Market | Target Segment | Est. Addressable | Entry Strategy
--- | --- | --- | ---
Philippines | SMEs with 20-500 employees | ~100,000 companies | Referrals, Facebook, Viber, Events
Singapore | SMEs, agencies, professional services | ~15,000 companies | LinkedIn, partnerships, SG tech events
Malaysia | SMEs in KL, Penang, Johor | ~50,000 companies | Facebook, LinkedIn, WhatsApp
Diaspora | Filipino-owned businesses abroad | ~25,000 businesses | Facebook groups, Viber, word-of-mouth
US/UK/AU | Agencies, consultancies (5-50 emp) | ~200,000 companies | LinkedIn, X, Reddit, ProductHunt

2026 Intelligence

## Marketing Trends Shaping Strategy

Key shifts in how B2B SaaS buyers discover, evaluate, and purchase software in 2026.

AEO/GEO Optimization Employee-Led Content Video-First Social Bottom-Funnel Content Social as Search Engine Human > AI Slop Trust-Based Buying
AEO/GEO
Answer Engine Optimization
Content must be designed for AI answer engines (ChatGPT, Perplexity), not just Google. Be the source AI cites.
Employee Influencers
Team as Brand Ambassadors
Internal team members posting authentic content outperforms paid influencers. Symph team = brand voice.
Video-First
Reels/TikTok Dominate
Short-form video dominates every platform. Even LinkedIn is prioritizing video in 2026.
Bottom-Funnel
Comparison Content Wins
Shift from "what is X" to "best X for [specific use case]" — conversion-focused content.
Social Search
TikTok/IG = Search Engines
TikTok and Instagram now indexed by Google. Social SEO is critical.
Human Touch
Authenticity > Polish
AI tools are expected, but audiences reject "AI slop" — human judgment signals quality.
Key Insight for Symph

Filipino buyers are relationship-driven. While Western SaaS relies on self-serve funnels, PH buyers want to talk to a person, get a referral from someone they trust, and see proof it works for someone like them. The 2026 trend toward authenticity and human touch plays perfectly into Symph's strengths — 16 years, 300+ projects, real Philippine companies.

Overture
Dashboards & Analytics
📊
"The Number-Hungry Owner"
Business Owner / COO / General Manager
Age
38 – 55
Established operator, not first-time founder
Gender
60% Male / 40% Female
Skews male in owner roles, balanced in COO/GM
Company Size
50 – 500 employees
Multiple departments, complex enough to lose visibility
Revenue
PHP 20M – 500M / year
Enough at stake to need real data, not enough for Tableau
Industries
Logistics, Retail Chains, Real Estate, BPO, Manufacturing
Operations-heavy businesses with many moving parts
Geography
Metro Manila, Cebu, Davao, Clark/Pampanga
Multi-branch operations especially valuable
Education
College-educated, often MBA
Understands KPIs conceptually but can't build dashboards
Budget
PHP 5K – 25K / month
Will pay for visibility they currently don't have

#### Pain Points

- Every Monday, someone spends 3 hours pulling numbers into a spreadsheet that's outdated by Tuesday
- Asks "how are we doing?" and gets a different answer from every department
- Tried Power BI or Google Data Studio — nobody on the team could maintain it
- Runs 3-5 branches but can't see performance side by side without calling each manager
- Makes decisions on gut feel because the data takes too long to assemble

"I just want to open one screen and see how the whole business is doing. I don't want to wait for someone to build me a report."

#### Messaging That Lands

Opening Line
"How long does it take you to get a clear picture of how your business is doing?"
Closer
"Overture gives you one dashboard for your whole business. No spreadsheets. No waiting. And we set it up to show exactly the numbers you care about."

#### Where to Reach Them

LinkedIn (Primary)
Facebook Groups (Industry)
Chamber of Commerce Events
Business Associations
Viber Groups (CEO Circles)

### Platform Ad Demographics

#### 🔗 LinkedIn

- Job Titles: CEO, COO, CFO, VP Operations, Head of Operations
- Seniority: Director+, C-Suite, Owner
- Company Size: 51-200, 201-500
- Industries: Logistics, Retail, Real Estate, BPO
- Skills: Business Intelligence, Data Analysis, Strategic Planning
- Location: Philippines, Singapore, Malaysia

#### 📘 Meta (FB/IG)

- Age: 35-55
- Interests: Business Intelligence, Data Analytics, Excel, Tableau
- Behaviors: Small business owners, Business page admins
- Custom: Website visitors (180d), Video viewers 50%+
- Lookalike: Demo requesters, Existing customers
- Placements: Feed, Reels (prioritize Reels)

#### 🎵 TikTok

- Age: 30-50
- Interests: Business, Finance, Entrepreneurship
- Hashtags: #BusinessTok #DataVisualization #CEO
- Creator Targeting: Business coaches, Data creators
- Content Style: Executive day-in-life, dashboard reveals

#### 🔴 Reddit

- Subreddits: r/analytics, r/BusinessIntelligence, r/smallbusiness
- Post Style: Value-first, no hard sell
- Approach: Answer questions, share insights from experience
- Note: Build karma first (30 days contribution before any mention)

Worklane
Workflow & Approvals
📋
"The Approval Chaser"
Operations Manager / Admin Director / Department Head
Age
30 – 50
Mid-career professional, not C-suite (yet)
Gender
60% Female / 40% Male
Admin and ops roles in PH skew female
Company Size
100 – 1,000 employees
Sweet spot: 100-300 where processes exist but aren't digital
Revenue
PHP 50M – 1B / year
Big enough for multi-level approvals
Industries
LGUs, Universities, Construction, Hospitals, Law Firms
1,700+ LGUs in PH alone — massive addressable market
Geography
Nationwide
LGUs and schools exist everywhere — not just Metro Manila
Education
College-educated
Process-oriented thinker, detail-focused
Budget
PHP 3K – 15K / month
Must justify ROI to a boss — needs clear time savings

- Personally chases signatures on Viber — sending follow-ups at 6pm for a document submitted at 9am
- One absent approver holds up 20 people for an entire day
- Tried Google Forms + email chains — breaks down at 3-4 approval levels
- Has no visibility into where a request is stuck or how long approvals take on average
- Spends 30-40% of their time on administrative follow-ups instead of actual operations work

"I spend half my day following up on things that should have been approved hours ago. I need to know where things are stuck — without messaging 5 people to find out."
Opening Line
"How many hours a week does your team spend chasing approvals?"
Closer
"Worklane routes requests to the right approver automatically. You see exactly where everything stands. No more Viber follow-ups. And we set up the approval flows to match how your organization actually works — not the other way around."
Facebook (Primary — Heavy PH usage)
LinkedIn
Government / LGU Conferences
CHED / DepEd Events
Admin / Ops Professional Groups

### Platform Ad Demographics

#### 📘 Meta (FB/IG) — PRIMARY

- Age: 28-50
- Interests: Process automation, Project management, Office administration
- Behaviors: Business page admins, Government employees
- Job Titles: Operations Manager, Office Manager, HR Manager
- Location: Nationwide Philippines
- Special: Target LGU/government groups and university admin groups

#### 🔗 LinkedIn

- Job Titles: Operations Manager, Admin Director, Process Lead
- Seniority: Manager+
- Company Size: 51-200, 201-500, 501-1000
- Industries: Government, Education, Healthcare, Legal
- Skills: Process Improvement, Workflow Management

Clocklane
POS & Timesheets
🏪
"The Hands-On Owner" (POS)
Owner-Operator / Franchisee / Store Manager
Age
28 – 50
Younger skew — includes first-time business owners
Gender
55% Female / 45% Male
Many female-owned F&B and retail businesses in PH
Company Size
2 – 50 employees
1-10 branch operations
Revenue
PHP 2M – 100M / year
Wide range — from single location to small chain
Industries
Restaurants, Retail, Salons, Clinics, Auto Shops, Cafes
Any business with a counter and daily transactions
Geography
Nationwide — Every City
Every city has restaurants and retail
Price Sensitivity
Very High
Monthly fee must stay under PHP 2K-5K per location
Tech Comfort
Low-Medium
Uses smartphone daily but not tech-savvy

- Currently on a basic POS or even just a cash register — can't see sales trends
- Has no idea which menu items or products are actually profitable
- End-of-day reconciliation takes 30-60 minutes of manual counting
- Runs multiple branches but has to call each manager for daily numbers
- Tried a POS system before but it was too complicated for the staff to learn

"I just want to know how much we made today — from my phone. Is that too much to ask?"
Opening Line
"How do you check how your store did today — call someone? Wait for a spreadsheet?"
Facebook (Primary)
TikTok
Instagram
Viber Communities
Food & Retail Expos
DTI Events
⏱️
"The Payroll Firefighter" (Timesheets)
HR Manager / Finance Officer / Payroll Admin
Age
28 – 45
Often mid-level, responsible for accuracy
Gender
70% Female / 30% Male
HR/payroll roles in PH are predominantly female
Company Size
50 – 500 employees
Enough people that manual tracking breaks
Industries
BPOs, Construction, Agencies, Security Firms, Staffing
Any business billing by the hour or tracking field workers

- Reconciles timesheets in spreadsheets every payroll cycle — 2-3 days of work
- Field workers submit timesheets on paper or Viber messages — impossible to verify
- Overtime disputes are constant and hard to resolve without proper records
- Payroll errors cause trust issues and employee complaints every cycle

"Every payroll cycle is a crisis. I spend 3 days chasing timesheets, fixing errors, and answering complaints."
LinkedIn
Facebook HR Groups
PMAP Events
Payroll Professional Communities

### Platform Ad Demographics

#### 📘 Meta (FB/IG) — PRIMARY

- Age: 28-50
- Interests: Point of sale, Small business, Restaurant management, Retail
- Behaviors: Small business owners, Retail business owners
- Location: Nationwide Philippines
- Note: Very price-sensitive — emphasize PHP pricing and free trial

#### 🎵 TikTok — HIGH PRIORITY

- Age: 25-45
- Interests: Small Business, F&B, Restaurant Owner, Retail
- Hashtags: #SmallBusinessTok #RestaurantOwner #NegosyoTips #POSsystem
- Content Style: "Day in the life" of store owner, sales check from phone
- Format: 30-60s educational content, problem-solution

Vector
Project Management
🚀
"The Juggler"
Project Manager / Studio Lead / Team Lead
Age
28 – 40
Younger, digital-native, often in creative/tech roles
Gender
Balanced
50/50 in agency and tech PM roles
Company Size
10 – 100 employees
Project-based businesses with mixed teams
Revenue
PHP 5M – 200M / year
Margin-conscious — per-seat pricing matters
Industries
Agencies, Architecture, Construction PM, IT Services, Marketing
Philippines has hundreds of creative/digital agencies
Geography
Metro Manila, Cebu, BGC/Makati Concentration
Agency and tech clusters in urban centers
Budget
PHP 200 – 500 / user / month
Western PM tools at $10-15/user are expensive for PH teams
Tech Comfort
High
Already using Slack/Discord, Google Workspace, Figma

- Managing 5-15 concurrent projects with a mix of full-timers and freelancers
- Tried Trello (too simple), Asana (too rigid), Monday (too expensive), ClickUp (too complex)
- Filipino teams work more fluidly and relationship-driven than Western PM tools assume
- Uses Viber for real project updates while the PM tool sits ignored
- Client wants weekly updates but putting them together takes an hour each time

"We tried 4 project management tools. My team used each one for about 3 weeks, then went back to Viber and spreadsheets."
Opening Line
"How many project management tools has your team tried — and how many did they actually keep using?"
LinkedIn (Primary)
X / Twitter
Discord Communities
Tech / Agency Meetups
Product Hunt

### Platform Ad Demographics

#### 🔗 LinkedIn

- Job Titles: Project Manager, Product Manager, Team Lead, Engineering Manager
- Seniority: Entry, Senior, Manager
- Company Size: 11-50, 51-200
- Industries: Marketing/Advertising, Design, Technology, Architecture
- Skills: Project Management, Agile, Scrum

#### 𝕏 X (Twitter)

- Target Accounts: Startup founders, PMs, Agency owners
- Hashtags: #ShipIt #Startups #ProductManagement #AgencyLife
- Content Style: Hot takes on PM, shipping culture, tool comparisons
- Format: Threads perform well in 2026

#### 🔴 Reddit

- Subreddits: r/projectmanagement, r/agile, r/startups, r/agencies
- Approach: PM best practices, tool comparison threads (honest)
- Note: High-intent audience — people actively looking for solutions

Alignly
HR & People Ops
👥
"The Accidental HR Person"
HR Manager / Admin Manager / Owner Doing HR
Age
28 – 45
Often took on HR because nobody else would
Gender
70% Female / 30% Male
HR in PH is predominantly women-led
Company Size
30 – 300 employees
Spreadsheet HR breaks here; enterprise HRIS is overkill
Revenue
PHP 10M – 300M / year
Growing companies adding people faster than process
Industries
BPOs, Tech Startups, Manufacturing, Retail Chains, Hospitality
PH has 1.3M+ BPO workers — massive segment
Geography
Nationwide
Compliance (SSS, PhilHealth, Pag-IBIG) is universal
Budget
PHP 50 – 200 / employee / month
Must be cheaper than hiring another HR person
Key Insight
Often Not a Dedicated HR Person
Admin manager, finance head, or owner handling HR

- Running HR on Google Sheets, Viber groups, and memory
- Leave tracking is a nightmare — overlapping requests, no history, no policy enforcement
- 201 files are in folders on someone's desk, not in a system
- Government compliance (SSS, PhilHealth, Pag-IBIG) done manually every month — terrified of errors
- Tried Sprout Solutions or similar — too expensive or too rigid for how they work
- Performance reviews happen on paper once a year (or not at all)

"I'm not really an HR person — I'm the admin manager who got HR dumped on me. I just need something simple that makes sure we don't mess up compliance."
Opening Line
"How are you tracking leave requests right now? If the answer is 'Viber' — we should talk."
Facebook HR Groups (Very Active in PH)
LinkedIn
PMAP (People Management Assoc.)
BPO Industry Events
Admin / Office Manager Communities

### Platform Ad Demographics

#### 📘 Meta (FB) — PRIMARY

- Age: 28-50
- Interests: Human Resources, Employee Management, Payroll, HR Software
- Behaviors: Small business owners, Business page admins
- Groups: Target PH HR professional groups directly
- Note: Very active HR community on Facebook in PH

#### 🔗 LinkedIn

- Job Titles: HR Manager, People Operations, HR Business Partner
- Seniority: Manager, Senior, Director
- Company Size: 51-200, 201-500
- Industries: BPO, Technology, Manufacturing, Retail
- Skills: Human Resources, Talent Management, Payroll

Encore
Client Portal
🤝
"The Reputation Builder"
Managing Partner / Account Director / Agency Owner
Age
35 – 55
Senior, relationship-driven, reputation-conscious
Gender
55% Male / 45% Female
Partner-level roles still skew male in PH professional services
Company Size
5 – 50 employees
Small firms with high-value client relationships
Revenue Per Client
PHP 50K – 500K+ / year
High enough that losing one client hurts significantly
Industries
Law Firms, Accounting, Insurance, Agencies, Consultancies, Property Mgmt
PH has 30,000+ lawyers, most in small practices
Geography
Metro Manila, Cebu, Major Urban Centers
Professional services concentrate in cities
Budget
PHP 5K – 20K / month
Pays for itself if it prevents 1 client loss per year
Emotional Driver
Pride & Professionalism
"I want clients to think we have our act together"

- Sending client updates via email — clients can't find old files or previous updates
- Sharing documents through Google Drive links that clients lose or can't access
- Clients ask "what's the status?" and someone has to manually compile an answer
- Invoices go through email and sometimes get missed or delayed
- Competitors with slick portals look more professional, even if the actual work is worse
- Often serving both local and international clients — needs to look world-class

"I know our work is excellent. But our client experience looks like we're running things out of email and Google Drive. Because we are."
Opening Line
"When was the last time a client asked 'what's the status?' — and it took you 20 minutes to put together the answer?"
Closer
"Encore gives your clients one place to see updates, files, invoices, and conversations. Branded as your firm. They'll think you built it. We customize it to match how you work — in days."
LinkedIn (Primary)
Legal / Accounting Associations
Professional Networking Events
IBP (Integrated Bar of PH)
Industry Conferences

### Platform Ad Demographics

#### 🔗 LinkedIn — PRIMARY

- Job Titles: Managing Partner, Account Director, Agency Owner, Consultant
- Seniority: Owner, Partner, Director, VP
- Company Size: 2-10, 11-50
- Industries: Legal, Accounting, Marketing, Consulting
- Location: Philippines, US, UK, Australia (diaspora clients)

#### 𝕏 X (Twitter)

- Target Accounts: Agency owners, Consultants, Law firm partners
- Hashtags: #AgencyLife #Consulting #ClientSuccess
- Content Style: Client experience tips, premium positioning

The Agency
Custom / Catch-all
📄
"The Planner Who Never Ships"
Founder / VP / Department Director with an unbuilt idea
Age
30 – 50
Has the authority to greenlight but never found the right builder
Gender
60% Male / 40% Female
Founder and VP demographics in PH
Company Size
Varies: Solo founder to 1,000+ employee VP
Could be a startup idea or a departmental initiative
Previous Quotes
PHP 500K – 5M
Got quotes from dev shops and stalled at the price
Time Since Idea
3 – 18 months
Plan has been in a deck or Google Doc, untouched
Geography
PH → SE Asia → Filipino Diaspora
US, Middle East, Australia — diaspora businesses

- Has a plan documented in a slide deck or Google Doc — has shown it to 3-5 people, nothing happened
- Got quotes from development shops — either too expensive or the timeline killed momentum
- Doesn't have a technical co-founder or internal dev team to build it
- Starting to feel like the idea's moment has passed — but still believes in it
- Has told themselves "someday" for over a year

"I've had this idea for over a year. I've even written the whole thing out. I just need someone to actually build it. I don't need another planning session."
Opening Line
"Got a plan sitting in a slide deck somewhere? Send it to us."
Closer
"We've turned 300+ plans into working systems. Send us what you have — a doc, a deck, even a napkin sketch. We'll tell you what it would take and how fast we can do it. Monthly pricing. No six-figure surprise."
🔧
"The Duct-Tape Operator"
Business Owner / Ops Manager in a niche industry
Age
35 – 55
Experienced, pragmatic, has "accepted" the status quo
Gender
Balanced
Depends on industry
Company Size
20 – 200 employees
Too niche for off-the-shelf, "too small" for custom dev
Industries
Shipping, Franchise Networks, Cooperatives, Medical Groups, Agriculture
Niche problems that no existing tool solves
Tools Currently Using
3 – 5 different tools + spreadsheets + Viber
Workarounds holding everything together with tape
Monthly Software Spend
PHP 10K – 50K (across all tools)
Paying for 5 tools and none of them fit

- Subscribed to 3-5 tools — none of them were built for their specific industry or workflow
- Has workarounds and spreadsheets holding everything together
- The team has learned to work around the tools rather than with them
- Doesn't realize custom software is within reach at monthly pricing
- Has accepted "this is just how it is" — a resignation, not a preference

"We're using 5 different systems and none of them do exactly what we need. But I didn't think there was another option."
Opening Line
"How many tools are you paying for — and how many of them actually fit how your business works?"
Closer
"One system instead of five. Built around how your business actually runs. One monthly fee. We'll show you what it looks like — DM us."
Referrals (Strongest Channel)
Facebook (Primary for PH)
LinkedIn
Industry-Specific Associations
Chamber of Commerce
Trade Expos

### Platform Ad Demographics

#### 🔗 LinkedIn

- Job Titles: CEO, Founder, COO, VP Operations
- Seniority: Owner, C-Suite, VP, Director
- Company Size: 11-50, 51-200, 201-500
- Industries: All (unique workflow pain point)
- Content: Case studies, build stories, transformation examples

#### 📘 Meta (FB)

- Age: 30-55
- Interests: Entrepreneurship, Small business, Technology
- Behaviors: Small business owners, Decision makers
- Custom: Case study page viewers, Website visitors

#### 🔴 Reddit

- Subreddits: r/smallbusiness, r/startups, r/Entrepreneur, r/SaaS
- Approach: Build vs buy discussions, custom software stories
- Note: High-intent audience actively seeking solutions

Ad Playbook

## Platform-Specific Strategy

How to approach each platform based on 2026 trends and audience behavior.

#### 🔗 LinkedIn

Best for: Overture, Vector, Encore, The Agency

Primary Objective
Lead Generation
Decision-maker reach, high-intent leads
Content Style
Thought Leadership
Employee posts > company page posts
2026 Trend
Creator Personalities
Individual voices outperform brand accounts

#### 📘 Meta (Facebook / Instagram)

Best for: Worklane, Clocklane, Alignly (PH market)

Primary Objective
Awareness + Retargeting
Strong for PH SMB decision-makers
Content Style
Video Reels
Prioritize Reels over static images
PH Advantage
Group Targeting
Very active industry groups in PH

#### 🎵 TikTok

Best for: Clocklane (POS), Vector (startup audience)

Primary Objective
Brand Awareness
Younger decision-makers, SMB owners
Content Style
Educational + POV
Problem-agitation-solution, 30-60s
2026 Trend
Search Behavior
TikTok is becoming a search engine

#### 🔴 Reddit

Best for: Vector, The Agency (global English markets)

Primary Objective
Community Trust
Highly credible, hard to fake
Content Style
Value-First
Answer questions, share insights (no shilling)
Critical Rule
Build Karma First
30+ days of genuine contribution before any mention

#### 𝕏 X (Twitter)

Best for: Vector, Encore (tech/agency audience)

Primary Objective
Thought Leadership
Tech/startup audience, real-time
Content Style
Threads + Video
Long-form threads favored in 2026
Strategy
Reply Game
Engage with target accounts' posts

Matrix

## Product-Audience Comparison

Dimension | Overture | Worklane | Clocklane | Vector | Alignly | Encore | Agency
--- | --- | --- | --- | --- | --- | --- | ---
Primary Buyer | Owner / COO | Ops Manager | Owner / HR | PM / Team Lead | HR Manager | Partner / Director | Founder / VP
Buyer Age | 38-55 | 30-50 | 28-50 | 28-40 | 28-45 | 35-55 | 30-55
Gender Skew | 60% M | 60% F | 55% F | Balanced | 70% F | 55% M | 60% M
Company Size | 50-500 | 100-1,000 | 2-500 | 10-100 | 30-300 | 5-50 | Varies
Budget / mo | ₱5-25K | ₱3-15K | ₱2-5K/loc | ₱200-500/user | ₱50-200/emp | ₱5-20K | ₱10-50K+
Price Sensitivity | Medium | Medium | Very High | High | High | Medium | Low-Med
Tech Comfort | Low-Med | Low | Low | High | Low-Med | Medium | Varies
Top PH Channel | LinkedIn | Facebook | Facebook | LinkedIn | FB Groups | LinkedIn | Referrals
Top Global Channel | LinkedIn | LinkedIn | TikTok | X/Twitter | LinkedIn | LinkedIn | Reddit
Decision Trigger | Board asks for data | Major bottleneck | Expansion / new branch | Project failure | Compliance scare | Lost a client | Budget freed up

### Market Size Signals

Overture: ~15,000 mid-size companies in PH with multi-branch ops needing visibility
Worklane: 1,700+ LGUs + 2,400+ higher ed institutions + thousands of mid-size companies = massive
Clocklane: 1M+ MSMEs in PH — even capturing 0.1% = 1,000 customers
Vector: ~5,000 agencies and project-based firms in Metro Manila and Cebu alone
Alignly: 1.3M+ BPO workers across hundreds of companies + tens of thousands of growing SMEs
Encore: 30,000+ lawyers + thousands of accounting/consulting firms = high-value, low-churn
The Agency: Everyone else — the long tail of unique business problems

### Budget Allocation by Market

Product | PH Market Split | Global Market Split
--- | --- | ---
Overture | LinkedIn 50% · Facebook 30% · Events 20% | LinkedIn 60% · Meta 30% · X 10%
Worklane | Facebook 50% · LinkedIn 30% · Events 20% | LinkedIn 50% · Meta 40% · TikTok 10%
Clocklane | Facebook 40% · TikTok 30% · Events 30% | Meta 50% · TikTok 30% · LinkedIn 20%
Vector | LinkedIn 40% · X 30% · Events 30% | X 40% · LinkedIn 30% · Reddit 20% · TikTok 10%
Alignly | FB Groups 50% · LinkedIn 30% · Events 20% | LinkedIn 50% · Meta 40% · Reddit 10%
Encore | LinkedIn 50% · Events 30% · Facebook 20% | LinkedIn 50% · X 30% · Meta 20%
The Agency | Referrals 40% · Facebook 30% · LinkedIn 30% | LinkedIn 50% · X 30% · Reddit 20%

Symph — Audience Segmentation & Global Marketing Strategy

8 Personas · 7 Products · Philippines-First, Globally Scalable · February 2026