| Running
business centers across East Asia requires
tremendous flexibility because clients in
different countries appear to want entirely
different services.
Within hours of a car bomb
exploding outside the Australian embassy
in Jakarta on September 9, Mee Kim was getting
calls from harried executives. While the
explosion had done little serious damage
to the reinforced embassy, it had torn through
the glass-windowed floors of nearby office
blocks, rendering many of them unusable.
Overnight Mee Kim prepared rooms, phone
lines and computers for mining company Freeport
McMorRan and three oil companies in her
business-center offices a few blocks away.
"The next day they moved in,"
she says.
Kim, 42, is founder and president
of CEO SUITE, a network of business centers
across the region that cater to companies
and individuals. Clients turn to her for
everything from forwarding number and centrally
located address to fully kitted-out offices,
board rooms and kitchen facilities. Some
clients stay a couple of hours, some move
in for years on end, relying on her for
local expertise, advice, security, communications,
staff, shipping services and technology.
Her lesson since setting up
her first center in 1997: Businessmen in
each country need something a little different
and running a business center requires flexibility.
"Some places offer a few extras like
accounting and airport pick-up, but we're
different," she says.
While Jakarta business, for
example, is as much guided by the security
situation as the economy - a major appeal
of her two centers in Jakarta is the stringent
security in palace in the building - Shanghai's
office feels like a business incubator for
companies just starting out, she says. Singapore,
meanwhile, caters to longer-term clients
who have no interest in expanding beyond
a representative office, competing on price
in a very cost-conscious market. Kuala Lumpur,
she says, is halfway between the two, hosting
clients until they've set up permanent shop
but keeping costs down in a competitive
market. "They are all different,"
she says, "and need something different
from us."
And it hasn't been an easy
ride. After studying business in Australia
(and keeping some hints of a Down Under
twang) Kim worked for 7 years for Australian
companies setting up business centers in
the region. Then, based in Indonesia in
1997, she decided to set up her own. "Jakarta
was the most cost-effective city and a good
learning place," she says. More like
a crash course: less than a month after
she set up her first center in the stock-exchange
building in the central business district,
the financial crisis struck. Shifting tactics
from aiming at multinationals looking to
set up offices in Indonesia, of whom there
were none, she instead targeted companies
either heading in the other direction or
downsizing.
Jakarta may not be booming,
but she's finding business good. Expanding
to two buildings, her offices look across
at each other over the city's biggest intersection.
Her expansion was greeted with derision
by those who saw Indonesia as a country
in economic free fall. "Everybody thought
I was crazy," she said. But for her
the problem was not getting business but
accommodating enough of it to make a profit.
Indeed, her prime office,
in Wisma GKBI, is abuzz with messengers,
staff and clients wandering around, waiting
in the airy and modern reception area. Office
rooms come equipped and furnished but customers
can bring in their own items if they prefer.
In Jakarta alone she has 250 clients ranging
from journalists to companies like British
Telecom and Dell, paying anything from $60
a month for a business address or "virtual
offices" to thousands of dollars for
office spaces. Other professional services
include message-forwarding via text messages.
That service is particularly popular, she
says, "since no one need know you're
on the golf course."
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