Zal is pretty sure he is heading in the right direction now with his latest start-up.

What’s your story?
My partner and I are onto our second startup together. We started this company after we were running a small Singapore business and saw some of the struggles that small businesses face when dealing with trying to get business from the web. So we thought we would start this company to help solve those problems for small business.
My partner and I have been best friends since we were 12 and started our first start up 7 years ago in Bangalore India. Taking the lessons we learned from that startup and the mistakes we made, we are sure we are heading in the right direction with this one.

What excites you most about your industry?
Our focus is on helping B2B businesses connect to their online prospects as soon as possible to help them boost their conversion rates. The internet is becoming more important for all kinds of businesses to generate their leads from, not just B2C companies. Currently 30-50% of B2B customers give their business to the first company that responds to them. So speed of response is something that is vital to a business’ survival. As the web grows more important we will be in a good position to take advantage of that.

What’s your connection to Asia?
The company is based in Singapore with an office in Bangalore. Both my partners and I are of Indian descent and have spent most of our lives in Asia.  I left Australia and he left the UK where we had jobs in large corporates, to come back to Asia and build our business here.

Copy of lucep_logo_highres

Favourite city in Asia for business and why?
Has to be Singapore. The ease of ability to conduct business with the straightforward nature of the people there make it a fantastic place to do business. Even factors such as tax, money remittance and general rule of law. To be fair we do not have much experience with many other cities as with web businesses much is handled online. But we probably learned more lessons trying to manage the more complicated terrain in Bangalore.

What’s the best piece of advice you ever received?
Hire for attitude not the aptitude

Who inspires you?
Richard Branson, Elon Musk, Dalai Lama and my father.

What have you just learnt recently that blew you away?
That Facebook ads are inaccurate in terms of how many clicks they send to your site. Most of these leads come with a 0 second bounce rate and are purely clickbait from other websites or apps. This means the real amount a company pays for their leads from Facebook is much higher than the amount that Facebook claims it sends to you and the cost per click is really deceptive. Especially when you compare it to Google, although Google seems like it is more expensive per click, the reality is they are both quite competitive.

If you had your time again, what would you do differently?
I would have tried to start a business while I was in university. In no other time in your life do you have so much free time and opportunity to try things and fail with minimal consequences.

How do you unwind?
I spend a lot of time with my friends, many of whom are also entrepreneurs this helps to inspire and motivate. I also make sure that I meditate every day. I find it has an amazing way of showing me what is really important in my day.

Favourite Asian destination for relaxation? Why?
The two cities in Asia I spend the most holiday time in is either Bangkok or Bali. I love bangkok for it’s fast paced life and that the city has so much to offer. As for Bali it is hard to explain, something about that island makes me feel relaxed, the minute I land there.

Everyone in business should read this book:
Startupland – The Story of Zendesk – Fantastic to see the struggle of a business before it turns into a success and they talk specifically about how they do it. For any tech startup there are lessons they should learn.

Shameless plug for your business:
Lucep connects leads from your website directly to your sales team. Providing them with specific lead data and analytics on each lead. This gives your team the ability to call back the lead instantly with information so they can better tailor their pitch to the customer. We have been proven to not only increase the number of leads generated by your website but also the conversion rates of those leads.
Manager also can monitor how effective their sales team is doing with weekly reports that cover both the sales effort as well as what the metrics are for the website. We are about making online information available to everyone that has a website.

How can people connect with you?
[email protected]

Twitter handle?

This interview was part of the Callum Connect’s column found on The Asian Entrepreneur:

CallumConnectsCallum Laing invests and buys small businesses in a range of industries around Asia.  He has previously started, built and sold half a dozen businesses and is the founder & owner of Fitness-Buffet a company delivering employee wellness solutions in 12 countries.  He is a Director of, amongst others, Key Person of Influence.  A 40 week training program for business owners and executives.

Take the ‘Key Person of Influence’ scorecard <>

Connect with Callum here:
Get his free ‘Asia Snapshot’ report from

Recently Published

Queen Elizabeth II was not just a monarch, she represented a global brand. And for the past seven decades, this brand has to some extent defined and promoted the British nation around the world. Brands are important corporate (or in this case national) assetsthat can burnish a company’s profile and meaningfully differentiate it from other businesses. […]
Ads are coming to Netflix, perhaps even sooner than anticipated.  The Wall Street Journal has reported that Netflix has moved up the launch of their ad-supported subscription tier to November. The Sydney Morning Herald, meanwhile, is reporting that Australia is amongst the first countries likely to experience ads on Netflix later this year. Netflix first announced they would introduce […]

Top Picks

More and more colleges are becoming “metaversities,” taking their physical campuses into a virtual online world, often called the “metaverse.” One initiative has 10 U.S. universities and colleges working with Meta, the parent company of Facebook, and virtual reality company VictoryXR to create 3D online replicas – sometimes called “digital twins” – of their campuses that are […]
Proof-of-stake is a mechanism for achieving consensus on a blockchain. Blockchain is a technology that records transactions that can’t be deleted or altered. It’s a decentralized database, or ledger, that is under no one person or organization’s control. Since no one controls the database, consensus mechanisms, such as proof-of-stake, are needed to coordinate the operation […]
Woven through Thor: Love and Thunder, Taika Waititi’s latest contribution to the Marvel Cinematic Universe, is a sentimental and age-old commentary on mortality and love.  In this intergalactic rom-com, the hammer-wielding Gods of Thunder face the shady “god butcher” Gorr in a race to the Gates of Eternity. Gorr has inherited his god-killing gift through […]


The Industrial model of education that fueled the modern era and its dizzying reach did its job incredibly well. Its prime accomplishment was the expansion of our ability to abstract the world. Until then, pragmatism reigned, limiting most people’s thoughts and interactions primarily because we lacked the tools to extrapolate information, to wield it for things that lay beyond obvious […]
I highly recommend reading the McKinsey Global Institute’s new report, “Reskilling China: Transforming The World’s Largest Workforce Into Lifelong Learners”, which focuses on the country’s biggest employment challenge, re-training its workforce and the adoption of practices such as lifelong learning to address the growing digital transformation of its productive fabric. How to transform the country […]

Join our Newsletter

Get our monthly recap with the latest news, articles and resources.

Latest Titles

Empirics Podcast

  • The Future Of Aviation Is Electric?


Welcome to Empirics

We are glad you have decided to join our mission of gathering the collective knowledge of Asia!
Join Empirics