Plan Yelp's Entry Into Asian Markets: Market Choice, Cold Start and Monetization

You are a product manager at Yelp. How would you plan the company's expansion into Asia? ```hint Asia is not one market Compare a handful of specific countries on who already owns local discovery there and whether Yelp's strengths carry over, then choose where to start before discussing launch tactics. ``` ### Clarifying Questions - Should I treat Yelp as starting with no meaningful presence in Asia, and is mainland China in scope? - Is success measured by revenue from local businesses, by growth in users and reviews, or by better coverage for Yelp's existing users when they travel there? - Must the expansion lead with restaurants, or can it start with other categories such as home and local services? - What level of investment and what time horizon should the plan assume? ### What a Strong Answer Covers - A clear reason to expand and a goal, weighed against investing more in North America - A market-selection rationale comparing specific Asian countries on demand, local incumbents, language, regulation and business ad spend - An entry model (build, partner or acquire), a first category, and a plan for the review cold start in the chosen beachhead - A monetization path that fits local small businesses, with phased milestones and go/no-go metrics - Risks such as super-app incumbents, review trust, localization and data rules, with mitigations ### Follow-up Questions - Japan already has entrenched local restaurant-review sites. Would you compete there, partner or stay out, and why? - How would you get enough trustworthy reviews in a new city before most locals have heard of Yelp? - What evidence would make you stop the expansion, and when would you check for it?