When Jonathan Liem founded Nex AI, he wasn’t just launching another tech startup; he was addressing a problem that many businesses face daily—managing unstructured data. Imagine trying to make sense of scattered information buried in emails, documents, and screenshots. That’s where Nex AI steps in, transforming this chaotic data into something companies can actually use.
As Jonathan shared his journey to New In Asia, it was clear that Nex AI wasn’t built overnight. He spoke about the strategies that shaped the company, the guidance he received from mentors, and the lessons learned through the ups and downs of the tech world.
How Data Management is Transforming
I find your business and services quite intriguing. Could you please explain a bit about Nex AI? What inspired you to establish this startup?
Jonathan Liem: Sure. Nex AI helps extract unstructured data from emails and converts it into a structured format for companies. This is particularly useful for data reconciliation or forecasting with systems like SAP or Oracle.
For instance, in a manufacturing firm, the procurement cycle is complex. Orders often include SKU numbers buried in email bodies, attachments, or even screenshots, especially in industries like aviation. This unstructured data leads to missing information and discrepancies, which can cause issues, especially given the lengthy sales cycles.
Managing unstructured data with Nex AI allows companies to capture these diverse data points, such as VAT numbers or invoice details, and use them directly within their systems, helping them to forecast more accurately and avoid revenue loss. Initially, we developed another product but pivoted when we identified a vertical need in the market that could be scalable. That’s how Nex AI came to be.
Thank you for that explanation. Since Nex AI primarily operates in the B2B space, how do you identify and engage with your customers? How do you validate your ideas?
Jonathan Liem: B2B is indeed tricky. I usually start with warm introductions or personal networks. Over time, I’ve built a decent network. Alternatively, cold outbound sequences via email can work, but I recommend starting with quick WhatsApp or LinkedIn messages, especially during early-stage product validation. If your target audience understands your product from a short message, it’s a good sign that your product positioning is clear. If they don’t get it after a few messages, it might be a messaging issue or an indication that you’re targeting the wrong audience. This approach is quicker than scheduling multiple calls, as you can send many messages and track responses easily.
That’s an interesting approach. You’ve mentioned that Nex AI has been around for two years. How much has your product evolved since then, especially after gathering client feedback? Do you have a preferred method for collecting feedback?
Jonathan Liem: Most of the feedback we gather comes through customer feedback loops. The core infrastructure of our product has remained consistent, but we built our technology horizontally first, allowing us to adapt and scale across different verticals. Initially, there was a lot of hype around GPT and OpenAI, and we didn’t want to be too specific in case a big player released an update that could disrupt us. So, we built a flexible infrastructure that could integrate with various systems and models. This way, we could go vertical when the market became more stable.
That makes sense. Could you share some challenges you’ve faced during product development or market research? Were there any setbacks or failures that taught you valuable lessons?
Jonathan Liem: One of the challenges we faced was managing the sales cycle in B2B SaaS contracts. My background was in government contracts, which operate differently. In B2B SaaS, sales cycles are long, and we need to get buy-in from several departments. Initially, we didn’t manage all stakeholders properly, leading to some deals falling through. To overcome this, I sought advice from my mentors, who connected me with their experienced account executives at their companies which grew from pre-seed to Series D companies.. Shadowing them gave me insights into managing enterprise sales cycles more effectively.
That’s a great learning experience. Does Nex AI align with your personal passions and values in business? Have you always been interested in areas like forecasting and data analysis?
Jonathan Liem: Not exactly. My primary interest has always been technology. I first got into it around 2018 with the BERT model, but I wasn’t very technical back then. When OpenAI gained traction, I started experimenting more and eventually met my co-founder in Bangkok. He was working on AI enterprise tools for a French e-commerce company, and that’s how we decided to start Nex AI.
It seems like mentorship has played a significant role in your journey. How do you usually seek mentorship and advice? How has it helped you build your leadership skills?
Jonathan Liem: Building a strong network is crucial. I started from scratch, focusing on finding the right positioning and understanding the backgrounds of potential mentors before approaching them. Most relationships today are transactional, so it’s important to make your approach relevant and meaningful. For example, I connected with one of my early advisors by attending an event where he was speaking, and we built a relationship from there. Warm connections can also be effective; for instance, someone I worked with in Bangkok introduced me to a cybersecurity expert who became invaluable to our team.
How important do you think mentors and advisors are in the startup world? On a scale of 1 to 10, how would you rate their importance?
Jonathan Liem: I’d say they’re very important—probably around an 8 or 9. A strong network can accelerate various aspects of your business, from raising capital to acquiring initial customers. That’s why people are often willing to give up equity to access the networks that accelerators provide.
That’s insightful. We’ve covered a lot of ground today, from market research to networking. To wrap up, what is your long-term vision for Nex AI? Where do you see the company going?
Jonathan Liem: Our goal is to revolutionize data management and processing, particularly in data reconciliation for unstructured and structured data. Knowledge management is currently a fragmented market, with no clear leader. For example, when you think of ERP, you think of SAP; for CRMs, you think of HubSpot. But knowledge management doesn’t have a definitive solution yet, which means there’s significant market potential. We aim to fill that gap.
Managing the Unstructured Data Challenge
As our conversation came to a close, it was evident that Jonathan Liem’s vision for Nex AI goes beyond just solving today’s problems. He’s focused on shaping the future of data management, particularly in managing unstructured data.
Jonathan’s story is a reminder that success in the tech industry isn’t just about having a great idea—it’s about adaptability, building strong relationships, and continuously learning.
Nex AI is still evolving, but with Jonathan’s thoughtful approach, it’s poised to make a lasting impact. He’s not just leading a company; he’s setting the stage for what’s next in the tech world.
For the Chinese version of this article, click here.
