Kidsmoov: Building a Data-Led Roadmap for Entry into Malaysia

How AP Global Works helped a Singapore children’s enrichment brand assess the Malaysian market and develop a practical entry strategy.

Entering a new market is not simply about replicating what works at home. For Kidsmoov, the key question was whether its Singapore business model could work in Malaysia — and what it would take to enter successfully.

Founded in Singapore in 2014, Kidsmoov delivers a multi-sport movement curriculum through preschools, childcare centres, and schools. The brand had already expanded into Indonesia, Cambodia, and Vietnam, coaching over 5,000 children regionally.

To assess its next opportunity, Kidsmoov engaged AP Global Works to evaluate the Malaysian market and develop a data-led market-entry roadmap.

The Challenge

Malaysia's children's movement and sports-enrichment market is divided between single-discipline sports academies and generic multi-activity studios. Meanwhile, major preschool chains already offer in-house physical education, but without a specialist, branded curriculum.

AP Global Works needed to determine whether there was a genuine opportunity for Kidsmoov's model: a multi-sport programme focused on confidence and motor skills, delivered through childcare and education partners.

The Approach

The project focused on four key workstreams:

1. Market Research & FeasibilityMalaysian families were segmented by age, income, and location, while local movement and sports-enrichment providers were mapped. Market sizing used published Department of Statistics Malaysia (DOSM) and Ministry of Education figures.

2. Pricing & LocalisationLocal published rates and average kindergarten fees were benchmarked to develop a Malaysia-specific pricing structure instead of simply converting Singapore prices.

3. Digital Marketing & LocalisationMalaysia's digital landscape was assessed to identify the most relevant channels. The strategy prioritised Instagram and Facebook, supported by Google Search, with TikTok reserved for Phase 2. Bilingual Bahasa Malaysia and English content was also developed.

4. Local Marketing & ActivationPotential preschool and childcare partners, mall venues, and local activation opportunities were identified, alongside a micro-influencer outreach plan targeting 5–8 creators in Klang Valley and Johor Bahru.

Key Findings

The research identified preschool-age children aged 4–6 in Klang Valley and Johor Bahru as the primary entry segment.

Several findings supported this recommendation:

• Malaysia has 9.03 million people under 18.

• There are 2.31 million children under 5.

• Selangor has 1.81 million children under 18, the highest of any state.

• Johor recorded the fastest year-on-year growth in registered childcare centres, at +29.4% in 2024.

The research also identified a potential positioning opportunity between competition-focused sports academies and generic in-house physical education.

From Research to Action

The engagement produced a clear roadmap for Kidsmoov, including:

• A defined target segment and launch locations

• A five-tier pricing structure, from RM40–60 per trial session to quote-based B2B centre licensing

• A digital channel and customer journey strategy centred on WhatsApp-based trial bookings

• A shortlist of potential partners, including R.E.A.L Kids and Kinderland

• A six-step offline activation plan

• A recommended sequence for testing the market before increasing marketing investment

Rather than recommending an immediate large-scale launch, the strategy prioritised anchor partnerships and pilot activities first, allowing Kidsmoov to generate genuine local content and validate its positioning before investing in broader paid marketing.

The Result

The engagement moved Kidsmoov from “Should we enter Malaysia?” to “Here is how we should enter.”

With a feasibility case, localised pricing, defined target market, partnership shortlist, digital strategy, and activation roadmap, Kidsmoov had a clearer, evidence-based foundation for its Malaysian expansion.

The Takeaway

A business model that works in one market does not automatically translate to another.

For companies considering international expansion, the first step should be to validate the opportunity with real local data before committing significant resources.

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About AP Global Works

AP Global Works is a Singapore-based consultancy that helps businesses explore and enter new markets across Southeast Asia. Its services span market research and feasibility studies, market-entry strategy, positioning and brand strategy, digital marketing, and on-the-ground business development support. AP Global Works works with companies at different stages of their expansion journey — from businesses evaluating whether a market is worth entering, through to those ready to scale their presence — helping them make expansion decisions grounded in research rather than assumption.

Considering expansion into the Philippines or another Southeast Asian market? Get in touch with AP Global Works to discuss how a research-led approach could support your next move.

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