A sweet strategy

KUEH LAPIS - that's how Phillip Tan describes his company's business model. The commercial director of homegrown blast mitigation company AJA Enterprises, along with founder and director Angela Toh, managed to achieve their 10-year revenue goal of S$20 million in just half that timespan. But how, exactly? Layer by layer, he says. The same way the cake is made.

"I think business is not only about cost-cutting; it's about value creation," says Mr Tan, at the sidelines of the Interpol World convention, where AJA has a booth complete with life-size models of the blast-proof, almost floor-to-ceiling windowpanes they instal.

"We thought that as long as we can add value to every laye…