MRA Grant for Australia: Helping Singapore SMEs Expand into a Mature and High-Potential Market

Australia is a high-income, stable, and innovation-driven economy that offers excellent opportunities for Singapore SMEs seeking to internationalise. With its English-speaking environment, sophisticated consumer base, and strong bilateral ties with Singapore, Australia stands out as an ideal destination for SMEs to expand, test new offerings, and grow sustainably.

To help reduce the cost and risk of entering this competitive but rewarding market, Enterprise Singapore offers the Market Readiness Assistance (MRA) Grant for Australia, which co-funds key internationalisation activities.

In this article, we’ll explore how the MRA Grant Australia works, why Australia is an attractive market, and how Singapore SMEs can leverage this support to launch or scale their presence in the country.

Why Expand into Australia?

Australia is consistently ranked as one of the best countries for business, offering transparency, rule of law, and access to a diverse, affluent population. Here's why Singapore SMEs should explore this market:

1. High Purchasing Power and Quality Demand

Australia’s consumers have high disposable incomes and a preference for premium, high-quality products and services. Singapore brands enjoy a strong reputation for quality and reliability.

2. English-Speaking and Culturally Compatible

With no language barrier and a familiar legal and regulatory environment, Australia offers a low-friction entry point for Singapore businesses, particularly in professional services, retail, education, and technology.

3. Strategic Gateway to Oceania

Australia provides a strategic base to expand into other markets such as New Zealand and the Pacific Islands. Businesses can also access regional trade networks through Australia's FTAs.

4. Singapore–Australia Trade Relations

Singapore and Australia enjoy a strong economic partnership. The Singapore-Australia Free Trade Agreement (SAFTA) enhances trade facilitation, IP protection, and investment access.

What Is the MRA Grant for Australia?

The Market Readiness Assistance (MRA) Grant for Australia is a funding scheme designed by Enterprise Singapore to help SMEs defray the costs of expanding into the Australian market.

Under this scheme, eligible businesses can receive up to 50% support on qualifying costs, capped at S$100,000 per new market per fiscal year. It covers a broad range of internationalisation activities, from promotion to business development and operational setup.

Who Can Apply for the MRA Grant Australia?

To be eligible for the MRA Grant for Australia, your business must:

• Be registered and operating in Singapore

• Have at least 30% local shareholding

• Have a group annual turnover of under S$100 million OR employ fewer than 200 workers

• Not have already claimed MRA Grant support for Australia within the current fiscal year

All applications must be made before activities commence. Retroactive claims are not allowed.

What Activities Can Be Funded Under the MRA Grant Australia?

The grant supports a variety of business activities needed to successfully enter the Australian market. These are grouped into three key categories:

1. Overseas Market Promotion

• Participating in trade shows, expos, or retail pop-ups in Sydney, Melbourne, or Brisbane

• Running digital marketing campaigns (e.g., Google Ads, social media ads) targeting Australian consumers

• Engaging PR or media agencies for brand awareness and publicity

2. Overseas Business Development

• Business matching with Australian retailers, distributors, or strategic partners

• Appointment setting with Australian B2B leads or corporate clients

• Hiring consultants to conduct market research or develop go-to-market strategies

3. Overseas Market Set-Up

• Legal and tax advisory for company incorporation in Australia

• Intellectual property (IP) filing and brand protection in Australia

• HR advisory for recruiting and managing local employees

These activities enable Singapore SMEs to establish, operate, and thrive in the Australian business landscape.

MRA Grant Australia: Funding Caps by Category

The total grant ceiling is S$100,000 per market, distributed across the following categories:

Activity Category	Maximum Support Amount
Market Promotion	Up to S$20,000
Business Development	Up to S$50,000
Market Set-Up	Up to S$30,000

Proper budgeting and planning across these categories will help businesses fully utilise their available support.

How to Apply for the MRA Grant Australia

Here’s a step-by-step guide for Singapore SMEs to apply for and benefit from the MRA Grant for Australia:

Step 1: Planning & Documentation

• Confirm that your business meets all eligibility requirements

• Identify and secure quotes from service providers (vendors, consultants, PR agencies, etc.)

• Prepare a detailed activity scope for each planned initiative

Step 2: Submit Application via Business Grants Portal (BGP)

• Log in to the Business Grants Portal with your CorpPass

• Select “Market Readiness Assistance Grant” and choose “Australia” as the target market

• Fill in the necessary information and attach all relevant supporting documents

Step 3: Await Approval

• Enterprise Singapore will assess your application

• Do not commence any activities until official approval is granted

Step 4: Execute the Activities

• Carry out all approved activities as stated in the application

• Keep complete records of deliverables, expenses, and performance outcomes

Step 5: Submit Claim for Reimbursement

• After the project concludes, submit your claim through BGP

• Provide documentation such as invoices, marketing samples, media reports, legal filings, and proof of payments
  

Common Mistakes to Avoid

To ensure success in your grant application and reimbursement, avoid these pitfalls:

• Starting activities before grant approval – All claimable expenses must be incurred after official approval

• Insufficient documentation – Maintain clear, organised records of all vendor contracts and deliverables

• Exceeding grant limits – Stick to the maximum caps for each category

• Using unqualified vendors – Some services may require Enterprise Singapore-recognised consultants
  

Case Studies: Singapore SMEs Using MRA Grant Australia

Case Study 1: EdTech Company Launch

A Singapore education technology startup used the MRA Grant to conduct market research in Sydney and Brisbane, run an SEO campaign targeting Australian parents, and translate its platform into Australian English. The grant funded 50% of their costs, resulting in successful pilot programmes with local schools.

Case Study 2: Lifestyle Retail Brand

A Singapore-based wellness and lifestyle brand launched in Australia by exhibiting at a trade fair in Melbourne and hiring a local consultant to source retail partnerships. With MRA support, they also ran a targeted Facebook and Instagram campaign for product awareness.

Case Study 3: SaaS Company Expansion

An enterprise software company used the MRA Grant to establish a legal entity in Sydney, register their IP, and hire a local sales consultant to engage with Australian SMEs in logistics and manufacturing.

These examples show how businesses across industries have used MRA Grant Australia to test, validate, and grow sustainably in the market.

Why Work With a Consultant for Australia Expansion?

Working with a consultant familiar with both Australian business practices and MRA requirements offers valuable benefits:

• Strategic guidance on market entry and regulatory compliance

• Assistance with application drafting, vendor sourcing, and budgeting

• Support in post-activity claim submission and documentation

• Minimises risk of rejection or under-claiming

Consultants help SMEs navigate the complexities of overseas expansion while focusing on what they do best—growing the business.

High-Opportunity Sectors in Australia for Singapore SMEs

Certain industries are especially well-suited for Singapore SMEs expanding into Australia:

• Education & Training – Online learning, vocational training, and international education support

• Healthcare & Wellness – Nutraceuticals, fitness products, and alternative medicine

• Fintech & SaaS – Australia’s competitive SME market needs B2B digital solutions

• F&B and Consumer Goods – Organic, premium, and culturally diverse products are highly attractive

• Professional Services – Legaltech, accountancy, HR tech, and compliance support services

Understanding and aligning your offering with Australia’s consumer and business demands is key to success.

Conclusion: Scale Globally with the MRA Grant for Australia

The MRA Grant for Australia is a powerful financial support tool for Singapore SMEs ready to expand into a stable, English-speaking, and mature market. With up to S$100,000 in co-funding, SMEs can explore, test, promote, and set up operations in Australia with confidence and reduced financial exposure.

Whether your business is targeting Australian consumers, partnering with distributors, or launching an in-market team, the MRA Grant Australia ensures that your expansion is strategic, well-supported, and scalable.