Most software as a service (SaaS) companies focus on the US market, or other western countries with little regard for emerging markets. While there are definitely challenges with focusing on emerging markets (internet, power, traffic, corruption, to name a few) there are some big advantages.
For example, the above photo was taken at a department store in the Philippines. In this photo, of one of the many areas of the 3 floor department store has no less than 12 employees. For a company like PayrollHero that charges based on employee count, you can see why we like emerging markets. In Canada or the US, if I took the same photo, you would be lucky to see 1 employee.
But it is not all as easy as it seems. These employees are actually not employees of the department store but rather merchandisers who work directly for the brands they are standing beside. So while you might see 12 employees, they most likely work for 12 different companies. Making selling a product or service to them a bit more of a challenge.
But still, employee counts in restaurants, retail, etc are usually much higher in emerging markets due to the cost of labour.