Trading Corporate Comfort for Startup Challenges in Asia

By the age of 30, my professional journey seemed picture-perfect, but my desire to forge my own path was unstoppable.

While pursuing international management studies at the University of Manchester, a year-long stint in Hong Kong exposed me to the rapid pace and potential of Asia. I was certain it was where I wanted to establish my future.

Choosing the Road Less Traveled

In 2016, just two years after graduation, I embarked on a journey by joining AB InBev's Asia Pacific branch in Shanghai.

With roots in both Belgium and Brazil, and a brewing legacy in my family, joining the leading beer company was both a daring move and strangely familiar.

I became deeply involved in my roles, progressing quickly to positions such as chief of staff for the CEO, general manager of Hong Kong and Macau, and strategy director handling M&A. While everything seemed aligned externally, internally, I felt constrained by a singular corporate persona.

I frequently pondered what it would mean to initiate my venture without any safety nets.

Taking a Leap Into Uncertainty

In 2021, I took a bold step away from AB InBev and shifted to Singapore to take part in an accelerated startup. This confirmed my readiness to embark on a new adventure.

The subsequent year, my wife, Yoonjung Yi, and I launched Baskit, aiming to streamline Southeast Asia's disconnected supply chains and enhance the market penetration of small to medium enterprises.

We faced harsh realities early on. Over 50 venture capital firms rejected us, we nearly lost visas, had no salaries, and depended on $100,000 from family and personal savings.

However, our resilience was eventually rewarding. Through guidance and local alliances, we secured $5.5 million. The funds were crucial, but the shift in mindset was groundbreaking. Managing other people's money meant that failures impacted more than just us.

Stepping Into the Wild Unknown

Entrepreneurship stretched my capabilities, but insights from my corporate experiences were invaluable.

In my global travels with AB InBev to over 100 nations, adaptability became second nature. This skill set became vital at Baskit, where initial ideas evolved significantly from our launch day.

Fast forward, our team has expanded to over 50, enjoying several quarters of profitability. Our early perseverance instilled strengths we still count on.

Daily, the contrast with corporate life is clear. Unlike the structured routine at AB InBev, as a founder, every day is a whirlwind of sales, fundraising, product adjustments, and customer feedback. Yet, this chaos is exhilarating.

Immersing in the Market Landscape

In 2023, relocating from Singapore to Jakarta was vital to understanding our customer base fully. Immersion meant experiencing the local ecosystem—traffic with distributors, shop audits, and witnessing logistical hurdles firsthand.

This process was challenging. Building rapport required countless hours with wholesalers just for subsequent meetings. Infrastructure challenges and language gaps complicated matters. Yet, Jakarta was rich with insights and prospects.

These past two-plus years have been the most intense learning period of my life. Transitioning from financial oversight to crisis management has bolstered my capability to tackle unforeseen issues.

Collaborating with My Life Partner

Establishing Baskit alongside Yoonjung has been both our greatest gamble and our most rewarding experience. We ride the highs and navigate the lows together. However, with our entire future tied to a single venture, stresses multiply, especially when considering starting a family.

During challenging fundraising phases, we leaned on each other. Meeting at AB InBev, where she was involved in HR, made integrating professional and personal life seamless.

We share responsibilities strategically: I handle external growth and sales, she oversees operations and workplace culture, while our third co-founder, Abhishek Pansari, manages strategy. Our partnership thrives on complementing skills without overlap.

The key takeaway has been that there's no perfect time to leap. Corporate life constantly offers the allure of promotions and bonuses. Once your essentials are sorted, take the plunge and find your way thereafter.