From Corporate Ladder to Startup Hustle: A Founder's Journey in Southeast Asia
This essay explores the transformative journey of an executive who transitioned from a secure, fast-paced corporate environment to the challenging yet fulfilling world of startup entrepreneurship in Southeast Asia. It delves into the motivations behind leaving a prestigious role at a global beverage giant, the initial hurdles faced in the startup ecosystem, and the eventual triumph through perseverance and strategic adaptation. The narrative underscores the personal and professional growth experienced by embracing uncertainty and building a venture from the ground up in a dynamic market.
By his early thirties, Yann Schuermans possessed an impressive resume, having advanced rapidly through the ranks at AB InBev, the world's largest beer company. His roles included chief of staff to the regional CEO, general manager for Hong Kong and Macau, and strategy director for mergers and acquisitions in the Asia Pacific region. Despite this seemingly perfect career trajectory, Schuermans felt an increasing desire to build something of his own, driven by a yearning for greater autonomy and impact. His earlier experience studying international management and living in Hong Kong had exposed him to the immense potential and rapid pace of Asia, solidifying his conviction that the region was the ideal place to embark on an entrepreneurial venture.
The decision to depart from AB InBev in 2021 marked a pivotal moment. He initially joined a hyper-growth startup in Singapore, an experience that confirmed his readiness for the entrepreneurial leap. The following year, Schuermans, alongside his wife Yoonjung Yi, co-founded Baskit in Indonesia. Their vision was ambitious: to revolutionize the fragmented supply chains across Southeast Asia, empowering small and medium-sized businesses with enhanced distribution, support, and access to credit. However, the initial phase was fraught with difficulties, including numerous rejections from venture capitalists, visa challenges, and a period of operating without personal salaries, relying on personal savings and family support.
Through sheer determination and the cultivation of local networks, Baskit eventually secured $5.5 million in funding. This financial injection was not merely a monetary gain but a significant psychological shift, as it brought the added responsibility of managing external investments. Schuermans learned that the unpredictability of startup life demanded constant improvisation and adaptability, skills honed during his extensive international travel with AB InBev. He realized that a startup's initial concept rarely remains unchanged, and the ability to pivot and maintain composure in the face of adversity was crucial for survival and growth. The company has since expanded to over 50 employees and achieved profitable quarters, demonstrating the fruits of their early struggles and resilience.
In 2023, to further deepen their understanding of the market and connect more intimately with their customer base, Schuermans and his wife relocated from Singapore to Jakarta. This move allowed them to experience firsthand the daily realities of local distributors and small shop owners, navigating traffic, observing goods flow, and addressing issues like delayed payments and deliveries. Building trust in this environment required countless hours of engagement, overcoming infrastructure limitations, language barriers, and constant operational adjustments. Jakarta proved to be a crucible of learning and opportunity, transforming Schuermans into a versatile leader capable of handling diverse responsibilities from treasury management to crisis resolution.
The unique challenge and blessing of building Baskit with his wife, Yoonjung, has reinforced their partnership. Their complementary skills – Yann focusing on external growth and sales, Yoonjung on operations and team culture, and a third co-founder, Abhishek Pansari, overseeing strategy – have allowed them to navigate the intense pressures of a startup. Their shared journey, marked by both highs and lows, has taught them the invaluable lesson that there is no perfect moment to pursue a dream; rather, one must take the plunge, cover the basic necessities, and trust that the rest will unfold through persistent effort and continuous adaptation.