Entrepreneurship in SE Asia: My Talk at ESSEC Business School

Southeast Asia is one of the most exciting and complex entrepreneurial landscapes in the world. When I spoke at ESSEC Business School on entrepreneurship in the region, I wanted to move beyond the startup brochure version of Asia and share what it actually looks and feels like to build here.

The Diversity That Defines SE Asia

Southeast Asia is not one market — it's ten countries, hundreds of languages, and dramatically different regulatory environments, consumer behaviours, and infrastructure maturity levels. The entrepreneur who succeeds here is one who starts narrow, learns deeply, and expands carefully.

Indonesia's 270 million mobile-first consumers are not the same as Singapore's 5 million enterprise buyers. Vietnam's manufacturing boom is not Thailand's tourism tech opportunity. The mistake I see most often is founders trying to treat "SE Asia" as a single addressable market from day one.

Singapore as a Gateway to Asian Markets

Singapore has gained a well-deserved reputation as a nurturing incubation centre for startups, particularly in deep tech and AI. Its supportive ecosystem, strategic location, and pro-business policies make it an ideal starting point.

The pattern I've seen work: start in Singapore, prove the model with its demanding, discerning customers, then use those learnings and connections to enter larger Southeast Asian markets — Indonesia, Vietnam, Thailand — with a validated product and a credible track record.

Singapore's well-developed infrastructure and government support create a favourable environment for businesses, but the competition is fierce and regulations are stringent. These constraints are actually features, not bugs: they force you to build something that genuinely works.

Navigating Challenges and Opportunities

Starting a business in Asia comes with its unique set of challenges. Entrepreneurs must be aware of the cultural, legal, and logistical nuances of each market. Researching the business landscape, understanding local regulations, and building a strong network are not optional — they are the foundation.

The biggest opportunity I see? The underserved SME sector across the region. Millions of small businesses in SE Asia are just beginning to adopt AI and digital tools. The startups that build for them — in their language, at their price point, solving their actual problems — will build enormous businesses.

ESSEC Business School plays a vital role in shaping the entrepreneurs of tomorrow. The conversations we had that day reminded me why this region remains one of the most compelling places in the world to build a company.