You've earned the degree, clocked the internships, and led the clubs – ticking all the boxes for a strong resume. But during a time of global uncertainty and a more cautious employment outlook, is conventional success enough to secure a desired career?
SMU alumni Hafiz Kasman, Joshua Phua, and Benjamin Wong were relatively lucky, graduating just before the start of COVID and launching careers in their respective fields: Ben (Bachelor of Economics) in private equity and family office work; Hafiz (Bachelor of Business Management) in management consulting and corporate development; and Joshua (Bachelor of Science [Information Systems]) in building software at Series A startups
However, when the pandemic began, a clear need arose: guidance for other fresh grads entering a competitive job market.
Ben recalls this period, stating, “During COVID, we had requests asking how to enter the industries we were in. At first, we met this need with 'career tuition'.”
This personalised support proved invaluable. As the alum observed, students often struggled with interview techniques, particularly for roles in consulting and software engineering.
“After a while, we realised we could ‘democratise our time’ by using a tech platform to teach those skills.”
Enter Kinobi – a platform for tertiary education institutes and organisations to customise resume support; host resources such as interview skills videos, online lectures, mentorship programmes; as well as provide coaching and networking sessions. To date, the platform has garnered 1.5 million users, says the trio. Clients include the Mendaki Club and Young NTUC in Singapore, the Indonesia Career Center Network, Kent Institute in Australia and Tung Wah College in Hong Kong.
Early lessons in the startup journey
Kinobi's journey began with a laser focus on sustainability.
"The first thing we did was to make revenue and make money,” says Ben.
“Only when it became more stable did we quit our jobs to do this full-time.”
Tapping on SMU's incubator scheme – the Institute of Innovation and Entrepreneurship’s (IIE) Business Innovations Generator, the team spent six months laying the groundwork in Singapore. Unable to gain adequate traction, the trio strategically launched Kinobi in the more expansive education market of neighbouring Indonesia. This pivot, however, presented fresh hurdles, particularly in sales conversion.
"We had leads coming in like wildfire, but did not know how to close them via Zoom. We soon realised it was almost impossible to close a deal with any Indonesian clients online," Ben explains.
For example, a university Provost, impressed by Kinobi's competitive pricing and immediate applicability, expressed strong interest. Yet, the team's lack of a physical presence in Indonesia raised credibility concerns, compounded by unfamiliarity with local regulations, such as limited stay permit requirements. Ultimately, it was Enterprise Singapore that provided essential guidance for establishing their company there.
As Ben admits: “Going to Indonesia was a big leap – we did not really tap into anyone's network to be honest.”
International success means intercultural adaptation
Kinobi's international success hinged on intercultural adaptation. The founders quickly learned that entering new markets demanded more than a standard playbook; it required navigating cultural nuances and mastering interpersonal skills.
“Mirroring your client's communication style is essential in sales,” reveals Ben.
They observed, for example, that despite their geographical proximity, Singapore and Indonesia presented distinct cultural landscapes.
“We made the mistake of being Singapore-efficient by taking out our laptops and launching into our sales pitch 15 minutes into the meeting,” recalls Ben, laughing.
“In Singapore, it is often considered impolite if you waste your client’s time by not getting straight to the point. But in Indonesia, it is not appropriate to just jump right in and discuss business. Time should be spent talking about your family, your background, getting to know each other as people for the first meeting.
“I realised when we spend the time to build trust and relationships, our sales improved significantly.”
From foothold to greater growth
With a proven track record overseas, Kinobi was ready to reposition itself in Singapore and expanded its reach to Hong Kong, the Philippines, Vietnam, and Australia. Beyond institutional support, SMU faculty played a vital role in Kinobi's growth.
SMU Vice President, Partnerships & Engagement and Lee Kong Chian Professor of Communication and Technology Sun Sun Lim and IIE Assistant Director Gabrielle Tan actively mentored the team, providing guidance on strategic development and leveraging their extensive connections to open doors.
Furthermore, Associate Professor (Education) at the School of Accountancy Dr Yuanto Kusnadi, the academic director of SMU-X, facilitated access to networks through experiential learning opportunities and industry partnerships, broadening Kinobi's reach and impact.
Named one of Forbes 30 under 30 – Asia – Consumer Technology in 2022, Kinobi raised $1 million in seed funding in from an Indonesian venture fund and various angel investors.
The trio's operational philosophy, encapsulated in their motto "strong opinions lightly held," underscores their agile mindset.
"If there is evidence that goes against what we are trying to do – after attempting it for a while, we will shift our focus," they assert, highlighting their commitment to data-driven decision-making and willingness to pivot when necessary.
Sowing the seeds for growth
Josh and Ben’s connection first began when they were bunk mates during their National Service, a bond they maintained upon enrolling at SMU. Their network expanded when Hafiz invited Ben to “Coffee Chats” - an initiative that evolved into The Mentoring Circle, SMU's networking and mentorship club.
Beyond bringing these friends-turned-founders together, SMU served as a fertile ground for their entrepreneurial venture.
For instance, Ben lists his “most impressive module” as Game Theory under Associate Professor of Economics Massimilano Landi: “Prof Massi taught how behaviour can be shaped using incentives, and this has structured how the business runs as a whole.”
Josh, on the other hand, is grateful for having met Adjunct Lecturer Dr Gilbert Tan from the Lee Kong Chian School of Business. He explains: “I got to know him after graduation through a Christian Entrepreneurship group. The level of support and guidance he has provided were personalised and effectively tailored to my needs. He is not just a professor but a friend to me.”
More recently, Kinobi utilises the latest tech in AI as its special sauce in deepening professional connections. “We use AI to help students to articulate their experience better – reformatting the grammar and vocabulary,” says Ben.
Internally, AI plays a role in optimising team efficiency. Before bringing on new staff, the Kinobi team must justify why the task necessitates a new hire or intern, ensuring that the need cannot be effectively addressed through AI-powered solutions.
Collaborative spirit, mentoring heart
For Kinobi's founders, a fundamental understanding of revenue generation transcends their diverse backgrounds, forming a cornerstone of their success.
Sales is something all three founders must conduct at one point or another, regardless of their SMU training, as “without sales, there will not be a need for our product or even technology”.
Ben elaborates: “As founders, all of us are expected to possess a certain level of understanding of sales and product – as this allows us to talk about what we are building. I think we just play to our strengths, where we do not prioritise one role over another.”
Navigating the startup journey’s successes and challenges together as first-time entrepreneurs, they also find strength in mutual support.
Says Ben: “There is a famous graph that looks like a rollercoaster, which describes the feelings of an entrepreneur over time. What kept us going was that the highs were actually really high, fun and enjoyable; and that made up for the terrible lows.
“What we will tell other entrepreneurs is that you should focus on just working on getting income from your main job first, and make entrepreneurship your side-job, until you get revenue going that can sustain your minimum viable lifestyle.”
Lastly, there is mentorship, not just from their SMU professors, but woven through the company’s very name. Hafiz explains, “‘Kinobi’ was meant to be a fun name, linked to Star Wars’ Obi Wan Kenobi who was a mentor to Jedi apprentices. That was what our business started with – mentoring.”
Today, this emphasis on mentorship remains central to Kinobi's mission.
As Ben articulates, “We have started looking at mentoring more closely, as the job market is impacted [by recent global events], and the best way for students to get jobs is to be connected with credible and experienced mentors first."
Timeline:
- 2019 – “Career Tuition”
- 2020 – Kinobi founded by founders Hafiz Kasman, Joshua Phua and Benjamin Wong
- Early 2021 – Kinobi opens in Indonesia
- 2021 – $1m seed funding achieved in angel investor and venture funding
- 2022 – expansion as more universities and educational institutions are on-boarded
Lessons learned:
What’s a good first step for an entrepreneur?
Before even leaving school, it’s important to check out CCAs such as SMU’s The Mentoring Circle, which brings together students from all its schools, to network and encourage each other, such as Hafiz Kasman and Ben Wong.
What next?
Developing strong relationships – such as Ben and Joshua Phua found with their lecturers, even after graduation, and Hafez through his work with Mentoring SG and National Youth Council Singapore. Overseas, they made sure to take advice from locals on the ground.
Ben recalls: “I had a good client that was reaching out to me as well. Apart from telling me their needs, they were also guiding me on how sales are closed in Indonesia.” Guidance like this is invaluable – and depends on building relationships.
Any other success factors?
Support from institutions like SMU’s Institute of Innovation and Entrepreneurship’s (IIE) Business Innovations Generator – to coach startups – and Enterprise Singapore, which supports Singaporean companies and those taking their companies overseas.
Special sauce?
While much can be done online, nothing beats face-to-face interactions, and learning to build relationships with those who will work with you.
As Ben recalls: “There were times where when we pitched to [potential clients] online and their video was mostly switched off. As our clients are Javanese, you could not really tell whether they are interested or not! It is already quite challenging to read the intentions of Javanese due to their politeness, but it became twice as hard over Zoom.”
