Cultivating Entrepreneurial Ambitions with SMU’s ASEAN Internship Programme
Eva Yeo, a fourth-year SMU School of Economics student, undertook a transformative internship at Roona in Jakarta through the ASEAN Internship Programme. Immersed in retail management and product launches, she gained practical experience and entrepreneurial insights. Her role involved competitor analysis, market research, and product launch activities, providing a front-row seat to business operations. Beyond professional growth, Eva explored places near Jakarta, fostering a deeper appreciation for its culture and beauty.
Driven by a mindset focused on growth and learning, fourth-year SMU School of Economics student Eva Yeo embarked on a journey to the bustling capital city of Jakarta. The largest economy in Southeast Asia, Indonesia presented a remarkable opportunity for her to gain regional exposure in a dynamic market. Under the Guided ASEAN Internship Programme (AIP), she set out on a winter internship that would sow the seeds of entrepreneurship within her.
With a fervent desire to expand her horizons, Eva sought to immerse herself in a new industry by applying for an internship at Roona, a beauty and wellness brand. What solidified her decision was the company’s commitment to advocating for women’s mental health and self-love, which resonated with her own values. Brimming with anticipation and enthusiasm, Eva set out to discover the inner workings of retail management and product launches beyond the borders of Singapore.
“Southeast Asia is a very diverse region and I wanted to be at the heart of these rapidly developing economies.”
Eva Yeo
Fourth-year SMU School of Economics student
Experiencing the inner workings of product launches
As a Founder’s Office Intern, Eva’s main responsibility was to conduct competitor analyses for Roona’s new product lines and market research for potential products. The job scope gave her the opportunity to apply what she had learnt in SMU about product launches. It was the real-world exposure that Eva had been looking to gain as she got to be involved in almost every step of the process: from conducting market research, preparing launch campaigns, to giving input on product design and post-launch campaigns.
Eva’s internship also gave her a unique vantage point into the world of business. Working in the Founder’s Office meant that she had a front-row seat to the company’s decision-making processes. More importantly, the overseas internship left her feeling deeply inspired, fuelling her ambitions to one day start her own business.
“I realised that there were more factors and elements that a business must consider than I had initially expected! Working closely with the founder, I’m grateful for the opportunity to tap on her experience and thought processes in starting and managing a business.”
Eva Yeo
Fourth-year SMU School of Economics student
Going places (in more ways than one)
Eva’s time at Roona was packed with valuable experiences and exciting adventures. During a company trip to Bogor, located at the south of Jakarta, she gained first-hand insight into fostering an inspiring company culture and tight-knit community—qualities she aspires to instil in her own future ventures.
She also had the opportunity to put theory into practice when she helped organise Roona’s booth at the Jakarta X Beauty 2023 exhibition, applying her theoretical knowledge of the four marketing principles—product, place, promotion, and price.
On her days off, she seized the chance to explore the stunning beaches and breathtaking highlands of nearby destinations like the Thousand Islands and Bandung.
“I visited many attractions in Bandung, such as Kawah Putih (the crater lake of Mount Patuha), Orchid Forest, and Lembang Floating Market. I also tried my hand at strawberry picking at the strawberry and tea plantations there.”
Eva Yeo
Fourth-year SMU School of Economics student
Some memorable moments from Eva’s off-days include strawberry picking in Bandung, often dubbed the “Paris of Java” since colonial times, and witnessing breathtaking sunsets from a train. Yet, her ultimate highlight was attending the Golden Disc Awards, a prestigious Korean music ceremony held in Jakarta for the first time. It was the perfect culmination of her overseas internship.
An invaluable growth opportunity
As Eva reflects on her journey, she recognises the boundless opportunities in Southeast Asia and its rapid progress. Inspired and more ambitious than ever, she contemplates starting a business beyond Singapore.
“From gleaning industry insights to working with an experienced and diverse team, the ASEAN Internship Programme is a valuable opportunity to gain overseas working experience and travel at the same time–without breaking the bank!”
Eva Yeo
Fourth-year SMU School of Economics student
The ASEAN Internship Programme (AIP), part of the offerings by the Dato’ Kho Hui Meng Career Centre (DKHMCC), encourages students to build an international network and become Global Citizens. Prospective applicants are encouraged to apply for a Summer AIP via OnTRAC II now.
