Startup, culture, and growth: Lessons from Hanoi

Written by Angel Jauhari, Master of Business

Hello, I’m Angel Jauhari—a Master’s student at The University of Queensland, specialising in finance and marketing. I am also the founder and CEO of Kolmi, an EdTech startup dedicated to helping Indonesian students excel in their International English Language Testing System (IELTS) speaking tests. Currently, Kolmi supports over 500+ students across Indonesia.

Last November to December, I left for Hanoi, participating in UQ's Startup AdVenture program. For the four-week internship I was placed with eJOY English, where I worked as a marketing intern.

Pre-departure expectations

Working at a startup, in my mind, means working in an environment with minimal hierarchy, casual dress codes, and brainstorming sessions filled with creative ideas.

Being placed at eJOY English, an EdTech company similar to my own, I was eager to gain insights that could help propel my business forward. My focus as a marketing intern was on marketing strategies such as brand awareness campaigns through podcast and video content on social media.

Week 1

eJOY’s platform is designed to make language learning engaging through gamification, featured leaderboards, AI speaking, and interactive challenges.

Key highlights

• Brainstorming marketing strategies, from launching a podcast to crafting viral TikTok campaign
• Producing podcast. A single podcast episode required 13 takes! Such a humbling yet inspiring experience for me.

Cultural insights

Exploring Hanoi’s history (through visiting museums) deepened my appreciation for its cultural richness. A visit to the Museum of Ethnology revealed striking similarities between Vietnamese and my Indonesian traditions – from stilt houses to handpainted textiles.

I also picked up some Vietnamese words from talking to people on the street. One day, I caught a ride, and the driver taught me some numbers in Vietnamese words. I ended up memorising the numbers 1 through 25 in Vietnamese!

Weeks 2 and 3

Highlights

• Participating in a business pitching competition at Foreign Trade University, where my team proposed an eco-friendly air filter designed to combat pollution. We won it! First place.

• Experiencing real Vietnam experience by staying at my local friend's house, cooking together with their families, and trying out some authentic snacks. In traditional Vietnamese culture, blackened teeth are seen as a symbol of beauty, maturity, and social status among women.

Challenges (Language barrier)

I am not an English native speaker and I once mispronounced an English word, making my friend correct me. Mispronouncing “Chancellor” as Kanselor sparked laughter among my colleagues, teaching me the importance of embracing mistakes with grace and humor.

Week 4

As the program drew to a close, I became fully immersed in startup life and its blend of creativity.

Key takeaways

I learnt about confidence. Presenting my ideas for our marketing campaign helped me practice my presentation skill.

I learnt adaptability. Embracing cultural differences enriched my approach to diversity and understanding differences. For example, my manager, too, is a non-native speaker, and so I try to communicate and clarify our discussions about the marketing campaign before I implement it.

I learnt about humility, and this is my favorite. In week 3, me and my fellow UQ students had the opportunity to meet His Excellency Andrew Goledzinowski, the Australian ambassador to Vietnam, at his house. During the network session, I got to know Nhung Le, Business Development Manager at LIFESUP Technology. She was the awardee of the full-ride scholarship, Australian Awards.

She is a UQ alumni, who studied a similar major as me! We spent hours talking about how education affected our lives in many positive ways.

Nhung and I set a meeting again on the following Sunday to explore the city. We visited the Ho Chi Minh Museum and Mausoleum, where Nhung shared the legendary life journey of Ho Chi Minh, or the Vietnamese call him “Uncle Ho”. It was an amazing day for me.

This new connection reminded me of the power of perseverance and gratitude.

What this experience means for Kolmi (and me)

Hanoi itself was a revelation. I love its vibrant street food scene, its lakes and temples, and just the warmth of its people.

This journey has been transformative, both professionally and personally. My time at eJOY English provided me with practical insights into gamified content selling educational products, which I plan to implement at Kolmi.

This experience also reinforced my belief in my potential as a person, a woman, a scholarship awardee, and a global citizen.

Startup life is dynamic, challenging, and profoundly rewarding. This program has taught me a lot, to embrace imperfection, adapt to change, and find joy in the journey.

Armed with newfound skills, cultural insights, and a deeper sense of purpose, I am eager to take Kolmi to new heights.