Starting a F&B establishment? Learn from successful others and avoid the pitfalls
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​Dreaming of opening a café or restaurant?
​What if you could learn from others who have been there and done that? So you could plan and start fulfilling your dream and avoid the pitfalls?
​Before you pour your life savings into your dream café or concept restaurant, join our powerful 2.5-hour expert sharing designed to help aspiring café and restaurant owners turn their dream into a sustainable reality.
​Whether you're starting from scratch, exploring acquisition, or eyeing a franchise, this series of panels and exclusive networking segment will help you pressure-test your idea and avoid costly mistakes.
​💡 What You’ll Experience:
​✅ 3 Expert Panels (1.30pm to 4pm)
Hear raw, practical insights from seasoned F&B founders and operators—on what worked, what didn’t, and what they wish they knew when starting out.
​✅ Santino Coffee Warehouse Tour (4pm onwards)
Go behind the scenes of one of Singapore's premier providers of coffee-related products and services with a tour of the warehouse and where you will be able to learn about their operations, for an immersive, educational experience.
​✅ Curated exclusive Networking
Connect with F&B entrepreneurs, investors, and mentors who can support your next move.
​Agenda
​1:30 PM – 1:55 PM | Welcome & Introductions
​* What you’ll get out of today
​* About Asia Startup Network (ASN)
​* Introduction to Ee Chien Chua (ex-owner of Jekyll & Hyde)
​ ▸ Ee Chien's sharing: Route to success: Setting up vs Acquiring an Existing Brand
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​2:00 PM – 2:30 PM | Panel: Passion vs. Reality
​Speakers: Elise Tan & Fu Yong Hong (CEO & Co-founder, Greendot)
​Starting from scratch: their journey from canteen stall to 15 outlets islandwide
​What the founders wish they knew before they started
​What worked — and what nearly broke them
​Live Q\&A (10 mins)
​2:40 PM – 3:10 PM | Panel: Routes to Market – Picking Your Model
​Panel Speakers: Ee Chien Chua, Kian Peng Ang (Founder, The Social Kitchen), moderated by Elise Tan
​How to pick the right strategy - Cloud kitchens/ Pop-ups & festivals/ Delivery-first vs. dine-in
​Basics of figuring out licensing, investors, and partnerships
​Common beginner mistakes
​How to make space for Inclusivity and impact
​Live Q\&A (10 mins)
​3:20 PM – 4:00 PM | Panel: Numbers That Make or Break You
​Panel Speakers: Bobby Yeoh (Founder, Excelerate) and Harvey Yew, Santino Coffee, moderated by Ee Chien Chua
​What are the Silent killers
​Acquiring a business - what to consider
​Live Q\&A (10 mins)
​Why Join?
​✅ Reality Check:
We’ll give you a clear, honest look at what it takes to start and sustain an F&B venture — from hidden costs to operational pitfalls.
​✅ F&B-Focused Insights:
Hear from successful food entrepreneurs and industry insiders who’ve been in your shoes — and survived.
​✅ Peer & Mentor Network:
Join a powerful community of 1,000+ founders, mentors, and investors across Southeast Asia to support your growth.
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​Who It’s For:
​Aspiring F&B founders who want to validate their idea before quitting their job
​Buyer of existing F&B businesses
​Career switchers curious about entering the food business smartly
​Side hustlers or creators who want to build a café, bakery, or restaurant brand
​📍Location: Santino Coffee, 911 Bukit Timah Rd, Singapore 589622
đź’°Fee: $199
​(includes 3 panels, Q&A, Santino Coffee warehouse tour and exclusive networking with other entrepreneurs who are cafe/ restaurant/bakery owners)
​The F&B dream is beautiful — but it's not for the faint-hearted.
Come prepared, build strong, and give your idea the best chance of success.
​🎟️ Register now!
​If you are in a career transition, this launchpad for getting started on your dream F&B business idea.
​Learning Outcomes
​1. Understand the real-world challenges of starting, acquiring, or franchising an F&B business—including hidden costs, common pitfalls, and the emotional toll.
​2. Learn financial fundamentals—from rental and renovation to COGS, staffing, and licensing—that determine your profit or loss.
​3. Gain practical insights from seasoned F&B operators through case studies and a fireside chat on what works and what doesn’t.
​4. Build a readiness checklist to assess if you're prepared to take the leap—and where to go for tools, support, and next steps.
​We thank Santino Coffee for sponsoring their space.
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​Our Speakers
​Ee Chien Chua
​Former Owner, Jekyll & Hyde | Revenue & GTM Leader at TOKEN2049 & SuperAI
​Ee Chien Chua is a seasoned entrepreneur and business leader with a diverse background spanning finance, technology, and the food & beverage (F&B) industry. He is best known for owning and operating Jekyll & Hyde, one of Singapore's pioneering cocktail bars, which he managed alongside a full-time career in tech and finance.
​Ee Chien's professional journey includes roles at prominent organizations such as Goldman Sachs, Uber, Grab, and Endowus. At Uber Singapore, he led the Vehicle Solutions team, focusing on driver acquisition and retention strategies. His tenure at Grab involved launching financial products within the Grab Financial Group, showcasing his ability to bridge traditional finance with innovative tech solutions.
​In 2018, driven by a passion for F&B, Ee Chien acquired Jekyll & Hyde, transforming it into a renowned establishment in Singapore's bar scene. Under his leadership, the bar not only offered bespoke cocktails but also expanded its offerings to include brunch and Mod-Sin cuisine. Despite the challenges posed by the COVID-19 pandemic, including temporary closures and operational hurdles, he demonstrated resilience by adapting the business model, such as introducing bottled cocktails for delivery and hosting online cocktail classes.
​Ee Chien's experience underscores the complexities of the F&B industry, from managing rising operational costs to navigating shifting consumer behaviors. His insights into the importance of financial acumen, adaptability, and strategic planning make him a valuable resource for aspiring cafe and restaurant owners.
​Read more about his interview on Vulcan post: https://vulcanpost.com/744210/jekyll-and-hyde-bar-business-singapore/
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​Fu Yong Hong
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Co-founder & CEO, Greendot and Lotus Vegetarian
​Fu Yong Hong is the co-founder and CEO behind Greendot and Lotus Vegetarian, two of Singapore’s leading plant-based F&B brands with a combined footprint of 15 outlets across the island.
​His entrepreneurial journey began in 2011, during his second year at the National University of Singapore. Alongside his friend and co-founder Justin, Yong Hong started Greendot as a humble stall in Temasek Polytechnic’s Design School canteen. Juggling full-time studies while running the business, they immersed themselves in learning the fundamentals of food preparation, operations, and customer service—building their venture from the ground up.
​By 2014, Greendot opened its first mall outlet in Bedok Mall, marking its entry into the mainstream dining scene. The next few years saw rapid expansion, with 11 outlets launched in just four years. Amidst the challenges of growth, Yong Hong remained anchored to his mission: to make healthy, accessible, and sustainable plant-based food a part of everyday life. His guiding philosophy—“to assist all beings by refraining from consuming other beings”—continues to shape Greendot’s purpose-driven culture.
​Now 36, Yong Hong envisions building a benevolent and selfless organisation that promotes well-being for both customers and employees. Through plant-based cuisine, he champions self-care, mindfulness, and compassion—values that are embedded in every aspect of the business.
​Read more about his recent interview on the Straits Times: https://www.straitstimes.com/life/food/tastemakers-former-meat-lover-turns-school-canteen-stall-into-21-million-vegetarian-chain
​Ang  Kian  Peng
​Kian Peng is a Singaporean social entrepreneur dedicated to empowering vulnerable communities through sustainable food initiatives. In 2020, he co-founded The Social Kitchen (now rebranded as the Humanities Department), a social enterprise that partners with community organisations to operate kitchens and cafes, providing employment and training opportunities for disadvantaged groups — including people with disabilities, ex‑offenders, and caregiving family members ongkianpeng.art+8theafternaut.com+8facebook.com+8.
​Previously, as the head of CSR at Soup Restaurant Group, Kian Peng launched Samsui Kitchen in 2013. Its mission: deliver nutritious meals to nursing homes, prepared by underprivileged workers. Today, Samsui Kitchen operates a central kitchen in Changi Prison Complex and serves over 1.5 million meals annually, engaging both inmates and individuals with disabilities channelnewsasia.com+1cis.smu.edu.sg+1.
​His work has earned national recognition — including being named one of CNA’s "Champions for Change" and winning the President’s Volunteerism & Philanthropy Award with Samsui Kitchen.
​Bobby Yeoh
​Founder, Excelerate SG | Full Stack Creative Director
​Bobby Yeoh is a Full Stack Creative Director known for translating idealistic and conceptual visions into compelling brand experiences across multiple industries.
​He is also the founder of Excelerate SG, the fastest-growing F&B community in Singapore, having united over 300 F&B owners within just nine months.
​With experience managing portfolios exceeding seven figures across Asia, Bobby specializes in business transformation. He takes a hands-on approach—identifying revenue weaknesses, engaging in strategic management discussions, and crafting actionable roadmaps that drive results. From consumer services to retail, Bobby is passionate about helping businesses evolve and thrive.
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​Harvey Yew
​Head of Sales & Marketing, Santino Coffee Specialists
​Harvey Yew is the Head of Sales & Marketing at Santino Coffee Specialists, one of Singapore’s largest and most established coffee roasters and equipment suppliers. In his current role, Harvey oversees both commercial strategy and brand development across Santino’s diverse portfolio—ranging from traditional Nanyang kopi to specialty coffee and professional equipment.
​He has been instrumental in expanding Santino’s footprint across the hospitality, foodservice, and corporate sectors, driving growth through strategic partnerships, innovative product positioning, and a customer-first sales approach. Harvey brings a fresh and practical perspective to building scalable F&B businesses, with a strong focus on operational efficiency, branding, and market relevance.
​With a deep understanding of Singapore’s evolving F&B landscape, Harvey is passionate about supporting entrepreneurs and startups in creating strong, sustainable food and beverage concepts.
​More speakers who have successful experience in building f&b companies to be announced.
​You will also meet
​Joe Low
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​Joe Low
Investor | Entrepreneur | Startup Mentor | Founding Partner at REAL Capital
​Joe Low is a seasoned investment strategist and entrepreneurial mentor with a growing focus on Entrepreneurship Through Acquisition (ETA). With a strong track record in supporting early-stage and growth businesses, Joe brings deep expertise in evaluating ventures, structuring deals, and guiding founders through the complexities of business ownership — whether through building or acquiring.
​As the Founding Partner at REAL Capital and Director at Affinity Financial Services (AFS), Joe has advised, invested in, and operated multiple startups across Southeast Asia. His experience spans various industries, including real estate, financial services, and technology. Joe's work in ETA reflects his belief that acquiring existing businesses can be a powerful and under-explored pathway for aspiring entrepreneurs.
​Joe is also a sought-after mentor and speaker, known for his practical insights, collaborative approach, and unwavering support for innovation. He has served as a judge for SLINGSHOT 2023, Asia’s premier deep tech startup competition, and regularly shares his expertise at entrepreneurship bootcamps and startup events. His commitment to fostering a collaborative environment encourages creativity and growth, empowering startups to thrive in competitive markets.
​At the PreFounder Catalyst Bootcamp, Joe shares actionable strategies to help participants confidently explore acquisition opportunities and make the leap into entrepreneurship.
​Adrian Thoo
​Business Strategy Director at Blazing Conversions | Senior Advisor at Beltap Capital | Author of Amazon #1 Bestseller "The Smart Business Startup Founder's Guidebook"
​Adrian Thoo is a seasoned strategist and visionary leader with a proven track record in guiding startups to success. As the Business Strategy Director at Blazing Conversions and Senior Advisor at Beltap Capital, Adrian brings a wealth of experience across diverse industries, including luxury fashion, education, media, finance, consulting, and technology .
​Author of the Amazon #1 "Smart Business Startup Founder's Guidebook," Adrian's expertise lies in crafting effective business strategies, mentoring startups, and fostering entrepreneurial growth . With a deep understanding of the startup ecosystem, he works closely with Venture Capital firms to create accelerator and mentorship programs that empower entrepreneurs to achieve their full potential.
​In his role at Blazing Conversions, Adrian has been instrumental in helping businesses refine their operations, enhance financials, and elevate key metrics to stand out as prime investment opportunities . His approach ensures that businesses are not only ready for immediate funding but are also positioned for long-term success.https://blazingconversions.com
​Adrian's insights into the importance of financial acumen, adaptability, and strategic planning make him a valuable resource for aspiring café and restaurant owners. His experience underscores the complexities of the F&B industry, from managing rising operational costs to navigating shifting consumer behaviors.
​Currently, Adrian continues to leverage his multifaceted expertise to drive business growth and mentor the next generation of entrepreneurs.
​Interested to take it to the next step? Simply sign up on Lu.ma!
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​What happens after this
​We will also help you develop an actionable roadmap so that you will be able to grow your business to raise angel funding before quitting your full time job.
​Beyond the event, you will get to directly plug into a supportive network of more than 1,000 experienced entrepreneurs, investors and mentors throughout Southeast Asia, ready to provide mentorship and guidance to help you navigate the intricacies of startup life as well as invest in your business. Join us at one of the external events monthly (we have events exclusive women too!) to help you network, make like-minded friends and quickly grow as a founder on your startup journey.
​Keen to grow further? Continue to join us for our next bootcamp program. We understand that entrepreneurship demands more than just business savvy—it requires strong leadership and communication skills. That's why our advanced course includes advanced topics and workshops focused on enhancing your leadership abilities and communication prowess.
​If you're ready to embark on this transformative journey or have any questions, don't hesitate to reach out to marketing@asiastartupnetwork.com. Let's unlock your full potential together.
​About Asia Startup Network
​ASN didn’t start as an educational institute or training centre. ASN is a living, thriving startup ecosystem. Their founders have spent more than one decade coaching and supporting entrepreneurs and created one of the largest communities of > 3,000 startup founders, operators, investors and partners in Southeast Asia to collaborate and support each other’s growth. Since 2020, ASN has been organising 100s of startup workshops, events and programs to help entrepreneurs leapfrog their growth and raise funding. Join ASN for the knowledge, but stay because of the network. These are the reasons why taking a course at ASN and quickly plugging into the community would move the needle more than you expect.Â
​ASN is founded by Elise Tan and Andrew Tan. Elise has experience designing programs and personally coaching hundreds of founders at incubators and accelerators for over 10 years. She assisted more than 40 companies in raising more than US$1 million each. Andrew has more than 10 years of leadership experience founding his own social enterprise, building start ups and managing scale ups, as well as running ground up initiatives and communities, Andrew has a proven track record of driving growth and success and this will be transferred directly to this accelerator and its startups.
​ASN began firstly with Mentor For Hope in 2020, an impactful mentoring initiative initially supported by the Temasek Foundation under the OSCAR grant. The initiative facilitated 525 mentoring hours for 300 founders adversely affected by the COVID crisis, connecting them with invaluable insights from 250 investors, partners, and experts. They raised S$42,000 in donations through the initiative.
​In 2021, Elise and Andrew organised Makan For Hope Festival (with zero budget), a series of 30 virtual roundtables featuring VC managing partners and founders from notable startups like PropertyGuru, Shopback, and Carousell. The festival drew participation from 500 attendees, raising S$123,000 in charity donations.
​Remarkable Women in Tech and Business
​Founded by Elise Tan, the active and supportive community provides a safe place for women working or running tech or traditional businesses to ask questions, network and find friends. Sign up here on bit.ly/remarkableW.