Tag Archives: Max Atria

Echelon 2014

This is my second time to echelon, a Asian tech startup event. But this time round, I brought my wife and Livia along. It was also Livia’s first time on the plane. I must say the trip with Livia to Singapore wasn’t as bad as I would imagine. She did cry once and pooped twice but it was something we could manage.

We stayed in Goodwood Park Hotel – a 5 star hotel. We got it at a discounted rate. In the old days, I would stay in some dingy, inconvenient or far away hotel to save cost. But with Livia around, we made sure we stay at a good hotel. Goodwood Park was excellent. Room was big and service was good. It was about RM600 night. We opted out from breakfast which cost SGD30. I had breakfast at Far East Plaza, which is just next door, for SGD4.

The event was held at Max Atria, Expo Drive. It quite far away for Singaporean standard. It’s an hour by train if I come from Orchard. Taxi ride was about 20 minutes.

This year’s echelon is much more interesting. They spoke about mergers and acquisitions (M&A) in the startup world and advertising in tech businesses. The key thing I picked up from the M&A talk is that one should get to know people early. Many big boys get to know the startups early and see them grow. When the startup is seen to have potential, the big boys can quickly and easily engage the startup for acquisition purposes.

The speaker for the advertising in tech business aptly set out tech business models:- ecommerce, search (eg Google), social media (Facebook,  Twitter), eservices (eg Spotify), content publisher (eg CNN), content aggregator and gaming. All these models can be monetised with advertisements.

Although I am not in the tech business, I find it very useful to attend such event. I have many tech related clients and it is very useful for me to understand their business especially their tech jargon and business models. I also get to educate clients on the latest updates and even educating clients who want to venture into the tech industry.


Startup booths

This year I do not have the company of Melissa (who is no longer in Perkpool) but Chong Yee, my patent attorney friend from Singapore. Together we went around the booths to hear startups pitch their business. This year they have startups from Kazakhstan. I find these startups most interesting:-

Phonebooth – app that allows you to make free phone call to local businesses. Phonebooth will gather business phone numbers and list them on their App. Business owners may claim the number and place information and advertisements there. For example, a restaurant may place their menu.

Honey Alarm – funny pitch from the founder. You can customise the alarm clock App to wake you up using recordings of their “sweet young thing” (SYT). The new version will allow users to purchase the newly listed SYTs. There may also be a new version to put your own recording such as your children or girlfriend.

Worldjumper – a self learning translator. They will install a database which will learn your company’s patterns and behavior in translation.

Ipselex – a software that simplifies patent searches for startups and businesses. Key in a product description and it will plow through patent specifications to see whether there are any similar products. Invented by a patent attorney, the software has semantic functions ie to have variation of term for each search term.

Piroq – this is the first company I see commercialises Raspberry Pi. It is installed in a vehicle to track, for example, road conditions, location of vehicles.

Typeform – A website which allows you to beautify your surveys, registration forms and other forms. Basicallly, a beautified version of SurveyMonkey.

The French Celler – Users can get specially selected French wine by one of France’s best sommelier. Buy wine online

At the end of the first day, all 10 most promising startups from a few countries from the Asia region pitched to win the most promising startup. I find these startups most interesting:-

Candy – complete “missions” (micro-tasks) like downloading App to get free mobile calls or airtime.

Publishizer – a pre-order ebook website. Author can post their ebook to get backers

Hoverr – in-image advertisements – images are highly engaging to visitors. Most visitors ignore anything that looks like an advertiser – advertisement on top of images.

Ambiclimate – device and App to regulate air condition temperature. Currently supports 7 brands of aircon.

Viscovery – B2B visual based search – can be used to snap product and search it using Viscovery to purchase product – enable user to search their product quickly

TaamKru – app for children to learn. Parents can compare results with other children based on, age, geography etc. In app purchase for more content. Winner of the echelon most promising startup.

iChef – Taipei – highly customisable POS App for restaurants – you can vary and customise each items on the menu eg more noodles, less spicy or more soup.


There was a session on the Malaysian startup scene moderated by Gabey Goh of Digital News Asia. Here Cheryl’s screensaver took over the screen. When the floor was open for questions, someone asked about corruption in Malaysia.

I managed to catch up with some of two of my university mates namely Chuo Ming and Mitciao. The former has just joined another law firm whereas the latter is expecting a baby soon!

Good to see friends progressing in life.