Founder Spotlight: Eula See of Asiapixel
Eula See
Founder
Spotlight: Eula See of Asiapixel
From Corporate to Advocate
By
Alea Ladaga
How Being an Entrepreneur
translated to pursuing advocacies in promoting Asian culture and arts
Armed with sharp eyes, we
met Eula for her interview. In an industry dominated largely by men, she
signals a vibrant breath of air, every bit of her personality embodying the
ideal start up founder - driven, passionate, and resilient. While most entrepreneurs
start their story choosing entrepreneurship on the onset, Eula See, founder and
CEO of Asiapixel, finds her story beginning in the most unlikely - yet most
relatable - place. She began her startup path while working under the corporate
structure.
A firm advocate for
artists and promoting the Asian culture, Eula represents the story of a
hardworking, power woman finding fulfillment through entrepreneurship.
Her Origin Story
Upon graduating as a
designer, Eula worked in the advertising industry for six (6) years before
finally making the jump six months ago. At that time, she was climbing the
corporate ladder quite fast. While in the industry, she chose to work under
accounts management to gain full understanding of how to run her own agency in
the future.
After countless client
pitches, she found a recurring demand for content featuring the Asian culture
and its elements. She credits Founder Institute as her stepping stone into the
startup industry. She shares with Techshake, “I was there to explore, and I wasn’t willing to quit my job yet. When
I went to Founder Institute, there was a sudden change in mindset and my time
there opened so many doors for me. If I graduated from FI, and I let myself go
back to advertising, I would lose my momentum. And if I one day happening in
front of my eyes, and it wasn’t me who did it, I would regret it forever.”
Transitioning from Corporate to Startup Founder
Asiapixel is a startup
that provides artists and companies a variety of content that is centered on
the asian culture. While main providers of stock images cater to worldwide and
generally feature the western demographic, Asiapixel focuses on highlighting
diversity by showcasing the different facets of life that the Asian continent
has to offer.
When asked about the
difficulties she faced upon building her entrepreneurial venture, one of her
biggest challenges was adjusting to income differences between the corporate
and startup scene. She shares, “I’m used
to having the 15/30 setup. I have responsibilities, and bills to pay for, and
in a startup, you don’t necessarily have a steady stream of income. For me, it
wasn’t just passion because passion can’t feed you. I [had] lined up several
jobs before I resigned to make myself sustainable.”
Despite her personal challenge
to hustle more, Eula finds herself lucky, and credits part of her success to
her partners that helped make Asiapixel’s vision a reality. In Founder
Institute, she found her first co-founder in Jojy Azurin, seasoned startup
entrepreneur, mentor and investor. It also helped that they built trust among
the team, since joining their roster is her old friend, Bill Ti Yu, as well as the
photographer behind Monster Studio, Mon Marquez, a frequent contributor that
believed in their initiative from the start.
When asked about how her
background in the corporate ladder played a part in starting her path as a
founder, Eula discusses how entrepreneurship became a deliberate choice to
solve a problem she personally encountered while in the agency. Adhering to the
age old advice given to founders everywhere, Eula knew her market well, and
poised herself to solve a problem commonly found in the advertising industry.
After graduating as a designer from the university, she set her career path on
accounts management, knowing full well that she needed to seize the opportunity
and build her capacity as an entrepreneur.
“The choice of becoming an entrepreneur was deliberate, [and]
when I entered the agency, there was a decision I made to pursue accounts
management because I knew that soon after, I will have my own business. The mindset
of owning something was already there, and the accounts management side is the
closest thing I have to being an entrepreneur. The thought of becoming an
entrepreneur was never out of the question. It has always been there.”
Due to her captivating
position as a founder from the corporate setting, Eula shares the difference
between the two paths. “I’m more of a
slave [than the boss of my own company] in a sense that you scavenge all
[resources] and it is tiring, but you really don’t have a choice. You tend to
do it on your own to spend less, since [we’re] bootstrapping. The downside of
corporate is that you have things that you really don’t like doing - that
aren’t fulfilling - and you can’t say no. It’s part of your job and you’re paid
to do it.”
Handling Her Hustle
While in the subject of
fulfillment as an entrepreneur, Eula finds herself building her company
according to her values and belief system. She paints the reality that startup
founders face, “In the startup world, at
least I have the freedom to say no to some things that are against what we
believe in. The hustle may be [similar], but in the corporate world, there are
low seasons when there aren’t much work and you still get paid your salary on
the 15th. If you’re doing your own business, you don’t work for a week means
you don’t get a decent cash flow for the coming weeks.”
Despite juggling five (5)
jobs as of the moment, our heroine finds her motivation in her need to “hustle
more.” Returns come in the currency of fulfillment, and while doing these tasks
keeps her moving, she admits that there is a tradeoff by spreading herself too
thinly. To ensure that Asiapixel continuously moves forward, she makes it a
point to do a photoshoot for the stock content at least once a month. “At that point, I wouldn’t quit easily.”
It helps that their system
as partners are handled smoothly. “We depend on each other. If there is a task
that the other is not able to fulfill, anyone can step in and do it.” While
traction for the venture is not an issue, the team faces an otherwise good
problem - they had to temper with the demand for their services. Since the
company is bootstrapping, the team has learned to manage their operations to
mirror the flow of their finances. Due to the expensive nature of photo shoots,
the team makes sure to produce content based on client requirement, and to
invest in content production for images that clients will buy. “We don’t go all out, unless funds are
readily available. We don’t want to be stuck with images that are not in demand.”
Her Advocacies
While the venture is
founded on a need to solve a common industry problem, Eula expresses how
Asiapixel is much more than that. “Asiapixel
is about speaking the Asian culture. It is not about the platform, but about
the content the photographers provide as well.”
Coming from her experience
as a marketing professional, seeing businesses grow from zero to [wherever they
are now] is a personally rewarding moment. Marketing and advertising plays a
huge part in every successful company, and by providing content that is
relevant, Asiapixel gets to help out in bringing the company’s message across.
On the other side, as an
artist, Eula takes pride in providing an avenue for other artists to thrive.
She recognizes the hardships artists face in monetizing their artwork, and
considers her photographers as fellow hustlers whose work is undervalued.
Through Asiapixel, Eula pushes for her belief in providing better working
conditions for her photographers. “Our
professional photographers earn up to 50% of the total stock photo which is
higher than the usual for Shutterstock or other bigger players. They can start
at 50% and then if they get to sell and submit with frequency, we put them up
to 70%. We had them in mind when we put [Asiapixel] up because it’s their work.
We want to give more to people who actually did the work.”
Moving Forward
When asked about their vision for
Asiapixel down the line, Eula expresses her interest in growing the number of
images to over a million of quality content in bank. As they are currently
bootstrapping, the venture team is open to investment, and exit is also an
option “as soon as we get the [target] number, and a substantial amount of
sales.”
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