The Family Enterprise Case Competition – Asia Pacific (FECC-AP) is an annual event hosted by the Sasin School of Management in Bangkok. It provides graduate students a platform to demonstrate their business insights, teamwork, and presentation skills in front of judges by addressing real-world issues faced by family firms today. For me, this competition has been much more than an event. Over the past two years, I have had the privilege of experiencing FECC-AP from two very different perspectives: first as a competitor in 2024, and then as a mentor and observer in 2025. This journey has not only enriched my MBA experience at NYCU GMBA but also deepened my understanding of leadership, supporting others, and personal growth through challenges.
2024：Standing on Stage as a Competitor
When my juniors, Chiao and Sagar, first invited me to join their team to represent NYCU GMBA at the FECC-AP competition, I must admit that I was hesitant. I had never participated in a case competition before, and I was busy working on my thesis. Part of me wondered:
Could I really manage both? Would I be able to contribute enough?
But another part of me recognized that this could be a once-in-a-lifetime opportunity – possibly my final chance as a student to step outside my comfort zone and take on a challenge that would push me to grow. That thought was enough to make me say yes.
Preparation and Training
Unlike regular business cases, family enterprise cases require a deep understanding of succession planning, generational values, governance, and the delicate balance between family and business priorities. We understood that we couldn’t just rehearse our presentation slides. Instead, we had to approach the situation like real consultants to family enterprises, offering thoughtful and actionable recommendations to address the challenges they face.
Our preparation began with building a foundation. As a team, we did our best to gather as many resources as possible – including more than 100 SAGE business cases and reference materials related to family enterprises. Despite her simultaneous commitment as an advisor for team Ne.Sense representing NYCU Global MBA for participating in the Bangkok Business Challenge (BBC), Professor Jin-Su Kang generously devoted her time to provide us with an intensive training on the concepts and framework for strategic management. Her support gave us both direction and confidence.
Time was never on our side. With thesis deadlines, final exams, and internships, our schedules were overflowing. Still, we made an effort to carve out time for practice — sometimes in the morning and often late at night. We reviewed family business cases and frameworks, shared examples of family businesses from our home countries, and encouraged each other to refine our ideas until our voices harmonized as one.
The Competition Experience
When the pre-arrival case on Scanteak was released, we quickly got to work. Each of us read the case individually, shared our initial thoughts, divided tasks, and then met in the GMBA lab for brainstorming. We spent hours not only creating slides but also rehearsing and refining our scripts. For me, presenting in front of an unfamiliar audience has always been a challenge, but this was the perfect opportunity to overcome that fear.
Delivering our first presentation and observing other teams was a truly eye-opening experience. As we watched the presentations from the other participating teams, we noticed significant differences in their approaches. While we applied some strategic frameworks that were unfamiliar to others, many teams focused more on family business–specific frameworks. Feedback from the judges was mixed; some praised our thoughtful analysis, while others encouraged us to focus more on providing actionable recommendations. These comments were important for us to fine-tune our presentation approach for the next rounds.
The real test came with the five-hour time-controlled cases on Scantek, Kheng Keng Auto, and Teco. Each morning, we received a new case and were immediately confined to a preparation room with no external access. Although we were allowed to bring printed reference materials and discussed the strategy for time allocation to prepare the time-controlled cases, the time constraints were so tight that we barely had a chance to review all of them. Every minute counted as we analyzed cases, discussed ideas, built slides, and rehearsed our presentations — sometimes even skipping lunch. I had underestimated how demanding time management would be in this competition format, and during some rounds, we had to present with little to no rehearsal of our scripts.
Despite the exhaustion, those four days built our resilience. We learned to trust each other under pressure, clearly divide tasks, and provide support when stress levels peaked. With Professor Kang’s encouragement after every presentation, we adjusted, improved, and grew stronger.
By the final day, fatigue was heavy, but so was our determination. We no longer needed long discussions to align — we had learned to think and move as one. And when we delivered our last presentation, we knew, regardless of the outcome, that we had grown into a team that could stand firm under pressure.
The Award Receiving Moment
When the results were finally announced, we could hardly believe it — we had secured 3rd place.
Standing on stage in front of the judge panel and competitors from across the Asia Pacific and receiving the awards, I felt a mix of pride and gratitude. Pride in what we had accomplished, gratitude for my teammates’ dedication, Professor Kang’s unwavering support, and the chance to represent NYCU on an international stage.
But what touched me most was a message from Sagar to our team after the competition:
“Guys, I want to thank you from the bottom of my heart. You made my dream possible — to compete in another country. It was one of the most important goals in my life, and it could not have been realized without your 200 percent support. I learned a lot, and also discovered weaknesses I need to work on. But as a team, we stood strong and firm, fully motivated every day and never gave up. I am the luckiest one to have had the chance to work with both of you. Thank you again, guys.”
That message reminded me why I had said yes in the first place. Despite my initial hesitation, FECC-AP 2024 became one of the most transformative experiences of my MBA journey. More than the trophy, I carried home the realization that preparation, adaptability, and mutual trust are the true foundations of success.
Beyond the Competition
FECC-AP was not only about analyzing cases and presenting solutions — it was also about connection, culture, and community. Sasin went above and beyond to make sure participants experienced the vibrant city of Bangkok together.
The week began with a warm welcome dinner at Sasin Hall, where we met teams from different countries and cultural backgrounds. Laughter and introductions quickly replaced the nerves, and what started as competitors soon felt like a gathering of peers. Midway through the competition, we enjoyed a memorable dinner cruise along the Chao Phraya River at Asiatique, witnessing Bangkok’s skyline light up while sharing stories and happiness over dinner. On the final evening, the farewell buffet at the Vantage Point in the Queen Sirikit National Convention Center provided not just delicious food, but an opportunity to celebrate our shared journey — capturing moments through photos, enjoying lively performances, and reflecting on our experiences together.
2025: Returning as a Mentor and Observer
One year later, I found myself back at FECC-AP — but this time, in a very different role. No longer a competitor, I returned in 2025 as an observer and mentor to the NYCU GMBA team of Abby, Amber, Aileen, and Bethany.
It began when Abby reached out to ask about preparation before submitting the application. Soon after, the team invited me, Chiao, and Sagar to share our 2024 experiences. For them, it was the start of an intense preparation journey. For me, it was the start of deciding whether I could be there with them.
At the time, I was working full-time, and it had been months since I last travelled abroad. Sasin allowed the public to participate in the competition as an observer, but the registration fee was US$300 which was not inexpensive, and I wondered whether I should spend the time and money to attend. Yet I knew, deep down, that nothing could replace being physically present to support the team. So one evening, I surprised them with a message.
“This might come as a little surprise to you all, and I’ve decided to fly to Thailand and be there in person as an observer for this year’s competition. It has been a while since I last entered this competition, and I kind of miss the energy and atmosphere of the event, this time from the sidelines. At the same time, taking a belief rest from my work, so good luck Abby, Alieen, Amber, and Bethany.”
This decision marked the beginning of my second FECC-AP journey — not to stand on stage, but to stand behind the team.
Preparation from the Other Side
With less than a month remaining, the team was having an intense boot camp under the guidance of Professor Edwin Tang, a former Director of the NYCU Global MBA. On weekends, they went to the NYCU Beimen Campus to attend lessons on case studies with Professor Tang. On other days, they gathered in the campus library to review all the reading materials and endeavoured to understand and memorise as many frameworks as possible. As a former competitor, I could sense the pressure they were under.
Having been in their shoes, I wanted to support them – but not overshadow their journey. I shared all the materials I thought might be useful to them, offered insights from my own competition experience, and offered words of encouragement. Yet more often than not, I chose to step back. From my own time as a competitor, I knew that the most valuable learning comes not from simply being given the answers, but from grappling with challenges together, discovering solutions as a team, and growing alongside one another.
When an Unexpected Typhoon Tried to Stop Us: A Lesson in Resilience
Just as we believed our preparations were over and we were ready to compete, an unexpected typhoon threw us a major curveball. Aileen had already flown back to Thailand, and Professor Tang was scheduled on the morning flight the day before the competition. Abby, Amber, Bethany, and I were set for the afternoon flight.
Even though a typhoon was hitting the southern part of Taiwan, we expected our flight would be fine. However, while waiting to onboard, we received the shocking news that our flight was cancelled due to the typhoon. None of us had anticipated this — it was my first experience with a flight cancellation — and suddenly, countless hours of preparation were at risk of never reaching the stage. Uncertainty set in. Would we even make it in time? Would all that preparation be for nothing?
With time slipping away, we quickly rebooked an early morning flight for the next day and found a nearby hotel to spend the night. The worst-case scenarios ran through our minds: if we couldn’t reach Thailand in time, Aileen might have to present alone in person, or we would have to present online for the pre-arrival case.
The next day, after landing in Bangkok, Abby, Amber, and Bethany rushed straight to Sasin presentation room, while I went to my hotel to drop off my luggage before heading to the venue. They arrived on time, but there was no chance for a final rehearsal — just a deep breath before stepping on stage. Despite the whirlwind, they delivered their presentation with clarity and confidence, showing the kind of resilience and composure that no classroom can truly teach.
After the presentation, we received feedback from Professor Tang. He was direct in his comments, stating that they presented well but did not appear to be real consultants. And honestly, I agreed with him, and it was not easy for me to follow all the content. However, I also recognized that, given the circumstances, their presentation performance was already good enough.
When I met Professor Tang in person in Bangkok, my first impression was that he was very direct, disciplined, and focused on results — but underneath that, I sensed his deep commitment to the team. He was surprised (and pleasantly so) that I had taken annual leave just to accompany the team. I could tell he appreciated it, even if he didn’t say it directly.
Right after the presentation, we held a debrief in the preparation room. We walked through the key takeaways, dissected the judges' feedback, and discussed adjustments for the next day’s time-controlled case.
And the next day? They came back stronger. Their delivery was calmer, more deliberate, and more confident. They had taken the feedback to heart, and it showed.
Although the team did not eventually advance to the final round, the experience they gained was invaluable. They proved to themselves — and to me — that resilience and adaptability are just as critical as analytical rigour. Watching them transform a moment of adversity into a demonstration of courage reminded me why these competitions matter far beyond rankings.
The Perspective of Being an Observer for the Competition
Being an observer was a completely new and meaningful experience — one that allowed me to engage with the competition from a broader angle than I ever could as a competitor.
I had the chance of sitting through multiple presentations — not just those of our team. It was fascinating to watch how different teams approached the same case in their own way — some were bold and creative, others meticulous and structured. I paid close attention to how they told their stories, the kinds of recommendations they offered, how they connected with the judges, and even how they handled tough Q&A moments when the pressure was highest. It reminded me that there’s never just one “right” answer. What matters is how you justify your thinking, build a convincing narrative, and carry your audience along with you.
The closing ceremony was also a very different experience from the year before. As a competitor, standing on stage felt like the peak of a long journey. But as an observer, I had the space to take in the bigger picture. I watched teams cheer and celebrate, while others sat quietly reflecting on what they had learned.
Looking around the Sasin hall, seeing the banners, the cameras flashing, and the teams hugging each other, I realized something important: being an observer doesn’t mean being on the sidelines. It means being part of a larger community — one that celebrates not just results, but the stories, connections, and transformations that happen along the way.
Broader Reflections
Looking back on my two years at FECC-AP, I can see how much this competition shaped not only my MBA journey, but also my perspective as a future leader.
The mission of Sasin FECC-AP is clear:
Sasin FECC-AP empowers next-gen leaders with an entrepreneurial mindset to develop resilient solutions for family enterprises, fostering generational success and a thriving Asia Pacific family business ecosystem.
Having first stepped onto the stage as a competitor in 2024, and later returning as a mentor in 2025, I experienced firsthand how this mission comes to life.
In 2024, as a competitor, I learned what it meant to step outside my comfort zone — to trust my teammates, confront my fears, and grow under pressure. I was challenged to think beyond frameworks and figures — to design solutions that respected both family values and business continuity. The sense of accomplishment came from standing on the podium. In 2025, as a mentor, I had the privilege of mentoring the next team, witnessing their courage in the face of unexpected challenges, and seeing them write their own story. The sense of pride came from standing behind the team and watching them grow. Both were equally fulfilling, in very different ways.
At the same time, the competition also embodied Sasin’s broader mission to
inspire, connect, transform for a better, smarter sustainable world
- It inspired us to push beyond our limits and embrace challenges we had never faced before.
- It allowed us to connect — not only as teammates, but also with peers, judges, and family enterprises from different countries and cultural backgrounds.
- And most importantly, it transformed us — shaping the way we think, collaborate, and lead long after the competition was over.
For me, FECC-AP is far more than a competition. It is a living platform that empowers next-generation leaders to support family enterprises in achieving smarter, more sustainable success.
Caption note: Special thanks to Sasin School of Management for providing most of the photos that captured these unforgettable moments.
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