eTrade for Women Masterclass

Scaling-Up Women-Led Digital Businesses

An Opportunity for South-East Asia & the Pacific

24-27 July, 2023

South-East Asia

Kuala Lumpur

Digital transformation offers tremendous growth opportunities for businesses across South-East Asia and the Pacific. Yet, women entrepreneurs still face obstacles to grow their digital businesses. The eTrade for Women initiative, championed by the United Nations Conference on Trade and Development (UNCTAD), hosted its first in-person Masterclass for women digital entrepreneurs from South-East Asia & the Pacific on 24-27 July 2023, in Kuala Lumpur, Malaysia. The Masterclass gathered 25 participants to help them get the tools and mindset to thrive as leaders in the digital economy. The event was organized in partnership with the Economic Research Institue for ASEAN and East Asia (ERIA), and Lennise Ng, co-founder and CEO of Dropee, and eTrade for Women Advocate.

Who can apply to the Masterclass?

In order to apply to the Masterclass, you need to meet the following requirements:

Do you meet all these criteria? Join us and take a dive into the digital transformation!

What’s in there for you?

All sessions will be delivered by renowned business leaders and experts in their fields.

The Masterclass will combine :


Kuala Lumpur Time
  • Mon, July 24

    08:30-09:00 Welcome and registration

    09:00-09:30 Official Opening of the eTrade for Women Masterclass

    • Opening remarks by Ms. Shamika Sirimanne, Director, Division on Technology and Logistics, UNCTAD (Video message)  
    • Opening remarks by H.E. Mr. Jacques Werner, Ambassador of the Kingdom of the Netherlands in Malaysia 
    • Opening remarks by Ms. Giulia Ajmone Marsan, Director, Strategy and Partnership, ERIA (Video message) 


    • Opening address by H.E. the Honourable Dato’ Sri Hajah Nancy Shukri, Minister of Women, Family and Community Development of Malaysia 

    09:00-10:00 Introduction to the eTrade for Women Masterclass

    • With Lennise Ng, Founder of Dropee, eT4Women Advocate for South-East Asia  
    • With Viridiana Garcia-Quiles & Sonia Nnadozie, eT4Women team, UNCTAD 

    10:00-10:30 Connecting the dots: Ice-breaker – let’s get to know each other!

    10:30-11:00 Coffee break

    11:00-12:30 LEARNING SESSION 1: Settings Goals and Milestones 

    • With Lalitha Wemel & Farah Fauzi, Co-Founders, Opt-In Studio 

    12:30-14:00 Lunch Break

    14:00-14:45  LEARNING SESSION 2.1: Storytelling and Pitching

    • With Lalitha Wemel, Co-Founder, Opt-In Studio

    14:45-15:00 Coffee break

    15:00-15:45  LEARNING SESSION 2.2: Storytelling and Pitching

    • With Lalitha Wemel & Farah Fauzi, Co-Founders, Opt-In Studio

    15:45-16:30. LEARNING SESSION 3: How to avoid premature scaling 

    • with Penny Choo, BloomThis
      Jessica Li, Pop Meals
    • Moderated by Lennise Ng, Dropee 

    16:30-17:00 Parking Lots & Reflection

    ** End of Day 1**

  • Tue, July 25

    09:00-09:05 Welcome and Introduction to day 2

    09:05-10:30 LEARNING SESSION 4: Growth Session – Product Market Fit and User Stickiness 

    • With Gijs Herpers, Bopinc 

    10:30-11:00 Coffee break

    11:00-12:30 LEARNING SESSION 5: Branding & Marketing – Growth Hacking 

    • With Xin-Ci Chin, CMO, StoreHub

    12:30-14:00 Lunch Break

    14:00-15:30 LEARNING SESSION 6: Fundraising: When, How, Who, How much? 

    • With Adlin Yusman, Managing Director, Endeavor Malaysia

    15:30-16:00 Coffee break

    16:00-17:00 POLICY DIALOGUE:

    • With Ms. June Suhaila Saran, Deputy Undersecretary,
      Policy and International Affairs Division, Ministry of Entrepreneur and Cooperatives Development (MECD)

    17:00-17:15 Parking Lots & Reflection

    17:15-18:30 Break + Video Corner


    18:30-20:00 Cocktail reception 

    • Venue: Sofitel Hotel 

    **End of Day 2**

  • Wed, July 26

    09:00-12:00 SITE VISIT – Discovering a successful start-up: GRAB 

    12:45-14:00 Lunch Break

    14:00-15:00 LEARNING SESSION 7.1: Mentor-led Pitch Practice 

    15:00-15:30 Coffee Break

    15:30-16:30 LEARNING SESSION 7.2: Mentor-led Pitch Practice

    16:30-16:45 Parking Lot and Reflection

    16:45-17:30 Video Corner

    End of Day 3


  • Thu, July 27

    09:00 – 09:15 Welcome and introduction to day 4

    09:15-10:45 LEARNING SESSION 8: Intellectual property rights for digital SMEs 

    • In partnership with the World Intellectual Property Organization (WIPO) Academy
    • With Ms. Rohazar Wati, Associate Professor of Law, MARA University of Technology, and Chairman, Copyright Tribunal, Malaysia  

    10:45-11:00 Coffee break

    11:00-11:45 LEARNING SESSION 9: Fueling Growth: The Metrics That Matter 

    • with Shaheen Anwar, Investment Analyst, Vynn Capital


    • “Office Hours” with Lennise Ng, eTrade for Women Advocate

    12:30-13:30 Lunch break

    13:30-15:00 The eTrade for Women Community

    • Introducing the eTrade for Women Community 
    • Meeting your Community Leaders 
    • Group activity 

    15:00-15:30 Feedback session: 

    • Reflecting on your key take-aways & actions to take  
    • Quick evaluation survey 
    • Next steps 

    15:30-16:00 Closing Ceremony

    • Remarks by Lennise Ng, eTrade for Women Advocate  
    • Remarks by the eTrade for Women team 
    • Hand-out of Masterclass completion certificates 
    • Group picture 

    16:00 End of the Masterclass

    16:00-17:00 Video Corner

Kuala Lumpur Time

In collaboration with our eTrade for Women Advocate

Lennise Ng

Co-founder and CEO of 

Our partners for this Masterclass