Pawjourr
Internship goal
Students cover various aspects of building a company from scratch, including generating business ideas, developing business models, design, marketing, and fundraising.
Company one liner
“The full-stack pet marketing company: agency, paid media, and a 30,000-creator network, 200+ clients across 6 countrie”
About the company
🇸🇬 Pawjourr
Website →Pawjourr is how the world's biggest pet brands run their marketing. We handle campaigns end-to-end (creative, creator deals, paid media, content production) across 6 countries (US, UK, Singapore, Malaysia, Hong Kong, and growing). 200+ brands work with us, from global household names to DTC challengers. Powering it all: a network of 30,000+ pet creators and 100,000+ pieces of content produced and counting.
CEO & mentors
Jane Peh, Co-Founder & CEO
- 10 years at a top global ad agency, running campaigns for Qantas, Tiffany & Co., Toyota, and Subway.
- Consulted on brand strategy for adidas, PayPal, and TATA Communication
- Founder of Pawjourr, grew from 0 to 7 digit revenue in 3 years. Offices in Singapore, Malaysia and New York.
- Featured on BBC World, SCMP, CNA, The Peak Magazine etc.
Tay Sijun, Co-founder & CFO
- 10 years experience in finance & accounting. Led full financial compliance, tax & corporate structuring in USA (IRS) & SG (IRAS).
- Co-founder of Pawjourr, grew from 0 to 7 digit revenue in 3 years. Offices in Singapore, Malaysia and New York.
- Ex-CFO of US$50M valuation Startup.
- Designated Pet Valuation Expert by State of California(Childs Vs Polansky professional Negligence case)
Program curriculum
Session 1-1
Spotting Ideas Worth Chasing • How to spot a real problem vs. a fake one • "Big market, small wedge" why the best ideas look small at first • Why "I have an idea!" is the worst place to start
Session 1-2
How Businesses Actually Make Money • Value proposition: who, what, why now (the real version, not the canvas) • The 6 most common business models (subscription, marketplace, freemium, ads, transaction, services) • Unit economics 101: CAC, LTV, contribution margin
Session 2-1
The Money Map: How Startups Actually Raise Capital • The funding stack: bootstrap → angels → seed → A → B → growth → exit • What investors look for at each stage (and how it changes) • Dilution math — the part nobody teaches and every founder regrets • Bootstrapping vs. raising — why raising isn't always the right answer
Session 2-2
The 10-Slide Pitch Deck for fundraising • The 10-slide structure that actually works: Problem, Solution, Why Now, Market, Product, Traction, Business Model, Team, Ask, Vision
Session 3-1
Build the Smallest Thing That Could Work • 5 types of MVPs that aren't products (landing page test, concierge MVP, Wizard of Oz, manual ops, smoke test) • How to learn the most for the least money • When to build, when to fake it
Session 3-2
Designing Things People Actually Use • Visual hierarchy, friction, and the "one thing per screen" rule • The 5-second test • Designing for mobile-first in a world where 80% of users are on phones
Session 4-1
When Things Start Working: Scaling People & Process • When to hire, Who to hire first (and the classic mistakes) • How to fire well
Session 4-2
The Pitch • Final Presentations and Reflection