PJ
Harvard Business School, Class of 2026
PJ is a Taiwanese JD/MBA student with a cross-border finance and fundraising background shaped by work across US and Asia-Pacific
About the team
Three HBS students who spent hours listening to founders.
This playbook was made at Harvard Business School as part of a student research project, supervised by Professor Eva Azcarza.
Jennie
Harvard Business School, Class of 2026
Jennie is a Korean American MBA student with experience in management consulting and CPG brand marketing in the US
Hikari
Harvard Business School, Class of 2026
Hikari is a Japanese MBA student with experience in global supply chain and CPG marketing in Japan
Supervised by
Professor Eva Ascarza
Professor, Harvard Business School
Professor Eva Ascarza is a Professor of Business Administration in the Marketing Unit at Harvard Business School. She researches, teaches, and advises on how companies can better manage customers for growth—and how data and artificial intelligence (AI) can enable them to do so.
A note on this work
This playbook was made at Harvard Business School as part of a student research project. Everything in this playbook comes from real interviews done between January and April 2026. The founders' opinions are their own. This guide is meant to be practical and helpful, but it is not legal or business advice. Always talk to a lawyer, accountant, or government rules expert before making important decisions about your launch.