Depok–Naraya Rameyza Alya, a student of the Insurance and Actuarial Administration study program at the Vocational School, Universitas Indonesia (UI), won third place in the International Business Case Competition at LeadCompetition 2026, organized by AIESEC UI on August 11, 2026. In the competition, Naraya—affectionately known as Mey—teamed up with Nadhira, an Accounting student from IPB University, and Alia, a Civil Engineering student from Institut Teknologi Sepuluh Nopember (ITS). The trio achieved this success through a business strategy devised to address a case study from ParagonCorp, specifically focusing on the Light+ by Wardah brand.
LeadCompetition 2026 is a business case competition that invites participants to step into the role of business consultants. Participants are challenged to analyze problems, formulate strategies, develop proposals and pitch decks, and ultimately present their solutions to a panel of judges. In this competition, participants tackle a business case provided by the collaborative partner, ParagonCorp.
Mey’s interest in business competitions has grown since the beginning of her university studies. From her early semesters, she has actively participated in various competitions while also gathering information about business case competitions through social media and her network. Her participation in LeadCompetition 2026 came about through an invitation from Nadhira, with whom she had previously teamed up in similar competitions.
Drawing on experience from previous competitions, the three of them divided their roles based on their respective competencies and expertise. Alia focused on analysis and research, Mey developed the business strategy, and Nadhira handled financial aspects and implementation feasibility. Despite this division of tasks, every member maintained an understanding of the overall strategy to ensure they could support one another during the presentation and Q&A session.
To formulate a solution, the team undertook a series of research activities, ranging from interviews and surveys to the collection and analysis of secondary data. This process required intensive coordination, especially since two team members—including Mey—were simultaneously completing internships. Due to time constraints, much of the competition preparation took place after working hours. “We held meetings almost every night to discuss our respective progress. Since time was limited, we really had to make the most of the time available,” said Mey.
For Mey and her team, this achievement holds special significance. Their journey through various previous business case competitions did not always end in victory; they faced failure on several occasions, yet those experiences served as opportunities to evaluate their shortcomings, refine their strategies, and try again.
(Photo: Naraya Rameyza Alya, student of the Insurance and Actuarial Administration study program, UI Vocational School)
Mey said, “We have all experienced failure and haven’t won before. That is precisely what drives us to give our best. We feel we have learned a lot from past failures and don’t want to stop just because we haven’t succeeded yet.”
Mey’s interest in the world of business cases was also fostered by the learning she gained during her studies at the UI Vocational School. A key factor was the Entrepreneurship course, which introduced her to business fundamentals, various frameworks, and management principles, as well as the experience of developing and presenting business projects. “I became motivated to participate in business case competitions after taking the Entrepreneurship course in my first semester. Through that course, I learned about various frameworks, management, and the basics of business. For the final assignment, we were required to create a business project and present it via a pitch. That experience sparked my growing interest and motivated me to try my hand at business competitions,” Mey added.
The Director of the UI Vocational School, Dr. Safrin Arifin, SKM., S.St., M.Sc., commended the achievements of Mey and her team. He noted that the students’ willingness to participate in competitions serves as a vital means of developing competence while testing the practical application of knowledge gained during their studies. “The achievement of Mey and her team demonstrates that student learning extends beyond the classroom. Skills such as conducting research and analysis, formulating strategies, working collaboratively in a team, and possessing the resilience to try again after failure are highly sought-after competencies in the professional world. We hope this accomplishment motivates other students to continue their personal development and boldly seize opportunities to excel,” said Safrin.
This achievement exemplifies how students from the UI Vocational School continuously develop their competencies through diverse experiences beyond the classroom. The drive to keep learning, adapt to challenges, and bounce back from failure aligns with the “KITA” values—Competent, Integrity, Transformative, and Adaptive—which embody the program’s commitment to making a positive impact and preparing students for the dynamic nature of the workforce and industry.
