Section
Playbooks
How a real Southeast Asian business actually makes its money — one operator, one model, real numbers.
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Playbook Reportage
One tenth on research, nine tenths on hooks: Sonic Song’s NTD 30m split
A tenth of the mandate went into market research and consumer surveys in the first month or two. The other nine tenths bought things a player could hold.
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Playbook Reportage
Every rebrand has a physical floor. Souper Tang's is 2,500 sq ft.
Every repositioning has a physical floor. At Malaysia’s Souper Tang the number is 2,500 square feet, and finding it cost the group twelve Klang Valley outlets and three years out of the market.
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Playbook Reportage
Nhà Chống Lũ makes each family fund half its own house. Then it waits.
Vietnam’s best-known flood-housing programme puts at least half the cost of every home on the household that will live in it, and holds the line when a family cannot pay. The waiting is the design, not the failure.