Your Commercial Operating Partner for Vietnam. We validate the opportunity, build the right market access and route-to-market, then operate the commercial journey with you until it produces customers, sustainable revenue and long-term market position.
7.83%
GDP growth, Q1 2026. One of Asia's fastest-growing economies.
National Statistics Office · Apr 2026
102.3M
Average population, 2025. A large, young and increasingly affluent consumer market.
General Statistics Office · Jan 2026
17
Free trade agreements in force, including CPTPP, EVFTA, RCEP and UKVFTA.
Ministry of Industry and Trade · 2026
US$7.4B
FDI actually disbursed, Jan to Apr 2026. A five-year high for the period.
Ministry of Finance · May 2026
Trade floors, supplier halls and buyer meetings across Ho Chi Minh City and Hanoi. Seven industry shows across industrial, seafood, food and furniture. This is where partners get qualified and demand gets tested, before you commit capital.
You work directly with the people doing that work.
Filmed at VietFish, VietShrimp, INNOEX, MTA Vietnam, VIFA, FOODEX and HAWA
Who we help
Two sectors, because they buy in completely different ways.
Industrial & B2B
Global industrial companies
Consumer Brands
Proven global brands
Priority commercial corridors
We focus on corridors where Vietnam and global markets have strong two-way capability, demand and growth potential. They run both ways, so we also work with qualified Vietnamese manufacturers and exporters seeking direct international buyers.
Seven phases, and what each one has to deliver. Businesses struggle not because Vietnam lacks opportunity, but because of where each phase goes wrong.
Discover
Understand the market and the opportunity.
Unclear choices and high uncertainty make it difficult to decide where, when and how to enter.
Access
Connect with the right ecosystem and partners.
Without trusted relationships and warm introductions, reaching the right people is slow.
Activate
Execute go-to-market and commercial activation.
Demand, partners and channels are hard to validate before committing significant resources.
Grow
Scale profitably and build market share.
Trust takes time. Cultural and execution differences create barriers to early traction.
Scale
Build scalable operations and consistent performance.
Turning early wins into predictable revenue and distribution needs local execution.
Compound
Expand into new segments, channels and geographies.
The hard part is behind you. This is what compounds once the engine is running.
Lead
Achieve sustainable market leadership.
Nothing left to fix. This is the outcome the whole journey builds toward.
None of this is bad luck. It is the same pattern playing out, and it is avoidable when the work is done in the right order.
That is exactly what these three products are built to do.
Compare at a glance · swipe →
| Validate | Access | Grow | |
|---|---|---|---|
| Formal name | Commercial Opportunity Blueprint | Market Access | Commercial Growth Partner |
| Best for | Deciding whether to commit | Entering with the right partners | Building revenue and position |
| What it answers | Is the opportunity real, and are we ready? | Who do we need, and how do we reach the buyer? | How does traction become repeatable revenue? |
| Covers | Discover | Access | Activate → Lead |
| Outcome | Clear opportunity. Lower risk. Ready to act. | Qualified access. The right partners. The right path. | Sustainable growth. Stronger market leadership. |
| Engagement | Fixed-scope project | Fixed-scope project | Ongoing retainer |
| Duration | Short-term | Short to medium-term | Ongoing, reviewed per term |
Every client starts from a different point. You activate the right stage for where you are, not a fixed path.
Not sure which of the three fits? That is the first thing we work out on the call.
Book a Commercial Discovery CallIndustrial buyers run long cycles and need proof before they commit. Consumer demand is created, distributed and converted. We run a purpose-built system for each, rather than one generic playbook applied to both.
Industrial and B2B
Target→ Access→ Prove→ Sell
Built for longer buying cycles, higher trust requirements and commercially significant accounts.
Outcome: qualified pipeline, stronger trust, new customers and sustainable revenue.
Consumer
Create→ Distribute→ Demonstrate→ Transact
Built for demand creation, distribution, conversion and repeat purchase in-market.
Outcome: consumer demand, sales conversion, repeat purchase and market growth.
Route to market is how the offer actually reaches the buyer. We design around how your buyer already buys, not around a fixed channel list.
Industrial and B2B routes
Consumer routes
Growth systemHow we create demand.
Channel mapWhere we execute.
Route to marketHow the offer reaches the buyer.
A focused preview, not the full map. This shows the core growth logic only. Detailed channel architecture, route-to-market design and execution plans are built around your category and your commercial opportunity.
We are not a marketing agency, a business consultancy, a distributor, a lead list provider or a business matching service. The difference is not what we call ourselves. It is who carries the work.
The traditional model
Five handoffs before anything reaches the market. Every gap is yours to close.
The Vietfoundry model
One partner, one connected journey, one accountability. Customers, revenue, growth and market position.
We don't just open the door. We walk the journey with you until you win in Vietnam.
From first insight to long-term leadership, we are your Commercial Operating Partner in Vietnam.
Strategy without operating machinery is a document. These are the working parts behind every engagement, so the commercial work keeps moving whether or not anyone is chasing it.
CRM
Every customer, partner and opportunity in one place, so nothing depends on someone remembering it.
90-day plans
A clear roadmap with priorities and milestones, so you always know what happens next and by when.
KPIs
Leading and lagging indicators, so progress is visible long before revenue lands.
SOPs
Proven playbooks and repeatable processes, so results do not rest on one person.
Dashboards
Real-time visibility, so decisions are made on what is happening rather than what was reported.
Automation
Workflows and communications that scale without adding headcount.
Specialist partners
Legal, regulatory, logistics and QA coordinated when needed, so you are not managing five vendors.
Founder oversight
Ash and Hao stay on the account, so the people who scoped the work are the people accountable for it.
Deep system internally. Simple commercial outcomes externally. You see the plan, the numbers and the next move. We carry the machinery.
Five capabilities, built once and applied to every engagement. You buy the outcome, not the parts.
Commercial Intelligence
Market insight, customer understanding and commercial clarity.
Partnership
The right partners, channels and ecosystem to open doors and scale.
Experience
Real-world experiences and proof that build trust and accelerate decisions.
Authority
Positioning, content and credibility that generate demand and preference.
Commercial
Strategy, execution and performance that drive revenue and sustainable growth.
Ash and Hao remain actively involved throughout validation, partner introductions, strategic decision-making and execution oversight to help clients successfully enter, operate and grow in Vietnam.
You work directly with the people responsible for the outcome, not a handoff between sales and delivery teams.
Ashley Wasiek
Founder & Chief Growth Officer
Content · Outreach · Demand Generation
Hao Lam
Founder & CEO
Strategy · Partnerships · Commercial Growth
Still have a question? Hao and Ash read every message personally. No bots. No support tickets.
The six we get asked most often, answered plainly.
No long procurement dance. Five steps from first conversation to work starting, and you can stop at any one of them.
Executive snapshot
A short read on your category and the Vietnam opportunity, before we meet.
Meeting
Thirty minutes with Ash and Hao. Your goals, the real risks, an honest fit assessment.
Executive commercial brief
What we heard, what we would do, and what we would need to prove first.
Proposal
Scope, timeline and a straight figure. Nothing hidden until later.
Engagement
Work starts, with the plan, the numbers and the next move visible from day one.
Start with the opportunity. Build the right path from there. The first two steps cost you nothing but the half hour.
Tell us about your business and what you are exploring in Vietnam. In 30 minutes you’ll leave knowing whether the opportunity is real, what needs validating before you commit capital, and the one next step that makes sense for your situation.
We’ll discuss
If we do not believe we are the right fit, we will tell you directly.