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SOCIAL VALUES OVERSHAD-
OW REVENUE
BOO’s revenue has seen annual
growth of about 40 per cent. In the
first six months of 2014, its rev-
enue was VND42.3 billion ($2 mil-
lion), up 51 per cent. Viet Anh and
the management board are plan-
ning to spread the Bo Sua brand
through franchising in
2015 and the brand will
enter the international
market in 2018.
Revenue is vital,
but BOO’s priority is to
create social value. This
is revealed through the
firms’
environmental
projects, such as ‘Turn
off the light, Turn on
the idea’, an annual
activity supporting the
Earth Hour, and also ‘I
will if You will’, another
project supporting envi-
ronment protection.
“We focus more on
the society than mon-
ey. A large part of BOO’s
profit has been invest-
ed in socially beneficial
projects and we will
continue to maintain
them,” the CEO says.
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49
THE INSIDER
HARDSHIP IN EXPANSION
BOO now has 20 stores, including
two in Ho Chi Minh City, bringing in bil-
lions of VND each year.
The management mechanism is
one of the big hurdles brought by rapid
development. “I noticed the managerial
problem about two years ago,” Viet Anh
says. “Before, when BOO was a small-
scale family business, I could handle
almost everything. After three years, I
realised that I could not handle all as-
pects of a large-scale business. A more
professional management mechanism
was needed.”
Employees in BOO’s office are
mostly young, creative and passionate,
but they lack experience. To encourage
his people to stick with the firm, incen-
tives are used. “Here we make every-
thing good for our employees, from the
office environment, to outdoor activi-
ties like summer vacations in Danang.
We want our people to connect to each
other, creating a friendly working envi-
ronment,” says Viet Anh.