/ Business Growth · Case 02 · #1 Fengshui Enterprise in Vietnam
Phung Gia Fengshui
4× net profit by re-engineering a centuries-old practice.
The brief.
Phung Gia Fengshui is the #1 Fengshui consulting brand in Vietnam, blending centuries-old practice with modern wellness consulting across B2B partnerships and B2C subscribers. As Head of Business Growth & Strategy through 2024, the mandate was to scale both sides of the house in parallel — without diluting the cultural authority that made the brand worth scaling in the first place. The transformation was as much cultural as operational: shifting a heritage organization to a data-driven mindset where every decision had a number behind it.
What was on the table.
A traditional Fengshui consulting business needed to scale B2B and B2C without losing cultural authority — and to become genuinely data-driven inside a heritage industry.
How it shipped.
Built and managed an investment portfolio delivering 60% ROI per program.
Pioneered B2B value-chain innovation integrating AI, data, and wellness — driving 4× profit growth.
Formalized B2C operations with no-code + AI automation, doubling B2C revenue.
Established a PMO for sales & marketing, cutting ad cost ratio from 45% to 35% and OPEX from 60% to 40%.
Led a comprehensive AI & Digital Transformation strategy that shifted the organisational culture toward a data-driven mindset.
Tradition as an asset, not a constraint
The growth frame at Phung Gia treated heritage practice as the moat and operations as the bottleneck. AI and no-code were not introduced to replace consultants — they were introduced to free consultants from the spreadsheet work that had quietly become the cap on profit. Craft scales when the operations beneath it modernise.
Cultural authority is the product; operational friction is the tax on it.
A data-driven mindset is how craft scales — not a threat to the craft.
Profit follows once the business stops paying for friction it doesn't need.
B2B value chain + B2C operations on one PMO
We modelled the business as two parallel value chains — B2B partnerships and B2C subscribers — sharing one operating spine. A PMO over sales and marketing reconciled both sides into a single weekly review where ad cost ratio, OPEX, and program ROI were argued from the same numbers.
B2B value chain redesigned around AI + data + wellness — programs scored on ROI per cohort.
B2C operations formalised with no-code + AI automation, removing manual handoffs.
PMO cadence reconciling ad cost ratio, OPEX, and program ROI in one weekly review.
Investment portfolio framed as the capital-allocation layer above both chains.
Portfolio, PMO, and a no-code automation stack
The physical deliverables landed as a coherent operating system: an investment portfolio strategy, a B2B value-chain redesign, a B2C operations playbook, a sales & marketing PMO, an AI + no-code automation stack, and the brand-positioning system that anchored the cultural authority through the change.
Investment portfolio delivering 60% ROI per program.
B2B value-chain redesign — 4× net profit growth.
B2C operations playbook with no-code + AI automation — 2× B2C revenue.
Sales & marketing PMO — ad cost ratio 45% → 35%, OPEX 60% → 40%.
Brand-positioning system holding the cultural authority through the operational change.
Data-driven culture rollout across consultants and operations.
“Heritage businesses don't fail because their craft is wrong. They fail because the operations under the craft never modernize.”
Numbers, verified.
- Net profit growth
- 4×
- ROI per program
- 60%
- B2C revenue
- 2×
- OPEX reduction
- 60% → 40%
- Advertising cost ratio
- 45% → 35%
/ What we shipped
Investment portfolio strategy
B2B value-chain redesign
B2C operations playbook
Sales & marketing PMO
AI + no-code automation stack
Brand positioning system
Data-driven culture rollout
What stuck.
The win here was treating tradition as an asset, not a constraint. AI and no-code didn't replace consultants — they freed consultants to spend more time with clients and less time with spreadsheets. Profit followed once the business stopped paying for friction it didn't need, and once the team accepted that 'data-driven' isn't a threat to craft — it's how craft scales.