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Project: OPERATIONAL SYSTEM & TEAM RESTRUCTURING

(BRAND: YODY FASHION)

The problem we were brought in to solve: How to build a growth engine when there's nothing to build on.

The Challenge

Polcas inherited a brand with no operational strategy in place, no specialist team, and no performance measurement system whatsoever. Everything needed to be built from the ground up, under pressure.

The Solution

Building the machine: We directly recruited, trained, and established full operational processes for a 40-person Marketing & Sales team - not just hiring bodies, but building a functioning system with clear roles, accountability, and direction.

Running on data, not instinct: We digitised the entire business operation and established the non-negotiable metrics needed to manage a monthly budget of 2 - 3 billion VND with discipline:

• Cost/Revenue ratio held at 30%

• Average Order Value maintained above 600K VND

• Cost Per Sale kept below 25K VND

Every decision from this point forward was measured, not guessed.

The Result

Revenue climbed from a period of instability to a consistent 8 - 9 billion VND per month and held there. Not because of a single campaign, but because the operational system underneath it was built to run without depending on any one person's intuition.

Project: CUSTOMER ACQUISITION COST OPTIMISATION

(BRAND: THẨM MỸ QUỐC TẾ Á ĐÔNG)

The problem we were brought in to solve: How do you scale in one of the most competitive industries in Vietnam without burning your entire margin on advertising?

The Challenge

Customer acquisition in the aesthetics industry is notoriously expensive. The real question isn't how to get leads; it's how to get the right leads, at a cost that doesn't erase your profit the moment you try to grow.

The Solution

Optimising the touchpoints: We implemented a content strategy built around precise customer insight, not broad awareness, but messaging that spoke directly to the real motivations of the target audience. Paired with a rigorous lead qualification process, this brought acquisition cost down to just 50K-100K VND per contact - a record low for the industry.

Balancing the budget: We managed a monthly ad spend of 3-3.5 billion VND with one non-negotiable goal: keep ROI within a safe, sustainable threshold at all times. No vanity metrics. No growth that costs more than it returns.

The Result

Monthly revenue reached 10 billion VND - while proving that the hardest metrics in the beauty industry can be controlled, not just hoped for.

Project: PERFORMANCE MANAGEMENT & MARGIN CONTROL AT SCALE

Product: Balporo BBAE Weight Loss Supplement

The problem we were brought in to solve: How do you scale ad spend into the billions without losing control of your operating costs?

The Challenge

In the health and supplement category, scaling ad budgets aggressively almost always breaks something. Costs spike, margins erode, and what looked like growth on the surface turns into a profitability problem underneath. The challenge wasn't just hitting revenue targets; it was also hitting them without destroying the margin structure that makes the business viable long-term.

The Solution

Budget discipline: We established a capital management system for a monthly ad spend of 1-1.5 billion VND. Every campaign was optimised daily against real performance data, no set-and-forget, no guesswork.

Holding the safety threshold: Marketing cost as a percentage of revenue (CP/DT) was maintained consistently at 25-30%. This is the zone where revenue can grow aggressively while keeping margins thick enough to reinvest, operate, and scale without bleeding out.

Omnichannel distribution: We combined multiple digital platforms to reach customers naturally across different touchpoints, reduced dependency on any single channel, and built a more resilient traffic structure.

The Result

Monthly revenue stabilised at 6 billion VND, with a fully standardised operating system underneath it. The kind of foundation that lets a brand scale with confidence, not anxiety.

Project: LSOUL - FROM REBRANDING TO GLOBAL FASHION PHENOMENON

BRAND: LSOUL

The problem we were brought in to solve: How do you transform a brand mid-identity crisis and take it global?

1. Background

When Nguyễn Quỳnh came on board, LSOUL was at a critical turning point with significant structural obstacles standing in the way:

• Operations: An understaffed, under-managed team with no complete governance or human resource system in place.

• Brand: Mid-transition from imported goods to designer fashion, but without the creative conviction needed to drive sales at the point of purchase.

• Market: An ambition to go global with no execution strategy and no real on-the-ground partnerships to back it up.

2. The Execution - Led by CEO Nguyễn Quỳnh

a. The Strategic Rebrand

The most important move was rewriting the brand's DNA entirely.

The transformation began with the Tết Hoa Tử Đằng x Lâm Minh collection, which was a deliberate statement that permanently erased the "Guangzhou goods" label and established LSOUL as a design house with a distinct aesthetic identity of its own. In April 2023, the Nguyễn Trãi flagship store was completely restructured, turning a retail space into a fully immersive brand experience.

b. Real-World Branding - Creating Market Fever

Polcas focused on high-impact viral campaigns designed to drive revenue immediately, not gradually.

• "Nightly Night" Campaign & Minishow: Timed to intercept the wave of Thai tourists visiting Vietnam, this activation drove store revenue from 400M to 4.5B VND in a single month, peaking in September 2023. (IMAGE LINK)

• Street Guerrilla Marketing: An all-black-clad fleet deployed across Nguyễn Huệ Walking Street, paired with luxury supercars running the city's main routes - engineered to spark curiosity and spread organically across social media.

• Cultural Moment Activations: From the Blackpink concert to the Ba Son Bridge cycling campaign, LSOUL stayed culturally relevant by showing up where the conversation was already happening. (IMAGE LINK)

• Celebrity & KOL Collaborations: LSOUL became the brand that celebrities genuinely wanted to wear and were seen in. (IMAGE LINK)

c. Local to Global - Conquering Thailand and Beyond

The international expansion started quietly and deliberately - seeding product to Thailand's top KOLs and high-profile influencer couples, building organic familiarity before making any formal market move.

• The LSOUL Thailand Grand Opening in December 2024 marked the brand's official entry into Southeast Asia's most competitive fashion market.

• A collaboration with Jennie (Blackpink) x Gentle Monster featuring the Calos set broke sales records and formally placed LSOUL on the global map.

• LISA (Blackpink) wearing LSOUL in her Solo MV - organically, internationally - confirmed the brand as a genuine cultural force beyond Vietnam's borders. (IMAGE LINK)

d. Revenue Growth by Phase

In the first month alone, revenue jumped from 600M to 1B VND. Through the stable phase, the brand held a consistent 2.5B VND per month, before peaking at 4.5B VND from a single store.

From one flagship in Ho Chi Minh City to a presence in Thailand, worn by global superstars (chosen by international superstars including Jennie and Lisa of Blackpink).

LSOUL didn't just rebrand. It redefined what a Vietnamese fashion brand could become.

Project: A VOICE IN THE GLOBAL BUSINESS PRESS

Representative: Nguyễn Quỳnh - CEO;

Polcas Role: Expert contributor to Global B2B Business Magazine (Issue No. 6)

Background

Global B2B Business Magazine is not a general trade publication. It is an exclusive print distributed to a closed network of high-level institutions, such as Embassies, Consulates, Chambers of Commerce, government agencies, and multinational corporations across 72 countries.

The Challenge & What Made It Different

Contributing to Issue No. 6 - a special edition featuring Peter Diamandis on the cover - required more than industry knowledge. It required strategic thinking at a global level and a deep understanding of the international B2B landscape. Every piece of content is rigorously vetted before reaching an audience of senior professionals and high-level strategic partners.

What Nguyễn Quỳnh Contributed

• Strategic insight: CEO Nguyễn Quỳnh directly contributed editorial content and professional perspectives - bridging the knowledge gap between Vietnamese business thinking and the international professional network.

• Localising a global vision: Translating real on-the-ground experience into high-reference articles that meet the exacting standards of one of the world's most credible business publications.

The Real Value

• International credibility: Contributing to a publication distributed across 72 countries is a direct endorsement and recognition from the global business community of Polcas leadership's standing on the world stage.

• Expanding influence: A foundation for Polcas' global expansion strategy, particularly in building trust with senior-level partners and multinational corporations who need to know exactly who they're working with before they commit.