{"id":61,"date":"2026-04-22T22:43:57","date_gmt":"2026-04-22T15:43:57","guid":{"rendered":"http:\/\/localhost:8080\/khi-nen-noi-khong-voi-mat-bang\/"},"modified":"2026-05-01T12:54:22","modified_gmt":"2026-05-01T05:54:22","slug":"when-should-you-say-no-to-the-floor","status":"publish","type":"post","link":"https:\/\/minhphan.vn\/en\/khi-nen-noi-khong-voi-mat-bang\/","title":{"rendered":"START WITH THE CUSTOMER \u2013 DON&#039;T JUST LOOK FOR YOUR DREAM LOCATION AND FORGET ABOUT THE BUYERS."},"content":{"rendered":"<p><span style=\"font-weight: 400;\">(This article borrows its perspective from a post by my friend Viet Ba \u2013 and rewrites it in the way I usually share with those preparing to open a store, so that everyone can easily visualize and apply it in practice.)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">A major mistake when looking for a storefront is focusing solely on finding a &quot;prime location,&quot; a &quot;cheap price,&quot; or one &quot;near the market,&quot; without considering who you&#039;re selling to.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">To clarify this, we need to go back to the basics: STP \u2013 Segmentation, Targeting, Positioning<\/span><\/p>\n<p><span style=\"font-weight: 400;\">(Segmentation \u2013 Targeting \u2013 Positioning)<\/span><\/p>\n<p><span style=\"font-weight: 400;\">It might sound like marketing theory, but in practice, when opening a store, this is the framework you need to follow:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Knowing where to open<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Who are we serving?<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> And how can I make them remember me?<\/span><\/li>\n<\/ul>\n<ol>\n<li><strong> Segmentation \u2013 Segmenting customers before classifying premises<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The market is not a homogeneous entity.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If you&#039;re selling beef noodle soup, you need to know whether you&#039;re selling it to office workers, factory workers, people eating breakfast alone, or families eating together on weekends.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Each region has different customer flows, different needs, and different spending behaviors.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Here are some real-life examples I&#039;ve encountered:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> A pho restaurant owner opened a shop on a main road, next to a car showroom. The food was delicious, clean, and reasonably priced \u2013 but business was slow. Because customers driving cars don&#039;t stop to eat pho on the sidewalk.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Conversely, a student who opened a sandwich cart near the student dormitory gate \u2013 offering cheap prices and generous toppings \u2013 found it extremely popular because it met the right needs and targeted the right audience.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Therefore, before choosing a location, sit down and do the following exercise:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> What is the income range of my clients?<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> How do they get around (motorcycles, cars, walking, etc.)?<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> What time of day do they usually shop?<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> What are their current consumer habits?<\/span><\/li>\n<\/ul>\n<ol start=\"2\">\n<li><strong> Targeting \u2013 Choosing the right customer group to serve<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">It&#039;s impossible to serve everyone. A good location isn&#039;t necessarily the most crowded, but one that attracts the right people.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">There are three types of goal selection:<\/span><\/p>\n<ol>\n<li><span style=\"font-weight: 400;\"> Indiscriminate sales \u2013 selling to everyone indiscriminately \u2192 this approach easily leads to failure because no one remembers you.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Focus on a specific group \u2013 serving only office workers during lunchtime, young people taking food away, or mothers with babies early in the morning.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Differentiation into multiple groups is necessary \u2013 but a flexible operating model is required (few people manage to do this systematically in the early stages).<\/span><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">One of my students \u2013 who opened a takeaway coffee cart \u2013 didn&#039;t set up shop in the middle of a busy intersection, but chose a small corner near an office with a shortcut for morning walks. He clearly stated: &quot;I only need to serve 100 office workers a day, consistently.&quot;\u201c<\/span><\/p>\n<ol start=\"3\">\n<li><strong> Positioning \u2013 Positioning yourself so customers remember you for the right reason.<\/strong><\/li>\n<\/ol>\n<p><span style=\"font-weight: 400;\">The physical location is just the &quot;framework.&quot; It&#039;s the positioning that helps customers remember you and return.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> How is selling bread different from the bread shop at the end of the alley?<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> How is your coffee shop different from Highlands or TocoToco next door?<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">The key is to clearly define: What am I selling \u2013 to whom \u2013 and why should they come to my shop instead of the one next door?.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This answer helps me choose the most suitable location for the property:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> If the positioning is &quot;a home-style canteen for office workers that&#039;s quick, convenient, and clean,&quot; then it needs to be near office buildings, have easy motorbike parking, and a clear view from the main road.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> If the positioning is &quot;a chill tea shop for Gen Z to check in,&quot; then priority should be given to locations with good space and lighting, easy to set up for Instagrammable decor, and in areas with a high density of students.<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Applying STP to a point-opening strategy \u2013 a relatable example:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">You open a lunch restaurant in Tan Binh.<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Segmentation:<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Divide the guests into:<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Office workers prefer clean, fast service at a reasonable price.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Ride-hailing drivers prefer cheap, well-fed meals.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Factory workers eat lunch in shifts.<\/span><\/li>\n<li><span style=\"font-weight: 400;\"> Targeting:<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">Choose to serve the office worker group (because of higher profit margins and easier repeatability of the business model).<\/span><\/p>\n<ul>\n<li><span style=\"font-weight: 400;\"> Positioning:<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">\u201c&quot;Clean, home-cooked meals, just like mom&#039;s cooking \u2013 served quickly within 20 minutes during your lunch break.&quot;\u201d<\/span><\/p>\n<p><span style=\"font-weight: 400;\">With that positioning in mind, you&#039;ll know where to find a suitable location, how to choose a layout, how to communicate through signage and fan pages, and how to attract the right customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Don&#039;t start with the question: &quot;Is this place nice?&quot; Instead, start with: &quot;Does this location cater to the right customers?&quot;\u201c<\/span><\/p>\n<p><span style=\"font-weight: 400;\">STP is the foundation for making decisions about opening new retail outlets without ambiguity, without being influenced by emotions, and especially without being lulled into complacency by seemingly &quot;good&quot; numbers that are meaningless to customers.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Anyone who&#039;s planning to open a shop should print this out and stick it on their desk \u2013 every time they go to survey a location, remember to ask themselves:<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Who am I serving \u2013 which group am I choosing \u2013 and what do I want them to remember me for?<\/span><\/p>","protected":false},"excerpt":{"rendered":"<p>B\u00e0i h\u1ecdc t\u1eeb nh\u1eefng l\u1ea7n t\u1eeb ch\u1ed1i v\u1ecb tr\u00ed &#8220;v\u00e0ng&#8221; v\u00e0 l\u00fd do t\u1ea1i sao \u0111\u00f3 l\u00e0 quy\u1ebft \u0111\u1ecbnh \u0111\u00fang&#8230;<\/p>","protected":false},"author":0,"featured_media":62,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[7],"tags":[],"class_list":["post-61","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-case-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v27.0 (Yoast SEO v27.5) - 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