The World in Clusters
Map the global franchise landscape before picking your first market.
5 lessons · 3 knowledge checks · Brand-Market Gravity Test
What's inside
- 1The World in Clusters — Why Geography Shapes Your Strategy7 min
When a Vietnamese brand decides to go global, the first instinct is: "Which country?" — Singapore? Dubai? Australia? But this is already the wrong question. The right question is: "Which cluster first?"
- 2Asia Pacific — Your Natural Home Ground10 min
For most Vietnamese brands, Asia Pacific is not just an option — it is the natural starting zone. 680 million people across ASEAN, plus 1.4 billion in India, plus 30 million in Australia and New Zealand. This cluster alo…
- 3Middle East & Africa — Diaspora Reach and Frontier Opportunity9 min
The Middle East and Africa represent two very different franchise environments that are often lumped together. The GCC is a premium, high-speed, high-cost cluster. Sub-Saharan Africa is an early-stage frontier with extra…
- 4Europe & The Americas — Premium Markets, Highest Barriers9 min
Europe and the Americas represent the world's most mature franchise markets — and also its most demanding. High labour costs, stringent regulatory disclosure requirements, and intense local competition make these cluster…
- 5Finding Your First Cluster — The Brand-Market Gravity Test8 min
You now understand the 6 major clusters. But knowledge alone does not tell you which cluster to enter first. For that, you need to run your brand through the Brand-Market Gravity Test — four questions that identify where…