Turning ambition into a practical strategic business plan in Vietnam

What if the greatest value of a business isn’t what it produces, but the story it allows visitors to take home? That question became the starting point of a PUM advisory project in Vietnam, where a lakeside agricultural cooperative with enormous potential was ready to take its next step. Together with PUM expert Harry Jonker, the cooperative developed a clear strategy to transform its unique location, local products and community spirit into a stronger, more sustainable business.

Nestled on the shores of the Sêrêpôk 3 reservoir in Vietnam’s Đắk Lắk Province, Phú Nông Buôn Đôn is much more than an agricultural cooperative. Founded in 2019, it brings together 44 members who combine farming with community-based tourism, offering visitors an authentic glimpse into rural life while creating opportunities for local families. 

The cooperative already had many ingredients for success: a spectacular location, a passionate director with a clear vision, investments in tourism facilities and high-quality agricultural products. Yet despite these strengths, its business was not reaching its full potential.

Turning ambition into strategy 

PUM expert Harry Jonker visited the cooperative recently to translate ambition into a practical strategic business plan. His assignment focused on creating a roadmap that would move the organisation from reacting to opportunities as they arose towards making deliberate strategic choices. Together with the management team, Harry developed a business plan that encourages the cooperative to focus on what makes it truly unique. 

Harry: “The biggest opportunity wasn’t to create something new, but to unlock the value that was already there. By focusing on authentic experiences and connecting them with their own products, the cooperative can create lasting value for both visitors and its members.”

Selling experiences, not just accommodation

One of the key insights was that visitors were paying premium prices for accommodation, while many of the cooperative’s most valuable experiences were offered free of charge. The new strategy completely repositions the business. Accommodation becomes more accessible, while memorable experiences become the centrepiece of every visit. Activities such as a fruit safari, tea journey, farm-to-table dinner, kayaking on the lake and cultural evenings allow visitors to connect with local life in meaningful ways.

As Director Trần Văn Toàn explains: “We do not sell products. We offer experiences. No one is a guest; everyone who arrives is a member of the village.” This philosophy now forms the foundation of the cooperative’s future growth. 

Creating more value from local products

The project also explored how the cooperative could retain more value from its agricultural products. Today, coffee, tea, pepper, cacao and cashew are largely sold as raw materials to processors elsewhere. By investing in tea processing and packaging, followed by own-brand coffee processing, the cooperative could market its own products while creating entirely new visitor experiences. 

Imagine harvesting tea leaves, watching them being processed, enjoying a freshly brewed cup and taking a beautifully packaged product home. Or picking coffee cherries before seeing them roasted and ground on site. These experiences strengthen the tourism offer while generating additional income through higher-value products.  

A solid foundation for the future

The project resulted in far more than a strategic document. Together with the management team, practical priorities were established, including focusing on quality before expansion, strengthening digital marketing and assigning clear responsibilities within the organisation. 

The cooperative now has a clear roadmap for sustainable growth that builds on its strongest assets: its people, its landscape and its products.