The startup story of Hồ Đức Hải, a YUP student, and his fish-cake bánh mì brand. Published on Zing News.
A YOUNG ENTREPRENEUR BORN IN THE 1990S WANTS TO REDEFINE STREET-SIDE BÁNH MÌ
A closer look at “maverick” Hồ Đức Hải
Hải, born in 1992, a former K36 student in the Faculty of Business Administration at the University of Economics Ho Chi Minh City
He began selling street-side bánh mì in 10/2013 and has since established his own company, becoming CEO and the young owner of the Bánh Mì Má Hải cart chain.
Fresh out of school, Hải had already recruited, managed, and trained more than 60 skilled employees passionate about their work.
– Who ‘brought Hải and bánh mì together’?
– During a break, I saw a female friend looking miserable because she had waited exactly 30 minutes but still could not push through the crowd to buy a bánh mì outside the school gate. I suddenly thought, ‘Why don't I sell bánh mì too?’
– How did Bánh Mì Má Hải begin?
– I saved VND 2 million from part-time work and spent one million on a used noodle cart, but refurbishment cost VND 1.5 million. So I started with negative capital of VND 500,000. On opening day, the bread, vegetables, meat and fish cakes… all had to be bought on credit.
When his father back home heard he was selling bánh mì, he called: “There are 8 children in our family, and your mother and I worked hard to educate you and help you succeed. Why don't you work in an air-conditioned office, wear nice clothes, and earn a stable salary like other people's children, instead of selling bánh mì? Don't you think our money was wasted, son?” Hải's eyes filled with tears, but he became even more determined to succeed and prove that he was right.
– What was your situation at that time?
– I am from Bà Rịa, Vũng Tàu. My hometown has famously delicious hot fish cakes, which were not yet common in Saigon around 2013. I put this hometown specialty into bánh mì to sell and received very positive customer feedback. In the first days, friends were extremely supportive. A lecture hall would order 20-30 at once, and some regular customers who saw how busy I was even volunteered to help sell…
A new level for street-side bánh mì
– But you cannot keep relying on friends to help and buy in support. Hải must have found his own approach?
– After a few weeks, once I had enough capital, I boldly hired staff and invested in uniforms, hats, aprons, gloves, and more to create an eye-catching ‘brand identity.’ I arranged for around 4-5 employees to sell at the same time. One greeted customers and invited passersby, another handed out the sandwiches, and the rest focused entirely on their specialty, making bánh mì at the lightning speed of 10 seconds per sandwich.
The days when product quality determined everything are gone. People now have many choices; to compete, you must focus on service quality and the consumer's experience.
– How did you realize this?
– It is no coincidence that convenience stores and fast-food outlets are popular. Their staff are always polite. I learn from that too, but Bánh Mì Má Hải’s sales staff must be more flexible, avoiding rigid scripts and choosing a charming approach suited to each customer: ‘Miss, would you like a bánh mì?’ Or ‘Hey, handsome, please buy a bánh mì from me!’ Something like that.
Becoming good friends with a rejected candidate
– But how did you find such good employees?
– I offered an attractive wage of VND 14,000–20,000/hour, which drew many applications. After finding people with potential, I still had to invest considerable effort in training them. My first interview question was: ‘You have 90 seconds; introduce yourself.’ Many spoke for only 10 seconds, giving their name, age, school, class and hometown—and that was it.
Many applicants are capable but have very weak presentation and communication skills. I do not hire them because they do not meet the requirements, but I stay in touch, regularly encourage them and offer advice to help them improve their soft skills. By now, we have become good friends.
– There are now many carts such as Bánh Mì Má Nam and Bánh Mì Má Tâm using a similar model. How do you feel about your idea being copied?
– I think it is normal (laughs). Most of them are students and Hải’s former employees. Rather than sleeping in or spending weekends chatting at beer clubs, they are working hard and doing business, which makes me happy.
– What is Hải’s secret to starting a business?
– There is no secret; experience is a better word. I also stumbled, made mistakes and corrected them to learn many lessons. I have a habit of asking teachers, friends and older students whenever I do not know or am unsure about something. Capable people are everywhere. Successful people also very much want to pass their lessons on to the next generation. They do not charge tuition; what they want is your sincere desire to learn.
– Are you satisfied with Bánh Mì Má Hải’s development so far?
– The cart chain now has more than 7 carts, all selling continuously, with thousands of bánh mì each day. Some students joke that in District 10, every intersection has a Má Hải bánh mì cart. But I am still not satisfied. I dream of elevating Vietnam’s sidewalk bánh mì culture to a more civilized, courteous standard.
– Could you reveal a little about your daily revenue and profit?
– Could you not ask that? Those are not the values I pursue.
– Ultimately, Hải, what value are you pursuing?
– The inspiration to be your own boss, the ability to connect, a desire to learn and, especially, the mindset of daring. Everyone has ideas, abilities and strengths; the difference lies in who dares to act and succeed. Those who do not dare remain where they are. That is also my New Year wish for young people.
Original article link: https://news.zing.vn/9x-muon-viet-lai-dinh-nghia-ve-banh-mi-le-duong-post513788.html
