Western investors visiting emerging markets often invest in businesses they personally enjoy in affluent areas. This is a critical error, as these ventures aren't scalable to the broader local population with a much lower average income. The real opportunity lies in the mass market.
In Vietnam, the best returns have come from a concentrated, hands-on model similar to a holding company, not traditional diversified PE funds. This approach allows for deep involvement in a few assets within a specific vertical, which is key to navigating the market and driving growth.
In markets like Vietnam, a signed shareholder agreement is insufficient. Founders often don't fully grasp terms regarding reporting or KPIs. Investors must act as educators to onboard the company and build a true partnership, as legal clauses alone don't guarantee alignment.
Unlike Western PE where tasks are outsourced to bankers and lawyers, investors in markets like Vietnam must be entrepreneurial. They need to own every part of the deal process—legal, operational, financial—to navigate local nuances and manage risk effectively, rather than just coordinating experts.
In emerging markets, founders are highly entrepreneurial but often lack long-term focus. A signed five-year plan is not enough. Investors must remain highly engaged to continually reinforce the strategy and prevent founders from pursuing distracting side projects that derail growth.
Unlike in mature markets where non-compliance is a deal-breaker, it is common in emerging market family businesses. The investor's role during due diligence shifts from pure vetting to actively guiding the company toward compliance, making the process the first step in building a trusting partnership.