As part of our series of interviews with people across Asia-Pacific who use the Internet to create, connect, and grow, we asked Sauwaluck Khewmesuan, or “Jazz,” how online tools helped grow her food business, Khon Wang, into a franchise with hundreds of outlets across Thailand. Khon Wang sells everything a franchisee needs to make traditional Thai dishes, from rainbow rice noodles to hoi krok, which are best described as mussel pancakes.
How does a public sector employee end up with a food franchise?
I spent five years working in the Royal Kitchen in Bangkok. It was there that I learned to cook Thai food the traditional way. I’ve always had a passion for cooking and baking, and wanted to make these traditional dishes accessible to many more people. This is how the idea for
Khon Wang was born. Seven years later,
Khon Wang now has 300 franchisees throughout Thailand.
How did you manage to grow so quickly in just seven years?
Advertising has played an important role. I started out by placing ads in magazines, but soon found that potential franchisees were actually looking for their next business opportunity online. So I launched our website,
TansThai.com, and began to learn more about using the Internet to grow my business. This is how I discovered Google AdWords. I tried it out and found it surprisingly easy to use. I also liked the fact that I could control my spend level, increasing or decreasing the amount as and when I wanted. The feedback was immediate and positive, so I moved more of my advertising from print to the Internet.
What results have you seen from online advertising?
There’s been a direct impact on revenue, with more potential franchisees approaching us, and more people learning about our brand. I am happy to help my franchisees earn more. Their growth translates into my growth.
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