Phan Anh Minh
Vietnam's #1 location strategy expert — author of the first book on F&B site selection, advisor to hundreds of chains
Who is Phan Anh Minh?
Phan Anh Minh is CEO & Founder of SitePlus — Vietnam's first specialist retail-site consultancy, widely regarded as the country's number-one expert on F&B and retail location selection. With 10+ years of experience developing 3 major convenience-store chains, he has advised Ministop, 30Shine, Pi Thai, Levents, Fight100 and hundreds of other F&B chains on site selection. He authored "To the Sahara to Open an Iced Tea Shop" (2024) — a Top 10 best-selling business book featuring his "6T Rule" and the 21 most common location-selection mistakes.
Notable Quotes
“The location must match your business model and your company's needs.”
“Choosing a location is a big decision — not just because the deposit can be hundreds of millions of VND, but because this decision will stay with you for years.”
Advice
Apply the "6T Rule" before choosing a location
Location, Traffic, Target Income, Total Area, Transparency (visibility from the road), and Convenience (accessibility). These 6 factors determine whether a site is right for you.
Avoid the 21 common mistakes
Like choosing a location because "it looks busy" without analyzing target customer flow, failing to negotiate the lease properly, or ignoring hidden costs (renovation, fire safety, signage).
Follow the 4-step site selection process
Zoning → Information gathering → On-site survey → Negotiation. Do it sequentially, don't skip steps, and always build good relationships with brokers and landlords.
Key Highlights
- ✓Founded SitePlus — Vietnam's first business location consulting company
- ✓Author of "Going to the Sahara to Open a Tea Stall" — Top 10 business books 2024
- ✓10+ years experience, deployed locations for Vietnam's 3 largest convenience store chains
- ✓Consulted for Ministop, 30Shine, Rau Má Mix, Pi Thai, Levents, Fight100
Biography
Phan Anh Minh (Minh Phan) is the founder and CEO of SitePlus — Vietnam's first strategic location development and management consulting company. With over 10 years of hands-on experience, he has directly deployed locations for Vietnam's 3 largest convenience store chains and consulted on expansion strategy for numerous retail and F&B brands: Ministop, 30Shine, Rau Má Mix, Pi Thai, Thai Market, Levents, Mia, Fight100. He authored "Đến Sahara mở quán trà đá" ("Going to the Sahara to Open a Tea Stall") — the first and only book in Vietnam about business location development, ranked Top 10 business books of 2024. The book introduces the "6T Rule" for identifying promising locations, 21 common mistakes to avoid, and a 4-step site selection process. He also wrote "Retail Store Design and Layout" and regularly shares expert knowledge through Substack, TikTok, and Facebook.
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Articles & Resources
Frequently Asked Questions
›Who is Phan Anh Minh?
Phan Anh Minh is the CEO & Founder of SitePlus — Vietnam's first specialist retail-site consultancy. He is regarded as the country's number-one expert on F&B and retail location selection, with 10+ years developing three major convenience-store chains.
›What does SitePlus do?
SitePlus is Vietnam's first specialist retail-site consultancy, helping F&B and retail chains choose the right location. Clients include Ministop, 30Shine, Pi Thai, Levents, Fight100 and hundreds of other chains.
›What is the book "To the Sahara to Open an Iced Tea Shop"?
This is a business book written by Phan Anh Minh in 2024, in the Top 10 best-selling business books in Vietnam. The book shares his "6T Rule" and 21 common location-selection mistakes — distilled from 10+ years of consulting hundreds of projects.
›What is Phan Anh Minh's "6T Rule"?
The 6T Rule is a location-evaluation framework developed by Phan Anh Minh, focused on 6 core factors for evaluating F&B and retail sites (detailed in "To the Sahara to Open an Iced Tea Shop"). It's widely used by Vietnamese F&B chains when opening new stores.
›How does a bad location hurt the business?
According to Phan Anh Minh, choosing the wrong site almost guarantees failure — even with a great product, marketing and operations. "The site must fit the model" is his core principle, articulated through both the book and his consulting work.
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