XO Tours: Much imitated but never replicated!

We all know that it is near on impossible to copyright an idea and protect intellectual property in Vietnam.

But what does that mean for your day to day business when you have an original idea and an excellent product?

Luckily although people can steal your ideas – in minute detail – and almost totally replicate your offering - it’s the little things that make a brand – and ensure that brand still stands head high above any pale imitations.

Spend 5 minutes with Tung who is the founder of XO Tours and his passion and enthusiasm for what he does is palpable. It is a simple idea – tourists want to see the real Saigon but not on the back of a grubby motorbike and behind an even grubbier driver. Step up XO Tours with female drivers with class, style and excellent English who are also able to provide a female perspective on life in Vietnam.

XO Tours was the first company in Vietnam to offer affordable motorbike tours with attractive female tour guides dressed in traditional Vietnamese Ao Dai. All the XO guides are handpicked and fluent in English but it is Tung’s focus on service that really sets XO Tours apart.

Tung invests heavily in every detail of his brand and his employees imbue the same high brand values. All his employees are trained to the highest standards – whether it is presentation, language skills, driving skills or personability . All employees are full time and their bikes are upgraded at Tung’s expense to ensure maximum comfort and safety for clients.

This is a business where the customer experience is king – people are buying memories and that is what he aims to deliver. Staff retention is key and bonuses and profit sharing make for motivated and loyal employees who are focused on growing the company by providing the best experience they can.

Customers come from all over the world and a high percentage of business comes from word of mouth – simply the best publicity you can get – being number 1 on Trip Advisor for 2 years can’t be bad either.

Bristling with new ideas, Tung started with basic tours – he was the first to do night tours – then first to do foodie tours. Now others are jumping on the bandwagon - some good -some not so good….

In spite of this, XO Tours is expanding and bookings are full – anything between 18-24 guests go out on any one night.

So competitors can steal his ideas, follow the same routes , and visit the same areas, cosy up to the same suppliers…..

Imitate they may – replicate never!

Do you know of any businesses with similar experiences?

Updated: Jan. 16, 2017

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