Mekong Capital Corporate Brochure 2016

2. CONTENTS
04 History Of Mekong Capital
05 Private Equity Pioneer
06 Focused
09 Best Practices
10 Our Mission
11 Our Team
12 Our Culture
14 Value Optimization Board
16 Reputation
19 Adding Value
20 Vision Driven Investing 3.0
23 Mekong Enterprise Fund III (MEF III)
24 Successful Track Record
26 MobileWorld
28 Loc Troi Group
30 Phu Nhuan Jewelry
32 Vietnam Australia International School
34 Traphaco
36 Some Of Our Exited Investments
DISCLAIMER
This document (the “Brochure”) does not constitute an offer to sell (or the solicitation of an offer
to buy) any securities or other financial instruments, nor does it constitute an offer to provide any
investment management services. This Brochure is not intended to provide the sole basis of an
evaluation by potential investors of any investment or investment service and should not be considered
a recommendation by Mekong Capital Advisors Company Limited (“Mekong Capital”) that any
investment or investment service mentioned is suitable for every recipient of a copy of this Brochure.
Prospective investors in any investment fund consulted by Mekong Capital or any other Mekong
Capital consulting products, or persons wishing to engage Mekong Capital to provide any investment
consulting service, should contact Chris Freund – Partner. Any such transaction or engagement will
only be entered into in compliance with applicable laws and on the basis of appropriate legal
documentation. In particular, Mekong Capital is required by applicable law to carry out certain
procedures on, and to request specific information from, all potential investors or clients in order to
verify their identity.
Some of the economic and financial market information in this Brochure (including certain forward
looking statements and information) has been obtained from published sources and/or prepared by
other parties. While such information is believed to be reliable for the purpose for which it is used in
this Brochure, Mekong Capital, and its affiliates and their respective directors, officers, employees,
partners and shareholders, do not assume any responsibility for the accuracy of such information.
Certain information in this Brochure constitutes “forward looking statements”, which can be identified
by the use of forward looking terminology such as “may”, “will”, “should”, “expect”, “anticipate”,
“estimate”, “intend”, “continue”, or “believe”, their respective negatives and other comparable
terminology. Due to various risks and uncertainties (including those mentioned below) actual events
or results or the actual performance of any investment may differ materially from those reflected or
contemplated in such forward looking statements.
When considering the prior performance information contained herein, prospective investors and
clients should bear in mind that past performance is not necessarily indicative of future results and
there can be no guarantee or assurance that the funds consulted by Mekong Capital will achieve
comparable results to those quoted in relation to previous returns or to projected future returns.
Prospective investors and clients should also note that market and macro-economic conditions and the
prevailing regulatory and tax constraints affecting Mekong Capital in the future may differ substantially
from those applicable to the previous Mekong Capital funds referred to in this Brochure and that in
the future Mekong Capital may operate with different investment consulting and gearing strategies
than those deployed in the funds referred to in this Brochure.

3. 54
Mekong Capital was the first private equity investor in Vietnam and
has developed deep expertise as a result.
Private Equity
Pioneer
History of
Mekong Capital
2016 Vision Driven Investing 3.0 implemented
2015 Mekong Enterprise Fund III
(MEF III) launched
2013 Partnership Model
2012 Vision Driven Investing 2.0 implemented
2009 Vision Driven Investing
pioneered & implemented
2007 Vietnam Azalea Fund (VAF) launched
2006 Mekong Enterprise Fund II (MEF II) launched
2003 First investments made
2002 Mekong Enterprise Fund (MEF) launched
2001 Mekong Capital Ltd incorporated
FUNDS
FULL-TIME PEOPLE IN
HO CHI MINH CITY
& HA NOI
PRIVATE EQUITY
INVESTMENTS
30
INVESTMENTS
FULLY EXITED
19

4. 6 7
Focused
Mekong Capital
believes in:
being focused;
mastering what
we do.
ONLY CONSUMER-
DRIVEN BUSINESSES
BEST IN
PRIVATE EQUITY
ONLY
VIETNAM

5. 98
Mekong Capital has deep experience of applying best
practices in retail and Fast-Moving Consumer Goods
(FMCG).
Best Practices
Option 1
KPIs
customer
touch-points
recruitment
customer satisfaction
bonus
systems
customer
insightresearch
management
reporting
customer-driven
vs. product-driven
inventory
forecasting
SKUselection
board
meetings
in-store
experience
ERP

6. 10 11
Mekong Capital has cultivated the best team in private
equity in Vietnam.
Mekong Capital partners to build the best performing
businesses in Vietnam, and consistently generates significant
wealth for all shareholders as a result.
Our TeamOur Mission
165 25+combined years
of experience at
Mekong Capital team members

7. 12 13
Our Culture
Mekong Capital’s corporate culture
is the source of our effectiveness. We
have invested extensively in developing
a team that lives our core values.
CORE VALUES
Genesis
Choosing the view of life that we are the source
of what we choose, what actions we take, what
impact we have and how the world materializes
around us. Being the cause rather than the effect.
Skydom
Freedom to choose, absence of force, and
limitless possibility.
Jeromosity
Relating to other people as their commitments,
intentions, possibilities and inherent goodness.
Empowering others.
Springthrough
Inspiring people to step out of their comfort
zones, play a bigger game, and break through
to the highest levels.
Victorance
Fearless and relentless perseverance until
the goal is achieved regardless of whatever
obstacles seem to be in the way.
Beautegrity
Honoring our word(1)
so that everything works.
Working together as a unified powerful force.
Communiplete
Communicating in a complete and direct way
so that nothing is in the way, misunderstood or
unhandled. Getting the other person and being
gotten.
Inquisity
Athletic inquisitiveness. Relentlessly pursuing
the root causes and key drivers. Pushing the
boundaries in generating game-changing insights.
(1)
Honoring our word includes doing what we said we would do, doing what we know to do, doing what is expected of us by those
with whom we wish to have a workable relationship at work, standing behind what we assert to be true, being and acting consistent
with what we stand for, and honoring our Company’s Code of Ethics, legal and regulatory commitments.

8. 14 15
Value Optimization
Board
Mekong Capital has an extensive network of overseas advisors, consultants,
former CEOs and regional/global private equity firms.
BOB WILLETT
Retail Expert
• Former CEO of Best Buy International for 10 years,
where he led Best Buy’s Non-U.S. operations,
including Carphone Warehouse in Europe, Five
Star Electronics in China, Geek Squad in Europe,
and the launch of Best Buy Mobile in the U.S.
• Former Managing Partner of Accenture’s global
retail practice.
PAUL LAGEWEG
FMCG Expert
• Currently Regional Marketing Director Asia Pacific
for British American Tobacco and previously led
the global launch of the e-cigarette.
• Former Group Managing Director at Kimberly Clark
for several Asian countries, including Vietnam.
• Former General Manager for food industry of
Unilever in Vietnam.
PETER A. BASSI
Restaurant Expert
• Former Chairman and President of Yum Restaurants
International, overseeing all activities associated
with the International Restaurant Division of Yum,
including more than 12,000 KFC, Pizza Hut and
Taco Bell restaurants distributed across over 100
countries.
JOE LOBBATO
Retail and Change Management Expert
• Former COO of Central Retail Corporation,
Thailand.
• Directly responsible for a total of approximately
260 stores, USD 1.6 billion in sales, 11,000
employees.
• Former Managing Partner of both Accenture’s
Asia retail practice and Asia change management
practice.

9. 16 17
Reputation
Mekong Capital has a reputation for integrity, adding-
value, applying high standards, and only investing in the
best Vietnamese companies.
We invite potential business partners to research us with our
current and former investee companies.

10. 18 191188888888818888811188888888888888888888888888188888888888888888888888
Mekong Capital is strongly committed to adding significant
value at each of its investee companies:
• Operational improvements
• Building management teams
• Introducing best practices
• Actively engaging International experts
Adding
Value
19

11. 20 21
Mekong Capital’s Vision Driven Investing approach is a
framework for adding value to our investee companies
which is based on best practices in private equity, strategy
consulting, change management and executive coaching.
Vision Driven Investing has been revised several times based
on our actual experience of what worked best, and what
didn’t work, at our investee companies over the last 15 years.
Vision Driven
Investing 3.0
EXTERNAL RESOURCES
SCALABILITY
PEOPLE
CORE FRAMEWKORK
FOCUS
MANAGEMENT
TEAM
CORPORATE
GOVERNANCE
ERP & PROCESS
AUTOMATION
CORE VALUES/
CULTURE
OUTSIDE
EXPERTS
VISION
DRIVERS/ANNUAL
MILESTONES:
MEASUREABLE TARGETS
KEY
PERFORMANCE
INDICATORS (KPIs)
MANAGEMENT
& FINANCIAL
REPORTING
BREAKDOWN
ANALYSIS
DELEGATION &
ACCOUNTABILITY
BONUS SYSTEM
CUSTOMER
DRIVEN

12. 2322
The fourth fund advised by Mekong Capital focuses on
consumer driven sectors in Vietnam, typically deploying $8-
15 million per investment.
The primary investment objective of MEF III is to achieve
a high internal rate of return by investing in Vietnamese
consumer-driven businesses such as retail, restaurants,
consumer products, and consumer services. It may also
invest in companies involved in the convergence between
online and offline, especially in the retail space.
MEF III can make both minority and buy-out investments.
Mekong Enterprise
Fund III (MEF III)
MEF III has invested into:
Wrap & Roll is now recognized as the
pioneer and the top healthy Vietnamese
traditional food chain company in
Vietnam. Their own unique selling points
are reflected by a new way of enjoying
Vietnamese cuisine concept together with
a distinguished service manner. After 10
years in business in 2016, Wrap & Roll
has 16 restaurants in Hanoi, Ho Chi
Minh City and 4 franchise locations in
Singaporewithmorerestaurantsandnew
concepts to come to address a different
segment of the market in Vietnam.
ABA started as a temperature controlled
transport provider in Vietnam. In 2016,
the company entered the cold storage
business through the acquisition of a cold
storage facility in Hanoi with around
12,000 pallet positions. The company is
now rapidly evolving towards providing
an integrated cold chain logistics service
to the Vietnam market.

13. 2524
Successful
Track Record
Our current and former investee
companies are among the fastest
growing, most well managed & market
leading companies in Vietnam.

14. 26 27
BEGINNING (2007)
1,040+
stores7stores 1,805(e)
VND
NOW (2016)
6
VND
billion
profit billion profit
Transitioned from a small chain of 7 mobile phone stores in
Ho Chi Minh City into Vietnam’s first nationwide retailer of
mobile devices and consumer electronics, with more than
1,040 stores (885 thegioididong, 139 Dien may XANH,
and 16 Bach hoa XANH stores) across all 63 provinces.
MOBILEWORLD

15. 28 29
LOC TROI GROUP
Transformed from a pesticide company when we invested
in 2008 to a full-service agriculture company, providing
total solutions to farmers and a vertically integrated
agricultural business.
Vertically integrated to provide total
solution to farmers (CPC, seeds,
fertilizer and technical support).
BEGINNING (2008)
146
VND
billion profit
NOW (2016)
425(e)
VND
billion profit

16. 30 31
PHU NHUAN JEWELRY Increased retail market share from 10% when we invested in
2007 to 27% in 2016.
BEGINNING (2007)
86 206+
stores stores60 670(e)billion profit
from core
business
billion profit
from core
business
NOW (2016)
VNDVND

17. 32 33
VIETNAM AUSTRALIA
INTERNATIONAL SCHOOL
BEGINNING (2010)
NOW (2016)
20%
90%
of seat capacity in
large well equipped
campuses
of seat capacity in
large well equipped
campuses
Transitioned from 12 campuses in which only 1 is a mega
campus with total of 4,300 students in 2010 to 7 campuses
in which 4 are mega campuses with 6,300 students in 2016.
Vietnamese curricula + English Studying program
Cambridge Academic Program + Vietnamese
curricula
Vietnamese curricula + Cambridge English
program

18. 34 35
BEGINNING (2007)
38
VND
billion profit
NOW (2016)
210(e)
VND
TRAPHACO
branches
branches and
distribution
subsidiaries
2
24(e)
Shifted from the 5th
largest pharma company in Vietnam in
2007 to the 2nd
largest pharma company in Vietnam by
aggressively growing its nationwide network of company-
owned distribution branches and rolling out a direct-to-
pharmacy sales team, in which they sell directly to more
than 22,000 pharmacies.
billion profit

19. 3736
Some of Our Exited
Investments

20. 38 39
AA Corporation: Revenues grew from US$9.3 million when
we invested in 2003 to US$75 million in 2015.
ICP: Revenues grew from US$8.7 million when we invested
in 2006 to over US$45 million in 2016.

21. 4140
CONSUMER
Masan Consumer: Revenues grew from US$228 million
when we invested in 2009 to over US$858(e) million in
2016.
Golden Gate: Grew from 7 restaurants of one brand
concept, Ashima Mushroom Hotpot, when we invested in
2008 to 150 restaurants across 19 brand concepts by
September 2016.

22. 42 43
Maison: a luxury fashion retailer in Vietnam, we invested
in 2008, with 7 stores across 4 brands (Mango, Nike,
Faconnable, Charles & Keith). Currently in 2016 they have
86+ stores nationwide with 22+ brands.
FPT Software: Vietnam’s largest and one of the fastest
growing software outsourcing companies with revenue grew
from US$52 million in 2010 when we invested to US$184
million in 2015.
Customers include:

23. Ho Chi Minh City Office
(Main office in Vietnam)
c/o: Capital Place, 8th
Floor
6 Thai Van Lung Street, District 1
Ho Chi Minh City, Vietnam
Tel : (84 8) 3827 3161
Fax : (84 8) 3827 3162
Hanoi Office
HAREC Building, 12th
Floor
4A Lang Ha Street, Ba Dinh District
Hanoi, Vietnam
Tel : (84 4) 3772 4888
Fax : (84 4) 3772 4868
E-mail : info@mekongcapital.com
www.mekongcapital.com