KisStartup

Nguyễn Viết Dũng – Nguyễn Đặng Tuấn Minh

A commune in Lào Cai has become a bright spot on the community-based tourism map as local people learn how to tell the story of their homeland on social media.

Like thousands of other Tày women, Ms. Vàng Thị Thông from Bản Liền Commune, Bắc Hà District, Lào Cai Province, had very limited knowledge of technology. Yet it was her simple sentence—“I can’t do it yet”—during an online digital capacity-building training session organized by the IDAP Project in late 2024 that marked the beginning of her transformation.

She began introducing Bản Liền Pine Homestay, her community-based tourism business, on social media platforms. The reach of digital platforms such as Facebook, TikTok, and Zalo opened new opportunities for Bản Liền to appear on television and sparked what experts call a “digital culture push.”

Thanks to this momentum, many homestays in Bản Liền were fully booked just three months later. However, the most remarkable achievement was not the number of new homestays or the influx of visitors. The most profound change lay in business mindset. Families no longer viewed tourism as a side activity or simply “letting guests stay,” but began thinking about designing experiences, creating distinctive products, and sharing common resources.

One corner of Bản Liền. Photo: FB Vàng Thị Thông

Mr. Lâm A Nâng taught himself how to make dishwashing liquid from fruits and natural ingredients to protect his homeland from pollution as visitor numbers increased. Ms. Vàng Thị Mai—another Tày woman—proactively organized đàn tính (traditional lute) classes for homestay owners, taught by her father, artisan and instrument maker Vàng A Ưởng. Such changes cannot come from merely talking about “digital transformation.” They represent a deeper “transformation.”

The people of Bản Liền are now planning to establish a Community-Based Tourism Cooperative—a step toward institutionalizing the spirit of mutual support and interaction. Through this, local values will not be fragmented but integrated into a shared governance structure.

A particularly notable aspect of Bản Liền is that no one walks alone. Mr. Vàng A Ưởng—despite living with a disability—continues to teach music and make instruments. Mr. Nâng voluntarily introduces Mr. Ưởng on his personal page to amplify this special talent. Ms. Thông shares marketing experiences, Mr. Nâng teaches recipes for eco-friendly dishwashing liquid, and Ms. Mai opens music classes—all reflecting a spirit where one person’s success creates opportunities for others.

The story of Bản Liền is a test case for a new development model:
Cultural heritage + digital transformation + community spirit = a sustainable ecosystem.

When a woman from an ethnic minority can learn technology, build a personal brand, and inspire dozens of other families, that is when digital transformation fulfills its true meaning: unlocking human potential.

A normal working day of Bản Liền women. Photo: FB character

If the digital transformation story of Bản Liền were limited to Facebook posts or a surge in visitors after a TV reality show, it would only scratch the surface. The real magic is how technology has awakened, in each resident—especially women who have long stayed behind the scenes—a desire to learn and preserve local values.

Ms. Thông—who once “had no time to learn the đàn tính” due to running a homestay and caring for children—now wants to learn to play, to understand, and to continue telling the story of her people.

Ms. Cân, wife of Mr. Lâm A Nâng, previously focused solely on household chores. Since developing natural products for tourism with her husband, she has gradually become the public face of their family’s homestay.

Ms. Vàng Thị Nghĩa does not run a homestay or sell specialties, yet she is an enthusiastic “village storyteller” whenever strangers ask questions.

The IDAP Project, implemented by KisStartup JSC, is proud to accompany this journey—from the moment Ms. Thông first practiced writing content for a post to when villagers began discussing the formation of a community tourism cooperative.

What truly moves the IDAP project team is not immediate figures or visible results, but the realization that new ways of thinking are gradually taking shape in Bản Liền. People are beginning to design experiences linked to living culture and sell agricultural products, rather than relying solely on increasing revenue from a limited number of homestays.

Digital transformation, ultimately, is broader than “learning how to use technology.” It is a shift in mindset—from passive to proactive, from fragmented to connected, from separating culture from the economy to integrating economic development with cultural heritage. When this happens, not only Bản Liền, but many other remote mountainous areas can rewrite their development stories—in their own community language and with a future-oriented vision.

About the IDAP Project
The Inclusive Digital Acceleration Program (IDAP) aims to strengthen an inclusive digital transformation ecosystem for small and medium-sized enterprises, focusing on agriculture and tourism in Lào Cai and Sơn La provinces. The project is implemented by KisStartup JSC from 2024 to 2027, with funding from the Australian Government through the GREAT Project (Gender Responsive Equitable Agriculture and Tourism).

Source: Tia Sáng

Work with KisStartup – Where Ideas Are Brought to Market

KisStartup is seeking Project Management Assistants to work alongside us in key programs, including:

• Tech Marketing Project Assistant

• Project Finance Assistant

• Green & Sustainable Export Project Assistant (Green Export / ESG / VSS)

• Digital Transformation & Innovation Project Assistant

• L2M Incubation Program – Leap to Market (bringing solutions to domestic and international markets)

Why this role is worth applying for

• Learn fast – do real work: Join real projects with real partners (enterprises, startups, universities, international organizations).

• Guided & empowered: Apply the succession training model Shadow – Delegate – Lead.

• Clear development pathway: Opportunity to become a PM/Program Lead within 12–24 months based on performance.

• Flexible working environment: Office-based + remote work, with a strong focus on effectiveness and autonomy.

• Global mindset: Opportunities to work with EU/UK/ASEAN markets.

Job Description

• Minimum 1-month internship, gaining skills in content writing, event organization, and design.

• Support Project Managers in coordinating plans, timelines, budgets, and project reports.

• Participate in project meetings; record, track, and follow up tasks with stakeholders.

• Assist in implementing communications, events, and market research activities (depending on the project).

• Coordinate preparation of documents, materials, and reports for sponsors/partners.

• Gradually lead mini-tasks/activities under PM mentoring.

Who we’re looking for

• Sophomore, junior, senior students; fresh graduates; or young candidates planning to study abroad.

• Backgrounds in Economics, Management, Marketing, International Business, Applied IT, Innovation, Biotechnology, or Deep Tech.

• Proactive, eager to learn, execution-oriented; strong systems thinking and time management skills.

• Good communication skills (Vietnamese/English is an advantage); familiar with Google Workspace, Notion, Trello, Slack.

• Willing to intern and gain hands-on experience across roles.

• Interest in technology, exports, ESG, and digital transformation is a strong plus.

Benefits

• Structured training in project management, innovation, tech marketing, and green exports.

• Access to a network of experts, mentors, and domestic & international enterprises.

• Opportunities for field trips, events, and international programs (project-dependent).

• A culture of learning, transparency, and respect for individual value.

• Recommendation letter after a suitable internship period, based on performance and contribution.

Apply Now

• CV + 5–10 lines of self-introduction (clearly stating the project(s) you are interested in).

• Send to: admin@kisstartup.com or apply via the form: https://forms.gle/1R9X3HarJsde3vdW8

• Email subject: [PMA – Full Name]

KisStartup is not looking for “employees.” We are looking for “companions” to bring ideas to market together.

For inquiries, please contact:

• Fanpage: https://www.facebook.com/kisstartup

• Website: https://www.kisstartup.com/

• Email: hello@kisstartup.com

• Contact: (+84) 869 190 704 (Mr. Dzung)

After nearly 10 years of accompanying businesses, startups, and the innovation ecosystem in Vietnam, KisStartup officially launches DHomes GmbH—KisStartup’s branch in Germany.

This step has been carefully prepared with a clear ambition: to become a trusted market anchor for businesses and startups as they expand internationally, especially into Germany and Europe.

Why DHomes?

The name DHomes comes from a simple idea with multiple layers of meaning.

• The letter “D” stands for Deutschland (Germany)—where DHomes is established; it also represents Destination (a market entry point) and Development (long-term growth).
• “Homes” is not just an office or a warehouse. It is the “first home” for businesses in a new market—a place to start safely, test step by step, learn how to operate, connect, and grow.

Together, DHomes conveys a clear message:
Businesses do not enter the German and European markets alone—they have a “home” to begin, experiment, and develop sustainably.

Who does DHomes serve?

DHomes is designed to serve the right needs for the right audiences:

• Vietnamese businesses seeking to export to Germany/EU or import from Germany to Vietnam, and needing clarity on standards, logistics, warehousing, and distribution partners.
• Vietnamese startups aiming to grow in the German and European markets, requiring soft-landing support, market testing, and access to mentors and investors.
• German companies looking to enter the Vietnamese market, in search of local partners, access channels, and suitable commercial and marketing solutions.

Why Germany as the starting market?

KisStartup chose Germany as the starting point for DHomes because it is one of Europe’s leading hubs for import–export and logistics, with a highly integrated system of seaports, road, rail, and warehousing connecting the entire EU. For Vietnamese businesses, Germany is not only a consumer market but also a strategic gateway for legally, efficiently, and cost-effectively entering other EU countries.

Germany is also known for its transparent, stable, and standards-driven business environment. Clear requirements on quality, traceability, contracts, and payments help import–export businesses reduce risk, improve predictability, and scale more easily across Europe. For many companies, “being able to operate in Germany” means they are ready for Europe.

In addition, Germany’s economic structure—built around a strong Mittelstand (SME) network—closely resembles that of Vietnam, creating a solid foundation for long-term, sustainable trade relationships rather than short-term transactions. This combination of import–export strength, logistics excellence, and a reliable business environment makes Germany the right place for DHomes to begin.

DHomes’ three core service groups

1. Commercial Representation
DHomes provides warehousing and distribution solutions in Germany and the EU, covering storage, logistics, and EU-compliant distribution. We also support imports from Germany to Vietnam, connecting high-quality suppliers, assisting with partner selection, inspection, and transparent transportation.

2. Startup Incubation & Soft-Landing (Vietnam–Germany)
DHomes runs two-way Vietnam–Germany programs, supporting legal setup, IP, and market research; 2–4 week bootcamps and residencies; 3–6 months of online support, pilot spaces, EU/VN go-to-market design, and access to a network of mentors and strategic investors.

3. Technology Marketing
We help bring German technologies to the Vietnamese market and Vietnamese technologies to Germany/EU through workshops, product showcases, buyer connections, and market representation when needed.

Legal information & contact

• DHomes Representative in Germany: Mr. Kieu Van Le
• Commercial registration: HRB 220575 – Amtsgericht Oldenburg

Vietnam Office:
KisStartup – 8th Floor, Rocland Building, 16 Tran Quoc Vuong Street, Cau Giay District, Hanoi, Vietnam

Warehouse & Office in Germany:
Martin-Luther-Platz 4, 38372 Büddenstedt, Helmstedt, Niedersachsen, Germany

Contact: hello@kisstartup.com | Ms. Trang – Vietnam Coordinator (+84 949 598 768)
DHomes was not created to promise “fast moves.”
We commit to walking with you, walking right, and walking for the long term—true to the philosophy KisStartup has pursued for many years.
If Germany and Europe are your next steps, DHomes is ready to be your “first home”—a confident place to begin your journey.

 

 

The Rice Grain: Familiar Yet Unfamiliar as Vietnam’s Development Enters the “Green” and Low-Emission Era

At the end of the year, when life slows down, KisStartup often reflects on things that feel deeply familiar. Rice is one of them. So familiar that we think we already understand it—yet also unfamiliar, because every year the rice grain is placed into a new equation.

In the past, rice was about harvests—producing enough to feed the nation in the years after war. Later, it was about price, as Vietnam stabilized production and opened to global markets. Then came standards, as Vietnamese rice entered demanding export markets. Today, rice faces a new challenge: it must be green. Green in ways that can be measured—emissions quantified, processes traced, methane reduced, and in the near future, potentially linked to carbon finance.

Looking back, rice has accompanied Vietnam through a long journey. From a food-deficit country, Vietnam became one of the world’s leading rice exporters, contributing to global food security. This achievement reflects hard work, technological improvement, and timely policy choices. Yet that same journey has created new challenges: soil degradation, increasing freshwater scarcity, and greenhouse gas emissions from rice cultivation becoming a significant part of agricultural emissions [1], [2].

Seeing Rice Through a Different Lens

For decades, the rice value chain followed a simple logic: inputs – yield – output – export, with value measured mainly in tons. But as climate change becomes a global concern and markets begin asking about the carbon footprint of products, rice is no longer just a commodity. It carries an additional layer of value: how it is produced.

Low-emission rice is therefore not just a technical concept—it represents a shift in development thinking. The question moves from “How do we produce more?” to “How do we produce smarter, with lower emissions, while still securing farmers’ livelihoods?”

In Vietnam, technologies for low-emission rice already exist. On the “inside of the seed,” research institutes are applying advanced breeding and biotechnology to develop rice varieties that emit less methane and are more resilient to drought, salinity, and climate extremes [3], [4]. On the “outside of the field,” practices such as sparse seeding, balanced fertilization, organic and bio-fertilizers, and especially alternate wetting and drying (AWD) irrigation have proven effective in reducing emissions, saving water and input costs, while maintaining or even improving yields [5], [6].

Alongside these are digital efforts: water-level sensors, farm management apps, electronic field logs, and digital extension tools. These technologies help turn farming experience into measurable and verifiable processes [1], [7].

The Gap Is Not Technology, but the Market

The biggest challenge today is not a lack of technical solutions, but the absence of clear market mechanisms that can convert low emissions into real economic value. Without reliable measurement, reporting, and verification (MRV) systems at field and production-area levels, “low-emission” remains difficult to turn into a tradable attribute [8]. When data are fragmented—stored in notebooks, paper reports, or human memory—the value chain cannot convincingly prove to international buyers that the rice is truly green.

More importantly, when benefit-sharing mechanisms from carbon reductions are unclear, farmers and cooperatives have little incentive to change long-established farming practices [2], [9]. As a result, many technologies remain stuck at pilot stages instead of becoming widespread practices.

An Opportunity to Redesign the Rice Value Chain

Yet the end of 2025 also brings promising signals. Large-scale programs on high-quality, low-emission rice are being implemented; green credit is increasingly linked to rice value chains; and rice straw is being reconsidered as a resource rather than waste to be burned [5], [10], [11].

From KisStartup’s perspective, this is the right moment to view rice not just as an agricultural product, but as the center of a new value ecosystem. In this ecosystem, value comes not only from rice itself, but from farming data, reduced emissions, restored soils, and new financial flows such as green finance and carbon markets.

New business models are emerging: companies building low-emission rice brands backed by data and traceability; service providers offering MRV solutions for cooperatives; digital platforms connecting farmers, enterprises, banks, and certifiers; and circular economy models that turn rice straw into organic fertilizer or biomass materials—creating revenue while cutting emissions [8], [10], [11].

Returning to the Land—With Technology

At a deeper level, the story of low-emission rice is also about how Vietnamese society reconsiders its relationship with land. Not just extraction, but care. Not just taking, but giving back. Healthy soil sustains healthy crops; clean water sustains resilient rice; and rural ecosystems then have a future for the next generation.

Diligence and creativity have taken Vietnam far with rice. But in today’s context, diligence alone is not enough. It must be complemented by breakthrough technologies, new business models, and a market mindset capable of turning environmental value into sustainable economic value.

The rice grain thus remains familiar—present in every daily meal—yet increasingly unfamiliar. Within each panicle now lie stories of data, carbon, technology, and a greener development future.

As 2025 comes to a close, KisStartup believes that if done right, Vietnamese rice will travel far not only because it is fragrant and delicious, but because it can prove it was grown with respect—for the land, the water, and the climate. And that may be one of the most meaningful legacies today’s generation can leave for the next.

© Copyright belongs to KisStartup. Any reproduction, citation, or reuse must clearly acknowledge KisStartup as the source.

References

[1] Vietnam Agricultural Extension, “Breakthrough Technologies for the One Million Hectares of High-Quality, Low-Emission Rice Program,” 2025.

[2] Ministry of Agriculture and Environment, “Reducing Methane Emissions in Rice Cultivation in Vietnam,” 2024–2025.

[3] HATRI, “Applying Advanced Technologies in Breeding Low-Methane-Emission Rice Varieties,” 2024.

[4] MARD, “New Rice Varieties with Reduced Methane Emissions for Climate Change Adaptation,” 2025.

[5] Government Newspaper, “Technology Paving the Way for High-Quality, Low-Emission Rice Production in the Mekong Delta,” 2025.

[6] Vietnam Clean Energy, “Scaling Up Low-Emission Rice Farming Models,” 2025.

[7] Nature & Environment Magazine, “Applying Digital Technologies in Rice Farming Management,” 2024.

[8] VJOL, “Measurement, Reporting and Verification (MRV) of Emissions in Agriculture,” 2024–2025.

[9] State Audit Newspaper, “High-Quality Rice Production Linked to Environmental Protection,” 2025.

[10] VOV, “Unlocking the Value of Rice Straw in the Journey toward Low-Emission Rice Cultivation,” 2025.

[11] Agribank, “Green Credit for Low-Emission Rice Development,” 2025.

When looking at the global map of biodiversity tech startups, it is easy to notice that most market leaders today come from Europe, North America, and Australia. This often leads to a quick conclusion: Vietnam and ASEAN can only be technology users, not technology creators. However, if we look deeper into the economic logic of nature tech, this conclusion is incomplete.

Biodiversity tech is not a game for the countries with the most capital. It is a game for places with real ecological challenges, weak baseline data, and rapidly growing demand for measurement. From this perspective, Vietnam and ASEAN are not outside the wave—the real question is which entry point they choose.

From “global technology” to “local problems that can scale”

A common trait among successful biodiversity tech startups is that they did not begin with global ambitions. They started with a very specific, narrowly defined problem that could be repeated and scaled. NatureMetrics did not begin by “measuring global biodiversity”; it started by addressing the need to assess ecological impacts for specific infrastructure and conservation projects, then gradually standardized processes, accumulated data, and expanded to portfolio-level applications [1], [2].

This logic fits ASEAN particularly well. The region has high biodiversity density and large agricultural, fisheries, and forestry systems—but lacks standardized ecological data. This gap is not a weakness; it is a market entry point.

From KisStartup’s perspective, the strategic question is not “what technology to build,” but rather: which problem are people willing to pay to measure better?

Three viable market entry paths for biodiversity tech in Vietnam/ASEAN

First, becoming a local provider of field data and MRV (Measurement–Reporting–Verification). Many conservation, ecosystem restoration, green infrastructure, and regenerative agriculture projects in ASEAN still rely on traditional surveys that are costly and difficult to compare over time. Meanwhile, donors, development banks, and international corporations increasingly demand quantitative evidence of ecological impact [3], [4].

A startup does not need to build a global platform from day one. Doing one ecosystem extremely well—such as mangroves, river basins, or coastal aquaculture zones—with standardized measurement processes, time-series data, and reporting capabilities already turns data into a strategic asset. With sufficient trust, local startups can become data partners to larger platforms rather than direct competitors.

Second, linking biodiversity tech with regenerative agriculture and export value chains. This is where ASEAN—and Vietnam in particular—has clear advantages. Industries such as coffee, tea, cocoa, rice, and seafood face growing international pressure on traceability, environmental impact, and ecosystem restoration [5], [6].

The case of Biome Makers shows how soil biological data can become a direct economic decision-making tool for agriculture [7]. In Vietnam, the goal does not need to be copying BeCrop globally, but starting with concrete questions: where is soil biological function declining in the Central Highlands’ coffee farms, how fast does it recover, and which practices make a difference? Once standardized and linked to production outcomes, such data supports not only farming decisions but also market proof for sustainable exports.

Third, nature intelligence for sectors with high nature-related risks—especially water, fisheries, and ecotourism. ASEAN is highly exposed to climate change, water stress, and salinity intrusion. Investment decisions in water infrastructure, aquaculture, and nature-based tourism increasingly require near real-time ecological data [8].

Monitoring models using sensors, eDNA, bioacoustics, or satellite imagery—already deployed in Europe—can be localized for river basins, lakes, and lagoons in Vietnam. The local startup advantage lies not in core technology, but in field deployment capability, ecosystem understanding, and maintaining long-term data streams.

Biodiversity credits: a major opportunity—but not for those lacking data discipline

Biodiversity credits are often mentioned as a promising market. In theory, they are highly attractive. In practice, global experience shows that the biggest risk is not lack of capital, but lack of credible data [9], [10].

For ASEAN startups, the opportunity is not issuing credits at all costs, but becoming measurement and verification infrastructure for restoration projects. As international biodiversity credit standards are still forming, organizations with strong MRV capabilities, time-series data, and independent audit readiness will hold a powerful position.

Biodiversity tech is a game of accumulated data, not tech demos

Looking at NatureMetrics and Biome Makers, one common pattern stands out: DNA sequencing or AI is not the hardest part to replicate. What is hardest to replicate is the domain-specific dataset accumulated over time, tightly linked to ecological context and economic decisions.

For Vietnam and ASEAN, this carries an important implication. Instead of rushing to “go global,” a more sustainable strategy is to go deep into one ecosystem, measure it well, measure it long enough, and connect data to real-world actions. Once data is trusted and economically useful, geographic and business model expansion will follow.

You don’t need to be global immediately—but you must deliver valuable local measurement

Biodiversity tech is not about whether ASEAN has enough technology. It is about whether we are willing to treat nature as a system that must be managed seriously. When nature can be measured, reported, and used to make better decisions, it stops being a vague “common asset” and becomes a real part of the economy.

Part 3 will dive deeper into two representative models—NatureMetrics and Biome Makers—to analyze how they build data flywheels, create hard-to-copy competitive advantages, and extract concrete lessons for startups and investors in the region.

© Copyright belongs to KisStartup. Any form of copying, quoting, or reuse must clearly credit KisStartup.

References
[1] NatureMetrics, “NatureMetrics raises $25m Series B to scale biodiversity monitoring,” Jan. 2025.
[2] Renewable Matter, “NatureMetrics: scalable biodiversity metrics powered by eDNA,” 2024.
[3] J. B. S. Cambridge, “Biodiversity startups: emerging forces in conservation,” 2024.
[4] Nature4Climate, “Nature Tech Report 2024,” 2024.
[5] OECD, Data Analytics in SMEs, OECD Publishing, 2019.
[6] VietnamPlus, “Scaling up digitalisation for SMEs requires solid data foundation,” 2024.
[7] Biome Makers, “BeCrop technology overview,” 2024.
[8] Darwin Data, “How AI is revolutionising biodiversity monitoring,” 2024.
[9] Carbon Pulse, “Biodiversity credit markets: integrity challenges ahead,” 2024.
[10] Impact Loop, “Why biodiversity credits need robust MRV systems,” 2024.

From the perspective of an innovation ecosystem like KisStartup, travel tech is not merely about “building a travel app” or “digitizing bookings”. At its core, it is a challenge of designing business models based on data, value flows, and scalability in an industry characterized by thin margins and strong dependence on seasonality, policy, and consumer behavior.

1. Global travel tech: from transaction platforms to data and operations platforms

Over the past decade, the dominant business models in global travel tech have revolved around commissions and transaction fees. OTAs, travel marketplaces, and booking platforms grew rapidly thanks to their ability to aggregate demand, standardize experiences, and optimize distribution costs for suppliers. However, this model has also revealed its limits: fierce competition, high marketing costs, heavy reliance on scale, and vulnerability during market downturns.

A notable shift in recent years is the move from “earning per booking” to “earning across the entire travel lifecycle”. Subscriptions, B2B SaaS, APIs, anonymized data, post-booking revenue, and white-label models are increasingly becoming more sustainable revenue sources, less dependent on pure traffic. Travel tech is no longer just about selling tickets, but about becoming the operational infrastructure behind the tourism industry.

2. Common models in the Vietnamese context

In Vietnam, simply “copying” global OTA models is highly risky. The domestic market is moderate in size, average spending remains relatively low, while international platforms already dominate in brand recognition, data, and budgets. Pure commission-based models easily fall into price wars and cash-burning cycles.

Subscription-based B2C models are also difficult unless the added value is very clear. Vietnamese users are accustomed to “free – indirect payment” models, while willingness to pay is higher among businesses, destinations, and service providers.

By contrast, B2B SaaS, data, and APIs remain a largely untapped space. Tens of thousands of small and medium tourism businesses, homestays, community-based tourism initiatives, and local tour operators lack tools for operations management, customer data analysis, dynamic pricing, digital marketing, and channel integration. This is a gap where Vietnamese travel tech startups can compete more effectively than global platforms.

3. Positioning Vietnamese travel tech within national tourism strategy

Vietnam’s tourism strategy emphasizes green tourism, community-based tourism, local experiences, visitor dispersion, higher spending, and longer stays. This requires travel tech to go beyond booking optimization and instead help local ecosystems create and retain value.

In this context, suitable business models should not start with the question “what percentage do we take per transaction?”, but rather: who does the travel tech help make better decisions, which costs does it reduce, which revenues does it increase, and what data is generated in the process?

4. Strategic directions for Vietnamese travel tech

First, prioritize B2B and B2G2B models. Instead of competing head-on with OTAs, Vietnamese travel tech can provide SaaS tools for local tourism businesses, destinations, community tourism cooperatives, or local governments managing tourism data. Revenue can come from subscriptions, add-on modules, and implementation services, rather than short-term booking volume.

Second, design hybrid models from the start. A planner or discovery platform can be free for end users, while monetizing through affiliates, anonymized data, APIs for partners, or fees for visibility in curated experience packages. Hybrid models help startups survive early stages and unlock “hidden” revenue streams with higher margins.

Third, treat data as a product, not just a by-product. Behavioral, seasonal, pricing, demand, and experience feedback data—when standardized and anonymized—can become valuable insights for businesses, destinations, and policymakers. This aligns well with Vietnam’s data-driven tourism direction and creates long-term competitive advantages.

Fourth, tightly integrate sustainability and inclusiveness. Travel tech can generate revenue by measuring impact, providing certifications, ESG reporting, experience traceability, or smart visitor distribution. These values are hard to replicate and well-suited to community-based tourism and remote destinations—areas where Vietnam has strong advantages.

Finally, do not start with technology—start with the business model. Many travel tech startups fail because they build beautiful apps but cannot answer the question: “who pays, and what do they pay for?” In a more cautious venture capital environment, clear, multi-stream revenue models tied to real needs of businesses and localities will determine survival.

5. KisStartup’s perspective

From its experience working alongside tourism enterprises, agricultural businesses, and local destinations, KisStartup believes Vietnamese travel tech must shift from a “service booking platform” mindset to a “capability-building platform” approach. Those who help local businesses better understand their customers, operate more effectively, and sell higher-value offerings will build more sustainable models.

In the next 5–10 years, successful Vietnamese travel tech may not be OTA unicorns, but rather “invisible infrastructures” supporting green tourism, community-based tourism, and data-driven tourism—where revenues are quiet, but resilient and hard to replace.

© Copyright KisStartup. Any reproduction, quotation, or reuse must clearly credit KisStartup.

KisStartup – Compilation and Analysis

A rather unusual moment is unfolding in global business: nature—once discussed mainly through emotions, ethics, or social responsibility—is increasingly being spoken of in the language of data. Not because humanity has suddenly become more romantic, but because markets have reached a threshold: if nature-related risks are real risks, then they must be measurable, trackable, and manageable.

This is where a new group of startups is emerging: nature tech / biodiversity tech. They are not doing conservation in the traditional sense. What they build looks closer to fintech: measurement infrastructure that brings nature into corporate boardrooms, bank audit reports, and investor metrics.

When nature becomes “a system to be measured”

For years, questions like “Is this area biodiversity-rich?” were answered through time-consuming field surveys, heavily dependent on experts and difficult to compare across projects. Yet modern economies follow a simple rule: what cannot be measured is very hard to manage.

Today, markets are beginning to demand metrics on the state of nature, not just commitments or CSR narratives. New frameworks such as TNFD – the Taskforce on Nature-related Financial Disclosures are explicitly designed to help companies and investors identify dependencies, impacts, risks, and opportunities related to nature in a decision-useful way—that is, usable in financial decision-making [1], [2].

As reporting frameworks and expectations take shape, the question shifts from “Do you care about nature?” to “How are you measuring nature?” From KisStartup’s perspective, this is the inflection point: a new governance demand is creating a new data market.

Capital is flowing—but cautiously

Recent reports show that venture capital investment in nature tech is growing rapidly. According to Serena Capital, total VC funding into nature tech reached approximately USD 2.1 billion in 2024, up about 16% compared to 2023 [3], [4]. While still small compared to AI or broader climate tech, this signals something more important: investors are beginning to see a new layer of data infrastructure around nature, similar to how financial data once formed its own market.

However, the funding structure reflects an early-stage reality. Most deals remain at seed and Series A, indicating that the market is still testing a very practical question: can nature data become a repeatable, subscription-based service, or will it remain limited to research projects and pilots?

NatureMetrics: when biodiversity data becomes a commercial product

A representative example of biodiversity tech is NatureMetrics (UK). In January 2025, the company announced a USD 25 million Series B round led by Just Climate, with participation from EDF Pulse Ventures and Monaco ReOcean Fund, alongside existing investors such as BNP Paribas, Ananda Impact Ventures, and SWEN Blue Ocean [5], [6].

What matters is not the USD 25 million figure itself, but how NatureMetrics packages nature as a data product. Using eDNA (environmental DNA)—DNA found in water, soil, or sediment—they detect species presence and transform complex biological results into nature intelligence for businesses [7], [8].

NatureMetrics’ clients are not buying “DNA.” They are buying the ability to see and manage nature-related risks in a way that integrates into ESG frameworks, risk reporting, and decision-making processes. The Nature Intelligence platform is positioned as a subscription service, allowing companies to track biodiversity over time, compare across sites, and generate reports aligned with emerging disclosure requirements [5], [9].

At this point, biodiversity tech begins to resemble a data services industry, rather than a purely biological discipline.

Why the technology is “just mature enough” to leave the lab

The rise of nature tech is not driven by a single breakthrough, but by a sufficiently mature technology stack. eDNA enables faster, less invasive, and more standardized measurement. AI processes massive volumes of biological and image data that previously relied heavily on expert interpretation. Satellites, drones, and sensors provide spatial and time-series data, turning isolated observations into dynamic systems. Cloud infrastructure allows all of this to operate as a service.

Yet from KisStartup’s perspective, the decisive factor is not technology—but trust in data.

“Trust in data”: the biggest barrier—and the strongest competitive advantage

Nature data only becomes valuable when it is trusted enough to inform major decisions: project approvals, credit allocation, risk insurance, or supply chain restructuring. As a result, biodiversity tech startups must win on three fronts simultaneously:

1. Methodological standardization: sampling, error control, and QA/QC.
2. Interpretability: what the data says—and equally important, what it does not say.
3. Acceptance: by regulators, consultants, investors, and standards such as TNFD [1], [2].

It is no coincidence that many nature tech startups adopt a “ground-truth first, scale later” strategy—running pilots with credible institutions, participating in standard-setting, and building scientific legitimacy before expanding commercially.

When nature enters Excel, the key is acting on the numbers—correctly

Turning nature into a measurable system may sound cold, but it could mark a positive turning point. Measurement enables better governance, more efficient capital allocation, and reduced “greenwashing by narrative.” The challenge is not converting nature into numbers, but converting numbers into the right decisions and actions.

In Article 2, we will dive deeper into the most clearly emerging segments (eDNA, MRV, biodiversity credits, regenerative agriculture) and address a critical question for Vietnam and ASEAN: where are the real entry points for participation—beyond merely buying technology?

© Copyright KisStartup. Any reproduction, citation, or reuse must clearly acknowledge KisStartup as the source.

 References
[1] TNFD, “Recommendations of the Taskforce on Nature-related Financial Disclosures,” 2023. [Online]. Available: https://tnfd.global
[2] TNFD, “Nature-related risk & opportunity management and disclosure,” 2024.
[3] Serena Capital, “VC Funding Trends in Nature Tech – H1 2024 Update,” 2024.
[4] Nature4Climate, “Venture Capital Funding in Nature Tech Startups Increased in 2023,” 2024.
[5] NatureMetrics, “NatureMetrics raises $25m Series B to scale biodiversity monitoring,” Jan. 2025. [Online]. Available: https://www.naturemetrics.com
[6] Renewable Matter, “NatureMetrics: scalable biodiversity metrics powered by eDNA,” 2024.
[7] NatureMetrics, “Species detection using environmental DNA,” 2024.
[8] UPM, “Applying environmental DNA analysis to measure and protect biodiversity,” 2023.
[9] NatureMetrics, “Nature Intelligence platform overview,” 2024.

KisStartup – curated and introduced

In our “Afternoon Tea with KisStartup” series, we often choose one product to pause with, to look beyond the numbers and into the ecosystem behind it. Today’s story is about Vietnamese macadamia nuts—a product whose name is becoming familiar, yet whose value chain is still in an early stage, leaving significant room to grow.

Macadamia did not arrive in Vietnam very early, but it has found rare ecological conditions that suit it naturally. The Central Highlands, with basalt soil, cool plateaus and stable temperature ranges, and the Northwest, with its altitude and distinctive climate, have become promising growing areas with yields and quality comparable to traditional macadamia-producing countries. In just a few years, macadamia planting area has exceeded 46,000 hectares, concentrated in Lam Dong, Dak Lak, Dak Nong, Gia Lai, Son La and Dien Bien. This rapid expansion raises a critical question: are we growing to sell raw materials, or to build a real industry?

Encouragingly, the quality of Vietnamese macadamia is being positively assessed. Kernel ratio, oil content and sensory quality suit multiple segments—from roasted in-shell nuts and whole kernels to ingredients for confectionery, plant-based milk, nut butter and macadamia oil. VietGAP, organic standards and food safety certifications are increasingly applied at farm level, while some processing facilities have achieved HACCP, ISO 22000 or FSSC 22000, ensuring better consistency and quality control—an essential foundation for sustainable exports.

However, the value chain remains largely upstream. Varieties are not fully standardized, planting is still partly spontaneous, and productivity varies widely. Deep processing exists but is fragmented; most value still lies in raw nuts or basic kernels. Meanwhile, global markets capture the highest value in downstream products such as macadamia butter, oil, premium snacks, functional food ingredients and cosmetics—where the real opportunity lies.

From KisStartup’s perspective, the greatest potential of Vietnamese macadamia is not scale alone, but value-chain organization. With well-planned growing areas linked to nearby processing, standardized varieties and standards built from the start, macadamia could follow the path of specialty coffee or cashews—from a raw commodity to a nationally branded industry. Reaching hundreds of millions of USD in export value is not unrealistic; it is a matter of smart organization and long-term investment.

In today’s afternoon tea, macadamia appears not just as a nutritious nut, but as a snapshot of Vietnam’s agricultural transformation—calling for vision, stronger linkages and investors willing to go the long way together.

© KisStartup. All rights reserved. Any reproduction or citation must credit KisStartup.

KisStartup – Compiled and Analyzed

Global tourism is entering a phase of deep transformation, where new business models are no longer centered solely on traditional tours, tickets, and hotel rooms. Instead, revenue streams are expanding into data, micro-experiences, access rights, digital content, and large-scale personalized services. At the heart of this shift is technology—particularly AI, digital platforms, extended reality (XR), big data, and “phygital” operating models that blend physical and digital experiences. These innovations emerge as travelers increasingly expect tailored, sustainable, convenient, and community-oriented journeys.

1. Travel super-apps and digital platforms: From inspiration to post-trip support in one closed loop

The new generation of OTAs and travel super-apps is evolving from simple “booking platforms” into integrated ecosystems covering the entire travel lifecycle. Travelers can find inspiration through short videos and AI-driven recommendations, auto-generate itineraries, book services, make payments, and receive post-trip support—all within a single app. AI enables seamless personalization by analyzing preferences, behavior, weather, and budget to create tailored journeys. Social-integrated travel platforms are also rising, allowing users to “watch – like – book instantly,” turning social commerce into a powerful travel sales channel.

Rather than competing directly with major OTAs, many startups adopt a B2B2C strategy—selling APIs, white-label booking systems, and AI tools to boutique hotels, DMCs, and small destinations, enabling digital participation without heavy infrastructure investment.

2. Travel subscriptions and the rise of “Travel as a Service”

Subscription consumption models are entering tourism, creating what some call the “Netflix of travel.” Users pay monthly or annually for access to discounted hotel rates, fixed annual stays, cheaper flights, or exclusive travel clubs. Airlines, hotel chains, and OTAs leverage subscriptions to generate stable year-round revenue, reduce seasonality, and increase loyalty.

Beyond products, the model is shifting toward selling access: airport lounges, wellness retreats, nomad communities, creative workshops, and concierge services. As tourism becomes an experience economy, value lies not in individual services but in exclusivity and community quality.

3. Micro-experiences, niche tourism, and the rise of local platforms

Post-pandemic travelers increasingly seek authentic, short, and local experiences. Platforms connecting visitors with local hosts—craft workshops, farm tours, cooking classes, market visits, nature experiences, and wellness retreats—are booming globally.

Micro-tours lasting 2–4 hours suit business travelers, transit passengers, or urban residents seeking brief escapes. AI plays a key role by continuously analyzing context to recommend relevant activities based on location, weather, and past behavior, boosting conversion rates and enriching destination value chains.

4. The digital travel era: VR/AR, gaming, and phygital models

Virtual and augmented reality are transforming how travelers engage with destinations. Museums, heritage sites, and cities now sell VR/360° tours and paid digital events, often linked to upselling strategies—virtual previews that lead to physical bookings, workshops, or digital souvenirs such as NFTs and in-game items.

Meanwhile, tourism linked to gaming and e-sports is expanding rapidly. Gaming-optimized hotels, international e-sports events, and game festivals are driving next-generation MICE tourism, with revenue extending beyond tickets to room bundles, entertainment services, and digital content.

On-site, AR recreates historical narratives, offers real-time guidance, and blends physical–digital environments, opening new revenue streams from content licensing and in-space digital advertising.

5. Smart tourism and the expansion of B2G/B2B models

Cities and destinations are deploying smart tourism platforms to manage visitor flows, analyze behavior, control crowds, and operate e-ticketing systems. Technology is becoming core infrastructure for sustainable tourism management.

Tech companies monetize through B2G contracts, system operations, data analytics, and digital marketing services. At the same time, Mobility-as-a-Service enables travelers to access public transport, on-demand buses, and shared mobility within a single app—offering optimized routes and unified payments while supporting low-carbon tourism.

6. Sustainability, digital nomads, and purpose-driven travel: New traveler values

Sustainable tourism is shifting from a marketing highlight to an operational standard. Platforms now allow travelers to check green ratings, choose low-carbon tours, calculate and offset emissions. Revenue comes not only from booking commissions but also ESG consulting for tourism businesses.

Simultaneously, the digital nomad movement fuels demand for long-stay accommodation, co-living/co-working models, flexible visas, and “work-from-anywhere” packages—supported by subscriptions, long-term bundles, and local partnerships.

Alongside this is the rise of purpose-driven tourism: volunteering, healing retreats, learning bootcamps, and work–study–experience models. This fast-growing segment values personal meaning and social impact as much as the journey itself.

Tourism is shifting from a service industry to a data–experience–platform economy

Technology trends are not only reshaping traveler behavior but fundamentally transforming tourism business models. Competition is no longer about price, but about ecosystems, content, data, personalization, and sustainability.

Destinations, companies, and startups that effectively leverage AI, digital platforms, data, and agile product thinking will lead the tourism market in the coming decade.

© Copyright belongs to KisStartup. Any form of copying, citation, or reuse must clearly state KisStartup as the source.

Compiled and presented by KisStartup

Using AI to make decisions that are more accurate, faster, and smarter

In an era where data has become a core asset, small and medium-sized enterprises (SMEs) now have access to an unprecedentedly powerful “analytical assistant”: AI combined with strong prompt-writing skills.

When pricing products and services, instead of relying on intuition or time-consuming manual models, businesses can leverage well-designed prompts to:

• Clearly understand cost structures and break-even points
• Analyze the market, competitors, and optimal pricing levels
• Test customer price acceptance
• Create multiple pricing scenarios
• Reduce risk and make data-driven decisions

A good prompt does not merely help AI generate accurate answers; it also enables business owners to think more strategically about price, value, and market positioning.

Why do businesses need good prompts for pricing?

Pricing is always a difficult challenge:
price too high, and products are hard to sell; price too low, and profits shrink or brand value is diluted.

However, AI cannot truly help if the prompt is too generic, such as:

“Help me price this product.”

This type of question is insufficient.

A good prompt must clearly define the context, objectives, data, and constraints, enabling AI to deliver recommendations that are practical and actionable.

The structure of a good prompt for product and service pricing

Below is the “B.O.S.T” framework, standardized for SMEs:

B – Background

• What is the business selling?
• Which market segment?
• What competitive advantages does it have?
• What is the current price level?

O – Objective (Pricing Objective)

Do you want to:

• Calculate production cost?
• Propose a retail price?
• Benchmark against competitors?
• Optimize profit or accelerate sales?

S – Specific Data

The more specific, the more accurate:

• Costs of materials, packaging, labor, utilities
• Target profit margin
• Customer segments
• Current market prices

T – Target Output

What kind of result do you want AI to deliver?
For example: a cost breakdown table, break-even analysis, three pricing options, and pricing strategy recommendations.

Examples of effective prompts
Sample Prompt 1 – Cost calculation and suggested pricing

“Act as a product pricing expert. Based on the following data:

• Raw material cost: 140,000 VND/kg
• Waste rate: 10%
• Packaging: 5,500 VND per 200g pack
• Labor + utilities: 12,000 VND per pack
• Target profit margin: 30%

Please calculate the cost per 200g pack and propose three suitable retail price options for the mid-range and premium markets. Present the results in a table and provide explanations.”

Sample Prompt 2 – Competitive pricing strategy

“Analyze appropriate pricing for Service X, given that Competitor A charges 2.5 million VND and Competitor B charges 3 million VND. My service has two key advantages: … and … The target customers are SMEs. Please propose three pricing strategies and explain the rationale behind each.”

Sample Prompt 3 – Testing customer price acceptance

“Simulate feedback from target customers (office workers – middle-income – quality-oriented). Given three price points of 150k, 180k, and 220k VND for a Tet gift product, identify the optimal price and explain why.”

Benefits for businesses that master prompt writing

When businesses master effective prompt design, they can:

• Make more accurate decisions without hiring expensive consultants
• Save time on analysis and forecasting
• Quickly test multiple pricing scenarios
• Reduce mistakes when expanding products or entering new markets
• Shift from intuition-based thinking to data-driven decision-making

Pricing is no longer a matter of “guesswork”; it becomes a scientific, executable process.

AI does not replace business decision-makers—but a good prompt can turn AI into the strongest collaborator in every strategic decision.

A business that knows how to use prompts effectively is faster, smarter, less risky, and more profitable.

If your business wants to learn how to build standardized prompts for management, marketing, sales, and pricing, let KisStartup accompany you on this journey.

Keep Innovation Simple, Stupid – Simplify to break through.

© Copyright belongs to KisStartup. Any form of copying, quoting, or reuse must clearly cite KisStartup as the source.