Faraway clients choose a team they have never met.
Outsourcing firms are often set beside two or three near-identical teams and chosen on hourly rate. Sinh Vũ helps your team show what sets it apart, through delivered projects and a way of working that can be verified.
Three things: a company profile organized by the kinds of problems your team has solved, a website that shows the people and the way of working, and a few case studies that can be verified. A faraway client has never met the team, so these three are everything they have to go on.
Group projects by the type of problem solved, not by a list of programming languages that everyone has.
Show the real team, the process from receiving requirements to handover, and how progress is reported to clients.
The client's problem, how the team worked, what changed; with names hidden when the contract requires it.
All of them build software for other people, but clients choose a team very differently, so the brand has to speak differently too.
Their customersBusinesses with a ready specification that need a team to build it right and on time.
Brand challengeShow clients the team builds it right and on time, through delivered projects and a clear quality-control process.
Their customersCompanies that need to grow their development team but don't want to hire more on site.
Brand challengeConvince clients the offshore team blends into theirs like colleagues: how it communicates, how it reports, how it handles problems.
Their customersPeople with an idea, or businesses that want a digital product but have no engineering team.
Brand challengeShow clients the team understands the business problem, not just the code: from the first question to the first product.
These are the places where outsourcing firms get cut from the shortlist, even when the engineering team is very strong.
The first page is a row of programming language and framework logos, and clients can't tell you from the team next door.
Open the profile with the types of problems the team has solved and the results clients received; keep the technology list for later.
Start from this problemThe website has only a generic introduction, with no faces and no sense of how the team works week to week.
A real team page, a process page that spells out each step, and examples of how progress is reported to clients.
Start from this problemConfidentiality clauses keep the team from posting anything, so the profile is left with self-praise.
Tell the story by problem and method, hide names and sensitive figures, and publish only with the client's consent.
Start from this problemThe foreign-language version reads like machine translation, and clients feel the team doesn't understand how they work.
Write a separate version for each market, the way readers there are used to hearing it; have a native speaker review it.
Start from this problemAt the Evaluate stage. Clients draw up a list of three or four teams, open each one's website and profile, and cut some. A profile that looks like every other one gets cut before the two sides ever talk.
Touchpoints are the places where clients look at and read about the company. You don't need to do everything at once. These five decide whether the company makes the shortlist.
The document clients save and pass to the decision maker.
Faraway clients look before they get in touch, so this is the first meeting.
They show clients how the team solved a problem like theirs.
Clients want to know who will work with them, and strong engineers want to know which team they are joining.
A place to meet many prospects face to face at once; a booth that looks like its neighbor gets no one to stop.
Listed in the order to do them. A small company can stop at step three; a company that sends a delegation to trade shows every year continues to steps four and five.
Find what the team is truly good at and which clients are worth targeting, before writing anything.
A name, mark, color and type that speak at the right level for the team.
A website with the team, the process and case studies.
A company profile and case studies to send to clients.
A booth and materials for tech trade shows and conferences.
Sinh Vũ has not published a pure outsourcing company project. ZINZA, a Vietnamese software company serving the Japanese market, is the closest, alongside a young tech project that had to look advanced without feeling cold.
ZINZA, a Vietnamese software company serving the Japanese market, had Sinh Vũ build an identity system that keeps its promise, Beyond the expected, at every touchpoint.
A promise that exceeds expectations built into a visible mark, with every document sent to partners holding the same precision.
SOOBOO, a young technology brand, had its face built by Sinh Vũ around the infinity form as its core: human passion fused with technological intelligence, the future beginning.
Young technology has to be both advanced and approachable: a mark that holds the vision without turning impersonal.
The principles behind it
Three signature projects told by problem and result, the working process, the key team and how you communicate with clients. Keep the technology list for later, not at the front of the profile.
Clients compare hourly rates when they see nothing else to compare. Show them the type of problem your team does best, how it works and the projects delivered, and the comparison shifts to which team understands their problem.
Follow the company's main clients. If they are overseas, prioritize a foreign-language version written separately, not translated word for word; the Vietnamese version is still needed for recruiting and domestic clients.
Tell it by type of problem and method, and hide the client's name and sensitive figures. Publish only with the client's consent; if you don't have permission yet, keep the document to send privately to clients who are considering you.
Not yet. The minimum is a name, logo, color, company profile and a website with case studies. Do the rest when the company takes on clients in a new market.
One sentence on what the team does best, placed where it is easiest to see; a screen presenting signature projects; and a one-page handout to take away. The people staffing the booth should tell the same story.
A few lines about the team, your current clients and where you are getting cut is enough. Sinh Vũ reads it and replies within one working day.