Our team is passionate about bringing you to the top.

 

Let our unrivaled team of expert franchise strategists and franchise specialists help your brand reach its full potential

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HSIEN NAIDU

FOUNDER, DIRECTOR

  

With over 20 years of consumer retail experience in the Asia Pacific region, Hsien Naidu has been integral in the growth of many local SMEs. Her wide experience in handling key executive positions from varying industries allowed her to venture through franchising, marketing, branding and intellectual property protection strategies.

Building on her passion to increase each client organisation’s Net Profit Value, she founded Astreem Consulting, specifically to be agents of growth.

As a Certified Senior Practicing Management Consultant and SCOPE IP and ICV Consultant, Hsien and Astreem are committed to bringing innovative and relevant marketing insights to the business community. Her ongoing project partnerships with SPRING, IP Academy, IE Singapore and FLA strengthen Astreem’s presence in the region.

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SETH YAP

SENIOR CONSULTANT

 

Seth’s background in business development, branding and corporate communications provided a strong platform for his current role as Senior Consultant at Astreem. His portfolio of clients included those across various industries such as Food and Beverage, Retail and Schools

Seth gained extensive regional exposure during his time in International Enterprise Singapore, where he was part of the South East Asia Group. In addition to working together with Singapore based companies on market entry strategies into the countries of Indonesia, Philippines, Myanmar, Cambodia and Brunei, Seth’s purview included new project initiatives such as Singapore’s entry into regional Indonesia provinces, Indonesia-Singapore Ministerial Investment Working Group, Rice Diversification from Cambodia and Singapore’s re-entry into Myanmar.

Prior to International Enterprise Singapore, Seth attained insights on public relations and communications while working at Weber Shandwick Singapore, one of world’s leading public relations firm, serving Singapore based international brands such as General Motors, Windows Mobile and Porsche.

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IVAN LIEW

SENIOR CONSULTANT

 

Ivan graduated from Nanyang Business School, Singapore with Honors in Business Administration. 

Prior to Astreem, Ivan has experiences in dealing with, financing and evaluating the profitability of large scale state-linked projects (power plants, steel plants) and conglomerates moving operations into SEA. Ivan marketed complex structured investments and is experienced with bonds and derivatives. Ivan also enjoyed an entrepreneurial stint on regional logistics and business brokerage.

 Ivan brings the core skills of aligning business competencies and defining business strategies to Astreem. With Astreem Ivan helps clients develop/market franchise systems and positions businesses for growth 

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EUNICE LEOW

SENIOR CONSULTANT

 

Graduated from the University of Singapore in applied Mathematics and Technopreneurship, Eunice has been focussing her career on entrepreneurship and building hands on business experience.

With her deep passion and interest in f&b she cofounded and successfully ran an F&B business known as “Strictly pancakes”. Having been in the industry for over 5 years and developed a franchsie system for the business, she has an all rounded understanding of f&b operations and franchising. Equipped with real business owner and operator experience, she is able to help owners exploit their intellectual properties to prepare their business for Franchising

Astreem Consulting - Harish Babla

HARISH BABLA

ASSOCIATE CONSULTANT

     

A 4th generation successful entrepreneur, a business visionary, an inspiring leader, a growth strategist and an advocate for family owned businesses who believes that business must be conducted with the highest standards of excellence and with an unwavering passion to serve the customer.

For over seven years he reigned as the largest franchisee world-wide for a 1200+ unit global print franchise and twice was selected as “Franchisee of the Year”. He has run a successful Master License for the western United States for a diversified retail print imaging company.

As Managing Director of Copy Club® a US$50 million division of a multi-brand global franchise company, Harish was responsible for huge sales growth and profitability of franchise units.

Harish has founded Grins 2 Go®, a retail and mobile photography franchise that delivered a new vision to the photography industry. In 2008, he was awarded “Franchisor of the Year” by the Indus Business Journal.

For many years, Harish has served on the Board of Directors of Kwik Kopy Printing® and The International Center for Entrepreneurial Development, both global franchise companies with over 1000 franchise units.

Due to his conviction that family owned businesses are the most effective method for advancing entrepreneurship, he is dynamic and engaging in the classroom, turning his vast experience into understandable frameworks and practical lessons that will be meaningful and valuable to business executives at all levels.

Astreem Consulting - Stree Naidu

STREE NAIDU

CHAIRMAN

  

Stree Naidu has more than 17 years experience in the Asia Pacific IT industry. As the current Vice President of Imperva Asia Pacific and Japan, he is responsible for the overall business operations across markets including Australia, China, Japan, Singapore, and New Zealand.

Stree has been working with Imperva for 5 years, and brings with him a depth of technical knowledge and experience in developing and growing software businesses. In his role with Imperva, Stree is focused on providing solutions to help customers in Asia Pacific protect themselves against data security threats, while also leading the regional executive team.

His knowledge and expertise has earned him a reputation as a leading data security authority for both public and private sectors in Asia Pacific. Based in Singapore, Stree travels extensively around Asia Pacific to lead the Imperva team and meet with clients. In his spare time, Stree enjoys spending quality time with his family, racing and sailing.

Astreem Consulting - Lee Shy Tsong

LEE SHY TSONG

PARTNER, INTELLECTUAL PROPERTY PRACTICE

Bachelor of Laws (Hons), National University of Singapore

Shy Tsong has an extensive experience in intellectual property registration and manages worldwide intellectual property portfolios for clients. He specialises in all areas of intellectual property law and is a registered Patent Agent for Singapore. He is also a member of the Association of Singapore Patent Agents (ASPA) and a registered Trademark and Industrial Design Agent in Malaysia. Shy Tsong graduated in 1993 with a Bachelor of Laws (Hons) from the National University of Singapore and was admitted as an Advocate and Solicitor of the Supreme Court of Singapore in 1994. He joined Donaldson and Burkinshaw in 1996. In addition to his law degree, he also holds an Advanced Diploma in Computer Studies.

Astreem Consulting - Han Juat Hoon

HAN JUAT HOON

COO, MULTI-CHEM LIMITED

Madam Han is an inspirational and experienced professional in the operations field. She is the founding shareholder of Multi-Chem Limited, a company listed on the Singapore Exchange (SGX). Multi-Chem is headquartered in Singapore and has 25 subsidiaries and 2 associated companies across Asia Pacific region. Madam Han holds a successful performance history of over 30 years in operations and management.

Currently on the Board of Directors as the Chief Operating Officer of Multi-Chem Limited, Madam Han has in depth expertise in developing and modeling effective and resource-efficient operation models. As a business leader with vast knowledge, her expertise and guidance is of great value to Astreem.

Astreem Consulting - Gideon Rosing

GIDON ROSING

FOUNDER & HEAD OF GLOBAL BUSINESS DEVELOPMENT, GLOBAL FRANCHISE PARTNERS GROUP
(AUSTRALIA)

Extensive experience in global franchising having worked with international brands such as McCafe, Gloria Jean’s Coffees, Second Cup, Krispy Kreme, Cookieman, Tully’s Coffee, Jamaica Blue and more.

Gidon’s strength lies in building and maintaining strong relationships and over the years he has accumulated a wealth of contacts around the world including those of franchisors, master franchisees, investors, VC firms, PE groups and strategic partners.

Gidon is a strategic and lateral thinker with strong leadership skills and a positive solution-focused approach. He identifies opportunities and is able to bring together the required people, skills and expertise to maximize them.

Astreem Consulting - Burang

BURANG RIYADI

FOUNDER & PARTNER, INTERNATIONAL FRANCHISE BUSINESS MANAGEMENT
(INDONESIA)

Burang has been in the franchise consultancy business since 1995. He is also the Vice Chairman of Franchise & License Permanent Committee Indonesia Chamber of Commerce & Industry. He is now the Consultant to Trade Ministry Office.

Burang is a regular Franchise rubric contributor to National Business & Franchise Magazines and he is the writer of FRANCHISE MANUAL & FRANCHISE DOCUMENT.

Consultant to reputable national franchise companies such as: Alfamart, Gloria Jeans Coffee, Circle K, Alleira Batik, Yomart, Excelso Café, DailyBread Café, Bumbu Desa, AutoBridal, Sour Sally, RM Dapur Sunda, Cipaganti Otojasa, Panorama Tour.

Astreem Consulting - Christopher Lim

CHRISTOPHER LIM

VICE PRESIDENT FOR MARKETING & STRATEGY, FRANCORP
(THE PHILIPPINES)

Chris is currently the Vice President of Marketing & Strategy, Francorp Philippines; the premier Franchise development consultants in the Philippines. He has the global marketing experience of over a decade from Bangkok, Shanghai, and London as former Senior Global Brand Manager for Unilever.

Chris is the concurrent President of U-franchise Sales and Management Inc., the largest franchise sales company in the Philippines and he is the Chairperson for ASEAN Integration, Philippine Franchise Association (PFA)

Chris graduated from Oxford University with a Post Graduate Diploma in Strategy and Innovation & studied in the National University of Singapore.

Astreem Consulting - Sean Ngo

SEAN NGO

CEO, VF FRANCHISE CONSULTING
(VIETNAM, THAILAND)

Sean has over 25 years of strong experience in franchising and food and beverage operations, business development, real estate development, project management and general management after having worked for Fortune 500 companies including Microsoft and VF Franchise Consulting.

He developed and managed the first American hamburger chain, Carl’s Jr., in Vietnam (25 units).

Sean is currently representing International Franchise for Vietnam and ASEAN markets, including Denny’s, Texas Chicken, Rocky Mountain Chocolate Factory, New Horizons, The Melting Pot, Edible Arrangements, Title Boxing Club, Manhattan Fish Market, Jan Pro Commercial Cleaning, Round Table Pizza and more.

He has strong experience in real estate development, including developing international feasibility studies, managing various RE consultants, including legal, sales & marketing, hospitality; experience in working and negotiating with 5-star hotel operators.

Astreem Consulting - Sofia Leong Abdullah

SOFIA LEONG ABDULLAH

INDEPENDENT BUSINESS SUPPORT PROVIDER
(MALAYSIA)

Sofia has 30 years of accumulated hands-on experience in design & construction, property management, services & hospitality and franchising.

She has been involved in the franchise industry since 1997. In 2012, Sofia established Business Evolution, a franchise consultancy firm focused on assisting business owners to venture into the franchise industry and enhancing their businesses to be competitive in the global market.

Sofia has a vast knowledge of franchising in Malaysia and internationally and has assisted a number of Malaysian franchise owners to establish their brands in the South East Asian region.

Prior to establishing Business Evolutions Sofia was the CEO of the Malaysian Franchise Association. She has written a book on franchising in 2014.

Astreem Consulting - Rajeev Manchanda

RAJEEV MANCHANDA

FOUNDER & DIRECTOR OF INVENTURE INDIA PVT. LTD. VICE PRESIDENT OF FRANCHISING ASSOCIATION OF INDIA
(INDIA)

Rajeev is the founding member of FAI and represents FAI on World Franchise Council (WFC) and Asia Pacific Franchise Confederation (APFC).

He is a Member of Retail Committee at FICCI (Federation of Indian Chambers of Commerce and Industry).

Rajeev has over two decades of Management Consulting experience. He has been instrumental in developing India entry strategy for many leading international companies and has also assisted them in setting up business or finding suitable partners in India.