From 6 to 40+ Employees: The Workspace Strategy Behind Parsley’s Accelerated Growth.

For any CEO aiming to scale up, attracting and retaining top talent is a make-or-break challenge. But in an era where every cost must be optimized, what truly constitutes a worthwhile investment?

Tuấn Nguyễn, CEO of Parsley, offers a compelling answer. He successfully grew his team from a lean 6 to over 40 employees in less than two years, a testament to his unique strategy. He openly champions ‘Hospitality’ as one of his ‘silent growth weapons,’ enabling his company’s rapid and sustained expansion.

A 2-Year Journey: From Ground Zero to Resilient CEO

He emerged from a top-tier environment, surrounded by brilliant minds and robust systems, yet he chose a far more challenging path. What prompted this pivotal change in direction?

My professional journey began at Unilever, where the career progression was crystal clear and the environment was filled with exceptionally talented individuals. Later, I engaged in a startup project within Vin’s ecosystem, again working with incredibly gifted people. Still, I felt a strong desire to challenge myself independently.

I started with a rather niche idea: men’s cosmetics. I invested my entire 200 million VND in savings, going all-in from product photography and selling to running organic campaigns, and delving into supply chains and marketing. Ultimately, it didn’t succeed. Although sales were profitable, I realized I lacked a comprehensive systemic perspective.

So, with just 200 million VND and starting completely from scratch, what inspired me to return and decide to ‘restart’ with Parsley?

In late 2021, even after discontinuing the project, old customers kept reaching out to buy. That’s when I thought: if there’s still demand, my opportunity hasn’t run out. Parsley was born in 2022, and this time, I approached it with greater caution and a much clearer understanding of marketing, sales, negotiation, and chain models.

What truly sets me apart, I suppose, is a blend of sheer resilience and a touch of luck. (Big laugh).

Did you ever think: “Maybe this isn’t for me”? When did that moment occur?

Absolutely. Early in my startup journey, I joined a small fair in District 2, showcasing Parsley’s first products. Our team was just three people, taking turns at the booth. I, being the least patient, would immediately feel tense when customers simply walked by or asked, “What are you selling?” Part of it was the fear of rejection, another part was feeling scrutinized while still unsure about my own product. I vividly remember that feeling; just a few uninterested passersby made me want to pack up and go home.

That’s precisely when I thought: “Maybe I’m not cut out to be a founder.” The initial sting of rejection was far more painful than I’d imagined. However, thanks to the encouragement from my teammates, the pressure eventually eased.

After that, I shifted to online sales, as e-commerce was booming. But even then, every time a customer message didn’t convert into an order, or if I received negative feedback, I’d be down for days. At one point, 99 compliments meant nothing if just one person criticized; I’d dwell on it for a whole year.

Looking back now, I realize it wasn’t just a lesson about the product or the market; it was a profound psychological lesson. Being a founder is fundamentally a mental game, and one must learn to control their emotions before they can truly control their company.

So, how do you define your “resilience” (sự lì)?

For me, ‘resilience’ isn’t about blindly pushing forward regardless of consequences. ‘Resilience’ is daring to take the hits, but refusing to be defeated.

It means being ready to make mistakes, but never letting that same mistake repeat. You might feel sad, you might face rejection, but you don’t allow those emotions to linger too long and paralyze your actions. I was once haunted by a single customer’s criticism despite 99 praises, and that’s when I understood: if I wasn’t ‘resilient’ enough to overcome that emotion, I wouldn’t be able to go far.

Resilience also embodies the ability to maintain inner stability when external circumstances are constantly shifting. Team members quitting, customer complaints, ad accounts crashing, orders not coming in—so many things can be discouraging. But ‘resilience’ means knowing what needs immediate attention, what can wait, and what simply needs to be let go.

Strategic resilience: Scaling from 6 to 40+ in just 2 years

In less than two years, you scaled your team from 6 initial members to over 40. What factors allowed you to maintain such rapid growth?

I believe it came down to two things: a systemic mindset and investing in the right places—namely, in people and the work environment.

I once rented a house as an office; it was cheap, but when candidates came for interviews and saw the space, they rejected my offers. It was then I understood: recruiting isn’t just about job descriptions or salary. It’s about the feeling you convey. The workspace itself is a vital part of your recruitment strategy.

After moving to Dreamplex, in just six months, I scaled my team to nine people, all with stronger backgrounds. They perceived Parsley as a company ‘worth joining,’ not just a small project drifting aimlessly.

Someone once asked me why I chose Dreamplex over renting a 16 million VND house. My answer was direct: “If you want to grow fast, you must choose an environment commensurate with that growth rate.”

A beautiful, professional space in a central location enabled me to recruit top talent, retain them, and foster a sense of pride when they introduce our company.

But many founders still believe Work-from-Home (WFH) is more cost-effective and flexible. What are your thoughts on this?

I hold the opposite view. WFH reduces performance, leads to a lack of connection, and can make teams less accountable. Parsley is anti-WFH, not out of rigidity, but because I need speed. I need real people, doing real work, engaging in direct exchanges to make quick decisions.

As someone who appreciates system thinking, what impresses you about how Dreamplex operates?

I’m immensely impressed that Dreamplex calls its front-line team ‘Member Experience,’ not simply ‘receptionists.’ This reflects a profoundly different service mindset. I’ve even adopted this approach for my own team: everyone is responsible for creating an exceptional customer experience.

I once weighed the pros and cons of setting up my own office versus renting a coworking space. However, if I were to rent a house myself, I’d be burdened with concerns like security, utilities, paperwork, parking—far too many peripheral tasks. Renting a coworking space, particularly Dreamplex, allows me to fully concentrate on operations and growth.

Dreamplex’s 24/7 accessibility perfectly suits Parsley’s livestream business model. Beyond that, the people here, from Hùng and Nhung to the entire Member Experience team, are proactive, intelligent, and incredibly quick to provide support. I genuinely feel like I’m not just renting a space, but collaborating with a dedicated team that truly accompanies my company’s journey.

It is known that Nhung (Alyssa) is a Member Experience at Dreamplex Tran Quoc Toan, and also a person who has accompanied Mr. Tuan from the very first days until now. Could Nhung (Alyssa) share that journey?

During the initial phase of building the company’s system, Mr. Tuan had to be directly involved in many HR-related tasks. There were times when, even after work hours, he still had to contact me to register his team members for building access to work on their livestream. Understanding that this phase was not easy, I was always ready to respond and contact the relevant departments, ensuring his team could come to work as conveniently as possible.

There were also times when Mr. Tuan was concerned about designing a soundproof space. We had to sit down together many times, and I would listen and brainstorm different options, from sliding doors, iron-clad glass doors, to finding the most optimal supplier. We kept exploring until we found the final solution. After the construction was completed, I received feedback, “I think the soundproofing is great,” which made me feel that all my efforts were worthwhile.

As a Member Experience, I may not have a solution for every problem, but I am always ready to listen and be there with the client on the path to finding that solution.”

I know that the members of Mr. Tuan’s team are all young Gen Z individuals, full of enthusiasm and energy. I also love to explore mini-games. I would challenge them, and they would accept; everyone would burst into laughter and immerse themselves in the games I organized. At that moment, I truly felt like a member of Parsley.

However, there were times when I couldn’t give 100% of my care and energy to the team. Yet, it was during those times that the members of Parsley came and gave me words of encouragement, making me feel that this journey was a gift. Because while everyone received care from one person—me—at different times, I received love and learned from hundreds of clients around me.

Every day at Dreamplex can be said to be an exciting journey, and I am proud to be a part of the story of businesses in general and Parsley in particular, helping them overcome difficulties and reach new successes!

“10x hospitality” – More than just service, it’s a competitive advantage

As a CEO who has worked in numerous offices, what impresses you most about Dreamplex?

Dreamplex doesn’t just provide a beautiful space; they cultivate a truly distinctive work experience. What truly stays with me isn’t the furniture or equipment, but the Member Experience team: Nhung, Huy, Châu, Thảo Ngô, Linh… every single one of them leaves a lasting impression.

They proactively resolve every issue with incredible speed, genuinely understanding the operational rhythm of an online business, especially our 24/7 livestream needs. Their thinking is smart, flexible, and they care for us like family.

Is that why you once said you learned how to provide service from Dreamplex?

Exactly. I once told Nhung, “I need to learn a lot from Dreamplex about service.” I wasn’t just saying it. I’ve applied the Member Experience model to Parsley’s own internal team: we don’t call them “Customer Support” but “Member Success.” This is because they are partners who engage with customers even more closely and deeply than I do, going beyond mere problem-solving.

I want my employees to understand: creating an exceptional experience is creating a competitive advantage.

So, does workspace influence talent retention?

Absolutely. My employees view Dreamplex as their second home. They willingly stay late, arrive early, and feel the space is perfectly ‘chill’ enough for creativity, yet professional enough for deep focus.

The positive energy from the office synergizes with our internal culture, significantly helping me recruit top talent and retain them long-term.

What’s a brief piece of advice from you for scaling CEOs?

Being a CEO is a “mental game”; you must have strong psychological resilience. Focus on increasing your win rate. And if you want to go far, you must build a supportive environment where your employees can ‘win’ alongside you.

Office space, if invested in wisely, isn’t just an expense. It’s a powerful leverage for sustainable scaling. I am the clearest example of that.

Behind a beautiful office lies a fitting value system. For Parsley, Dreamplex is not merely a place to work but a strategic partner, instrumental in our sustainable scale-up thanks to its flexibility, dedicated people, and a rich, valuable community ecosystem.

And the invaluable lesson from Tuấn’s 2-year journey of team expansion is this: Hospitality isn’t just about client reception; it’s an operational mindset. It’s fundamentally how a business treats others, pivotal for retaining talent and cultivating a culture that inspires long-term commitment.

Our sincere thanks to Tuấn – CEO Parsley for openly, deeply, and inspiringly sharing his startup journey, team-building strategies, and business operational philosophy.

We genuinely look forward to continuing our partnership and spreading more value together with you and Parsley in the future!