MAP GroupA Website Built To Be Found By The Right Buyers
MAP Group has thirty years of history, around 480 architects and engineers, offices in ten countries, and a client list that reads as a roll call of Korean industry. Almost none of that is visible to the buyers now researching in AI search. This proposal sets out how we fix that.
Nick Rowe
CEO & Co-Founder / Saigon Digital
“Saigon Digital transformed how Ski.com shows up online. Beyond rebuilding our platform, they helped us rethink our entire search and AI visibility strategy. We saw a significant uplift in organic traffic, our content started appearing in AI-generated recommendations, and the quality of inbound leads improved dramatically. They understand where digital is heading and how to turn it into real commercial results.”
Where MAP Group Stands Today
The visibility baseline, tested rather than asserted
Your competitors are being recommended. You are not.
We ran the question a Korean corporate buyer would actually ask when looking for a design and engineering partner in Vietnam. The answers name a set of firms. MAP Group is not among them.
| Query tested | Firms returned | MAP Group |
|---|---|---|
| Best architecture and engineering firm in Vietnam for Korean industrial plant and factory design | Sunjin Vietnam, PLAN ADD Vietnam, Sagen Construction Design, Nam Trung, Nhan Dat | Not returned |
| MAP Hanterin / MAP Group architectural engineering Vietnam | Korean parent site and the Malaysia site surface | No Vietnam presence |
The two firms that do get named are your direct competitors
Sunjin Vietnam is a joint venture with Sunjin E&A Design Group of Korea, established in Vietnam in 2004. PLAN ADD Vietnam is headquartered in Seoul and describes itself as one of Korea’s leading architecture design consultancies, specialising in industrial factories. These are Korean firms competing for exactly the work MAP Group does, and they are the answer an AI search engine gives to a buyer who has not yet decided who to call.
Why this is happening
The core problem, stated simply
MAP Group in Vietnam has no website. There is nothing for Google to rank and nothing for an AI search engine to read, cite or recommend. Your credibility lives in project documents, in relationships, and on a Malaysia site written in English in 2024. A buyer researching before they make contact cannot find any of it. That is not a ranking problem to be improved. It is a presence that does not yet exist, and building it correctly the first time is far cheaper than fixing it later.
Your pipeline is Korean capital following manufacturing across Asia.
The client list on your Malaysia site is SK Innovation, SK E&C, Hyundai Heavy Industries, Hyundai Steel, POSCO E&C, Kia, Lotte Chemical, Hanwha Q Cells, Daewoo E&C, LH and CJ. That tells us precisely who your buyer is and how they research. Korean industrial groups building plants and facilities in Vietnam, Malaysia, India and Hungary, with decision-makers who read and search in Korean.
This is why Korean is not a courtesy language on this project. It is the language of your highest-value pipeline. It is also why the search and AI work has to target Korean industrial procurement vocabulary rather than generic construction terms. A firm that ranks for “construction company Vietnam” is not competing for a copper foil plant. A firm that is cited when a Korean project director asks an AI assistant who designs semiconductor and battery facilities in Southeast Asia is.
What one contract is worth
MAP Group designs facilities like the SK Nexilis copper foil plant in Malaysia and the SK Innovation Ivancsa plant in Hungary. A single project of that scale is worth many multiples of a full year of this engagement. The question is not whether the retainer is expensive. It is whether being absent from the research stage of even one such decision costs more.
The Website
A new site, built for a group operating in ten countries
Not a redesign. A new website that matches the scale of the group.
You asked for a brand presence that reflects what MAP Group actually is. That starts with structure and positioning, not decoration.
Brand Direction
A visual and verbal direction that reads as a thirty-year international engineering group, benchmarked against global design and engineering firms rather than local contractors.
Structure & Architecture
Sitemap and page architecture built around how buyers evaluate: service lines, sectors, project evidence, and the credibility signals a procurement team looks for.
Design & Build
High-fidelity design across desktop and mobile, built in Next.js with Sanity as the content platform. Fast globally, secure, and genuinely built for three languages.
Search & AI Foundations
Technical SEO, structured data, hreflang across all three languages, and explicit AI crawler access so the site can be read and cited from the day it launches.
Why Next.js and Sanity, specifically
Three languages is where most website builds quietly fail. Bolting a translation plugin onto WordPress produces duplicated pages, broken hreflang and a content system nobody wants to use. Sanity treats language as a first-class field, so English, Vietnamese and Korean live as proper versions of the same document, with their own workflow and their own review step. Your team edits in one place, and each language stays structurally correct for search. Tri, who leads our build team, will walk your team through this at the office session.
Three Languages
English, Vietnamese and Korean, and exactly who is responsible for what
Stated plainly, including where the cost sits.
| Language | Written by | Reviewed and signed off by | Commercials |
|---|---|---|---|
| English | Saigon Digital | MAP Group | Included in the 280M build |
| Vietnamese | Saigon Digital | MAP Group Vietnam team | Included in the 280M build |
| Korean | Specialist translation partner, or MAP’s internal team | MAP Group (essential) | Quoted separately once scoped |
Our recommendation on Korean, and why
The trilingual framework, the Korean URL structure, hreflang, and full integration of Korean content into the site are all included in the 280M build. What sits outside it is the translation itself, because the volume is not yet scoped and the vocabulary is specialist.
Our honest recommendation is that MAP Group’s own team owns Korean. You are a Korean group whose clients are SK, Hyundai, POSCO and Lotte. Nobody we could hire will write Korean industrial engineering language better than the people already doing that work inside your business. If you would prefer us to manage it, we will source a specialist partner and quote it as a clear separate line once we have the page count. Either way, Korean sign-off must sit with MAP. We will not present Korean copy we cannot ourselves verify.
How Content Gets Written
The question you asked twice, answered step by step
Three phases, with a named owner at every step.
Content is where most website projects stall. This is the process Simon runs, and it is the same one we use on every engagement.
Establish what the site must say and who it must reach
- Discovery session with your team on sectors, buyers and the projects that win work
- Keyword and AI-query research in all three languages, focused on industrial procurement vocabulary
- Audit of the Malaysia site as source material, identifying what carries over and what does not
- Page-by-page content brief, so nobody writes anything before the target is agreed
- You provide: Vietnam project list, team detail, and any material the Malaysia site does not cover
Write for the buyer and for the machine reading on their behalf
- Saigon Digital writes English first, structured for citation as well as for reading
- Vietnamese written by our Vietnamese team, not machine-translated from English
- Korean produced through the route agreed above, then integrated by us
- Every page reviewed by MAP before it is built. Nothing is published without your sign-off
- Technical accuracy is your review, editorial and search quality is ours
Improve against what the data shows, every month
- Track which pages earn visibility, which earn enquiries, and which do neither
- Expand what works, rewrite what does not
- Add new content against gaps we find in AI answers for your priority queries
- Monthly review with your team against enquiry volume, not vanity metrics
What we need from MAP, and when
The single thing that moves this timeline is content input. We need your Vietnam project list, your team information, and access to someone who can answer technical questions during Phase 01. Everything else we source from the Malaysia site and our own research. If that input arrives in the first three weeks, the timeline below holds.
What Success Looks Like
Measured in international enquiries, not rankings
Three, six and twelve months.
You told us the goal is awareness, international clients and leads. So that is what we report on. Rankings and traffic are how we get there, not what we measure success by.
| Milestone | What is in place | What you should expect |
|---|---|---|
| Month 3 | Site live in three languages, indexed, AI crawlers reading it, baseline frozen and dashboard live | MAP Group appears for its own name in all three languages. First AI citations begin. Early enquiries, low volume, from branded and direct search |
| Month 6 | Content expansion running, Korean sector pages live, authority signals building | Visibility on non-branded sector queries in Vietnamese and Korean. Enquiry volume becomes measurable and attributable by language and country |
| Month 12 | Full content programme compounding across three languages and all service lines | MAP Group named alongside Sunjin and PLAN ADD in AI answers for Korean industrial design in Vietnam. A consistent monthly flow of international enquiries you can trace to source |
What we will not promise
We will not promise a lead volume number. Anyone who does, on a project where the site does not yet exist and the buying cycle runs in years, is guessing. What we will commit to is a measurable baseline from day one, monthly reporting against enquiries rather than impressions, and a clear view at every review of what is working and what is not.
The people you will actually work with.
Nick Rowe · CEO
Commercial owner of the relationship. Present at every review, and the person you escalate to if anything is not working.
Simon · SEO & AI Search Lead
Owns the search and AI visibility strategy, the content framework, and the monthly reporting. Simon leads the three-phase process above.
Tri · Build Lead
Owns the technical architecture. Next.js and Sanity, and specifically the multilingual structure that makes three languages work properly.
Kes · Delivery
Owns the timeline and the weekly rhythm. Keeps the project moving and is your point of contact for scheduling and progress.
Fourteen weeks to launch
Measured from kickoff. The retainer begins at launch.
Brand direction, sitemap, trilingual architecture, keyword and AI research, content briefs.
Visual direction, homepage and templates, desktop and mobile, through to sign-off.
English and Vietnamese written and reviewed, Korean produced and integrated.
Next.js and Sanity build, three languages, search and AI foundations, QA.
Deployment, training for your team, baseline frozen, retainer begins.
Investment
The build, the retainer, and the partnership rate
280M for the website. 75M a month for the visibility work.
- Brand direction and positioning
- Full site architecture and design, desktop and mobile
- Next.js and Sanity build, trilingual framework
- English and Vietnamese content written by us
- Korean structure, hreflang and integration
- Search and AI visibility foundations
- Team training and handover
- Ongoing SEO and AI search optimisation
- Content expansion across three languages
- AI citation tracking and building
- Monthly reporting against international enquiries
- Monthly review session with your team
| Retainer | Per month | Year one |
|---|---|---|
| Our standard rate for this scope | 100,000,000 VND | 1,200,000,000 VND |
| MAP Group partnership rate | 75,000,000 VND | 900,000,000 VND |
| Your saving | 25,000,000 VND | 300,000,000 VND |
Why we are offering 75M rather than 100M
Our standard retainer for work at this scope starts at 100M per month. We are offering MAP Group 75M, a saving of 300M across the first year, and we want to be clear that this is a deliberate commercial decision rather than a negotiating position.
MAP Group operates in ten countries. This is not a single website engagement, it is the beginning of a relationship with a group that has a continuing pipeline of entities, projects and markets. We would rather price for that relationship now than charge full rate for one project and compete for the next one on price. The rate reflects the partnership we want, not the discount you asked for.
What the partnership rate is conditional on
So that the rate is understood on both sides, it is offered on two conditions. First, a twelve-month minimum term on the retainer, because visibility work compounds and the results described above are not achievable in a shorter window. Second, that MAP Group agrees to act as a reference client, allowing us to publish the results as a case study once they are proven.
If neither condition suits, our standard 100M rate applies on rolling monthly terms with no commitment. Both options are genuinely open. We would simply rather have the partnership.
Payment terms
| Terms | |
|---|---|
| Website build | 40% on kickoff, 30% on design sign-off, 30% on launch |
| Retainer | Begins at launch. Invoiced in week 3 of each month, payable by the start of the following month |
| Korean translation | Quoted separately once scoped, or supplied by MAP Group at no cost |
| VAT | 10% added where invoiced to a Vietnamese-registered entity |
An AI-first agency, in the market you are building in.
Saigon Digital is a digital agency in Ho Chi Minh City and the UK, specialising in premium web platforms, headless architecture, and getting brands found and cited by AI search engines. Our leadership team brings over 25 years of combined international experience across Asia, Europe and North America. We are in Ho Chi Minh City, which means the team building your Vietnamese content is Vietnamese, and the people running your account are twenty minutes from your office.
Trusted by brands like Ski.com, Ventia and VALO.
View All Case Studies →Next Steps
We would like to walk you through this properly at our office, with Simon on the search and content process and Tri on the multilingual build. That is the fastest way to get your questions answered by the people who will do the work.
Office Session
Confirm Scope & Korean
Kickoff
Nick Rowe · CEO & Co-Founder, Saigon Digital