A Practice Built Around Operational Clarity
We work alongside business owners to make their operations legible — so the business can be handed off, replicated, or expanded without everything depending on one person.
Back to HomeWhere Obsidia Came From
Obsidia was set up in Kuala Lumpur by a small group of advisors who had spent years helping businesses figure out how to grow without losing control of their standards. Over time, a pattern became clear: most owners who wanted to expand already had something worth replicating. What they lacked was a clear picture of how their business actually operated — not as they imagined it on good days, but as it ran from week to week.
The name Obsidia comes from obsidian — a volcanic glass that is formed under pressure into something structured, sharp-edged, and reliable. That is what we try to produce: advisory work that is useful under the pressures of real expansion planning, not just neat in theory.
We focus exclusively on the operational side of franchise development. We do not handle legal documentation, financing, or marketing strategy. Keeping our scope narrow means we can go deep on what we do — and the outputs we produce are grounded in how your business actually works.
What We Are Here to Do
Our mission is straightforward: help Malaysian business owners understand what their business would need before it could be reliably replicated — and then help them build that foundation.
Too many expansion plans stall not because the underlying business is weak, but because the operational documentation, standards, and training structures were never properly set down. Obsidia exists to close that gap, working directly with owners rather than through layers of consultants who have never run a counter, managed a shift, or dealt with a supplier problem at 6am.
Practical outputs over theoretical recommendations
Direct engagement with the business owner throughout
Malaysia-specific operational context, not imported frameworks
Staged engagements — start small, decide whether to continue
Who You Work With
Obsidia engagements are led directly by experienced advisors. You are not handed off to a junior team after the first meeting.
Razif Hadzri
Principal Advisor
Leads Replicability Sessions and Franchise Framework Programmes. Background in multi-outlet operations across the Klang Valley.
Siti Liana
Documentation Lead
Specialises in operations manual development. Has documented processes for businesses in F&B, retail, and services sectors.
Kenneth Wong
Standards Advisor
Focuses on operational standards and training outlines. Works with owners on structuring knowledge transfer across sites.
Our Working Standards
The way we run engagements is as important to us as the outputs we produce. These are the principles we hold ourselves to.
Transparent Scope
We are clear about what is inside and outside our work before an engagement starts. No scope creep, no surprise additions mid-project.
Confidentiality
Everything discussed in our sessions stays within the engagement. Business details, financials, and operational specifics are not shared beyond the working relationship.
Written Deliverables
Every engagement produces a document the client owns. We do not complete an engagement without leaving something tangible in your hands.
Plain Communication
We write the way people talk. Jargon-heavy outputs are of little use to a franchisee reading an operations manual at 7am before a shift starts.
Realistic Timelines
We set timelines based on what is actually achievable given the owner's availability and business demands — not on what sounds impressive in a proposal.
Review Pass Included
Documentation engagements include at least one structured review pass. You have the opportunity to correct, adjust, and confirm before the work is considered complete.
Advisory Rooted in Malaysian Business Conditions
The franchise advisory space in Malaysia has grown considerably alongside the country's multi-outlet retail and F&B sectors. But much of the available support focuses on legal registration, brand licensing, and sales prospecting — areas that come after the operational groundwork has been laid. Obsidia occupies the earlier stage: helping owners understand whether and how their business can be replicated before they take it to market.
Working from Kuala Lumpur, we engage with businesses from across Peninsular Malaysia. The operational realities here — staff retention patterns, supplier relationships, geographic expansion across the Klang Valley and into secondary cities — inform how we approach each engagement. Frameworks imported from other markets often underestimate the specific conditions that affect how Malaysian multi-outlet businesses run.
Our engagements are structured around what the business owner can realistically produce. We account for the fact that most owners are also running their business day-to-day while working with us. The sessions are scheduled around their operational rhythm, and the documentation work is paced to avoid disrupting the business while capturing it accurately.
Obsidia's advisory practice covers three service tiers — from an initial readiness assessment through to a full operational framework — giving owners a path that matches where they actually are, rather than requiring them to commit to a comprehensive programme before they know whether the effort is warranted.
We Work Best When You Know What You Are Trying to Solve
If you have a business that runs well and you want to understand what expansion would actually require, we would be glad to have an initial conversation.
Get in Touch