A Practice Built Around
Business Model Clarity
We help founders and leadership teams understand and improve how their businesses work — through structured sessions, clear documentation, and considered advisory work.
← Back to HomeStarted With a Drawing Board
Cendric came together in Johor Bahru when a small group of consultants who had worked in strategy and operations across different industries noticed the same pattern: most business model conversations happened informally, without structure, and without useful written output. Decisions got made without a shared picture of how the business actually worked.
The practice was set up to fill that gap — to offer founders and leadership teams a structured way to lay out their business model, examine it from different angles, and explore adjustments in a thoughtful, documented way. We named the practice Cendric to signal something straightforward and local, and that ethos carries through to how we work.
We are not a large firm. We operate as a focused advisory practice, which means engagements are handled by experienced consultants, documentation is clear and useful, and the work stays grounded in what is practically achievable for the business in front of us.
8+
Years of Advisory Work
140+
Canvas Sessions Delivered
3
Engagement Formats
Our Mission
"To give founders and leadership teams the structured space to see their business model clearly — and the documentation to carry that clarity forward."
Consultants, Not Generalists
Engagements are led by people who have worked with business models across a range of Malaysian industries.
Ahmad Rasyid
Principal Consultant
Ahmad has spent over a decade advising businesses across manufacturing, retail, and professional services on how to map and evolve their operating models. He leads the Canvas Workshop and Advisory engagements.
Nurul Liyana
Senior Consultant
Nurul brings a background in operations and service design. She manages the documentation and written outputs for all engagements, and leads the Model Refinement Programme.
Zahir Hakim
Associate Consultant
Zahir focuses on assumptions analysis and the logic of business model components. He supports refinement and advisory engagements, particularly where financial model logic is being examined.
Our Standards of Practice
Every engagement is conducted according to a set of professional standards that we hold ourselves to regardless of the project size.
Confidentiality
All business model content shared during engagements is treated as commercially sensitive. We do not share, reference, or use client materials outside the scope of the engagement.
Written Documentation
Every session produces documented outputs. We do not consider an engagement complete until the agreed written deliverables — canvas records, briefs, or notes — have been handed over.
No Conflict of Interest
We do not engage with competing businesses in the same sector simultaneously. If a potential conflict arises, we disclose it and give the client the option to proceed or not.
Honest Assessment
We describe business models as we see them, including parts that may need attention. Our role is to give leadership an accurate picture, not to validate decisions already made.
Clear Timelines
Engagement timelines are agreed before work begins and we hold to them. For longer engagements we provide check-in updates so clients always know where things stand.
Practical Focus
We keep the work grounded in what is actionable for the business. Academic or theoretical outputs that cannot be acted upon are not our style — clarity and practical usefulness are.
What Shapes the Way We Work
Cendric operates on the principle that business model work is most useful when it produces something tangible and shared — a completed canvas, a set of refined options, or a documented advisory trail that leadership can refer back to. The work we do is structured around the Business Model Canvas framework, which gives teams a common vocabulary and a visual space for strategic conversation.
Our consultants have worked across manufacturing, logistics, professional services, education, and retail businesses in Malaysia. That breadth means we come to each canvas session with an understanding of how different types of business models tend to behave — what dependencies are common, where assumptions often go unexamined, and which components tend to create friction as a business scales.
We value directness. When we see a gap in a model or a component that carries unexamined risk, we say so clearly. Our clients engage us because they want a structured view of their business — not a presentation that reflects their preferred narrative back at them.
We value discretion equally. The discussions that happen inside a canvas session touch on strategy, pricing, customer relationships, and operational capabilities. Everything shared in an engagement stays within the engagement.
Cendric is based in Johor Bahru and works primarily with businesses in the southern corridor of Peninsular Malaysia. We are open to engagements further afield for the Model Refinement and Advisory formats where remote working sessions can be accommodated. For the Canvas Workshop, we find in-person facilitation produces significantly better outcomes.
Interested in working together?
Tell us a little about your business and which engagement you're considering — we'll take it from there.
Get in Touch