tiểu luận khởi sự doanh nghiệptomatid plan

tiểu luận khởi sự doanh nghiệptomatid plan Business idea: In the period of innovative society, the awareness of environmental protection and health protection 1s raised all over the world, it’s high time for the market to look for clean hygienic products extracted from nature ingredients. With a young population structure, high awareness of environmental issues, we believe that creating a safe natural product with consumers ts the right choice, which 1s reason why hygienic products was fermented from tomato Tomatid was born. With the idea of producing the products that made from tomatoes (especially the rot tomatoes that can export or use normally). We apply the technology of making fermented to create the cleansing products for household. The products are friendly with environment, there are also many differentiations from traditional products which are available in market now. The features of market, customers about environment problems create the demand and interests about kind of our products natural one. Now, the household cleansing market gradually grow each year, reach 4 billions dollar in Vietnam with many big brands from Unilever, pg, ... We believe those are the good features prove that the demand is high, and with the niche market ( customers are highly interested in natural products), Tomatid will success in satisfy customers for the quality of products. Therefore, with the advantages of niche market, customers, and products, Tomatid will run successfully in Viet Nam market. 1.2 Products Tomato 1s a micronutrientrich product that is extremely available in Vietnam. After making fermented, Tomato is left with residue and be ready to mix with microorganisms to create fertilizer that 100% in harmony with the environment. 1. Fragrance: A product that uses natural essential oils for a gentle, delicate scent. 2. Cleaning by microbiological fermentation instead of surface abrasion. 3. Support deodorizing, sterilizing, especially adding antifungal ingredients. Because it is made from fermented microbiological herbs, the waste water from the washbasin, the washing machine or toilet will go out harmlessly. If it 1s used by many households, the microorganisms will clean public sewers, wastewater will be cleaner, eliminate odors. The product does not only clean during usage but only continue to clean clothes, floors and appliances after use because of the ongoing fermentation mechanism. TOMATID consists of 6 products: TomaTid hand washer TomaTid dish washer TomaTid floor cleanser TomaTid cloth washing (soak 3060 minutes before washing) TomaTid Super Clean (clean multipurpose appliances) TomaTid Toilet Brush 1.3 Ingredients Tomatoes are a suitable solvent for selected yeast strains to produce a probable solution effective cleaning, foaming, antibacterial. Moreover, tomatoes are quite cheap and readily available in Vietnam. Besides 95% of fermented solvents, the remaining 5% are additives including

Nguyen Trung Viét Hoang 1612250013

Ha Noi, March 2020

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CHAPTER 4: OPERATION PLAN

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ACKNOWLEDGEMENT

First of all, we would like to express my deepest appreciation to all members of our group to work together and complete “TOMATID” Planning We are grateful

to Mrs Tran Minh Thu, the teacher of the subject

We would like to express our deep attitude to our instructor, Mrs Tran Minh Thu for her generous support, coaching, patient guidance and companionship during this course that helps us in completion of project Which she has been teaching us

is not only their precious knowledge but also her experiences about psychology, life, work and learning She shows us a new insight in problems, how to solve problem by different ways It makes her stand out from others and create positive thinking on us Again, thank you, Mrs Tran Minh Thu with all our best regards

We have taken efforts in this project However, it would not have been possible without the kind support and help of many individuals of group We would like to thank all the members of our group who involve, contribute their abilities and work hard to complete this project

Sincerely,

Group 3

CHAPTER 1: BUSINESS IDEA 1.1 Business idea:

In the period of innovative society, the awareness of environmental protection and health protection 1s raised all over the world, it’s high time for the market to look for clean hygienic products extracted from nature ingredients With

a young population structure, high awareness of environmental issues, we believe that creating a safe natural product with consumers ts the right choice, which 1s reason why hygienic products was fermented from tomato "Tomatid" was born

With the idea of producing the products that made from tomatoes (especially the rot tomatoes that can export or use normally) We apply the technology of making fermented to create the cleansing products for household The products are friendly with environment, there are also many differentiations from traditional products which are available in market now The features of market, customers about environment problems create the demand and interests about kind of our products - natural one

Now, the household cleansing market gradually grow each year, reach 4 billions dollar in Vietnam with many big brands from Unilever, p&g, We believe those are the good features prove that the demand is high, and with the niche market ( customers are highly interested in natural products), Tomatid will success in satisfy customers for the quality of products Therefore, with the advantages of niche market, customers, and products, Tomatid will run successfully in Viet Nam market

1.2 Products

Tomato 1s a micronutrient-rich product that is extremely available in Vietnam After making fermented, Tomato is left with residue and be ready to mix with microorganisms to create fertilizer that 100% in harmony with the environment

1 Fragrance: A product that uses natural essential oils for a gentle, delicate scent

2 Cleaning by microbiological fermentation instead of surface abrasion

3 Support deodorizing, sterilizing, especially adding anti-fungal ingredients

Because it is made from fermented microbiological herbs, the waste water from the washbasin, the washing machine or toilet will go out harmlessly If it 1s used by many households, the microorganisms will clean public sewers, wastewater will be cleaner, eliminate odors

The product does not only clean during usage but only continue to clean clothes, floors and appliances after use because of the ongoing fermentation mechanism

TOMATID consists of 6 products:

* TomaTid hand washer

* TomaTid dish washer

* TomaTid floor cleanser

* TomaTid cloth washing (soak 30-60 minutes before washing)

* TomaTid Super Clean (clean multi-purpose appliances)

* TomaTid Toilet Brush

1.3 Ingredients

Tomatoes are a suitable solvent for selected yeast strains to produce a probable solution effective cleaning, foaming, antibacterial Moreover, tomatoes are quite cheap and readily available in Vietnam

Besides 95% of fermented solvents, the remaining 5% are additives including:

- Biological additives (Na2S04 salts used to neutralize), are stable substances

licensed for circulation, safe for users Anion Labs 1s the active substance

Negative charged surface

- Biological additives including aroma essential oil, bactericidal and deodorizing essence derived from herbs, fungicides herb

1.4 Mission

Tomatid’s mission is to build a green, sustainable Vietnam towards a cyclic digital economy of the 4.0 era Tomatid Brand brings a household cleansing fermented tomato product The product does not only clean the house but also help to clean and revitalize the polluted rivers, lakes and ponds which are contaminated by

chemicals from domestic wastewater

« Always leading the market, taking the "Rank and Difference" criterion as the goal of deploying all jobs from investment to business

* We would like to accompany and cooperate with individuals, social organizations, state agencies to jon hands in restoring our harmony with

nature.

1.6 Core values

1 Loyalty and honesty: Loyal to the organization, consistent with the ideals and values of Tomato Lady, taking the principle of transparency at the forefront of life and work Being honest in all activities, especially providing and processing information

2 Enthusiasm: Enthusiastic and dedicated to work, daring to think, to do, to do and dare to take responsibility in every action, work with a spirit of coordination for common goals

CHAPTER 2: MARKETING AND STRATEGIC PLAN

to new markets and gain

an advantage over competitors that are not focusing on “greenness”

The organization with the adopted green

marketing 1s perceived

to be more socially responsible

Green company builds brand equity and wins brand loyalty among

Lack of awareness

At first, it is hard for the company to promote their product

Most customers choose to satisfy their personal needs before caring for environment Many customers keep away from products labeled

“environmentally friendly”

because they see such labeling

as a marketing gimmick, and they may lose trust in an

organization that suddenly claims to be environmentally friendly

The business sector 1s e People's awareness of waste is still

expanding, with many | old-fashioned

future opportunities for | e Developments in technology may

SUCCESS change this market beyond our ability Government wants to to adapt

encourage local business

Competitors may be slow to adopt new technologies e A small change in the focus of a

large competitor might wipe out any market position we achieve

2.2 Marketing plan

2.2.1 Market analysis

2.2.1.1 Competitor

- Direct competitors: Eco Care, Frosch, B6 Hon - Made by Hau, Layer Clean

Viet Nam, Naturally Clean, Qua bo hon - Be Bio, Minh Hong Biotech, Tin

Criteria Tomatid Qua bo hon - Be Bio Sunlight

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Quality + Fragrance « Easy to use Good Quality

-« Cleansing by « Environmental Not very

fermentation

« Support

deodorizing, sterilizing especially adding anti- fungal

People who care about environment and friendly natural products, clean hygiene problems

o Students, teachers, officers

o Moms, young women

o Companies, groups, factories

o Schools, hospital, medical organization

For specific, our typical target customers (Shoppers and Consumers) could be described in details:

Area: Vietnam

Age: >= 4 years old (consumers) >18 years old (Shoppers)

Gender: All genders

Income: People with all segment of income from 0 -> unlimited

Habits: Use clean hygiene products

Interest: Environment, health, social media

Behavior: Select carefully products Clean living activities

After deciding direct competitors and target customers, we conduct the following questionnaire:

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How old are you?

Your current income

What factors are the most important when you choose a cleaning product for your family?

Do you prefer buying offline or online?

Offline at markets, supermarkets or retailers, stores

Online via Shoppee, Tiki, Lazada

Have you recommended our product to your family, relatives and friends

Yes

No

Maybe

2.2.2 Marketing strategy for one year of operation

We use Marketing Mix 4P’s for marketing strategy

2.2.2.1 Product

Because it 1s made from fermented microbiological herbs, the waste water from the washbasin, the washing machine or toilet will go out harmlessly If it 1s used by many households, the microorganisms will clean public sewers, wastewater will be cleaner, eliminate odors

The product does not only clean during usage but only continue to clean clothes, floors and appliances after use because of the ongoing fermentation mechanism

TOMATID consists of 6 products:

* TomaTid hand washer

* TomaTid dish washer

« TomaTid floor cleanser

16

* TomaTid cloth washing (soak 30-60 minutes before washing)

* TomaTid Super Clean (clean multi-purpose appliances)

« TomaTid Toilet Brush

2.2.2.2 Price

a Price for wholesaler

1 Separate products (standard 500ml)

« TomaTid floor cleanser: 32.000 VND

* TomaTid cloth washing: 32.000 VND

* TomaTid Super Clean: 32.000 VND

* TomaTid Toilet Brush: 32.000 VND

b Price for retailer:

« TomatTid floor cleanser: 50.000 VND

* TomaTid cloth washing: 46.000 VND

* TomaTid Super Clean: 50.000 VND

l/

«= TomaTid Toilet Brush: 46.000 VND

c Price for customers:

Prices of all products are listed on the market following in this price lists:

* TomaTid handwasher: 65.000 VND

* TomaTid dish washer: 68.000 VND

= TomatTid floor cleanser: 88.000 VND

«= TomaTid cloth washing: 62.000 VND

* TomaTid Super Clean: 88.000 VND

« TomaTid Toilet Brush: 62.000 VND

The main channels are our fanpage on Facebook, Instagram, associated

website such as: Imart.vn, Webtretho

E - Commerce: Tiki, Shopee, Lazada, Sendo, Adayro1

Telesales

We sell offline following these distributions:

« Level 1: Wholesaler: Big C, Aeon Mall, Metro, Corp Mart

* Level 2: Retailer: Vinmart, reseller, lotte mart, fair, Tohe, Laidayrefill

« Level 3: Customer (direct to customer)

2.2.2.4 Promotion and marketing budget

Promotion plan for our “TomaTid" is designed for each month follow as:

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Introduction From 4/2020 (month 1)

Raise the awareness of the customer, promote trial, educate market

Growth: From 8/2020 ( month 4)

Raise the awareness, boosting sales Maturity: From 12/2020 (month 8)

Raise the awareness of new products, boosting sales, maintain customer relationship

Month | Channel Activity Note Cost Total cost

1 Online Advertising via: |- 50.000 11.000.00 | 30.500.000 VND

marketing |+ Facebook: VND/ post 0 VND

approach on Facebook approximately |(3

3200 posts/day) people/post, 86 |- 350.000 likes increased |VWND/ post

a day page ads on + Google: Facebook keywords and |- 100.000 website are VND/ day shown first, to {ads on

increase the Google Ads number of - 100.000 click VND/ day + Instagram: ads on

19

approach approximately

850 people, 16 potential

customers + Post on the websites as:

« Operate

3200 people/post, &6 likes increased

a day

+ Google:

keywords and website are

on Facebook (3

posts/day)

- 350.000 VND/ post page ads on Facebook

- 100.000 VND/ day ads on

Google Ads

- 100.000 VND/ day ads on

Instagram

11.000.00 0) VND

22.500.000 VND

2]

approximately

850 people, 16 potential

customers + Post on the

- 2 influencers

review on Instagram

Offline

marketing

« Jomin student fair in Da

Nang

- (Operate workshop

LO

educate market about the

Total 10.000.000 VND

+ Google Ads:

3.500.000 VND + Instagram:

«+ Operate

workshop +

event to

educate market

+ Youtube: Facebook 1.500.000 VND |page

- 100.000 Google ads

150.000/day

on Instagram (20 days) Online Post on ICT Top 6.000.000 Newspape |News, some homepage VND

r + Adsjonline (all week)

TV newspaper(Soh channel fa, afamily)

on ICT News

Offline

marketing

# Join in

student's fair in Ha

No Ho Chi

Minh, and some big

cities in VietNam

+ Operate workshop +

event to

educate

market

about the products

3.500.000 VND + Instagram:

1.500.000 VND

+ Youtube:

1.500.000 VND 69 000VND

/ post on Facebook (1 post/day)

- 230.000 VND

cities in VietNam

«+ Operate

workshop +

on instagram (20 days)

Online Post on ICT Top 3.000.000 Newspape |News, some homepage

r + Adsjonline (3

TV newspaper(Soh |days/week) channel fa, afamily)

on ICT News

event to

educate market

Facebook (1 post/day)

- 230.000 VND

Facebook page

- 100.000 Google ads

150.000/day

on instagram (20 days)

16.500.00

0 VND

32.500.000 VND

30

«+ Operate

workshop +

event to

educate market about the products

3]

+ Youtube: Facebook 1.500.000 VND |page

- 100.000 Google ads

150.000/day

on instagram (20 days)

workshop +

32

event to

educate market

Facebook page

- 100.000 Google ads

150.000/day

on instagram

(20 days)

33

CHAPTER 3: HUMAN RESOURCES PLANNING

3.1 Organization structure

Job analysis 1s one of the most fundamental steps in human resources department

A manager has to own a comprehensive vision towards his company to implement the most appropriate strategy to improve the employees’ quality as well as develop his leadership skill In order to analyze the job, all information concerning the job description and job requirements has to be examined carefully The qualifications for the job do not include only practical skills, but also demand the personality and working attitude of the employees Because this 1s a brand new product which has never been seen on the current market, there should be first-time difficulties for the employees if we are not able to provide them enough training courses and necessary knowledge Therefore, a detailed and precise job analysis must be brought out so that every department of the company can operate smoothly and orderly

- Requirements

Project Manager is the temporary boss of service process We need marketing staffs, financing staffs, accountants and a technical staff to operate our Tomatid Project In the first year, we hire | full — time Accounting, 2 full - time Marketing staffs, 1 part-time Financing staff, 1 full-time Sales staff and 1 full-time Technical

Quantity | Type of | Salary ( per person per month)

employee

Marketing /|2 Full-time 4 500.000 VND (increase to 5.500.000

VND if exceeding set target

Sales Staff | Full-time 4.500.000 VND (increase to 5.000.000

VND after 6 months) Bonus: 500.000 VND if exceeding set target

Financing l Part-time 2.000.000 VND

Staff

R&D l Full-time 4 000.000 VND

Accounting | | Full-time 4 000.000 VND

Technical l Full-time 4.000.000 VND (increase to 5.000.000

36

3.2 Recruitment & selection

Figure 1: Recruitment process

In first round (Application), we recruit by 2 ways, through friends, relations and post recruitment information online (YBOX, TOPCYV and Social Network-

Facebook, Instagram, Linkedin with running ads)

Application includes CV, cover letter that send into manager's email After that, manager will filter applicants based on CV and arrange individual test and

interview For important positions, test will be relevant to professional

qualification For cleaners, Green collectors, customer officers, we test their

solving problem and communication skill It will be more detail in the next part Selection Interview round just test them on personality and attitude

37

After Interview, employees will have 1 month to have on — job training If they do good job, they will be recruited officially

*« Good knowledge about

- Designing content, | marketing field

management activity reports, and| understanding of complex

forecasts Monitor | financial documents also is

ensure that —_legal | e Organizational skills: Staying

requirements are met | organized to do the job

- Supervise employees | &!lectively

who do financial |* Detail oriented: Being

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reporting and budgeting

Review company financial reports and seek ways to reduce

costs

precise and attentive to the

work in order to avoid errors

e - Communication skills:

Excellent communication skills 24 are essential because financial $omanagers must explain and justify complex

3, Accounting * Calculate the total |+ Attention to detail and basic

cost and total accounting skill revenue, number of |+ High university degree products sold « Trustable

* Make report on each period (week, month, quarter )

4 R&D « In-depth — research - Being conscientious,

towards the working persistent

mechan gt the « Being ambitious about product ‘m order to the future development

progressively of the product improve the

efficiency « Understanding the

demands of the customers to modify the product

5 Sales Work to find new sales | » High school diploma

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