Business Model Canvas of TALYVI FPT

1 2 Table of Contents I EXECUTIVE SUMMARY 4 1 Purpose of the plan 4 2 Product and its advantages 4 3 Market Opportunities 6 4 Management team 6 II COMPANY DESCRIPTION 7 1 History 7 2 Organizational st.

Table of Contents

I EXECUTIVE SUMMARY 4

1 Purpose of the plan 4

2 Product and its advantages 4

3 Market Opportunities 6

4 Management team 6

II COMPANY DESCRIPTION: 7

1 History: 7

2 Organizational structure: 8

3 Achievements: 8

National level 8

International level 8

4 Long Term Aim of the Business 8

5 SWOT analysis: 9

III MARKET ANALYSIS 10

1 Target market 10

2 Market demand 12

3 Market trends 13

4 Market outlook 13

5 Profile of competitors 15

6 Competitive advantage, project’s benefits, and benefits to clients 20

7 What are the barriers for the project's products/services to enter the market? How to overcome those barriers? 20

IV MARKETING STRATEGY 22

1 Segmentation and targeting 22

2 Differentiation and positioning 22

3 Value Proposition 22

4 Marketing Mix 4Ps 23

V SALES STRATEGIES 26

VI RESEARCH AND DEVELOPMENT 28

Product Description 28

1 Features on the app 28

2 Functions of app 29

VII STAFFING AND OPERATION 32

1 Management structure 32

1.1 Organizational structure of FPT company 32

1.2 Organizational structure of a project team 32

2 Staffing 33

3 Recruitment and Training Plan 35

3.1 Recruitment 35

3.2 Training plan 36

4 Operation 37

4.1 Technology 38

4.3 Education 39

VIII FINANCIAL POSITION 42

I Profitability ratios 42

II Liquidity ratios: Acid-test ratio 43

III Debt ratio 44

IV Asset activity ratios: Inventory turnover ratio 44

I Income statement 48

II Balance sheet 51

III Cash flow statement – Indirect method 54

IX FUNDING REQUIREMENT 55

I Sources of funding 55

II Funding allocation 55

X SALE PIPELINES 56

I EXECUTIVE SUMMARY

1 Purpose of the plan

FPT Software Company Limited is a global IT services provider headquartered in Hanoi, Vietnam It belongs to FPT Corporation as a subsidiary (FPT – HoSE) FPT Software, which was founded in 1999, is the largest provider of software services in Vietnam, with $513.6 million in sales and 18,000 employees From delivery centers in the United States, Japan, Europe, Australia, Vietnam, and the Asia Pacific, FPT Software offers services in the smart factory, digital platform, robotic process automation, artificial intelligence, Internet of Things, enterprise mobilization, cloud computing, virtual reality, embedded system, managed services, testing, platform modernization, business applications, application service, BPO and more It has around 56 offices spread throughout

26 nations and territories

This is the report for our business plan to launch an application to take care of mental health for the youth in Vietnam in the age group 18-24 by FPT Software Company Limited, from which the application will be launched for Vietnam market, and further Asian market Our aim is to explain how FPT Software can launch this plan to make it a profitable business

2 Product and its advantages

• Products: TALYVI

According to statistics of the Center for Psychological Crisis Prevention and Control (PCP)

in 2010, in Vietnam, adolescents aged 15-24 are the age group with the highest suicide intentions The rate of female suicide attempts is twice as high as that of males The 2010 national survey of adolescents and young people in Vietnam of over 10,000 people in this age group showed that: 4.1%

of people contemplated suicide, 25% of whom sought to end their life According to experts, in addition to the "gap" from the family, the coordination between sectors in the provision of services and human resources for mental health care for children in general and adolescents years in particular have many limitations

Understanding that, we introduce TALYVI, an application to help with the youth who are suffering from mental health With the timely help of TALYVI, young people who are having psychological problems will be helped promptly and quickly, with useful advice as well as help from experts to overcome difficulties

• Advantages of TALYVI:

- 24/7 service, support to answer questions and needs ask for psychological consultation through chat feature free online/hotline

- Exercise package to support mental health care in the short term researched and designed by experts

- Divided into several series, continuously update the right content student With series "Psychology profession" & "Psychological decoding" targeted at young people who are studying or passionate about Psychology learn

- TALYVI connects clients (customers) to experts to join, listen, help clients improve their lives Customers can offer futures assessment feedback for consultants that they love after the consultation

Business Model Canvas of TALYVI

MAIN PARTNER

Input String:

- Freelance business consultant

(private)

- Non-profit social organization

that creates events

Output string:

- University

- Non-profit social organization

that creates events

- Partner to advertise products to

support mental health

- Building a human resource system in psychology, expanding the connection

of psychologist partners

- Event, talkshow at universities.

POSITIONING VALUE

Vietnam to take care of mental health of the young

generation

- Works 24/7

CUSTOMER RELATIONSHIP

1 Automated service (app):

- Customers will be provided with "psychological counselors" that match the customer's criteria.

- Provide exercise packages, podcasts to support mental health care

2 Marketing

- Social media: Facebook, Tiktok

- Student groups, at the university

3 Community building

+ Expand university partnerships + Organize webinar, psychology workshop for students

CUSTOMER SEGMENT

Individual:

- TAM: Young people aged 16-24 nationwide have psychological problems

- SAM: 1,700,000 students nationwide SOM : 600,000 students in Hanoi,

Ho Chi Minh City

MAIN RESOURCES + Team of Expert in Psychology + TALYVI techonology infrastructure

CHANNEL

- Web app, mobile app

- Clubs at universities in Hanoi and Ho Chi Minh City

COST STRUCTURE

- Fixed costs (starting a company)

• Fixed personnel salary

• Rent office, initial machinery

- The variable costs

RnD costs, MKT costs, operating license costs, staff salaries, club operating costs, other costs

REVENUE STREAM

- Collect premium subscription account fees from TALYVI app

- Fees for exercises to support mental health care

- Get % connection from consultation session

- Third-party advertising fees: Healthcare sector

3 Market Opportunities

It is of absolute advantage to launch this project due to the advent of a plethora of opportunities First is the ever-increasing demand for psychology therapy sessions resulting from the pressure placed upon young generations, especially gen Z The population of young age takes up a considerable proportion of the Vietnamese population; therefore, it is thought to be a conducive and potential market to aim at Second is the application of social media in this project, as most people have at least one account on social platforms Last but not least, we are the first project launching an app focusing on young generations in Vietnam

4 Management team

In future, the FPT Software will be organized in 4 areas:

• ‘Marketing’ will be responsible for all commercial functions of the plan, including Market analysis and Marketing strategy,

• ‘Sales” will be responsible for supporting the Sales strategy and Sales Pipeline

• “R&D” will be responsible for research and development of the plan

• “Finance” will be responsible for Financial Plan as well as Funding requirement

II COMPANY DESCRIPTION:

1 History:

On September 13, 1988, the director of the National Institute of Technology Research signed

a decision to establish The Food Processing Technology Company (FPT's original name), operating

in the fields of drying technology, information technology and automation technology

On October 27, 1990, the company was renamed The Corporation for Financing and Promoting Technology (FPT for short), specializing in information technology

In 1998, FPT became one of the four leading Internet service providers in Vietnam to create a breakthrough in this field

On September 8, 2006, the FPT University was founded under FPT, becoming the first licensed cooperate university Key people of the university were Dr Le Truong Tung - the first dean and Associate Professor Truong Gia Binh - the chairman of the board

On October 24, 2006, FPT announced its decision to issue additional shares to two strategic investors, Texas Pacific Group (TPG) and Intel Capital FPT received an investment of $36.5 million through TPG Ventures and Intel Capital

On November 18, 2006, Microsoft and FPT signed a strategic alliance agreement

On December 13, 2006, FPT stock was listed on the Ho Chi Minh City Stock Exchange (HOSE)

On December 19, 2008, FPT Corporation was approved to change its name from "The

Corporation for Financing and Promoting Technology" to "FPT Corporation"

On December 24, 2008, FPT Corporation announced a decision to appoint Mr Nguyen Thanh Nam

as the CEO of FPT Group, replacing Mr Truong Gia Binh Mr Nguyen Thanh Nam is a founding member of FPT Corporation, Chairman of FPT Software (FSOFT)

In February 2011, the board of directors of FPT Corporation issued a resolution appointing

Mr Truong Dinh Anh as general director to replace Mr Nguyen Thanh Nam

On July 31, 2013, the board of directors of FPT Corporation approved the appointment of Mr Bui Quang Ngoc, Ph.D in database, to replace Mr Truong Gia Binh as FPT's general director Mr Bui Quang Ngoc is one of the founding members and currently vice chairman of FPT

In 2014, FPT was the first IT company in Vietnam to acquire a foreign IT company, RWE IT Slovakia (a member of RWE, a European leading energy corporation)

In August 2017, FPT transferred 30% of its ownership in FPT Retail to Vina Capital and Dragon Capital, reducing its stake in FPT Retail to 55%

In September 2017, FPT transferred 47% of its ownership in FPT Trading to Synnex Corporation (Taiwan), reducing its stake in FPT Trading to 48%

In July 2018, FPT acquired 90% stake in Intellinet Consulting (Intellinet), one of the fastest growing technology consulting companies in the US

• Top 10 largest private enterprises in Vietnam

• No 1 in the field of system integration; IT services, online advertising in Vietnam

• No 2 in fixed broadband internet access services in Vietnam ( Vietnam ICT White Paper 2014 released by the Ministry of Information and Communications)

• The first university in Vietnam to be awarded a 3-star ranking by the QS World University Rankings for three consecutive terms

International level

• Top 100 Global Service Providers by IAOP

• Top 300 Asian Enterprises by Nikkei

• Top 130 Best Companies to Work for in Asia

4 Long Term Aim of the Business

To provide premium products of international standards which are

original, highly creative and embedded with local identities In addition to its

outstanding quality, each product contains a cultural message with a view to

best cater for customers’ legitimate needs

To harmonize the company’s and society’s benefits; to make active contributions

to community-oriented activities, and to demonstrate citizens’ sense of responsibilities

and national pride

5 SWOT analysis:

 FPT holds about 50%-60% of the

market share in distributing information

technology products in Vietnam, especially

for mobile phone product distribution FPT

accounts for about 80% of the country's

market share

 FPT is one of the three largest

broadband Internet service providers in

Vietnam By May 2008, FPT's market share

in this field accounted for about 15%, ranking

third with its strength in quality and customer

service

 Aptech Training Center and FPT

University of Technology provide highly

qualified human resources for the corporation

to ensure sustainable development for FPT

Participating in activities in many fields

disperses resources, reducing the group's competitiveness in the core business

 In the internet service business, FPT does

not focus on expanding market share but only focuses on providing services in big cities such

as Hanoi and Ho Chi Minh City

 With Participating in import-export

activities should bear the risk of exchange rate difference (in 2008 the exchange rate loss was more than VND 402 billion)

 FPT Elead computer products manufactured by FPT cannot compete with imported products

 The Vietnamese government is

creating favorable conditions for the

development of the domestic information

technology industry

 Vietnam's IT and telecommunications

industry is still in a period of rapid

development with great potential, the

average growth of the market in the last 3

years is 26%

 The general trend of businesses is to

modernize operations to increase efficiency

and save costs Therefore, the demand for

software and services for ERP, system

integration, etc is constantly increasing due

to continuously developing technology

 The field of information technology

product distribution is still the main source of revenue for the company and is facing stiff competition from other distributors such as Viettel mobile, PetroSetco

 The process of joining WTO in the near

future will be open to foreign investors in the fields of distribution, training, software

The economic crisis strongly affected

software distribution and export activities The company's products are mainly exported to Japan and North America - these are the regions most affected by the crisis

III MARKET ANALYSIS

1 Target market

The market that TALYVI targets is the market of people suffering from psychological and mental health problems in Vietnam The target audience is young people aged 18 to 22 who are studying Students bear a lot of pressure in studying, taking exams or pressure from family both before and during the Covid-19 pandemic

• General market context

- The rapid and volatile development of the economy - society has brought about significant changes

in the material and spiritual life of each person in society, especially in developing countries like Vietnam Since then, the problems of stress and pressure are increasing

- A statistic shows that up to 6% of the population in Ho Chi Minh City suffers from depression Currently, depression is tending to be younger with the age group from 15-27 years old

- According to a report by the Institute of Mental Health, every year in Vietnam, more than 40,000 people commit suicide due to depression At school age, the rate of depression is higher than that of the general population from 4-6%, with the prevalence rate can be up to 16%

- As reported by many domestic studies, 87% of the children in the study sample have psychological problems Research with 202 children, including 22.8% of children with depression; 23.7% of children wanted to commit suicide; 10.4% mental illness; 4% autism and 2.5% anxiety

- In 2019, the National Children's Hospital conducted a survey with 834 students in Hanoi and 726 students in Hung Yen The results show that the rate of depression with varying degrees in Hanoi is 31% and Hung Yen is close to 19% The percentage of students suffering from stress in Hanoi is nearly 39% and in Hung Yen it is nearly 22%

- In addition, a survey and statistics on 1,727 secondary school students in Hanoi found that more than 25% of the students showed signs of mental disorders Another survey found that more than 20%

of first graders showed signs of mild to moderate school anxiety

- However, in a recent survey, more than 70% of people surveyed answered that they are not interested

in psychological issues and have no knowledge in this area

→ It seems that the need to solve psychological problems is high and hidden in every person, but the students are still not really aware of the importance of mental health which leads to this condition

Mental health of young people, especially students, is becoming more and more serious, greatly affecting future generations of the country

- The current COVID-19 pandemic has directly and seriously affected the psychological health of people, especially young people

 At the COVID-19 Resuscitation Hospital in Ho Chi Minh City, which is in charge of Cho Ray Hospital, 53.3% of the surveyed patients had anxiety disorders With the group of patients who used

to breathe high-flow nasal cannula (HFNC) still at this hospital, the rate of depression was up to 66.7% The situation is similar for the group of patients who ventilator or oxygen through a mask

 According to a new WHO survey, the COVID-19 pandemic has disrupted or halted vital mental health services in 93% of countries worldwide while demand for mental health care is increasing

 COVID-19 causes anxiety, fear, stress: Besides, the COVID-19 pandemic for patients as well as for the community is causing anxiety and fear that they may get sick, when serious illness with a high risk of death

 The isolation at home is not allowed to communicate with many people around, making people uncomfortable, pressing because they can't relax, prolonged stress and melancholy is also the cause

of stress, anxiety, depression and increased insomnia

 In a recent survey of more than 150 college students, nearly 70% of those surveyed felt their mental health was affected during the pandemic

→ The epidemic situation makes the rate of depression and stress increase The need for psychological relief is very necessary for each individual

2 Market demand

• The prevalence of general mental health problems in Vietnam ranges from 8% to 29% for children and adolescents A recent epidemiological survey of a nationally representative sample of 10 out of

63 provinces found that the average prevalence of adolescent mental health problems is around 12%,

or more than 3 million adolescents need mental health services

• However, the World Health Organization (WHO) conducted a survey in Vietnam in 2014 and found that there were only 0.91 psychiatrists per 100,000 population

→ The need for students' mental health is great, but Vietnam's medical services have not yet caught up to meet this demand

• Speaking at the celebration of World Mental Health Day, October 10, 2021, held on the morning of October 10 in Hanoi, the World Health Organization (WHO) Representative in Vietnam, Dr Kidong Park, said the COVID-19 pandemic has had a significant impact on people's mental health and

"highlights the growing need for mental health support"

• At some universities of health sciences in Hue, Da Nang, and Ho Chi Minh City by online survey on

a convenient sample size 12.7% of students showed signs of depression during the COVID-19 pandemic According to statistics from the Central Psychiatric Hospital, among those with abnormal psychological symptoms who have recently visited for examination and counseling, up to 30% are students

• A study of people's searches in Vietnam and Southeast Asia during the Covid-19 pandemic by iPrice

- the region's leading online shopping companion, has just been published, clearly showing the need

to search for information Information about mental health care products and services tends to increase strongly In Vietnam, searches related to mental health services also showed an increase of 61% compared to 2019 - the time before the appearance of the Covid-19 epidemic Despite having the lowest number of searches in the region, this clearly reflects the fact that Vietnamese people have paid more attention to mental

health issues during the

pandemic

• In a survey of Vietnamese

consumers by Deloitte in 2020,

58% of surveyed households

have increased spending on

healthcare products and

3 Market trends

Digital healthcare is one of the fastest growing segments of the Vietnamese healthcare market Digital healthcare uses a variety of technologies to improve healthcare Examples include remote sensing and wearables; telemedicine and medical information; health behavior modifiers; health and media Its end users are patients, healthcare providers, health system managers, and data services

• Digital health is becoming more and more popular As of mid-2019, 14 public hospitals have successfully applied the Electronic Medical Record system The recent COVID-19 pandemic has contributed to the growth of Digital Health Bluezone, a Bluetooth-based phone app to track people with COVID-19, has attracted more than 21 million downloads in just four months of its launch Telemedicine platforms have also been widely used to serve the medical examination and treatment needs of patients during the period of social isolation due to fear of going to the hospital during the epidemic

• During the pandemic, countries reported widespread disruptions to many key types of mental health services: More than 60% reported disruptions to mental health services for vulnerable populations vulnerable, including children and young people (72%), older adults (70%) and women in need of antenatal or postnatal services (61%) 67% said counseling and psychotherapy were interrupted; 65% for serious harm reduction services; and 45% for opioid agonist maintenance treatment for opioid dependence About a quarter report at least a partial disruption of mental health services in schools and workplaces (78% and 75% respectively) While many countries (70%) have adopted medicine teletherapy or teletherapy to overcome disruptions to face-to-face services, there are significant disparities in the reception of these interventions More than 80% of high-income countries say they have implemented telemedicine and teletherapy to close mental health gaps, compared with less than 50% of low-income countries

• Hospitals around the world in general and in Vietnam in particular have simultaneously increased investment in digital technology platforms Fortune Business Insights predicts that the global telehealth services market will reach $185.7 billion in 2026 compared to $34.3 billion in 2018, with

an average annual growth rate of 23.5%

→ During the Covid-19 pandemic, many mental health services have been interrupted or interrupted

→ many governments have applied therapy, treatment, and telehealth to overcome this situation The telehealth market is also growing rapidly in recent years and is expected to grow strongly in the future

4 Market outlook

• According to Maxfield Brown, manager of the foreign investment consulting firm in Asia Dezan Shira & Associates (DSA), Vietnam is a country with great potential for mental health services, one

of the most important and practical areas of psychology

• Potential from the government

The draft National Strategy on Mental Health for the period 2016-2025, with a vision to 2030, represents a commitment to universal health care coverage, with priority given to poor areas and those

in difficult circumstances , ethnic minorities and other vulnerable groups The draft adopts a life cycle approach, in which mental health policies, plans and services are tailored to specific needs across all life stages (infants, children, adolescents, adults and the elderly) Notably, the Draft sets out targets related to mental health protection for children and adolescents in order to prevent and

- Deputy Minister of Labor - Invalids and Social Affairs Dao Hong Lan emphasized that mental health is an important issue that attracts the attention of the whole society Deputy Minister Dao Hong Lan also suggested that units and organizations should continue to research and find out mechanisms and policies for children, especially children with mental health problems; effective models and propose practical and appropriate solutions

- The Government has a policy to propose a psychological counseling plan for students in 2017:

▪ Psychological counseling for students is psychological support, helping students improve their understanding of themselves, their family situations, and social relationships, thereby increasing positive emotions and making their own decisions in difficult situations students face while studying at school

▪ Psychological counseling for students is the interaction, psychological support, and intervention (when necessary) of counselors and teachers for students when they encounter difficult learning situations, family situations, etc family, relationships with others, or self-perception, thereby increasing positive emotions, self-selecting, and decision-making in that situation

→ The government has been interested in raising awareness and taking care of mental health for students, so that social enterprises like Talyvi will have a lot of potential to be helped and supported

by the government or professionally oriented in their activities

• Foreign investment increased sharply:

- Recognizing the inadequacies of current public health care, the Vietnamese government has encouraged private sector development by easing restrictions on foreign investment The current free trade agreements between Vietnam and ASEAN countries, EVFTA, also contribute to attracting foreign investment

- The relaxation of foreign investment regulations has attracted investment capital into Vietnam Some notable investment contracts such as Tam Tri Medical Group received $25 million from VinaCapital investment fund Japan's Taisho Corporation merged with Hau Giang Pharmaceutical Company for $150 million In August 2020, VinaCapital invested $26.7 million in Thu Cuc International General Hospital

→ The trend of investing heavily in Health is expected to grow in the future because the market still has many opportunities for development

• Potential from the system, digital infrastructure in Vietnam

The digital infrastructure in Vietnam is developing rapidly The country's Internet penetration rate is 67%, with an annual increase of 28% And it is expected that 78% of the population will use the internet in 2024 (KPMG)

Furthermore, 4G coverage is 95% nationwide with 5G pilots underway It is expected that by

2024, the number of 4G registrations will reach 79.2 million

→ The strong development of digital infrastructure makes it convenient for businesses to develop high-tech products, cut input costs, easily reach customer groups and thereby create conditions for the growth of digital healthcare in many areas, such as wearables, mobile health and telemedicine

5 Profile of competitors

Students from 16-22 years old

- Consult directly or through anonymous forms

(secret box)

- Organizing psychological training programs for students and

teachers

- Free

- Available community

of students, parents, and teachers of the whole school

- Convenient location, safe and prestigious educational environment

- Support from hospitals, private or government centers

- Few students participating in counseling

- School has not really focused on and spent resources to bring counseling services at school to reach students

- Shortage of teachers

in charge of psychological counseling and lack

of high professional qualifications in some places

- Take advantage of the student community from universities

- Building attractive, teen content, revolving around psychophysiological issues at school or puberty

Website for psychological counseling of Vietnam (BookingCare, SunnyCare, MindCare)

Working people aged

25 - 45+

(Able to pay for Bookings which is not cheap in the Vietnamese market)

- Booking + roadmap to improve mental health

- Chat online with experts

- Life skills training program, health care for corporate employees

- Online courses and events on psychology

- A team of experts with many years of experience

- Good financial potential

- Diversity of subjects, issues, consulting services

- Various forms of consultation

- High cost of consulting booking

- Takes time to build

a reputation

- Consulting services take a long time to prepare

- Website interface is not optimized, many old articles, not attractive

- Designing convenient and attractive web and app interfaces for users

- Promote Marketing

- Community development

Indirect

Opponent

Foreign app for psychological consultation (7Cups, Sayana)

Students, working people aged 18-40, have problems with psychological health, dealing stress

in life

- Booking

- Free chat with experts

- Direct expert assessment

- Build your own health development roadmap

- The app user community is widespread, successfully attracting users when building discussion topics about psychology and health

- Easy to use interface, flexible features

- Good tracking system

- Highly qualified foreign experts

- Restricted target audience: Not available in many countries

- High consulting booking price

- App language often fails due to bad programming

- Try to research and evaluate the psychological improvement roadmap of foreign psychology apps and change to suit the Vietnamese market

- With the feature to support Booking for Offline consultation, it is recommended to set prices suitable for the Vietnamese market and young people's living standards

- Build community on App with interactive features

Psychological counseling services at the hospital

People with severe mental health problems, mental illness

- Booking + roadmap to improve mental health

- Team of experienced professionals

- Towards consultation and therapy for all subjects

- Long & consuming process

time No online consultation service

yet

Psychological counseling center (private)

People with severe mental health problems, mental illness

- Make an appointment to consult directly with doctors, specialists

- Be diagnosed by experts, answer questions about psychological problems, provide an appropriate treatment plan

- There are a few more forms of online consultation

- Life skills training program, health care for corporate employees

- Online courses and events on psychology

- Team contains quality experts, with many years of experience

- Good financial potential

- Diversity of subjects, issues, consulting services

- Various forms of consultation

- Some centers have

a small number of specialists and doctors, making it quite difficult to meet customers' needs immediately

Hotline

"Tomorrow Hotline"

Youngsters aged 16-22+

Tomorrow Hotline is a free service that provides mental health information and psychological counseling one-on-one over the phone to depressed young people &

their relatives

- Free

- Easy-to-find contact information, simple contact form

- Trained/professional consultants

- Support transit in case

of need

- Not diverse objects

- Time to receive calls is limited to some days of the week, and the duration of each call

is also limited to 30 minutes

- Coordinating and collaborating with press parties such as Vietcetera (Newspaper for young people) and Social Media channels for communication

- Content is attractive, aimed at young people

- Collaborate with the Press, Dr Dang Hoang Giang and some Psychologists to increase credibility

- Only in the form of Hotline, it has not solved some of the core problems of people with mental illness and depression

- Invite, collaborate with Experts, influential people and interested in psychological issues

Podcast (Spotify, Soundcloud, Youtube,

Youngsters aged 16-22+

Diverse genres of Podcasts from psychologists or KOLs on self-help and school psychology topics

- Big, familiar, prestigious brand

- Abundant and vast Podcast library

- Personalize the user experience

- Need to upgrade to premium to optimize the experience

- An internet connection is required to use the

app

6 Competitive advantage, project’s benefits, and benefits to clients

- Human Resources:

+ The staff are young students who are full of enthusiasm and eager to learn

+ Have a sense of cooperation to work & develop themselves as well as learn more psychological knowledge

+ Ensure enough time in the combination of self-study and research

- Partner network:

+ Connect with student clubs at universities to quickly reach the main target audience, students

+ Collaborate with health care organizations at social entrepreneurship contests

+ Since the staff are students, it is easy to cooperate and ask for help in developing research and providing solutions for students from the school

- Price advantage:

+ Many promotions, free for students

+ Share a lot of information for free

+ Reasonable & affordable price for students

- Simple product features, easy-to-use interface with young people

7 What are the barriers for the project's products/services to enter the market? How

to overcome those barriers?

- Technology application on mental health for students

- The application has an easy-to-use, convenient interface that

includes many utilities: information, tracking, booking

- A team of experts with many years of experience in counseling

and psychotherapy

- Provide and support to implement the online health monitoring

route after consultation

- Personalize the user experience in the process of improving

psychological well-being

- Optimizing prices for consumers

- Clearly built podcast library, diverse topics around psychology

- The initial community built will

be quite difficult to affect the number of users using the app

- Unable to respond to customers' immediate needs in urgent cases

- It takes time to create prestige and brand image

- The features are still simple, not too optimized (in development time)

- Podcasts need time to attract users, content creators

Opportunities Threats

- The application is built in the era of technology 4.0

- Mental health is increasingly concerned by people, especially

young students and students

- In line with the Covid-19 epidemic situation, when people's

mental health is greatly affected

- Significantly different from competitors

- Branded, large-scale competitors

- Mental health services are not yet popular in society, so there is

a certain skepticism about new brands

Solution

SO Strategy(Strengths - Opportunities) WT Strategy (Weaks - Threats)

- Cooperating with universities to establish psychological health

counseling groups for students, organize practical programs,

workshops, talk shows or webinars to provide knowledge to

students about psychological issues often encountered in the

school environment and the importance of mental health to each

person Along with that, the Talyvi application will also be

introduced to students

- Organize campaigns for community psychological health on

online platforms to those affected by psychological problems

during the pandemic

- Building communities on social networking sites, building a

system of quality articles on psychology suitable for students

- Continuously research to improve app features, psychological

exercises, questionnaires, mental health improvement roadmap

to improve service quality as well as user experience

- Build the development roadmap

of the project in a suitable way for each development stage

- Attract users with a marketing plan before launching the APP

- Develop strategies to attract new users through existing users

ST Strategy (Strengths - Threats) WO Strategy (Weaks -

Opportunities)

- Take advantage and strongly develop the distinctive features

and features of the app to position the brand in the eyes of

customers

- Cooperate with schools, ministries, government departments

or non-governmental organizations to organize programs and

campaigns on psychology From there, introduce the app and

ensure the credibility and quality of the app's experience

- Focus on developing technology

to expand and upgrade app features to meet the urgent needs

of customers

- Take advantage of the time during and after the pandemic when many people suffer from psychological problems to communicate and build the mental health community, a main source of customers for the app in the future

IV MARKETING STRATEGY

1 Segmentation and targeting

The company will segment the market based on three main age groups:

• Young people aged from 18 to 22 will be the priority because they are not prepared enough

to suffer a lot of pressure from both schooling and family

• Adults above 22 are the later focus because they have to solve many problems such as finance, children upbringing, taking care of parents,

• Children under 18 are the last concern, however, it has the potential to grow when parents place more and more pressure on kids regardless of their wishes

2 Differentiation and positioning

Finding psychologists is not an easy choice, but always the ultimate advice While most people are still hesitant, phone applications can make mental health therapies more accessible This app is the first one to appear in Vietnam It supports daily mental health monitoring, supplies podcasts that are close to usual life, and has a friendly interface for all types of ages

3 Value Proposition

Value for Consultants:

- Create more job opportunities for interns and fresh graduates

- Contributing to building a community to promote Vietnamese psychology

- Creative activities, environment to create personal brand development

- Support monitoring customer health directly on the route

Value for Customers:

- Save time, detect psychological problems in time

- Solve psychological problems, and stress when under pressure

- Correct awareness and prevention of psychological problems

- Absolute confidentiality of personal information for customers

4 Marketing Mix 4Ps

a) Product

Type - Unsought good

B2C model - electronic application product app

APP - Psychological health care service ( counseling service )

APP is the first electronic technology application ecosystem platform on the Vietnamese market with many features to support customers in monitoring mental health care, and at the same time assist experts in monitoring the improvement process of customers

Feature:

- Tracking health status daily

- Regular updates on psychology and information about some workshops, webinars…

- Booking consultation from experts in psychology

- Podcast package development

- Online monitoring board to implement mental health care route

- Freely chat consulting feature with a consultant

b)Price

First, we certainly have to mention the market penetration strategy This price strategy is often used

by businesses in the first time when launching products to the market When applying the penetration price strategy, businesses will reduce the price to the lowest possible to help their newly launched products easily penetrate the market With the price of the product selected based on the penetration price strategy, consumers will easily be attracted, enticing to use the product of the business The penetration price strategy is applied in the early period when launching the product because its goals are to help the business create price pressure on existing competitors on the market, from the market, from That creates a foothold for businesses in the market and gains a market share Once the launch stage, customers are familiar with the presence of brands, products, businesses need to quickly locate, choose a new pricing campaign to be more appropriate to payback, yes and yes Interest as well as increasing the recognition in the public eye

c) Placement

In order to effectively distribute to the company’s customers, developing the app in the ways that target customers – students will find it easy to acquire is one of the most necessary strategies

PLACEMENT

Distribution Channels Online Mobile app

SEO

Local community

Offline Schools & universities marketing campaigns

Private clinics, hospitals, centers

Regarding to the company’s website, from the design of the website to the amount of content

on the page, keeping things “close”, and “liable” is one of the important strategies the company

should do to make it easier for potential customers to surf the web and find necessary things The company’s potential customers are mainly Gen Z, who are very technologically savvy

Offline distribution channels are much more important to pay attention By bringing the app closer to the students through school or university events, students will be likely to set the app This kind of activities could bring a large number of potential positive outcomes, especially raising students’ awareness about the ways they can protect themselves against negative aspects

d) Promotion

Promotion utilizes brand communication strategies to increase awareness of the company’s app and drive downloads Students are more responsive to social media marketing than traditional advertising methods, therefore, our company could run the promotion on popular platforms such as Instagram, Facebook, TikTok, etc to reach savvy Gen Z Engaging with our community on campus

is another way the company can leverage to boost brand recognition

In addition, the company’s existing users can be biggest advocates Word of mouth a the top

influencing factor in purchasing decisions Users who find the app useful will leave positive reviews

and encourage friends and family to download the app Forming genuine, lasting connections with

students, and expanding the potential customers are the best promotional methods available

V SALES STRATEGIES

• Business strategic goals of FPT in general

Regarding FPT's business strategic goals, our corporation aspires to become a strong organization, with efforts and creativity in science, engineering and technology, making customers satisfied, contributing to national prosperity, giving each individual the conditions

to develop fully in terms of talent and material, and grow the abundance in spiritual life

• FPT Sales Strategy:

- Differentiation strategy: providing customers with unique, different and distinct from items their competitors may offer in the marketplace The main objective of implementing a differentiation strategy is to increase competitive advantage

- Market share gaining strategy: enhancing the process of market share by M&A, especially

with Japan and American companies, to gain the majority of market share

- Pricing strategy: applying attractive pricing policies such as annual promotion, vouchers

and discount, as well as zero-rate amortization

• Our Project’s Sales Strategies:

In our project, we would focus mainly on sales B2C (business-to-customer) First, we will analyze our buyers’ persona by using Empathy Map Canvas Later, we would apply appropriate strategies to foster sales

1 Empathy Map Canvas

To understand and empathize with our customers, we design an Empathy Map Canvas

as below:

2 Pricing Policy

By applying discount and free trial for first-time activation, we expect to attract

customers in the first stage and gain market share before making profit In the two last stages,

there would be no discount

policy Time period

Expected outcome

consulting session

premium podcast experience for

7 days

First Quarter

Attract and raise

awareness of the

importance of mental health care

+ Leverage podcast experience:

50,000đ/month (unlimited)

- Booking:

Face-to-face:

300,000đ/2 hours with experts

- Discount voucher for the next session

Second Quarter

Increase and maintain the number of customers

Stage 3 -

Attraction Students

- Tracking:

+ Personalized Paths : 100,000VND/premium package

+ Leverage podcast experience:

50,000VND/month (unlimited)

- Booking:

Face-to-face:

300.000VND/2 hours with experts

Hotline : 40.000VND/hour

Third Quarter

Attract more customer and build a community

Strengthen the customers’ community

VI RESEARCH AND DEVELOPMENT

Product Description

a) Target

- Investors understand the features, uses, and design of the product

- Investors understand the value that the solution brings to peopleuser/customer

- Highlight the product in the eyes of investors

b) Orientation

- The Value Proposition Canvas model can be used to get about solutions to the problem given above

- Answer the questions:

+ What features and uses does the startup's solution have? Problems faced by customers?

+ How will this solution be solved? This solution will

+ What benefits do customers bring? This solution uses a modern technology that is superior to other solutionsother or not?

+ Why will customers choose this solution instead of the current solution?

1 Features on the app

a) Exercises to take care of mental health

• Users take a first mental health test to assess their current mental health and choose the appropriate route During the process, users will do a number of tests periodically on a weekly basis

• The App offers a number of Personalized Paths including daily psychological exercises in Vietnamese language (Designed by foreign/domestic psychologists) This route will be automatically recorded by the App, users can track the Exercise History to see their improvement

b) Regular updates on psychology and information on some workshops, webinars

• Customers can interactively read the psychological information provided

c) Online consultation booking

• Be consulted, make an appointment, in the form of face-to-face meetings with experts with high expertise in psychology to come up with a suitable psychological improvement roadmap

+ Staff of new graduates majoring in psychology

+Each individual account can make podcasts by themselves

• Customers can experience listening to podcasts with content about psychology, helping to improve mental health

2 Functions of app

a For customers:

- Provide more quality information on psychology to help customers understand themselves and be more conscious of mental health care

- Freedom of choice, listen directly to podcast packages at any time

- It is possible to monitor the daily mental health status by the app will provide some exercises, users can track the exercise history to see their improvement

- Consult information and schedule a consultation with an expert on demand

- Be supported with consultant information, appropriate consultation time and location

- Support to register for workshop events, online webinar online on the web

- Support personal account registration, optimal security of customer information

b For expert consultants:

- Provide evaluations, information from opinions, and status of customers so that experts can easily come up with the right method during the consultation

- Support the counselor in the process of monitoring the mental health status of the client after the consultation via online form, ensuring care and reminding the client to take the optimal route

- Support software to create podcasts, online audio

c For an issue related to the active component on the app:

- Client:

• Participate directly in creating podcast products

• Have a separate account to monitor mental health

• Free chat with experts

- Consultant expert:

• Have your own account with optimal security

• Support route tracking

- Search topics of interest:

• There is a classification system

• Pay directly with the staff after the consultation

- Customer service policy: