The first important, authorize me, Trang Ngoc Truc, to thank PhD. Dinh Tien Minh, who has always been there for me throughout the process of finishing my graduation thesis. Id like to thank the Faculty of International Business Marketing for making it possible for me to conduct my research successfully and efficiently. Thank you, Homebase, for your observable and specific support and evaluation of the internship. Thank you to everyone who took part in the interview and filled out the questionnaire so that we could have a complete and accurate study. Finally, I want to thank everyone who will read and refer to my thesis. All of the research and dedication that a student who has completed an intensive marketing schooling at UEH University. Based on actual research and a wellargued planning system, the accuracy is high. I hope that this thesis will be useful to readers in their own research.
COMPANY OVERVIEW
PROBLEM ANALYSIS
Project Methodology and Steps of Execution
RECOMMENDATIONS
Recommendations
Homebase, established in 2019, addresses Vietnam's housing finance gap by offering alternatives to high-interest rates, targeting individuals with unstable incomes, the underbanked, and foreigners seeking real estate investments in land, houses, and apartments.
Current business name: Homebase Management Vietnam Co., Ltd;
External name: Homebase Management Vietnam Company Limited;
Scope: Real estate business, land use rights of owners, users, or tenants;
Homebase, established in Singapore and backed by \$300,000 from Antler, expanded to Ho Chi Minh City in late 2019 Homebase secured \$5,000,000 in its first year from VinaCapital Ventures and others with its rent-to-own model In 2021, Homebase raised \$30,000,000 from investors including Y Combinator, Partech Partners, and Goodwater Capital By 2022, Homebase expanded to over 20 Vietnamese provinces, opened a Da Nang branch, and was recognized as Proptech Company of the Year - Southeast Asia at the Fintech Awards 2022 and a Top 10 Leading Emerging Giant by KPMG and HSBC.
1.2 Functions, responsibilities, organizational structure, and human resources situation
Homebase offers financial solutions for homeownership through three main products Their rent-to-own program allows customers to sublease and use properties while Homebase provides cash and buys them back They also offer rapid cash disbursement services for urgent housing needs and liquidity issues.
Homebase aims to empower young people in Southeast Asia by granting ownership of 100,000 houses The company introduces innovative financial solutions to Vietnam and Southeast Asia, fostering growth in the Vietnamese financial market.
Homebase Management Vietnam Co., Ltd employs a flat organizational structure, optimal for startups, while simultaneously developing a functional structure This functional structure groups personnel by skill sets, enabling focused completion of departmental duties.
Image 1.1 The organizational structure of Homebase Management Vietnam Co.,
(Source: Human Resources Department of Homebase Management Vietnam Co., Ltd.)
The company's functional organizational structure is led by its CEO and COO, the firm's founders Employees are assigned to departments based on their expertise, allowing them to focus on specific challenges.
The Company establishes quarterly OKRs (Objectives and Key Results) through a top-down approach, starting with CEO and COO alignment on a broad strategy Departments then develop specific objectives aligned with the company's functions and general strategy, requiring superior approval before implementation Individual personnel create OKRs that are subsequently approved by their superiors, with this process typically occurring in the final two weeks of the preceding quarter for deployment in the next quarter.
With OKRs in place, individuals work independently, and department heads focus on planning and assigning support Employees are accountable for their tasks in a flat organizational structure that fosters close relationships and open communication Regular idea exchange across departments improves communication but can present both advantages and disadvantages for the company.
Streamlined inter-departmental communication enhances information flow, yet the absence of internal communication protocols can lead to confusion Unrestricted access to upper management may overwhelm senior staff, underscoring the need for well-defined communication regulations to maintain order and efficiency.
Homebase Management Vietnam Co Ltd employs 130 people, reflecting its fast-growing startup model The company benefits from a young, energetic workforce, fostering innovation and rapid development A diverse range of nationalities and cultures further enhances Homebase's ability to learn and adapt.
Table 1 1 Human resources situation of Homebase Management Vietnam Co.,
(Source: Human Resources Department of Homebase Management Vietnam Co., Ltd.)
The company has experienced rapid personnel expansion, particularly between 2020 and 2021, aligning with its capital scale and revenue growth, which is typical for a startup Employee development is primarily driven by the need to expand transaction volume, with plans to recruit approximately 150 sales workers by 2022, supported by monthly sales training While the company is still working towards achieving its salesforce target, other departments have also expanded to support overall growth, though they still face human resource shortages that need to be addressed.
The gender distribution in human resources at Homebase varies annually, with female employees currently outnumbering males Male personnel are frequently found in departments requiring logical thinking and physical demands, such as fundraising, operations, and technology Female employees are strongly represented in accounting, sales, and human resources, emphasizing detail-oriented tasks and interpersonal skills The current gender ratio at Homebase is appropriate, allowing each department to function effectively based on its specific requirements.
Homebase fosters a youthful environment with employees under 40, aligning with the company's focus on innovative real estate financing in the emerging Vietnamese and Asian markets This youthful workforce is crucial for navigating the dynamic landscape of this relatively new industry.
Total 10 100 22 100 130 100 required to stay up with the trend and be able to industry updates Most of the Company's employees are between 18 and 30, accounting for around 80% of the total number of employees Interns, regular workers, and lower-level supervisors are typically held by highly young people 20% of human resources between 30 and 40 hold important positions in the Company's operating system, frequently as senior managers or directors There are currently no employees in the upper middle age group This stems from the fact that the Company tries to hire exceptional young employees at affordable prices; most of them are students from top local universities in Vietnam, and the company continues to focus primarily on hiring interns With the current situation, Homebase's human resources are typically youthful, dynamic, trend-aware, and continually striving to develop innovations to lead the market However, the fact that most of the human resources are too young and are mainly interns makes the company prone to making mistakes at work, particularly in the real estate sector with substantial transactions requiring extensive industry knowledge
The company boasts a strong educational foundation, with all employees holding undergraduate and graduate degrees, and nearly 20% being postgraduate degree holders who often assume leadership roles due to their specialized expertise and experience Notably, the majority of the workforce is comprised of young individuals with university degrees, bringing a fresh perspective to the organization Additionally, the company's human resources possess a high level of English proficiency, with most employees speaking fluent English and effectively communicating with international leaders, thereby facilitating seamless global collaboration.