From ofce staff who need more time to pick up their child

OPPORTUNITY STATEMENT TEMPLATEName of opportunity or name idea: Carring After School Idea type or category: Take care children after school Source of ideas: From office staff who need mor

MINISTRY OF EDUCATION AND TRAINING

UNIVERSITY OF ECONOMY - FINANCE HCMC HO CHI MINH CITY

PRODUCT MANAGEMENT FINAL REPORT

Giảng viên hướng dẫn:

Sinh viên thực hiện:

06/2021

N i dung ô

II PRODUCT POSITIONING STATEMENT TEMPLATE 4

III MARKET ANALYSIS 7

IV PRODUCT DESCRIPTION: 8

V BASE CASE FINANCIAL: 10

VI MARKETING PLAN 11

Section 1: Excutive summary 11

Section 2: Strategic context 12

Section 3: The Marketing environment for product 13

Section 4: Marketing mix 14

Section 5: Product lauches being planned of being carried out 15

Section 6: Cross – functional dependencies or delivrable 16

Section 7: Intergrated budgets for all programs: 17

Section 8 : Measurements and matrics 17

Section 9 – R icks and solutions: 18

Section 10 : Apendices 19

I OPPORTUNITY STATEMENT TEMPLATE

Name of opportunity or name

idea:

Carring After School

Idea type or category: Take care children after school

Source of ideas: From office staff who need more time to pick

up their child Date of original evaluation: 25.10.2021

Product manager’s name: Huy Ngo and Luc

Name of engineer: Thai and Vy

Name of marketing manager Gia Huy

manufacturer:

Hau

Situation Summary: (What is the customer’s problem? Describe how this need was uncovered)

Case summary:

Customer problem:

Worker, office staff always finish their job at 5pm or 6pm, but their kid timeup at 3 or 4pm So, they need to ask their superiors for permission to go home soon to pick up their child

Hire someone to pick up their child but don’t safe

Describe how this need was uncovered:

Because when I was a child I always wait my parents or my relatives pickup me and some of my friends just like me

For whom is this opportunity intended?

Our target customers are worker or Office staff who have children have age from 2 to 5

Segment: citizen at middle class, high-end class and who have child study in kindergarten at district 1

How would this opportunity solve the customer’s problem?

Their kid can learn more skill like: play ukulee, drawing, etc,… then they can play traditional game after that they will grab a snack before their parents pickup them

The problem to be solved by the customer: this project will take care their while they were at their company

What characteristics of this market make it an attractive opportunity? Who are the primary competitors?

Recommendation: [Should we request funding or approval to move to the Feasibility phase or should we reject and file?]

II PRODUCT POSITIONING STATEMENT TEMPLATE

Name of opportunity or name idea: Carring After School

Product manager’s name: Huy Ngo and Luc

Name of engineer: Thai and Vy

Name of marketing manager Gia Huy

Name of product manufacturer: Hau

Customer target or segment for which this product is designed: Office staff who don’t have time to pickup their kid on time Customer segment:

Demographics:

- Age: 28-35

- Sex: All

- Income: up to 25 million

Psychographic:

Lifestyle: busy, want their child have more skill

Geographic:

High-end residential area

Demand:

- A high-end look after kid service

- Automatic and secure attendance

- Creating conditions for children to develop

- Many useful traditional games for children

The validated needs of this type of customer include:

1 Service must ensure quality

2 Living place must be clean

3 Ensure safety and security for children

4 Additional services provided must ensure output quality

5 Reasonable price

6 Food for meals, when provided for meals, must satisfy demand with the following features or attributes:

Functional properties: provide adequate nutrition for students Ecological characteristics: The product ensures food hygiene and safety and is suitable for the environment

This (target) customer will benefit from using this product as it helps them: [How can the customer achieve some value, in quality or in quantitative terms?]

Quality of teachers is guaranteed

Ways to pick up, take care of, and return children to parents (by child's membership card and facial recognition feature along with automatic messaging service to parents as soon as attendance is picked up) children and let them go)

The programs included in the lesson are rich and diverse (playing folk games, creative games, martial arts)

There is a separate menu for people who want to lose weight and gain weight

The product is unique because of the following:

Parent-oriented products (solve the problem of not having enough time to be able to pick up children on time)

Services provided to parents of preschool-age children

Having own website of CAS with customer support all the time, tracking all the activities of children during the hour

There are social networking sites that provide a lot of useful knowledge to be able to spend more time with parents, close to their children

The menu will change every week, so that students will not feel bored

The product is compared favorably with competing products because

of the following:

Convenient location for parents when picking up their children because there is no need to go to a second place to pick up their children

The service brings profound folk values to the modern generation Having a staff of fully equipped with knowledge and high enthusiasm

III MARKET ANALYSIS

Compertito

r

Competitor's

strength

Competitor's Weakness

Advantage to beat the competition Indirect:

-

Door-to-door pick-

up service

Indirect:

-Convenient

-Cheap

-Contract

discount

Indirect:

-Neglect -Not controlling the number of children -No surveillance cammera -The service is new,

so parents are not assured when handing the child over to the driver

Children's psychology will be comfortable when there are many classmates of the same age Learn more sub-subjects Make sure to install enough surveillance cameras

Highly trained teachers

Babysitter at

home

- App

bTaskee

Direct:

-The same

price

-Convenient

-Comfortable

space

Direct:

-Not well trained -Cooking food that is not nutritious and safe for hygiene Petty Theft, Greed -Talking loudly, yelling at children to make them panic

*Price list of revenue and profit

IV IV IV IV IV IV IV IV IV IV IV IV IV IV IV IV IV PRODUCT DESCRIPTION:

Basic

class

(Consists

of three

classes)

Talents' class (Consists

of four classes)

First two years

The third year

The next sevent years

TOTAL

REVENUE

(month)

120.000.00

0

186.000.00 0

Depreciatio

n

(month)

Profit

before

tax(month)

Profit after

tax (month)

0

1.581.120.00 0

1.591.920.00 0

Clarified solution idea:

Our solution will create an after-school care service model called CAS (short for Care after school) that is held right at the kindergarten where the children are studying (by cooperating with school)

Not just a babysitting service, but we want to fully promote children from physical to mental, so the project will have the following programs:

Folk games

thinking game

Gifted courses such as: self-care on the web

As a solution to promote child safety, we apply a technology device such as

an ID card in attendance

Mechanism of action:

After school, the caregivers will pick up the children from the classroom and gather to take attendance

Caregivers will take attendance with a smart attendance technology device that is a smart id card When using this device, we will identify the baby and the device will automatically send a confirmation message to pick up the baby Along with that is the medical staff's check on the baby's condition before participating in activities

After taking attendance, we will give the children a snack Food has been tested for food safety and hygiene from partner companies to ensure the safety of children

Next, let the child rest for about 5-10 minutes After that, the child will be able to participate in the activities that the child's parents have registered Finally, we will arrange the baby's belongings and take attendance when

he leaves We will also use technology to identify parents who come to pick up their children thanks to the information programmed into the card along with a brief check of the child's condition

To reach potential customers (Parents) we will create a website, facebook page (This paragraph inserts a picture of a website, a page for me to interpret)

On this website there will be registration information, courses, games on our service side

Our second approach to customers is to cooperate with the school to distribute service information sheets for children to bring back for PH's reference

When parents sign up for our service, we will create a class list for the kids After school, we will pick up children to gather attendance (smart attendance

ID card) and notify parents via (VNedu sms)

We will organize activities including care, play, courses according to the timeline

After the activities are done, we will send the children back to their parents

V BASE CASE FINANCIAL:

Basic class: 2.000.000 vnd

Piano classes and basic classes: 2.500.000 vnd

Drawing classes and basic classes: 2.300.000 vnd

Dance classes and basic classes: 2.300.000 vnd

Martial arts classes and basic classes: 2.200.000 vnd

- Hourly salary of teacher

Hour Price

Hour Salary

Basic (teacher over time -1h) 100.000 108 10.800.000

The teacher participating in the event 50.000 28 1.400.000

- Cost of food for children

The number of students Price Price by mont

- Management costs

First two years

The third year

The next sevent years

Electricity and water 3.000.000 3.000.000 3.000.000

Equipment purchase cost 1.000.000 1.000.000 1.000.000

Other cost estimates 10.000.000 10.000.000 10.000.000

VI MARKETING PLAN

Section 1: Excutive summary

Product

Inverstments

Promotional

Programs

Revenue = 306.000.000 VND Inbound

Rresearch

First 2 year ( 1 month ) Costs = 160.267.000

VND Advertisement = 1.667.000VND Profit Before Taxes =

145.733.000 VND Customer Service = 32.600.000

VND

Taxes = 14.573.300 VND Utility Bills = 3.000.000 VND Profit After Tax =

131.159.700 VND Security = 5.000.000 VND

Rent Expense = 30.000.000

VND Cost Estimating = 10.000.000

VND Cost For Purchase = 1.000.000

VND Food Cost = 70.000.000 VND Weekend Event = 7.000.000

VND Next years Advertisement = 1.000.000

VND

Section 2: Strategic context

Marketing program summary:

- We will run ads on facebook, zalo, Instagram… to get interaction through social

- Build a simple promotional video but impress customers

- To quickly receive the attention of parents, we can combine with the school to create activities, as well as providing information about services for children to bring parents for reference

- Free gift when you sign up for the course

Assumptions and Risks:

- Spending a lot of money on running tvc

- Information is easily diluted away if there is not enough money to run tvc on the websites

Section 3: The Marketing environment for product

*Industry:

Services are opened in the city center, especially near parents' offices and children's places of study during the day

The child care model is made based on observations of trends such as :

1 Currently, the situation where parents are late for work or stay overtime

2 After school, many children want to participate in art subjects or play creative and entertaining games

This service is also recognized as a utility by the majority of people :

Parents who do not come to pick up their children in time may send them more to just have more fun and learn artistic subjects Help parents not

be impatient in picking up their children and children also learn many good things

Children today are very active, so letting them participate in this service will also make them excited

In addition, while learning and having fun, children are also taken care of and eaten with adequate nutrition from clean and clear food sources *Market Segmentation and Customer Targets:

Parents who work in the office or have a good salary such as from 10 million

or more / month have work that is often late or want their children to learn and have fun in a healthy environment :

1 Parents do not come to pick up their children on time

2 Parents want their children to learn and participate in arts gifted subjects

3 Children want to socialize and have fun after school

4 Parents want their children to learn and play at the same time, but they are still taken care of with adequate nutrition

Section 4: Marketing mix

Product:

After-hours childcare service to help parents who have not finished work to pick up or children after hours for extra lessons

Price:

Service prices are quite high because of the quality of food for children to eat as well as the quality of education for children to play or well-trained art learning services The price of food for children is also provided from high-quality food and clean vegetables

*Nutrition:

o Food cost: 25,000/ 20 sessions/month

o Event cost on Saturday: 25,000/2 session/month

* There are reference prices for parents:

o Learn piano : 2,500,000 VND

o Learn to draw: 2,300,000 VND

o Learn to dance : 2,300,000 VND

o Learn martial arts : 2,200,000 VND

o Basic : 2,000,000VND

Place:

City center, where the parents work or the child's school

Promotion:

Create a website on facebook or instagram to promote and introduce the model to children's parents There will be a team of professional counselors for parents and instructions on how to register if parents want to register for my children

Distributing leaflets about childcare widely to help reach more customers Section 5: Product lauches being planned of being carried out

TT Estimated

timeline

(From … to

…)

Contents of project activities

Anticipate the necessary conditions for the operation

Expected constraints and limitations when implementing

Expected results of the activity

project contents

20/11/2021

Search

premises and

ask for

permission to

operate

Need a clear plan

Have a business license

Find the right place and get organized there

22/11/2021

Buy the

necessary tools

for the activity

Company's budget

Expenses must not exceed the estimated budget

Satisfy the quantity and quality set out

05/12/2021

Set up activity

space

Human

The blueprint

of the active space is clear

Venue of the event

Get the right results as designed

16/01/2022

Media

planning:

Create fanpage,

web, plan

advertising

Advertising budget

Media partner (school)

High advertising costs

Reach more potential customers

10/02/2022

Advertise,

enroll and list

students

enrolled in

courses

Complete all conditions such

as facilities, staff,

Limited to no more than 150 children

Reach the number of children participating in the service as planned

14/02/2022 trơ

đi

Opening

ceremony and

activities

operate as

planned

No unexpected incidents during operation

Progress is on schedule

Maintain regular courses and activities

24/04/2022

Summarize the

first course and

receive

feedback from

parents and

students

It is necessary

to ensure that the output standards are met as planned

Need feedback

Get the best feedback to improve service