Topic make a plan for entrepreneurship project traditional sweet soup and cake business

- Traditional cakes in this business model include cakes such as green rice cake, green bean cake, phu the cake, ash cake, gai cake and other cakes.. In the traditional cake and tea busi

THUONGMAI UNIVERSITY

FACULTY OF HUMAN RESOURCE MANAGEMENT

THE DISCUSSION ENTREPRENEURSHIP

TOPIC: MAKE A PLAN FOR ENTREPRENEURSHIP PROJECT: TRADITIONAL SWEET SOUP AND CAKE BUSINESS

Group 23

Hanoi, 2023

GROUP 4- ASSESSMENT

6 | Vi Thi Ha Phuong 22D211029 | Introduction,

conculsion and Part 1

CONTENTS INTRODUCTION ooo 1 PART I: BUSINESS IDEA Q nh HH kh He Hệ 4

PÀ ND 2 o0 00ạc: iaađẳaiađaađiiẳa II

P9 <4 16

2.2, Marketing and sales pÏan 0 2211222211122 11111 1111101111221 1 1111111121116 18

P0» 19 2.2.3 Location and distrIbufIon - c2 112 2212111111111 11111111 HH nh ưy 21

PM Đi gi 0 2i.Ẽẽiiaaiai 21

2.3 Production and operafions pÏanning - 2111221111121 1 1111k rrưyy 24

2.3.1 Raw materials, goods and equIpm€ni - ¿ c2: 22212 vsstsrrkcserkxes 24 2.3.2 (30): 00i 1n 29

"ni ca e 50

REFERENCES ãNẺ 33

LIST OF TABLES II) iu e - 7

IV )) K90 02 13

Table 5: Menu of self-scooped sweet soUD Q Q 02001 2n nn HH HH he HH ky 25 Table 6: Menu oftraditonal caÏke c2 nn vn TH HH H1 H1 11111 111 TH nh HH nay 26

Table 9: Raw materials for the first montth - S2 1122 112151111811 Hy re 33 Table 10: Traditional cake ImpOFf ĐTIC€ 5 122 1222122211211 12 112 115512 tr nhe 34

IV ])5V25vvliiiiiiaadđadđaiẳdđidđadđaiiiiiadäẢẢỶẢỶẢỶẢỶẢ 36

IV 10 5E18 0‹ 0 -“-31DD ccc cece cece eeee eee seseeecneecessesseecsseccseecssecesessecneenegs 36

IV )) 5L 9)) 0v na ố 37 Table 15: Shop decoration - 0 2122111121112 111211121111 11191120111 H111 n k2 0111k 38 Table 16: Ingredients and tools in production process 0.0.0 0.ccc ccc cee ececstseeceteeeenes 38 Table 17: Prepare some necessary IngøTedI€nfs - - - c2 122 1n v12 211212 re 39 'Table 18: Job pos1tions ác 2 1222121211111 1 1121120111181 1811111 n5 1E Hack re 48 Table 19: Working hoUT§ 0 0 0112121212111 121 11211101111 9151 151110111 111111 KH nhe 31 'Table 20: Fimancial planning (Sfarting captftal) 22c 22112 x2 y2 tre sky 34 Table 21: Financial planning (CaptfalÌ) - - c 222 122112221112 115 E125 21111115112 1 ky 34 Table 22: Financial planning (Expected quantity of sales and revenue in the first 6 MOMNHS) eee ccc cece eee c cece eee ene e cece eee E cee SnEE Sede CEES CEE Seat E EES bie sesaetaeeesasessaeeenenieeeeaes 59 Table 23: Financial planning (Quotfa) - c0 0212121112122 12121 1122 HH HH khe 66 Table 24: Fimancial planning (Detall 1n 1n the first 6 months) - ¿5 2s +55s+s++ 67

LIST OF PICTURE

Picture 2: Customer survey (Genđ€T) - c1 2211221 122211521 11511111151 1k nsHrn H nhe 17 Picture 3: Customer survey (Have you ever eaten traditional sweet soups and cakes?) 18 Picture 4: Customer survey (How often do you eat traditonal sweet soups and cakes?) L§ Picture 5: Customer survey (Reasons for you to choose to buy tradional sweet soups and I0 —= cL EEE CEE ECL EELS ECLEECLEEE CHEE Cd GE EEE CEE Cast aGEcdabtaaecnsecnsaeeeenieas 19 Picture 6: Customer survey (How much are you willing to pay for a bowl of sweet

Picture 7: Customer survey (How much are you willing to pay for a plate of traditonal I0 —= cL EEE CEE ECL EELS ECLEECLEEE CHEE Cd GE EEE CEE Cast aGEcdabtaaecnsecnsaeeeenieas 20 Picture 8: Depict tables and Chairs ccccceccecceceneeenseseesseseeseeeeessenseessensesseneeeens 45 I1010)/-8.89)Lr.i020ải o1 11 45

INTRODUCTION Business is an activity conducted by one or a group of people with the primary purpose of making a profit There are 4 forms of business: production business, business in the fields

of agriculture, forestry and fisheries, service business, and commercial business Entrepreneurship is starting a business, the process of doing all the necessary work to start

a certain business activity Starting a business, or entrepreneurship, is an individual or a group of people starting a business and pursuing entrepreneurship as a career choice Currently, Vietnam has more than 1,500 startups operating in different fields In terms of the density of startups per capita, the rate in Vietnam is even higher than many other countries such as China, India, or Indonesia However, recent statistics reflect a rather sad picture of the development situation of Vietnamese startups Specifically, among newly bom startups, only 3% are truly successful, satisfying one of the following criteria: Valued at 10 million USD or more, revenue from 2 million USD, having 100 employees

or more employees, has raised capital for round 2 or sold the company at a good price The cause of this situation comes from many different problems such as: not being able to compete with other businesses, weak finances, poor management team, product and service problems Therefore, to minimize the failure rate of start-up businesses in Vietnam, business owners need to have a careful business plan, master the market and have an effective development strategy to deal with challenges about market msks and challenges

In recent years, the phrase "startup" has received great attention from Vietnamese youth, especially Economics students In fact, student entrepreneurship begins when there are business ideas with the purpose of generating profits from that work Besides, it is also a great opportunity to bring success and gain more experience Through studying and researching food products, we decided to plan a project "Business of a shop selling tea and traditional cakes" At the same time, the purpose of this discussion is also for us to better understand the theoretical basis of Business Start-up and apply it in practice

THANK YOU

First, I would like to send my sincere thanks to Thuongmai University for including the subject "Entrepreneurship" in the curriculum In particular, I would like to express my deep gratitude to the subject lecturer - Lecturer Master Chu Duc Tri for teaching and imparting valuable knowledge to us during the past study period During the time participating in the teacher's class, we gained a lot of useful knowledge and a spirit of effective and serious learning This will definitely be valuable knowledge, a tool for us to

be able to step forward in the future

The Entrepreneurship subject is an interesting, extremely useful and highly practical subject, ensuring to provide enough knowledge, associated with the practical needs of students Thanks to the teacher's guidance and support, we were able to complete the Entrepreneurship subject more easily Once again, we would like to send our most sincere thanks to you, sir!

However, because knowledge is still limited and the ability to absorb reality 1s still confusing Although group 4 has tried their best, it is certainly difficult for the essay to avoid shortcomings and many inaccuracies I hope you will review and give comments to make our essay more complete

We would like to thank you!

Hanoi, November 4, 2023 Group 04

GUARANTEE

In the process of writing and communicating the content of the essay, group 4 consulted textbooks and documents related to the subject of Entrepreneurship subject and the essay topic

However, all members of group 04 would like to pledge that our group's essay presentation does not duplicate or copy from any previously conducted documents or research reports that we have prepared

Hanoi, November 4, 2023 The group assured Group 04

PART I: BUSINESS IDEA 1.1 Basic for business idea

The traditional cake and tea business model is a popular type of business 1n the food industry Products of this model include traditional cakes and tea, processed and sold to serve the culinary and entertamment needs of customers

Traditional cakes and sweet soups are traditional dishes that have existed for a long time

in many cultures and countries around the world These dishes are often made from simple and natural ingredients such as rice flour, beans, sugar, seasoning and fruits Traditional cakes and tea have many different types and have many typical flavors in each region The idea of selling traditional cakes and tea is an attractive option in the food industry The business of traditional cakes and sweet soup brings not only profit but also helps preserve and promote the traditional culture of a region or a country

Based on information from market research and customer classification, create and develop unique ideas for cake and tea business models This is a combination of traditional cakes and sweet soup with modern flavors and ingredients, creating new and attractive products for customers

Realizing that potential customers include not only locals from all ages but also international visitors, the traditional cake and tea business will create a unique and attractive destination for these customers Besides, it is also necessary to identify and classify customers from all ages based on their unique interests and needs For example, some customers may prefer cakes, while others may prefer tea, or some customers may want to try both products

Currently, due to the increasing need for health care and awareness of healthy eating trends, improving product formulas that are better for health is positively received by Vietnamese people More than 80% believe that improving healthy recipes 1s a necessary action Regarding ingredients, consumers are very accepting of reducing sugar and low fat

in foods, with 78% preferring low-sugar diets Therefore, the store hopes to bring

consumers healthy and safe products, while helping to strengthen the local economy and protect the environment

1.2 General introduction

1.2.1 Name of business idea

S’cakoup — Sweet soup and traditional cake

1.2.2 Describe products and services

- The restaurant is a pioneer in traditional products mixed with a bit of modernity to help people learn more about childhood dishes and older people can be a little nostalgic about traditional dishes, in addition to helpmg so young people can learn more about traditional dishes from ancient times

- Traditional cakes in this business model include cakes such as green rice cake, green bean cake, phu the cake, ash cake, gai cake and other cakes These cakes are made from natural ingredients such as flour, sugar, eggs, milk, and have many different flavors and recipes to suit consumers’ tastes

- Sweet soup is a traditional Vietnamese dessert, made from ingredients such as green beans, red beans, sticky rice, semolina, rice, coconut, sugar and coconut water In the traditional cake and tea business model, tea is processed into many different types such as lotus seed sweet soup, green bean sweet soup, mixed sweet soup, floating sweet soup, jelly sweet soup, red bean sweet soup Tea is often served Served in small cups or bowls so customers can enjoy at the restaurant or take home

- Services of this business model include providing traditional cakes and sweet soup products to customers The store will be decorated neatly and attractively, creating a comfortable and cozy space for customers Friendly and professional service staff will help customers choose the nght product and bring the best experience to customers

- Traditional cake and sweet soup business models often develop based on creativity

in developing new products and designing diverse menus, to attract customers and

meet diverse market needs In addition, digital marketing and promotion also play an important role in building brands and attracting customers

- About style: Sweet soup and cake are both less sweet

- Additional service activities: Organize workshops to teach people how to make traditional sweet soup and cakes

1.2.3 Target customers

All ages (focusing on mature customers from 16-45 years old) Besides, international tourists will also be potential customers to promote Vietnamese culinary culture 1.2.4 Meet and solve needs

- Product diversity: Customers need a wide selection of traditional sweet soups and cakes to satisfy their culinary needs The business model needs to provide a full range of familiar but also new types of sweet soups and cakes (cheese cream red bean sweet soup and | liter sweet soup service)

- Quality and raw material sources: Customers are especially interested in the quality

of traditional tea and cake products The business model ensures the use of fresh ingredients, no preservatives and ensures a safe and hygienic production process

- Professional service: Service staff needs to be trained to provide dedicated, fast and professional service This includes listening and understanding customer needs, making reasonable suggestions and responding to customer special requests

- Reasonable and competitive prices: The business model needs to consider product quality and price to meet the needs of the majority of customers Product prices need

to reflect their value and quality

- Ability to enhance shopping experience: The business model can provide added amenities or services such as a comfortable space to enjoy tea and cakes, attractive display space, beautiful gift packaging eyes, etc This helps create an enjoyable shopping experience and increase customer satisfaction

- Creativity and development: The business model will constantly mnovate and develop to meet market needs You can experiment and introduce new desserts and

cakes, or change the way of presentation and promotion to attract and maintain customer interest

- With the need to reduce sugar and low fat to control blood sugar, protect heart health and improve the health of many people today, the business model has launched improved products with less sugar to ensure health care as well as meeting the current needs of many people

- Besides, the workshop business model can create conditions for customers to make their own tea and cakes, learn more ways to make traditional dishes and be able to interact and make new friends

12.6 Finance

©_ Tea: ranges from 20.000-25.000 VND/bowl

o Cake: from 15.000-20.000 VND/piece

o On average, 50 sweets and 30 cakes per day

— Total about 11.5 million-12 million/week

© Workshop: 150.000 VND/I person

- The price is suitable for each target group

including students and working people

- The menu is diverse, with many traditional sweet

soup dishes mixed with modern ones

- Clientsatisfied creativity and choose the sweet

soup they like for them to enjoy

- The restaurant's location is in a residential area,

where there is a dense population

- There are many promotions for customers

- Organize workshops for customers to experience

and learn traditional baking

- [hope everyone can gain more knowledge about

in sales Product transportation and storage costs will be difficult due to the characteristics of these products

- Nowadays, there are too many brands emerging

for their modem sweet soups and creative cakes,

but they all "sink" quickly because the sweet

Regulations and policies related

to food safety may increase,

soup has too much jelly in it and the cakes also

have too many complicated ingredients

Therefore, product quality will not be as

expected by customers

- Customers always want to find an open space

where they can talk, rest and learn things they

have never done before

- Target customers are all ages

putting pressure on product quality assurance

- Competition between competitors in the industry, especially traditional tea shops, has existed for a long time

Customer Customer

production - Market - Create a meet quality | - Consumers

quality customer professional

management

customers

- Promote and reach customers through media channels

as an afternoon snack or as a dessert Consumerus

e are young people who want to learn aboutwarm the traditions of our people Consumers are foreigners who want to explore more about the cuisine

of another country

- Ingredient

- Management

, staff (production, sales, customer care)

- Production

machinery;

Store includes:

display place, production place, warehouse

- Research

and product development

costs

- Data about

potential customers

- Fixed costs: Cost of renting

premises, furniture, equipment,

etc.); Business Registration

- Variable costs: Sales promotion

costs; Cost of input production

materials; Cost of supplies

changes monthly (printing,

customer support tools); Utility

- Revenue through direct business at the store

- Revenue from business on e-commerce platforms

Table 3: CANVAS model

PART II: BUSINESS PLANNING 2.1 Market survey

21,1, Field survey

- Market survey:

© One of the most loved snacks by people of all ages is sweet soup Sweet soup has always been one of the "national" dishes that has never "gone out of fashion." Traditional sweet soup is a popular dish associated with the childhood of many people Unlike other culinary dishes, traditional sweet soup is a dish eaten all year round by many people whether it is hot or cold The types of sweet soups are diverse and rich with many different types to suit the unique preferences of people

of all ages There are many types of sweet soups available today, ranging in price from about 15,000 - 25,000 VND depending on the ingredients used This price is suitable for a variety of users from students to working people

o Not only that, traditional cakes from many regions across the country are also interested in learning how to use them, but currently there are not many places that sell these products or only sell them in large quantities Prices for cakes sold

in bulk in boxes range from 30,000 - 100,000 VND depending on the type In addition to the familiar traditional cakes in the North, cakes from the Central and Southern regions are quite new to consumers They have only heard the names but have not had the opportunity to try them Therefore, retailing in plates at a cheaper price helps customers to try more types of cakes

© In addition, the service of organizing workshops for traditional desserts and cakes

is still not as widely popular as other moder cakes Nowadays, consumers tend to want to make their own dishes to suit their own needs as well as give them as gifts Especially during special occasions, this demand increases quite a lot Currently, the price for participating in baking workshops ranges from 200,000 - 300,000 VND per person for modem cakes With products that are traditional cakes, due to the fact that the ingredients are cheaper, the price to participate in the workshop is also cheaper, which will attract customers

14

© Inrecent years, consumers have had the habit of snacking more due to more stable financial conditions, and the demand for eating out has also increased However, consumers are gradually paying more attention to their health Hence, their diets tend to be bland, with less sugar than before, or many people want to try traditional desserts but combined with other ingredients more modern Grasping consumer psychology, many sweet soup and cake shops with ingredients that reduce sugar and increase coolness have opened and attracted many customers Therefore, sweet soup and cake shops with a variety of sweet soups and cakes from many ingredients also help customers try many new dishes and come back again and again In addition, choosing a business location is also an important factor As mentioned above, traditional sweet soups and cakes are widely traded,

so it is necessary to choose good locations to attract customers Most types of sweet soups and cakes are currently traded online and offline, quite diverse To process sweet soups and cakes, there are currently many establishments that import ingredients for sale, however, there are professional businesses that have their own recipes for all ingredients to make them more unique and delicious

- Field survey:

o Select survey area: Trung Tu ward, Dong Da district

o Business models in the surveyed area:

«Currently, in Trung Tu ward and the surrounding area, there are mainly restaurants and clothing stores because there are many schools, residential areas, restaurants, and clothing stores with the same model A variety of small shops, sidewalk shops, as well as large stores to suit a variety of consumer needs

¢ In this area, there are only a few establishments selling traditional sweet soups:

- “Tiệm chè nhà” làm with a direct sales business model

- “4Seasons” works with a business model that combines e-commerce and direct sales

¢ There are also shops selling traditional sweet soups and cakes in other areas such as:

- “Hẻm che” with e-commerce and direct sales business model

— Because there are only a few establishments that only sell traditional sweet soups, opening a shop selling traditional sweet soups and cakes combined with organizing a baking workshop in Trung Tu ward, Dong Da district is completely feasible

21.2 Customers

2.1.2.1 Draw customer portraits

- Who are the customers?

o Gender: Male/ Female

© Occupation: Student/ Student, Working person

© Income: 3 million VND or more

© Age: 16 - 30 years old

© Have a habit of snacking in the middle of the day, try many traditional dishes from different regions, and intend to eat out at restaurants

- Customer problem?

o Having difficulty choosing dishes that suit your needs and preferences

© Behavior: What do customers do to handle their problems?

o When you come to the shop, you can ask the staff for advice to choose

© Purpose: What does the customer hope to achieve by using your solution?

© Customers hope to know the ingredients of each type of sweet soup and cake as well as find their own favorite taste

2.1.2.2 Customer survey

The group conducted a survey of 160 customers and obtained the following results:

- PART I: PERSONAL INFORMATION

Picture 2: Customer survey (Gender)

In the customer survey, most customers are aged 18-24, are students and working people who may have income and are not married, so they tend to eat out a lot On the other hand, customers in neighboring age groups such as those under 18 (students), 24-30 (working and married people), and those over 30 (working and married people with children) are less likely to participate in more surveys Most customers are women, accounting for nearly 3/4 of survey applications

- PART II: PRODUCT SURVEY

17

Have you ever eaten traditional sweet soups and cakes?

How often do you eat traditional sweet soups and cakes?

18

Reasons for you to choose shop to buy traditional sweet soups and cakes

160 responses

Introduced by friends and relatives 87 (54.4%)

Reviewed via social networks 79 (49.4%)

Available for sale online 67 (41.9%)

0 50 100 150

Picture 5: Customer survey (Reasons for you to choose to buy tradional sweet soups

and cakes) Food quality is the most important factor for customers to choose the right restaurant for themselves, followed by price and location near home, school, and work In addition, a restaurant with a diverse menu will attract customers to enjoy it, and the space of the restaurant 1s also an issue that many people are concerned about Customers choosing a restaurant also depend more on recommendations from friends and relatives than through social networks Therefore, it can be seen that word-of-mouth advertising is trusted by more customers than through social networking sites On the other hand, shops that sell online are also of interest to some customers

19

How much are you willing to pay for a bowl of sweet soups?

of 15,000 - 20,000 VND These prices are quite common in the current sweet soup market

How much are you willing to pay for a plate of traditional cakes?

With cake prices, there are many prices that customers agree to pay, the most is 15,000 - 20,000 VND/plate of cake, then 20,000 - 30,000 VND and close to that is 10,000 - 15,000 VND

- Location: 79 Dang Van Neu, Dong Da, Hanoi (there are 2 other facilities)

- Advertising: Advertising via Tiktok, Facebook, word of mouth

- Strength:

o New product, the sweet soup has a moderately sweet taste

o The shop has many facilities

- Weakness:

© This facility is still quite new and has not been widely communicated like other facilities

© Small restaurant, few seats

© Product quality is not uniform, many products are considered too bland and the quantity is low compared to the price

— Things learned from opponents:

- Effective store management strategy

- Diverse production materials, many new products

2.1.3.2 4Seasons

- Name: 4Seasons - Che Tra Kem

- Products: Shaved ice, ice cream, yogurt, sweet soup, traditional combined with modem

- Price: 25,000 - 30,000 VND/bowl

-Location: 2nd Floor, Building BI, No LII, Pham Ngoc Thach Street, Dong Da, Hanoi

- Advertising: Advertising via Tiktok, Facebook, word of mouth

- Strength:

o The menu is diverse, the products are generally considered delicious, sweet, and quite greasy Products such as shaved ice, caramel, and Khuc Bach sweet soup are highly appreciated and attract many customers Reasonable prices, suitable for many customers

o Staff are quick, friendly, attentive service

© Support customers with free parking

© The store has strong activity on apps such as Shopee Food, Grab, Baemin

© The shop faces the street, with indoor and outdoor spaces overlooking the street

- Weakness:

© Product quality is sometimes unstable There are still many cases of product quality problems such as sweet soup being too sweet, dirt in food, and product quantity being uneven

© The restaurant's parking space is quite complicated

— Things learned from opponents:

- Effective marketing strategies tap into consumer psychology

- Production materials and processing methods are diverse and novel

- Enthusiastic customer support

- Advertising: Advertising via Tiktok, Facebook, word of mouth

- Strength:

© The menu is diverse, with many types of sweet soups and cakes from different regions The sweet soup has a light, sweet taste Reasonable prices suitable for many customers

© The store operates on apps such as: Shopee Food

© Friendly owner, attentive service

- Weakness:

© Only sold in the afternoon and evening, no fixed location

© The restaurant is on the sidewalk so seating and parking is limited

— Things learned from opponents

- Effective marketing strategies tap into consumer psychology

- Product ingredients are diverse and novel

2.1.4, Position your business at the store

- Vision: To become a favorite shop selling traditional sweet soups, cakes, and organizing workshops in Hanoi

-Mission: S'cakoup is committed to providing customers with quality, novel, traditional products but still combined with modernity and are safe for health

- Business products: Traditional sweet soups and cakes, organizing baking workshops

- Business method: direct business, can combine business through e-commerce trading floors: Shopee Food, Grab, Baemin later

- Product differences compared to competitors: Comfortable and spacious shop space; Diverse raw material sources give customers more options to enjoy In addition, the shop also provides the service of organizing Workshops on occasions, or opening registration in advance

- Challenge:

© There are many big competitors

© Being a newly established store makes it difficult to attract customers

- Nature of the product:

Reasonable prices, diverse for many ages

The space is suitable for small groups, families, and friends

2.2 Marketing and sales plan

2.2.1, Products

- Core products:

The group's business products are tea, traditional cakes, seasonal baking workshops and homemade tea sets The main business products are traditional tea and cakes Traditional sweet soup and cakes are made according to the own process and recipe created by the experimental and creative team From there, creating a unique flavor but still retaining the inherent traditional features of Vietnamese cuisine The seasonal baking workshop also has separate recipes and processes, ensuring ease of implementation for participants In addition, the store also has homemade tea sets that customers can easily buy and prepare themselves

Cheese cream red bean soup

Khuc Bach sweet soup

Mochi cassava sweet soup

Longan lotus sweet soup

Sticky rice with sweet soup

Self-scooped sweet soup

Green rice cake

Green bean cake

Spousal cake

Banh tro (banh gio)

Ramie leaves rice cake

24

© Seasonal cakes (floating rice cake, moon cakes, nougat )

o Homemade sweet soup packages

- Incremental Products:

© The shop will always record and consult customers' opinions after each use of the product to then adjust the shop's products and services to bring the best experience to customers

The quality of the shop's products and services will always be guaranteed If customers have negative feedback about the shop's products and services, the shop will have compensation policies to ensure customers’ rights

© During business, on holidays and birthdays of loyal customers, the store will send gratitude gifts, discount vouchers, or some other promotional programs to improve the quality of the store's service products and attract customers The staff is enthusiastic and responsible for their work Customers will always be satisfied when they come to the store, the service staff is agile, flexible, and present when customers need to order food or need support The online order processing staff will also always be professional, enthusiastic and responsible in their work, capable of responding to all questions and problems of customers when purchasing on online channels

© With the desire to meet the needs of all customers, the store also always has new improvements to the menu list, new dishes monthly and seasonally The products that arrive will be refined and perfected from design to packaging quality, so that customers can feel the shop's enthusiasm from the product's flavor to the packaging, service and more

10,000 VND/box cake

- Cycle twice a month or open and organized by event or combined orders

-Menu: Moon cake, Vietnamese cake, nougat, pork skin cake, green rice cake, green bean grapefruit sweet soup, grapefruit green rice sweet soup, longan lotus sweet soup, mochi cassava sweet soup

2.2.2.6 Explanation of selling price

- The price you get from the store is based on many factors The first 1s about the source of imported raw materials, the second is consulting with competitors to come

up with the most reasonable costs for the shop and customers, and the third is about the quality of service and shop space

2.2.3 Location and distribution

2.2.3.1 Location

- Store location:

o Alley 4C, Dang Van Neu Street, Trung Tu, Dong Da, Hanoi

olt is a densely populated place, especially near Kim Lien High School and Trung

Tu Primary School This is a huge advantage so the shop can reach more customers

o Customers can park their cars directly at the shop

2.2.3.2 Distribution

- At the store: Customers can come directly to the shop to buy traditional tea and cakes as well as participate in a baking workshop that takes place once a week The store has seating for customers to sit and enjoy or they can also take away

- On the store's fanpage: If customers cannot come to the store, they can order via the fanpage

- On food delivery apps: The store is also affiliated with leading delivery units such as Grabfood, Shopee Food,

2.2.4, Media and advertising

2.2.4.1 Advertising

- The store has chosen 3 main forms of communication and advertising as follows:

- Run ads on Facebook, Tiktok: To be able to reach more customers, the store has chosen one of the leading social networks in Vietnam at the present time The advertising articles will be articles introducing the store as well as the store's main products

- Banners and flyers: The store will be designed to be creative, eye-catching, and attract people's attention The location of the banner is at the front of the store, where it 1s easy to see and not out of sight On the banner, the Store also has information about main products and promotions during the opening month

- Hire reviewers: Hiring influential people in the food and beverage industry will be

an advantage in making the restaurant more known because they already have a certain number of followers Their video reviews will also have to ensure complete information about the store such as address, main products, promotions and their honest feelings about the food and service of the staff

2.2.4.2 Promotion Sale

- Sales promotion is a short-term stimulation of customer purchases through providing certain benefits to customers Specifically, the store will deploy as follows: o2 weeks before the official opening, the store will run a trial program at crowded residential areas such as dormitories, some high schools and universities around

the area At the same time, they also distributed flyers introducing the store and the main dishes that will be on the menu

oDuring the first week of opening, the store will have a 15% discount voucher program for customers who come to eat, drink and experience the products (the voucher can be used for the next purchase at the store and cannot be converted into money)

oFor online orders, the store will apply a freeship code program for orders worth over 200,000 VND

o The store will also have similar attractive promotions on holidays such as February

14, March 8, October 20, December 24

o During the first month of operation, the store will plan to invite 1 or 2 more food reviewers to increase the store's recognition The store has chosen hot food reviewer Tieu Man Thau With 3.3 million followers and 101.5 million likes, the group believes this will be a worthy investment

2.2.4.3 Marketing expense

2.2.5.1, Customer care in the sales process

- One of the leading factors in sales and customer care 1s the friendly, enthusiastic and professional staff Stepping into a store, the first thing that attracts customers is not the menu or the restaurant's decoration, but the friendliness of the staff welcoming customers at the door Therefore, if the store has such a well-trained staff, it is a huge plus in the eyes of customers In addition, this also greatly affects their decision to choose products

- And to be able to retain customers, whether more or less, we also need to take care

of customers and find out whether they are really satisfied with the products and services the store provides or not

— Therefore, the store has introduced two main groups of factors to comprehensively take care of customers:

- Group "Human":

o With the goal of satisfying every customer when they come to the store, the store's staff will be trained professionally and thoroughly Only then can customers be happy with that purchase and be ready to return the next time In addition, at some locations of the store there will also be QR codes "evaluating the quality of staff and food" so that customers can promptly respond to the store manager

© To create the most comfort for customers, the store will certainly diversify forms

of payment such as cash, bank transfer, credit cards,

- Group "product"

© In addition to the staff, the products are also considered the face of the store With the motto that tea and cakes are always fresh throughout the day, the store will carefully monitor the importation, food processing as well as preservation during the day The flavor of sweet soup and cakes is also very important To ensure it suits the taste of the majority of diners, the store will always solicit customer opinions on the quality of the dish so that the flavor can be adjusted accordingly

as palatable as possible

2.2.5.2 After-sale customer care

- Direct customer care:

© During the process of using the product or service, if the customer is not really satisfied with anything, he or she can call the staff directly to handle it or scan the

QR code for feedback The store will try to respond as soon as possible In addition, if there is any problem with the product or service that is the fault of the store, the store will waive 100% of the invoice to express regret for affecting the customer

- Online customer care:

o The store will also receive reviews from online customers through the store's main media such as Facebook, Zalo, Instagram, and will also quickly resolve any dissatisfaction

o After each order is successfully delivered, the store will proactively text messages hoping to receive customer reviews, this will show the store's kindness, thoughtfulness, and progress

o The store will regularly update new items as well as weekly and monthly promotions on the official fanpage

© For each customer who orders for the first time or experiences directly at the restaurant, the store will make a membership card On the month of the

customer's birthday, there will be a 50% discount voucher/receipt (1 voucher per customer and can only be used once)

2.3 Production and operations planning

23.1, Raw materials, goods and equipment

2.3.1.1 Raw materials, goods

There is a predicted table for raw materials for the first month

hability company

400ml

flour