Business and economic project practice business proposal for the product “bốc phét

Project Summary: e Brand Name: “May Giờ Tối Nay?” e First Product: Card game “Béc Phét” e@ Product USP: e High-quality design e New and unique play style e Low production cost with a hig

FOREIGN TRADE UNIVERSITY

FACULTY OF ECONOMICS AND INTERNATIONAL

Course : KDOE412(2324-2)1+2.6

Hanoi, January 2024

TEAM MEMBERS

I Executive Summary

II Problem

V Market Analysis

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2

3

VI

VIL

VIIL

Table of Contents

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1 Executive Summary

Group 5 would like to present a bold but also highly feasible and promising business idea, with a commitment to implement the idea 100% and generate specific sales figures The business idea is to introduce a new Party Game product to the Vietnamese market, addressing all existing issues in the market Along with the ambition to develop the first and leading brand in this niche market in Vietnam

Project Summary:

e Brand Name: “May Giờ Tối Nay?”

e First Product: Card game “Béc Phét”

e@ Product USP:

e High-quality design

e New and unique play style

e Low production cost with a high profit margin

e Better value of use than other products in the market

e Target customer

e Age: 16 - 25, mainly students and young office workers

e Geographic: Hanoi city and other provinces in the North

e Income: From 1.000.000 VND to 20.000.000 VND

@ Initial Capital: 21.000.000 VND

e Expected Revenue: 54.500.000 VND

- | usually participate in bonding with friends 7

me, lam fed up with with board games ă

TS | prefer easy game rules — wes ~ and a bit of un

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game to save money

¬ OMG so ugly, not cute

Cannot find an interesting and new

board games to play with friends

bonding party more thrilling

1 Brief about the Product

Welcome to “Béc Phét”, the world where Pinocchios showcase their skills and compete to see who can hide their nose the best It's a card game inspired by the folk game "An gian noi déi" and a place where you can become a "truth radar" or an

"outstanding actor"; where exciting punishments are hidden behind each card Join

“Mấy Giờ Tối Nay?” and transform into Pinocchios to explore this fun and entertaining world of “Béc Phét”

2 Product Function (Game rules)

The game can be played with any number of players, but it is best played with a group

of 2 - 8 people The game requires no special equipment and can be played indoors or outdoors, and it is best played in a relaxed and comfortable environment

“Bốc Phét” has a total of 80 cards Before starting the first round, make sure to shuffle the deck thoroughly

If there are 4 or fewer players, deal 15 cards to each player If there are more than 4 players, distribute the maximum number of cards evenly among all players

There are 3 types of cards in “Béc Phét”, each corresponding to a different color:

e Blue: cards with challenges and questions of moderate difficulty

e Yellow: rule cards

e Red: cards with difficult challenges

At the beginning of each round, players shout out a set of cards with the same number and place them face down on the corresponding number of cards (for example, 3-5 cards)

Next, there are two cases:

e Case |: anyone in the group says “Béc Phét” and flips over one of the cards to check If the card is different from the number shouted, the person who placed the card will be penalized Conversely, the person who says “Béc Phét” will be

penalized

The person who is penalized must perform the content of the card that was just flipped over and retrieve the remaining cards in their hand The round will end and a new round will start from the next person who placed the card

e Case 2: if no one shouts “Béc Phét”, the next person can skip or play other cards and must shout the same number as the number shouted in the first round

If someone shouts “Béc Phét”, the round will proceed as in the first case Conversely, if everyone skips, a new round will start from the last person who placed the card

Note: if someone places a card and no one shouts “Béc Phét”, those cards will be considered valid and placed in the played cards pile The person who says “Béc Phét” can only check among the cards that were just placed, and the person who is penalized can only retrieve those cards, not the cards in the played cards pile

“Boc Phét” card game has an appealing design with a cute and charming art style The illustrations are full of vibrant colors and tiny whimsical details The game also features high-quality card stock and durable printing, which players can enjoy playing for years to come

e Box Design:

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4 Unique Selling Points

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The unique selling points of “Béc phét” aligns with the current problem in the market: Value of use and Exciting Playstyle

a) Exciting Playstyle

Inspired by the folk game “An gian noi déi”, “Béc Phét” presents a novel and captivating way to play It is ideal for players of all ages and a pleasant and interesting way to spend time with friends and family

The folk game “Ăn gian nói đối” is about lying and getting away with it, through the process of putting down cards and revealing the other player cards The combination

of this playstyle and the funny contents of truth and challenges brings an extremely exciting playstyle for “Bốc Phét”

The target customer for this game is anyone who enjoys drinking and socializing with friends The game is best suited for people who like experiencing new fun and entertaining ways to spend time with friends

e Demographic:

- Age: 16 —22 (female dominant)

- Career: Students and young 9 - 5 employees

- Salary: 2-15 million VND/month

e® Geographic

- Hanoi and other provinces in the North

e@ Psychologic

- Often come to close friend group to seek enjoyment

- Pay lots of attention in bonding with friend group

- Purchases online increase

- Spend more on entertaining budget after COVID-19

Vietnam's economy has undergone a significant transformation, making it one of the most dynamic emerging countries in the East Asia region The stable increase in household income has contributed to a shift in consumer spending patterns, with individuals increasingly allocating their disposable income to entertainment and leisure activities This economic growth, coupled with a young population structure, makes Vietnam an attractive market for new ventures The physical board game market in Vietnam is also growing Total revenue in the Board Games market is projected to reach US $1.68m in 2022 This suggests a potential market for your new physical card drinking game

Furthermore, The Lunar New Year, or Tét, is the most important celebration in Vietnamese culture and it significantly impacts the economy It is associated with a rise in consumer spending, which could be beneficial for the launch of our new card drinking game During Tét, people often gather with family and friends, and playing

games is a common way to celebrate Launching our game around this time could tap into these cultural practices and boost initial uptake

In conclusion, the combination of a strong economy, a young population, a growing board game market, and the upcoming Lunar New Year makes Vietnam a promising market for the launch of our new card drinking game

e Market size

- Population of Hanot1: nearly 8.4 million (According to Worldometer, 2023)

- Population of Hanoi, aging 16-25: approximately 1.14 million (about 13.6% of the total population

- Population of Hanoi, the average monthly income of workers in the first quarter of 2023 was 7 million VND (300 USD) per person (according to the General Statistics Office, 2023)

- TAM - SAM - SOM Analysis

+ TAM: 6.94 million Vietnamese people aged 18-26 (pyramid population source)

+ SAM: 1.08 million people = 216 players who bought the product x 5 players (on average | board game set will be purchased to play together

in your group)

+ SOM: 10,000 customers buy equivalent to 30,000 playgroups (on average, | board game will be played through about 3 friends) compatible with the next 150 people

Growth rate:

Vietnam ranks 2nd in Southeast Asia, and 3rd in Asia regarding average

Communications, 2023)

The average consumption of alcohol and beer in Vietnam has more than doubled in 10 years from 2013 to 2016 (According to a report of the Central Institute for Economic Management (CIEM, 2022)

The statistic below shows the per capita alcohol consumption in Vietnam in

2005, 2010, 2015, and 2016 In 2016, per capita alcohol consumption in Vietnam amounted to approximately 8.3 liters per annum

12

Figure 2.1 Per capita alcohol consumption in Vietnam 2005-2016

Source: Statista Research Department, Nov 7, 2023

- People aged 18-29 using alcohol in the Northern region of Vietnam in 2022: about 4.02 million, ranked 9th in the world (Compiled from the General Statistics Office, PopulationPyramid and Noncommunicable Disease Risk Factors Survey 2022) However, only 216,000 customers were approached to drinking game products from the period 08/22 - 07/23 (According to the Vietnam drinking game market report by Metric.vn)

- A-survey of 202 people about the Drinking Game market said (with 202 people being students and young office workers in Hanot):

o 65.3%: think that products on the market do not meet their needs

o 87.5%: in need of new drinking game products

o 41.7%: think that improving the form of play would be a good direction

e Accessibility

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The market “May Giờ Tối Nay?” targets is the Drinking game market, a niche of the Board game market

- The market tends to develop sustainably, although it is seasonal

- Opportunity: new market and easy to access, competitors are not strong, and the market has stable demand (because of Vietnamese people's eating and drinking habits)

- Challenges: small market size and difficulty in expanding the market, little data

According to the data from UNICEF's Mental Health and Psychosocial Health of Children and Youth in Vietnam report, the overall prevalence of mental health problems in Vietnam ranges from 8% to 29% for children and adolescents, with differences in rates by province, gender, and respondent characteristics A recent epidemiological survey of a nationally representative sample of 10 out of 63 provinces/cities found that the average level of child mental health problems was about 12%, equivalent to more than 3 million children in need of mental health services (Weiss et al., 2014) The most common types of mental health problems among Vietnamese children are internalizing problems (e.g anxiety, depression, loneliness) and externalizing problems (e.g hyperactivity and hypoactivity) attention) (Anh et al., 2006; Nguyen et al., 2013) Therefore, the need for relief and stress reduction among young people is increasing, which raises the need for new and healthy games for friend-gathering occasions

c) The need for gathering

Gathering to eat and drink is a cultural feature of Vietnamese people The frequency

of gatherings for entertainment of Vietnamese people is on the rise after 2 years of separation due to the COVID-19 pandemic

d) Changes in youngsters’ drinking game habits and styles

Young people tend to join innovative game designs and seek for diverse game options: Young people are often drawn to novelty and creativity Innovative game designs like

“Boc Phét” offer new and exciting challenges, keeping the experience interesting and preventing it from becoming monotonous Games, especially those with innovative designs, provide a platform for social interaction Young individuals enjoy games that encourage communication, laughter, and shared experiences, making the new drinking game style an ideal choice for social gatherings Besides traditional drinking games like beer pong or flip cup, youngsters are interested in card games that allow individuals to express their personal style and preferences Whether through themed games, customizable rules, or unique challenges, young players appreciate the opportunity to tailor the gaming experience to their liking