GENERAL BUSINESS ENGLISH (TOPIC 1)

I. Introduction 1 II. Body 2 A. Executive Summary 2 1. Opportunity 2 2. Market Strategy 2 3. Business Strategy 3 4. Management Team Plan 3 5. Financial Goal 4 B. Products and Service 4 C. Vision and Mission 5 D. Market Analysis 5 1. Market Segmentations 5 2. Market Trends and Growth 7 3. Market Needs 7 III. Conclusion 8

VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY

FACULTY OF FOREIGN LANGUAGES

GENERAL BUSINESS ENGLISH

(TOPIC 1)

Student: TRUONG THI SANG

Class: 15000103

Student code: 01501296

Phone number: 0909095270

Situation N0.:

HCMC, December 2017

Total score(1) Examiner’s Signature 1 Examiner’s Signature 2

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TABLE OF CONTENT

I Introduction 1

II Body 2

A Executive Summary 2

1 Opportunity 2

2 Market Strategy 2

3 Business Strategy 3

4 Management Team Plan 3

5 Financial Goal 4

B Products and Service 4

C Vision and Mission 5

D Market Analysis 5

1 Market Segmentations 5

2 Market Trends and Growth 7

3 Market Needs 7

III Conclusion 8

CONTENT

I Introduction

On account of the severe competition of market, entrepreneurs are required to operate their business professionally and methodically It is never superfluous for entrepreneurs to construct a business plan before start-up An effective business plan helps people not only to make the initial idea turn into reality, but also to maintain long-term business There are countless benefits of a thoughtful business plan; such as attracting investors and partners, outlining main aspects of the business, and guaranteeing in effective management

First, a business plan helps people to outline main aspects of the business

In business plans, entrepreneurs compel to provide with essential information Based on the information, people will have apportionment, utilizable prediction,

as well as appropriate method The degree of succession in business is affected

by numerous perspectives; such as the marketplace, customers, initial business idea By well-prepared plans, people orient and follow these detail figures in order to minimize hazards For this reason, business plan approach to the investors with less difficulty

Second, getting attention of investors and partners is beneficial to entrepreneurs The majority of people who nurture business plans are longing for

an enormous budget to start-up An oral presentation may fascinate venture capitalists; however, it will be more reliable if there is a printed document Investors make their financial decisions, which are based on the persuasiveness

of the business plan Moreover, business plan continues to be improved through investors’ criticisms

Third, a business plan is the ultimate method to examine the possibility of the project Entrepreneurs anticipate the incoming challenges and prepare both mentality and physical to deal with As a sequence, people working with scheduled plans fulfill their business better than ones working spontaneously do

Entrepreneurs also have an inspection on the rate of progress of the business by checking and analyzing through business plans

In short, a business plan is an integral part of start-up Based on different purposes, entrepreneurs have various style of constructing a business plan

The following parts demonstrate my business plan in starting up a coffeehouse business

II Body

A Executive Summary

1 Opportunity

Toking Coffee is located at Nguyen Tri Phuong Street, District 10 There are numerous universities established in the contiguous area; such as The University of Economics Ho Chi Minh City, University of Finance and Marketing, Institute of Medical Military,… It is estimated more than 20,000 college students attending to those schools in the area For this reason, the combination of Food & Drinks and Education in business would be a fantastic idea Moreover, people willingly pay 50,000VND to 70,000VND for their coffee, milk tea, frappe as the economy of Vietnam has been growing up recently

2 Market Strategy

Toking’s decorated styles focus on brightness and cross-culture in order to stimulate customers’ learning competence The principle targeted customers are more than 20,000 students in the area The cafe’s intention is to create a concrete base of patrons through the guarantee to bring the best food and drinks, as well as the knowledge to the customers

Customers can order menu both directly in-store and online The products are marketed via social network in order to be noticed by the young customers, especially beginners of learning second language

3 Business Strategy

Toking offers a learning foreign language for customers Therefore, there will be numerous foreign people frequently invited to the cafe with the purpose

of cultural exchanges Moreover, teaching language classes which is completely free of charge is established on every weekend The sales accompanies with the quantity of people coming to the cafe

Being a new face in the market, Toking focuses on promotional campaign

in the early opening Subsequently, the marketing cost will be higher than average To cover this expense, Toking cut down the personnel cost via salvaging partners who are doing the business together

4 Management Team Plan

Established as an LLC, Toking is equally founded and managed by two partners Hermione Ganger and Sam Smith Hermione Ganger administers in technological section, as well as marketing strategies In addition, Sam Smith will be responsible for premeditated plans of inventory and customer services Other attributes relating to finances will be consulted by Mrs Ganger and Mr Smith The company plans to hire four supplementary baristas and employees

The following table summarizes the personnel demand of Toking coffee

Personnel Plan

Table 1: Personnel Plan

5 Financial Goal

Table 2: Financial Goal

B Products and Service

Toking is organized in a 100-m² business premises within a radius 3 km from universities in District 5 and District 10 Therefore, products and services attach special importance to young customers In addition, Toking offers customers with delicious food and drinks, as well as peaceful space for clients for self-studying The Cafe promises to bring high-quality and well-prepared drinks; including hot drinks, iced drinks, and frappes The menu of the Toking coffee is constructed with coffee drinks such as lattes, mochas, cappuccinos, etc All the ingredients are imported from foreign countries In addition, cakes are the important supplement in the menu for sweet-toothed customers The cafe also provides with books and magazine to serve the demand for reading of its customers Besides that, Toking creates a good condition for customers attending the gratis English speaking classes on every weekend Additionally, well-trained employees will bring the most wonderful experience to customer with professional serving attitudes Toking expects price at least 30,000VND for each product

C Vision and Mission

Toking Coffee envisions the perspective that every young people in Viet Nam has a strong competence in intercultural communication For this reason, the word “Toking” is derived from “talking” for the purpose of displaying the central concept of the cafe To satisfy the growing demand for communicating foreign language, Toking will emphasize on reflex speaking of customers through quiz decorations scattering around the cafe

Toking Coffee is ambitious for taking the lead of multi-languages coffee house patronized by adolescents, especially people who desire for learning foreign languages

D Market Analysis

The cafe presents a new coffeehouse concept in an approachable and steadily growing market Regardless of economic recession in current years, the coffeehouse business is still developed Toking makes attempt to form a loyal customer base by serving a tasteful coffee and great services

1 Market Segmentations

Toking focus on 3 major groups of customers, as mentioned in the following chart

Learners 55%

Officers 30%

Others 15%

Customer Proportion

Pie Chart 3: Customer Proportion

The variety of customers play an important role in keeping consistent business On weekdays, the visitors are mainly officers and people who desire to

be embraced by peaceful atmosphere so that they can escape the stress of life While on weekends, it is a peak of learners with countless classes By appealing

to several market segments, Toking Coffee becomes independent of any specific consumer group

The Growing Rate of Customer

Table 4: The Growing Rate of Customer

2 Market Trends and Growth

Once coffee drinking habit is just in the early morning hours or mid-afternoon, nowadays it turns into an all-day activity Even late at night, many coffeehouses are crowded with customers It is not abnormal for a well-located cafe to reach a daily average of 900 clients

Our market research shows coffeeholics inclines to be attracted by splendid tasting coffee According to the National Coffee

Association's report "Daily Coffee Consumption Up Sharply" (2017), “the most

robust increase occurred among those 13-18, whose daily consumption rose to 37% in 2017 from 31% in 2016” and “the 25-39 year olds increased from 60% to

coffee bars are regarded as a studying or meeting location by adolescents in general Especially, Toking is also a location for cultural exchanges

3 Market Needs

As the economy develops, incomes; as well as others lifestyle factors are congregated to make an evolution in the coffee industry The cafe is not just a location for people to quench their thirst In advance, coffeehouses provide a serene and undisturbed environment for people to socialize, calm down or catch

up on work For instance, college students are one of the fastest-growing segments of the coffee drinking market To meet their demand, Toking arranges a much-needed place to hang out with their acquaintance In addition, entertainment on weekend draws a great attention to enthusiastic customers Global integration is the urgent issue of young people For this reason, operating those gratis English speaking classes will meet the needs of customers

III Conclusion

In short, a business plan is a directional guideline for entrepreneurs It helps entrepreneurs focus on what they want to do, how they will do it, and what they expect to achieve The more detailed the business plan is, the more possible the result is

LIST OF TABLES AND DIAGRAMS

 Table 1: Personnel Plan (page 3)

 Table 2: Financial Goal of Company (page 4)

 Pie Chart 3: Customer Proportion (page 5)

 Table 4: The Growing Rate of Customers (page 6)

Bibliography

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Association.

Brian J Hazelgren, Josheph Covello (2005) Your First Business Plan: A Simple Question and

Answer Format Designed to Help You Write Your Own Plan Sourcebooks, Inc Devine, K (2004) Building Your Business Plan: 28 Days to Designing and Starting Your

Business Lulu.com,.

Education, M.-H (2007) Introdution to Business, Student Edition McGraw-Hill Education Finch, B (2016) How to Write a Business Plan Kogan Page Publishers.

Miller, M (2001) Alpha Teach Yourself Business Plans in 24 Hours Alpha.