tiểu luận khởi sự kinh doanh và quản trị sme business plan “cyber game”

Furthermore, a cyber canhold a game tournament, which cannot be carried out by an ordinary game center.. Mission Cyber Game mission is to provide customers with exclusive high-end comput

Foremost, we would like to express my sincere gratitude to our lecturer, Mrs TranMinh Thu for her continuous support, patience, motivation, enthusiasm and immenseknowledge This work would not be possible without her gracious guidance We could nothave imagined having a better advisor and mentor for our business plan

Besides our advisor, we would like to mention all the members in our group: ThuyLinh and Ngoc Luong for their generous contribution, our supportive international friendYasmin, and lastly, the leader Anh Minh All of us have taken our best effort to turn “CyberGame”, which was initially a germ of idea, into a practical project

Last but not the least, we would like to thank many individuals who have supported

in our process: our friends for suggested ideas and several respondents for willingness tofill in our questionaires

Sincerely,

1 OVERVIEW1.1 Idea

Nowadays, computer game has increasingly become a popular choice for humanentertainment However, if we want to play famous games, such as: Playerunknown’sBattlegrounds, Call of Duty or Escape from Tarkov, we have to pay for it and the price oftenranges from $20-100, which is very expensive, especially for students Furthermore,personal computers probably cannot function well under complex computer techniques,

so one thing call “Cyber Game” was born

Cyber Game is the advanced new-style game model in Vietnam with large scalebased on the criterion of experience-oriented gamers about the quality, service and space.Specifically, the space is exclusively designed for gamers, in order to create a healthyrecreation place with friendly and profession service Cyber Game also provides fast andhigh FPS 1

, which menas no lagging or network loss while playing Furthermore, a cyber canhold a game tournament, which cannot be carried out by an ordinary game center This is

a new model in market, tailored to the needs of current high-end entertainment inVietnam and have few competitors It can attract many gamers through tournaments andmeeting events

1.2 Mission and vision

1.2.1 Mission

Cyber Game mission is to provide customers with exclusive high-end computer gameplaying experience It also aims to hold games tournaments, thus creating and connectingour powerful gamer community

1.2.2 Vision

1.2.2.1 Short-term

In the first year operating, we are going to cooperate with several well-known gamestreamers and do our best with marketing to acquire widespread reputation andpopularity favor We also attempt to operate the Cyber Game effectively so that CyberGame would gain customer satisfaction and loyalty

1FPS means frame per second The higher FPS is, the more beautiful computer screen displays

1.2.2.2 Long-term

After three years of operation, we aim to hold the first offline game tournament for thecentre and hope to attract at least 100 participants Subsequently, we could expand thespace of the current centre to equip more devices with a view to increasing the number ofcustomers

For the next five years of operation, we hope to open the second and the third CyberGame in Hai Phong and Ho Chi Minh City

1.3 Founders

Cyber Game has four founders whose names: Ngo Anh Minh, Pham Le Thuy Linh, NguyenThi Ngoc Luong and Yasmin Schwars with respectively investment of 23%, 19%, 19% and19% in the business

20% investment left belongs to four business partners (5% each)

1.4 Legal entity

General Partnership2

2 A general partnership is an arrangement by which two or more persons agree to share in all assets, profits, and

2 MARKETING PLAN2.1 Market analysis

2.1.1 Competitor analysis

Competitor identification: all of other game station located in Hanoi, such as: Why Game, Cyber Pharaoh, Hunter Game, Xbox Play Station, etc

Strengths

 More computers and larger space

 Better configured computers

 Widely known reputation

 No championships and tournaments being held

 Not assure of network sustainability or computers’ quality

Differentiation

 Cyber Game has a smaller space so that we can control all activities

 Staff can take good care of every customers

 Guarantee of network sustainability and computers’ quality

 Have cooperators as famous game streamers

 Attract many customers through championships with attendance of famous gamers

 Ensure about the professional space for gamers

Table 2-1: Competitor analysis Criteria Cyber Game Why Game Cyber Pharaoh

Product Game computers

Snack and drinks

Gametournament

Fanmeeting

Only gamecomputers

Game computers

Food, drinks

Service Staffs can take

care of everycustomer

Unable to take care

of every customer

Unable to takecare of everycustomer

Marketing Social network

Famous gamestreamers

Social network Social network

Quality Few computers

=> maintaineasier

Large number ofcomputers => notevery computerwill work well

Large number ofcomputers => notevery computerwill work well

2.1.2 Target customer

Cyber game’s target customers are students, game players, young people, especially youngmales based in Hanoi, who are likely to spend large time playing computer games Forspecific, our typical target customers could be described in details:

 Occupation: high school and college students

 Age: From 13 to 30 years old

 Gender: All genders, especially male

 Income: people who earn more than 1.5 million VND per month

 Hobbies: playing computer games individually or with group

 Habits: going to game centers or usually participating in game competititonAfter deciding direct competitors and target customer, we conducted the following questionaire:

None Others (please specify)

3 Where do you purchase your games?

Others (please specify)

4 If you buy games with cheap price, are you afraid of being deceived?

Yes No

5 How much per month do you spend on

average on computer games?

1,000,000 – 3,000,000VND

3,000,000-5,000,000VND

More than 5,000,000VND

Driving/Racing Role-playing Others (please specify)

7 What compels you most to buy a game?

Others (please specify)

8 Are you willing to pay 6000 - 8000 VND for an hour to play games in a game centre instead of buying it in your own?

Yes No

9 If Yes, why? What makes a game center

_

Figure 2-1: Console Ownership

Moreover, respondents reflected that they usually spend at least 3 or 4 days per week toplay games and they play whenever they feel free They also seek for deals to purchasegames with cheap prices and would not hesitate to buy unofficial games because there are

so many reliable second-hand shops However, they are willing to pay only a small amount

of money (about 6,000-8,000VND) for an hour playing games The reason is that not many

of them can afford those facilities The majority is looking forward to a game centre thatowns new equipments (a lot of devices in game centres in Vietnam are too old-fashioned),roomy space with comfortable chairs to sit for hours and to avoid backache Also, aninteresting fact is that a lot of game players wish game centres to sell snacks and drinksduring game matches

2.2 SWOT analysis

2.2.1 Strength

 Located within a central location in Hanoi with a high population flow rate

 Large seating capacity

 VIP rooms for gamer meetings and tournaments

 Low prices with discount packages

 Lastest technology, high speed computers and generator available for back-up

 Offer food (instant noodles, pizza) and drink (coffee, soft drink, juice) when customers feel hungry and thirsty

 Most popular games available

2.2.2 Weakness

 New single branch

 New staff without much experience

 The fixed cost of modern computer is very high

 Updating software and hardware will cost a lot

2.2.3 Opportunity

 The business model is new in the market

 Expansion of branches

 Operation with famous gamers to promote our services

 Product and service expansion

 Marketing to gain more customers

2.2.4 Threaten

 Difficult to attract loyal customers

 Various substitutes available

 Rapid changes in technology

2.3 Marketing strategy

2.3.1 Product

Excellent game playing experience, served with junk food and soft drinks

2.3.2 Place

First floor, apartment 274A, Van Phu residence, Ha Dong district

This is a 60 square meters apartment located where there is hardly any game station in theneighborhood Plus, its renting cost is reasonable due to goverment subsidy Mostimportantly, in Van Phu area, there are several apartments and schools, which will bring usmany potential customers

2.3.3 Price

From 6,000-8,000VND per hour playing

Applying psychological pricing strategy and according to survey results, we decided to set

an affordable price for everyone It is also a competitive price as our competitors’ is 10000VND per hour

8000-2.3.4 Promotion

- Advertising through Facebook page and ads

- Introduction and recommendation from our cooperators as famous streamers

2.4 Marketing budget

2.4.1 For the first 4 months

Table 2-2: Marketing cost for first 4 months

0

3,000,000

3,000,000

3,000,000

3,173,60 0

3,168,00 0

2.4.2 For the next 5 months

Table 2-3: Marketing cost for next 5 months

0

2,500,000

2,500,000

2,500,000

2,500,000

2,673,00 0

2,673,00 0

2,668,00 0

2.4.3 For the last 3 months

Table 2-4: Marketing cost for the last 3 months

0

2,000,000

2,173,600 0

3 OPERATIONAL PLAN3.1 Input

3.1.1 Material

3.1.1.1 Equipment

To start our business we have to buy some equipment We’ll buy about 720,700,000 VNDequipment from different suppliers like NVIDIA, Razar or Intel This is equipment we onlyneed to buy once, or depending on our demands when it is broken The full equipment list

is in the following table:

Table 3-5: Equipment cost Quantit

0

3.1.1.2 Food and beverages

Food and beverages will be bought weekly from a local supermarket and customized to ourdemands We will also consider special offers by the supermarket and might change ouroffer in the Cyber Game slightly (for example the variety of chocolate bars) Estimatedweekly costs for food and beverages are about 5.630.000 VND, which makes about22.520.000 VND for one month

Table 3-6: Food and beverages cost Quantit

The staff will consist of full-time and part-time employees Full-time employees will need

to be more experienced than the part-time employees and have more responsibilities.Candidates for part-time positions are high school or college students with an interest ingaming

Working hours start and end before/after opening hours, so the staff has time to organizeand clean the store Working hours are from 7.30 AM - 10.30 PM, opening hours from 8

AM - 10 PM

3.1.3 Financial

To open Cyber Game, we need to invest 800.000.000VND Our investors are our business partners, who have a share of 5% each

3.2 Transformational process

3.2.1 Customer serving process

The following figure describes the customer working process in our Cyber Game:

Figure 3-2: Customer serving process

The security guardwill take care of thecustomer’s vehicleand park it on ourparking space Whenthe customer entersCyber Game, he getsgreeted by thecashier and ing gaming, the customer can choose from a variety of snacks and drinks,which the food server then serves After finishing gaming, the customer leaves the storeand gets his car by the security guard

3.2.2 Employee working process

Table 3-7: Employee working process

Not all employees start at the same time Some employees like cashier and room managerstart before the opening hours to organize and clean the room The security guard has to

be available 15 minutes before the opening hours Furthermore, cashier and roommanager stay a little longer to prepare everything for the next working day The foodserver can start later and leave earlier, as there are not many customers at the beginningand end of the day When there is a demand for snacks and beverages in that time, theroom manager can serve them

Cashier

 Handle cash transactions with customers using cashregister

 Issue receipts, refunds, change or tickets

 Greet customers when entering or leaving CyberGame

 Maintain clean and tidy checkout areas

 Keep reports of transactions

7:30 AM - 10:30 PM

Food server

 Serve food and drinks

 Carry dirty plates, glasses and maintain clean area

7:30 AM - 2:00 PM / 2:00 PM - 10:30PM

Room

manager

 Update programmes, latest games

 Maintain efficiently working server

 Resolve customer complaints, guide them andprovide relevant information

7:30 AM - 10:30 PM

Security

 Monitor and authorize entrance of vehicles or people

in the property

 Remove wrongdoers or trespassers from the are

 Secure all exits, doors and windows after end ofoperations

 Check surveillance cameras periodically to identifydisruptions or unlawful acts

 Provide assistance to people in need

7:45 AM -

10 PM

There will be an employee handbook, in which daily and weekly tasks are described Thisway, all employees know what to do and how to do it Daily tasks could be for example toclean the tables or to bring garbage to the big bin Weekly tasks could be to write ashooping list for the drinks and snacks or to update softwares.

However, we expect the following numbers for the first few months: Every computer will

be used for about 12 hours per day, which makes about 372 hours per month With 25computers being used and the price of 6.000 VND per hour, plus the sales from food and

beverages, we can expect and outcome of 93,985,000 VND for the first month Thisamount will rise up to 123,745,000 VND in the last months.

4 HUMAN RESOURCES PLAN4.1 Job analysis

Table 4-8: Salary per month per employee

105.000VND per person per shift

Room manager 1 full-time 4.000.000VND per month, bonus 10.000 per

OwnerNgo A Minh

SupervisorYasmin Schwars

manager

MarketingPham L T Linh

AccountingNguyen T N Luong

Figure 4-5: Recruitment process

Cyber Game’s Recruiment includes 3 rounds:

• Application: Post recruiment information online (on website ybox.vn and

hrc.com)

• Interview: After filtering applicants based on CV, we will arrange interview In

this round, it is important to test applicants’ professional skills and workingattitude

• On-job training: Employees will have 1 month of on – job training If they

perform well, they will become official employees

4.2.2 Selection

Table 4-9: Job description and Job requirement

Cashier  Handle cash transactions

with customers using cash registers

 Issue receipts, refunds, change or tickets

 Greet customers when entering or leaving Cyber

 Proven working experience

in retail cashier or sales

 Basic PC knowledge and familiarity with cash register

 Strong communication and time management skills

 Attention to detail and

ON-JOB

INTERVIEW APPLICATION