START UP REPORT KIKI’S PET CARE

University of Science and Technology of Hanoi START UP REPORT KIKI’S PET CARE Group Dang Ngoc Son BA9-054 Cao Tung Lam BI9-136 Tran Ngoc Long BA9-039 Nguyen Nhat Nam BA9-044 Table of contents I Business idea Business idea 2 Vision and Mission 2.1 Mission 2.2 Vision II Marketing Market analysis 1.1 Competitors 1.2 Target customer Marketing strategy 2.1 Price 2.2 Product 2.3 Place 2.4 Promotion 2.5 People 2.6 Physical Evidence 2.7 Process III Human resources planning Job Analysis Structure Organization Requirements Recruitment and Selection 4.1 Recruitment 4.2 Selection IV Operation Input 1.1 Facilities 1.2 Pet equipment Transformation process 2.1 Online process 2.2 Offline process V Output Potential problems/risk TABLE OF WORKING DISTRIBUTION 11 I Business idea Business idea Pet is not only a friend of humans but also a member of the family As a person in the family, we have to take care of each other, and KiKi pet care will help you Kiki's mission is to provide our customer and their "tiny friends" the best products and services People around the world can reach Kiki’s pet care products at a reasonable price By utilizing the latest improvements in technology, we will contribute the highest quality of health care products coming up with corresponding services In addition, we prioritize the eco-friendly and organic materials in our products We commit to profitably grow through our retail outlets and pet's health center Moreover, targeting to become a fascinating working place is also our ambition For people who are willing to come with us, besides developing your own experience and knowledge, you also have the opportunity to participate in other company activities and events that are not available elsewhere Vision and Mission 2.1 Mission Our shop’s mission is to sell pet equipment and take care of customers’ pet with the high quality and the best service 2.2 Vision Short term In the first year, our store aims at stably operating both online and offline stores, achieving a stable customer base, thus stabilizing the supply of goods Long term In the future, we hope to become a chain of stores specializing in pet supplies Expanding a large number of stores nationwide Leader in the field of pet equipment distribution and pet caring II Marketing Market analysis In 2022, the market recognized a huge number of new orders for pet care products There are many new types and new styles appearing on the market but the problem is there are no origin and no certificate of quality for that stuff Due to Covid 19 and quarantines, everyone can't go outside and they don’t have a chance to go shopping and check the quality of goods they are willing to buy After researching the market in Vietnam for a few years until now, we recognized that is the best time for us to start our start-up this year We believe that we will grow very fast with all of our potential Based on the strong financial health, excellent marketing team, and experiences in taking care of pets we know we will our best to make our customers satisfied 1.1 Competitors Since covid 19 appeared, many small businesses started selling pet care stuff at lower prices than ours For new people who never use any type of pet care stuff, they would buy those cheap products despite their quality is poor But for those people who had a chance to use our products, they said they don't believe in the quality of lower price products People who care for their pet’s health know when they pay more money they will get more benefits We only consider those competitors who are selling products at higher prices than us That is the reason for us to develop in order to take over the market 1.2 Target customer Marketing strategy 2.1 Price After analyzing market price, we recognize that people tend to pay more for the products which are provided to customers at a reasonable price We set the price higher than the market but also the quality of the products will come up with Our company believes that our profit will raise fast due to our strategy The market target of us is higher than other competitors and we are not fear to lose potential because customers trust the product have high price coming up with high quality and good service 2.2 Product Our main product has been provided by a Chinese company: ZHEJIANG ENTAI PET TECHNOLOGY CO., LTD Can’t find anywhere else have a better price and better quality than them Another reason to chose them to be our manufactured and provider is that they also provide distribution services by their own system with no cost We bought raw products then some improvements We some research on the new organic, eco-friendly products to make several types of handmade toys and stuff that pets may like In addition, we provide experiences for customers visit our store With good impress, customers will invite their friend to use our products 2.3 Place We decide to place our store near park and mall, walking street - where people playing with their pet or walking with them For example, in the first month, we will release new products at our very first store at Hoang Hoa Tham street We can rent a big place at a very cheap price Fixing would take a week and then the store will be ready in the next few days after we paint and decore It costs less than a store on the crowed street or in the central of the city We know staying close to the potential customers will profit higher Next year, we aim to place our new stores around West Lake, Hoan Kiem Lake, and some other parks like Reunification Park, Lenin Park 2.4 Promotion 2.4.1 Online marketing 2.4.1.1 Marketing on social media We start building a fan page on Facebook and Instagram and aim to reach 10 thousand followers for each in the first year Then 100 thousand followers in the next years Those media channels will actively update new trends and new information to reach potential customers easier There are several activities on our fan page - Create new and trendy content on the fan page every day, contents must be moderated and qualified - Create a group for customers who have bought products from KiKi - Open Giveaway event monthly on fan pages - Run advertisements by Facebook/Instagram People start watching more short videos so we decide Youtube and TikTok is the potential channels for us to get new customers We create accounts on those media channels and start to promote our products besides creating new content There are some activities on our accounts: - Create short and funny videos with various content related to our product, for instance, product reviews, daily vlog, - Inviting KOLs and influencers to advertise on social media Connect to some KOLs, who have a large influence in the community We can pay them to introduce our products or gift them - Focus on lifestyle influencers, who are famous for creating content about pets, daily life, and review products, because of their experiences about introducing, reviewing, and making trendy content with pets 2.4.1.2 Marketing on e-commerce platforms Can’t forget e-commerce platforms because it is growing very quickly since a few years ago High profits await and we can’t lose the chance to take over the pet care market We will sell most of our products on those platforms and we also accept buying before paying Customers not only can pay by cash, card but also can pay by crypto There is a new trend in the world and our customers will no longer worry about paying process Besides, there are some things we could on those platforms: - Live stream on e-commerce platforms to introduce and sell products - Participate in events of these platforms, such as Black Friday, Super Sale day (6/6, 7/7, 10/10 ) - Flash sale, greatest deals monthly on Shopee, Lazada, Tiki - Giving free vouchers for loyal customers on special events 2.5 People We not only sell products but also provide services in each store We also provide excellent experiences to the customers Every employee has the skill to play with pets while customers visit our store and still choose goods To that, we have a special training program for all of our employees Our customers will have more free time and they would be happy when their pets feel happy too 2.6 Physical Evidence We place many playing grounds and eating places for pets inside the store There is 30m free space for the pet to play with others Our handmade toys are provided free for customer use only in-store and they are not allowed to use them outside 2.7 Process We have a marketing campaign for our own business We organize a pet confest every year with a budget of 800 million VND We also promote our new products at this event The KOL pets are invited to The Pet Confest to make our event even more fascinating The Pet contest will hold in days with many wonderful activities Here is a timeline plan for the funniest competition in the world: - Day 1: The main activities are celebrated on this day Before entering the gate, people are provided a lucky ticket In the center of the whole event place, we open a pet circus Nearby is the playing ground and swimming pool for pets People with their pets can play and enjoy the happiest moment together After playing, everyone can go to The Kitchen of Kiki area to make a lunch for their pet by themselves The main competition events are organized on the first day including the Running competition, Swimming competition, Eating competition, In the evening there are The Pet Show and the Pet action competition - Day 2: The Pet fair will be the main event on the second day of The Pet Confest The Lucky draw event will open after the Pet fair Lucky ones will receive our latest products in our next collection We also have Testing Area where people have a chance to try our newest products and give us feedback The Dressing Competition opens right after The Lucky Draw event ends up In this event, everybody participating can have a chance to take photos with KOL pets In the evening, the ending party is our last goodbye We will give our guests vouchers, they can use them for a discount on their next shopping III Human resources planning Job Analysis The initial stage in human resource planning is to determine the present labor pool at the organization This is when a corporation does a thorough audit of each employee's abilities, demographics, credentials, experience, and salary Salad Bar must assess if these figures are consistent with the company's objectives How many employees does the firm require in the first year to compete in the market and run the business? Should the corporation rearrange its workforce in order to generate more money? Job analysis is acquiring and analyzing critical information about all occupations and personnel required by the shop to run the business Job Analysis involves both Job Description and Job Specification, which include an evaluation of the nature of the job as well as the jobholder's knowledge, abilities, and attitude In other words, a Job Description is a written record of the qualities and qualifications that a Jobholder should have for managing a job, whereas a Job Specification is a written record of the characteristics and qualifications that a Jobholder should have for handling a job Structure Organization Figure 1: Structural organization Requirements members of the store will be CEOs and Supervisors We need hire manager, cashier, shipper, customer service and security The number of employees will increase over time with the expansion of the store Table 1: Salary per month per employees Quantity Salary (person/month) Manager Full - time 8.000.000 VND Cashier Part - time Shipper Part - time Customer service Part - time Security Part - time 3.200.000 VND 2.880.000 VND Average salary per month 47.040.000 VND Recruitment and Selection 4.1 Recruitment Figure 2: Recruitment process Our store’s recruitment includes rounds: Application, Individual test, Interview, On - job/ training In the first round (Application), we have ways: through friends or recruitment information online Both ways include CV, cover letter and send it to our owner’s email We will choose a suitable CV for each position and arrange a test, interview Each round will have qualified people in charge After the Interview, employees will have month of on-job training If they a good job, they will become official employees of the store 4.2 Selection Tables 2: Selection Requirements Title of job Manager Job description Sales manager Human resources management Inventory management Job requirement Graduate from university Having 1-2 years experiment in management Collects payment by cash, check and charge payment PC knowledge Sales skills Attention to detail and mathematical skills High school degree Delivery items to online customer Have vehicle Know the street well Manage social network Reply, answer customer Persuasive Speaking Skills Ability to Use Positive Language Clear Communication Skills Park customer’s vehicle Protect customer’s properties and company’s properties Strong Careful Honest Cashier Shipper Customer service Security IV Operation Input 1.1 Facilities Table 3: Facilities Cost No Equipment Quantit y Price (VND) Total (VND) Supplier Working table 700.000 1.400.000 Lazada Chair 150.000 750.000 Lazada Computer 10.000.000 10.000.000 Hanoicomputer Cash register 7.000.000 7.000.000 Lazada Air conditioner 6.000.000 12.000.000 Lazada Shelf 10 100.000 1.000.000 Lazada Lamp 50.000 200.000 Lazada Fan 200.000 400.000 Lazada Total 32.750.000 1.2 Pet equipment Table 4: Supplied Pet Equipment No Equipment Quantity (min) Price Total Cloth 200 3$ - 5$ 600$ - 1.000$ Bed 200 5$ - 15$ 1.000$ - 3.000$ Blanket 200 3$ - 15$ 600$ - 3.000$ Bowl 200 3$ - 8$ 600$ - 1.600$ Toy 200 2$ - 10$ 400$ - 2.000$ Leash 200 2$ - 8$ 400$ - 1.600$ Harness 200 4$ - 8$ 800$ - 1.600$ Dog collar 200 3$ - 8$ 600$ - 1.600$ Total 5.000$ - 15.000$ Transformation process 2.1 Online process Figure 3: Online Customer Process For online customers, they can order the pet equipment by website, Facebook fanpage or phone number The online orders will be processed and shipped to customers during shop working hours from AM to 10 PM Customers can pay for orders in two ways: bank transfer or cash on delivery 2.2 Offline process Shop will serve offline customer from 9.AM to 10.PM This process will be followed by the figure below Security have an ability to park customers’ vehicle Shop staff will welcome and advise customers with all information about pet equipments and the pet’s service For the pet caring, customers can leave the pet to our staffs The staffs will take care of them carefully and nice After choosing the item to buy or the pet services, the customer will pay at the counter Customers can pay for orders in three ways: bank transfer, on cash, or credit card Figure 4: Offline Customer Process Output The store will sell all the products that have been supplied from the manufacturer Each product will bring in profits from $2 to $5 Besides, pet care services will cost about 10$ to 50$ depending on the service the customer chooses V Potential problems/risk Customer risk The number of customer is too high: Sometimes customers come with pets that need to be taken care of, which will lead to overcrowding and no service staff and more over lack of space Financial risk Cost overruns: During the implementation phases of a startup project, many challenges may occur as a result of environmental factors from both within and outside that affect and slow down or delay the project's progress and timetable For example, issues emerging in the registration certificate of quality, as well as locating places to open Furthermore, the predicted budget deficit may be caused by some of these issues For the scenario, we need appropriate approaches to make equable and have to be adaptable in our job Lack of capital: It is possible that this will occur if potential investors reject to invest in our company We not have enough funds to begin a project Solution for risk Table 5: Solution for risks Types of risks Customer risk Solution The number of customer is too high - Hiring more staff - Closing time is later on busy days Cost overruns - Taking a amount of money from capital in to emergency fund - Making a reserve investors list Lack of capital - Preparing a detail plan to convince potential investors - Opening the range of money sources Financial risk REFERENCES: https://www.modul.ac.at/uploads/files/Theses/Bachelor/undergrad_2017/BSC_20 17/Thesis_1421006_NG Serena_no_sig.pdf https://waipojia-petproduct.en.made-in-china.com/company-ZHEJIANGENTAI-PET-TECHNOLOGY-CO-LTD-.html https://www.indeed.com/cmp/Pet-Supplies-Plus/salaries https://www.planitplus.net/JobProfiles/View/169/35 https://www.marketing91.com/service-marketing-mix/ https://www.stakeholdermap.com/risk/register-common-project-risks.html 10 TABLE OF WORKING DISTRIBUTION Name Task Score (/100) Dang Ngoc Son - Leader - Leading the content of Marketing - Writing report - Presenter 100 Cao Tung Lam - Leading the content of Mission and Vision - Writing report - Presenter 100 Tran Ngoc Long - Leading the content of HR planning - Writing report - Presenter 100 Nguyen Nhat Nam - Leading the content of Operational - Writing report - Presenter 100 11 ... pet equipments and the pet? ??s service For the pet caring, customers can leave the pet to our staffs The staffs will take care of them carefully and nice After choosing the item to buy or the pet. .. their pet by themselves The main competition events are organized on the first day including the Running competition, Swimming competition, Eating competition, In the evening there are The Pet. .. world can reach Kiki’s pet care products at a reasonable price By utilizing the latest improvements in technology, we will contribute the highest quality of health care products coming up with corresponding