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Nghiên cứu được viết về sự phát triển của DigiLog với tư cách là Công ty Khởi nghiệp của chúng tôi, bởi vì các quy trình và ý tưởng phát triển là yếu tố then chốt cho sự thành công trong tương lai của công ty. Hơn nữa, mục đích của nghiên cứu này là tìm ra các yếu tố phù hợp và giá cả phải chăng thông qua mô hình kinh doanh Canvas để phát triển kế hoạch thương mại điện tử chiến lược hiệu quả cho công ty khởi nghiệp của chúng tôi vì mô hình kinh doanh Canvas do Alexander Osterwalder phát minh là một trong những chiến lược phổ biến và hữu ích nhất. công cụ cho công ty khởi nghiệp.Để hiểu được nền tảng của nghiên cứu, khung lý thuyết kinh doanh và thương mại điện tử khác nhau đã được kiểm tra. Chúng tôi đã áp dụng tất cả 9 yếu tố cốt lõi bao gồm đối tác chính, hoạt động chính, nguồn lực chính, đề xuất giá trị, phân khúc khách hàng, mối quan hệ khách hàng, kênh, chi phí và doanh thu trong nghiên cứu để có thể nắm bắt được quan điểm, hành vi và thái độ của nhóm đối tượng tiềm năng về chủ đề này. Sau đó, chúng tôi chuẩn bị kế hoạch kinh doanh tương lai tài chính cho công ty của chúng tôi trong vòng một nămBằng cách áp dụng các yếu tố đã đề cập ở trên, DigiLog đã lập một kế hoạch phát triển, bao gồm các bước thực tế cần thực hiện.
HO CHI MINH CITY UNIVERSITY OF TECHNOLOGY OFFICE FOR INTERNATIONAL STUDY PROGRAMS ELECTRONIC COMMERCE DIGILOG START UP Instructor Group Members: Table of Contents I.INTRODUCTION The study is written about development of DigiLog as our Start-Up Company, because development processes and ideas are the key factors for future success of the company Moreover, the purpose of this study was to find a suitable and affordable factors via the business model Canvas to develop effective strategic e-commerce plan for our startup company because the business model Canvas invented by Alexander Osterwalder is one of the most popular and useful strategy tools for startup company In order to understand the background of the study, different business and e-commerce theoretical framework was examined We applied all core factors including key partners, key activities, key resources, value propositions, customer segments, customer relationships, channels, cost and revenue in the study to be able to capture the point of views, behavior and attitude, held by the potential target group on this subject After that, we prepare the financial future business plan for our company within one year By applying the above mentioned factors, DigiLog made a development plan, which consists of actual steps to II ISSUES POSING According to a Cafebiz’s article, some factors such as retailing and e-commerce has influenced on the price of hiring warehouse, make the price increase And the demand of hiring warehouse is more and more increasing The statistic shows that, the new demand of warehouse is 160.000 square meters every year, the ratio of empty warehouse is 20 percent and the hiring price will rise 1.5 to percent per year Next is the statistics which is about volume of road transport of Vietnam in years, according to general statistics office It shows that the demand of transport in VN is very large and tend to increase Besides, in Vietnam, there are over 1200 3PL companies operating which provide warehouse and transport service Despite the high demand and supply, there is nothing specific to connect between the suppliers and those who want to hire Therefore, there are still problems about the lack of connection Those who want to hire, they not know where is the right information where is the reliable information because there is much information on the Internet And the supplier side, they may not know which channel helps them to find the customer effectively Realizes that, more and more people are interested in making use of the space they have for business, but finding customers is a big problem, especially in first couples of time In the opposite side, looking forward to the information of warehouses and drop off points seem not to be the most decisive but it is taking too much time and effort of people whose responsibility is in logistics and supply chain management There are still many “empty warehouses” which cause resources wasting Besides that, the information about them is rampantly displayed on the Internet and lacks of authenticity That is the reason why Digilog exists DigiLog is an Android-based mobile application that connect the suppliers and those who want to hire warehouse and transport more quickly, easily, and reliably The display is user-friendly and convenient III DIGILOG’S GENERAL IMPORMATION DIGILOG’ INTRODUCTION DigiLog is an Android-based mobile application that allows users to quickly and easily find information about warehouses Users who are freighters can see warehouses, drop off points, transport vehicles in different areas as well as easily compare the prices, the condition of warehouses such as cold storage, high security needed or not need to much standards but requires cost saving, etc to suit their need, support in decision making For example, a manager in Hanoi who has a large package of goods moving from Hanoi to Ho Chi Minh City (HCMC) needs to be stored in cold condition but he has no knowledge about local warehouses in HCMC An event is going to held in White Palace and the event’s organizers needs to keep the supplies for the event a few days in Tan Binh district area nearing the event venue… To users who are lessor, DigiLog take the role as a “sale channel for customers who already have demand” (Hot customers) – a network to increase revenue and potential to become the main channel in their marketing object The main function of DigiLog: + Display warehouse and transport vehicles information (location, price, conditions, promotions, contract type ) with appropriate filters + Booking system + Interface for star rating and feedback + View counter, click counter + 360 degree images of warehouses Key Partners This first block represents the key partners of business model Canvas, and it is important to know with whom company is connected, from whom getting supplies, with whom company works and cooperates As a start-up company, we use model Canvas has some list of partners and suppliers, which are helping company to develop and produce their work properly “Key Partners” described what partners of DigiLog has and explains why partnership exists between partners and company: • • Warehouse supplier: who have warehouses wanting to rent Payment processors: DigiLog will link with ABCBank, Vietinbank and MOMO application to conduct payment online • Technology and infrastructure providers: the Digilog app is dependent on mapping data and GPS networks to efficiently connect drivers with passengers This is achieved through a partnership with GoogleMaps • Sponsor: like Gongcha, CircleK, HNOSS, etc Their ads can show on DigiLog Key Activities Key Activity block in Canvas business model block is about a list of activities, which company needs to have and in order to perform well and also better in the future At the first period, to build the trust and attract more users, we will provide the free trial version of Digilog • Marketing and attracting users: Introducing applications on Logistics community forums for users to experience, give feedback then gradually improve or giving promoting event • Product development and management: DigiLog 's main activities are therefore developing and marketing their mobile app We continually work on the app's algorithms to ensure the most efficient experience possible for drivers and • passengers Users and suppliers support: DigiLog 's other main activity is on-boarding process, where potential supplier-partners' suitability for the role is assessed Furthermore, dealing with many problems through process • Manage the payments: manage charges which are received from users, suppliers and investors Key Resources The purpose of Key Resources is to figure out the infrastructure of the delivery, creation and capturing the value of the service or product DigiLog is an Android-based mobile application that allows users to quickly and easily find information about warehouses Therefore, the master resource of your platform are its network effects It is the resource that needs to be built and the nurtured The data, the algorithms and the capability to analyze and gain insights are essential The latter also grows with the size of the network Value Proposition Digilog is a multi-sided platform and as such it has to have a value proposition to both sides, the good owner as well as the warehouse owner For good owner, the value propositions are: • Convenience: So easy and fast finding your place to stock your good even in the peak season and it is so easy to use: all you need is few clicks from the app Moreover, you can compare warehouses to choose the most suitable one • Fair price: It is easy to compare prices of each warehouse by having clear rent price on the app • Rating system that allows for feedback: Are you pleased with the service of warehouse or not? Give feedback and all of the feedback will be shown on the app • Quality assurance: Have more information about where your good will be stocked through rating and feedback system More security for your good Some of the value propositions for the warehouse owner are: • More contracts: More money in their pockets, income generation, open more business relationship Ability to earn above average in peak demand • An effective “marketing channel”: Attract more customers to have a look to your warehouse • Policy support: Decrease the amount of fake customers, knowing more information about customers Customer Segments Customer segments are the community of customers or businesses that you are aiming to sell your product or services to Customer segments is one of the most important building blocks in the business model canvas for your business, so getting this building block right is key to your success With Digilog, both good owner as well as warehouse owner are important customer segments • A suitable place to stock good in strange location: Digilog has responsible to suggest suitable warehouses to fix the request about the size, price, location,… of good owner • Logistic company: Save time to find more warehouses, more places to their customers, flexible in the peak season • Companies: Place to stock good in peak season, reserve good • Warehouse owner: customer access, earn more profit, advertise warehouse Customer Relationships Customer relationships describes the type of relationship a company establishes with its specific customer segments Customer relationships are driven by customer acquisition, customer retention, and boosting sales Digilog will get, keep and grow customer relationship by: • On-time customer support: It is a global platform used by customers in different time zones: provides 24/7 customer support • Promotion & Loyalty program: Promotions and loyalty program which attract first time users and encourage repeat uses of original users • Follow strictly feedback and rating system: Did good owner and warehouse owner satisfied with each other and with the apps? Give specific solution for each dissatisfaction • Personal policy: Transparency around privacy, personal data, etc Channels The Channel Building Block describes how a company communicates with and reaches its Customer Segments to deliver its Value Proposition To attract more customer attention Digilog uses variety of channels: • Word of mouth: Constantly tracks and maintains feedbacks of both good owner and warehouse owner • Social media: Strong emphasis on social media by running its own fan pages and placing banner ads; manage the platform’s image across the media and other relevant channels • Via various events: regional, cultural event sponsorships, scholarship sponsors • Emails & Notifications: engage, stimulate participation; reinvigorate/recover (special offers, reminders, etc) • App stores (Android): through high ratings, ads and being featured • Digital ad campaigns: Through You Tube, Facebook fan page, Instagram 8 Revenue Stream Digilog offers listings to warehouse owners and let’s those who want to hire warehouse (tenants) browse the listed spaces and select the one which best suits their needs on our platform The business model of Digilog is such that the booking and monetary transactions are done on Digilog’s platform This is from where the company earns its share of revenue from different sources which have been explained below: Cost structure Online platform creation & maintenance: Digilog have to keep it stable and trendy with new features, but also intuitive and efficient to streamline the overall transaction process Online payment processing firms: Because Digilog is 100% online transactions, transactions fees to online payment processors such as ABCBank, Vietinbank and MOMO Cost of customer acquisition, free vouchers, digital advertising, for example Human capital: Digilog is significantly dependent on labor resources, thus, we have to pay good salary and compensation to keep those talents to sustain our success Infrastructure costs Insurance: we provide insurance for both renters and tenants These expenses would be estimated clearly in the later financial plan part IV BUSINESS PLAN Financial Plan o Initial Investment Costs: Forecast o Cash revenue projection Average hiring price of m2 = VND 200,000 We charge total 13% from both renters and hosts => each m2 we earn 13%*200,000= VND 26,000 The expected m2 of warehouses hired monthly is 12,000 m2 Average monthly revenue= 12,000*26,000= VND 312,000,000 o Expenses by Month Labor Expenses: hours/day/person Monthly expenses: Monthly Profit= 312,000,000 – 205,000,000 = VND 107,000,000 700,000,000/107,000,000 = 6.54 After ≈ months we will return the capital Business plan within months: Time/ Activities Stage Stage Stage Month Month Month Month Mont Recruitment Build communication, interactive channels App development & h5 Month launch the app Maintain communication with customers Run PR through channels such as Facebook, youtube and influencers Viral clip Promote with discount Maintain communication with customers Receive the customers’ feedbacks & fix V CONCLUSION In conclusion, Digilog is an useful app to connect good owner and warehouse owner Digilog is a multi-sided platform satisfy both sides’ demand By analyzing Canvas model, we analyzed all core factors such as: key partners, key activities, key resources,… to develop our app to meet the customers’ demand The business model Canvas invented by Alexander Osterwalder is one of the most popular and useful strategy tools for startup company like Digilog Moreover, we made a financial business plan for our start up during one year We are looking forward to using and developing our app to reach customers’ demand VI REFERENCES NGUYỄN, NIKKI SƠ LƯỢC VỀ BUSINESS MODEL CANVAS SAGA [Online] 9, 2016 https://www.saga.vn/so-luoc-ve-business-modelcanvas~42636 rampton, john Steps to a Perfectly Written Business Plan Entrepreneur [Online] 20, 2019 https://www.entrepreneur.com/article/281416 Blair, Ian How Much Does It Cost to Build a Mobile App? (You’ll be surprised!) buildfire [Online] 4, 2017 https://buildfire.com/does-cost-buildmobile-app/ Trần, Thế Bán lẻ, thương mại điện tử phát triển mạnh, giá thuê nhà kho tăng mạnh năm 2018 cafebiz [Online] 25, 2018 http://cafebiz.vn/banle-thuong-mai-dien-tu-phat-trien-manh-gia-thue-nha-kho-se-tang-manh-trongnam-2018-20180324114853088.chn ... Thế Bán lẻ, thương mại điện tử phát triển mạnh, giá thuê nhà kho tăng mạnh năm 2018 cafebiz [Online] 25, 2018 http://cafebiz.vn/banle-thuong-mai-dien-tu-phat-trien-manh-gia-thue-nha -kho- se-tang-manh-trongnam-2018-20180324114853088.chn... business model Canvas, and it is important to know with whom company is connected, from whom getting supplies, with whom company works and cooperates As a start-up company, we use model Canvas. .. CONCLUSION In conclusion, Digilog is an useful app to connect good owner and warehouse owner Digilog is a multi-sided platform satisfy both sides’ demand By analyzing Canvas model, we analyzed all