report topic dream coffee

INTRODUCTION DREAM COFFEE BUSINESS 1.1 Build a business idea...31.2 Business goals and results to be achieved.... Besides, through the process of online research on the internet and my o

INTERNATIONAL SCHOOL

REPORT Topic: DREAM COFFEE

This submitted to

Lecturer: Ph m Tuấấn Linh ạ

The Department of Life Science

International School of Thai Nguyen University

In Partial Fulfillment

Of the Requirements for Subject of IDEAS, CREATIVITY, START-UP’S

By

Kiềều Hoài Th ươ ng

2023

Vietnam is developing more and more, and the process of urbanization is taking place

at a breakneck speed Therefore, the entertainment needs of people also increase, along with the pet-loving culture is also more popular among young people Today, pets are not merely unconscious animals, but they are considered by humans as soulmates that nothing can match Pets also have psychological problems that the pet owner may not be able to fully understand about them Almost every house now has one or more cute and lovely pets such as dogs, cats, mice

Owning a cute and adorable pet to a powerful and aggressive pet has long become a trend that is no stranger to young people Many types of foreign pet dogs and cats bought in Vietnam are increasingly diverse, each with its own unique features according to the preferences of young people There are people who love the stupid look of the saggy-faced Pug, or the fierce pitiful Pittpug Many and many different varieties in the world appear more and more widely in Vietnam Many social networks are established with the purpose of loving and protecting lovely, loyal creatures They are like soulmates who are always beside people with all emotions, sharing joys and sorrows

The cat cafe offers a unique take on the cafe experience compared to the familiar traditional cafes The cat cafe is a business model that combines drinks, food, and the opportunity to observe adorable cats This is a great option for those who love animals, especially cats, but does not have time to keep them Let's learn the basic information about the cat cafe business model

PART 1 INTRODUCTION DREAM COFFEE BUSINESS

PROJECT 3

1.1 Build a business idea 3

1.2 Business goals and results to be achieved

PART 2 PROJECT ANALYSIS 2.1 Product related market research and analysis …

2.2 SWOT matrix analysis …

2.3 Business organization model …

PART 3 PROJECT PLAN 3.1 Specific goals …

3.2 S-T-P Strategies

3.3 Setting up sales quotas

3.4 Programs of activities …

3.5 Specific sales plan

3.6 Criteria for measuring business performance …

SECTION 4 PROJECT ASSESSMENT

4.1 Break-even point

4.2 Socio-economic efficiency

CONCLUDE

List of references

PART 1 BUSINESS PROJECT INTRODUCTION

1.1 BUILDING BUSINESS IDEAS

The first and most important step is to clearly define what your business direction is and whether it is really realistic or not Clearly defining what to do, what to do and how to do business is considered to be building a solid foundation for future business activities Therefore, after receiving the 70% assignment, I started to research and reuse the previous customer surveys that I collected from subjects such as Marketing, Customer Behavior as a tool refer to the needs, behavior and psychology of customers for different types of items and products in the market Besides, through the process of online research on the internet and my observation about the diverse business environment in Thai Nguyen city

After a period of preparation, research, synthesis and analysis, I realized that there is a new form and type of business that is both new and highly practical It is a pure coffee shop business, both ensuring quality and applying new coffee recipes in the world combined with the form of pet exchange However, the difference in "DREAM COFFEE" is the difference in the idea, "Quality creates prestige" with the motto above that I put quality drinks on the top with the best service style professional love

Do not use dirty coffee on the market to increase revenue, do business with professional ethics, choose raw materials of clear and pure origin I want to bring customers to enjoy coffee with delicious, proper cups of coffee and moreover, to have

a relaxing conversation with my pet combined with the services of selling pet toys, cooperated with NK PET HOUSE's business model of visiting cat exhibitions and playing with pets Business dynamic drinks for young people combined with pet exchanges of the shop with friends and between pets of other friends At the same time, combine the posting of the shop's pet sales articles for animal lovers with good economic status Cooperate with NK PET HOUSE's business to visit cat exhibitions and have fun with Pets as a source to expand the business model if favorable According to thoughts and contributions from experienced people, the coffee business

in general and the pet cafe business with a small and medium scale in particular have their own favorable environment and market for development One of the reasons is the explosion of the trend of enjoying pure and "clean" coffee, because customers increasingly understand the harmful effects of "dirty" coffee on human health and increasingly like it The taste of pure coffee This means that a large market for pure, locally roasted coffee exists and continues to expand Therefore, by differentiating, the study of customer behavior and tastes, in addition to careful calculation and consideration, anticipates the most difficult details that will occur in the business process I completely believe in the success of the project when it is put into practice

1.2 BUSINESS GOALS AND RESULTS TO BE ACHIEVED:

1.2.1 Estimated time of the project

Total time: 3 years

First year:

- Profit or return of capital continue business

- Loss of 30% or less must continue to be maintained by calling for capital and customer marketing

- Loss of over 50% withdraw the project, go to the shop

+ 2nd year:

- this is also the most difficult year to overcome, the cause not only comes from financial sources but also the human factor is more important

- Recession ended the project, went to a restaurant, changed the form of businessè

+ 3rd year:

- Start adding new products and best services to customers

- The pet movement is still hot and growing stronger High profits open more branches

- Quit ending the project, go to the shop, change the form of business

1.2.2 The desired effect of the project is to achieve:

Bases for setting goals according to SMART criteria

Specific

Phase 1: The first year of the project: Total investment capital is 600 million VND

- The first three months: accept a loss < 20% is < 120 million because there are no customers

many and must perform many promotional services, discounts reduce sales collect

- The next nine months: capital rotation, revenue about 200 million VND/month

- Estimated revenue for the whole year is about 2 billion VND

Stage 2: Second year:

- Estimated revenue for the whole year is about 3 billion VND 50% growth rate Stage 3: 3rd year:

- Estimated revenue for the whole year is more than 3 billion 800 million VND 23% growth rate

Measurable

- Goals are all measurable The first year is calculated specifically for each month Full data and statistics available

Achievable

+ This is possible because the shop is located at the location of Group 10, Residential Area No 6 (Old Residential Area No 10) Dam Xanh, behind the State Treasury of Phan Dinh Phung Ward, not far away is Minh Cau Supermarket and city center + With an average price of 25,000 - 45,000 VND / cup, this price is completely reasonable compared to other coffee shops Pets are priced according to the market, for animal lovers it is possible to spend about 7 million VND for a dog and 3 million VND for a cat

+ Especially because the shop has pets that will attract a lot of young people who love animals

+ This will be an ideal space for pet lovers to meet, share their love and bring home a lovely puppy

Realistics

- The practicality of the business idea: After surveying the market, the team found that the pet cafe business has potential, combined with the pet business will stabilize sales Because at present, there are too many coffee shops roasted and ground on site, other forms of coffee shops such as flat coffee, take away coffee, Japanese style coffee, book coffee also appeared in Thai Nguyen city market, requiring the group to have a coffee shop business form, which is not new but still strange and interesting to many people Through research, Thai Nguyen city does not have many pet cafes Based on that, the group came up with an idea for a self-pet coffee form combined with a pet business with a novel style

Timebound

- The goals I set have deadlines for completion Based on the completion date, you will know the progress towards the goals and try to complete them The deadline for each goal is given in a reasonable way, suitable for you Deadlines for goals you set include daily, monthly, and yearly deadlines

PART 2 PROJECT ANALYSIS

2.1 MARKET RESEARCH AND RELATED MARKET ANALYSIS

GO TO US PRODUCTS

Research coffee drink products:

Coffee is not just a drink of a country or people, it is from the folk to the high-class and popular in most countries around the world According to statistics of the USDA (United States Department of Agriculture) also revised the estimate for 2019 - 2020 with both output and import and export decreased compared to the previous forecast Source: USDA World coffee production forecast in 2020 - 2021 increased by 9.1 million bags (60 kg) over the previous year to a record 176.1 million bags, of which Vietnam is also proud to be ranked No 2 both in terms of production and export of green coffee in the world Besides, the domestic coffee market is also quite large with

a consumption of about 120,000 tons/year Because the market in Vietnam is large with a large and young population and the habit of using coffee as a familiar drink, in recent years, famous coffee shop chains in the country and in the world have taken advantage successfully used this market opportunity to build, dominate and develop

Starbucks, Urban Station, China can be mentioned Nguyen, HighLands,………… The coffee consumption market in Vietnam is very large with many diverse market segments There are always opportunities for shops and coffee shops with a moderate size, catching up with demand and prices, targeting customers with average incomes and living standards such as students, office workers, etc potential customers, a large number and have a great demand for coffee in general in the Vietnamese market today Recently with the introduction from abroad, the demand for enjoying coffee has changed greatly, towards health and quality as well as the novelty in the type of business that it brings to each other customer together

Market research for pet coffee business:

If you are too bored with familiar, somewhat monotonous cafes, why don't you try dating in a new space this weekend, for special diners

The capital has long been popular in countries such as Japan, Korea Pet coffee is a favorite destination of animal lovers Pet coffee in Vietnam is also very diverse, the most basic way to classify them is depending on the type of pet, the most common are dogs, cats, sometimes birds, fish, more unique are animals animals… reptiles These animals are raised, domesticated and introduced to diners to create a relaxing space and especially help young people who love to explore, love and protect animals more

In addition to seeing animals in captivity and enjoying drinks in a fancy space, guests can also ask permission to play with the animals If their health is stable, vaccinated and fully vaccinated, the owner has free time, he will be willing to release the pets for guests to freely play and take pictures with them to save the lovely moments The customers who come to this special coffee shop are young people who love animals

objects, consciously protecting them It is also possible that new customers for the first time want to find something new and unique at the weekend

It is for this reason that our team wants to promptly seize this potential and challenging business opportunity Through planning activities to build, maintain and develop a coffee shop to meet the needs of customers in the form of pet coffee business and the more special thing about the shop is the pet business We think this activity not only stops at a potential business project, but also can go into operation and operate a real coffee shop

- Pets are dogs and cats, many types,

extremely cute

- Especially pets are cleaned and

vaccinated periodically

- Competent and determined managers

- Advantages of communication

- Service staff enthusiastic, cheerful, quick

in service

- There are uniforms for employees

- Large area

- Convenient location

- Lots of trees, cool space

- Reasonable price

- Concentrating quite a lot of customers

with food and entertainment needs,

especially students

- The economy is growing and people's

living standards are getting higher and

higher, the demand and consumption

spending ability is also high

- There are separate male and female

toilets

Weaknesses

- The newly established shop has no regular customers

- Not much experience

- Rental place

- There are risks when keeping pets There will be pet odors on customers (if the staff does not clean the shop and clean it regularly)

Opportunities

- Concentrating quite a lot of customers

who need to eat, play,

- Potential customers are students over

50% and the area around the shop is in the

city center

- The economy is growing and people's

living standards are getting higher and

higher, the demand and consumption

spending ability is also high Today, young

people tend to follow the West, very fond

of animals, especially pets such as dogs and

cats

- Find a good and safe pet supply

- Find a good source of drinks

- The number of restaurants with good

service quality is not much

- The scale can be expanded if it is opened

and put into operation at the right time,

right in the mind of young customers

Threats

- The customer's back if there is any negligence in the product, service,

- Dealing with losses in the first few months of unprofitable business

- Competitors take advantage of our loopholes to make a bad impression on customers

- Some customers are not aware of hurting their pets

2.3.1 Choose the type of business

Coffee shop business is a small business, requiring not too high investment capital, so the suitable business type is a private enterprise

2.3.1 Deciding which business model to choose?

Decision to establish in the form of a private enterprise Since this type of coffee business requires small capital, low value of partner contracts, as well as low risk compensation liability, it is safer than other types

According to article 141 of the Enterprise Code 2005, a private enterprise is owned by an individual and is responsible with all his assets for all activities of the enterprise Thanks

to the nature of "taking responsibility with all his assets", this type of business is often easier to create credibility for customers than other types of businesses

- Advantages of choosing the type of private enterprise:

+ Regarding ownership and responsibility regime: The business owner has the full right

to decide on the use of profits after paying taxes and performing other financial obligations as prescribed by law Because of that, business owners can also manage or hire people to manage business activities of the business

- Disadvantages of choosing the type of private enterprise:

+ If the ownership and responsibility regime as analyzed above is considered an advantage of a private enterprise, it is also a huge disadvantage of this type of enterprise The lack of separation of assets between the business owner and the business leads to when there is a risk, the owner of a private business will have unlimited liability with all his assets, not just limited to the scope of the amount of capital contributed to the enterprise as in the form of a limited liability company or a joint stock company + Private enterprises do not have legal status

+ How to raise capital: if a joint stock company has the right to issue both stocks and bonds, a limited company has the right to issue bonds to raise capital, a private enterprise

is not allowed to issue any shares any type of securities, leading to difficulties for enterprises in raising capital

3.1 SPECIFIC OBJECTIVES:

Stage 1: first year:

First month: 10% discount

- Selling about ~50 cups/day – average price 27,000 VND/cup – 1,350.00 million VND/day

èabout ~1500ly/month – 40.5 million VND/month

- Sell 5 dogs/month – average price 5 million VND/dog – 25 million VND/month

- Sell 5 cats/month – average price 2.7 million VND/cat – 13.5 million VND/month Total revenue 79 million VND/month.è

2nd month:

- Selling about ~80 cups/day – average price 30,000 VND/cup – 2.4 million VND/day

èabout ~2400ly/month- 72 million VND/month

Selling 7 dogs/month – average price 7 million VND/dog – 49 million VND/month Selling 7 cats/month – average price 3 million VND/cat – 21 million VND/month Total revenue 142 million VND/monthè

3rd month :

- Selling about ~100 cups/day – average price 30,000 VND/cup – 3 million VND/day

è about ~3000ly/month- 90 million VND/month

- Sell 10 dogs/month – average price 7 million VND/dog – 70 million VND/month

- Sell 10 cats/month – average price 3 million VND/cat – 30 million VND/month

èTotal revenue 190 million VND/month

Next month 4,5,6,7,8,9,10,11: business starts to stabilize, sales are similar to March

- Selling about ~100 cups/day – average price 30,000 VND/cup – 3 million VND/day

èabout ~3000ly/month- 90 million VND/month

- Sell 10 dogs/month – average price 7 million VND/dog – 70 million VND/month