we developed and formulated the notion of delivering personal branding services exclusively for generation z entrepreneurship in marketing report

OBJECTIVE According to the stated concept, Mackerel Agency seeks to provide Generation Z the ability to shine and express themselves via personal branding.. This includes building an act

VIETNAM NATIONAL UNIVERSITY

UNIVERSITY OF ECONOMICS AND LAW

REPORT ENTREPRENEURSHIP IN MARKETING

PERSONAL BRANDING SERVICE

LECTURER: Tran Thi Hồng Liên

GROUP MEMBER:

1) V6 Nguyén Thanh Vy - K214100782

2) Nguyễn Phương Uyên - K214100781

3) Lê Hà Kiều Anh - K214101930

4) Hồ Trần Thu Hà - K214100764

CLASS: K21410CA

ACKNOWLEDGEMENT First of all, our group would like to send our sincere thanks to Mrs Tran Thi Hong

Lien for giving us great care, help, and guidance in the process of studying and

learning about the subject of Entrepreneurship in Marketing

These are extremely valuable suggestions not only in the process of studying and

writing this essay but also as a stepping stone for us in the future Perhaps knowledge

is limitless, but each person's own knowledge acquisition always has certain

limitations, so in the process of completing the essay, shortcomings are inevitable Our

group is looking forward to receiving comments from you to improve our essay We

wish you good health and success in life especially in your teaching career

Sincerely thank you!

TABLE OF CONTENT

I, PROJECT OVERVIEW 4

I KEY TO SUCCESS 6

IV BUSINESS IDEA 7

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VI SITUATIONAL ANALYSIS 9 VII MARKET ANALYSIS 1I IPn 8 1 4 12

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VI MARKETING AND GO-TO-MARKET STRATEGTIES 17

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IX BUSINESS MODEL 21

X RISK PREDICTION 22

XI LEGAL MATTERS 23

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XII INVESTMENT INCENTIVES 27

XIII CONCLUSION 28

I PROJECT OVERVIEW

Mackerel Agency where we craft compelling personal brands that leave a lasting

impression Established in 2023, we've been on a mission to transform individuals into

standout brands, helping them navigate the ever-evolving landscape of personal

branding with finesse and creativity We recognize the importance of authenticity and

innovation in a world that values individuality, and our mission is to assist Generation

Z in shaping their personal narratives and making a meaningful impact

Generation Z who is our target audience expresses the passion for the chance to grow

This generation has grown up with instant worldwide connectedness, thanks to

smartphones, tablets, wearable gadgets, social media platforms, and so on As a result,

technology, including Internet access, is an even more important element of their life

Besides, individuals of Generation Z are content creators They get materials through

social media and quick internet connectivity Generation Z perceives online 'personal

branding' as an essential means for gaining an advantage in employment marketplaces

(the study from the University of East Anglia in collaboration with the University of

Greenwich) Generation Z prefers an authentic personal brand characterized by a

dynamic, interactive, and evolving style This approach embraces the idea that

personal brands don't have to project an image of perfection; instead, individuals are

open to sharing their imperfections and vulnerabilities

From there, we developed and formulated the notion of delivering personal branding

services exclusively for Generation Z, with the goal of assisting young people in

differentiating themselves and seizing additional growth chances

H

OBJECTIVE

According to the stated concept, Mackerel Agency seeks to provide Generation Z the

ability to shine and express themselves via personal branding This allows individuals

to stand out, acquire more possibilities at work, and build a stepping stone for their

development

Enhanced Online Presence: Enhance Mackerel Agency's online presence

through creative outreach strategies on key social media platforms This

includes building an active online community and sharing valuable content

about personal branding trends

Strategic Partners: Build strategic partnerships with influential businesses,

organizations, and individuals in the field of personal branding The goal is to

create strategic partnership opportunities to expand impact and bring unique

value to customers

Expanding Customer List: Strengthen marketing strategy to expand the

customer list, atming for diversity and representing customers in many different

fields Acquire at least 35 packages in the first quarter, 47 packages in the

second quarter, 62 packages in the third quarter, and 82 packages in the fourth

quarter

Effective Customer Care: Aim to build an excellent customer care program to

retain and develop long-term relationships with current customers This

includes providing dedicated customer service and implementing effective

customer retention strategies

Create a Dynamic Community: Develop an online platform or

community-based on dynamism and creativity, attracting young people with

passion in the field of personal branding Create a space for them to share

ideas, and comments and seek opportunities for collaboration

Support Personal Growth: Aim to create a community that is not only a place

to share knowledge but also a place to support personal growth Provide

encouragement, and create opportunities for cooperation and support so that

each member can develop comprehensively both personally and professionally

Il KEY TO SUCCESS

In today's competitive work world, Mackerel Agency examines trends and seeks to

understand the demands of Generation Z Furthermore, keeps up to date and offer

chances and networking in the community for young people to produce long-term

value:

- Create a detailed plan for your personal branding journey

- Customize clear roadmaps and plans suitable for each individual

- Building branding images that both meet user needs and ensure professionalism

- Operate and implement plans on a variety of social networking platforms

(Facebook, Instagram, TikTok )

- Manage and execute strategies across many social networking sites (Facebook,

Instagram, TikTok, etc.)

- Support resources, equipment, and quality assurance for each stage of the plan -

Monitor public reactions and input, then modify and enhance to increase

efficiency

- Providing clients with prospects for growth and long-term sustainable value

Mackerel Agency is a group of students with entrepreneurial aspirations studying at

the University of Economics and Law (National University, Ho Chi Minh City) The

group's members are all majoring in Marketing, so they easily grasp trends,

understand the pain points of Generation Z customers, are familiar with social

networking platforms, create connections in the community, and wish to help young

people develop themselves Therefore, existing resources have contributed to building

expertise in operations, saving costs, and promoting our strengths By generating

value for each individual who establishes personal branding, Mackerel Agency

intends to gain influence among young people and achieve assured success

We expect to break even in September in the first year Total capital is 500,000,000

VND and calls for investment of 20% shares with a value of 100,000,000 VND (The

income value associated with the expected number of customers is mentioned above

1n the Goals section.)

IV BUSINESS IDEA

The business idea came from the group members realizing that the current job market

is very competitive and gradually saturated, especially during the economic crisis in

recent years Among the ways to build a profile to apply for a job, our team recognizes

that building a personal brand is one of the great strengths that help young people

express themselves and stand out in the eyes of employers in the workplace and the

community in general Personal branding does not stop there; it also assists people in

being more confident in communication and social interaction From there, creating a

solid stepping stone for development and receiving many opportunities in the future

With the desire to solve the obstacles in finding a job for our group members, we

created this service to help ourselves and young people out there who are facing the

same situation Our team will build each detailed plan including each stage, each

activity, and each posted content meticulously and professionally Customers will be

able to customize the plan according to their purposes and needs

Our team will advise each customer on brand strategy, identity design and creation,

online and offline brand maintenance, and crisis management strategies when

difficulties arise Customers can improve their skills, rectify their deficiencies, and

draw the attention of influential individuals in their profession Customer service will

be primarily concerned with answering queries and fulfilling requests All will present

answers for Generation Z people to break through their personal barriers and succeed

on their job development route with Mackerel Agency

V

SERVICE

Personal branding services will assist those in Generation Z in positioning themselves

Customers who leave information or actively contact us will receive assistance and

consultation on their questions, and they can book directly through the website and

pick the service package that best fits them

1 Main Feature

Mackerel Agency's personal branding services include:

+ Researching the field and market situation that customers are looking to target

(Basic Package)

Brand building strategy consulting (Basic Package)

Creating detailed plans for each stage, specific activity and KPI (Basic

Providing services on multiple social media platforms (Premium Package)

Join the expanding networking community (Premium Package)

Monitor results, interactions and adjust plans/ directions to catch up trends and

suits situations (VIP Package)

Introduce Mentors in specific field to directly connect and exchange

information with customers (VIP Package)

2 Service Pricing

P| 60 mins 90 mins 120 mins

Consultant 800.000 VND 1.000.000 VND 1.500.000 VND

According to statistics from the Center for Training Support and Manpower Supply

(Ministry of Education and Training), every year more than 400,000 bachelors

graduate However, the unemployment figure is nearly 20% This number is quite

high, compared to the general unemployment rate of young people aged 20 - 24 in the

country in 2019, which was 6.1% Many studies have shown that many different

factors affect student's ability to find jobs after graduation Through a survey of a

group of Van Lang University students conducted on 820 people, the 3 main reasons

why graduates are unemployed come from a university degree without excellent

grades (25.1%); No experience/ Lack of soft skills (58%); The job application is not

impressive (49%)

In employment matters, those who build a good personal brand will attract the

attention of employers, thereby increasing their chances of being hired Career-Builder

- The world's leading company in human resource solutions has shown that 60% of

employers consider personal profiles on social networks to hire candidates Recruiters

today tend to find candidate information through different information channels such

as social media sites instead of just viewing information through traditional job

applications Furthermore, 90% of job seekers in VietnamWorks' survey said they

more or less realized the importance of building a personal brand However, only 20%

of them think they have a personal brand and 10% have an effective personal branding

strategy

Realizing that potential customers are very interested in building a personal brand, but

very few of them have a clear direction for building their personal brand, we

interviewed several customers (~50 people) to find and understand pain points more

deeply These are the main reasons that make Gen Z hesitate to build a personal brand:

- Social Pressure: Gen Z often faces social pressure and constant comparison

on social media This can make them apprehensive about self-expression,

fearing negative judgments

- Privacy Concerns: There might be concerns within Gen Z about oversharing

personal information on social media due to fears of harassment, privacy

violations, or misuse of personal information

- Self-Uncertainty: Some in Gen Z might feel uncertain about themselves,

their desires, and their personal values, making it challenging to define and

build a clear - personal brand

- Understanding of Personal Branding: Gen Z might not have a clear

understanding of what personal branding means and how to build a strong one

Guidance and support could boost their confidence in shaping their image and

brand

- Changing and Diverse Interests: Gen Z's interests and viewpoints are

diverse and rapidly changing This diversity can make it difficult for them to

establish a consistent and coherent personal brand over time

VII MARKET ANALYSIS

According to Market Research, Personal Development Market size is expected to be

worth around USD 65.4 Bn by 2032 from USD 40.7 Bn in 2022, growing at a CAGR

of 5% during the forecast period from 2023 to 2032

Personal Development Market = ®?e!s0na! Coaching/Training

Size, By Instrument, 2022-2032 (USD Billion) m Books

m e-Platforms

80

70 m@ Workshop & Seminars soo oto 65.4

a) 522 548 56.5 aag 474 50.1

The Market will Grow C+) The forecasted market

At the CAGR of % size for 2032in USD $ 6 5 4B x4 MarketResearchra

The personal development market, an indispensable component of the path to

self-actualization, invigorates individuals by bringing them closer to their latent

greatness Its inherent virtues endow adherents with an enhanced propensity for

emotional intelligence, the virtuosity of eloquent communication, a fortified bastion of

self-confidence, the acumen for effective stress management, and the wisdom to

generate more prudent decisions

As the personal development market expands, it has attracted significant investments

from a wide range of industries, including the technological forefront, the educational

establishment, and the sanctity of holistic well-being Educational institutions,

ever-adapting to the zeitgeist, have deftly incorporated personal development courses

into their meticulously constructed curricula, thereby providing young minds with the

tools to engineer their self-actualization

1 Driving Factors

Increasing Demand for Personal Development Stimulates Market Expansion

As more and more people recognize the importance of self-1mprovement, the personal

development market has experienced a tremendous influx in recent years Increasing

awareness of the importance of personal development and its role in achieving

personal and professional success is one of the most important factors influencing this

growth

Advances in Technology are Fostering a Boom in Accessible Self-Improvement

The industry's accelerated technological development is a further factor The advent of

digital technology has made online courses and coaching more accessible and

affordable than ever before This has made it possible for people from all walks of life

to access learning programs that are tailored to their specific requirements and

objectives

Customized Coaching Drives a Surge in Personal Development

In addition, there is a growing demand for indtvidualized learning and coaching, with

people seeking out professionals who can provide personalized guidance to help them

achieve their objectives As part of their personal development journey, people are

actively seeking out self-help and motivational content

Wellness Wave Strengthens the Personal Development Sector

Altering consumer perceptions toward health and well-being has also contributed to

the growth of the personal development market People are beginning to perceive the

connection between personal growth and physical health, which has increased interest

in mindfulness, meditation, and other wellness practices

2, Restraining Factors

Overcoming Market Challenges

We understand that launching a new business or expanding an existing one can be a

challenging endeavor In a congested and competitive marketplace, numerous factors

can hinder our ability to succeed

Carving Unique Niche

In all industries, competition is inevitable However, when the Personal Development

Market is oversaturated with similar products or services, it can be challenging to

stand out from the competition The key to business success in a congested market is

to carve out a unique niche

Success in Targeted Marketing Efforts

Concentrate on what differentiates our product or service from others on the market

Focus on customer service, affordability, and quality Consider offering a level of

customization that our competitors do not, to provide our customers with a more

unique experience

Building Brand Recognition

Any business's ability to develop brand awareness and market visibility is crucial to its

success Sadly, numerous businesses struggle with this aspect of their operations The

key to success is developing a targeted marketing strategy that addresses the particular

pain points of our target audience

3 Growth Opportunity

Booming Personal Development Market

The Personal Development Market is a swiftly expanding industry with enormous

growth potential It consists of individuals who are always seeking to enhance their

lives, both personally and professionally This market is driven by the growing need

for self-improvement and the consistent demand for personal development goods and

services Opportunities in the Personal Development Market are extensive, and the

market has enormous growth potential in the coming years

The Evolution of Online Coaching

Personal development is now more accessible than ever thanks to the internet

Individuals can learn from the convenience of their own residences by taking online

coaching courses As more individuals turn to the Internet for their educational

requirements, the market for online coaching courses continues to expand Online

coaching courses are convenient, reasonably priced, and provide valuable insights for

personal development

Expertise of Collaboration

Collaboration with industry experts is an excellent way to grow our personal

development business They can share with our audience their valuable perspectives,

knowledge, and experience Partnering with speakers who have established

themselves as industry thought leaders will help your personal development business

grow by providing credibility, increased reach, and valuable content for our target

market

Individualized Training Courses

In the industry of personal development, customized one-on-one training programs are

a valuable asset We can provide a personalized experience that addresses the unique

challenges and objectives of your clients by adapting your services to their specific

14