SCALING UP AND GOING DIGITAL Trung HuỳnhThe Coffee House

3/23/19 SCALING UP AND GOING DIGITAL Highly confidential All rights reserved Nurturing the ritual, we are building “a house” (Nhà) named THE COFFEE HOUSE A house that enriches human connection via a cup of coffee A house where coffee drinkers, makers, dreamers and believers unite 3/23/19 Highly confidential All rights reserved UP TO >160 100K STORES 14 CITIES CUSTOMERS PER DAY +3,500 STAFFS since 2014 3/23/19 Highly confidential All rights reserved * As of Q4 FY 2018 HAI PHONG – stores HA NOI – 24 stores BAC NINH – stores HUNG YEN – store THANH HOA – store NGHE AN– stores DA NANG– stores HUE– store DAK LAK– stores HO CHI MINH – 83 stores BINH DUONG– store VUNG TAU – stores TIEN GIANG– store 3/23/19 CAN THO – store Highly confidential All rights reserved 2016 -2019 Megan Truong Thành viên Kim Cương 500 Digitalize customers’ experience by launching The Coffee House application > 40% Transactions are made through application > 310,000 Monthly active users 3/23/19 Highly confidential All rights reserved 3/23/19 Highly confidential All rights reserved 2019 AMBITION >200 3/23/19 STORES 16 Highly confidential All rights reserved CITIES FOCUS ON EXCELLENT COFFEE QUALITY DELIVER RESPECT HAPPINESS HUMAN VALUES TO PEOPLE 3/23/19 Highly confidential All rights reserved Challenges of Scaling What we offer ? Products Technology is tool and software ? Technology HR We are here, where is our people ? Marketing Focus on Sales and Marketing instead of Longterm product offering Services Complexity of Operations Operations Supply Chain Got milk ? 3/23/19 Highly confidential All rights reserved Technology Is our DNA • • • • • We considered Technology and Digital Transformation is a long term investment, not an expense Product Mindset ! Putting Digital beside IT and Marketing O2O Seamless Digital Experience Data is the King Open for 3rd parties Integration but Avoid Vendor Lock-in 3/23/19 Highly confidential All rights reserved 10 HR is about Empowering People • • Technology enable seamless communication among the organization Haraworks is powering our people management • • • • 3/23/19 Org chart Communication C&B Process Managements Highly confidential All rights reserved 11 Bridging the online and offline customer experience • • • 3/23/19 Delivery your drinks in 30 minutes Centralized management of all delivery orders with AI-enabled Rapid scaling with on-demand delivery platform integration Highly confidential All rights reserved 12 Bridging the online and offline customer experience • • Megan Truong • Thành viên Kim Cương 500 • 3/23/19 Mobile CRM & Loyalty program Communication & marketing platform Customer feedback Enhance digital experience Highly confidential All rights reserved 13 Operation simplicity • Cloud POS reduce operation complexity: • • • 3/23/19 Simple promotion campaign Real-time data analysis AI enabled recommendation system Highly confidential All rights reserved 14 Data-driven business Data warehouse 3/23/19 Reports Dashboards Highly confidential All rights reserved Talk with data 15 THANK YOU! 3/23/19 Highly confidential All rights reserved 16 17 ... ritual, we are building “a house (Nhà) named THE COFFEE HOUSE A house that enriches human connection via a cup of coffee A house where coffee drinkers, makers, dreamers and believers unite 3/23/19... We considered Technology and Digital Transformation is a long term investment, not an expense Product Mindset ! Putting Digital beside IT and Marketing O2O Seamless Digital Experience Data is... EXCELLENT COFFEE QUALITY DELIVER RESPECT HAPPINESS HUMAN VALUES TO PEOPLE 3/23/19 Highly confidential All rights reserved Challenges of Scaling What we offer ? Products Technology is tool and software