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ACKNOWLEDGEMENT First of all, we would like to express my deepest appreciation to all members of our group to work together and complete “Fresh Vegetables” Planning We are grateful to Mrs Tran Minh Thu, the teacher of the subject We would like to express our deep attitude to our instructor, Mrs Tran Minh Thu for her generous support, coaching, patient guidance and companionship during this course that helps us in completion of project Which she has been teaching us is not only their precious knowledge but also her experiences about psychology, life, work and learn She shows us a new insight in problems, how to solve problem by different ways It makes her stand out from others and create positive thinking on us Again, thank you, Mrs Tran Minh Thu with all our best regards We have taken efforts in this project However, it would not have been possible without the kind support and help of many individuals of group We would like to thank all the members of our group who involve, contribute their abilities and work hard to complete this project Sincerely, CHAPTER 1: BUSINESS IDEA Business plan According to research, an adult needs to eat 0.3 kilograms of vegetables a day Vegetables and tubers, in addition to providing essential vitamins and minerals for the body, also have a lot of fiber in vegetables to speed up the process of removing toxins and fats from the body Also, eating the right amount of fruits and vegetables as part of a low fat, high-fiber diet may lower the risk of serious health problems like obesity, type diabetes, heart disease, stroke, and certain types of cancer Eating vegetables is an essential need for each person Also, doctors always advice that people should eat clean, sourced vegetables and tubers Today, the dusty environment and vegetables are so widespread that you need to consult the information and choose a reputable food buying location In Hanoi, there have not been a lot of fresh vegetable stores with high quality and detail sources Therefore, we choose to open a fresh vegetables store to start our business Our vision Short term: In the first year, our vision is to make available a wide range of fresh vegetables which is reach the standard to a wide range of customers in the location where we have vegetable store Long term : From year two, we will open more stores in Hanoi and from year three is neighboring provinces, become a trustworthy chain of fresh vegetable store Our Mission Our mission is to build a fresh fruit and vegetable retail business that will become a leader in our business; we want to establish a retail chain of vegetables and fruits and in the near future will run a standard vegetable farm CHAPTER 2: MARKETING Market analysis Nowadays, providing fresh vegetables service in Hanoi is a potential market This is crowed area with high educational level and standard income, so the demand for fresh vegetables is also greater than other areas Many people usually go to small markets nearby their home to buy vegetables, which normally not ensured about the origin and quality of products, causing the customers concern about food hygiene However, because of the availability and time-saving, people normally choose to buy vegetables at those store for their family's meals Due to the fear of food hygiene and the increasing level of awareness of the importance of healthy food for health and fitness, the demand for healthy, fresh vegetables has been increasing day by day and will become a new, modern life style in urban area 1.1 Competitors In terms of product, we determine our competitor is many other fresh vegetables stores in Hanoi Although eating fresh vegetables will soon be a trend, changing the habit of citizens is absolutely challenging A lot of people are not willing to pay more money for fresh vegetables because they think that vegetables in many small market are considered to be nutritious and affordable but still could help them to get enough energy until the next meal However, the perception could be change due to our introduction on the harmfulness of unclean food-borne diseases Therefore, we determine our main competitors are other fresh vegetables stores After analyzing, we choose two competitors to analyze, which are Orfarm and Bac Tom Table 2.1: Competitors Criteria Product Fresh Vegetables Fresh vegetables Orfarm Organic Bac Tom Fresh vegetables, vegetables, Fruits, Organic Price Medium Quality Service Fresh Products’ Meat, Seafood… vegetables, Fruits, High Meat, Seafood… Pretty high Fresh Products’ Fresh Products’ origin clearly origin clearly Free delivery Free origin clearly Free 5km distance with delivery 5km delivery buying combo, distance with bills 5kmdistance with support for ordering, from 199,000 bills from 200,000 Professional system VND , support for VND,support for of serving, fast ordering, delivery Professional Knowledge Many vegetables will be outlets introduced carefully customers Marketing Outlet Design staffs to professional system of serving system of serving, fresh about by ordering, the come customers Social network Green space for to fast delivery Many outlets for customers to come Social network Green Social network Familiar providing fresh feeling Modern space Modern space design design 1.2 Target customers Our target customers are the family combo: the people with standard income and care about your life your health, who know about the importance of a healthy meal to their body Such as gymnasts, they need reliable fresh products source, the married women… After deciding direct competitors and target customers, we conduct the following questionnaire: Your gender is: Female Male Your age is: < 18 18 - 25 > 25 Have you got married? Yes No How often you cook? Rarely Usually Always Where you choose to buy food for your family: Small markets nearby your home Supermarkets Fresh vegetables stores Do you concern about the food origin? Yes No Are you willing to pay a high amount of money to purchase healthy food? Yes No => The result showed that the people from 25 years old, especially married women have more concern about fresh vegetables than others They are willing to pay higher amount of money to get fresh food for their family - Marketing strategy for one year of operation We use Marketing Mix 7P’s for marketing strategy 2.1 Product 2.2 Quality - Tangible quality attributes Fresh Right color Ripe product Product uniform Size of vegetable leaf Texture of vegetable Firmness of the product Clean Neat Not attacked by insects - Intangible quality attributes Environmentally friendly production techniques Brand reputation of vegetable supplier Image of supplier Supply:There are a few key standards with suppliers Quantity expected for delivery Delivery time Standard expected ( Quality of vegetables inspected and accepted ) - When vegetables are delivered, the supermarket staffs are trained to select only the best Any produce that does not meet the standards is given back to the supplier/supplier - Product list: all vegetables, tubers and herbs ( specially seasonal vegetables) - Product’s life expectancy: Days for products: About days to week Therefore, we consider how frequently we will need to restock our produce: Three times a week 2.3 Price - product packages for a month: Combo 1: 799.000 VND for small family ( 2-3 people) Combo 2: 999.000 VND for nuclear family (4-5 people) Combo 3: 1.199.000 VND for extended family (6-7 people) - This is the price set after analyzing market price,while other competitors set theprice either too low to assure the quality of the product or too high to reach a bigmarket size, we set the medium price, which is suitable for target customers we analyze - Buyers can choose the combo they want and vegetables will be delivered to their home - Our store can provide more package choices depend on customer’s want 2.4 Promotion - Promotion plan for our Fresh Vegetables is designed for stages Introduction: From 1/2020 Goal: Raise the awareness of the customer, promote trial Means: Marketing online (Facebook marketing), run promotion program, discount 10% on the opening day and every Sunday “HAPPY SUNDAY” Marketing offline: providing printed advertisements at building office and points of traffic around, word of mouth by the relationships Growth: From 4/2020 Goals: Raise the awareness, boosting sales Means: Marketing online, discount 10% in every Sunday “HAPPY SUNDAY” Maturity: From 7/2020 Goals: Raise the awareness of new products, boosting sales, maintain customer relationships Means: Marketing online, discount 10% for every Sunday “HAPPY SUNDAY” 2.5 Place - In the first floor of an apartment in Nguyen Co Thach Street with the population of 5000 people or more (the price for hiring is 12 mil per month, and we pay months first) This is a suitable place because of its location, which is nearby many buildings, schools and in the center of many offices that helps us to be closer to our customers.Besides, it could also lower our rental prices than being in some center districts 2.6 People - Our goals are to provide great support for customer to get their high-quality of meal with fresh products Internal PR : Focus on each employees Having internal events, recreational activities, team buildings … Giving recognition to people during birthday (By emails or message ) or when they receive awards… Given at least 13 months of salary… Long-term rewards 10 CHAEPTER 4: OPERATION PLAN Input 1.1 Input material 1.1.1 Equipment Table 4.1: Equipment cost No Name Quantity Price Total Supplier Scale Integration 3,000,000 3,000,000 Lazada Integrated 10,000,00 10,000,000 Sendo.vn EFTPOS Barcode scanning 1,500,000 1,500,000 Wooden Shelve 3,000,000 15,000,000 Sendo.vn Fridge 25,000,00 50,000,000 Vinacool 300,000 10,000,000 FPT Chair 100,000 Computer 10,000,00 Sendo.vn Lazada Table 300,000 600,000 Lazada Lamp 20,000 120,000 Supermarke 25,000 t Shopee 10 Zip Plastic Bag 5,000 24 ( Kg) 11 Air conditional 5,000,000 5,000,000 Lazada 12 Knife 50,000 100,000 Supermarke 3,000,000 t Lazada 13 Safe 3,000,000 Total 98,645,000 1.1.2 Raw material Supplier: Check out the local farmers’ market to see if we can get a good price for your produce selections and some additional training on how to handle and promote our selections We can import from some province nearly Hanoi: BacGiang, Hai Duong, VinhPhuc…Therefore, we also tell to our customers the place, the person who grow vegetables that we stock Three combo will have different weight about three main fresh vegetables Table 4.2: Our combo Total price of No Combo Material Combo (Small Tubers Unit kg Quantity 13 each combo 25 size) Leafy vegetables Herbs kg kg 13 300,000 Combo (Medium size) Tubers Leafy kg 16 vegetables kg 18 Herbs kg 400,000 Combo (Large Tubers Leafy size) vegetables Herbs kg 18 kg kg 22 480,000 1.2 Human Human Resources of Fresh vegetables store based on kinds: Full – time and Part – time Full – time are experience people, have high commitment and play an important role in maintaining store It concludes cashier, warehouse staff/deliverer/shipper Part– time are students in university, college, 18 – 23 years old, have lower commitment and cheap cost And accountant is part – time staff, because we hire her for only the end of each month 1.3 Capital 26 The capital we invest to open Fresh Green Groceries is 250 million VND in cash from Mrs Thu Transformation process Working hours - Our fresh green grocer is open to serve customer from 6.30 am to 7.30 pm, dividing into shifts : Morning – Afternoon shift: 6.30 am to 3.00 pm Afternoon – Evening shift: pm to 7.30 pm - Our store will be opened by part-time staff at 6.30 am, and they will work until 10.30 am for morning shift and from 4.30 pm to 7.30 pm for another shift Besides, full-time staffs work as office hours Working process - Online process For online customer, they need to order by website, phone or Facebook All online order is before 12.AM and 7.PM and delivering after deadline of ordering This makes save time and can deliver many orders in surrounding area in one time - Offline process Our Fresh Green Groceries serve offline customers from all day long from 6.30 am to 7.30 pm When customers come in, staff welcome and smile with them They will ask customers about “what type of combo you want?”, then introduce and give the best advice for customers Besides, staff will give them some tips about how to store products for fresh and some extra useful of products Output Product 27 Our main products are types of fresh vegetables combo: Small size, Medium size and big size Combo 1: suitable for the family with small size - people Combo 2: suitable for the family with medium size – 3, people Combo 3: suitable for the family with big size – 5, people With each combo, customer will select the types of vegetables they want Finance The price of each types of combo: Combo 1: 799,000 VND Combo 2: 999,000 VND Combo 3: 1,199,000 VND The average price: 999,000 VND Service We not to provide combo of fresh vegetables for customers only, but also give the best service and some acknowledge about product we know for customers Best Food service with high standard, safety, reasonable price, healthy and high-quality products and friendly staffs It helps everyone use our products feel healthy and reliable Layout Location: on the first floor in an apartment in Nguyen Co Thach street About 35 (12.000.000 VND) Store Appearance: The way the store looks can affect how much produce we sell If our sales floor is cluttered, customers may assume our produce is not fresh If our store displays a lot of alcohol and tobacco advertisements, people may not realize we sell fresh produce Are there any visual improvements that we will need to make to help our fresh produce selection seem more attractive such as replacing 28 unnecessary cluttered,or damaged signs with attractive signage, clear pricing on shelf talkers, proper lighting… Storage Temperature Different produce items require different storage temperatures to maintain good quality, which will improve sales Keep the following storage chart in mind when selecting produce items storage Table 4.3: Optimal storage temperature for up to seven days of storage Group A 32-35F Group B 45-50F fRIDGE Vegetables Vegetables Cabbage Carrots Mushroom Spinach Corn Cauliflower Lettuce Broccoli Chili peppers Green Beans Cactus Leaves Okra Group C 55-64F Vegetables Onions Potatoes Tomatoes Jicama For all types of items: Importing in a moderate quantity, check and return errors immediately after importing goods, good preservation and packaging, in the process of anti-inspection and pre-processing Goods are no longer as fresh as they fRIDGE wooden shelve are imported to sell at low prices or process it into another product or sell it cheaply to a small restaurant… Layout market cashier wOODEN SHELVE - 29 CHAPTER 5: FINANCE PLANNING Salary Table 5.1: Salary cost 15,000 Cashier Full – time 6,000,000 VND * total Warehouse staff/ 7,000,000 VND Deliverer Accountant time 1% revenue/month Shipper/ Part VND/day – 1,500,000 VND 15,000 VND * hours/day * Saleswomen days ( per person) 15,000 VND/day 100,000 VND / month 1 Total 21,228,833 VND in average per month in the first years Marketing We will use Facebook for our marketing online channel For the first three months (Jan, Feb, Mar) we spend million VND for each, in the next months (April, May, June) we reduce half of the money 1.5 million VND for each and the rest, we plan to use only mil VND for each month For marketing offline, we use promotion cost on sale and also printed advertisement to increase our sale volume 30 Table 5.2: Marketing cost Facebook First three months Next three months Six months later mil/ month 3.5 mil/ month Promotion cost 38,561,000 VND/ first year Printed ad mil/ only first month mil/ month Total 73,061,400 VND/ first year Equipment: Base on normal green groceries, survey about our competitors and our own unique, we make a list of equipment that we have to spend as below and the total amount of money is 98,645,000VND in first year Utility cost: We estimate the cost of water and electricity is 2.5 million VND and for Wi-Fi is 200,000 VND per month The telephone expense is 200,000 VND Renting cost: our Fresh Green Grocery located in Nguyen Co Thach Street with 35m2 and the first floor only The market price for renting cost is 12 million VND/month, pay months in advance The deposit prepayment is 15,000,000 VND in the first month Refurbishment fee: We plan to fix and redecorate our store at the end of each year and spend million VND for each time refurbishment Material cost: After conducting a survey in current market, we finally chose for our store the most suitable supplier in each field with not only reasonable price but also with fresh quality Our store includes combo which is suitable for each household Small combo (1) values 300,000 VND, Medium combo ( 2) values 400,000 VND and Big combo ( 3) values 480,000 VND Therefore, average cost for each is 393,000 VND 31 Estimate unit sold per day: After considering many elements that affect our unit sold such as: seasonal factors, trending factors, human factors, etc and our capacity we estimate our unit sold in the first year as the table below Table 5.3: Estimate how many combo sold per month Total cost of material: 580,800,000 VND in first year Revenue: VND 1,480,450,000 VND in first year Cash flow: Based on our assumption we calculate the cash flow table, income statement and balance sheet For more detail, you can see it in Fresh Green Grocery Financial Statement Table 5.4: Break-Even Point 32 Income statement Table 5.5: income statement Balance sheet 33 According to what we assume and calculate, our break-even point is 1023 units and our payback period is nearly months Payback period is the number of year needed for a company to receive net cash inflows that aggregate to the amount of an initial cash investment So we will get back our investment after only months running business Furthermore, our Fresh Green Groceries will earn 397 million VND profit in the first year It seems to be very optimistic outcome compare to 250 million VND investment Therefore, our Business Salad Bar Restaurant is a potential project with high chance of successful to invest in CHAPTER 6: POTENTIAL PROBLEMS/RISKS 34 Potential risks: 1.1 Human risks Shortage of staff / Employees who quit their jobs halfway:Because our store has both part-time and full-time employees, although there are few but unique features, it is difficult to find a satisfied person from the beginning Besides, the part time employees quit their jobs is often happening, and we also need to quickly find new people to train and replace This can be time consuming and slow down the development of the store Staffs are the person directly work with product and customer, if they are unsatisfied with working condition, salary or co-workers or they quit their jobs unpredictable, it will directly affect the outcome of the business To deal with this problems, we need a good manager with sufficient experience, skillful in management field 1.2 Customer risks: The number of customer is too low: fresh vegetable is very important for everyone However, it still quite too strange with almost people, they may not be believe in the quantity or sources of the vegetables 1.3 Progress of the process Time overruns is a regularly appear in many start up projects and our project is not excepted Many small task unfinished on time as plan because other tasks is over time too This risk will bring to us many trouble and waste money and time consuming Vegetable fresh can not be considered as new product in Vietnam market but there have not been many stores in the market and if we cannot utilize this time to run the business fast and successfully we have to compete in fierce market with many competitors 35 1.4 Financial risks Cost overruns: During the implementing periods of the startup project often arise various problems may be due to environmental impacts from both inside and outside that affect and make slow down or delay the progress and timeline of the project For example, the problems arising in the registration certificate of quality, finding locations to open Moreover, the number of estimated budget may deficit incurred by some these problems Lack of capital: It may be happened if the potential investors refuse to invest in our business We not have enough capital to start project 1.5 Product risk The quality of the material is not consistent and cannot control:Because our products are clean vegetables and need to be consumed immediately, if left for a long time will reduce the quality of the product and must be discarded Along with that, the products of inferior quality will not equal the season Solutions: Table 6.1: Solutions Risks Progress Solutions Time overruns Timestones for each tasks have to be set of clearly and exactly Which works is the project overtime, the leader will bepunish Financial risks Cost overruns - Taking an amount of money from capital in to emergency fund - Making a reserve investors list 36 Lack of capital -Preparing a detail plan to convince potential investors -Opening the range of money source Product The quality of risk material is not consistent -Carefully and cannot control Human Shortage risks Employees of staff who their jobs halfway the -Carefully store products calculate the number of products to import / -Actively find people from before opening quit a store -Ensure benefits and incentives in accordance with signed labor contracts Customer The number of customer Promoting communication, risk is too low marketing online and offline emphasizing the importance of the vegetable in daily life 37 38 ... friendly production techniques Brand reputation of vegetable supplier Image of supplier Supply:There are a few key standards with suppliers Quantity expected for delivery Delivery time Standard... buying combo, distance with bills 5kmdistance with support for ordering, from 199,000 bills from 200,000 Professional system VND , support for VND,support for of serving, fast ordering, delivery Professional... vegetables are delivered, the supermarket staffs are trained to select only the best Any produce that does not meet the standards is given back to the supplier/supplier - Product list: all vegetables,
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