bussiness plan

Macroeconomics Group Assignment

Group 5: Nguyn Anh Tun Th Ngc Anh V Minh Hng Trng Th Dim My

Mm ti mi Business Plan Group 4 Page2

CONTENT I. Summary Idea .................................................................................................... 3

1. Idea Introduction ..................................................................................................................3

2. Reason to choose this idea ...................................................................................................3

3. Purpose and target ...............................................................................................................3

II. Background ....................................................................................................... 4 1. Company Background ..........................................................................................................4

2. Product introduction: ............................................................................................................6

III. Situational Analysis .......................................................................................... 8 1. Micro environment ...............................................................................................................8

2. Macro environment ..............................................................................................................9

3. Customer analysis .................................................................................................................10

IV. Five competitive forces .................................................................................... 13 1. Competitors in the same field ..............................................................................................13

2. Potential competitors ...........................................................................................................14

3. Bargaining power of suppliers ..............................................................................................14

4. Bargaining power of customers ............................................................................................14

5. Substitutes ............................................................................................................................15

V. Business plan .................................................................................................. 16 1. Product .................................................................................................................................16

2. Price ......................................................................................................................................26

3. Place ....................................................................................................................................27

4. Promotion .............................................................................................................................28

VI. Finance ........................................................................................................... 31

VII. Valuing Sustainability ..................................................................................... 33

VIII. Risk analysis and solution .............................................................................. 34

IX. Long-term strategy .......................................................................................... 36

SB0702 Macroeconomics Group Assignment


I. Summary Idea 1. Idea Introduction

We selected the idea to grow and provide cabbage sprouts. We will mash, sowing, raising the sprouts in a clean environment, less affected by external factors, and distribution to

customers, but consumers a fresh way.

2. Reason to choose this idea

From continuous development of today society, formerly people often said that eat to be full, wear to be warm, today, society modernizes day by day, people often said that eat to be

delicious, wear to be beautiful. Furthermore, consumer not only wants to use nice products but also clean and safe.

Besides, Danang sprouts market in particular and Central Highlands in general are very potential but supply is very scarce so we decided to choose this idea. We try to find supply in

markets and supermarkets but it is hard.

3. Purpose and target Purpose: Bring new value in the vegetable market to customers; provide to customers

innovative solutions to their diet diversification and product innovation. At the same time

ensure that customers are not only delicious meals and quality but also hygiene and food safety.

Target: In short-term, we target cabbage sprouts market to build a solid foundation for the development and diversification of products later. In the first two years, we focus on cabbage sprouts production and distribution, building good relationships and ensure credibility with customers, first step for branding with the image of a brand is always

interested in the benefit of customers.



II. Background 1. Company Background

Company Name: Mm Ti Mi Slogan: Mm ci ti, sc sng mi Business lines:

Producing Cabbage Sprouts Providing Cabbage Sprouts for Da Nang market, Hoi An market and some

neighboring towns.

Initial capital: 123,603,300Dong

Initial investment FC 13,980,000 VC 61,473,300 Cost of investment 48,150,000 TOTAL 123,603,300

The establishment of company:

In these days, along with the development of the national economy, science and

technological inventions gradually are applied to production, contribute significantly to



improved farming methodsBut go along with it is a considerable alarm about hygiene and safety in foods

According to the statistic from the food hygiene and safety department, it is only about 14 percentages of vegetables available in the market are considered by fresh and safe vegetables that number is too small in compared to 80 million people in our country.

Many consumers have put a lot of effort to learn how to recognize what is safe for families. Practically, it seems that almost farmer nowadays always think of profit rather

than quality of their goods as well as the safety, while consumers are trying their best to learn how to identify how fresh and safety vegetables are. The purpose of earning profit has induced farmers to do immoral action.

On the other side, in recent years, numbers of goods, that have sources were ambiguous, bad quality; have been threatening consumers health. Thereby, more than

ever, consumers are more and more aware of choosing goods within good quality and safety. Capturing to consumers needs, our group has developed a business plan that is to

produce and supply goods with having outstanding traits to the market. We hope to satisfy consumer needs by supplying fresh and safety to the market. Particularly, on , Mm Ti Mi company was established with desire to produce sprouts and supply it

to market in order to satisfy consumer needs by goods are fresh, safety and nutritious. We will try our best to develop strategies to position in consumers mind a image of a

reliable company for nutritious and safety food supplier.

Our slogan: Mm Ci Ti, Sc Sng Mi mentions to the quality of our goods that are fresh and nutritious, it will bring out a great deal of nutrition to consumer health. We commit that we only plant sprouts base on goods facility conditions which are warranted in hygiene and safe. Additionally, it also reminds consumers about huge utility of sprouts,

consumers will get a large of benefits from sprouts, consumer life would be more and more warrantable and healthy.

Business Maxim:

Creating core values for consumers bring out belief and security for consumer when

using goods from our company.

Vision:

We effort to develop Mm Ti Mi company to become the leader in foods supply field in the central provinces of Viet Nam for 5 years.



Company values: Set of individuals efforts for sustainability development of company in long-term Concern to development, respect and recognize relevant contributions of each

member in organization.

The development and growth of company go along with benefits of consumers and community.

Commitment:

Provide sprouts with warranted quality that is fresh, safety and nutritious in order help consumers enhance quality of health as well as life quality.

2. Product introduction:

Our ancestors stated that: Rice without vegetables like illness without medicine, with almost Vietnamese, eating vegetables in daily meals has become a tradition of almost

Vietnamese. Especially, in these days, vegetables not only is used like a type of food in meals, but also it is utilized as a type of tonic that can reduce risks in getting colon cancer or prevent risks of being strokeIn addition to using vegetables in daily meal to increase strength of digestion as

well as complement a lot of vitamins

In recent years, people have discovered a type of vegetable that is nutritious and very

good for people health. Types of vegetables are called by sprouts. In the general, Sprouts, with its compositions having lots of vitamins, fiber, sweet taste, crunchy, slightly pungent, have short

growth duration but bring out the fairly high performance. Sprouts have value of nutrition that is more five times than common vegetables. Moreover, its components contain a plenty of chemicals that are capable of supporting in cancer treatments process, Suiforaphan within



sprouts cauliflower and bitter melon works to strengthen the immune system, gamma-amino butyric acid within soybean seeds affects transmission in body and prevent risks of stroking in elders

Furthermore, sprouts are easy to plan and harvest, the growth duration is short, then consumers will not afraid of lacking goods as well as farmer will not afraid of environment factors

can impact negatively on production process. Sprouts almost are planned without fertilizers and chemicals for ensuring goods are fresh and good in quality.

According to researches, nutrition of sprouts is higher nearly 5 times than common types of vegetables but it also is ensured in hygiene and safety in foods. In the near future, spouts

gradually get an important position in the vegetable market, because of it s utility, it will be more and more common in a coming day. It is not surprising that sprouts certainly will be an essential part of each peoples life in the future.



III. Situational Analysis 1. Micro environment

STRENGTHS WEAKNESS 1. Bring a new solution for vegetable market. Leading the way in professional sprouts produce and sell. 2. Reasonable price, high competitive. 3. The staff is young, professional, agile and friendly to create trust for customers. 4. Cabbage sprouts there are many nutrients and utilities.

1. Still small scale 2. Lack of management and operate experience in this model. 3. Having not formed relationships with customers yet. 4. New brand, so many people havent known about yet. OPPOTURNITY 1. Strengthening market survey to know the needs of current customers, expand scale when opportunity comes. Through that, there will have changes in operate method that will be more suitable for customer demands. ( 1,1 ) 2. Add many benefits associated. Thereby, raising the influence to customers. ( 4,3 )

1. Building the optimal payment policy for customers. ( 12,13 ) 2. Take advantage of the unique position on the market, we can develop products, promote the brand, attract customers and improve management skills. ( 345,2)

1. Da Nang economy is developing which is increase income and demand for necessary goods. 2. Due to new product and professional style, it seems easy to overcome the competitions about all aspects. 3. Customer care about safety food more than ever. Therefore, the large amount of potential customers. THREAT 1. Take advantage of opportunities to take the long-term development strategy and maximize the available resources, make the

1. Perform the brand advertising campaign such as flyers, social networking, journalism, media ... (5,13) 1. This type has very low barriers so it has SB0702 Macroeconomics Group Assignment


2. Macro enviroment

a) Economic environment

Today and in the future, economy tends to develop significantly; the life standard has been improved. People do not just eat to be full, wear to be warm but eat to be delicious, wear to be nice; relate to this demand, more and more people wish to live and

work in a clean environment, a nice house by their own desire to express his family's lifestyle. Moreover, health is put in their top priority, so they desire to eat clean food in

order to ensure their health. Human life is increasing rapidly and people's income is also rising, so they can afford to respond this demand. This is one of advantage things for our company. In fact, when people can afford to pay for decorating their home better, it can

be said that their consumption of fresh vegetables will be improved, which can increase our revenue.

b) Demographic environment

The fast speed of population development makes the land become eliminated. Besides, the rising of economy replace the agricultural area by mills, factories, buildings, condominiums and the process of urbanization quickly made land in the city become

narrowed. Based on this, our company takes advantage of the space of porous crate to plant so that we can minimize the area.

c) Natural environment

potential competitors. 2. Must create the deep impression in the customers mind. 3. Pressure in maintaining the number of regular customers. 4. Cabbage sprouts is a product which not most people like.

barriers higher and stronger to competitive with potential competitors. ( 1,1234 ) 2. Maintain and improve these value to make the deep impression on customers.( 4,2 ) 3. Develop the staff and maintain reasonable price to raise the number of regular customers. ( 23,3 )

2. Diversification the target customers base on available relationships and social networks (YouTube, Facebook, Twitter, etc.)



The advantage of the climate condition in Vietnam generally and Da Nang particularly brings many advantages to the area where our company is pursuing. The tropical weather here creates the facility for plant growing and developing. However, the difficulties of the

weather in the central region in Vietnam, such as the storm or flood can also affect to the households and company.

d) Political environment

The procedures for business licensing are becoming much more simple and easy today, so it creates the facility for company in the initial period.

e) Technological environment

Today, when science and technology, especially biotechnology is highly developed. The

Advancement of Applied Science in Agriculture will allow the creation of many varieties, vegetables, fruits with high quality new; technical process vegetable production advances will improve the quality of the vegetables and less side the weather more. Vegetable

cultivation techniques are very widely popular, appearing more suppliers than vegetable production. This reduces the pressure and dependence on suppliers, and there are many opportunities to choose where supply the best quality possible.

The progress of science and technology will allow quality control of vegetables, fresh

vegetables and no distinction is easily cleaned and processed faster. Consumers, regulators, as well as quality control for suppliers would be more convenient.

3. Customer analysis a) Segmentation and Targeting Strategy

Consumer Business

Geographic Da Nang Da Nang

Demographic Occupation: Home maker, chefs...

Gender: Women

Types of business: Hotel, restaurant, market, super

market, vegetable store

Psychographic Concern about eating, health and environment

Concern about profit, eating, health and environment.



b) Purchasing behavior Consumer market

This group is living in Da Nang. They can be home maker, person who cooks meals for their house, or the chefs.

They are the ones who concern about eating. Because of this, they want to explore and make new or different meals. Cabbage Sprouts are used in the process of making various dishes such as stir-fry, soup, roll, mixed salad or eaten with bread,

meat, seafood...

They also care about their health in particular as well as their familys health. This leads them to find nutrition food. Moreover, vegetable is one thing necessary for

every their meals. They are good for health. Cabbage Sprout has nutritional value of food which is five times more than the common vegetables. Sprouts contain no pathogens and micro-organisms make harmful to human health.

This group concerns about the environment. They care about the level of clean. Cabbage Sprout which is plant with no chemical in the method can ensure for their health.

Gender also contributes to create the difference in the consumption patterns the consumer market. According to the interpretation of the U.S. and Japanese scientists, in soybean sprouts, there are two active ingredients: phytoestro-genistein and daidzein with more than ten times higher than common soybean.

They are the female sex hormone plant anti-aging and beauty for women. In soybean sprouts, gamma-aminobutyric acid - substance can also affect the transmission of the nervous neron, regulating the activity of the nervous system.

Therefore, Sprouts are good for women.

Business market There are five participants in the Business Buying Process: Users are those that will use the product or service. In this situation, they are the

customer in hotels, restaurants, market, supermarket, vegetable stores They

care about eating, health and environment.

Influencers help define specifications and provide information for evaluating alternatives. In particular, they are chefs in these hotels and restaurants. They can

evaluate the quality of the vegetable.



Buyers have formal authority to select the supplier and arrange terms of purchase. They can be the restaurant or hotel owners, the manager or those who work in finance department. They care about the economic profit.

Deciders have formal or informal power to select and approve final suppliers. They can be the main owners in these above objectives.

Gatekeepers control the flow of information. This role is not clear.



IV. Five competitive forces 1. Competitors in the same field: Competitors in the same field include direct and indirect competitors. The direct

competitions are market and the supplier of vegetables for supermarkets and clean

vegetable store. The indirect competitors are supermarkets and clean vegetable store.

Strengths Weaknesses

Direct

competitions

Market

Cheap

Convenience

Buying products at the market is

long-standing habit of Vietnamese

people in general and Danang people

in particular. Everybody have a habit

of going to the market to buy all the

food including vegetables.

Quality of vegetables has not

been tested.

Hygiene cannot be ensured.

Do not have specific strategy

and promotion campaigns.

The supplier

of vegetables

for

supermarkets

and clean

vegetable

store

Have experience.

They have many loyal customers.

No brand.

Do not have advertising and

marketing strategies.

Indirect

competitors

Clean

vegetable

store

Have branded.

Have experience.

Price is high because their

supplier is far.

Supermarkets

Convenience.

People's buying habits is changed

from market to supermarket.

Price is high.

Products are not diverse.

Products quality is not good.



Competing with indirectly the competitors, the company will try to convince the audience to change the supplier to company's product so the indirectly competitor will become

customers of company.

2. Potential competitors: Because of the low barriers of the project so there are many the potential competitors and

they can become a direct competitor at any time. However to cope with potential

competitors, the company will build a locked market strategy.

We will try to service large market with various products, built customers loyalty so potential competitors will not have opportunity to grab our customer.

3. Bargaining power of suppliers:

Supplier of the company is a distribution of breed and coir provider. Distribution of breed

will force the prices of breed, but breed is very common on the market so the pressure on the

price of breed is not very big compared to the company.

The second problem is the quality of the breed (breed) and coir (coir). The quality of the

breed and coir is quite important in creating a good cabbage sprouts. So breed and coir are

selected very carefully. To avoid having breed and coir which are not good we decide to choose

the best place to buy in the beginning and it will become the formal breed and coir.

4. Bargaining power of customers:

Most customers today are changing habit of shopping from market to supermarkets. To change

shopping habits which are familiar very difficult but the company will investing and developing marketing

strategies to promote products and changing customers buying habits.

The customers often require quality products must be worthy of their money, the company will

have quality test on the product packaging to demonstrate the quality of cabbage sprouts.

For business customer: they often require cheaper prices out and overlapping debt, the company

will deliver cheaper with a larger amount. The cheaper is subtracted from the packaging cost.



5. Substitutes:

Company identifies substitutes are meat, fish, fruit...

Consumers eat these products according to the tastes and habits, it is difficult and take a lot of

time to change consuming taste.

If you want to enter the market we must have an impact on health factors.



V. Business plan

1. Product In the marketing strategy, the first part is the product that our company will produce and provide to the market. Product is the most fundamental part in the Marketing mix (Product-Price-Place-Promotion), it includes the quality of product, the shape and design of product, characteristics, package and labels of the product. Product also includes

invisible aspects of the product like delivery service, warranty, using guide Our company commit that we would provide to the consumer the product with it having excellent quality,

nutritious, safety and we always being ready for supporting to customers in the using process. Then, I will analyze our product to clarify components of our product and the differentiation of our product compared to other products. Particularly, I will analyze three

level of component of our products that are Core Customer Value, Actual Product and Augmented Product.

In the Core Customer Value level, our company commits that we will bring out to consumer sprouts with it having best quality that was verified by KCS Company that our sprouts do not contain any chemistry. It will certainly get the belief of consumer when dealing with us. We will bring our product to KCS Company for checking quality and getting

the assessment, we think it will create the belief for customer. Firstly, our production facility is built so far from the central of city for ensure that the effect of the environment like



smoke, pollution cannot affect to our product and its quality. Secondly, we do not use chemistry in the producing process or we do not use chemistry to storage the inventory in the long-time. According to quality of product, Sprouts after harvesting could be stored in

about 3-5 days, after that we certainly would eliminate all sprouts that have not been sold. It is very important and noticeable that sprouts are produced by our company are ensured

in the safe, we do not any fertilizer or chemistry in the producing process, we want to create the development that goes along with the substance in the long-term, not because of the profits in the short-run, we want to position this differentiation into the customers

mind about sprouts with it not only having nutritious quality, but also it being ensured in the safe. Remind to Mm Ti Mi consumer always think of a company with it always concerning to the safe and quality for consumers. It is also long-term strategy in the

development that always goes along with the substance. Sprouts after be verified by the KCS Company, certainly it will bring out to the customers the best quality about the

nutrition as well as the safe. In the Actual Product level, it includes parts are packaging, features, brand name. Packaging is one of our differentiations compared to others company. Almost sprouts are

produced by others companies in the market currently are not be packaged, thereby, consumer will not know the source of products, consumer seems not to believe in sprouts like that. Certainly, sprouts are sold in the supermarket seems to be more prefered than

sprouts are sold in the Con market, Cho Moi market, Hoa Khanh market, Because in the supermarket, it has the verified quality department that ensure the quality of product, then

it make customer believe in safe and quality of product. Capturing this needs of consumer, we want to build a private brand names and position it into customers mind. Particularly, our brand name is Mm Ti Mi, we will understand more about building brand name strategy of our company in the promotion part. Furthermore, we also package our product and after harvesting then providing it to the market. After harvesting, cabbage sprouts

immediately are packaged and transferred to strategic partners like Rau Sch Store for sales.



The last level of a product is the augmented level of a product. It includes the

delivery and credit, customer service, sales service. Our company will build the strong sales and delivery service with it being supported 24/24 for ensuring that we could supply to customer whenever they need In the delivery service, We will provide hot-line phone of sale

service to the market, then people would know about our company. When customers need, they just call us then our delivery service will package and bring cabbage sprouts to their

home as soon as possible. With restaurants or strategic partners like Rau Sch store, we will accept for them pay money after using sprouts or after sprouts be sold, we will get money monthly from restaurants as well as strategic partner of our company. In addition to the

sale and delivery service, our company also establish support line, that can support to customer when they need, we can guide them cooking cabbage sprouts or storing cabbage sprouts in the best ways that does not affect negatively to the quality of sprouts, we can

teach them how to make some dishes that are delicious and interesting from cabbage sprouts.

To sum up, with appropriate strategies in production process and ensure the quality, we certainly will bring out sprouts with its quality being best for consumer in the Da Nang market as well as in the middle side of Viet Nam.

a) Materials and facilities for vegetable planting The facility



The planting house is built on a land that is far from central city for making sure that it is not impacted by polluted environment like smoke from cars and motorbikes. The area of land house depends on scale of production. For our

company, the house area is 100 m2 with production area is 75m2 that can produce 44 kg sprouts per day.

House frame is made from bamboo and covered by plastic with it saving costs for building and getting sunlight as well as ensuring that having an airy

space for planting.

The planting tray

People can use many kinds of tray for planting sprouts depends on financial conditions of each company. The most convenient tray is tray(used for reserving

fruits that purchased from fruits sellers) with its size is 40x45x7 cm. With per tray, we can divide into 4 smaller tray for cost saving. We can save production costs very much from this.

Shelf



Depends on trays size, we make suitable shelves for planting sprouts. People usually make shelf that has 4 floors. The distance between floors is 40 cm. The distance between the first floor and the ground is 25-30 cm for

preventing animals like frogs or mouse can affect negatively to the planting sprouts.

Planting soil There is a great deal of kinds of soil used for planting sprouts but the best

one is coir because it have a large of nutrition that need for sprouts growth and

it can bring about a good quality for sprouts. Moreover, coir can be reused 3-4 times for planting sprouts. So we choose coir as the planting soil.

Sprinklers Of course, sprinklers are used for planting and raising sprouts



Tissue paper

Tissue paper that used in planting sprouts will help the harvesting be more convenient.

b) Production process:

Process of Sprouts Production



Step 1: Mashing sprout seeds

All Sprout seeds must be mashed before planting. Firstly, All seeds are mashed in warm water within 12 hours.

Step 1: Mashing Sprout seeds (12 hours) Mashing seeds in warm within 12 hours

Put seeds on a cover for drying seeds before sowing

Step 2: Sowing seeds (2 days) Putting coir into tray within height is 2-3 cm

Putting one layer of tissue payper on the surface then conduct sowing, after complete sowing, put all tray in darkness.

Step 3: Raising sprouts (4-5 days) Watering sprouts 2 times per day

Oneday before harvesting, we should reduce watering or stop it completely

Step 4: Harvesting Harvest sprouts by using scissor to cut sprouts with its hight.

Coir after harvesting can be reused in the next time by basking it.



The purpose of mashing seeds: o Growing duration would be shortened o Removing impurities and seeds with that having bad quality. o The germination is high and has consensus

Step 2: Sowing seeds

Put coir into tray with it having height of 2-3 cm then watering. After that, put one

layer of tissue paper on the surface then watering again. After these step, we implement sowing seeds with 60-70 gram of seed being sowed in each tray. Lastly, we watering again and put trays into the darkness or we can cover tray that prevent light in two days, it make sure that the germination of sprouts is good.

Step 3: Raising sprouts

After two days, the germination of all sprouts is completed, we will bring all tray of sprout into place that is airy and has sunlight. Particularly, we will put all trays on shelves and conduct raising sprouts. In following days, we will conduct raise sprouts two times per day. The first time is implemented in the morning from 5 am to 7 am and the second time is implemented in the afternoon from 4pm to 6 pm. We will implement raising sprouts in 5-7 days for ensuring that sprouts get to be mature and can be harvested after this step.

Step 2.1

Step 2.2

Step 2.3



Step 4: Harvesting

After 5-7 days, certainly, all sprouts gets to be mature and with its height gets 10-

12 cm. we can conduct harvest. We cut sprouts with its height 7-8 cm by scissors. After harvesting, we bring coir to bask for reusing in the next times. Coir can be use 3-4 times

Notes in sprouts production process: Sprouts should be planted in airy space that has lots of light but they should not be

planted in place that has direct light or rain. Windy is one of factors that can affect

negatively to quality of goods, so that, we should protect sprouts carefully from windy.



One day before harvesting, we should reducing raising or stop raising definitely that depends on the humidity.

Because in coir with it having enough nutrition for growth of sprouts, therefore, we do not need to use any fertilizer.

We should choose verified seller of seeds that supply seeds have less seeds with it having bad quality to make sure that when we planted, seeds have high rate of germination.

If sprouts got disease, we should eliminate it. We must not use pesticides because it will affect to consumers health when consumer using sprouts.

c) Package The company's products when being sold will be carefully packed with the package

of the company in order to impress and attract customers attention. The package is made of environment-friendly paper. The front of the package will be printed logo, company slogan and the message that the company wanted to bring to our customers

"low price, high quality, for people concerning about their health" (Gi thp, cht lng cao, dnh cho ngi quan tm n sc khe ca mnh). The back of the package is printed useful information of sprouts. By using such package, the company will

create the differentiation. In addition, vegetables are also be ensured the sanitation and the customers will feel more attractive.



2. Price

ATC in term I Turnover 3,833 FC 13,980,000 AVC 16,040 ATC 19,688

Penetration strategy: We choose penetration strategy to firstly enter the market. Based on the price of competitors and market price are 60,000 65,000Dong/1kg. And so we will sell at price level 59,000Dong/1kg to create competitive advantage in price, furthermore, our

products more easily accepted by customers. Moreover, this price level higher than our ATC

so we can produce in long-term.

For business market: one-time payment a month, flowing month pay for the previous month.



For the customer market: Apply wholesale price to customers buy with large quantity. For example, if the customers buy 100 gram, they have to pay 6,200Dong. But if the customers buy over 1kg, they just have to pay only 55,000Dong per 1kg they buy.

3. Place Location: Residential North Hoa Cuong

Reason for selection: Residential North Hoa Cuong is the new residential so there is still a lot of

vacant land. Furthermore the place is suitable for the distribution of the company's products.

Distribution:

Business co-operate: company will plan a strategic alliance with the clean vegetables store on Hoang Dieu Street to distribute production to consumer market. Vegetables will be sold at the store with companys packaging and the product. Prices of vegetables at clean vegetable store 65,000d/kg. For each kilogram is sold at clean vegetable store, companies will share profits with stores about 6,000d/kg. If our revenue increased, stores revenue will increase.

Advice channel: Planning strategic alliances with Raumam.info to this website become the advice channel for customer about cabbage sprouts. Raumam.info is not only a channel which give advice for customer how to storage cabbage sprouts but also provide the particular effect of particular sprouts for customers health.

Output of Mam Tuoi Moi company:

Doanh s mt ngy k I a im a ch S lng (kg)

Ngi snh n 186 Hong Diu 5 Ca hng rau sch 182 Hong Diu 6 Qun Luyn 856 Trn Cao Vn 2 Qun Vn H 02 Lng Th Vinh 1 Qun Hoa K L 150 Nam cu Cm L 1 Qun Hi sn B L L 09 ng Hong Sa 1 Nh Hng 57 57 B Triu - Hi An 2 Nh Hng Thanh Dng 18 B Triu - Hi An 2 Khch sn Monaco L 24 Dng nh Ngh 1 TOTAL 21



4. Promotion Word of mouth

This is one of the strongest strategies in our promotional program. The members in our

company will use word of mouth to spread the company product's information to our

relatives, friends, and family. We will maximally take advantage of every existing relationship.

Moreover, by this way, our customers can communicate companys information towards their friends, colleagues, relatives. The feedback which we capture from that will help us to improve

so that we can increase customer satisfaction. By this method, the number of customers using

our products will also increase significantly.

Advertising Every week, our company will record a video clip guiding cooking by using Cabbage

sprouts. This video will be uploaded on YouTube and social network. Diversified and

interesting dishes will be introduced in order to avoid the boredom for the viewer. The recipes will be easy to facilitate for people cooking meals for their home.

Video will be shot vividly, with an MC and a chef communicating with each other

to create a close scene for family meals as well as to create good impression on the viewers.



Strategic alliance Our company will develop the strategic relationships with the site raumam.info.

raumam.info is a website that provides useful information, advice for customers about the issues related to sprouts. By using strategic alliances, our company will be promoted the brand to thousands of customers for free in the condition that we meet

the criteria, the conditions of the product quality which raumam.info sets and out reputable business.

The moderators of raumam.info will visit our company to research our products as well as our business in order for writing the introduction, promotion on raumam.info. Products and brands information will be known by thousands of potential customers,

which contributes to increase the sales and businesses brand. By strategic alliance, the two sides will be mutually beneficial. In case that our sales revenue is increased,

revenue of raumam.info will also be increased.



Flyers Customers in our target market can pick up the flyers in supermarkets or markets

or on the street. By getting the flyers, customers can know and explore our company.



VI. Finance Assets 120,000,000 Liabilities 0

Equity 120,000,000

Th Ngc Anh 30,000,000

V Minh Hng 30,000,000

Trng Th Dim My 30,000,000

Nguyn Anh Tun 30,000,000

Financial statements of business project "Mm Ti Mi" Term I Term II Term III Term IV TOTAL Period (month) 6 6 6 6 24

Turnover Growth

20.00% 30.00% 30.00%

One-day turnover 21 25 33 43

Price per Unit 59,000 59,000 59,000 59,000

Average Variable Cost 16,040 16,040 16,040 16,040

Turnover (kg) 3,833 4,599 5,979 7,772 22,183

Revenue 226,117,500 271,341,000 352,743,300 458,566,290 1,308,768,090

Fixed Cost 13,980,000 13,980,000 13,980,000 13,980,000 55,920,000

Variable Cost 61,473,300 73,767,960 95,898,348 124,667,852 355,807,460

Total Cost 75,453,300 87,747,960 109,878,348 138,647,852 411,727,460

Gross profit 150,664,200 183,593,040 242,864,952 319,918,438 897,040,630

Selling and Advertising Expense 5,000,000 5,000,000 5,000,000 5,000,000 20,000,000

Operating Expense 1,916,250 2,299,500 2,989,350 3,886,155 11,091,255

Risks Managerment Cost 3,073,665 3,688,398 4,794,917 6,233,393 17,790,373

Profit before tax 140,674,285 172,605,142 230,080,685 304,798,890 848,159,002

Depreciation 7,232,500 7,232,500 7,232,500 7,232,500 28,930,000

Taxable profit 133,441,785 165,372,642 222,848,185 297,566,390 819,229,002

License tax 500,000 500,000 500,000 500,000 2,000,000

Business income tax 26,688,357 33,074,528 44,569,637 59,513,278 163,845,800

Net Income 113,485,928 139,030,614 185,011,048 244,785,612 682,313,201



Term Net Income Depreciation Cost of investment Net Cash Flow Cumulative Cash Flow 0 48,150,000 -48,150,000 -48,150,000 I 113,485,928 7,232,500 120,718,428 72,568,428 II 139,030,614 7,232,500 146,263,114 218,831,542 III 185,011,048 7,232,500 192,243,548 411,075,089 IV 244,785,612 7,232,500 252,018,112 663,093,201

Gross profit margin 0.68

ROA = ROE 5.36

NPV 580,962,857

IRR 318%

Payback period (term) 1.34

List Unit of Account Unit price Amount TotalLand lease Month 800,000 6 4,800,000Electricity Month 30,000 6 180,000Movement expenseMonth 1,500,000 6 9,000,000Other expenses 1,500,000

13,980,000Breed kg 60,000 0.20 12,000Coir Bag 40,000 0.08 3,200Paper Bundle 7,000 0.12 840

16,040

FIXED COST

TOTAL

Appendix table of costs

TOTAL

AVERAGE VARIABLE COST

Depreciation Cost of Depreciation (Year) (term)

Bamboo house House 35,000,000 1 35,000,000 4 4,375,000Well Piece 500,000 1 500,000 6 41,667Scale Piece 1,000,000 1 1,000,000 6 83,333Sprinkler Piece 270,000 2 540,000 4 67,500Sponge Bucket Bucket 6,000 150 900,000 4 112,500Sticking-plaster Roll 7,000 30 210,000 2 52,500Circulating capital 10,000,000 2 2,500,000TOTAL 48,150,000 7,232,500

Appendix table of investment

List Unit of account Unit price Amount Total



VII. Valuing Sustainability 1. Companies value the sustainability of the project base on three factors: customer, competitor and

financial capacity.

2. The first factor is customer. Through the analysis of the market as well as analyzing the external environment we found that the income of the people in Da Nang in particular and Vietnam in

general is increasing, belong with it that is the developing in dietary and enjoying. Besides caring

about the taste of food people also care about their health and cabbage sprouts are a nutrient food.

It supplies nutrient 5 times compared with other vegetables and make sure to improve the

consumers health. Moreover clean vegetables are inevitable demand of the customers, so the demand of the product will ensure the survival of the company in the market.

3. The second factor is competitor. As above analyses, the competitiveness of the company is quite strong. The direct competitors of the company are still many weaknesses that cannot easily

overcome. Meanwhile, potential competitors would have disadvantage because they will be

established after a long time. It is hard to get loyal customers. And belong with our development

process; our company will do our best to improve products and services, thus creating for ourselves

a competitive advantage.

4. Finally factor is financial capacity. In financial planning, our group has indicated that the initial investment capital is 120 million; this is not a big amount in today's conditions. Our members can

contribute this capital investment. During the first three years we anticipate that there will be no

investment or repair so the demand for financial capacity will not be changed a lot. Along with the

time, the companys scale will also increase, this requires a larger turnover capital and we decided

Danh mc VT Gi n v S tng Thnh tinTre cy 30,000 20 600,000 nn m2 80,000 100 8,000,000Bc m2 40,000 450 18,000,000Li lan m2 10,000 120 1,200,000Gin 4 tng ci 7,200,000 1 7,200,000

35,000,000

Ph xy dng nh tre

TOTAL

Video clip 2,000,000Advertising in raumam.info 1,500,000Guidance in raumam.info 1,500,000

TOTAL 5,000,000

Selling and Advertising Expense



to take a amount of annual profits to invest in turnover capital. That is how we solve the problems

related to finance capacity.

VIII. Risk analysis and solution

Risk at weather: The characteristics of our product are related to the life of the plant, which depends much on condition of nature, especially the weather. The central region of Vietnam in general and Da Nang in particular frequently get flood, drought, which will be a major influence on the preservation of crops, irrigation, and seed. Solution: Build the bamboo house, use canvas, orchid net. Use tools which are easy for

installation and dismantling.

Risk at finance: Because our company will implement the policy that customer can purchase debt, it will make us have difficulty in the recovery of debt.

Solution: Conduct the evaluation tightly to ensure the financial ability of the customer.

Risk at the product: We will get difficulty in getting the trust of customers for the product. Customers have the concern about the quality of the vegetables. They want to be made sure that the quality is good for their health.

Solution: We will focus on the sprouts plant and care techniques. Besides, we will get the accreditation to ensure with the customers about the quality.

Risk at being copied: Sprouts is easy to plant. Although the supply of this type is still rare in the market now, it is no doubt that others can plant this and sell in the future. This can be a potential competition for our company in the future.

Solution: Develop our company to become the prestigious and strong brand in the market. Build the loyal for customers towards our product. Never stop searching and changing for adapt as well as improve in order for bringing to the customers the best

products ever.

Risk at inventory: It cannot avoid getting the excess in the product because the demand of the market fluctuates day by day.



Solution: Focus on the preserved technique. Moreover, we can send our inventory to the pagodas where people eat much vegetable. This action can express the humanitarian of the company as well as make a good impression on the customer.



IX. Long-term strategy

1. Product With ambitions put sprouts become vegetable of the future, we will expand production not

only by increasing production but also product diversification. Besides cabbage sprouts, we will produce many other kinds of sprouts, include: spinach sprouts, peanut sprouts, sesame sprouts, balsam-aple sprouts, etc.

Besides, we also modernize manufacturing processes, such as building the greenhouse, cold storage, automatic watering system, barcode system for batch production.

2. Place To be more active in the distribution of products as well as build customer advisory panels

, in the long term, We will build a network of distributed multi- retailer not only in Da Nang ,

Hoi An but also in the neighboring areas of Quang Nam , Quang Ngai , Binh Dinh in the South; Hue, Nghe An , Ha Tinh in the North; Gia Lai , Kon Tum , k Lk in the West.

In addition, we will build its own homepage to promote wider picture as well as posting

information related to product, our promotion more timely, so that customers can grasp faster. At the same time, a hotline to answer customer questions will also be set up to address the needs and problems of customers faster.

3. Price Because our product is not widely available in the market and is expected in the next 2

years the situation will not change, and so to bring products to market, we will use new

product pricing strategy is skimming strategy, the price is 70,000Dong/1kilogram for all line of products. At the same time policies for business market and consumer market will be remained.

4. Promotion A special feature of promotion in long-term is that we concentrate into consumer market more through 2 strategies: Public Relations and Personal Selling. Public relations: Event trial: Every 2 weeks we will hold the product rollout and gives

customers the opportunity to try dishes made from our products. Furthermore, they also have the opportunity to bring home products if completed our survey.



Personal Selling: We will build a professional sales team is not only knowledgeable about the production process but also understand the information on the functions, usage and processing of our products.

*********************************THE END********************************


a) Economic environmentToday and in the future, economy tends to develop significantly; the life standard has been improved. People do not just eat to be full, wear to be warm but eat to be delicious, wear to be nice; relate to this demand, more and more people wish to ...b) Demographic environmentThe fast speed of population development makes the land become eliminated. Besides, the rising of economy replace the agricultural area by mills, factories, buildings, condominiums and the process of urbanization quickly made land in the city become...c) Natural environmentThe advantage of the climate condition in Vietnam generally and Da Nang particularly brings many advantages to the area where our company is pursuing. The tropical weather here creates the facility for plant growing and developing. However, the diffic...d) Political environmentThe procedures for business licensing are becoming much more simple and easy today, so it creates the facility for company in the initial period.e) Technological environment3. Customer analysisa) Segmentation and Targeting Strategyb) Purchasing behavior Consumer market This group is living in Da Nang. They can be home maker, person who cooks meals for their house, or the chefs. They are the ones who concern about eating. Because of this, they want to explore and make new or different meals. Cabbage Sprouts are used in the process of making various dishes such as stir-fry, soup, roll, mixed salad or eaten with bread, meat, ... They also care about their health in particular as well as their familys health. This leads them to find nutrition food. Moreover, vegetable is one thing necessary for every their meals. They are good for health. Cabbage Sprout has nutritional valu... This group concerns about the environment. They care about the level of clean. Cabbage Sprout which is plant with no chemical in the method can ensure for their health. Gender also contributes to create the difference in the consumption patterns the consumer market. According to the interpretation of the U.S. and Japanese scientists, in soybean sprouts, there are two active ingredients: phytoestro-genistein and da... Business market There are five participants in the Business Buying Process:

bussiness plan

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