FOREIGN TRADE UNIVERSITY

FACULITY OF BUSINESS ADMINISTRATION

------------oOo-----------

START-UP PROJECT REPORT

BUSINESS ACTION PLAN: ONE-STOP CAFÉ

Group: 01
Subject: Skills Development
Class: PPHE101(2324-2)2.6
Lecturer: Pham Thi My Dung

Hanoi, 2024

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 INFORMATION OF GROUP’S MEMBER
No. Student’s name Student’s ID
1 Bùi Thảo An 2312450002
2 Phan Diệp Anh 2212250012
3 Khuất Nguyễn Thảo Linh 2312450069
4 Đào Hương Giang 2313450038
5 Trần Nguyễn Thảo Nguyên 2312450093
6 Dương Mạnh Hùng 2312450052
7 Nguyễn Quang Minh 2312450080
8 Đặng Nhật Quyên 2312340110
9 Lê Thị Hồng Trang 2312450136

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 Contents
I. Executive Summary .................................................................................... 4
II. Business Description ................................................................................... 5
III. Market Analysis .......................................................................................... 6
IV. Products and services .................................................................................. 9
V. Marketing Plan .......................................................................................... 10
1. Marketing Objectives ................................................................................... 10
2. Positioning our cafe...................................................................................... 10
3. Brand messaging, visual identity ................................................................. 11
VI. Operational Plan ....................................................................................... 11
VII. Financial Plan ............................................................................................ 12
1. Cost estimate.................................................................................... 12
a) Fixed costs ....................................................................................... 12
b) Variable costs (Unit: VND) ............................................................. 13
c) Marketing and management costs (VND/month) ........................... 14
1. Estimate revenue.............................................................................. 14
a) Sales in terms of expected selling price .......................................... 14
b) Revenue ........................................................................................... 14
c) Determining break-even point ......................................................... 14
d) Assess financial feasibility .............................................................. 15
VIII. Risk Analysis.............................................................................................. 15
1. Financial .......................................................................................... 15
2. Human resources ............................................................................. 16
3. Marketing......................................................................................... 18
4. Fire hazards...................................................................................... 18
5. Damages .......................................................................................... 19
6. Brand perception.............................................................................. 19
7. Theft and fraud: ............................................................................... 19
IX. Implementation Plan ................................................................................. 20

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1. Milestones and Timelines ................................................................ 20
2. Action Steps ..................................................................................... 21
3. Evaluation and Monitoring .............................................................. 22

I. Executive Summary
● Business Name: 1-stop cafe
● Business Purpose: this cafe shop creates a one-stop shop for people who
need a quick bite and a chance to recharge during their lunch break. It
caters to both their physical needs (hunger) and their social and mental
needs (relaxation and connection).
● Products/Services:
- Food and Beverage Service: The cafe provides a place to purchase and
enjoy food and drinks, specifically catering to lunch hours. This could
include:
○ Prepared meals like sandwiches, salads, or hot dishes.
○ Light snacks and pastries.
○ Coffee, tea, and other beverages.
- Relaxation and Respite: It creates a comfortable space for people to take
a break during their workday. This could involve:
○ Seating arrangements that encourage relaxation and socializing.
○ An inviting atmosphere with music, lighting, and decor.
○ Amenities like Wi-Fi access, restrooms, and potentially even
charging stations.
● Analyze goals according to the SMART model:
o Specific: Doing business with the aim of making a profit.
o Measurable: With the business strategy method of the enterprise,
within 1 year, the business will recover its capital.
o Attainable: Post advertising information about business activities
on websites and media (set up a separate website, hotline,
address, gmail).
o Realistic: Coffee shop business suitable for individuals who need
a place to stay at noons

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 o Timely:
✓ First 6 months: attract customers
✓ 6 months later: stabilize and begin to recover capital.
✓ Next year will start earning profits.

● Target Market:
o Office Workers: This is the most natural target group. Busy
professionals who work in office buildings nearby are ideal
customers for a quick and convenient lunch break.
o Students: College students or those in vocational training centers
often have limited breaks and appreciate a place to grab a bite,
study, or socialize between classes.
o Shoppers and Errand Runners: People visiting a nearby shopping
area or running errands might be looking for a place to refuel and
rest their feet during their outing.
o Remote Workers: With the rise of remote work, cafes can be a
welcome change of scenery and provide a social atmosphere for
those who don't have a traditional office environment.
o Location: A cafe near a business district will likely attract more
office workers, while one in a shopping mall might see more
students and shoppers.
o Price Point: Affordable cafes will attract a wider range of
customers, while more upscale cafes might target professionals
with higher disposable income.
o Menu Offerings: A cafe with healthy and quick lunch options
will appeal to health-conscious customers, while one with
comfort food might attract those looking for a more indulgent
break.

II. Business Description

● With the aim of providing a home for everyone, our cafe shop supplies
people with both comfortable and temporary accommodation with
diverse drinks and snacks. We hope that this business model will help
people, especially university students to have a place to take a nap at
noonday before attending afternoon class.

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● Our vision: Our aim is to become one of the most unique cafe shops in
Vietnam which caters home for everyone. Our business is customer-
based, we focus on providing the best service and product for
customers.
● Our mission:
- With customers: We select the best products and services to send to
customers. This will aid in building a strong brand generally in Vietnam
and particularly in Hanoi.
- With partners: We aim to boost the mentality of cooperation with
partners, encouraging a developing environment with opportunities for
everyone.
- With workers: Our cafe shop is starting to create a welcoming
workplace for workers to be friendly with customers, creative in
business and dynamic in self-development.
- With society: We are aware of the need to harmonize business interests
with social interests, actively contribute to community-oriented
activities, demonstrate a sense of civic responsibility and national pride.
● Values: Our core values revolve around three credits: Comfortable -
Hospitable - Friendly. This means we concentrate on creating a
comfortable place for both workers and customers, a hospitable cafe
shop for those who need to take a break and a friendly bond with
society.
● Business Structure: Our business structure is partnership. We are a
group of nine people, divided into different teams which are responsible
for particular aspects of the business. Each person will contribute a
certain amount of money to set up the business.

III. Market Analysis

● Industry Overview:
- Industry/Market trends:
o Focus on Healthy Options: Customers are increasingly seeking
healthier food and beverage choices. Cafés and QSRs are responding
by offering items like salads, smoothie bowls, and plant-based
alternatives.

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 o Sustainability and Eco-Friendliness: Eco-Friendly Practices with
sustainable sourcing, reducing waste, eco-friendly packaging
o Technology Integration: Applying mobile ordering and payments,
contactless payment and self-service kiosks
o Convenience and speed
o Experience and Ambiance
o Customization and Personalization
● Target Market:
- Age: Primarily 18-45 years old. This age group consists of working
professionals who have regular lunch breaks and appreciate the
convenience of a quick, quality meal.
- Gender: Both males and females. However, slight targeting towards
females who often seek healthier lunch options.
- Income Level: Middle to upper-middle income. These individuals have
disposable income to spend on dining out regularly.
- Occupation: Office workers, professionals, and business people. Also
includes freelancers and remote workers who may seek a comfortable
place to work during lunch hours.
- Geographics:
o Location: Urban areas, particularly business districts, downtown
areas, and near office complexes. Proximity to universities and
co-working spaces can also be beneficial.
o Workplaces: Close to companies, corporate offices, and business
parks where employees have limited time for lunch breaks.
- Psychographics:
o Lifestyle: Busy, health-conscious, and tech-savvy individuals
who value convenience and efficiency. They are likely to be
active on social media and appreciate aesthetically pleasing and
comfortable environments.
o Values: Emphasis on quality, sustainability, and wellness. They
appreciate businesses that offer eco-friendly options and healthy
menu items.
o Behaviors: Frequent dining out for lunch, often pressed for time,
and seeking a quick yet high-quality meal. They value the ability

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 to pre-order via mobile apps and the availability of loyalty
programs
● Market Needs: The target market needs & prefers:
- Quick Service: Emphasis on speed and efficiency to fit into a limited
lunch break.
- Healthy Options: Availability of nutritious, balanced meals that cater to
various dietary preferences (e.g., vegetarian, vegan, gluten-free).
- Convenience: Easy access and quick ordering options, such as mobile
app orders and contactless payments.
- Comfortable Ambiance: A relaxing and aesthetically pleasing
environment with amenities like Wi-Fi and charging stations, catering
to those who may want to work or relax during their break.
- Quality Food: High-quality, freshly prepared food that is both delicious
and visually appealing
Strengths Weaknesses Opportunities Threats

Highlands - Great - Rather high - Our - Other

ambiance & price and lackproduct's competitors'
physical of diversity in
reasonable established
display, their menus price and reputation
creating both for lunch relaxation will be a
a relaxing & breaks spaces will competitive
work- allow disadvantage
- Lack of
inspiring customers to
resting spaces - Our high
space for have fulfilling
investments
customers experiences
to build
during lunch
- High quality infrastructure
hours.
foods & leading to
drinks - Rising higher risks.
trends in
- Numerous
healthy
branches
options and
across Hanoi
healthy
lifestyle will
The Coffee - High quality - Rather high encourage
House foods & price and lack customers to
of diversity in

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 drinks their menus find suitable
for lunch accommodati
- Constant
breaks on to rest and
product
chill during
innovation - Lack of
lunch breaks.
and diverse resting spaces
drinks
- A low
catering to the
number of
needs of
branches
youth
across Hanoi

Phúc Long - High quality - Rather high

foods & price and lack
drinks of diversity in
their menus
- Focus on tea
for lunch
and products
breaks
from tea
- Lack of
resting spaces
- A low
number of
branches
across Hanoi

IV. Products and services

• Product and service Description: In general, our idea is to establish a
cafe shop, combining with small resting places for people. Like any
other traditional cafe shop, our products are drinks and food. Our drink
is created with the help of a clean machine and fresh materials. We
provide an open and spacious place for people to enjoy drinking while
at the same time providing a closed and quiet resting place. The two
areas will be separated.

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 • Unique Selling Point: Our unique selling point lies in our model. As a
student, we truly understand how tired a day can be, especially for
students who have to study without taking a nap at noon. The main
reason behind this is that they do not have a place to rest. Therefore, our
business will emphasize on the service of providing a resting place for
students with a suitable price. We create a home for everyone.

V. Marketing Plan

1. Marketing Objectives
a) Sale growth:
- Increase Revenue: Achieve a 20% increase in sales revenue over the
next 12 months by launching new product lines and expanding into new
markets.
- Boost Market Share: Capture an additional 5% of market share in the
next fiscal year by enhancing brand visibility and improving product
offerings.
b) Customer acquisition
- Expand Customer Base: Acquire 500 new customers each month
through targeted online advertising and promotional campaigns.
- Increase Conversion Rates: Improve the website conversion rate from
2% to 4% in the next quarter by optimizing the user experience and enhancing
the call-to-action elements.

2. Positioning our cafe

- To identify the product position in the market, besides analyzing
competitors, our team also needs to conduct market research to identify and
segment your target audience based on demographics, psychographics,
behavior, and needs.
- Moreover, tailoring marketing mix - the 4P’s model with Product, Price - Set
pricing strategies that reflect the perceived value and competitive positioning,
Place - Choose distribution channels that make your product accessible to the
target market and Promotion - Develop marketing and communication

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strategies that emphasize your USP and resonate with your target audience is
also of paramount importance.

3. Brand messaging, visual identity

• Consistently use our positioning statements across all marketing
materials, including advertising, social media, and customer
communications.
• Developing a strong visual identity, including unique logos, color
schemes, and packaging, that reflects our positioning.
• Improve customer experience by collecting feedback. Track
performance and then adapt changes: By using feedback form from
customers, analyze the effectiveness of the marketing strategy applied
every month.
VI. Operational Plan
● Location: On Tran Dai Nghia street, accessible to all three university in
the area, being HUST, NEU and HUCE
● Facilities: Three-story building with a front yard, facing the street for
customers’ accessibility.
- Floor 1: Cafe entry and ordering space
+ Large pot plants and greenery for display purposes, with placement
across the front yard and the first floor.
+ A storage for gardening tools to take care of the plants.
+ For casual coffee drinkers.
- Floor 2: Resting area
+ Couches and bean bags with personal rooms.
+ For those who want to rest, watch movies,...
+ Rooms can be pre-booked.
- Floor 3: Work zone
+ 2 large rooms with grand tables.
+ Suitable for meetings or group work.
+ Can be pre-booked.
● Technology: management system, ordering system, payment terminal
(for credit cards), TAD (time attendance device)

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 ● Equipment: Coffee brewers, ordering screens, fridge, pastry oven, ice
maker, blender, ice-cream machine, tables, chairs, couches or bean
bags.
● Operational Process: Divide by 2 shifts. Managers work full time.
- First shift: 6 a.m. to 14 p.m. Second shift: 14 p.m to 21 p.m
- 2 receptionists/waiters and 8 specialized waiters split into 2 shifts. Each
shift consists of: 1 receptionist, 3 waiters and 1 barista.
● Suppliers:
- Buon Me Coffee for coffee beans (Website: rangxaycaphe.com.vn)
- Rest of the needed ingredients can be bought and self-supplied by
managers.

VII. Financial Plan

1. Cost estimate
- Capital: 700.000.000 VNĐ
Table 8.1.1: Initial investment costs. Unit: VND

Site repair cost 120.000.000

Cost of purchasing tools, table and 180.000.000

chair

Marketing cost 10.000.000

Total 310.000.000

a) Fixed costs
Table 8.1.2.1. A month fixed cost. Unit: VND

Rent cost 30.000.000

Staff salary 80.840.000

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 Electric bill 20.000.000

Water bill 10.000.000

Franchise cost 5.000.000

Total fixed cost 145.840.000

Table 8.1.2.2. Staff salary

Position Number Basic Social Tips Total

salary insurance

Business 1 8.000.000 1.670.000 400.000 10.670.000

owner

Manager 1 8.000.000 1.760.000 400.000 10.160.000

Agricultura 1 6.000.000 1.320.000 400.000 7.720.000

l engineer

Cashier 2 4.000.000 880.000 400.000 10.560.000

Bartender 2 4.000.000 880.000 400.000 10.560.000

Waiter 6 4.000.000 880.000 400.000 31.680.000

Total 12 80.840.000

b) Variable costs (Unit: VND)

*Estimated variable costs for 1 month: 30.000.000
- Material cost: 18.000.000 VND
o Cafe: 10.000.000 VND

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 o Other types: 8.000.000 VND
- Material cost: 12.000.000 VND
o Seeds: 3.000.000 VND
o Pots, fertilizer, medicine: 9.000.000 VND

c) Marketing and management costs (VND/month)

- Advertising on websites (Zalo, Facebook, Instagram…): 6.000.000
VND
- Distributing leaflets: 4.000.000 VND

1. Estimate revenue

a) Sales in terms of expected selling price

The restaurant estimates the price of each drink to be 30,000 VND

b) Revenue
• First year revenue:
- First month's revenue: 70 drinks/day x 30,000 x 30 = 63,000,000 VND
- Second month's revenue: 90 drinks/day x 30,000 x 30 = 90,000,000
VND
- Third month revenue: 130 drinks/day x 30,000 x 30 = 117,000,000
VND
- Fourth month revenue: 250 drinks/day x 30,000 x 30 = 225,000,000
VND
- 5th month revenue: 250 drinks/day x 30,000 x 30 = 225,000,000 VND
- 6th month revenue: 250 drinks/day x 30,000 x 30 = 225,000,000 VND
- Revenue in the following months is 225,000,000 VND each month,
equivalent to 250 drinks per day
• Revenue in the following years is 2.700.000.000 VNĐ (Each month
225.000.000 VNĐ)

c) Determining break-even point

- Total fixed costs: 145.840.000 VND
- Total variable costs for 1 month: 30.000.000 VND
- Variable costs per cup is 600 VND
- Price for a cup is 30.000 VND

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 Break-even output = fixed costs/(selling price of 1 drink - variable cost
of 1 drink)= 4960 cups

d) Assess financial feasibility

- Current capital recovery price (NPV)
NPV=7362885.049>0, project is accepted
- Internal profitability (IRR)
IRR= 17% > r=15%, the project is accepted
- Payback period (PP)

Year(s) 0 1 2 3

CF (700.000.000) 150.000.000 450.000.000 400.000.000

CF -550.000.000 -100.000.000 300.000.000

accumulation

- Payback period PP: 2,25 years

VIII. Risk Analysis

1. Financial
- Market Fluctuations: Changes in the price of coffee beans and other
supplies can directly impact profit margins. Sales can also be impacted
by changes in consumer demand brought on by the state of the economy
or changing preferences.
- Operating Costs: Rent, utilities, labor, and other operating expenses can
eat into profits, especially if sales are lower than expected or costs rise
unexpectedly.
- Seasonality: Coffee consumption may vary seasonally, during the
warmer months or around holidays, demand may decline. It might be

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 difficult to adjust workforce and inventory levels to reflect changes in
demand.
- Foreign Exchange Risk: If the coffee beans are sourced from
international suppliers, fluctuations in exchange rates can impact costs.
- Technology and Innovation: It can be expensive to invest in new
machinery or technology in order to remain competitive and adapt to
shifting consumer tastes. Gaining less market share could come from a
failure to keep up with technical improvements.

2. Human resources

Situation Action/ Solution

Employees leave the establishment Talk to each other to learn the causes.
If the employee unilaterally ends the
contract, file a lawsuit and demand
payment; if the establishment ends the
employee's contract unilaterally, it will
pay compensation.
Rearrange the activities of team-
working employees.

Employees disagree with the Explain the establishment's

establishment regarding income and perspectives.
benefits Negotiate and redistribute income
ratios.
Be more transparent about employee
income.

Employees not following the Give other team members new

scheduled timetable responsibilities.

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 Implement punitive measures, such as
pay reductions.
Think about the ending.

Employees experiencing sudden Postpone or cancel tasks during the

accidents or physical decline employee's recovery period.
Arrange for separate medical staff for
the employee.
Adjust the work schedule.

Employees experiencing a decrease or Temporarily reduce workload

loss of professional ability: intensity.
Develop a new plan for the employee
in a different role.

Employees conflicting with customers Deal with disciplinary measures and

reprimands.

Missing or unable to retain talented Change the recruitment method.

employees
Organize employee selection
competitions.
Offer higher salaries to skilled and
creative employees.
Adjust employee selection criteria,
reducing emphasis on appearance and
focusing more on the style and talent
of candidates.

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3. Marketing
- Café locations in inconvenient areas:
One common reason for failure is having a café located in the wrong
place. Many cafes are situated on main roads, but often on one-way
streets, which discourages people from circling around to get to the café.
Choosing a location with a very small sidewalk or no parking
arrangement also makes customers hesitant to enter the café.
Additionally, café locations on congested streets or dead-end alleys…
- High rent:
Numerous cafés appear to be operating efficiently and in the right
direction. But at the end of the month, the income is not as much as
anticipated because of unnecessarily high rental expenses.
- Neglecting the quality of drinks at the café:
Running a café without focusing on the quality of drinks makes
customers unsatisfied and unwilling to return. Regardless of the type of
café, drink quality must be ensured, with sophistication and aesthetics,
because if not, all your promotional programs will be in vain. Customers
will see that your drinks and food are not special, and they will choose
other, more unique càfe
- Lack of marketing strategy:
If a café lacks any marketing strategy, its image will be vague, and
customers won't know about its reputation or service quality.
Furthermore, failing to organize customer appreciation programs, sales
during holidays... makes customers increasingly forget about our café.

4. Fire hazards
- maximizing the use of available space to stack items without following
safety precautions
- Outdated and poorly maintained electrical systems, fire extinguishing
systems

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- Frequently lighting incense sticks to pray for good fortune, invoking
Thần Tài (God of Wealth) and Ông Địa (Land God) for "good buys,
profitable sales"

5. Damages
- A specific risk in the beverage business is product damage. Preserving
raw materials in refrigeration equipment is essential, so coffee business
owners need to be prepared for this possibility if the refrigeration
equipment suddenly breaks down or there is a power outage, causing
drinks and The product is easily decomposed
- Beds and bedding materials are susceptible to damage, theft, or misuse
by customers. Implementing security measures and policies to mitigate
these risks is necessary to protect assets and maintain a safe environment

6. Brand perception
- Brand perception: While some consumers may find the idea of bed-coffee
appealing, others who would rather have a more traditional café
experience may be put off. Resolving the tension between innovation and
wider market appeal is essential to brand perception.

7. Theft and fraud:

- Personal Property Theft: Customers may become targets for thieves when
they place personal items such as phones, wallets, or bags on the bed
while relaxing. This creates opportunities for thieves to commit theft.
- Payment Fraud: Fraudsters can use bed-based payments to commit
several types of fraud, such as using fraudulent credit cards or asking for
refunds after payment.
- Theft of Equipment and Furnishings: Electronic devices, decorations,
and interior furnishings in the café may also be stolen if proper security
or supervision measures are not in place.
- Employees or dishonest consumers may utilize the bed to perpetrate fraud
related to the quality of service or products, such as biased evaluations or
billing trickery.
- Privacy Violations: Using the bed may create a non-private environment,
increasing the risk of privacy violations for customers, such as
unauthorized photography or video recording.

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IX. Implementation Plan

1. Milestones and Timelines

• Month 1:
o Assemble founding team and conduct initial meetings
o Secure funding and finalize business plan.
o Identify and lease a suitable location.
o Obtain necessary permits and licenses.
o Design and build cafe furniture with nap functionality.

• Month 2:
o Complete build-out of cafe space.
o Develop and finalize menu offerings.
o Order and receive furniture and equipment.
o Develop marketing materials and launch marketing
campaigns.
o Implement a point-of-sale system.

• Month 3:
o Grand opening and launch of cafe operations.
o Monitor customer feedback and make adjustments as needed.

• Month 6:
o Analyze initial sales data and customer traffic.
o Implement a loyalty program (optional).
o Partner with local businesses for potential promotions.

• Year 1:
o Achieve profitability.
o Refine menu and service offerings based on customer
feedback.

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2. Action Steps

• Secure Funding and Finalize Business Plan:

o Responsibility: External Affairs Team

o Action: Finalize financial projections and secure funding through
bank loans or personal investment.

• Identify and Lease a Location:

o Responsibility: Design and Construction Team

o Action: Research potential locations with high foot traffic near
universities or student housing areas. Secure a lease agreement
with favorable terms.

• Obtain Permits and Licenses:

o Responsibility: Operations Team

o Action: Research and identify all necessary permits and licenses
for operating a cafe with temporary accommodation. Obtain all
required permits and licenses.

• Recruit and Train Staff:

o Responsibility: Human Resources Team

o Action: Develop job descriptions and recruit staff with a focus on
customer service and hospitality. Provide training on food
preparation, cafe operations, and customer interaction.

• Develop Menu Offerings:

o Responsibility: Operations Team

o Action: Develop a menu featuring diverse drinks, snacks, and
potentially light meals suitable for university students.

• Design and Build Cafe Furniture:

o Responsibility: Design and Construction Team

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 o Action: Design comfortable cafe furniture that can be adapted for
napping purposes. Partner with a contractor or furniture builder to
create the desired furniture.

• Marketing and Launch:

o Responsibility: Marketing Team

o Action: Develop a marketing campaign targeting university
students and local residents. Utilize social media, flyers, and on-
campus promotions to generate awareness.

• Point-of-Sale System:

o Responsibility: Operations Team

o Action: Research and implement a point-of-sale system to
manage transactions and inventory.

• Responsibility Assignment: The business structure outlines a

partnership with nine individuals divided into specific teams. Each team
will be responsible for the action steps outlined above. A designated
team leader will oversee the progress of each team and ensure tasks are
completed on schedule.

3. Evaluation and Monitoring

• Progress Tracking

○ Regularly update the project timeline with completed tasks and

upcoming deadlines.
○ Hold weekly team meetings to review progress and address any
issues.
• Performance Metrics
○ Track KPIs such as customer footfall, sales volume, and customer
satisfaction.
○ Use analytics tools to monitor the effectiveness of marketing
campaigns.
• Feedback Mechanisms

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 ○ Collect customer feedback through surveys, suggestion boxes,
and social media.
○ Implement a feedback loop for continuous improvement in
products and services.

• Review and Adjust

○ Conduct quarterly reviews to assess overall business
performance.
○ Make necessary adjustments to strategies and action plans based
on data analysis and feedback.

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