BANKING ACADEMY

FACULTY OF FOREIGN LANGUAGES

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ENGLISH IV

1ST MID-TERM TEST

PROJECT: E4 PROJECT ‘START-UP’ BUSINESS PLAN
Instructors: Can Thuy Lien

Class: 232ENG04A01
Group: 5

Members: Vu Dieu Linh (Leader) 24A4010084

Vu Thi Linh Anh 24A4012693

Pham Thuy Duong 24A4011287

Tran Thuy Linh 24A4012516
Le Do Lan Nhi 24A4022182
Luong Thi Kim Nhi 24A4012954

Hà nộHanoi, ng àyApril 08 8th, tháng 04 năm 2024

 ACKNOWLEDGEMENT

We would like to sincerely thank Ms. Can Thuy Lien, our English IV teacher,
for her enthusiastic guidance over the past months.
Our project was highly productive and we had a great time working. Although
we have tried to complete the project, there will be some shortcomings. We hope to
receive comments from teachers and readers so that the group can try harder for the
next exercises.

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 BUSINESS PLAN
1. Executive summary.
With our passion for coffee, we decided to open Sophie - a self-brewing coffee
shop located at 4C Dang Van Ngu, Dong Da, Ha Noi. A special feature of the
shop’s the customers can serve themselves according to their preferences and pay
the menu price.
Sophie's mission is to create a comfort zone and combine coffee cultures
around the world. We want to build Sophie's reputation with not only coffee
enthusiasts but also curious younger customers.
2. Company description.
To operate a startup business, first of all we need a core leadership team. Kim
Nhi, will take on the most important position of CEO, negotiating and signing
contracts. The CFO is held by Quynh Trang with the main roles: steward, operator,
strategist, catalyst. CPO Lan Nhi helps production activities take place as planned
and meet product quality requirements. Thuy Duong’s a CCO who manages product
and service consumption activities. CHRO Linh Anh is in charge of recruiting and
training personnel to become a valuable resource for the business. The CMO is
Thuy Linh with the responsibility of product development, market research, etc.
Lastly, Dieu Linh - COO - overseeing the administrative functions and daily
operations of the business.
3. Products and services.
Our company provides both coffee products and services at reasonable prices,
in a private and environmentally friendly space, so they can comfortably gather with
friends and relatives. We choose ingredients from standard coffee beans, sugar, salt
and mainly wooden items to create a feeling of closeness and relaxation. The shop
always brings customers delicious and attractive cups of coffee. Customers coming
to Sophie can choose to experience the service of making their own coffee or
following the available recipe according to the bartender's instructions. This is a
unique and different feature of Sophie compared to other cafes that makes most
clients feel happy and excited.
4. Market and competitor research.
Our target market includes coffee aficionados, those seeking a relaxing place,
and those people who want to try to make their own cup of coffee. We believe our
offerings will attract many young people. Our competitive advantage lies in the
combination of relaxing by bartending and coffee, creating a one-of-a-kind space
that stands out from traditional coffee shops.

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 Key competitors in the coffee industry are traditional coffee shops, but few
combine both elements, giving us a unique position. We aim to leverage this
advantage by offering great experiences and refreshments.
5. Sales and marketing strategy.
Sophie focuses on advertising on social networking platforms. We will set up
a fanpage or personal account with the shop's name on Facebook, TikTok,
Instagram and post photos, videos of products along with the space inside the shop
to self-advertise. In addition, our company will book KOLs, food reviewers to
experience the products and post reviews on social networks to attract viewers.
Advertising costs for the company mainly come from booking KOLs and food
reviewers, accounting for about 7-10% of the company’s capital, which is 20-25
million VND.
6. Financial plan and projections.
Our capital needed for business is about 250 million VND, including costs for
renting space, design, facilities, raw materials, marketing, business registration, and
other costs incurred. To save costs, we chose a business location in a small alley
with an area of 50 m2, so the cost of renting space accounts for about 10% of the
total capital. Raw material costs account for about 20, and other costs range from
3% to 12% of the capital.
With the products and services that Sophie provides, a cup of coffee costs
from 25 to 30 thousand VND. If customers want to experience the self-brewing
service, they only need to pay an additional 10 thousand VND fees. With the
proposed advertising strategy, the shop estimates that in the first month, there will
be an average of 80–90 customers per day at the shop. Therefore, the shop's
expected revenue is about 95–120 million VND; after 3 months, it will break even.
After that, each month, we need to invest over 65 million VND to achieve a profit
of about 30 to 45 million.
Because the shop's target group is the young generation, to develop the shop in
the future, the shop's goal will still be to focus on products, customer services and
continue to promote strongly on social networks.