GROUP ASSIGNMENT COVER SHEET

STUDENT DETAILS
Student name: Nan Su Wai Zin Htet Aung Student ID number: 22000006
Student name: Phạm Quế Đoan Student ID number: 22003449
Student name: Lê Hoàng Gia Hân Student ID number: 22003100
Student name: Tống Khánh Linh Student ID number: 22003940
Student name: Ngô Thị Bích Ngọc Student ID number: 21000234
Student name Huỳnh Thị Thanh Thúy Student ID number: 22003205
Student name: Từ Ngọc Trân Student ID number: 22004050
UNIT AND TUTORIAL DETAILS
Unit name: Principle of Management Unit number: MAN101
Tutorial/Lecture: Assessment 4 - First Report Class day and time: Fri 15:30
Lecturer or Tutor name: Hồ Tuấn Vinh
ASSIGNMENT DETAILS
Link to presentation: https://www.canva.com/design/DAFnptr-6QA/jLt2clcszJ-
5zZw1FArMyQ/edit?utm_content=DAFnptr-
Title: 6QA&utm_campaign=designshare&utm_medium=link2&utm_source=sharebutton
Length: 10 pages Due date: 07/07/2023 Date submitted: 07/07/2023
DECLARATION
I hold a copy of this assignment if the original is lost or damaged.
I hereby certify that no part of this assignment or product has been copied from any other student’s
work or from any other source except where due acknowledgement is made in the assignment.
I hereby certify that no part of this assignment or product has been submitted by me in another
(previous or current) assessment, except where appropriately referenced, and with prior
permission from the Lecturer / Tutor / Unit Coordinator for this unit.
No part of the assignment/product has been written/ produced for me by any other person
except where collaboration has been authorised by the Lecturer / Tutor /Unit Coordinator
concerned.
I am aware that this work may be reproduced and submitted to plagiarism detection software
programs for the purpose of detecting possible plagiarism (which may retain a copy on its
database for future plagiarism checking).
Student’s signature: Aung
Student’s signature: Đoan
Student’s signature: Hân
Student’s signature: Linh
Student’s signature: Ngọc
Student’s signature: Thúy
Student’s signature: Trân
Note: An examiner or lecturer / tutor has the right to not mark this assignment if the above declaration has
not been signed.

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Sapphire Cellar LLC

Thao Dien St.
District 2, Ho Chi Minh City
(+84) 123.4567.890

Hidden Bar
29-06-2023

General (Our story)

In the heart of Thao Dien, a group of adventurous students transformed an unassuming alley
into the hidden wine cellar known as “Sapphire Cellar”. With a rustic wooden door that
whispered secrets and a yellow sapphire-shaped handle, this mystical haven invited weary
souls to discover a world of elegance and exclusivity. Inside, skilled mixologists crafted
bespoke cocktails, tailored to each guest's desires in an ambiance of dim lights and plush.
“Sapphire Cellar” became a testament to the power of youthful dreams, where strangers
become friends, laughter mingled with whispered confessions, and the pursuit of something
new revealed hidden talents and a taste of personal desires.

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Business Set-up and Strategy

1. What do you sell?

- Cocktails and Mocktails:

+ Cocktails: Basing on customers’ order (200-350k VND):
 Mood: sad/ fine/ happy
 Main spirit: Bailey/ Whisky/ Brandy/ Rum/ Tequila/ Vodka/ Gin
 Concentration: Tipsy/ Drunk/ Pass out
 Main flavoring: Fruit/ Herb/ Spice
 Taste: Sweet/ Sour/ Salty/ Bitter/ Spicy/ Creamy
 Standard/ Premium/ Special
+ Signature cocktail (Bloody Dragon, Baileys Mudslide)
- Mocktails: Passion Fruit Fusion, Mojito, Mai Tai,... (150-200k VND)
- Snacks: French fries, fruits
2. How do you open the business, your own shop or a franchise? Why?
- Startup business
- Reason:
+ A hidden bar offers a unique and intriguing experience to attract new customers,
with its secret and private ambiance. This creates curiosity and sets the business
apart in the market, helping the startup garner attention and make a distinctive
impression.
+ The allure lies in their small size, which allows for easy management and cost
savings. With fewer employees and a compact space, overhead expenses can be
minimized, freeing up resources for other essential aspects of the business.
3. What is your menu and pricing strategy?
- We’ve got free-flow cocktails for Ladies Night every Wednesday night.
- We’ve got happy hours every day except Wednesday from 7-8 pm discount 50%
- Discount extra 10% for birthdays, one time in birthday month.

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Size, Layout, Equipment

1. How big is your shop?
- About total 100m2 in the alley (6.5m x 15.3m)
- It takes nearly 30m2 from the bar counter to the end of the storage room. (arrange
out to in: high chairs, long table for putting drinks of customers and shakers,... of
bartenders)
- 25m2 for standing area, surrounded by bar counter and seating area
- 45m2 for seating area, we will put rectangle or square tables, sofas and chairs (we
also have spare ones in storage room)
2. How much is the rent?
The budget is approximately 40 million VND/ month
3. How do you design the layout and set up the machines?
- Layout: classic & elegant, yellow light, neutral color
- Machines:
+ Kitchen area:
 Camera: 1 on the wall to monitor all activities of bartenders and cashier in
kitchen
 Storage shelves and cabinets
 Blender: 2 high-quality, ~5 years using
 Shakers: 4, long lasting
 Citrus Juicer: 2 manuals, 1 small electric, long lasting
 Iced-machine: midsize (~45kg ice), ~10 years using
 Water Filtration System: 1, ~5 years using
 Refrigeration Units: 1, combine with freezer, ~15 years
+ Others:
 Camera: 4 on the corners, 360 degree monitor
 Sound system: speakers, amplifiers, and audio mixers
 DJ equipment: turntables, mixers, and headphones
 Point of Sale (POS) system
 Computer
 Fingerprint machine

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Organizational Structure and Decision Making

1. What is your organizational structure?
7 Co-founders:
- Marketing and Design team: Thúy, Linh, Hân
- HR and Finance admin: Su, Đoan, Trân
- Sales: Ngọc, Hân
2. How formal do you want it to be?
- Interior design: classic and elegant
- Dress code (for staff): Tailored suits or dress shirts with trousers for male bartenders,
and elegant dresses or blouse and skirt combinations for female
- Service Style: hospitality, can be create customers’ order
- Menu and Beverage Selection: Incorporate timeless and iconic cocktail recipes
- Lighting Ambiance: warm and cozy, light yellow leds
3. What are the roles and responsibilities of each team member?
=> Each team has the same responsibility, every co-founder can brainstorm ideas and
help out with different areas.
4. How do you make decisions? By voting?
When someone comes up with new ideas:
- All co-founders will learn and research information relevant to ideas
- Have a meeting to discuss and voting for the final decision.

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Staffing and Employee Management

1. How many staff do you need?
- 2 bartenders
- 1 mixologist
- Waitstaff: 4 staff, including 1 cashier
- 1 part-time DJ
2. How many people work in each shift? Provide an example of a
weekly roster.
- Time: 19:00 - 3:00
- Mon - Wed: 1 bartender (rotate shift) + 1 mixologist + 3 staff (including 1 cashier)
+ 1 manager from co-founders
- Thu - Sun: All staff + DJ + 1 manager from co-founders
- Managers (owners) take turns every week
3. Who are your employees? What are their demographics? How do
you manage and control them?
- Bartenders & Mixologist: men, 20-35 years old, have more or 4-year experience or
degree related to bartending or mixology, stylish and good at communication, can
work full-time
- Waitstaff: above 18 years old, good improvisation skills, have a basic field of
cashiering
- DJ: be able to play different kinds of music on request

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Financial Consideration and Training

1. What are your operational costs, such as salary, rent, and marketing
(if any) (excluding the cost of production)?
- Interior and construction budget: ~600 million VND (including lighting system)
- Machine (mentioned above): ~80 millions VND
- Salary:
+ Bartender: 10 million VND/ month
+ Mixologist: 12 million VND/ month
+ Waitstaff: 4 staff, including 1 cashier: 5-6 million VND/ month (maximum
budget salary for staff who can be cashier as well)
+ Part-time DJ: 3-5 million VND/ rental (4-5 times/ month)
* Bartenders & Mixologist will earn 5% of bonus for sum of drinks they sell in each
month (their KPIs) *
- Marketing cost: 5-10 million VND/month for 3 first months to our target market,
after that we can adjust lower to suit our budget.
2. How do you provide training to your staff? Why do you choose that
method?
- On-the-job training: This method involves providing training while staff members
are actively working. They learn by observing and shadowing experienced colleagues,
gradually taking on tasks themselves. This approach allows for practical, hands-on
learning in a real bar environment.
Mentorship and apprenticeships: Pairing new staff members with experienced
mentors or establishing apprenticeship programs can be an effective way to provide
personalized guidance and support. Mentors can share their expertise, offer feedback,
and help develop the skills of the mentees.

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Organizational Culture and Customer Service

1. What is your organizational culture?
- Creativity and Innovation: Provide opportunities for employees to contribute their
ideas, experiment with new drink recipes, and explore unique concepts for events or
promotions.
- Passion for Mixology and Hospitality: Foster a culture that values continuous
learning and development to stay at the forefront of the bar industry. Support
bartenders in training programs, workshops and industry events.
- Customer Focus: Place a strong emphasis on customer satisfaction and creating
memorable experiences. Instill a customer-centric culture where all staff members
prioritize the needs and preferences of guests.
2. How do you conduct your business?
- Brainstorm ideas, concepts
- Location and Security: Choose an alley location that is easily accessible and close to
other popular venues or high-end establishments. Install security measures like CCTV
cameras.
- Conduct further market research in terms of drink, music, and overall experience.
Develop tailored offerings and promotions to cater to both Asian and Western
customers.
- Identify our unique selling points & competitive advantages: creative menu, skilled
mixologist, special events with attractive discounts.
- Market research and analysis:
+ Conduct surveys, interviews to gather insights on target customers’ preferences,
price sensitivity, and satisfaction levels.
+ Analyze competitors' offerings, pricing strategies, and customer feedback to
identify gaps & opportunities for differentiation.
- Explore partnerships with local suppliers or distilleries to source exclusive or
limited-edition spirits.
- Develop a detailed financial plan, including startup costs, monthly expenses,
revenue projections, and contingency funds.
- Build up marketing & promotion strategy.
- Train staff to provide exceptional customer service, ensuring they have in-depth
knowledge of the menu, drink recommendations, and the ability to cater to individual
preferences.

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- Continuously innovate and adapt products, services,... to meet evolving market

demands by customers’ feedback and mark research.
3. How do you create a customer-responsive culture?
- Hire and train staff with a customer-centric mindset: Hire staff who genuinely
enjoy interacting with customers and have a passion for providing excellent service.
Train them on how to listen to customers, anticipate their needs, and deliver
personalized experiences.
- Collect and use customer feedback: Encourage customers to provide feedback
through surveys or comment cards. Use this feedback to identify areas for
improvement and make changes that will enhance the customer experience.
- Create a welcoming environment: The atmosphere of the cocktail bar should be
warm, inviting, and comfortable. This can include elements such as soft lighting,
comfortable seating, and personalized touches like handwritten notes or customized
cocktails.

(+84) 123.4567.890 www.sapphireceller.hiddengem

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Communication Channels
1. What are your communication channels?
- Social media: Create engaging profiles on platforms like Instagram, Facebook, and
Tiktok to showcase your bar's unique cocktails, ambiance, and special offers. Engage
with followers, share captivating visuals, and encourage user-generated content.
- Website: Develop a visually appealing and informative website that highlights your
menu and discount strategy.
- Influencer collaborations: Partner with local influencers like KOLs or KOCs who
have a strong following in terms of beverage industry, especially wine.
2. How do you communicate information such as roster, feedback, etc.?
- Staff meetings: Conduct regular staff meetings where important information can be
communicated to the entire team. This can include updates on the roster, changes in
procedures or policies, and sharing feedback or recognition.
- Roster software or apps: Utilize roster management software or apps that allow
you to create and share staff schedules electronically. These tools can send automated
notifications to staff members regarding their shifts and any updates or changes.
- Performance review sessions: Schedule periodic performance review sessions with
staff members to provide constructive feedback, discuss areas of improvement, and
recognize their achievements. These sessions offer a more personalized approach to
communication and allow for a two-way conversation.

(+84) 123.4567.890 www.sapphireceller.hiddengem