UNIVERSITY OF ECONOMICS AND BUSINESS SCHOOL OF

BUSINESS ADMINISTRATION

***

FINAL EXAM
ENTREPRENEURIAL PROJECT: THE BENTO DIET MODEL

Lecturers : Dr. Cao Tú Oanh

: Dr. Lê Nguyễn Hồng Phương
Student : Nguyễn Lan Phương
Student code : 21050304
Class : QH-2021-E QTKD CLC3

HANOI – 2023
Table of Contents
PART 1. EXECUTIVE SUMMARY......................................................................1
1.1. Introduction......................................................................................................1
1.2. Principles, values and missions.......................................................................2
1.2.1. Principles.................................................................................................2
1.2.2. Vision......................................................................................................3
1.2.3. Mission....................................................................................................3
1.2.4. Core values..............................................................................................3
PART 2. BUSINESS PLAN.....................................................................................5
2.1. Business ideas...................................................................................................5
2.1.1. Products...................................................................................................5
2.1.2. Who is the customer?..............................................................................8
2.1.3. What value does the business deliver to the customers?.........................9
2.1.4. How does the business operate?............................................................10
2.1.5. How does the business make money?...................................................11
2.1.6. Unique selling points.............................................................................12
2.2. Market evaluation..........................................................................................14
2.2.1. Macro analysis.......................................................................................14
2.2.2. Industry analysis....................................................................................16
2.3. Business form.................................................................................................23
2.3.1. Choice of business form........................................................................23
2.3.2. Ownership.............................................................................................23
2.4. Human resource plan....................................................................................23
2.4.1. Organization structure...........................................................................23
2.4.2. The management team..........................................................................24
2.4.3. Employee sources..................................................................................25
 2.4.4. Compensation and benefits...................................................................25
2.5. Marketing plan...............................................................................................26
2.5.1. Marketing research................................................................................26
2.5.2. Marketing plan......................................................................................28
2.6. Production plan..............................................................................................37
2.6.1. Suppliers................................................................................................37
2.6.2. Plant & equipment.................................................................................37
2.6.3. Inventory...............................................................................................38
2.6.4. Technology (Software)..........................................................................38
2.6.5. Communication channels......................................................................39
2.7. Financial plan.................................................................................................39
2.7.1. Operating and gets (First three months)................................................39
2.7.2. Cash flow - First year by month..........................................................44
2.7.3. Break even analysis...............................................................................44
2.8. Capital and venture fund mobilization........................................................45
2.8.1. Capital and Venture Fund Mobilization Plan........................................45
2.8.2. Other Capital Mobilization Plan...........................................................46
PART 3. Conclusion...................................................................................................48
 LIST OF FIGURES

Fi48re 1. Unique selling points.....................................................................................13

Figure 2. Distinctive Interior Design............................................................................13
Figure 3. The global healthy food market.....................................................................17
Figure 4. Vietnamese consumers’ key concerns................................................................17
Figure 5. Package for patrons dining in at the establishment will directly enjoy their
meals on-site..................................................................................................................31
Figure 6. Package for Customers buying takeout orders..............................................32
Figure 7. Package for customers purchasing food for a picnic.....................................32
Figure 8. Package for special occasions........................................................................33
Figure 9. Package for customers buying uncooked meal set........................................33
Figure 10. Uniform.......................................................................................................35
Figure 11. Process.........................................................................................................36
Figure 12. Communication channels............................................................................39
LIST OF TABLES

Table 1. Introducing Healthy Kitchen...........................................................................2

Table 2. Menu...............................................................................................................8

Table 3: Typical direct competitor................................................................................22

Table 4. Organization structure....................................................................................24

Table 5. The management team...................................................................................25

Table 6. Market research..............................................................................................28

Table 7. Marketing objectives......................................................................................30

Table 8. Business Registration Fee..............................................................................40

Table 9. Food hygiene and safety registration fee........................................................41

Table 10. House-ware...................................................................................................42

Table 11. Other costs incurred......................................................................................43

Table 12. Operating Budgets in the first 3 months......................................................44

Table 13. Cash flow......................................................................................................44

Table 14. Break even analysis.......................................................................................45

 PART 1. EXECUTIVE SUMMARY

1.1. Introduction

In today's fast-paced world, health-conscious individuals are constantly seeking

convenient and nutritious meal options that align with their dietary goals. Diet Bento
is an innovative business idea that capitalizes on this demand by offering a unique and
convenient approach to healthy eating. Diet Bento is a meal service that specializes in
creating balanced and portion-controlled bento box meals designed to support various
dietary needs and preferences. The term "bento" originates from Japanese cuisine and
refers to a compact and compartmentalized box containing a variety of foods. Diet
Bento adapts this concept to cater to a wide range of dietary requirements, including
weight loss, fitness, low-carb, vegetarian, and more.
The idea of the bento lunch box is inspired by people's desire for healthy eating,
especially those who are health-conscious. Furthermore, in today's busy life,
customers love quick and convenient options. So, we came up with the idea of a
restaurant that serves diet meals, where each customer can choose their own dish. We
also offer a service to prepare bento sets for the customer's calorie and taste
preferences. Our group thinks the idea of a bento diet is very useful for modern life.
First, this concept is suitable for customers who are health-conscious, follow a special
diet. Second, bento is personalized where customers can choose their dishes based on
their preferences and calorie requirements. Finally, bento is convenient and fast. With
just a phone call or an online order, you can easily have a tasty and healthy meal.

Name Healthy Kitchen - The Bento Diet Model

Slogan Happy Bites, Happy Life

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 Logo

The color green is the main color. It means:

– Health: representing the place providing nutritious and

balanced menus.

– Nature: raising awareness about using fresh and natural

ingredients in meals.

– The image we use is a bento box with balanced

ingredients. This can represent the idea of balance and
the freshness of the meals.

Address Duy Tan, Cau Giay, Ha Noi

Owner Group 3

Business Business in store combined with online business.

Table 1. Introducing Healthy Kitchen

1.2. Principles, values and missions

1.2.1. Principles

Quality: Ensuring that the bento boxes and their contents are of high quality and
meet customer expectations. This includes using fresh ingredients and maintaining
food safety standards. Prioritizing food safety through proper storage, handling, and
preparation of ingredients, as well as following relevant regulations and standards.

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 Variety: The Bento Diet Model encourages customers to eat a variety of foods
from different food groups, ensuring that customers are getting all the nutrients their
body needs.
Affordability & Customer Satisfaction: Striving to provide affordable options to
a wide range of customers while maintaining quality. Prioritizing customer satisfaction
through excellent service, responsiveness to feedback, and addressing any issues
promptly.
Sustainability & Innovation: Promoting sustainability by sourcing ingredients
responsibly, minimizing food waste, and using eco-friendly packaging materials.
Constantly seeking to innovate in terms of menu offerings, cooking techniques, and
delivery methods to stay competitive and meet evolving customer demands.
1.2.2. Vision

The vision of Healthy Kitchen is to make healthy eating convenient and

accessible for everyone. We want to help people achieve their weight loss and health
improvement goals by providing them with delicious, nutritious, and affordable bento
meals.
We believe that everyone deserves to have access to healthy food, regardless of
their budget or time constraints. That's why we offer a variety of bento meal plans as
well as eat clean noodles to choose from, all of which are designed by registered
dietitians to meet your individual needs.

1.2.3. Mission

– For customers: Respect, dedicated, thoughtful service and commitment to

providing customers with the best products and services.

– For partners: Prestige, mutual trust and cooperation for sustainable

development.

– For staff: Build a friendly, professional, dynamic and creative working

environment to cultivate and develop staffs and achieve high results at work.

– For society: Creating many good values associated with social benefits
1.2.4. Core values

Health: The service is committed to providing healthy and nutritious meals that
support weight loss and overall health.

3
 Convenience: The service is designed to make it easy for people to eat healthy,
even when they are short on time.
Affordability: The service offers a variety of affordable meal plans to meet the
needs of different budgets.

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PART 2. BUSINESS PLAN

2.1. Business ideas

2.1.1. Products

No NAME COMPONENT CALO/100 gram

1 Grilled chicken – Chicken breast: 333.33 grams 152.49

sandwich with sesame
– Sandwich bread: 150 grams
sauce
– Sesame sauce: 100 grams

– Lettuce: 100 grams

– Tomato slices: 50 grams

2 Egg and shrimp – Shrimp: 500 grams 117.6

sandwich
– Sandwich bread: 150 grams

– Eggs: 200 grams

– Lettuce: 100 grams

– Tomato slices: 50 grams

Ground beef – Beef: 750 grams 237.48

3 sandwich
– Sandwich bread: 150 grams

– Lettuce: 100 grams

– Tomato slices: 50 grams

4 Curry chicken with – Brown rice vermicelli: 300 153

brown rice vermicelli grams

– Chicken thigh: 500 grams

– Carrots: 300 grams

– Potatoes: 150 grams

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 – Curry spices: 150 grams

5 Five-color rice – Brown rice: 500 grams 129.14

(Brown rice)
– Chicken thigh: 500 grams

– Green beans: 300 grams

– Finely chopped carrots: 300

grams

– Corn: 150 grams

6 Fish cake with – Shiitake mushrooms: 500 82.94

mushroom sauce grams

– Steamed leafy greens: 300

grams

– Fish cake: 500 grams

– Sweet potatoes: 250 grams

– Mushroom sauce: 150 grams

7 Fruit detox water Depending on each type of fruit Depending on each

type of fruit

8 Shredded chicken – Chicken Wings 308.0-318.0

salad with avocado
– Bitter Melon
dressing
– Lettuce

– Mayo/Sesame Sauce Chicken

Eggs

9 Grilled chicken thigh – Chicken Wings 176.6

with passion fruit
– Garlic
sauce

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 – 1 tablespoon of lime juice

– 1 tablespoon of honey

– Various other spices

and seasonings

10 Peanut Butter Glazed – Chicken Wings 480

Chicken Wings
– Olive Oil

– Unsweetened Peanut Butter

– Soy Sauce

– Garlic

– Honey

– Various other spices

and seasonings

11 Sauteed Oyster – Oyster Mushrooms 120.0

Mushrooms
– Tomatoes

– Olive Oil

– Spinach

12 Purple Sweet Potato – Purple Sweet Potato 90.0

13 Baked Potato Fries – Potato 130.0-135.0

– Olive Oil

14 Sauteed Chicken with – Chicken Wings 259.0

Broccoli
– Broccoli

– Carrots

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 – Olive Oil

15 Mixed Brown Rice – Brown Rice Noodles 208.0

Noodles
– Cucumbers
– Bitter Melon

– Bell Peppers

– Lettuce

– Sweet and Sour Fish Sauce

Table 2. Menu
2.1.2. Who is the customer?

To identify our customer base, our team has segmented customers based on the
following factors:
2.1.2.1. Demographic

– Gender: Both male and female. Whereby: Male 30%; Female 70%

– Age: 27 – 40

– Occupation: Office worker

– Marital Status: Married

– Income: 12 million VND - 22 million VND

– Location: Ha Noi City

2.1.2.2. Geographic

– Hanoi: Urban 90%, Concentrated in densely populated areas such as Duy Tan
- Cau Giay.

– Suburban 10%
2.1.2.3. Psychology
Habits: They often browse social media platforms like Facebook, Instagram and
TikTok.

– Sedentary lifestyle, spending extended hours with a computer.

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 – Diet: They frequently order fast food items such as pizza, fried chicken,
bubble tea, yogurt, sweet soups, or fruits.
Preferences: They favor fast, convenient, visually appealing, and tasty food
items.
Customer Behavior: They typically seek information on Facebook, TikTok,
Instagram, and Google. Moreover, they frequently place orders on e-commerce
platforms like Shopee Food or food delivery apps like Grab Food, Loship, Baemin, or
the app of the specific brand they wish to purchase from.
Purchase Behavior: Factors influencing customer decision-making. Notably,
these include:

– Price: When price is the deciding factor, customers evaluate based on two
criteria. First, they compared Healthy kitchen's bento box and vermicelli
meals at the restaurant at the same price to make a choice. Second, they
compare the same meal at different prices and offer cheaper meal options. For
example, in a healthy kitchen, they can freely choose different dishes (rice,
noodles, salad) for about 60000 VNĐ with a KFC fried chicken (1 thigh, 1
wing) for 59000 VNĐ or one serving. pizza for 120000 VNĐ. They will rely
on those factors to make the right choice for them

– Quality: When customers see products made from fresh, clean ingredients
that ensure food hygiene and safety and are provided by reputable units. In
addition, when experiencing at restaurants or shopping online, they will
receive dedicated care from every touch point.

– Time and Convenience: As office workers with about 30 minutes to 1 hour

of lunch break, they often prefer products/services located near their office or
order through apps to optimize their time.
2.1.3. What value does the business deliver to the customers?

Convenience and Time Savings: Customers appreciate the convenience of

accessing nutritious meals served directly at the restaurant or conveniently packaged
for takeout in various containers and boxes. By offering a variety of meal options, our
business saves customers time and effort that would otherwise be spent on meal
preparation, cooking, or dining out.
Nutritional Balance and Healthy Lifestyle Support: Our business offers
nutritious diet options, ensuring customers receive balanced and wholesome meals.
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This value is particularly important to those seeking a diet that supports their health
and wellness goals. Bento meals can be portioned appropriately, helping customers
manage their calorie intake and avoid overeating. Additionally, our business also
contributes to customers' efforts to maintain a healthy lifestyle by providing nutritious
meal choices, which align with their wellness goals.
Menu Variety and Customization: Providing a diverse menu allows our
customers to choose from a range of options, catering to different dietary preferences
and cravings. Besides, we offer customization options that add value to our customers.
They can adapt their orders to meet specific nutritional needs or taste preferences. In
terms of taste and flavor, our customers can enjoy the value of tasty and flavorful
meals that don't compromise on health. This is especially appealing for those who
want to savor delicious food while adhering to dietary guidelines.
Brand Trust and Reliability: Our business, which consistently offers high-
quality, healthy meals and "eat clean" options, establishes trust and loyalty among
customers who value reliability in their dietary choices.

2.1.4. How does the business operate?

2.1.4.1. Procedures before welcoming guests

– Check machinery in the cashier area, check kitchen equipment

– Check the status of raw materials, check the expiration date for expired
materials, to ensure food safety and hygiene as well as check the actual
ingredients.

– Organize staff meetings at the beginning of the hour. Planning for employees
the tasks and goals that need to be accomplished during that working day. In
particular, remind employees of situations that need attention to make the shift
effective, as well as make customers satisfied and have good experiences at
the store. In addition, the staff also needs to be motivated, advised, and
proactively advise customers on the most appropriate food portions for their
needs.
2.1.4.2. Process during operation

– Welcoming guests: When welcoming guests, we need to ensure that customers

do not feel lost when coming to use the service. Service staff are ready to
assist and guide customers to their seats.

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 – Ordering: There are two forms: manual ordering with regular pen and paper
and pre-ordering. For manual ordering, the staff handwrites the bill and sends
it to the kitchen area. For pre-ordered dishes, when customers come to the
restaurant, they just need to give the invoice number, and the staff will know
the dishes the customer has chosen.

– Serving dishes: In cases where customers want to add dishes, change dishes,
avoid slow service, remember or forget the customer’s order, the waiter should
have a notebook and pen ready and transfer the order to the processing
department. change promptly. In particular, changing dishes requires careful
consultation so that diners feel satisfied while still ensuring their calorie intake.

– Seeing customers off: For the payment stage, it is necessary to ensure that the
items used by the customer are correct and complete, especially to avoid
overcharging so that the customer is not satisfied. The simpler and faster this
step is, the better. The restaurant also applies the request for customer
information to facilitate future customer care work. In case customers
frequently visit the restaurant, they will be given vouchers and incentives for
loyal customers. This is also one of the keys to perfecting the restaurant
operating process, helping diners come back for more.

– For customers ordering online: When customers order via Fanpage FB,
Instagram, hotline, online delivery platforms (ShoppeFood, Grab, GoJek,
Loship), the restaurant still ensures food quality. For ordering takeout food,
the restaurant also focuses on eye-catching, lively and environmentally
friendly food packaging design.
2.1.4.3. Process before closing
List the work that needs to be done for each department. Each stage also needs
its own completion assessment standards. Besides, inventorying goods after one day,
inventorying sales, and estimating raw materials for the next day all need to be done
before closing. In addition, it is necessary to list the information that needs to be noted
for the next shift so that when opening, unwanted events can be limited.

2.1.5. How does the business make money?

Distribution strategy: As a business operating in the diet food model, we

understand the importance of utilizing B2C distribution strategies to optimize benefits
and propel our business forward.

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 – Direct-to-consumer platform (Online Marketplace Sales): We will create a
fanpage on FB and Instagram where customers can easily explore our menu of
Bento diet and healthy options, access detailed information, and seamlessly
place their orders. This online platform will be the primary channel for
customers to directly interact with our brand. When our business lists products
on online marketplaces, we earn money through sales on these platforms.
Customers browsing the marketplace can discover and purchase our business's
offerings.

– Meal Sales & Customization and Add-Ons: Our customers place orders
through mobile apps. These meal sales form the core source of revenue, with
customers paying for the meals they select. In addition, our business also
offers customization options, allowing customers to personalize their orders
by choosing specific ingredients or dietary preferences.
Direct Sales to Customers: We sell meals directly at our restaurant. Customers
purchase our products directly and pay for them.

Partnerships and Collaborations: Once we have had some success, we can

partner with influencers, KOLs and other distribution channels to expand our reach
and create new revenue streams. Partnerships can include food suppliers, delivery
partners or marketing partners. These collaborations help increase brand visibility,
attract new customers, and drive sales.

2.1.6. Unique selling points

To distinguish ourselves from competitors in the healthy food industry, Healthy

Kitchen offers the following Unique Selling Propositions (USPs):

– Raw Ingredients with Nutritional Guidance: Healthy Kitchen provides raw,

unprocessed ingredients for customers to take home and cook themselves,
accompanied by a nutritionally calculated instruction sheet based on the
customer's dietary requirements.

– Holiday-themed Meal Box Services: Healthy Kitchen offers a meal box

service tailored to various occasions such as Christmas, Valentine's Day,...

– Creative Presentation and Bento-style Plating: The dishes at Healthy Kitchen

are presented in a visually appealing and innovative manner, resembling
Bento boxes. The presentation is eye-catching and includes well-arranged
portions, making the dining experience aesthetically pleasing.
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 Figure 1. Unique selling points

– Distinctive Interior Design: The restaurant's interior is designed with a

dominant color palette of green, yellow, and white, which is a standout feature
not commonly found in other healthy food establishments in Hanoi. The use
of green symbolizes nature, vitality, and freshness representative of the main
ingredients in healthy meals. Yellow represents sunlight, serving as a positive
energy source for the body. It is also the color of certain fruits like oranges,
lemons, and limes rich in vitamins and minerals, providing a cheerful and
invigorating feeling. White, a basic color, signifies purity, simplicity, and
cleanliness, creating a spacious and fresh ambiance in the dining area while
enhancing the beauty of the healthy dishes.

13
Figure 2. Distinctive Interior Design

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2.2. Market evaluation
2.2.1. Macro analysis

2.2.1.1. Political Factors

Vietnam offers ideal conditions for the growth of the food and beverage (F&B)
industry thanks to its stable political environment, low levels of conflict and violence,
and increasingly welcoming investment environment. To increase consumer demand,
the government has implemented measures like the VAT reduction outlined in Decree
No. 15/2022/N-CP. Businesses are also guaranteed to have the required certifications
and licenses, such as food safety compliance certificates and approvals for fire safety
design.
Vietnam has also actively participated in and signed a number of trade
agreements, most notably the Comprehensive and Progressive Agreement for Trans
Pacific Partnership (CPTPP) and the Vietnam European Union Free Trade Agreement
(EVFTA). These agreements have created numerous chances for F&B businesses to
prosper in the near future.
2.2.1.2. Economic Factors
More than a half of the 2023 period has passed and this is the period that has
been predicted to have "reverse winds" challenging the economic ships of most
countries in the world, including Vietnam. Economic Cycles is reduced customer
income and spending: During an economic recession, consumer incomes tend to
decrease, and people may tighten their budgets, including their dining-out expenses.
This can lead to a decrease in the number of customers visiting Healthy Kitchen,
resulting in lower sales.
Moreover, Vietnamese consumers are tending to cut spending. PWC's "consumer
habit in 2023" survey shows that Vietnamese consumers are more cautious in spending
habits. Specifically, 62% of consumers tend to reduce the consumption of essential
notes, lower than the global average (69%). This reduction affects more essential
items. However, sustainable products are also receiving much attention. Although
consumers are planning to reduce spending and the economy is still difficult, following
the consumer trend is consumer preferences for healthy and diet-conscious eating can
be an opportunity for a diet bento & eat clean restaurant, they said they are willing to
pay more for sustainable products. 96% of consumers participating in surveys in
Vietnam said they are willing to pay more for products from reputable companies and
business
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ethics. 95% are ready to pay for the product set out on demand and 95% of the answer
for products with obvious origin.
2.2.1.3. Social Factors
People are becoming more concerned about their health and are more aware of
the importance of healthy eating. The growing popularity of healthy eating can lead to
an increased demand for diet bento. Recently, Metric's report on the healthy food
weight loss market on major e-commerce platforms showed that revenue within 12
months compared to the most recent quarter increased by more than 370%.
Additionally, many people are becoming busier and don't have time to cook at
home. Diet bento is a great option for busy people because it provides a healthy and
balanced meal without requiring much time or effort to prepare.
2.2.1.4. Technological Factors
Technological advancements impact the way that Bento diet services are
delivered. Although the restaurant industry is characterized by its ability to provide on-
site dining, the COVID-19 pandemic and other societal changes have changed this
somewhat. Since then, more and more restaurants have relied on their own takeout,
delivery services and third-party services to provide online food ordering. Technology
driven transportation applications are growing rapidly due to its convenience,speed,
and affordability. The development of online ordering and delivery platforms can
make it easier for customers to order and receive diet meals.
Moreover, Vietnam is witnessing a strong increase in the use of the Internet and
information technology. Technological platforms such as social media and e-
commerce have helped our business reach more customers.
2.2.1.5. Environmental Factors
Several environmental factors can impact the decision to launch a diet bento
store in Hanoi.
The hot and humid climate poses a challenge for maintaining food freshness, but
we plan to address this by investing in suitable storage and transportation facilities.
The positive aspects include the demand for healthy food in Hanoi, driven by the fresh
and healthy aspects of Vietnamese cuisine.
Additionally, Vietnam's robust agricultural sector ensures a stable supply of
high- quality ingredients, enabling us to meet market demands and build customer
trust. This
16
diverse range of food materials allows us to create a menu tailored to the varied
preferences of Vietnamese consumers.
2.2.1.6. Legal Factors

– Environmental Protection Law No.55/2014/QH113: is a law regulating

environmental protection activities, policies, measures and resources to
protect the environment, rights, obligations and responsibilities of agencies,
organizations and individuals in environmental protection.

– Food Safety Law No.55/2010/QH12: is the law regulating food safety; rights,
obligations and responsibilities of agencies, organizations and individuals in
food safety assurance activities. to protect human health and life and improve
quality of life.

– Law on Corporate Income Tax No.14/VBHN-VPQH: is a document

consolidating the Law on Corporate Income Tax 2008 and laws amending and
supplementing the Law on Corporate Income Tax. The law regulates subjects,
tax bases, tax calculation methods, tax obligations, tax declaration, tax
payment and corporate income tax management.
In addition, Vietnamese law also has regulations on inspection and handling of
violations in the field of food safety. However, Vietnamese law still has some
limitations in protecting consumers in the food sector.
2.2.2. Industry analysis

2.2.2.1. Customers Analysis

Having healthy meals has become a popular choice. Especially, after the Covid-
19 pandemic from 2019 until now, when protecting and improving health has become
extremely important.
The healthy food consumption market is experiencing rapid growth worldwide.
According to a report by “statista”, the global healthy food market is worth USD 23,5
billion in 2023 and is expected to reach USD 38,5 billion by 2033.

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 Source: Statista

Figure 3. The global healthy food market

A survey recently released by market research firm Nielsen found 44 percent of
respondents citing health as their key concern, followed by job security (42 percent)
and work/life balance (22 percent).

Source: Nielsen - VCCI Uniting Entrepreneurs

Figure 4. Vietnamese consumers’ key concerns

Based on this report, another analysis of healthy food consumption market data:

– The proportion of Vietnamese consumers who tend to eat healthy has

increased from 23% in 2020 to 32% in 2022. It is expected that this proportion
will continue to increase to 42% in 2025.

– The groups most likely to eat healthily are young people (from 18-35 years
old), those with high incomes and those interested in health and fitness.

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 – The most popular healthy eating products and services are fruits, vegetables,
whole grains, low-fat dairy, and nuts.
2.2.2.2. Competitor Analysis

– Direct competitors

Midori House Xa Lach Day Fitfood

Company Founded 2019 30/8/2022 2016

Specific
Strength - Midori House offers - The food is - Understanding its
a wide range of visually appealing. customers
products, from main - The products are (specifically those in
dishes to desserts. neatly packaged in Sai Gon)
- Prioritizes customer boxes. - Offering a diverse
satisfaction, aiming to selection of healthy
provide a positive dishes.
experience for its - Providing a rich and
patrons. varied menu.
- A tastefully - - Strict and
decorated space with meticulous in the
good lighting, which food preparation
is ideal for customers process to ensure the
who enjoy taking highest quality for
photos and checking our customers. In
in on social media particular, its dishes
are prepared without
MSG and with
minimal sugar.
- Ingredients and
food items are
carefully selected

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 from reputable and
high-quality
suppliers.

Weaknesses Midori House's - Xa Lach Day Fitfood products are

products are relatively offers products at a relatively expensive,
expensive, catering to relatively higher catering to a higher-
a more upscale price point. end market.
market. - The menu lacks
diversity.
- There is no
seating available
for customers at the
location.

Target Product All of Midori House's - Xa Lach Day - Fitfood offers a

Customer products are made meticulously wide range of meal
/Message from healthy researches its packages and
ingredients such as products to accompanying food
brown rice, green minimize calorie items. Specifically, it
vegetables, and other content in the food. provide diverse meal
nutritious components. - Provides suitable packages such as the
meal plans for busy full package (3 meals
or indecisive from Monday to
individuals and Friday), lunch
those who follow package, Fit 1,2,3
dietary restrictions. package, and
vegetarian package. It
also offer
accompanying food
items like instant
brown rice, various
flavors of biscotti,

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 and more.

Target The target audience People following Female individuals,

Customer for Midori House special diets or aged 18 to 40,
consists of health- those concerned including those who
conscious young with healthy eating. engage in gym
adults who value clean workouts, individuals
and green living. with excess weight,
and those who are
obese.

Messaging Green living, clean Do not have Fitfood x Sai Gon

living Xanh - Healthy x
Green "You are
an apple of my
eye"

Product Product The menu is diverse - The products Helping customers

Specific Features and emphasizes offered by Xa Lach stick to their diet
nutrient-rich foods. Đây are balanced without ever getting
and nutritionally bored with a carefully
sound. planned menu by
- The menu is Fitfood. Super
programmed on a delicious, weight-
weekly basis. reducing, healthy,
and so tasty it's
addictive.

Pricing - Main dishes range - Main dishes range - The meal packages
from 69.000 to from 45.000 to range in price from
130.000 VND per 135.000 VND per 350.000 VND to
item. item. 1.200.000 VND,
- Beverages are priced - Beverages are including three meals
between 25.000 and priced between from Monday to

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 60.000 VND per item. 20.000 and 40.000 Friday. In addition, it
VND per item. also offer beverage
packages and pre-
prepared items such
as soup: a set of 5
soup pouches for
60.000 VND, chicken
breasts, and ready-to-
eat brown rice: 5
packs for 100.000
VND.

Product Caloric content is not The variety of Use plastic for

Weakness provided for the dishes may be packaging
products. somewhat limited.

Customer 4.5/5 4.8/5 No specific

Reviews information found yet

Positioni How to win - Despite being more - Despite the - Providing healthy
ng expensive, the pricing health-conscious meals on a weekly
is still considered offerings, the basis.
moderate, making it pricing is moderate, - Focusing on a
accessible to a broadermaking it specially designed
customer base. accessible to a balanced diet to help
- There may be calorie wider customer users effectively
information or base. manage their weight.
guidelines available - The menu - A diverse menu
includes a variety

22
 for each item. of food options. with over 100 dishes
that can keep
customer enjoying
without getting tired
for over a month.

Table 3: Typical direct competitor

– Indirect competitors
Indirect competitors are competitors that offer different products but can satisfy
the same customer needs or address the same issues. So, Healthy Kitchen's
indirect competitors include supermarkets and grocery stores. Consumers may
choose to purchase ingredients and food items from a supermarket to cook at
home instead of buying ready-to-eat meals at the restaurant. Additionally, fast
food options like fried chicken, pizza, and bubble tea are also indirect
competitors. Fast food establishments such as KFC, Lotteria, Tocotoco, and The
Pizza Company are among our indirect competitors.
2.2.2.3. Suppliers Analysis
According to Nielsen's statistics, businesses producing healthy food occupy
about 70% of the healthy food market in Vietnam. Among them, companies
specializing in the production of healthy food account for about 30% of the market
share, while the rest are companies producing conventional food products but with a
line of healthy food products.

– Market share of supermarkets and convenience stores:

+ The market share of supermarkets and convenience stores accounts for

about 20% of the healthy food market in Vietnam. Among them, large
supermarket chains such as Big C, VinMart, Lotte Mart, dominate the
largest market share.

– Market share of e-commerce platforms:

+ The market share of e-commerce platforms accounts for about 10% of the
healthy food market in Vietnam. Among them, e-commerce platforms such
as Shopee, Lazada, Tiki, dominate the largest market share.

23
 + Based on the current market share of suppliers in Vietnam, for Healthy
Kitchen, this opens up opportunities to expand collaboration with partners
in the production of healthy food and to expand access through both
traditional and online channels. However, facing high competition,
effective supply chain management, and continuous innovation are key to
maintaining and developing the business model.

2.3. Business form

2.3.1. Choice of business form

2.3.1.1. Business form: Private enterprise

Private enterprise is free to decide all matters related to their business operations,
from choosing the business form, business scale, menu, prices, to managing human
resources and finances. This helps our business to flexibly adjust business operations
to meet the needs of the market and customers, creating a competitive advantage in the
market. Private enterprise is not subject to as many strict regulations as other types of
businesses, therefore, we can save on the costs of establishment, operation, and
management. In addition, private enterprise can also save on the costs of establishment
and operation, therefore, we can focus our resources on product and service
development.
2.3.2. Ownership

Nguyen Le Ngoc Mai: Business Owner - responsible for the overall development
strategy direction, business model building. The owner of a private enterprise manages
and operates the business activities, and is responsible for all business activities of the
enterprise.

2.4. Human resource plan

2.4.1. Organization structure

24
 Table 4. Organization structure
2.4.2. The management team

– Nguyen Le Ngoc Mai (The owner): Graduated from University of Economics

and Business – Vietnam National University (UEB – VNU)

+ Experienced in building growth strategies and brand positioning of

businesses.

+ 05 years of study abroad experience. Graduated from top culinary

university worldwide (Culinary Institute of America)

+ Owning a network in the field of startups with mentors, startup founders,

organizations such as UpYouth, Dynamic FTU,...

+ Skills/Qualification: Strong leadership abilities, business acumen,

excellent communication skills, strategic thinking, and industry knowledge.

– About the number of employees for each position, we estimate as follows:

Position Number of Degree

employees

Kitchen Department 2 Bachelor’s Degree Associate Degree

(Head Chef & Sous Chef)

Cashier 1 Associate Degree, Intermediate

Degree

Security 1 Not needed

Staffs 4 Primarily consists of university and

college students, ranging from
freshmen to juniors.

Marketing Department 1 Bachelor’s Degree, Associate Degree,

Master's Degree

Total 9

25
 Table 5. The management team
2.4.3. Employee sources

Staff: Recruiting from the labor market because in Vietnam this field is hot. We
can recruit these positions through online recruitment platforms such as TopCV,
Vietnamworks, …
Associate with universities and colleges teaching restaurant management (Food
and Beverage management) to have enough human resources for the company's
activities:

– Hanoi Open University

– Hanoi University of Industry

– Hanoi University of Science and technology…..

Besides, Healthy Kitchen will provide basic training as well as a trial by
becoming a restaurant assistant.

2.4.4. Compensation and benefits

Staffs will be rewarded with the following:

– Basic Salary: A fixed amount of money paid regularly as wages. Bonuses or

incentives based on individual or team performance. In some circumstances,
staff may receive tips from customers. Additionally, discounts or
complimentary meals for staff during working hours.

– Paid Time Off and Flexible Schedules: Vacation days, sick leave, or other paid
time off benefits. Staff are entitled to 1 day of paid leave every month. Besides,
flexible working hours or schedules, catering to work-life balance.

– Training and Development: Opportunities for skill development, training, and

career advancement. In terms of activities: Participating in team building
activities, annual domestic travel, year-end, joint birthday, March 8th, October
20th,...

– Staff are entitled to social insurance, health insurance and unemployment

insurance according to the business's regulations. Moreover, we have
programs to recognize and reward outstanding performance.

26
2.5. Marketing plan

2.5.1. Marketing research

2.5.1.1. Market size and Growth rate

The healthy food market is growing strongly in Vietnam. The food market size is
also increasing significantly, recording growth in July 2023, up 37.7% compared to
June. The popularity of restaurants, stalls, delivery services and healthy food products
is increasing day by day. Many large and small companies have entered this field and
provide products and services tailored to consumer needs. Additionally, Nielsen data
projects that the Vietnamese market for healthy foods will be worth USD 1.2 billion
by 2022 and will expand at an annual rate of 15% between 2023 and 2027. From the
above statistics, it can be seen that the healthy food market in Vietnam is on the rise
and is a potential opportunity for groups to do healthy food business. With increased
consumer demand and growing interest in healthy lifestyles, groups can take
advantage of this to attract customers and increase revenue through unique, creative
forms.
The healthy food market is growing strongly in Vietnam. The food market size is
also increasing significantly, recording growth in July 2023, up 37.7% compared to
June. From the above statistics, it can be seen that the healthy food market in Vietnam
is on the rise and is a potential opportunity for groups to do healthy food business.
2.5.1.2. Market trend
In recent years, people have paid more and more attention to health issues and
food safety. This is the reason why the healthy food business model has the potential
to develop in Vietnam. According to Nielsen, the proportion of Vietnamese consumers
interested in healthy food has increased from 32% in 2015 to 42% in 2022. Besides,
statistics also show that about 82% of users are now more aware in choosing organic
foods or preparing their own food at home. However, the number of people with
obesity and overweight is still increasing over time. So a series of investors from
organizations to individuals started building a healthy food business model to start a
business. Popular healthy food business models today include: healthy rice restaurant
business, bakery business, snacks, healthy drinks,...
The proportion of Vietnamese consumers interested in healthy food has
increased from 32% in 2015 to 42% in 2022. In recent years, people have paid more
and more

27
attention to health issues and food safety. This is the reason why the healthy food
business model has the potential to develop in Vietnam.
2.5.1.3. Market research
The market for organic foods is expected to reach a value of more than 320
billion USD by the year 2023. With a wide range of products, including packaged
foods, fresh foods and beverages, the market for the eat clean food business is also
very diverse. If a company’s products meet dietary and food safety standards,
consumers today are more likely to stick with them. For companies in the sector, this
presents a serious competitive challenge. Businesses must have a distinct competitive
advantage in order to stand out and be successful and they must use a unique
marketing approach to grab the attention of consumers. It is predicted that the industry
will face intense competition as clean eating becomes more in demand and popular.
Therefore, in order to stand out from the competition, businesses must identify
distinctive and special strengths. This might entail guaranteeing quality, ensuring the
product’s natural origin, using cutting edge processing technology or offering a
distinctive and pleasurable customer experience. Businesses need to clearly define
their objectives and create a comprehensive marketing strategy in order to succeed in
the clean food sector. This entails conducting in depth market research, analyzing
competitors, determining target market and creating a compelling message and brand
image. Businesses will have the chance to stand out and pique customer interest in this
cutthroat market by utilizing a distinctive and innovative marketing strategy.

Threat to industry profits

Competitive forces
Low Medium High

Threat of replacements X

Threat of newcomers X

Competition among existing eateries X

Bargaining power of suppliers X

28
Bargaining power of buyers X

Table 6. Market research

It is predicted that the industry will face intense competition as clean eating
becomes more in demand and popular. Therefore, in order to stand out from the
competition, businesses must identify distinctive and special strengths. This entails
conducting in depth market research, analyzing competitors, determining target market
and creating a compelling message and brand image.
2.5.2. Marketing plan

2.5.2.1. Marketing objectives

Stage Time Frame Objectives

Short-term Month 1 - Month 6 - Create and increase brand awareness in

objectives (less social platforms such as creating and
than 1 year) popularizing accounts on Tik Tok,
Facebook, Instagram; using online
advertising on social media and raising
public relations.
- Offer a referral program: Give existing
customers discounts for referring new
customers like buying a combo get free
drink, discount 20% if customers use
hashtag on social media…

Month 7 - Month 9 - The "mouth to mouth" marketing is

important, customers introduce the
restaurant to others, so the restaurant
becomes more known. That’s why:
- Expand and innovate the menu by asking
the customers' feedback to adjust the
menu based on popular choices and

29
 preferences.
- Introduce new, healthy menu items or
modify existing ones to keep the offerings
fresh and appealing.

Month 10 - Month - Implement technology solutions for

15 order processing, inventory management,
and customer service
- Train staff on nutrition awareness and
customer service to enhance the overall
customer experience.
- Increase social media following by
updating videos and posts…

Medium-term Month 16 - Month - Seek and develop strategic partnerships

objectives (1 to 18 within the food and health industries.
5 years) - Build partnerships with suppliers and
service providers for ingredients and
support services.

After 2 years - Build customers' relationships by

developing customer-loyalty policies
programs to build long-term relationships.
- Organize tasting menu events, eating
challenges and minigames to create
touchpoints with customers.

After 5 years - Continuously innovate and enhance

customer experience by training staff in
service and communication skills to

30
 optimize customer satisfaction.
- Diversify the menu by following the
food trend in the world to attract a young
and new customer base, and also retain
royalty customers.

Long-term Over 5 years - Collaborate with health-conscious

objectives (over organizations, such as gyms, wellness
5 years) centers, or corporate wellness programs,
to expand reach and brand awareness.
- Enhance customer care and gratitude by
using sale day, coupon, gift for close
customers.
- Aim for a foothold in the diet and
healthy food industry.

Table 7. Marketing objectives

2.5.2.2. Marketing mix strategy
● Product
The product is designed to help customers track calorie intake from food as well
as cooking methods to meet diverse needs:

– Ensuring food safety and hygiene, offering a variety of dishes to meet

customer requirements.

– Meeting the need for calorie control for each dish according to diners'
preferences.

– Providing professional services with highly trained staff to offer tailored

advice according to customer needs.

– Having a professional customer support team readily available to receive and

address customer feedback on product quality and services.

– Additionally, we offer a dry goods box to enhance the diversity of product

choices for consumers, providing customers with a fresh experience and
convenience.

31
2.5.2.3. Package:
2.5.2.3.1. Patrons dining in at the establishment will directly enjoy their meals on-site

Figure 5. Package for patrons dining in at the establishment will directly

enjoy their meals on-site
For customers dining in at Healthy Kitchen, we will serve dishes, utensils, and
chopsticks that have been thoroughly sanitized, featuring a minimalist design with
simple patterns and predominantly using earthy tones such as green, yellow and white
to create an aesthetically pleasing and environmentally friendly ambiance.
2.5.2.3.2. Customers purchasing ready-to-eat meals for takeaway.

a) Customers buying takeout orders

Figure 6. Package for Customers buying takeout orders

For customers ordering pre-prepared meals, Healthy Kitchen will use
packaging consisting of boxes and sturdy green, yellow and white cardboard.
Additionally, we will provide chopsticks upon request to ensure the utmost

32
convenience for consumers. The meal boxes will be carefully and securely packaged
to prevent spillage or food items from falling out.
b) Customers purchasing food for a picnic
With the increasing demand for improving mental well-being, people are
dedicating more time to their families and friends, engaging in recreational activities
both indoors and outdoors. Understanding this sentiment, for customers desiring to
take our products camping, Healthy Kitchen will additionally provide heating pouches
to keep the food warm, ensuring a delicious and hot taste experience for customers.
The packaging design will remain modern and minimalist, featuring an aesthetically
pleasing layout that clearly separates the dishes and food sections based on customer
preferences.

Figure 7. Package for customers purchasing food for a picnic

c) For special occasions

Figure 8. Package for special occasions

For special occasions, our design team introduces unique packaging designs
tailored for each event, such as Christmas, Valentine's Day, and more. These designs

33
not only enhance customers' experiences, making them warm and delightful while
using our products or services but also serve as adorable packaging options for
beloved individuals.
d) Customers buying uncooked meal set

Figure 9. Package for customers buying uncooked meal set

At Healthy Kitchen, in addition to our pre-prepared main dishes, we also offer sets of
dry noodles and uncooked food items along with delicious and healthy cooking
recipes for our customers. The product packaging will include separate packaging for
each type of ingredient, ensuring cleanliness. Each set will also come with a recipe
sheet so that customers can easily cook these meals at home.

• Quality certifications:
Regarding quality certification, Healthy Kitchen is committed to
delivering 100% quality products, ensuring reliability, and maintaining food safety
standards in processing and preservation. Below are several certifications that our
business has achieved to reinforce and build customer trust in the services and
products we offer:

– HACCP Certification (Hazard Analysis Critical Control Point) - This is a food

safety management system focused on identifying and controlling potential
hazards that may harm food during production.

– ISO 22000 Certification - An international standard for food safety that

ensures food production processes meet safety and quality requirements.

34
 – GMP Certification (Good Manufacturing Practice) - A quality assurance
system outlining specific standards to ensure safe, hygienic, and high-quality
food production.
● Price
The pricing strategy incorporates three approaches: competition-based pricing
(Pricing the service based on the competition in the market)
The pricing of the service is competitive and tailored to the target customers,
offering a reasonable balance between price and product quality. The pricing policy
may be subject to adjustments to align with promotional campaigns or other discount
programs.
We target customers with an average income, often office employees, so the
price range for our bento meals varies from 60.000 VND per box.
● Place
The service is distributed through two primary platforms: Facebook, Instagram
and food apps like: Shopee Food, Loship,... and direct purchases at the store located at
Duy Tan, in the Cau Giay area. Customers can conveniently place orders via their
smartphones or computers, depending on the device they use. Moreover, customers
have the option to visit Healthy Kitchen's physical location to enjoy delicious meals
and experience the cozy and comfortable ambiance we provide.
● Promotion

– Value-added service: we provide additional value to customers through

promotions. For example, when a customer buys a combo of 3 dishes of rice,
salad, and vermicelli, they will receive a free drink of any kind.

– Healthy Kitchen has programs to encourage customers to check in with the

shop's food with the required hashtag and will receive a gift of a custom rice
meal according to the customer's preferences.

– We provide free consultation services, dietary guidance suitable for each

person and provide product trial experience. These services enhance customer
experience and build trust with customers

– Healthy Kitchen combines the use of diverse distribution channels. From

offline stores to social networking platforms that help maximize access to

35
 potential customers. Besides, we also use marketing campaigns through
famous kols, influencers, and food vloggers to promote our brand.
● People
At Healthy Kitchen, we not only provide training in technical skills such as
service etiquette and food service procedures but also inculcate business culture and
professional ethics. This aims to elevate the overall culture and brand for the restaurant
while ensuring consistency in the food service process to create the best possible
experience for customers.
In addition, Healthy Kitchen’s staff use costumes with 3 main colors:
white, yellow and green, which are also the main colors of the brand. They are also
extensively trained in customer service behavior and attitude in a dedicated and
thoughtful manner, creating a complete experience and leaving a special impression on
customers.

Figure 10. Uniform

● Process

36
 Figure 11. Process
● Physical Evidence
Healthy Kitchen uses a simple and memorable message, 'Happy Bites, Happy
Life', which resonates deeply with our target audience.
Staff at Healthy demonstrate diligence through consistent service styles, wearing
uniforms and always maintaining a warm and friendly attitude towards customers. In
addition to product and service quality, we also focus on building a dining space with
a simple, new design and green, yellow, and white colors to create a fresh, youthful
look. At the same time, the restaurant space will be combined with green trees and
gentle music to highlight the green atmosphere, creating a peaceful atmosphere for
consumers. Above all, Healthy Kitchen not only focuses on the restaurant space but
also cares about every other small space to bring the best experience to consumers, for

37
example: the restrooms are cleaned regularly, always clean. Lemongrass scented wax
to deodorize,...

2.6. Production plan

2.6.1. Suppliers

2.6.1.1. Raw material suppliers

To be successful in the healthy food business, in addition to market research and
analysis of customer preferences, we must find a reputable source of goods. This is
one of the most important factors that helps our business build trust with customers
and ensure the ability to distribute goods in any quantity we need.
Nghia Tan Market (Cau Giay) is a reasonable choice. Here there is a full range
of foods from vegetables, fruits to meats and seafood. Although not as diverse and rich
in foods as Long Bien market or Den Lu market, Nghia Tan market will fully meet
your requirements in terms of quality, reasonable price and convenience.
In addition, occasionally we will import ingredients from Famfood- the
reputable distributor of pure imported foods in Hanoi. This is the import partner of
many large food companies from Australia, America, Canada, Denmark, Russia,
Brazil, Korea... With nearly 2 years of operation, Famfood has become a reputable
partner specializing in distribution of food.
2.6.1.2. Service suppliers
Delivery Service Providers: Delivery service providers need to be reputable,
ensuring food quality and delivery timeliness. Healthy Kitchen can cooperate with
some popular delivery platforms today such as: Shopee Food, Grab, GoJek,.,...

2.6.2. Plant & equipment

● Kitchen tools
Kitchen tools are used to prepare and cook healthy meals. These tools include:

– Cooking surfaces: gas stove

– Pots and pans: This includes cookware made from a variety of materials, such
as stainless steel, cast iron, and nonstick aluminum.

– Refrigerator: specialized for fresh food and specialized for processed food

– Cooking utensils: This includes knives, cutting boards, spatulas, spoons, and
forks.
38
 ● Serving tools
Serving tools are used to serve and package healthy meals. These tools include:

– Dishes: This includes plates, bowls, and cups.

– Containers: This includes takeout boxes, bento boxes, and reusable water
bottles.

– Napkins and paper towels: These are used to clean up spills and keep hands
clean.
2.6.3. Inventory

The inventory will be stored in the back of the kitchen. The following inventory
is needed:

– Spices and herbs: These can be used to add flavor to food without adding
unhealthy calories.

– Healthy fats: This includes nuts, seeds, avocados, and olive oil. Healthy fats
are important for brain health and heart health.

– Low-sugar condiments: This includes salsa, hummus, and balsamic vinegar.

Low-sugar condiments can add flavor to food without adding unhealthy
calories.

– All kinds of food boxes, chopsticks, and spoons packed to take home

– Kitchen utensils for cooking and presenting dishes

2.6.4. Technology (Software)

Order Management System: Healthy Kitchen utilizes a centralized system that

integrates with its online ordering platform, allowing for real-time order monitoring
and seamless communication with production and delivery teams.

39
2.6.5. Communication channels

Figure 12. Communication channels

Direct Communication Channels: These are communication channels through
which Healthy Kitchen can directly interact with customers, including:

– Restaurant: This is the primary communication channel for the business,

where customers can directly experience the dishes and services of the
establishment.

– Staff: The restaurant staff are individuals who have direct contact with
customers and can provide information and address customer inquiries.
Indirect Communication Channels: These are communication channels through
which the business cannot interact directly with customers, including:

– Social Media: Social media is the most prevalent indirect communication

channel today, allowing businesses to reach a wide range of potential
customers on platforms such as Facebook, Instagram and Tik Tok.

– Contact

+ Healthy Kitchen - 105 Duy Tan, Cau Giay District, Ha Noi City.

+ Tel: +84 8 6547 9238

+ Fax: +84 8 3699 5527

+ Email: healthykitchen3@gmail.com

2.7. Financial plan

2.7.1. Operating and gets (First three months)

a. Owners’ Equity

40
 – Owner's Capital: 600.000.000 VND
b. Total initial investment cost
Fixed Capital: 269.000.000
VND
● Startup Costs: Estimated to be around 4.000.000 VND.
Before embarking on the business journey, it's essential to delve into the
competitive landscape to understand the position and competitiveness of our
competitors. Here, we can purchase best-selling items from rival establishments to
explore their flavors and comprehend why those particular dishes attract a significant
customer base. For instance, each store is likely to have around 2-3 best-selling items
(with an average cost of 50.000 VND/item). In each area, there are approximately 2-3
stores with a similar business model. Therefore, the cost for market research is
estimated to range from 300.000 VND to 500.000 VND.

– Business Registration Fee: Estimated to be around 2.150.000 VND.

Types of fees Total amount

Business license registration fee at the Registration 50.000 VND

Office - Department of Planning and Investment

Registration fee for business establishment 100.000 VND

announcement on the National Information Portal

License fees (Charter capital under 10 billion VND) 2.000.000 VND/year

Table 8. Business Registration Fee

– Food hygiene and safety registration fee: Estimated about 1.300.000 VND

Types of fees Total amount

Fee for issuance of certificate of facility meeting food 150.000 VND/time

safety conditions for the first time

41
Facility reissue fee (renewal) 150.000 VND/time

Facility appraisal fee 500.000 VND/time

Facility inspection fee 500.000 VND/time

Table 9. Food hygiene and safety registration fee

● Business Space (approximately 100m2): Rental cost is around 25 million VND
per month. Typically, when leasing a space, landlords require a deposit for 6
months. Therefore, it is necessary to prepare around 150 million VND as a
deposit.
● Decoration and Design Costs (Estimated around 20 million VND): After
securing the space, it is essential to begin decorating the store according to the
desired style.
● Packaging Costs (Estimated around 5 million VND): Packaging includes paper
boxes and paper bags with silver lining for the food, along with disposable
utensils such as chopsticks and plastic spoons.
● Equipment Costs: Starting from 65 million VND.

– Tables and Chairs: Approximately 14 sets, with an average cost of around 1.5
million VND per set. This amounts to 21 million VND for tables and chairs.

– POS machine for cashier payment: 3 million VND.

– Kitchen Utensils: Around 42 million VND.

Houseware Total amount

Refrigerator: 2 pieces Hoa Phat freezer 400l: 5.000.000 VND

+ 1 specialized for fresh food Hoa Phat refrigerator 550l: 6.000.000 VND
+ 1 specialized for processed food

Oven: 1 piece Electrolux oven 56l: 7.000.000 VND

42
European stove: 2 pieces European stove with 4 gas burners
5.000.000 VND

3 cooking pots 3 industrial pots 6.000.000 VND

4 cooking pans 4 stainless steel kitchen pans: 2.000.000
VND

Kitchen utensils: bowls, plates, Estimated about 9.000.000 VND

spoons, chopsticks, ....

Table 10. House-ware

Working capital: Approximately 252.000.000 VND

● Buying ingredients: Because this is a store that sells clean food by calorie,
priority is given to buying food by date to ensure the freshness of the food.

– Buying food every day: Costs from 6 million VND/day => 180 million/month.
This price will depend greatly on the business situation of the store.

– Initial purchase of spices: About 1 million VND

● Paying salaries to employees: Estimated about 46 million VND

– Marketing department consists of 1 person: total payment: 8 million (full time)

– Kitchen department: head chef 10 million, assistant chef 5 million total

payment: 15 million (full time)

– 4 part-time service staff rotating shifts: 3 million/person/month, total 12

million

– 1 cashier: 4 million (full time)

– The security department paid a total of 7 million

● Advertising and sales promotion: Estimated about 10 million

– Running page on Facebook: 6 million VND/month

– After having a stable number of customers, to maintain and attract new

customers, the store needs to spend about 2 - 4 million VND for monthly
promotions.

43
 ● Electricity, water, telephone: Depending on the amount of use, each month will
have different prices, but the average consumption will be about 10 million
VND/month.
● Other costs incurred: About 5 million VND

Total initial investment cost 521.000.000

Owners’ equity 600.000.000

Provisions 79.000.000

Table 11. Other costs incurred

Operating Budgets in the first 3 MONTHS

Expenses January February March

Rent 25.000.000 25.000.000 25.000.000

Salaries 46.000.000 46.000.000 46.000.000

Business 4.000.000 0 0
registration fee

Design cost 20.000.000 0 0

Packaging 5.000.000 5.000.000 5.000.000

Equipment costs 65.000.000 0 0

Raw materials 181.000.000 181.000.000 181.000.000

Advertising 10.000.000 8.000.000 6.000.000

44
Depreciation 0 885.000 885.000

Other expenses 5.000.000 5.000.000 5.000.000

Taxes 16.200.000 16.200.000 16.200.000

Utility costs 10.000.000 10.000.000 10.000.000

Total 387.200.000 297.085.000 295.085.000

Table 12. Operating Budgets in the first 3 MONTHS

2.7.2. Cash flow - First year by month

Cash flow - Group 3

Table 13. Cash flow

2.7.3. Break even analysis

Break even point - Group 3

45
 Table 14. Break even analysis

2.8. Capital and venture fund mobilization

2.8.1. Capital and Venture Fund Mobilization Plan

The capital raising plan for Healthy Kitchen is expected as follows:

2.8.1.1. Identify Capital Needs:

– Estimate startup costs, including opening the store, equipment, fixtures, and
initial inventory.

– Determine working capital needs to sustain daily operations and meet debt
obligations.
2.8.1.2. Detailed Financial Planning:

– Analyze monthly expenses to determine the required amount for each cost
category.

– Calculate cash flow and determine the timing of capital mobilization.

2.8.1.3. Choose Capital Mobilization Methods:

– Mobilize personal savings.

– Seek loans from banks or credit institutions.

– Explore investment partnerships or investment groups.

2.8.1.4. Build an Attractive Business Plan:

– Prepare a detailed business plan illustrating profit opportunities.

46
 – Describe marketing and distribution strategies for products/services.
2.8.1.5. Prepare an Investment Portfolio:

– Develop a professional and appealing investment portfolio.

– Include information about the business, business plan, marketing strategy, and
financial projections.
2.8.1.6. Explore Government Support and Investment Funds:

– Investigate government programs or investment funds for small businesses

and startups.

– Engage with support agencies for additional details and guidance.

2.8.1.7. Engage with Investors and Banks:

– Approach investors interested in the healthy food sector.

– Discuss financing options with banks based on your capital needs.

2.8.1.8. Control and Financial Reporting:

– Establish effective financial control systems.

– Provide regular financial reports to investors and financial partners.

2.8.1.9. Continuous Evaluation and Optimization: Continuously evaluate and optimize
the capital mobilization plan based on business growth and market dynamics.
2.8.2. Other Capital Mobilization Plan

2.8.2.1. Borrowing from family and friends:

Our business can approach family members, friends, or acquaintances with
financial capabilities and negotiate to borrow funds for business operations.
Loan agreements: Establish loan contracts with familiar individuals, specifying
the loan amount, interest rate, and clear repayment conditions to ensure transparency
and compliance.
2.8.2.2. Individual investors:
Individual investors often have advantages in terms of experience and
relationships in the business field, so they can bring our business the following
benefits:

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 – Large source of capital: Individual investors often have more capital than
private businesses. This can help our business meet the need for large capital
to develop

– Experience and relationships: Individual investors often have experience and

relationships in the business field. This can help our business learn valuable
experiences and expand the business networks.
However, our business needs to have a feasible and persuasive business plan to
attract the interest of individual investors. The business plan needs to demonstrate the
business's potential for development and the profitability of the investment.
2.8.2.3. Financial institutions:
They are organizations that provide capital for businesses, including banks,
securities firms, etc. Financial institutions often have large sources of capital and
lower interest rates than individual investors. However, our business needs to have
collateral and meet the conditions of the financial institution. The conditions of the
financial institution often include:

– Our business needs to have collateral to secure the loan.

– We need to have a healthy financial situation and the ability to repay the loan.

– Our business needs to have a feasible and persuasive business plan.

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 PART 3. CONCLUSION

Healthy Kitchen has proven to be an effective business choice,

offering numerous opportunities for development. Through the
research and implementation period, we have observed that this model
not only meets the culinary needs of customers but also provides
various benefits. The bento-style restaurant model optimizes cooking
and serving processes, reducing customer waiting times and
enhancing the culinary experience. Additionally, the bento meal
system fosters flexibility for customers, allowing them to choose and
combine dishes according to their tastes and nutritional preferences.
Furthermore, this business model aids in cost and ingredient control,
increasing competitiveness while minimizing food wastage. This
results in financial benefits and sustainability for the enterprise. We
believe that diversity and innovation in bento design are crucial
factors in attracting and retaining customers. In conclusion, the bento-
style restaurant model not only offers a unique culinary experience but
also quickly adapts to market trends and diverse customer demands.
With these advantages, we are confident that Healthy Kitchen
will continue to thrive and make a positive contribution to the diverse
and vibrant culinary market.

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