PROJECT BACKGROUND:

• Government support: The government is focusing on the digital

revolution 4.0 to enhance Facility, Start-up Ecosystem and HR.

• Huge digital potential: Until Q1/2018, there are >588K active businesses
60%
ineffective
in Vietnam. Those which have high proportions (Retails, Motorbike care, use of I.T
Technology, Traveling, Exporting produces, etc.) are digitally potential. 80%
internet
• Google’s commitment to VN economy: As a Global company, Google
invisible
aims to upskill HR digitally & embrace female entrepreneurs.

Source: GSO Vietnam, Q1 Report, 2018 ~80% SMB

Project Challenges
• Limited budget for media &
execution
• Low conversion rate: From
registration to actual
attendance
• Retention Rate: Ensure trainees
from fundamental move up to
advanced programs later
Project objectives
• Upskill Vietnamese SMBs via
Digital 4.0 program
• Goals: Train 60,000
entrepreneurs by the end of
2018, and 500,000 by 2020
Communication objectives
• Awareness: Raise awareness of
the program with triggering
message
• Conversion: Call to enroll in the
program
 BRAND Role
• Expertise: Have full capabilities to
help SMBs upskill digitally
• Free & Easy to use: Google
products are useful for SMBs to
enhance their visibility online
 Google provide the best
package for SMB to be
digitally literate
audience insight Digital insight
SMBs OWNERS mostly want sales • Social media is a big source of daily
increase, along with simplicity and information: Active social users account
community values (knowledge, network & for 57% penetration
trainers)
• Over 1,000,000 monthly search queries,
Increase Valuable Simple which are relevant to the demand to
sales community execution learn or sale online (“lop hoc online
marketing”, “ban hang online hieu
qua”…).
SMBs IN THE NEXT 3-6 MONTHS
are confused and in need of clear direction, • Most consumers use online video to
solid foundation and guidance from experts relax, but 50% actively want to learn
something.
Foundation & Direction
Source: We are Social report, 2018; Consumer
Source: in-dept interviews with SMB barometer 2018; Google Ads KW planner 2018
 Google’s solutions:
 The communication
YouTube and SEM, can help
message should meet the
deliver our message to huge
audience’s expected values
target audience pool
“HIỂU KỸ THUẬT SỐ - TĂNG SỐ THẬT KỸ”
Master digitally - Escalate fully
“HIỂU”
Digital program from Google,
customized for Vietnamese SMB
The course, together with a free range of
Google tools to help SMB work smart and be
well-prepared for upcoming business waves
“TĂNG - SỐ - KỸ”
The project helps SMB ‘escalate’ quickly in term of:
• ROI: Up-scale, measurables, number of orders
• Community: Network, training and knowledge
With adherence to selective and credible sources:
Experts, trainers, new client network…
Full package solution: from learning at the
program, until finishing, and starting to make real
business results
INTEGRATED COMMUNICATION FRAMEWORK
AWARENESS ACTION CONVERSION ADVOCACY

Owned Website & Fan-page

Shared Partnership with Coffee Shop/ SMB Communities Partnership After Training

Earned Facebook Community & Ambassador Outreach

YouTube Ads
Paid
SEM

CONSUMER JOURNEY

Your Business
soars up
Register for Now you’re
Digital upskill
Digital 4.0 ready
training
Have Digital
Demand & intent
to register
 PARTNERSHIP: smb recruitment network
Why choosing SME, SMB and start-up communities?
For Google: For Partners;
• Get shared and earned media values • Branding & collaboration with global brand
• The target is on-point: Trainee & Trainers (Google)
• The great credibility of community leaders • Training opportunities for members
• Wi-fi Location

WHO ARE THEY?

Co-working Space Nationwide Provincial Mentoring model
Place for start- Reach for scale Better chance to
Thirsty for Digital,
up community and credibility approach Digital 
potential to scale up
to meet up Higher conversion rate

• Wi-fi location in • “Quản trị và khởi Start-up incubator • SME Mentoring 1on1
store: (i.e. The nghiệp” in local provinces: • Vietnam Startup
Coffee House, • “Khởi nghiệp Việt • Soc Trang Foundation
ToOng etc.) Nam” • Tra Vinh
• BSSC
• Recruitment information & touch points
HOW WE SHAKE HANDS? (conference, meeting)
• Trainer resources
For illustration only
PARTNERSHIP: after training support
Why AFTER TRAINING?
• The journey is COMPLETED: After the program, instead of leaving them hanging on
themselves, we will provide customized after-training packages to help them launch
their businesses successfully.
• For Google: Extreme added values for trainees, which encourage them advocate
• For partners: new clients and reputation when collaborate with Google

Who are the partners?

Training Expert Business Assets Go sales, go!
Google experts, SEO, website partner; Deal platform (iFind), E-
Partner trainers Design company (FirstCom) commerce (Tiki, Shopee)

How we help?
• Recording trainee
attendance at courses
• Package designed for
• Those who attend fully will
be offered 1 month
supervision after class, with
GG expert analyzing their
business and giving advice
• Package designed for SMB
who need to introduce their
products/services online
SMB who need help
with Website coding, • After the course, we’ll help
SEO and design connect the need and
demand from both sides
 The credible AMBASSADOR
The program ambassador is crucial to the project since
she has great influence over SMB market in Vietnam

Why Ms. Truong LY Hoang Phi*?

• Her reputation has been familiar with start-up
and SMB communities in Vietnam, as she is one
of the pioneers and trusted figure for
entrepreneurship.
• She is the modern woman who’s a perfect
match to permeate Google’s philosophy of
empowering women on business

How WILL she make impact?

• She will the connecting point for all SMB
communities.
• She will actively endorse start-up conference and
SMB groups while fervently highlight the
importance of Digital in doing business.
• She will call for recruitment for our program

*The ambassador can be chosen based on suggested criteria For illustration only
Community Hub & landing page
Community Hub Information Hub

Additional to fan page, a An official site curating all

close group will add in
more values:
• Open discussion,
sharing from trainers &
experts
• Case study analysis
• Partner networking
• Program registration
information about Digital
4.0 by Google
• Centralized information
• Case study analysis
• Partner networking
• Testimonials & brand material
• Program registration
(combine from 3 links)
For illustration only

Leverage digital materials

• SEM is to catch the demand of user always-on
• YouTube TrueView & Bumper Ads work better
together with Trainee Testimonial as material to
raise awareness
ROADMAP FOR GOALS 2018:
Launching
2019:
Q1+2: Open to
2020:
More Cities to
within HCMC, adjacent provinces roll-out,
Ha Noi and Da in collaboration nationwide
Nang with incubators (Offline + Online
Q3+4: Fully course)
launching offline +
online courses at
selected provinces

KEY SUCCESS PILLARS

KEY SUCCESS KPI
DESCRIPTIONS TOTAL KPIs
PILLAR 2018 2019 2020

Partnership - Help to spread out the program and

17,785
Recruitment recruit trainees

Paid Media Effectively leverage Google’s media to

4,900
Investment raise awareness and trigger registration 150,000 290,000 500,000
Create a healthy and sustainable online
Community
community for SMB
21,415
Advocacy/ Successfully roll-out partnership model 
Testimonials create WOM  recruit organic trainees
BUDGET $ 87,700 $ 197,325 $ 254,330 $ 539,355
 Challenge
•
•
•
Limited budget for media & execution
Low conversion rate: From registration to actual attendee:
Retention Rate: Ensure trainees from Fundamental move up
ROADMAP
SMB
to advanced programs later Year Budget
Recruitment
Audience • Our TA is sales-centric, desires valuable 2018 (Sep – Dec) 60,000 $ 87,700
Insight
community and simple execution
2019 150,000 $ 197,325

Digital • Visiting Social, Searching & Watching

Video are the top online activities of
2020 290,000 $ 254,330

Insight Internet users TOTAL 500,000 $ 539,355

“HIỂU KỸ THUẬT SỐ - TĂNG SỐ THẬT KỸ”

Master digitally - Escalate fully
PARTNERSHIP: PARTNERSHIP: PARTNERSHIP: Program Community & website SEM & YT Video (testimonials)
the coffee smb recruitment after training Ambassador
shop for smb network support Ms. Truong ly
Hoang phi
Partnership with Recruitment Complete the The lady with
The Coffee via SMB full journey to endorsement
House for Wifi communities help SMB on to spread out
location for scale and boards and communicati
regions see real results on message