MINISTRY OF EDUCATION AND TRAINING THE STATE BANK OF VIETNAM

HO CHI MINH UNIVERSITY OF BANKING

BUSINESS ADMINISTRATION FACULTY
-------------------

REPORT
WORKSHOP COFFEE BUSINESS PROJECT

Course: Entrepreneurship In The Digital Age

Class: DIM703_232_9_TA_L25
Teacher: Bùi Đức Sinh
Implementers: Group 6

Ho Chi Minh, June 2024

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 MEMBER INFORMATION TABLE

No Name No ID Phone Mail Picture

number
1 Vương Ngọc Minh Anh 050609211833 0773095108 050609211833@
st.buh.edu.vn

2 Nguyễn Lê Trường An 050609210025 0917245100 050609210025@

st.buh.edu.vn

3 Nguyễn Trần Mỹ Chi 050609211857 0932509733 050609211857@

st.buh.edu.vn
4 Nguyễn Thị Thu Huyền 050609211962 0982404254 050609211962@
st.buh.edu.vn

5 Ngô Như Ngọc 050609210882 0938666734 050609210882@

st.buh.edu.vn
 WORK DISTRIBUTION TABLE
No Name
1 Vương Ngọc Minh Anh
2 Nguyễn Lê Trường An
3 Nguyễn Trần Mỹ Chi
4 Nguyễn Thị Thu Huyền
5 Ngô Như Ngọc
Job description Percent Note
complete
- Divide work among 100% Leader
members
- Summary of content
- Contribute startup ideas
- Participate in contributing
ideas and creating content
- Responsible for the content
"Risk Management",
"Operations", "Finance"
- Participate in presentations
- Contribute startup ideas 100%
- Participate in contributing
ideas and creating content
- Responsible for the content
“Competitor analysis,
“Advertising & sales”,
“The Future”, “The
Finances”
- Draw 3D models
- Participate in presentations
- Contribute startup ideas 100%
- Participate in contributing
ideas and creating content
- Responsible for the content
“Products/services,
“Innovation”, “The
Finances”
- Draw 3D models
- Participate in presentations
- Contribute startup ideas 100%
- Participate in contributing
ideas and creating content
- Responsible for the content
"The Market", "The
Finances"
- Participate in presentations
- Contribute startup ideas 100%
- Participate in contributing
 ideas and creating content
- Responsible for the content
"The Business", "The
Finances"
- Participate in presentations
 TABLE OF CONTENTS
Business Plan Summary
The Business
The Market
The Future
The Finances
I. The Business
1. Business details
1.1 Products/services:
1.2 Registration details
1.3 License & permits:
2. Business premises
3. Organisation chart
4. Management & ownership
5. Key personnel
5.1 Current staff
5.2 Required staff
5.3 Recruitment options
5.4 Training programs
6. Products/services
6.1 Product/service description:
6.2 Market position:
6.3 Unique selling position:
6.4 Anticipated demand:
6.5 Pricing strategy:
6.6 Value to customer:
6.7 Growth potential:
7. Innovation
7.1 Research & development (R&D)/innovation activities:
7.2 Intellectual property strategy:
8. Risk management
9. Operations
9.1 Production process
9.2 Suppliers
9.3 Plant & equipment
9.4 Inventory
9.5 Technology (Software):
9.6 Trading hours:
 9.7 Communication channels:
9.8 Payment types accepted:
9.10 Warranties & refunds:
9.11 Quality control:
II. The Market
1. Market research
2. Market Objectives
2.1 Sales Targets
2.2 Profit Targets
2.3 Market Development Objectives
3. Industry Environment Analysis
3.1. Market Research Results
3.2. Market Size
3.3. Growth Potential:
4. Customer Research
4.1 Demographics:
4.2 Target Customer Groups
4.3 Customer Management Maintaining
5. SWOT Analysis
5.1 Overcoming Weaknesses
5.2. Addressing Challenges
6. Competitor analysis
7. Advertising & sales
III. The Future
1. Vision statement
2. Mission statement
3. Goals/objectives
4. Action plan
IV. The Finances
1. Capital Structure
2. Financial analysis
2.1 Estimate operating expense
2.1.1 Initial investment cost
2.1.2 Materials cost
2.1.3 Equipment cost
2.1.4 Chi phí nhân sự
2.1.5 Chi phí marketing
2.1.6 Depreciation of fixed assets
2.1.7 Operating expenses
2.2 Revenue forecast
2.3 Income Statement
2.4 Payback Period
2.5 Debt repayment schedule
2.6. Investment project appraisal
 TABLE OF FIGURES
1- Profit forecast over the years....................................................................................12
2-Business premises.....................................................................................................16
3-Organizational structure............................................................................................16
4-Design table: round floor...........................................................................................21
5-Design table: 1st floor...............................................................................................22
6-Design table: 2nd Floor + 3rd Floor..........................................................................23
7-Design table: 4th floor...............................................................................................24
8- Menu drinks and foods.............................................................................................26
9- Menu workshop and rest services............................................................................26
10-The size of the Vietnamese coffee market..............................................................48
 LIST OF TABLES
Table 1- Divide the interior area of the store................................................................17
Table 2-List all of the business owners........................................................................19
Table 3-Current staff.....................................................................................................20
Table 4-Required staff..................................................................................................21
Table 5-The maximum capacity table of each floor.....................................................26
Table 6-Table describing the coffee's services.............................................................27
Table 7-The average number of customers in 12 months.............................................30
Table 8- Risk management...........................................................................................36
Table 9- Plant & equipment..........................................................................................41
Table 10- Inventory......................................................................................................43
Table 11- Peak hour......................................................................................................44
Table 12- Segments customers based on three service product groups........................53
Table 13- SWOT Analysis...........................................................................................55
Table 14- Competitor details........................................................................................58
Table 15- Advertising & sales......................................................................................59
Table 16- Action plan...................................................................................................61
Table 17- Capital Structure...........................................................................................61
Table 18- Initial investment cost..................................................................................62
Table 19- Business registration fees.............................................................................62
Table 20- Repair costs..................................................................................................62
Table 21- Technology costs..........................................................................................63
Table 22- Cleaning the beanbag cost............................................................................63
Table 23- Materials cost...............................................................................................64
Table 24- Equipment cost.............................................................................................65
Table 25- Office hour salary.........................................................................................66
Table 26- Cost of labor.................................................................................................67
Table 27- Marketing costs in the first phase.................................................................67
Table 28- Marketing costs year 1 to year 10................................................................67
Table 29- Fixed asset depreciation expense.................................................................68
Table 30- Annual operating expenses from year 1 to year 5........................................69
Table 31- Annual operating expenses from year 6 to year 10......................................70
Table 32- Revenue estimates by week..........................................................................71
Table 33- Estimates by year 1 revenue.........................................................................71
Table 34- Revenue estimates from year 1 to year 5.....................................................71
Table 35- Revenue estimates from year 6 to year 10...................................................72
Table 36- Income Statement.........................................................................................72
Table 37- Payback Period.............................................................................................73
Table 38- Debt repayment schedule.............................................................................73
Table 39- Investment project appraisal.........................................................................74
Business Plan Summary
The Business
Business name: YEN Vietnam Co., Ltd.
Business structure: Limited Liability Company with 2 members or more
Mã số thuế: 03008944165
Business location: 527 Dien Bien Phu Street, Ward 25, Binh Thanh District, Ho Chi
Minh City.
Date established: 1/01/2025
Business owners: Vuong Ngoc Minh Anh, Nguyen Le Truong An, Nguyen Tran My
Chi, Nguyen Thi Thu Huyen, Ngo Nhu Ngoc
Products/services: The coffee workshop business model with a combination of a
cozy café and a space for creative handmade workshops, this business model will
bring a unique experience to customers. Besides drinks, the coffee also serves dishes
such as cakes and instant noodles,... very convenient for customers, especially
students when they don't need to spend time traveling far to buy. At the same time,
workshops such as making bracelets, decorating phone cases, decorating desk
mirrors,... is also a special point to attract customers. In addition, we also provide
comfortable and convenient rest services with beanbags.
The Market
Target market:
The cafe-workshop business model has identified three key target customer segments:
- Students: Seeking study, test prep, group work, and relaxation spaces with
dynamic, creative environments and reasonable prices.
- Office workers: Desiring lunch break relaxation, post-work socialization, and
quiet, comfortable spaces for personal tasks.
- Workshop enthusiasts: Interested in creative activities, skill-building, and
community engagement, often participating in extracurricular and personal
development programs.
Marketing strategy:
Planned Promotions and Expected Improvements:
  Build online presence (website, social media): Increase brand recognition and
information sharing.
 Grand opening event with special offers: Attract initial customers and create
buzz.
 Social media ads targeting students: Increase awareness and attract students.
 Connect with student groups: Grow popularity among local students.
 Monthly promotions (e.g., buy one get one): Increase revenue and repeat
business.
 Influencer reviews: Boost credibility and reach new customers.
 "Craft Masters" workshop event: Enhance customer engagement and direct
promotion.
 Student admission season promotions: Attract new student customers.
 Holiday promotions and decorations: Increase holiday season traffic.
The Future
Vision statement:
Our vision is to become the leading destination for students in Ho Chi Minh
City, where you can not only relax and study but also rest comfortably and safely. We
wish to build a creative and dynamic space, contributing to improving the quality of
life and learning of students.
Goals/objectives:
Short-term goals (6-12 months) include setting up and completing the shop's
infrastructure, creating and deploying marketing campaigns to introduce the shop to
local students, attracting at least 2,000 traditional cafe customers, 2,000 lazy chair cafe
customers, and 1,200 workshop participants within the first 3 months, as well as
collecting customer feedback to improve services.
Long-term goals (1-3 years) involve enhancing the brand's presence to become the
most popular coffee shop in the area, expanding to more locations in Ho Chi Minh
City or other student-dense cities, developing new services like promotions, student
events, printing, and book rentals, and implementing sustainable and environmentally-
friendly measures.
 The Finances

1- Profit forecast over the years

It is expected that the amount of capital needed to implement the project will be
mobilized from 2 main sources:

Capital Total Ratio (%)

Capital contributed by 5 members 500.000.000 33,33

Bank loans 1.000.000.000 66,67

In particular, loans from banks are made by businesses at OCB Bank with an interest
rate of 7.5%/year. The amount of capital from these two sources will ensure that
businesses carry out projects smoothly. However, it will also pose challenges when
creating financial risks and pressure to generate revenue to pay, requiring strict control
and optimal solutions from management. .
 I. The Business
1. Business details
Modern and increasingly developed life leads to higher and higher human
needs. Currently, there are many new products and services that have been born to
meet that need. Although it is not a new or unique service compared to the market, it
seems that cafes or milk tea are always an irreplaceable choice for all people,
especially in big cities. With a busy and stressful life due to the pressure of work and
study, everyone needs to relax and rest after tiring days. Cafes will be an ideal place
for people to have a relaxing and comfortable space to have meetings and
conversations with friends and relatives. The coffee – workshop business market is
one of the hottest markets today with an increasingly expanding customer base, so this
is an extremely potential business investment field.
Realizing that development, our team had an idea for a Cafe-workshop
business model with a unique and novel style. This is an idea, although not new, but it
will bring a completely new space, meeting the needs and preferences of customers
when coming here. Besides coffee, there are also a variety of other drinks and
attractive pastries that will be a place that anyone can hardly ignore. The shop wants
to target all types of customers, regardless of age, from students, students to office
workers, etc Adults,.... This business model offers flexibility to customers, from those
who just need a comfortable seat to relax to those who want a more private and quiet
space.
1.1 Products/services:
The coffee workshop business model is built including 1 basement, 1 ground
floor and 4 floors: 1 basement for parking, 2 floors for coffee, 1 floor for beanbag, 1
floor for workshop space. With a combination of a cozy café and a space for creative
workshops, this business model will bring a unique experience to customers. The
coffee shop near Hutech about a 3-5p walk, this will be an ideal place with many
promising and interesting things along with a very chill space in Saigon. Besides
drinks, the coffee also serves dishes such as cakes and instant noodles,... very
convenient for customers, especially students when they don't need to spend time
traveling far to buy. At the same time, workshops such as making bracelets,
decorating phone cases, decorating desk mirrors,... is also a special point to attract
customers.
1.2 Registration details
Legal registration name: YEN Vietnam Co., Ltd.
Type of business: Limited Liability Company with 2 members or more
Tax code: 03008944165
Issued date: 15/05/2024
Place of issue: Department of Planning and Investment of Ho Chi Minh City
Legal representative: Vuong Ngoc Minh Anh
Managed by: Ho Chi Minh City Tax Department
Status: Operating
1.3 License & permits:
- Required licenses:
Certificate of eligibility for food hygiene and safety.
Accommodation service business license
Product quality certificate.
Fire protection certificate.
Business license of a limited liability company with 2 or more members.
Business Registration License
- Types of insurance companies need to pay:
The company's social insurance premium: 17%, of which, 3% goes to the sickness and
maternity fund; 14% to the retirement and survivorship fund.
Health insurance: Health insurance premium rate is 4.5%, of which: employees pay
1.5%, units pay 3%.
Unemployment Insurance
Compulsory fire and explosion insurance
Civil Liability Insurance
Property Insurance
2. Business premises
- Business Location
Address: 527 Dien Bien Phu Street, Ward 25, Binh Thanh District, Ho Chi Minh City.
Dien Bien Phu Street has an extremely convenient traffic location when connecting to
main roads such as Pham Van Chi Street, Dinh Bo Linh Street,... The busy traffic
along with the convenience of moving contributes to attracting a large number of
potential customers, creating advantages for business activities here.
Besides, the surrounding area is close to busy residential areas along with diverse
utility services such as 3 to 5 minutes walk from Hutech University. This further
increases the business potential for the center, ensuring a stable and long-term
customer source.
- Description of business location
Business Location Description
Area: 96m2/1 floor
Length: 16m
Width: 6m
The premises have a spacious space with a structure including a basement and 1
ground floor with 4 floors, suitable for YEN's café-workshop business model, creating
favorable conditions for the arrangement of services. Each area will be designed by
the store to suit the needs of use, and at the same time bring convenience to employees
and bring an interesting and professional experience to customers at YEN, the shop
will have 4 main areas:
Table 1: Divide the interior area of the store.
BASEMENT Take advantage of it as a parking space for customers
GROUND FLOOR Normal tables and chairs + decorative paintings
1ST FLOOR Normal tables and chairs + decorative paintings
2nd FLOOR Bean Bag Space
3RD FLOOR Bean Bag Space
4TH FLOOR For workshop space
Table 1- Divide the interior area of the store

Contract Agreement
Rental price: 100 million VND/month
Lease term: 10 years
Payment method: Monthly payment
 2-Business premises

3. Organisation chart
The Cafe-workshop YEN business model with the type of business is a limited
liability company with 2 or more members, the organizational structure diagram is
built and decentralized according to function to facilitate the management process for
a start-up business. When encountering problems, organizing according to the model
can avoid overlapping functions and tasks between the departments of the coffee, this
model will help the problem to be solved more quickly. In addition, the functional
structure diagram is very suitable for YEN's business model when the services under
strict management according to the process will bring a comprehensive experience
and increase customer satisfaction when using the experience service at the coffee.

3-Organizational structure

4. Management & ownership

 Table 3: List of members of the board of members of a limited liability company
with 2 or more members:
STT FULL NAME JOB TITLE DEGREE RESIDENCE CONTRIBUTED
CAPITAL
1 Vuong Ngoc Administer Bachelor of Ho Chi Minh 100,000,000
Minh Anh Banking city million
2 Nguyen Tran Capital Bachelor of Ho Chi Minh 100,000,000
My Chi contributors Banking city million
3 Ngo Nhu Ngoc Capital Bachelor of Ho Chi Minh 100,000,000
contributors Banking city million
4 Nguyen Thi Capital Bachelor of Ho Chi Minh 100,000,000
Thu Huyen contributors Banking city million
5 Nguyen Le Capital Bachelor of Ho Chi Minh 100,000,000
Truong An contributors Banking city million
Table 2-List all of the business owners

5. Key personnel
5.1 Current staff
Table 4: Detailed table of personnel in the management board of a limited
liability company with 2 or more members:
No Job title Quantity Qualifications Job Description
1 Director/ 1 Graduated from university Responsible for all activities
Manager (Vuong majoring in Business of the coffee, operating
Ngoc Minh Anh) Administration. Have business activities to ensure
professional knowledge in the the quality of services at the
Coffee Business Field. More coffee.
than 3 years of experience in Motivate sales staff to achieve
business management and sales goals. Store cost and
administration. sales management including
budget management, store
operations, sales assurance.
Preparation of financial
 statements, reports on
business results. Statistics of
revenues and expenditures.
Declare and ensure
compliance with the law on
tax-related matters. Plan and
cost customer care.
Administer the work of
employees under the
management of the
department. Recruit and train
employees.
Table 3-Current staff

5.2 Required staff

Table 5: Detailed table of personnel of outsourced employees affiliated to a
limited liability company with 2 or more members:
STT Job title Amount Qualifications Job Description
1 Cashier 2 Graduated from Welcoming and guiding customers to pay.
high school or Record and process orders. Calculate and
higher. collect money.
Clean and sanitize the counter area. Revenue
reporting, revenue and expenditure
management, and daily revenue tracking and
reporting to management.

2 Barista 4 High school Prepare drinks and food according to

graduation or higher customer requirements.
Proficient use of specialized coffee
dispensers. Formulated according to the
recipe and requirements of the customer.
3 Waitstaff 6 High school Receiving, recording and processing
graduation or higher customer orders. Serving drinks and food to
customers in accordance with regulations.
Cleaning common toilets in the bar and toilet
areas... at the coffee.

4 Security 2 Experience as a Receiving and parking for guests coming to

guard security guard. the company and employees in the coffee.
Supervise and check the security situation to
avoid losing the café's belongings.
Table 4-Required staff

5.3 Recruitment options

YEN enterprises recruit personnel: grasp the elite, save costs. YEN enterprises
build a strict recruitment process to attract potential candidates, possess a positive
working attitude and high expertise. We recruit in two main ways:
- Recruitment via social networks: (Facebook, TikTok): These are 2 large,
popular social platforms and can access a huge source of candidates on the two most
popular social networking platforms in Vietnam: Facebook and TikTok. The
recruitment cost is completely free, YEN can post recruitment information without
paying any money, helping to save the budget for employee recruitment activities.
Easily search for potential candidates through job postings and interact with them
directly.
- Recruiting through the websites of YEN and TopCv helps:
● Fastest approach to the right group of candidates in the right major.
● Effectively screen work experience and skills.
● Connect information of all parties quickly (directly from the candidate's email
to submit the dossier or indirectly through the online application submission
via the website).
5.4 Training programs
YEN develops methodical training plans. There are 2 levels of training,
including:
- New training: This is a form of training for employees who have not been
trained in professional skills, but YEN has just started a business, so it will prioritize
recruiting more experienced employees. Therefore, new training will be reduced to
optimize costs and time.
- Advanced training: The target is employees who have good professional
qualifications and high skills to help employees increase their knowledge and skills at
a higher level. YEN always strives to bring a complete experience to customers, YEN
provides a variety of services, but for services with core values, bringing in a large
source of revenue, employees will be trained more advanced. Employees will receive
regular training, hone their skills, in order to improve their skills and professional
qualifications to serve customers in the best way.
6. Products/services
6.1 Product/service description:
The workshop cafe business model includes 1 ground floor and 4 floors.
Specifically: the ground floor and 1st floor will be a cafe business with normal chairs,
the 2nd and 3rd floors will be a cafe space with beanbags, and the 4th floor will be a
workshop space. In addition, YEN also has a basement parking space right inside the
building.
Design table:
Ground floor:
 4-Design table: round floor

1st floor:

5-Design table: 1st floor

2nd Floor + 3rd Floor:

6-Design table: 2nd Floor + 3rd Floor

4th floor:

7-Design table: 4th floor

 From the design drawing above, we have the maximum capacity table of each floor as
follows:

Floor Maximum capacity

Ground 42

1 52

2 36

3 36

4 40

Table 5-The maximum capacity table of each floor

The following is a table describing the coffee's services:

Product/Service Description
Services provide space Space:
and drinks YEN is designed with a modern and youthful style. The space is properly
arranged and divided into separate floors to ensure tranquility for guests.
In addition, the shop will also focus on decorating many beautiful, trendy
concepts so you can check in and take photos.
Drinks:
Extensive menu with a variety of drinks from coffee, tea and seasonal
drinks. Drinks are guaranteed to be hygienic, food safe and are prepared
by experienced bartenders.
Workshop service The workshop for making handicrafts such as bracelets, phone case
decoration, mirror decoration,... will be open from Monday to Sunday.
When participating in the workshop, customers only need to pay for
tickets, all ingredients and tools will be fully prepared by the shop. In
addition, customers can take home products made here at no additional
cost.
Rest service Customers are not required to buy drinks to sit in the coffee, they can pay
by the hour. For example, students just need to rest for 1 hour, they can
 use this service to save money. For rest services, the shop will also be
equipped with furniture to ensure the smoothest and most comfortable
feeling for users. Specifically, Beanbags are made from soft fabric and
filled with foam or cotton beads. Beanbags have a flexible design,
making them easy to move and arrange in rest areas.
Food service Focusing on maximizing customer convenience, the coffee also provides
food services such as cakes, mousse and instant noodles.
Table 6-Table describing the coffee's services

Menu:

8-Menu drinks and foods

 9- Menu workshop and rest services

6.2 Market position:

Cafe YEN is located near the University - where the student population is large
and demand is high. Based on market information, the shop's service model is oriented
towards the customer segment with medium to high income with the desire to bring
service users the best value. The shop positions its brand based on two core factors:
price and service quality. Compared to competitors, the coffee's services are
considered more innovative and diverse with a separate space. YEN is confident that
with a reasonable price, customers will receive the best service and quality from the
service and staff. Enthusiastic and experienced staff are trained to bring the best
experience to customers. YEN not only focuses on coffee business but also provides
hourly rest services and organizes Workshop activities throughout the days of the
week. Therefore, customers will feel satisfied with both their rest and entertainment
needs. From there they will decide to come back more often. In the future, the shop
expects the number of returning customers to increase by about 10 to 20%/month.
6.3 Unique selling position:
Services can be successful in the market thanks to a number of special points:
 Prime location: Located near Ho Chi Minh City University of Technology,
only 3 - 5 minutes walk. Besides, there are also a number of universities around such
as Foreign Trade, Transport,...
Reasonable price: Suitable for students' budgets, helping them easily access
services.
Diversify services: According to observations, nearby direct competitors only
focus on beverage and food services. Providing additional hourly and workshop
accommodation services creates a great competitive advantage suitable for customers
who like privacy, relaxation and entertainment.
Meet high demand: There are many students who study 2 sessions/day but
live far from school so they need a place to rest at noon. It is observed that workshop
activities are often crowded on weekends, so this business model will partly meet
customers' high needs for rest and entertainment.
Applying information technology: To maximize the experience and
convenience for customers, YEN applies information technology to build the coffee's
own social networking site system to promote, build image and information.
Announce promotional programs and promptly respond to customer complaints.
6.4 Anticipated demand:
According to the investment newspaper, most Vietnamese people occasionally
go to coffee about 1-2 times a month, with nearly 42.6% of survey participants
choosing to do so. Meanwhile, the proportion of diners going out for coffee 1-2 times
a week increased from nearly 23% in 2022 to more than 30% of survey participants.
Up to 6% of Vietnamese people participating in the survey admitted to going to coffee
every day. Cafe Workshop's target customers are students in Ho Chi Minh City,
especially Binh Thanh district. According to a report from website
tphcm.chinhphu.vn, by 2023, Ho Chi Minh City has about 9 million people, of which
students account for a large number because each year about 80,000 students take
admission to universities Colleges, Binh Thanh area alone has 9 universities. The
habit of going to a cafe to study or rest is one of the most popular trends among young
people, so the average likelihood of a person returning to use the service is about 2
times a week.
 Regarding the expected demand results, after the process of synthesizing
information and data, the coffee recorded the average number of customers it can
receive in 12 months:

Service Weekdays (Monday Weekend (Friday, Saturday,

to Thursday) Sunday)

Provide space, foods and drinks 90 130

Workshop 50 70

Rest 75 35

Total 1 day 215 235

Total number of guests per week (215 x 4)+(235 x 3)= 1565

Number of guests per month 1565 x 4= 6260

Number of guests per 12 months 75.125

Table 7-The average number of customers in 12 months

6.5 Pricing strategy:

Charming pricing strategy:
- Method: is a business strategy of setting a price lower than an integer.
Calculate and allocate prices ending in the number 9 such as 79k, 99k, 119k,...
for products.
- Target:
● Increase sales by applying a charming pricing strategy, YEN can boost sales by
creating the feeling of reasonable prices and attracting more customers.
● Enhance competition and optimize business revenue: this strategy helps
businesses compete better in the market, especially when compared to
competitors with similar or higher prices.
Discount strategy for customers:
- Method: Each customer who accumulates 2 million will be granted a VIP card.
VIP customers receive a discount of 20% to 30% of the total order value on
 their birthday month. In addition, customers accumulate points every time they
make a purchase and can use the points accumulated in the specified amount to
reduce prices for future purchases.
- Target:
● Increase purchase frequency and increase sales: encourage customers to shop
more often through periodic discount programs or when reaching a certain
spending level. From there, it helps the shop gain a huge amount of revenue.
● Increase brand recognition: attractive discount programs can increase brand
attention, helping the shop become more prominent in the market.
6.6 Value to customer:
Our Workshop cafe hopes to bring a lot of value and appeal to customers,
specifically:
- Aiming for comfort, relaxation, and stress reduction: it is not simply a cafe
selling regular drinks, the innovation point is to have a rest service for
customers (especially students). With furniture mainly made up of soft,
comfortable bean bags, YEN always wants to create an ideal space for people
to rest and relax. More than anyone else, the shop understands that having a
lunch break is extremely important, especially for students, it will help you
reduce stress and dispel fatigue after a study session. Therefore, the shop does
not require you to buy water to use the service, but we provide a cheap lunch
break service for you.
- Unique experience: open space on the rooftop with view towards Landmark 81
and Saigon streets will bring customers great emotions when watching the city
at night. Moreover, the shop also organizes daily Workshops with a variety of
options to help customers have fun moments with loved ones and make
souvenirs for their loved ones.
- Quiet and private space: with separate floors and comfortable bean bag chair
space will help customers feel private and convenient when resting. This is
especially important for those who need a personal space to relax or work.
- Convenient and economical: the shop is located quite close to schools so you
don't have to spend too much money. Parking service will also be free, lunch
 break service will also be sold at a reasonable price for all customers to have
access to.
6.7 Growth potential:
According to forecasts of the World Monetary Fund (IMF), Vietnam is one of
the countries capable of outstanding economic development in the next 5 years. The
strongly promoted driving forces of investment, consumption, tourism and import-
export are the driving force for the Vietnamese economy in general and the F&B
industry in particular to gain more growth momentum. In 2024, the market value of
the F&B industry in Vietnam is expected to increase by 10.92% compared to 2023
and reach more than 655 trillion VND. According to the survey, on average, 2 out of 5
people think that the atmosphere of a cafe brings better work excitement as well as is
an ideal place to rest for a short time. The unique feature of our cafe is that it has a
spacious open space to help customers feel comfortable while working. Besides, there
are also comfortable bean bags, private box rooms with full amenities such as power
sockets, free wifi,... It can be seen that nowadays people like to go to cafes to study,
rest or just simply Simple dating with lovers and friends is very popular, especially
among young people. Therefore, the growth rate of our products/services in the future
can be very large.
Considering the new market entry context, it is expected that in the first year of
operation, it will reach 90% of the estimated average number of visitors. In the next 3
years, this number is expected to reach 107%, 115% and 125% based on the industry's
development potential predicted by market research organizations. From year 4
onwards, although the market still developed and brought positive revenue and profits,
the number of competitors entering the industry increased rapidly. Therefore, the
number of customers is expected to reach 112% compared to the average number of
customers.
7. Innovation
7.1 Research & development (R&D)/innovation activities:
For cafe and rest services:
- Product development and diversification: the shop will focus on developing a
variety of safe, hygienic and high-quality drinks. Research and test new
 beverage recipes that combine coffee with unique ingredients such as herbs,
fruits, or alternative milks. Develop seasonal drinks to create appeal and
novelty for customers. Arrange a staff of 2 to 3 people to conduct market
research to promptly meet customer needs. In addition, staff training on service
skills is also focused to give customers the best experience.
- Improve quality and customer experience: Research and improve shop space to
create a comfortable, creative and user-friendly environment. Integrate
ecological design elements to create green spaces. Develop technologies that
customize the customer experience, such as a personalized online ordering
system or a mobile app that helps customers track a loyalty program. Establish
a team of professional customer care staff to respond to customer inquiries and
feedback.
For Workshop services:
- Diversifying workshops: Research and develop new types of workshops related
to environmental protection issues such as waste, plastic bags, plastic bottles,...
with the aim of achieving a green world.
- Collaborate with famous businesses or artisans: Invite local artisans to
organize handmade workshops, create connections with the community and
attract more customers interested in handmade arts.
7.2 Intellectual property strategy:
To protect its innovations, YEN can apply intellectual property protection
strategies such as registering brand names, logos, and product names to prevent others
from using them to cause confusion for customers. Protect any original works such as
menu designs, marketing materials, art and workshop content by registering the
copyright with the appropriate copyright agency.
Besides, on-site security is an important part. We have security cameras
installed in important areas such as the entrance, cashier counter, mixing area and
warehouse. The camera system should be able to record 24/7 and store data for a
certain period of time. Regularly test monitoring systems to ensure they are working
properly and that there are no blind spots within the monitoring range.
 Also for employees, we perform background and reference checks from new
employees' previous jobs to ensure they have no criminal record or theft-related
history. Train employees on on-site security measures, how to recognize and report
suspicious activities, and procedures for handling security incidents.
8. Risk management

Risk Likelihood Impact Strategy

Product risks Product safety risks due to Likely High Choose materials and tools that
using substandard materials and are safe and meet standards.
tools.
It is difficult to ensure the Research to enhance the
aesthetics and uniqueness of creativity and uniqueness of
workshop products. products that must suit
customer tastes.

Food safety and hygiene risks. Strictly comply with food

safety regulations, manage raw
materials, and train staff to
ensure hygiene and safety
during the preparation process.

Financial Initial investment costs are high Highly High Make detailed financial plans
risks due to having to buy machinery, Likely and strictly manage cash flow.
equipment, and raw materials.

Revenue is unstable because it Research the market,

depends on customer needs. understand market needs and
improve products and services
to meet customer needs.
Inventory risk Inventories of handmade Likely Medium Statistics and checking the
 products can be high due to quantity of imported and
slow consumption cycles. exported goods each week.
Plan a reasonable collection of
goods.
Market risks Fluctuating customer needs Likely High Analyze and understand market
according to trends. needs and customer trends.

Human It is difficult to find and retain Highly High Build a clear recruitment
resource risks employees with manual skills Likely process, select candidates who
and experience. are experienced and suitable
for the position.
Develop reasonable salary,
bonus and remuneration
policies to attract and retain
talented people.
Risks due to incidents or Develop regular training
employee errors during the programs to improve employee
production process. capacity.
Competition Face competition from other Highly High Build a unique brand, space,
risks cafes and similar workshop Likely and services, different from
activities. your competitors.
Carefully research the market
and competitors to create an
appropriate business plan.
Build creative marketing
strategies such as promoting on
digital platforms and
organizing events.
Supply risks Increasing supply prices, supply Likely Medium Diversify supply sources.
quality is not guaranteed Check before receiving goods,
return if poor quality.
Service Service is not dedicated, Likely High Train professional staff with
quality risks affecting customer experience. good service skills.
Lack of amenities, not listening Listen to customer feedback,
to guest feedback. improve continuously.
Fully equipped with amenities
to enhance your experience.
Security risks Fire safety incidents. Unlikely High Equipped with a fire alarm
system, fire extinguisher,
surveillance cameras and clear
emergency exits.
Train staff on fire prevention
and fighting periodically.
Situations where customers Unlikely Medium Build a tight security system
cause disruption, theft, or fights with surveillance cameras.
threaten security. Strictly control access,
ensuring safety for customers
and assets.
Have procedures to promptly
respond to unusual situations.
Table 8- Risk management

9. Operations
9.1 Production process
Providing services to customers includes:
- Food and beverage service.
● Customers pay immediately when purchasing drinks and food
● The staff will issue the bill and give the customer a vibrating device to get the
drink
● The staff prepares water and food for customers then notifies the vibrating
device for customers to pick up
- Workshop service
 ● Customers choose the handmade package that they make. Fees range from
30,000-100,000 to participate in the workshop
● Staff will provide materials that customers have chosen such as back covers,
mirrors, lanyards, etc. and other necessary materials such as glue and scissors.
Decorative materials will be left at the free counter for customers to choose
according to their preferences.
● The staff is always on duty to observe and guide each specific step in the
process
● Customers can order food and drinks to enjoy during the workshop
- Rent a resting place (beanbag)
● Check-in and check-out: After completing the check-in procedure, staff will
guide customers in using available facilities.
● Check in:
+ Staff will record entry time, customer service information and customer
name and phone number
+ Customers will receive an invoice recording the service rental
● Check out:
+ When paying, the staff will calculate the total service time based on
check-in/out hours
+ The customer pays the total number of hours converted into money
based on the rate schedule
- Beanbag cleaning process
To ensure a safe and comfortable environment for customers, we always pay attention
to hygiene. Lazy chairs are disinfected daily with UV rays with a nano disinfectant
sprayer, helping to effectively antibacterial and kill viruses with new technology
combined with alcohol, ensuring safety when used. In addition, the bean bag chairs
are also washed and dried twice a week. After 6 months, they will be completely
replaced, to give customers the best experience.
9.2 Suppliers
- Wao: WAO Tea Factory currently provides leading whole-leaf tea products in
the Vietnamese market: whole-leaf black tea, green oolong tea, roasted oolong tea,
and jasmine green tea. WAO distributes to more than 2,000 large and small customers
in 63 provinces. WAO provides comprehensive solutions for F&B industry customers:
consulting services for coffee operation and setup, staff training, and supply of recipes
and materials.
- Coffee concept: With more than 10 years of experience providing high quality
green and roasted coffee products to partners and customers across the country,
Coffee Concept has a deep understanding of the coffee industry and Coffee Concept
always adheres to strictly adhere to and achieve quality certificates according to ISO,
4C, Rainforest Alliance standards and coordinate with the Dutch non-governmental
organization SNV to protect coffee from deforestation.
- Vinamilk: Provides mixing ingredients including sugar, condensed milk, and
fresh milk. Vinamilk is a brand belonging to Vietnam Dairy Products Joint Stock
Company, known for products such as: Fresh milk, powdered milk, condensed milk,
yogurt, nutritional water. All feed for dairy cows is mixed according to the TMR
(Total mixing rotation) method. to ensure rich nutrition, abundant and high quality
milk. In addition, each dairy cow is bathed once a day and allowed to walk in the
playground to relax. During the milking process, cows listen to soothing instrumental
music. Vinamilk places great emphasis on investing in technological equipment. All
livestock barn systems are built by the company according to the most modern
standards in the world. With continuous improvement and development, Vinamilk is
increasingly perfecting quality assurance and achieving many certification standards.
- Acecook Vietnam: Provide instant noodles. Acecook Vietnam is a
Japanese-invested company, the leading producer and trader of instant foods in
Vietnam. Acecook Vietnam's products have been present in more than 20 countries,
favored by consumers and voted as reputable and quality products for more than 25
years.
- Italio: Provides cakes. Launched in March 2021, Italio brings to all f&b &
coffee shops batches of cakes that are handcrafted with guaranteed ingredients,
standard recipes and bakers who put their heart into each batch. The cakes coming to
the store are the freshest and best quality cakes.
 - Nguyên liệu pha chế Minh Quân: Minh Quan mixing ingredients is a reputable
and experienced address with more than 10 years of operation. A place that gathers a
variety of quality mixing ingredients including flavorings, syrups, toppings, and other
mixing additives. Committed to providing high quality products, quality raw
materials, imported from reliable sources and under strict quality control.
There are also other raw material suppliers as follows:
- Ly Nhựa Giá Xưởng: Providing packaging, cups, spoons, plastic straws
- Nubiso-Đồ chơi cho bé: provide charms
- Beadia poplove: Provide materials for making bracelets
- Giá xưởng vn: Providing transparent silicone cases for all phone lines
- Phụ kiện trang điểm Hà Minh: Provide hand mirrors
- Chậu Bonsai Sài gòn: Providing terracotta pots
- MrsTruongShop: Tote bags provided
- Thiên Long: Provides colors and brushes
Maintaining good relationships with suppliers is very important for businesses
to stabilize operations and improve product and service quality. Therefore, we always
try to maintain good relationships with suppliers:
- Set ground rules: The contract with the supplier is the foundation for the
relationship between the two parties. Therefore, transparency is extremely
important to this business partnership. Establish a clear contract from the
beginning to ensure partners understand and comply with the terms.
- Pay on time: For suppliers cash flow and late payments can cause big
problems. Understanding this, we will always pay on time as originally agreed.
- Provide positive feedback and suggestions to suppliers: Give positive feedback
when they do well and resolve problems as soon as they occur. By resolving
problems as soon as they arise, both parties are guaranteed to prevent problems
in the first place. Besides, we always listen and resolve complaints and
complaints professionally if any.
- Communicate regularly: Regularly contact suppliers to update information,
discuss needs, plans, and changes. Organize meetings and events to strengthen
the bond between the two sides.
 - Build trust: Ensure on-time payment, keep commitments to suppliers. Share
information and plans clearly and transparently. Recognize and thank the
supplier's efforts.
9.3 Plant & equipment

No Category Quantity Supplier

1 Beanbags 160 KUNHEV
2 Small table 40 VIVU DECOR OFFICIAL
3 Table with 2 chairs 13 Nội thất Phi Tuấn
4 Long table with 4 chairs 27 Luzo
5 Chairs 134 capta vn
Display cabinet for
6 6
decorative materials Luzo
7 Shoe shelves 4 Nội thất HT
8 Dispensing counter 1 Nội thất Phi Tuấn
9 POS computer 1 MÁY BÁN HÀNG POSAPP PAM2
10 Air-conditioner 8 Máy lạnh chính hãng
11 Power socket 10 Điện máy xanh
12 Iron lantern hanging lamp 30 HPOS247
13 Tubular spotlight 36 HPOS247
14 Wifi set 5 CellphoneS
15 Camera 11 Thế giới di động
16 Blender 3 Điện máy xanh
17 Super speed kettle 2 Điện máy xanh
18 Fridge 2 Toshiba Inverter
19 Freezer 1 sanaky
20 Cake display cabinet 1 Bếp đỏ
21 Glass sink 1 inoxyennam
22 Fire extinguisher 10 binhchuachayhcm
23 Cleaning tools 2 meta.vn
24 Broom + dustpan 2 bachhoaonline
25 Ceiling fans 5 dienmayviendong
26 Loudspeaker 5 hdradio
27 Electronic menu board 2 DecorBB
28 Disinfectant spray gun 4 súng phun khử khuẩn
Table 9- Plant & equipment

9.4 Inventory
Inventory item Unit price Quantity in stock Total cost
Beanbags 158.013 80 12.641.040 đ
Disinfectant spray gun 59.000 2 118.000 đ
Phone case 7.000 300 2.100.000 đ
Tote bag 29.000 300 8.700.000 đ
Terracotta pots 7.500 300 2.250.000 đ
Mirror 19.000 300 5.700.000 đ
Colored pens 9.000 144 1.296.000 đ
Paintbrush 8.000 33 264.000 đ
Water color 5.000 144 720.000 đ
Cocoa powder 100.000 25 2.500.000 đ
Mint syrup 195.000 8 1.560.000 đ
Chestnut syrup 110.000 8 880.000 đ
Strawberry syrup 65.000 8 520.000 đ
Chocolate powder 160.000 12 1.920.000 đ
White lychee 30.000 8 240.000 đ
Green apple syrup 35.000 8 280.000 đ
Peach syrup 270.000 8 2.160.000 đ
Soaked peaches 30.000 8 240.000 đ
Thai green tea 89.000 25 2.225.000 đ
Cup instant noodles 228.000 2 456.000 đ
Packaged instant
noodles 135.000 2 270.000 đ
Plastic cup with lid
360ml 700 1000 700.000 đ
Plastic cup with lid
500ml 730 1000 730.000 đ
Plastic cup with lid
700ml 810 1000 810.000 đ
Straw 36.500 8 292.000 đ
Plastic spoon 149 1000 149.000 đ
Bag plastic 28.500 1 28.500 đ
Sugar 29.825 17 507.025 đ
Fresh milk 334.335 8 2.674.680 đ
Condensed milk 64.124 7 448.868 đ
Coffee 310.000 17 5.270.000 đ
Atiso tea 420.000 8 3.360.000 đ
Oolong tea 216.000 17 3.672.000 đ
Cake 230.000 2 460.000 đ
Cookies mini 20.000 20 400.000 đ
Total 66.542.113 đ
Table 10- Inventory

9.5 Technology (Software):

Pos app management software: Tools to support management of operational
aspects: employees, materials, warehouses, reports, invoices, payments, dishes,...
 - Manage food and drinks ordered by each area.
- Support monitoring hourly billing and total order billing on each machine
- Supports electronic invoice issuance from cash register
- Detailed shift management - Report payment slips and detailed revenue during
the shift. Helps control and detect losses immediately during shifts.
- Accumulate points to receive Vouchers: Each time a customer experiences a
service at the store, the corresponding points will be added to their account on
the website. When customers reach the system's specific point accumulation
limit, they will receive a voucher from the store.
To increase recognition and reach customers, businesses will build Facebook,
Tiktok and Instagram channels. This is where detailed information about the store is
provided, including address, opening hours, menu, products, services and promotional
information. Share blogs, video content about creative aspects, making crafts to
increase engagement. At the same time, take care of and receive feedback from
customers. Promotional activities and channel building will be responsible for the
Marketing team staff.
9.6 Trading hours:
The shop is open from 7:00 a.m. to 10:00 p.m. every day of the week.

Services Peak hour

Services provide space Ordinary day 18:00 - 21:00

and drinks
Weekend 10:00 -14:00
18:00 - 21:00

Rest service Ordinary day 10:00 -14:00

Weekend

Workshop service Ordinary day 18:00 - 21:00

Weekend 10:00 -14:00

18:00 - 21:00

Table 11- Peak hour

Expected peak trading time:
- For coffee business and leisure services: the time frame from 10:00 to 14:00 is
usually peak hour. At this time, office workers and students will go out for
lunch breaks and go to cafes to relax and recharge. From 6:00 p.m. to 9:00 p.m.
is also the time when the shop is crowded because at this time, people after
work or school will stop by the coffee shop to meet friends, relax and enjoy
coffee.
- For workshop activities: It is predicted that it will be most crowded in the
evening, around 6:00 a.m. to 9:00 p.m. This is the time when many people can
participate in workshop activities, after completing the day's work.
- In particular, weekends (Friday, Saturday, Sunday) and holidays and long
breaks (Tet, summer, April 30 - May 1) are the days when the coffee is most
crowded. This is the time when many customers have free time and want to
find creative and relaxing experiences, and families want to find fun and
entertaining activities.
It can be seen that the most profitable times are weekends and holidays, and long
breaks will be the most profitable times, when customer demand is highest. During the
week, afternoons and evenings can also be quite good times, when people want to find
a creative and relaxing space after work. However, peak times may vary by season:
- Summer: Demand is higher because people need to have more fun and relax.
- Winter: Demand may decrease due to cold weather and people go out less.
- Holiday season: High demand because people have a lot of free time.
To adapt to changes, the shop will propose the following policies:
- Increase service efficiency, personnel, and fully prepare materials during peak
seasons such as holidays and weekends.
- Diversify promotions to attract customers during periods of lower demand.
- Implement promotions and incentives to stimulate customer demand during
low seasons.
9.7 Communication channels:
Customers can contact via social network channels facebook, instagram, tiktok.
This is the place to post information, images, videos about space, products, creative
activities at the store and is a place to interact directly. Communicate with customers,
answer questions, receive feedback. In addition, customers can also contact via email
or call the phone number for the fastest support.
9.8 Payment types accepted:
- Cash payment:
Customers can pay in cash when buying drinks and food at the coffee or when
registering to participate in workshops.
- Electronic payment (e-wallet, bank transfer):
Connect with popular e-wallets such as Momo, Zalo Pay, VnPay.
Allows customers to pay online for services and products through these applications.
9.10 Warranties & refunds:
9.10.1 Return regulations
- Cases of return:
● Workshop products have technical errors and manufacturer errors
● The coffee made the wrong dish compared to the customer's order
● Spoiled and poor quality drinks and food
● The buyer paid but did not receive the product;
If you detect the above cases, please do not receive the goods and ask our staff to
confirm the condition of the device on the spot and request a return. Otherwise, the
customer must immediately report the status of the defective goods to us within 30
minutes from the date of receiving the goods to receive support for replacement. After
30 minutes, we will not support the solution because by default the customer has
agreed. comments on the product.
- General conditions and return regulations:
● Customers will receive a 100% refund of the drink value if they are not
satisfied with the quality.
● Full retail invoice from the store
● Time to exchange goods is no more than 30 minutes from receipt of goods
(based on purchase invoice)
9.10.2 Refund Regulations
- Refund form:
 ● Will renew the product for customers. In case the product is no longer
available, we commit to refund 100% of the fee that the customer has paid to us
through forms such as: cash at the company or bank transfer account for
customers.
● Give customers a discount voucher for their next purchase if the shop is
completely at fault
● Returns due to the buyer changing their intention to purchase will not be
accepted.
9.11 Quality control:
Raw material quality management:
- Choose a reputable supplier with clear origins, ensuring quality and hygiene.
- Check and evaluate raw material samples before importing goods, ensuring
they meet standards.
- Apply appropriate preservation methods to avoid contamination and damage.
Product quality control:
- Perform product quality checks during the preparation process
- Training and improving skills for employees, guiding the correct
implementation of formulas and proper use of equipment and tools.
- Service quality management:
- Develop detailed customer service processes, including reception, consultation,
and product delivery.
- Train employees on communication skills, listening, and handling situations
with customers.
- Conduct surveys and get feedback from customers about service quality every
2 months.
- Set up indicators to evaluate service quality such as response time and
customer satisfaction rate.
- Perform daily cleaning, ensuring the space is clean and comfortable. For
beanbags , wash them twice a week and replace them once every 6 months.
Warranty policy and complaint handling:
- Develop a clear, public warranty policy suitable for each type of product.
- Establish a process for receiving and handling complaints quickly and
effectively.
- Assign competent and experienced personnel to resolve complaints.
- Actively interact, explain and compensate customers appropriately when there
are legitimate complaints
 II. The Market
1. Market research
Market Research YEN conducts market research based on reports published on
the Internet and by analyzing competitors. Accordingly: The size of the Vietnamese
coffee market is estimated to reach USD 511.03 million in 2024 and is expected to
reach USD 763.46 million by 2029, growing at a CAGR of 8.13% during the forecast
period (2024-2029). Vietnam has developed a long-standing coffee culture. The
country has many companies involved not only in domestic coffee business activities
but also in establishing their presence in foreign markets. Additionally, increasing
global access, Western culture, and the penetration of long-established coffee brands
are predicted to be key factors driving the expansion of coffee chains in Vietnam.
Simultaneously, the more sophisticated tastes of the local population are expected to
support the domestic coffee market. Moreover, the increasing acceptance of coffee is
due to the emergence of premium stores from companies like Highland's Coffee,
Starbucks Corporation, Phuc Long, and Trung Nguyen, among many others, thus
driving market growth. For instance, in November 2022, Coffee House operated over
150 stores across Vietnam. Furthermore, these stores have incorporated an
experiential element into coffee drinking by creating appealing and relaxing
atmospheres, helping them increase revenue. In November 2022, the parent company
of The Coffee House, Seedcom, announced that the coffee chain achieved annual
revenue growth of 53%, reaching VND 564 billion (USD 22.7 million) in the nine
months ending September 30, 2022. Additionally, domestic coffee chains are focusing
on establishing new 'premium' store formats to meet the increasing demand for
enhanced dining and coffee experiences among Vietnamese consumers. For example,
in January 2023, the Vietnamese coffee chain The Coffee House launched a new
'exclusive and premium' coffee brand, SIGNATURE by The Coffee House, at the
Crescent Mall in Ho Chi Minh City to meet the growing consumer demand for
premium coffee products and experiences nationwide. Such developments occurring
domestically are expected to further drive market penetration within the country.
Besides, YEN also conducts extensive statistical research using both primary and
secondary data sources. We will design and distribute a survey/questionnaire to
students and staff at Hutech University to collect information on their needs and
preferences. Additionally, we will create demographic analysis and trend analysis in
the Binh Thanh area. A copy of our survey/questionnaire is attached.
2. Market Objectives
2.1 Sales Targets
First-year revenue is estimated to reach VND 3 billion and will grow by about
6.6% per year (according to domestic coffee consumption forecasts in Vietnam at
approximately 6.6% per year).
2.2 Profit Targets
Based on the average profit margin of the coffee industry ranging from 20% to
25% of total revenue, along with detailed financial tables, YEN's expected profit is
estimated to be about 30% of total revenue.
2.3 Market Development Objectives
YEN will strongly focus on providing excellent customer service and
effectively managing the business model. This will serve as the foundation and
premise for YEN to develop subsequent business directions under the Franchise
Business model:
- Short-term goals (6 months - 1 year): Establish a solid and successful business
model in Ho Chi Minh City. Build and test Standard Operating Procedures
(SOPs) to ensure service quality.
- Long-term goals (2 - 5 years): Franchising: Open at least 3 franchise locations
in other major cities within 3 years. Branding: Build and promote the Cafe-
Workshop brand to become one of the leading brands for study and creative
spaces.
3. Industry Environment Analysis
3.1. Market Research Results
- Population and growth: The area around Hutech University, Binh Thanh
District, Ho Chi Minh City, has a dense population, especially students from all over
the country coming to study. The student population is continuously increasing yearly
due to annual admissions of universities in the area.
- Prime geographical location: This area has many universities, colleges, and
educational centers, hence a long-term presence of educational institutions and
potential employers. Businesses and companies also gather around this area to access
the young and dynamic workforce.
- Economic stability: Ho Chi Minh City is the largest economic center in
Vietnam, with a stable and diverse economy. Binh Thanh is one of the districts with
strong development in both commerce and services, especially services related to
education and entertainment.
- Seasonal market fluctuations: Although there are some minor seasonal
fluctuations (e.g., exams, summer vacations, holidays), the demand for study and
relaxation spaces for students is relatively stable throughout the year. During holidays
and weekends, the demand may increase as students have more free time.
3.2. Market Size
The size of the Vietnamese coffee market is estimated to reach USD 511.03
million in 2024 and is expected to reach USD 763.46 million by 2029, growing at a
CAGR of 8.13% during the forecast period (2024-2029).

10-The size of the Vietnamese coffee market

 - Size: With thousands of students from universities around the area, the
potential market is very large. Besides students, there are also lecturers, staff, and
residents living and working around the area. Recent Trends: The trend of using
coffee spaces to study and work outside of formal study hours is increasing strongly.
The demand for soft skills workshops and personal development is also becoming
more popular. 3.3 Growth Potential:
- Opportunities: By providing a multifunctional space for studying, relaxing, and
participating in workshops, the cafe-workshop model can fully meet the needs of
students and the surrounding community. The growth potential is very large due to the
continuous demand and the annual increase in the number of students. Service
diversification in the market: When the cafe-workshop model goes into operation, it
will create a new and attractive option for students and other customers. Not only does
it meet the need for study and relaxation spaces, but it also allows customers to
participate in skill development activities and expand social networks. The diversity in
services provided will enrich the customer experience and attract new customer
groups.
3.3. Growth Potential:
- Opportunity: By providing a multi-functional space for studying, relaxing, and
participating in workshops, the cafe-workshop model can fully meet the needs of
students and the surrounding community. The potential for growth is huge due to
continued demand and the increase in student numbers every year.
- Diversification of services in the market: When the cafe-workshop model
comes into operation, it will create a new and attractive option for students and other
customers. Not only does it meet the need for study and relaxation space, but it also
creates conditions for customers to participate in skills development activities and
expand their social network. Diversity in service offerings will enrich the customer
experience and attract many new customers.
4. Customer Research
 4.1 Demographics:
To achieve business effectiveness, YEN conducts customer segmentation and
from there, identifies the target customer groups. Specifically, YEN segments
customers based on three service product groups as follows:

Provide space, foods and Workshops service Rest service

drinks service

Age 18-40 20 - 45 18 - 40

Gender male and female male and female male and female

Occupation Students, office workers, Diverse, including office Students, office workers
professionals, managers, workers, freelancers,
freelancers entrepreneurs, teachers,
and other professions
with personal skill
development needs

Income From VND 3 million to 30 Average income from From VND 3 million to 30
million per month, depending on VND 10 million to 30 million per month,
the occupation group million per month depending on the occupation
group

Lifestyle and - Students: Passionate about - Students:

behavior Dynamic, love to explore, learning, creativity, and Need space to rest and relax
participate in activities outside personal development. after class or during
of study hours. They prefer Frequently participate in stressful test preparation
youthful, modern, and creative workshops to improve periods.
spaces for studying, group work, soft skills, learn new - Office workers: Looking
test preparation, rest, and knowledge, and expand for a quiet place to rest after
relaxation. social networks work or during lunch breaks
- Office workers: Appreciate spaces with a that comfortable, convenient
 Stable lifestyle, need a space to creative environment, spaces with easy access to
work outside the main office, diverse workshop support services such as the
meet partners, or relax after content, and a positive, internet, food, and drinks.
work. dynamic community.
- Freelancers:
Flexible in terms of time and
workplace, need a convenient,
comfortable workspace with
support services such as high-
speed internet, food, and drinks.

Table 12- Segments customers based on three service product groups

4.2 Target Customer Groups

Through the mentioned customer segmentation, the Cafe-Workshop business
model identifies its target customer groups with the following characteristics:
- Students: High demand for study, test preparation, group work, and relaxation
spaces after school hours. They prefer dynamic, creative spaces with reasonable
prices. This group of customers is young, dynamic, and frequently looking for new
places to study and socialize.
- Office Workers: Have a habit of going out during lunch breaks to relax and
recharge. After work, they also tend to visit cafes to meet friends, colleagues, or
simply relax after a stressful day. Additionally, they need a quiet, comfortable space to
relax, chat, or do personal work.
- Workshop Enthusiasts: Want to participate in creative activities, learn new
skills, and expand their network. They enjoy exploring, learning, and socializing with
the community. This group of customers is dynamic, likes participating in
extracurricular activities, and personal development.
4.3 Customer Management Maintaining
- Friendly interaction: Employees will be trained to communicate in a friendly
and professional manner with customers, always listening and promptly meeting their
needs.
 - Quick feedback: Ready to receive and respond to customer feedback and
complaints quickly and effectively, to improve service quality.
- Customer retention strategy:
● Loyalty program: Apply point accumulation programs, and incentives for
frequent customers to create engagement and encourage repeat visits. Periodic
promotions: Implement periodic promotions and discounts for services such as
drinks and workshops to attract and retain customers.
● Organizing special events: Organize special events such as concerts, talks, or
themed workshops to create novelty and attract customer participation.
● Maintaining customer return: Service Quality: Ensure high-quality service from
space, and drinks, to workshop activities, creating an excellent experience for
customers. Friendly Space: Design a comfortable, friendly space suitable for
both studying and relaxing, helping customers feel at ease whenever they visit.
● Continuous Innovation: Continuously update and innovate the drink menu and
workshop content to bring freshness and meet
By implementing these measures, YÊN believes that the cafe-workshop
business model will not only attract but also retain many customers, creating a
cohesive and sustainable community.
5. SWOT Analysis

Strengths: Weaknesses:
- Ideal Location: Located near - High Competition: The cafe and
universities such as Hutech in Binh Thanh co-working space market in Ho Chi Minh City is
District, Ho Chi Minh City, attracting a large highly competitive, requiring the model to be
number of students and office workers in the innovative and creative to stand out.
area. - High Initial Costs: The initial investment to
- Multi-functional Space: Provides build the space and purchase workshop equipment
flexible space for studying, group discussions, can be substantial.
workshops, and relaxation, meeting the diverse - Operational Management: Ensuring
needs of customers. continuous operations, maintaining service
- Diverse Services: Combines a quality, and professionally managing staff is a
cafe with workshops, offering customers a blend challenge due to the limited knowledge and
of learning and entertainment experiences. experience of the project owner.

Opportunities: Threats:
- Increasing Demand: Today's students - Market Volatility: Market fluctuations and
have a high demand for study spaces outside of rapidly changing customer preferences can impact
regular school hours and for participating in business operations.
personal development activities. - Intense Competition: Competition from
- Large Market: Ho Chi Minh City is a other cafes and co-working spaces in the area can
major economic center with a young, dynamic be a significant threat.
population willing to spend. - Management Challenges: Managing
- Workshop and Extracurricular Education operations and staff to maintain service quality
Trend: The trend of participating in and customer relationships is a continuous
workshops to learn soft skills and for personal challenge.
development are becoming increasingly popular.

Table 13- SWOT Analysis

The cafe-workshop business model in Binh Thanh District, Ho Chi Minh City
offers significant potential by combining study spaces, relaxation areas, and workshop
activities. However, to succeed, it is essential to leverage strengths and opportunities
while effectively addressing weaknesses and threats. By developing a robust business
strategy and continuously updating market demands, the model can achieve
prominence and sustainable growth.
5.1 Overcoming Weaknesses
High Initial Costs:
● Market and Financial Surveys: Conduct detailed market research to assess the
potential for capital recovery and financial planning for initial costs. Seek
funding support or investment partners to mitigate initial financial pressures.
● Optimize Operational Costs: Consider options to optimize operational costs
such as leasing shared spaces or collaborating with other businesses to reduce
 rental costs. Implement technological solutions to manage costs and increase
efficiency.
Operational Management:
● Professional Staff Training: Invest in staff training with programs focused on
service skills and operational management to ensure high-quality service and
customer experience.
● Continuous Quality Management: Establish clear service standards and conduct
regular inspections to ensure compliance with regulations and enhance service
quality.
5.2. Addressing Challenges
Intense Competition:
● Competitive Research: Monitor and study the activities of competitors in the
area to understand the market and adjust the business strategy flexibly.
● Specialize Services: Develop more specialized services, such as a dynamic
study space combined with diverse workshops and event programs, to create a
unique selling point and attract customers.
Operational Management:
● Building Customer Relationships: Establish a loyal customer community by
providing excellent service and promptly addressing customer requests and
feedback.
● Enhanced Marketing and Promotion: Utilize digital and offline marketing
strategies to increase brand awareness and communicate the unique value
proposition of the cafe-workshop model.
Adjusting Business Strategy:
● Regular Evaluation and Adjustment: Monitor and evaluate business
performance regularly, then adjust strategies and operations to optimize results,
aligning with market trends and customer needs.
● Continuous Innovation: Introduce new products and services and regularly
update offerings to meet evolving market trends and customer preferences.
6. Competitor analysis
Competitor details
Competitor Established Value to customers Strengths Weaknesses
date
2020 The cafe has a -There is an open space -The distance
D.O.M Capsule sleepbox for the design. far from nei
Coffee purpose of relaxation -The price is relatively universities, m
and rest. Specializing cheap for the service. inconvenient
in healthy drinks. students to tra
-Marketing
good and effe

Chidori 2022 The Japanese-style -Near Hutech University. -High price

shop model has private -Creative and unique -Although the
mini "rooms" equipped design space. uniquely
with all amenities for -Many angles to take with beds and
reading, studying and beautiful check-in resting areas,
working. photos. of the shop
limited, leadi
lack of seatin
peak hours.
MMS Cafe 2023 The cafe model -Near Hutech University. -High price
integrates a study -Many spaces to suit -Space desig
room, bedroom and many different needs. eye-catching
computer room. attractive.
-Difficulty
parking, e
during rush ho

KATINAT 2022 The coffee shop model -Location close to Hutech -The numb
Nguyen Gia Tri combines modern and University. customers is
classic, focusing on -Beautiful space is overloaded.
space design, prime popular with young -The pric
 location, diverse menu people. relatively high
and quality service. -It is a famous brand that -Slow servic
is widely known and peak hours.
trusted. -Lack of
characteristics
Cheese Coffee 2022 Modern and creative -Location close to Hutech -High price.
Dien Bien Phu coffee shop model, University. -Lack of
focusing on youthful -Famous brand known by characteristics
space design, diverse many young people. -Cheese Coff
and unique menu, attracts many
quality service and customers, cr
attracting a wide noisy and
customer base, space that ma
especially young suitable for
people. looking for
place to w
relax.
Table 14- Competitor details

7. Advertising & sales

Planned promotion /advertising type Expected business Cost (VND) Target date
improvement

Build a website and create Facebook, Increase brand recognition 500.000 First month
TikTok, Instagram fanpages. and provide detailed
information about the shop.
Organize a grand opening event with Attract initial customers 9.000.000 First month
special offers for first customers. and create attention.
Run Facebook, Instagram, Tiktok ads Increase the number of 3.000.000/month 6 months/year
with content introducing the shop and people who know about the
special services. shop, attracting students
from universities in the
 area.
Connect with student groups and clubs Increase popularity among 2.000.000/month 4 months/year
of neighboring universities to promote students in the area.
and offer promotional programs.
Implement monthly promotions such as Increase revenue and 1.500.000 2 months/year
"Buy 1 get 1 free", promotional prices returning customers.
when buying in combos
Invite influencers in the fields of Increase credibility and 3.000.000 3 months/year
entertainment, cuisine, and lifestyle to reach more potential
experience and review the coffee. customers.
Special Workshop event: "Craft Enhance interaction with 2.000.000 2 month/year
Masters" - organizes a handmade customers, create direct
competition with attractive gifts. promotion opportunities.
Special promotion welcomes students Attract new students 3.000.000 1 month/year
during admission season.
Implement promotions on Halloween, Increase the number of 3.000.000/month 3 months/year
Christmas and New Year, decorate the customers on holidays.
shop according to the theme.
Table 15- Advertising & sales

III. The Future

1. Vision statement
Our vision is to become the leading destination for students in Ho Chi Minh
City, where you can not only relax and study but also rest comfortably and safely. We
wish to build a creative and dynamic space, contributing to improving the quality of
life and learning of students.
2. Mission statement
Our mission is to provide a relaxing and convenient environment for students
through a combination of traditional cafe service combined with lazy chairs and a
workshop area with creative space. We are committed to providing great experiences,
professional services, and comfortable spaces to support students' study and rest.
3. Goals/objectives
 Short-term Goals (6-12 months):
● Set up and complete infrastructure: Complete the construction and decoration
of the shop with floors and services as described.
● Branding and marketing: Create and deploy marketing campaigns to introduce
the shop to Hutech students and neighboring universities.
● Attracting the first customers: Achieving the goal of having at least 2,000
customers using traditional cafe services, 2,000 customers using lazy chair cafe
services and 1,200 people participating in the workshop within the first 3
months.
● Feedback and service improvement: Collect feedback from customers to
improve services and better meet their needs.
Long-term Goals (1-3 years):
● Enhance brand presence: Become the most popular Coffee brand in the area,
with high recognition from students and local people.
● Expand scale: Consider opening more branches in other areas in Ho Chi Minh
City or other cities with many students.
● Service development: Look for new services to add to the shop such as
promotions, student events, or additional services such as printing services,
reference book rentals.
● Sustainable and environmentally friendly: Apply sustainable measures such as
using environmentally friendly materials, minimizing waste, and encouraging
customers to participate in environmental protection activities.
4. Action plan
Milestone Date of expected Person responsible
completion
Complete the business plan before starting 10/5/2024 - 15/6/2024 -Vương Ngọc Minh Anh
business. -Nguyễn Thị Thu Huyền
Recruitment.
Find business locations, construction, 15/6/2024 - 15/10/2024 Nguyễn Trần Mỹ Chi
interior decoration
Sourcing 15/10/2024 - 31/11/2024 Ngô Như Ngọc

Marketing planning 31/11/2024 - 31/12/2024 Nguyễn Lê Trường An

Open and start business 1/1/2025 Nguyễn Thị Thu Huyền

Table 16- Action plan

IV. The Finances

1. Capital Structure
It is expected that the amount of capital needed to implement the project will be
mobilized from 2 main sources:

Capital Total Ratio (%)

Capital contributed by 5 members 500.000.000 33,33

Bank loans 1.000.000.000 66,67

Table 17- Capital Structure

In particular, loans from banks are made by businesses at OCB Bank with an interest
rate of 7.5%/year. The amount of capital from these two sources will ensure that
businesses carry out projects smoothly. However, it will also pose challenges when
creating financial risks and pressure to generate revenue to pay, requiring strict control
and optimal solutions from management. .
2. Financial analysis
2.1 Estimate operating expense
2.1.1 Initial investment cost
INITIAL INVESTMENT COSTS
Costs Price
Equipment costs 368.232.080
Cost of raw materials 541.855.815
Inventory costs 66.542.113 đ
Business registration fees 5.020.000
Cost rent 100.000.000
 Cost of renovating premises 96.000.000
Recruitment and training costs 10.000.000
Marketing expense 12.000.000
Redundancy costs 100.000.000
Total 1.299.650.008
Table 18- Initial investment cost

BUSINESS REGISTRATION FEES

Costs Price
Business establishment registration fee 50.000
Fee for publication of business registration
contents 100.000
Food safety license 150.000
Company's banner 220.000
License tax (charter capital under 10 billion) 2.000.000
Deposit fees for opening a bank account 1.000.000
Initial tax declaration costs 500.000
Fire prevention certificate 1.000.000
Total 5.020.000
Table 19- Business registration fees

REPAIR COSTS
Costs Price
Interior construction costs 15.000.000
Construction costs 50.000.000
Cost of installing signs 6.000.000
Cost of decorating the shop 10.000.000
Cost of installing electricity and water
systems 15.000.000
Total 96.000.000
Table 20- Repair costs

TECHNOLOGY COSTS
Costs Total/ month Total/ year
POS app management software 299.000 3.588.000
 Wifi fee 250.000 3.000.000
Total 6.588.000
Table 21- Technology costs

CLEANING THE BEANBAG COST

Costs Unit price/kg Total/ year
Washing and drying urgently 10.000 33.600.000
Table 22- Cleaning the beanbag cost

2.1.2 Materials cost

MATERIALS (VNĐ)
Unit
Number Category Quantity Unit Money/year Supplier
price
1 Sugar 100 29.825 kg 2.982.500 Vinamilk
2 Condensed milk 40 64.124 box 2.565 Vinamilk
3 Fresh milk 50 334.335 box 16.716.750 Vinamilk
4 Coffee 100 310.000 kg 31.000.000 Coffee concept
5 Oolong tea 100 216.000 kg 21.600.000 Wao
6 Atiso tea 50 420.000 kg 21.000.000 Wao
7 White lychee 35 30.000 jar 1.050.000 Minh Quân
8 Cocoa powder 100 100.000 kg 10.000.000 Minh Quân
9 Mint syrup 35 195.000 bottle 6.825.000 Minh Quân
10 Chestnut syrup 35 110.000 bottle 3.850.000 Minh Quân
11 Strawberry syrup 35 65.000 bottle 2.275.000 Minh Quân
12 Green apple syrup 35 270.000 bottle 9.450.000 Minh Quân
13 Peach Syrup 35 270.000 bottle 9.450.000 Minh Quân
14 Soaked peaches 35 30.000 jar 1.050.000 Minh Quân
15 Chocolate powder 50 160.000 kg 8.000.000 Minh Quân
16 Thai green tea 100 89.000 package 8.900.000 Minh Quân
Nước đá sạch
17 Ice 36.000.000
1.800 20.000 package Ngọc Oanh
Cup instant
18 2.736.000 Acecook
noodles 12 228.000 box
Packaged instant
19 1.620.000 Acecook
noodles 12 135.000 box
20 Phone case 1.000 7.000 pcs 7.000.000 Giá xưởng
21 Terracotta pots 1.000 7.500 pcs 7.500.000 Chậu bonsai saigon
22 Charm 110.000 860 pcs 94.600.000 Nubiso
23 Mirro 1000 19.000 pcs 19.000.000 Hà Minh
24 Tote bag 1000 29.000 pcs 29.000.000 MrsTruongshop
25 Cake 24 230.000 box 5.520.000 Italio
26 Mini cookie 240 20.000 túi 4.800.000 Italio
27 Straw 20 36.500 kg 730.000 Ly Nhựa Giá Xưởng
28 Plastic spoon 720 14.900 package 10.728.000 Ly Nhựa Giá Xưởng
Plastic cup with
29 50.400.000
lid 360ml 1.440 35.000 package Ly Nhựa Giá Xưởng
Plastic cup with
30 52.560.000
lid 500ml 1.440 36.500 package Ly Nhựa Giá Xưởng
Plastic cup with
31 58.320.000
lid 700ml 1.440 40.500 package Ly Nhựa Giá Xưởng
32 nylon bag 12 28.500 kg 342.000 Ly Nhựa Giá Xưởng
33 Colored pens 432 9.000 pcs 3.888.000 Thiên Long
34 Water color 432 5000 jar 2.160.000 Thiên Long
35 Paintbrush 100 8000 pcs 800.000 Thiên Long
Total 541.855.815
Table 23- Materials cost

2.1.3 Equipment cost

EQUIPMENT COST (VNĐ)
Unit
No Item Quantity Total Supplier
price
1 Beanbag 160 158.013 25.282.080 KUNHEV
2 Small table 40 125.000 5.000.000 VIVU DECOR OFFICIAL
3 Table with 2 chairs 13 850.000 11.050.000 Nội thất Phi Tuấn
4 Long table with 4 chairs 27 1630000 44010000 Luzo
5 Chair 134 950.000 127.300.000 capta vn
Display cabinet for
6 6 2.300.000 13.800.000
decorative materials Luzo
7 Shoe shelves 4 450.000 1.800.000 Nội thất HT
8 Dispensing counter 1 2.500.000 2.500.000 Nội thất Phi Tuấn
MÁY BÁN HÀNG
9 POS computer 1 4.990.000 4.990.000
POSAPP PAM2
10 Air-conditioner 8 7.600.000 60.800.000 Máy lạnh chính hãng
11 Power socket 10 120000 1.200.000 Điện máy xanh
Iron lantern hanging
12 30 149000 4.470.000
lamp HPOS247
13 Tubular spotlight 36 99000 3.564.000 HPOS247
14 Wifi 5 290.000 1.450.000 CellphoneS
15 Camera 11 430000 4.730.000 Thế giới di động
16 Blender 3 590.000 1.770.000 Điện máy xanh
17 Super speed kettle 2 200.000 400.000 Điện máy xanh
18 Fridge 2 4499000 8.998.000 Toshiba Inverter
19 Freezer 1 5650000 5650000 sanaky
20 Cake display cabinet 1 14880000 14.880.000 Bếp đỏ
21 Glass sink 1 3800000 3800000 inoxyennam
22 Fire extinguisher 10 210000 2100000 binhchuachayhcm
23 Cleaning tools 2 299000 598000 meta.vn
24 Broom + dustpan 2 120000 240000 bachhoaonline
25 Ceiling fans 5 980000 4900000 dienmayviendong
26 Loudspeaker 5 2590000 12950000 hdradio
27 Electronic menu board 2 485.000 970000 DecorBB
28 Disinfectant spray gun 4 59.000 236000 súng phun khử khuẩn
Total 368.232.080
Table 24- Equipment cost

2.1.4 Cost of labor

OFFICE HOUR SALARY

1 MONTH
Insurance must be paid for employees
Basic Occupational
Position Social Health Net wage
salary accident
insurance insurance Total
insurance
(17%) (3%)
(1%)
 14.520.00
Manager/Director 12.000.000 2.040.000 360.000 120.000 2.520.000
0
Cashier 5.500.000 935.000 165.000 55.000 1.155.000 6.655.000
Bartender 5.500.000 935.000 165.000 55.000 1.155.000 6.655.000
WaitStaff 5.500.000 935.000 165.000 55.000 1.155.000 6.655.000
Guard 4.500.000 765.000 135.000 45.000 945.000 5.445.000
Table 25- Office hour salary

Cost of labor (VNĐ)

Position Quantity Shift Total/ month Total/ year
Manager/Director 1 Fulltime 14.520.000 174.240.000

Cashier 2 13.310.000 159.720.000

Fulltime
Shift 1: 6h30-14h30
Shift 2: 14h30-22h30 319.440.000
Bartender 4 26.620.000

WaitStaff 6 39.930.000 479.160.000

Guard 2 10.890.000 130.680.000

13th month salary 105.270.000
Total 14 1.263.240.000
Table 26- Cost of labor

2.1.5 Marketing costs

MARKETING COSTS IN THE FIRST PHASE (VNĐ)
Number Category Total/ month
1 Shop opening event 9.000.000
2 Run Facebook ads 1.000.000
3 Run Instagram ads 1.000.000
4 Run Instagram ads 1.000.000
Total 12.000.000
Table 27- Marketing costs in the first phase

MARKETING COSTS YEAR 1 TO YEAR 10 (VNĐ)

 Number Category Total/ month Total/ year
1 Run Facebook ads 1.000.000 6.000.000
2 Run Instagram ads 1.000.000 6.000.000
3 Run Tiktok ads 1.000.000 6.000.000
Connect with Hutech University groups
4 and clubs to distribute vouchers 2.000.000 8.000.000
Enrollment season promotional
5 campaign 3.000.000 3.000.000
6 Invite Influencers to review the shop 3.000.000 9.000.000
Organize the competition "Craft
7 Masters" 2.000.000 4.000.000
Promotions for Halloween, Christmas
8 and New Year 3.000.000 9.000.000
Total 51.000.000
Table 28- Marketing costs year 1 to year 10

2.1.6 Depreciation of fixed assets

Fixed asset depreciation expense (VNĐ)
Time
No Category Quantity Unit price Total (year) Depreciation/year
1 POS computer 1 4.990.000 4.990.000 5 998.000 đ
2 Camera 11 430000 4.730.000 5 946.000 đ
4 Fridge 2 4499000 8.998.000 5 1.799.600 đ
5 Iron lantern hanging lamp 30 149000 4.470.000 5 894.000 đ
6 Tubular spotlight 36 99000 3.564.000 5 712.800 đ
7 Wifi 5 290.000 1.450.000 5 290.000 đ
8 Blender 3 590.000 1.770.000 5 354.000 đ
9 Super speed kettle 2 200.000 400.000 5 80.000 đ
10 Power socket 10 120000 1.200.000 5 240.000 đ
11 Glass sink 1 3800000 3800000 5 19.000.000 đ
12 Freezer 1 5650000 5650000 5 28.250.000 đ
13 Beanbag 160 158.013 25.282.080 5 5.056.416 đ
14 Ceiling fans 5 980.000 4.900.000 5 980.000 đ
15 Loudspeaker 5 2.590.000 12.950.000 5 2.590.000 đ
 16 Small table 40 125.000 5.000.000 5 1.000.000 đ
17 Shoe shelves 4 450.000 1.800.000 5 360.000 đ
18 Dispensing counter 1 2.500.000 2.500.000 5 500.000 đ
19 Table with 2 chairs 13 850.000 11.050.000 5 2.210.000 đ
20 Long table with 4 chairs 27 1630000 44010000 5 8.802.000 đ
21 Electronic menu board 2 485.000 970000 5 194.000 đ
22 Air-conditioner 8 7.600.000 60.800.000 8 7.600.000 đ
23 Chair 134 950.000 127.300.000 8 15.912.500 đ
Display cabinet for
6 2.300.000 13.800.000
24 decorative materials 8 1.725.000 đ
25 Cake display cabinet 1 14880000 14.880.000 8 1.860.000 đ
Total 102.354.316 đ
Table 29- Fixed asset depreciation expense

2.1.7 Operating expenses

ANNUAL OPERATING EXPENSES (VNĐ)
Year
No Expense item
1 2 3 4 5
1 Redundancy costs 100.000.000 đ 100.000.000 đ 100.000.000 đ 100.000.000 đ 100.000.000 đ
Cost of cleaning
2 33.600.000 đ 33.600.000 đ 33.600.000 đ 33.600.000 đ 33.600.000 đ
the beanbags
3 Equipment costs 2.938.000 đ
4 Depreciation 102.354.316 đ 102.354.316 đ 102.354.316 đ 102.354.316 đ 102.354.316 đ
5 Cost of materials 541.855.815 đ 541.855.815 đ 541.855.815 đ 541.855.815 đ 541.855.815 đ
6 Staff costs 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ
7 Marketing expense 51.000.000 đ 51.000.000 đ 51.000.000 đ 51.000.000 đ 51.000.000 đ
8 Waste costs 3.600.000 đ 3.600.000 đ 3.600.000 đ 3.600.000 đ 3.600.000 đ
Fire protection
9
insurance costs 10.000.000 đ 10.000.000 đ 10.000.000 đ 10.000.000 đ 10.000.000 đ
10 Technology costs 6.588.000 đ 6.588.000 đ 6.588.000 đ 6.588.000 đ 6.588.000 đ
Bank loan
11
repayment 275.000.000 đ 260.000.000 đ 245.000.000 đ 230.000.000 đ 215.000.000 đ
TOTAL 2.390.176.131 đ 2.372.238.131 đ 2.357.238.131 đ 2.342.238.131 đ 2.327.238.131 đ
TOTAL COST 1
DAY 6.548.428 đ 6.499.283 đ 6.458.187 đ 6.417.091 đ 6.375.995 đ
 Table 30- Annual operating expenses from year 1 to year 5

ANNUAL OPERATING EXPENSES (VNĐ)

Year
No Expense item
6 7 8 9 10
1 Redundancy costs 100.000.000 đ 100.000.000 đ 100.000.000 đ 100.000.000 đ 100.000.000 đ
Cost of cleaning
2 33.600.000 đ 33.600.000 đ 33.600.000 đ 33.600.000 đ 33.600.000 đ
the beanbags
3 Equipment costs 0 0 0 0 0
4 Depreciation 27.097.500 đ 27.097.500 đ 27.097.500 đ 0đ 0đ
5 Cost of materials 541.855.815 đ 541.855.815 đ 541.855.815 đ 541.855.815 đ 541.855.815 đ
6 Staff costs 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ 1.263.240.000 đ
7 Marketing expense 51.000.000 đ 51.000.000 đ 51.000.000 đ 51.000.000 đ 51.000.000 đ
8 Waste costs 3.600.000 đ 3.600.000 đ 3.600.000 đ 3.600.000 đ 3.600.000 đ
Fire protection
9
insurance costs 10.000.000 đ 10.000.000 đ 10.000.000 đ 10.000.000 đ 10.000.000 đ
10 Technology costs 6.588.000 đ 6.588.000 đ 6.588.000 đ 6.588.000 đ 6.588.000 đ
Bank loan
11
repayment
TOTAL 2.036.981.315 đ 2.036.981.315 đ 2.036.981.315 đ 2.009.883.815 đ 2.009.883.815 đ
TOTAL COST 1
DAY 5.580.771 đ 5.580.771 đ 5.580.771 đ 5.506.531 đ 5.506.531 đ
Table 31- Annual operating expenses from year 6 to year 10

2.2 Revenue forecast

REVENUE ESTIMATES BY WEEK
The number of guests
Provide space,
foods and drinks Workshop Rest Total/ day
Monday 90 50 75 215
Tuesday 90 50 75 215
Wednesday 90 50 75 215
Thursday 90 50 75 215
Friday 130 70 35 235
 Saturday 130 70 35 235
Sunday 130 70 35 235
Total 750 410 405 1565
Revenue by
week 26.250.000 20.500.000 16.200.000 62.950.000
Table 32- Revenue estimates by week

ESTIMATED BY YEAR 1 REVENUE

The number of guests
Provide space, foods
and drinks Workshop Rest
January 3000 1640 1620
February 3300 1800 900
March 3000 1640 1620
April 3000 1640 1620
May 3000 1640 1620
June 3000 1640 800
July 3000 1640 800
August 3000 1640 800
September 3000 1640 1620
October 3000 1640 1620
November 3000 1640 1620
December 3300 1800 900
Total number
of guests 36600 20000 15540
Revenue 1.281.000.000 1.000.000.000 621.600.000

Total revenue
in year 1 2.902.600.000
Table 33- Estimates by year 1 revenue

REVENUE ESTIMATES FROM YEAR 1 TO YEAR 5

Year 2 3 4 5
Revenue 3.094.171.600 đ 3.298.386.926 đ 3.516.080.463 đ 3.748.141.773 đ
Table 34- Revenue estimates from year 1 to year 5
 REVENUE ESTIMATES FROM YEAR 6 TO YEAR 10
Year 6 7 8 9 10
Revenue 3.995.519.130 đ 4.259.223.393 đ 4.540.332.137 đ 4.839.994.058 đ 5.159.433.666 đ
Table 35- Revenue estimates from year 6 to year 10

2.3 Income Statement

Corporate
Operating Profit Before Incomes Tax
Year Revenue expenses Tax (20%) Net Profit
0 1.299.650.008 đ -1.299.650.008 đ -1.299.650.008 đ
1 2.902.600.000 đ 2.390.176.131 đ 512.423.869 đ 102.484.774 đ 409.939.095 đ
2 3.094.171.600 đ 2.372.238.131 đ 721.933.469 đ 144.386.694 đ 577.546.775 đ
3 3.298.386.926 đ 2.357.238.131 đ 941.148.795 đ 188.229.759 đ 752.919.036 đ
4 3.516.080.463 đ 2.342.238.131 đ 1.173.842.332 đ 234.768.466 đ 939.073.866 đ
5 3.748.141.773 đ 2.327.238.131 đ 1.420.903.642 đ 284.180.728 đ 1.136.722.914 đ
6 3.995.519.130 đ 2.036.981.315 đ 1.958.537.815 đ 391.707.563 đ 1.566.830.252 đ
7 4.259.223.393 đ 2.036.981.315 đ 2.222.242.078 đ 444.448.416 đ 1.777.793.662 đ
8 4.540.332.137 đ 2.036.981.315 đ 2.503.350.822 đ 500.670.164 đ 2.002.680.658 đ
9 4.839.994.058 đ 2.009.883.815 đ 2.830.110.243 đ 566.022.049 đ 2.264.088.194 đ
10 5.159.433.666 đ 2.009.883.815 đ 3.149.549.851 đ 629.909.970 đ 2.519.639.881 đ
Table 36- Income Statement

2.4 Payback Period

Year Net cash flow Discount factor PV Capital Recovery

0 -1.500.000.000 đ 1.500.000.000 đ
1 409.939.095 đ 0,9451795841 387.466.063,52 đ 1.112.533.936 đ
2 577.546.775 đ 0,8933644462 515.959.755,00 đ 596.574.181 đ
3 752.919.036 đ 0,8443898358 635.757.181,15 đ -39.183.000 đ
4 939.073.866 đ 0,7981000338 749.474.883,88 đ
5 1.136.722.914 đ 0,754347858 857.484.495,06 đ
6 1.566.830.252 đ 0,7129941947 1.117.140.873,82 đ
7 1.777.793.662 đ 0,6739075565 1.198.068.582,93 đ
8 2.002.680.658 đ 0,636963664 1.275.634.809,40 đ
9 2.264.088.194 đ 0,602045051 1.363.083.092,47 đ
10 2.519.639.881 đ 0,5690406909 1.433.777.618,66 đ
Table 37- Payback Period

The amount of investment remaining to be recovered after 2 years is 596.574.181. The

total discounted profit for the third year is 635.757.181,15. So it takes 11 months and
8 days to recover the capital of 635.757.181,15.
The project's capital recovery period is 2 years, 11 months and 8 days from the time
the project comes into operation.
2.5 Debt repayment schedule
Debt 1,000,000,000
Number of periods 5
Interest rate 7,50%

Interest Amount of
payment The remaining Principal amount interest Total principal
period principal amount to be paid payable and interest
0 1.000.000.000 0 0 0
1 800.000.000 200.000.000 75000000 275.000.000
2 600.000.000 200.000.000 60000000 260.000.000
3 400.000.000 200.000.000 45000000 245.000.000
4 200.000.000 200.000.000 30000000 230.000.000
5 0 200.000.000 15000000 215.000.000
Total 1.000.000.000 225.000.000 1.225.000.000
Table 38- Debt repayment schedule

2.6. Investment project appraisal

w r

Equity 33,33% 5,40%

Debt 66,67% 7,50%

Investment project appraisal Review and evaluation

WACC 5,8%
NPV 10.774.652.141,43 NPV>0, Good profitable project
IRR>WACC (50%>5,8%), accept the project.
The project has good capital recovery and
IRR 50% profitability
ROI 718,31% High investment efficiency.
Table 39- Investment project appraisal