Business plan

June 2023 – SEPT 17 Programme

•Nguyen Van Anh
•Nguyen Trung Anh
•Bui Ngoc Son

Instructor
Mrs. Tran Minh Thu
Content.
1. Who are we?
2. Our strategic plan
3. Our marketing and distribution plan
4. Our operational plan
5. Our HR plan
6. Our financial plan

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1.
Who are we?
1. Who are we?

Demand for phone chargers We provide chargers with

Wireless Fast wireless charging

Smart control feature

Safe ensures safety

Multi-tasking Charge both phones and

smartwatches
Portability
Compact design
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2.
Our strategic plan
2.1 Vision and mission

“At ChargEase, our vision is to become

the leading revolutionary and innovative
provider of electrical accessories products
in Vietnam. We strive to transform the way
people connect and interact with power,
bringing forth a new era of convenience,
efficiency, and sustainability.”

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“Our mission is to cater to the needs of young people and business (1) in the Vietnam market (3) by
providing them with cutting-edge electrical accessories (2). We strive for profitable growth (5) while
upholding our philosophy of acting with precision, openness, innovation, and integrity (6). Our
distinctive competence lies in offering electrically smart and convenient solutions (7) that enhance
the lives of our customers. As a socially responsible company, we aim for a positive public image by
building trust and credibility (8). We also prioritize the happiness and personal growth of our
employees (9), recognizing that their well-being contributes to our overall success. Through the
latest technological advancements (4), we aim to achieve survival, growth, and long-term
profitability while remaining committed to our core values.”

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 2.2 SWOT analysis
STRENGTHS WEAKNESSES
1. Fast Wireless Charging 1. Dependence on the manufacturer
2. Smart control feature ensures safety 2. Price Sensitivity
3. Charge both phones and smartwatches 3. Limited Brand Awareness
4. Compact design 4. High startup cost

1. Growing Market
1. Imitation and Counterfeit Products
2. Technological Advancements
2. Changing Consumer Preferences
3. Increasing Smartphone and Smartwatch
Adoption 3. Market Competition

4. Sustainability and Eco-Friendly Focus 4. Price Wars and Margin Pressure

OPPORTUNITIES THREATS
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2.3 PESTEL analysis

1. Stable Political 1. Economic Growth: 1. Population: 16.8 1. Rapid advancements 1. Reduction of cable 1. Intellectual
Environment 5.5% yoy for the next million in 25-34 age in wireless charging waste Property Laws to
25 years group technology protecting innovative
2. Free-Trade 2. Sustainability and designs,
Agreements (FTAs) 2. Interest Rates: stable 2. High internet usage: 2. Embedded wireless energy efficiency technologies, and
15%-4% about 7 hours charging trademarks
3. Government online per day technology in 3. Regulatory
Support and 3. Global Wireless products environment from 2. Safety and quality
Regulations Charging Market Size: 3. Online Payment gorvenance standards
$25.87 billion in 2023 Trends 3. Integration with
to $129.02 billion by Internet of Things
2030 4. Consumer (IoT)
Preferences for
4. Low Inflation Rate: Convenience and
3% in 2022 Efficiency

P E S T E L 9
2.4 Competition analysis
Mobile phone wireless charger market in Vietnam

The mobile phone wireless charger market in Vietnam is growing rapidly.

The market was valued at USD 11.8 million in 2021 and is expected to reach USD 32.8 million by
2028, growing at a CAGR (Compound Annual Growth Rate) of 17.2% during the forecast period

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2.4 Competition analysis
Wireless chargers and Wired chargers

Feature Wireless Charger Wired Charger

Convenience More convenient Less convenient
Safety Safer Less safe
Cost More expensive Less expensive
Charging speed Slower charging speeds Faster charging speeds
Compatibility Not all smartphones are More compatible with a wider
compatible range of devices

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2.4 Competition analysis
Competition among wireless chargers
Product Price range
Brand Watage Compability
modes (Dong)
Anker 1 type 550,000 7.5W Iphone

Belkin 3 types 2,990,000 - 5,890,000 15W Iphone, Airpod, Smart watches

Baseus Various 700,000 – 900,000 20W Iphone, Airpod, Smart watches

RAVPower 2 types 1,000,000 – 1,200,000 10W, Iphone, Android

Aukey 2 types 700,000 – 1,200,000 10W Iphone, Airpod, Smart watches

Choetech Various 1,500,000 – 2,900,000 15w Iphone, Airpod, Smart watches

ChargEase 1 type 700,000 15W Iphone, Airpod, Smart watches

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2.5 Marketing Strategies
Marketing Segmentation and Target Customer

DEMOGRAPHIC

PSYCHOGRAPHIC

BEHAVIORAL

PROBLEMS

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2.5 Marketing Strategies
Marketing Segmentation and Target Customer

DEMOGRAPHIC
Demographic
 Age: Typically between 18 and 40 years old. PSYCHOGRAPHIC

 Gender: Both male and female. BEHAVIORAL

 Occupation: Professionals, students, entrepreneurs, and

PROBLEMS
business owners.
 Income Level: Middle to high income.
 Location: Predominantly residing in urban areas of
Vietnam.
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2.5 Marketing Strategies
Marketing Segmentation and Target Customer

Psychographic: DEMOGRAPHIC

• Tech-savvy
PSYCHOGRAPHIC
• Convenience-oriented
• Sustainability-conscious BEHAVIORAL

• Style-conscious
PROBLEMS

• Connected
• Productivity-driven

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2.5 Marketing Strategies
Marketing Segmentation and Target Customer

Behavioral: DEMOGRAPHIC

• Early adopters
PSYCHOGRAPHIC
• Purchase frequency
• Brand loyalty BEHAVIORAL

• Social influence
PROBLEMS
• Online shoppers

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2.5 Marketing Strategies
Marketing Segmentation and Target Customer

Problems: DEMOGRAPHIC

• Inconvenience
PSYCHOGRAPHIC
• Compatibility issues
BEHAVIORAL
• Battery anxiety
• Sustainability concerns PROBLEMS

• Design limitations
• Lack of intelligent features
• Limited access to reliable charging infrastructure
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2.5 Marketing Strategies
Positioning Higher Price

Lower Quality Higher Quality

Lower Price
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2.6 Marketing Plan
Product

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2.6 Marketing Plan
Product
• Convenient and hassle-free charging solutions.
• Cutting-edge technology for wireless charging => fast charging
• Enhanced lifestyle for young people and businesses in Vietnam.
• Eco-friendly and sustainable charging options.
Augemented product
• Smart control: fullstop charge alert, overheat and overvoltage
protection,
Actual product

Core product

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2.6 Marketing Plan
Product
Actual Products:
• Wireless charging pads
and mats for
smartphones, tablets
and smart watches for
on-the-go charging.
• Charging accessories
such as cables,
adapters, and cases.

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2.6 Marketing Plan
Product
Actual Products:
• Wireless charging pads
and mats for
smartphones, tablets
and smart watches for
on-the-go charging.
• Charging accessories
such as cables,
adapters, and cases.

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2.6 Marketing Plan

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2.6 Marketing Plan
Product

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2.6 Marketing Plan
Product

 Warranty and after-sales support.

 Promotional offers, discounts, and
loyalty programs.
Augemented product

Actual product

Core product

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2.6 Marketing Plan
Price Promotional Codes Potential customer Conditions
Can be combined simultaneously with
other promotional codes and has a limited
• Free shipping – CE01 All buyers quantity distributed by campaign/batch
Unit selling price:
700,000 VND
Can be combined simultaneously with
• Price Strategy: Value- other promotional codes and has a limited
10% off order value quantity distributed by campaign/batch
First-time buyer
Based Pricing discount code - CE02

• Price Policy
Can be combined simultaneously with
Old buyers introducing new other promotional codes and has a limited
10% off order value quantity distributed by campaign/batch
buyers (using referral
discount code - CE03
code).

Can be combined simultaneously with

other promotional codes and has a limited
Free gift packaging quantity distributed by campaign/batch
All buyers
code - CE04

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2.6 Marketing Plan
Place

Shopee, Lazada, Tiktok shop

Facebook fan page: Sạc không dây ChargEase
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2.6 Marketing Plan
Promotion
Steps Awareness Engagement
Duration 2 months 8 months
Schedule 1/7/2023 – 31/8/2023 1/9/2023 – 30/4/2024
Objectives • Increase the frequency of product exposure Promote engagement of potential customers with the
to the public. product to help them better understand it and make
purchase decisions easily
• Create a media resource for future
campaigns.
Key Message Safe, convenient, 3 in 1 product. ChargEase is the best wireless charger.

Key Activities Product reviews on social media platforms Create a series of short videos introducing the product with
the title "ChargEase - Charge with Ease."
Online articles for acquiring links
Synergies Landing Page Promotion Codes
Influencer Duy Luân, Big Man Marketing, Hải Chiều, Tinhte n/a

Chanel Tiktok, Youtobe, Facebook Tiktok, Facebook

Budget 70.000.000 30.000.000 + 80.000.000

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4.
Our operation plan
4.1 Inputs
HUMAN
RESOURCE

 Mould Development – AHOKU CO.,:

OUTSOURCE TECHNOLOGY 375 MVND/set
 Office Location: Ha Dong District
 •100m2
 Qty: –0601 Floor:
Production – AHOKU CO.,:
15 MVND/month
Software
  Management – MOQ = 1,000pcs
240,000/piece
Equipped
Microsoftwith basic
Office: facilities x 7
0.3 MVND/pack
 R&D
 03-year
 In-bound Logistics
contract,
AutoCAD: – BSL
fixed
3.8 MVND/monthpricexCorp.:
1 02 15.25
for first
 Electricity,
Power Meter:
Water,
Purchasing + GW Instek
Admin GPM-8213
Miscellaneous:
Sales + Marketing –
years,
MVND/shipment
Ampere
increase MOQ
– Measuring
from 3Application:
rd
year Free
(<=5%)
META: 22
Assistant
3 MVND/month MVND/piece x 2
RENTING
MARKET  Payment
 Out-bound
Quality Logistics:
Term: 03-month E-commerce
deposit, 06-x 5
INFORMATION  Laptop – Control
Phuc Anh: 15 MVND/piece
platforms
month advance
Warehouse + Logistics
 Packaging
G&A Box – Chung Phat Co.,:
• 5,000
Total Salary Budget = 62 MVND/Month
VND/piece

UTILITIES EQUIPMENT
 Marketing & Advertising: 10% of Sales
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4.2 Transformational Process
PRE-SERVICE
Emphasis on its Encouragement on Explanation in Official Mall Up-to-date
product’s Review & comprehensive Account on inventory of
supplementation Ratings: by manner on queries popular e- stocks
value offering coins, & concerns commerce Ensure product

Consultation (Chat
Box)
Product Search and

Review Rating

Product Selection
Customer
Evaluate Functions

Compare Products
and Price
Attractive vouchers, or Interaction: platforms readiness for
images and discounts standardized tones Accurate & up- delivery
videos Supportive and adhering to to-date
showcasing the Respond: address professionalism information
product's concerns or issues code of conduct regarding
functions raised product
Feedback from availability &
KOLs on competitive
product’s pricing
effectiveness
POST-SERVICE
 Encouragement of Feedback on Purchased products
 Online communities – Social Media platforms: customers’ engagement with brand & sharing experience
 Membership program
 Discounts for Birthday or Friend referrals
=> Incentivize customer loyalty and advocacy
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4.3 Output
• Fast Charging
Function
• 35min – 50%,
90m – full
charge

• Stability
Power • Overheat
Meter Protection
• Full-charge stop

• Charing smart
Multi-device
Charging phone & watch
simultaneously

• Eco-friendly
Proper
Packaging
packaging material
• Neat and safe pack
5.
Our HR plan
5.1 Organizational Structure
Board of Directors
Director 1: NGUYEN TRUNG ANH
Director 2: BUI NGOC SON
Director 3: NGUYEN VAN ANH

Director
(Legal Representative) Est. Salary
NGUYEN TRUNG ANH 12,000,000

Business Development Executive Techincal Engineer Designer

(Purchasing + Sales Admin + Marketing Assist) (R&D) (R&D)

Est. Salary Est. Salary Est. Salary

10,000,000 10,000,000 8,000,000

QC Engineer Warehouse & Logistics Admin & Accountant

(IQC & OQC) (In&Out, Packing, Delivery Assist) (GA)

Est. Salary Est. Salary Est. Salary

8,000,000 6,000,000 8,000,000
5.2 Recruitment

Selection &
Job Analysis Recruiting Application Interview Offer &
Decision-
& Planning on Channels Screening Process Onboarding
Making
5.3 Training & Development

Training Development

Workflow Performance Evaluation

Internal Communication Development Plans

Customer Care Career Growth

QC & Warehouse Work
Mentoring & Coaching
Instruction
5.4 Incentives
Amount
Type Eligibility Requirement Evaluation
(VND)
Full Attendance (not exceeding yearly Salary (base)
All >= Half-year
Annual Bonus allowed-day-off) x working
Employees participation
No Warning on Fault months
Director Sales Target
01 month
Annual Bonus BD KPI achievement Customer Complaint/Complaint Resolution
Salary (Gross)
Executive Speed and Quality of Customer Respond

All >= Half-year

Annual Health Check N/A 2,500,000
Employees participation

Important Private All

Marriage/Baby/Birthday N/A 500,000
Events Employees
Traditional Festival
Gifts All >= Half-year
N/A 250,000
(Mid-Autumn, Lunar Employees participation
New Year)
Full Attendance (not exceeding yearly
Annual Commercial All
>= 02-year participation allowed-day-off) 3,045,000
Medical Insurance Employees
No Warning on Fault
6.
Our financial plan
6.1 Financial assumptions
Sales
1. Selling price: 700,000 VND
2. Sales starts from month 5th of
operation with 200 items, and
subsequent monthly increases:
 10% for the following three
months,
 15% for the subsequent three
months, and
 20% for the final two months.
Expenditures Cashflow Capital
1. Total manufacturing and packing cost: 245,000 1. Cash sales 1. Capital contribution:
VND per item.
2. For all expenses, except  Totaling 1.2 billion
2. E-commerce selling fees: 5% of the selling price.
for rental and salary VND
3. Transportation expenses: 3% of the selling price. expenses, credit payment
terms are set at one  1 billion VND in the
4. Import tax: 5% of manufacturing and packing cost
month. 1st month and
5. Advertising expenses: 10% of the selling price.
3. Salaries will be paid  200 million VND in
6. Other office expense expenses: 2 million VND.
within the month they are the 6th month
7. Depreciation charges: 10% per year for all equipment incurred.
except for firefighting equipment with 30% per year.
4. Rental payments are
8. Total salary expenses: 656 million VND per year.
made through a 3-month
9. Rental expenses: 15 million VND per month. deposit and 6-month
prepaid.
10.Utilities expenses: 3 million VND per month.
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6.1 Financial assumptions
Breakdown of production cost and % of selling price
Descriptions VND/Unit % Price
Unit price 700,000 100%
Total production cost/unit 383,417 55%
Materials and manufacturing cost 240,000 34%
Packaging 5,000 1%
Office tools and softwares for production 14,867 2%
Depreciation of production equipment 14,967 2%
R&D and QC staff salary 93,333 13%
Inbound logistics including import tax 15,250 2%

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 6.1 Cashflows statement Unit: Million VND
Descriptions M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 Total
I. Cash flow from operating activities
1. Proceeds from sales - - - - 140 154 169 195 224 258 309 371 1,820
2. Expenditures paid to suppliers (135) (17) (8) (8) (8) (297) (126) (38) (303) (48) (54) (324) (1,367)
In which: -
Manufacturers - - - - (240) - - (240) - - (240) (720)
Packaging expenses - - - - (5) - - (5) - - (5) (15)
Office tools and softwares (12) (3) (3) (3) (7) (3) (3) (3) (3) (3) (3) (46)
Inbound logistics - - - - (15) - - (15) - - (15) (46)
E-commerce selling fees - - - - - (7) (8) (8) (10) (11) (13) (15) (72)
Distribution expenses - - - - - (4) (5) (5) (6) (7) (8) (9) (43)
Advertising expenses - - - - - (14) (15) (17) (19) (22) (26) (31) (145)
Rental expenses (135) (90) (225)
Utilities - (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (3) (33)
Other office expenses - (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (2) (22)
3. Expenditures paid to employees (40) (40) (40) (40) (62) (62) (62) (62) (62) (62) (62) (62) (656)
In which: -
Salary for R&D and QC staff (18) (18) (18) (18) (26) (26) (26) (26) (26) (26) (26) (26) (280)
Salary for sales and marketing employee (10) (10) (10) (10) (16) (16) (16) (16) (16) (16) (16) (16) (168)
Salary for all G&A employees (12) (12) (12) (12) (20) (20) (20) (20) (20) (20) (20) (20) (208)
Net cash flows from operating activities (175) (57) (48) (48) 70 (205) (18) 94 (141) 147 193 (15) (203)
II. Cash flows from investing activities -
1. Expenditures on purchase of fixed assets (564) - - - - - - - - - - (564)
Net cash flows from investing activities - (564) - - - - - - - - - - (564)
III. Cash flow from financial activities -
1. Proceeds from contributed capital 1,000 200 1,200
Net cash flow from financial activities 1,000 - - - - 200 - - - - - - 1,200
Net cash flows during the fiscal year 825 (621) (48) (48) 70 (5) (18) 94 (141) 147 193 (15) 433
Opening cash and cash equivalents - 825 204 156 108 178 173 155 249 108 255 448 -
Closing cash and cash equivalents 825 204 156 108 178 173 155 249 108 255 448 433 433
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6.1 Income statement Unit: Million VND
No Descriptions M1 M2 M3 M4 M5 M6 M7 M8 M9 M10 M11 M12 Total %
1 Revenue - - - - 140 154 169 195 224 258 309 371 1,820 100%
Opening inventory - - - - - 307 222 130 406 284 142 357 1,848 102%
Produced during the period - - - - 383 - - 383 - - 383 - 1,150 63%
Closing inventory - - - - 307 222 130 406 284 142 357 153 2,001 110%
2 Cost of goods sold - - - - 77 84 93 107 123 141 169 203 997 55%
3 Gross profit/(loss) - - - - 63 70 77 88 101 117 140 168 823 45%
4 Selling expenses 10 10 10 10 45 44 47 51 56 62 72 83 500 27%
In which:
Salary for sales and marketing 10 10 10 10 16 16 16 16 16 16 16 16 168 9%
employee
E-commerce selling fees - - - - 7 8 8 10 11 13 15 19 91 5%
Distribution expenses - - - - 4 5 5 6 7 8 9 11 55 3%
Advertising expenses - - - - 14 15 17 19 22 26 31 37 182 10%
Other tools and software - - - - 3 - - - - - - - 3 0%
Depreciation 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 0.1 2 0%
5 G&A expenses 33 33 33 33 41 41 41 41 41 41 41 41 463 25%
In which:
Salary for all G&A employees 12 12 12 12 20 20 20 20 20 20 20 20 208 11%
Office tools and software 0.3 - - - 0.3 - - - - - - - 1 0%
Depreciation for office equipment 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 1.2 14 1%

Rental expenses 15 15 15 15 15 15 15 15 15 15 15 15 180 10%

Utilities 3 3 3 3 3 3 3 3 3 3 3 3 36 2%
Other office expenses 2 2 2 2 2 2 2 2 2 2 2 2 24 1%
6 Net profit/(loss) before tax (44) (43) (43) (43) (23) (15) (11) (4) 4 13 27 44 (140) -8%
7 Income tax - current - - - - - - - - - - - - - 0%
8 Net profit/(loss) after tax (44) (43) (43) (43) (23) (15) (11) (4) 4 13 27 44 (140) -8%
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6.1 Balance sheet and Break-even analysis
Balance sheet Unit: Million VND Break-even analysis Unit: VND
Descriptions Total Variable costs Cost/Unit
Assets 1 Manufacturing and packaging cost 245,000
Current assets 631 2 E-commerce selling fees 35,000
Cash and cash equivalents 3 Distribution expenses 21,000
433
Inventories 4 Advertising expenses 70,000
153
Prepayments Total variable cost per unit 371,000
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Long-term assets 504 Fixed costs Cost
Tangible fixed assets 504 1 Salary for all G&A employees 208,000,000
Historical cost 564 2 Salary for sales and marketing employee 168,000,000
Accumulated depreciation (60) 3 Salary for all G&A employees 208,000,000
Total assets 1,135 4 Office tools and softwares 48,500,000
5 Depreciation 60,400,000
Resources 6 Inbound logistics (3 times) 45,750,000
Liabilities 75 7 Rental expenses 180,000,000
Short-term trade accounts payable 75 8 Utilities 36,000,000
Net assets (Owners' Equity) 1,060 9 Other office expenses 24,000,000
Owners’ capital 1,200 Total fixed costs 978,650,000
Undistributed earnings/losses (140)
Total resources Break-even point (Units) 2,975
1,135
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THANKS!
Any questions?

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