Business plan: A teahouse

Table of Content
Exclusive summary .................................................................................................................... 4
Introduction ................................................................................................................................ 4
Rationale for the business concept ......................................................................................... 4
Aim and Objective ................................................................................................................. 5
Research approach ................................................................................................................. 5
Business Concept ..................................................................... Error! Bookmark not defined.
Business opportunity............................................................ Error! Bookmark not defined.
Vision and mission:.............................................................. Error! Bookmark not defined.
Product and service description ........................................... Error! Bookmark not defined.
Product description .......................................................... Error! Bookmark not defined.
Service description ........................................................... Error! Bookmark not defined.
Feasibility study ....................................................................... Error! Bookmark not defined.
Market Research .................................................................. Error! Bookmark not defined.
Current needs of customers and coffee types .................. Error! Bookmark not defined.
Industry trends ................................................................. Error! Bookmark not defined.
Market segmentation ........................................................ Error! Bookmark not defined.
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Industrial Feasibility ............................................................ Error! Bookmark not defined.
Overview on market ......................................................... Error! Bookmark not defined.
Customer characteristic .................................................... Error! Bookmark not defined.
Competitors ...................................................................... Error! Bookmark not defined.
Supplier ............................................................................ Error! Bookmark not defined.
Macro factors ................................................................... Error! Bookmark not defined.
Organizational Feasibility .................................................... Error! Bookmark not defined.
Development strategy ...................................................... Error! Bookmark not defined.
Product/Service Feasibility .................................................. Error! Bookmark not defined.
Product ............................................................................. Error! Bookmark not defined.
Services ............................................................................ Error! Bookmark not defined.
Financial Consideration ....................................................... Error! Bookmark not defined.
Financial estimates: .......................................................... Error! Bookmark not defined.
Initial investment and capital ........................................... Error! Bookmark not defined.
Business activities ............................................................ Error! Bookmark not defined.
Project Financial Sensitivity ............................................ Error! Bookmark not defined.
Project coefficient of sensitivity ...................................... Error! Bookmark not defined.
The business’ results: ....................................................... Error! Bookmark not defined.
Financial assessment ........................................................ Error! Bookmark not defined.
Possible risks.................................................................... Error! Bookmark not defined.
Strategic Analysis .................................................................... Error! Bookmark not defined.
SWOT Analysis ................................................................... Error! Bookmark not defined.
Strength ............................................................................ Error! Bookmark not defined.
Weakness ......................................................................... Error! Bookmark not defined.
Opportunities.................................................................... Error! Bookmark not defined.
Threats.............................................................................. Error! Bookmark not defined.
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Selection of the target market .............................................. Error! Bookmark not defined.
Competitors .......................................................................... Error! Bookmark not defined.
Business Plan ........................................................................... Error! Bookmark not defined.
Overview .............................................................................. Error! Bookmark not defined.
Business objectives .......................................................... Error! Bookmark not defined.
Legal structure ................................................................. Error! Bookmark not defined.
Business sector ................................................................. Error! Bookmark not defined.
Location ........................................................................... Error! Bookmark not defined.
General marketing strategy .................................................. Error! Bookmark not defined.
Product: ............................................................................ Error! Bookmark not defined.
Place: ................................................................................ Error! Bookmark not defined.
Price: ................................................................................ Error! Bookmark not defined.
Promotion:........................................................................ Error! Bookmark not defined.
People............................................................................... Error! Bookmark not defined.
Process: ............................................................................ Error! Bookmark not defined.
Physical evidence: ............................................................ Error! Bookmark not defined.
Model of organization .......................................................... Error! Bookmark not defined.
Proposed Activity Plan ........................................................ Error! Bookmark not defined.
References ................................................................................ Error! Bookmark not defined.

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Exclusive summary
In the trend of growing entertainment industry, the challenge for companies is to position its
brand. Tea-house is born operating in the single sector industry – develop in depth, making
effort for brand development, constantly creative for improving quality of products and
services, providing customers with the best products and services, contributing to the mutual
development of the community. This dissertation presents a proposal for opening the
business. In order to achieve the study purpose, the study is structure as following:

Chapter 1 is the general introduction in regards of rationales for the business
concept, the business aim and objectives as well as the method approach;

Chapter 2 defines the proposed the business concept including business
opportunities as well as description of relevant product and services

Chapter 3 provides the evaluation of the project feasibility through several
researches such as market research, internal and external factors affecting the
business plan as well as the essential part of financial consideration including
financial estimates, project financial sensitivity, financial assessment as well as
other relevant business activities. Based on the feasibility studies critical success
and failure factors are indentified for the business plan.

Chapter 4 provides the strategic analysis through SWOT analysis as well as
competitor analysis.

Chapter 5 introduces the business plan in details with business structure, marketing
strategy, model of organization as well as proposed business activities.

Introduction
Rationale for the business concept
Ho Chi Minh city, with a population of more than 6,650,942 people (2007), consists of 19
districts and 5 rural districts, total square area of 2,095.01 km2, the average population density
of 3,175 people/km², is the trade centre of the country, a developed city with many cultural
centres, famous destinations, the cradle of solid education and the best choice for students.
There are a large numbers of students every year move to Ho Chi Minh City to study, but
their living standard is still at low level. A busy city, therefore, does not have many places
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which are affordable for students to study, entertain. Seizing the opportunity, “tea-house”
project is born with the idea of building a beverage business model to meet with customer’s
need and desire. Located at 45 Dao Duy Anh, ward 9, Phu Nhuan district, the “tea-house” is
established under the name “tea-house of student”, creating familiar feelings for anyone who
comes here for the first time. This is the place for everyone, particularly student to relax,
entertain freely, and enjoy many kinds of beverage, breakfast, making customers fresh and
comfortable. Furthermore, coming to the tea-house, students can also study, exchange and
learn from each other. All kinds of customers who come here to relax are severed here, but
aiming at students mostly. The tough and hard time has gone, when students have to look for
a place to study or wait at the library, in the hallway of the school as there is no room or sit
left. They now can come to the tea-house instead of hot, noisy and full of smoking internet
shops.
Aim and Objective
Research objectives are as following:

To understand the business situation

To plan suitable business policies to bring the best results for the tea-house

To assess the financial risks

To provide beverage and other relaxing services to customers

Research approach
Data collection is conducted as following:

On the internet, magazines, or directly asking for data from furniture shops,
supermarkets, cafeteria, milk-tea at local.

Reference books, newspapers, and opinions from experts, people working in the
same sector.

Collected data is summarized and processed as following:

Analysis method SWOT

Quantitative analysis methods through financial indicators

Qualitative assessment based on experts’ opinions, actual observation and
information collected.
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The data of project is collected from investigating furniture and interior decoration stores on
the Ngo Gia Tu Street, District 10; Big C supermarket, To Hien Thanh Street, Ward 14,
District 10; Cho Lon Electronics Shopping Center, An Duong Vuong Street, District 5;
Phong Vu trade and services company, Cach Mang Thang 8 Street, District 3; website:
www.vatgia.com and

other websites.

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VU Thuy Dung (Ms.)
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