It’s worthwhile and essential to analyze and understand our business market to find out the

opportunities and challenges we have to face in this industry and help us to prepare and build
a successful company.
1. Introduction
In the modern era, the needs for reading, learning and working seem to become blooming. However,
there are not many destinations or places for people to expose their demand. In Ho Chi Minh city, there
are just only a few places for these needs such as the General Science Library of Ho Chi Minh city, the
VNUHCM Central Library, the American Center, coffee shops, study hubs or co-working spaces.
Although we can not deny the fact that those mentioned places above have contributed many
opportunities for people to respond to their needs, there are somehow existing mistakes as well as the
inconvenience spheres of each place. We have thorough insights to the Gen Z known as the most potential
generation these days that they tend to stay up late for accomplishing their work or their study, but
libraries or other kinds of study and work places are not available at that time for them to continue their
tasks. Consequently, they decide to study and work at the coffee shop because there are several coffee
shops opening for the whole night such as Thức coffee, Snob coffee, Opera Tea Club; however, these
places may contain insecurity and interruption which will negatively affect the learner or worker. You
may be confused why they are supposed to work or study outside but not their home? Actually, not many
students or employers have a perfect corner to study and work or even somehow they may get distracted
by externalities surrounding their house. In addition to the reason why they do not study and work at
home, they may enjoy and get inspired by the environment as well as the space or something else of that
place which can motivate them to work and study more efficiently. By taking considerations thoroughly,
we have come up with an idea to found a platform or a base for people in this community to work, to
study with all the needed commodities and facilities which is called “S&W Landscape”. “S&W” in the
phrase “S&W Landscape” stands for “study” and “work” with the combination of gorgeous venue and
fantastic services that will amaze and hold you to stay. Not only seducing customers with the speciality
of venue and services but also attracting them with the available open time up to 24/7. We are proud to
affirm that “S&W Landscape” is a pioneer in this concept.

2. Research question
Despite having planned a perfect project to help the community and also to gain profit, the questions we
have to answer are will this project influence the community and seduce them to come with us, or will
the S&W Landscape resonate influentially the society and the most important question is that: “Should
we open S&W Landscape ?”. We have made a research to survey how people, especially Gen Z, react
to this new project by using google form with several questions related to the demand, experience and
desire of the users. Afterwards, we will analyze these statistics and consider whether this project should
be implemented or not.

3. Research objectives
The objective of this research is our effort to operate this project by taking consideration of the potential
and the value it will provide for the community. Many people out there don’t have the best place to study
as well as to do their work with the high availability of opening time like this project. We also place
greater emphasis on earning revenue as well as profit via S&W Landscape. In the long run, we will try
to expand the market size and consider franchising our brand. Turning into the sphere of short run, we
must analyse the statistics clearly about the level of people’s reactions to the project; for example, do
people really need a perfect hub to study or they just sit at home instead? Or is this project interesting
enough compared with other places? Therefore, we conduct this convey with several questions related to
personal study and work habits, experiences at study and work places such as coffee shops, study hubs,...
and about expected services at S&W Landscape.

4. Challenges
After operating a research through several means of researching, S&W Landscape finds that many
challenges have been revealed while making this project become possible. First of all, we have to impress
and take many attractions from the community. For many years, libraries, coffee shops, and other study
hubs have played a vital role in assisting students and workers with places and services. Most citizens
choose to study and work at those mentioned places while the minority of the community decides to
spend their time staying at home for studying and working. Therefore, It would be a hurdle for us to gain
focus from the community and we have to implement marketing schemes clearly to avoid risks as much
as possible. The second challenge of our business may be the process of estimating the price. Our desire
is to provide the better venue as well as the better service than other places; however, the case is that if
we charge the price so high that no one would determine us as their choice or even if it is too cheap and
we have to face losses. In addition, the price must be fit in with what we spent on this project such as
service, utilities, land, … Thirdly, we also do consider threats coming from new entrants, they might take
our advantages and innovate it or even provide community with better services. Fourthly, we have to
allocate appropriate services, eliminate redundant services as well as add some essential service for
customers; not to waste resources on what customers do not need. Lastly, the challenge about human
resources is also very difficult, because we are open up to 24/7; we need employees to take care of
customers, to provide services, to maintain facilities. Therefore, huge investment on human resources is
 inevitable. As a pioneer, we have to make an outstanding performance to mark our identity on customer’s
thoughts.

Threat of New
Entrants
Porter’s Five Forces Analysis
This new concept
Company: seems to attract more
people to attend and
innovate it in order to
monopolise the market
Very High
High
Low Very Low

Human Resources Allocate services

Price worths service
Huge investment on rationally
This force pushes S&W human resources is Services must be set up
Landscape under the pressure mandatory appropriately, avoid
of price, how to determine the
Very High High redundancy
price rationally
Low Very Low Very High High
Very High High
Low Very Low
Low Very Low
5. Data collection
For the purpose of figuring out whether our start-up initiative actually fit in the major parts of people’s
desire of ideal working and studying model, we decided to take a further research in the current market
through conducting an online survey whose results acquired provide us with all essential information
regarding your own preferences about s&w locations, time, services quality, etc. Our chosen respondents
vary in 3 different job segments, consisting of pupil, university student and worker, with around 250-
people large in size. In terms of data types, there are theoretically 2 main ones: primary and secondary
data types. Raw information directly collected from the respondents is supposed to be the primary data
type, which may involve on-point information and figures used for our project aims. In this part, the
patterns drawn from the survey are likely working outside and agreeing with the idea of opening a s&w
hub. Besides, we have other secondary data to support us for complementary information of the primary
one, sourcing from internet websites, magazines, a few articles, etc. These data are categorized into
specific graphs and charts for the key trends and patterns emerged, thereby facilitating the visual outlook
and summarising.

6. Methodology

In order to build a model and put the model into business in today's potential market for study & coffee,
we have recently established surveys and online research activities to understand both financial market
conditions and consumer patterns.

The search steps:

 Types of data needed

 Data collection method
 Timing and budget

Types of data and Research Methodology:

The research uses both two types of data which are Primary data and Secondary data. Primary data is the
most basic data used as statistical research, collected directly from the source. We created a qualified
moderator survey via structures questionnaire Google Form consists of 250 responses about qualitative
conditions from January 18, 2021 to January 26, 2021. Secondary data is the source of data collected in
the past by someone and shared publicly, such as books, journals, and newspapers. Base on the data
mentioned above, we can easily acknowledge customer’s needs, awareness and understand the market’s
competition.

The online survey variables include:

1. Age of respondents
2. Needs of going out to work and study
3. Satisfactions of work and study places’s quality
4. Awareness of services
5. Time of study conducted
Rationale
Demand Service Time Price
Do you usually Is it necessary if we provide noise-canceling How long do What reasonable price
work/study at outside headphone? you usually that you think we
service such as co- study/work? should put in?
working space or study Is it necessary if we provide free water and
hub? refillable coffee?

Where are your most Is it necessary if we provide printing and

visit place when you photocopy services, air conditioner, private
need to study/work? rooms for groups and computers?

Timing and budget

The target group was limited to students ranging from highschool to office workers in 3 weeks, the survey
got more than 250 responses with no cost of money.
Not only do we need to know where our company - S&W Landscape stands in our market, but also it is
ultimately worth knowing where we stand in our potential customers’ minds. Finding out what customers
really want will help S&W improve the products and services to meet their standard needs. That’s where
research surveys and focus groups come into the picture.

Market research surveys and focus groups provide us with a multitude of important pieces of information,
including:

I/ Facts about our target market.

II/ What matters to someone who would purchase from us.

III/ The demand for our services.

IV/ The potential price points.

V/ Perception of the competition.

VI/ Impressions of our branding.

In this section, some essential figures and information will be highlighted that we have collected from
customers in order to find out and understand what our customers particularly want and expect from our
services. From our research, we can take the time and effort to learn how our services will be perceived
in the market. Taking a serious insight into the aimed market is such a vital action all businesses must
routinely take so as not to ruin all their effort putting into the entire project.

1. Target Customers

Before we get to survey our buyers, defining our customer groups is the first and foremost important step
in the researching process as a whole. Understanding target customers make it easy to shape our customer
segments, map out specific content, allocate our team’s time and resources and achieve alignment across
S&W Landscape

Our potential customers include:

High school pupils (3,9%)

University/ College students (92,1%)
Freelancers
3,9%
People who demand an ideal place to work or study

2. Data analysis
All the information-searching activities are conducted through an online survey for the primary data type
which is original information directly taken from our respondents. About secondary data, we find it quite
unnecessary for our current project as all needed information and questions are all placed in the survey
so we did not look up and record it.

The threat of new entrants and other existing rival competitors are another type of challenge to be faced
and counted in our business possibilities of success and failure as well. Based on that, we involve some
more relevant questions for our customers about other external service spots with the same serving
purposes (cafes, libraries, co-working space, etc.), such action makes things easier for us to figure out
the feasible reputation and the level of customers’ loyalty towards those rivalries.

Data from the first graph of this section reflects the frequency people go outside to some well-known
places such as coffee shops, libraries or co-working spaces for studying or working. In detail, 85% of
interviewees responded they usually go to these mentioned places for work or study, whereas the 11%
say sometimes, only 4% of the rest do not prefer to go outside for study or work. It seems that except for
the 4% group who would rather enjoy their own familiar atmosphere at home, the other 96% tend to find
either more concentration on work, less distraction, or entertainment thanks to the variety of amenities
and demand-satisfying services offered in such places.
Then, the next two graphs illustrate some certain chosen places where the respondents are fond of arriving
regularly, consisting of libraries, co-working places, coffee stores and others. Besides, some main
activities are also recorded here. Over half of interviewees (59%) choose to go to coffee shops, indicating
the top priority of their favorite workspace. This section then accounted for roughly twice as many people
as the library choosers, with 31%. The third option is Co-working Space with 8%. These figures are
somehow expectable as paying a little notice to the results shown, these places are ranked for their
respective level of popularity. More clearly, the coffee shop is the one instantly coming up in the majority
of our minds once intending to look for working places. Similar to the others, libraries and co-working
spaces, both seem to play less attractive roles in people’s awareness. The graph below also shows the
total of 7 activities people come to these places. Generally looking, all the selected activities pieces are
quite equal, there is not a huge disparity in number between each group: reading (9%), working (12%),
doing homework (28%), studying and meetings (21%) except for some more expertise activities which
accounted for much smaller parts: 6% for both research and seminars.

Next, our second part of the survey is asking people about their work habits. When we ask the people for
the period of time they spend working at these workspaces, 60,5% of 250 people vote for around 1 to 3
hours, which is the largest number. The survey’s figure also shows that 30,3% of people say that they
would spend from 3 to 5 hours to complete their tasks at these places. From these collected statistics, it
can be predicted that people usually require to spend more than an hour focusing on work. For those who
might be busier in their daily schedules or simply cannot focus for too long, 2,6% of them deny spending
a long time studying and working outside.

However, it is not easy to focus on studying and working at these places because there are many
distractions affecting people’s ability to concentrate. According to our study, more than 51% of people
complain that the environment in coffee stores is too noisy (traffic noises, loud surrounding chit-chat,
etc.) to 100% focus on their current work while 32,8% of interviewees agree that the noise is acceptable
to some extent and the remaining 15,8% vote for no, which means they think the environment at these
places is definitely suitable to fulfill their tasks. If S&W Landscape can provide people the best ideal
place with a suitable environment and facilities to focus on work or study, it will definitely be a strength
and a noticeable advantage for us to develop S&W and eliminate similar-market competitors.
It can be pointed out that there is a huge desire of people for the idea of opening a Study & Work
Landscape to serve their wants and needs. 96% of people agree that S&W is the potential to attract them
and also 95% of people say that the services given by S&W meet beyond their standards. This obviously
points out a delightful signal for our chances to set up and make the project happen as this huge part of
proponents may perhaps be our first customers trying to experience our services.
After finding out all the main patterns of respondents’ usual habits, preferences and thinking about our
projects, in order to attain further satisfaction from acquaintances as well as catching more attention from
other potential customers, we were in thought of some service packages attaching. According to the
survey, the top three necessary facilities customers vote for at S&W are private rooms for group projects,
print & photocopy, and air conditioner. This initiative to fully furnish our S&W with more facilities may
display an outstanding point which will simultaneously raise the customers’ pleasant level and the
uniqueness from other rival competitors and the traditional similar model.
Setting a reasonable price will determine the loyalty of customers towards the service which means extra
times they keep going to our S&W. Our strategy is to allow potential customers themselves to express
the most appropriate pack of prices that they are willing to pay. Not only does this make customers
comfortable with their own choices, but also it is supposed to be a smarter step than other similar
competitors as we do not initially impose any subjective price on customers. In the survey, we add in
the question “ If S&W provides you with all services such as private room, print and photocopy, air
conditioner and even drinks within 2 hours, how much are you willing to pay?” Surprisingly, approximate
60% of people are willing to pay above 50,000 VND for 2 hours of available services. It shows a good
signal for S&W as people have a high evaluation for S&W. Based on this, we recommend the final fixed
price for 2 hours used is 75,000 VND as this might be the ideal price level for both customers’ pocket
money and our profit-making process.
By doing research and discover how our competitors work, find out what our SWOT are (Strengths –
Weaknesses – Opportunities - Threats), we can find ways to improve our services and advantages,
reduce risks of failure

However, collecting data about the Stud Hub market does establish competitive awareness. Therefore,
we compare the collected data with recent situation and apply the SWOT model (Strength-Weakness-
Opportunities-Threat) to emphasize the information we need to consider the best plan for the business.

Strengths: Weaknesses:

 Opens 24/7  Adjustment to fit the needs of

 Accessibility to modern and suitable customers
services  High competative with other places
 Meet the demands of customers  Prefer original coffee shops/library

Opportunities: Threats:

 New in business market  Number of Study Hub competitors are

 Unique service raising
 Tendency in Gen-Z  Facility cost demands high payment
 People invest more in rent studio premises
1. Recommendation
According to statistics which we have analysed above, we have gone to the conclusion that we will
operate this project “S&W Landscape” as being planned before. S&W Landscape will be opened in the
near future with four main features which are general space, reception with drinks area, private rooms
and conference with a stage. To make it more interesting, we also provide tutoring lessons about our
daily life or skills that we need to survive in the thriving era. One thing that you can not miss when
getting involved in S&W Landscape is that we open it 24/7 with rooms for you to rest in a limited time.

I will go with the first feature which is general space. In this area, we will set up numerous bookshelves
mixed with some flowers and plants plots to make people feel more relaxable. At the central, we will set
up some comfortable tables and chairs for them to work. We will choose ones with a mattress to help
them prevent back pain while working for a long time. To make S&W more attractive to customers, we
will carpet the ground and to make our area more cleaning. About books on the shelves, we will try to
import a wide range of books such as comic books, graphic novels, detectives and mysteries, references,...
to meet customer’s demand as well as they will have more choices on reading purposes. A good signal
for customers is that to maximize your experience, we will allocate the air-conditioner instead of using
fans.

The next part, we think that it is highly essential and people also require it a lot in the research form, is
the providing of coffee and water; however, to save more places for us to operate other things, we decide
to combine the reception with the drink bar. We operate this reception by using the circular counter, so
customers can contact the staff much more easily. About the drink, due to the limit in the capital, we just
provide them with coffee packages which we can gain support through coffee brands by sponsoring or
subsidising the price. Another thing may impress you is that we also provide printing service, you can
ask the staff at the reception to do it for you and you do not have to spend time going too far to find
printing shops. And notice that our staff will always focus on the atmosphere of S&W Landscape, and
remind the customers if needed to keep silence, not to disrupt other people. Moreover, if you want to
watch documentaries or anything which requires headphones. Do not worry about that, we will also
provide you with high-standard headphones.

Private space and a stage conference. S&W provides consumers with a private space that used to sleep
and relax for a short period of time, which can be used to host private group meetings for group ventures,
business meetings, and provides a comfortable atmosphere for people who want to work in silence. The
conference which a stage is for the purpose of organising many seminars, meetings, workshops to help
customer not to feel bored and can gain more knowledge about daily life. There are two lines of rooms,
the first line is for relaxing purposes and the other one is for private purposes such as group-working.

Tutoring lessons about our daily lives or skill that we need to survive in the thriving era are also provided
to emphasize the attractiveness of the service. About the “Conference with a stage” service, as offering
customers a private space, we have a private room that has a stage for organizations or businesses of
sufficient size to host such as conference business—comprising total expenditure on meetings, activities,
displays, exhibitions with professional devices and services included.

2. Conclusion

Integrating all the results obtained from the survey with clear objectives, data analysis and prediction
about all the possible tendency, preferences and habits among interviewees, we ultimately came to the
final decision that it is absolutely possible for us to open the S&W Landscape which is also the
answer for the beginning research question. Based on the respondents’ high expectation for our
upcoming new service model, hopefully this will not let anyone down and somewhat contribute to your
wonderful time working and studying here.