FOUR FLORA

MINISTRY OF EDUCATION AND TRAINING

THUONG MAI UNIVERSITY

INTERNATIONAL TRAINING INSTITUTE

Entrepreneurship and Business Plan

Company Description: Four Flora Flower Shop

Class: 23101CEMG0817E

Group: 4

Instructor: PhD. Tran Van Trang

Hanoi, September 2022

Table of Contents

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INTRODUCTION....................................................................................................................................3

I. COMPANY DESCRIPTION..............................................................................................................4

1. Business Idea....................................................................................................................4
1.1. Brand Identity..................................................................................................................4
1.2. Customers and Customer Services.................................................................................5

2. Business model...........................................................................................................................................6
2.1. Target................................................................................................................................6
2.2. Mission..............................................................................................................................6
2.3. Vision.................................................................................................................................7
2.4. Core values.......................................................................................................................7
2.5. Product Description.........................................................................................................7

II. MARKET ANALYSIS.......................................................................................................................8

1. Target customers.............................................................................................................8

2. Market Segmentation.....................................................................................................8

3. Competitors......................................................................................................................9

III. MARKETING PLAN.....................................................................................................................10

1. Marketing Plan..............................................................................................................10
1.1. Media advertisement.....................................................................................................10
1.2. Services...........................................................................................................................12
1.3. Physical evidence............................................................................................................12

2. Human Resource Plan..................................................................................................13

2.1. Recruitment and selection of employees......................................................................13
2.2. Recruiting and selecting salespeople............................................................................13
2.3. Salesperson training......................................................................................................13
2.4. Motivate/encourage employees.....................................................................................14

3. Financial Planning...................................................................................................................................14
3.1. Costing goods and services............................................................................................14
3.2. Financial Planning.........................................................................................................15

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CONCLUSION......................................................................................................................................18

GROUP REPORT.................................................................................................................................19

INTRODUCTION
Along with the progress of society, the needs of people's material and spiritual life are
more and more concerned and focused. Besides the daily material elements, the FLOWER - a
symbol of spiritual life is always mentioned. The scent of flowers has gradually become an
indispensable part of flower life, always adorning life more beautiful.
Someone once said that “If you can't say the words of love, let Flower speak for you.”
FLOWER always shares every corner of our emotions, joys and sorrows, and especially,
FLOWER becomes a means of communication. effectively that no gift can fully replace. Fresh
flower business will always be profitable and low risk, low initial investment cost. Based on the
growing demand of the mayor as well as our passion for HOA, we decided to choose FLOWER
as the main product for our first business with the Online Shop Model “Four Flora”.
Our business plan may have some shortcomings, we sincerely hope for your comments
and feedback to fulfil this plan more perfectly. Thanks!

I. COMPANY DESCRIPTION
1. Business Idea

Four Flora is an online shop in the model of start-up, specializing in providing flower
products and services such as fresh flowers, related decorative accessories and consulting
services, flower arrangement instructions. The shop was formed from the idea of contributing
to help people send their love to their lovers through flowers.

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 Shop scale: In the model of start-up and self-operated shop, along with inherent assets
and knowledge, the shop has a small scale with a total of 6 employees. This scale is also just
enough to ensure the business activities of the shop. We also hope that the size of the shop will
be guaranteed and enlarged more in the future.
 Chances of success: With the increasing standard of living, along with that, the spiritual
life is concerned and enhanced. The demand for flowers during the holidays or special
occasions, for decorative flowers in offices or in weddings, … All of these opportunities is the
key for the shop to hope for our success.
 Differences: The differences of the shop come from the supply of high quality flowers
with stable prices. Besides, the products have different features in decoration, making our
product a “typical gift” for customers. One more thing that determines the success of the shop
is the flower wrapping paper. The shop chooses to use biodegradable, safe and
environmentally friendly paper. Each flower wrapping paper pattern has a different style and
colour, with the ingenious combination of the bouquet, will make the flowers more beautiful
and brilliant.

1.1. Brand Identity

 The meaning of the shop name “Four Flora”:

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F:
Fresh

Flora: O:
R:
Outsta
Royal Flower nding

U:
Unforg
ettable

 Logo:

In nature, each flower has a distinct and characteristic colour. However, we cannot bring
all those colours into one logo because it will confuse the eyes and lack emphasis. Therefore,
our shop chooses a maximum of 2 colours to be able to express the sophistication, aesthetics
and harmony of the logo design. The logo colour chosen by the shop is duck-neck blue
combined with pastel pink to show minimalism, creating sympathy and closeness to customers.

 Slogan:

Our slogan is “Lush, Colourful and Fresh”. Referring to this slogan, customers will
think of a youthful flower shop with fresh and colourful flowers.

1.2. Customers and Customer Services

We direct our products to all classes of customers. They can be romantic people, with
good taste in art, knowledgeable, profound and delicate; they can be married women, which
can be divided into the following groups of lovers, housewives, and florists. On holidays or
anniversaries, guys want to give the girl they love precious gifts. They go to the flower shop to
buy the freshest, most beautiful flowers.

The shop provides all the needs of customers such as:

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 Arrange flowers according to the theme, arrange flowers according to customer

requirements
 Accept online flower orders and online payments
 Flower packages on request
 Delivery on request
 Advice on choosing flowers according to the needs and preferences of customers

2. Business model

Four Flora is an online shop in the model of start-up and self-operated, specializing in
providing flower products and services With the specificity of the industry, in addition to
focusing on the quality of products and services, the shop will plan and implement
synchronously promotional and introduction activities, mainly using online marketing tools.
Through popular channels such as website, Facebook, PR post, .... Shop also built a complete
sales force program and completed distribution channels to promote product consumption,
increase revenue and profit for the shop.

2.1. Target

 After 2 weeks of operation, the shop has received many positive feedbacks from
customers, the immediate goal is to recover capital and make a profit.
 Next year will develop more aspects of professional flower arranging consulting and
guiding services.
 Helping customers improve their spiritual life at the lowest cost.
 From next year, annual profit increase 10-20%.

2.2. Mission

Four Flora is committed to bringing unique, quality and affordable fresh flower products
to meet and satisfy the needs of customers.

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2.3. Vision

Four Flora can become the best symbol of products and services providing cheap fresh
flowers in Vietnam.

2.4. Core values

 Passion: Helping sustainable development, creativity and innovation.

 Try hard, take risks.
 Respect: Focusing on customer's feelings, listening to customer feedback, Four Flora
always brings designs suitable for each object.
 Quality: Four Flora always updates flower patterns according to the trends, keeping
flowers fresh and beautiful.
 Ethics: respect for established ethical standards and a commitment to act accordingly.
 Diversity and inclusion: Bring different experiences into an environment to share, listen
to each other's opinions, where everyone is integrated and equal between colleagues and
leaders.
 Optimal problem solving: Four Flora always tries to find the most effective way to solve
problems in order to improve the user experience.
 Emphasizing the difference, building the unique features to create the brand's
characteristics

2.5. Product Description

Coming to Four Flora is coming to unique flower patterns, always impressively

decorated, luxurious, artistic, deeply inspiring recipients with the message of a fresher and
more joyful life than ever. . . Four Flora wants to convey not only a flower shop, coming to
Four Flora you can also share the meaning of flowers, and at the same time get advice on how
to choose flowers suitable for different purposes and objects. Each flower bouquet of Four
Flora is meticulously invested from raw materials to design, preservation, and customer
satisfaction. All flowers are carefully and meticulously inspected to ensure that the products are
sourced from a trusted source and delivered fresh to the customer. Four Flora provides fresh

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flowers, gift flowers, opening flowers, and wedding flowers... with prices ranging depending
on the customer's choice. Currently, Four Flora always has a large quantity of 3 types of
sunflowers, roses and lilies. These are all types of flowers that are easy to import, easy to care
for and are also popular with customers. The lightness, freshness and meticulousness in each
bouquet make the recipient feel the whole heart of the other party. Four Flora flowers are also
very popular with young people as a meaningful gift for grandparents and parents.

II. MARKET ANALYSIS

1. Target customers

For Four Flora, the criterion is to provide the most beautiful flowers and patterns to our
customers. With a delivery system all over Hanoi, we will deliver flowers to the place you
need, so that we can promptly support the issue of ordering flowers, sending flowers to the
recipient,…

Four Flora's product lines are created for teenagers and adults because of this age there
is a great need for flowers to send on holidays. Four Flora divides target customers into two
groups:

 Individual customers: Are those who need to buy and are willing to pay to buy Four
Flora products, especially on holidays. This group of customers has a relatively diverse
product demand (good product quality, beautiful, reasonable price, fresh .....) and the
proportion is also quite high.
 Group customers: Are distributors, wholesalers, retailers, shops, supermarkets, etc.,
who want to be able to distribute Four Flora's flower products. This is the group that
mainly deals with discounts, sales bonuses, orders on schedule... related to flower
distribution.

In addition to the two main target customer groups, Four Flora's other three product lines
are also suitable for all ages.

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2. Market Segmentation

With a diverse number of flower products, Four Flora flowers choose to segment
according to the division method with the selected sub-plot as:

 Geographical criteria: Based on Hanoi's population density and product consumption

ability, it is divided into 2 market segments, which are in the center and in the suburbs.
 Demographic criteria: Based on age to divide into three different market segments are
young people, adults and the elderly. In addition, there is also a classification of flowers
for family and personal use.
 Consumer buying behavior criteria: Based on major holidays and search interests, the
segment of normal days and holidays.

3. Competitors

 Cuahanghoatuoi.vn is an online flower brand that has existed for a long time, because of
"joining" early, this brand affirmed its position soon to compete directly with Four Flora
in the flower market. Cuahanghoatuoi.vn is constantly launching new competitive
strategies to challenge rival Four Flora. Cuahanghoatuoi.vn Fresh Flower Shop
specializes in receiving flowers online, giving flowers at home, sending flowers at place.
 Other Online Flower Shops in Facebook and Instagram.

4. Popular products in the market

Each flower has its own beauty and meaning, its own symbol. Moreover, beautiful or
not depends on each person's own perception. After doing market research, the group came up
with a few popular flowers in Hanoi:

 Roses are not only ranked in the list of the most beautiful flowers in Vietnam, but they
are also the most beautiful and popular flowers in the world. Because the rose is a
symbol of love, it is known as the queen of flowers. Many people bought it to give to
their lover. Roses are the most consumed flowers.

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 Orchid has been a symbol of haughty beauty, high bar but full of attraction and charm.
Orchids used to be a trend and bought at an expensive price until now, the fever has not
subsided.
 Chrysanthemum flower has a gentle, simple beauty and is very popular, close to
Vietnamese people.
 The lily is also known as the lily, the lily. The lily has an extremely beautiful and noble
beauty and is loved by many people. During Tet, the number of people buying lilies
increases sharply.

III. MARKETING PLAN

1. Marketing Plan

1.1. Media advertisement

1.1.1. Blogs, social networks

 Build fanpage to introduce the shop and the services it offers, buy goods online, post
ads, pictures, videos, clips. These separate pages will be deployed on blog systems and
social networks such as: Facebook, Instagram, Blogspot, ... Especially focusing on
Facebook with the functions of photo tag, note tag, event organization event, create
group..
 The forum about wedding services, video sharing sites: Post beautiful pictures of flower
art products and company activities on popular forums. Send flower arranging videos,
events into famous Video sharing sites such as Youtube, clip.vn,... Especially pay
attention to the keyword placement for the images. , video clips so that they are easy to
find.
 Banner Advertisement: Place advertising banners on websites that target customers
often visit such as: Zing, Channel14, 2star, Star, Online News, 24h,...

1.1.2. Public relations

 PR:

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⁃ The Marketing Department of the company writes Advertorial articles to post on

fanpage, website,.... Note that Advertorial articles should be written skillfully and
objective, not to indulge in advertising.
⁃ Hire hot bloggers to write Editorial articles.
 Participate in online events: Actively participate in flower arranging fairs and
exhibitions, flower arrangement competitions or annual wedding services.

1.1.3. Event organization

 Organize an online contest “Beyond the Beauty”

⁃ Participants: People who love flowers and photography, aged 18 and over
⁃ Content: Contestants participating in the competition make art photos with flowers. The
set of photos participating in the competition must be made into a story with meaningful
content. The winner is the person who receives the most votes from the audience.
Voting took place on Facebook fanpage for 2 weeks.

1.1.4. Build a sales force program

 Establish a “seller-buyer relationship”: Establish long-term relationship with customers

after sales by consulting on How to preserve and care for flowers. Information for
customers when there are programs promotions, send birthday greeting cards, ...
 Salesman's Duties:
⁃ Select target customer
⁃ Collect personal information and flower preferences of customers
⁃ Visit and evaluate customers
⁃ Communicate
⁃ Sell Service
⁃ Provider
⁃ Collect money
⁃ Resolve complaints
⁃ Satisfying customers
⁃ Establishing relationships
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 Sales force goals:

⁃ Generate profits through finding, satisfying and retaining customers, developing long-
term relationships with customers.
⁃ The sales force must recognize that managing and developing this area is the center of
profit.

1.2. Services

 By seasonality: On holidays and special days of the year such as Valentine's Day, March
8, October 20, ... Depending on the supply and demand of the market, the shop builds a
suitable price bracket with an increase of about 25 - 30% compared to the bonus date.
 According to demand:
⁃ For customers who have their own needs about how to arrange flowers, the type of
flowers as well as the materials used, the shop offers different prices.
⁃ Arrange flowers according to the theme, arrange flowers according to customer
requirements.
⁃ Decorate the car with flowers on request
⁃ Decorate the meeting room, party room with flowers package
⁃ Gift wrapping on request
⁃ Consulting and guiding flower arrangement according to the needs and preferences of
customers
 Flower arrangement accessories: Provide accessories such as vases, flower baskets,
decorative accessories such as foam, burning paper, ribbons, bows, etc.
 Gifts: In addition to flower products, the shop also offers a variety of other gifts such as
cards, ball player, chocolate, handmade items, ...

1.3. Physical evidence

When delivering the goods to the customer, the staff will send the customer a card
including the fanpage name, the products provided, the phone number, the contact methods,
when the customer needs to buy again, they will contact you.

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2. Human Resource Plan

2.1. Recruitment and selection of employees

 1 Store Manager: Responsible for contacting places to import flowers and order other
equipment to create products such as flower arrangement foam, table or flower basket...
 1 Accountant
 1 Customer Relations Officer:
⁃ Consulting to customers
⁃ Direct contact with customers to receive orders
 Manage shop's website
⁃ 2 technical staffs in flower arrangement: implementing ideas for products of the shop,
sample flower arrangements, arrange flowers according to the order
⁃ 1 employee is in charge of receiving flowers, delivering to the place

2.2. Recruiting and selecting salespeople

Developing criteria for choosing a good salesperson:

 Dare to challenge
 Capable of performing assigned duties
 Able to solve problems
 Customer care ability
 Vitality
 Hard work
 Empathy

2.3. Salesperson training

 Goals and training program
⁃ The art of selling
⁃ Knowledge of: Company, Customer, Competitor, Product
⁃ Sales process and skills: prospecting and evaluation, customer survey and preparation,
access and exploit
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 Evaluate the effectiveness of training:

⁃ Awareness
⁃ Morale
⁃ Knowledge
⁃ Skill
⁃ Attitude
⁃ Sales Force Revenue
⁃ Customer Complaints and Praise
⁃ Number of goods sold
⁃ Number of returned goods
⁃ Absence

2.4. Motivate/encourage employees

 Improving work practices and culture
 Rewards
 Revenue norm

3. Financial Planning

3.1. Costing goods and services

 FIXED COST FORM

Details Costs per month (VND)

Fixed assets 200,000

Wrapped paper, ribbons, bows 250,000

Electricity and water (including waste water) 600,000

Transport 200,000

Marketing expenses 600,000

Miscellaneous 150,000
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Total Fixed Cost per month 2,000,000

 MONTHLY PURCHASE FORM

Product Estimated number of Variable Cost per Total Variable

items sold per month item Cost per month

Sunflower 60 8,000 480,000

Rose 80 1,500 120,000

Lily 50 12,000 600,000

Total Variable Cost per month 1,200,000

 PRODUCT COSTING FORM

1,200,000
Fixed Cost Charge (%) = = 60%
2,000,000

Product Variable Cost per Fixed Cost per item Total Cost per
item item

Sunflower 8,000 8,000 x 60% = 4,800 12,800

Rose 1,500 1,500 x 60% = 900 2,400

Lily 12,000 12,000 x 60% = 7,200 19,200

3.2. Financial Planning

 SALES PLANS

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Details September October November December Total

Sales price 25,000 25,000 30,000 20,000

Sunflo
Sales volume 80 60 90 60 290
wer
Sales value 2,000,000 1,500,000 2,700,000 1,200,000 7,400,000

Sales price 5,500 5,500 6,500 5,500

Rose Sales volume 100 80 90 80 350

Sales value 550,000 440,000 585,000 440,000 2,015,000

Sales price 35,000 35,000 40,000 35,000

Lily Sales volume 60 50 50 55 215

Sales value 2,100,000 1,750,000 2,000,000 1,925,000 7,775,000

Total sales 4,650,000 3,690,000 5,285,000 3,565,000 17,190,000

value

 COST PLAN

Details September October November December Total

Production 80 60 90 60 290
volume

Variable Cost 8,000 8,000 8,000 8,000

Sunflower
per item

Total 640,000 480,000 720,000 480,000 2,320,000

Variable Cost

Rose Production 100 80 90 80 350

volume

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Variable Cost 1,500 1,500 1,500 1,500

per item

Total 150,000 120,000 135,000 120,000 525,000

Variable Cost

Production 60 50 50 55 215
volume

Variable Cost 12,000 12,000 12,000 12,000

Lily
per item

Total 720,000 600,000 600,000 660,000 2,580,000

Variable Cost

Total 1,510,000 1,200,000 1,455,000 1,260,000 5,425,000

Variable Cost
of the
business

Total Fixed 2,000,000 2,000,000 2,000,000 2,000,000 8,000,000

Cost

Total Cost 3,510,000 3,200,000 3,455,000 3,260,000 13,425,000

 PROFIT PLAN

Details September October November December Total

Total Sales 4,650,000 3,690,000 5,285,000 3,565,000 17,190,000

Total Variable 1,510,000 1,200,000 1,455,000 1,260,000 5,425,000

Cost

Gross Profit 3,140,000 2,490,000 3,830,000 2,305,000 11,765,000

Total Fixed 2,000,000 2,000,000 2,000,000 2,000,000 8,000,000

Cost

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Net Profit 1,140,000 490,000 1,830,000 305,000 3,765,000

CONCLUSION
Four Flora is our first business project, with low initial cost, fixed assets and available
labor. After planning and calculating the cost, profit and loss of the project, Four Flora is a
workable start-up plan at the initial level. With the first 4 months of business, we are
completely profitable. Although this profit margin is still low, with the enthusiasm of our
youth, the easily accessible source of raw materials and the quality of the products, we believe
in the success of the project. We hope that one day, Four Flora will officially be opened and
achieve our goals./.

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GROUP REPORT
SOCIALIST REPUBLIC OF VIETNAM

INDEPENDENCE – FREEDOM – HAPPINESS

***

GROUP ACTIVITY REPORT

Group: 4

Members:

- Lê Phương Thảo (Leader) - Lê Phương Thanh

- Bùi Thị Thu Thuý - Hoàng Thu Thủy

- Nguyễn Quỳnh Trang - Phạm Quang Thái

ST Name Tasks Rating

T Score
Responsibility Participation level

1 Lê Phương Thảo (Leader)

2 Lê Phương Thanh

3 Bùi Thị Thu Thúy

4 Hoàng Thu Thủy

5 Nguyễn Quỳnh Trang

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6 Phạm Quang Thái

Hanoi, September 9th, 2022

Leader

Lê Phương Thảo

20