FPT UNIVERSITY GROUP ASSIGNMENT

GROUP ASSIGNMENT

Project Valuation/Investment
Appraisal

Lecturer: Trần Khánh Trang

Subject: Fin202
Group 6’s members: 1.Phạm Quang Anh
2.Bùi Thị Như Ngọc
3.Hoàng Phi Đạt
4.Đỗ Tuấn Anh

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TABLE OF CONTENT

1.Introduction………………………………………………………………………………………..1
2.Market Analysis, Marketing Plan and Sale Strategy
2.1Market analysis
2.1.1 Problem & Solution………………………………...………………………………..3
2.1.2 Target market…………………………………...…………………………………….3
2.1.3 Competitors……………………………..……………………………………………4
2.1.4 Competitive advantage………………………………..……………………………4
2.2 Marketing Plan
2.2.1 Market penetration………………..…………………………………………………4
2.2.2 Experience………………………………………………………..…………………..4
2.2.3 Brand extension……………………………………………………...………………4
2.3 Sale Strategy
2.3.1 Cold customers…………………………………….…………...……………………5
2.3.2 Warm customers………………………………………………..……………………5
2.3.3 Hot customers……………………………...………………………...………………5
3.Financial Plan
3.1 Operating expense
3.1.1 Year 0 (total cost 1 billion)…………..……………………………...……………6,7
3.1.2 Years after……………………………………………………..……....……………7,8
3.2 Sale forecast………………………………………………………….………………...8
3.3 Projected profit & loss…………………………………………………..…………….8
4. Conclusion…………………………..…………………………………………………………….8
5. Reference…………………………..……………………………………………………..……….9

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1.Introduction
Nowadays, young people often have the habit of going to cafes to gather, entertain,
etc. This has made the coffee shop business market diversified and creative with many
different models and design styles. to serve a wide variety of audiences. Young people often
choose for themselves cafes with beautiful views to have virtual check-in corners that can be
classic style or modern style. However, at FPT University, no coffee shop can do that.
Understanding that problem, we would like to introduce the coffee shop “cà phê FIN”,
creating for young people the best coffee drinking space as well as the best coffee quality.
Coming to us, you not only have moments of entertainment with friends after depression with
FIN scores but also enjoy an excellent, beautiful space with coffee cups full of life's spices.
There is bitter and sweet, everything blends to blow away all your fatigue.
2.Market Analysis, Marketing Plan and Sale Strategy
2.1.Market analysis
2.1.1.Problem & Solution
Problem:
Nowadays, with the fast pace of life, young people often tend to use takeaway coffee.
you often choose for yourself foreign coffee brands such as Starbucks, highland, ... And pay
less attention to traditional coffee.
Solution:
I will aim for a quiet workspace with a design suitable for students who choose a cafe
as a place to study and work. Because in places like the highland… it's still quite noisy. We
don't need to be so good at drinks, but in terms of space, let's make it so that customers think
about it when they want to go to coffee.
2.1.2.Target market
● Target customers are students and lecturers of FPT University Hoa Lac campus.
● Create a beautiful and comfortable bar space suitable for those who like peace and
like to take pictures
● Dedicated and professional service staff to bring customers the most comfortable
feeling
● Upgrade products and services daily. Update the menu and timely update the
products that match the trend
● Items such as cups and faucets are made of paper or environmentally friendly
materials to gain people's support

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2.1.3.Competitors
● Direct competitors: cafes that also offer drinks and services such as Highland coffee
that can completely replace FIN coffee.
● Indirect competitors: shops and business locations that do not sell beverages such as
FIN coffee but still meet the needs of customers.
● Potential competitors: shops that are not yet in business and sell coffee but have the
potential to develop more coffee businesses.
2.1.4.Competitive advantage
● Limit the risk of changing sales strategy and plan
● Reduce costs on market research
● Acquire the experiences of previous businesses
● The shop has a beautiful space, suitable for check-in
● Wide variety of drinks with average prices according to the common ground
2.2.Marketing Plan
2.2.1.Market penetration
We need to create attraction with specific customers and target customers. Besides,
the menu is indispensable for a beverage shop and that menu includes the products that the
store has for customers to easily reference and select. Social media such as Facebook or
Instagram can be used to post store menus and services to attract customers. Creating a
separate page for the store and adding the store address on google maps is essential.
Relying on relationships such as school clubs, groups, or friends, can quickly attract more
customers. Promotions and opening banners also need to be implemented.
2.2.2.Experience
Actively capture customer feedback to increase brand awareness by promoting
through social networking sites and developing products and services based on customer
reviews. Marketing is based on familiarity and word of mouth, from relationships such as
family, relatives, friends, colleagues, or neighbors. There are special promotions for loyal
customers such as a program to accumulate points to exchange for small gifts at the end of
each month for customers.
2.2.3.Brand extension
Retain existing consumers and attract new ones. Expand and upgrade the cafe, and
decorate it more eye-catching to attract customers. Add a few coffee drinks to serve
customers.

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2.3.Sale Strategy
The main sales strategy is to fridge the best services possible to give customers the
best experience that the restaurant can offer. Show customers that they can feel comfortable
and relaxed when they stop by. At the same time, maintain a close relationship with
customers.
We will temporarily divide customers into three "types" of customers and each type
will have specific ways of taking care of

2.3.1.Cold customers
Cold customers are customers who can buy goods but still have no experience and
do not know anything about the shop. For cold customers, the shop will give a 20% discount
for the first drinks when you like the fan page of the shop.

2.3.2.Warm customers
Warm customers are customers who have had a certain experience at the restaurant,
have used services and products, or know about the shop through communication and
advertising channels. For warm customers, the shop will actively communicate by fan page
about discount events or talk show nights to be able to bring customers back to the shop
again.

2.3.3.Hot customers
Hot customers are the most potential customers, as patrons of the restaurant and
have experienced almost all of the drinks or seating positions of the bar. With hot customers,
the shop will focus on serving with loyalty cards, besides always reminding customers that
the shop will serve the best possible, affirming the quality of the shop's products in the most
delicate way. Besides, building a customer community, making customers lead more
customers to the shop.

3.Financial Plan
3.1.Operating expense
3.1.1.Year 0 (total cost 1 billion)
Before opening FIN coffee we need to prepare a number of necessary equipment and
supplies to start our business. Cost for the coffee shop: Including the deposit for the
premises, the cost of design and construction, the cost of labor, materials, ...The detail will be
mentioned below

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Category Amount Estimated Price Total price

time of use

rent space (pile) 150.000.000

Apply for a business 1.000.000

license

air-conditioner 2 10 years 20.000.000 40.000.000

fridge 2 10 years 15.000.000 30.000.000

dispensing cabinet 1 10 years 15.000.000 15.000.000

coffee maker 1 10 years 200.000.000 200.000.000

decorations(wallpaper 10.000.000
, lighting, picture,
flower)

Other preparation 1 10 years 50.000.000 50.000.000

equipment

cups (cups in general) 100 10 years 10.000 1.000.000

installation rental 10 years 10.000.000

Cash register 10 years 15.000.000

Blender 1 25.000.000

Fruit presses 1 3.300.000

Super tepid 1 250.000

Furniture 30.000.000

Coffee grinder 1 65.600.000

Total 633.150.000 VND

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3.1.2.3 Years later

Maintenance expenses: This amount is for the first time of opening the shop such as
advertising, marketing, and expenses such as monthly rent, internet, electricity, water, staff
salaries, raw materials, drinks, …

Category Time Price (year)

Rent space 1 year 150.000.000

Electricity, water, internet 1year 84.000.000

Part-time employee’s wage 1 year 108.000.000

Marketing 1 year 5.000.000

Inventory 1 year 250.000.000

Total 597.000.000 VND

3.2.Sale forecast
FIN coffee focuses on customers from 16-35 years old, especially students studying
in FPT University. Therefore, the average price can reach all classes of customers. To able to
meet the needs of customers, FIN club has offered a variety of services at reasonable prices,
namely:
+ Traditional coffee (black coffee, milk coffee, silver custard): 25.000đ
+ Italian coffee (cappuccino, latte, espresso): 40.000đ
+ Tea (fruit tea) 30.000đ
+ Juice: 35.000đ
forcecast daily revenue:

orders (dates) category revenue (date)

25 Coffee 625.000đ

16 Juice 560.000đ

18 Tea 540.000đ

20 Italy coffee 800.000đ

total 79 2.525.000đ

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Our shop is primarily focused on the traditional coffee experience, so we expect the
majority of customers to use this service (we expect to achieve around 70 to 100 orders per
day). In addition, we also found that the number of young people who like to drink
cappuccino, latte, and espresso is also quite high partly because it is easy to drink and
suitable for the current youth trend (predicted about 15-20 orders daily). Fruit tea and fruit
juice are two items during the hot summer season (hopefully about 30-35 orders per day).We
plan to generate between 2,500,000-3,000,000 per day (in the first year). Revenue is
expected to grow about 20% in the 2nd year and 20% in the 3rd year.. We firmly believe that
FIN coffee will be able to achieve this growth rate.

3.3.Projected profit & loss

● Revenue in the first year is 722,700,000 VND and the growth rate is about 30% in the
2nd year and 13% in the 3rd year.
● Our variable costs are 31.5% of our sales revenue.
● The number of customers increased sharply in year 2 and increased in year 3. This
also resulted in increased cash flow, which indicates a positive growth for our business.
Since variable cost is based on the number of customers, it is always part of our revenue.
● EBIT is growing every year, which means our business is profitable. This is also
reflected in our NOPAT as it is growing every year. This shows that our business is doing well
with our core activities. It can also mean potentially higher future earnings.

4.Conclusion
Our coffee shop is focused on the customer experience. The design of the shop will
be a bit Classic mixed with Industry, focusing on customers who love a relaxing and polite
space. The price list of the bar's drinks is also diversified for customers to freely choose their
favorite drink. The drinks are varied from low to high prices, and at the same time, customers
can choose the size of their drinks. The business philosophy of the restaurant focuses on
exploiting the comfort of customers, creating a positive and contagious effect among
customers. Since then, develop sustainably and bring the brand of the restaurant up daily.
The store's staff will be trained to take care of customers, answer questions, and inform
customers of the shop's promotions or events. The potential revenue figures are very
positive, showing that this is a potential and promising project.

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5.Reference
https://maybanhang.net/2016/12/phan-tich-thi-truong-ca-phe-viet-nam-nam-2016/?fbclid=IwA
R18t1BRgr_rsaaevkAIGEebt2Ir3NSDAQy2jr-GyezyFV8cF8nYpzaLi6g
https://phadincoffee.com/12-buoc-kinh-doanh-quan-cafe-thanh-cong/
https://www.bplans.com/downloads/sample-plans/?sbp_file=coffee_roaster_business_plan&s
bp_cat=Wholesale+Food+%26+Beverage&redirect_uri=https://www.bplans.com/coffee-roast
er-business-plan/appendix/