PHAM

TUAN DUNG
CORPORATION ANALYSIS

ABOUT MINDX TECHNOLOGY SCHOOL

MindX is one of the top start-ups in STEAM Education which provides a unique learning method for
inter-level students in Vietnam. After 6 years of development, now mindX has achieved expected
achievements when owning 12 branches nationwide and successfully training more than 25,000
students. With the mission of connecting multiple generations of developers, mindX promises to
continue to bring more value to businesses in general and society in particular.

Targeted market STEM Education / Tech Learning – a segment of Edtech

Customer: Adults, parent who have interested in IT

Targeted Customer /
Consumer Consumer: Inter-level students from Primary to Highschool and
adults
IT & Digital courses (programming, computer sciences, design,
Core Product
3D,…) for all age.

Market Assessment
This market promises to be full of potential and has a lot of room for growth in the future.
Edtech Market now is the third market after E-Commerce and Fintech about Global
Investment value. In Vietnam, the Edtech market is still quite new, but when positive factors
appear (GDP growth, increased demand for learning, supportive government policies, etc.) the
potential of this market is now expanding. It is estimated that Vietnam’s Edtech market will
reach 3 billion USD by 2023. In the edtech market segments, STEM education is gaining the
most attention.
Competiors (Most Direct)

Competitive Factor Center Holding company

Education program for Children Teky Academy TEKY HOLDINGS.,JSC

Education program for adults FPT Aptech Computer Edu FPT EDUCATION.,Ltd

Competitive Advantage

The only teaching center provides Inter-level professional IT courses for students from
Primary to High School and adults.

Owning a unique miniture Sillicon Valley class model is that mindX’s learning area has
practical contact with technology start-ups and companies around the class (X Jobs).
Students have more opportunities to learn and complete real products (Global Developers).

Commitment to learning results; Support to find suitable jobs for students after the courses.
ANALYST ABOUT TARGETED CUSTOMER
How early should programming skills be Parent’s problems about their jobs and the education
introduced to kids? of their childrens in the present?
- Parents spend too much time working outside
9th-12 Grade instead of being with their childrens at home.
- Parents do not have an in-depth understanding about
IT, so they have difficulty in supporting their children's
6-8th Grade learning when the Technology of Education is changing
dramatically.

3rd - 5th Grade 29% What are Parents/Adults’s purposes in (help

childrens) learning progamming?
- Having opportunities to familiarize about IT
1st - 2nd Grade
methodically and professionally.
- Building/Developing a foundation of knowledge and
Kindergarten skills about IT from an early age to orientate the
future.
0% 10% 20% 30% 40% For people who have lack in-depth knowledge about
IT, they believe that programming is using computer
Source: International Association of Educational Technology
function to creat an application which is used for work.
Where DEVs start to learn What are Parents/Adults’s most demand in a
programming? programming class?
60% - Opportunity to practice and improve skills.
48%
50% - Practicality.
42%
40%
28% - Open learning environment.
30% 27%
- Curriculum and learning path suitable for individual
20% 14% 16% 11% 11% students.
10%
What are Parents/Adults’s most not prefer in a
0% program-ming class?
University College In-depth Apprentice
Courses - Using electronic devices for too long can affects
health.
2019 2020
- Distracted by software that is not related to the
Source: Vietnam IT Market Report 2021 learning process.
What are Parents/Adults’s concerns when register a
Forecast about demand of Devs in the
teaching center?
IT’s job market
- Appropriate study’s fees.
600000
500000 - Teaching quality of the lecturers.
400000 - The level of prestige and quality of customer care of
the center.
300000
200000 What could be the biggest barriers that keep them
from going to the center?
100000
0 - The fee of studying is too high.
2018 2019 2020 2021 2022 - Running out of extra time to learning at the center
Demand Shortage - The epidemic situation is complicated.

Source: Vietnam IT Market Report 2021 - Teaching center too far or too few branches.
ANALYST ABOUT TARGETED CONSUMER
Rate of interest in subjects of What are the difficulties in their daily life or
secondary school students study?
- The current compulsory education program is
Art
still heavy on theory, making children tired and
Computer Science 54% depressed.
- School facilities have not yet ensured that
History
children have adequate and correct access to IT.
Science - Spending too much time playing games instead
of researching how to make them.
Foreign Languge
Why should children learn Programming?
Math
- Build early base knowledge to adapt to the
0% 20% 40% 60% 80%
development of the world.
Source: Data Survey from csedu.gallup.com - Orient the future job with high income.
- Exchange, learn and interact with people with
similar interests to develop soft skills.
If kids love to learn programming, what will
they like it about?
- Use computers to program to create a sense of
excitement and novelty.
- Opportunity to access high-tech products:
computers, robot systems...
- Study while playing.
- Meet friends with similar interests.