BA International Standard Program Entrepreneurship

MIDTERM PAPER FOR A STARTUP PROJECT

Student Name(s) & ID No. Nguyễn Thị Quỳnh Giao (2000006257)
Phan Vũ Mai Vy (2000006538)
Nguyễn Thành Duy (2000001081)
Trương Đông Huy (2000003503)

Course Title & Number Entrepreneurship (Kinh doanh Khởi nghiệp) - 075854

Midterm coursework assign A business dashboard for an applied entrepreneurial project

ment [Katoon House]
Assessor / Instructor Doan Gia Au Du, MBA, M.Sc.

Submission Deadline 14/11/2021

Proportion of the Report 30%

Students’ Signatures:………………………………………………_Date: ..………………….

For Official Use

Coursework / Assignment: received by : ……………..…………_ Date: …………………….

Mark Achieved: ………………… Confirmed by………………………………………..

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 Table of content

1. Introduction / An overview of the start-up project.....................................................3

2. Problem statement and incentives................................................................................3

3. Start-up goals and objectives........................................................................................4

4. Business Model Canvas.................................................................................................5

4.1. Key partners ...................................................................................................5

4.2. Key activities ...................................................................................................6

4.3. Key resources ..................................................................................................6

4.4. Value propositions ..........................................................................................6

4.5. Customer relationships ..................................................................................7

4.6. Channels ..........................................................................................................7

4.7. Customer segments ........................................................................................7

4.8. Cost structure .................................................................................................8

4.9. Revenue streams .............................................................................................9

5. Project feasibility analysis ............................................................................................9

6. Conclusion ....................................................................................................................9

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1. Introduction
Currently, entrepreneurship has really become a trend that catches th
e attention of a large number of people, especially young people. Peo
ple talk about startups, families talk about startups, but the number o
f successful entrepreneurs is extremely small. Thinking about the sta
rtup story, many stories related to young people also make us think d
eeply. The problem of starting a business today is often associated w
ith young people who are new to production and business activities.
With their own capital or through other mobilized capital sources, yo
ung people realize their startup ideas. In fact, the number of successf
ul startups is not small, but the number of people who fail is not unc
ommon. If you ask students about economics in particular and students of colleges and universiti
es in general if they have any startup programs of their own, everyone will probably answer yes.

2. Overview of the startup project

Currently, my team members are working together to build a start-
up project, my group's project is to establish a cartoon-style cafe
with the name of the shop will be Katoon House. According to the
initial steps of the project plan, Katoon House will be a cafe locate
d in the busy district 10 of the beautiful Ho Chi Minh City. From t
he outside, Katoon House cafe looks like a house with a beautiful
cartoon style. The ground floor will be decorated in detail that ma
kes the difference of this cafe is that all furniture, decoration, wall
paint are designed in 2D style with white color and black borders.
Not only furniture, we also design to every detail when decorating drink cups. Here, drinks such
as coffee, milk tea, juices and novelty fruit smoothies are made from our own recipes. Above is t
he rooftop cafe, the ideal place for you to enjoy the passionate beauty of District 10 combined wi
th an outdoor Acoustic live music space every Tuesday, Thursday and Saturday night and there i
s also an exchange program to sing together. bar band. In addition to the exchange genre, the ban
ds also play other music genres to catch up with hot songs and serve the needs of young people.

2. Problem statement and incentives

The construction of a project will have many problems, in order to develop a successful project, i
t is necessary to clearly grasp the problems that the project to establish a Katoon House cafe enco
unters:
 The first is the cost to complete the project, the establishment of a cafe with a cartoon sty
le, the cost for the whole process will not be small, in addition to the rent of the space, it
is necessary to pay attention to the money to buy furniture. Furniture suitable for the sho
p...
 The second is the choice of location, because the type of 2D-style cafe business is very f
ew in Ho Chi Minh City, but there are also a few places, so choosing a reasonable locati
on is essential to earn money. Attract customers to ensure stable sales.
 The third is to find someone to decorate the cafe in the right style, not just simply paint o
n the wall but also decorate and paint all the furniture in the shop so that when looking at
it, it can be mistaken. Imagine all the items in the shop are in one picture.
 Fourth is the future problem after the shop is built, how to advertise the shop to everyone,

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 attracting customers to the shop.
The problems that will be encountered when developing a project have an impact on the costs to
be spent or received, the inability to solve the problems will bring many disadvantages, which m
ay affect the establishment process, if not resolved thoroughly, either this project will not be com
pleted or will suffer a loss after the business operation. It will have a great impact on the owner o
f this shop, which is us - the startup founders of the project.
So we can see in the planned projects that there are always a lot of problems that arise, what we
need to do is to clarify how that problem is, we can find a solution to that problem. A clearly stat
ed problem is half solved. The more clarity the team is trying to solve, the more effective it will
be at solving the problem and the more effectively the proposed solution can 'fix' the problems.

3. Start-up goals and objectives

I. Goals

The main goal of the group is to make Katoon House cafe known to everyone living in Saigon, w
hich is the success or it can be said is the result that the group wants to achieve in the future, brin
ging profit. Although starting a project to build a cafe will bring many risks, when the project is s
uccessful, after recovering the initial capital, it means that 4 startup members will start to earn pr
ofits get an income from the store, we can make our own business.

II. Start-up goals:

• Increase advertising to attract customers during the new Katoon House operation
• Create a special feature between Katoon House cafe and other cafes.
• Create a comfortable Katoon House cafe space for customers and provide customers with
professional service.
• Increase and improve the best service of the coffee house.

4. Business Model Canvas

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 Key Partners Key Activities Value Propositions Customer Relatio Customer Segme
Buon Me Thuo Served at the ba Hygiene and food saf nships nts
t. r. ety. Promotions, vouch Young people love
Baker's Mart, D ers,… new and unique thi
istrict 7. HCM. Take away coff New and unique dec Customer care and ngs.
ee. oration style. advice.
Music lover.
Acoustic music Relax with Acoustic
night. music night.
Key Resources
Starting a busin Channels
ess thanks to the Advertise on social networks.
capital contribut Facebook, Instagram, youtube,…
ion of 4 membe Revenue Streams
rs. 1 month income: 48, millions VND.
Cost Structure 1 month payment: 32,3 millions VND.
Total construction cost: 163 millio 1 month profit 15.7 millions VND.
ns VND. → Payback period is 1 handful.
Advertising cost: 20 millions VN
D.
Total cost : 183 miilions VND.

4.1. Key partner

Our Katoon House has main partners as well
 Buon Ma Thuot coffee farm
 Baker Love District 7
The main partners will provide supplies including essential item
s for the shop such as:
 Natural coffee
 Fresh milk
 Tea
 Fruits
 Soft drink
 Topping of drinking water
 And dishes to decorate drinks…
The reason the group chose the following partners is to ensure food
safety of the city's health ministry.

4.2. Key activities

 The shop will serve drinks including coffee, milk tea, tea, ju
ice, smoothies with separate recipes.
 The shop will open at 7am until 9pm every day, customers ca
n order at the counter, then they can choose their seats accord i

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 ng to their favorite style:
 The first floor with simple cartoon style, providing unique virtual living places for custo
mers, customers will get outstanding photos.
 In addition, if customers want a quiet place where they can
both admire the scenery and listen to gentle Acoustic perfor
mances in the afternoons or evenings, the rooftop of the
coffee house will be a suitable place.

4.3. Key resource

The main resources are:
- Resources will include capital contributed to the project by al
l team members. The amount of capital contributed to the proj
ect construction of the members is:
 Nguyen Thi Quynh Giao: 65 million VND
 Nguyen Thanh Duy: 40 million VND
 Truong Dong Huy: 40 million VND
 Phan Vu Mai Vy: 40 million VND
- Investment capital for the project will be at the start-up level, in the immediate future, buying th
e necessary things to achieve the minimum level that a coffee shop needs to meet customer needs.
- All 4 members work towards one goal, which is built and developed a coffee shop, to make a pr
ofit from this cafe in the future. Each member has a unique strength, can work together to create
a complete team whose work is clearly divided according to each person's strengths.
 Nguyen Thi Quynh Giao: managing the business situation of the shop.
 Nguyen Thanh Duy: plays a role in processing, in addition, the restaurant's band manager
will be held on every Tuesday, Thursday, Saturday.
 Truong Dong Huy: connect with customers, create a good relationship with customers to
keep a stable number of customers in the shop.
 Phan Vu Mai Vy: taking the role of staff manager, creating promotional activities for the
customers, creating the reputation for the shop.
-Benefits: When members contribute together, it will reduce difficulties as well as have more fin
ancial resources.

4.4. Value propositions

Values that the coffee shop can bring to customers:
 Prestige of the product (safety and hygiene).
 Unique decoration style.
 Outstanding image in the space of the cafe.
 Far-flung space suitable for all ages.
 Serving “Acoustic Music Night” on fixed date of the week.
 Wi-Fi connection.
 Served at the table.
 The location is cool and easy to find.

4.5. Customer relationships

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Relationship with customers is to build a close, good relationship between the cafe and the custo
mer. Give customers confidence in Katoon House cafe with 2D style and make customers love a
nd will come back to Katoon House again. The most important point to build this relationship wi
ll be customer satisfaction for Katoon House.
In addition, the shop has discount programs that provide vouchers to customers.
Customer relationships are formed from positive direct interactions between the shop owner, staf
f and customers or indirect interactions. For example, customers search for information about a c
afe, information about its products, and receive good advice and good feedbacks from customers.
Customers will have a good impressions of the service at the shop, this will also be one of the rea
sons to attract customers to Katoon House.

4.6. Channels
 The team will invite youtubers or other hi
gh-quality reviewers to review to help the
coffee shop reputation reach everyone.
 Advertising via Facebook (5% off if you
post pictures with the restaurant with a ha
shtag on facebook).
 Create customer outreach program activiti
es.
 With over 500 million active users on Fac
ebook, sharing 30 billion pieces of conten
t (web links, new stories, blog posts, etc.) each month, it's no surprise that businesses all
want to advertise online line. this community.
 The project team can reach its target customers with detailed requirements such as age, g
ender, location and interests.

4.7. Customer segments

Katoo n House coffee shop targets 3 customer segments:

- Young people, brothers and sisters pursue new thin
gs that match the decoration style of the shop.
- Customers who want to enjoy coffee on the Roofto
p with Acoustic music.
- The customers pursue the special taste of the shop.

4.8. Cost structure

Table of construction costs for Katoon House cafe

Installations Fee
1st floor Cabinets & Hanging shelves (2 pieces) 1.2 Millions VND

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 Air conditioners (2 pieces) 28 Millions VND
Copper Wire (20 meters) 3.3 Millions VND
Chairs (30 pieces) 17 Millions VND
Tables (6 Pieces) 5.5 Millions VND
Speakers (4 Pieces) 8 Millions VND
Lamp 2 Millions VND
Refrigerators (2 Pieces) 14 Millions VND
Design cost 40 Millions VND
2nd floor Wooden podium 5 Millions VND
(Rooftop) Performance chairs (4 Pieces) 4 Millions VND
Acting support equipment 5 Millions VND
Tables & Chairs (10 sets) 10 Millions VND
Temporary 5 Millions VND
Lamps 3 Millions VND
Speakers 12 Millions VND

Advertising costs: 20 Millions VND.

Total cost: 183 Millions VND.

Table of expenses per month of Katoon House cafe

Expenses for the month Fee

Materials 8 Millions VND
Maintenance & Repair 1.5 Millions VND
Rent 18 Millions VND
Electricity & Water 2.4 Millions VND
Internet 400 Thousands VND
Arise More 2 Millions VND
4.9. Revenue streams
A Coffee shop, of course, the main source of revenue is the drinks of the shop, there will
be extra things to support the main source of revenue such as: sweet dishes, service, spac
e, coffee shop, the event that the the place organizes…
For Katoon House cafe, the revenue source will be:
Add total cost in 1 month: 32.3 Millions VND ( including additional fees).
On an average day, the shop will have 20-60 customers (average level).
1 guest: 40,000 VND → 40 guests: 1.6 Millions VND (1 day).
1 month average income of the shop: 48 Millions VND minus expenses in the month 15.7

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Millions VND according to the above balance, in 1 year, the investment will be returned:
188.4 Millions VND.

5. Project feasibility analysis

Feasibility of Katoon House cafe construction project.
Location: Ly Thai To Street, District 10
 Advantages near the city center.
 Many lines of people pass by to help young people easily access the shop.
 With a fancy decoration, it is easy to make people curious and come to experience
the coffee shop.
 With a price that is not too expensive, people will pay more attention.
 Near the city center, the view will be very beautiful, so the girls will love to take pi
ctures here and will make more people pay attention to the shop.
 The room and terrace are decorated bright and airy so that young people have man
y choices when choosing the check-in corner at the shop.
 The shop is not only unique in decoration, but also has weekly programs such as te
a party, live music.
 The shop not only sells drinks but also has a lot of choices of cakes for you to sip
with your drink.
The above can be shown that if the interest of young people is attracted, the feasibility of
this cafe project will be very high because the group focuses more on young people.

6. Conclusion
Based on financial and market analysis, a cartoon-style cafe project like this is highly fea
sible. The project will bring long-term and stable profits. The food and beverage market i
s a potential market with many strong competitors, but “Katoon House” also has its own s
trengths, so it will be successful and superior to other coffee shop. In the conclusion of th
e proposed plans bring socio-economic efficiency. However, in order to achieve the highe
st efficiency, it is necessary to have good management quality and always offer new prod
ucts and services along with reasonable marketing plans to ensure both cost savings and a
ssurance, ensure high product quality. Since then, the long-term goal that Katoon House c
afe has set out.
References: Đoan Gia Au Du