REPORT FOR FINAL EXAM

ENTREPRENEURSHIP
Class: INS3009-04
Group 2
Future Career Oriented Courses

Name Student ID Contribution

Le Manh Hung 21070337 100%

Nguyen Hoang Phuong 20070575 100%
Ta Truong Giang 20070444 100%
Bui Mai Tuan Minh 20070531 100%
 THE BUSINESS CONCEPT

1. A SUMMARY OF THE BUSINESS IDEA

- The business idea is: Our idea is to sell trial courses and hands-on
experiences so that children can visualize the career they intend to choose or are
interested in so that they can imagine the job that they are interested in and know
how they operate. For making a profit, we will make a profit from collecting the
course experience fee from parents because parents are not only who guide their
children's studies but also the ones who pay when they enter university.
- Your customers: Our service is aimed at the young generation, more
specifically, high school students who still have not clarified their abilities and
desires in choosing a career when going to university as well as in the future. And
we also provide services to parents of high school students preparing for college.
- The product/service (solution) is: Our course will put you on a quiz to
analyze your strengths and weaknesses. From there, we will consult with you and
your parents about the industry groups that you are suitable for. I think our course
not only helps them make the right decisions for their future, but also resolves the
conflict between parents and children in choosing their future career.
- The problem that the product/service (solution) can solve is: Our
service is designed to assist high school students in clearly identifying their
strengths and shortcomings, which they can then combine with their interests to
choose a good vocation for the future. We also assist them in selecting an
appropriate major when they enter college as well as avoid parents imposing
inappropriate major choices for their children. Finally, the students will also have
actual experience that will allow them to visualize the scope of their chosen career.

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2. BUSINESS MODEL
• Vision:
We aim to become one of the leading units in the field of career orientation
in Vietnam, contributing to building new generations of human resources
for Vietnam.
• Mission:
- Help customers understand themselves and the professional world: Career-
oriented organizations provide tools and methods to help customers
understand their interests, abilities, values, as well as careers , different
jobs in the labor market. This helps customers make decisions about
choosing the right career for themselves.
- Providing information and support to customers: Career-oriented
organizations provide information about occupations, jobs, and the labor
market, as well as consulting and support services to help customers make
decisions, decide to choose a suitable career.
- Help customers develop and succeed in their careers: Career-oriented
organizations provide training and fostering programs to help customers
develop the skills and knowledge necessary for their careers. This helps
customers develop and succeed in their careers.

3. BUSINESS STRATEGY

• Objective:
Our primary goal is to develop and implement a comprehensive and highly
regarded career training program that caters to individuals aspiring to enter the
workforce with the skills and knowledge necessary for success. Through this
initiative, we aim to provide a structured and dynamic learning environment that
not only equips participants with practical skills but also instills confidence,
professionalism, and adaptability.
• Key components of the strategy:
Target Market: Focus on recent graduates, highschool students who are
interested in exploring themselves and find suitable a career

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Curriculum Development: Develop a comprehensive curriculum that covers
essential aspects of the desired working field.

Industry Relevance: Reflect the latest trends and collaborate with industry
professionals for real-world case studies.

Expert Instructors: Recruit experienced instructors with a strong background in

the industry.

Practical Experience: Include hands-on projects and internships for practical

application.

Job Placement Assistance: Offer career counseling and job placement services.

Continuous Learning: Provide ongoing resources and alumni networks for

professional development.

Marketing and Promotion: Implement targeted digital marketing and

partnerships with educational institutions.

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4. BUSINESS LEGAL STRUCTURE

Limited Liability Partnership is suitable for our organization because it has:

• Multiple partners: LLPs are ideal for partnerships where multiple individuals
contribute expertise and resources.
• Growth ambitions: LLPs can easily scale to accommodate larger teams and
growing client bases.
• Professional aspirations: LLPs project a professional image, which can be
beneficial for attracting clients and investors.
• Personal Liability Concerns: LLPs provide significant protection for personal
assets from business debts.

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 THE MARKETING PLAN

1. INDUSTRIAL ANALYSIS

Market sizes & growth rates:

• Market demand: In 2021-2022, there are around 2.78 million high school
students in Vietnam, accounting for 15.5% of all students (General Statistics
Office of Vietnam), with approximately 10% of them being prospective clients.
In addition, parents in Vietnam are eager to invest money on their children's
growth. As a result, the selling of our experience courses in this market can earn
a significant profit for our organization.
MARKET MARKET SIZE NOTE
Total addressable TAM is the total market demand
400,000 students for a product or service.
market (TAM)
SAM is the segment of the TAM or
the sub-market formed from the
Serviceable 100,000 students
available market (Hanoi & various geographical, regulatory, or
(SAM) Ho Chi Minh City) pricing/quality market differences
within a TAM.
SOM is is the sub-sector of the
market niche (SAM) that you
Serviceable
are realistically able to target
Obtainable 5000 students (5%)
given the limitations of resources,
Market (SOM)
presence of competition, and level
of market awareness.

• Market growth rates: This sector holds the promise of expanding in the
foreseeable future due to the enthusiasm of Vietnamese parents to allocate funds
towards the development of their children. Given the ongoing increase in
Vietnam's population, this trend is anticipated to persist and potentially even
accelerate.

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 2. CUSTOMER ANALYSIS

• Persona: We primarily target adolescents aged 14 to 17, understanding their

limited financial resources as students. To address this, we appeal to parents or
guardians who are genuinely concerned about their child's future. Our aim is to
assist teenagers in navigating career choices and provide support in choosing and
pursuing their desired career paths.
• Behavioral patterns (personas):

- Demographic factors: Students at the end of middle school and high school,
student's parents who want their children to find a career that is suitable

- Geographic factors (location): Big cities: Hanoi, HCM City,and neighboring

cities

- Psychographic factors: for people who are confused about their future career

• Customer journey:

Stage Awarenes Explore Consideratio Experienc Advocacy

s n e Service

Customer View Explore Contact, ask Experience Recommen

actions video site and and listen to the service, d the
through look for the service details ask and get service to
Facebook, informatio questions other
Tik Tok, n of the answered people,
Youtube. service share
View ads available experience
on Zalo.
Known
through
events held
at school.

Touchpoints Facebook, Website, Website, Website, Feedbacks,

Instagram, social Facebook, chatbox, reviews,
Tik Tok, media, chatbox, phone, e- social
Zalo, word of phone, e-mail mail, media, word
Youtube, mouth offline of mouth
school (directly)

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Customer Interested, Curious, Excited Delighted Satisfied
experience hesitant excited

Business Increase Increase Increase the Provide the Generate

goals awareess, the number interest, most positive
interest of people convince satisfied reviews,
interested customers to customer increase
in the use the service experience social
service support rate

Team(s) Marketing, Marketing, Marketing, Operation, Customer

involved sales sales sales, customer service
customer service
service

3. COMPETIVE ANALYSIS

• Strengths and weaknesses of your competitors:

Competitors Strengths Weaknesses

VitanEdu • Establishing a systematic • Explore chances to

(VitanGuide) approach to professional engage in occupations
career guidance. that currently lack
diversity.
• Establishing connections with
businesses, vocational • VitanGuide, having
schools, tourist destinations, been launched in June
and artisan communities to 2022, is still not
provide students with widely recognized
opportunities to gain hands-on due to its recent
experience in various release.
professional fields.
• The content
• Establishing contact with marketing's
renowned high schools and effectiveness is
universities. hindered by its subpar
quality, resulting in a
• Supplying comprehensive limited reach to the
details about various intended customer
occupations and the base.
corresponding skills required
in each field.
• The distribution spans across
different platforms, including

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 TikTok, Facebook, a website,
and a mobile application.

MindCare • Establishing a structured • The cost is rather

process for professional steep.
career guidance.
• The emphasis has not
• As a widely recognized been placed on hands-
provider of psychological on practical
counseling services, boasting experience in the
numerous partnerships and a service.
substantial consumer base, the
• The career counseling
career counseling service is
notably renowned for its service provided by
popularity. MindCare is still
relatively unfamiliar.

Novai • The Ministry of Education • Still lacking

and Training has confidence widespread
in Novai as a reputable popularity.
institution.
• The content
• As the inaugural and marketing is of subpar
singularly exhaustive career quality.
guidance system in Vietnam,
it is formulated through a
systematic logical circular
process.
• Offering a reasonably priced
option.

• Your competitiveness (competitive advantages):

- Offering a program designed to assist individuals in self-discovery through

assessments, expert guidance, and hands-on exposure to various professions.

- Comprehending the effective approach to connect with the desired audience,

particularly high school students, via social media platforms involves
examining the psychology of the target customers and staying abreast of
current trends. This understanding informs the creation of marketing content
designed to easily captivate and engage the target demographic.

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 4. MARKETING – MIX STRATEGY

4.1. PRODUCT

No. Item Description

1 Quality A trial course which focuses on experience of students (targeted
customer) in the field they are interested in
2 Targeted Teenagers aged 14 to 17
customer
3 Partnership Universities, Companies (where they have trial experience),
Influencers
4 Package Different price based on the the depth of trial experience
option
5 Features A wide range of career fields: economics, engineering,
education, management...
6 Consultant Psychologists, career consultants, auditors, data analysts,
staff accountants, chemists, lecturers,...
7 Design The course focuses on gen Z, each experience area will have its
own course

4.2. PRICE

No. Item Description

1 The price that Through the survey, the maximum price customers pay
customers are willing for the course is 700,000 -1,500,000 VND
to pay
2 Competitors’ price • Mindcare:
+ Consulting service package during office hours has 3
prices: VND 1,290,000, VND 1,890,000, VND
2,590,000
+ Consulting service package outside office hours:
surcharge 100,000 VND/session
+ And for lessons from 75 minutes onwards, an
additional fee of 5,000/min will be charged
• Novai: service packages from 3 months to 24 months
will cost from 590,000 to 1,990,000 VND
3 The selling price (of After researching the competitor's price along with the
your product) customer's desired price through the survey, we will
come up with a reasonable price of 800,000 VND for a
3-month study package. We will provide free
consultation services.
4 Reasons for setting We set our product prices this way because it is based on
this price a survey that customers are willing to pay and on the
prices of our competitors in the field.
5 Discounts will be For the following customers we will also have a special
given to the promotion for them that is 10% off.
following customers

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 4.3. PLACE

In order to keep up with today’s trends, we decided to choose the online method. But we
will also have an office near the center of Hanoi.
• Distribution channels:
- Direct
• The distribution channel is chosen for the following reasons:
- Respond to product performance and customer feedback.
- Get our product to customers faster.
- We can avoid the complexity of managing distribution channels.
- Maximize the costs.
- Wider customers reach.
• Method of distribution:
- Online
• The method of distribution is chosen for the following reasons:
- Easier to access the market.
- Online distribution can be convenient.
- Cost reduction.
- No reach limitations.

4.4. PROMOTION

Means Details
- Goal:
Advertising Introduce practical experience and orientation courses to as many
customers as possible.
- Content:
• Create videos on social platforms like Tiktok, Facebook,
Youtube and online newspapers to increase coverage, and
at the same time emphasize the importance of the product
(the content and meaning of the product is the career
orientation course for students). These videos will focus on
the quality of the content as well as its ability to attract
customers and will also have the presence of KOLs and
KOCs to attract their attention. In addition, use preferential
vouchers, reduce tuition fees for the first number of students
to attract more customers and increase customer interest in
the program.

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 • Organize events (talk shows) about career orientation at
high schools to increase the interest as well as raise
awareness of the service among customers.
• The final task is to reach as many customers as possible.
- Tools/Means:
• Social media ( facebook, tiktok,instagram,...)
• Online newspaper.

Public relation - Goal: convey the content and meaning of the product. emphasize
the importance of early career orientation for students.
- Content:
• We can link with middle schools, high schools across the
city or educational centers.
• Fund school programs, or simply rent space in educational
centers or schools.
• Then we will have the opportunity to reach out to customers
and convey the meaning of the course to students.
• In addition, we can rely on relationships at old schools to
promote our courses.
- Tools/Means/ :
• Buzz marketing.

Sales promotion - Goal: Promote purchases in a short time by increasing the benefits
for customers when buying products.
- Content:
• Combined with advertising and public relations to increase
the effectiveness of attracting customers during the first
period of the course

- Tools/Means:
• Freebies.
• Discount,voucher, coupon.
• Free trial.

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 4.5. PEOPLE

Position Recruiting criteria/Experience/Quality

Marketing + Experience in Marketing or similar positions.
Executive + Basic marketing knowledge.
Preference will be given to candidates who have experience in
managing marketing channels and can use marketing tools.
+ Good teamwork skills.
+ Strong organization and time management skills.
+ Good analytical thinking.
+ Creative, flexible
Brand Manager + At least 2 years of experience as a brand manager.
+ Degree in Marketing, Communication or similar field.
+ Must have comprehensive and methodical knowledge of
marketing and branding activities.
+ Experience in identifying target customers and creating
marketing campaigns.
+ Strong leadership and strategic thinking skills.
+ Good communication, good at analyzing, handling situations
and making decisions.
+ Good creative and analytical ability.
+ Actively update market fluctuations and apply them in
practice.
Copywriter/Content + University degree in Journalism, Marketing or other related
majors is an advantage
+ Good writing ability.
+ Passion for writing and love to share.
+ Experience in SEO, Copywriter, Content Writer or related
position.
+ Good communication and interaction skills.
+ Ability to turn ideas into content in the form of text or images.
+ Understanding and experience in managing social networks
(Facebook, Youtube, ...) and content management systems
(WordPress, ...).
+ High sense of responsibility and ability to work under
pressure.
+ Passionate about content creation, intuitively sensitive to
understand the needs of the public, capable of creating messages
and communicating those contents on different channels and
media.
Designer + At least 1 year of experience in a similar position.
+ Proficient in design software: Photoshop, Illustrator, Corel.
+ Hardworking, creative and responsible at work.
+ Graduated from University, College majoring in design,
graphic design or related majors is an advantage.
Creative Manager + Bachelor's degree in advertising, fine art, design or related
field. Having an MSc/MA in an equivalent industry is an
advantage.
+ Experience as a creative director or similar creative roles.

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 + Has practical experience in creative, marketing, graphic design
and brand development.
+ Knowledge of software such as Photoshop, Illustrator,
InDesign,...
+ Excellent leadership and organizational skills.
+ Good analytical and interpersonal skills.
SEO Executive + Experience as an SEO specialist or similar positions.
+ Deep understanding of website analysis tools (Google
Analytics, NetInsight, Omniture, WebTrends, ...).
Understand the factors that affect website rankings and search
engine algorithms.
+ Knowledge of HTML and CSS is an advantage.
+ Continuously update the latest knowledge about SEO/SEM.
PPC Executive + Possess a graduate degree from an intermediate, college or
higher major in Marketing, Business Administration,
Communication, Journalism, Advertising, Design or related.
+ Experience running Facebook Ads for 6 months or more.
+ Ability to manage budgets.
+ Having expertise in marketing, the ability to write content,
build video scripts and be able to create marketing campaigns on
social networking platforms.
+ Analytical skills, creativity and many ideas.
+ Problem solving skills.
+ Skills in designing, Photoshop and proficient use of supporting
software.

4.6. PROCESS

No. Steps Description

1 Finding Through the media, the school's press, school websites for
customers students and parents to consult. Furthermore, it is possible to
go to schools to introduce practical experience courses or to
combine with universities for admission in high schools.
2 Customer access Find out the needs of customers to see what they are
interested in, the practical experience of the field, the goals,
interests, and personality of the learners.
3 Introduction to After identifying the needs of the learners, they will choose
courses the right course for them. From there, it will point out what
the course brings to learners
4 Answer Solve all the questions related to the course and the concerns
customer that learners are facing.
questions
5 Register for a Choose the right course for your learners and guide them
course for through the registration process and how to experience your
customers course
6 Customer care Support learners throughout the actual experience and the
learners' feelings after completing the course

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 4.7. PHYSICAL EVIDENCE
No. Physical Evidence
1 Office premises and interior
decoration
2 Internet presence and website
3 Signage
4 Employee uniforms
5 Business card
6 Selling tool kits
7 Mailboxes
Description
the first headquarter will be rent near the
center of Hanoi the other cities will be
assessed online
facebook, instagram_ simple seeding
(other free ap) , tiktok, google, youtube ,
marketing offline
“ study the right profession, do the right
job”
elegant clothes or,comfortable and polite
work uniform
+ Find A Template That Reflects Your
Brand’s Personality
+Find The Right Typeface. Using Images
That Represent Your Coaching Niche
+ List Down Important Information(
name, work title, contact address)
online or offline course card
Mailboxes service
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 THE FINANCIAL PLAN

1. BALANCE SHEET

Balance Sheet as of December 31, 2024

Date: 31/12/2024

Assets

Cash 1.200.000.000 đ

Account Receivable 797.500.000 đ

Prepaid Expense 150.000.000 đ

Property, Plant, & Equipment 220.000.000 đ

Less: Accumulated depreciation Expense 40.000.000 đ

Total Assets 2.327.500.000 đ

Liabilities and Equity

Liabilities

Account Payable 100.000.000 đ

Accrued Expense 130.000.000 đ

Total Current Liabilities 230.000.000 đ

Long-Term debt 1,000.000.000 đ

Total Liabilities 630.000.000 đ

Equity

Shareholders' Equity 1.200.000.000 đ

Retained Earnings 497.500.000 đ

Total Liabilities and Equity 2.327.500.000 đ

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2. INCOME STATMENT

Income Statement

Period: 01/01/2024 to 31/12/2024

Amount (VND)

Revenue 5.040.000.000 đ

Less: Cost of Goods Sold (COGS) 1.764.000.000 đ

Gross Profit 3.276.000.000 đ

Expense Amount (VND)

Rent 180.000.000 đ

Utilities 72.000.000 đ

Depreciation expense 40.000.000 đ

Salaries and wages 960.000.000 đ

Web hosting and domains 120.000.000 đ

Other expense 20.000.000 đ

Total Operating Expenses 1.392.000.000 đ

Marketing expense 250.000.000 đ

Interest expense 50.000.000 đ

Income before income taxes 1.584.000.000 đ

Income tax expense (20%) 316.800.000 đ

Net Income 1.267.200.000 đ

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 THE OPERATION PLAN

1. HUMAN RESOURCES

• Instructors and Faculty:

Identify the number and qualifications of instructors needed for the course.
Specify the expertise required in terms of industry experience, academic
qualifications, and teaching skills.
Consider the potential need for guest lecturers or industry experts to enhance
the course content.
• Administrative Staff:

Determine the administrative roles necessary, including course coordinators,

administrative assistants, and support staff.
Allocate responsibilities for tasks such as student enrollment, grading, and
logistical support.
• Student Support Services:

Plan for student support services, including career counseling, mentorship

programs, and academic assistance.
Identify strategies for fostering a positive and collaborative learning
environment.

2. KEY FACILITIES
• Classroom Spaces:

Define the type of classroom spaces required, considering factors such as capacity,
technology infrastructure, and collaborative learning needs.

• Laboratories or Workshops:

If the course involves hands-on training, outline the specifications for laboratories or
workshops, including equipment and safety measures.

• Library and Resource Centers:

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 Designate spaces for research and study, ensuring access to relevant books, journals,
and online resources.

3. PROCESSES

• Curriculum Development:

Detail the process for designing and updating the course curriculum, considering
industry trends, technological advancements, and feedback from stakeholders.

• Quality Assurance:

Establish mechanisms for quality assurance, including regular assessments,

feedback loops, and continuous improvement initiatives.

• Student Evaluation and Grading:

Define the criteria and methods for student evaluation and grading, ensuring
fairness and transparency.

• Feedback Mechanisms:

Implement systems for gathering feedback from students, instructors, and

industry partners to enhance the course over time.

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 OTHER CONSIDERATIONS

1. LEGAL ISSUES

• Business registration:
Choose the appropriate business structure (e.g., sole proprietorship, LLC,
corporation) and follow the registration process specific to each type.Adhere to
the business registration process as stipulated by local or national business
regulatory authorities.Obtain the Business Registration Certificate after
completing the registration process. This serves as legal proof of the organization's
status.Ensure that the registration information is complete, accurate, and free of
errors to avoid legal issues in the future.

• Tax:
Comply with tax regulations and prepare tax reports on time.

• Intellectual Property Rights:

Address ownership and use of course materials, ensuring compliance with
copyright laws. Clearly define how intellectual property generated within the
organization will be managed.

• Student Data Protection:

Implement measures to safeguard student data in accordance with data protection
laws. Develop and communicate a privacy policy outlining how personal
information will be collected, stored, and used.

• Capital character:
Set charter capital in accordance with the provisions of law

• Employees contract:
Employees and employers rely on the principles of voluntariness, equality,
goodwill, cooperation and honesty. The parties can freely enter into labor
contracts but must not violate the law, collective labor agreement and social
ethics.

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2. RISK ISSUES

Enterprise risks are potential problems that can harm a company's profits, property,
people, and reputation. It's important for organizations to identify and plan for risk
management. The chart below will inform you of the risks our company faces:

- Financial:
Complex issues like cash flow, interest rates, and debt can pose risks due to
market fluctuations and internal activities.
- Market demand:
Economic conditions and changing consumer preferences can impact revenue and
sales pressure.
- Strategy:
Risks arise when managers deviate from established plans or lack market
understanding and competitor analysis.
- Management:

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 Risks related to work processes, operations, and project implementation can lead
to market setbacks and cost losses.
- Competiors:
Failure to enhance competitiveness can hinder goals and brand development.
- Partner:
Dependence on reputable partners is crucial for achieving goals and obtaining
potential candidates.
- Policy:
Changes in laws and unfavorable government policies can hinder business
operations.
- Teaching staff:
Human-related risks like hiring mistakes and manpower shortages can affect
business quality and results.
- Course quality:
Ensuring compliance with educational standards and facilitating student-business
connections is important.

THE END.

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