THE VIABLE BUSINESS IDEA

According to the announcement of The Board of Directors, with plans to expand

the company’s service portfolio, aiming at students in the city, so MaBu - The
Departments of Business Development will present the idea of our group.
The idea: build a charming coffee shop that provides individuals and groups
looking for an ideal environment for both studying and working, while also offering the
convenience of a self - service model.

1. Tastes and preferences:

Customers, especially students prefer a comfortable and inviting environment that
allows them to work efficiently and socialize with others. They tend to look for spaces
with fast Wi-Fi and comfortable seating options, such as couches or bean bag chairs.
Additionally, they often desire a diverse selection of drinks and snacks, including coffee,
tea, and healthy food options, to sustain them throughout the day. Collaborative
workspaces, private meeting rooms, and natural lighting are also desirable features.
Overall, workspace coffee shop customers value an environment that enhances
productivity, creativity, and socialization.

2. Swot:
a) Strength:
- Friendly environment: Create a pleasant and comfortable space so customers
can focus on studying.
- Drinks and food: Provide suitable drinks and food to improve concentration and
productivity.
- Work area: Provide suitable areas for customers to work individually or in
groups.
- Wi-Fi and digital amenities: Ensure fast and stable internet so customers can
access online learning materials and other digital tools.
- Encourage and motivate: Create an encouraging environment for customers to
gain motivation and confidence in the learning process.
b) Weakness:
- Space limitations: Coffee shops may have limited space. Although the shop has
two floors, it can not able to meet the needs of classes or large groups.
- Technical issues: There may risk of technical problems, such as interrupted
internet in rush hour, broken devices or technology-related issues.
- Customers who enjoy doing their own thing: Some customers may want to use
the coffee shop space to carry out personal activities that are not related to studying.
- Some specialized areas: Study cafes may not be suitable for all areas of study,
such as practical subjects that require special space and equipment.
c) Opportunities:
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 - Growth of the learning industry: With the rise of technology and the need for
continuous learning, there are many opportunities for learning cafes to serve customers
looking for quality study spaces quantity.
- Loyal Customers: Once you have built a learning community and coffee shop
that offers real value, you can attract loyal customers who will return to you and refer
others to you.
- Creativity and innovation: Learning cafes can become a place that promotes
creativity and innovation by organizing events or encouraging customers to contribute
ideas and share knowledge.
- Local market: Support from the local community and local customers can bring
growth opportunities for learning cafes.
- Expand services: In addition to providing study space, you can expand services
by offering courses, tutorials, knowledge-sharing events or providing special products
such as books and school supplies.
d) Threat:
- Time: always crowded during exam season and fully occupied very fast at that
time.
- Competition: May face competition from other coffee shops or other study
locations.
3. Name of the shop: Z19 Self - Workspace 24/7
The Meaning:
- Z19 is a combination of the "Z" in "GenZ" and we are “19” years old. Hence, we
aim to infuse the vibrant and contemporary energy as associated with GenZ.
- As you can see “Self - Workspace 24/7”, our cafe model creates a quiet
and;peaceful space, customers will not be limited by time, creating flexibility for personal
schedules.

4. The main concept of the coffee shop:

- The shop will be drawn inspiration from the architectural aesthetics of traditional
Korean residences, with white and black as the main color tone, Z19 Self - Workspace
24/7 brings a feeling of peace and relaxation to each guest who comes here to work and
study.
- With a focus on providing an ideal environment for studying and working, the
coffee shop will be adorned extensively with bookshelves, lush greenery, and
motivational artwork, all coming together to foster a space that inspires creativity and
enhances concentration for the people who come here.
- To optimize work efficiency, we divide the workspace into 2 parts. The first floor
is for group work and the second floor is for individual work.
=> To finish the cafe, it will take us about 2-3 months. The period time, we plan to
renovate and decorate based on the rented house.

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 5. Location:

As you know, Da Nang is a city with 1,8 billion people, and among that number of
people is business people and student with a stressful working environment so our
project about self - study internet coffee shop will be suitable for them to provide not only
a comfortable working and studying environment but also full of equipment and study
material if needed. Therefore, we made a decision the coffee shop will be placed on Mai
Thuc Lan Street. The reason we chose it is that our target customers are students and
this road is located near Danang University of Economics. In addition, Mai Thuc Lan
Street is situated in the vicinity of the An Thuong neighborhood. Hence, it can attract
foreign visitors, especially Koreans.

6. Cost and revenue forecast:

- rent a space: 600 millions

- construction costs: 500 millions

- machines: 400 millions

- ingredient: 300 millions

- employee hiring costs: 65 millions

=> Cost forecast: 1,8 billions

 Revenue forecast: it is estimated that the daily revenue is 5 million so in about 2

years to get the capital back
7. Marketing strategy:

- Hire a tiktoker to review: Tiktokers often have a large number of followers, this
can help create awareness for the product. If the video can become viral on social
networks, it will help our cafe become famous quickly.
- Set up social networking sites such as: facebook, instagram, tiktok,... : It aids in
elevating brand recognition, reaching target customers and interacting directly with
customers and helping to build good relationships with customers.
- Opening day 10% discount when checking in at the shop.
- Members will accumulate 1 loyalty point on their card for every beverage order,
they will receive a 10% discount on their next order if they accumulate 19 points.
- If a customer donates a book to the shop ( books will be chosen ), they will
receive a free drink of their choice.
- Create a group on Facebook where customers can share learning material with
each other.

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 8. Rules:

- If you sit for more than 8 hours, you will have to order an additional drink or there
will be an additional charge of 10K/1 hour.
- If you sit between 10pm and 5am, the price of water will increase by 20%.
- Customers have to independently prepare their fast food (with equipment
conveniently available at the counter) and access self-service amenities such as paper
towels and straws.

9. Conclusion:

Above are all of our group’s business expansion ideas. According to surveys and
research, we firmly believe that our idea is highly feasible and will quickly recover capital
and bring revenue to the company. We hope that The Board of Directors will consider
and select our group’s ideas for the company’s upcoming plans.