GỐM NHÀ ẾCH

CLASS: SE1710
Subject: Experiential Entrepreneurship 1(EXE101)
Lecturer: TRỊNH TRỌNG HÙNG
GROUP 1

Họ và Tên MSSV EMAIL

Phạm Huy Hoàng Sơn HS160214 sonPHHHS160214@fpt.edu.vn

Vũ Minh Hoàng HE163403 hoangVMHE163403@fpt.edu.vn

An Văn Hải HS160618 haiAVHS160618@fpt.edu.vn

Nguyễn Công Tuấn HE160514 tuanNCHE160514@fpt.edu.vn

Nguyễn Tuấn Cường HE171665 CuongNTHE171665@fpt.edu.vn

Hoàng Minh Tuấn HE171801 tuanHMHE171801@fpt.edu.vn

 Table Of Contents

I. Project introduction.........................................................................................................................................................
Startup idea and the reasons...........................................................................................................................................
Business Name and Its Significance..............................................................................................................................
Logo and Its Meaning.....................................................................................................................................................
II. Market research.............................................................................................................................................................
Market Trends................................................................................................................................................................
Vietnam ceramic market trends:...............................................................................................................................
Market Segments............................................................................................................................................................
Handicraft ceramic market segments in Vietnam:...................................................................................................
Competitor......................................................................................................................................................................
Analyzing business competitors FUYU - Japanese Ceramics according to 4P strategy:........................................
III. Customer Segments......................................................................................................................................................
As a result, we decided to do this project and customer portrait:.................................................................
IV. Canvas model................................................................................................................................................................
1. Key Partners...............................................................................................................................................................
2. Key Activities.............................................................................................................................................................
3. Value Propositions.....................................................................................................................................................
4. Customer Segments....................................................................................................................................................
5. Customer Relationships..............................................................................................................................................
6. Channels.....................................................................................................................................................................
7. Key resources...........................................................................................................................................
V. Cost structure..................................................................................................................................................................
VI. Financial planning.......................................................................................................................................
- Cost structure includes:..............................................................................................................................
-Break-even Analysis:...................................................................................................................................

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I. Project introduction

Startup idea and the reasons

- In the context of a rapidly developing society, people are increasingly busy with work
and daily life. Simultaneously, they are gradually losing connection with the cultural
values embedded in traditional pottery products created by our ancestors. Our team of
six individuals has conceived the idea for the “Gốm nhà ếch” (translated as “Frog
House Pottery”) project, aiming to revive the beauty of culture through the art of
ceramics. We firmly believe that the ceramic products we create will bring freshness
and familiarity, appealing to the younger generation.
- We aspire for our products to serve not only as decorative items but also as “bridges”
that connect people. Our entrepreneurial venture is not just a combination of passion;
it is also a journey in search of refinement and artistic patterns within ceramic
designs.

Business Name and Its Significance

- “Gốm nhà ếch” (Frog House Pottery) is a name derived from three elements:
1. Ếch (Frog): The team’s mascot, akin to a toad, which is FPT university mascot
to create differences.
2. Gốm (Pottery): The product we specialize in.
3. Nhà (House): A term evoking warmth and unity, ensuring that our brand
resonates with customers whenever they recall our name.

Logo and Its Meaning

- Our team’s logo is designed to be modern and reflective of our business theme and
name. It combines earthy ceramic colors, the shape of a house, and an adorable frog
sitting within it. The logo features seamless lines and contrasting colors against the
background, making it visually appealing. The eye of the frog is encircled by a curve,
symbolizing grasping, holding hands, and establishing trust—a visual representation
of quality assurance. With its distinctive and contemporary design, our logo will
undoubtedly convey our brand identity clearly whenever it is seen.
- Slogan: “Not Just Pottery, but Artistic Creations”
- This slogan emphasizes that our business is not limited to ordinary household
ceramics; it extends to eye-catching decorative pieces that evoke positive feelings
when used.
- The slogan "Not just ceramics, but a work of art" highlights the group's business
theme of not only ordinary household ceramics but also eye-catching decorative items
that bring positive feelings. when using.

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II. Market research

Market Trends

Vietnam ceramic market trends:

1. Increasing demand:

● The demand for Vietnamese handicraft ceramic products is increasingly

enhancing the development of tourism and the cultural life of the people.

● Ceramic products are used for home decoration, gifts, household items,...

2. Directions for safe use of ceramic for health:

● Consumers are increasingly concerned about health and the environment, so

they prioritize using safe ceramic products that do not contain lead and

cadmium.

● The enterprise's work focuses on the production of comprehensive ceramic

products to meet market needs.

3. E-commerce development trends:

● E-commerce is growing, so ceramic businesses focus on online sales to reach

more customers.

The Vietnamese ceramic market has a lot of development potential with many new trends.

Ceramic businesses need to grasp this trend to be able to develop steadily in the future.

Market Segments

Handicraft ceramic market segments in Vietnam:

1. Segmentation by material:

● Ceramics: This is the most popular segment, accounting for the largest market

share in the Vietnamese handicraft ceramic market. Ceramics are divided into

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 many types such as: porcelain, porcelain, terracotta, stoneware,... each type

has different characteristics and prices.

● Bat Trang ceramics: Famous for its high durability, ivory white glaze and

delicate patterns.

● Chu Dau Pottery: Famous for its unique blue flower painting technique and

ancient cracked glaze.

● Thanh Ha Pottery: Famous for rustic and simple ceramic products.

2. Segmentation by function:

● Decorative ceramics: Includes products such as vases, statues, ceramic

paintings,... used to decorate homes, offices,...

● Household ceramics: Includes products such as cups, plates, bowls, teapots,...

used in daily life.

● Gift ceramics: Includes products such as statues, ceramic paintings,

souvenirs,... used as gifts for relatives and friends.

3. Segmentation by price:

● High-quality ceramics: Includes products that are exquisitely handcrafted,

using high-quality materials and have high prices.

● Mid-range ceramics: Includes products that are semi-handcrafted, using mid-

range materials and have prices suitable for the majority of consumers.

● Cheap ceramics: Includes products that are mass-produced, use common

materials and have low prices.

4. Segmentation by distribution channel:

● Traditional stores: This is the most popular distribution channel for handicraft

ceramic products.

● Modern stores: Stores selling decorations, gifts, etc. also often sell handicraft

ceramic products.

● Online channels: E-commerce websites, social networks,... are also effective

distribution channels for handicraft ceramic products.

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 In addition, the Vietnamese handicraft ceramic market is also segmented by region:

● The North: Famous for traditional pottery villages such as Bat Trang, Chu

Dau, Tho Ha,...

● Central region: Famous for Thanh Ha ceramic products, Bau Truc ceramics,...

● The South: Famous for fine art ceramic products in Bien Hoa, Dong Nai,...

In short, the Vietnamese handicraft ceramic market is diversely segmented according

to many different criteria. Market segmentation helps businesses identify target

customers and build appropriate marketing strategies.

Competitor

Analyzing business competitors FUYU - Japanese Ceramics according to 4P strategy:

1. Product:

● FUYU provides a variety of Japanese ceramic products, including dishes, teapots,

vases, decorations,...

● FUYU products are made from high-quality materials, delicately designed and

imbued with Japanese style.

● FUYU focuses on product quality and ensuring safety for users' health.

2. Price:

● FUYU's price is in the segment of 250,000 VND to 3,000,000 VND

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 ● FUYU regularly has promotions and discounts to attract customers.

● FUYU provides competitive pricing policy for agents and distributors.

○ Discounts for agents and distributors are applied based on

monthly/quarterly/yearly sales.

○ The higher the discount, the larger the sales volume.

○ FUYU has a specific discount table for each agent and distributor level.

● Their pricing strategy reflects the high quality and value of Japanese ceramic

products, while also creating a luxurious and unique image for the brand.

3. Place:

● FUYU distributes products through a system of stores, websites and e-commerce

channels.

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 ● FUYU - Japanese Ceramics are often available at reputable retail stores and high-end

shopping centers.

● They may also have their own stores or offer products through exclusive agents to

expand market access.

4. Trade promotion (Promotion):

● FUYU regularly participates in ceramic exhibitions.

● FUYU promotes products through media channels such as Facebook, Instagram,

Youtube,...

● FUYU organizes promotions, gifts and customer appreciation programs.

Evaluate:

FUYU is a reputable Japanese ceramic brand and trusted by many Vietnamese consumers.

FUYU has an effective 4P strategy, helping businesses compete well in the market.

Below are some of FUYU's strengths and weaknesses in the 4P strategy:

Strength:

● High quality products, safe for users' health.

● Diverse designs, sophisticated design, bold Japanese style.

● Extensive distribution system.

● Effective marketing strategy.

Weakness:

● The price is higher than some Vietnamese ceramic brands.

● Need to increase brand promotion to reach more potential customers.

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III. Customer Segments
The business conducted a survey of 300 peoples:

1. What is your gender?

The chart displays the gender distribution of survey participants.

2. How old are you?

The chart represents the age distribution of the surveyed participants.

From charts 1 and 2, it is evident that potential customers include both males and females,
with the majority falling in the age group of 18-24. This indicates that the customer segment
consists of young individuals who are in tune with current social trends. Based on these
factors, the group can customize marketing strategies (advertising, products, pricing, services,
etc.) to align with the potential customer base.

3. Which city do you come from?

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The chart illustrates the places of residence of the individuals who participated in the
survey.

The majority of surveyed participants are concentrated in Hanoi, which is advantageous for
both communication efforts and the project's growth rate.

4. How much money do you spend per month for shopping?

The chart displays the amount of money spent per month on shopping expenses.

Overall, the majority of participants surveyed spend less than 1 million VND per month on
shopping, with another significant portion spending between 5 and 10 million VND. The
groups spending 1 to 5 million VND and more than 10 million VND make up a smaller
proportion.

The chart above can provide our group with a deeper understanding of the monthly shopping
expenses level of surveyed customers. Based on this information, the company will:

1. Determine appropriate pricing: Understanding the distribution of the customers'

monthly shopping budgets assists the company in setting suitable prices for the
products. With the majority of customers who typically budget below 5 million VND
per month for shopping, the company may consider offering products at a price point
that aligns with this income range.
2. Develop products: The company can develop different product lines tailored to
various groups. For instance, offering premium products for customers with a
shopping budget above 10 million VND and value options for those budgeting below
1 million VND.
3. Adjust marketing strategies:Gaining insights into the levels of monthly spending on
shopping aids the company optimize its marketing strategies. If a significant number
of customers have a higher monthly shopping budget, the company might prioritize
marketing more luxurious, high-end products.

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 5. Have you ever used pottery?

The chart represents the number of people who have or never used pottery.

The chart is divided into two parts:

1. Have used pottery: Majority (65.6%) in the chart, indicating that most surveyed
participants have used pottery before.
2. Have not used pottery: A smaller portion (34.4%) in the chart, indicating a significant
number of participants have never used pottery.

This information can help the pottery company gain a better understanding of the potential
market and the customers they can target. Specifically, the company can focus on promoting
its products to the group of people who have used pottery before, while also finding ways to
reach and persuade the group of people who have never used pottery.

6. How do you know about pottery?

The chart illustrates the approach to pottery among the surveyed participants.

Pottery is most accessible through popular social media platforms. Bat Trang pottery village
is also a renowned location for pottery, not far from the realm of social media. However, Bat
Trang pottery village is a distant tourist destination, so the majority of people will not have
daily access. This emphasizes the effectiveness of promoting pottery through social media
platforms.

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 7. What kind of pottery do you like?

The chart displays preferred pottery styles.

As we can see, the elegant, nostalgic, and humorous, cute styles are more favored than the
natural style. This helps us understand that we should focus less on natural-style pottery.

8. What are the main reasons why you do not trust the use of pottery?

The chart represents the reasons for not using pottery.

The primary reason why most people do not use pottery is that the products do not meet their
design preferences. We will address this by diversifying our product range and selecting more
items that align with the preferred pottery styles. Additionally, we will ensure careful
packaging to overcome transportation issues. Furthermore, we will provide more specific
suggestions to customers regarding decoration techniques.

9. If you are going to buy pottery, where would you prefer to go?

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The chart illustrates the locations where participants would purchase pottery

Most customers prefer to purchase directly at the store, while a minority tend to buy at
shopping centers. The rest make their purchases via e-commerce platforms. This suggests that
the majority of customers like to visit the store to see the designs and models in person,
which helps them to make a purchase decision. Those who don't may not have the time to
travel, so they opt to shop on e-commerce sites. Therefore, the company can plan to deploy
product sales through both offline and online channels

10. What factors in advertising attract you?

The Advertising Appeal Factors Survey Chart

The majority of survey participants were attracted by the reviews shared by reviewers on
social media and the appealing presentation and decoration of the pottery. Meanwhile,
promotions and special offers weren't given much attention. From this, the company can take
advantage of the product's striking colors and focus on presenting the pottery in an
aesthetically pleasing manner.

11. What factors do you consider when selecting pottery?

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Chart depicting factors considered when purchasing pottery

The majority of participants are concerned about product quality. Consequently, the company
could focus on quality development. The other elements will be adjusted to align with the
product’s quality.

12. How much money are you willing to pay for pottery?

Chart illustrating the amount of money to be spent on purchasing pottery.

After 7 days of conducting surveys, we have a clear understanding of the participants' interest
in pricing for our group's pottery products. The most notable result is 48.7% preference for
the price range of 50k to 100k, which is common and seems to match the majority of
consumers' spending intentions when purchasing pottery products.

With 23.1% opting for the 30-50k price range, it's evident that if the price is too low,
consumers may not value the product highly due to expectations regarding quality and
design. This underscores the importance of maintaining a price that reflects the product's
value and quality.

Although a smaller share, 20.5% are willing to spend from 100k to 500k and 7.8% for prices
starting from 500k and above. This indicates that a segment of consumers is prepared to
spend that much to own a handmade pottery piece, understanding that this expenditure
compares with other essential products they might buy.

13. In what form should the shop sell the products?

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Chart illustrating the types of pottery sales.

It is apparent that the preference for individual product retail is the highest, accounting for
81.1% of the demand. This high interest in individual product purchases for initial experience
is quite significant, and the price is also reasonable. As for selling in combos and design
services, the figures are nearly identical at 55.5% and 56.5%, respectively. This could
indicate that a considerable portion of customers enjoys variety and is willing to pay extra for
the opportunity to acquire product combos or enjoy design services.

As a result, we decided to do this project and customer portrait:

1. Age: 18 – 24

2. Gender: Majority male and female, with a smaller percentage of other genders

3. Occupation: Predominantly students and young worker

4. City: Primarily from Hanoi, significant number from Ho Chi Minh City, with a
representation from other cities

5. Significant portion spending under 1 million VND for shopping, many also spending 5
to 10 million VND

6. Pottery Usage: Majority have used pottery products

7. Awareness: Predominantly through social media and well-known Bat Trang pottery
village

8. Preferences: Favor elegant, nostalgic, and humorous styles over natural style

9. Design Concerns: Designs not meeting personal needs, decorative challenges, and
transportation issues

10. Shopping Preferences: Prefer to buy at specialized pottery stores and online, rather than
in supermarkets

11. Advertising Influences: Heavily influenced by social media reviews and attractive
decorations, less by special offers

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12. Quality and Price Consideration: Highly value pottery quality, followed by price,
customer service, and special offers

13. Price Willingness: Willing to spend 50-100 thousand VND on pottery, with some willing
to pay less or significantly more

14. Selling Form: Prefer retail purchase, with demand for combo deals and customized
design offerings

IV. Canvas model

1. Key Partners
Place of production: The products the Ech Nha Ech Pottery group sought out were Gom Nhat
Ceramics. The group went to ceramic producers such as Gom Bat Trang and places that sell
2hand ceramics in the inner city of Hanoi such as Nha Gom Tro ,Gom Nui Truc, Sumo Gom
Nhat,...
Cooperation objects:
+Packaging printing factories and box manufacturing factories for the Frog House Ceramic
group such as Trung Thanh Print specialize in producing plastic packaging and impact-
resistant bags.
+Wholesalers of stickers, keychains, cards...
+The group plans to propose cooperation with supermarkets around the Hoa Lac area such as
FPT canteen, Manh Quan Supermarket,...

2. Key Activities
a)Find cheap, quality goods
-Frog House Pottery will negotiate the best price based on purchasing in large quantities so
that it can be sold to customers in accordance with the amount as surveyed.
-When the group goes to stores to pick up ceramics, they will carefully check the quality of
the products before importing the goods for sale.
b)Consider shipping fees, import costs, and warehouse costs
-The team will make the most of team members to pick up and deliver goods
-The warehouse will take advantage of members' motel rooms
-We will consider the import fee to make it most reasonable
→ Optimize costs
c)Select designs
-Follow popular trends of young people to be able to update the latest, beautiful designs,...
-Providing a variety of products in design and price to meet the different needs of customers.
d)Distribution and savings:
- The group will set up social networking sites such as Facebook, Tiktok, Instagram to reach
customers with the latest models and be able to choose products.
- The group will expand its sales and will look for stationery stores, dormitories, and areas
where many students live to open sales.

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- Provide door-to-door delivery services for customers around FPT, and support shipping e)
Costs for far away customers.
- Build close relationships with customers
- Create promotions, discounts on special days and gifts that customers request.
- Organize group ceramic-related activities to attract the participation of students to know
more about Frog House Pottery
- Support, interact, and respond positively to customers, nurture customer relationships, and
create a good image for the brand. At the same time, listen to customer feedback to improve
products and brands.

3. Value Propositions
According to the launch of the Japanese ceramic product Frog House Ceramics, we will offer
students a product with a price of 80k/piece and a combo (dishes, spoons, cups) from 136-
140k combo.
=> Because ceramic products are imported by the group and the most beautiful samples are
selected and filtered
- The quality of the products will not encounter problems such as breakage, blurred images,...
=> We guarantee that the product will have no errors
=> If the product is defective due to shipping, the shop will guarantee a 100% return policy.
- Students around FPT school will have it delivered to their door without having to go far and
choose. For places farther away, the code will be shipped (it will be carefully wrapped to
prevent impact and damage to reach customers in the most perfect way).
- Cups, dishes, spoons will have many beautiful designs, many beautiful shapes or simple and
delicate.
- Prices will have sale days and special days.
- Additional stickers and cute little keychains or other items requested by the customer will
be given (additional charges will apply).
- Careful packaging in simple yet sophisticated yet sturdy packaging.
- The team will survey customer satisfaction levels once a month to see if they are satisfied
with the product, packaging and service.
=> The goal is to improve customer satisfaction with services and customer expectations.
- If the product is defective due to shipping, it will be returned for free and similar products:
+) Pay within 5 days
+) Customers will be required to open the goods and will have to record a video
+) If customers have the behavior of returning too much, they will pay attention
- Create a website (Facebook, Tiktok, Instagram) so customers can choose the products they
like and choose to buy individually or in combos.

4. Customer Segments
When surveying the market and analyzing the market, the group created a customer profile
that Frog Nha Ech Pottery targets in the Hoa Lac area and neighboring places like Hanoi. The

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customer base targeted at 18 - 25 years old at this age level is mostly students and working
people who can spend 1-2 million on shopping each month. These are individuals interested
in the group's ceramics that are cute, lovely and simple yet sophisticated.

5. Customer Relationships
- To ensure the best product quality and service, we will apply the following methods:
1.Product quality assurance: We will thoroughly check each product before delivering it to
customers. If the product does not meet quality standards, we will exchange for another
product or refund the customer.
2.Guaranteed safe delivery: We will use door-to-door delivery methods and careful
packaging to ensure the product is not broken.
3.Customer service: We will receive and resolve all customer inquiries through
communication channels such as email, phone and social networks.
4.Periodic Evaluation Surveys: We will regularly survey and evaluate customer satisfaction
in terms of delivery speed, price, product quality and service needs.
5.Product exchange support: If the product does not meet expectations, we will support
exchange for another product.
6.There is also a gift package and special product service: We will create gift packages or
special products for holidays or special events so that customers can easily find and shop for
special products. Suitable products to give to yourself, relatives and friends.
7.Update information and promotions: We will periodically send information and updates
about new products, services, and promotions to customers.
8.Thank you cards: Always thank customers after each transaction and set preferential
policies so customers continue to shop and appreciate our products.

6. Channels
Communicate and promote products through posts on Frog Nha Ech Pottery's fage page,
through the groups "FU-Hoa Lac", "Hoa Lac Market", "other ceramic selling groups.
Supermarkets around the Hoa Lac area such as Manh Quan, Ohio,... supermarket at FPT
The above mentioned places will be displayed and posted for sale there.
→ Help customers easily access the group's products.

7. Key resources
-With 6 members of the group, each person has a different strength. After working and
learning deeply about each person, everyone has come up with the appropriate job for each
person in the group:
+ CEO: Pham Huy Hoang Son: Operates and gives ideas and directions for the company in
the future

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+ CFO,COO: An Van Hai: Chief Financial Officer, Implementer of the plans given by the
CEO
+ CMO, CRO: Nguyen Minh Hoang: Make sure to grasp customer trends and future risks
+ CPO: Nguyen Cong Tuan: in charge of controlling input goods that are not damaged,
broken and blurred
+ CAO: Hoang Minh Tuan: receive customer questions and promptly respond and resolve
+ CTO: Nguyen Tuan Cuong: In charge of managing social networking sites to post articles
to reach

V. Cost structure
Price
+ First, the input cost is about 150,000 VND/kg. (It is expected that after consulting,
1/kg will weigh about 9-10 pieces
+ Free warehouse costs (due to taking advantage of warehouses in motel rooms and
group members to optimize costs)
+ Box for packaging with decorative accessories: 10,000 VND/ 1 product
+ The group will pay each product packaging person 5,000 VND/1 product.
+ Pick-up cost: 10,000 VND/ 1 product.
+ Shipping price 20,000 VND/ 1 product (applies to all products shipped). Ship to
provinces according to shipping prices of shipping units. If less than 20.00 VND, the
group will consider it free. If it is over 20,000 VND, the remaining fee will be
charged. This means that if the delivery fee is listed as 30,000 VND, the customer will
pay 10,000 VND and the team will support 20k. (Notify the buyer). This means that
when a customer buys any product at any distance, there is 20,000 VND in it.
+ Advertising cost = 0 VND (due to group members running ads on social networks.)
=> The group will have a production cost of about 60,000 VND/1 product. (Price includes
shipping fee of 20k)
Due to lack of experience in sales and marketing, the group decided to take a profit of 20%
per product. From many objective factors, we can see that a product that the packaging team
produces needs to go through many stages. 15% of the profit is used to expand the business
model.
=> Each product sold by the group ranges from 79,000 VND to 80,000 VND / 1 product is
successfully packaged and includes a shipping fee of 20k.
8. If you buy from around FPT, shipping time will be very fast, maybe even within a day
9. Due to customer needs, our group offers sales in sets or combos
10. Each set will include 3-4 products depending on type.
11. Due to saving on packaging labor costs and box costs
12. For each product combo, you will get a discount of 30-40k
=>Therefore, each product will cost more than 110,000 to 120,000 /1 combo (3-4 products
depending on type)

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VI. Financial planning

- Cost structure includes:

Because the group and you are all calling for a startup for the first time, after meeting and
considering, the group decided to take a total of 11,000,000 as the cost of calling for capital,
including:
+ Import cost: 10,000,000 VND (in 10,000,000 includes monthly import costs)
+ Shipping cost when picking up goods 500,000
+ Cost, box, packaging, invoice printing: 300,000 VND
This is the initial cost if selling according to the project and continuing to get revenue and
profits to expand the business

-Break-even Analysis:
Below is the sales goals spreadsheet:

The business's cash flow mainly comes from selling services and products and in 1 month the
cash flow is 40,000,000 VND.

The business's cash flow mainly comes from the business's operating expenses for 1 month as
the stated price is 30,500,000 VND.

Therefore, the project's net cash flow after deducting cash outflows is VND 9,500,000.

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This is a group table that calculates sales volume increasing over time

Spreadsheet for a year of the company's operations

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