Happy Edu

Startup Plan

Group 2
 OUR TEAM

Dang Le Ngoc Chinh Nguyen Quoc Khanh

Ngo Anh Duc

Pham Thuy Linh Bui Thuc Manh

 CAPITAL CONTRIBUTION STRUCTURE

Nguyen Quoc Khanh - CEO - Dang Le Ngoc Chinh

Customer Service • Leading and orienting the company.
• Assistance and support. • Building relationships with stakeholders.
• Building relationships with customers. 15%
• Feedbacks collection.

30%
Bui Thuc Manh - CMO 16%
• Building a marketing strategy.
• Managing and leading the sales team.
• Market researching.

17%
22%
Pham Thuy Linh - COO
• Quality and performance control.
Ngo Anh Duc - CFO
• Supervising and staff directing .
• Financial planning and management.
• Financial risk management.
• Working with investors and banks.
THREE
LEVELS
OF PRODUCTS
 1. CORE VALUE
• Provides high quality Montessori materials, ensuring SAFETY for
children 1 - 3 years old.

2. ACTUAL PRODUCT
AUGMENTED • Quality level: best quality (100% hand painted with child safe paint,
PRODUCT pine wood, high durability, high product finish, standard size).
• Design: exclusively designed according to the standards of the
ACTUAL American Montessori Association (MIA), in accordance with
PRODUCT International, European and Vietnamese Standards.
Aftersale
• Features: helps children learn while playing, freely explore and
Delivery
& credit Brand
CORE Quality service experience, above all, develop themselves comprehensively and
name level
actively.
VALU
• Packaging: products are packed in wooden boxes with the
E
Design Features manufacturer's name/stamp engraved.

Packaging
3. AUGMENTED PRODUCT
Installation Warranty
• Warranty service: 1 for 1 exchange for 7 days.
• Support in consulting and setting up Montessori classes (with
support experts) according to MIA's standards.
• Instructional videos on how to use the tools properly.
• Helps customers connect with domestic delivery company.
• Accept installment payment via 3rd party.
CUSTOMER
PERSONA
 SOCIAL MEDIAS BEHAVIOUR INFLUENCE FACTORS
• Facebook • Surfing Facebook to see • Colleagues, teachers in
• Zalo news school
• Gmail • Exchange and chat with • Google search
MRS. HANG NGA colleagues information
•
• Participate in educational • Email offers or ads on
Gender: Female
• Age: 39 HOPES & DREAMS programs and seminars Facebook
• Education: University • Building and developing a
• Job title: Principal of Green strong Montessori preschool
Bean Montessori Kindergarten system that meets MIA FINANCE
LOOKING FOR
• Income: 30 million standards • Relatively limited financial
VND/month • Help the Montessori method • Domestic retailer of capacity
• Marital status: Married become more popular and Montessori materials • Ready to spend for work
known

WORRIES & FEARS MAKE HER LIFE EASIER

• Quality of the materials not commensurate with the price • Best quality Montessori materials with safety assurance and clear
• Quality and origin of the goods origin
• Doubt on the cost of the materials if imported from abroad • Reasonable price, low shipping fee
• Long delivery time when ordering from overseas; difficult to respond • There are accompanying services such as consulting and class setup
promptly if replacement or additional materials are needed. support
CUSTOMER
JOURNEY
MAP
 MRS. HANG NGA EXPECTATIONS
Principal of Green Bean Montessori Kindergarten. • Best quality items with safety assurance and clear origin.
Scenario: She wants to open a Montesorri preschool in Ha • Reasonable price, low shipping fee.
Noi suburb. • Accompanying services such as consulting and class setup.

CONSIDER EXPLORE COMPARE PURCHASE ADVOCACY

1 week 2 weeks 1 week 2 days 1 year

• Referred by a friend who 3. Explores the website and 5. Asks for reviews from 8. Returns to website. 12. Supports after sales
is a Montessori expert. creates a customer account. expertises & old customers. 9. Sorts suitable packs of 13. Accumulates member point
• Sees ads on FB, visits the 4. Adds suitable packs to her 6. Contacts with salesman to products. for each order.
website. wishlist. check for price and test 10. Offered with 10% discount 14. Receives seasonal offers
product quality. for the first order and free for loyal customers.
7. Compares with another setup. 15. Gets commission for
suppliers on Google and FB. 11. One-time payment. referring new customers.
I like their bundle
16. Exchange experience with
pricing concept
others on FB group.
good
Oh! That website They have
The price quite high.
looks cute & reviews Their promotions
Does quality
colorful. are quite good!
correspond to the
price? Their customer service
Wow! They offer
are wonderful! Love that
variety types of
May I have better
products
It has many images offers next time?
and descriptions. My classroom has
been set up
beautifully!
The product quality
is outstanding
PRODUCT/
MARKET
FIT
CANVAS
 PRODUCT/MARKET FIT CANVAS
Characteristic & jobs to be done Alternatives
• Montessori preschools • Foreign factories
• Finding Montessori materials' distributors in Vietnam • Domestic manufactoring factories
• Buying wholesale and retail Montessori materials • Domestic distributors

Problems & needs Key features

• Quality is not guaranteed • High quality and guaranteed
• The order takes a long time to delivery • Quick delivery & already have in stock
• Retail at high price • Reasonable price; direct discount for big order
• No set up supported • Free setup supported

Channels Value for the channel

• Montessori training center • Direct discount for referrals
• Introduction from industry insiders • Commissions
• Searching on web & FB groups

User experience Key metrics

• Set up classroom materials according to theory and the advice of • The number of Montessori preschools has increased dramatically by
experts almost 100 times over the last 10 years
• 100% of Montessori schools use Montessori materials
BUSINESS
CANVAS
Key partners Key activities Unique Value Customer relationships Customer segments
• Qualified suppliers: • Import Proposition
Adena Montessori • Quality control • The best quality of • Membership card • Montessori preschools
• Government regulators • Marketing Montessori Materials • Consulting and taking care founder/principal
• Montessori training • Sales (qualified supplier) of each customer • Northen Vietnam
center • Set-up classrooms • Provide classroom setup • Small and Medium scales
• Montessori experts services and expert
• Delivery company: consultants
8Express • User-friendly website
• Old customers Key resources • Direct discount and Channels
• Banks • Montessori Materials commission • Website
• Website • Social media
• Experts • Word of mouth
• Staff • Personal selling
• 8Express

Cost Structure Revenue Streams

• Marketing expenses
• Warehouse renting fees
• Salary
• Cost of setting up 1 class • Sales Montessori Materials
• Import tax • Commissions from association with banks and financial institutions
• VAT • Rent montessori materials by age (B2C; in the future)
• Shipping cost
• Other expenses
BREAK EVEN POINT
Sales Unit Price(SUP) : 197,625,510 VND
Total Fixed Cost (TFC): 117,000,000 VND
Variable Cosr per Units (VCUP): 109,963,205 VND

BEP = TFC/(SUP – VCUP)

BEP: 2 order/ month

Valuing the company using the asset valuation method:

2,200,000,000 VND
 INVESTOR DECISION MAKING

Enthusiastic management Companionship with

Potential market
team Montessorri expertise

Create lofty
Existing network of
humanistic values
relationships
for the community
THANKS FOR LISTENING