ENTREPRENEURSHIP

REPORT PROJECT
“ĐẶC SẢN 3 MIỀN”

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Table of Contents
INTRODUCTION:.........................................................................................................2
I. IDEA FOR START-UP:..............................................................................................2
1. Idea and reasons:.................................................................................................2
2. Slogan:..................................................................................................................2
3.

Logo:.....................................................................................................................3

4. Products:..............................................................................................................3
5.

Target market:......................................................................................................5

6.

Marketing:.............................................................................................................5

7.

Operating product: ...........................................................................................6

8. Plans for the next 3 years:..................................................................................6

II. VISION, MISSION, CORE VALUE, SWOT:.............................................................7
1. Vision:...................................................................................................................7
2. Mission:.................................................................................................................7
3.

Core value:............................................................................................................7

4. SWOT:....................................................................................................................8
BUSINESS MODEL CANVAS:....................................................................................9
I. KEY PARTNERS:......................................................................................................9
II. KEY ACTIVITIES:...................................................................................................10
III. KEY RESOURCES:..............................................................................................10
IV. VALUE PROPOSSITIONS:...................................................................................14
V. CUSTOMER RELATIONSHIPS:............................................................................15
VI. CHANNELS:.........................................................................................................15
VII. CUSTOMER SEGMENTS:..................................................................................17
VIII. COST STRUCTURE:..........................................................................................19
X. CONCLUSION: ………………………………………………………………………. 20

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INTRODUCTION:
I. IDEA FOR START-UP:
1. Idea and reasons:
- Business project "Dac San 3 Mien"
- We choose this project because team members come from different regions:
north-central-south and other provinces. We look forward to enjoying the
specialties of your homeland. And we want to "share" that with everyone.
- Besides, we can see the growing demand for tourism, many people do not

have the time and money to travel but want to enjoy original specialties. Since
then the project "Dac san 3 mien" was formed.
2. Slogan:
“ĐẶC SẢN LÀM QUÀ – DÀNH CHO MỌI NHÀ”
3. Logo:

Specialties bring the image of the dishes of regions in Vietnam, so we have
chosen the image of the farmer and the conical hat symbolizes the national
identity of Vietnam! As well as the rustic traditional culture, simple simplicity
but no less unique flavor that the artisans have made these special dishes.
The circle carries a global symbol, the image of reaching out emphasizes that
we will raise the status of Vietnamese specialties, of international stature.

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4. Products:
Some main products:
STT
1
2
3
4
5
6
7
8
9
10
11

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Name product
Hạt điều rang muối

Place
Bình Phước

Chè búp Tân Cương
Rượu bàu đá
Mực rim me
Kẹo chuối Đậu
Mắm cá cơm dì Cần

Thái Nguyên

Kẹo cu đơ

Hà Tĩnh

Thịt trâu gác bếp
Rượu Vang Đankia Đỏ
Muối tôm
Cơm cháy chà bông
Bánh đậu xanh

Tây Bắc
Đà Lạt
Tây Ninh
Ninh Bình

Hải Dương

Quy Nhơn

Quy Nhơn
Đà Nẵng

Đà Nẵng

Besides, there are other products such as:
Mứt dừa, Mứt Hồng, Ô mai (vị mận), Ô mai (vị mơ xào gừng), Chè lam, Rong

biển khô, Kẹo chuối Đậu, Bánh Pía Sầu Riêng, Kẹo lạc vừng, Bánh tráng nước dừa,
Các loại bánh trung thu ( Mid-Autumn Festival)…
Sale of products included with the holiday products:
-

Combo of shop:
+ TET combo:

+ Midd-Autumn combo

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-

Combo of customer:

The cost of the combo:

-

TET combo
1. Combo 1 (5 items) 499.000 VND
2. Combo 2 (9 items) 999.000 VND
3. Combo 3 (12 items) 1.199.000 VND

-

Mid-Autumn combo
1. Combo 1 (3 items) 399.000 VND
2. Combo 2 (5 products) 599.000 VND
3. Combo 3 (9 items) 999.000 VND

Promotions:
-

Combo customer self-mix:
+ Regular box, on 1.500.000VND freeship
+ Special box price 100.000VND to 150.000VND

-

Combo shop mix always freeship, nice packing, some accompanying gifts
or discount voucher.

-

Purchases > 5 times will become loyal customers with benefits: 20% off
birthday of the total bill.


5. Target market:
-

Mid-range income.

5


-

Those who like to experience culinary discovery, want to buy gift
packaging products.

6. Marketing:
To reach customers, use two modes of communication online and offline.
-

Online: Facebook, Website…

-

Offline:
+ Participate in domestic fair stalls.
+ Sticker, decal of the startup at famous restaurants and tourist sites.

7. Operating product:




Operating:

-

Step 1: Find sourcing products.

-

Step 2: Enter the goods into the warehouse

-

Step 3: Staff advises the customer about products and combo (when
customer accesses website "Dac San 3 Mien".

-

Step 4: When the customer closes the order and confirms the payment
method, the warehouse staff receives the order, packages it according
to the request and delivers it to the carrier.

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-

Step 5: After confirming the order has been delivered from the shiper,
customer care contact staff, receive feedback and solve if there is any
problem.




Payment methods:

-

Ship COD

-

Scan VNPAY code (fee 0.008% / total value of 1 transaction)

-

VISA

-

Master Card

8. Plans for the next 3 years:
-

Expand the scale of store

-

Share customer date

-


Marketing: KOL review

-

Combined with experience tour

-

Expand the scale of the store

II. VISION, MISSION, CORE VALUE, SWOT:
1. Vision:
Three regions Specialties are oriented to develop into a leading Specialty
Trade enterprise in Vietnam within the next 10 years, and at the same time,
we will constantly innovate and improve the quality of service to make
Vietnamese Specialties become gift of Vietnamese spirit and elevate the
position of Vietnamese brand in the international arena.
2. Mission:
Three regions Specialties offer users the highest quality Vietnamese
specialties with special packaging forms. To ensure the quality as well as the
appearance of the product. Contribute to raising the position and widely
promoting the specialties of Vietnam to a wide range of people, not only in
Vietnam but also to international friends.
3. Core value:

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TÍN


TÂM

NHÂN

- “Dac San 3 Mien”

- “Dac San 3 Mien” put

-“Dac San 3 Mien” build

always put the word

the word TAM as one of

relationships with

TIN on the top, taking

the important

customers, partners

the word TIN as the

foundations of business

and society with

guideline, protecting

the word TIN as
protecting the honor

goodwill, cordiality,
- “Dac San 3 Mien”

humanitarian spirit

always value
customers, always put

- “Dac San 3 Mien”

customers at the

always attach great

- “Dac San 3 Mien”

center, put the interests

importance to

always prepare

of customers first,

employees as the most

everything the best, try


striving to provide

valuable asset, building

their best to be able to

customers with the best

a professional, dynamic

commit to customers

quality products.

and humane

shop.

about the best product

environment

quality.

4. SWOT:
4.1.
-

Strengths:


Qualification:
+ Each department, staff has certain knowledge about business,
marketing, finance, ...
+ Good communication skills, having a wide relationship with genuine,
long-standing workshops and production establishments; shipping and
other relationships.

-

Each individual has enthusiasm, responsibility, dedication and passion for
the job.

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-

Ability to react quickly to work; wholeheartedly for the startup project.

-

What businesses do well:
+ Research thoroughly about the products provided to customers, provide
dedicated support and answers to the problems customers have; customer
care after buying.
+ High brand recognition: own logo, unique package (changes according
to seasons) -> increase awareness, improve product value.
+ Website is set up eye-catching, easy to view products in each region.


-

Team Mindset: Growth Mindset: projects can be developed and enhanced
by people being committed and hard working. When there are difficulties,
the parts will support each other, trying to find a solution instead of giving
up.

4.2.

Weaknesses:

-

No experience in the startup business

-

Limited investment capital, no external investment.

-

Design expertise is limited

-

The new brand is not known by many people

-

Haven't made a big difference


4.3.

Opportunities:

-

Improve user experience with website display improvements.

-

Online shopping trend in period 4.0 of the majority of consumers.

4.4.

Threats:

-

Competitors copy business ideas or models.

-

New law or regulation

-

Must compete with the shops and companies that have a long reputation

-


It takes a long time to build trust with customers and position in the market

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BUSINESS MODEL CANVAS:
I. KEY PARTNERS:
Main partners: shipping unit, packaging printing unit, product suppliers
Main activities implemented by partners:
-

Transporter: is a very important part of the operation of the business system.
Distributors cannot lack this unit. This unit will transport products from the
factory to the warehouse and from the shipping warehouse to customers and
small agents

-

Packaging printing unit suitable for each product for each different occasion.

-

The main suppliers: the supply of products to the store, then the store will
have the products to give to customers, bringing specialties with clear origin,
ensuring food quality and safety.
 They are an important partner to achieve the value that the business has
promised customers. These partners will participate and support the trade.
We agree on plans, offer solutions and transaction prices to optimize
shipping costs (by volume, by time and service package, ...); improve

customer experience

II. KEY ACTIVITIES:
There are many activities in the business process such as administration, marketing,
finance, accounting, production, sales, ...
-

Customer insight survey

-

Market research, competitors

-

Finding sourcing products, trading partners and partners, choosing
appropriate distribution channels and promotion measures.

-

Distribution and sales organization.

-

Capital management, costs, human resources in business: this is the factor
affecting the business performance of the business.

-

Expanding relationships with vendors.


-

……

But in order to keep our business, we maintain the most important actions; it is the
use of primary resources to create differentiated target values and thereby profit. So,
the main activities of Dac San 3 Mien are:
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-

Selling specialty products from regions to customers;

-

Consulting and support packing combo services according to customer
requirements. Customer care before and after buying. Always open,
enthusiastic, create impression, trust with customers.

-

To attract customers, we need to build a communication strategy that offers
value proposition for the customer.

-

Building an online sales process, helping the company optimize customer
contact and increase sales.


III. KEY RESOURCES:
1. Human:
a. Main divisions:
Nguyen Trong Vong: Market research and potential customers.
Nguyen Thi Tu Anh: Research and product development.
Pham Thi Van Anh: Building Web features.
Truong Duc Tai: Web and video interface design.
Nguyen Thi Hong Thuy: Building communication strategy.
Nguyen Ba Phuc: Accountant.
b. Staffs: 4 employees full-time:
-

1 consultant, closing the application - on Fanpage & Web

-

3 warehouse staff: checking the imported goods, classifying and
packing products.
Also make use of key resources for support when needed

2. Wisdom (Web and Facebook fanpage):
Introducing “Dac San 3 Mien”
“Dac San 3 Mien” is the website platform that enables customers to connect
with many different specialty products in 3 regions of Vietnam. Also, when
customers buy on the website "Dac San 3 Mien". The product will not only be
delivered to customers like normal products, but also packed and tailored for
each occasion, each need, each purchase, ... The products will be packed as
handmade items not only to increase the value of the product, but we hope to


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provide customers with products with the most beautiful and standard quality
as well as for everyone.
At the same time, the product wants to target customers who are foreign
tourists. According to our survey, tourism is considered one of the leading
economic sectors in Vietnam. In the past decade, Vietnam tourism has
continuously developed. According to the latest statistics in 2019, Vietnam's
tourism industry has welcomed more than 100 million visitors, including 18
million foreign visitors, an increase of 16.2% compared to 2018. Particularly in
the last 4 months of 2019, has grown by 30% year-on-year and revenue for
the whole year increased by 17.1%.
However, tourists to Vietnam find it very difficult to find gifts to bring back and
the prices are often very high
In countries with developed tourism, souvenirs bring huge profits, contributing
significantly in promoting the image of the country, places ... With Vietnam
tourism, despite efforts to find Find great gift products for visitors, but this still
seems to be a difficult problem to solve.
Vietnam tourism attracts foreign tourists by the rich traditional culture, bearing
bold identity of 54 ethnic groups. Through organizing important world
conferences, we have also impressed international friends with unique gift
products rich in cultural symbols. APEC 2017 leaves in the hearts of
international friends when coming to Vietnam not only professionalism in the
organization, hospitality or beautiful scenery, delicious food, but also by a set
of gifts with a high cultural content.
In fact, it is not true to say Vietnam does not have impressive and unique gifts
for foreign tourists. But to find a product like that, the price is high or difficult to
find. For the Vietnamese, for tourists who only have a few days in a
destination, finding the right gift is even more difficult. Meeting us at the

ancient house of Hoi An (Quang Nam), Mr. and Mrs. Mo Tazi and Kyle Ann
Tazi (from Florida, USA) said that they love Vietnamese culture very much.
But when asked what they brought back from Vietnam as gifts to friends after
spending nearly two weeks in Hanoi, Ha Long, and Hoi An, they delicately

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said that they were still going, so they didn't choose to buy anything. They
also rated the souvenirs displayed at the stores as relatively similar.
In Vietnam, reality in localities with a developed tourism industry shows that
building the tourism souvenir product market plays a particularly important
role. Not only increasing the attractiveness and promoting the image of tourist
destinations, keeping visitors longer, encouraging more spending, but
developing tourist souvenir products also creates more jobs for workers. in
craft villages, contributing to preserving traditional trades of each locality.
Link:

/>According to the Vietnam Tourism Advisory Council (TAB), despite impressive
developments in recent years, especially the number of arrivals. Specifically,
visitors to Vietnam in 2018 were more than 15 million, an increase of 2 million
compared to 2017. And up to now, the number of visitors has reached more
than 10 million. But the contribution of international tourists to the domestic
economy is still quite modest. Specifically, in 2017, Vietnam earned 8.3 billion
USD from international visitors, but Singapore earned 18.4 billion USD,
Indonesia was 12.6 billion USD and this figure in Thailand was 52.5 billion
USD. And now, on average, each day visitors to Vietnam spend 96 USD,
while Thailand is 163 USD and Singapore is 325 USD.
Many tourists, when asked, said that even though they want to spend money
in Vietnam, they have little opportunity because the products and services of

the resorts are still quite poor. Most of the tourists coming to Vietnam are
mainly sightseeing, eating, resting and then returning home, having little
entertainment and shopping activities. And this fact made the reporter recall
their trip to Korea not long ago and find that Korea is too professional in
tourism, they cleverly "pickpocket the visitors to the last money", from Typical
Korean products such as ginseng, kimchi, red pine essential oil, seaweed ...
to fashion, cosmetics. All are introduced as the most quintessential
characteristic of Korean culture, Korean pride makes visitors unable to
hesitate to hook their wallet, and proud to own that product.

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When international tourists come to Vietnam, if they have shopping needs,
they often have a precautionary mindset due to fear of buying bad goods and
sometimes, many places still face the situation of rip off.
Link
/>That is the reason why “Dac San 3 Mien” regions were born with the purpose
of solving this problem with the motto of bringing unique products with the
best quality to customers. “Dac San 3 Mien” hope to be able to provide
products with unique design, best price and quality to not only promote
Vietnamese specialties in the country, but also to be attractive souvenirs in the
eyes. international friends
Interface specialty 3 domains:
-

Information about types of product "price, product type, ...”

-


Seasonal Combo: Information of items is mixed according to the combo
"Combo product type, price, ..."

-

Self-mix combo: Information, suggestions for products mixed with combo
and chat box feature support

-

Informative videos of products

3. Main distribution channels:
-

Website “dacsan3mien.com”

-

Fanpage facebook “Đặc Sản 3 Miền”

4. Revenue:
-

Main revenue: Sales of specialty products and combo.

-

Niche revenue: Advertising on the WEB, developing restaurant and hotel
booking features, ... (after developing a strong enough platform).


IV. VALUE PROPOSSITIONS:
1. Customer:

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-

Providing customers with the most preeminent choices for specialties of
Vietnam.

-

Newly designed products bring high customization to customers

-

Providing the best quality products to ensure safety as well as certification
of food hygiene and safety

-

It is convenient for customers to choose a combination product of 3
specialties

-

The price is consistent with the quality, providing images and experiences
for the product


-

The self-mix product combo feature allows customers to create a product
combo according to their wishes to suit each type of customer needs.

-

New beautiful packaging design in a special form that customers can use
as a luxury gift and meaning.

2. Product core values:
Helping customers to buy specialty products with the highest quality while
creating a new image for Vietnamese specialties, helping to elevate and
promote the image of Vietnamese specialties to a lot of people are not only
domestic but also international

V. CUSTOMER RELATIONSHIPS:


Personal Assistance:
The company interacts directly with customers via fanpage, web, hotline
through staff consultation. The company assists the customer with the steps
before purchasing, during the purchase, and after purchasing a product.



Self-Service:
Dac San 3 Mien pre-installed basic automatic chatbot tools to consult basic
needs when they approach fanpage & web of the business.




Automated Services:

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This is a self-service self-service relationship with CRM settings in which
customer choice history will be saved and reviewed to enhance the overall
experience.


Communities:
Dac San 3 Mien will create private groups on the social network Facebook,
creating a direct communication business community (Create separate
promotions to thank customers; Stimulate customers to buy)
=> Enhance customer experience, as the community helps customers share
their own experiences as well as discuss common wishes and solutions.

VI. CHANNELS:
1. Distribution channels:
a. Online:
- Businesses access to customers through channels: website
(dacsan3mien.com), Fanpage Facebook
 approaching young customers, foreign customers coming to
-

Vietnam to travel with the habit of buying online.
- Tiktok: posting clips to create trends, promote images and


brands.
b. Offline:
- Regional specialty fair booths of the tourist provinces: Quang
Ninh, Hanoi, Thai Nguyen ...
 Mainly approach to objects that are production establishments,
cooperatives purchasing specialties from provinces across the
country in order to expand relationships, expand the supply of
quality products.
2. Customer approach:
a. Online:
- Run facebook ads, google ads target to desired customer file
(age, interests ...)
Fanpage fb:
- Selling is mainly on the Website; all Facebook posts direct the
-

purchase to the website.
Content is aimed at young and online customers: youthful
language, trendy, patriotic spirit, Vietnamese people who use
Vietnamese goods ...

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-

Promote the branding communication of the company through
PR articles, innovation in design, packaging of the product and


-

the desire to "enhance Vietnamese specialties" of the project.
Create customer trust and confidence through feedback articles,

-

reviews of products sent by customers.
Special occasions: Mid-Autumn Festival, New Year holidays give
a set of gifts to KOL - people with high followers, mainly young
people (Family Cam - Mango - Dau, Ninh Tito ...) to expand

-

customers.
Community group: share promotions, discount vouchers,
product review ...

Co-marketing:
-

VNPAY: media articles about brands and products on their fan

pages and community groups.
- Other fan pages have followers and likes.
Webside:
- Promote website construction in terms of display for customers
-

to easily manipulate purchases.

2 languages: Vietnamese - English to serve domestic and

-

foreign customers.
Build a new, friendly website to attract users to stay on the
website longer: videos, clips of tourist destinations or how to

make specialties ...
b. Offline:
- Bring a product combo with new packaging to the exhibition
-

booth of the provincial fair.
Paste information about hotline phone, fanpage, website "Dac
San 3 Mien " at restaurants, hotels, homestay in the tourist area
to reach foreign customers, tourists.

3. Communication channels associated with the customer service
process:
Direct distribution channel: telesale, direct Message, website store.
- Customers who refer to product information can chat with a
consultant via fanpage or website. In the absence of staff,
-

customers will be rep comments or messages by chatbox.
Telesales call to confirm order with customer after receiving cart
information has been created.
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-

After successful delivery, customers will be sent a thank you
message and received feedback from customers. If there is any
arising in the transaction, it will be received and resolved by the
telesales.

VII. CUSTOMER SEGMENTS:
1. Value to customers:
-

Offers standardized products to customers who have a passion
for traditional flavors and culinary specialties

-

Widely promote Vietnamese cuisine to international guests

-

The quality of specialties is original, fast and brings customer
satisfaction when using the product.

2. The customer segments include:
a. Mass Market: is a public market comprising consumers of different age
groups, traveling lifestyles, being open-minded and interested in
exploring regional specialties.
b. Niche Market: The potential customer market is in the main segment of
buying used products.

-

Age: 20-40 years old

-

Gender: male, female

-

Occupation: business, student, office worker, ...

-

Characteristics: love to experience traveling, open-minded and
has a special passion for regional specialties.

-



Income:> 5,000,000 / month

International customers:
-

Age:> 18 years old

-


Gender: male, female

-

Occupation: business, travel blogger, volunteer, .....

-

Characteristics: like traveling experience, interested in learning
Vietnamese culture, settling to work in Vietnam, ...

-

Income: > 5,000,000 VND

3. Market Segmented:
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Market divided into niche markets:
-

Age: 25-35 years old

-

Gender: Male, female

-


Occupation: business, office worker, ...

-

Characteristics: likes traveling, has a stable income, is open and
likes to explore traditional Vietnamese culinary specialties

-

Income:> 5,000,000 / month.

VIII. COST STRUCTURE:
IX. REVENUE STREAMS:
1. The most important cost of the business model:
-

Our business model is an online sales model.
The reason we choose this model is because we want to be
easily accessible to a wide range of customers. Online business
is not limited to geographical location, so it will have relatively
large coverage. Perhaps the most headache for many retail
business people today is the growing market competitiveness.
The methods of aggressive advertising with many promotional
tricks have no longer found good effects. In addition, consumers
are increasingly "lazy" to shop, spend time choosing prices from
store to store. So online business is the perfect choice for us.
Especially in the post-Covid19 era in Vietnam, traditional buying
and selling will be a big problem, many customers will choose to
buy goods through online purchases. And since we don't have
too much capital to open stores in big cities or tourist resorts,

this online business will help us to easily access international
markets for our purposes. is to elevate Vietnamese specialties in

-

the world.
And the most important thing in the business model in this
model is Marketing. Because we only sell online, we have to
come up with the best, most suitable marketing strategies to

-

introduce our products to all consumers.
Estimated marketing cost in 1 year is 250 million.

2. The main resource is the most expensive:

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The main resource that cost us the most is the cost of importing raw
materials. Because at the beginning, a business needed to import a lot of
equipment, machines and products.
- Material cost is one of the mandatory expenses, we often pick
up the goods first and then pay later for familiar suppliers of raw
materials. The contract material supply contract period is 6
-

months
In addition, human resource cost is also one of the must-have

expenses in every business. Although it is an online business
model, we still have to use the cost to pay the warehouse staff.

3. The most expensive key activity:
- The activity that costs the most is the marketing costs that are in
-

the early stages of being able to highlight your brand.
Because marketing costs are upfront costs, if we choose the
wrong target audience or the wrong content of the campaign, it

-

is very easy to spend on Marketing.
Because it is an online business model, using Marketing for
running ads is very important to us. Marketing expenses are
also a great investment. Marketing expenses are upfront costs.
Improper distribution channels lead to unsatisfactory revenue,
so the cost of marketing is "thrown through the window". We
choose to use Facebook to run ads, Yotube and some articles
on social media sites. Of which the use of advertising on
Facebook is the most expensive of us.

4. Business model:
- Our business model aims to optimize input costs, control capital
-

tightly, and minimize unnecessary costs.
Our business model is aimed at all types of customers, but not
every customer base is profitable for us while we spend a lot of

money on marketing to retain them. So we can completely cut

-

this cost.
In addition, we also outsource to printing paper bags, paper

-

boxes and packaging for combos for the holidays.
In addition, we can also earn extra income based on the
advertising services of other businesses rented on our website.

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5. Sample characteristics:
- Fixed costs.

-

The variable costs.
Economic advantage thanks to size.
Economic advantage by scope.
The Revenue Stream are the different sources from which a

-

business makes money selling goods or providing services.
The revenue stream for Dac San 3 Mien comes from Web site

advertising and sales.

X. CONCLUSION:
The above is the whole dedication of the Kangaroo group that has worked hard in
the past 2 months. Hope "Dac San 3 Mien" helps to elevate the value and position of
Vietnamese specialties.

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