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ABSTRACT
The project contained herein was developed to explore the necessary financing and
feasibility of starting a new project for a small eco-friendly business in Hanoi, Vietnam,
where there are no or few stores selling environmental-friendly goods within the territory.
The business plan investigates the potential market and customers of the business and
illustrates Hanoi would be a perfect location of this business. This plan also explains
marketing, operating, and management plans which promote sales of the business and
make it profitable. Apart from the new product that we proposed to raise fund, the
business also has other popular products based on customer demands. Furthermore, the
business is the first business model in Hanoi that provides refill services for ecological
friendly goods. The most remarkable highlight in this business plan is detailed financial
plan so as to prove the possibility of this project. Our goal is to have the spirits of our
business remain the same and expand the branch to other cities to spread a positive
message about protecting our Mother Nature.

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CHAP 1
COMPANY DESCRIPTION
Introduction
The research in this business plan features the details of starting a small business in
Hanoi, Vietnam. Through extensive analysis, we have been able to create a business plan
and marketing strategy that will allow this business to be a market niche in the area. The
business name is Green Station to give the first impression of an eco-friendly brand
featuring products that are not readily available at the local market. The products will be
diverse to meet the demographics of customers in the surrounding area as well as those
looking for products on the business web page, which will also feature specialty items.

Green Station will feature hallmark goods mainly made from nature like coconut,
bamboo, nuts, etc. The products will be priced by unit (10ml-10g) or packed in kits so
that customers can purchase items within their affordability. Furthermore, we also sell
and offer refill services. The store will have a nostalgic feel that brings the customer to an
“old fashion store”. Not only supplying a wide range of products, but we also open free
workshop for our be-loved customers. Our workshop will be offered to share the
experience, skills, and tips to live greener and have a healthy life.

Mission and Vision statement
At Green Station, protecting the environment is more than just a task, it's a passion.
Having spent our childhood in the countryside of Vietnam, Since 2015, we have
nourished an idea that aims to change the habit of using products that are full of harmful
chemicals of the Vietnamese and people all over the world in general In 2016, Green
Station is officially launched as a Hanoi-based social impact company with 3-zero: zero
waste, zero inequality, and zero exclusion:
Zero Waste: offers ecological alternatives to daily goods that are reusable and refillable
from natural materials such as bamboo, coconut, flowers, etc to design sustainable
products such as shampoo, conditioner, soap, and oil.

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Zero inequality: This contributes to sustainable development by providing better trading
conditions, ensuring the rights of artisans and workers in Vietnam.
Zero exclusion: Green Station seeks to promote measures to promote the integration of
marginalized populations to reduce social vulnerability in Vietnam and to reduce poverty.
Nowadays, the use of single-use products and toxic chemicals seriously affects the
ecosystem. By 2050, there will be more plastic in the ocean than fish. There is no second
planet! So solutions to decrease this issue should be taken urgently.


Services
The products are being made in a rented production line located in the suburban of Hanoi
and will meet the demands of the community demographics. In 2016, the store started
with a reasonable amount of product to determine the needs of the customers. The
original products feature nature goods. The store will also feature refill service for items
from the shop to meet the idea of environment protection. As customer needs and
requests become apparent, we will need mass production and other products will be
added to the store to meet the growing demand, to include the possibility of creating a
Vietnamese brand that can compete with Lush. Workshops will also be offered
occasionally to raise people awareness about environmental issues to give a helping hand
to make the Earth a great place to live in. As business operations growth more, we will
consider offering a limited selection of the most popular items through internet sales.

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CHAPTER II
INDUSTRY AND MARKET ANALYSIS
Industry Trends
Natural beauty has been outperforming “conventional” beauty for some time, taking
market share in the process. And the dollars are really starting to add up on the natural
side of the fence. In 2017, products featuring natural claims represented 3.1% of the U.S.
personal care market, generating $1.3 billion in annual sales last year. That’s up from
2.1% of the market in 2013 (representing sales of $230 million). Comparatively, beauty
has been slower to go natural (natural products currently make up 1.4% of the market),
but sales are growing quicker than in personal care.
PARABEN FREE
COSMETICS SALES
GROWTH VS. YEAR-AGO


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In recent years, beauty shoppers have become more focused on parabens as an ingredient
to avoid than just about any other. For many consumers, synthetic compounds like
propylparaben and butylparaben are hard to pronounce and hard to view as a safe
ingredient. And beauty manufacturers have been responsive to these concerns. In fact,
just 35% of beauty products contain parabens, down nearly 7 points over the last two
years.
Relative to other packaged goods categories, beauty and skin care manufacturers have
been quite responsive to shifting consumer preferences. Just a quarter of dairy products
and a third of packaged food sold in 2017 were “clean label,” meaning they were devoid
of any undesirable ingredients. In edible categories, undesirable ingredients include
things like high fructose corn syrup or MSG.
But for the beauty industry, there’s still work to be done. Many categories still derive a
significant share of sales from products with parabensand likely many other undesirable
ingredients. The good news? Those categories still heavily focused on parabens are some
of the fastest shifting to paraben-free. Over the last two years, facial cosmetics have gone
from just 43% paraben-free to 54%.

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Target Market Description
Hanoi is the capital in Vietnam and is home to a diverse population. Hanoi features a
large middle-aged community (25-54) that accounts for 45.56% of the city population
and this is our main target customer, and the age group from 15 to 24 account for 16.23%

of the population is our second priority. These demographics will allow our business to
reach the target market with a large population.
There is no business model similar to our in Hanoi or the surrounding area with the
nostalgic feel and natural products that Green Station will offer. Local indirect
competitors including The Body Shop, a large beauty chain; The Face Shop, specializing
in facial beauty products. our products can be purchased at our store, Vinmart and the
convenience store, but these are the big name, mass-produced items, such as Hazeline,
Biodemathat, etc are sold in nearly every store.
If someone is seeking natural, one-of-a-kind beauty items it would require ordering from
another nation and take a lot of time over an hour to purchase a similar item that could be
purchased at Green Station.
In the extended market, an even larger population can be served by Green Station.
Figure?  shows population data of the extended market of Hanoi. Hanoi accounts for
more than 60% of the target customer which Green Station want to reach. The local cities
will also bring in customers with extensive advertising.

Figure 1. Market populations.

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Green Station will impress customers by providing the best quality nostalgic candies to
generate repeat purchases and create a solid customer base for future stores and online
shopping.

Location and Target Customers
The target location of Hanoi will meet a market niche for a Beauty store. There is not a
similar beauty store in Hanoi. The target customers of the business will be individuals
ages 16 to 65. This target includes local high school and college students, local corporate
and business personnel, tourists, retirees, and specific-purchase customers. The market

will be expanded further by featuring products at the local supermarket. There is the
potential to expand to internet sales in the future as the business grows.

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CHAPTER III
MARKETING ANALYSIS AND SALES PLAN
The Marketing Environment
 Economic force:
Economic factors include: income, per capita interest, interest rate, inflation, economic
growth rate of GDP ... Economic factors have a great influence on the tissue industry,
production and business activities of the industry. As the economy grows, the average
income of consumers increases the demand for paper tissue. Vietnam is implementing an
open economy, a market economy, stable and high GDP growth rate compared to other
countries in the region. The tissue industry has conditions to attract investment capital
and more advanced imported technology from abroad. Vietnam's external economic
relations are expanding, production capacity increases. Along with that is the need for
very large tissue amount especially in restaurants and hotels services, ... In recent years,
paper tissue has been consumed considerably and increasingly. Currently there are more
than 50 fiercely competitive domestic brands. Vietnam economic environment has
created opportunities and challenges for the industry.
 Sociocultural forces:
The social factors affecting the paper tissue industry is mainly population size and
population needs. The population of our country tends to increase at a stable level, so the
tissue industry is very easy to predict demand. That the perception of consumers is
increasing, society is more concerned with sanitation and environmental protection are
great advantages for the paper industry.
 Political forces:
Vietnam has been evaluated as a country with stable politics, the safest investment

environment in the region. This is a very favorable factor to attract and call for foreign
capital.
The government is encouraging FDI for the paper industry, the government offers many
incentives for foreign investment packages in Vietnam.
The joining AFTA also brings many opportunities for Vietnam's paper industry

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 Legal and regulatory forces:
It is expressed through guidelines and legal documents regulating the paper industry. In
order to create conditions for the paper industry to exist and develop. The Government
has made policy decisions for the paper industry, in particular, the Prime Minister has
approved the "Master Plan for the development of Vietnam's paper industry by 2015"
according to Decision No. 160 / QD-TTG, dated 4 9-1988.
The Resolution of the IX National Congress of the Party clearly stated: Developing the
paper industry is in association with planting paper material forests to stabilize
production and protect the environment.
 Technological forces:
Science and technology is considered a key, an important factor in production
competition, affects the survival of products in the market because production technology
is directly related to production costs and price. In order to survive and develop in such a
fiercely competitive environment, the paper industry must anticipate the changes brought
about by technology and flexibly response. In recent years, the paper industry has had
many new technologies, applied scientific advances in three areas:
- Producing paper with bleaching technology
- Moving from acidic to alkaline environment during paper making
- Measurement and control
A series of new equipment imported from abroad has been put into use recently like the
company's powder grinding system Now Toyo. The equipment systems of the enterprises

have been renovated and supplemented with hydraulic grinding and disc grinding.
The paper industry has focused on investing over 1140 million USD to implement 5
projects of producing pulp and paper with advanced technology to ensure high quality
products, more types and more competitive prices. However, compared to the countries
in the region and all over the world, the level of science and technology of the
Vietnamese paper industry is still limited and out-of-date which leads to the ineffective
production.

SWOT Analysis

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1. Opportunities
 Vietnam's average consumption rate is still very low, only 0.8kg / person / year,
compared with the global average of 4.2kg / person / year and it is expected that this
figure will increase to 5.4 kg in 2016 and 10 kg in 2026. Mr. Vu Ngoc Bao, Vice
President and General Secretary of Vietnam Paper and Pulp Association said that even
consumption of living paper 10kg / person / year is still much lower than the
consumption of the US market (about 24kg / person / year), Western Europe (about
15kg / person / year).
 According to updated data for 12 months, ending 3rd quarter/2007, Kantar Worldpanel
Market Research Company in 4 main cities of Vietnam is Ho Chi Minh City, Hanoi, Da
Nang, Can Tho and rural areas In Vietnam, the domestic paper market has a growth rate
of 9% in urban areas and 32% in rural areas, with an average household consumption of
240,000 VND / household / year (in urban) and 140 thousand VND / household / year (in
rural areas). In living paper products such as toilet paper (Toilet Tissue), box tissue
(Pocket Tissue), Pocket Tissue, paper napkins (Table Napkins), kitchen napkins ( Hand
Towel), Wet Tissue is the most popular product range, especially in urban areas and
overseas markets.

 Importing companies are not likely to grow due to the characteristic of quite light and
bulky paper products, high logistics costs should be a big obstacle for foreign businesses
to penetrate the market through the way of exporting products.
2. Threats
 Currently there are about 100 paper production enterprises in Vietnam, of which 96% are
small-capacity enterprises, using outdated technologies, no standard wastewater treatment
system. The production of living paper requires a large investment for factories and
equipment to improve product quality, increase competitiveness. That is the reason why it
is considered very potential, the living paper market seems to be a playground for
businesses with strong financial potential. This has been demonstrated by the fact that
very few businesses in the industry have expanded their investment and production
activities over the past time.
 The majority of consumers choose prestigious / long-established brands and are selected /
used by many. This element with toilet paper is 25-27%, pocket paper (including dry
tissue and wet tissue) is 23-24%, towel / napkin is 22-24%. While with many products

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


3.

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




4.
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


daily consumption, consumers are very interested in promotions, with tissue, this
criterion is very little attention. Sales promotions, salespeople 's recommendations or trial
products seem having no effect on their buying decisions, since only 5 - 6% of
interviewees consider this a factor.
When the products are popular, it is very likely that fake products will appear in the
market and affect business.
The products have many alternatives
There are many competiors from domestic brands to foreign brands.
Domestic competitors: White cloud, Charmin, Kleenex Conttonelle, Pulppy, E’mos,
Watersilk, An An,Premium, Vins, Bless You hold me, Rossy,…
Foreign competitors : Japani, K-Mom, LEC, Mamamy,Himapi, Happy Mom, Goon,
Nuna,…
Strength
We are confident to jump in the paper tissue-producing industry which is a fast-moving
commodity industry and therefore users do not change their familiar products and thus
has many difficulties and challenges especially for a new brand because we believe that
we will succeed due to our own advantages:
 
A high-quality product is produced entirely from natural materials and ensured origin of
the source so it can be for everyone at any age including babies.
Environmentally friendly because our paper is recyclable and biodegradable.
Multipurpose when used as a dry towel or wet towel.

Refilling policies to help users save and protect the environment.
Our brand name has been known and received belief by a certain number of customers in
the market and the proportion of repeat customers.
Our machinery is the lattest one and our technology is modern, so we can reduce the
labour cost.
Weakness
No our own experience in adjusting the number of products produced in each period of
the year, all of our expectation is got from the secondary information.
No experience in solving the wrong products to minimize the cost.
The products sold are not much in first periods, so we have to buy the materials with a
higher price than the competitors.
The machinery and factory is still small scale, so we have to produce with higher cost.
The distribution network is still limited, just focus on urban areas.
The ability to raise fund is limited because our brand is still not so popular all over the
country.

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 Customer target is not large, the price of product is not suitable for all of the people.

Marketing Plan
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Media channels:
Print Ads
Online Ads
Outdoor Ads
Events
Social netwwork
Advert Oral
Editorial
LAUNCHING AND DEVELOPING NEW PRODUCTS PLAN
Before launching_
Raising awareness

Launching - Understand the
products and create interest

After launching- Customers
experience and Get Loyalty

(3 months)

(1 month)

(4 months)

Objectiv
e

Products are known
by the public


Public understand the
unique and convenient
characteristics of products

Products become familiar
products with consumers

Increase sales by
focusing on whole
sale

Message

Green Tissue - a new
brand of tissue on the
market, a new way of
paper use

Green Tissue - A highquality Vietnamese tissue, a
new choice for consumers, a
supporting friend for green
life

Green Tissue - understand
you and bring convenience for
consumers and Return
freshness for the Environment

A good supplier with
many favorable

treatments and high
discount

Introduce about the
appearance of Green
Tissue on the market

Organize an official
launching event

Make a public attraction

Contact with more
potential whole sale
customers

Information about
products come to the
public

Inform and connect with
relevant parties

Make an impression on the
consumers about excellent
products, a good and new
kind of service REFILLING

Listening the current
customers and give

promotion

Through online social
media

Press conference

Key events

Key events

Through offline social
media

Ads through media channels

Expert articles

Expert articles

Ads through media channels

Ads through media
channels

50,000.000

150,000.000

Period


Target

Action

Cost

100,000.000

200,000.000

Boost Sales
(4 months)

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(million
VND)

Sales Plan
The sales plan will be established to generate repeat sales and future growth. In
term of products that have been on the market, the estimated growth rate would be 25%
in 2019 due to the transfer from hiring factory to self-manufacture. We also
aforemention a detailed marketing strategy for a new key product – Eco-friendly Wet
Wipes. The expected growth for this brand-new product is 30%. Besides, we often
organize free or charged workshop. The classes are in addition to our products’ sales
and the sales can grow if these workshops attract more and more attendees. The
business has expected sales in place and to meet those goals.
In the campaign of introducing Eco-friendly Wet Wipes, communication will take place

with previous loyal customers to let them know first, and the store will reach out to the
community by visiting community events to promote the business. The goal of the
business is not to be the biggest, but to sustain sales and produce a desired quality
product.
The table below show the price list of all products:
Numb
er

1

Product

Eco-friendly

Dry wipes

Wet Wipes

Essential oil

Old

Old

New

New

Price


COGS

Price

COGS

30000

10000

Unit

50 units

Shampoo
Conditioner
2

Body Care

Shower bath

15000

7000

13000

2500


10g ~ 10ml

Body lotion
Body srub

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Lip balm
3

Lip balm & Soap

150000

50000

140000

35000

10g ~ 10ml

10000

5000

8000

3000


10g ~ 10ml

2000

800

1800

500

10g ~ 10ml

Soap
4

Natural Oil

Natural oil
Floor cleaner

5

Home Care

Dishwashing
liquid
Washing liquid

A database will be generated through a Digital marketing team. The database can sort by

ages, areas, income. The store will also maintain an email list of those who provide their
personal email at the time of sale. These databases will help the store focus sales to
specific demographic of its products. SMS message and Gmail will be send to advertise
and promote upcoming holiday items for customers’ special occasion purchases. A
database will be maintained to keep track of customers who are participating in the
incentive program for outreach to them through email and postal mail to keep them
updated on their balances and promote special holidays or events to get them into the
store.

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