VIETNAM GENERAL CONFEDERATION OF LABOUR

TON DUC THANG UNIVERSITY
FACULTY OF FOREIGN LANGUAGES

GENERAL BUSINESS ENGLISH
(TOPIC 1)
Student:

TRUONG THI SANG

Class:

15000103

Student code:

01501296

Phone number:

0909095270

Group:

02

Situation N0.:

HCMC, December 2017

ASSESSMENT
Total score(1)
In figure

Examiner’s Signature 1

Examiner’s Signature 2

In word

- Report score in detail:
-

Content (50pts): …………………………………………………………………………………

-

Organization (20pts)
…………………………………………………………………………………

-

Vocabulary, Grammar, Spelling and mechanics (30pts):
…………………………………………………………………………………

- Examiners’ comments:
…………………………………………………………………………………………………………………………………………………
…………………………………………………………………………………………………………………………………………………
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TABLE OF CONTENT

I.

Introduction.................................................................................................1

II. Body................................................................................................................2
A.
1.
2.
3.
4.
5.

III.

Executive Summary..........................................................................2
Opportunity............................................................................................2
Market Strategy.....................................................................................2
Business Strategy.................................................................................3
Management Team Plan.....................................................................3
Financial Goal.........................................................................................4

B.


Products and Service.......................................................................4

C.

Vision and Mission...........................................................................5

D.

Market Analysis.................................................................................5
1.
Market Segmentations.......................................................................5
2.
Market Trends and Growth..............................................................7
3.
Market Needs.........................................................................................7

Conclusion................................................................................................8

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CONTENT
I.

Introduction
On account of the severe competition of market, entrepreneurs are

required to operate their business professionally and methodically. It is never
superfluous for entrepreneurs to construct a business plan before start-up. An

effective business plan helps people not only to make the initial idea turn into
reality, but also to maintain long-term business. There are countless benefits of a
thoughtful business plan; such as attracting investors and partners, outlining main
aspects of the business, and guaranteeing in effective management.
First, a business plan helps people to outline main aspects of the business.
In business plans, entrepreneurs compel to provide with essential information.
Based on the information, people will have apportionment, utilizable prediction,
as well as appropriate method. The degree of succession in business is affected
by numerous perspectives; such as the marketplace, customers, initial business
idea. By well-prepared plans, people orient and follow these detail figures in
order to minimize hazards. For this reason, business plan approach to the
investors with less difficulty.
Second, getting attention of investors and partners is beneficial to
entrepreneurs. The majority of people who nurture business plans are longing for
an enormous budget to start-up. An oral presentation may fascinate venture
capitalists; however, it will be more reliable if there is a printed document.
Investors make their financial decisions, which are based on the persuasiveness
of the business plan. Moreover, business plan continues to be improved through
investors’ criticisms.
Third, a business plan is the ultimate method to examine the possibility of
the project. Entrepreneurs anticipate the incoming challenges and prepare both
mentality and physical to deal with. As a sequence, people working with
scheduled plans fulfill their business better than ones working spontaneously do.

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Entrepreneurs also have an inspection on the rate of progress of the business by
checking and analyzing through business plans.
In short, a business plan is an integral part of start-up. Based on different

purposes, entrepreneurs have various style of constructing a business plan.
The following parts demonstrate my business plan in starting up a
coffeehouse business.
II.

Body
A.

Executive Summary

1.

Opportunity

Toking Coffee is located at Nguyen Tri Phuong Street, District 10. There
are numerous universities established in the contiguous area; such as The
University of Economics Ho Chi Minh City, University of Finance and
Marketing, Institute of Medical Military,… It is estimated more than 20,000
college students attending to those schools in the area. For this reason, the
combination of Food & Drinks and Education in business would be a fantastic
idea. Moreover, people willingly pay 50,000VND to 70,000VND for their coffee,
milk tea, frappe as the economy of Vietnam has been growing up recently.
2.

Market Strategy

Toking’s decorated styles focus on brightness and cross-culture in order to
stimulate customers’ learning competence. The principle targeted customers are
more than 20,000 students in the area. The cafe’s intention is to create a concrete
base of patrons through the guarantee to bring the best food and drinks, as well as

the knowledge to the customers.
Customers can order menu both directly in-store and online. The products
are marketed via social network in order to be noticed by the young customers,
especially beginners of learning second language.

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3.

Business Strategy

Toking offers a learning foreign language for customers. Therefore, there
will be numerous foreign people frequently invited to the cafe with the purpose
of cultural exchanges. Moreover, teaching language classes which is completely
free of charge is established on every weekend. The sales accompanies with the
quantity of people coming to the cafe.
Being a new face in the market, Toking focuses on promotional campaign
in the early opening. Subsequently, the marketing cost will be higher than
average. To cover this expense, Toking cut down the personnel cost via salvaging
partners who are doing the business together.
4.

Management Team Plan

Established as an LLC, Toking is equally founded and managed by two
partners Hermione Ganger and Sam Smith. Hermione Ganger administers in
technological section, as well as marketing strategies. In addition, Sam Smith
will be responsible for premeditated plans of inventory and customer services.
Other attributes relating to finances will be consulted by Mrs. Ganger and Mr.

Smith. The company plans to hire four supplementary baristas and employees.
The following table summarizes the personnel demand of Toking coffee
Personnel Plan
Year 1

Year 2

Year 3

Barista

54,000,000VND

60,000,000VND

66,000,000VND

Employees

48,000,000VND

54,000,000VND

60,000,000VND

Total people

4

4


5

Total payroll

102,000,000VND

114,000,000VND

126,000,000VND

Table 1: Personnel Plan

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5.

Financial Goal
Revenues

Net profits

Net margin

2018

200,000,000VND

(50,000,000VND)


-25%

2019

240,000,000VND

20,000,000VND

8.33%

2020

300,000,000VND

40,000,000VND

13.33%

2021

350,000,000VND
70,000,000VND
Table 2: Financial Goal

B.

20%

Products and Service


Toking is organized in a 100-m² business premises within a radius 3 km
from universities in District 5 and District 10. Therefore, products and services
attach special importance to young customers. In addition, Toking offers
customers with delicious food and drinks, as well as peaceful space for clients for
self-studying. The Cafe promises to bring high-quality and well-prepared drinks;
including hot drinks, iced drinks, and frappes. The menu of the Toking coffee is
constructed with coffee drinks such as lattes, mochas, cappuccinos, etc. All the
ingredients are imported from foreign countries. In addition, cakes are the
important supplement in the menu for sweet-toothed customers. The cafe also
provides with books and magazine to serve the demand for reading of its
customers. Besides that, Toking creates a good condition for customers attending
the gratis English speaking classes on every weekend. Additionally, well-trained
employees will bring the most wonderful experience to customer with
professional serving attitudes. Toking expects price at least 30,000VND for each
product.

C.

Vision and Mission

Toking Coffee envisions the perspective that every young people in Viet
Nam has a strong competence in intercultural communication. For this reason,
the word “Toking” is derived from “talking” for the purpose of displaying the
central concept of the cafe. To satisfy the growing demand for communicating
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foreign language, Toking will emphasize on reflex speaking of customers
through quiz decorations scattering around the cafe.

Toking Coffee is ambitious for taking the lead of multi-languages coffee
house patronized by adolescents, especially people who desire for learning
foreign languages.
D.

Market Analysis

The cafe presents a new coffeehouse concept in an approachable and
steadily growing market. Regardless of economic recession in current years, the
coffeehouse business is still developed. Toking makes attempt to form a loyal
customer base by serving a tasteful coffee and great services.
1.

Market Segmentations

Toking focus on 3 major groups of customers, as mentioned in the
following chart.

Customer Proportion
Others; 15.00%

Learners; 55.00%
Officers; 30.00%

Pie Chart 3: Customer Proportion

The variety of customers play an important role in keeping consistent
business. On weekdays, the visitors are mainly officers and people who desire to
be embraced by peaceful atmosphere so that they can escape the stress of life.
While on weekends, it is a peak of learners with countless classes. By appealing

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to several market segments, Toking Coffee becomes independent of any specific
consumer group.
The Growing Rate of Customer
Potential Customers

Growth (%)

Year 1

Year 2

Year 3

Learners

2,5%

20,000

20,500

21,012

Officers

1,5%


4,000

4,060

4,121

Others

0,5%

2,000

2,010

2,021

Total

1,5%

26,000

26570

27154

Table 4: The Growing Rate of Customer
2.

Market Trends and Growth


Once coffee drinking habit is just in the early morning hours or midafternoon, nowadays it turns into an all-day activity. Even late at night, many
coffeehouses are crowded with customers. It is not abnormal for a well-located
cafe to reach a daily average of 900 clients.
Our market research shows coffeeholics inclines to be attracted by
splendid

tasting

coffee.

According

to

the National

Coffee

Association's report "Daily Coffee Consumption Up Sharply" (2017), “the most
robust increase occurred among those 13-18, whose daily consumption rose to
37% in 2017 from 31% in 2016” and “the 25-39 year olds increased from 60% to
63%, and the 18-24 cohort edged up to 50% from 2016’s 48%”. For this reason,
coffee bars are regarded as a studying or meeting location by adolescents in
general. Especially, Toking is also a location for cultural exchanges.
3.

Market Needs

As the economy develops, incomes; as well as others lifestyle factors are

congregated to make an evolution in the coffee industry. The cafe is not just a
location for people to quench their thirst. In advance, coffeehouses provide a
serene and undisturbed environment for people to socialize, calm down or catch
up on work. For instance, college students are one of the fastest-growing
segments of the coffee drinking market. To meet their demand, Toking arranges a
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much-needed place to hang out with their acquaintance. In addition,
entertainment on weekend draws a great attention to enthusiastic customers.
Global integration is the urgent issue of young people. For this reason, operating
those gratis English speaking classes will meet the needs of customers.
III.

Conclusion
In short, a business plan is a directional guideline for entrepreneurs. It

helps entrepreneurs focus on what they want to do, how they will do it, and what
they expect to achieve. The more detailed the business plan is, the more possible
the result is.

LIST OF TABLES AND DIAGRAMS





Table 1: Personnel Plan (page 3)
Table 2: Financial Goal of Company (page 4)
Pie Chart 3: Customer Proportion (page 5)

Table 4: The Growing Rate of Customers (page 6)

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REFERENCES

Bibliography
Association, N. C. (2017). Daily Coffee Consumption Up Sharply. New York: National Coffee
Association.
Brian J Hazelgren, Josheph Covello. (2005). Your First Business Plan: A Simple Question and
Answer Format Designed to Help You Write Your Own Plan. Sourcebooks, Inc.
Devine, K. (2004). Building Your Business Plan: 28 Days to Designing and Starting Your Business.
Lulu.com,.
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Education, M.-H. (2007). Introdution to Business, Student Edition. McGraw-Hill Education.
Finch, B. (2016). How to Write a Business Plan. Kogan Page Publishers.
Miller, M. (2001). Alpha Teach Yourself Business Plans in 24 Hours. Alpha.

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