experiential entrepreneurship 1 green corner

Green House - Business overview Trading in healthy foods, providing retail meals, weekly and : monthly meal packages.. Mesala - Business overview: Trading in healthy foods, the main prod

REPORT 1 SPRING 2024

COVER SHEET Course Detail:

Subject code: EXE101

Subject name: Experiential Entrepreneurship 1 Lecturer: Doan Thuy Linh

Student Detail: Name:

Bùi Văn Gia Phát Đặng Công Quang Duy

Nguyễn Lương Trung Võ Nguyễn Như Quỳnh

Lê Trúc PhụngClass: BA17A01

CHECKPOINT 2

Table of content I – Identify competitors

1 Green House 2 Mesala 3 Jim Food 4 Mint’s Healthy5 B ng Healthy ố6 Kokogreen II – Consumers’ trendingIII Insights –

IV Value propositions, positioning map –

I – Identify competitors 1 Green House

- Business overview Trading in healthy foods, providing retail meals, weekly and : monthly meal packages

- Price segment: 55.000 dong/serving, in addition, there are also weekly and monthly meal packages

- Distribution channels:

+ Use a variety of social networking sites: Facebook, Instagram, TikTok in order to reach many customer, also spread positive energy through a healthy lifestyle + Low level of interaction

- Online marketing through social networking sites with articles, videos about products, benefits of healthy food, recipes and exercise

2 Mesala

- Business overview: Trading in healthy foods, the main product is salad - Product:

+ Price segment: from 45.000 80.000 dong, depending on ingredients –

+ Unique point: the menu focuses mainly on salad, each servings has all the groups of nutrients and is specifically calculated with calories Ingredients and calorie index are published in the menu

- Distribution channel: Facebook and Instagram

- Online marketing through articles, videos about their products and customers’ feedback

3 Jim Food

- Business overview: Providing healthy nutritional meal packages and detox juice - Price segment: 55.000 65.000 dong –

- Distribution channel: active mainly on social networking platform Facebook - Online marketing is the main method to reach customers

4 Mint’s Healthy

- Business overview: providing healthy meal packages and products made from nuts - Product:

+ Price segment: from 59.000 105.000 dong –

+ Unique point: customize menus according to each customer’s request and calculates calories intake per individual

- Distribution channel: Fanpage Facebook has approximately 14.000 followers - Online marketing through diverse content

- Distribution channel: active mainly on Facebook

- Online marketing with main content in images of food and feedbacks from customers 6 Kokogreen

- Business overview: Kokogreen is a coffee restaurant, teabreak chain specializing in –Delicious Clean Good food In addition, Kokogreen provide healthy food, also – –has buffet setup services at homes and organizations

- Price segment: 45.000 69.000 dong –- Distribution channels:

+ Facebook

+ Store is located at 234 Phan Chau Trinh - Online marketing with diverse content

II – Customers’ trending 1

Based on the provided data, several observations can be made:

- Focus on age groups "18-22" and "23-25": With 87.2% of survey respondents falling within these age groups, they represent a substantial majority This indicates an interest in services from those transitioning from youth to early adulthood - High participation of the "18-25" age group: Combining the percentage of

respondents in the age range of 18-22 and 23-25, we see that approximately 87.2% of those surveyed fall within this age range As this age group seems to be the primary target market, offering services and marketing strategies should be tailored specifically to them

- Relatively lower interest from participants over 25: Only 7.4% of respondents are over 25 years old in the survey Although this group is the smallest, their consumer base may be more reliable

In conclusion, the research indicates that individuals aged 18 to 25 show significant interest in the service, emphasizing the importance of customizing products to meet the needs and preferences of this demographic

2

- Students: Comprising 49.6% of participants, students form the largest group This indicates a significant interest in the service from students, possibly due to the demand for convenient and diverse lunch options, related to their active lifestyle or specific nutritional requirements

- Office Workers: Among the participants, 24.8% are office workers This group may have specific demands related to stressful work situations or an office environment, seeking convenience and variety to meet their needs for quick, delicious, and convenient meals

- Freelancers: According to the survey, 25.6% of respondents are freelancers, making this group an important target audience This might suggest that freelancers value flexibility and diversity in lunch choices, especially when they lack a fixed working environment

The data illustrates diverse interests from different demographic groups, with a particular emphasis on students Services may benefit from focusing on catering to the specific needs of each group to optimize customer appeal and satisfaction

- Significant interest in Thanh Khe: With a rate of 9.5%, Thanh Khe also shows considerable interest While not as high as Ngu Hanh Son, this rate is still sufficient to make this area an important target for promotional strategies

- Low interest in Hoa Vang and Other Areas: Hoa Vang (5.8%) and Cam Le (5.4%) both have lower interest rates compared to other areas This poses a significant challenge for expanding or adjusting business strategies in these regions - Other Provinces Have a High Proportion: With a rate of 29.3%, the product receives

considerable interest not only in Da Nang but also in other provinces and cities This indicates the widespread popularity of the product

4

- The number of people with an income above 10 million VND is relatively high, accounting for nearly half of the total participants This income group can be considered the primary target for the pre-prepared healthy food service

- People with an income below 5 million VND constitute a significant number, ranking second

- Those with a monthly income ranging from 5 to 10 million VND represent the smallest proportion

5

- The group that follows a semi-vegetarian diet (eating both vegetarian and vegetarian) constitutes more than half of the total participants This group demonstrates flexibility in food choices, prioritizing a balance between vegetarian and non-vegetarian options

non The non-vegetarian group is the second-largest, representing a significant portion of the overall respondents

- The completely vegetarian group constitutes the smallest part of the chart Therefore, it is evident that many people have diverse eating habits, preferring a variety that includes both vegetarian and non-vegetarian foods

6

The results indicate that:

- Occasionally (56.6%): This is the largest group, representing more than half of the survey participants

- Every day (8.3%): This group, though relatively small, represents enthusiasts who prefer ordering food online on a daily basis

- Frequently (33.9%): This group constitutes a significant proportion

- Never (remaining percentage): This is the smallest group, consisting of individuals who either prefer cooking at home or are not familiar with online food ordering Therefore, it is evident that:

- Online food delivery services are popular, as a large number of people use this service, especially in the occasional and frequent groups

- For the "Never" group, it is important to understand the reasons behind their usage of the service, allowing for the development of strategies to encourage them to give it a try

From the above data, it can be inferred that people are eager to experience the service, allowing them more time to prioritize other activities For some individuals who do not know how to cook, this service is considered worthwhile to try

From the above data, it is evident that changing the menu is highly necessary to avoid boredom in daily food consumption

10

The survey results show that:

- 57.4% choose the price range of 35.000 40.000 VND: It can be assessed that this is –a suitable price range for the majority of survey participants, especially for nearly 50% of respondents who are students

- 35.1% opt for the price range of 40.000 60.000 VND: This price range is deemed –suitable for office workers, individuals with a proactive income approach - Only 7.4% choose the price range above 60.000 VND

11

Through the survey, it can be observed that the fee ranging from 10,000 to 20,000 VND constitutes the largest proportion This is considered an easily affordable fee for all customer segments However, the shipping fee will be calculated based on the distance and will vary for each region Consequently, it is also possible to offer promotions to attract and reach a broader customer base

12

In addition to quality being the most crucial factor for food, other related factors such as price, delivery time, and shipping fees also attract considerable interest This can be used to develop a business strategy and adjust it to better meet customer needs

III Insights –

Through the data collected from a survey of 242 people, we draw the following conclusions: - The majority of survey participants fall in the age group of 18-25, mostly students,

working individuals with an average income above 10 million VND

- Most people are interested in a healthy pre-prepared meal and wish for a varied daily menu

- Regarding eating habits, people's dietary habits are quite diverse; most can follow both vegetarian and non-vegetarian diets

- The frequency of people ordering food online is quite frequent, indicating the popularity of online food services

- Many believe that a reasonable cost for a healthy meal is between 35000 and 40000 VND, with a shipping fee below 20000 VND

- People are concerned about the quality and price when ordering food online Based on these conclusions, our business strategy is to:

- Focus on the age group of 18-25

- Develop a diverse and daily-changing menu to meet consumer desires - Provide healthy food suitable for both vegetarians and non-vegetarians

- Expand operations on online platforms, improve the online shopping experience to attract and retain customers

- Offer reasonably priced products, around 40000 VND with a shipping fee below 20000 VND for consumer convenience

IV Value propositions & Positioning map –1 Value propositions

Are you facing challenges with time or cooking skills but still want to fill your empty stomach with a convenient and nutritious lunch? Come to Green Corner, where flavors blend with nutritional values We are committed to providing our customers with healthy lunches featuring a diverse menu suitable for various tastes, whether vegetarian or savory We not only offer reliable food but, above all, serve as a place to share useful culinary knowledge through daily posts on social media platforms Our goal is to accompany customers on the journey to building a healthy lifestyle

2 Positioning map