I.

Business INTRODUCTION

The food and beverage sector in Vietnam, especially in Hanoi has shown strong
development in the last decade, driven by not only foreign brands, but also local brands.
Gone are the days when people merely eat food to satisfy hunger. As wellness and clean
lifestyle grow in popularity, more health and general food trends are starting to surge.

Taking all these into account, our team of young people have decided to start up a new
healthy food & beverage restaurant called weEAT. Our restaurant will offer a great variety
of high quality dishes and drinks made of clean, well-selected, nutritionally valuable
ingredients. Through our strong philosophy “We are what we eat”, which means eating is
not considered anymore just a matter of satisfying basic physiological need but rather way
of socializing and expressing ones identity, we hope to change people’s unhealthy eating
behavior in some ways. The birth of WeEAT is the answer for those who are in hurry, lack
time to prepare for excellent meals and pay attention to health, environment protection as
well.

Our underlying value is that WeEAT will create an actual experience atmosphere with
combination of the music, food, and decoration rather than fast food outlets.

Mission and vision

Mission:
 WeEAT restaurant provides the customers with tasty, healthy dishes.
 Offer the best service to the customers, being attentive and reliable.
 Show the customers the importance and advantages of healthy conscious eating.
Vision: “To position our restaurant as a leader of healthy food restaurants in Hanoi, which
offers customers fast prepared but high quality and very healthy meals that will help them
maintain their health and welfare without depriving them of their leisure time.”.

Technical information about the restaurant

 Opening hours of the restaurant

MONDA TUESDA WEDNESDA THURSDAY FRIDA SATURDA SUNDA

Y Y Y Y Y Y

7AM- 7AM- 7AM-10PM 7AM-10PM 7AM- 8AM-11PM 8AM-

10PM 10PM 10PM 11PM
Working hours of staff are different, as they have to prepare for every shift and clean
afterwards.

 Location
Location is an extremely important factor, so we considered to open our restaurants in areas
surrounding the Old quarter or universities. They are popular busy areas that attract many
officials, students, tourists and locals. Area are close to several sights, local markets and
shops with excellent connections thanks to the public transport network.

Location 1: No.29 Hang Voi, Hoan Kiem, Ha Noi.

Location 2: No.368 , Tran Dai Nghia, Truong Dinh, Hoang Mai, Ha Noi.
Location 3: No. 105 Van Phuc, Lieu Giai, Ba Dinh, Ha Noi.

Human resources and organization

 Key managerial staff and consultant
A, director of the company. A has many years of experience in the sale of food products
and financial risk management. His main work will be financial and legal management,
strategic development and the expansion of the partner network.
B, director of marketing. B has extensive experience in the field of nutrition and also
advocates healthy lifestyles, balanced nutrition. B will be responsible for the organization,
management, and marketing. B will work on new products and control manufacturing.
Nutrition consultant expert MD. Le Thi Hai - Director of nutrition consulting center in
National Nutrition Institute. She takes responsibility of consulting scientific diet promoting
health, supervising the standard of nutrition components in menu.

 Office staff
Marketing and Sales team: 2 employees. Administrative and accounting team: 2
employees.
 Restaurant’s staff organization
Company ownership
Charter capital of the company is...
There are two founders and two co founders of the company. Each of those owns 20%
stock equity of WeEAT, equivalent to…. The remaining 20% stock equity belongs to
investor: MD. Le Thi Hai - regarded as senior consultant of the company.

II. Market analysis

1. Market Research:
 Industry :
According to the latest report of Ministry of Industry and Trade of the Socialist
Republic of Vietnam, organic agriculture is a mutual trend of many nations. In
fact, consuming organic food has become a trend in Vietnam. In recent years,
organic products have been gaining much attention among consumers.
Moreover, 4 in 5 consumers implied that they deeply cared about long-term
impacts of artificial additives and wanted to know more about what was in
their daily food.

Increasing demands makes organic food sources become more diverse and
popular. Instead of limiting the availability by high prices, nowadays, organic
foods are more reasonably priced and easily found. Also, there are more
producers participating in the market, providing consumers with more options.
 Customers
The most common target customers of healthy food are young people aged from
20 to 30, especially gymmers. These are customers who have high demand for
“clean” eating and need to know about origins of food more than previous
generations. At the same time, they have purchasing power and are aware of
using clean food more than 10x generation.
For example, the owner of Wowbox Salad - a healthy food restaurant - observed
that its regular customers areofficers, who have moderate or high income and
pay attention to diet and health.

⇒ Healthy food industry is very potential in the future. However, its customer
segment is quite narrow.

 Competitors
 Cela Healthy Fastfood

- Address: 29 Nha Chung Street, Hanoi.

- Menu: Healthy combos for women/men, snacks, pure juice, detox juice,
wrap, baguette, vegetarian dishes

- Price range: 70,000 VND - 2,799,000 VND

 Delisa - Fresh Salad Bar

- Address: 8A Ly Dao Thanh Street, Hanoi.

- Menu: Salad, Baguette, Smoothie, Pasta salad

- Price range: 40,000 VND - 325,000 VND

 Healthy Box

- Address: 34 Hoang Cau Street, Hanoi.

- Menu: Brown rice, brown noodles, beef, chicken, vegetables.

- Price range: 250,000 VND - 3,280,000 VND/package
- Special feature: sell products in form of order shipping. Customers place an
order before 10 A.M and store will deliver food from 11:15 A.M - 12:15 P.M.

 Healthwich

- Address: 26 To Ngoc Van Street & 46 Luong Ngoc Quyen.

 - Menu: Sandwich, Salad, Soup & Side Dish, Oatmeals, Juice, Smoothies,
Coffee & Tea, Soft Drinks

- Price Range: 20,000 VND - 299,000 VND

⇒ Locations: Most stores are located at favorable spots, surrounding which

are many offices, buildings. Menus are quite similar, ranging from salad,
baguette to smoothies, juice, etc. Price ranges are suitable for people with
moderate or high income, not really for students who are not 100%
financially independent.

⇒ Để khác biệt với những thương hiệu đồ ăn lành mạnh hiện tại, WeEat nên mở
rộng đối tượng khách hàng ra sinh viên. Vì hiện tại cũng có rất nhiều bạn sinh
viên đã biết đến và quan tâm đến chế độ ăn lành mạnh. WeEat có thể thiết kế
những thực đơn tiết kiệm chi phí, đầy đủ chất cho các bạn sinh viên với giá cả
phải chăng. Ngoài ra, thực đơn cũng nên đa dạng hơn so với các menu ở trên.

2. SWOT analysis:
A startup company is a bit like a newborn baby. On one hand, it is a clean
slate of pure possibility with a brand-new history. On the other hand, it is weak
because it isn't fully formed and has no real track record. As with a newborn
baby, our WeEAT restaurant emerges from a unique history and set of
circumstances that both limit it and give it potential.
 Strength
- Boldness: since we have nothing to lose, as a startup we can experiment
all we want and lose very little. Cheap experimentation is a tool, but the
fact that Startups have nothing to lose leads to boldness in approach.
- Agility: small teams, focused resources, little bureaucracy & hierarchy
and sticky notes instead of lengthy requirements are among some of the
elements that yield a higher speed of execution for startups versus large
companies.
- Startups are young and formless for the first couple of year, therefore,
this agility comes in handy when something disrupts the industry, such
as a new technological development or an even newer competitor. Big
businesses must absorb the blow and respond slowly as their massive
gears begin to turn. As a startup, we can turn on a dime and rebuild
everything from the ground up, if necessary. In short, it is easier for us
to adapt to market conditions and customer needs.
 - Team chemistry: Some major corporations have casual atmospheres,
however, in a startup, you have no choice but to bond with the other
members of your team, then having a natural chemistry in your working
relationships.
- That chemistry matters more than you might think. It means your
workers will be more productive and more satisfied with their jobs,
giving you more reliable work and a lower turnover rate.
 Weaknesses:
- We are young, which means we are new to the food industry and our
reputation needs an amount of time in order to be improved among
partners and customers.
- One of the biggest weaknesses of a Start-up company is difficulty in
raising capital. A young company has to deal with limited resources,
which concerns both lacking of human resources and financial
resources. Lack of capital can make it difficult to take advantage of
opportunities that arise, also run the risk of running out of cash, making
it difficult to purchase inventory and pay your staff.
- Another great weakness of Startups is lacking of perspective. An
experienced CEO has seen ideas and companies come and go, so that
he/she has various lessons to learn from and minimizes repeating
mistakes.
- However, new company may not have the essential contacts to source
the right materials, make useful referrals or seek the right advice. This
puts us at a disadvantage relative to established businesses with
extensive networks in place.
 Opportunities:
- The food industry has undergone somewhat of a revolution in recent
years. While sugary drinks and snacks used to be the most popular (and
profitable) items in the past, now consumers want healthy products,
which makes its movement has become an unstoppable trend, due in
large part to a greater cultural awareness of nutrition. Consumer health
concerns are now top of the list of priorities when creating and
marketing new food products.
- The rise in popularity of healthy foods has been rapid. This year, the
global market for healthy foods is expected to reach $1 trillion, and its
 swift growth shows no signs of slowing down, with 30% of all food
companies now invested in healthy foods.
- In a recent online Global Health & Wellness Survey by Nielsen, 88%
of respondents stated they were willing to pay more for healthier foods,
with Millennials most likely to be happy to fork out for a healthier meal.
 Threats:
- There are numerous restaurants located nearby in Hanoi. Since Vietnam
food industry has developed sharply recently, new restaurants opening
up in area also represent a threat, since area diners have more options
on where to spend their dining dollars.
- Other threats consist of the potential rising price of certain foods. For
instance, most of our materials are taken from agricultural industry, but
not all of them are available across the year, some of them could even
be exposed to the risk of damage due to famine or natural disastes. A
threat exists when we need to raise prices or find new suppliers, which
may make us lose our business.
- In addition, there are other challenges to our brand such as changes in
legislation, food laws, rise in restaurant standards, taxes, food safety
standards, and so on.
- Last but not least, since consumers begin to tighten their belts, the
industry is more volatile and vulnerable to changes in economic
variance. In times of recession and notable economic downturn,
restaurants and bars will find deterioration more noticeable that other
food industry related industries, such as grocery stores, due to
restaurant patronage being possibly considered as a luxury item.
3. Marketing Plan
We decided to enter the market based on the vision that our product addressed
consumer needs along with the zero waste lifestyle which is currently promoted
significantly in Vietnam. Our vision is: “To become a leader of healthy food
restaurants in Hanoi, which offers customers fast prepared but high quality and very
healthy meals that will help them maintain their health and welfare without depriving
them of their leisure time.”. The primary target customers will be individuals who
do not have time or the desire to prepare a healthy balanced meal, but prefer to eat
such food.
We will launch our marketing campaign primarily via selected social media such as:
Facebook and Instagram fanpage. Such advertising is the most appropriate for our
target group because we will build brand image and awareness of our existence while
presenting arguments why people choose our product and explaining the
environmental friendly packaging of the product that we offer to customers in order
to promote zero waste lifestyle. The quality of our products and their positive impact
on health will be emphasized in marketing communication. We will also highlight
the greater benefit obtained when using our eco-friendly packaging through online
posts on our Facebook and Instagram fanpage. With this type of marketing
communication method we will achieve the following:
• promote the healthy meal brand and achieve a high position among consumers
• present the advantages of the consumption goods for individuals (preserving,
strengthening health, saving time and also saving the environment when using non-
plastic packaging products).
These following marketing tools will be applied in our marketing campaign:
Advertising: The advertising strategy will be focused on building the brand and
achieving a high position in the eyes of potential consumers. The advertising slogan
will be: “We are what we eat.” Our primary target customers are those being 18
years old and older who generally decide their own eating habits. In order to
approach the customer’s concern about our products, we will coordinate with several
food bloggers and influencers in health and fitness field who have more than 50,000
followers on social media. Those influencers will share about their experiences when
eating our healthy dishes as a recommendation for the viewers and also giving the
message of the benefits when using non-plastic packaging. Those posts therefore
will target to not only their followers but also anyone who concerns seriously about
the zero waste lifestyle. As a result, our brand will be on “top of mind” to customers
when they are considering to start a healthy life in zero waste style.
Sales promotion:
The first week we enter the market we will share free samples of meals (basic line
of sandwiches and salads), giving away 2,000 pieces every hour between 6:00 am
and 9:00 am at our restaurant.
From the second week, we will start our “zero-waste marketing campaign” by giving
the customers a 10% discount on total bill if they give us 0.5 kg of used papers.
Those donated papers will be sent to our paper packaging suppliers as the material
to produce packaging for our restaurant. The sales promotion will be adjusted
weekly according to the market’s reaction in order to gain more and more
consumer’s attention.
Furthermore, we will negotiate with WeFit, an application available on mobile
phone and being one of best apps in the fitness and health field, to be its partnership.
WeFit connects a wide range of fitness centers in Hanoi so that the customers can
choose the center which is nearest their destination to save time on transporting.
WeFit provide customers month package for using the fitness centers with lower
price. Being WeFit’s partnership gives us the chance to sell our healthy dishes to the
customers who do not have time to prepare their own meals when they go to the
gym. A WeFit’s customer now can order the food from us which is suitable for their
diet plan on the app and then choose the fitness center that they are going to. The
ordered food will then be shipped to their fitness center and so that he can eat as his
pre-workout meal or after he finishes his workout.
Public relations: We will also use a public relations marketing tool in connection
with the events and actions that we will organize. In the second half of the business
year in 2020, we will organize the first charity campaign, in which part of the
proceeds from the sale of goods will be given to a charity that helps people in
distress. Our primary goal will be to devote resources to organizations that care for
the welfare of the sick and otherwise disadvantaged children. These activities will
closely communicate with the wider public.