PROJECT REPORT

EXE101 - MKT 1814- Spring 2025

Sweetie
dreams
“Safe Bedding – Peaceful Sleep, a Green
Future for Your Child !”

Supervisor: Mr. Bùi Lê Minh

Team members
Phạm Cao Minh
Đinh Ngọc Hà
Đỗ Quang Huy
Lê Đức SơnThành
Nguyễn Quang Vũ

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 TABLE OF
CONTENT

01 . Introduction
1.1. Market issues
1.2. Company Introduction

1.2.1. Companydescription
1.2.2. Vision
1.2.3. Mission
1.2.4. Three level of product
[Link]. CoreValue
[Link]. Actual Product
[Link]. AugmentedProduct

02. Marketanalysis & ValueProposition

2.1. Overall market
2.1.1. National economicsituation
2.1.2. Financial marketcurrentstatus
2.1.3. Onlinefinancial investmentstatus

2.2. Markettrendanalysis
2.2.1. Internetusagetrends
2.2.2. Smartphoneusagetrends
2.2.3. Trendofusing mobilephonesto
monitor and investfinancially

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2.3. Marketanalysis
2.3.1. Market overview
2.3.2. Market size
2.3.3. Market share
2.3.4. PESTEL
2.3.5. Competitors analysis
2.4. CustomerSegmentation

[Link] activity plan

3.1. Companystructure
3.1.1. Legal form,capital contribution,
owner ship structure & Leader ship
3.1.2. Organizational chart

3.2. Key partner

3.2.1. Initial partners
3.2.2. Futurepartners
3.2.3. Partner ship management
& risk control

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3.3. Key resources

3.3.1. Financial Resources

[Link]. Capital needs
[Link]. Funding sources
[Link]. Project Funding Plans
3.3.2. Suppliers

3.4. Distribution Channels

3.4.1. Tiktok
3.4.2. Facebook
3.4.3. AppStore & GooglePlay

3.5. Marketing Plans

3.5.1. S.W.O.T
3.5.2. Customer Journey Map
3.5.3. Marketing mix 4Ps
[Link]. Product
[Link]. Price
[Link]. Place
[Link]. Promotion

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3.5.4. Customer Behaviors

3.5.5. STP model

[Link]. Segmentation
[Link]. Target Customer
[Link]. Positioning

3.5.6. Product / Market Fit Canvas

3.5.7. Marketing plan and KPI

04. Financial Analysis and Conclusion

4.1. RevenueStream
4.1.1. Sourceso frevenue
4.1.2. User expansion rate & Revenue
growth forecast
4.1.3. Revenue Stucture Table

4.2. Initial Investment

4.2.1. Initial Investment
4.2.2. Initial Investment Table

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4.3. Cost structure & Expense

4.3.1. Cost structure & Expense
4.3.2. Cost Structure table

4.4. Financial Analysis

4.4.1. Income statement
4.4.2. Free Cash Flow ( F C F )
4.4.3. Financial Performance
4.4.4. Break - even Analysis

05. Risk Management

5.1. The risk from brandname
5.2. The risk from customers
5.3. The legal risk
06. Future Plan
6.1. Introductionphase(Firstyear)
6.2. Growthphase(Years2,3)
6.3. Preparationphase(Year4)
6.4. Expansionphase(Year5)

07. Investor decision making

08. Reference

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1. INTRODUCTIONS
1.1. Market issues

a) The quality of children's naps has not been given due attention
Many parents only buy cheap bedding and pillows, lacking
quality control, leading to babies not having good naps, back
sweats, or even skin irritation.
Public kindergartens are often not equipped with blankets and
pillows, parents buy them themselves, but it is difficult to find
products that are safe, durable, and reasonably priced.

b) The "green living" trend - Not many options

The "mother & baby" market is developing organic,
environmentally friendly products, but still focuses mainly on
cotton clothes, fleece blankets, etc.
Products made from pandan leaves (or similar natural fibers) are
very few and have not been exploited by many brands, creating a
large gap.

c) Information is widespread, making it difficult for customers to

distinguish
A series of advertisements for "organic bedding" but lack of
certification and transparency of origin.
Parents are worried about buying poor quality products, fearing it
will cost money and affect their children's health.

d) Cheap competition from industrial products

Many children's blankets and pillows are produced on a large
scale at very low prices, targeting the low-income segment.
It is difficult to convince customers to pay more for natural
materials without clear information about the benefits. (Dong
Khoi Online Newspaper, 2022)

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1.2. Company Introduction

A) History of formation & Motivation

The company was founded by a founding team passionate
about "green living," recognizing the need to improve sleep
quality for preschool children.
Discovered that pandan leaves are a readily available raw
material that can create durable, breathable, and naturally
antibacterial fibers.

B) Mission & Vision

Mission: “Providing safe, environmentally friendly bedding and
pillows, helping children have a good nap and develop
comprehensively.”
Vision: Becoming the leading brand in the field of organic
children's bedding in Vietnam, expanding to the Asian market.

C) Scale & Operations

Operating hours: Newly established (2–3 months), in the "early
stage."
Personnel: 5–7 people (management, production, marketing,
customer care).
Main activities:
Cooperating with Ecosoil company - a strategic partner in the
production and supply of products from natural materials. )
Production of blankets and pillows according to optimal
designs for babies. (Order production according to the
Company's own design)
Online distribution via e-commerce platforms such as: Shopee,
Tiki, Tiktok, Ins, Facebook
B2B partners: schools…..

D) ESG factors
I. Environment
1. Sustainable raw materials:
Project usage pandan leaf fabric – an agricultural by-product,
helps take advantage of resources and reduce waste.

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The process of processing pandan leaf fibers is possible

minimize chemicals compared to synthetic fabrics,
contributes environmental protection.

2. Reduce carbon emissions:

Pandan leaf fabric has a "greener" life cycle, does not need too
much water/pesticides like traditional cotton.
Local production (if any) shortens transportation distances,
reduce CO₂ emissions.

3. "Green" commitment:
Enterprises clearly announce organic standards,
environmental certification (if any), transparency of the
production process.

II. Social

1. Health safety criteria:

Pandan leaf fabric does not cause allergies, breathable,
protective sensitive skin of children.
Helps your baby sleep well, improve health and spirit, indirectly
contribute to educational development (baby concentrates on
studying better).

2. Program "collect old and innovate" – Community oriented

Customers can Change old blankets and pillows Get the new
set with the offer.
Old products can still be used donated to children in difficult
circumstances in highland areas, supporting "warm enough" in
the cold season.
Create value humanity: both save resources and save money
share with the community.

3. Create local jobs:

Buying pandan leaves from farmers, increase income for
them.
Use local labor in production and processing processes.

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3. Governance
i. Management & reporting process:
Business maintained transparent financial reporting,
publicizing production costs and distribution channels.
Carry out independent audits or monitoring (if possible) to
ensure integrity.

ii. Fair labor policy:

Ensure a safe working environment and fair compensation.
Do not use child labor or violate labor standards.

iii. Commitment to investors:

Regularly update progress, sales, and volunteer activities.
Have a clear risk management plan and transparent capital
allocation.

1.2.1. Company Description

Company name: “SWEET DREAM”

Year of establishment: 2025 (new startups)
Scale: 5–7 employees (management, production, marketing,
customer care)
Headquarters: Hanoi
Project name: Organic bedding - peace of mind for mothers:
1. Field of activity:
Producing and trading children's bedding and pillows
(especially focusing on preschool and elementary school)
from organic material (pandan leaves, organic cotton).
Provide products for B2C (parent and caregiver)

2. Core competencies:
Understanding the process of processing pandan leaves:
Know how to exploit, separate fibers, knit into fabric, create
"green" blankets and pillows.
Young team, passionate about "green living": Have knowledge
of digital marketing, customer care, and be willing to learn and
expand.

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ESG commitment: Transparent, focused on baby safety,
environmentally friendly, full of humanity, supporting farmers.

3. Key products:
Kindergarten bedding set: Appropriate size, fun patterns,
pineapple leaf/organic cotton material.
Combo package: Blankets, pillows, bags, unified design.

1.2.2. Vision
“Becoming the leading brand of organic children's bedding and
pillows in Vietnam, contributing to the green living trend and
improving sleep quality for future generations.”

[Link] details:
Covering the domestic market: By 2025, conquer 30% of the
market share of children's bedding in the "green" and mid-high-
end segments.
Expand into international markets: After 2025, export to some
Southeast Asian countries with demand for organic products.
Pioneering innovation: Continuously research new materials
(pandan leaves, loofah, bamboo fiber...), cooperate with
experts and research institutes.

2. Long-term orientation:
Developing the "Sweet Dream" ecosystem, providing complete
sleep solutions (blankets, pillows, mattresses, pajamas...).
Contributing to the community through the program of
collecting old and innovating old products, donating old
products to disadvantaged children.

1.2.3. Mission
“Providing safe, environmentally friendly bedding solutions,
helping children sleep well and develop comprehensively, while
creating sustainable value for the community.”

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1. Mission details:
Quality & Safety: Commitment that the product meets
standards, does not harm baby's skin, uses organic
ingredients.
Community development: Support pineapple farmers, create
more jobs, increase income.
Environmental protection: Reduce waste of agricultural by-
products, limit chemicals, optimize treatment processes.
Share value: Organize social activities (donating blankets and
pillows to poor children), building a "green" and transparent
corporate culture.

2. Operating principle:
Customer is the center: Always listen to opinions, improve
experiences.
Innovation & creativity: Continuously research and improve
product and process quality.
Social responsibility: All business activities are associated
with community benefits and environmental protection.

1.2.4. Three level of product

1. Core Value
a. Core Value
Improves Naptime & Comprehensive Development for Children

1. Quality nap
Helps your baby restore energy: At preschool age, naps play an
important role in regenerating energy and supporting the
learning process and exploring the world around them.
Reduce back sweat, limit irritation: Pandan leaf fibers are
highly breathable and absorb moisture well, helping to keep
your baby's back from getting hot and avoid feeling stuffy.
Supports brain development: A good night's sleep helps
children concentrate better in the afternoon, increasing their
ability to absorb and remember.

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2. Create healthy sleeping habits

Form a stable daily schedule: When your baby has its own, soft,
suitable bedding set, it's easy for your baby to take regular
naps every day.
Inspire joy at bedtime: Patterns, bright colors, and interesting
cartoon characters on the blankets and pillows stimulate your
baby to look forward to nap time, avoiding crying.

3. The foundation for long-term health

Build a physical foundation: Getting enough and good sleep
helps your baby develop well physically and is less likely to get
sick.
Stable psychology and spirit: Baby gets enough sleep, has a
happy spirit, limits irritability, thereby increasing positive
interactions with friends and teachers.

Protecting the Environment & Promoting “Green Living”

1. Utilizing Agricultural Byproducts: Pandan Leaves

Reduce waste: Pandan leaves are often discarded or burned
after harvesting the fruit. The use of pandan leaves as weaving
fibers helps make the most of it this resource.
Minimize waste: The process of recycling pandan leaves into
pillow and blanket production contributes reduce agricultural
waste discharged into the environment.

2. Low Chemical Processing Process

Different from synthetic fibers: Pandan leaf fibers can be
processed by biological or mechanical methods, limiting toxic
chemicals, environmental protection and human health.
Reduce carbon footprint: Domestic production, reducing long-
distance transportation, contributes to cutting greenhouse gas
emissions compared to imported materials.

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3. Spreading the "Green" Message

Inspire parents: When choosing pandan leaf bedding, parents
indirectly teach their children about environmental protection
awareness and respect for nature.
Create sustainable trends: Supporting “green” products helps
stimulate markets and communities towards sustainable
lifestyles.

Humanistic Meaning & Community Connection

1. Farmer Support
Increase economic value for pineapple growers: Instead of
just selling fruit, farmers can also sell leaves, increase income.
Create local jobs: The process of collecting and processing
pandan leaves and producing blankets and pillows requires
on-site labor, helping to develop the rural economy.

2. Program "Old Autumn Renewed"

Sustainable life cycle: Customers can exchange old blankets
and pillows for a discount on purchasing a new set. Old
products (if still usable) can be used sanitation, donated to
children in difficult areas.
Community engagement: Parents and children participate in
volunteer activities together, Build a sense of sharing.

3. Raising Health Awareness & Education

Create a sharing forum: Organize seminars and workshops on
naps, nutrition, and environmental protection for parents and
children.
Affirming social responsibility: The brand not only sells
products, but also contributes to the community, building a
"green ecosystem" for children to grow up in a healthy
environment.

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b. Actual Product
1. Materials & Production Technology
Pandan leaf/organic cotton fabric: Breathable, antibacterial,
safe for sensitive skin.
Modern knitting technology: Creates a soft, elastic surface,
reducing congestion when your baby lies down for a nap.
Quality inspection process: Guaranteed to contain no toxic
chemicals and meet safety standards for children.

2. Design & Creative Team

In-house design team: Able to draw cartoon characters
(inspired by “Labubu” or “Baby three”), creating a unique mark
for the brand.
Unique patterns, many themes: Superman, vehicles, dinosaurs,
princesses... depending on the product line. Children can
choose their favorite model that suits their personal
preferences.
Bright, eye-catching colors: Combining pastel or vibrant colors,
helps your baby get excited and happy when using.

3. Size & Convenience

Standard size for preschool children: Blanket ~ 80x110cm,
pillow 30x50cm (or customized).
Compact and lightweight folding: Easy to bring to school,
neatly stored in the closet, convenient for parents and
teachers.
Firm seams, secure zipper: Limits tearing and unraveling,
ensuring long-term use.

4. Different Value
Copyright of cartoon characters: Brands create their own
characters, assert exclusivity, and avoid duplication with mass
products.
"Green" material, "cool" design: Protecting the environment
while keeping up with baby fashion trends.

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Seasonal or themed collections: Summer (sea, fish, bird

motifs), winter (reindeer, Santa Claus), encourage children to
explore mathematical formulas with pictures.

5. Packaging & Brand Identity

Recyclable packaging, printed with exclusive logos and
cartoon characters. Packaging not only protects the product
but also represents the brand message: modern, creative and
environmentally friendly design (using paper bags, non-woven
bags instead of plastic).
Hang tags, labels Clearly state product information, storage
instructions, and commitment to "organic" and "safe."
Trademark
Image message:
Clouds and sleeping faces: Evokes a feeling of gentleness and
relaxation, true to the spirit of "sweet dreams". This symbol is
suitable for sleep-related products/services, especially for
children.
Star: Often symbolizes dreams, sparkle and sometimes "fairy"
- helping to emphasize the element of creativity and
dreaminess.
Character riding a rocket: Bringing elements of adventure and
discovery, emphasizing the message of "creative launching
pad" - showing that sleep is not only for rest but also a source
of inspiration.
Color and font (Typography):
Pastel color palette (pink, purple, light yellow): Creates
sympathy for parents, creating a soft, comfortable feeling, very
suitable for children's products.
Font: Currently there is a gentle, rounded style, suitable for a
cheerful image.

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Brandname: The brand is built with a brand story associated

with a commitment to health, safety and innovation – making
the product stand out in the market.
Quality commitment: Products are manufactured with strict
quality control standards, ensuring every detail is consistent
with our commitment to quality and safety for children.

2. Augmented Product
Instructions for use & care:
Providing videos, manuals and online advice on how to
preserve, clean and use products to ensure durability and
effectiveness.
Flexible warranty & return policy:
Commitment to 1 for 1 exchange if the product has a
manufacturing defect, helping parents feel secure about
the quality.
Customer support service:
Support via hotline, online chat and email, providing advice
on sleep care for children, and answering questions about
products.
Loyalty program:
Deploy a points system, incentives for repeat customers
and a new customer referral program.
Fast and safe delivery support:
Using reliable distribution channels, ensuring products
reach customers in intact condition, accompanied by order
tracking services and post-delivery support.
Added value:
Environmental friendliness:
In addition to a commitment to quality, the product also
comes with an environmental protection message, helping
parents feel secure when investing in their children's health
and the future of the planet.

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After-sales service: Maintenance programs, updates of new

support services (for example, promotional announcements,
parent interaction programs) to increase customer experience.

[Link] Analysis & Value proposition

2.1 Overall Market
2.1.1 National Economic situation

After overcoming the Covid-19 pandemic, Vietnam's economy is

gradually recovering at a remarkable pace. According to
VnExpress (2024), in a speech in Binh Dinh, acting President Vo
Thi Anh Xuan emphasized that Vietnam is currently a bright spot
in the picture of socio-economic recovery, highly appreciated by
countries and international organizations. Our country ranks 35th
in the top 40 largest economies in the world with a size of 435
billion USD. Vietnam is also in the top 20 countries attracting
foreign investment and in the group of 20 countries with the
highest import-export turnover in the world. With economic
openness reaching nearly 200% of GDP, Vietnam continues to
affirm its position as a dynamic economy in the ASEAN region.

According to Tuoi Tre Online (2024), data published by the Ministry

of Planning and Investment at the end of 2023 shows that
Vietnam's GDP scale is estimated at about 10.22 million billion
VND, equivalent to about 430 billion USD. The GDP growth rate for
the whole year reached about 5.66% - although lower than the set
target (6.5%), but still quite high compared to many countries in
the region and around the world.

Entering 2024, in a volatile global economic context, Vietnam is

expected to continue its recovery momentum, demonstrating
impressive resilience in the face of remaining challenges. GDP
growth forecast of 6.5-7% shows the ability to effectively utilize
the strength of key economic sectors. In particular, the processing,
manufacturing, tourism and export industries are all expected to
play an important role in promoting economic growth.

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At the same time, the labor market is also forecast to have many
positive changes. The unemployment rate is expected to decrease
to a lower level than in 2023, thanks to a strong increase in labor
demand in manufacturing and service industries. This not only
reflects the dynamism of the Vietnamese workforce but also
opens up many new job opportunities, contributing to
strengthening the momentum of sustainable economic recovery.

According to VN Express (2024) People are increasingly interested

in health, sustainable values ​and quality products, reflecting a
clear change in awareness and consumption habits. Not only
stopping at choosing clean foods, many people also focus on
scientific nutrition, prioritizing organic foods that do not contain
toxic chemicals and have clear origins. This trend not only helps
improve personal health but also contributes to promoting the
development of green and sustainable agriculture.

In addition, concern for sustainable values ​is also increasingly

evident through the choice of environmentally friendly products.
Consumers today tend to look for products with production
processes that have little impact on nature, use recycled or
biodegradable materials.

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This motivates businesses to innovate production models in a
greener direction, contributing to reducing pollution and protecting
the living environment.

Not only stopping at food and consumption, the field of personal

health care is also receiving strong investment. Many people are
willing to spend on health care products and services such as
health monitoring devices, supplements, exercise programs and
mental health care. The increase in health awareness not only
helps improve the quality of life but also creates motivation for the
medical industry and health care technology to develop stronger.

This change is not just a temporary trend but is gradually

becoming a sustainable lifestyle. As consumers increasingly
focus on quality of life, businesses must also continuously
innovate to meet increasing demands, thereby promoting the
overall development of the economy and society.

In a volatile global economic context, positive signs of recovery

from key economic sectors and financial markets show Vietnam's
strong adaptability. With a strategy to diversify the economy and
reasonable macro policies, Vietnam is ready to affirm its position
as a bright spot of stability and growth in the region and the world.

2.1.2 Financial market current status

Vietnam’s financial market is undergoing a restructuring process

to improve efficiency and attract investment. The government has
allowed some private banks to increase their foreign ownership
ratio to up to 49%, in order to attract investment capital and
improve operational efficiency. Vietnam’s stock market also aims
to be upgraded to emerging market status in 2025, hoping to
attract foreign capital and improve the country’s financial position
(Consosukien,2025)

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2.1.3 Online financial investment status

With the development of technology and digitalization, online

financial investment in Vietnam is on the rise. The government is
promoting digitalization and green transformation, creating
favorable conditions for online investment platforms and fintech
to develop. According to the report, the consumer finance market
in Vietnam is entering a new growth cycle, supported by positive
signs from the macroeconomic environment. (Tiền Phong, 2025)

2.2 Market trend analysis

2.2.1. Internet usage trends

Internet usage in Vietnam continues to increase, with the majority

of the population having access to the Internet, creating favorable
conditions for the development of online services. According to
data from the General Statistics Office, by 2025, the rate of
Internet users in Vietnam will reach over 75% of the population,
showing the widespread popularity of the Internet in daily life.
2.2.2. Smartphone usage trends

The growing number of smartphone users plays an important role

in promoting digital services and mobile applications. According
to a report by the Ministry of Information and Communications, by
2025, more than 70% of Vietnam's population will use
smartphones, creating a foundation for the development of online
applications and services.

[Link] of using mobile phones to monitor and invest

financially

More and more investors are using mobile apps to track and
manage their investment portfolios, indicating a clear shift to
online investment platforms. According to a survey by the Vietnam
Banking Association, by 2025, more than 60% of personal financial
transactions will be conducted via mobile apps, reflecting the
digitalization trend in the financial sector.

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2.3. Market analysis

2.3.1. Market overview

Vietnam is emerging as an attractive investment destination in the

region, with legal reforms and improved infrastructure attracting
the attention of international investors. According to a report by
the Asian Development Bank (ADB), Vietnam has significant
growth potential in the bond market, with total outstanding bonds
currently accounting for just over 30% of GDP, compared to total
outstanding bank credit of over 120% of GDP. (Dân Việt, 2025)

2.3.2. Market size

The Vietnamese government aims to attract between US$150

billion and US$200 billion in registered capital and US$100 billion
and US$150 billion in implemented capital in the 2021-2025
period, indicating a significant expansion in the market size.
According to the Ministry of Finance, the development of a
comprehensive capital market will benefit all parties and
contribute to Vietnam's sustainable economic development.
(Dân Việt, 2025)

2.3.3. Market share

Vietnam's financial market is witnessing the increasing

participation of fintech companies and online investment
platforms, competing with traditional financial institutions and
providing more options for investors. According to a report by the
State Bank of Vietnam, fintech companies have attracted more
than 1 billion USD in investment capital in 2024, showing the
strong development potential of this sector.
Vietnam is experiencing a period of strong economic growth with
many opportunities and challenges. The development of
technology and digitalization plays an important role in promoting
the financial market and online investment, creating many
opportunities for domestic and foreign investors and businesses.

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2.3.4. PESTEL
[Link]. Political

Small and Medium Enterprise (SME) Support Policy: The

Vietnamese Government has issued the SME Support Law No.
04/2017/QH14, effective from January 1, 2018. This law aims to
facilitate SMEs in terms of finance, taxes, access to capital, land,
human resource training, science and technology, and simplify
administrative procedures to help businesses operate and develop
easily. Financial support policies include corporate income tax
incentives, preferential interest rate loans, and credit guarantee
funds to help SMEs access capital more conveniently. (Tư liệu
Văn kiện Đảng Cộng sản Việt Nam,2025)

Decision on supporting SMEs in supporting industries: Decision

No. 1556/QD-TTg dated October 17, 2012 approving the Project
"Supporting the development of SMEs in the supporting industry".
This project helps Vietnamese enterprises participate in the global
value chain by improving product quality, innovating technology
and enhancing management capacity. The Government also
promotes trade promotion programs, creating conditions for
domestic enterprises to access international markets, thereby
expanding their scale and improving their competitiveness. (Quản
lý Nhà nước,2024)

Tax exemption and reduction policies: In order to help businesses

overcome difficulties, the government has applied tax exemption
and reduction policies such as non-agricultural land use tax,
special consumption tax, and resource tax. Measures to extend
tax payment deadlines and exempt penalties help businesses
reduce financial burdens. In addition, a number of programs to
support personnel training costs, investment in clean technology
and sustainable production have also been implemented to
encourage businesses to innovate and improve operational
efficiency.

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2.3.4. PESTEL
[Link]. Economic

Customer purchasing power: After the COVID-19 pandemic,

consumers have become more cautious in spending. However,
they are still willing to invest in quality products, especially
products related to health and sleep. This trend creates great
opportunities for businesses producing high-end consumer goods,
focusing on quality and long-term value instead of competing only
on price.

Inflation and raw material costs: High input material prices can
affect product costs, forcing businesses to recalculate costs and
selling prices. In particular, factors such as oil prices,
transportation costs and fluctuations in the global supply chain
also have a great impact on raw material prices. Therefore,
businesses need to have an effective cost management strategy,
seek stable supply sources and diversify partners to minimize
risks.

Disposable income: If the economy is stable and per capita

income increases, customers will be willing to spend more on
premium and environmentally friendly products. However, in the
context of inflation, consumers tend to consider more carefully
when making purchasing decisions, requiring businesses to have
flexible pricing policies and appropriate marketing strategies.

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2.3.4. PESTEL
[Link]. Social

Green consumption trends: According to the Ministry of Industry

and Trade, the demand for green products in Vietnam has grown
by an average of 15% per year in the period 2021 - 2023. Notably,
up to 72% of consumers are willing to pay more for
environmentally friendly products. This shows a clear shift in
customer awareness and shopping behavior. This trend opens up
great opportunities for businesses to produce sustainable
products with less negative impact on the environment. At the
same time, the Vietnamese government is also encouraging
businesses to apply cleaner production models, use recycled
materials and energy-saving technology to contribute to
environmental protection. (VnEconomy ,2025)

Online shopping habits: E-commerce in Vietnam is growing

strongly, with many platforms such as Shopee, Lazada, Tiki and
especially TikTok Shop attracting a large number of consumers
(Source: Vietnam E-commerce Industry Report 2023 - Ministry of
Industry and Trade). Shoppers tend to search and shop online
more and more, taking advantage of the ability to compare prices,
evaluate products and access promotions. Thanks to the
development of logistics systems and convenient payment
methods, online shopping is becoming an irreversible trend.
Therefore, businesses can take advantage of online sales
channels, optimize customer experience and build strong brands
on digital platforms to attract more customers.

Health care awareness: Consumers are increasingly concerned

about overall health, including sleep. According to a Nielsen
survey in 2023, 68% of Vietnamese consumers are willing to
spend more on products that support sleep and health. Factors
such as antibacterial, anti-allergy, and environmental friendliness
are important factors that influence consumers' purchasing
decisions today.

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2.3.4. PESTEL
[Link]. Technological

Developing e-commerce platforms: Platforms such as Shopee,

TikTok Shop and many other online sales channels are helping
businesses reach customers more effectively. According to the "e-
Conomy SEA 2024" report by Google, Temasek and Bain &
Company, Vietnam's digital economy continues to grow strongly,
with gross merchandise value (GMV) expected to reach US$36
billion by 2024, mainly driven by e-commerce and online travel.
(Google Vietnam Blog,2024)

Optimize digital advertising: Advertising tools such as Facebook

Ads, Google Ads and TikTok Ads are helping businesses reach the
right potential customers. According to the "Digital 2023: Vietnam"
report by We Are Social and Meltwater, using digital platforms to
advertise and reach customers has become an important part of
the marketing strategy of many businesses in Vietnam.
(DataReportal,2023)

Green fabric and material production technology: The application

of new technology in fabric production and the use of
environmentally friendly materials are helping to create more
sustainable products. According to the Vietnam Textile and
Apparel Association (VITAS), the textile and garment industry is
moving towards the use of advanced technology and green
materials to meet the increasing demand for environmentally
friendly products.

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2.3.4. PESTEL
[Link]. Environmental

Environmental awareness: Vietnamese consumers are

increasingly interested in sustainable, waste-reducing, and
reusable products. According to a 2023 NielsenIQ survey, 49% of
consumers bring their own bags or use recycled bags when
shopping for food and essentials; 47% only buy what they need to
avoid waste; and 45% are conscious of sorting recyclables and
saving electricity. (Tạp chí Tài Chính,2025)

Recycling & sustainability trends: The use of organic and recycled

materials helps brands build a positive image and create a
competitive advantage. Many customers now prioritize products
with environmental certification or corporate social responsibility
(CSR) campaigns related to sustainable development. According
to a report by Euromonitor, the organic food market in Vietnam will
reach a value of 100 million USD by 2023, growing 20% ​compared
to 2020, showing an increase in demand for green products.
(VnEconomy,2025)

Government environmental policies: The Vietnamese government

is issuing increasingly stringent environmental protection
regulations, requiring products to be certified as safe and non-
polluting. Businesses need to ensure that their production
processes comply with environmental standards to avoid
violations and penalties. On November 16, 2023, the Ministry of
Natural Resources and Environment organized the "Vietnam
Circular Economy Forum 2023" to develop a National Action Plan
for implementing the circular economy, promoting efficient use of
resources and environmental protection. (Bộ Tài nguyên và Môi
trường,2023)

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2.3.4. PESTEL
[Link]. Legal

Regulations on textile products: According to QCVN

01:2017/BCT, textile products circulating in the Vietnamese
market must be certified to comply with regulations, ensuring that
they do not contain toxic chemicals and are safe for users.
Therefore, businesses need to fully carry out inspection
procedures before putting products on the market. (TQC,2025)

Regulations on product labels: Circular No. 08/2014/TT-BCT

requires textile products to have labels with full information such
as product name, name and address of the manufacturer or
importer, ingredients, dimensions, instructions for use and
preservation. This helps ensure transparency and build trust with
customers. (KyodoTech, 2025)

Regulations on product advertising: Advertising Law No.

16/2012/QH13 stipulates that advertising activities must be
honest and not cause confusion about products, goods, and
services; must not use images or words of individuals without
consent; and must comply with regulations on advertising content
and form. (Thư Viện Pháp Luật,2025)

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2.3.5. Competitors analysis

Competitor [Link] Mangata Bedding NIN House

Set of 5 items: Set of 5 convenient

Bedding Set for 5 in 1 Foldable foldable items for
Product Children Going to Bedding Set for children to go to
School, Yellow Duck School Children school, high-quality
Pattern cotton (Jurassic)

- 1 quilted blanket - 1 sleeping pad- 1 4-

- Non-slip mat
(80x110cm)- 1 cotton season quilted
(70x120cm)- Quilted
pillow (25x40cm)- 1 blanket- ​1 bear ear
blanket (70x120cm)-
Ingredient cotton pillowcase pillowcase- 1 high-
Bunny ear pillowcase-
(20x60cm)- quality cotton
Pillow insert- Carrying
Pillowcase- pillowcase- 1 blanket
bag
Pillowcase and pillow bag

Blanket:
Mattress - blanket: Sheet:
80x110cmPillow:
Size 70x120cmPillow: 70x120cmBlanket:
25x40cmHugging
35x50cm 70x120cm
pillow: 20x60cm

Selling price 89,000 VNĐ 1,082,400 VNĐ 499,000 VNĐ

- Sell on the official

- Main channel:
website [Link]- - Website
Website [Link]-
Participate in e- [Link]- Private
Retail on Shopee, Tiki-
commerce platforms showroom in Ho Chi
Have small showrooms
Place (Shopee, Lazada) Minh City- Instagram
or cooperate with
(according to and Facebook
mother & baby shops
research)**- There channels with loyal
in Hanoi, Ho Chi Minh
may be retail agents followers
City
in some areas

- Membership
program (accumulate
- Regularly run Flash - Combo discount (buy
points to redeem
Sale on Shopee- 2 or more sets)- Free
gifts)- 10–15%
Seasonal discount pillowcase or bag-
discount for old
(Back to School)- Free Targeted advertising
Promotion customers-
shipping (applies to on Facebook (target
Livestream sales on
orders from 500k)- mothers 25–35 years
Facebook, give away
Facebook advertising, old)- Email marketing
vouchers- Organize
posting on fanpage to old customers
minigames,
giveaways

High quality Tencel

The product has
material, neat design, High quality cotton
many designs
Note suitable for children material, cute dinosaur
suitable for children
to go to school or pattern.
from 2-9 years old
travel.

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EXE101 - MKT1814----------------------------------------------

3. Key activity plan

3.1. Company structure
3.1.1. Legal form, capital contribution, ownership structure &
Leadership

As a newly established business with limited resources, Sweet

dreams has placed a strong emphasis on optimizing its legal
structure and corporate governance. The founding team has
concluded that the limited liability company (LLC) form is the most
suitable option given the nature and needs of the project.

Firstly, the LLC structure allows the owners to have limited

liability, where their responsibility is confined to the extent of their
capital contribution. This is a crucial factor for a startup company,
especially when the initial shareholders of AlphaFin are just
passionate college students with limited financial resources. The
core objective during Sweet Dream’s formative stage is to focus
on maximizing resources while minimizing the personal risks that
the
members may have to bear. With an LLC, the founding team can
confidently invest and boldly expand the business operations.

Furthermore, the LLC form offers a flexible yet structured

governance framework, allowing the members to participate in the
management and decision-making processes. This aligns with
Sweet Dream's vision of building a dynamic, innovative, and agile
enterprise that can quickly seize fleeting opportunities in the
rapidly evolving market.

Additionally, the LLC in Vietnam, depends on the industry, can

have a relatively low minimum capital requirement for
establishment, which helps AlphaFin to minimize its initial costs
and direct its resources towards the core business activities.

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EXE101 - MKT1814----------------------------------------------

Given the advantages of limited liability, flexible governance

structure, and a reasonable minimum capital requirement, the
Limited Liability Company (LLC) form will be the perfect choice for
the startup company Sweet Dream. The founding team of the
company believes that this business structure will provide a solid
foundation to help the company achieve its business objectives
and implement its future strategies successfully.

Based on these initial considerations, Sweet Dream was

established by 5 owners, all of whom are head leaders of the
company in their respective areas of expertise, with each person
bringing valuable experience and playing a crucial role in the
business operations. The ownership structure and capital
contribution ratios of the shareholders are as follows.

Mr. Pham Minh

Chairman of the board of Directors/51% of Charter Capital
Despite his young age, Minh has already demonstrated impressive
management capabilities and experience that are crucial to the
company's development. Even during his university years, Minh
had the foresight to establish a small business team, successfully
operating and coordinating the team's activities in a smooth and
effective manner. Furthermore, Minh has exhibited strategic
thinking and the ability to make sound business decisions. In any
situation, he quickly grasps market trends, anticipates market
developments, and formulates timely solutions to maintain the
team's competitive position. With these remarkable achievements
and experience, the founding members are confident that Mr.
Pham Minh will be a pivotal figure in propelling Sweet Dream to
become a renowned enterprise in the future.

Ms Ngoc Ha
Chief Executive Officer/29% of Charter Capital From her dynamic
years of high school to the present, Ha has demonstrated the
valuable qualities and experience that make her well-suited to
developing a new company.

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EXE101 - MKT1814----------------------------------------------

Endowed with innate leadership qualities, Ha knows how to

gather, motivate, and foster unity among team members, while
maximizing their capabilities. Thanks to her effective
management skills, Ha's projects have always been executed
smoothly and have achieved considerable success.

Mr Do Quang Huy
Chief Technology Officer/11% of Charter Capital
During his time at the FPT University, Huy demonstrated
impressive capabilities and achievements in his career. As an
outstanding student for several semesters, Huy exhibits a creative
mindset and the ability to quickly adapt to technological changes.
He is always eager to explore, learn, and master new knowledge
and programming languages, often going beyond the scope of his
field of study. Huy is also known as an academic high achiever,
making significant contributions at the university's specialized
conferences and forums, and successfully leading several
prominent technology projects within the institution.

Mr Nguyen Quang Vu
Chief Human Resources Officer/6% of Charter Capital
Known for his integrity, eloquence, and keen perceptiveness, Vu is
a crucial missing piece that Sweet Dream needs to fill the Chief
Human Resources Officer role. Beyond his exceptional people
skills, Vu is also detail-oriented and deeply caring towards his
team members during collaborative work. This has led him to
successfully serve as the Head of Human Resources for
numerous high-profile events, showcasing his outstanding
contributions.

Mr Le Duc Son Thanh

Chief Legal Officer/3% of Charter Capital
Hailing from a family with a legal background, Thanh's resume is
replete with impressive accolades from various domestic and
international law competitions and tournaments.

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EXE101 - MKT1814----------------------------------------------

Possessing a firm grasp of corporate law and relevant

legislation, Thanh will undoubtedly be a solid pillar upon which the
company can operate with ease, minimizing concerns about legal
compliance and effectively mitigating unnecessary risks - a crucial
asset given the dynamic and rapidly evolving nature of the
technology and finance industries.

This ownership structure and capital contribution rationale have

been unanimously agreed upon by the members, based on the
roles, experience, and contributions of each individual. Sweet
Dream believes this framework will ensure a well-balanced,
effective control and coordination among the stakeholders, while
also providing the necessary motivation for them to collectively
drive the sustainable growth and development of the enterprise.

With the combination of these passionate members, Sweet Dream

expects to deliver innovative, dynamic, and highly competitive
solutions to the market. Although the members' experiences may
still have some shortcomings, they will be honed and refined,
transforming into shining examples to guide the company's future.
This ownership structure will serve as a solid foundation for the
company to achieve its business objectives in the years ahead.

3.1.2 Organizational chart

In a context where consumers are increasingly concerned
about health and the environment, startups in the eco-friendly
bedding production sector need to find suitable operational
models to compete and develop sustainably. According to
AlphaEco, a green business trend research company, a lean
organizational model is an optimal solution that helps startups
maximize work efficiency, reduce unnecessary costs, and quickly
adapt to the market.

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EXE101 - MKT1814----------------------------------------------

Firstly, a lean organizational model helps build an open,

transparent, and creative work culture. Instead of operating under
a traditional hierarchical system with many layers of intermediate
management, this model allows employees to communicate
directly with each other, creating conditions for sharing ideas and
rapid feedback. In the organic bedding production industry,
product quality, material origin, and sustainable values are top
customer concerns. Therefore, a flexible operating system will
help businesses improve products quickly, respond promptly to
market demands, and enhance customer experience.
Additionally, the lean model also encourages individual initiative
and responsibility. Unconstrained by a strict monitoring system,
employees have the opportunity to express creativity and make
independent decisions in their work. This is particularly important
in the organic product business, where new ideas about product
design, green marketing strategies, or optimized production
processes can make a big difference. When each employee feels
responsible for their work, they will contribute their best to
promote the company's development.
Another significant benefit of the lean model is the optimization
of costs and resources. Cutting intermediate management layers
helps businesses significantly reduce operating costs, thereby
allowing more budget to be allocated to product research,
investment in high-quality organic materials, and expanded
marketing strategies. In the startup phase, financial optimization
is a crucial factor, helping the company enhance competitiveness
and develop sustainably.
However, the lean organizational model also comes with
certain challenges. Without strict supervision, businesses may
find it difficult to ensure discipline and manage product quality.
Moreover, this model requires employees to have a high sense of
self-discipline, effective teamwork skills, and a sense of
responsibility for their work. Without a suitable workforce, the
company may face inefficient work, affecting product and service
quality.

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Nevertheless, these challenges can be completely addressed by
establishing rigorous quality control processes and fostering a
responsible work culture. When a business has a dedicated team,
passionate about sustainable products and always supporting
each other, they can overcome all difficulties together to develop
strongly.
In summary, a lean organizational model is an ideal choice for
organic bedding startups. Not only does it help businesses
increase flexibility, optimize costs, and improve work efficiency,
but this model also creates conditions for employees to maximize
their personal capabilities, contributing to building a reputable and
sustainable brand. However, to achieve maximum efficiency,
businesses need to have appropriate management strategies to
maintain discipline, control product quality, and continuously
improve to meet the increasingly high demands of the market.
3.2. Key partner
1. Key Suppliers
Product suppliers: Manufacturers and distributors of products
for mothers and babies such as clothing, toys, food, milk,
diapers, and health care products. Choosing a reputable and
quality supplier is very important to ensure products meet
safety and quality standards. For example: Johnson &
Johnson, Pampers, Nestlé, Huggies, Fisher-Price.
Shipping service provider: Partner providing shipping services
to help deliver goods from the warehouse to customers
quickly and safely. For example: DHL, FedEx, VNPost.
Technology providers: Partners providing technology solutions
such as hosting, online payment services, and security
solutions. For example: Amazon Web Services (AWS),
Microsoft Azure, Stripe, PayPal.
2. Key Vendors
Marketing service provider: Partner providing digital marketing
services, including SEO, online advertising, social media
management and content creation. For example: Digital
marketing agencies, SEO experts.
Customer care service provider: Partner providing customer
care solutions such as call center services, online support, and
customer management software. For example: Zendesk,
Freshdesk, call center companies.
Financial service provider: Partner providing financial services
such as accounting, auditing, and banking services. For
example: Accounting companies, banks, payment processing
services. 35
EXE101 - MKT1814----------------------------------------------
3.3. Key resources
- Platform:
Website/E-commerce Platform:
Frameworks: Using .NET Core for the back-end and ReactJS for
the front-end. .NET Core helps build high-performance web
applications that are easy to scale, while ReactJS enables the
creation of flexible and dynamic user interfaces.
Architecture: Building the application architecture based on a
microservices model for easier management and scalability.
Hosting: Reliable hosting services to ensure the website operates
stably and securely.
- Technology:
Front-end Development:
ReactJS: Use ReactJS to develop the user interface. The benefits
of ReactJS include the ability to reuse components, fast
performance, and a good user experience.
State Management: Use Redux or Context API to manage the
application state.
UI Libraries: Use UI libraries such as Material-UI or Ant Design to
accelerate interface development.
Back-end Development:
+ .NET Core: Use .NET Core to build the server side. The
advantages of .NET Core include high performance, good security,
and cross-platform support.
Database: Use SQL Server or another database compatible with
.NET such as MySQL or PostgreSQL.
API: Build RESTful APIs or GraphQL APIs for communication
between the front-end and back-end.
Security Measures:
Authentication & Authorization: Use [Link] Identity for user
management and security.
Data Encryption: Use data encryption methods and SSL/TLS to
protect transmitted data.
Payment Gateway Integration: Integrate payment gateways such
as PayPal, Stripe, or local payment services like MoMo, ZaloPay. -
Human:
Development Team:
Front-end Developers: Experts in ReactJS and related
technologies such as Redux, Context API.

36
EXE101 - MKT1814----------------------------------------------

Back-end Developers: Experts in .NET Core and database

management.
Full-stack Developers: Individuals skilled in both front-end and
back-end to support comprehensive development work.

Design Team:
UI/UX Designers: Designing user interfaces and user
experiences, ensuring the website's friendliness and
aesthetics.
Marketing Team: Digital marketing specialists to manage
advertising campaigns, SEO, and social media.
Content Team: Staff responsible for writing articles and
creating content to update product information, write blogs,
and manage social media content.
Customer Support Team: A team dedicated to customer care
to answer inquiries and assist buyers.
Customer support:
Phone Support: Providing a hotline for customers in need of
telephone support.
FAQ & Knowledge Base: Build a database of frequently asked
questions and user guides for customers to self-research.
Message Support: Use Messenger on the Facebook fan page
to support customers.

Financial:
Initial Capital: The initial investment capital to develop and
implement the project, including software development costs,
interface design, and marketing expenses.
Operating Costs: Monthly operating costs include hosting,
marketing, employee salaries, and other expenses.
Revenue Streams: Income sources from product and service
sales, advertising, and affiliate programs. - Office: No physical
office.

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3.3. Key activities
a. Website Development and Maintenance
- Website Development:
+ User Interface (UI) Design and Development: Use ReactJS to create
a user-friendly, interactive, and easy-to-use interface. The design must
meet the needs of mothers and children, ensuring easy product search
and shopping.
+ Back-end Development: Use .NET Core to build product
management, shopping cart, payment features, and other services
efficiently and securely.
+ Performance Optimization: Ensure the website operates smoothly,
with fast loading times and high load capacity, especially during major
promotional events.
+ Security: Implement strong security measures to protect customer
information and online transactions.
- Website Care and Maintenance:
+ Content Updates: Regularly update product information, blog posts,
and related content to attract and retain customers.
+ Maintenance and Upgrades: Periodically maintain the system to
ensure the website operates smoothly and upgrade new features to
meet changing customer needs.
+ Monitoring and Analysis: Utilize analytical tools such as Google
Analytics to track website performance, user behavior, and the
effectiveness of marketing campaigns.
b. Product Management
- Sourcing and Supplier Management:Establish and maintain
relationships with reputable suppliers to ensure a stable supply of
high-quality products.
- Inventory Management:Utilize effective inventory management
systems to maintain reasonable stock levels, minimize the risk of
stockouts, and optimize storage costs.
- Product Diversification: Regularly conduct market research and add
new products that meet the needs of mothers and children.

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EXE101 - MKT1814----------------------------------------------
c. Marketing and Sales
- Digital Marketing:
+ SEO and Content Marketing: Optimize search engines (SEO) and
create high-quality content (blogs, articles, videos) to attract
organic traffic.
+ Online Advertising: Use Google Ads, Facebook Ads, and
Instagram Ads to run targeted advertising campaigns.
+ Email Marketing: Send regular marketing emails with promotions,
product updates, and related news.
- Sales:
+ Pricing Strategy: Implement competitive pricing strategies and
attractive promotional programs to attract customers.
+ Ordering and Payment System: Improve the ordering and
payment process to create a convenient and secure shopping
experience for customers. d. Customer Care
- Multi-Channel Customer Support: Provide support via phone,
email, and social media to address customer inquiries and resolve
issues.
- Collecting Feedback and Improvement: Gather feedback from
customers and continuously improve products and services based
on that feedback.
e. Operations Management
- Order management: Use an order management system to track
the process from the moment the customer places an order until
they receive the product.
- Shipping and delivery: Collaborate with reputable shipping
services to ensure that goods are delivered to customers quickly
and safely.
- Financial management: Effectively manage costs, revenues, and
profits to ensure sustainable business operations. Differentiate
from competitors.
- User experience: Focus on creating a better user experience with
a friendly, easy-to-use, and optimized interface. This is a crucial
factor in retaining customers and differentiating from competitors
with complicated or unfriendly designs.

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 EXE101 - MKT1814----------------------------------------------

- Excellent customer service: Providing attentive, professional

customer support and promptly resolving customer issues. This
helps build trust and customer loyalty.
- Product quality: Ensuring high-quality, safe products that meet the
needs of mothers and children. This not only establishes credibility
but also helps the business differentiate itself from competitors with
lower-quality products.
- Content and marketing strategy: Creating engaging, educational,
and useful content for mothers and children, thereby attracting and
retaining customers. Combined with an effective marketing strategy,
the business can reach a larger pool of potential customers.
- Technology and security: Utilizing advanced technology and robust
security measures to protect customer information and online
transactions. This not only safeguards the business but also instills
confidence in customers when using the service.

3.4. Distribution Channel

According to (Degenhard, 2024), the number of social media users
in Vietnam is expected to continue increasing during the period of
2024-2029, with an additional 13.9 million users (+16.18 percent).
After nine consecutive years of growth, the social media user base is
estimated to reach 99.86 million users, thereby reaching a new peak
in 2029. Notably, the number of social media users has steadily
increased in recent years, indicating the tremendous potential of
these platforms for product reach and consumer engagement.
Recognizing this potential, AlphaFin has decided to implement
marketing initiatives on the two leading social media platforms,
Facebook and TikTok.

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 EXE101 - MKT1814----------------------------------------------

According to data collected by Oosga (2023), this data further

reveals that the largest concentration of social media users in
Vietnam is within the age groups of 18-24 and 25-34.

3.4.1. TikTok

TikTok is an extremely popular social media platform that allows

users to create, view, and share a variety of short videos. With the
younger generation's preference for concise, visually engaging
content over lengthy text, this app has quickly become 'addictive'
and boasts impressive user engagement levels.

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 EXE101 - MKT1814----------------------------------------------

The main reasons SWEET DREAMS chose TikTok as one of its

primary platforms to reach its target audience are that, introduced to
the Vietnamese internet community in 2019, TikTok has rapidly
expanded its reach to become one of the most widely used social
media platforms in the country, especially among Generation Z.
According to Statista (Minh Ngoc.N, 2024), as of January 2023,
Vietnam has the second-largest number of TikTok users in the Asia-
Pacific region, with nearly 50 million active users engaging with this
social video [Link] has evolved beyond a short video
sharing app and has recently transformed into a social commerce
platform in Vietnam, providing a user-friendly, convenient, and
entertaining experience for domestic online shoppers.

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 EXE101 - MKT1814----------------------------------------------

TikTok has emerged as the fourth-largest social media platform in

Vietnam, surpassing even long-established competitors like Facebook,
Zalo, and YouTube. This is particularly noteworthy as TikTok only
entered the Vietnamese market in 2019—significantly later than other
popular social media apps. However, despite its late arrival, TikTok
has experienced explosive growth and currently holds a prominent
position.

According to the same source, TikTok is becoming increasingly

popular among the youngest social media users in Vietnam, with over
80% of Gen Z internet users reporting that they are active on this
platform. Although TikTok has not yet surpassed Facebook to become
the country's leading social media app, it has emerged as the top
platform for consuming short videos among Vietnam's Gen Z.

TikTok has since emerged as the fourth largest social media platform
in Vietnam, surpassing even long-standing competitors like Facebook,
Zalo, and YouTube. This is particularly noteworthy as TikTok only
entered the Vietnamese market in 2019—significantly later than other
popular social media applications. However, despite its late arrival,
TikTok has experienced explosive growth and currently holds a
prominent position. According to the same source, TikTok is
becoming increasingly popular among the youngest social media
users in Vietnam, with over 80% of Gen Z internet users reporting that
they are active on this [Link] TikTok has not yet surpassed
Facebook to become the country's leading social media app, it has
emerged as the top platform for consuming short videos among Gen
Z users in Vietnam.

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EXE101 - MKT1814----------------------------------------------
3.4.2. Facebook
1. According to Statista, the number of Facebook users in
Vietnam is expected to grow during the period from 2024 to
2028, with an additional 5.6 million users (an increase of
10.2%). However, this overall growth is expected to be
unstable, particularly during the period of 2027-2028. By
2028, the number of Facebook users in Vietnam is
estimated to reach 60.54 million. Notably, the number of
Facebook users has been continuously increasing in recent
years.

1. As of April 2024, Vietnam is ranked as one of the seven

countries with the largest number of Facebook users
globally. In the domestic market, Facebook currently
dominates as the most widely used social media platform,
with 95% of survey participants indicating that they are
active users of this network.

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3.4.3. Shopee
In 2024, e-commerce expenditure on consumer goods in
Vietnam was the highest in the electronics category at around 3.2
billion U.S. dollars, followed by fashion at over 2.8 billion U.S.
dollars, and food at 2.3 billion U.S. dollars. Meanwhile, e-
commerce spending growth was highest for food that year.
Shift in e-commerce spending in Vietnam
Prior to the COVID-19 pandemic, the largest e-commerce
spending of Vietnamese internet users was on online travel,
mobility, and accommodation services. Over the past few years,
consumer goods have taken over as the e-commerce category
with the highest expenditure. More and more people in Vietnam
have grown comfortable with shopping for these products online,
a shopping habit formed by the pandemic and its past restrictions
on physical retail shops. Digital media was another e-commerce
category with substantial growth in consumer spending in 2023,
with expenditure on video games and video-on-demand services
being the subcategories with the highest observed growth rate.

E-commerce landscape in Vietnam

Vietnam has one of the fastest-growing e-commerce markets in
Southeast Asia. In the last couple of years, e-commerce has
accounted for a growing share of the total retail sales across the
country. While international players such as Shopee and Lazada
are the leading online marketplaces in Vietnam, local retailers
have been making their mark, especially when it comes to
specialized retailing, such as consumer electronics and IT
devices. Apart from e-commerce platforms, Vietnamese
consumers have also been shopping via social commerce, which
is expected to be an e-commerce channel of significant
importance in the coming years.

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3.4.4. Website

According to Statista (2024), the number of Internet users in

Vietnam is expected to reach approximately 80 million by 2028,
indicating steady growth during the period from 2024 to 2028.

3.5. Key resources

3.5.1 S.W.O.T Analysis

A. Strengths
Safe, high-quality materials:
Using organic cotton, loofah fibers, beeswax, or other natural
fabrics, ensuring safety for children's sensitive skin while
contributing to environmental protection.
Meeting the 'green living' needs of modern parents.

Attractive, bright design:

Colors and playful patterns that inspire children.
The message 'Nap Time - A Launchpad for Creativity' is
impressive and distinct from traditional products.

After-sales service, flexible policies:

Warranty, exchange 1 for 1 in case of manufacturing defects.
Consultation on maintenance, loyalty program.

Educational message:
Not only selling products, the project also aims to raise
awareness about naptime, health, and the intellectual
development of children.

B. Weaknesses
Higher price than the average:
Organic, environmentally friendly materials require high
production costs.
This may cause low-income segments to hesitate.

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EXE101 - MKT1814----------------------------------------------

Distribution and brand are not strong yet:

As a startup project, there is no extensive distribution system,
making it difficult to reach rural areas.
Brand recognition is still limited.

Time is needed to prove effectiveness:

The benefit of 'creative development' is an abstract aspect that
requires a long usage process for customers to clearly perceive.

Competition with low-cost products:

There are many options for children's bedding in the market,
which are inexpensive and have a variety of designs, potentially
gaining an advantage in price.

C. Opportunities
The trend of 'green living':
More and more parents are willing to pay extra for safe, organic
products.
Opportunities to build a green brand image with social
responsibility.

The e-commerce boom:

Utilize platforms like Shopee, Tiki, Lazada... to reach customers
nationwide.
Online marketing costs are relatively optimized for startups.

B2B collaboration with kindergartens:

If we can persuade schools or educational institutions to invest in
synchronized bedding, the project could secure large orders and
create a significant impact.
The workshop titled 'Nap Time and Creative Development' will
attract teachers and parents.

The demand for child care is increasing:

Parents are placing greater importance on their children's mental
and physical health.
Quality nap time has become a priority in early education.

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D. Threats
Competition from large brands and foreign products:
Established brands have advantages in experience, reputation,
and financial resources.
Cheap imported goods pose fierce competition.

Economic fluctuations:
If the economy is struggling, customers cut back on spending
and turn to cheaper products.
The costs of raw materials and transportation may increase.

Customer awareness is uneven:

Some parents consider nap time to be not very important and
are not ready to invest much.
Significant efforts are needed to educate the market, which
takes time and costs money.

Legal risks and safety standards:

Must comply with regulations regarding quality and safety for
children.
The risk of recall or penalties if standards are not met.

3.5.2 Customer Journey Map

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The customer purchasing process is systematically designed

through 5 stages, clearly reflecting the needs and challenges of
parents when searching for sleep support products for children. In
the Awareness stage, customers actively seek information through
online channels but still encounter obstacles due to a lack of
transparency regarding product quality and origin. The Exploration
stage shows interest in after-sales service, but inconsistent
information and low-cost competition make building trust difficult.
By the Comparison stage, customers focus on superior value but
can easily become discouraged by too many options and vague
shipping policies. The Actual Experience is a crucial step to
reinforce the decision, yet a poor experience or cumbersome
procedures can immediately erode [Link], the Negotiation
stage depends on the flexibility of pricing and service policies, but
a lack of incentives or delayed support can easily lead customers
to abandon their shopping carts.

[Link]. Price

[Link] Strategy:
Value-Based Pricing: Based on the safety, organic nature, and
innovative benefits that the product offers for children.
Mid-High Price Range: Suitable for parents willing to pay for
quality, but still needs to consider competition with lower-priced
products in the market.
[Link] Pricing Policies:
Combo – Package: Discount when purchasing multiple sets of
bedding for families or preschools.
Seasonal promotions: Discounts during the back-to-school season
and on children's holiday celebrations.
Loyalty customer benefits: Accumulate points, discounts on repeat
purchases.

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[Link] retail price:

Ensure to cover the costs of organic materials, research and
development, marketing, and still generate profit.
239,000 VND/set, compared to similar products on the market to
avoid being too high and causing obstacles.

[Link]. Place (Distribution)

[Link] distribution channels:

Official website: Presenting product information, materials, and

brand story.
E-commerce platform (Shopee): Leveraging high traffic to attract
busy parents who prefer online shopping.
Social media (Facebook, Instagram, Zalo): Interaction channel,
providing consultation support, and order confirmation via chat.

[Link] distribution channel (Offline):

Small showroom or booth in mother and baby supermarkets:

Allows customers to experience the product, touch the material,
and check the softness.

[Link] in remote areas – rural:

Collaborate with local agents, bookstores, or large grocery stores.
Utilize fast delivery networks and post offices to reach districts
and rural provinces.

[Link] Optimization:
Ensure secure packaging to minimize damage during
transportation.
Regularly monitor the quality of delivery service and delivery
times.

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[Link]. Promotion
[Link] Advertising:
Facebook & Instagram Ads: Targeting parents with children aged
2–6 years, focusing on the content 'how important nap time is'
and promoting a charity campaign for children in mountainous
areas.
Google Ads: Optimizing keywords 'preschool bedding,' 'organic
bedding for children,' 'nap time for kids.'
TikTok: Short videos demonstrating the product, children using it,
and reviews from real customers.

[Link] Strategy:
Blog/Website: Articles about the importance of naptime, tips for
choosing safe bedding, product cleaning guides.
Email Marketing: Sending regular newsletters, sharing knowledge
on sleep care for children, promotional announcements.

[Link]/Influencer Marketing:
Invite famous mothers, early education experts, pediatricians, etc.,
to try and share their experiences.
Organize a livestream to answer questions about naptime,
interacting directly with parents.

[Link] & Events:

Grand opening discount: 10–15% off the first order on the website.
Workshop at the preschool: Displaying products, inviting parents
to experience, and providing direct consultation.
Loyalty program: Accumulating points, redeeming gifts; giving a
mini body pillow when purchasing a combo.

3.5.4 CUSTOMER BEHAVIOR

1. Purchase Decision-Making Process (5 Stages)

1.1. Parents
[Link] Recognition
Parents notice that their child does not have a deep nap,
sweats on their back, or complains that the 'pillow is too hard.'
They want to find solutions to improve sleep, prioritizing
durable products that are reasonably priced and safe.

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[Link] Search
Search on Google, parenting groups on Facebook, ask for
experiences from acquaintances.
Check reviews on Shopee, Tiki, YouTube.
Pay attention to details about materials and return policies.

[Link] of Alternatives
Compare 2–3 brands: price, material (organic, breathable?),
design (patterns, colors).
Consider promotions and accompanying gifts.
Usually choose products with good reviews, mid-range prices,
and clear warranties.

[Link] Decision
Make a decision after reading enough reviews and considering
the budget.
Usually finalize the order online (Shopee, Tiki) or visit a nearby
mother & baby store.
Prioritize places with fast shipping policies and reasonable
costs.

[Link]-Purchase Behavior
The child sleeps well, the mother is satisfied → 5-star rating,
recommends to friends.
If the product does not meet expectations (material causes
stuffiness, quickly pills) → Can be exchanged or returned,
complaints in the parent & child group.

1.2. Children
1. Problem Recognition
Discomfort during nap time: The child finds the pillow too
hard, sweats a lot, or wakes up feeling tired.
Complaints to parents: The child tells the mother: "The pillow
is too hard, I can't sleep!" or "It's so hot on my back, mom!".
The child does not understand the materials or safety, only
knows it is "uncomfortable" and wishes for improvement.

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2. Information Search
Observing friends in class: The child sees a classmate with a
superhero/beautiful patterned bedding set and wants
something similar.
Exposure to advertisements through video, TV: If the child
watches YouTube Kids, they may encounter advertisements
for bedding featuring eye-catching cartoon characters.
Word of mouth from friends: The child enjoys sharing: "I have
a new dinosaur-shaped pillow, it's really soft!".

Note: Children do not actively seek information like parents do,

but are influenced by their surrounding environment (advertising,
friends).

3. Evaluation of Alternatives
Comparing samples based on preferences: When mothers
show 2-3 samples of blankets and pillows, the child chooses
the superhero/animal/cute design they like the most.
Attention to colors and patterns: The child may overlook
factors like 'material' or 'price,' but is attracted to the design.
Ask friends: The child can tell their friend: "I'm about to get a
pillow with a racing car print!", hoping for positive feedback.

4. Purchase Decision
Encouraging parents: The child urges their mother, "Mom, buy
me this one!".
Acceptance or 'rejection': If the mother chooses a design that
the child does not like, the child may 'reject' it or refuse to use
it.
Parents are still the ones who make the final decision, but
children have a strong influence on the final choice.

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3.5.5. STP MODEL

1. Segmentation
1.1. Parents (25–40 years old)
Demographics:
Ages 25–40, with children aged 3–10 years (preschool,
elementary school).
Average to above-average income (10–30 million VND/month),
living in major urban areas (Hanoi, Ho Chi Minh City).
Psychology – lifestyle:
The 'green living' group, concerned about organic materials.
The practical group, prioritizing low prices.

Behavior:
Often shops online (Shopee, Tiki), compares prices, reads reviews.
Influenced by the child's preferences (the child likes superhero,
dinosaur designs, etc.).

1.2. Children (ages 3–10)

Age: 3–5 (preschool), 6–10 (elementary school).
Preferences: Bright colors, fun patterns (superheroes, animals,
princesses).
Behavior – Role:
Not the buyer, but has a significant influence (requires parents to
make purchases).
Attracted by images and advertising videos featuring cartoon
characters.

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CUSTOMER PERSONA
1. Persona: Tom (Direct User)
Demographics
Name: Tom
Age: 4 years old
Residence: Hanoi (currently attending preschool for 4-5 years
old)
Family situation: Only son, living with parents and
grandparents

Goals (Child's goals)

Likes whimsical patterns: The child likes superheroes,
vehicles, labubu, baby three with bright colors, and cute animal
shapes.
Explore & Create: Want to 'show off' the new bedding set to
friends in class, feeling proud and happy.

Challenges (Difficulties for the child)

The child does not understand the material or safety value,
only cares about colors and designs.
If the bedding is boring or too simple, the child loses interest
and may cry when going to sleep.

Interests
Superhero patterns, police cars, dinosaurs: Images that evoke
adventure and action.
Cartoon characters: Doraemon, Tom & Jerry, dogs and cats…
Puzzle games, drawing: Children often associate bedding with
their favorite characters.

Buying behavior
Children do not make purchases themselves but will demand
or suggest to their mothers when they see appealing images
(on TV ads, YouTube Kids, or catalogs).
Children prefer bedding with a 'wow' factor (vibrant colors,
cartoon characters).

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Access channels:
a. YouTube Kids & TikTok (Short video content, animation)
YouTube Kids Advertising: Inserted into videos that children
frequently watch (cartoons, toy reviews).
Children's TikTok Trend: Videos featuring superhero and
dinosaur-themed bedding, with fun stories.
Livestream unboxing of bedding: Create a 'wow' effect,
stimulating children's interest and prompting them to ask their
parents to buy.

b. Offline store (Create a real experience, allowing children to

touch the products)
Display products at children's eye level in mother and baby
stores.
Organize mini-games with prizes when children try out the
blankets and pillows.

c. Advertising on Smart TV (Applications like FPT Play, VieON,

Netflix Kids)
Insert a short advertisement (10-15s) into the animated
content.
The video features familiar characters (for example: "The
dinosaur sleeps well on this blanket!").

2. Persona: Ms. Huong (Parent making the purchase decision)

Demographics
Name: Ms. Huong
Age: 30 years old
Occupation: Office worker (accountant)
Income: Average – above average (approximately 15–20 million
VND/month)
Family: Has a 4-year-old son (Little Tom)

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Goals
Ensure safety & health for children: The bedding must be
breathable, non-allergenic, and ensure a good night's sleep for
children.

Reasonable pricing: Not too expensive, but still worthy of the

quality.

Creative design: Mathematical and chemical formulas related to

numbers stimulate children's creativity.
Easy to wash, durable: Children often make messes, so bedding
needs to maintain its shape and not pill after multiple washes.

Challenges (Difficulties when purchasing)

Overwhelming information: Many products advertise as 'organic'
but lack clear sourcing.

Family budget: Consideration of costs for raising children, tuition

fees, and other supplies.

Tom demands: If the child doesn't like the design, they will fuss,
but the mother prioritizes quality and safety over aesthetic
preferences.

Interests (Hobbies & Shopping Habits)

Research through social media: Join parenting groups, ask for
experiences.
Promotions and combos: If you buy 2 sets of bedding, you will
receive a gift and free shipping.

Purchase decision behavior

Reading reviews: She browses Shopee and Facebook, reading
reviews from previous buyers.

Ask for Baby Tom's opinion: Provide 2-3 samples, and the child
chooses the superhero design.

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Access channels:
a. E-commerce platforms (Shopee, Lazada, Tiki)
Optimize product SEO: Clear product name containing
keywords: 'Safe, non-irritating children's bedding.'
5-star reviews & real images to build trust.
Promotions, combos: Buy 2 sets for a discount, receive a body
pillow.

b. Facebook & Mom & Baby Group

Sponsored posts: Targeting women aged 25-35 with young
children.
Create a sharing experience post: "How to choose bedding for
children that doesn't cause back overheating?"
Seeding in the group: To get feedback from mothers who have
purchased regarding the quality.

c. Website & Expert Blog

Write a post sharing about organic materials and safety
certifications.
Collaborate with KOLs (famous mom influencers) to review
the products.

d. Offline mother & baby stores (Kids Plaza, Concung, Bibomart,

Aeon Mall…)
Set up attractive display shelves with a guideboard titled
'Which bedding is suitable for your child?'
Consultants assist mothers in selecting the appropriate
products.

2. Targeting (Selecting Target Customers)

Parents who are 'green living' and have a middle to upper-middle
incomePrefer safe, organic products, priced around 200,000–
400,000 VND/set. Willing to spend more if they see their child likes
the design.
Reasons for choosing:

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Parents have the financial decision-making power and directly

choose products for their children.
They prioritize safety and health, ensuring that the child sleeps
well and does not have allergies.
They are concerned about durability, ease of cleaning, and
reasonable pricing.
There is a tendency to research information before purchasing,
read reviews, and compare prices.
Market approach strategy:
Educate the market about the benefits of organic bedding through
articles and short videos.
Compare products (conventional bedding vs. organic bedding) to
highlight the value.
Real reviews from mothers, KOLs, and child sleep experts
Promotional policy: Discounts when purchasing combos,
complimentary gifts, and flexible return policies.
Children (3–5 years old) & (6–10 years old)
Preschool and elementary school children are easily attracted by
superhero patterns, dinosaurs, and bright colors.
If the child likes it, they will ask their mother to buy it (indirectly
influencing the decision).
Reasons for choosing the segment:
Children are not the buyers but have a significant impact on the
parents' decision.
Children choose based on their favorite colors, patterns, and
cartoon characters.
If the child likes the product, they will demand to buy it and proudly
show it off to their friends.
Approach strategy:
Attractive product design:
Bedding featuring exclusive cartoon characters, bright colors,
suitable for children.
Create an 'interactive' experience by allowing the child to choose
patterns according to their preferences.
Campaign to stimulate children's affection:
Create animated videos about the bedding character, helping
children feel that the product has a 'story' to connect with.
Organize mini-games on Facebook/TikTok, allowing children to
draw and submit design ideas for bedding.

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3. Positioning
3.1. Core Message
"Organic bedding – Baby sleeps well, mother is at ease."
Children love playful patterns, and mothers are satisfied with the
'green' and safe quality.

3.2. Differentiating Value

Materials made from pandan leaves / organic cotton
Breathable, naturally antibacterial, and non-irritating to children's
skin.
Exclusive design
A creative team that develops unique cartoon characters, with a
'wow' style that excites children.
The 'old for new' policy, ESG
Donate old blankets and pillows to underprivileged children,
enhancing humanitarian values and encouraging parents to
repurchase.

3.3. Access Channels & Implementation

With parents:
Facebook advertising, Shopee Ads, targeting mothers aged 25–
35.
Review post in the parenting group, positive feedback about the
material and design.
For children:
Short video on YouTube Kids and TikTok featuring the animated
character 'Adventure Bedding,' dinosaurs, superheroes...
Low display shelves in the parenting store, easy for children to
see and touch.

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3.5.6 The product/market fit canvas

[Link]. CUSTOMER SEGMENT

Characteristics & Jobs to be done

Who are the main customers?
Parents with preschool children: Concerned about their child's
health and sleep.
Children: Need a set of bedding with beautiful patterns.
What do customers need to do?
Find a safe and comfortable bedding set that helps the child sleep
well and avoids allergies.
Ensure durability for long-term use in schools.
Meet hygiene and safety standards for young children.
Decorate with beautiful patterns.
Problems & Needs
Why do customers need this product?
Preschool children have difficulty sleeping, experience night
sweats, and do not have deep naps.
Regular blankets and pillows can be stuffy and not breathable,
which may cause rashes and skin irritations.
Parents are concerned that the products contain synthetic
materials and harmful dyes.
Children need a beautifully patterned bedding set.
Channel
Through which channel is the product distributed?
Online: Shopee, Facebook Ads, Official website.
B2B: Collaborate with international quality preschool systems.
User Experience
How do customers use the product to create real value?
The child has a good sleep, reduces sweating, and avoids
allergies.
Parents can rest assured about the safety, with no need to replace
pillows frequently.
Schools can use them for a long time, they are easy to wash, do
not pill, and save operational costs.

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[Link]. PRODUCT OR SERVICE

Alternatives
What customer solutions are currently being used?
Cheap bedding from markets or online shops with unclear origins.
High-end imported products (high price, difficult to access for the
majority).
Schools that custom-make bedding (not standardized, quality is
not guaranteed).
Key Features
Key features addressing customer issues:
100% organic materials (cotton, bamboo fiber, beeswax fabric).
Breathable, antibacterial, and prevents skin allergies.
Smart design: Shaped pillows prevent cervical spine
misalignment, lightweight blankets that retain heat well.
Easy to clean, does not pill, does not fade after multiple washes.
Value for the channel
Benefits that the distribution channel receives when selling the
product:
B2C: High customer return rate, building trust with parents.
Online: Easy to run ads with clear insights (mothers, preschool
teachers).
Key Metrics
How to measure the product's market fit?
Customer Retention Rate: The number of customers who make
repeat purchases after their first.
Customer Satisfaction: Feedback rated 4-5 stars, positive reviews.
Revenue Growth: Monthly/quarterly sales figures.

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3.5.7 Marketing Plan KPI

Phase 1: Weeks 1–8 – Phase 2: Weeks 9–12 –

Achieving Break-Even Growth Phase (₫)

Target sales: Increase sales by

5% compared to the previous
period due to increased
demand when students (CB)
go to school in [Link] 2
will be to sell an additional 5%
→ about 1,123 sets (an
Pandan leaves raw
increase of 54 sets).Expand
Target material (processed,
the market: Increase
woven)
advertising, expand customer
base, optimize existing sales
[Link] the
brand: Take advantage of
feedback from the previous
period to improve content and
after-sales service.

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- Content & Ads on Facebook & TikTok

- Facebook: Post 3–5 times/week

introducing products, safe sleep benefits
for babies, the “green pandan” story and
promotional programs (eg: “trade in old
for new”).-

- TikTok: Post 5–7 short videos about the

production process, “before – after”
videos when babies use the product,
#GiacNguXanh challenge.

- Paid advertising: Run Facebook Ads with

a budget of about 1 million VND/week,
targeting parents with children aged 3–6
years old.

- Online sales channels: Shopee &

Website
Increase Retargeting Ads
- Shopee: Optimize the store with high-
quality product images, detailed Facebook & TikTok: Run retargeting campaigns to customers
descriptions, Flash Sale promotions. who interacted in phase 1.

Increase advertising budget by 20–30% to expand reach and

- Website: Build a brand homepage, blog
conversion.
about baby sleep and the benefits of
pandan leaves, integrate payment
Promotions & Flash Sale
gateways and registration forms to
collect customer data. Organize a “Back to School” Flash Sale with special offers
Main (10–15% off, free gifts, free shipping) to stimulate shopping
Activities - Offline & Community Interaction demand when students go to school.

- Participate in small minishows, mother Increase the “Trade in old for new” program for customers to
& baby fairs to introduce products and renew products, while building trust and community values.
receive direct feedback.
Offline & PR Activities

- Organize minigames, giveaways on

Organize small events and workshops at private
fanpages to increase interaction and kindergartens to demo products and receive direct feedback.
collect emails, phone numbers for
remarketing. Launch a PR campaign on media channels, sharing the
product’s “health and green lifestyle” story.
Interaction Campaign

- Facebook Livestream: 1 time/week

(mothers, education experts) talking
about children's sleep.

- TikTok: Real customer review videos (3

videos/week).

- Promotion: Combo "buy 2 get free

pillow," free shipping for orders >300k.

Old Exchange Policy

- Customers who exchange old blankets

and pillows (still usable) will receive a
15% discount.

- Clean old products and give them to

children in mountainous areas.

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Sales: 1,069 sets (8

weeks total)
Facebook Reach:
200,000+ people Sales: Increase by 5%: ≈54 sets →
TikTok Views: 2m+ Total 1,123 sets
total views Facebook Reach: 500,000+ people
Shopee Orders: ~35% Facebook Insights
of sales from Shopee TikTok Views: 5M+ views total
(≈374 sets) TikTok Analytics
Facebook Orders: Shopee Orders: About 30% of
~30% of sales from sales (≈337 sets)
Facebook (≈321 sets) Facebook Orders： About 30% of
Tiktok Orders: ~25% sales (≈337 sets)
of sales from Website Tiktok Orders： About 25% of
KPI
(≈267 sets) sales (≈281 sets)
Website Orders: ~5% Website Orders： About 10% of
of sales from Website sales (≈112 sets)
(≈53 sets) Offline Event 70–90 orders：
Offline Event: 50–70 Engagement Increase by 40–50%
orders - Number of compared to phase 1
orders from events Positive reviews：500+ 4–5 star
Engagement (Likes, reviews System
Comments, Shares): Conversion Rate：Increase by 5–
25–30% increase from 7%
baseline
Positive reviews: 200+
4–5 star reviews

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2.3 COMPETITOR ANALYSIS
1. Price comparison
[Link]: ~299k (not fixed), primarily sells online, has flash
sales.
Mangata Bedding: 1,082,400 VND (premium segment).
NIN House: 499,000 VND (mid to high segment).
2. Reviews
The price segment of 239,000 VND is significantly cheaper
than NIN House and Mangata, and is closer to [Link] (if
[Link] sells for around 299,000 VND).
This price point makes the product accessible to parents of
public school children or those with average incomes.
It is still necessary to demonstrate quality (pandan leaves,
breathability, durability) to build customer trust.
3. Competitive ability
With a price of 239k, he targets the mid-range segment –
affordable pricing, but needs to maintain stable quality.
Compared to [Link] (~299k), he has the advantage of being
cheaper, directly competing on cost.
Compared to NIN House (499k) and Mangata (over 1 million),
he has the advantage of a more 'pleasant' price point,
attracting price-sensitive customers.
[Link]
Focus marketing on the group of budget-conscious mothers
who still seek quality.
Clearly explain the benefits of pandan leaves for children's nap
quality.
Increase credibility through feedback from previous
customers and live demo sessions.
Combine promotions (free shipping, discounts on combo sets
of 2) to boost sales.
→ Conclusion: The price of 239,000 VND/set is suitable for
competing in the mid-range segment. With this price, you need to:
Effectively control production costs, optimize pandan leaf
costs, and packaging.
Focus on online channels (Shopee, Facebook) to achieve high
sales, compensating for profits on each product.
Strongly promote the benefits of 'safety - organic - reasonable
price' to attract parents with preschool children, helping the
project to easily access the market and compete effectively.

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2.4 CUSTOMER SEGMENTATION

1. Parents as the decision-makers
Characteristics:
Aged 25–40, with children in preschool age (3–5 years old).
Average to above-average income, willing to pay for safe, organic
products.
Often seeks information on Facebook, Google, and parenting
groups; compares prices and reads reviews.
Demand:
Wants their child to have a good nap, sweat less, and ensure
safety for the child's skin.
Prioritize products that are easy to wash, durable, and reasonably
priced.
Look for flexible return policies, promotions, and good customer
service.
Shopping behavior:
Usually shop online on Shopee, Tiki, or order through the fan
page.
Ask friends and colleagues for experiences, read reviews in
parenting groups.
Like combo programs, discounts, and complimentary gifts.

2. User: Children
Common characteristics
Age: 3–6 years old (preschool or early elementary school group).
Preferences: Likes bright colors and cute images (superheroes,
vehicles, animals, cartoon characters).
Psychology: Children enjoy a sense of safety and are attracted to
objects with cute and lovable shapes. They are also influenced by
trends among their classmates.

Needs & Desires

Comfortable nap: The child wants to sleep well, peacefully,
without feeling stuffy.
Eye-catching design: The child likes bedding with superhero,
racing car, bear, dog, and cat prints to show off to friends.
Exploration & creativity: If the bedding has unique details (like
animal ears or hand-drawn patterns), the child will like it even
more.

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4. Financial Analysis & Conclusion

4.1. Revenue Stream
4.1.1. Sources of Revenue

In this business model, revenue primarily comes from online

channels with the following sources:

[Link] retail through Shopee, Website, and Facebook

Core products: Blankets and pillows (sleeping pillows – with
options for cotton filling or green duck feather filling, mugwort;
back cushions for office workers) are sold at an average price
according to the product positioning strategy.

Promotional campaigns and flash sales: Utilizing promotional

programs, discounts, and free shipping to stimulate shopping.

Personalization service: Customization fees for patterns,

printing names or personal messages on products (increasing
added value).

[Link]-added services
The 'Old for New' program: Collecting customers' old bedding
to exchange for discounts on new products.

Extended warranty service and online customer care: Premium

warranty packages, customer support through the website and
fan page.

In summary: The main source of revenue comes from online sales

(B2C) through platforms like Shopee, the website, and Facebook,
combined with personalized services and value-added packages
such as 'Old for New.'

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4.1.2. User Expansion Rate & Revenue Growth Forecast

[Link] Expansion Rate

Online platform in Vietnam: According to Statista (2024), the

number of Internet users in Vietnam is steadily growing at a
rate of approximately 20-30% per year. This presents a
significant opportunity for businesses engaged in online sales.

Growth of the target customer base: Based on data from e-

commerce reports, we estimate that the potential customer
base (parents with children aged 3-6 years) will increase by
25% each year due to active marketing campaigns.

[Link] Growth Forecast

First Year Phase:

Initial revenue target: For example, 2 billion VND from online
channels (Shopee, Website, Facebook) with a product
positioning strategy in the mid-range segment.

Year 2 - 3:
Expected revenue growth of approximately 50-70% due to
expanding the customer base and optimizing online channels.

If the first year achieves 2 billion VND, the second year could
reach approximately 3-3.5 billion VND, and the third year could
achieve 5-6 billion VND.

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4.2. Initial Investment
4.2.1. Initial Investment Description
To initiate the children's bedding project using pandan leaves, an
initial investment is required to establish a production facility,
develop the brand, and build an online sales channel. The main
investment items include:

[Link] equipment and raw material processing:

Purchase machinery for collecting, processing pandan leaves,
separating fibers, and knitting.
Invest in automated processing technology to ensure quality
and production efficiency.

[Link] Development:
R&D costs to finalize product samples (blankets and pillows)
that meet safety standards, effectiveness, as well as exclusive
designs (patterns, logo printing, name printing, etc.).

[Link] online sales channels:

Build and optimize the brand website, including hosting costs,
UI/UX design, and payment gateway integration.
Initial investment for the Shopee, Facebook, and related
platform stores.
[Link] and advertising:
Initial budget for advertising campaigns on Facebook, TikTok,
and Google Ads to build brand awareness and attract initial
customers.
[Link] operating costs:
Rent (if necessary), personnel costs (management, marketing,
customer service) for the first 3 months.
Legal costs, trademark registration, copyright protection.

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4.3. Cost Structure & Expense
4.3.1. Cost Structure Description

The project's costs are divided into fixed costs and variable costs.
These costs include:

[Link] Costs:
Factory rental: The cost of renting space for production and
storage.

Personnel salaries: The cost of salaries for the management,

production, marketing, and customer service teams.

Initial marketing & advertising: The cost of advertising on

online channels (Facebook, TikTok, Google Ads).

Website development costs: Hosting, maintenance, and

interface updates.

Legal and trademark registration costs: Registration fees,

copyright protection, legal consulting.

[Link] Costs:
Production materials: Costs for purchasing pandan leaves,
organic cotton, and auxiliary materials.

Production costs: Direct labor costs, utilities, packaging, and

shipping.

Shipping and delivery costs: Shipping fees from the factory to

the customer (Shopee, website).

Customer support costs: Operating costs for online customer

support channels.

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4.4. Financial Analysis

4.4.1. Income Statement

4.4.2. Free Cash Flow (FCF)

FCF for 12 weeks:

1. Operating Cash Flow:
Based on the Income Statement, we have:
Net Income = 17,568,900 VND
Depreciation & Amortization = 5,000,000 VND
re, Operating Cash Flow = 17,568,900 + 5,000,000 =
22,568,900 VND
Operating Cash Flow=17,568,900+5,000,000=22,568,900 VNĐ
[Link] Expenditures (CapEx):
Estimated investment for machinery, equipment, and system
improvements for 12 weeks is approximately 8,000,000 VND.
[Link] Free Cash Flow: FCF = 22,568,900 - 8,000,000 =
14,568,900 VND

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4.4.3. Financial Performance

Revenue: 255,491,000 VND

COGS: 138,970,000 VND
Gross Profit: 116,521,000 VND
Operating Expenses: 90,000,000 VND
EBITDA: 26,521,000 VND
Depreciation & Amortization: 5,000,000 VND
EBIT (Operating Income): 21,521,000 VND
Interest Expense: 2,000,000 VND
Pre-tax Income (EBT): 19,521,000 VND
Income Tax (10%): 1,952,100 VND
Net Income: 17,568,900 VND
Operating Cash Flow: 22,568,900 VND
CapEx: 8,000,000 VND
Free Cash Flow (FCF): 14,568,900 VND
Initial Investment: 110,000,000 VND
Calculation of Ratios:
[Link] Margin:
Gross Margin=(116,521,000/255,491,000)×100%≈45.6%
[Link] Margin:
Operating Margin=(21,521,000/255,491,000)×100%≈8.4%
[Link] Profit Margin:
Net Profit Margin=(17,568,900/255,491,000)×100%≈6.9%
[Link]:
ROI=17,568,900/110,000,000×100%≈16%
[Link] Yield:
FCF Yield=14,568,900/255,491,000×100%≈5.7%

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 PRODUCT
INFORMATION

No. Item Value (₫)

1 Selling Price per Unit 239,000 ₫

2 Production Cost per Unit 130,000 ₫

3 Fixed Costs 30,325,000 ₫

4 Tax per Unit 23,900 ₫

74
 FIXED COST

VNĐ/3
Item Quantity VNĐ/Month
Months

Domain Name 1 25,000 ₫ 75,000 ₫

Hosting 1 50,000 ₫ 150,000 ₫

Website
1 250,000 ₫ 750,000 ₫
Maintenance

Total 325,000 ₫ 975,000 ₫

Salaries 5 15,000,000 ₫ 45,000,000 ₫

Production
1 10,000,000 ₫ 30,000,000 ₫
Workshop

Marketing
1 5,000,000 ₫ 15,000,000 ₫
Expenses

Total Fixed
30,325,000 ₫ 90,975,000 ₫
Costs

75
 PRODUCTION COSTS (Variable Cost per Unit)

No. Item Cost (₫)

Pandan Leaf Material

1 (Processing & 70,000 ₫
Weaving)

2 Manufacturing Labor 20,000 ₫

Packaging, Labeling,
3 10,000 ₫
Printing

4 Shipping per Unit 30,000 ₫

TOTAL
Production 130,000 ₫
Cost per Unit

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5. Risk Management
5.1. The Risk from Brand Name

[Link] of Recognition & Potential for Confusion:

Context: The newly established business has a brand name that
is not widely recognized, while the market is flooded with many
low-cost 'children's bedding' products or those labeled as
'organic.'

Consequences: Customers may confuse your project with low-

quality products or fail to distinguish the unique feature of
'pandan leaves.' This could lead to low sales and missed
opportunities to attract the target customer segment with
demand.

Solutions:
Invest in building a clear brand image, logo, and brand story,
emphasizing the unique USP of 'pandan leaf' material.

Enhance multi-channel marketing (Facebook, Shopee, Website) to

embed the brand in parents' minds.

Collaborate with KOLs and mother & baby experts to increase

credibility.

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[Link] Competition from Major Brands
Context: There are many long-established brands in the market
with strong financial capabilities, making it easy for them to
dominate distribution channels and advertising.
Consequences: Start-up projects face difficulties in gaining
market share, leading to increased marketing costs and
challenges in maintaining profit margins.

Solutions:
Differentiation: Focus on 'organic pandan leaves,' after-sales
service, and exclusive designs (cartoon characters).
Positioning Strategy: Targeting the 'mid-high' segment that
prefers green products and is willing to pay more.

[Link] of Image & Design 'Copying'

Context: If the logo and cartoon character copyrights are not
registered, competitors or other factories may replicate them.
Consequences: Customers may become 'confused,' lose trust,
and revenue may decline.

Solutions:
Register for trademark protection (Vietnam Intellectual Property
Office) as soon as possible.
Monitor the market to promptly detect counterfeit products and
coordinate with authorities for handling.

5.2. The Risk from Customers

[Link] tastes and continuous trends

Context: Parents are easily swayed by new trends, the
images of cartoon characters change frequently, or the
trend of 'low prices.'

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EXE101 - MKT1814----------------------------------------------
Consequence: If the business does not update its models
and designs, it may become 'outdated' and lose customers to
competitors.
Solutions:
Continuous market research, monitoring parenting
groups & baby trends on TikTok, and timely launching
new patterns.
Collaborate with designers and illustrators to create
exclusive characters and seasonal versions (Back to
School, Christmas, etc.).

[Link]-Cost Psychology – Hard to Convince

Context: A segment of parents prioritizes low cost, showing
no interest in 'organic' or 'pandan leaves.'
Consequence: Difficult to expand market share, especially in
rural areas or public schools with limited budgets.
Solutions:
Mid-range pricing, clearly communicating benefits of
'non-irritating, breathable' to create differentiation.
Combine promotional programs (buy 2 get a free
pillow, free shipping) to create purchase incentives.

[Link], Negative Reviews on Social Media

Context: If the product does not meet expectations (for
example, the child still sweats, or the pillow quickly becomes
fuzzy), customers may leave a 1-star review on Facebook or
Shopee.
Consequences: Affects reputation, reduces new orders,
incurs crisis management costs.
Solutions:
Establish a flexible return policy, provide detailed
usage instructions, and proactively contact
customers after purchase to seek feedback.
Create a customer service team that responds
quickly, minimizes conflicts, and turns around
negative reviews.

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5.3. The Legal Risk

[Link] Safety Inspection Regulations

Context: Children's bedding is classified as items that come
into direct contact with the skin, requiring compliance with
QCVN, TCVN (if applicable), and testing to ensure they do not
contain harmful chemicals.
Consequences: If the business neglects testing, it may face
penalties from regulatory authorities, product recalls, and even
serious damage to its reputation.
Solutions:
Conduct regular quality testing, publish the basic
standards (TCCS), or obtain textile safety certification.
Publicize the results on the website and fan page to
increase parents' trust.

[Link] Property Violation

Context: If using famous cartoon characters (Disney, Marvel,
etc.) or designs without permission, it is easy to face lawsuits.
Consequences: Loss of compensation costs, suspension of
product sales, and damage to reputation.
Solutions:
Create original characters, or purchase a legal license.
Register copyright for images and logos with the
Vietnam Intellectual Property Office.

[Link] with E-commerce

Context: Online sales must comply with the Decree on E-
commerce, regulations on VAT, invoicing, return policies, and
consumer protection.
Consequences: If violated, there may be fines, removal of
products from the e-commerce platform, and loss of the main
sales channel.
Solutions:
Establish an invoicing process upon customer request,
update tax policies, and review contracts with the e-
commerce platform.
Clearly display the 'Terms of Sale' and 'Privacy Policy'
on the website.

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6. Future Plan
6.1. Introduction Phase (Year 1)
[Link] Objectives
Product Development: Testing pandan leaf materials, designing
preschool bedding.
Brand Establishment: Registering trademarks, logos, the message
of 'green', initial marketing.
Market Testing: Retailing through Shopee, Facebook, website,
measuring feedback.

[Link] Activities (Social Impact)

Launching the 'Old for New - Providing Warmth for Children in
Remote Areas':
Users can exchange old bedding sets for discounts on
new ones.
Usable old products will be cleaned, repaired, and
donated to children in remote areas through non-
governmental organization (NGO) partners.
Objective:
Create initial attention, positioning as a 'socially
responsible brand.'
Attract parents to participate in 'both saving and doing
good.

[Link] results
Brand Recognition: 30–50% of the target customers are aware of
the business.
Creating a 'humanistic' impression: The old-for-new program
helps spread the story of sustainability. At least 500-1000
customers participate.
Selling a pilot quantity: Achieve at least breakeven by the end of
the first year at the latest.

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6.2. Growth Phase (Years 2–3)

[Link] Objectives
Sales Growth: Expanding sales channels, diversifying product
designs, and establishing the brand 'pandan leaf bedding.'
Enhancing Services: Optimizing customer service processes,
logistics, and warranty policies.
Establishing a Dedicated Charity Fund: Allocating a portion of
profits to the 'Warmth in the Highlands' program.

[Link] Activities (Social Impact)

Expanding the 'Old for New' Campaign:
Increase the scale of collecting old bedding,
collaborating with social organizations to distribute to
more remote and flood-affected areas.
Organize mini-games, live streams, and invite KOLs to
participate in 'calling for donations of bedding for
children in difficult areas.'
The program 'A new set of bedding – A small dream':
For each set of bedding sold, the company allocates
5,000 to 10,000 VND to the fund supporting education
for children in remote areas.

[Link] results
Sales increased 2-3 times compared to the first year, and the
brand is gradually becoming familiar.
Building a reputation for 'green + humanitarian': Positive
coverage in the media and parenting groups.
Creating a loyal customer community: They are willing to
repurchase and recommend to friends because they love the
product and appreciate the charitable values.

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6.3. Preparation Phase (Year 4)

1.1Main Objectives
Preparing to scale up: Upgrading the workshop, production
processes, and R&D for materials.
Strengthening the supply chain: Establishing sustainable links
with pineapple farmers, transportation partners, and NGOs.
Standardizing management: Implementing ERP/CRM systems
and hiring additional professional staff.

[Link] Activities (Social Impact)

Organizing 'field trips' to mountainous areas:
Connect customers and volunteers to donate old/new
blankets and pillows to children in remote areas.
Combine the 'Dream Drawing' program for children to
raise awareness about sleep and education.
Establish an official 'SWEET DREAM Fund' (example name) to
call for contributions from philanthropists and customers.

[Link] results
Increase production capacity by 2-3 times, ensuring consistent
quality.
The ERP system manages inventory, orders, and customers
tightly, reducing errors.
The charity fund operates stably with a transparent policy.

6.4. Expansion Phase (Year 5)

[Link] Objectives
Market expansion domestically (collaborating with mother and
baby supermarket chains, showrooms), and entering regional
markets (Cambodia, Laos, Thailand).
Raise significant capital (Series B/C) if needed, or conduct trial
exports.
Affirm the position of the leading brand 'pandan leaf bedding'
known for both quality and community activities.

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EXE101 - MKT1814----------------------------------------------

[Link] Activities (Social Impact)

Expand the 'old for new' model to neighboring countries (if
export channels are opened).
Develop the 'Dream Club': Organize workshops for children in
mountainous areas, supporting education, not just limited to
bedding.
Connect with international organizations (UNICEF, Save the
Children) for greater impact.

[Link] results
Breakthrough sales, achieving 10-15% market share in the
'green' children's bedding segment.
Create a 'favorite brand': Whenever 'organic bedding + charity'
is mentioned, customers think of the business.
Strong charity fund: Capable of supporting thousands of
children in mountainous areas each year, expanding the scale
of donations.

7. Investor decision making

7.1. Management Team Criteria

Experience & Skills

The founding team has expertise in textiles, agriculture
(pandan leaves), and marketing.
Previously participated in startup projects, knowledgeable
about 'green products' and child care.
Clear Strategy & Plan
Business Model Canvas has been developed, along with a
business plan for the first 3–6 months, focusing on online
channels.
Market expansion roadmap: Starting from Hanoi, Ho Chi
Minh City, and then expanding to other provinces.

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Motivation & Vision

Aiming to enhance the quality of nap time for children by
utilizing sustainable pandan leaves to create 'green' products.
Striving to become a leading brand in organic bedding for
preschoolers, promoting a sustainable lifestyle.
Personality & Soft Skills
Good communication, openness, willingness to cooperate
and learn.
Emphasis on transparency and a flexible 'startup' spirit.
Willingness to share and take responsibility (Openness,
Accountability)
Regular reporting, financial transparency, and readiness to
explain to investors.
Respect the opinions of experts and investors; commit to
legal compliance.

7.2. Business & Deal Criteria

1. Company characteristics
Established 2 months ago, medium scale (5 personnel).
Production plans have been established, testing has begun,
and initial positive feedback has been received from
customers.
2. Business plan
Sales target of 80 million in 3 months, aiming for breakeven
within 4–6 months.
Development roadmap: Focus on B2C (parents of young
children).
3. Business stage
Early stage, requiring capital to finalize products, marketing,
and distribution channels.
Striving to sign the first contract with 1-2 high-quality
preschools.
4. Requested amount: 50 million VND
Planned use for: Expanding production, online marketing,
collaborating with kindergartens.

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 EXE101 - MKT1814----------------------------------------------

7.3. Product / Service Criteria

[Link] of product & Differentiation
Preschool bedding made from pandan leaves, breathable,
naturally antibacterial, environmentally friendly.
Few direct competitors use pandan leaves, creating a unique
selling proposition of 'unique organic material.'
[Link] & Distribution
Parents can easily access through Shopee and Facebook
Ads.
Preschools purchase in bulk and appreciate durable, easy-to-
wash products.
[Link] Assets
Green brand, sustainable story.
R&D team knowledgeable about pandan leaves and weaving
processes.
[Link] and warranty policies.
1–1 exchange support for manufacturing defects.
Small showroom, collaboration with mother & baby agents.
7.4. Financial Criteria
1. Risk Simulation
The risk of pandan leaves may be high in cost or in shortage.
Solution: Sign contracts with farmers, invest in processing
machinery.
2. Expected Returns
Gross profit per set: ~85k (if sold at 239k, variable cost
130k).
3. Capital Structure
Equity + raising 50 million from investors.
Can issue shares or pay interest if it is a loan.
4. Break-even time & capital recovery
The break-even point is projected to be approximately 1,067
sets if the price is 230,000 VND (fixed costs are
approximately 91 million VND over 3 months).
The payback period is expected to be 3 months if an average
sales volume of 300–400 sets per month is achieved.

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7.5. Investor Criteria
Low initial investment, high potential
The market is developing, with many opportunities
It has an impact on strategic issues
The project is both socially responsible and environmentally
protective, helping children in mountainous areas

7.6. Market Criteria

The market has potential for growth as consumer demand
increasingly favors eco-friendly organic products.

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