3. AGENDA
BUSINESS BACGROUND &
AMBITION
1. Segmentation ( handicap)
2. Barrier and Driver
3. Strategy
4. Consumer journey
BUSINESS PORTFOLIO
1. Target
2. Concept
3. Big idea
4. Overall truth
5. Consumer insight
6. Brand key
7. Brand positioning (7P)
PLAN FOR 3 YEARS
1. Big plan
2. Campaign big idea
4. WHAT IS OUR OBJECTIVE?
Service for disabled/ disabled’s family to help
them integrate with society
Perception:
They are pitiful
=> They are able to live, love and being loved,
and especially they are born with a mission to
dedicate for life
5. BUSINESS BACKGROUND AND AMBITION
74 millions
BACKGROUND
• ABC Vietnam is a newly established company.
• They have strength of ecommerce, import and export, and HR
consulting with deep understanding about human psychology.
• ABC company wants to launch a valuable platform solutions include
access to support services for people who have problems in life and
need motivations.
AMBITION
• Construction of site support and communication solutions for
everyone based on the stories of disabled people.
• Enhance the value of disabled people.
• Creating conditions for handicap have right to integrate as any citizen
and breaking down barriers in social prejudices.
• Decrease unemployment rate
6. • There are 6.7 millions handicaps in Vietnam.
More than 4 millions physical Vietnamese
handicaps.
35.5% on labor ages about 1.4 millions
handicaps
39%
17%
10%
9%
10%
15%
VIETNAM’S POPULATION
Vận động
Thị giác
Thính giác
Ngôn ngữ
Trí tuệ
Thần kinh
Reasons:
Physical disability
Profile:
- Female, and male who
is physical disability
- Having a dream to life
like a normal man.
-Live in Vietnam ( focus
more in HCMC and
Hanoi)
Life concerns & habits:
- Career and success are the key focus
- Take care of themselves. How to
reintegration.
- They are the examples has overcome all the
difficulties in life.
• Having batteries to work.
• When they lost one sense then the other
sense will be better.
SEGMENTATION
Source: Vinaresearch + UNESCO
7. BARRIER AND DRIVER
BARRIER
• Almost people have an bad impression about
the handicap.
• Common thinking about handicap:
• They are the pressure of social, family and
government.
• They always need the help from others.
• They hardly can do normal things
• Most of them are helpless, don’t have
abilities to deal with challenges…
• They are always the followers not a
leaders.
• ECT….
DRIVER
• Their lives are inspiring stories.
• Their disabilities (which people fell pity for
them ) actually gives them bravery and
strong will to fight with daily challenges.
• They are strong inside and inspiring.
10. CONSUMER JOURNEY
SHARE AND LISTEN
EXPERIENCE
BELIEVE
SHARING WITH OTHERS
UNDERSTAND
Actively find and share/ listen to disabled’s stories to understand better about
their life
Get to know more about their life. Their daily challenge/ their effort/ their
amazing stories
See/ feel/ being inspired by what the disable can do & strengthen inside
Believe that god gives all of us talent and we are dedicating for life in our way
Share with other about disabled possibility
11. TARGET CUSTOMERS
Theyare….
• Teenagers who are living in the ever trouble ages.
• Ambitious, eager to learn, willing to change and adapt
to grow.
• On the way to explore life.
• Depending on their parents.
-> They are not the direct customers. The real direct
customers is their parents who want to they become a good
human
Popular age: 15-20
Source: Tổng cục thống kê
12. WHAT PARENTS NEED?
I can
sacrifice
everything for
the best thing
for my
children
The hardest job
kids face today is
learning manners
without seeing
any.
I don’t want
my kids be
hurt
I need a place where their
children can learn/ experience
how to face and deal with
challenge & discover the
goodness within themselves.
DECISION MAKER
13. CONCEPT A hub of motivation which give consumers highly
INTERACTIVE EXPERIENCES to EVOKE THEIR INNER STRENGTH
14. Our course will accompany with them by real inspiring models to help strengthen
their will, practice their positive thinking and teach them love & respect.
Their lives lack of necessary experiences that
easy to make them feel depress, sad and
loosing themselves when facing with
challenges.
Children nowadays live passively in the
protected zone of their parents - away from
the affection of the environment , either it’s
good or bad.
BIG IDEA: EXPERIENCE COURSE
15. OVERAL TRUTH
CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH
• Firm reason to believe Real hero
- Amazing stories.
• Teaching by experience is the
best teaching way (you hear it -
you remember for one day, you
say it - you remember for one
week, you experience it - it
becomes a part of yours)
• Case by case coaching to
maximize the efficiency
Parents found out that the hardest
job kids face today is learning
manners without seeing any.
Parents wish for a place where their
children can learn/ experience how
to face and deal with challenge &
discover the goodness within
themselves.
• No one have to deal with many
difficult challenges and
impossible limit like handicap.
So they are much stronger inside
than other people.
• People with disabilities have to
face many challenges from the
day they are born. Every single
day is a fight & themself is a
source of inspiration.
24. PROCESS - Experience course
Hiding or Overcoming
CONCEPT
MENTOR’S ROLE
OBJECTIVE - Repair mentally for kid how to face and
deal with challenge
- Frame and guide kids how to experience
the journey
- Teach them about the positive reception
- Change the original way of thinking
- Motivate - Support
KEY MESSAGE - You are stronger than you think
- NO pain NO gain
Reason to Believe
- This is the daily routine the Handicap has
to do. It becomes their assets
25. - Student will have a test to find out their problem
- Then, they will be matched to a disability relevant to their weakness
Step 1: Give student a Challenging Mission
Step 2: Mentor guide the process to deal with problem – begin with
the basic work.
Step 3: Students deal with the gradually more difficult challenge
Step 4: Sharing about the lesson learning for
themselves
Process
Starting
Power of mental thinking:
Stay strong and positive thinking.
Break your current limits
Lesson
PROCESS - Experience course
Hiding or Overcoming
28. Strength of Unity
- Learn the way to cheer, to share,
encourage and spread the inspiration in
the community
CONCEPT
MENTOR’S ROLE
OBJECTIVE
- Remind and apply lessons through
activities
- Help student feel and learn about love and
respect
KEY MESSAGE - Step out your small well.
- Love & Respect
R2B - The unfair and sadness experiences give
them the amazing ability to understand
and talk about love and care.
PROCESS - Experience course
29. Students are gather in a group of 3 to deal with a challenge
Step 1: Give groups a Big Challenge
Step 2: Members share their difficulty in the journey to pass the
challenge
Step 3: Help another group to pass the challenge
Step 4: Sharing and write diary about the lesson
learning for themselves
Life is sharing. Positive thinking need to nurture by helping another
people
PROCESS - Experience course
Process
Starting
Lesson
Network or Nothing
30. Build from the model of the Amazing Race, in which each
team is try to reach the finish line by passing challenges
31. Transformation
- Help them believe in themselves by
passing the First day big Challenge
CONCEPT
MENTOR’S ROLE
OBJECTIVE
- Motivate the student
KEY MESSAGE - Every one was born specially.
- Heart of Courage
R2B - Handicap have to deal with many
problem helping them have an insightful
thought.
PROCESS - Experience course
32. Mentor debrief all the lesson and prepare the mental for kids.
Student try their best to lonely deal with the First Challenging
Mission with their 2-days lessons and the encourage of the whole
course
You cover yourself by limit until you break it
PROCESS - Experience course
Process
Starting
Lesson
Transformation
33. PRICE
• Average money spent for one month of teenagers around
930k VND
• GPD Hochiminh: 4800$
• GPD Hanoi: 2700$
• Which amount for learning is the largest piece.
• 16-19 ages: 385k/month.
• Compare with competitor.
• TGM: 5m ~ 8m/course
• Awake your power: 4m/course
• HVQĐ: 4m -7m/course
0
Course awareness Consideration Apply the course
3 - 4months 1-2 months 1 months
Course price around: 1.5m – 2m
Source: FTA research
34. PLACE
Target is Teenagers who are living in urban city: -
Hanoi and Hochiminh.
The reasons:
• Most of teenagers living in big cities revolve
around education and entertainment.
• Limited communication range.
• No practical experience.
• Easy to adapt to new trends.
Hochiminh and Hanoi are the developing cities which
the fast growth.
Having Space and equipment to conduct courses
HANOI
HOCHIMINH
35. PHYSICAL EVIDENCE
Handicap’s quality:
- Living without limit.
- Never give up
- Having experiences overcome barriers.
- Stand strong
- Inner strength
- …..
- The coached and guided are people who have real experiences in life
36. PEOPLE
Our main coaches are handicap with strong inner
& having positive attitude with their real stories and experiences
Thao Van – Director of “Nghi luc song” Tra My - WritterNguyen Son Lam- Director
37. Create a platform for people with disabilities to integrate into the community
and be treated fairy
Umbrella Idea
Give the disabilities a chance to prove their strong point
Create the hub where everyone can share their voice.
Spread out the spirit – warrior in you
1st
Year
2nd
Year
3rd
Year
3 YEAR PLANS
38. Experience Journey (the course0Key hook
Disability is possibility
Objective
Key
message
Build awareness about inner strength of disabled people
Build the awareness about the course.
Create the jobs for a number of handicaps
1st YEAR PLANS
39. VIRAL CLIP 1 – Part 1
Trigger about how people look at a problem
• I love running, my dream is achieve the Olympic awards about running.
But it’s just a dream
• People told me that my current career is the best for me but I often dream
about the day I shining on the stage
• I fail in my first business, I loose everything, I even want to suicide
At the end of the clip is a trigger sentence
Your environment create your way of thinking
LAUCHING PLAN
40. My dream is
achieve the
Olympic awards
about running
But
it’s just a
dream
People told me
that my current
career is the
best for me
I often dream
about the day I
shining
on the stage
I failed in
my first
business
41.
42. VIRAL CLIP 1 – Part 2
Trigger about how people look at a problem
• Image a handicap in his leg win in Para Game at running category
• The handicap girl shining on the stage with her violin
• A short of clip about a child fall 100 hundred times to stand up and moving
forward
• At the end of the clip is a trigger sentence.
Your choice create your life
LAUCHING PLAN
43.
44. TEASER CLIP ABOUT ROLE PLAY COURSE
“EVOKING YOUR INNER STRENGHT”
You will put in un imagination situation that can reflect
your ego that wild & un recognize at the normal situation
=> Learning to look trouble in positive way can help you.
Your feeling will be push down to release all of your
depress & stress
Evoking your inner strength & live positive.
EVOKING THE INNER STRENGTH.
LAUCHING PLAN
45. CAPTURE THE INSPIRING MOMENTS CREATED BY
HANDICAP MENTOR + THE STRENGTH IN MENTAL
OF HANDICAP & THEIR EFFORT
LAUCHING PLAN - AMPLIFY
46. WRECKING YOUR BARRIER NIGHT
1ST SESSION : I USED TO…
2ND SESSION : HOW AND WRECK ALL OF BARRIERS ?
3RD SESSION : SHINING MOMENTS
4TH SESSION : WE WERE BORN WITH A MISSION, MY MISSION IS INSPIRE THE WORLD
47. • The SOCIAL PLATFORM is created on social world to give for
each an page where they can share their story, decorate it by
their inspiring things.
• Moreover, people can sell their product that are interested by
people.
Sharing on Advertorials,
Editorials, influencer
engagement
Social Platform LaunchingKey hook
Evoking your inner strength everyday
Objective
Key
message
Build daily habits about motivation and caring for individuals. Create the jobs for a number of
handicaps
2nd YEAR PLANS
48.
49. PORTFOLIO
Motivation
Hub
Sharing centerInspiring gallery
Online Sharing &
inspiring gallery
where people can
receive inspire
stories everyday &
have good attitude to
moving forward
Application where
people can
interact(call, text,
image , video) with
handicaps who have
strong inside that
can share & inspire
to deal with daily
stress
1. Following step by step of each students after their inspire course.
2. A space that people can share their real one, even disability or not,
we have a mission, I am handicap & my mission is inspire the World.
51. PORTFOLIO
Everyone was born with a mission.
Take a rest, look around, sharing & back to complete your mission
Inspiring
Gallery
52. It’s so lucky
when I got a
job & I can
buy candy for
my sweetie
daughter
53. It’s so fun that
I can touch you
in a difference way
from the others
54. International Association of
Athletics Federations (IAAF)
said that his special legs
Pistorius author helps save
25% energy
THE FASTEST RUNNER IN THE WORLD
55. SHARING CENTER – Before being a friend, we are listener
Step 1
• When you search some
key words such as
“mệt mỏi, mất
ngủ,chán,nản,chết,…”.
There will appear a
standby screen with an
inspire question to
show off the caring ?
“Are you ok?”
Step 2
• If you click on yes, you
will be switched into a
serve with some next
question….
• You feel depress
by…love, career, life,…
• I already know that
everything can be
solved & you just need
to share
Step 3
• You will be encourage
to share your story by
some of tactics
• The share you give will
be receive feedback
56. The SOCIAL PLATFORM is created on social world to give for each
an page where they can share their story, decorate it by their
inspiring things.
• Moreover, people can sell their product that are interested by
people
Sharing on Advertorials,
Editorials, influencer
engagement
Confirm the value after years and spreading out the message of brand
Social Platform LaunchingKey hook
EVOKING YOUR INNER STRENGTH EVERYDAY
Objective
Key
message
PROCESS
57. PROCESS
EVOKING YOUR INNER STRENGTH KIT
A TOOL KIT THAT CAN INSPIRE PEOPLE FOR DAILY MOTIVATION
- Book
- Radio
- Personal SMS everyday
- Calendar
- Notebook with inspires quote
58. The inner strength book.
Objective
Wake up the warrior in you
Key hook
Key
message
Influencer engagement
PR activities
SEO, SEM
Confirm the value after years and spreading out message of connection.
3rd YEAR PLANS
