This business proposal is for an investment request to start a Vietnamese bakery business called Nha Tran focused on producing and selling authentic Vietnamese food souvenirs. The proposal outlines the mission to promote Asian food globally and a vision for Vietnamese food to be seen as stylish, safe and healthy. It discusses strengths such as cash flow and market opportunities in Vietnam's growing tourism industry. The proposal requests 600 million VND in initial capital. It outlines plans to test the market in Ho Chi Minh City in 2014 before expanding to Hanoi and exports in 2015. The proposal identifies the founding team and their skills and characteristics. It provides examples of similar successful businesses in other Asian countries as case studies.

1. Nha Tran
Business Proposal
For Investment Request

2. AGENDA
Why are we here?
What is Nha Tran?
Where should we go?
When should we start?
How can we achieve?
Who are we looking for?
Q&A -> Actions Steps

3. Before you do anything, be clear of why you want to do it. The
purpose is an important reason to support what you’ll do.
To find something, anything, a great truth or a lost pair of glasses, you must first believe there
will be some advantage in finding it. - from All the King’s Men
Why

4. Why

5. Why
Mission
To inspire and nurture Asian Food Brand to be famous
in the world
Vision
Promote Asian Food as a Stylish, Safe and Healthy
Food in the World

6. Why - SWOT
Strength: Excessive Cash needed to turn to CAPEX, CPG is with 13% net profit margin globally (Revenue-Cost
of Good solds - Cost of Sales-Other Costs= 13% Average),
Weakness:
Opportunity: with Vietnam high growth rate attracting Far East Tourists with high purchasing power,
there is a missing offer on High Premium food Souvenirs, Past experience of F&B/ entertainment business, cheap to
start, network built, closeness to HK
Threats:VN inflation, Foreign currency control

7. Graph of Food Business in VN / Worldwide
VN Export role in Food Business
HK as CBD, VN as Production House

8. What is Nha Tran
Its a Business focus on Vietnamese Food Souvenirs in 2014 with a projected max Capital input
600M VND (~0.2M HKD) to offer authentic Asian Food Tasting with Modern Management. We are
going to bring in a new wave of Food Souvenirs renovation in Vietnam as popular as in Japan.

9. Where to Battle
2014: HCM City
2015: HaNoi & HCM City & some Export Growth
2014: Tourists (Retail) & Business 2 Business
2015:
Tourists Top 3 Choice,
B2B as Gov Official Gift list,
Top 3 Wedding Pastry List,
Local Youth / OL Market as High Value Food Top 3
Start Export Market & BD

10. There’s no perfect time for anything, do it now or you’ll
regret later.
I don’t regret the things I’ve done, but those I did not do. - from Empire Records
When to start

11. When to Start
Startup Phase:
Testing phase(1month ): Quantity on 500, Test on Price, Product Acceptance,
Promotion, Channeling with a Core Team of 3
Implementation(2 month): Lock suppliers, Finalize our Offering & Pricing, open a
Retail, Sales network n Support
Growth Stage:
Leadership Team
BD & Sales
B2B Unit: Wedding, Tourist & Retail
B2C Unit: Gov & Own Brand
Supply Operations
Consolidation Stage:
New Brand, Reorganize

12. Achieving greatness is all about how much effort you
make throughout the time.
Great men are not born great, they grow great. - Mario Puzo, from The Godfather
How

13. Business Flow
Stage (Duration) Responsible Tasks
RnD (Max 2 Weeks) Ernest Product selection, Package Idea,
Feasibility, OEM Supplier list
Sales (2 weeks) Kha Generate Sales Leads
Sales & operations Kha & Ernest Place order to OEM supplier,
packaging activities, Deposit of Order
Close Kha Delivery & Collect payment, CRM
activities

14. How
Sales Demand Supply Distribution HR Finance
Start up
- No physical store,
only test the market
Kha & Sales
Team
Ernest &
Sourcing VN
Outsource Ernest Willie
Growth
- 1st Store setup,
Half payback
forecast to open 2nd
one
Sales Lead Ernest & COO COO Ernest Willie
Consolidation (1
year)
Sales Lead COO COO COO Willie & VN Fin

15. 7. Everyone has a choice. You can choose your own
path in life.
We are who we choose to be. - Green Goblin, from Spider-Man
Who

16. Who
Nha Tran Team Characteristics
Aptitude:
Result Driven Business Carrier with Can-Do Spirit
Partner who committed to results and
willing to co-create Values
Skills
Sales Skills on F&B Products
Business Development with Financial Know-how
Knowledge:
F&B, Vietnam, Finance
Case Study: Scenario, Capital expenditure

17. IR as Bakery
Startup Phase

18. Insight
Walking down the street, you find..
Tourists from……
Far East Tourists like Handy Food(Local Gourmet)
to bring back home.
- Localness
- Outlook
- Taste
- Manufacturer & Ingredients
- Expiry Date
- Price
Be frank, we dont know the market size, seasonal diff.
Thats why a Testing phase is introduced.
Rank Country 2013 2012 2011
1 China 1,907,794 1,428,693 1,416,804
2 South Korea 748,727 700,917 536,408
3 Japan 604,050 576,386 481,519
4 United States 432,228 443,826 439,872
5 Taiwan 398,990 409,385 361,051
Data Source: Ministry of Culture, Sport &
Tourism [3]

19. Target Customers - FarEast
Omiyage (御土産 or お土産) are Japanese souvenir gifts travellers bring from their trips. Almost every destination in Japan has its own specialities in food, traditional
art, crafts, etc. The omiyage industry built around gift-giving is huge and very lucrative. Japanese feel a strong obligation to bring such items as gifts not only for
family members, but also relatives, neighbours, friends, and colleagues at work, school or university. Givingmiyage is based on strict reciprocality: if one has
received a gift in the past, one has an obligation to return a gift of similar quality or value. Also, when leaving for an extended trip, one often receives a farewell gift
(餞別senbetsu) from friends or relatives. Of course, the traveller is supposed to reciprocate with omiyage in return.
This custom and obligation explains why many Japanese tourists abroad appear to be busy buying souvenirs, sometimes even sacrificing their scarce
time dedicated to sight-seeing. Due to its obligatory nature, buying omiyage often turns into a stressful burden, but such mutual obligations form the
core of solidarity and cooperation in Japanese society.
Temiyage (手土産) on the other hand are gifts one takes when visiting friends or relatives. Temiyage usually consist of sweets, fruits, or other nonstaple foods.
Whereas one makes a call specifically for the purpose of delivering omiyage, temiyage are given incidentally at most social calls. Popular gifts for Japanese from
visitors abroad include:
● Sweets, the more "foreign" and famous the brand, the better; for ladies and children. Not recommended: liquorice and marzipan.
● Alcoholic beverages for the gentlemen, wine or a good bottle of spirits.
● Herbal tea and fruit tea for the ladies.
It is important to state that the gift-wrapping and the bag are almost as important as the gift itself.

20. Schedule
Communicate the Goal & Target & report time
2 Months to test Market & Secure Local Supplier Partner
with Sales and Marketing Kit Finalized
Promo video:
Tourists: https://www.youtube.com/watch?v=b7bJtdWyY6Y
Brochure:
Package + Samples:
Product Sheet:
POS Set:

21. Bakery Proposal
Local Bakery to bring Vietnamese Tradition to
both local and Overseas with Vietnamese
pastries with 3 changes in Current VN Market:
1. High Quality & Hygiene Standard
2. Product Packaging
3. Outlet interior design

22. Market
Tourism Market in VN (Far East Tourists)
Premium as a gift to show their experience
Offer: Dried Fruits
Wedding Market (Wedding Companies)
Premium , people want an unforgettable experience
willing to spend more
Youth Market (Students, OL)
Womans market, keep the brand turning to future
Offer: French mini cake

23. Market
Market Player in Ho Chi Minh
http://www.langfarmdalat.com/
Sense Asia - Tea
http://delishop.vn/shop/premium-tea-collection-south-vietnam/
Marou Chocolate - Sugar Snacks
Phuc Long Coffee

24. Product Range
Traidiontal Pastry Coffee & Tea Dried Fruits Black Garlic

25. Product Range
Banh Tet Vietnamese Coffee Cookie

26. Product (Future)
Rượu đế

27. Case Study
Kee Wah ( HongKong) http://en.keewah.com/
CHAN YEE JAI (HongKong)http://www.chanyeejai.com.hk
KOKEI ( Macau)http://www.koikei.com
Japan (depends on City and Town, each of them have
different local bakeries) http://travel.cnn.com/tokyo/eat/ireport/all-rise-best-bakeries-tokyo-788344
Korea ( similar to Japan) http://discoveringkorea.com/100218/seouls-best-bakeries/
Dukebakery(Singapore)
WantWant (Taiwan + Biggest in China)

28. Investment Request Draft
Market Study on VN Packaged Food
Sub-Segment:
Gifts & Souvenirs on Tourism Market (Overseas VNese Shops, SEA Tourist district)
Local Bakery for Middle to High income class safer food demand
Wedding Pastries & VN Tradition
Operations : Local Bakery Procurement (mini 7 options prefer in HCM)
Brand
Price
Location
Sales & Turnover
Operation: Factory, machinery
Market Share

29. Business Model Building
Revenue model - Projection for 2 years
(Source of Revenue: Local Store, Airport booth, distributor- Cost Strucutre:
Food Manufacturing site, HR, Marketing cost)
Marketing Plan: Be No. 1 Bakery Shop in VN Online Market.
Compeitor Analysis
Timeline & Development Plan
Team
Financial Plan
Impact

30. Make every moment count, enjoy your life time and don’t
waste it.
In the END, we only regret the Chances we
didnt take and the Decision we waited too long
to make.