( Trinh ) 1.
Value Proposition – Core values brought to customers
Providing knowledge from experts on nutrition, health, and child development to help parents
make the right decisions.
Maternal and child care services such as baby bathing, postpartum care, equipment rental (breast
pumps, etc.) help save time and effort.
Quality, genuine, safe products support comprehensive development for babies.
Postpartum support services (massage, motherhood courses) help mothers recover physically and
mentally.
Bringing peace of mind, trust, and helping families be more confident in their journey of raising
children.
( Trinh ) 2. Customer Segments – Target customer segments
Ages 25–40, mainly young families, first-time parents.
Pregnant and postpartum women: need advice and specialized care (nutrition, physical, mental).
Gender ratio: about 80% female, 20% male (supporting wife, shopping, attending courses).
Customers with average to good income: from 10-30 million VND/month.
( Van ) 3. Channels – Channels to reach customers
a) Online channels (young, modern families):
Facebook, Instagram, Zalo: share articles, livestream, minigames, advertising targeting the right
audience.
E-commerce website: sales, payment integration, consulting blog.
b) Traditional channels (older parents):
Flyers, posters at hospitals, mother & baby supermarkets.
Community events: fairs, child care seminars.
( Quynh ) 4. Customer Relationships – Relationships with customers
a) 24/7 online support services:
App & hotline, chatbot, video consultation with experts.
Reminder of vaccination schedules, pregnancy check-ups via app/SMS.
b) Personalize the experience:
Send congratulatory messages according to developmental milestones (3 months, 6 months, 1
year old).
Send documents and knowledge appropriate to the stage.
Give discount codes, accumulate points to redeem gifts.
c) Build a community:
Facebook/Zalo groups divided by stage.
Expert livestreams, minigames, childcare challenges.
KOLs/Influencers (Dong Nhi, Minh Ha...) accompany the "Journey to motherhood" campaign.
d) Membership program:
Accumulate points when using services - redeem gifts or discounts.
Membership levels: Silver (5%), Gold (10% + priority), Platinum (15% + expert advice).
Refer friends: give points, discounts for both.
( Ly) Revenue streams
Revenue Price Quantity Revenue
(1 month)
[Link] Diapers 300.000 150 45.000.000
Sales
Milk 600.000 40 24.000.000
Breast Pump 800.000 10 8.000.000
Sterilizer 2.300.000 6 13.800.000
Baby Stroller 2.400.000 5 12.000.000
Stretch Mark Cream 500.000 40 20.000.000
(Turmeric)
Facial Muscle Massage 300.000 30 9.000.000
Tools
[Link] Herbal Foot Soak, Heel 120.000 / 30p 30 3.600.000
for Mothers Scrub
Hot Compress & 180.000 25 4.500.000
Massage for Neck and
Shoulders
Face Mask, Facial 100.000 30 3.000.000
Muscle Massage
Full Body Massage 300.000 đ/ 60p 30 9.000.000
Hot Stone Compress & 420.000 15 6.300.000
Breast Milk Boosting
Massage
Hair Wash 50.000 30 1.500.000
Herbal Vaginal 120.000 30 3.600.000
Steaming
Postpartum Belly 380.000 40 15.200.000
Massage (Expel Lochia,
Uterine Contraction)
Full Body Herbal 300.000( 30p) 8 2.400.000
Steaming
Full Body Skin Care 500.000 20 10.000.000
Treatment
Maternity Care Package
(5 sessions: Full body 4.000.000 10 40.000.000
massage + facial +
steaming + skin care)
Postpartum Recovery
Package (10 sessions:
Full body massage + 10.000.000 5 50.000.000
facial + steaming + skin
care + hot stone
compress + breast milk
boosting massage)
3. Services Baby Bath 100.000 40 4.000.000
for Babies
Betel Leaf Treatment
2.100.000
60.000 35
Exercise for Baby’s
Bone, Neck, Shoulder, 80.000 30 2.400.000
Arm, and Leg Strength
Eye Drops, Eye 40.000 40 1.600.000
Hygiene
Belly Button Hygiene 40.000 40 1.600.000
Ear, Nose Hygiene, 50.000 38 1.900.000
Tongue Scraping
Full Body Massage for 250.000 đ 20 5.000.000
Baby
[Link] First Aid Skills for 460.000 10 4.600.000
at the Store Babies
Nutrition for Mother 400.000 10 4.000.000
and Baby
How to Care for 500.000 10 5.000.000
Newborn Babies
313,100,000 VND
( Tuan ) 6. Key Resources
Human resources: Doctors, nurses, maternal and child health consultants; customer service staff,
marketing, app/web design, logistics.
Capital sources: Own capital, capital contributed by members, capital supported by start-up
funds, bank loans.
Raw materials & technology: Production supplies (diapers, clothes, food), machinery
(packaging, processing), sales management software, inventory, customers.
Network: Product suppliers (Moony, Vinamilk, Abbott...), medical expert network, technology
partners (CRM, chatbot, health care app), distribution system (if any).
( Van) 7. Key Activities
Market research: Survey customer needs, analyze competitors to find advantages.
Choose suppliers: Find reputable suppliers, negotiate good prices, ensure product quality.
Marketing & sales:
Online: Facebook, Google, Instagram advertising; promotions, free shipping.
Offline: Community events, fairs, flyer distribution.
Warehouse management: Using inventory tracking software, seasonal demand forecasting.
Customer care: 24/7 customer service, return policy, loyalty program, health consulting group.
( Tuan ) 8. Key Partnerships
Finance: Total investment capital of 500 million - 1 billion VND, from equity, internal capital
contribution, startup support fund.
Supplier: Cooperate with big brands (Moony, Huggies, Abbott ...) to ensure quality.
Transportation: Cooperate with Shopee Express, GHTK, Ahamove, fast delivery in Hanoi within
1-2 hours.
Health & communication: Cooperate with hospitals, doctors, nutritionists to organize seminars,
health consultation.
Technology: Website & app development with integrated CRM, Zalo/Facebook chatbot, order
tracking, automatic customer care.
9. Cost structure
Cost Price Quantity Cost (1 month)
Employee Nursing 7.000.000 + ( 4 41,336,000
salary 2%
x166,700,000)
= 10,334,000
VNĐ
Doctor 2.000.000/ 1 2.000.000
buổi
Marketing staff 5.000.000 2 11,940,000
+(2% x
298,500,000)=
5,970,000
VNĐ
Sales agent 5.000.000 1 7,636,000
+(2% x
131,800,000) =
7,636,000
VNĐ
Customer service 4.000.000 1 4.000.000
staff
Staff Manager 8.000.000 1 8.000.000
Insurance Social Nursing 1,190,000 4 4,760,000
17% VNĐ
Marketing 850,000 VNĐ 2 1,700,000
staff
Sales 850,000 VNĐ 1 850,000
agent
Customer 680,000 VNĐ 1 680,000
service
staff
Staff 1,360,000 1 1,360,000
Manager VNĐ
Medical Nursing 210,000 VNĐ 4 840,000
3% Marketing 150,000 VNĐ 2 300,000
staff
Sales 150,000 VNĐ 1 150,000
agent
Customer 120,000 VNĐ 1 120,000 VNĐ
service
staff
Staff 240,000 VNĐ 1 240,000 VNĐ
Manager
Training and human resource 1.000.000/ 4 4.000.000
development người
2. Cost of Business license 500.000 1 500.000
setting up a
business
3. Monthly Rent business premises 20.000.000 1 20.000.000
operating
costs Electricity cost 2.000.000 1 2.000.000
Water cost 900.000 1 900.000
Internet costs 250.000 1 250.000
[Link] Advertising costs 5.000.000 1 5.000.000
and Website construction costs 3.000.000 1 3.000.000
advertising
costs
[Link] Management software 1.000.000 1 1.000.000
costs
Website and hosting costs 1.000.000 1 1.000.000
6. Legal and Corporate income tax 10% 1 19,801,000
tax fees
8. Cost of Diapers 150.000 150 22,500,000
import
Milk 300.000 40 12,000,000
Breast pump 400.000 10 4,000,000
Sterilizer 1.200.000 6 7,200,000
Baby stroller 1.200.000 5 6,000,000
Turmeric stretch mark cream 400.000 40 16,000,000
Face lift massage tool 150.000 30 4,500,000
Ginger, wormwood and 80.000/ 500ml 1 80,000
chamomile essential oil for body
massage
Herb Coriander 10.000/kg 2 20,000
Basil 10.000/kg 2 20,000
Dried 400.000/kg 2 800,000
chrysanthemums
Dry tea 8.000/kg 2 16,000
Red bean powder 60.000/kg 3 180,000
Turmeric powder 200/ kg 3 600,000
Unsweetened fresh 3.000/ bag 14 42,000
milk
Betel leaf 20/kg 2 40,000
2 60.000
Ginger 30/kg
Mugwort 15/ kg 1 15,000
Lemongrass 20/kg 5 100,000
Salt 5k/kg 1 5,000
Mask Vitamin A 13k/ piece 15 195,000
Vitamin C 13/ piece 15 195,000
Yogurt 5.000/ 100g 40 200,000
Coffee scrub 70.000/ 200g 15 1,050,000
9. Emergency 3.000.000/ 3,000,000/month
contingency month
costs
[Link] cost Massage tools, beds, tables and 500.000.000 500.000.000
chairs, etc.
Cost = 222.181.000 VND
Initial cost = 500.000.000 VND
III. Entrepreneurial Mindset and Mindset Types
1. Entrepreneurial Mindset: (Quynh)
Entrepreneurial mindset is the ability to identify opportunities, overcome challenges, and
innovate in work. It helps build confidence, resilience, and effective leadership and
communication skills. People with this mindset are not afraid of risks and always seek to
optimize resources to achieve success.
2. Fixed Mindset (Quynh)
A fixed mindset believes that human abilities are fixed and cannot be changed. These people
often avoid challenges, give up easily, and do not dare to learn more. They are prone to
procrastination, are satisfied with average, and often have negative thoughts.
3. Growth Mindset (Quynh)
In contrast, a growth mindset believes that abilities can be improved through effort and
learning. People with this mindset always look for opportunities to grow, accept feedback,
and learn from failure to improve themselves.
Characteristic Fixed Mindset Growth Mindset
Vision and Goal Setting - Believes abilities and skills - Believes that skills can
are fixed and cannot be develop through learning and
changed. practice.
- Sets low goals to avoid - Sets high, ambitious goals
failure, as they fear not having and perseveres despite
enough ability. difficulties.
- Avoids challenges and only - Is persistent in pursuing
chooses easy goals to achieve. goals, believing in their ability
to improve.
Perseverance and Persistence - Fears failure and views it as - Sees failure as an
evidence of lacking ability. opportunity to learn and grow.
- Easily gives up when facing - Willing to face challenges
difficulties, believing they and continues to strive for
cannot change or improve. development.
- Often avoids difficult - Does not let failure stop
challenges. them, but instead learns from
mistakes to improve in the
future.
Adaptability and Flexibility - Avoids change and prefers to - Willing to adjust strategies
stick with the familiar. and methods when necessary.
- Unwilling to try new things - Constantly learns from
or adjust methods. changes and adapts to new
- Resists change due to fear of environments.
losing control or failing. - Quickly adapts to new
situations and changes with
flexibility.
Risk-Taking Ability - Avoids risks due to fear of - Accepts calculated risks,
failure and lack of confidence understanding that risk is part
in their abilities. of the learning process.
- Unwilling to experiment - Willing to experiment and
with new things because they learn from mistakes instead of
fear that the outcome will not fearing the unknown.
be as expected. - Sees risk as an opportunity to
grow skills and knowledge.
Creativity and Innovation - Limits creativity and only - Always looking for new
follows traditional methods, ideas and creative solutions.
believing creativity cannot be - Believes creativity can be
developed. developed and improved over
- Tends to do things the way time through practice and
they have been done before, experimentation.
unwilling to change. - Continuously innovates and
creates new value in work and
life.
Proactivity and Pioneering - Passive, waits for - Actively seeks opportunities
Spirit opportunities to come instead and is willing to take action to
of creating them. create change.
- Often does not take the - Does not wait for
initiative to seek and seize opportunities but creates them
opportunities, only reacting to for themselves and others.
situations as they occur. - They are pioneers, not afraid
to take the lead in doing things
that no one else has done.
Leadership and Self- - Believes leadership ability is - Believes leadership ability
Development innate and cannot be can be learned and developed
improved. through experience and
- Does not focus on personal education.
development, thinking they - Always willing to learn from
are good enough as they are. others and improve their
- Rarely seeks opportunities to leadership skills.
learn and improve leadership - Focuses on personal
skills. development by enhancing the
necessary skills to become a
better leader.
Leadership and Team - Believes leadership is innate - Believes leadership can be
Building and cannot be developed. learned and refined.
- Less concerned with - Actively works to build and
building a team and does not develop a team, helping
proactively engage with team members grow and contribute
members. effectively.
- Builds strong relationships
and creates a supportive
environment for individual
growth within the team.
Self-Confidence and Belief in - Often doubts themselves, - Believes in personal
Oneself fears failure, and avoids development, always ready to
challenges. face challenges and push their
- Lacks confidence in their own limits.
abilities and believes they - They believe that anyone can
cannot succeed without innate improve with hard work and
talent. learning.
- Finds it hard to face major - They feel confident and are
challenges. ready to challenge themselves
to achieve greater success in
life.
Skill Fixed Mindset Growth Mindset
Reflection - Rarely self-reflects, often - Frequently self-reflects to
avoids thinking about failure. review what they did well and
- Tends to shy away from what they can improve.
evaluating their mistakes, - Actively learns from failure,
fearing they reflect a lack of viewing mistakes as valuable
ability. lessons for growth.
- Finds it difficult to admit - Willing to acknowledge
mistakes and learn from them. shortcomings and work on
them for future improvement.
Exploration and Play - Avoids challenges and risks, - Enjoys exploring new ideas
prefers sticking to familiar and is willing to try different
paths. approaches, even if the
- Feels uncomfortable with outcome is uncertain.
changes or trying new - Sees experimentation as an
methods due to fear of losing opportunity to learn and grow,
control. embracing challenges and
- Only does what they know, failure.
avoiding stepping outside - Welcomes creativity and
their comfort zone. change as an exciting part of
personal and professional
development.
Empathy - Focuses mainly on - Actively strives to
themselves, with little regard understand and empathize
for others' emotions or with others’ needs and
perspectives. emotions.
- Tends to judge or fail to - Makes an effort to listen and
understand others’ feelings step into others' shoes to better
and needs, unable to see understand their thoughts,
beyond their own perspective. feelings, and struggles.
- Builds strong relationships
through empathy and respect
for others' feelings.
Creativity - Limited in thinking, only - Willing to experiment with
follows existing rules and new ideas and not afraid to be
methods. creative, thinking outside the
- Doesn’t believe creativity box.
can be developed, tends to - Believes creativity can be
follow what has been proven developed and refined over
to work in the past. time through practice and
- Often feels insecure when experimentation.
tasked with creating new ideas - Continuously innovates and
or trying innovative solutions. seeks new ways to solve
problems, both in work and
life.
Experimentation and - Fears failure and avoids - Always experimenting and
Improvement risks, unwilling to try new adjusting based on feedback
things. and real-life experience.
- Believes that if success is not - Sees experimentation as an
guaranteed, it’s not worth essential part of the learning
trying. and growth process, not afraid
- Rarely experiments or to fail.
creates new solutions because - Uses the results of
they are uncomfortable with experiments, whether
change and losing stability. successful or not, to improve
future efforts.
( Ly)
[Link] of businesses (Trinh)
Social Enterprise Technology Serial Business (eg
Companies(e.g. Elon Musk)
Apple)
Risk Level Low to medium High High
Leadership style Leading by Strong leadership, Focus on continuous
community and focused on growth and
social goals, with a innovation and expansion of the
spirit of innovation technology business, easy to sell
and creativity development after growth
Business Features The main goal is to Focus on creativity, Build a business
improve society, technological from scratch to grow
bring benefits to the innovation, high and then sell, don't
community, often profits but also face stay with one
not focusing on fierce competition business long term
profit much
Founder Often have a vision Often have a macro Ability to see
Characteristics for social change, vision, passionate potential, start-up
care more about about technology, continuously and
community than focused on long-term often have the vision
profit development to quickly sell or
divest after growth
Startup Classification:
Social Enterprise:
- Risk: Low to Medium
- Goal: Community Benefit, Non-Profit Focus
- Leadership Style: Community Oriented, Innovative
- Example: Mark Zuckerberg (early stages of Facebook)
Technology Enterprise (eg: Apple):
- Risk: High
- Goal: Technology Development, Product Innovation
- Leadership Style: Steadfast, Focus on Quality and Long-term Vision
- Example: Steve Jobs (Apple)
Serial Enterprise (eg: Elon Musk):
- Risk: High
- Goal: Continuous Startup, Build and Sell
- Leadership Style: Flexible, Like to Explore New Things
- Example: Elon Musk (PayPal, Tesla, SpaceX...)
5. Classification by Enterprise Size (Van)
Micro-enterprise:
- Small Capital (a few million - a few tens of millions of VND)
- Few employees, mainly families
- Local scale operations
Small enterprises:
- Average capital (tens of millions - several billion VND)
- 5–50 employees, with division of labor
- Local or small regional markets
Medium enterprises:
- Larger capital, 50–250 employees
- Professional management, can expand to national or international markets
Large enterprises:
- Capital from hundreds of billions to millions of USD
- Employee 500–1000 people, modern facilities
- Global operations, with great influence on the market
Capital size Small capital Low to medium Large capital Huge capital
(several million capital (tens of (several billion (hundreds of
to several tens of millions to to several tens billions to
millions) billions) of billion) millions of USD)
Few staff, Staff from 50-
Staff from 5-50 Large staff (500-
limited facilities 250 people,
Resource size people, good 1000 people),
modern
facilities modern facilities
facilities
Profit scale Unstable, low Profits are quite Stable profits Large, stable
profits stable, but not and high profits, can
large growth dominate the
potential market
