Experiential Entrepreneurship 1

(EXE101)

CHECKPOINT 4
​ ​ ​ ​ ​ ​

Class: IA1802-SS
Lecturer: Vuong Tieu Oanh
Group: 3

Name Student ID Task

Tran Duc Thien HE171847 Team Introduction + Project

Introduction, Product Concept +
Business Model Canvas

Nguyen Duy Thai HE170938 Business Model Canvas +

Demonstration

Duong Thuy Linh HS173107 Why this product,P&L forecast

+ payback period

Le Thi Huong Giang HS171112 Cost Structure + Implementation

roadmap

Nguyen Thi Thu Huyen HS171520 Promotional campaign + Project

Evaluation
1. Team Introduction

Position Name Main Role & Responsibilities Shareholding

CEO (Chief Tran Đuc Thien - Lead the company, set strategic 30%
Executive Officer) direction, and define long-term vision.
- Oversee business operations,
production, finance, and product
development.
- Represent the company in
negotiations, partnerships, and
investment opportunities.
- Ensure all departments align with the
company’s common goals.

CPO (Chief Product Nguyen Duy Thai - Supervise the production process, 20%
Officer) ensuring quality and sustainability.
- Connect with manufacturing partners
to optimize production costs.
- Conduct market research to develop
products that meet customer needs.

CMO (Chief Le Thi Huong - Develop and execute marketing 15%

Marketing Officer) Giang strategies and brand growth
initiatives.
- Manage communication channels
(website, social media, e-commerce).
- Conduct market research to identify
potential customers.
- Collaborate with KOLs and organize
events to enhance brand awareness.

CFO (Chief Nguyen Thi Thu - Manage company finances, control 20%
Financial Officer) Huyen costs, and maximize profits.
- Develop financial plans and revenue
forecasts.
- Seek funding from investors and
startup support funds.
- Ensure financial transparency and
optimize profitability.

CTO (Chief Duong Thuy Linh - Manage and develop ReBio’s 15%
Technology Officer) technology infrastructure.
 - Optimize user experience on the
website and e-commerce platforms.
- Implement technology solutions for
operations, automating order
management and logistics.
- Develop green technology solutions
to support sustainable production.

2. Project Introduction, Product Concept

a.Project Introduction

Project Name:

●​ ReBio - Recycled Products from Coffee Grounds

Project Description:​

●​ ReBio is a project focused on commercializing eco-friendly products made from

recycled coffee grounds. The project aims to replace plastic products with sustainable
solutions, helping to reduce plastic waste and protect the environment.

b.Product Concept

●​ Brand Name: ReBio

●​ Main Material: Coffee grounds
●​ Primary Color: Natural coffee brown
●​ Design: Modern, minimalist, suitable for customers who embrace a green lifestyle

Key Features:

●​ Cups, mugs, bottles: Function like regular drinkware

●​ Heat-resistant up to 100°C
●​ Microwave and dishwasher safe
●​ Long-term reusable
●​ Easy to clean like conventional cups

Product Categories:
Product Product Volume Price Description
Name image

Latte 300ml 139.000 Compact, suitable for milk coffee,

Cup VND latte, cappuccino. Anti-odor, naturally
antibacterial.

Mug Cup 400ml 159.000 Traditional design, suitable for black

VND coffee, tea. Durable, impact resistant.

Togo M 300ml 179.000 Convenient portable design, with

Cup VND spill-proof lid. Suitable for people
who travel frequently.

Liberty 480ml 359.000 Large capacity, ideal for smoothies,

Cup VND milk tea. Suitable for offices, coffee
shops.

3. Why this product?

a.Market Overview:

●​ Vietnam is one of the world’s leading coffee producers, generating a large amount of
coffee grounds every year. However, most of these grounds are thrown away without
being utilized, causing waste and environmental pollution. In addition, the problem of
environmental pollution from single-use plastics is becoming increasingly serious,
causing consumers to seek environmentally friendly alternatives.
Information source
Cleanipedia VN
b.Problem

●​ Plastic Pollution: Single-use plastic products (cups, straws, food containers, etc.) are
causing serious environmental pollution. They take hundreds of years to decompose
and create a huge amount of waste.

●​ Difficult to find alternatives: Consumers want to switch to environmentally friendly

products but have difficulty finding quality, durable, and affordable alternatives.

●​ Waste of resources: Every year, millions of tons of coffee grounds and other
agricultural by-products such as bagasse are not utilized, causing waste and increasing
pollution.

c.Customer Pain Points:

●​ Health concerns: Plastic products can contain toxic substances such as BPA, which
can cause health problems such as cancer, hormone disruption, and neurological
effects. Consumers want to find products that are safe and free of harmful chemicals.

●​ Green product costs: Despite the demand for environmentally friendly products,
consumers still feel that the prices of these products are too high and not competitive
with conventional plastic products.

●​ Lack of information: Many customers do not know how to distinguish truly

environmentally friendly products or are not clear about the manufacturing process
and benefits of recycled products.

●​ Durability and Practically: Customers are concerned about the durability and
long-term usability of plastic alternatives. They need products that are not only
environmentally friendly but also durable, resistant to high temperatures, and easy to
clean.

d.Solution- Benefits of Products.

ReBio offers a perfect solution to the above problems with outstanding benefits:

●​ Environmentally friendly: ReBio products are made from recycled coffee grounds,
helping to reduce plastic waste. These products can biodegrade in a short time (1-2
years), while plastic takes hundreds of years to decompose.

●​ Safe for health: The products do not contain BPA, are non-toxic and are certified as
food safe, helping consumers feel secure in using them.
 ●​ High durability: ReBio products such as cups, mugs, and containers can withstand
heat up to 100°C, do not break when dropped from a height of 2m and can be used for
a long time (at least 5 years), bringing long-term use value to customers.

●​ Beautiful and convenient design: The products have a modern, minimalist design,
are easy to use and clean. These products have natural anti-odor and antibacterial
properties thanks to the properties of coffee grounds.

●​ QR code provides information: Each product will have a QR code that helps
customers easily access information about the product's origin, production process
and how to recycle after use, thereby encouraging environmental protection actions.

4. Business Model Canvas (Overview of BMC and details of each element)

Customer Customer
Key Partners Key Activities Value Proposition
Relations Segments
- AirX Coffee: - Product research & - Environmentally - Multi-channel - B2C: Young,
Providing coffee development friendly products, customer support environmentally
grounds - Marketing strategy safe for health (hotline, chatbot) conscious
- Universities, (TikTok, Ads, KOLs) - Modern design, - Flexible return consumers
coffee shops: - Logistics suitable for trends policy
Distribution management, - Transparent product - Loyalty and referral
channels operational information (QR program
- KOLs, TikTok optimization code)
Influencers:
Supporting
product Key Resources Channels
promotion - Young & - Online sales:
Enthusiastic TikTok Shop,
Founding Team Shopee, Website
- TikTok Shop - Cooperate with
E-commerce System cafes, supermarkets
- AirX Coffee - Pop-up stores at
Production Partner green events
Cost Structure Revenue Streams
- Recycled Products
- Latte Cup (300ml) – 139,000 VND
Permanent Change - Mug Cup (400ml) – 159,000 VND
- Togo M Cup (300ml) – 179,000 VND
- Liberty Cup (480ml) – 359,000 VND
- Rent (30m²) - COGS
- Utilities - Shipping
- Depreciation - Marketing & Ads
- Website & App - Design Fee
- Management - Travel Expenses
- Total Fixed Costs - Total Variable Costs

a. Target customer

B2C (Individual Consumers):

●​ Age Range: 18-45, primarily young people, students, and office workers who
embrace a green and sustainable lifestyle.
●​ Characteristics: Health-conscious, concerned about food safety, and prefer
modern, eco-friendly product designs.

b. Value Proposition (Product/Service)

Green, Safe, and Sustainable Products:

●​ Made from recycled coffee grounds – an abundant and environmentally

friendly resource.
●​ Heat-resistant, odor-resistant, antibacterial, and health-safe (BPA-free).

Modern and Interactive Design:

●​ Minimalist, modern design aligned with the "eco-lifestyle" trend.

●​ Integrated QR codes on products, allowing consumers to access information
about origins, production processes, and maintenance instructions, enhancing
transparency and brand trust.

Added Value:

●​ Promotes environmental awareness through the brand’s message.

●​ Provides opportunities for customers to participate in loyalty programs,
promotions, and green community activities.

c. Key channels (Place)

Online Sales Channels:

 ●​ Official ReBio website.
●​ E-commerce platforms such as Shopee, Tiki, and TikTok Shop.

Distribution Strategy:

●​ Optimizing logistics systems to ensure timely, safe delivery while maintaining

product quality.

d. Customer relationship (Strategy how to build relationship with customer)

Multi-Channel Customer Support:

●​ Providing consultation and support via hotline, email.

●​ Flexible return policy for products with manufacturer defects.

Loyalty Program:

●​ Reward points and special offers for frequent shoppers.

●​ “Refer a friend” programs to encourage customer referrals.

Engagement and Communication:

●​ Regularly updating product information and sharing brand stories on social

media.
●​ Hosting live streams and online events to introduce products and answer
customer questions.

e. Revenue stream

Latte Cup (300ml) – 139,000 VND

●​ Compact, convenient design, suitable for latte, cappuccino.

●​ Anti-odor, natural antibacterial, ensuring health safety.

Mug Cup (400ml) – 159,000 VND

●​ Traditional design, suitable for black coffee, tea.

●​ High durability, good impact resistance, long-term use.

Togo M Cup (300ml) – 179,000 VND

●​ Portable design, with anti-spill lid, convenient to carry.

●​ For people who often travel, go to work, go to school.

Liberty Cup (480ml) – 359,000 VND

 ●​ Large capacity, ideal for smoothies, milk tea.

●​ Suitable for office environment, coffee shop.

Revenue forecast:

●​ Monthly Growth: Expect to grow 10-15% per month.

●​ Break-even point: After about 6-8 months, if maintaining a steady growth rate.

f. Key Resources

Young & Dynamic Founding Team:​

Our team is composed of passionate, energetic individuals with strong adaptability and

market insight, ensuring innovation and fast execution.​

Strong TikTok Shop System:​

We will leverage TikTok Shop, the fastest-growing e-commerce platform, to drive sales

through engaging content, viral videos, and direct livestream sales.​

Production Partner – AirX Coffee:

●​ Supplies high-quality, eco-friendly products made from coffee grounds.

●​ Helps optimize production costs through streamlined processes.

●​ Supports sustainable business practices, aligning with our brand’s vision.

g. Key Activities

Product Development

Constantly improve and innovate product designs to diversify our offerings.

Conduct market research to understand consumer preferences and stay ahead of trends.​

Marketing & Sales Strategy

TikTok Marketing Strategy:

Utilize short, viral videos to capture audience attention and enhance engagement.

Host regular livestream sales to interact with customers, demonstrate products, and

drive conversions.​

Paid Advertising on Digital Platforms:

Run Facebook Ads to reach target audiences based on interests and behaviors.

Utilize Google Ads (Search & Display Network) to capture high-intent customers

looking for sustainable products.​

Promotions & Events:

Organize flash sales, special discounts, and bundle offers to boost conversions.

Collaborate with influencers and KOLs for online campaigns and offline events to

increase brand exposure.

Logistics & Operations Management

Shipping & Delivery Optimization:

 Partner with reliable shipping providers to ensure fast, secure, and affordable

delivery.

Implement order tracking systems to provide customers with real-time updates.​

Quality Control:

Establish strict input and output quality checks to maintain consistency and

customer satisfaction.

Work closely with AirX Coffee to ensure all products meet sustainability and

durability standards.

h. Key Partners (Who are your key partners, and why you decide to partner with them)

1. AirX Coffee (Main Production Partner)

●​ Supplies high-quality products made from recycled coffee grounds.

●​ Implements sustainable production methods, reducing waste and lowering costs.

●​ Enhances efficiency by optimizing manufacturing processes.​

2. KOLs & TikTok Influencers (Key Marketing Channels)

●​ Collaborate with TikTok influencers to create authentic product reviews and engaging

content.

●​ Utilize influencer campaigns to establish credibility and build trust among potential

buyers.

●​ Drive viral trends promoting the use of eco-friendly and sustainable products.​
3. Shipping & Logistics Partners

●​ Work with trusted delivery services like GHN, J&T Express to ensure fast and safe

product delivery.

●​ Optimize logistics costs while maintaining high service quality and customer

satisfaction.

i. Cost structure (Take from financial analysis)

Fixed cost :
●​ Rent expense (30m²): 9.6% ​

●​ Utilities expenses (Electric and Clean water) : 2.67%​

●​ Depreciation expenses: 1.45%​

●​ App for managing orders, revenue, and inventory: 0.91%​

●​ Salaries expenses: 85.37%

=>Salary costs account for the largest proportion of total monthly expenses, up to 85.37%.
Rental costs account for the second largest proportion, about 9.60%.
The remaining costs (utilities, depreciation, management applications) account for a small
proportion, less than 3% each.

Variable cost:
 ●​ COGs: 93,5 %

●​ Shipping fee : 2,5%

●​ Marketing fee: 2,7%

●​ Design fee : 0,7%

●​ Other Costs (travel expenses, other office services):0,6%

5. Promotional campaign (Communication framework)

Stage Target Main activities Communication Promotion

channel program

May-July - Introducing - Run Facebook, Instagram, - Facebook, - 10% off for the
2025 (Phase brands & TikTok Ads. Instagram, first 100
1: products. - Organize the workshop TikTok Ads. customers.
Awareness – - Raise "Living green with a cup of - PR in the press
Creating awareness about coffee grounds". (Environment
brand the benefits of - PR articles on Newspaper,
identity) coffee grounds. environmental & green Green Living,
- Attract attention consumption sites. Cafebiz).
from target - Cooperate with KOLs to - YouTube Video
customers. introduce products on social Review từ
networks. Influencers.

August-Octo Increase - Organize a minigame - Blog about - 20% off when

ber 2025 interaction with "7-day challenge without green customers
(Phase 2: customers. using plastic cups". consumption. exchange plastic
Engagement - Building a - Write a blog to share about - TikTok cups for coffee
– ​Increase community that the benefits of coffee advertising. grounds.
customer loves sustainable grounds. - Cooperate with - Free shipping
interaction & consumption. - Cooperate with coffee eco-friendly For orders from
education) - Promote shops for customers to try. cafes. 300K.
product testing. - Run remarketing to remind
customers to come back to
 buy.

November - Increase sales. - Run customer loyalty - Shopee - Black Friday:

2025 - - Encourage program (accumulate points advertising. Reduced to 0%
January 2026 customers to use to redeem gifts). - Cooperate with according to time
(Phase 3: the product - Flash sale on Shopee. businesses to frame.
Conversion – regularly. - Cooperate with businesses make gifts. - Christmas: 15%
Promote - Positioning the to make employee gifts at - Facebook & off when
sales & brand in the the end of the year. Instagram Ads purchasing gift
create sustainable gift - Viral videos of customers focus on combos.
product segment. sharing their experiences remarketing. - Buy 2 cups and
usage using cups. get 1 eco-friendly
habits) fabric bag free.

February-/20 - Turn customers - Run the campaign "Tell - Group - Earth Day
26 (Phase 4: into brand stories about green living" - Facebook. (22/4): 30%
Advocacy – ambassadors. invite customers to share - Social network discount when
Building - Encourage their experiences. contest (TikTok customers take
community & customers to - Organize offline events to Challenge). photos using the
spreading share connect the - Offline events mug and share
the brand) experiences. environment-loving at green spaces. on social
- Promote the community. networks.
connection - Develop the Facebook - Give away
between brands group "Living green with a environmental
and the cup of coffee grounds". protection
community. - Cooperate with KOLs to stickers For
spread green messages. orders over
300K.

6. P&L forecast + payback period (Take from financial analysis)

a.Income Statement
 ●​ Net Revenue: Net revenue increased sharply from January (15.6 million) to December
(200.8 million), total revenue for the year was 1,146 billion.
●​ Cash operating expense: Operating expenses also increased gradually over the
months, totaling 812.49 million for the year.
●​ EBITDA: Earnings before interest, taxes and depreciation were negative in the first
months, but started to make a profit from April and increased sharply thereafter,
reaching a total of 333.48 million for the year.
●​ EBIT: Profit before tax, decreased in the first months, started to be positive from May.
●​ Net Income: Profit after tax, lost in the first months, but started to make a profit from
May onwards, reaching 222.13 million for the year.

b.Payback period

●​ NCF (Net Cash Flow): Net cash flow in each month, initially negative in the first
months and turning positive from the 9th month.
 ●​ Cumulative NCF: Total cumulative net cash flow over the months. Total cumulative
cash flow is negative in the first 8 months, but starts to be positive from the 9th month
the, total is 12 month 223.074.783 VND.
●​ Payback Period: The payback period of the project is 9.67 months, meaning the
project will start making a profit from the 9th month.

7. Project Evaluation

7.1.Self-evaluate (2nd time)

a. Innovation

●​ The product utilizes recycled materials from coffee grounds - a common waste source
in the food and beverage industry - to create sustainable, environmentally friendly
products.
●​ Applying thermoforming and biomolding technology to create durable, lightweight
and safe products for users.
●​ Creative design combines high aesthetics and biodegradability, suitable for global
green consumption trends.
●​ The ability to personalize products (printing patterns, logos) helps increase brand
value and attract modern consumers.
●​ Each product has a QR code containing detailed information about the origin of raw
materials, production process,...

b. Feasibility

●​ Input materials (coffee grounds) are easily accessible and available, especially when
cooperating with coffee chains, roasting factories or local cafes.
●​ The technology for producing cups from coffee grounds has been researched and
successfully applied, and can be deployed.
●​ Large B2C market, easily accessible through online sales channels (e-commerce),
convenience stores, supermarkets, and promotional events.
●​ The government encourages the use of plastic alternatives, creating favorable
conditions for business development.

c. Big impact

●​ The product contributes to reducing plastic waste - a global environmental problem

and promoting a circular economy.
●​ Create job opportunities for local workers in the process of collecting, processing
coffee grounds and producing cups.
●​ Raise public awareness of sustainable lifestyles and green consumption, promote the
movement against plastic waste.
 ●​ Has the potential to become a symbol of the environmental protection movement in
Vietnam.

d. Market size

TAM (Total Addressable Market)

●​ According to a Nielsen report (2020), 72% of Vietnamese consumers are willing to
pay more for environmentally friendly products. This is the highest rate in Southeast
Asia.
●​ According to the Ministry of Industry and Trade, the market for environmentally
friendly products in Vietnam is expected to grow by 15% per year in the period of
2021 - 2025.
=> The market for plastic alternatives is expanding rapidly, creating great
opportunities for environmentally friendly products such as cups made from coffee
grounds.

SAM (Serviceable Available Market)

●​ The first phase will focus on the Hanoi market.

●​ Hanoi is a large, densely populated city and is home to many potential target
customers.
●​ Convenient for direct product communication.
●​ Then it will expand to other cities/provinces such as Ho Chi Minh, Da Nang, ...

SOM (Serviceable Obtainable Market)

●​ Coffee lovers, interested in sustainable living.

●​ Office workers, students, students who need to use personal cups.
●​ Customer groups willing to pay more for environmentally friendly products with
unique designs.
●​ Companies looking for sustainable products to give as gifts to customers and partners.

e. Scale-up ability

●​ Promote brand, Increase green marketing, build sustainable brand image.

●​ Expand production scale, invest in more equipment and factories to increase output.
●​ Diversify products (thermos, food containers from coffee grounds).
●​ Expand B2B channels, cooperate with coffee chains, eco-friendly retail stores to
expand distribution channels.
●​ Export to international markets interested in green products.

7.2.Concept Testing
Subjects to perform concept testing (Total 35 surveys filled out)

●​ Target customer segment: From 18-25 years old (accounting for 82.9%)
●​ Current residence: Hanoi (77.1%)

Evaluation results

●​ The majority of survey respondents (82.9%) rated the design as good or very good.
This indicates that the product has an attractive and highly rated design, which is a
good sign for further product development.

●​ Only a small number of respondents (17.2%) rated it as average or poor, which may
reflect some areas for improvement such as style, color or usability.

●​ About 64,7% customers are impressed with the Tomo M cup. Latte cup, Mug cup,
Liberty cup are all 11.8%.
●​ The majority of survey participants (85.7%) rated the product as having a high level
of differentiation (levels 4 and 5), indicating that cups made from coffee grounds have
a unique and distinct difference in the market, which is an important advantage when
building a brand and marketing strategy.

●​ The majority of survey participants (97.1%) believe that the product is safe or very
safe for health, indicating high confidence in the coffee grounds material and
production process.
●​ 68.5% of customers think the price is reasonable, indicating that the product is priced
relatively in line with the market. 25.7% may feel that the price is a bit high or not
really reasonable. (5.8%) think the price is not reasonable.
●​ Overall, the price of the coffee grounds cup has been accepted by most customers, but
there is still a need to improve the value proposition to attract more potential
customers.

●​ 88.5% of respondents (level 4 & 5) are willing to convert, which is a very positive
signal, indicating that the product has good market penetration potential.
●​ 60% of customers have daily use needs, this is the group with the highest percentage.
Showing that the product has the potential to replace disposable cups and can be
positively received in daily life, especially for customers who care about
environmental protection.

●​ 17.1% of customers like to bring it with them when going to work/traveling, this is a
segment that can be further exploited by emphasizing convenience, durability and
heat retention.

●​ 11.4% of customers see the product as a meaningful gift, opening up opportunities to

access the environmentally friendly gift market.

●​ 11.4% do not find it suitable, possibly due to usage habits or not realizing the value of
the product.

●​ Most people have no further suggestions.

8. Implementation roadmap in 1 year

9. Demonstration