PROJECT REPORT

E-commerce 2018
Ms. Nguyen Thi Hong Van

COUPET
Couple with your pet

Member
1. Vu Thu Hang – 1611140029
2. Ngo Thi Hai Ha – 1611140024
3. Le Bao Linh - 1611140047
4. Nguyen Phuong Linh - 1611140046
Class: Advanced Program of Economics (K55)
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Table of Contents
About us ........................................................................................................ 2
Slogan ........................................................................................................... 2
Business Plan................................................................................................... 2
SWOT analysis............................................................................................... 2
Strength: .................................................................................................. 2
Weakness ................................................................................................. 2
Opportunities:............................................................................................ 2
Threats .................................................................................................... 2
Business Model .............................................................................................. 2
Value Proposition: ....................................................................................... 2
Revenue Model ........................................................................................... 3
Market Opportunity ..................................................................................... 3
Competitive Environment .............................................................................. 4
Competitive Advantage ................................................................................. 4
Market Strategy .......................................................................................... 5
Organizational Development & Management ....................................................... 8
Financial Plan ............................................................................................... 9
Year 1 Financial Plan.................................................................................... 9
Year 2 Financial Plan................................................................................... 10
Year 3 Financial Plan................................................................................... 11
Web Presence................................................................................................. 12
Special feature: Online payment ....................................................................... 12
Wixsit........................................................................................................ 14
Facebook ................................................................................................... 21
Twitter ...................................................................................................... 23
Instagram ................................................................................................... 24

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About us
Hi, we are Coupet

“We may not need a lover, but we “Dogs are dumb, not delicious”
got to have a dog”

Coupet was established in August,
2018 by 4 beautiful, talented but alone
girl. We realized that it’s too hard for
girls to get a perfect lover nowadays,
so we came up with the idea of
opening a Pet Shop, just for alone
people like us. We all know that dogs
are humankind’s friend, but we can
also learn to share love with these
adorable creature!
Yes, but they are dumb in a such lovely
way. So we not only sell pet, we also
want to sell Vietnamese people’s
awareness that dogs should be raised
with kissed and hugs but not raised to
become a dish when they grow up!

Slogan
Dogs in specific or pets in general, are
beyond our friends. They are like one vital
“Couple with your pet”
member of our family, our house, our life.
To some people, they are even soulmates,
because they help us entertain and relax, release our stress after tiring moments
with their cute actions. And for single people, our shop’s target customer, raising a
pet may be a perfect medicine for your loneliness!

Business Plan
SWOT analysis
Strength:
- Eye-catching web displays, frequently reply on Facebook and Instagram

- Goods is guaranteed with high quality. Shop’s specialty is the couple

sets including couple T-shirt, couple hat, couple shoes for the owners
and pets and the custom-made service

- Breed of pet is well-selected from three most famous dog breeding

centers in Thailand and US. The majority of parents are purebred and
have won in dog competition.

- Customer service: shop always focus on the benefits of the customer

which provide a 24/24 supporting service from physical to mental
health of the pet.

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Weakness
- Fail to optimize the delivery of value to customers

- Price of pet may be higher than the common market, especially the
imported breeds

Limited designs and models

Opportunities:
- A promising and continually growing market for pet owning. Western
breeds have been highly favored by the Vietnamese market

- Pet shops have been on the rise, with a variety of types from dogs, cats
to goldfish, hamsters. Price is competitive among shops. However, the
quality of each dog breed is not well guaranteed by those shops.

- Western lifestyle have immersed in Asian countries and among those

new viewpoint, having a pet can be considered as a new goal for the
middle-class group

Threats
- Direct competitors: other pet shops in the market, especially well-
known names, Thu Kieng, Lolipet for example

- Technological development increases the use of up-to-date device like

smartphones, VR…as one mean of entertainment among the young
millenials. This may create a threat to pet business since the young
customers will choose these devices to solve their short-term mental
problems instead of cat

Business Model
Coupet pursues the E-tailer business model which displays a number of dogs for the
middle-class from different and clear-origin sources. Furthermore, Coupet still
follows the variant of virtual merchant which do not need physical stores. Therefore,
our customers just need to search for information on our website and have the
products delivered to their home.

Value Proposition:
- Target customer: With the product lines of dogs, dog accessories and couple
items at a medium price, Coupet is targeting the middle-class adults, who are
financially independent and seeking for a friend, especially those who are
single or living alone.

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- Customer’s “pain”: Our target customers, the middle-class adults, have the
financial capability to afford both their material and spiritual needs. However,
they sometimes feel lonely or they are still single, thus, they want to have a
pet to share their emotions.

- Coupet’s resolution: Understanding the need of our customers, we offer 6

types of dogs at the medium price, all of whom are friendly, popular among
Vietnamese pet lovers and suitable to live in Vietnam climate. We also
provide couple items for the owner and the dog, including T-shirt, sunglasses,
hat, and so on.

Revenue Model
Coupet is using the Sales Revenue Model, which operates in the specialty retail
marketspace, and focuses on the dog and accessories supplies niche. The main
revenue is obtained from the online sale via our e-commerce channels such as our
website. Facebook, Instagram, Shopee, Lazada and so on.

Market Opportunity
3.1 Market space:
Since social network has becoming a trend all over the world, we decided to choose
cyberspace as a platform for our business. These are featured with social network
to enable advertising and brand awareness, a website which is incorporated with
payment function.

Some figures about social network:

- Facebook: Facebook is the largest social network with more than 2 billion
users (7/2017) all over the world. In VIetnam, Facebook users are also more
than 65 million,account for 70% population. Moreover, Facebook enable our
business to spread the brand to broader audience rather than traditional
marketing method.

- Instagram: As another social network working on spreading images and

exchange interaction, Instagram provides a platform for us to share our
products and getting more interaction from audience.

- Other social networks such as Twitter and Pinterest, Google+,...: with the
same purpose as Facebook, Instagram, but with different group of audience.

Website and webshop: To provide customer a smooth journey, website is to present

products, as well as enable them to perform payment online to simplify their journey.
Blog is incorporated to enrich the information of the website and enable SEO
activities to lead the traffic to website.

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All transactions will be done online via Paypal, and all transaction is online. The
online payment enable customer to enjoy better shopping experience with “fast and
furious” payment. Paypal is a common payment method for most customer, and
become popular with its link to a various banks.

3.2 Marketplace:
Some years ago, the pet shop industry is only popular in the Western, however, this
industry is now booming in Asia due to the rapid growth of urbanization, the
increasing average income, which leads to the growing number of the middle-class.
In terms of demography, the increasing number of the elderly and the trend of late
marriage or staying single has led to a boom in demand for pet.

According to the economic experts, with the increasing number of the Y-generation
(adults from 20 to 30 years old), e-commerce service for pet shop and pet accessory
will continue to expand and generate enormous profits in the future.

According to the CB Insight figures, from 2012 to 2016, 468 millions USD has been
spent on pets.

Competitive Environment

Brand Product Price Range (VND) Features

Pet City Pet Accessories 100,000 - 3,000,000 diverse types of products
from many brands
Lolipet Pet (dog, cat, Pet: 300,000 - Various kinds of pets, not
hamster, 10,000,000 only the popular but also rare
hedgehog, Pet Accessory: 10,000 ones
rabbit, guinea - 1,000,000
pig, etc) and
accessories
Thú Pet (dog, cat, depend on the It offers many side-services:
Kiểng bird, fish) particular pet. free shipping, guarantee,
microchip, certificate of
origin, healthcare and sales
contract.

Competitive Advantage
- Eye-catching web displays, frequently reply on Facebook and Instagram
- Goods is guaranteed with high quality. Shop’s specialty is the couple sets
including couple T-shirt, couple hat, couple shoes for the owners and pets
and the custom-made service

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- Breed of pet is well-selected from three most famous dog breeding centers
in Thailand and US. The majority of parents are purebred and have won in
dog competition.
- Customer service: shop always focus on the benefits of the customer which
provide a 24/24 supporting service from physical to mental health of the pet.

Market Strategy
STP
Segmentation:
- Geography: urban areas, especially big cities

- Demography: age, gender, family size and income group

- Psychographic: social status, lifestyle

- Behavioristic: attitude, perception

Targeting:
- Vietnamese customers living in urban areas, especially big cities like
Hanoi and Ho Chi Minh

- Gender: female and male, mainly female

- Age: 20-40

- Income: 20 million - 40 million VND, financially independent

- Social status: single, living with family or living alone, middle-high

class with a habit of using social networks

- Pet lovers or those who need pets as a loyal friend and someone to
care for

- Lifestyle: outdoor-oriented, exercise quite frequently.

- Accommodation requirement: House needs wide place or closes to park

or wide areas

Positioning:
- Pet:

 a wide variety of breeds ranging from the big size to the small, tiny one

 Characteristic: Friendly, energetic and human-loving

 Pets are born and raised in Vietnam, well adapted to the hot and
humid climate of Vietnam

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 Price: approximately 7 million - 20 million VND, affordable to the

middle-high class

- Goods:

 Various type of goods, including pet accessories and couple items for
pets and owners
 Price: 100,000 - 3 million VND
 Custom-made service that provides custom-made goods for pets with
some particular lines of product.

4P
Product & Price

:
Order Product Description Price

7,000,000 -
intelligent, diligent,
1 Samoyed 10,000,000
loyal, energetic

15,000,000 -
Corgi playful, intelligent,
2 22,000,000
(Rembroke Corgi) loyal, cheerful

Poodle Friendly, intelligent, 5,000,000 -

3
(Toy Poodle) loyal, playful 10,000,000
Alaska 8,000,000 –
DOG 4 Gentle, playful, strong
(Alaskan Malamute) 13,000,000
Husky Barking, sociable, 6,000,000 –
5
(Siberian Husky) playful 10,000,000
Bulldog Friendly, protective, 9,000,000 –
6
(English Bulldog) lazy 14,000,000
Brave, intelligent, 20,000,000 –
7 Shiba Inu
rare, loyal 30,000,000
Intelligent, agile, 5,000,000 –
8 Golden Retriever
loyal, friendly 8,000,000
Cotton Couple T-
7 Tailor-made 400,000/pair
shirt

8 Sport Couple T-shirt Tailor-made 300,000/pair

ACCESSORIES
200,000 for pet
9 Couple Cap Ready-made
250,000 for owner
130,000 for pet
10 Couple Fedora Ready-made
200,000 for owner

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11 Sunglasses Ready-made 200,000 for pet

12 Doggles Sunglasses Ready-made, red 500,000 for pet

250,000 for pet

12 Raincoat Ready-made,full size
300,000 for owner
Transparent Couple 200,000 for pet
13 Ready-made, full size
Raincoat 260,000 for owner

Place:
- Main place of distribution: Website (where customers can directly pay via
Paypal) & Facebook page, Shopee, Lazada.

- Supporting channels: Instagram, Twitter.

Promotion:
We plan to run 2 big campaigns

1/ Grand Opening Campaign

When (Time): Shop’s Opening

Why (Objective): Raise awareness of target customers about our brand

Who (Target Customer): 20-30, single/living alone males or females, above-

average income.

What (Big idea, Message): “We may not need a lover, but we got to have a dog”.
Dogs are easier to please than a human-lover and also easier to get than a human-
lover. Then why not?

Where: on Facebook Fanpage

How:

- Giveaway: Mua 1 em trong thời gian … được tặng một bộ đồ đôi theo yêu cầu….

- Content Marketing: Series “Introduction to our Dogs” and “Why a single person
should raise a dog?”

- Run Facebook ads.

2/ Campaign “Dogs are dumb, not delicious”

When: several months after opening, depend on Shop’s Sale

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Why: Raise awareness of people about the immorality of eating dogs + attract
customers to our shop

Who: 20-30, males or females have family/friends,... eating dogs.

What: Taking advantage of Hanoi’s plan to eliminate the tradition of eating dog
meat in 2020, we run this campaign to show audience how immoral eating meat
dog is as dogs also have consciousness and feelings.

How:

- Giveaway: Mua 1 em trong khoảng thời gian … sẽ được chuyên gia hướng dẫn
free cho ăn, dạy,...

- Run Facebook ads and SEO

- Content Marketing

Organizational Development & Management

As we are a young and small start-up, our structure should be streamlined so

that we can minimize administrative cost. Here are the Job Descriptions of
the positions:

 Marketing: doing market research, creating content for social channels,

running ads and analyzing social media data
 Sale: consulting the most appropriate product for customers and
answering customer’s questions before purchase
 Customer Services/ Pet Specialist: doing basic training for pets before
delivered to customers, supporting customers after purchase
 Finance: accounting, budgeting

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 Supply Chain: buying, managing and checking the qualities of the

imported pets
 Director: develop business strategies, evaluating employees’
performances

Financial Plan
Year 1 Financial Plan
Year Monthly Annually
1 Fixed cost Office rent 1,000,000 12,000,000
Stationery and 25,000,000
working tools
(computer, air
conditioner…)
Online Marketing 1,000,000 12,000,000
Cost (Facebook,
Wix, Youtube…)
Variable Purchasing cost 10,000,000 120,000,000
cost (Food for pets,
Imported
Goods…)
Operation cost = 32,000,000 384,000,000
Salary (5,000,000
VND/worker/mon
th - 6 employer) +
Outsource cost (if
any) + Nurturing
cost + Shipping
cost + utility
Total cost 553,000,000
Revenue 3 Medium, 1 High 43,000,000 516,000,000
/month
Tax Payable License fee is paid 1,000,000
only because
Revenue < Cost
Profit/Loss Revenue - Total - 38,000,000
cost - Tax payable

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Year 2 Financial Plan

Year Monthly Annually
2 Fixed cost Office rent 2,000,000 24,000,000
Stationery and 12,000,000
working tools
(computer, air
conditioner…)
Online Marketing 1,500,000 18,000,000
Cost (Facebook,
Wix, Youtube…)
Variable Purchasing cost 25,000,000 300,000,000
cost (Food for pets,
Imported
Goods…)
Operation cost = 48,000,000 576,000,000
Salary (5,000,000
VND/worker/mon
th - 8 employers)
+ Outsource cost
(if any) +
Nurturing cost +
Shipping cost
Total cost 930,000,000
Revenue 5M, 3H /month 95,000,000 1,140,000,000
Tax Payable 114,000,000
Profit/Loss Revenue - Total 96,000,000
cost - Tax payable

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Year 3 Financial Plan

Year Monthly Annually

3 Fixed cost Office rent 2,500,000 30,000,000
Stationery and 8,000,000
working tools
(computer, air
conditioner…)
Online Marketing 5,000,000 60,000,000
Cost (Facebook,
Wix, Youtube…)
Variable Purchasing cost 35,000,000 420,000,000
cost (Food for pets,
Imported Goods,
Imported
Breeds…)
Operation cost = 50,000,000 600,000,000
Salary (5,000,000
VND/worker/mon
th - 8 employer) +
Outsource cost (if
any) + Nurturing
cost + Shipping
cost + utility
Total cost 1,190,000,000
Revenue 7M, 4H, 1 154,000,000 1,848,000,000
Imported /month
Tax Payable 184,800,000
Profit/Loss Revenue - Total 473,200,000
cost - Tax payable

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Web Presence
Special feature: Online payment
Payment via Paypal

Account: coupet.infor@gmail.com

Password: Coupet123

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Wixsit

Account: coupet.infor@gmail.com
Password: Coupet123
Link: https://coupetinfor.wixsite.com/coupet
Steps to creating an online sales page on Wix:

Step 1: Sign in with registered Gmail account for the restaurant

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Step 2: Select website by theme “pet shop”, set up tabs

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Step 3: Change background image, cover photo and shop logo

Step 4: Home tab: Insert images and content

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Step 5: Shop tab: Create products with images, price and necessary information

Add detail information such as habit, weight, height, color,... and instruction

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Step 6: Create Blog tab to enhance customers' necessary knowledge about pets and
related topic

Edit posts on Blog

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Step 7: Set up Contact informs and all links to other platforms

Insert links to all ecommerce platforms of the shop

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Step 8: Set up Paypal payments

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Facebook

Fanpage: Coupet Shop - Couple with your pet

Link: https://www.facebook.com/couplewithyourpet
Step 1: Create Page

Step 2: Choose “Business or Brand” and name the page, fill information

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Step 3: Upload profile picture and cover picture

Step 4: Post content

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Twitter

Account: CoupetP

Password: Coupet123

Step 1: Sign up, create ID & password, fill in information

Step 2: Upload profile picture and cover picture

Step 3: Post content

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Instagram

Account: coupet___

Password: Coupet123

Step 1: Sign up for an account

Step 2: Edit Profile

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Step 3: Posting and answering comments

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