THUONGMAI UNIVERSITY

MAKETING DEPARTMENT

DISCUSION

ENTREPRENEURSHIP
Project:

Class: 242_CEMG3231_02
Lecturer: Nguyen Khac Nghia
Group 3:

1. Phan Ngọc Hiệp 5. Bùi Thu Trang

2. Lê Yến Nhi 6. Vũ Châm Anh
3. Đào Quỳnh Anh 7. Phạm Thị Phương Thảo
4. Trần Thị Thùy 8. Đinh Thị Thanh Xuân

Hanoi
April 2025
CHAPTER I. INTRODUCTION
1. About the startup group
→ Overview of the content related to the startup group, specifically about: passion - will -
goals - viewpoints - vision - dreams - core values - characteristics - context – capacity
- Passion: The group has a deep passion for the field of nutrition and healthy lifestyle. In
the current context, a scientific diet plays an important role in improving health and quality
of life. However, not everyone has enough time, knowledge or finance to maintain this
lifestyle for a long time. Therefore, the group wants to bring solutions to help more people
access a healthy diet more easily.
- Goals:
The group sets three main goals:
+ Develop a sustainable business model, targeting low- and middle-income customers,
helping them access healthy food.
+ Provide a convenient, high-quality menu at a reasonable price, helping customers easily
build a healthy diet.
+ Building a trustworthy brand, creating sustainable relationships with customers and
stakeholders.
- Viewpoint - vision: In terms of view, the group wants to change the community's
perception of healthy food, helping them understand that a good diet does not necessarily
have to be expensive or difficult to maintain. In terms of vision, aiming to become a
pioneer brand in the field of healthy food for customers with stable income, creating a new
market where everyone can easily access nutritious food.
- Dream: The group wants to build a healthy food ecosystem, helping millions of people
change their eating habits in a positive direction. At the same time, the group aims to
develop a sustainable business model, capable of expanding to many other cities and
regions in the future.
- Core values:
+ Health: Health is not only the main benefit that the product brings, but also the group's
sustainable commitment to customers. Using clean, nutritious ingredients and processing
them in a healthy way (limiting fat, not using harmful preservatives, controlling sugar and
salt levels appropriately) helps ensure long-term health benefits. In addition to focusing on
nutrition, the group can also expand the content of instructions on a reasonable diet,
providing personalized advice for each customer.
+ Convenience: One of the biggest barriers that prevents many people from maintaining a
healthy lifestyle is the inconvenience of food preparation. The group's customers are often
office workers, students, people with busy schedules - people who do not have much time

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to cook. Therefore, the product not only needs to ensure nutritional factors but also needs to
be easy to use, convenient to store and transport.
+ Reasonable price: In the market, healthy food is often expensive, making it difficult for
many people with average incomes to access. The group aims to balance quality and price,
ensuring that the product meets both nutritional needs and is affordable for the majority.
Optimizing production, operation and distribution costs helps reduce product costs while
still ensuring quality.
+ Innovation: Consumer trends and the need for healthy food are always changing, so the
group needs to constantly innovate to meet the market. Innovation comes not only from
products but also from operating processes, customer service and market approach.
Applying technology in operations and communication with customers helps improve the
experience and create a competitive advantage.
+ Responsibility: In addition to caring about customer health, the group also puts
responsibility for the environment first. Clean ingredients not only ensure food safety but
also help reduce negative impacts on the ecosystem. Using environmentally friendly
packaging and minimizing waste is an inevitable trend that the group needs to aim for.
- Characteristics - Background – Capacity:
+ Group characteristics: The group includes young, dynamic, flexible and creative students,
with the ability to quickly adapt to market trends.
+ Context: The trend of consuming healthy food is increasing rapidly, but most products on
the market are expensive, not suitable for the majority of customers with average income.
+ Capacity: The group has the ability to research and develop reasonable menus, utilize
technology to optimize operating processes, and have the ability to reach customers through
digital media channels.
2. About the startup and business idea

2.1. General introduction

- Idea/project name: A model to provide a menu for healthy people, vegetarians and
eatclean.
- Brief description of the idea: With a customer base of office workers with a salary of 10-
20 million, the group will provide detox water menus and menus according to a 3-5-7 day
schedule. For vegetarian customers, eating clean helps them lose weight, create healthy
eating habits, improve skin...
- The goal of the idea (hitting on novelty, value and ability to satisfy customer needs)
+ Novelty: Currently, healthy food mainly targets the high-end segment, with high prices
and few choices for middle-income people. This model will create an optimal price
solution, providing healthy food but still affordable. Moreover, providing a personalized

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itinerary menu, helping customers maintain a scientific diet without having to spend time
researching.
+ Value: The project solves the problem of lack of time for office workers when they want
to eat healthy. At the same time, combining nutritious food and convenience, making it
easier for customers to access without having to change too many living habits. In addition,
supporting overall health improvement, not only helps to lose weight but also increases
energy, beautifies the skin and maintains better physical condition.
+ Ability to satisfy customer needs: The project provides personalized menus based on the
physical condition and health goals of each customer, including options such as weight
loss, keeping fit, detoxifying the body, improving health, allowing customers to choose a
menu package according to a 3-5-7 day itinerary, meeting individual needs and suitable for
a busy lifestyle.
2.2. Specific introduction
- Mission: Bringing healthy, convenient, and reasonably priced food solutions to everyone,
contributing to building a healthy and sustainable community. This mission not only
focuses on providing products but also aims to change the awareness and eating habits of
the community. The group wants to help customers have a balanced lifestyle and easily
maintain a healthy diet for a long time.
- Vision: To become a pioneer brand in the field of healthy food for middle-income people
in Hanoi, expanding nationwide in the future. In the first phase, the project will focus on
the Hanoi market - where there is a large number of office workers and the demand for
healthy food is increasing. After stabilizing the business model, the group will expand to
other major cities, making healthy food a more popular trend.
- The significance of the business to different stakeholders (customers, markets, ...)
+ Customers: The project helps customers have easier access to healthy food, eliminating
barriers in cost and preparation time, customers can form good eating habits, maintain a
clean eating or vegetarian diet in a simple and sustainable way.
+ Market: By providing products at reasonable prices while ensuring quality, the project
not only helps more people access a healthy diet but also promotes the development of the
nutritional food market, opening up opportunities for many other businesses to participate
in this field, contributing to the trend of sustainable consumption, encouraging a healthy
lifestyle and reducing dependence on processed foods
+ Society: aiming to provide healthy food, also raising awareness of a scientific lifestyle,
helping many people understand that healthy eating. The project contributes to reducing
health problems related to an unbalanced diet, such as obesity, diabetes, cardiovascular
disease.
+ Suppliers: aiming to cooperate with clean food suppliers, reaching a new customer base
and promoting the development of organic food, focusing on building a transparent supply

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chain, ensuring that customers can easily trace the origin of food, creating trust and raising
awareness of sustainable consumption.

CHAPTER II: BACKGROUND AND CONTEXT FOR STARTING A

BUSINESS AND PROPOSING THE GROUP'S PRODUCT/SERVICE AND
CORRESPONDING VALUES
1. Professional and technical capabilities
Professional knowledge is a necessary and indispensable condition for a successful startup.
Since our group's startup project involves providing meal plans for people with healthy
lifestyles, the requirements are not as strict in terms of recipes as some other types of
services. Therefore, in terms of professional capabilities, only a few criteria need to be
ensured:
- Have a basic understanding of nutritional groups from food sources.
- Be able to create balanced meal plans that ensure full nutrients for the body.
- Always stay updated with the latest news on nutrition and food.
Our group's professional and technical capabilities are entirely feasible because several
members of the team have been following the "eat clean" diet, so they have sufficient
experience in preparing and creating daily meal plans.
1.1. Creativity and adaptability
1.1.1. Creativity
- The team consists of young, dynamic individuals with positive mindsets, responsibility,
and perseverance in their work, a passion for business, and sensitivity to the surrounding
environment.
- As the group provides food services for people with healthy lifestyles, in addition to
maintaining the original recipes of popular dishes, the startup has expanded its menu with
many new and unique dishes to meet the diverse needs of customers.
- Instead of following conventional approaches, the team dares to experiment with new and
innovative recipes compared to competitors by:
+ Participating in training courses and seminars on nutrition, food, and business.

+ Building an open working environment that encourages the sharing of ideas and
feedback.
+ Always listening to and understanding customer needs, thereby finding creative solutions
to meet them.

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1.1.2.Adaptability
- The healthy food market is constantly changing with new trends. The team needs to adapt
quickly to solve problems and adjust menus, services, and business strategies to fit these
changes. For example, when a new superfood emerges, the team needs to research and
incorporate it into the menu creatively.
- As a young startup, encountering unexpected situations is inevitable. However, with the
knowledge gained from training at the University of Commerce and experience from part-
time jobs in various industries such as serving and customer consulting, the team believes
that all members can handle them smoothly.
1.1.3. Communication and Sales marketing skills
Effective communication is not just about conveying ideas, but also about listening to
feedback and building a transparent culture. This skill is crucial when interacting with
employees, customers, investors, and partners.
The team operates on the principle of "Dedication and Perseverance," which is why
colleagues are always united and strive to bring the best value to customers.
Communication and marketing skills are the direct way to gain goodwill and trust from
customers. As a young generation with a high spirit of learning and a love for innovation,
the startup team always tries to improve communication skills to provide the most useful
information to customers.
1.1.4. Financial Analysis Capabilities
The team possesses financial analysis capabilities as several members have been involved
in or are currently running their own startup projects. Therefore, the ability to create
financial plans, manage cash flow, analyze financial performance, manage risks, and raise
capital is entirely feasible:

Responsible Task description

person

Thùy Financial planning and cash flow management:

- Set short-term and long-term goals for revenue and profit
- Allocate financial resources for various activities
- Monitor cash inflows and outflows to make timely financial
decisions.

Trang Financial performance analysis and risk management:

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 - Calculate financial ratios, evaluate performance against
industry competitors, determine the revenue needed to cover
expense.
- Identify credit and market risks, assess the impact on each
business activity.

Nhi - Fundraising
- Estimate the capital needed to start and grow the business
- Explore funding sources: equity, debt, investment
- Develop business plan documents to present to investors.

1.1.5. Team management capacity

Regarding team management capacity, the startup group proposes two members who have
previously served as team leaders through class discussions, club participation, and high-
achieving startup competitions, as well as part-time work related to their majors. Both have
more experience and exposure than other group members, giving them the ability to see the
big picture, set long-term goals, and develop strategies to achieve those goals. They also
have the ability to build and maintain good relationships with team members.
=> The startup project providing healthy food for people with a healthy lifestyle has many
potential factors for success. The team has a young, dynamic team with specialized
knowledge of nutrition and business and marketing skills. This combination helps the team
clearly divide roles and responsibilities, optimizing operational efficiency. The team's core
competencies, including creative menu capabilities, communication skills, and financial
analysis, are important factors in building a reputable brand. However, to ensure success,
the team needs to develop a detailed business plan, continuously improve products, and
manage finances effectively. With careful preparation and a creative spirit, the team's
project has great potential to develop and establish a position in the growing healthy food
market.
*** Division Model Based on Team Execution Capabilities

Responsible person Task description

Phan Ngọc Hiệp Team Management:

- Define short-term and long-term goals for the team in

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 the startup project.
- Assign tasks reasonably and effectively
- Communicate vision and strategy to team members.
- Ensure the team's activities align with the vision and
strategy.

Phạm Thị Phương Thảo - Support the leader in startup team work.
- Develop communication and sales marketing strategies
by identifying target customers, building communication
messages, and creating detailed content plans.
- Enhance communication, listening, and customer
feedback handling skills
- Optimize sales marketing activities, building close
relationships with customers

Trần Thị Thùy, Lê Yến Responsible for financial management:

Nhi, Bùi Thu Trang
- Financial planning.
- Cash flow management.
- Financial performance analysis.
- Risk management.
- Capital mobilization

Vũ Châm Anh, Đinh Responsible for product and service development:

Thị Thanh Xuân
- Adjust products/services when there are changes in
customer tastes.
- Create attractive, aesthetic, and user-friendly
designs.
- Create engaging content suitable for
communication channels.
- Promote marketing activities to attract customers.

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 Đào Quỳnh Anh, Trần - Develop a diverse and balanced menu to ensure the
Thị Thùy provision of all necessary nutrients for customers.
- Provide information on nutrition, food, and healthy
eating to customers.
- Monitor customers' health and weight status to
adjust the appropriate menu.
- Responsible for food import, regarding origin.
- Always learn and update new knowledge related to
nutrition

2. Environmental and market analysis

2.1. General environmental analysis

2.2.1. Economic environment
The year 2020 was a challenging one as the COVID-19 pandemic broke out and had a
significant impact on the global economy, including Vietnam. Despite facing numerous
difficulties, Vietnam maintained positive growth thanks to effective pandemic control
measures and flexible economic policies. In 2020, Vietnam's GDP grew by only 2.91%, the
lowest in over a decade, but still higher than many other countries in the region.
As of 2025, the economy is gradually recovering and on a growth trajectory, leading to
numerous business opportunities, stimulating investment, and fostering development.
The urban unemployment rate rose to 3.88%, the highest in 10 years. Foreign Direct
Investment (FDI) reached 28.53 billion USD, slightly lower than in 2019 but still a bright
spot in the region due to Vietnam’s stable investment environment.
Inflation was kept under control, with the Consumer Price Index (CPI) rising by 3.23%,
remaining within the government's target range despite pressures from food prices
(especially pork). Consumer demand declined due to social distancing measures,
contributing to stable inflation levels.
2.2.2. Social environment
Demographics: As of 2024, Vietnam's population reached 103.8 million, with the urban
population accounting for 41.7%, a significant increase from 36% in 2010 (Vietnam
General Statistics Office). The young population group (ages 18-35) makes up 37% and is
the most interested in the eat-clean trend and healthy food.

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According to research by Vero and Decision Lab, over 60% of Vietnamese consumers
choose healthy eating habits to improve mental health, while more than 70% consider
dietary supplements and vitamins an essential part of their daily routine. This reflects a
growing demand for clean, natural, and nutritious food products.
A report by Cimigo also indicated that Vietnamese consumers are increasingly concerned
about dieting and sustainable lifestyles, driving the development of businesses focused on
eat-clean foods, vegetarian diets, and detox programs.
2.2.3. Political environment
The 2020-2025 period is a crucial time for Vietnam, marked by significant political events,
including leadership transitions, policy adjustments, and responses to global challenges
such as the COVID-19 pandemic and international geopolitical tensions.
According to economic experts, with strong determination, the government’s favorable
policies, and the efforts of the business community, the country’s development goals
remain achievable. A transparent and stable business environment plays a key role in this
progress.
Outlook for 2025:
- Continuing institutional reforms and enhancing national competitiveness.
- Promoting digital transformation and developing a green and sustainable economy.
- Maintaining political stability, ensuring national defense and security.
- Strengthening foreign relations and expanding economic and trade cooperation.
2.2.4. Cultural environment
The trend of vegetarianism and healthy eating is becoming an integral part of Vietnam’s
culinary culture. Not only Buddhists but also young people are embracing this lifestyle.
According to a recent survey, 45.3% of students in Hanoi have tried a vegetarian diet, with
15.5% maintaining it regularly and 84.5% following a flexible approach.
The popularity of vegetarian and flexitarian diets reflects changing consumer perceptions,
with increasing attention to health and environmental sustainability. Social media also plays
a significant role in promoting the healthy eating movement. Platforms like TikTok,
Instagram, and YouTube have raised awareness about clean eating through hashtags like
#EatCleanVietnam, which has garnered over 100 million views on TikTok.
The shift in consumer mindsets—focusing more on mental health, environmental impact,
and food quality—has driven the growth of organic food brands, eat-clean restaurants, and
premium vegetarian dining establishments. This trend extends beyond food choices to a
green and sustainable lifestyle, creating opportunities for businesses in the healthy food
sector.

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2.2.5. Technological environment
In 2023, Vietnam's online food delivery market generated approximately 52.4 trillion VND
in revenue, growing by more than 20.18% compared to the previous year. The frequency of
online ordering among Vietnamese consumers remained high, with 29.4% placing orders 1-
2 times per week and 20% ordering 3-4 times per week.
Regarding market share, ShopeeFood led with 42.94% of businesses using its services,
slightly ahead of GrabFood at 40.61%. The popularity of these platforms not only expanded
market access for eat-clean businesses but also met the increasing demand for healthy and
convenient food options.
The rapid advancement of technology and the rise of online food delivery platforms present
both opportunities and challenges for eat-clean businesses. To remain competitive,
companies must invest in smart order management systems to ensure fast delivery and
consistent product quality. Additionally, technological innovations such as automated food
processing lines, blockchain-based ingredient traceability, and AI-driven supply chain
optimization are becoming crucial factors in improving operational efficiency.
2.2.6. Natural environment
As one of Hanoi's central urban districts, Cầu Giấy District is located west of the city
center, with the following geographical boundaries:
- East: Borders Ba Đình and Đống Đa districts, separated by the Tô Lịch River.
- West: Borders Nam Từ Liêm District.
- South: Borders Thanh Xuân District.
- North: Borders Tây Hồ and Bắc Từ Liêm districts.
Cầu Giấy District covers a relatively large area of 12.44 km², offering potential for various
business developments.
Regarding specific locations, Dương Khuê Street has several advantages, such as proximity
to banks, businesses, television stations, and educational institutions, including secondary
and high schools, as well as major universities (such as the University of Commerce, the
Academy of Dance, the Academy of Circus and Performing Arts, and the University of
Theater and Cinema).
Cầu Giấy District is home to 16 universities, colleges, and research institutes, along with
over 12 high schools. The presence of these educational institutions contributes to a
dynamic environment with high consumer demand. Additionally, the district provides a
rich labor supply, particularly beneficial for startups looking for young, dynamic talent at
reasonable costs.
Secondary data collection: Search and synthesize information from market research reports,
specialized articles and statistics from reputable sources such as Vietnam Report,
Euromonitor, Mordor Intelligence and economic newspapers.

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Consumer survey: Conduct online surveys and focus group interviews with target
audiences to understand the needs, habits and consumption trends related to vegetarian and
clean eating.
Competitor analysis: Research existing businesses in the field of vegetarian and clean
eating, evaluate their products, services, pricing strategies and distribution channels.
2.2.. Industry analysis
2.2.1. Industry size, growth rate and revenue forecast
First, about the clean food market in Vietnam. According to the Vietnam Report, revenue
from organic food and beverages in Vietnam has the potential to reach 320.5 billion USD
by 2025. Regarding the fruit and vegetable segment, this is the segment with the largest
market share. According to Mordor Intelligence, the size of the Vietnamese fruit and
vegetable market is estimated to reach 17.17 billion USD in 2023 and is expected to reach
23.57 billion USD in 2029, growing at a CAGR of 5.42% in the period 2024-2029.
In addition, the vegetarian food market in Vietnam, according to Euromonitor, the number
of vegetarians in Vietnam has doubled in the past 10 years, from 7% in 2013 to 14% in
2023, equivalent to about 7.5 million people. In 2022, Vietnam imported 180 million USD
of plant-based meat products through official channels. It is forecasted that in 2023, the
plant-based meat market in Vietnam will grow by at least 15%.
Finally, regarding the clean eating market in Vietnam on e-commerce platforms, according
to data from Metric, the revenue of the clean eating market on the 3 major e-commerce
platforms (Shopee, TikTok, Lazada) reached 2.6 billion VND from August 1, 2022 to July
31, 2023, an increase of 38.77% over the same period last year.
In addition, according to a report by Euromonitor, the organic food market in Vietnam will
reach a value of 100 million USD in 2023, an increase of 20% compared to 2020. The
healthy food market in Vietnam is witnessing strong growth. According to Nielsen
research, the percentage of Vietnamese consumers interested in healthy food has increased
from 32% in 2015 to 42% in 2022. The healthy food market in Vietnam is expected to
continue to grow at a rate of 15% per year in the period 2023-2027.
2.2.2. Industry structure
Healthy food: Includes healthy food products, processed from natural, organic ingredients,
minimally processed, and limited use of preservatives.
The main segments of the industry will include:
- Organic food: Products grown and processed without the use of artificial chemicals,
pesticides or chemical fertilizers.
- Plant-based food: Products processed entirely from plant ingredients, containing no
animal ingredients.
- Functional foods: Nutritional supplements, health support products such as nut milk,
cereal powder.

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- Detox drinks and cold-pressed juice: Drinks that help purify the body, providing vitamins
and minerals.
Typical businesses and business activities:

Organic Foods Vegan Foods Detox Drinks and Cold

Pressed Juices

Organica: A chain of The Organik True Juice: Provides

stores specializing in House: Vegan cold pressed juice from
providing organic foods, restaurant and fresh fruits and
with a system of retail store in Ho vegetables, no
internationally certified Chi Minh City. preservatives.
farms.

Loving Hut: Juicy Detox: Detox

Vinamit Organic: Vegetarian juice delivery service
Production and trading of restaurant chain according to the course
dried organic agricultural with many for customers.
products and organic branches
juices. nationwide.

Profit and market share:

- Although there are no specific figures on the profits of each enterprise, with the current
consumption trend, enterprises in the healthy food sector are recording significant revenue
growth.
- The healthy food market in Vietnam is still quite fragmented, with no enterprise
dominating the market share. Domestic enterprises such as Organica and Vinamit Organic
are leading in the organic segment, while international brands such as Oatside are starting
to enter the plant-based market.
2.2.3. Characteristics and power of key stakeholders
a.. Supplier
- Raw materials supply
The eat clean and vegetarian food industry mainly uses plant-based ingredients, including:
+ Organic agricultural products: Green vegetables, fruits (carrots, pumpkins, sweet
potatoes, broccoli, ...).

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+ Soybeans: Main ingredients for producing soy milk, tofu and plant-based meats.
+ Cashews, almonds, walnuts: Used to produce vegan cheese, nut milk.
+ Whole grains: Brown rice, oats, quinoa - the foundation of eating clean products.
- Natural spices: Coconut oil, olive oil, Himalayan pink salt, organic spices.
More specifically, Vietnam has a great advantage in producing clean ingredients, especially
cashews - the world's largest exporter of cashews (accounting for more than 55% of the
global market share, according to the Ministry of Industry and Trade of Vietnam). This
helps nut-based cheese producers reduce raw material import costs.
In Vietnam, there are a number of typical green raw material suppliers such as Organica - a
reputable organic food brand with more than 10 years of experience, providing quality,
safe, nutritious products, Xu Tien Farm - an organic agricultural development company,
specializing in providing high-quality organic raw materials, Nong Nghiep Pho - a supplier
of high-quality organic fertilizers, supporting the production of organic agricultural
products.
- Supplier power
Organic supply is still limited because organic food production in Vietnam still accounts
for a very small proportion (only 1% of total agricultural production), suppliers hold great
power. In addition, raw material prices fluctuate because the prices of cashew nuts,
almonds, quinoa and olive oil are affected by the international market. Furthermore, the
trend of quality control is getting higher and higher as manufacturers require clear
traceability, so suppliers must meet strict standards.
b. Manufacturers and processors
- Characteristics
Enterprises producing clean and vegetarian food in Vietnam focus on modern processing
technologies, typically: Soybean fermentation technology (similar to Beyond Meat's
technology) to create plant-based meat, freeze-drying technology, freeze-drying to preserve
clean food without losing nutritional value, cold pressing technology for detox juice,
helping to retain the best enzymes and vitamins.
In addition, businesses also diversify products such as prepackaged clean meals (meal
prep), convenient vegetarian foods (vegan nuggets, plant-based burgers), nut milk, detox
juice, fermented drinks (kombucha).
In Vietnam, there are popular business models such as large-scale vegetarian food factories:
GreenFood, Vissan Vegetarian Food Joint Stock Company, eat clean food production
startups: Laha Vegan, Chay Box, Eat Well Vietnam, eat clean & vegetarian restaurant
chains: Poke Saigon, AAH Fresh.
- Power of manufacturers

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Because this industry is in a strong development stage, manufacturers need to depend on
raw materials from suppliers and feedback from customers. In addition, in terms of
negotiation ability with suppliers, most large brands are able to sign long-term contracts
with organic raw material suppliers to stabilize prices more than small and medium-sized
brands. In addition, there is currently high competition among businesses, as evidenced by
the fact that F&B brands such as AAH Fresh, Laha Vegan are promoting personalized eat
clean meal services, putting pressure on small businesses.
2.2.4. Success factors in the industry
To be successful in the field of providing clean, vegetarian and healthy food, businesses
need to focus on the following factors:
- Product quality & raw material supply
+ Raw material quality: Use organic food, no pesticides, non-GMO. Successful brands such
as Organica, Dalat Hasfarm have built trust by strictly controlling input quality.
+ Fresh food, minimal processing: The "whole food" trend (original food, minimal
processing) is increasingly popular, especially in the clean eating segment.
- Personalized & flexible model
+ Menu design according to individual needs: Models such as NutriBox, AAH Fresh have
been successful by providing meal packages according to 3-5-7 day schedules, meeting the
nutritional needs of each individual.
+ Diverse service packages: Including weekly combo products, weight loss support menus,
detox, muscle gain, etc.
- Customer experience & Convenience
+ Fast delivery, quality assurance: Models such as Green Box, KAMU Tea have invested
heavily in fast delivery systems to ensure food remains fresh and delicious.
+ Technology application: Using apps or websites to make it easy for customers to order,
personalize the menu according to their preferences. For example, Eat Well Vietnam has
developed an online platform to help customers choose dishes according to their nutritional
needs.
- Competitive prices & Brand value
+ Reasonable price: One of the major barriers to clean eating and vegetarian food is high
cost. Businesses such as Laha Vegan, Quan Chay Tue Tam have succeeded by optimizing
selling prices through large-scale production models.
+ Sustainable brand positioning: Consumers today care about the ethical values of brands.
Businesses with a strong CSR (Corporate Social Responsibility) strategy often have a
competitive advantage.

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2.2.5. Development trends & Future of the industry
The Vietnamese food market is witnessing significant growth. According to Statista's
forecast, the revenue of the Vietnamese food market in 2023 will reach about 96.47 billion
USD, an increase of 9% compared to 2022. The compound annual growth rate (CAGR) is
expected to reach 8.22% in the period 2023-2027.
Although there are no specific figures on the healthy food market, with current
consumption trends, this segment is expected to contribute significantly to the overall
growth of the food industry.
Plant-based meat is becoming a prominent trend in the food industry. According to
Euromonitor International, the plant-based meat market in Southeast Asia reached about
1.5 billion USD in 2020 and is expected to grow 9.8% annually from 2021 to 2026. In
Vietnam, the plant-based meat market is also growing strongly. At the end of 2020, this
market reached 249 million USD, with 70% of products derived from soybeans. It is
forecasted that in the period of 2021-2025, the plant-based meat market in Vietnam will
grow by 11.85%/year, reaching 500 million USD by the end of 2025.
International businesses such as Beyond Meat and Impossible Foods have expanded their
operations in Asia, while in Vietnam, some domestic companies such as Vinamit and Ideal
Nutrition have also started producing vegetarian meat products, meeting the increasing
demand of consumers.
Currently, the application of technology in the eat clean food industry is gradually
becoming a trend. More specifically, AI is being applied to design menus based on
customers' health status, preferences and personal goals, helping to optimize their diet and
improve nutritional efficiency. Or, blockchain technology is applied to make the origin of
organic products transparent, increasing consumer confidence. In Vietnam, some
businesses such as Orlar Vietnam have deployed blockchain in product traceability. In
addition, the increasing demand for clean and vegetarian food has promoted the
development of specialized food delivery services. Food delivery platforms such as Baemin
and ShopeeFood have integrated the "Healthy & Vegan" category to serve customers
interested in healthy diets. In addition, some startups such as Chay Box and Eat Clean
Vietnam have succeeded with the eat clean food delivery model, meeting the convenience
and nutritional needs of modern consumers.
2.3. Target market
2.3.1.Research methods and market survey
To make strategic decisions for a startup, the team conducts market research through the
following steps:
- Quantitative Survey: Collecting data from online surveys and interviewing a large number
of potential customers to understand their needs, preferences, and consumption trends.
- Qualitative Survey: Conducting in-depth interviews, observing customer behavior, and
organizing focus groups to explore motivations, psychology, and insights.

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- Secondary Data Analysis: Synthesizing market reports, industry studies, and information
from economic organizations to evaluate market potential and trends.
2.3.2.Market Segmentation and Target Market Selection
The team carries out market segmentation for:
a. People interested in body fitness
- Gymer, intensive sports enthusiasts
+ Demographics:
 Age: Over 18 years old
 Gender: Male & female (with a higher male percentage)
 Occupation: Office workers, personal trainers, gym coaches, sports students
 Income: Over 5 million VND/month
+ Psychographics & Pain Points:
 Interested in muscle building, fat loss, body shaping
 Need optimal nutrition (high in protein, low in bad carbs) but lack time for preparation.
 Often research diet plans and are influenced by fitness KOLs
+ Consumer Behavior:
 Loyal to brands if the products meet their needs.
 Buying motivation: High nutritional content, muscle support, alignment with workout
plans
+ Willingness to Pay:
 High: Willing to pay a premium if the product is of high quality and supports efficient
workouts

- People following the Eat Clean diet

+ Demographics:
 Age: Over 18 years old
 Gender: Predominantly female (80%)
 Occupation: Office workers, freelancers, etc.
 Income: Over 5 million VND/month
+ Psychographics & Pain Points:
 Concerned about long-term health, avoiding processed foods
 Prefer organic ingredients, simple cooking methods
 Worry about high calories, oils, and low-quality foods
 Enjoy trying new products but want healthy options that still taste good
+ Consumer Behavior:
 Easily influenced by “Eat Clean” tips from KOLs
 Tend to order in combos or subscription plans (weekly/monthly)
+ Willingness to Pay:
 High: Willing to spend on clean, healthy meals, even long-term
c. Busy office workers who want to eat healthy
+ Demographics:

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 Age: Over 22 years old
 Gender: Male & female
 Occupation: Office workers
 Income: Over 10 million VND/month
+ Psychographics & Pain Points:
 Lack time to cook, often eat out but want healthy options
 Busy schedule, sometimes skip meals or opt for unhealthy quick meals
 Desire for quick yet nutritious meals
+ Consumer Behavior:
 Frequently order food via delivery apps (GrabFood, ShopeeFood, Be)
 Easily become loyal customers if the product is convenient
+ Willingness to Pay:
 Medium to high: Willing to spend for time-saving products
d. Middle-Aged People Eating for Health Reasons
+ Demographics:
 Age: 40-60 years old
 Occupation: Diverse industries
 Income: Fair
+ Psychographics & Pain Points:
 Want to manage blood pressure, diabetes, and other health conditions
 Prioritize low-sugar, low-salt, high-fiber foods
+ Consumer Behavior:
 Highly loyal if the product is health-beneficial
 Buy monthly
+ Willingness to Pay:
 High: Willing to pay for organic, minimally processed products
2.3.3. Target customer
- Office Workers (22+ years old):

+ Demographics: Corporate employees, marketers, financial professionals, etc., with an

income >5M VND/month.
+ Characteristics: Busy schedules, seek convenience in healthy eating, influenced by social
media trends.
+ Pain Points: Concern over food quality, sourcing, hygiene, slow delivery, and higher
prices.
+ Consumer Behavior: Research brands, prefer combo plans, repeat purchases once a
reliable brand is found.
+ Desires: Convenient, tasty, affordable, and varied menu options.

- People Following the Eat Clean Diet:

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+ Demographics: Individuals 18+, diverse professions, income >10M VND/month.
+ Characteristics: Knowledgeable about nutrition, strict diet focus, engage in physical
activities.
+ Pain Points: Difficulty finding products meeting Eat Clean standards, concerns over
additives.
+ Consumer Behavior: Check labels, prefer weekly/monthly plans, loyal to trusted brands.
+ Desires: Clean, preservative-free products with clear nutritional labeling, and menu
variety.

- Gym-goers & Professional Athletes:

+ Demographics: Males >18 years old, fitness trainers, athletes, or office workers with
intense workout routines, income >10M VND/month.

+ Characteristics: Focus on muscle-building, endurance, and performance; track nutritional

intake.

+ Pain Points: Difficulty finding suitable, high-quality products for workout goals.

+ Consumption Behavior: Compare nutritional content, prefer convenient packaging (e.g.,

weekly preps).

+ Desires: Products with clear nutritional info, high protein, transparent ingredient
sourcing, and professional endorsements.
2.3.4. Competitor analysis a. threat of new entrants
a. Barriers to Entry in the Industry

- Initial Investment Costs: The investment is not as high compared to other industries,
primarily focusing on ingredients, recipes, production processes, marketing, and
distribution systems.

- Online Business Model: Selling through social media or food delivery apps reduces costs
for physical space and staff compared to opening a physical store.

- Technology & Production Process: The process of producing healthy foods is not very
complex and can be easily learned and applied. However, to ensure product quality and
optimize production costs, investment in preservation technology, packaging, and efficient
operations is necessary.
- Brand & Customer Loyalty: Large brands have an advantage in terms of trust and
recognition. Startups must heavily invest in marketing, product differentiation, and quality

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service to compete.

- Legal Regulations & Certifications: Food safety permits are required. Some products may
need quality testing or organic certifications, free from preservatives.

Conclusion: The industry has medium entry barriers—it's not too difficult to enter, but to
develop sustainably, differentiation and high quality are needed.

b. Bargaining Power of Customers

- Are there many substitutes available for customers?

Customers can easily find alternatives such as:

+ Homemade meals with fresh ingredients.

+ Foods from supermarkets or convenience stores.

+ Drinks from coffee or bubble tea brands that offer healthy options.

+ Customer loyalty to a brand is not high and can easily change if a better product or more
competitive price is offered.

- Is price and quality the main deciding factor?

Price significantly influences purchasing decisions, especially among mainstream

customers. However, premium customers are willing to pay for quality, organic ingredients,
and clear sourcing.

Conclusion: The bargaining power of customers is high, as they have many alternatives and
can easily switch brands. Brands need to differentiate and build loyalty through quality,
service, and experience.
c. Bargaining Power of Suppliers
- How many suppliers are there for essential ingredients/services?

The main ingredients include vegetables, fruits, nuts, plant proteins, fruit juices, etc. There
are many suppliers in the market, but organic, preservative-free sources are usually scarce
and more expensive.

- Is switching suppliers easy?

If using common ingredients, businesses can easily switch suppliers. However, if using
organic, regional specialties, or imported products, switching becomes more difficult due to

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limited availability.

Conclusion: The bargaining power of suppliers is moderate, depending on the type of

ingredients. Brands can proactively seek alternative suppliers to avoid dependency.

d. Threat of Substitute Products

- Are there any better substitute products at a lower price?

Healthy food can be replaced by:

+ Homemade meals.

+ Supplements or nutritional pills.

+ Detox drinks can be replaced by:

+ Green tea, bottled fruit juices, or fresh coconut water.

+ Sports drinks that replenish electrolytes.

- Can technology trends affect this substitution?

The development of AI and IoT helps personalize nutrition menus according to individual
needs.

Conclusion: The threat from substitutes is high, especially for customers concerned about
price. Brands need to focus on convenience, taste, and quality to retain customers.

e. Internal Industry Competition

- The market is very dynamic with many competitors:

+ Large chains: The Coffee House, Starbucks, Phúc Long offer healthy drinks.

+ Startups & specialized brands: La Holista, La Juiceria, Detox Green.

+ Domestic brands: Many small shops, coffee shops, and online kitchens focus on healthy
food.

- Competition on price, brand, quality, and after-sales service:

+ Price: Large brands have an advantage in scale and can optimize production costs to
lower prices.

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+ Quality & Exclusive Recipes: Specialized brands with unique recipes create
differentiation.

+ After-Sales Service: Large chains have an advantage with membership programs, regular
discounts, and fast delivery.

+ Marketing & Brand Recognition: Brands that excel in storytelling and communication
will attract customers more effectively.

Conclusion: Internal competition is very high, and businesses must continuously improve
product quality, build their brand, and enhance customer service.

Summary Evaluation According to the Five Forces Model

Factor Impact Level

Threat of New Entrants Medium

Bargaining Power of Customers High

Bargaining Power of Suppliers Medium

Threat of Substitute Products High

Internal Industry Competition Very High

3. Final startup idea/decision

From the analysis of the general environment, industry overview, target market and
considering the implementation capacity and feasibility of the project, the group decided to
choose to implement the business idea of: A model providing detox drinks and healthy
eating menus according to personalized needs. The project is unique and valuable to
customers in particular and the F&B industry market in general.
3.1. Novelty and value of the Project
- Regarding the novelty of the idea:
Regarding the project providing clean eating menus and detox drinks for students and
office workers, there are some new and different points compared to existing models as
follows:

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+ Personalizing the menu: Changing fixed menus, the project allows customers to choose a
diet that suits their goals such as weight loss, muscle gain, body cleansing or vegetarianism.
+ Combining healthy eating menus with detox water: Most current models only focus on
one of the two factors, while the project offers a comprehensive solution to help customers
maintain better health.
+ Technology application: Integrating consulting chatbots, installing applications and AI
menu tips to help personalize customer experiences.
+Environmentally friendly: Using bio-packaging, reducing disposable plastics, cooperating
with organic farms to ensure clean sources of ingredients.
Currently, most healthy dining services only provide general menus, not personalized for
each customer. There are not many models that combine clean eating meals and detox
water as a complete solution package.
The application of technology to support product setup and nutrition tracking is still limited
in this field. The green living trend is growing strongly, but not many businesses in the
F&B industry focus on sustainability factors right from production to consumption.
- About the value of the idea
For customers, this project will help save time preparing meals, especially suitable for
students and busy office workers; Ensure healthy meals with clean, safe ingredients, help
improve health, support digestion and maintain style. In addition, personalized experiences
help customers feel more satisfied than fixed dining models.
For businesses, this business model can initially develop through an online platform. Then,
easily expand information through cooperation with gyms, spas, yoga centers, etc. From
there, build a community of loyal customers, creating a stable and sustainable source of
revenue.
For the community, the project contributes to raising awareness of healthy eating habits,
helping to change consumer behavior in a positive direction. Support the development of
organic agriculture, helping consumers access clean food more easily. At the same time,
reduce plastic waste and provide sustainable consumption trends. 3.2. SWOT analysis of
the project
3.2. SWOT analysis of the project
Strengths Weakness

- Creative model, combining eat - The healthy food market is

clean menu and detox water, meeting increasingly competitive, requiring a
the increasing needs of customers. good marketing strategy to
differentiate.
- Personalize the menu for each

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customer, creating a difference from - The ability to expand the initial
competitors. model may be limited due to capital
and the clean food supply chain.
- Apply technology to help order
easily, consult quickly and optimize - Preserving and transporting fresh
user experience. food may be difficult, especially
detox water with a short shelf life.
- Use organic ingredients, biological
packaging, suitable for green - The product price may be higher
consumption trends. than normal meals, making it difficult
to reach some customer groups with
- Low operating costs, easy to deploy limited budgets.
online and deliver to your door.

Opportunities Threats

- The trend of healthy living and - Strong competition from established

clean eating is becoming more and brands in the healthy food sector.
more popular, especially among
young people and office workers. - The cost of organic ingredients and
bio-based packaging is higher than
- The demand for organic food is that of conventional ingredients,
increasing, customers are willing to which can affect profit margins.
pay for products that ensure quality
and health safety. - Changing consumer behavior takes
time, not all customers are ready to
- Technology development makes it give up their old eating habits.
easier to reach customers through
online platforms. - Risks in raw material supply,
especially when working with
- Can cooperate with gyms, spas, organic farms.
yoga centers, functional food brands
to expand the customer ecosystem.

CHAPTER III: BUSINESS PLAN

1. Business model canvas

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2. Detailed plans

2.1. Company establishment

2.1.1. Company Types
2.2.1.1. Business model introduction
With a business model providing meal plans for people following a healthy, eat clean, and
vegetarian lifestyle, the company chooses a Household Business model, focusing on
serving customers in a specific locality to minimize initial operating costs and optimize
profit. Household businesses have several advantages such as simple registration
procedures, no large capital requirements, low operating costs due to the use of a home
kitchen, and flexible management since the household owner has full decision-making
power over business strategies. Additionally, the low tax rate, being subject to a lump-sum
tax instead of corporate tax, helps optimize costs.
2.2.1.2. Detailed business plan
- Target Customers:
+ Office workers aged 22-28, earning 5-10 million VND/month.
+ Gym-goers, athletes with intensive training.
+ People following an eat clean diet.
+ Middle-aged people on a health-conscious diet.
- Products & Services:

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+ Personalized eat clean meal plans for 3-5-7 day schedules.
+ Detox drink packages for body cleansing.
+ Free nutrition consultation for customers.
+ Weekly/monthly meal packages to save time and effort for customers.
- Distribution Channels:
+ Online sales through websites, Facebook, Instagram, and Zalo.
+ Partnership with food delivery apps like GrabFood, ShopeeFood, and BeFood.
+ Orders through hotline or chatbot on social media platforms.
- Marketing Strategy:
+ Content strategy: Sharing knowledge about eat clean and healthy recipes on social media.
+ Promotional programs: Discounts for first-time customers, loyalty point programs.
+ Collaborating with influencers in the health field to promote products.
+ Organizing product trials at offices and gyms to attract customers.
2.1.2. Company location and facilities
Choosing the business location directly impacts the project's operational efficiency. For a
business providing healthy meal plans, the main target customers are office workers and
people seeking a healthy diet. Therefore, renting a central kitchen in Hanoi, instead of
building a private facility, is a reasonable choice. Renting a kitchen helps the company
reduce initial investment costs, crucial for the project’s startup phase, allowing the business
to focus on product development and marketing. Renting a kitchen also offers flexibility to
change locations or expand as needed, especially during the early stages when long-term
demand is not yet clear.
- Necessary Resources:
+ Finance: The company needs to prepare a budget to pay for the central kitchen rent,
including rent, maintenance, utilities, raw materials, labor for food preparation, and other
operational costs.
+ Personnel: The operations team will negotiate the rental contract and choose a suitable
facility. The kitchen manager will oversee the food preparation process, ensuring hygiene
and food safety.
+ Materials: Rented kitchens often come with basic equipment. The company can add
supporting equipment like industrial blenders and vacuum sealers if necessary.
- Implementation Steps:

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Step 1: Search and select a central kitchen for rent
The company will look for a kitchen facility near offices and convenient for deliveries. The
facility must meet hygiene and food safety standards.
Step 2: Negotiate the rental contract
Agree on a reasonable cost and flexible rental terms. Ensure the contract includes clauses
for cleanliness, maintenance, and rental duration.
Step 3: Install supporting equipment and optimize the cooking process
Invest in equipment if needed and optimize the cooking process to increase productivity
and ensure product quality.
Step 4: Monitor and manage the kitchen
The kitchen manager will supervise food quality, adhere to hygiene procedures, and resolve
any arising issues.
- Responsible Parties:
+ Operations team: Responsible for finding and negotiating the central kitchen rental
contract, working with the owner to finalize contract terms.
+ Operation manager: This team will oversee the entire process from receiving raw
materials to delivering food to customers, ensuring quality and hygiene procedures are
followed.
2.1.3. Legal and administration process and work
2.1.3.1. Objective of legal and administration process and work:
Ensure that all legal and administrative requirements related to providing healthy meal
services are in compliance with regulations. This includes business registration, ensuring
food safety and hygiene, protecting intellectual property, and adhering to labor and tax
laws.
2.1.3.2. Legal procedures:
- Business registration: Prepare documents for registering a sole proprietorship, including
ID card, household registration, registration form, and business location verification.
- Food safety and hygiene license: Register for a food safety certificate with the relevant
authorities.
- Tax registration: Register for a business tax identification number and comply with tax
obligations.
- Labor contracts: If hiring staff, sign employment contracts and provide insurance as
required by law.
2.1.3.3. Administrative management:
- Ingredient management: Ensure a supply of clean, organic, and safety-standard compliant
food ingredients.

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- Order management: Use order management software to track sales and control order
volume.
- Accounting records: Keep documents and invoices for tax reporting and internal audits.
- Partnerships with delivery services: Establish agreements with delivery services such as
GrabFood and AhaMove to optimize delivery costs.
2.1.4. Launching plan
2.1.4.1. Pre-launch preparation
Before the launch, finalize the menu with a variety of dishes and test the product quality to
ensure it meets customer expectations. Develop brand identity through a logo, packaging,
and professional imagery. Additionally, prepare the sales channels, including the website,
storefronts on GrabFood, ShopeeFood, and social media platforms.
2.1.4.2. Launch phase
During the launch phase, implement online advertising campaigns through Facebook Ads
and Google Ads to attract customers. Conduct trial programs, mini-games, and giveaways
to increase brand recognition. Furthermore, collaborate with influencers in the health sector
to reach the target audience.
2.1.4.3. Monitoring and optimization
After the launch, monitor customer feedback to adjust the menu as needed. Evaluate the
effectiveness of the marketing campaigns, optimize advertising costs, and develop plans for
expansion once sales targets are met.
2.2. Human resources management and company organization
2.2.1. HR vision and strategy
2.2.1.1. HR vision
We aim to build a professional organization that places people at the center, where
employees can maximize their potential, passion, and dedication in serving customers. A
flexible, creative, and modern working environment will serve as the foundation for long-
term employee development, while contributing to the sustainable growth of the business.
We are committed to training a team with extensive knowledge in nutrition, technology,
and customer service to provide the best experience for our clients.
2.2.1.2. HR strategy
To achieve our HR vision, we have developed a human resources strategy focusing on
three main pillars:
- Attracting talent: Through online recruitment channels, partnerships with training
organizations, and internship programs to attract potential candidates.
- Training and development: Regularly organizing advanced training programs on
professional skills, customer service, and the application of technology in operations
management.

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- Competitive compensation policy: Establishing a transparent and fair salary and reward
system, along with motivational programs and attractive welfare packages.
2.2.1.3. Core values
- Customer-centric: Always prioritizing the interests and satisfaction of customers.
- Quality and safety: Committed to providing clean, safe food that meets health standards.
- Innovation and creativity: Continuously improving products, services, and work
processes.
- Team spirit: Building a cohesive work environment where each individual contributes to
the overall success.
- Sustainable development: A long-term commitment to managing and developing human
resources effectively.
2.2.2. HRM plan
2.2.2.1. Human resource structure

Department Quantit Personnel Job Requirements

y characteristics

Executive 2 Strategic leadership, Skills in building,

board setting development supervising, and operating
directions for the the business
enterprise

Head chef 1 Experienced in eat Responsible for creating

clean, nutritional menus, supervising food
regimes preparation. Requires at
least 3 years of experience

Assistant 2 Supports the Head Assists the Head Chef in

chefs chef, skilled in food carrying out processing
processing steps. Basic cooking skills
required

Nutrition 2 Provides personalized Requires certification in

experts menu consultation for nutrition
customers

Customer 3 Good communication Provides support, resolves

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 service skills, knowledgeable customer inquiries. Good
about the products communication skills
required

Marketing 2 Builds content, Skills in developing

staff promotes the brand marketing strategies

Order 1 Manages orders, Manages the order system,

fulfillment coordinates delivery connects the kitchen and
customers

2.2.2.2. Recruitment plan

The recruitment plan will be carried out in three phases:
Phase 1 (January-March): Recruit core positions, conduct interviews, and select candidates
who not only have the necessary expertise but also align with the company culture. At the
same time, establish effective work processes.
Phase 2 (April-June): Evaluate employee performance, and recruit additional staff if
necessary to ensure service quality and optimize the current team.
Phase 3 (July-December): Expand the company and recruit highly skilled employees to
meet product development needs and market expansion. Strengthen the recruitment process
and build the employer brand.
2.2.2.3. Training and development
We recognize that investing in employee training and development not only improves
performance but also motivates and fosters long-term commitment within the organization.
We will organize specialized training for chefs to enhance their cooking skills and central
kitchen operations. Customer service employees will be trained in communication,
problem-solving, and complaint handling skills. Marketing staff will be updated on digital
marketing strategies and brand management to optimize communication campaigns and
product promotion.
2.2.2.4. Compensation and benefits policy
The company is committed to building a reasonable compensation policy, with a basic
salary based on expertise and experience (6-10 million VND per month). Bonus schemes,
such as sales and performance-based rewards, will help employees feel the value of their
efforts. The company also provides benefits such as health insurance, free or discounted
meals, and personal development training programs.
2.2.2.5. Controlling & evaluating
Employee performance will be evaluated based on monthly KPIs. The evaluation process
will be conducted transparently and fairly, providing individuals with timely feedback and
opportunities to improve their skills. Results from the evaluation system will be analyzed

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and used to adjust HR strategies, improve work processes, and make strategic decisions
related to human resource development. In addition to internal evaluations, customer
satisfaction surveys will be conducted periodically to ensure that the company’s services
always meet high-quality standards.
2.2.3. WBS & OBS
2.2.3.1. WBS (Work breakdown structure)
Our business model is divided into specific phases to ensure efficiency and organization:
Phase 1: Build the system, including setting up a modern central kitchen and developing a
user-friendly online ordering website/app platform.
Phase 2: Manage the menu, develop clean-eating and detox recipes, and personalize meal
plans based on customer requests.
Phase 3: Recruit and train staff, manage kitchen operations, and ensure smooth delivery
system operations.
Phase 4: Marketing and sales, develop communication strategies, and partner with
distribution partners to expand the market and enhance brand recognition.
2.2.3.2. OBS (Organization breakdown structure)
The organizational structure will include specific departments to manage operations:
- CEO: Sets the overall strategic direction and oversees the company's development.
- COO: Manages daily operations, supervises the kitchen team and delivery staff, and
ensures service quality.
- CMO: Responsible for marketing strategy, managing digital content, and customer
service.
- Nutritionist: Advises and supports customers in selecting the right meal plans, helping
create a distinctive service offering.
2.2.2.4. Human resources as a valuable asset
Human resources are a valuable asset, especially in a startup environment. Investing in
employee training and development helps create a cohesive and creative team that is ready
to face challenges. Retaining talented employees through specialized training, career
advancement paths, and comprehensive benefits policies will help the company maintain a
high-quality team, improve performance, and build a strong competitive advantage.
2.2.2.5. Maximizing human resources
To maximize human resources, the company has established clear work processes and
integrated technology in management to minimize manual tasks and enhance coordination
between departments. Promotion programs and team-building activities such as workshops,
seminars, and internal events help create a dynamic, friendly, and creative working
environment, contributing to the company’s long-term sustainable growth.

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2.3. Marketing Strategies (Based on the 4P Model)
2.3.1. Formation Stage (First 6 Months)
- Product:
Develop a menu featuring healthy, vegetarian, eat-clean meals, and detox drinks.
Personalize meal plans for 3-5-7 days based on customer segments (office workers, gym-
goers, eat-clean enthusiasts).
- Price:
Set competitive pricing based on market research to encourage trial purchases.
- Place:
Focus on online channels: Facebook, Instagram, Zalo, and Website.
- Promotion:
Run test ads on Facebook and TikTok to measure market response.
Provide valuable content on health and nutrition to attract potential customers.
2.3.2. Launch Stage (6-12 Months)
- Product:
Maintain core products and introduce 3-5-7 day combo packages for easier trial.

- Price:
Maintain affordable pricing and offer 10-20% discounts for new customers.
- Place:
Expand sales channels to Shopee, Lazada, and partner with gyms and spas for product
trials.
- Promotion:
Strengthen Facebook Ads and TikTok Ads.
Collaborate with KOLs/KOCs, launch giveaways, and mini-games to boost engagement.
Encourage customers to share feedback on social media.
2.3.3. Growth Stage (12-36 Months)
- Product:
Expand the menu with new meal options and introduce a monthly subscription service.
Offer budget-friendly combos tailored to different dietary needs.

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- Price:
Provide flexible long-term packages with discounts for loyal customers.
- Place:
Partner with gyms, yoga centers, and corporate offices for meal supply.
Develop B2B partnerships to expand distribution channels.
- Promotion:
Strengthen Google Ads and SEO to increase reach.
Organize offline events in collaboration with gyms and yoga centers.
2.3.4. Stabilization & Optimization Stage (36-60 Months)
- Product:
Develop healthy snacks, bottled detox juices, and other nutrition-related products.
- Price:
Implement loyalty programs, reward points, and bulk order discounts.
- Place:
Partner with fitness equipment brands and supplement companies to expand distribution.
Introduce products in convenience stores.
- Promotion:
Collaborate with wellness/fitness brands for co-branding campaigns.
Optimize advertising based on customer data insights.
2.3.5. Expansion or Diversification Stage (60+ Months)
- Product:
Expand into packaged foods, detox drinks, and healthy snacks.
- Price:
Develop a franchising model with attractive pricing for partners.
Set appropriate pricing strategies for international markets.
- Place:
Develop franchise networks and expand into supermarkets and convenience stores.
- Promotion:

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Implement international marketing campaigns and partner with major brands for market
expansion.
2.4. Sales Strategy
- Formation Stage (First 6 Months)
+ Focus on market testing and building the initial customer base.

+ Primary sales channels: Facebook, Instagram, TikTok, Website.

+ Combine content marketing with promotional programs (free trials, special discounts).
+ Direct consultation via messages and phone calls.
- Launch Stage (6-12 Months)
+ Expand sales channels to Shopee and Lazada.
+ Collaborate with gyms, spas, and corporate offices for trial meal supply.
+ Implement referral programs (discounts for new customer referrals).
+ Offer flash sales and bundle deals to boost demand.
- Growth Stage (12-36 Months)
+ Develop an affiliate/partner sales network and explore franchising opportunities.
+ Implement CRM systems for customer data management and personalized marketing.
+ Use remarketing via email, Zalo, and personalized ads to retain customers.
- Stabilization & Optimization Stage (36-60 Months)
+ Secure long-term meal supply contracts with companies, hotels, and resorts.
+ Launch VIP membership programs with exclusive discounts.
- Expansion or Diversification Stage (60+ Months)
+ Expand the franchise model and open branches in new cities and international markets.
+ Integrate AI to provide personalized product recommendations.

2.5. Customer Care Strategy

- Formation Stage (First 6 Months)
+ Provide 24/7 online customer support and fast response times.
+ Collect customer feedback through surveys and product reviews.

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- Launch Stage (6-12 Months)
+ Personalize customer experience using automated support systems (email, chatbots).
+ Introduce loyalty programs (reward points, birthday gifts).
- Growth Stage (12-36 Months)
+ Develop a mobile ordering app and VIP customer programs.
+ Expand support channels via Zalo, Messenger, and customer service hotlines.
- Stabilization & Optimization Stage (36-60 Months)
+ Implement tiered loyalty programs (Silver, Gold, Platinum).
+ Personalize email marketing based on customer purchase history.
- Expansion or Diversification Stage (60+ Months)
+ Integrate AI-powered chatbots for real-time customer support.
+ Utilize Big Data to personalize customer care and predict purchasing trends.
2.6. Communication Plan
2.6.1. Strategy Overview
The healthy eating trend is growing, especially as consumers become more concerned
about health and sustainable lifestyles. For a brand specializing in healthy food and detox
drinks, the communication strategy should go beyond product promotion to building a
community that trusts the benefits of a scientific diet.
This communication plan spans six months, divided into three main phases to achieve the
objectives of brand awareness, trust-building, and expanding the loyal customer base. The
communication activities will focus on social media platforms, influencer marketing, paid
advertising, and customer engagement programs.

Objectives:
- Phase 1 (Month 1-2): Increase brand awareness.
- Phase 2 (Month 3-4): Build trust & encourage product trials.
- Phase 3 (Month 5-6): Boost conversions & expand the loyal customer base.
Phase 1: Increasing Awareness & Encouraging Trial Purchases (Month 1-2)
The brand will focus on building awareness and encouraging trial purchases by creating
engaging content on Facebook, Instagram, and TikTok, revolving around meal set menus,
detox benefits, customer feedback, and interactive mini-games. A giveaway campaign
offering 10 free trial sets will allow customers to experience the products firsthand.

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Additionally, collaborations with five KOLs (fitness trainers, food bloggers, and lifestyle
influencers) will ensure the brand reaches the right target audience. At the same time,
Facebook and TikTok ad campaigns targeting customers in Hanoi will optimize conversion
rates. The goal for this phase is to reach 100 orders per month, laying the foundation for
scaling up.
Phase 2: Boosting Sales & Building Customer Loyalty (Month 3-4)
After acquiring trial customers, the brand will focus on boosting sales and maintaining
customer retention. Promotional programs such as a 5% discount on a 7-day combo or a
“Buy 4 Weeks – Get 1 Free” offer will encourage long-term commitment. Video content on
TikTok and Facebook will be strengthened, showcasing behind-the-scenes food
preparation, the benefits of healthy eating, and real customer feedback to enhance trust and
maximize conversions. The goal for this phase is to reach 400 orders per month, ensuring
stable revenue and approaching the breakeven point.
Phase 3: Sustaining Sales & Expanding the Loyal Customer Base (Month 5-6)
With a stable customer base, the brand will focus on profit optimization and expanding its
loyal customer group. A loyalty program offering point-based rewards or discounts will
increase purchase frequency and encourage customer referrals. Long-term meal plans will
be introduced with attractive offers such as a 5% discount for a 3-month subscription or a
10% discount for groups of three people ordering within one month. To maximize
effectiveness, remarketing campaigns will target returning customers and similar audiences,
while distribution channels will expand to gyms and yoga centers to reach potential
customers. The goal is to achieve 500 orders per month, with 60% coming from returning
customers, ensuring stable revenue and long-term sustainable growth.
2.7. Production/Operation Plan
2.7.1. Operating & Production Model
The brand will adopt a central kitchen model, where all orders are prepared at a single
location before being delivered to customers. This approach ensures quality control,
optimizes workforce efficiency, and reduces operational costs. Orders will be prepared
based on pre-orders to maintain freshness and minimize waste. The workflow is divided
into three key stages: ingredient preparation in the early morning, cooking throughout the
day, and meal-specific batch production. With a minimum goal of 344 sets per month, the
kitchen needs to produce an average of 12 sets per day in the first month, gradually
increasing as demand grows.
2.7.2. Ordering & Delivery Process
Orders will be processed via Facebook, Instagram, TikTok, and Zalo Official Account
(OA). Customers can place orders via direct messages or through e-commerce platforms
with online payment options. To optimize operations, the brand will focus on a pre-order
system (at least one day in advance) rather than on-demand orders. This allows better
ingredient management, prevents inventory waste, and avoids sudden order surges.
Delivery partners such as GrabExpress, Ahamove, and Be will be used depending on the
area and order type. Initially, shipping costs may be partially covered or waived for large
orders, with adjustments based on actual demand over time.

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2.7.3. Ingredients & Inventory Management
Ingredients will be sourced from certified clean food suppliers, prioritizing VietGAP or
organic-certified sources. To maintain freshness, supplies will be restocked 4-5 times per
week instead of long-term storage. Dry ingredients and detox beverages will have longer
shelf lives but will still be closely monitored for expiration. A stock planning system will
be maintained to optimize procurement, preventing overstocking or shortages. Short-
lifecycle ingredients, such as vegetables and fruits, will be used in rotating recipes to
minimize waste.
2.7.4. Workforce & Shift Allocation
To ensure smooth operations, the workforce will be divided into shifts, ensuring continuous
service for both single orders and long-term meal plans.
Minimum Staffing Requirements
- 1 Head Chef: Responsible for recipe development, quality supervision, ingredient
inspection, and final product approval.
- 2 Kitchen Staff: Responsible for ingredient preparation, cooking, and packaging to ensure
quality and timely delivery.
- 1 Order Manager: Handles customer inquiries, payment processing, delivery coordination,
and order status updates.
Work Shift Schedule
Morning Shift (4:30 AM - 10:30 AM)
4:30 - 5:00 AM: Receive and inspect ingredients.
5:00 - 6:30 AM: Prepare ingredients for breakfast service.
6:30 - 8:00 AM: Cook, package, and deliver breakfast orders (delivered before 8:00 AM).
8:30 - 10:30 AM: Continue ingredient preparation for lunch service, check pre-ordered
meals.
Midday - Afternoon Shift (10:30 AM - 4:30 PM)
10:30 AM - 12:00 PM: Cook, package, and deliver lunch orders (delivered before 12:00
PM).
12:00 - 2:30 PM: Clean kitchen, check remaining ingredients, prepare refrigerated detox
drinks.
2:30 - 4:30 PM: Pre-process ingredients for dinner service.
Evening Shift (4:30 PM - 10:00 PM)
4:30 - 6:00 PM: Cook, package, and deliver dinner orders (delivered before 6:00 PM).

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6:30 - 8:30 PM: Check inventory, prepare ingredients for the next day.
8:30 - 10:00 PM: Final order processing and kitchen sanitation.

2.7.5. Quality Control & Food Safety

All food preparation processes will comply with food safety and hygiene standards,
including:
- Wearing gloves, masks, and protective uniforms while handling food.
- Daily kitchen sanitation and periodic deep cleaning of food preparation areas.
- Sealed packaging to prevent unnecessary exposure to external elements.
- Ingredient and product quality checks before delivery.
The menu will be regularly updated based on customer feedback to ensure both taste appeal
and nutritional balance.
2.8. Supplies, Suppliers, and Supply Chains
2.8.1. Supplies
Supplies refer to the materials or goods necessary for producing your products. For a
healthy food and detox drink brand, these include fresh ingredients, packaging materials,
and equipment.
a. Raw Materials
To create detox drinks and healthy food, high-quality, fresh, and possibly organic
ingredients are essential. These include fresh fruits and vegetables (such as greens,
cucumbers, apples, oranges, and strawberries), herbs and spices (such as mint leaves,
ginger, lemon, turmeric, and cinnamon), dried food items (such as chia seeds, spirulina,
matcha, and quinoa), and low-calorie or diet-friendly seasonings (such as zero-calorie oil
and sugar substitutes). Each ingredient contributes significantly to the nutritional value of
the products and may have different suppliers depending on seasonality, location, and
quality.
b. Packaging Materials
Packaging plays a crucial role, especially for food and beverage businesses. This includes
BPA-free glass bottles for detox drinks and eco-friendly food packaging such as sugarcane
fiber boxes, along with sustainable utensils like wooden spoons and chopsticks.
c. Equipment
Essential equipment for processing and handling products includes juicers for detox drinks,
blenders for smoothies and other beverages, ovens and air fryers for food preparation, as
well as cooking tools like pots, pans, stoves, knives, cutting boards, and spoons.

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2.8.2. Suppliers
- Food Suppliers – Sói Biển
Sói Biển provides high-quality vegetables certified by Global GAP and VietGAP, ensuring
no chemical pesticides or harmful substances. Their pricing ranges from 25,000 to 45,000
VND per kg, depending on the type of vegetable and season. They offer bulk order
discounts and free delivery for orders above 1,000,000 VND, helping businesses reduce
logistics costs and maintain a stable supply.
- Dry Food and Spices Suppliers – Việt Thái Organic
Việt Thái Organic specializes in nutritious, healthy, and clean food imported from the US,
Japan, and Korea at competitive prices. They offer special support for businesses,
particularly for bulk orders or long-term partnerships.
- Packaging Material Suppliers
+ Food Containers – Hapobe: Hapobe supplies biodegradable sugarcane fiber food
containers, a sustainable alternative to plastic and paper packaging. The price is
approximately 200,000 VND for 50 boxes (~4,000 VND per box), making it a cost-
effective choice. Hapobe can fulfill large orders, catering to restaurant and food business
needs.
+ Utensils (Chopsticks, Spoons, Napkins, Toothpicks) – dodungmotlanXT: The combo
includes wooden chopsticks, spoons, napkins, and toothpicks, packaged in Kraft paper,
aligning with eco-friendly business values. The price is 55,000 VND for 50 sets (~1,100
VND per set), providing a budget-friendly yet professional option.
+ Equipment Supplier – Điện Máy Xanh: Điện Máy Xanh is a trusted supplier of electronic
appliances and kitchen equipment, offering a variety of price ranges from affordable to
premium. They provide installment payment options, official warranties, repair services,
and fast delivery, ensuring businesses have reliable equipment for their operations.
2.8.3. Supply Chains
- Procuring Raw Materials
The business collaborates with reputable suppliers such as Sói Biển, Việt Thái Organic, and
Hapobe to ensure a stable and high-quality supply of raw materials. Long-term contracts
help secure competitive pricing, while diversifying suppliers minimizes supply shortages.
- Transportation and Storage
To maintain quality, fresh produce is transported in refrigerated vehicles, while dry goods
are securely packaged and stored in standard warehouses. Inventory management
technology is used to track stock levels, optimize supplies, and reduce waste.
- Production and Processing

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Once ingredients arrive at the facility, processing follows strict food safety standards. This
includes washing, cutting, and preparing ingredients according to standard recipes. Detox
drinks are juiced or blended using specialized machines to retain nutrients, while clean-
eating food items are prepared with minimal oil using ovens and air fryers. Strict quality
control ensures the final products meet taste, nutrition, and safety standards before
packaging and distribution.
- Packaging and Storage
Hygienic food processing methods are followed before packaging the final products. Detox
drinks are bottled, and clean-eating meals are packed using eco-friendly materials. Quality
checks are conducted before dispatch.
- Product Distribution
After processing and packaging, products are distributed through multiple channels to
maximize reach. Online sales allow customers to order via social media, fan pages, and
food delivery platforms like Shopee, Grab, and Be. Direct home delivery services ensure
fast and fresh delivery, with partnerships with logistics providers such as Grab, Be, and
Ahamove. Additionally, a B2B model is explored to supply clean-eating food and detox
drinks in bulk to gyms and corporate offices promoting employee wellness. To optimize
logistics costs, free shipping is offered for bulk orders, multiple orders are combined in a
single trip, and partnerships with logistics companies ensure cost-effective delivery
solutions.
- Supply Chain Management and Optimization
The business continuously evaluates supplier quality to ensure raw materials meet
standards. Inventory management technology tracks stock levels, preventing shortages or
excess supplies. Additionally, contingency plans are developed to mitigate risks such as
natural disasters, pandemics, or supply chain disruptions by diversifying supplier networks.
2.9. Product/service development now and in the future
In the context of increasing demand for healthy food consumption, developing a model to
provide healthy meals and detox water is not only a trend but also a potential business
opportunity.
2.9.1. Product/service goals and vision
First of all, the model aims to build a healthy food brand, providing convenient meals for
students and office workers in Hanoi. The short-term goal (first 6-12 months) is to reach
500 loyal customers and reach break-even point within 3-6 months by optimizing costs,
focusing on online marketing through social media platforms such as Facebook, TikTok
and Instagram.
In the long term, in the next 2-5 years, the model can expand in the following direction:
- Open offline stores in central areas of Hanoi to increase direct experience for customers.

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- Diversify products by adding drink lines such as nut milk, smoothie bowl,
weekly/monthly meal prep.
- Apply technology to ordering, personalize menus according to health needs.
- Cooperate with gyms, spas, offices to provide monthly meals.
The brand's long-term vision is to become a pioneer in the field of personalized healthy
meals, helping young consumers have a healthy, convenient lifestyle at a reasonable price.
2.9.2. Market trends and potential customers
2.9.2.1. Market trends
Nowadays, the need for scientific and convenient diet control is increasing, especially
among those who want to lose weight or maintain their figure. However, one of the biggest
challenges is the lack of motivation to maintain without seeing immediate results. Many
people eat healthy for only a few days and then give up due to lack of support or suitable
maintenance solutions. Subscribing to monthly meal packages not only helps form
moderate eating habits but also creates commitment, helping users to be more persistent
with their health goals.
In addition, groups of gym goers, yoga practitioners or those pursuing a healthy lifestyle
also have difficulty calculating proper nutrition. Hiring a PT to advise on a menu is often
quite expensive and not really convenient, while if you adjust your diet without adequate
knowledge, it is easy to eat the wrong way, leading to muscle loss or uncontrolled fat gain.
A service that provides pre-calculated meals and detox water according to each goal
(weight loss, keeping fit, muscle gain, etc.) will help this group of customers eat
scientifically without spending too much time researching.
In addition, students and office workers - who often have busy schedules - also tend to look
for convenient but still healthy eating solutions. Cooking healthy meals every day not only
takes time but also requires preparation of ingredients and nutritional knowledge, which not
everyone has. Meanwhile, the market currently does not have many specialized solutions
for personalized meal plans at a suitable price for this group of people. Most services only
sell individual meals without long-term monitoring and care. The model we have developed
not only provides meals and detox water in packages suitable for health goals, but also
helps customers maintain a sustainable, convenient and scientific diet.
2.9.2.2. Potential customer analysis
The target customer group of the model is mainly students and office workers (18-28 years
old)
This is a group of customers with high demand for convenient meals that still ensure
nutrition. They care about their health and figure, but do not have much time to cook for
themselves. This group of customers wants meals that are calorie-controlled, high in protein
and low in unhealthy fats.

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 In addition, they need to have an average-good income (7-15 million VND/month): This is
a segment that is willing to pay for healthy meals but still looks for reasonable prices.
2.9.3. Preparation of personnel and resources
To operate effectively from the very beginning, the model will focus on optimizing human
resources and other resources.
2.9.3.1. Core staff in the initial stage

In the initial stage, staff will work part-time to save costs. When sales are stable, the model
will expand the team to improve work efficiency.
2.9.3.2. Necessary resources
- About raw materials and suppliers
+ Cooperate with clean vegetable farms to ensure raw materials meet organic or VietGAP
standards.
+ Work with healthy food suppliers for good prices and quality assurance.
- About facilities & equipment

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+ In the beginning, only a small kitchen (~10-15m²) and basic cooking tools are needed.
+ When expanding, you can invest in a kitchen cloud to serve a large number of orders.
- Ordering & Delivery System
+ First stage: Receive orders via Facebook, TikTok, Instagram.
+ Expansion phase: Build a separate website or ordering app to optimize customer
experience.
- Cooperation & Development Strategy
+ Cooperate with gyms, beauty spas, and corporate offices to provide weekly/monthly meal
packages.
+ Apply a referral program to increase brand coverage.
Developing a healthy meal and detox water business model not only meets market demand
but also creates a sustainable brand in the F&B sector. In the early stages, focusing on
building an online brand, optimizing production and operating costs will be the deciding
factors for success.
In the expansion phase, the model will focus on product personalization, applying
technology to optimize the ordering process, and expanding cooperation with strategic
partners to increase the number of loyal customers.
2.10. Financial/capital/fund plan, cash-flow management plan
2.10.1 . Cost of building stores & sales channels
Cost of building store & sales channel based on:
- Online operating model helps save on premises costs.
- Main costs focus on marketing, ingredients, kitchen equipment & operations.
- Expect low sales in the early stages → no need to invest too much in inventory & staff.

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Break-even Point (BEP) of the Project
- Fixed cost (FC): 5,500 thousand VND/month.
- Average price/set (P): 90,000 VND.
- Average variable cost/set (VC): 74,000 VND.

That means we only need to sell 344 sets/month (~12 sets/day) to break even, which is also
a big challenge because from the beginning, the initial goal was to sell 10 orders/day. In
addition, to get this break-even point, the team needs to perform optimization tasks,
including:
- Cooperate with farms specializing in providing clean vegetables and fruits at good prices.
- Make use of excess ingredients (eg: use lemon and orange peels to detox, use ingredients
in many different dishes).
- Create a cost-effective menu: Reduce the amount of expensive ingredients, focus on
seasonal ingredients.
- Optimize delivery costs: Deliver on fixed routes, helping to reduce the number of
shipments and promote customers to pre-order combos 5-7 days to collect orders.
- Optimize packaging by using cheaper eco-friendly paper boxes (~3,000 VND/box) and
allow customers to bring their own boxes to save money.
2.10.2. Monthly revenue & profit forecast
Monthly sales revenue and profit based on:
- Sold in 3-5-7 day sets, each meal includes detox water (35k-50k) + food (40k-50k).

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- The average price of a meal is 90,000 VND.]
- In the early stages, there are few customers, assuming 10 orders/day are sold.

- Phase 3-6 months: When reaching 20 orders/day (~54 million VND/month), can break
even.
- Phase 6-12 months: When reaching 30 orders/day (~81 million VND/month), profit 15-
20%.
2.10.3. Capital mobilization plan
With a total startup cost of 40 million VND, the founding team of 8 people can contribute
personal capital from 5 million/person. Due to limited capital, it is necessary to have a plan
to mobilize capital from other parties, specifically:

2.10.4. Economic efficiency assessment

If the target of 30 orders/day has been reached stably, the model can be considered for
expansion.
2.10.5. Expansion plan

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Thus, the group found:
- In the first 3 months: Expect slight losses but need to persevere in building the brand.
- From 3-6 months: Break even when reaching 20 orders/day.
- From 6-12 months: Start making 15-20% profit when reaching 30 orders/day.
- If the expected revenue is stable as above, the group will consider expanding through food
delivery platforms & opening offline stores.

CHAPTER IV. CONCLUSION

In a society that is increasingly concerned about health, the healthy meal and detox water
business project is not only a business idea, but also a mission to bring healthy and
convenient eating solutions to students and office workers in Hanoi. The group wants to
build a food brand that not only meets nutritional needs but also inspires a healthy lifestyle,
helping customers maintain good eating habits without having to trade off too much time or
cost.
The reason we chose to do this project stems from the fact that today's youth are
increasingly interested in a more scientific diet, but are limited by busy time and a lack of
convenient meal options. Providing meal sets in 3-5-7 days makes it easier for customers to
maintain healthy habits, while detox water provides the benefits of gentle and effective
body cleansing. This is not just a short-term need but also a long-term development trend,
creating a potential market.
In terms of preparation, the team has built a thorough business plan, optimizing operating
costs to suit limited capital, and at the same time orienting development in each stage to
ensure stability. The founding team consists of young people who are passionate about
business and have knowledge of F&B, marketing, and operations management, helping the
project have a solid foundation right from the first steps. Furthermore, we have clearly
defined the strategy of approaching customers through social networking platforms,
optimizing human resources, and finding suppliers of quality raw materials to bring the best
products at reasonable prices.

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The team believes that this project has high potential for success as it meets the right
market needs and follows modern consumer trends. The step-by-step development, from
online business to scale expansion, helps us control risks and ensure the ability to adapt to
fluctuations in the F&B industry. However, to go further, we need the support of investors
and strategic partners - those who believe in the vision of a healthy, convenient and
sustainable food brand.
We call for cooperation from individuals and organizations who share the same belief in the
value of clean food and a healthy lifestyle. If you are an investor looking for a potential
business opportunity, or a partner who can support in terms of resources, technology or
distribution, we look forward to working with you to build a leading healthy food brand for
the young generation of Vietnam. This is not only a business project, but also a journey to
spread positive living values to the community.

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