FINAL REPORT

Project
GIẤY ƯƠM MẦM

Lecturer: Vũ Hồng Thái

Class: GD1722_CD

Student
Nguyễn Phú Thuận - HE176733
Hoàng Thị Quỳnh Như - HS173265
Lê Ngân Hà - HS170199
Phạm Hà Khánh Linh - HE176395
Bùi Hồng Ngọc - HE170537
Nguyễn Phương Anh - HE170439
 OUTLINE

I. PROJECT PERSONAL STRUCTURE……………………………3

1. Project introduction…………………………………………………3
2. Company introduction……………………………………………….3
3. Product concept……………………………………………………..5
3.1. Core value…………………………………………………….... 5
3.2. Actual product…………………………………………………...5
3.3. Augmented product……………………………………………...5
II. EVALUATION PROJECT IDEA …………………………………..6
1. Innovation…………………………………………………………….6
2. Scale - up ability……………………………………………………...6
3. Big impact…………………………………………………………….6
4. Feasibility……………………………………………………………..7
III. MARKET ANALYSIS………………………………………………...7
1. Market overview………………………………………………………8
2. Market trends………………………………………………………….8
IV. COMPETITIVENESS………………………………………………..10
1. 4Ps Model …………………………………………………………….10
2. SWOT………………………………………………………………….11
V. CUSTOMER SURVEY...……………………………………………...11
1. Survey question………………………………………………………..11
2. Survey results………………………………………………………….13
3. Persona………………………………………………………………...27
4. Customer’s Journey map………………………………………………29
VI. SALE & MARKETING PLAN…..…………………………………...30
VII. BUSINESS MODEL CANVAS..……………………………………....34
1. Customer segment …………………………………………………….34
2. Value proposition ……………………………………………………...35
3. Channel ………………………………………………………………..35
4. Customer relationship…………………………………………………36
5. Key resources………………………………………………………….37
6. Key activities…………………………………………………………..38
7. Key partners…………………………………………………………...39
8. Cost structure………………………………………………………….39
9. Revenue stream ………………………………………………………..40
VIII. PRODUCT MARKET FIT...………………………………………….40
1. Customer segment……………………………………………………..42

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 2. Product or service ……………………………………………………43
IX. MVP DESCRIPTIONS………………………………………………45
1. MVP Descriptions…………………………………………………….45
2. Future plan ……………………………………………………………48
X. FINANCIAL ANALYSIS……………………………………………..49
1. Price setting…………………………………………………………...49
2. Financial statement……………………………………………………50
3. Break-even point………………………………………………………54
XI. INVESTOR DECISION- MAKING…………………………………54
1. Management team criteria……………………………………………..54
2. Business & deal criteria……………………………………………….54
3. Product/ service criteria……………………………………………….54
4. Financial criteria……………………………………………………….55
5. Market criteria…………………………………………………………55
6. Investor criteria ………………………………………………………..55
XII. REFERENCES………………………………………………………..55

I. PROJECT PERSONAL STRUCTURE

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 1. Project introduction
- Idea: We have the idea of making a set of books combined with a plant growing kit
for children aged 4-8 years old. The book's content will include information about
plant species and each page is a popup sheet made from sprouting paper. So after
reading the information in the book, children can tear off the popup sheet and combine
it with the accompanying tool set to practice growing plants.
- Reason for choosing idea: we noticed an insight from children: children often do not
like reading books because when reading books, they have to sit still and pay attention
to the content of the book. This is in complete contrast to children's hyperactive
personality and desire to explore. In addition, the problems of deforestation and
environmental pollution are destroying human lives, especially future generations of
children. Therefore, we came up with the above idea with the following purpose: first,
to create children's love for books through applying the information learned in books
to practice planting trees. The second goal is to educate children to be conscious of
building and protecting a green environment, and to nurture a love for recycling and
greenery.
2. Company introduction
2.1. Name brand
“Nurturing Paper” symbolizes the combination of education and nature. It has
the meaning of cultivating knowledge and stimulating comprehensive
development for children, like nurturing a seed so that it grows into a green
tree. With the educational book product combined with seed paper, children not
only learn through the pages of books but also directly participate in
experiencing nature, thereby nurturing creativity, awareness of environmental
protection and comprehensive development. both intellectually and spiritually.
2.2. Logo

The "Nurturing Paper" logo not only represents the combination of nature and
knowledge but also brings a profound message through design elements. The
image of an open book with softly curved pages symbolizes knowledge and
continuous learning, while the curves of leaves and seeds represent growth and
vitality from nature. The main color green emphasizes the message of

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sustainability and closeness to the environment. The brand name along with the
slogan "Sowing seeds of knowledge, sprouting the future" emphasizes that the
process of learning and discovery is like planting, thereby nurturing ideas and
abilities. This combination not only represents the nurturing of knowledge but
also evokes the process of discovery, creativity, and love of nature, encouraging
children to develop comprehensively in both intelligence and environmental
protection consciousness. since childhood.
2.3. The organization
CEO: Nguyen Phu Thuan
- Mission:
+ Coordinate all project activities.
+ Provide short-term and long-term development strategies.
+ Ensure all departments operate efficiently and on schedule.
+ Contact and maintain relationships with partners and investors.

Marketing: Hoang Thi Quynh Nhu

- Mission:
+ Develop and implement marketing strategy.
+ Manage communication channels and promote products/services.
+ Research and analyze the market and competitors.
+ Develop and implement sales strategies to ensure sales targets

Financial: Le Ngan Ha
- Mission:
+ Manage finances, plan budgets and track cash flow.
+ Financial analysis and reporting.
+ Ensure compliance with tax regulations and financial laws.

Sale: Pham Ha Khanh Linh

- Mission:
+ Build sales methods/channels
+ Learn about the scale of sales deployment
+ Work with suppliers to ensure the best quality

Design/ Content creator: Bui Hong Ngoc

- Mission:
+ Product design, packaging. Content creation
+ Research, come up with ideas and develop products in terms of
images and content
+ Design online and offline media publications for marketing

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Service: Nguyen Phuong Anh
- Mission:
+ Learn about customer service options before, during and after
your purchase
+ Consulting and building community groups for parents and
customers
+ Support for payment services, shipping, warranty,...
3. Product concept
a, Core value
Brings educational value to children about the natural environment and plants.
Develop practical skills, connect with nature, stimulate intelligence and
creativity. Help children understand the importance of planting trees to protect
the environment from a young age.
b, Actual product
- Quality level: Materials for growing plants using paper containing
germinating seeds. This is a material made from recycled paper or
natural pulp combined with seeds. Sustainable, safe, environmentally
and child-friendly. Easy to use.
- Design: Design a book with many illustrations of plants, with many
paper popups containing germinating seeds. There are cards of your
child's favorite characters to mark the pages of the book.
- Packaging: The set of books and tools are neatly packaged from recycled
materials, making them easy to transport.
- Features: The book provides information, illustrations about tree species
and planting instructions. Integrated seeds and tool kits make it easy to
grow plants and develop children's interactive elements.
c, Augmented product
- Warranty service:
Warranty for growing kits: We provide warranty service for included
tools (pots, tools) for a certain period of time. If there is a manufacturer
error, the customer can request a replacement.
Seeds: Ensuring seed quality, if seeds do not germinate within the
specified time period (according to planting instructions), customers can
request to be provided with new seeds.
- After-sales service:
Tree care advice: After buying the book and planting trees, if people
have questions about the tree planting instructions in the book, we
always provide tree care consulting services via hotline or email. This
helps parents and children take the best care of the plant.

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 Book exchange program: Once customers have read and used books to
grow plants, you can offer a program to exchange old books for new
books or plant-related items.
- Shipping and credit:
Shipping: Provide door-to-door delivery service with free policy or
support shipping fees for orders reaching a certain price. Make sure
products (books and tools) are packaged carefully to avoid damage.
Credit: Allows customers to pay in many forms such as installments, e-
wallets, or credit cards to increase flexibility and convenience.
- Installation:
Instructions for assembling the planting kit: For the planting practice
part, we provide detailed instructions via video through QR code
scanning and instruction paper in the book. This helps buyers easily
practice planting and tree care methods on their own.

II. PROJECT IDEA

1. Innovation
Unique product: This project is groundbreaking and innovative with the idea of a
book that can be reused to plant trees. It is a combination of education, entertainment,
and environmental protection, creating a completely new and distinctive product in the
market.
Sustainability: The concept of eco-friendly products is not just a trend but a
sustainable shift in consumer mindset. The project utilises plantable paper, helping to
reduce waste and encouraging the reuse of resources.
2. Scale - up ability Product
Enhance marketing efforts and expand the market.
Improve existing products or create new versions with updated packaging and
technology.
Further develop tree-planting technology from paper to perfect the product.
Strengthen Marketing and Market Expansion
Utilize multichannel marketing.
Explore new geographical areas or customer segments.
Implement loyalty programs to attract and retain a dedicated customer base.
3. Big Impact
- Impact on the environment: The "Paper Nursery" project has a great impact
in protecting the environment through the use of recycled paper combined with
seeds, helping to reduce waste and protect natural resources.
- Impact on users: Encourage users to have the habit of planting trees and
using environmentally friendly products. At the same time, educate awareness
of environmental protection and enhance the surrounding living landscape.

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 - Impact on businesses: Navigate businesses to develop in an environmentally
sustainable direction, limit businesses with deforestation activities while
encouraging tree planting and environmental construction.
4. Feasibility
- Product: the product uses environmentally friendly materials, easy to use for children
- Market:
+ There is no product on the market that combines reading books and tree planting
applications like the above
+ The need for learning combined with practical experience is increasing and is being
applied by many educational institutions
- Diverse ways to reach customers: there are many ways to reach buyers who are
parents - those who are always ready to invest in what is best for their children. Some
other approaches such as through bookstores, amusement parks, workshops or
influential KOLs in the field of education

III. MARKET ANALYSIS

1. Market overview
Environmental protection has always been a major concern for people around
the world. To achieve effective environmental protection, many alternative
technologies and methods to reduce harmful fuel consumption have emerged and been
tested. Among them, the concept of tree planting from paper is relatively new and
full of potential. Instead of planting trees from traditional seeds, this technology uses
seed-infused paper, creating favorable conditions for seeds to germinate and grow.

In line with our group's objectives, we aim to apply this technology to educational
tools. This approach not only educates children about tree planting and environmental
protection but also introduces a unique product to a market saturated with familiar
items.

Challenges and Opportunities:

Challenges:

● New technology: Tree planting from paper is still in the development phase
and requires further research to be perfected.
● Competitive market: Over 20 publishers and companies are involved in
publishing children's books. To make an impression and attract attention, the
product must be truly unique.
● High technical demands: The process of producing seed-infused paper and
growing trees requires advanced technology and a skilled workforce.
● Ensuring safety: Children are very vulnerable, so careful attention must be
given to safety issues when developing and manufacturing the final product.

Opportunities:

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 ● Large market: With 36% of Vietnam's population in the 0-14 age group, the
country is seen as a potential market for the education sector and the production
of children's products.
● Investor interest: Investors are increasingly interested in sustainable
agricultural projects, creating funding opportunities for this sector.
● Product uniqueness: A safe, eco-friendly, and unique toy has the potential to
attract significant attention.

Conclusion:
Tree-planting books for children made from paper have enormous potential.
However, to achieve sustainable development, this industry will require investment in
research and

2. Market trends

Market overview
The market for environmentally friendly products in Vietnam is currently showing
signs of positive growth, in which nursery paper is emerging as a new and potential
product. This trend is largely driven by the growing awareness of environmental
protection and green lifestyle, especially among the younger generation Gen Z and Y.
For these young consumers, nursery paper is more than just simply stationery products
or gifts, but also a means for them to demonstrate a sustainable lifestyle and actively
contribute to protecting nature.
Growth driving force
1. The development of education on environmental protection: Schools and
educational organizations are gradually promoting environmental education,
especially in extracurricular programs or practical activities. This creates
favorable conditions for nursery paper products to become practical, easy-to-
use educational tools and bring direct environmental benefits.
2. Increase awareness of green products: Consumers increasingly prioritize
environmentally friendly products, and nursery paper with the ability to
biodegrade and reuse in growing plants meets this need. Many organizations
and businesses also use nursery paper as a gift to encourage or communicate
environmental protection awareness, creating spread and promoting product
demand.
3. Electronic commerce: The development of e-commerce platforms helps seed
paper easily reach more customers, from individuals to businesses. E-
commerce sites such as Shopee and Lazada create favorable conditions for this
product to enter the market and expand its consumer base.
4. Support from Green Policies: Governments and non-profit organizations are
promoting green policies, encouraging the use of environmentally friendly
products. This creates favorable conditions for the development of toys that can
grow plants.
5. Combining Education and Entertainment: Toys that combine elements of
learning and entertainment will continue to be popular. Products such as
coloring books, ecological models, and construction sets can all be planted after
use, providing high educational value

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 Current market situation and prominent brands
Currently, nursery paper is still a small segment but is gradually attracting customer
attention. Similar products from brands such as SeedPaper and EcoPaper have
achieved certain success on online platforms, in which Shopee and Lazada are the
main platforms supporting the distribution of this product line. Shopee currently
accounts for 75% of nursery paper product revenue, with the remainder divided across
other platforms such as Tiki and direct distribution channels from manufacturers.
Classification of distribution channels and expansion opportunities
According to Metric's market classification, 12% of nursery paper products are sold at
Mall stores, while the remaining 88% come from regular stores. This shows that small
and medium-sized suppliers also have the potential to take advantage of the market
through e-commerce channels at lower costs. Besides, the need to use nursery paper as
gifts or in CSR campaigns opens up great business opportunities, especially for new
businesses entering the market.
Challenge
1. Competition from recycled and other environmentally friendly products:
Products from recycled paper and bioplastics are also strong competitors, which
could put pressure on nursery paper as the green product segment becomes
increasingly diverse.
2. Product preservation requirements: To ensure quality, nursery paper requires
stricter storage conditions than regular paper, causing difficulties in
transportation and storage, especially when weather and humidity change.
Development prospects
According to recent sales reports, nursery paper has a growth rate of about 10% per
year. Although revenue from the final quarter of 2023 decreased slightly by 0.5%,
forecasts indicate a positive outlook due to increased environmental awareness and
policies supporting green products.
Conclude
Seedling paper is a promising product in the sustainable products market. To make the
most of this opportunity, businesses need to focus on maintaining quality, expanding
distribution systems on e-commerce platforms and building appropriate marketing
strategies.

IV. COMPETITIVENESS
1. 4Ps Model

4Ps Peek A-Boo Dinh Ti Book TNBooks

Reason to select The brand is constantly researching Dinh Ti Books is considered a TN BOOKS is known as a

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 and producing more diverse toys prestigious children's book pioneer and leader in the field
with new types to fulfil the mission publisher with a fast growth rate of Early Education. Always
of accompanying children on their in the Vietnamese book industry keeping in mind the
development journey. with more than 17 years of philosophy "For children,
development experience and learning is a joy"
more than 20 million copies of
books sold and distributed to
major agents.

Product Peek A-boo interactive books are Dinh Ti Book's interactive books TN book products all aim at
made of soft, durable fabric that is stand out with features such as comprehensive education for
free of harmful substances. vivid illustrations, a variety of children, the necessary skills
real-life sounds, and interactive for children to
activities: pull - push - touch - comprehensively develop their
touch - flip. senses such as listening -
speaking - touching - feeling.

Price Prices usually range from 150,000- Books range in price from Smart interactive books for
200,000 VND/book. 100,000 VND to 300,000 VND, children range in price from
depending on complexity and 40 - 120 thousand VND.
features.

Place E-commerce platforms such as Dinh Ti Book's interactive books TN book's book lines on the
Shopee, Lazada, Tiki. Peek A-boo are widely distributed through market today are all
is also distributed at high-end toy many channels including major distributed directly to
stores, large bookstores or stores bookstores nationwide, online bookstores, kindergartens, and
specializing in children's products sales websites (Tiki, Shopee, primary schools across the
such as MyKingdom and Fahasa. Lazada, Fahasa), and Dinh Ti's country. Online sales channels
direct stores. such as Facebook, Tiki,
Shoppe, TN book's Website

Promotion Peek A-boo may collaborate with Online advertising: Dinh Ti TN book products are widely
famous moms on social media Book makes strong use of social advertised in the market with
(Mommy bloggers, YouTubers) or media channels such as interesting photos and videos
early childhood education experts Facebook, Instagram, YouTube, about the book to stimulate
to review products. Promotion and TikTok. Community parents to buy books for their
program, events at stores campaigns participate in social children. Online advertising
activities. Collaborative on sales channels such as TN
advertising in collaboration with book's Fanpage, advertising
education experts, bloggers, and through Youtube.
influencers in the field of
education and parenting

2. SWOT

SWOT Peek A-Boo Dinh Ti Book TNBooks

Strengths Unique Products. Distribution Dinh Ti Books has a rich catalog Creative interactive book
Network: Peek A Boo has a of books, from children's books products: TN Books stands out
presence in many physical stores to educational books and with its interactive book lines
nationwide through reputable literature books, and most for children, combining
retailers such as MyKingdom. notably children's books. technology and education,
creating an interesting and
rewarding experience for
young readers.

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Weaknesses Price: Peek A Boo products are Dinh Ti Books may be limited in High competition: The book
considered to have a higher price terms of market share when publishing market in Vietnam
than the general market price of compared to other major has strong competition,
educational toys for children in publishers in the industry. especially from large and
Vietnam. international publishers.
unable to keep up with the
trend of e-books and new
technology

Opportunities Online Shopping Trends: As online The trend of children reading Smart interactive books for
shopping continues to grow, Peek A books is increasing. The children range in price from
Boo has the opportunity to improve development of e-commerce: 40 - 120 thousand VND.
its e-commerce channel The online book market is
Expanding to international markets: growing strongly, creating
International markets, especially conditions for Dinh Ti Books to
Southeast Asian countries, have reach a wider customer base
high demand for children's toys. through e-commerce platforms.

Threats Fierce competition: The educational Competition from major The development of
toy market has competition from publishers: Major publishers educational technology and
many big brands such as LEGO, such as Kim Dong Publishing the need for early education
Fisher-Price House and Fahasa are the names open up opportunities for TN
Changing consumer needs: Modern that occupy a large market share Books to expand its interactive
consumers are increasingly when publishing attractive books and educational book lines
interested in educational and to attract book lovers that Dinh
technological elements in toys. Ti Books will find difficult to
compete with.

V. CUSTOMER SURVEY
1. Survey question
- Demographics
1. What gender are you?
2. What age are you?
3. What is your current occupation?
4. What is your average monthly income?
5. Where are you living?
6. How important do you think smart interactive books are for children?
- Psychographics (Psychology)
1. Do children around you like to explore nature and learn about plants and
flowers?
2. Are children around you interested in activities related to planting or caring for
plants?
3. Do you think it is necessary to educate children about the natural environment
from an early age?
4. Do you encourage children to learn about nature through books or toys?
5. Do you regularly participate in extracurricular activities with children?

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 6. Do children around you like to participate in DIY (do it yourself) projects or
games that require creativity and hands-on interaction?
7. Do you believe that hands-on activities like planting trees can help children
develop soft skills like patience and responsibility?
8. Do you find that using books accompanied by interactive activities like planting
trees will help your child learn better?
- Customer Expectations (Wishes and suggestions)
1. What elements do you want the nature-themed interactive book to provide for
children?
2. What's most important when you choose an interactive book for your child?
3. Do you prioritize educational products that are friendly, environmentally
sustainable, and safe for children when shopping for your children?
4. The design of an interactive educational book product with the theme of nature
and trees for young children that you desire?
5. Tree planting experience practice kit comes with interactive books on nature
and trees for children that you desire?
- Buying Behavior
1. Where do you usually buy interactive educational books for children?
- Experience
1. Do you think this interactive book product combined with tree planting is
suitable for children's learning and development needs?
2. Do you think the combination of reading and planting will create a fun and
memorable experience for children?
- Purchase Intent (Purchase Intent)
1. What price are you willing to pay for a good quality and safe nature-themed
interactive book?
2. Would you recommend this product to relatives, friends or families with young
children?
3. Do you want to join a group about interactive educational books for children to
receive advice, guidance and useful information for the education of young
children?
2. Survey results
2. Survey question
- Demographics
1. What gender are you?

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● Females, 62.7%, accounted for the largest number in the survey
● Men 34.7%
● Other 2.7 %

2. What age are you?

● Ages 18-34 account for 77.3%

● Ages 35-55 account for 21.3%
● Over 55 years old accounts for 1.3%
➔ Survey participants were mainly between the ages of 18-35 years old. This is
the target customer age when most people in this age group are approachable
and interested and willing to try new things. They also care a lot about starting
a family and taking care of children.

3. What is your current occupation?

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The majority of people participating in the survey were students
4. What is your average monthly income?

➔ The survey showed that 39.2% of participants had income from 3 - 10 million
and 33.8% had income under 3 million. This group has limited spending ability,
so interactive books for young children need to be reasonably priced to attract
them. Higher income groups (10 - 20 million and over 20 million) have the
ability to invest in quality educational products, and are potential audiences for
high-end interactive books.

5. Where are you living?

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- Hanoi suburbs: 38.7%
- Hanoi inner city: 46.7%
- Ho Chi Minh City: Insignificant
- Neighboring provinces: 13.3%.
➔ The number of people living in the inner city of Hanoi is the highest
(46.7%), which may affect access to educational products such as
interactive books. People in these areas may have easier access to
bookstores and educational products, and the potential to purchase
interactive books may be higher. Meanwhile, 38.7% of people live in the
suburbs, where it is difficult to find high quality products. Other
neighboring provinces, although with a low rate (13.3%), are still a large
potential market. Developing distribution channels and promoting
interactive books in both urban and suburban areas is important to
increase reach and sales.

6. How important do you think smart interactive books are for children?

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Survey results show that the majority of participants (52%) rated smart interactive
books as very important for children. 25.3% consider them quite important, while 20%
rate them as moderately important. Only 2.6% of participants thought this book was
not important.

Summary:
The survey found that the majority of participants (52%) consider smart interactive
books essential for children's education. Most respondents were young people from 18
to 34 years old, mainly students, showing that customers are receptive to innovative
educational products.

While many participants are in the low-income bracket, making affordable prices
important, those with higher incomes represent a promising market for premium
products. The concentration of participants in the inner city of Hanoi highlights easier
access to educational resources.

Overall, the data highlight the need for effective marketing and distribution strategies
to promote smart interactive books, ensuring they reach a wide age range of
consumers. , which inhabits and enhances children's educational experiences.

- Psychographics (Psychology)
1. Do children around you like to explore nature and learn about plants and
flowers?

2. Are children around you interested in activities related to planting or caring for
plants?

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The survey results in questions 7 and 8 show that only 6.7% responded that children
around the survey subjects do not like to learn about plants and flowers and 13.5% are
not interested in learning about plants and flowers. activities related to tree planting.
3. Do you think it is necessary to educate children about the natural environment
from an early age?

Up to 71 out of 75 responses (94.6%) said that educating children about the natural
environment at a young age is necessary and very necessary.
4. Do you encourage children to learn about nature through books or toys?

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65 people (equivalent to 88.7%) participating in the survey took action to encourage
children to learn about nature through books or toys.
5. Do you regularly participate in extracurricular activities with children?

When asked how often you participate in extracurricular experiential activities with
your children, only 8% responded very often and 18.7% responded often. This is a
quite modest number although most of the responses above believe that exploring the
natural environment is necessary.
6. Do children around you like to participate in DIY (do it yourself) projects or
games that require creativity and hands-on interaction?

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The above survey shows that about 40% of children like to participate in DIY projects
or creative games, but the number of children who only like a little creative activity
accounts for 34%.
7. Do you believe that hands-on activities like planting trees can help children
develop soft skills like patience and responsibility?

According to the above survey, about 64% of people agree that planting trees helps
children develop soft skills. When participating in the process of planting and caring
for plants, children need to patiently wait for the plant to grow, from germination to
flowering and fruiting.
8. Do you find that using books accompanied by interactive activities like planting
trees will help your child learn better?

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Survey results show that about 60% of parents with children answered yes in that
using books to accompany tree planting activities will help children learn better.
Summary:
The survey indicates that most parents recognize the importance of educating children
about the natural environment. A significant 94.6% believe that environmental
knowledge for young children is essential, and 88.7% encourage children to explore
nature through books or toys. However, only a few frequently participate in outdoor
activities with children. Additionally, 64% agree that planting activities help children
develop soft skills like patience and responsibility. Parents also feel that interactive
books with activities like planting can enhance children’s learning, with 60% agreeing
on this benefit.
- Customer Expectations (Wishes and suggestions)
1. What elements do you want the nature-themed interactive book to provide for
children?

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The survey shows that the majority of customers expect two factors to help develop
intelligence and creativity, practicality and help children access knowledge about
nature and the environment through products.
2. What's most important when you choose an interactive book for your child?

This survey results show that the most important factors for parents when choosing an
interactive book for children are visual appeal and interactivity (69.3%) and quality
and safety of the book. raw materials (60%).
3. Do you prioritize educational products that are friendly, environmentally
sustainable, and safe for children when shopping for your children?

From the survey results, it can be seen that the vast majority of consumers (nearly
90%) prioritize or strongly prioritize educational products that are friendly,
environmentally sustainable and safe for children.
4. The design of an interactive educational book product with the theme of nature
and trees for young children that you desire?

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Survey results showed that 78.7% of survey participants wanted books to have many
images and illustrations of plants and flowers. This reflects high expectations that
books need to have vivid and intuitive images to help children easily understand and
interact with nature topics.
5. Tree planting experience practice kit comes with interactive books on nature
and trees for children that you desire?

Aggregated results show that the mini shovel is the most popular tool with 73.3%
because it is easy to use and helps children directly participate in the tree planting
process. Compacted soil is popular at 62.7% due to its good support for plant growth
without the need for external soil preparation. Transparent plant cups received 69.3%
of favors thanks to their ability to stimulate curiosity when seeing plant growth. Scale
cups and gloves scored less highly, at 57.3% and 58.7% respectively. Finally, the

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sprout tray has a high level of popularity with 69.3%, helping children monitor and
manage germination easily.
Summary:
The survey reveals that parents prioritize interactive books that foster intelligence,
creativity, and practical knowledge about nature. Key factors in choosing such books
are visual appeal and interactivity (69.3%) and material quality and safety (60%).
Nearly 90% of parents also prioritize eco-friendly, sustainable, and safe products.
Additionally, 78.7% of parents desire books with vivid plant illustrations to aid
children’s understanding of nature. For planting kits, mini shovels (73.3%) and
transparent cups (69.3%) are favored tools, allowing children to engage directly and
observe plant growth.

- Buying Behavior
1. Where do you usually buy interactive educational books for children?

Survey results show that 70.7% of consumers buy interactive educational books for
children on online platforms such as Shopee, Lazada, and Tiki, emphasizing the trend
of convenient and diverse shopping. Large bookstores such as Fahasa and ADC Book
are also popular with 62.7% of choices, thanks to their reputation and rich book
sources. Traditional bookstores account for 46.7%, showing that they still have a
certain attraction. Meanwhile, supermarkets and shopping centers only account for
33.3%, possibly due to limited choices or consumers not prioritizing buying books
when going to the supermarket.

- Experience

23
 1. Do you think this interactive book product combined with tree planting is
suitable for children's learning and development needs?

Suitable and very suitable accounts for 84%: This is a very positive signal, proving
that the product is highly appreciated by most customers for its ability to meet
children's learning and development needs. The product not only helps children
understand plants but also encourages creativity, critical thinking and natural care
skills.
Temporarily okay accounts for 14.7%: Some customers feel that the product is only
passable, so they need to learn more about what they expect to improve.
Non-conformity accounts for only 1.3%: The percentage of dissatisfied people is very
small, showing that the product rarely faces objections, but it is still necessary to listen
to opinions from this group to ensure reasonable improvements.
2. Do you think the combination of reading and planting will create a fun and
memorable experience for children?

Survey results show that 86.6% of survey participants (53.3% interesting and 33.3%
very interesting) think that the combination of reading books and planting trees is an

24
attractive and worthwhile experience. remember for children. This is a very positive
signal, showing that the product is hitting consumer psychology about providing a
meaningful learning and entertainment activity.
The 13.3% of neutral reviews may reflect higher expectations for the product's
interactivity and education. This creates opportunities for continued growth and
enrichment of the experience.
Summary:
The survey results show that most parents expect interactive nature-themed books to
foster intellectual and creative development, with practical elements to teach children
about nature and the environment. The key factors parents consider when choosing
such books are engaging visuals and interactivity (69.3%), along with safe, high-
quality materials (60%). Nearly 90% prioritize eco-friendly, sustainable, and child-
safe educational products. Additionally, 78.7% prefer books with vibrant illustrations
of plants, while essential tools for planting experiences include mini shovels (73.3%),
transparent pots (69.3%), and compressed soil (62.7%) to encourage curiosity and
hands-on learning.
Purchase Intent (Purchase Intent)
1. What price are you willing to pay for a good quality and safe nature-themed
interactive book?

The majority of people surveyed have an income of 3-10 million VND, of which 50%
(about 38/78 people) are willing to spend 100,000 - 200,000 VND for a quality and
safe interactive book about nature. This price is suitable for their income. About
17.3% are willing to spend less than 100,000 VND, and 20% at 200,000 - 300,000
VND. The team will consider and calculate to offer products with reasonable prices
according to the survey.

2. Would you recommend this product to relatives, friends or families with young
children?

25
There are 38.2% and 25% (48 people) who are willing and very willing to introduce
the interactive book product about nature from the group "Nurturing Paper" to
relatives and friends with young children. However, 35.5% (27 people) still consider
introducing it, because the product is still new and not reputable enough. The team
will strive to perfect products to improve quality and meet customers' wishes.

3. Do you want to join a group about interactive educational books for children to
receive advice, guidance and useful information for the education of young
children?

81.3% of people want to join an interactive book group for children. The "Incubation
Paper" group will create a group on Facebook or Zalo to introduce products and
connect with experts in child care and education, providing advice and useful
information. The goal is to help customers apply products effectively in children's
education. About 18.7% do not want to participate, but the team will strive to deliver
quality products to build trust.

26
Summary: The survey found that the majority of respondents considered interactive
smart books essential for children's education, with parents prioritizing products that
are innovative, sustainable, and safe. They valued books with vivid illustrations, high
interactivity, and practical tools that help children develop creative thinking, social
skills, and logical reasoning. Interactive educational books are popular on online
platforms, but large bookstores and traditional bookstores still play an important role.
The "Giay Uom Mam" group plans to build an online community to support children's
education.

4. PERSONA
1. Demographic:
Name: Ngoc Lan
Age: 28
Gender: Female
Occupation: Office worker
Place of living/working: Inner city of Hanoi
Marital status: Married, 1 child
(Children)
2. Online Behaviors
Ngoc Lan regularly shops for educational products through online platforms such as
Shopee, Lazada and Tiki and bookstores. She enjoys finding creative educational tools
to help her children develop and is an active member of social media parent and
education groups. She often participates in discussions about education and child
development.
3. Finance
- Income: 7 million VND/month
- Spending level: Ngoc Lan spends a moderate budget of 100,000 - 200,000 VND on
quality interactive educational books, ensuring safety and environmental friendliness
for her children.
4. Looking for
Ngoc Lan is looking for creative, interactive educational materials to help her child
develop intellectually, especially products related to nature and environmental
education. She appreciates products that combine learning and hands-on activities
such as planting trees.
5. Influence Factors

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 She is influenced by the safety, quality of ingredients and educational value that the
product brings. Price is also important, because she wants interactive products to be
reasonably priced and bring good value to her child's learning process.
6. Hopes and Dreams
Ngoc Lan hopes to help her children develop critical thinking and problem-solving
skills through engaging, hands-on educational activities.
7. Worries & Fears
She worries that her children may not have enough opportunities to interact with
nature and learn about the environment, especially living in the city. She is also
concerned about buying high-priced educational products that do not bring the desired
results.
8. Desire
Ngoc Lan wants to bring children the best interactive educational materials possible,
helping them develop a strong connection with nature, while encouraging creativity
and responsibility through fun activities like planting trees.
5. Customer’s Journey map

Stage Touchpoints Customer Actions Customer Opportunities

Feelings

Awareness Advertise on Customers see ads or Curious, interested Create engaging

social networks, discussions about books content on social
parent groups, on Facebook groups and networks, articles
online education parent forums about the educational
forums benefits of books

Consideration Product website, Learn about the product Pay attention and Provide detailed
customer reviews, in detail, read reviews consider product information
recommendations from other parents, and on the website,
from friends compare with other especially reviews
educational products from users

Decision E-commerce Customers decide to buy Trust, willing to Ensure products are
platform (Shopee, after seeing information spend available on popular
Lazada, Tiki), about the quality, safety shopping platforms,
product page and educational benefits providing transparent
of the book information about
quality and safety

Purchase Online shopping Pay for orders and Satisfied with the Optimize the simple
cart, order receive confirmation convenience purchasing process,

28
 confirmation information from the e- send confirmation and
commerce platform follow-up emails so
customers feel secure

Unboxing Experience the Receive the package, Interesting, Impressive packaging

packaging and open the product and read looking forward to design, providing
instructions for use the instructions on how to it clear instructions on
use the included books how to use to create
and tools initial excitement for
customers

Usage Get hands-on Customers guide their Satisfied, excited Create an easy-to-
experience with children to experience understand and
books and tree books and grow plants engaging experience
planting activities step by step that stimulates
children's excitement
to explore

Post-Purchase Customer Service Join the group to share Pleased with the Build groups to
Support (Online Support experiences and receive support provide advice and
Team, FAQ, support from educational support, helping
Contact Channel) experts customers connect
and share experiences

Loyalty Follow-up emails, Receive emails from Trust, loyalty Send updates about
newsletters, brands, update new new products, invite
loyalty programs product information and customers to
offers participate in
promotions, and
introduce more
environmentally
friendly products

VI. MARKETING PLAN

1. Approach
1.1. APPROACH
1. Reach out via social networks
- Social media ads and posts: Post content introducing books, sharing educational
benefits and vivid images of products on platforms like Facebook, Instagram
and TikTok.
- Parent and education groups: Join and share information in parent and
education Facebook groups to increase presence and credibility.
2. Create interactive and educational content
- Blog and Instructional Videos: Create blog posts or instructional videos for
parents on how to use books and the benefits of hands-on learning like growing
plants, helping customers see the educational nature of the product.

29
 - Share customer success stories: Post photos or videos of children using books
with hands-on planting activities to highlight the hands-on experience of the
product.
3. Promotions and preferential product packages
- Discount when buying in combos: Provide packages of books and growing
tools with special discounts, encouraging multiple product purchases.
- Refer-a-friend incentives: Give vouchers or discount codes to customers when
they refer products to relatives or friends.
4. Create online support groups
- Groups on Facebook or Zalo: Create a community group specifically for
parents, where they can share educational experiences.
- Provide post-purchase guidance and support: Email detailed instructions,
regularly update environmental knowledge and lessons, and encourage
customers to participate in educational activities for children.
5. Collaborate with KOLs
- Invite KOLs and Influencers: Collaborate with influential parents on social
networks to share experiences using the product, helping to spread the image
and value of the product.
6. Email Marketing
- Send product introduction emails: Use emails to send articles about the benefits
of books and simple tips for growing plants, helping recipients better
understand the value of the product.
- Post-purchase care email: Send emails to inquire, provide detailed usage
instructions and updates on promotional programs or new products.
7. Organize experiential events
- Events at amusement parks: Organize a tree planting experience session for
children at the amusement park, introduce books and instructions on how to use
them.
1.2. SWOT

Element Describe

Strengths Innovative, environmentally friendly products

that combine education and practice.
- Create excitement for children and parents in
learning about nature.

Weaknesses The product is still new and unfamiliar to many

parents.
- Price may be high compared to regular books.

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Opportunities - Growth trend of practical educational products.
- Demand for environmentally friendly
educational products increases.

Threats - Competition from other educational products

and conventional interactive books.
- The possibility of product ideas and designs
being copied.

1.3. 7P MARKETING MIX

Element Implementation plan

Product -Focus on vivid, intuitive design with child-safe

materials.
- Comes with a planting kit such as compacted
soil, mini shovel and transparent plant cup to
create a realistic experience.

Price - Competitive pricing from 200,000 - 250,000

VND to suit the income level of consumers.
- Offer preferential programs when purchasing in
combos or on special occasions (such as
International Children's Day, Vietnamese
Teachers' Day).

Place (Distribution) - Distributed through popular online platforms

such as Shopee, Lazada, Tiki.
- Cooperate with large bookstores like Fahasa
and ADC Book to sell directly and increase
coverage

Promotion - Advertise products on Facebook, Instagram,

TikTok and parent groups.
- Organize events online and at bookstores for
parents and children to experience directly.
- Cooperate with KOLs or educational experts to
spread the product.

People - Train a professional customer care team to

advise and answer customer questions.
- Create a team of experts in education and
natural environment to provide information,
documents and organize online seminars.

Process - Optimize the online shopping process from

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 search to payment to ensure customers have a
seamless experience.
- Enhance after-sales service and customer
support through email, FAQ and online support
group.

Physical Evidence - Impressive, lively and environmentally friendly

packaging design.
- Certificates of product safety for children and
detailed instruction documents with illustrations
of how to use.

1.4. EXPECTED MARKETING KPIs

KPI Target Time

Sales growth Achieved 15% monthly sales First 6 months

growth in the first 6 months

Conversion rate from advertising Achieve 2.5% conversion rate Monthly

from Facebook and Google ads

Customer retention rate Achieving a rate of 75% of Quarterly

customers returning within 3
months

Number of 5-star reviews on the Achieved 300 positive reviews on 6 months

marketplace e-commerce platforms

Number of people participating in Increase 500 new members to join First 3 months
the group parent groups on social networks

Ad reach Reach 50,000 monthly visits on Monthly

social media platforms

Click-through rate (CTR) for ads Achieve an average CTR of 3% Monthly

for advertising campaigns

Customer satisfaction Achieved 85% customer 6 months

satisfaction rate through post-
purchase survey

Number of successfully Achieving 20% of customers Quarterly

introduced products recommending products to
relatives or friends

Marketing

Time January February March

32
 Week Week Week Week Week Week Week Week Week Week Week Week Week
1 2 3 4 5 1 2 3 4 1 2 3 4

Phase Increase recognition Increase interaction and boost sales

- Set up a FB Fan Page (posts - FB Fanpage: quiz about plants, organize weekly mini
introducing products, announcing off games (introduce children's products and vote to receive
media schedules, posts containing rewards), announce promotional programs to increase
information about how to raise sales
Online children...) - Tik Tok: organize mini games, plant care process, time-
- Set up a Tik Tok channel (book lapse of the development process
review clips, instructions for using - Seeding in groups on FB
books) - Running FB ads: 2 articles
- Seeding in groups on FB - Book KOC: Linh Bi's house
Approach
- At the bookstore or play area:
+ Place a tree without leaves at the entrance. When
- Book fairs and fairs: display a booth purchasing the product, you will be given a leaf with the
to introduce products. child's name written on it to stick on the tree.
Offline + Everyone can participate in the + Small pop up shop to both display products for sale and
mini game (like/share/check in) to display children's products (plant name + grower's name +
receive a seed certificate comments). To display, parents will register in advance via
the FB fanpage and bring the product or pay 20k-50k to
display the product.

Based on interactions with posts and

Evaluate with Fanpage Based on conversion rate

VII. BUSINESS MODEL CANVAS

1. Customer segment

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 Demographics: Targeting male and female customers between the ages of 18
and 35. Last names often have children, or in family, relatives, or friends with
children from 4 to 8 years old. Customers usually have stable jobs, mainly
office workers, teachers,... with income from 3 to 10 million VND. They have a
reasonable spending tendency but are willing to invest in creative, useful
activities that help children learn while playing, while increasing environmental
awareness.
Geographical location: Big cities like Hanoi, Ho Chi Minh,... Where there are
many bookstores, stationery, and toys,...
Hobbies: Department Likes creative educational activities and practical
experiences for young children. They care about the environment, love
gardening and connecting with nature.
Wants: Desire to educate young children to develop skills and thinking through
practical creative experiences, learning while playing. Also, they want to
promote environmental protection awareness among children, through practical
activities such as planting trees and taking care of nature.
Pain point: Having difficulty finding products that are both educational and
entertaining, easy to use and safe for children.
Worry when children come into contact with electronic devices early and have
less interaction with people and the natural world.

2. Value proposition
Equip yourself with knowledge and life skills: The product provides
information about close plants in daily life, helping children understand the
natural environment and develop observation skills, thereby cultivating
knowledge and essential life skills.
Environmentally friendly materials: The product uses recycled paper cups,
coir compressed soil, paper containing seeds, etc., allowing children to observe
the growing process of plants. Sprouting paper material encourages children to
participate in tree planting, creating curiosity and excitement, while educating
children about recycling awareness and loving nature.
Enhance interaction between parents and children: The product set
encourages tree planting activities, helping parents more easily interact,
communicate and understand their children, thereby strengthening family
bonds.
Communicate with the natural environment: The product aims to create
opportunities for children to explore nature, becoming a starting point in the
journey to learn and love the world around them.

3. Channel

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 - Online distribution channel
+ E-commerce platforms: Shopee, Lazada, Tiki are popular platforms, suitable
for reaching customers who like convenience and can easily evaluate products
through comments and reviews from other users.
+ Social Network (Social Commerce): Direct sales on Facebook, Instagram, and
TikTok, combined with advertising content to increase recognition and
interaction with customers.
- Traditional distribution channels
+ Large bookstores: Cooperate with large bookstore chains such as Fahasa and
ADC Book to display and sell products, helping customers to view books
directly before buying.
+ Local bookstores: Sell products through local bookstores to reach parents and
children in the neighborhood, increasing coverage and convenience.
- Distribution channels through partners
+ Cooperate with schools and educational centers: Provide products through
preschools, elementary schools or skill education centers for children. This will
help parents know about the product through reputable educational channels.
- Experience distribution channel
+ On-site experience events: Organize tree planting experience sessions for
children in the play area. This event not only helps promote the product but also
helps parents and children better understand the product.

4. Customer relationship
Building relationships with customers is one of the important business factors for
businesses. It is also a key issue for businesses to develop and survive in the long
term. Therefore, Incubation Paper's customer base will be customers with children
between the ages of 4-8 years old, who are Have the need to teach children in creative
ways such as smart interactive books.
Top criteria of Nursery Paper: Ensuring customer satisfaction
To achieve that criterion, customer service needs to:
4.1. Customer care before purchasing
- Advertise products on social networking platforms such as Facebook, Tiktok,
Shoppee
- Offer promotions to increase customer curiosity
- Shoot short videos and reels so customers can visualize the product and decide
to buy
- Consulting and building community groups for customers and parents
- Create a community group so parents can discuss with each other about how to
teach children as well as smart interactive book products

35
 - Promotions, events, small minigames, etc. can be included to increase
interaction between customers and businesses.
- Customers who want to exchange or buy products can leave a comment or send
a direct message to customer service for support.
- Every week, you can livestream to introduce new products and organize
seminars with educational experts to increase the product's credibility with
parents.
- Every quarter, we will issue a product survey form to customers to improve
product and service quality
4.2. During the purchasing process
- Ensure being able to advise customers on products as soon as needed
- Support payment methods to bring products to customers easily and quickly
- Provide emergency support when customers need it via hotline, zalo,
messenger, mail,...
4.3. After the customer makes a purchase
- Provide warranty service and return products if customers are not satisfied
- Collect customer product feedback to improve service quality
- Send a message thanking the customer for using this product
- Payment Services
+ Providing Diverse Payment Methods: Ensure flexible payment methods
such as scanning VNPay code, Momo, Zalopay, COD shipping,...
+ Payment Security: Use security forms to not reveal customers' personal
information
- Transportation Services
+ Diverse Forms of Transportation: Cooperate with shipping companies to
ensure products can reach customers on time, wherever they are
+ Track Your Order Online: Allows customers to track order progress
- Warranty and After-sales Service
+ Clear Warranty Instructions: Provide detailed warranty information if
the product has a manufacturer defect
+ Fast and Convenient Support: 24/7 customer support for product-related
information
+ After-sales and After-Purchase Care: Conduct customer opinion surveys
when using smart interactive book products

5. Key resources

Numerical Position Member in charge Power

order

1 CEO Nguyen Phu Thuan The CEO is ultimately responsible for leading and
managing all operations of the company. They shape

36
 and drive the company’s long-term strategy to
ensure that business goals and plans are effectively
achieved. In addition, the CEO oversees the
recruitment, training, and management of the
workforce to ensure that there are adequate
resources for business and financial management
goals. They also shape and drive a positive and
forward-looking work culture for the company,
ensuring that the company’s values and goals are
adhered to in all operations.

2 Marketing Hoang Quynh Nhu Marketing is responsible for developing and

implementing strategies to increase brand awareness
and attract new customers, while maintaining good
relationships with existing customers to achieve
business success.

3 Sale Pham Ha Khanh Linh The sales department in a company is responsible

for approaching and closing deals with customers to
achieve high sales and ensure customer satisfaction.

4 Finance Le Ngan Ha The finance department manages budgeting,

financial analysis, and capital optimization to
support strategic decisions and ensure the
company’s stability and growth.

5 Service Nguyen Phuong Anh The service department provides technical support,
software installation, customer guidance, and
collects feedback to improve product and service
quality.

6 Designer Bui Hong Ngoc Product design shapes user experience, brand
identity, and aesthetics, optimizing costs and
creating customer value, which drives differentiation
and competitiveness.

6. Key activities
Market research and analysis:
Conduct market research to understand customer needs and wants. Analyze
competitors to determine product strengths and weaknesses.
Product development and maintenance:
Incubator Paper's research and development team is comprised of less
experienced individuals. We develop our Seedling Paper products by gathering
user feedback and continuously improving the interface to provide an optimal,
user-friendly experience.
Marketing & Sales Strategy.
To establish initial credibility, we need to build trustworthiness in information
as customers research our products online. This includes search engine

37
 optimization on the business's official website, followed by a comprehensive
presence on other platforms such as Facebook (including Fanpage, Groups),
TikTok and Threads to create curiosity. Customer curiosity and engagement
through content and purchase incentives. Organizing and participating in chat
programs is essential to reach your potential customers
business. Given the nature of the product, using user emails for security and
protecting customer rights, we will deploy appropriate strategies to care for
customers and provide appropriate programs.
We aim to have the opportunity to organize talk shows about green lifestyle or
participate in workshops to reach more potential customers. We also conduct
direct sales through personal relationships, schools, and especially through
institutional outreach to introduce our services to people

7. Key partners
Raw Material Manufacturers and Suppliers
- Supplier of nursery paper and environmentally friendly materials: Ensuring
products are of high quality, safe for children and environmentally sustainable.
- Book printing and processing house: Providing printing services, producing
books with complex details such as pop-up images, helping the product achieve
high durability and aesthetics.
Distribution Partners
- E-commerce platforms: Shopee, Lazada, Tiki are key online distribution
platforms, making products easily accessible to customers through popular e-
commerce channels.
- Bookstore chains and local bookstores: Cooperate with Fahasa, ADC Book and
local bookstores to increase product coverage, helping customers buy directly.
Education Partners
- Schools and education centers: Cooperate with preschools, elementary schools
and skill education centers to introduce products directly to parents, especially
through learning experiences.
Communications and Marketing Partners
- Influencers and KOLs: Parents with influence on social networks (such as
Facebook, Instagram, TikTok) will help promote products through reviews,
real-life experiences, and increase brand recognition.
Technology Partners
- Logistics service providers: Cooperate with fast and safe delivery units such as
GHN, GHTK, Viettel Post to ensure products reach customers promptly and
intact.
Financial Partners

38
 - Banks and financial institutions: Cooperate to have installment payment
programs or discounts for customers when paying via credit cards or e-wallets.
- Investors or educational investment funds: Investment partners or financial
support for product development, distribution channel expansion and long-term
growth.
Event Organization Partners
- Event Venue: Collaborate to host experiential events for children and parents,
helping to create hands-on product launches.
- Educational event organization partner: Organize seminars and educational
events for parents to introduce products and share knowledge about nature
education for children.

8. Cost structure
Content development costs:
- The cost of designing visuals and developing interactive elements such as
quizzes, games and activities tied to the book's content.
- Printing costs: Printing costs also depend on production materials, printing
color quality and printing quantity.
Marketing costs:
- Online advertising: main cost to promote the platform, run paid advertising
campaigns to attract users.
- Social media marketing: Costs include hiring people to manage social media
channels, producing content (videos, images, articles), and running ads on
platforms like Facebook, Instagram, TikTok.
Customer support costs:
- Online support service, answering requests to resolve customer problems
- Cost of maintaining call center, in-person and telephone support staff.
Personnel costs:
- Salaries for the development team include designers, content developers, and
system administrators
- Salaries for marketing, customer service and project management employees
Incidental reserve: This is a reserve for emergencies such as serious technical
problems or sudden increases in traffic that require rapid resource expansion.
Normally, contingency accounts for about 10-20% of total monthly costs.
9. Revenue stream
- Direct sales: Provide books through distribution channels such as retail stores,
bookstores, or online sales through websites, e-commerce platforms (Shopee,
Lazada, Tiki, etc.).
- Membership packages or collections: Build product packages such as theme
book sets or monthly periodic books to encourage parents to buy in sets or

39
 subscribe for a long time. This creates stable revenue and retains customers for
a long time.
- Revenue from advertising or sponsorship cooperation: Partner with brands with
the same target customer segment (such as toys, educational products) to
include brand elements or related content.
- Interactive activities or workshops: Organize activities and workshops that
combine reading and tree planting experiences, helping parents and children
have more interactive experiences.

VIII. PRODUCT MARKET FIT

Characteristics & Jobs to be done Alternative solutions

● Customers love the environment and ● Using traditional seeds and soil, but
prefer sustainable products difficult to control plant quality
● CSR businesses use it as green gifts ● Buy seedlings from a nursery, but lack
● Teachers and educational organizations the experience of growing them yourself
teach about environmental protection
● Young consumers and families with
children love creativity and education

Problems & Needs Main features

Problem ● Material quality
● User-friendly design.
● Customers are well aware of the ● Educational capabilities.
negative impact of waste and ● Flexible format.
environmentally unfriendly products ● Interactivity.
● Finding sustainable and easy-to-use ● Sustainability criteria
solutions is difficult
● Lack of opportunities to take small but
meaningful actions to protect nature

Demand
● Customers need nursery paper products
to grow plants easily and effectively,
minimizing waste
● Desire to participate in environmental
protection through specific actions
● Find educational tools to raise
awareness of nature protection for
yourself, children and the community
● Businesses need green products to
demonstrate social responsibility and
build a positive image with customers

Value for Chanel

Channel ● Enhance personal reputation by

40
 committing to environmentally friendly
products, building trust with consumers
● Create engaging content to attract
parents through videos and articles
● Shopee, Tiki about planting trees with children
● Retail store ● Opportunity to cooperate with other
● Fair brands, increase revenue through
● Media and PR affiliate marketing and sponsorship

User experience Key figures

● Customers access the value of paper ● Product usage rate
products for children through many ● Success rate in sowing seeds
channels ● Revenue growth
● Access knowledge through articles and ● Customer satisfaction
video tutorials on the web and social ● Interact with online platforms
networks ● Return rate
● Shop easily on the e-commerce ● Impact on environmental awareness
platform, compare prices and see
reviews
● Social networking communities help
share tree planting experiences and
participate in online events to expand
knowledge
● Customers can give feedback to improve
products and shape products according
to actual needs

1. Customer segment
1.1. Characteristics & Jobs to be Done
- Typical customers of nursery paper are people who love the environment
and like sustainable products. CSR businesses use it as green gifts, while
teachers and educational institutions use it to teach environmental
protection. Young consumers and families with children are also
attracted to this product thanks to its creativity and educational
significance.
- Customers buy nursery paper to accomplish important tasks such as
helping to protect the environment by reducing waste and recycling. The
product helps them grow trees simply and easily, and is also a tool to
educate green awareness for children and the community. Businesses use
nursery paper to demonstrate social responsibility through
environmentally friendly gifts. In addition, customers want to create a
connection with nature, experience the joy of caring for and growing
plants

41
 1.2. Problems & Needs

- Problem: Customers are increasingly aware of the negative impact of

waste and environmentally unfriendly products on the planet. However,
they often struggle to find solutions that are sustainable and easy to use.
Many people feel they lack opportunities to perform small but
meaningful actions to contribute to protecting nature.
- Demand :Customers need to use paper nursery products to grow plants
easily and effectively, thereby minimizing waste. They want to
participate in the process of protecting the environment through specific
actions, and at the same time seek educational tools to raise awareness of
nature protection for themselves, children and the community.. In
addition, businesses also need green products to demonstrate social
responsibility and build a positive image in the eyes of customer.

1.3. Channel

- Customers can access nursery paper products with planting kits through
many different channels. First, selling online through e-commerce
platforms such as Shopee, Tiki, and a separate website helps increase
accessibility.
- Second, the product can be sold at retail stores such as green
supermarket chains, which attract environmentally conscious customers,
- Third, participating in environmental events and fairs helps introduce
products directly and raise community awareness.
- Fourth, cooperate with businesses to use nursery paper as gifts to show
social responsibility, and at the same time include products in
educational programs at schools.
- Finally, communication and PR through blogs, websites and influencers
in the field of environmental protection create trust and increase product
awareness.. Through these channels, customers can easily learn and use
products, contributing to environmental protection.

1.4. User Experience: Customers use the platform to gain real value from
nursery paper products through many ways. They can access information and
knowledge through articles and instructional videos on websites and social
networks, helping them feel more confident when planting trees.. The e-
commerce platform provides a convenient shopping experience, allowing you
to compare prices and read reviews from other users. In addition, social
networking platforms create opportunities to connect with the environment-
loving community, sharing experiences and images of the tree planting process.
Customers can also participate in online events to expand their knowledge.
Finally, they can send feedback to the brand to improve the product, helping
them feel like they have a voice in shaping the product.

2. Product and service

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2.1. Alternatives

- Current customers solve the task of planting trees and protecting the
environment through a number of alternative solutions as follows. They
use traditional seeds and soil, however, this method can be difficult to
control plant quality. Another option is to buy seedlings from a nursery,
but this lacks the experience of growing the plants yourself.
- Alternatively, they can use off-the-shelf growing kits, which are not
always environmentally friendly. Participating in community tree
planting programs is also an option, but often lacks personalized
guidance. Finally, searching for information online can lead to
inaccurate information. These solutions are not optimal and lack the
experiential value that nursery paper products bring.

2.2. Key Features

- Material quality.
- Easy-to-use design.
- Educational capabilities.
- Flexible format.
- Interoperability
- Sustainability criteria

2.3. Value for the Chanel

Influencers in the mother and baby space receive value from providing nursery
paper products through three aspects. The first, they enhance their personal
reputation by committing to environmentally friendly products, thereby
building trust with consumers. Second, this product helps them create attractive
content, attracting the attention of parents through videos and articles about
planting trees with children. Finally, product offerings create opportunities to
partner with other brands, increasing revenue streams through affiliate
marketing and sponsorships., while bringing a positive impact to the
community.

2.4. Key Metrics

- Percentage of users using the product: Track the number of customers

using nursery paper in growing plants, helping to determine the
popularity and effectiveness of the product.
- Success rate in seed germination: Measure the percentage of seeds that
germinate into healthy plants, thereby evaluating the quality of
germination paper and its ability to meet customer needs.
- Revenue growth: Measure revenue from nursery paper sales over time to
determine the effectiveness of marketing and distribution strategies.
- Customer satisfaction level: Use surveys and feedback from users to
evaluate product satisfaction, from usage experience to crop quality.
- Interaction on online platforms: Track the amount of interaction

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 - Rate of returning customers: Track the rate of customers who return to
buy products or recommend them to others
- Impact on environmental protection awareness: Evaluate changes in
customer awareness and actions about environmental protection after
using the product

These metrics will help determine whether customers are achieving real value from
nursery paper products and thereby adjust product development and marketing
strategies.

IX. MVP DESCRIPTIONS

1. MVP description
MVP core features
The book is printed on environmentally friendly materials with interactive pop-ups
made from nursery paper, creating a connection between the book's content and the
practice of planting trees.
Interactive books provide knowledge about plants:
- Basic knowledge about plants: Each page of the book introduces a type of plant
accompanied by pop up nursery paper, easy to understand, suitable for children
from 4 - 8 years old.
- Interactive activities: The book pages come with exercises, questions or
activities such as drawing trees, stickers showing how to care for trees by day,
helping children actively participate in the learning process.
Seedling paper:
- Pop up paper can grow trees: Pop-up parts can be made from nursery paper.
After use, children can remove these paper parts to plant plants.
- Instructions for planting trees: The book comes with specific instructions on
how to use pop-up paper to plant and care for trees, helping children see the
connection between the book's content and real-life activities.
Simple plant growing kit
- Small plant growing kit with compacted soil and small paper pots
- Simple instructions: A short, easy-to-understand instruction sheet with
illustrations and QR containing detailed videos on the steps to grow and care
for plants from seeds.
Strengthen environmental protection education:
- Environmental protection awareness: Encourage children to understand the
importance of recycling and environmental protection through practical
activities such as growing trees from paper and using environmentally friendly
materials.
Easy to access and use:

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 - Simple product: Does not require complicated techniques, easy to access for
both children and parents, making it easy for everyone to start growing plants
and learning about nature.

1. 1. Process
- Read and explore: Children read books and explore pop-up details.
- Interact with the pop-up: Children remove the nursery paper from the pop-up
and prepare to plant the tree.
- Growing plants from nursery paper: Children sow paper in the soil and start
watering and taking care of it.
- Monitoring growth: Children observe the process of germination and tree care.
- Connect and learn: Children and parents discuss and take notes about the
process of planting trees, developing life skills and environmental awareness.

1. 2. Form and experience

1.2.1. Product form:
a, Books
- Book design:
Size suitable for children: The book is designed with a suitable size for
children, making it easy to hold and turn the pages. Standard sizes can
be around 21x21 cm or smaller.
Hardcover: Environmentally friendly book cover, eye-catching design,
bright colors, arousing children's curiosity. Hard covers help books last
longer during use.
- Interactive pop-ups:
Pop-up details: Pop-up parts are creatively shaped, from plants, flowers,
or natural scenes, creating a lively feeling and attracting children's
attention.
Seed paper in the pop-up: The pop-up part is made from seed paper,
which can be easily separated without damaging the book.
- Layout and illustration content: Rich illustrations: Images of trees,
nature and small animals are vividly illustrated on each page, creating
harmony between learning and entertainment.
- Large, easy-to-read font: The book's content is written in large, clear,
easy-to-read font so that children can read it on their own or with their
parents. Long content is limited to attract children's interest.
b, Kit
- Friendly, safe for children and the environment
- Includes: Shovel, coir compacted soil, paper cup/recycled paper tray,
instruction sheet, sticker

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1.2.2. Content and product classification
- The content of the interactive educational book combined with the plant
growing kit will include information about plants such as size, shape,
growth conditions, meaning, function, and development process. Include
instructions on how to use or steps to use the product or plant growing
kit.
- Classify books by topics (including 4 books)
+ Flower theme (2 books): Book 1 (Roses, peach blossoms, apricot
blossoms, chrysanthemums, lotus flowers), Book 2 (Phoenix
flowers, 10 o'clock flowers, lilies, sunflowers, bougainvillea
flowers)
+ Vegetable theme (2 books): Fruits (Carrots, potatoes, radishes,
tomatoes, pumpkins), Green vegetables (water spinach, spinach,
amaranth, spinach, mustard greens)
1.2.3. User experience:
- Reading and interactive experience: Children will be guided into the
story and knowledge through each page of the book. With support from
parents, children can discover information about plants and nature.
- Pop-up creates excitement: The pop-up part increases interest and
creates surprise for children when interacting. This helps maintain
curiosity and motivates children to explore deeper into the book's
content.
- Ease of use and accessibility:
+ Simple instructions: The book comes with easy-to-understand
instructions, suitable for both parents and children, ensuring
children can easily carry out the tree planting process without
relying much on support.
+ Extended experience: After reading the book, the experience
continues through plant care, extending the educational and
interactive value of the product.
- Educational and environmental experiences:
+ Combining learning and doing: Children will learn about ecology
and the growth cycle of plants through reading books and directly
planting trees. This process creates awareness about
environmental protection and recycling awareness early on.
+ Family bonding ability: Parents can participate with their children
in this activity, creating opportunities to communicate, learn and
connect families through taking care of plants together.
- Experience planting trees:

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 + Separating nursery paper pop-ups: Children will experience the
joy of separating plantable paper pop-ups in preparation for the
planting process. This creates a real, hands-on experience,
connecting theory in the book and action.
+ Planting and caring for plants: Children can easily grow plants at
home by sowing seedlings in the soil and taking care of the
plants. Seeing plants sprout from book paper brings joy and
satisfaction, helping children to be more patient and responsible.
2. Future plan
2.1 Startup Phase (0-3 months)
- Finishing the product: Focus on the final design of the product, the book
comes with a planting kit with paper containing seeds. Ensuring safe,
environmentally friendly and easy-to-use elements for children.
- Brand building: Develop visual elements for the "Paper Incubation"
brand, including logo, packaging, advertising messages and media
content. The slogan "Sow the seeds of knowledge, nurture the future"
can be deployed on social network channels, websites and advertising
publications to create a first impression.
- Market survey: Find out the vision and feedback from some potential
customers, thereby adjusting the product according to needs. Conduct
testing on a small group of users and collect feedback for improvements.
2.2. Market Development Phase (4-8 months)
- Product launch: Organize an official product launch on online and
offline channels. Cooperate with preschools and elementary schools to
introduce products directly to parents and children.
- Marketing and Promotion: Enhance marketing activities with social
media advertising campaigns, email marketing, and organize workshops,
minigames or film experiences of using books and planting trees to
encourage participation customer's family.
- Build partners and distribution: Find distribution partners, such as
bookstores, educational toy stores, and green product stores. Set up
online sales channels on e-commerce platforms and through the official
website.
2.3. Growth and Improvement Phase (9-12 months)
- Product Evaluation and Improvement: Collect feedback from customers
post-launch to improve product quality and user experience, thereby
better adapting to the needs of children and parents.
- Expanding product lines: From actual feedback, new lines of books or
tools can be developed, such as books that interact with other
environmental topics or analyze lessons about science and nature.

47
 - Effective growth: Implement community programs and cooperate with
environmental protection organizations to raise awareness of nature
protection and develop brand recognition as a sustainable educational
product.

X. FINANCIAL ANALYSIS
1. Price setting
1.1. Raw material
Quan
Material Unit tity Cost Note
1 A4 couch paper paper 3 9.000 A4 couch paper 150 gsm In Lan Huong
Mini cup for growing plants to protect the
2 Planting cup piece 1 6.000 environment
Planting Soil, Compressed Vegetable
3 Planting soil pack 3 3.000 Growing Media, Seed Soil - Sago Farm
10.00 Set of 3 Mini Shovels, Rakes, and Bonsai
4 Mini shovel set 1 0 Planters, Tholeshop 4221
5 Couche cardboard paper 1 7.000 A4 couch paper 200 gsm In Lan Huong
Printing ink, set
7 binding 1 7.000 Safe color ink In Lan Huong
Germination
8 paper paper 2 4.000 Alibaba germinating seed paper
Paper bags for Thick, safe, environmentally friendly paper
9 planting tools bag 1 1.000 bags
Paper packaging
10 boxes box 1 4.000 Kraft/carton rectangular paper boxes
11 Paper packaging paper 1 6.000 Paper decals on the outside of the box
Total cost 57,000 VND

1.2. Equipment:
Equipment
No. Name Value Quantity Cash
15,000,000 15,000,000
1 PC VND 1 VND
15,400,000 15,400,000
2 Printer VND 1 VND
3 Order printer 1,600,000 1 1,600,000

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 VND VND
Total 32,000,000 VND

1.3. Revenue stream

The number of books sold in the first month.
Product Quantity Percentage
Uom Mam Book 155 100,00%
Total 155 100,00%
-> According to market research, the Compound Annual Growth Rate (CAGR) is
8.9%. In the first month, our team expects to sell 155 products, and in the following
months, revenue will be calculated based on the CAGR index. More detailed
information will be provided in the financial research section.

2. Financial statement
2.1. Depreciation
Depreciation Expense of Equipment(1 year)
Lifetime
No. Name (Monthly) Quantity Cash
5,000,000
1 PC 36 1 VND
5,133,333
2 Printer 36 1 VND
3 Order printer 36 1 533,333 VND
Total 10,666,667 VND

2.2. Initial Investment

Initial Investment (First Year)

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No. Name Unit Value Quantity Cash
1,000,000 12,000,000
1 Electricity Bill Package VND 12 VND
3,500,000 42,000,000
2 Office Floor VND 12 VND
3 Internet Package 150,000 VND 12 1,800,000 VND
4 Water Bill Package 44,000 VND 12 528,000 VND
32,000,000 32,000,000
5 Equipment Package VND 1 VND
6 Website Package 200,000 VND 12 2,400,000 VND
9,750,000 117,000,000
7 Salary People VND 12 VND
2,000,000
8 Business registration Package VND 1 2,000,000 VND
Trademark 1,500,000
9 registration Package VND 1 1,500,000 VND
1,000,000
10 License Package VND 1 1,000,000 VND
Total 212,228,000 VND

2.3. Fixed cost

Fixed Cost(Monthly)
No. Name Unit Value Quantity Cash
1,000,000
1 Electricity Bill Package VND 1 1,000,000 VND
3,500,000
2 Office and Storage Floor VND 1 3,500,000 VND
3 Internet Package 150,000 VND 1 150,000 VND
4 Water Bill Package 44,000 VND 1 44,000 VND
5 Website Package 200,000 VND 1 200,000 VND
4,875,000
6 Salary People VND 2 9,750,000 VND
Total 14,644,000 VND

2.4. Income statement

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-> This is the income report for the first year of “ Trang sach nay mam” product. First, in
January, to get the company operational, the costs for equipment and the registration of copyright
and business licenses (these are expenses incurred in the early stages) amounted to a significant
sum, resulting in an operating cost of -34,559,000 VND for the first month. In the second month
and the following months, revenue gradually increased, and the company became profitable. In
summary, during the first year of operation, the company was still unable to recover its capital,
resulting in a loss of approximately 5 million VND, in addition to equipment depreciation costs.
In total, the loss was approximately 15 million VND in the first year.
Next, our team will base the costs for the next three years of operation on the growth rate of this
business.

Year 2025E 2026E 2027E

Number of package sold per Year 1.938 2.110 2.126
Revenue 100% 387.555.983 422.048.465 425.178.658
Uom Mam Book 100,0% 387.555.983 422.048.465 425.178.658
Variable Cost 47% 180.213.532 196.252.536 197.708.076
Marketing 5% 19.377.799 21.102.423 21.258.933
Selling expenses 3% 11.626.679 12.661.454 12.755.360
Warranty and backup 5% 19.377.799 21.102.423 21.258.933
Product 28,5% 110.453.455 120.283.813 121.175.917
Shipping 5,0% 19.377.799 21.102.423 21.258.933
Fixed Cost 54,8% 212.228.000 176.728.000 176.728.000
Electricity Bill 12.000.000 12.000.000 12.000.000
Office 42.000.000 42.000.000 42.000.000

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 Internet 1.800.000 1.800.000 1.800.000
Water Bill 528.000 528.000 528.000
Website 2.400.000 2.400.000 2.400.000
Salary 117.000.000 117.000.000 117.000.000
Equipment 32.000.000 0 0
Business registration 2.000.000 0 0
Trademark registration 1.500.000 0 0
License 1.000.000 1.000.000 1.000.000
EBITDA (4.885.549) 49.067.929 50.742.582
Depreciation Expense 10.666.667 10.666.667 10.666.667
Taxes(20%) 0 9.813.586 10.148.516
Net Income (15.552.216) 28.587.676 29.927.399

2.5. Statement of Cash Flows

Statement of Cash Flows
2025E 2026E 2027E
CASH FLOWS FROM OPERATING
ACTIVITIES 53.392.250 73.570.352 75.401.515
387.555.98 422.048.46 425.178.65
Net sales 3 5 8
117.000.00 117.000.00 117.000.00
Salary 0 0 0
Renting office 56.328.000 56.328.000 56.328.000
Marketing 19.377.799 21.102.423 21.258.933
Selling expenses 11.626.679 12.661.454 12.755.360
Warranty and backup 19.377.799 21.102.423 21.258.933
110.453.45 120.283.81 121.175.91
Product 5 3 7
Shipping 19.377.799 21.102.423 21.258.933
Website 2.400.000 2.400.000 2.400.000
Business registration 2.000.000 0 0
Trademark registration 1.500.000 0 0
License 1.000.000 1.000.000 1.000.000
Depreciation Expense 10.666.667 10.666.667 10.666.667

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 Taxes(20%) 0 9.813.586 10.148.516
CASH FLOWS FROM INVESTING
ACTIVITIES 32.000.000 0 0
Purchase of equipment 32.000.000 0 0
CASH FLOWS FROM FINANCING
ACTIVITIES
Proceeds from line of credit 0 0 0
Payments on line of credit 0 0 0
Proceeds from long-term debt 0 0 0
Payments on long-term debt 0 0 0
Free Cash Flow 21.392.250 73.570.352 75.401.515

3. Break-even Point & Payback Period

PayBack Period
2025E
Number of book sold per year 1.938
Fixed Cost 212.228.000
Variable Cost 180.213.532
Variable Cost per book 93.000
Average selling price per book 200.000
Break-Even Point(Product) 1.983
Break-Even Point(Cash) 396.687.850
Revenue 387.555.983
Operation Expense 180.213.532
PayBack Period 12,28

XI. INVESTOR DECISION- MAKING

Management Team Criteria Business and Deal Criteria Product/Service Criteria

- Experience: The group has a - Company Characteristic: - Features and Differences:
combination of members from 3 ● A young, enthusiastic business ● Use recycled paper that
majors (graphics, marketing and ● Pay attention to sustainable contains sprouted seeds
logistics) development factors and promote ● Plant growing practice kit
- Personalities and Skills: have honed social responsibility (observe the growing process
communication skills, negotiation - Business Model and Orientation: from seed to plant)
skills and leadership abilities through ● Business model based on - Distribution:

53
previous projects related to the fields distribution system: The ● Through intermediaries: for
of recycling, charity, academia... advantage is easy and quick example bookstores, amusement
- Motivation and vission: The group access to the market, parks, stationery fairs ->
chooses to implement projects related optimization of marketing costs Optimize space rental costs
to the environment and society - (are and easy quality control and take advantage of
issues that most people are marketing from intermediaries
concerned about.) In addition, the ● Affiliate Marketing: influencers
project's impact is aimed at children - create content about family
(those who are forming awareness education
and playing a constructive role as
well as overcoming the
environmental consequences caused
by previous generations.)

Financial Criteria Market Criteria Investor Criteria

- Risk Simulation & Attitude: - Potential and Growth: - General background, experience &
● Develop contingency financial ● Consumer demand for green age:
plans in some schools In case products in Vietnam grows on ● Young, dynamic investor in the
the customer returns or average 15% per year in the period field of entertainment combined
incurs additional production 2021 - 2023. 72% of Vietnamese with education
costs consumers are willing to pay more ● May be strong in production and
-Payback time: It is expected that for green products, shows people's product development or strong in
after 7 months the capital will be increasing awareness and product distribution chain
recovered concern for environmental - Emotional, intrinsic factors, social
protection issues. values:
● Education is always an area that ● Desire to develop and expand
parents and the government care projects related to environmental
about, promote and focus on protection and sustainable
- Competitive Advantage: There is no development
similar product on the market ● Interested in education and
developing life skills for children

XII. REFERENCES
1. “Metric - E-Commerce Metrics Platform.” Metric.vn, https://metric.vn/sach-
thieu-nhi. Accessed 21 July. 2024.
2. “Metric - E-Commerce Metrics Platform.” https://metric.vn/dinh-ti-books.
Accessed 21 July. 2024.
3. “Metric - E-Commerce Metrics Platform.” “Metric - E-Commerce Metrics
Platform.” https://metric.vn/dinh-ti-books. Accessed 21 July. 2024.
4. https://www.fnfresearch.com/seed-paper-market#:~:text=According%20to
%20the%20Facts%20and,8.90%25%20over%20the%20forecast%20period.

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