University of Greenwich ID number: 001306975

FPT Student ID Number: GBD220458

Module Code: INDU1166

Lecturer Name: Dr. Tran Anh Khoa

Submission Date: 07/08/2024

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Table of Contents
I. Introduction: ..................................................................................................................... 3
II. Contribution to Career Plans: ........................................................................................ 4
Short-term Plans (6 months): ......................................................................................... 4
Medium-term Plans (6-18 months): ................................................................................ 5
Long-term Plans (18-36 months): ................................................................................... 5
III. Conclusion and Next Steps ........................................................................................... 6
IV. Employability Profile ..................................................................................................... 6
1. Exploring Enterprise: .................................................................................................. 7
Concrete Experience ................................................................................................... 7
Reflective Observation ................................................................................................ 7
Abstract Conceptualization ......................................................................................... 7
Active Experimentation ............................................................................................... 8
2. Exploring placements ................................................................................................. 8
Concrete Experience ................................................................................................... 8
Reflective Observation ................................................................................................ 8
Abstract Conceptualization ......................................................................................... 9
Active Experimentation ............................................................................................... 9
3. Personality profiling and psychometric testing ...................................................... 10
Concrete Experience ................................................................................................. 10
Reflective Observation .............................................................................................. 10
Abstract Conceptualization ....................................................................................... 10
Active Experimentation ............................................................................................. 11
4. Cultural intelligences ................................................................................................ 11
Concrete Experience ................................................................................................. 11
Reflective Observation .............................................................................................. 11
Abstract Conceptualization ....................................................................................... 12
Active Experimentation ............................................................................................. 12
REFERENCE ...................................................................................................................... 13
Appendices ....................................................................................................................... 15

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I. Introduction:
As someone deeply passionate about health and nutrition, I am excited to share my
future path in enterprise and self-employment. My business idea popped up in my
mind when I started to learn about healthy diets and found the brand Fitfood.vn, which
aims to design healthy daily delivery meals in Ho Chi Minh City. Otherwise, in the city
I live in, Da Nang, there have not been any brands offering these services. Therefore,
I envisioned CalorieCare as a solution to a widespread problem: maintaining a healthy
diet amidst a busy lifestyle.

It will be an online meal delivery service operating in Da Nang City, offering various
meal plans tailored to customers' caloric requirements and nutritional goals, ensuring
they receive the right balance of nutrients daily (Appendix 2, 3, 4).

CalorieCare caters to three main customer segments: busy professionals, diet-

conscious individuals, and health-conscious customers (Appendix 5). Busy
professionals often struggle with work schedules, while diet-conscious individuals
struggle with nutritional balance. Health-conscious customers face misinformation and
hectic schedules.

I tend to offer a revenue model that provides a steady income stream while offering
flexibility to customers. The model includes subscription plans, one-time orders, and
add-on services (Appendix 6, 7, 8). Customers can choose from weekly, bi-weekly, or
monthly plans, with customizable meal frequency and types. One-time orders are
available for customers who prefer not to commit to a subscription, offering
customizable meal packages for specific dietary goals, such as weight loss or muscle
gain. CalorieCare also provides add-on services like nutritional consultations with
certified nutritionists.

Although I decided to launch this business in Da Nang City, the present process of my
research has just only focused on the general Vietnamese market. Referring to an
article by Nguyen and Trevisan (2020) and another article by Harris et al. (2020),
Vietnam is experiencing a significant nutrition transition due to rapid changes in food
supply, prices, and household expenditure. Traditional diets, high in rice and
vegetables, are being replaced by processed foods, meats, and fats, leading to
increased health issues like obesity, diabetes, and cardiovascular diseases.

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CalorieCare has the potential to address this problem. However, I will need to further
research the market in Da Nang City to improve my business plan.

I view my specific remit in this venture includes overseeing the development of meal
plans with certified nutritionists, managing daily operations, ensuring high-quality food
standards, and spearheading marketing efforts to reach our target audience.

II. Contribution to Career Plans:

To pursue my entrepreneurial venture with CalorieCare, I created a clear career plan
with my short-term, medium-term, and long-term goals, providing a practical
framework for professional growth (Appendix 9, 10, 11). Having a clear and effective
career plan offers numerous benefits including enhancing goal achievement, boosting
motivation and commitment, improving professional development, aiding better
decision-making, leading to higher career satisfaction, and enhancing career success
by aligning personal goals with professional opportunities (Greco and Kraimer, 2018;
Minor and College, 2014; Rubio et al., 2017). By strategically planning to establish
CalorieCare, I aim to leverage these benefits to achieve my career milestones and
make a meaningful impact in the health and nutrition industry.

Short-term Plans (6 months):

In the context of my career plans, developing a comprehensive business plan for
CalorieCare aligns with my short-term goal. This goal will serve as the foundation for
my business, providing detailed strategies for market analysis, business models, and
operational management. According to Daly and Walsh's (2010) article, Peter
Drucker's theory mentions that effective planning is crucial for business success as it
sets the direction and scope of the enterprise over the long term. To achieve this, I
intend to use surveys to conduct thorough market research to understand customer
preferences and industry trends. I will also define the business model by outlining
revenue streams, cost structures, and value propositions, which will include
developing subscription plans, setting pricing strategies, and identifying potential
partnerships. With all the information above, I can build a business plan draft using
Google Forms or SurveyMonkey and send it to personal mentors or advisors for further
guidance and feedback. With my time invested in creating a complete business plan,

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I can lay the groundwork for future achievements and ensure that my business idea is
viable and well-structured.

Medium-term Plans (6-18 months):

In the medium term, developing professional skills is crucial for the successful
execution of my business plan. I intend to engage in self-directed learning, attending
workshops, and participating in online courses related to business management and
entrepreneurship. According to Lehane (2020), Kolb's Experiential Learning Theory
suggests that learning through experience is key to acquiring new skills and
knowledge. With my work in actively seeking out educational opportunities and
practical learning experiences, I can develop the competencies necessary to manage
CalorieCare effectively. Specifically, I plan to complete a series of online courses on
Coursera and LinkedIn focused on entrepreneurship, financing, marketing, operation,
and supply chain management. Additionally, I seek chances to attend local business
workshops and seminars offered by organizations like the Vietnam Chamber of
Commerce and Industry (VCCI) and participate in webinars hosted by international
business schools. I also plan to attend workshops at my school, the University of
Greenwich, with topics related to my entrepreneurial path.

Long-term Plans (18-36 months):

Securing initial funding and successfully launching CalorieCare constitutes my long-
term goal. This most important phase involves preparing a compelling pitch deck,
applying for grants, and participating in entrepreneurship competitions. I need to
ensure that I have funding to launch CalorieCare. Referring to DiVanna's (2002)
discussion on how revolutions in financial services create new opportunities and
challenges, I realize the importance of securing financial resources for the introduction
of new products and services. By obtaining initial funding, I will be able to launch a
pilot program, gather customer feedback, and refine my business model based on
real-world data. This iterative process is essential for mitigating risks and ensuring that
CalorieCare meets the needs of its target market. I will also explore crowdfunding
platforms to gauge public interest and secure early adopters. It will also be critical for
me to build networking with angel investors such as my parents and venture capitalists
at industry events and leverage my university's entrepreneurship center for mentorship
and funding opportunities.

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III. Conclusion and Next Steps
Consequently, my next steps are to gain further insights into the health and nutrition
market in Da Nang and finalize the comprehensive business plan for CalorieCare. I
intend to conduct detailed market research and gather feedback from potential
customers and industry experts. By understanding the local market needs, I can tailor
CalorieCare's services more effectively.

Writing a detailed and viable business plan will be my next step, and I should rely on
resources available to me such as mentors, industry reports, and feedback from
preliminary surveys. This business plan will serve as the foundation for CalorieCare,
detailing market analysis, business model, and operational strategies. Once I have a
draft copy, I can schedule meetings with my mentors and advisors to get feedback and
ensure I am portraying the best possible version of my business idea.

My next step will focus on building professional skills to ensure the successful
execution of my business plan. In this phase, I will invest my time in completing
relevant online courses, attending workshops and seminars, and actively seeking
networking opportunities with potential investors. By enhancing my knowledge and
skills, I will be better equipped to manage and grow my business.

Finally, I aim to secure initial funding through grants, entrepreneurship competitions,

or crowdfunding platforms will be crucial to launching a pilot program and refining the
business model based on real-world data. This iterative process will help mitigate risks
and ensure that

If I am in a situation where I am not successful in launching or operating my own

business, I will have to use my plan B, taking over my family's business. This
alternative path provides me with a reliable fallback option where I can apply my
entrepreneurial skills and business knowledge. By stepping into the family business, I
will ensure its continued success and growth, leveraging the insights and experience
I gained from my initial efforts with CalorieCare.

IV. Employability Profile

I aim to use Kolb’s reflective model (Appendix 12) to reflect on the four experiences
that can support my future path.

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1. Exploring Enterprise:

Concrete Experience
On June 27th, I had the opportunity to join the business visit with my college class,
where I listened to insightful presentations from the Da Nang Business Incubator
(DNES) and Selly (Appendix 13, 14). DNES is dedicated to helping businesses in Da
Nang thrive by providing vital resources like mentorship, funding, networking events,
and co-working spaces (DNES, 2022). Meanwhile, Selly serves as an intermediary
between suppliers and customers, managing logistics and inventory, making it easier
for entrepreneurs to dive into e-commerce without the burden of stock management
(Selly, 2021).

Reflective Observation
Reflecting on my visit to DNES, I was struck by just how essential support systems
are for the success of new enterprises. The incubator’s resources and guidance can
make a world of difference for entrepreneurs navigating the often daunting early
stages of their journeys. I found the funding opportunities and co-working spaces at
DNES particularly appealing, especially as I think about launching CalorieCare. The
presentation from Selly introduced me to the concept of drop-shipping, which allows
entrepreneurs to start their businesses with minimal upfront investment in inventory. I
was intrigued by how this model leverages operational efficiency and strategic
partnerships to simplify business processes through technology.

Abstract Conceptualization
My experience at DNES led me to understand that mentorship plays a vital role in
connecting entrepreneurs with seasoned experts, helping them sidestep common
pitfalls. This resonates with the idea of social capital theory, which highlights how
relationships and networks can provide crucial resources and foster trust, leading to
better outcomes for businesses (Aberg, 2000).

The networking opportunities at DNES are invaluable for forming strategic alliances
and building a customer base. Research by Muijs, West, and Ainscow (2010)
reinforces this, showing that networking encourages shared learning, enhances social
capital, and fuels innovation.

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Selly’s drop-shipping model illustrated how technology can streamline operations,
reduce financial risk, and improve efficiency. This approach aligns with the resource-
based view (RBV) of the firm, suggesting that competitive advantage comes from
utilizing valuable, unique, and non-substitutable resources (Miller, 2019).

Active Experimentation
The insight I gained from DNES is aligned with my medium-term goals. I'm excited to
pursue mentorship through startup or entrepreneur communities, events, and
programs. I plan to prioritize building connections by attending industry conferences,
pitch events, and engaging on LinkedIn to cultivate relationships with potential
partners, investors, and customers. I also intend to leverage DNES’s resources, such
as their mentorship programs and funding opportunities, to support the launch and
growth of CalorieCare, ensuring I have access to a network of experts and resources
that can refine my business model and accelerate my development.

Inspired by Selly's drop-shipping model, I'm eager to start my own drop-shipping

business on this platform to generate initial revenue, which I can then invest in
CalorieCare. This approach will help minimize financial risk and provide me with
valuable hands-on business management experience.

2. Exploring placements

Concrete Experience
For more than a half year in 2023, I’ve been immersed in the day-to-day life of my
family’s restaurant as a manager. This role has been a whirlwind of tasks, from
coordinating shifts and balancing budgets to supervising staff and managing inventory.
Each day brought new challenges that required me to think on my feet, whether it was
ensuring our team provided top-notch customer service or keeping the supply chain
running smoothly (Appendix 15, 16). This hands-on experience has given me a deeper
understanding of what it takes to operate a successful food service business.

Reflective Observation
As I navigated the complexities of the restaurant, I began to notice several key
elements that significantly impacted our performance. I realized that effective
communication and clear delegation were vital for maintaining a harmonious work

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environment and ensuring that everyone was on the same page. Proactively managing
our inventory and optimizing supply chain logistics became crucial for minimizing
waste and keeping the restaurant fully stocked. Witnessing the direct connection
between these practices and our customers’ satisfaction highlighted how essential
responsive management is to overall success.

Abstract Conceptualization
Reflecting on these experiences, I began to weave together various management and
business theories to shape my vision for my future venture, CalorieCare. I drew
inspiration from Value Chain Analysis in an article by Knez, Jaklič, and Stare (2021),
which emphasizes the importance of streamlining operations. My hands-on
experience with inventory and supply chain management at the restaurant reinforced
the idea that optimizing these processes can lead to both efficiency and cost savings.

Additionally, I applied Phillips and Klein's (2022) theory to understand how effective
leadership and communication strategies contribute to successful change
implementation. This theory helped me recognize the importance of clear
communication and staff engagement in achieving operational goals, which I plan to
apply to managing the CalorieCare team and customer interactions.

Furthermore, Maslow’s Hierarchy of Needs offered me valuable perspectives on

employee motivation (Harris, 2020). Understanding that addressing the basic needs
of my team and acknowledging their efforts can significantly boost morale will be a
priority as I build a motivated workforce at CalorieCare.

Active Experimentation
As I move forward with CalorieCare, I plan to implement several strategies inspired by
my experiences at the restaurant. In operations, I will adopt data-driven inventory
management to optimize our supply chain, analyzing sales trends to ensure we meet
demand without overstocking. To foster a positive workplace culture, I will prioritize
open communication and regular feedback sessions with my team, encouraging
collaboration and recognizing individual contributions. Finally, I will establish a system
for gathering and analyzing customer feedback to adapt our services to their
preferences.

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3. Personality profiling and psychometric testing

Concrete Experience
During my preparation for my entrepreneurial journey, I undertook a series of
psychometric tests as part of my personal and professional development. These
included Numerical, Verbal, and Logical Reasoning tests, where I scored in the 96th
percentile for Numerical Reasoning and the 99th percentile for both Verbal and Logical
Reasoning (Appendix 17, 18, 19). These tests weren’t just about numbers and logic
for me—they were a way to dig deeper into my abilities and how they might help me
succeed in my entrepreneurial journey.

Reflective Observation
After getting the results, I took a moment to reflect. These high scores reassured me
that I have the tools needed to navigate the challenges of starting a business. They
showed me how these skills could directly benefit CalorieCare. My strength in
Numerical Reasoning gives me confidence in handling financial aspects like pricing
and budgeting. Verbal Reasoning helps me create clear, persuasive marketing
messages for our target audience. Logical Reasoning is essential for making sound
business decisions, especially when facing complex problems.

I also started to see how these abilities could be applied in more practical ways. For
instance, I realized that understanding the logic behind customer needs and how they
interact with our services could help in designing better meal plans and improving the
overall customer experience.

Abstract Conceptualization
As I thought more about this, I began connecting the dots between my skills and the
theories I’ve been studying. For instance, Morelli, Casagrande, and Forte's (2021)
theory suggests that effective decision-making is rooted in clear thinking and logical
analysis, which is precisely what my Logical Reasoning skills will contribute to
CalorieCare. Additionally, Maslow’s Hierarchy of Needs emphasizes the importance
of understanding human motivation (Harris, 2020), which my Verbal Reasoning skills
will help address by effectively communicating the value of CalorieCare’s services to
customers.

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Furthermore, Konak, Clark, and Nasereddin (2014) emphasize the importance of
reflective observation and abstract conceptualization in learning from experiences.
Applying this theory, I recognize that my strengths in reasoning are not just innate
abilities but can be continually developed through reflective practice and applied
learning, which will be crucial as I navigate the challenges of starting and growing
CalorieCare.

Active Experimentation
As I move forward, I plan to apply my analytical and reasoning skills to CalorieCare.
I'll use Numerical Reasoning for financial analysis, market research, and pricing
strategies. My Verbal Reasoning skills will enhance marketing campaigns and
communication with investors and partners. Logical Reasoning will guide strategic
decisions, ensuring a robust and adaptable business model. By integrating these
skills, I am confident I can create a successful business that meets customers'
nutritional needs and achieves long-term success in the health and wellness industry.

4. Cultural intelligences

Concrete Experience
Recently, I took a Cultural Intelligence (CQ) self-assessment that allowed me to reflect
on how well I adapt and interact with different cultures. My scores indicated strengths
across Cognitive, Physical, and Motivational/Emotional CQ, with an average score of
4.25 in these categories (Appendix 20, 21). This experience made me more aware of
my ability to adapt my communication style, behavior, and understanding when
engaging with people from diverse cultural backgrounds. Given that Da Nang City,
where I plan to launch CalorieCare, is becoming increasingly cosmopolitan with a
growing number of residents and tourists, cultural intelligence will be crucial for my
business success.

Reflective Observation
Reflecting on these results, I realize that understanding and adapting to cultural
differences isn't just an abstract skill but a practical one that can directly impact my
business. My Cognitive CQ score shows I am good at planning and anticipating
cultural differences before engaging with new groups, which is potential when

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designing meal plans that may appeal to both residents from different regions of
Vietnam and even expatriates, such as travelers. Meanwhile, my strong Physical CQ
score, which highlights my ability to adapt my body language and communication style,
can help create a welcoming and inclusive environment for all customers, fostering
loyalty and positive word-of-mouth for CalorieCare.

Abstract Conceptualization
To connect this experience with my business goals, I drew on the theory of Cultural
Intelligence. According to Dyne, Ang, and Tan (2019), This theory posits that culturally
intelligent individuals can effectively engage in culturally diverse environments through
the interplay of knowledge, mindfulness, and adaptive behavior. For CalorieCare, this
means I will need to be mindful of cultural preferences in food and health practices. It
also means being adaptive in my marketing strategies, making sure they resonate with
various cultural groups, whether they're Vietnamese locals from different regions,
Western expatriates, or tourists looking for healthy dining options.

Additionally, an adaptive marketing strategy is crucial to resonate with these various

cultural groups, ensuring that the messaging and branding of CalorieCare are inclusive
and appealing across cultural lines. Thomas and Inkson (2017) highlight that
businesses with strong cultural intelligence can better tailor their offerings to meet the
unique needs of various customer bases.

Active Experimentation
Moving forward, I plan to incorporate cultural sensitivity into every aspect of
CalorieCare. This includes offering menu options that cater to different dietary
preferences and restrictions that may vary by culture. I will also train my staff to be
culturally aware, ensuring that all customer interactions are respectful and considerate
of cultural differences. Additionally, I intend to gather feedback from customers of
various backgrounds to continuously refine our offerings and service. This approach
will not only enhance customer satisfaction but also strengthen CalorieCare’s brand
as an inclusive and culturally sensitive business.

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REFERENCE
Aberg, M. (2000). Putnam’s Social Capital Theory Goes East: a Case Study of
Western Ukraine and L’viv. Europe-Asia Studies, 52(2), pp.295–317.
doi:https://doi.org/10.1080/09668130050006808.

Daly, P. and Walsh, J.S. (2010). Drucker’s Theory of the Business and Organisations:
Challenging Business Assumptions. Management Decision, [online] 48(4), pp.500–
511. doi:https://doi.org/10.1108/00251741011041319.

DiVanna, J.A. (2002). Introducing New Financial Products and Services. Palgrave
Macmillan UK eBooks, pp.199–210. doi:https://doi.org/10.1057/9781403907219_26.

DNES (2022). Start-up Experiences from the Story of Danang Business Incubator
(DNES) - DNES. [online] DNES. Available at: https://dnes.vn/en/khong-phan-
loai/start-up-experiences-from-the-story-of-danang-business-incubator-dnes/
[Accessed 2 Aug. 2024].

Dyne, L.V., Ang, S. and Tan, M. (2019). Cultural Intelligence -Management -Oxford
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Greco, L. and Kraimer, M. (2018). Goal-Setting in the Career Management Process:

an Identity Theory Perspective. Academy of Management Proceedings, 2018(1),
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Harris, J., Nguyen, P.H., Tran, L.M. and Huynh, P.N. (2020). Nutrition Transition in
Vietnam: Changing Food supply, Food prices, Household expenditure, Diet and
Nutrition Outcomes. Food Security, 12(1), pp.1141–1155.
doi:https://doi.org/10.1007/s12571-020-01096-x.

Harris, P. (2020). Maslow, Abraham (1908–1970) and Hierarchy of Needs. The

Palgrave Encyclopedia of Interest Groups, Lobbying and Public Affairs, pp.1–3.
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Knez, K., Jaklič, A. and Stare, M. (2021). An Extended Approach to Value Chain
Analysis. Journal of Economic Structures, [online] 10(1), pp.1–37.
doi:https://doi.org/10.1186/s40008-021-00244-6.

Konak, A., Clark, T.K. and Nasereddin, M. (2014). Using Kolb’s Experiential Learning
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Lehane, L. (2020). Experiential Learning—David A. Kolb. Springer Texts in Education,

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Miller, D. (2019). The Resource-Based View of the Firm. Oxford Research

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Appendices

Figure 1: Understand Equality, Diversity, and Inclusion

Figure 2: CalorieCare

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 Figure 3: My business idea

Figure 4: My visualization for CalorieCare's website

Figure 5: CalorieCare's target markets

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 Figure 6: CalorieCare's Revenue Models

Figure 7: CalorieCare's Revenue Models

Figure 8: CalorieCare's Revenue Models

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 Figure 9: My Short-term Goal

Figure 10: My Medium-term Goal

Figure 11: My Long-term Goal

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In their journal article (2014), Konak, Clark, and Nasereddin discuss Kolb's Reflective
Model, also known as Kolb's Experiential Learning Theory, introduced in 1984. This
psychological framework highlights the importance of learning through experience,
comprising four interlinked stages: Concrete Experience, Reflective Observation,
Abstract Conceptualization, and Active Experimentation. By cycling through these
stages, individuals continuously enhance their knowledge and skills through ongoing
experiences and reflections.

Figure 12: Kolb's Reflective Model

Figure 13: Company visits DNES and Selly

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 Figure 14: DNES's contents for the presentation

Figure 15: My Family's Restaurant, me and Staffs

Figure 16: Excel I created for supply chain management

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 Figure 17: My Numerical Reasoning Test

Figure 18: My Verbal Reasoning Test

Figure 19: My Logical Reasoning Test

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 Figure 20: My Cultural Intelligence

Figure 21: My Cultural Intelligence

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