[Y2 b][online case study][Ngan Khanh team]

“They dream about it. We make it happen!”

ONLINE CASE COMPETITION

TEAM: NGÂN KHÁNH

• We are students owning a lemon tea shop.

• We commit to using safe and quality ingredients.

Situation

• Bad quality of lemon tea served

• Doubtful origin of ingredients Challenge

• Brand: trust lost, regular customers lost

• Profit: sharp fall in monthly revenue Consequences

RUMOUR

Problems resolved

Add new ideas

Gain customers’

trust

Enhance promotion

Solutions

1. Remodelling

GAIN TRUST

REM

OD

ELLI

NG

People are doubtful of the product quality because they don’t see both the ingredients and the process of

making one.

Set up the stall in the front,

and display ingredients

- Affirm the pure ingredients

- Gain trust from customers, and

- Demonstrate INTEGRITY

WHY

HOW

PURPOSE

HOW IT WILL LOOK IN REALITY

Table and chairs

The stall now set in front

Ingredients displayed

2. Self-service Structure

INNOVATION

Purpose: to let customers

• Enjoy the tea making process.

• Make their drinks best suit their taste (e.g. Add more or less sugar)

• Be free and creative

• Have fun

How • Let customers make and serve their own drinks

• Make a board to signal that

Another purpose is to

attract customers’

attention!!

YOU ARE WELCOMED!!!

LET’S COME AND MAKE YOUR OWN TEA!!

WE’VE GOT TEA!! YOU’VE GOT STYLE!!

ADD SOME FLAVOUR AND SAVOUR!!

This is how the board will look in reality! It will be handwritten and drawn with chalks!!

HOW OUR SHOP WILL LOOK LIKE NOW

Table and chairs

The stall now set in front

Ingredients displayed

YOU ARE WELCOMED!!!

LET’S COME AND MAKE YOUR OWN TEA!!

FLAVOUR AND SAVOUR!!

The board

3. New service: Trà chanh TO-GO

INNOVATION

Purpose: • To catch up with the new trend (Coffee-to-go)

• To give customers more choices in service

• To attract the attention of passers-by

How • Make a board to signal that

• Hang the board outside the shop

Stop and Drink!!

TRÀ CHANH TO GO

This is how the board will look in reality! It will be hung in front of the shop!!

4. Adjust the menu

INNOVATION

AD

D F

OO

D - Fish + Beef balls

- French fries

- Fast to make

- Convenient to eat

- Reasonable price

- Safe ingredients

- Give customers more choices in order

- Make the menu a DIVERSITY

WHAT

WHY CHOSEN?

PURPOSE

3. Build a Fanpage on Facebook

PROMOTION

• Facebook is currently seen as the best tool for online promotion, for its network and a million of users.

• Youth/ Students enjoy checking FB regularly for places to hang out with friends.

This is where we can: • Keep in touch with regular customers

• Get new potential customers

• Promote for products, clubs, event, and discount.

• Stay connected

4. Launch an event on fanpage

PROMOTION

Face

bo

ok

EVEN

T - Activate fanpage

- Promote for lemon tea shop

- Attract attention of potential customers

- Get customers enjoy PARTICIPATION

Name of event: [Lemon tea] ADD FLAVOUR, ADD COLOUR!!

Description: YOU ARE INVITED!!

Imagine how wonderful to make a glass of lemon tea with your own style and flavour.. Your friends will get surprised!!

We got flavours aplenty to choose from: strawberry, blueberry, mint, peach, ..

Let’s come to our lemon tea shop today. Wait no more!!!

WE’VE GOT TEA!!

YOU’VE GOT STYLE!!

ADD SOME FLAVOUR AND SAVOUR!!

Remember: If we can make lemon tea, so can you!!

PURPOSE

MAIN CONTENT

5. Photos and testimonials

PROMOTION

DECORATION

HOW? (Action plan)

This is what we (as owners) actually do from when our customers enter the

shop, until they leave, and after that. This is strictly followed.

1. Welcome customers

2. Get them seated and give the menu

3. Show them the board, tell them they can make their own tea, and tell them they can be pictured for free

4. If they choose to make their own tea, guide them. If not, get the order and serve them.

5. Ask to picture customers with their drinks

6. When charging money, ask for customers’ facebook account (say: Please stay connected, so we can tag you in upcoming events, or inform you when we have discount policy )

7. Say goodbye to customers

8. Print the photos (on paper, size of A7) and hang to decorate the shop.

9. Post the photos on Fanpage and tag customers

10. Ask customers to come back and see their photos directly. (They can also write testimonials behind their photos.)

HOW THE PHOTO STRINGS WILL LOOK LIKE

HOW OUR SHOP WILL LOOK LIKE NOW

Table and chairs

The stall now set in front

Ingredients displayed

YOU ARE WELCOMED!!!

LET’S COME AND MAKE YOUR OWN TEA!!

FLAVOUR AND SAVOUR!!

The board

Customers’ photos (with testimonials) hung on wall

6. Build a club in the shop

Set partnership with a club

Establish a new one in the shop

Purpose: • To catch up with the new trend (Book Cafe/ English cafe)

• To attract more customers and make them visit more regularly

• To make our lemon tea shop more

How • Set partnership with an English club (non-profit)

• Provide the venue for the partner club one day/ week (and give a discount).

• Establish a soft skill club and run weekly

PAR

TNER

WIT

H A

CLU

B

- Non-profit English/ soft skill clubs at University/ High school (>= 20 attendees) Target: UTEC (English club of UT), Book Lovers’ Club (HCMUP), ...

- Provide the venue for the club’s weekly meeting (>= 20 attendees) - Everyone who comes to the venue has to order a drink

- If number of attendees >=30, club will get a 10% discount in total to add to the club’s fund.

- Promote the club and its activities on Fanpage

- Post club meetings’ photos on fanpage

TARGET

HOW

BU

ILD

OW

N C

LUB

- Origami club (HAPPY HOUR)

- Source for reference: http://www.origamiplayer.com/

- Run weekly every Saturday (weekends will attract more customers)

- Each Origami club meeting lasts for 1 hour (happy hour) - Each week teach customers two paper shapes

- Promote this club on fanpage

- Post the paper shapes on fanpage and make polls every week, and let customers vote for

the model they want to learn - Post photos on fanpage and vote for the

best one

WHAT

HOW

HOW THE ORIGAMI WILL LOOK LIKE

1. Remodelling the shop

2. Implementing self-service structure

3. Building the shop’s Facebook fanpage

4. Lauching events for promotion

5. Lauching photos and testimonials

6. Partner and build clubs in our shop