proposal for vietbull terminal reloading-1.1

8/8/2019 Proposal for Vietbull Terminal Reloading-1.1

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PROPOSAL FOR VIETBULL TERMINAL RELOADING ACTION ITEMS

By:Nguyen Phuong Van & Vu Thai Ha

To:Alan Phan

Date:07.06.2010

Version:1.1

Contents

I. Executive Summary

II. Product & Market Snapshot

III. Project Objectives

IV. Master Project Scheduling

V. WBS and Responsibility Assignment Matrix (RAM)

VI. Risk Lists

VII. Service Quotation & Terms

VIII. Appendix Van & Has Profile


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I. Executive Summary

By reviewing the position of Vietbull Terminal in the market, taking initial analysis of overall

marketing strategy, Van & Ha is trying to propose a series of actions which will carry things

towards a new position where the Terminal will be re-branded and the marketing strrategy and

tactics will be re-juvenating.

The proposal includes a snapshot of product and market, which suggests that the first P

(Product) has been well-shaped while at least the other 03 (Price, Promotion and Place) need to

be re-defined.

II. Product & Market Snapshot

Comments on current practicesProduct Good. Service capability is high; backup by an proved platform. Product mix (service

combination) is a bit oversizing.Price Unreasonably high. Customer behaviors in VN should be taken into account at a

proper level of importance.Promotion Trial duration is too short (07 days). Discount on bulk/long purchase is just fine.Place Distribution/selling channel is quite limited (direct sales only)

III. Project Objectives

1. Generating a revenue of 25,000USD / month by April 2011;

2. Having 2,100 Vietbull Terminal Users by that time;

3. Positioning Vietbull in top 02 tools for traders in Vietnam by July 2011;

IV. Project Scheduling

6 7 8 9 10 11 12 1 2 3 4 5 6 7 8

W1W2 W3W4 W1 W2W3 W4 W1 W2 W3 W4 W1W2 W3 W4 W1W2 W3 W4 W1 W2 W3 W4 W1W2 W3 W4 W1W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1W2 W3 W4 W1W2 W3 W4 W1 W2 W3 W4 W1W2 W3 W4 W1W2 W3 W

Phase 1Strategic Marketing

Planning

Phase 2Marketing Plan

Implementation

Phase 3Monitoring, Improving &

New Services

D v lo m nt

13 14 15

No.

1 52

Descriptions

126 7 8 9 10 113 4

The deliverables of project phases:

Phase 1. Strategic Marketing Plan

Phase 2. Generating a revenue of 25,000USD / month and having 2,100 Vietbull

Terminal Users by that time

Phase 3. Positioning Vietbull in top 02 tools for traders in Vietnam.

V. WBS and Responsibility Assignment Matrix (RAM)


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2. WBS Dictionary

Code Work Items Descriptions

1 Strategic Marketing Planning To be working with Vinabull's leaders (c, Giang

and others) to re-define the products (Vinabull

Terminal) and the services (Vinabull website as a

unique financial content provider). Regarding the

product, we must determine the followings:

1.1. Product Re-definition + Selling Points (maximum 4 points).

+ Technical Facts with success history/root (300

words).

We may need writhe a short and clear white paper

that helps users understand where the product

come from, or platform the product based on, and

the benefits it can bring to users as well.

+ Brainstorming to find some feasible ways to

enrich the services that Vinabull website is

providing visitors and users)

1.2 Customer Profiling + Age

+ Gender

+ Income

+ Willing to Pay

+ Where they are+ How to reach them

1.3. Pricing Policy Review It seems that current price is not a right price. What

is the right price? And with new price, we have to

define our potential subscribers and locate where

they are.

1.4. Key Message Re-definition Brainstorming to write a tagline/slogan for a new

Vinabull Terminal.

1.5. Sales Tools / Sales Process

Review

Sales Tools Concept (to be used for design)

+ MKT

+ e-MKT

1.6. PR/Communication/Promotion/

Advertising Plan

Indirect+ Mass Media: determine the media list (and getthe media book if needed). Maximum 4 leadingmedia. Arrange one on one interview with AlanPhan. And choose some relevant and specific


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topics.+ Alan Phan as a Columnist on a financial orbusiness newspaper/magazine. Alan's Corner tobe a name?+ Alan as a Guest Speaker in EntrepreneurshipEvents. In cooperation with Alpha Books? Some

MBA Training Programs? Some associates?

Direct+ Display at Securities Company, Banners onTinhVan, Zings or Cafef.+ Promotion Programs.+ Vinabull as a training tool for Securities TrainingCenters+ Demo (Product Trial to be extended to 4weeks?)+ Conquest/Competition/Tournament (Cuoc thiVua Chng Khon). Who should be

sponsor/partner media-communication (VNR 500?,TuoiTreOnline?)+ Mailing List (forum)+ Sms (via SMS Services)

1.7. Enrich the Services How to serve the visitors of Vinabull Dot Com

better. And how to win their hearts? Viral

MKT/Word of Mouth.

+ Partnership with Nguyen Duc Thanh Team

(macro and industry analysis, bi-weekly, on the

Vinabull Dot Com).

+ Partnership with a Securities Company (for theweekly and daily short analysis on website, and

real-time delivering to VIP customers).

+ Partnership with an internet company (Zing,

Xalo.vn to promote the Conquest and also promote

the Vinabull website).

+ Alan's Corner on the Doanh Nhan and on the

Vinabull Dot Com.

1.8. Organizational Changing Plan Exploring the human resources+ Vinabull and Vifi Organization Chart

+ Human Resource+ Profile of key persons+ Commitment

1.9. Strategic Marketing Plan

Consolidation

Streamline and Sum-up to a Master Plan with

Timeline and Budgeting

2 Marketing Plan


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Implementation

2.1. Organizational Changing Allocate Resource+ Restructuring or layoff/headhunt+ Work with Media+ Work with The Partner Media

+Work with Online Company+ Work with Securities Company+ Work with Nguyen Duc Thanh Team+ Work with Training Center/School+ Work with Designer/Printer

2.2. Resource Reservation Mainly budgeting plan approval and cashflow

projection

2.3. Training Training+ Team building+ Negotiation+ Communication

+ Telesales/Sales over the phone

2.4. Sales Tools Development Designing and producing sales tools to complete

the saleskit:

+ Brochure+ Flyer+ Presentations+ Pricing policy and Quotation+

2.5. Sales Process Improvement Reengineering the sales process

2.6. PR / CommunicationCampaign

Implementing the campaign as per planning

2.7. Promotion / Advertising

Campaign

Implementing the campaign as per planning

2.8. Sales Performance Monitoring Tracking sales performance and tuning the plan

and also the actions

3 Monitoring, Improving & New

Services Development

3.1. Continuous Sales

Performance Monitoring

Keep tracking sales performance; focus on long

term trend of performance

3.2. Strategic Marketing Plan Fine-

tuning

Tuning the plan

3.3. New Services R&D Researching to develop new products/services


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3. RAM

Notes:

Consultants: Van & Ha

Vietbull: The team from Vietbull internally

Code Work Items Responsibility

1 Strategic Marketing Planning

1.1. Product Re-definition Consultants & Vietbull

1.2 Customer Profiling Consultants & Vietbull

1.3. Pricing Policy Review Consultants & Vietbull

1.4. Key Message Re-definition Consultants & Vietbull

1.5. Sales Tools / Sales Process Review Consultants & Vietbull

1.6. PR/Communication Plan Consultants

1.7. Promotion / Advertising Plan Consultants

1.8. Organizational Changing Plan Consultants & Vietbull

1.9. Strategic Marketing Plan

Consolidation

Consultants

2 Marketing Plan Implementation

2.1. Organizational Changing Consultants & Vietbull

2.2. Resource Reservation Consultants & Vietbull

2.3. Training Consultants

2.4. Sales Tools Development Consultants & Vietbull

2.5. Sales Process Improvement Consultants & Vietbull

2.6. PR / Communication Campaign Consultants & Vietbull

2.7. Promotion / Advertising Campaign Consultants & Vietbull

2.8. Sales Performance Monitoring Consultants & Vietbull

3 Monitoring, Improving & New Services


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Development

3.1. Continuous Sales Performance

Monitoring

Consultants & Vietbull

3.2. Strategic Marketing Plan Fine-tuning Consultants & Vietbull

3.3. New Services R&D Consultants & Vietbull

VI. Risk Lists

No. Risks Level Mitigation1 Lacking of information or misleading Medium Scanning/Benchmarking2 Poor cooperation with the Team High Floowing a proper

intergration process3 Lacking of investment Low Planning

4 Lacking of human resource Medium Planning and recruiting,if required; re-allocatingproperly

5


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VII. Service Quotation & Terms

1. Service Duration and Quotation

Phase 1 Strategic Marketing

Planning

6 weeks $ 3,500

Phase 2 Marketing Plan

Implementation

24 weeks $ 10,200

Phase 3 Monitoring, Improving &

New Services

Development

30 weeks 10% of revenue

2. Terms

Phase 1 $ 3,500 40% shall be paid upon contract signing

60% shall be paid upon delivering complete

Strategic Marketing Plan

Phase 2 $ 10,200 Monthly based

Phase 3 10% of revenue Monthly based


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VIII. Appendix Van & Has Profile

1. Van's Profile

Name: Nguyen Phuong Van

DoB: 29 October 1973

Place of Birth: Hanoi

Education

1999-2000: Fulbright Economics Teaching Program (Ho Chi Minh City)

1990-1994: Physics Faculty, Hanoi University (Hanoi)

1987-1990: High School for gifted children in Physics, Hanoi University (Hanoi).

Works

2009-2010:

+ Communication Director (VC Invest, IUS, MuiNe Marina);+ Head of Recruitment and Marketing (Griggs University BBA Program, in association with

Hanoi National University, in South of Vietnam)

2008-2009

+ Marketing Director (Griggs University MBA and BBA Programs, in association with Hanoi

National University, Vietnam)

2003-2008:

+ Founder, Sales Director and Managing Director of Insys Company and Sao Phuong Nam

Telecom JSC.

2001-2003

+ Galaxy Communication: Account Manager (Intel, Microsoft, HP and New York Life).

1995-2001:

+ Xunhasaba Ho Chi Minh City: English Periodicals, Journals and Books Specialist. In

charge of: McGraw-Hill, Simon and Schuster, Prentice Hall, John Wiley and Sons, Time,

Newsweek and Asian Wall Street Journal.

Others

+ Taking major parts in some Vietnamese Divas My Linh's productions: Made In Vietnam

(CD album, concert), Khuc Giao Mua (concert), Chat Voi Mozart (CD album).

+ Writing some articles/stories for Dep Magazine, Tien Phong, The Thao Van Hoa; and


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book review for Alpha Books

+ Author of "Thoi Tiet Do Thi" (Non-Fiction).

2. Has Profile

Vu Thai Ha, MBA, 37, is Director of INNMA, Vice Director of an MBA/BBA program from

GRIGGS University (US); at the same time, he is owner and strategic business consultant

of a group of trading companies. He is working as a professional trainer and business

consultant since 2006.

Gaining working experiences from well-known MNC after 08 years of employment, from

early venture of setting up business since 1998, and from his own aggressive business

started from 2006, he is dedicated to supporting customers and partners in improving their

management competency through training and consulting services.

As a corporate trainer, he is delivering a wide range of contents, including:

Project Management

Project Management with MS Project

Leadership

Solution Selling

Management Skills for Middle Managers

Supervisory Skills

Communication Skills

Presentation Skills

Delegation Skills

On Job Training Skills Work Organizing Skills

Customer Services

Services Marketing

Train the Trainers

Assertiveness Skills

Time Management

ISO 9001 Implementation

ISMS and ISO 27001 Implementation

As a business consultant, he is leading projects of:

Restructuring and reengineering business processes

Human resource development

Strategic planning

ISO-standardized Management Systems Implementation


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Ha is also the co-translator of some excellent business books, including: Leading Change,

The Heart of Change, Getting to Yes, On Becoming a Leader

Summary

Education

2004-2006 Master of Business Administration (MBA),see summary of this study program

Southern California University forProfessional Studies (www.scups.edu) HCMC, Vietnam

2001 Pre-MBA Courses Polytechnic University of Ho Chi Minh City,Faculty of Industry Management HCMC,Vietnam

1991 1996 Bachelor, major in Telecommunication Polytechnic University of Ho Chi Minh City,Faculty Electric and Electronics, Departmentof Telecommunication HCMC, Vietnam

Technical Training

1996 2004 See below technical CV and achievements

Management / Non-Technical Training and Enabling

2007 Information Security Management Seminarby Ted Humphreys ISMS Guru, Father ofISO 27001

TUV Rheinland

2007 ISO27001 Lead Auditor TUV Rheinland

2007 ISO9000 Lead Auditor QMS / MASCI

2006 Customer Services E-link Training Center

2006 Trademark and Branding (enablingworkshop)

Vietnam-Japan Human ResourcesCooperation Center

2005 Corporate Governance (enabling workshop) Business Edge / U.S. Consulate

2005 Laws for Managers PACE Vietnam

September,2004

Management Training Program forManagers, following MBA framework(International Business Law, HumanResource Management, Operations

Management, Marketing Management,Strategic Management, Corporate Finance,Leadership)

College of Business Administration forManagers (CBAM)

September,2004

IT Project + New Horizons Computer Learning Center

April, 2004 Method to develop strategic marketing inJapanese firms

Vietnam-Japan Human ResourcesCooperation Center

June, 2001 Project Management Swinburne University of Technology -HCMC, Vietnam
http://www.scups.edu/http://www.scups.edu/


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Rules of Thumb

Rule 1 Leadership Without leadership, nothing will happen and no value will be created

Rule 2 People Without a deep understanding of people, dont dream of any success

Rule 3 Management A process neglecting people matters is like a body without soul

Rule 4 Money Always need it but never fall in love with it

Rule 5 Ability No one can do everything, therefore he needs others madly

Hobbies

Reading and collecting books. Dream of a library at home.

Oversea traveling records

Destinations Year Purposes

China 1996 TrainingMyanmar 1997 Project implementationArgentina 1998 TrainingSingapore 2000, 2004 Training, TravelingGermany 2001, 2003 TrainingAustria 2001 TravelingNederland 2001 TravelingBelgium 2001 TravelingTaiwan 2001 New project preparationsThailand 2002 WorkingCambodia 2004 TravelingMalaysia 2004, 2009 Traveling

Indonesia 2008 TravelingIdol

Jack Welch of GE No.1 CEO

Self-questioning

If Jack had been No.1, why shouldnt I be?

Wish

Be a leader. A true leader.

Employments

Time Location Title Employer

Semtember, 2009 - Now

HCMC, Vietnam

Vice Director,MBA/BBA Program,Vietnam SouthernRegion

ETC (www.etc.edu.vn)

November, 2006 - NowHCMC, Vietnam

Investing Partner &Strategic Consultant

Rua Vang Co. Ltd.,distributing office stuffs (nowa group of 03 companies)

September, 2006 NowHCMC, Vietnam Managing Director

INNMA JSC (www.imvn.biz),own company, doing
http://www.imvn.biz/http://www.imvn.biz/


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corporate training andbusiness consulting

April, 2004 August, 2006HCMC, Vietnam

Vice Director / COO /Head of Services BU

NTS ICT Co., Ltd(www.nts.com.vn)

February, 2004 March, 2004HCMC, Vietnam Technical Specialist

Siemens AG Vietnam, I&CServices

October, 2002 January, 2004 Bangkok, Thailand Senior ServiceEngineer

Siemens Limited Thailand,Regional Network CareCenter APAC

April, 2001 September, 2002 HCMC, Vietnam Technical Specialist,Siemens AG Vietnam, I&CServices

August, 1996 March, 2001HCMC, Vietnam

CommissioningEngineer

Siemens AG Vietnam, I&CServices
http://www.nts.com.vn/http://www.nts.com.vn/

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