Connecting Farmers and Consumers to

provide agricultural products that are

safe, fast at reasonable price
Group member:
1/ Trung Thu. Nguyen
2/ Thi Thanh Huong. Pham
3/ Thi Thu Phuong. Nguyen
4/ Quoc Huy. Hoang
5/ Thi Huyen Trang. Nguyen

L/O/G/O

Description

Vietnam is an agricultural economy however most farmers do not

have a prosperous life. Due to poor information and transportation,
there is a gap between farmers and consumers. Farmers have to
sell their products at very low price while consumers in big cities
have to pay very high price for those agricultural products with
uncertainty about the quality.
Our Vision: To be the leader in distributing green agricultural
products
Our companys mission: To be a bridge from countryside to big cities
for healthier life of consumers and prosperous life of famers by:
Building partnership with farmers & establish a core representatives in each
area
Building an information system to collect the information about supply of
farmers & demand of consumers (focusing on corporate consumers +
employees working in those corporations). Create a new way of ordering
agricultural products online
Bringing new technology, eco-solutions in planting, preserving and
transporting agricultural products
Build a reputational image with the quality control process

Analysis Table
Group
Members
TRANG

THU

PHUONG

HUONG

HUY

Passion
Want to
contribute to
advance the
living standard
of Vietnamese
farmers

Want a
healthier life for
family, friends
& Vietnamese
society

Entrepreneurial

Knowledge

Network

PR, Seafood, experience to

support farmers in a CSR
project

Family & friends in famous

coastal provinces.
Know journalists &
regulators
Have corporate network

Know famous fruit &vegetable,

chicken areas in Hanoi, Bac
Giang and
Master telecom Technique and

Friends & family in Hanoi, Bac

Giang;.His wife is doing
research on green fertilizer
and has wide relationship in
this field.

Know famous fruit &vegetable

areas in Hai Duong
Studied Bio-Tech & Food
Processing Technology

Friends & family in Hai Duong,

have connection with those
areas

Professional in Marketing.
Experience with Australian
Agriculture

Communication agencies,
Journalists., mass media.

Knowledge in Chemical &

Quality Control, Preservation
Technique. Family doing
distributing green vegetables

Have relation with public

sector agency, NGOs and
distribution channel

BRAND LOGO SLOGAN

Brand:
Logo:

GREEN BRIDGE

Slogan:
FAST CONNECTIVITY for a GREENER
LIFE
Products: Distributing specialty fruits from
famous regions of Vietnam

MACRO ANALYSIS
Political F
Stability, agriculture oriented policies
Low VAT tax with agricultural products
Economical F:
Not good social welfare system, large gap of income
between cities and countryside
Low interest rate, high rate of unemployment
However there is some positive signal
Socio-cultural F:
Farmers are not well educated
Migration from rural areas to big cities because of poor
living standard

MACRO ANALYSIS
Technological F:
New techniques in food processing,
preserving
Large public investment in agriculture
Information and communication technology
to monitor the transportation of products
such as: GPS, Location based service
using wide 3G network of Mobifone

MACRO ANALYSIS
Environmental F:
There is environment protection law but not
good at implementation
Farmers are still using chemical products which
are hazard and toxic.
Legal F:
No monopoly legislations: easy for new entrants
Large gap between law and practice
Unsafe food products are not fully controlled
hard to compete with these products in price,
poor image of the industry

MICRO ANALYSIS

Bargaining Power of Suppliers farmers:

Earn living mainly on crops & relies mainly on traders to
distribute their products
They can not have control over price but sell at low price
sometimes
Have no quality standard, apply tactics to grow & harvest
quickly to earn money
Non-sustainable, short term on the types of product
Many small farmers with low bargaining power
Bargaining Power of Buyers - Consumers
Do not have ability to judge product quality & product origin
Have high demand for qualified product at affordable price
Have low bargaining power
Time limit to spend on purchasing food for family

MICRO ANALYSIS
Industry Competitors
- Lots of small & big competitors
- Newly established, not gain trust yet
- Competitors mostly vegetables
Threat of Substitutes
- Wide availability of Unqualified & unchecked products
from wet markets, fruit stalls
- Imported products: many small imported companies
Threat of New entrants
Quite easy to enter the market & low cost to quit
Regulation
Government now supports agriculture development

SWOT ANALYSIS
S
Highly visible website
Able to sell the product online
More experience in professional (Sales,
Marketing, PR, Technology.)
Ready preparation to contribute capital
High demand for qualified products &
affordable price
Strong relationship with regulation
organization

W
Many competitors can offer the similar
products
High transportation costs

O
Development of wholesale distribution
relationship
Expansions of business into newly developed
parts of the world
Being more responsive to the social changes
to healthier options
Opening more joint ventures with several
different retailers
Expanding on the advertising in regards to
being more socially responsible in the
environment & healthy
Creating a more upscale appearance to
attract a more upscale clientele.

T
Products are ready sole by main competitors
Traders can increase the input price
Increase the price inputs can cause upward
pricing
Un-stable commitment from famers

Expanding: Ideas
Design driven innovation: Changes the
meaning of distributing agricultural
products:
Not only buy from farmers at low price and sell
to consumers at high price
Also provide techniques and help to farmers for
a sustainable development
Change the way consumers using fruits: with
traditional recipe for healthier life

Selection: Dimensions
Safety
Quality control: process, testing and
approved by local authority
Training for farmers about using green
fertilizer and
Packaging at site to make sure all products
are original, fresh and not preserved by
chemical
Friends and relatives working as
representatives on site

Selection: Dimensions
Speed
Online order for faster response, better
information about demand
Book in advance at a high volume
Using IT system to calculate transportation
path

Selection: Dimensions
Easy to use
Share recipes, methods for using products
at traditional ways and healthy

Reasonable price
Better coordination to save cost

Target market
Luxury Hotels (4 stars+) & Restaurants in
Hanoi
Customer needs: need premium image
product to fit their luxury image, safe, have
good origin
Demand is quite stable
Number of customer is small enough to reach
Product: specialty fruits from all over the
country

Multi-Sided Platform

CS6
CS5

16

Business Model GREEN BRIDGE

INFRASTRUCTURE Multi-side platform
Key partners
Famer
Associations in
Specialty Fruit
Regions (HY, Ninh
Thuan)
Regulations and
Quality Control
(CFSA, FA)
Logistic Partner
(Hoang Long, Mai
Linh, Vietnam
Railways)
Chief of Hotels ,
Restaurants(Sher
aton, Nikko,
Horision, Sofitel,
Lotus Group)
Social Network

Key Activities
* Tech. Support for
Famers
Havest,
Preservation,
Packaging Process
Planning System
Advertising,
Marketing, Samples
Testing
Key Resources
Local Products
Specialty Fruit Region
from North South
CSR, Standard Control,
Package, Preservation
Innovative Tech.
Capital Fund
Human Capital for web
development

OFFER

Value
Proposition
* Higher income
for farmer +
long partnership
* Real +
freshest
specialty fruit &
support farmers

COST STRUCTURE:
Most important costs : QC, transportationg, Marketing
Which Key Resources: human
Which Key Activities: Platform/ Network
Value driven
Low Fixed costs
Economies
17of scope

CUSTOMER
Customer
Relationships
Personal
relationship
Co-orperation
Communities

Channels:
Partners, direct,
web

Customers
segments
* Farmers
from specialty
fruit regions
* Luxury
hotels +
restaurants

REVENUE STREAMS:
For what value are our customers really willing to pay:
Quality, CSR
For what do they currently pay? Quality
How are they currently paying?
How would they prefer to pay? How much does each
Revenue Stream contribute to overall revenues?Asset
sale: one time revenue

Customer Segments

Farmers from Specialty Fruit regions across Vietnam (North

Central South)
4 stars above luxury hotels & luxury restaurants in Hanoi
4 stars above hotels: Hilton, Daewoo, Sofitel, Movenpick,
Sofitel Metropole, Intercontinental, Sheraton, Melia, Mercure,
Nikko, Hotel de lOpera, Somerset Grand
Luxury restaurants in Hanoi: Maison Sen, Long Dinh, Red Au
Lac, Phu Dong
(multi-sided platform)

Value Proposition

To the farmers: we are the direct long-term partner bringing your

fresh specialty fruit products to the end users quickly providing you
with the highest financial value

To the customers (luxury hotels & restaurants in Hanoi): we provide

you on-time with the real & freshest specialty fruits across Vietnam
at competitive prices, together supporting our Vietnamese farmers
for a more quality life

CHANNEL

Through which Channels do our Customer Segments want to be reached:

Partners, direct, web

How are we reaching them: direct

How are channels integrated: web

Which ones work best: Partners

How are we integrating them with customer routines: awareness, evaluation,

purchase, delivery, after sales

20

20

CUSTOMER RELATIONSHIP

21

21

CUSTOMER RELATIONSHIP

22

CUSTOMER RELATIONSHIP

23

COST STRUCTURE

What are the most important costs inherent in our business model: QC,
transportationg, Marketing
Which Key Resources are most expensive? Physical, human
Which Key Activities are most expensive: Platform/ Network
Value driven
Low Fixed costs
Variable costs
Economies of scope

24

REVENUE STREAMS

25

For what value are our customers really willing to pay: Quality, CSR
For what do they currently pay? Quality
How are they currently paying?
How would they prefer to pay? How much does each Revenue Stream
contribute to overall revenues?

Asset sale: one time revenue

25

Thank You!

L/O/G/O