NATIONAL ECONOMICS UNIVERSITY
ADVANCED EDUCATION PROGRAM

BUSINESS PLAN SOCIAL ENTERPRISE
Supporting the women prisoners after they are out prison.

Advanced Accounting 54B
GROUP 6: 1. Nguyễn Diệp Anh 2. Vương Phương Anh 3. Đoàn Hồng Anh 4. Đỗ Phương Anh 5. Nguyễn Thị Hường 6. Bùi Diệu Linh

Table of Contents

I. SUMMARY: 2 II. ORGANIZATIONAL OVERVIEW: 3 1. Problems and Solution: 3 2. Vision: 3 3. Mission: 3 4. The object: 3 5. Market Analysis 3 I. PRODUCT: 4 II. MARKET ANALYSIS 5 1. Target market 5 2. Total market valuation 6 3. Target company revenue 6 4. Market trends 6 5. Competitive Advantage 7 III. MARKETING STRATEGIES 7 IV. STAFFING AND OPERATIONS 9 1. Operational plan: 9 2. Management and personel: 10 VII. SALES PLAN 10 VIII. SOURCE OF FINANCIAL 12 1. Capital of founding people: 12 2. Supporting financial for social organizations : 12 IX. CONCLUSION 13

I. SUMMARY: Everyone wants to be a good person, to become useful citizens of the country, but it is not easy, especially with those who committed an offense in the first time, the way for them to re- integrate community seems too fragile. And the challenge has become more difficult for the female prisoners. Because of going out the prison with nothing and the mistake past, their opportunity to remake their lives are so faint. In vocational guidance for prisoners after serving penalties that is held by the Centre for Vocational and job placement counseling Thanh Nien Binh Dinh center in collaboration with Kim Son, when asked "What does he/ she need to do most after going out the prison?", most of them replied: "A suitable job”. So how to find a suitable job? However, the fact that the criminals after serving their penalties is too difficult to find work, even unskilled work because all manufacturing establishments, business owners are afraid of their past, although the prisoners also learned and practiced in prison as: carpentry, forging, textiles, mechanical and so on. Prisons are responsible for the detention, rehabilitation of prisoners during their sentence observance. However, they will become like after community reintegration depends on many other factors. In particular, employment factors and favorable working environment are very important, even helping them find work, avoid bad friends, dismiss past mistakes. In fact, many of the criminals had been in jail, out of jail and again guilty by reason only that no stable job and suffer to keep away from by society. Therefore, apart from the efforts of people who had been a violation of law, the attention and support from organizations, social, local governments, will be the catalyst to contribute to accelerating their rehabilitation process.
" The hand has five fingers and long-fingered hands also have short fingers, no one is perfect, know how to make use of their strengths will be very good. Because thing most needed now is social security, we need to create jobs for the people who want to rehabilitate in order to help them quickly reintegrate community. Everybody should not keep away from them, discriminate them and give them a chance to change their life, especially the female prisoners. Thus, my group decides to open a workshop which sells hand embroidered things by themselves because of two reasons. First of all, hand embroidery can be enjoyed by all ages and attract many customers with high income. Equally important, they are trained about textile and embroidery in a prison, therefore, we believe that to open a workshop to sell hand embroidered is the best decision in order to help them not only back the society but also apply what they learned in a prison in this job. II. ORGANIZATIONAL OVERVIEW: 1. Problems and Solution: The way for people who committed an offense to reintegrate community seems too faint, especially with female prisoners. In fact, the criminals after serving their penalties is too difficult to find work, even unskilled work because all manufacturing establishments, business owners are afraid of their past and their personality, although the prisoners also learned and practiced in prison. To specify, the female prisoners trained about embroidery when they are in prison. Thus, my group decides to open a workshop which sells hand embroidered things by themselves. We believe that this product is very suitable for them because they learned the necessary skills for making hand embroidered things in jail. 2. Vision:
All of the female prisoners after serving penalties have the stable income and quickly back to society. 3. Mission:
- Make a steady job for female prisoners
- Construct the friendly working environment in order to help them overcome the complex of past mistake and give them opportunities to reintegrate community. 4. The object:
- The labor force in the center is women, who have difficult life circumstances.
- Target employees are female prison who inmates have expired , they returned to their homeland to find the opportunity to change their life but by the prejudices of the people, they are difficult to integrate into society 5. Market Analysis
To recognize opportunities for the company, we conduct market research and market analysis based on the following questions: * Who are the target customers? * Foreigner : the tourists to Ha Noi * Customers goal that we are aiming to reach the restaurant , hotel needs to order products unique décor , novelties , the restaurant specializes in wedding demand for exotic products , the tour company in need of handmade products imbued with Vietnamese culture , Vietnam companies have foreign partners which companies have demand about souvenirs for partners in Hanoi. * Why this market is potential and attractive? * According to the General Statistics Office of Vietnam, in 2013 our country has welcomed more than 7.5 million foreign tourists. Especially, any visitor leaving Vietnam want to have something as a souvenir or a gift . Therefore, the tourist consumption is one potential source for products of our company . * In addition, people with high incomes tend to do charity. Besides, because they also want to make a difference in the style of the furniture which they use , they will not hesitate to spend the significant amount of money to buy hand-embroided things which they want. * What the different features and benefits are the company provide in comparison with other corporations? * + Our products not only guarantee quality, competitively priced, diverse and unique design, but also creates a unique difference versus other opponents thanks to embroidery services as required. * + We invite our customers to participate directly to production facilities in order to quality control and help them know more difficulties of the workers. * +Moreover, when they come to our production facility, they also have the opportunity to be guided and tested themselves with simple embroidery. I. PRODUCT: * Product Description Materials which make hand-embroidery is simple such as: fabric, cloth and wood frame used to stretch canvas. However, the tools and materials may be changed depending on the embroidery items as suitable as possible. Hand embroidery is a technique that can be used to decorate many items, lending a personal touch to one's home. Whether it’s the initials stitched on the edge of a pillowcase or a delicate floral theme on special towels for the bath, embroidery remains a very unique way of personalizing items and has a rich tradition of use throughout the world. Hand embroidery can be enjoyed by all ages. Many people like using hand embroidery to share their artistic talents with houseguests, and completed work, from a favorite saying or quote in a frame to a complicated piece of hand embroidery, often makes for a good conversation piece. With the proper tools and techniques, hand embroidery can be a fun way to create beautiful works of art. Therefore, hand-embroided things are not only the special gifts, but also become the items which impress the style of users. II. MARKET ANALYSIS According to our market research conducted last few months, we justify the projects made in this business plan. There is a viable market and we know we can beat other social enterprise in the market for sales. 1. Target market Hanoi is the potential market being planned to sell the products or services. In this market, we divide into some segments with the criteria below: * Gender: Female customers are mostly paid attention because they spend more consideration on hand-embroidered products than male customers. * Purchase occasions: Hanoi is one of the historic destinations. Hence, there are many foreign tourists visit and enjoy special products and services here. It is essential to introduce and commercialize our embroidered products. * Income: Many rich people are gathered in Hanoi and they are willing to pay much money for expensive and luxurious products like handy embroideries. Characteristics of potential customers: * Female customers: This group prefers beautiful, precise and skillful products to decorate and preen. Moreover, the products must be useful and convenient. * Foreign tourists: They prefer unique souvenirs to give their relatives. They are able to pay money for whatever products they want. * Rich people: They prefer simple but polite products. They do not hesitate to buy our expensive types of product.

2. Total market valuation
Value of the market brings the enormous potentiality for our products. In the domestic market, the handy embroideries are under clients’ consideration, which is based on our recently market research. Many social classes gather in Hanoi and they are different objects we take account.
In addition, our future aim is that the handy embroideries are sold widely in international market. This goal can achieve through the products which are brought and introduced by foreign tourists. 3. Target company revenue
Initially, because of start-up, sales figures must meet the female prisoners’ demand of basic salary. Those figures are attached with financial projections which are shown in the final part of this business plan.
Afterwards, sales must rise 5% compared with the previous months. Therefore, our company will be capable of recurring revenue, enlarging our business scale, recruiting new staff (female prisoners). 4. Market trends
As recent trends can be seen, customers prefer handmade products to industrial products. Products made by machine are massively produced and they are the same. Otherwise, handmade products are preferable due to their unique and creative factors. Those products contribute their usefulness to the clients. Especially, hand-embroidered products bring new trend to the market. Handy embroideries are various because they can be embroidered on the variety of products such as clothing, pillows, bags, picture, etc.

5. Competitive Advantage
Potential customers choose to buy hand-embroidered products because of their unique features, price. Comparative advantages can be considered in a following example. Unlike machine-embroidered portraits, our portraits have no size limitations. That is why customers may choose to have a family portrait as big as the whole wall. In reality, the bigger the hand-embroidered portrait is, the more natural the faces on it look. Our portraits have no seam defects, which is often the case with machine-stitched portraits. "Seam defects" are the defects caused by size limitations of embroidery machines. In hand embroidery, the size of working area coincides with the portrait's size. Thus, there just cannot be any flaws in quality.
Embroidery machines have a fixed number of heads which limit the threads palette to the same number of colors. Commercial embroidery machines have at most 18 heads. While industrial embroidery machines can boast of 56 heads. Compare this to at least 468 colors and shades of floss, and this advantage of hand embroidery will speak for itself. For the sake of fairness, the only disadvantage of hand embroidery should be mentioned. It is much more time consuming than the machine embroidery. But this minor disadvantage is well outweighed by its main advantage, inspiration, love, and deep respect for ancient traditions put into stitching by caring human hands. III. MARKETING STRATEGIES Strategies | Activities | Product | * Cross stitch * Various models * The materials: Fabric and Thread. * Bag: * Unique. * Lots of traditional value. * Made of natural materials such as silk, snail, oyster shell. * Pillow - Attractive - Made of the materials such as silk, green pea. | Price | * Cross stitch: 300.000 - 500.000 VND/product. * Pillow : 120.000 - 190.000 VND/product. * Bag : 250.000 - 350.000 VND/product. | Place | * Cross stitch: * Distributing to temples and museums in Ha Noi for foreigners * Bag: * Retailing to bag shops in Hoan Kiem and West Lake. * Pillow:-Distributing to the souvenir shops in Hai Ba Trung district. | Promotion | * Content Marketing: * Advertising on Facebook, Twitter, radio, newspaper. * Production of prototypes on Print flyers. * Oral Marketing: * Create connecting forum. * Affiliate Marketing: * In conjunction with the events of "sustainable development", "environmental protection", ‘’human right” * Join the "social business incubator" of CSIP. * Send product samples to the exhibition, museum. | * Social impact: When our group has intention of opening a workshop which sells hand embroidered things by the prisoners, we believe that we can bring the best things to women prisoners, society and environment. Firstly, with the women prisoners, by exploring the reality of finding employment after release from prison from the perspective of 650 female prisoners in Gia Lam, Ha Noi, we realize that most prisoners have difficulty finding a job after release because of their low levels of educational attainment and work experience, health problems, and other personal characteristics. Most of them rely on family and friends for income after release, more so than legal employment. Meanwhile, stable employment is very important for them to take care of their family. Therefore, our group sets this plan in hope of bringing a stable job to the prisoners as well as helping them reintegrate society easily.
Secondly, the second advantage of our plan is to make the society become better. Once the women prisoners have their stable jobs, the competence of going back to jail is difficult to occur. The reason is that they percept which they should do. They also need the stable marriage, stable job, hope and belief in their bright future. From the positive thinking, it helps to reduce the social evils. In addition, we believe our workshop plays an important role in promoting the national economy. Every month we provide the employee with the salary. Therefore, the unemployment decreases significantly, and the individual income also contributes to increase GDP. Finally, environment is an important factor which we pay much attention to when setting plan for opening a workshop. Our products are hand embroidered things which are made of natural materials such as silk, green pea, snail and oyster shell. These materials are very friendly with environment, and they don’t harm to people’s heath at all. Moreover, our workshop doesn’t need to use much machine, so there are no exhaust fumes which make the environment polluted. IV. STAFFING AND OPERATIONS 1. Operational plan: Our business is a social enterprise that can have an independent system. However, we will try to get sponsored from government, individuals and some big companies. Therefore, we can help more female prisoners and improve our products’ quality. To facility our business, we will hire a building with the minimum square of 60 m2. Besides, we will buy some machine that we need to make products and buy equipment. Partners:
-Suppliers who supply materials for us
-Shopkeepers who buy an average or a big amount of our products. Legal environment:
-Have the license which allows our business to operate officially.
-Fully comply with the provisions of the law on business activity. 2. Management and personel: a) Manager summary:
Because we are still students so we do not have a lot of experience in operating a business. Therefore, we will invite a person who has ability to manage a business , has experience in running a business and has responsibility to what he is doing. Moreover, he has to have a lot of relationship to improve our business’s development. b) At first, because our business has just been established ,so we do not have much money. We try to do everything to save money.
No Position No of people Salary per month Working time: No | Position | No of people | Salary per month | Working time | 1 | Managing director | 1 | 8.000.000 VND | Full time | 2 | Workers | 100 | 3.000.000 VND | Full time | 3 | Accounting and finance staff | 1 | 5.000.000 VND | Full time | 4 | Marketing staff | 30 | It depends on the amount of work they do | Part time |

-Director should have MBA degree (major:business). He is in charge of planning strategies, recruiting and managing. He should have at least 2 two years experienced.
-Workers are female prisoners who were trained about embroidering in prison and really want to find a suitable job.
- Accounting and finance staff must be at least 1 year experienced and honest.
- Marketing staff are mostly students who want to find a part time job which help them accumulate experience. More importantly, they should be agile and enthusiastic.
VII. SALES PLAN We plan to open a store display products on Hang Bo street - Ha Noi . This place which in the old town so very easy to attract the attention of tourists to Ha Noi . We have also to build a sales strategy as follows :
• Step 1 : Exploration and refinement:
- The first step in the sales process is the discovery of prospects :
- Develop a list of your potential customers , clients sift through weakness , not in high demand for commodities that we are producing . Then the salesperson can call , send a message via email to prospects before deciding where to take advice .
• Step 2 : Preliminary Approach
Salers need to learn enough information about prospects , set goals when deciding to take the company to advise customers about the products their products
• Step 3 : Reach Salers need to know how to greet customer buy to get a preliminary step for future relationships (including manifestations , the preamble and the way in story comments ).
• Step 4 : Introduction and Demonstration
This is the stage salesman introduced its products to buyers AIDA formula ( create attention , interest , desire , action leads to buy ) .Salers careful to emphasize the benefit of our customers and raise the product's features to ensure that the benefits are . Besides salespeople should also specifically emphasized social factors in each product . Our products are made from the women in difficult circumstances and through the sale of these products can bring small income to help them out of poverty and can integrate back to society . We also need to hit the psychological factors , people love to stimulate purchasing decisions of customers .
• Step 5 : Overcoming the objection Customers almost always make the objection in the process of introducing the proposal or make a purchase , their opposition may be psychological or logic . To deal with this opposition , the salers should always keep a cheerful demeanor , clearly suggest buyers do not endorse the opinions , denying reasonable value of such opinions , ...
• Step 6 : Continue to monitor and maintain This last step is necessary when the salesperson to make sure customers will be satisfied and continue a business relationship , immediately after the deal ends salers need to complete all the necessary details about the delivery , purchase conditions , they need to keep their customers plan to make sure not to forget or lose customers .

VIII. SOURCE OF FINANCIAL 1. Capital of founding people:
The founded group’s members contribute capital to start up the social enterprise. We may take part in some part time jobs or small donation activities to earning money. There are some ideas for small donation campaigns such as: * Collecting waste paper is a great idea. We collect worthless paper (documents, books, newspapers, magazines ...so on) from the dormitory of university. After that, we buy those for collector and take money for plan. Detail planning: On Monday and Thursday evenings every week, our group visits to dormitory and says to them our plan. Estimating revenues: approximate 100,000 VND per day, so 800,000VND per month. * Our group sells ice-tea and snacks for charity purposing. On every evening, we sell its near dormitory of National Economics University because there are many students in here. Estimating revenues: net sale is 50,000VND per day, so total revenues is about 1,500,000 VND per month. * Another ways to raising fund is to organize charity movie. We borrow school hall and projectors, so then print the tickets and posters. The revenue is used for social enterprise. With the ticket price is 20,000 VND, we may have 600,000 VND per day. After deduction of money capital, each day we earn about 300,000 VND. So, total revenue is 2,400,000 VND a month. * No sooner does our group apply three plans in the same time than we have approximately 4,700,000 VND a month to using for social enterprise. 2. Supporting financial for social organizations : a. Vietnam Women’s Union
* Introduction:
Vietnam Women’s Union (VWU) has transformed and developmental organization, which is mandated to protect women’s legitimate rights and strive for gender equality. At present, the VWU has a membership of above 13 million members belonging to 10,472 local women's union in communes and towns throughout the country.
* Contact: * Website: http://hoilhpn.org.vn; http://vwu.vn. * Address: 39 Hang Chuoi, Hai Ba Trung, Ha Noi. * Telephone: (04) 39718157/ 39720058 * Fax: (84-4) 9713143. * Email: webhoilhpnvn@yahoo.com; tttt@hoilhpn.org.vn
b. United Nations Development Fund for Women:
* Introduction:
The United Nations Development Fund for Women, commonly known as UNIFEM, provides financial and technical assistance to innovative programs and strategies that promote women’s human rights, political participation and economic security.
* Contact: * Website : http://dicu.gov.vn * Address: 25 Phan Boi Chau, Hoan Kiem, Ha Noi. * Telephone: 04.39421495 * Fax: 04-38223579 > E-mail: thuythi.nguyen@unifem.org
c. Raising funds from community:
We use public media (television, internet… so on) as a method to raising funds. For example, we create some events to donating in Facebook or newspapers.
In addition, there are many companies which concern about CSR (Corporate social responsibility). Our group may seek funding from those companies.
IX. CONCLUSION Nowadays, there are a lot of projects conducted to help poor people, street children, the disabled but only a few projects carried out to help prisoners to reintegrate into the community. No one wants to be jailed. Many people are jailed only because of some stupid minutes or inattention. Of course, they deeply regret about what they did. The most expensive price costing him is not being put in prison but his honour and respect of others. One of the most scared things after they are going out the prison is that they are contemned by others, not accepted by community. Moreover, with a person who has ever been in prison, it is very difficult for them to find a good job. Many prisoners after prison time have to do hard jobs with low salary. Because of these reasons, a lot of prisoners lose belief in life, feel disappointed and unconfident. Overcoming these difficulties is very hard but it is even harder for women.

According to us, being put in prison is enough for prisoners to regret about the mistakes they made and disabuse. Our society should give them a chance to remake their life. We must not destroy their life one more time by scornful eyes. In contrast, we should care about them more to help them live a better life. Therefore, our project aims to help female prison to find a stable job and find the happy in life. We hope to get support from people.
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