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 & Ha’s Profile

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 practices

Product 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
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15

No. Descriptions
W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4 W1 W2 W3 W4

Strategic Marketing
Phase 1
Planning

Marketing Plan
Phase 2
Implementation
Monitoring, Improving &
Phase 3 New Services
Development

The deliverables of project phases:

ƒ Phase 1. Strategic Marketing Plan

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

Terminal Users by that time

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

V. WBS and Responsibility Assignment Matrix (RAM)

1. WBS Chart
2. WBS Dictionary

Code Work Items Descriptions

1 Strategic Marketing Planning To be working with Vinabull's leaders (Đức, 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 Sales Tools Concept (to be used for design)
Review + MKT
+ e-MKT

1.6. PR/Communication/Promotion/ Indirect

Advertising Plan + Mass Media: determine the media list (and get
the media book if needed). Maximum 4 leading
media. Arrange one on one interview with Alan
Phan. And choose some relevant and specific
 topics.
+ Alan Phan as a Columnist on a financial or
business newspaper/magazine. Alan's Corner to
be a name?
+ Alan as a Guest Speaker in Entrepreneurship
Events. In cooperation with Alpha Books? Some
MBA Training Programs? Some associates?

Direct
+ Display at Securities Company, Banners on
TinhVan, Zings or Cafef.
+ Promotion Programs.
+ Vinabull as a training tool for Securities Training
Centers
+ Demo (Product Trial to be extended to 4
weeks?)
+ Conquest/Competition/Tournament (Cuoc thi
Vua Chứng Khoán). 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 the
weekly 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 Streamline and Sum-up to a Master Plan with
Consolidation Timeline and Budgeting

2 Marketing Plan
 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 / Communication Implementing the campaign as per planning

Campaign

2.7. Promotion / Advertising Implementing the campaign as per planning

Campaign

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 Keep tracking sales performance; focus on long

Performance Monitoring term trend of performance

3.2. Strategic Marketing Plan Fine- Tuning the plan

tuning

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

3. RAM

Notes:

ƒ Consultants: Van & Ha

ƒ 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 Consultants

Consolidation

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

 Development

3.1. Continuous Sales Performance Consultants & Vietbull

Monitoring

3.2. Strategic Marketing Plan Fine-tuning Consultants & Vietbull

3.3. New Services R&D Consultants & Vietbull

VI. Risk Lists

No. Risks Level Mitigation

1 Lacking of information or misleading Medium Scanning/Benchmarking
2 Poor cooperation with the Team High Floowing a proper
intergration process
3 Lacking of investment Low Planning
4 Lacking of human resource Medium Planning and recruiting,
if required; re-allocating
properly
5 …
VII. Service Quotation & Terms

1. Service Duration and Quotation

Phase 1 Strategic Marketing 6 weeks $ 3,500

Planning

Phase 2 Marketing Plan 24 weeks $ 10,200

Implementation

Phase 3 Monitoring, Improving & 30 weeks 10% of revenue

New Services
Development

2. Terms

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

ƒ 60% shall be paid upon delivering complete

Strategic Marketing Plan

Phase 2 $ 10,200 ƒ Monthly based

Phase 3 10% of revenue ƒ Monthly based

VIII. Appendix – Van & Ha’s 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
book review for Alpha Books
+ Author of "Thoi Tiet Do Thi" (Non-Fiction).

2. Ha’s 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:

ƒ Project Management
ƒ Project Management with MS Project
ƒ Leadership
ƒ Solution Selling
ƒ Management Skills for Middle Managers
ƒ Supervisory Skills
ƒ Communication Skills
ƒ Presentation Skills
ƒ Delegation Skills
ƒ On Job Training Skills
ƒ Work Organizing Skills
ƒ Customer Services
ƒ Services Marketing
ƒ Train the Trainers
ƒ Assertiveness Skills
ƒ Time Management
ƒ ISO 9001 Implementation
ƒ ISMS and ISO 27001 Implementation

As a business consultant, he is leading projects of:

ƒ Restructuring and reengineering business processes

ƒ Human resource development
ƒ Strategic planning
ƒ ISO-standardized Management Systems Implementation
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), Southern California University for

see summary of this study program Professional 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, Department
of Telecommunication – HCMC, Vietnam
Technical Training

1996 – 2004 See below technical CV and achievements

Management / Non-Technical Training and Enabling

2007 Information Security Management Seminar TUV Rheinland

by Ted Humphreys – ISMS Guru, Father of
ISO 27001
2007 ISO27001 Lead Auditor TUV Rheinland

2007 ISO9000 Lead Auditor QMS / MASCI

2006 Customer Services E-link Training Center

2006 Trademark and Branding (enabling Vietnam-Japan Human Resources

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

2005 Laws for Managers PACE Vietnam

September, Management Training Program for College of Business Administration for

2004 Managers, following MBA framework Managers (CBAM)
(International Business Law, Human
Resource Management, Operations
Management, Marketing Management,
Strategic Management, Corporate Finance,
Leadership)
September, IT Project + New Horizons Computer Learning Center
2004
April, 2004 Method to develop strategic marketing in Vietnam-Japan Human Resources
Japanese firms Cooperation Center
June, 2001 Project Management Swinburne University of Technology -
HCMC, Vietnam
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, don’t 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 Training
Myanmar 1997 Project implementation
Argentina 1998 Training
Singapore 2000, 2004 Training, Traveling
Germany 2001, 2003 Training
Austria 2001 Traveling
Nederland 2001 Traveling
Belgium 2001 Traveling
Taiwan 2001 New project preparations
Thailand 2002 Working
Cambodia 2004 Traveling
Malaysia 2004, 2009 Traveling
Indonesia 2008 Traveling
Idol
Jack Welch of GE – No.1 CEO
Self-questioning
If Jack had been No.1, why shouldn’t I be?
Wish
Be a leader. A true leader.
Employments
Time Location Title Employer
Semtember, 2009 - Now Vice Director,
MBA/BBA Program,
HCMC, Vietnam ETC (www.etc.edu.vn)
Vietnam Southern
Region
November, 2006 - Now Rua Vang Co. Ltd.,
Investing Partner &
HCMC, Vietnam distributing office stuffs (now
Strategic Consultant
a group of 03 companies)
September, 2006 – Now INNMA JSC (www.imvn.biz),
HCMC, Vietnam Managing Director
own company, doing

April, 2004 – August, 2006
February, 2004 – March, 2004
October, 2002 – January, 2004
April, 2001 – September, 2002
August, 1996 – March, 2001
corporate training and
business consulting
Vice Director / COO / NTS ICT Co., Ltd
HCMC, Vietnam
Head of Services BU (www.nts.com.vn)
Siemens AG Vietnam, I&C
HCMC, Vietnam Technical Specialist
Services
Siemens Limited Thailand,
Senior Service
Bangkok, Thailand Regional Network Care
Engineer
Center – APAC
Siemens AG Vietnam, I&C
HCMC, Vietnam Technical Specialist,
Services
Commissioning Siemens AG Vietnam, I&C
HCMC, Vietnam
Engineer Services