Developing a business plan for a startup e-business

Abstract

The purpose of this thesis is to develop an initial business plan for a startup fashion company that operates on the Internet in the Vietnamese market. To reach the target objective, the thesis first examines e-business from a theoretical perspective and considers its advantages and disadvantages. Secondly, the macro environment of the proposed business is analyzed, namely the country of Vietnam and its e-commerce environment. Finally, the outcome of the thesis is presented in the form of a business plan for the business idea. The business idea is to establish an e-retailer that offers young Vietnamese consumers fashionable apparel products imported from Europe. The purpose of the business is to locate a suitable niche market and focus on being the leader of that market and to maintain lasting customer relationships.

The research approach used in this thesis is deductive, in which the theory and hypothesis is developed and a research strategy is designed to test the hypothesis. The main research method carried out is qualitative, in which several interviews were conducted with a marketer/blogger about Internet marketing in Vietnam and also with the owners of existing ebusinesses in Vietnam to learn about difficulties when starting a new e-business. The business plan was greatly improved as a result of advice from the interviewees.

The results indicate that the niche market for the business idea is identified and reachable. In order to be the leader in that niche market, the business needs to differentiate itself from the rivals by creating a superior business image focused on customer service values. The company’s vision is to bring the exotic European trend to the Vietnamese fashion market and inspiration to female fashion lovers. Offering customers the best online shopping experience and customer services should be the company’s most important priority.