tiểu luận khởi sự kinh doanh và quản trị sme business plan “cyber game”

ACKNOWLEDGEMENT
Foremost, we would like to express my sincere gratitude to our lecturer, Mrs. Tran
Minh Thu for her continuous support, patience, motivation, enthusiasm and immense
knowledge. This work would not be possible without her gracious guidance. We could not
have imagined having a better advisor and mentor for our business plan.
Besides our advisor, we would like to mention all the members in our group: Thuy
Linh and Ngoc Luong for their generous contribution, our supportive international friend
Yasmin, and lastly, the leader Anh Minh. All of us have taken our best effort to turn “Cyber
Game”, which was initially a germ of idea, into a practical project.
Last but not the least, we would like to thank many individuals who have supported
in our process: our friends for suggested ideas and several respondents for willingness to
fill in our questionaires.
Sincerely,

1.
1.1.

OVERVIEW

Idea

Nowadays, computer game has increasingly become a popular choice for human
entertainment. However, if we want to play famous games, such as: Playerunknown’s
Battlegrounds, Call of Duty or Escape from Tarkov, we have to pay for it and the price often
ranges from $20-100, which is very expensive, especially for students. Furthermore,
personal computers probably cannot function well under complex computer techniques, so
one thing call “Cyber Game” was born.
Cyber Game is the advanced new-style game model in Vietnam with large scale
based on the criterion of experience-oriented gamers about the quality, service and space.
Specifically, the space is exclusively designed for gamers, in order to create a healthy
1

recreation place with friendly and profession service. Cyber Game also provides fast and
high FPS 1, which menas no lagging or network loss while playing. Furthermore, a cyber can
hold a game tournament, which cannot be carried out by an ordinary game center. This is a
new model in market, tailored to the needs of current high-end entertainment in Vietnam
and have few competitors. It can attract many gamers through tournaments and meeting
events.

1.2.

Mission and vision

1.2.1. Mission

Cyber Game mission is to provide customers with exclusive high-end computer game
playing experience. It also aims to hold games tournaments, thus creating and connecting
our powerful gamer community.
1.2.2. Vision

Short-term
In the first year operating, we are going to cooperate with several well-known game
streamers and do our best with marketing to acquire widespread reputation and popularity
favor. We also attempt to operate the Cyber Game effectively so that Cyber Game would
gain customer satisfaction and loyalty.
1.2.2.1.

Long-term
After three years of operation, we aim to hold the first offline game tournament for the
centre and hope to attract at least 100 participants. Subsequently, we could expand the

space of the current centre to equip more devices with a view to increasing the number of
customers.
For the next five years of operation, we hope to open the second and the third Cyber Game
in Hai Phong and Ho Chi Minh City.
1.2.2.2.

1.3. Founders
Cyber Game has four founders whose names: Ngo Anh Minh, Pham Le Thuy Linh, Nguyen
Thi Ngoc Luong and Yasmin Schwars with respectively investment of 23%, 19%, 19% and
19% in the business.
20% investment left belongs to four business partners. (5% each)
1 FPS means frame per second. The higher FPS is, the more beautiful computer screen displays

2


1.4. Legal entity
General Partnership2

2 A general partnership is an arrangement by which two or more persons agree to share in all assets, profits, and
financial and legal liabilities of a business.

3


2.

MARKETING PLAN

2.1. Market analysis

2.1.1. Competitor analysis
Competitor identification: all of other game station located in Hanoi, such as: Why Game,
Cyber Pharaoh, Hunter Game, Xbox Play Station, etc.
Strengths
•
•
•
•
•

More computers and larger space
Better configured computers
Widely known reputation
Big investment
Stable number of customers

Weaknesses
Because of large space, sometimes they cannot take care of all customers and
control every staff
• The place can become very loud and uncontrollable as there are too many
customers and only a few managers
• No championships and tournaments being held
• Not assure of network sustainability or computers’ quality
•

Differentiation
•
•
•
•

•
•

Cyber Game has a smaller space so that we can control all activities
Staff can take good care of every customers
Guarantee of network sustainability and computers’ quality
Have cooperators as famous game streamers
Attract many customers through championships with attendance of famous gamers
Ensure about the professional space for gamers

4


Table 2-1: Competitor analysis
Criteria

Cyber Game

Why Game

Cyber Pharaoh

Product

Game computers

Only game
computers

Game computers

Snack and drinks

Food, drinks

Game
tournament
Fanmeeting
Price

Low

Medium

High

Space

Small

Large

Large

Service

Staffs can take
care of every
customer

Unable to take care
of every customer

Unable to take
care of every
customer

Marketing

Social network

Social network

Social network

Large number of
computers => not
every computer
will work well

Large number of
computers => not
every computer
will work well

Famous game
streamers
Quality

Few computers

=> maintain
easier

2.1.2. Target customer
Cyber game’s target customers are students, game players, young people, especially young
males based in Hanoi, who are likely to spend large time playing computer games. For
specific, our typical target customers could be described in details:
•

Occupation: high school and college students
5


•
•
•
•
•

Age: From 13 to 30 years old
Gender: All genders, especially male
Income: people who earn more than 1.5 million VND per month.
Hobbies: playing computer games individually or with group
Habits: going to game centers or usually participating in game competititon

After deciding direct competitors and target customer, we conducted the following
questionaire:
Questionaire
1. How many days do you play games in one
week?

2. Which (if any) of the following do you
own and play games on:

1-3 days
4-5 days
6-7 days

Nitendo Wii
Microsoft box 360
Sony Playstation 3
Apple iPhone/iPod Touch
PC
None
Others (please specify)

3. Where do you purchase your games?

4. If you buy games with cheap price, are
you afraid of being deceived?

Auction websites
Console Marketplace (Xbox Live, Wii
Ware etc.)
In store (New)
In store (Second Hand)
Online shops
Others (please specify)

Yes

No

5. How much per month do you spend on
average on computer games?

6. Which type of games do you enjoy
playing the most?

Under 500,000VND
500,000 – 1,000,000VND
1,000,000 – 3,000,000VND
3,000,000-5,000,000VND
More than 5,000,000VND

Arcade
Action
Driving/Racing
Role-playing
Others (please specify)

7. What compels you most to buy a game?

8. Are you willing to pay 6000 - 8000 VND
6


for an hour to play games in a game centre
instead of buying it in your own?

Attractive packaging

Good gameplay
Multiplayer Features
Good reviews
Good graphics
Cheap
New release
Others (please specify)

Yes
No

9. If Yes, why? What makes a game center
attract you?
____________________________________
____________________________________
____________________________________
________________________________

10. In your own words, what do you think
game centres in Vietnam are lack of? What
would your ideal game center be?
____________________________________
____________________________________
_________________________________

Analysis
According to the survey, we realized that people usually spend under 500,000VND per
month to play computer games and most of them tend to play on PC or laptop. The
utilization of devices is listed in the chart below:

Figure 2-1: Console Ownership
7


Moreover, respondents reflected that they usually spend at least 3 or 4 days per week to
play games and they play whenever they feel free. They also seek for deals to purchase
games with cheap prices and would not hesitate to buy unofficial games because there are
so many reliable second-hand shops. However, they are willing to pay only a small amount
of money (about 6,000-8,000VND) for an hour playing games. The reason is that not many
of them can afford those facilities. The majority is looking forward to a game centre that
owns new equipments (a lot of devices in game centres in Vietnam are too old-fashioned),
roomy space with comfortable chairs to sit for hours and to avoid backache. Also, an
interesting fact is that a lot of game players wish game centres to sell snacks and drinks
during game matches.
2.2. SWOT analysis
2.2.1. Strength
 Located within a central location in Hanoi with a high population flow rate
 Large seating capacity
 VIP rooms for gamer meetings and tournaments
 Low prices with discount packages
 Lastest technology, high speed computers and generator available for back-up
 Offer food (instant noodles, pizza) and drink (coffee, soft drink, juice) when
customers feel hungry and thirsty
 Most popular games available
2.2.2. Weakness
 New single branch
 New staff without much experience
 The fixed cost of modern computer is very high
 Updating software and hardware will cost a lot
2.2.3. Opportunity

 The business model is new in the market
 Expansion of branches
 Operation with famous gamers to promote our services
 Product and service expansion
 Marketing to gain more customers
2.2.4. Threaten
 Difficult to attract loyal customers
 Various substitutes available
 Rapid changes in technology
8


2.3. Marketing strategy
2.3.1. Product
Excellent game playing experience, served with junk food and soft drinks.
2.3.2. Place
First floor, apartment 274A, Van Phu residence, Ha Dong district.
This is a 60 square meters apartment located where there is hardly any game station in the
neighborhood. Plus, its renting cost is reasonable due to goverment subsidy. Most
importantly, in Van Phu area, there are several apartments and schools, which will bring us
many potential customers.
2.3.3. Price
From 6,000-8,000VND per hour playing
Applying psychological pricing strategy and according to survey results, we decided to set
an affordable price for everyone. It is also a competitive price as our competitors’ is 800010000VND per hour
2.3.4. Promotion
- Advertising through Facebook page and ads
- Introduction and recommendation from our cooperators as famous streamers
2.4. Marketing budget
2.4.1. For the first 4 months

Table 2-2: Marketing cost for first 4 months
Facebook ad
Promotion cost on sales
Printed ad

2.4.2. For the next 5 months
Table 2-3: Marketing cost for next 5 months
Facebook ad
9


Promotion cost on sales
Total

2.4.3. For the last 3 months
Table 2-4: Marketing cost for the last 3 months
Facebook ad
Promotion cost on sales

10


3.
3.1.

OPERATIONAL PLAN

Input

3.1.1. Material

Equipment
To start our business we have to buy some equipment. We’ll buy about 720,700,000 VND
equipment from different suppliers like NVIDIA, Razar or Intel. This is equipment we only
need to buy once, or depending on our demands when it is broken. The full equipment list
is in the following table:
3.1.1.1.

Table 3-5: Equipment cost
1. Computer
2. Server computer
3. Cashier
4. Chair
5. Switch 24 port standard 1000
6. Switch 16 port standard 1000
7. Wire network
8. Ups
9. Decoration
9. Games
10. Water boiler
11. Refrigerator

Food and beverages
Food and beverages will be bought weekly from a local supermarket and customized to our
demands. We will also consider special offers by the supermarket and might change our
offer in the Cyber Game slightly (for example the variety of chocolate bars). Estimated
weekly costs for food and beverages are about 5.630.000 VND, which makes about
22.520.000 VND for one month.
3.1.1.2.

11


Table 3-6: Food and beverages cost

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3.1.2. Human labor

The staff will consist of full-time and part-time employees. Full-time employees will need to
be more experienced than the part-time employees and have more responsibilities.
Candidates for part-time positions are high school or college students with an interest in
gaming.

Working hours start and end before/after opening hours, so the staff has time to organize
and clean the store. Working hours are from 7.30 AM - 10.30 PM, opening hours from 8
AM - 10 PM.
3.1.3. Financial

To open Cyber Game, we need to invest 800.000.000VND. Our investors are our business
partners, who have a share of 5% each.
3.2.

Transformational process

3.2.1. Customer serving process

The following figure describes the customer working process in our Cyber Game:
14


Parking care

•

Welcome

•

Payment

•

Show the computer

•

Suggest menu

•

Order

•

Get snacks and drinks

•

Goodbye

•

Get the bike/car

•

Figure 3-2: Customer serving process
The security guard will take care of the customer’s vehicle and park it on our parking space.
When the customer enters Cyber Game, he gets greeted by the cashier and ing gaming, the
customer can choose from a variety of snacks and drinks, which the food server then
serves. After finishing gaming, the customer leaves the store and gets his car by the
security guard.

15


3.2.2. Employee working process

Employee
•

Cashier

•
•
•
•

Food server

Room
manager

•
•

•
•
•
•

Security

•
•
•
•

Task
Handle cash transactions with customers using cash
register
Issue receipts, refunds, change or tickets
Greet customers when entering or leaving Cyber
Game
Maintain clean and tidy checkout areas
Keep reports of transactions
Serve food and drinks
Carry dirty plates, glasses and maintain clean area
Update programmes, latest games
Maintain efficiently working server
Resolve customer complaints, guide them and
provide relevant information
Monitor and authorize entrance of vehicles or people
in the property
Remove wrongdoers or trespassers from the are
Secure all exits, doors and windows after end of
operations
Check surveillance cameras periodically to identify
disruptions or unlawful acts
Provide assistance to people in need
Employee working process

Time

7:30 AM 10:30 PM

Table
3-7:

7:30 AM 2:00 PM /
2:00 PM 10:30PM
7:30 AM 10:30 PM

7:45 AM 10 PM

Not all employees start at the same time. Some employees like cashier and room manager
start before the opening hours to organize and clean the room. The security guard has to
be available 15 minutes before. the opening hours. Furthermore, cashier and room
manager stay a little longer to prepare everything for the next working day. The food server
can start later and leave earlier, as there are not many customers at the beginning and end
of the day. When there is a demand for snacks and beverages in that time, the room
manager can serve them.
There will be an employee handbook, in which daily and weekly tasks are described. This
way, all employees know what to do and how to do it. Daily tasks could be for example to
16


clean the tables or to bring garbage to the big bin. Weekly tasks could be to write a
shooping list for the drinks and snacks or to update softwares.
3.3.

Output

3.3.1. Layout

Figure 3-3: Layout
•
•
•
•

1 cashier area
2 toilets
1 kitchen
2 playing areas (VIP room includes 10 private seats)
3.3.2. Maximum capacity

The maximum capacity of Cyber Game is 30 customers when all computers are being used.
Assuming that every customer stays about 3 hours, we can serve a maximum of 140
customers a day.
However, we expect the following numbers for the first few months: Every computer will
be used for about 12 hours per day, which makes about 372 hours per month. With 25
computers being used and the price of 6.000 VND per hour, plus the sales from food and
beverages, we can expect and outcome of 93,985,000 VND for the first month. This amount
will rise up to 123,745,000 VND in the last months.
17


18


4.

HUMAN RESOURCES PLAN

4.1. Job analysis
4.1.1. Organization structure
Owner

Ngo A. Minh

Supervisor

Marketing

Yasmin Schwars

Cashier

Security

Accounting

Pham L. T. Linh

Food server

Nguyen T. N. Luong

Room manager

Figure 4-4: Organization structure
4.1.2. Employee salary
Four founders of Cyber Game will be respectively in charge of Owner, Supervisor,

Marketing Director and Accountant. We need to hire cashier, food server, room manager
and sercurity for operating Cyber Game.
Table 4-8: Salary per month per employee
Quantity

Salary

1 full-time

3.500.000VND per month, bonus 10.000 per
day

Food server

2 part-time working by
7-hour shift

105.000VND per person per shift

Room manager

1 full-time

4.000.000VND per month, bonus 10.000 per

Cashier

19

day
Security

1 full-time

3.000.000VND per month, bonus 10.000 per
day

5 employees

14,352,500VND per month on average

TOTAL

4.2. Recruitment selection
4.2.1. Recruitment
ỌN
APPLICATION

INTERVIEW

ON-JOB
TRAINING

GET THE JOB

Figure 4-5: Recruitment process
Cyber Game’s Recruiment includes 3 rounds:
•
•

•

Application: Post recruiment information online (on website ybox.vn and
hrc.com).
Interview: After filtering applicants based on CV, we will arrange interview. In this
round, it is important to test applicants’ professional skills and working attitude.
On-job training: Employees will have 1 month of on – job training. If they
perform well, they will become official employees.

4.2.2. Selection
Table 4-9: Job description and Job requirement
Cashier

•

•
•

•

Job Description
Handle cash transactions
with customers using cash
registers
Issue receipts, refunds,
change or tickets
Greet customers when
entering or leaving Cyber
Game
Maintain clean and tidy

checkout areas
20

•
•
•
•
•

Job Requirements
Proven working experience in
retail cashier or sales
Basic PC knowledge and
familiarity with cash register
Strong communication and
time management skills
Attention to detail and
mathematical skills
High school diploma


Keep reports of transactions
• Serve food and drink orders
• Carry dirty plates, glasses
and maintain clean area
•

Food
server

•
•
•
•
•
•

Update programmes, latest
games
• Maintain efficiently working
server
• Resolve customer
complaints, guide them and
provide relevant information
•

Room
manager

•

•

•
•

•

•
•

Security
•

•

Monitor and authorize
entrance of vehicles or
people in the property
Remove wrongdoers or
trespassers from the area
Secure all exits, doors and
windows after end of
operations
Check surveillance cameras
periodically to identify
disruptions or unlawful acts
Provide assistance to people
in need

21

Proven work experience as a
Waiter or Waitress
Attentiveness and patience
for customers
Strong organizational and
multitasking skills
Active listening and effective
communication skills

Flexibility to work in shifts
High school diploma
Proficient in handling
complex software tools and
computer techniques.
Experience in
troubleshooting, software
development processes and
ability to understand and
implement client
requirements
Active listening and effective
communication skills
Customer satisfactionoriented

Proven experience as
security officer or guard
• Excellent surveillance and
observation skills
• High School diploma is
required
•


4.3. Training and development
4.3.1. Training program
The training begins at the time a new person hired and continues for the whole working
process. The detailed training reduces the turnover rate of staff and the cost of training
new staff.
In service industry, customer’s satisfaction is one of the most important factors. This

training program focuses on serving quality and attitude towards customes.
Table 4-10: Training program
Topic
1

Company’s
Culture

Employees’
Duties
3 Skill
Training
2

4

Performan
ce
Appraisal

Content

Type of training

Training about vision, mission, history,
development strategies and company
culture
Training about detailed tasks, working
process and working method.
Training about requirement skills,

concluding
serving skills, attitudes for customer
and problem solving skill.

Manager’s sharing

Training about the method of assessing
employees’ performance and how it
applies to their benefits.

Manager’s sharing

On-job training
Manager’s sharing and
on-job training
combined

4.3.2. Development process
In newly-established business, there are only a few positions which are already fixed.
Therefore, Cyber Game’s employees hardly stand the chance of getting promotion in the
first few years of operation. But in the long run, as Cyber Game develops into a multibranch company, there are a lot of opportunities for senior executives, especially
experienced and loyal staff. They are likely to be considered for some positions such as:
branch manager, project leader, etc.
4.4. Performance appraisals
The performance appraissals are essential in maintaining an establishmant’s working
quality. Cyber Game applies its own KPI system which is assessed by supervisor once a
month. The results of perfomance appraisals affect directly to each employee’s bonus and
compensation.
22

Table 4-11: KPI system
Requirements
Level of job completion

Score
0 – Incompete
10 – Partial Complete
20 – Complete
30 – Perfectly Complete
0 – Always late
10 – Usually late
20 – Usually on time
30 – Always on time
0 – Not professional
10 – Professional,
supportive
0 – Not cooperative
10 – Cooperative

Task
Work on time

Attitude

Attitude for Customer

Attitude for Fellows

Table 4-12: Bonus/Fine method

Mark

Reward

100 -> 140

Bonus 5% salary

70 -> 100
40 -> 70

No bonus or fine

Fine

Cut down 5% salary
Cut down 10% salary
Get dismissed if one
maintains the same
result for 3 months in a
row

0 -> 40

4.5. Compensation and motivation
Table 4-13: Compensation and motivation
Name
Direct
Compensatio
n

Indirect
Compensatio

Wages
Subsidization
Healthy
Insurance
Day - off

Full-time
Based on fixed salary
for each position
10.000VND per day

105.000VND per shift

Yes

No

10 days/ year
6 months for

No

23

Part-time

No

n

Holiday

Training
Program
Team
Building

maternity leave
3 days for mariage
3 days for death of
parents
Independence Day,
Tet Holiday, New Year
Holiday, Liberation
Day, Hung’s King
Commemorations
(based on
Government
Schedule)

Independence Day,
Tet Holiday, New Year
Holiday, Liberation
Day, Hung’s King
Commemorations
(based on

Government
Schedule)

Yes

Yes

Once a year

Once a year

24


5.

FINANCIAL PLAN

5.1. Financial assumption (for the first year of operation)
Salary
Salary payment per month: 14,352,500 VND
Total: 172,230,000 VND
Marketing
First 4 months: 13,671,000 VND
Next 5 months: 13,356,800 VND
Last 3 months: 6,515,200 VND
Total: 33,544,000 VND
Food and beverages:
Total 316,910,000 VND
Equipment:

Total: 720,760,000 VND
Utility cost:
Utility: 4,500,000 VND per month
Network: 800,000 VND per month
Total: 63,600,000 VND
Renting cost:
7million VND/month, pay 6 months in advance.
Total: 84,000,000 VND
Selling price:
For playing games:
25