BUSINESS MODEL INNOVATION
Full PDF file of Landing page: BMI_Landing page_GC_R 2
Presentation: Greencat Pitch Round 2
Social Mantra:
“Be inspired of natural materials, we created eco friendly bags
to preserve minority traditional textiles”
Introduction:
Green Cat was established in 2019 with the priority goal being to preserve traditional textiles from minority people, specifically fashion accessory products such as handbags and hats designed from hand-woven fabrics from H’mong ethnic women and hand-woven fabrics from Muong ethnic women. At this time, Green Cat operates with only Hanna (Founder).
Business Description:
In 2018, from field trips to the North of Viet Nam to searching for an idea to design our product. Green Cat has witnessed many scenes of children and women competing on the streets to wait for tourists to come and sell their handmade products, sometimes they have to stand in the middle of harsh weather to follow along with tourists causing discomfort and confusion among newly arrived visitors from abroad.
The solicitation of customers reduces the motivation to buy and reduces the image of local people in the eyes of tourists, leading to local authorities intervening in measures to prevent street vending, leading to the loss of income and they struggle to earn income in other ways. These women & children deserve better.
Reference: https://vietnamnet.vn/en/tourist-cooperation-needed-to-eliminate-begging-hawkers-in-sa-pa-2154921.html
In other scenarios, Green Cat also participates in many exhibition events related to the handmade fashion products industry and realizes that in developed countries like Europe people have a good awareness of the environment and sustainability, all of which support traditional and natural product lines.
In Vietnam, we also have the opportunity to visit and approach diverse production models from international brands with factories in Vietnam and domestic factories. We witnessed excessive waste discharge from factories into the environment and there were many problems that might cause worker’s health.
Nguồn: cac-loai-chat-thai-cong-nghiep-phat-sinh-pho-bien-tai-doanh-nghiep-hien-nay
Nowaday, in Vietnam there still exist a few large factories producing typical hemp products, but this industry has almost disappeared. Outdated production methods and traditional products are no longer attractive to farmers, who are no longer interested in hemp and organic-cotton cultivation. The remanufacturing and use of hemp products or restoring organic cotton growing in Hoa Binh province awaits the development of international technology, processing and production, as well as a strong international market for the products to come from traditional fabrics.
Article source: Case of hemp. History & Present
Photo Credit: Green Cat
However, in Vietnam, there is a sad truth that consumers still do not have much information about local products as well as products of natural origin. From the big picture with a wider view of the world, we wonder about Vietnam, what will develop in 30 years and what will be lost…
With the awareness of promoting minority fabrics to a new level, we strive every day to create fashionable bags that are both highly applicable and easy to use in many situations to get closer to consumers. Our main vision still harbored a big dream of a suitable time to join with ethnic minorities to develop the cultivation of natural fiber crops such as hemp fabric, and special attention to cotton plants.
In fact, we understand that the initial difficulties of starting a business will attract few companions. We take slow but steady steps to avoid mistakes that might cause failure and affect our stakeholders.
By purchasing their traditional fabrics and spreading our mission to urban consumers we contribute to the stable income for the women who have been accompanying us to reduce the economic burden in the family. Thus, the ambition of restoring organic cotton growing in Hoa Binh province in addition to the dream of Vietnam having sustainable domestic agricultural sourcing has greatly motivated us to continue down this path.
Unique Innovation:
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- We empower women in the workplace to accompany them to upskill and provide stable income. Our HR policy focuses on 100% women, especially the vulnerable women (single mom, middle aged..) & sourcing fabrics with minority women.
- Our materials are from natural & 90% biodegradable, especially we blend handwoven hemp & bio – cotton with our outstanding cork fabric in all of our designs.
- We take advantage of upcycling resource recycled polyester and washable paper to create products with high aesthetic value. Only zippers are non-biodegradable.
Photo credit: internet
Product Prototype:
Product Validation: FROM OVERSEAS VIEWS We released our very first design in the France Exhibition coordinated with our partner, which is also France’s local brand and did some customer insight feedback. We received feedback that they will be delighted to buy and support local brands but they also need a product that could be useful for daily use and must be functional or practical.
TO DOMESTIC INSIGHTS In 2019, Green Cat returned to Vietnam and began releasing our first bag collection. We have been welcomed at Gift Shop stores in central locations in District 1 as well as Da Nang airport interested in choosing our products to display in the international flight area. District 1, Hochiminh City Nulla – Eco lifestyle shop Nulla closing announcement in 2020: https://www.facebook.com/share/p/ecZSdbWMh41AZd71/
Saigon Eco Craft – Souvenir Shop
Danang Taseco Danang – International After the 2020 – 2021 epidemic period, there have been many changes in the general tourism situation and affected the economic activities of the parties we have cooperated with, so one of the partners has closed while Others change their business strategies to suit the times. Therefore, Green Cat only maintains cooperation with Saigon Eco Craft store until now. Evidence: Email Taseco & Greencat From 2020 – 2023 is the time we test the market and make continuous efforts to research and develop our products. We have expanded our sales network to 20 retail stores located in major cities and tourist cities. Ho Chi Minh City, Vietnam District 1 Saigon Eco-Craft (2 branches): Gmail – Sài Gòn Eco nhập hàng tháng 5_2024
Vesta bookstore and Lifestyle: 05.05.2024.VESTA.HD09 Coi Gift Shop:
BONET 15 Minutes Coffee: New partner in 2024 from For Good Network Grandma Lu: New partner in 2024 from For Good Network
Other district HIMITSU NO KICHI, D10 FV souvenir shop in FV Hospital, D7FV Proof Mur Mur Coffee, D3: New partner in 2024 from For Good Network
Hanoi, Vietnam An Handmade, Ha Noi
Flower of Hand, Ha Noi
Da Nang City, Vietnam YMA studio
Table Products Hoi An, Vietnam Refillable Hoian Hart Up-cycled Hoian Nam Trân Art Craft, Hoian https://www.facebook.com/share/p/rHUhcxTwpCAuUsMQ/ Nha Trang, Vietnam Sống Concept, Ha Noi
Can Tho City, Vietnam Victoria Resort, Can Tho: New partner in 2024 from VCCI network Phuong Nam restaurant, Can Tho: New partner in 2024 from VCCI network
Online store, Vietnam: Website: https://www.greencatcompany.com/ Facebook: https://www.facebook.com/greencatcompany Shopee: https://shopee.vn/hannagreencat/ Lazada: https://www.lazada.vn/shop/greencat-by-hanna/ Tiktok: https://www.tiktok.com/@greencat.social
Green Cat by Hanna, France Online pop up store: https://greencatbyhanna.etsy.com https://meanwhile.boutique/collections/green-cat
After 5 years of market testing, Green Cat has clearly positioned its customer segment. At the same time, we have also researched potential customers and updated new trends among young people. Starting from 2024, our Customer Channel Marketing Strategy has been supplemented as following:
Competitive landscape: Our competitors are other Hemp product companies. These companies have many years of experience in the market with wide distribution networks, connecting with customers and building close relationships. They also have financial potential, which can support sales and marketing operations. Greencat advantages The most important advantage of Green Cat products is that we apply a combination of hemp fabric and hand-woven cotton fabric combined with innovative fabrics such as cork fabric. Until now, cork fabric is our exclusive material source in Vietnam. I.e To buy cork fabric, you need to order a minimum quantity of 500 yards equivalent 500 meter- reference Alibaba. Thanks to the professional advantage of Founder – Hanna, over 10 years in the field of sourcing garment materials for large corporations, we are able to purchase cork fabric in sufficient quantities and at affordable prices. We are also planning to register legal intellectual property rights for our key products made from hemp fabrics & cork fabrics to avoid the risk of copyrights in future.
Revenue Growth: During our market testing from 2019 – 2023, we have clearly defined the customer base as well as suitable store development locations.
Therefore, our sales strategy for the B2C market includes: The foreign tourist segment is generally the main customer group and is concentrated in the central areas of District 1 or districts where foreigners live such as District 2, in Ho Chi Minh City. We are targeting 5-star hotels and resorts to increase accessibility to this main customer group. It is expected that in 2024, we will expand cooperation to 5 more retail locations that are suitable for this customer group. The domestic customer segment, especially the female customer group 25 – 40, is currently slowing down from March to June 2024. Therefore, our strategy to reach the Gen Z customer group is a booming factor in the market. In the future, we will create a funnel product line at an appropriate price to attract Gen Z, combined with participating in events and competitions for students, thereby gradually converting this group of customers into a key customer group. focus in the near future. We also aim to expand cooperation with 5 retail locations in neighboring districts near the university and dining areas focusing on this customer group.
Business grown goal in 2024:
B2B Strategy: The Vietnam Gift Retailing Market has witnessed substantial growth, driven by the country’s rising middle-class population and increasing consumer spending on gifts and souvenirs. Key players in the industry offer a diverse range of gift items, including home decor, fashion accessories, personalized gifts, and handicrafts, catering to various occasions and celebrations. The market’s growth is also supported by the thriving tourism industry, as tourists often purchase gifts and mementos during their visits to Vietnam. Additionally, the popularity of e-commerce platforms has facilitated gift shopping, enabling customers to explore a wide array of options conveniently. The COVID-19 pandemic initially affected the retail sector, but key players in the gift retailing market swiftly adapted by enhancing their online presence and offering contactless delivery options, leading to a gradual recovery in sales. As consumer sentiment improves, the demand for thoughtful and unique gifts is expected to continue driving market growth. Reference: Vietnam gift retailing market Customers’ awareness of environmental pollution and sustainable productsRecently, Vietnamese customers have become more aware of environmental pollution and sustainable products. According to a survey by PwC, more than 90 percent of respondents are willing to pay more for products with verified origin and products using sustainable materials. This awareness has led to significant demand for sustainable options. Companies are adapting their strategies to meet these changing preferences, emphasizing transparency, eco-labeling, and sustainable practices to appeal to conscious consumers in Vietnam.
Article source: statistic handbag product revenue in VN
After 5 years of market testing, Green Cat has clearly positioned its customer segment. At the same time, we have also researched and received message order requirements from potential customers as HR Departments, small souvenir distribution. We figure out another potential market for business development when we delve deeply into the market through startup competitions, seminars and research reports as follows:
Email Evidence with potential b2B segment: Gmail – Greencat – Saigon Children Charity Potential B2B Martket Gmail – Green Cat – SIS Can Tho_ CSR collaboration Gmail – Melia_Green Cat _ Potential for B2B market Gmail – Potential B2B Market_ Green Cat – 4PS HEMP CUSHION SOFA We are planning to Customer Channel Marketing Strategy has been supplemented with the following:
Reference cotton fiber price in global market: Cotton fiber pricing Cost structure:
Cost structure demonstrate in 2019 – 2023 Revenue Goal in 2025 – 2027 estimated in total:
We estimated cost & profit in 2025 – 2027 as follows:
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CROWDFUNDING/ CROWDSOURCING CAMPAIGN
To achieve long term goals from 2024 – 2027, we have made continuous efforts in learning and connecting to other crowdsourcing networks. So that we can accelerate our business in the future and multiply the value of impact to society to reach a wider consumers.
Currently we have received help from the following sources:
- New Energy Nexus Vietnam (Nexus): through the Del Accelerator competition organized by Nexus, Green Cat was selected for the preliminary round because our business model solutions to respond to climate change are led by women. Since then, Nexus has helped us by showcasing our products and brand stories at events organized by Nexus and has connected more potential customers with the same interest in our products. The potential list as following:
- Gmail – NEXUSVN_Thông báo kết quả vòng sơ loại 1_Chương trình Deltaccelerate Gmail – THƯ CẢM ƠN SỰ KIỆN KHỞI ĐỘNG DELTACCELERATE _ NEXUS VIỆT NAM
- Australian Ambassador:
- Australia Alumni Event by NexusDelta Accelator
- Rec Rec Snack
- Home Credit
- Ivy Partners – Culture Focus
- New world Hotel
- VCCI Can Tho
- VCCI Can Tho: from the introduction event about the Del Accelerator competition, we were fortunate to have a close connection with the organization VCCI Can Tho. VCCI also helps us by allowing us to display booths at events organized by VCCI as well as post introductions about Green Cat on social media. Thanks to VCCI’s connection, we have successfully cooperated with 2 retail stores located in Can Tho as following:
- Victoria Cần Thơ: Gmail – Greencat – Victoria Can Tho
- Phương Nam Restaurant Cần Thơ: Gmail – Greencat – Phương Nam restaurant
- SIS Can Tho: Gmail – Green Cat – SIS Can Tho_ CSR collaboration
Link reference:
- https://www.facebook.com/share/p/KzVfgUkzQ5Gwc5Sn/
- https://www.facebook.com/share/p/UB5vpwuznV5xoGs2/
- Circo Track organized by GIZ: provide knowledge base and methods about “how to apply & practicing Circular Economics”. Through this course we have extend network to potential company that desired to support us in many ways (introduce Green Cat product to HR Department, share relevant information about market)
- Academy for Women Entrepreneurship (AWE) organized by Forgood Vietnam: provide knowledge base & skill to generate business models. Through this course we improve by learning and also helps us by allowing us to display booths at events as well as open successfully with 2 retail stores located in District 1.
Plus, Green Cat is honored to become alumni of AWE program sponsoring under the US Consulate that could bring us near to other opportunities for company growth.
Gmail – [AWE 2023] THÔNG BÁO TRÚNG TUYỂN THAM GIA CHƯƠNG TRÌNH BOOTCAMP
Gmail – THÔNG BÁO BỔ SUNG THÔNG TIN DANH SÁCH CỰU SINH CỦA BỘ NGOẠI GIAO HOA KỲ
- Mur Mur Working space cafe
- 15 Minutes Cafe
- For Good VN: provide academy course and empower women events. Green Cat represent as a board member in WECV community under For Good VN, that helped us to express our message close to consumer and in return we receive interesting insight in both Local women group and Gen Z group.
- Link reference: https://www.facebook.com/share/p/mKoKVHTt8kPGHpkS/
- GreenCat – Nhóm 1 Greencat- Nhóm 2
- She Future Event:
- Social Business Innovation (SBC) organized by Hec Montreal: provide knowledge about ESG practice and sustainability. During the course we connected with incredible people that supported us in the competition and sharpen our skill, vision.
We plan to access more resources to help us achieve our vision of restoring cotton plants in Hoa Binh so that it can be expanded to include ethnic minority groups in the region. Once the model in Hoa Binh achieves its good economic potential, it will create a pervasive influence on other minority community groups. The resources we target include:
- Hoa Binh Provincial Committee
- Innovation Hub in the Northern region
- Provincial Women’s Association
- Crowdfunding:
- From manufacturer
- From community
B2.3. Desirability for beneficiaries |
- The most important group of beneficiaries from our project is the women minority group as Hmong and Muong group who are sourcing natural fabric to Green Cat.
Their profiles: We target the people who live in the ethnic minorities groups. They are middle aged – Minority women who live in North Viet Nam. The traditional profession of weaving and dyeing fabric is the way they preserve their ancient culture and is also a source of income that helps them become economically independent in a large household.
Problems:
Gender disparity within and between ethnic minority groups and the Kinh people persists in almost all socio-economic domains. In the ethnic minority community, women and girls are often the most disadvantaged with regard to their access to opportunities and resources because social norms assign them an inferior status, which is primarily confined to childbirth and unpaid household activities and duties. Multiple and intersecting forms of discrimination on the grounds of gender and ethnicity have exerted the most influence.
Source: ETHNIC MINORITY WOMEN & MEN IN VIET NAM
Photo Credit: Mrs. Bin (Muong lady) on the left & Mrs. May (H’Mong lady on the right)
| 1. The most important group of beneficiaries from our project is the women minority group as Hmong and Muong group who are sourcing natural fabric to Green Cat.
Their profiles: We target the people who live in the ethnic minorities groups. They are middle aged – Minority women who live in North Viet Nam. The traditional profession of weaving and dyeing fabric is the way they preserve their ancient culture and is also a source of income that helps them become economically independent in a large household. Problems: Gender disparity within and between ethnic minority groups and the Kinh people persists in almost all socio-economic domains. In the ethnic minority community, women and girls are often the most disadvantaged with regard to their access to opportunities and resources because social norms assign them an inferior status, which is primarily confined to childbirth and unpaid household activities and duties. Multiple and intersecting forms of discrimination on the grounds of gender and ethnicity have exerted the most influence. Source: ETHNIC MINORITY WOMEN & MEN IN VIET NAM
In recent years, the H’mong people have faced challenges in continuing their traditional practices of making hemp fabric. The use of synthetic fabrics has become more common, and younger generations are less interested in learning the skills and techniques needed to make hemp fabric. Additionally, the government has restricted the cultivation of hemp plants in some areas, which has made it harder for the H’mong to access the raw materials they need. This can be considered the same problem with the Muong people. Cotton growing is completely dependent on nature. Farmers rely on past experience, growing cotton in moist soil so that the plants grow well, without watering or chemical intervention in the cotton growing process. However, farmers have not done scientific research or read scientific applications to grow and harvest cotton effectively and with high productivity. One disadvantage is that when the weather changes and prolonged hot weather or early rain at the beginning of the season affects the development of cotton plants in each stage, such as cotton plants dying due to heat or not flowering until harvest. early rain at the beginning of the season, affecting cotton. The process of separating seeds completely using traditional tools kept from previous generations is very time-consuming, so the job is only reserved for middle-aged or older women with a deep love for cotton growing. and spinning and weaving. Cotton has not been tested for technical information nor has GOTS (Global Organic Textile Standard) organic certification to sell cotton fiber to the market, helping to create a self-sufficient source for the organic cotton textile industry in Vietnam. Despite becoming economically independent, the main purpose for their cause is to continue to value their traditional practices and the unique cultural heritage that comes with them. Making traditional fabric is an important part of their way of life, and they are working to preserve these traditions for future generations. Value proposition By collecting and buying raw material from the Muong and the H’Mong women we can help local residents to have additional income, create economic development and jobs for the vulnerable people – women. It also saves forests, prevents deforestation, prevents landslides and helps stabilize people’s lives. Moreover, Green Cat has sponsored the cotton seed and motivated the Muong women to keep cotton fibers from 2008 – 2009 to weave into fabric (collected from each household because they still keep the fibers and cotton making tools) for Green Cat and others. In 2019 they lost all seeds and completely stopped growing cotton. In 2022, Green Cat bought cotton seeds and in 2023 they planted their first crop. In 2023, they planted over 1,000 square meters and harvested 70-80 kg of cotton, woven on wooden frames, and 800 meters of 36cm fabric. In 2024, the seeds will expand to other cooperatives in the Muong and Thai communities in Tan Lap, Mai Chau and Thanh Hoa with a total cotton growing area of about 5,000 square meters. Channel to deliver: We help to organize the cooperatives to collect raw fabric. These cooperatives will help to maximize the income of local residents in Ha Giang and Hoa Binh, rather than buying from an intermediate agent who may pay the locals very little. Channel to communicate: We connect directly with the representative of the Cooperative to gain a deeper understanding of our goodwill and desire to develop together with these minority women as well as our desire to contribute to conservation of their traditional textiles. Since then, we have also discussed being able to offer an appropriate price of purchase, which can make the lives of the people here better. 2. The second beneficiaries of our products are local consumer Their profiles: We target the people who live in the urban cities and have interest in sustainable lifestyle. They are on their way to practicing to be more sustainable and they desire to contribute to the community around for a better. Problems: The trend of fast fashion becomes gradually saturated as more consumers are aware of the industry as the world’s second-largest polluter. Sustainability-oriented/eco-friendly fashion is forecast to grow among local and foreign brands in Vietnam in the coming time, local insiders have said. Local consumers, especially the youth, have risen seeking as well as willing to pay more for sustainable goods. Nearly 70% of surveyed consumers said that they chose to use eco-friendly products, which save water and electricity, and to separate waste into types as the most common actions to save the environment, according to the survey conducted by Q&Me Vietnam market research. Article source: https://hanoitimes.vn/vietnams-fashion-industry-to-focus-more-on-sustainability-317364.html
Value proposition? Green Cat offers products that are handcrafted and 90% of the ingredients are completely natural and compostable. The materials used are chemical-free and health safe for consumers. Green Cat also says no to materials made from animal leather and is friendly to vegan customers to jointly contribute to balancing a sustainable ecosystem in the fashion industry. Channel to deliver: We can deliver our social value to customers through the distribution channels and through competition such as Delta Accelerator Program, Academic For Women Entrepreneurs and SBC Competitor… Channel to communicate: We can communicate with consumers and convey our vision, mission through social media channels such as fanpage “Green Cat” and our instagram account. |
Business Model Canvas: BUSINESS MODEL CANVAS.docx
B2.4. Size of potential beneficiaries |
| For the H’Mong women community at Can Ty cooperative where Green Cat has been accompanying for many years and built close relationships with the artisans working here. Currently, the cooperative has 30 textile women artisans. From 2025, Green Cat’s target will be to develop more products in the B2B sector to double textile purchasing output, which means artisans will also increase their income.Evidence: HTX Dệt lanh Cán Tỷ
For the ethnic minority women community in Hoa Binh and more specifically Muong women where Green Cat donates cotton seeds in 2023 and purchases handwoven cotton fabric. The reality for Green Cat is that the Muong women still keep cotton fibers from 2008 – 2009 to weave into fabric (collected from each household because they still keep the fibers and cotton making tools) for Green Cat and others. 2019 lost all seeds and completely stopped growing cotton. In 2022, Green Cat bought cotton seeds and in 2023 they planted their first crop. In 2023, they planted over 1,000 square meters and harvested 70-80 kg of cotton, woven on wooden frames, and 800 meters of 36cm fabric. In 2024, the seeds will be expanded to other cooperatives in the Muong and Thai communities in Tan Lap, Mai Chau and Thanh Hoa with a total cotton growing area of about 5,000 square meters. Currently, there are about 5 weaving representative cooperatives in Hoa Binh with many ethnic minority groups and about 487 ethnic women participating in the above labor activities. Green Cat’s goal does not stop at purchasing cotton fabric, Green Cat’s long-term goal is to expand the cotton yarn and to find more outside resources to provide the cooperative with more fiber separation machinery to help the cooperative increase productivity. . From there, Green Cat will connect with domestic fabric factories to purchase directly from cooperatives to help develop the livelihoods of a local area and in the long term, Vietnam will be less dependent on import of cotton yarn from other countries. Data resource provide by Hanna & Mrs. Bin (Muong Lady in Hoa Binh) For women in workplace, Green Cat focuses on supporting and creating favorable conditions for women, especially vulnerable groups of women. During the market testing phase, Green Cat chose to work with small garment factories where women were single mothers or middle-aged. Although the women here initially did not have high skills in sewing bags and were not familiar with working with natural fibers, both sides struggled during the stage of understanding each other. Our point of view is to work side by side, providing information and guidance until both sides achieve the common goal and achieve success in sowing this seed. In our plan, we will expand production capacity from 4 members to 30 members in 2027 & cooperate with these women by organizing the garment cooperative and invite them to be a core member with the fair shares & benefits. For consumers in general, Green Cat hopes to expand its reach to the end users, with the goal of increasing awareness of traditional handicrafts in Vietnam and contributing to reducing negative impacts on the environment. Thereby, we target to reach 20/82%, equivalent to 684 end users of the group of consumers willing to support sustainable consumption (according to statistics table Vietnam willing to pay more for sustainable products). And reach 1% for a group of consumers who have not yet ready to shift to sustainable consumption behaviors. See more evidence here and in bibliography:
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B3.2. Key resources |
| With such a large amount of activities, we have to mobilize a lot of resources to meet. Below are key resources required for us to turn the above plan into action:
+ Material resources: raw material, Laboratory and instruments are three most important and must-have things to research, develop and produce Cotton Bio Seed to textiles in extension scale. The main raw material is the cotton plant, and it is known to be grown in Hoa Binh province in which we found out the problem of local people. The two physical resources left, we are still deploying them on a small scale by consuming fabric output and producing fashion products that are close to consumer needs. Through this, we can hope to access the necessary resources to implement this plan in the near future. + Financial resources: From 2019 until now, we have used our own financial resources to develop our business model. Since March 2024 we have been trying to participate in environmentally responsible startup and startup idea competitions to learn more about the potential to expand our model and increase its reach through venture investment or social grants and looking for potential partners and organizations with similar interests. This is a valuable resource that not only supports us in achieving our goals but also gives us the confidence and trust to continue on the path of sustainable development. We believe we can do it because of the product’s advantages as well as the social purpose it brings. Up to now, we have also been successful in approaching a number of reputable organizations that are willing to help us and achieve some of our goals regarding this resource. + Human resources: Or in other words, it is the ability of the people involved in this project. The next section introduces all current team members, each of whom brings a unique skill set to the project’s development. However, we still lack digital marketing expertise, a member with experience in finance and strategic direction, and, most importantly, an experienced startup consultant. + Community resources: Last but not least, we need a lot of support from the community to help Green Cat succeed. One of our biggest challenges is educating people to be more environmentally conscious and changing the way they consume, prioritizing local brands and gaining knowledge to support minority communities. . Therefore, this social resource is the most important resource and also the most difficult to acquire. But at any rate, as our business mantra, we will try to rethink in order to have a better future. |
B3.3. The team |
| For the Green Cat project to operate stably and develop, we need a multidisciplinary team in charge of different aspects including research and development, digital marketing, sales, and consulting activities, finance. However, at the present time, although our Group has very few members, we all have passion and a serious commitment to the business project, which is what we think has been successful in terms of communication. Inspiration for teammates when joining the team. We include:
– Mrs. Ngoc Han (Hanna): Founder, CEO – production sourcing and designer product of the project. She has over 10 years expertise in procurement & sourcing in the textile industry. Hanna moved to France in 2021 and continued to share her passion for endless inspiration for textile products imbued with Vietnamese identity. – Ms. Kim Loan (Luna): Co – Founder, Branding & Business Development. She has over 10 years in social works and SME operating management. Luna joined Green Cat Founder Council in 2023 and contributes to business growth as well as marketing campaigns that help promote Green Cat’s image and core values to potential customers. – Ms. Thanh Mai (Mie): Sales Ecommerce & Sales B2B. When Mie first joined Green Cat, her starting position was in charge of event sales as well as e-commerce channels. Mie currently has a child so her ability to generate income is limited. Up to now, Green Cat has realized Mie’s many talents, so she has trained and built her to become a sales B2B person as well as giving her the freedom to create our funnel product line. Vivian’s career development path has become clearer and clearer since then. – Mr. Viet Hung: Hung is currently a student of Foreign Trade University – FTU. Hung’s vision is to make the world an equal place for marginalized people especially in Vietnam. He has motivation to help Green Cat in the SBC competition. – Ms. Thao Ngoc & Ms. Hai Yen: Tik tok content creator. Group name “Bi & Bơ Project” The two young energetic and creative people have brought Green Cat a fresh air of ideas to reach to the Gen Z segment. They are motivated to create video content based on source information provided by Green Cat. COACH:
We manage conflicts by clear communication and open discussion in team meetings regarding different issues such as strategies, promotions, campaigns, work assignments… After we have agreed on the plan, we use a shared timeline table to keep track, push and help each other if needed. In this way we try to minimize misunderstanding and conflicts. We maintain a professional working attitude, make sure the leaving person passes her work according to the team and the new member can get used to the new job as fast as possible. Coaches are always side by side with Green Cat during the first stage and help us to have clear vision to action and help Green Cat approach close to the goal. |
B3.4. Partners |
– Our important partners are:
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B4.3. Social return on investment (SROI) model |
| To measure social impacts, we have some categories as below:
+ Less negative impact to environment:
+ Reduce fashion waste impact to environment: Sustainable fashion uses biodegradable components from natural or recycled fibers. These materials grow with no pesticide or fertilizer use, consume less energy and water, and employ no chemical treatment, thus reducing the overall carbon footprint of these brands. According to why sustainable fashion? + Income of local people based on quantity of fabrics bought from the cooperative we help to build for the locals: We purchase directly from ethnic cooperatives and respect the purchasing prices set by themselves, helping them limit intermediary costs and receive value commensurate with the price equal to their effort. + Measured through Green Cat’s monthly sale: Through sales numbers, we can assess product specificity and the proportion of consumers who support sustainable local trade. From there, we will establish consumer behavior and demand analysis to improve quality and designs suitable for consumers in real time. Although we have been on the market for 5 years, our initial resources are very limited so we still do not have enough feasible data to show you. The measures listed above will be used to assess both our social impact and economic impact going forward.
Learning Curve:
We understand more about our customer insights & created specific channels for the Gen Z segment. We sold 3 items just in the first week created by the Tik Tok channel without advertising (organic post) We choose to cooperate with young people and respect their opinions as well as motivate them to freely create content that suits the tastes of Gen Z customers to increase product awareness and Then there will be more opportunities to share the story behind the product. shows great potential for further development in this customer segment. Thereby increasing production capacity helps women households & minority women increase their income. Evidence: Email Green Cat and Bo – Bi
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