SOCIAL IMPACT ACCELERATION

The Mewlin’ project – Social Impact Acceleration

Coach:
Tran Xuan Linh
Nguyen Thi Thuy Trang
Project leader: Pham Ngoc Thuy Diem
Vice leader: Nguyen Dang Quynh Tram
Members:
Vo Trong Khoi
Nguyen Ngoc Nhu
Nguyen Dang Quynh Thu
Dong Kien Tai
Nguyen Khanh Linh
Nguyen Ngoc Kieu Trinh
Nguyen Vu Hong Ngan
Lai Truc Lam
Bui Minh Khang
Vu Thi Anh Thu
Nguyen Dang Ngoc Anh
Le Boi Thu
Nguyen Thi Xuan Huong
Chung Thuy Quynh
Nguyen Nhat Nguyen
Nguyen Phuc Thanh
Nguyen Minh Khang
Le Thien Phong
Ho Van Khanh Nguyen

About Mewlin’:
Mewlin’ is a social enterprise that aims to improve young people’s English communication skills, thereby helping them develop themselves and increase their opportunities to study and work.

Vision:

Offering practical English communication (EC) education to young adults nationwide through relaxing and healing activities.

Mission:

Reducing the prevalence of Vietnamese youth lacking proficiency in EC knowledge and skills by employing an innovative and unique educational approach.

Core Values: M-E-W

• Mindfulness: We want to become a place for you to both perfect your English communication skills and relax after a long tiring day.
• Edu-healing: We are willing to serve your interests, including your professional skills (English) and your mental life.
• Willingness: We understand and respect your present moment, whether in that moment you are trying to study, practice or are resting and relaxing.

10 minutes clip of Mewlin”s presentation:

Mewlin’ – Round 4 – Social Impact Acceleration

Mewlin’ presentation file:

Mewlin’ – Round 4 – Presentation

Full version of podcast – Ep01:

Mewlin’ – Podcast Ep.01 – Far away but not alone Understanding loneliness (Youtube)

Full version of podcast – Ep02:

Mewlin’ – Podcast Ep.02 – The real lesson of my first part- time job

Full version of podcast – Ep03:

Mewlin’ – Podcast Ep.03 – How to make new friends (Youtube)

Flashcard Review:

Flashcard Review

Daily Motivational Quote Card Review:

Daily Motivational Quote Card Review

Full version of workshops recap:

The recap of the YOU series events

The recap of English Mastery: From Vocabulary to Engaging Conversations

Full version of mobile app’s prototype:

Mewlin’ Mobile App – Prototype Clip

Social platforms:

Facebook

Youtube

A. Social business description

The story of Thư Nguyễn

A1. Social mantra one-liner

Our business mantra centers on an edu-healing English communication app and workshops to boost young adult confidence for self-development and self-healing. 75.14% of key stakeholders believe this positively impacts their performance at work, noting the idea’s novelty and its potential to meet social needs.

A2. Social impact clarity and significance

Although English proficiency is considered one of the important factors in career advancement by many worldwide secondary research studies, Vietnamese adults aged 18-25 are classified as having LOW English proficiency.

Using the Iceberg Model, Mewlin’ identifies lack of confidence as the root cause of challenges in learning English communication and offers solutions to address these underlying issues through the Edu-healing mobile app and workshops.

We analyzed Vietnamese national English test performance using score histograms from recent years. The data shows a bimodal distribution in scores from 2019 to 2021, with an average EPI score of 495/800, pretty low for adults aged 18-25. 

Mewlin’ utilized both primary and secondary research approaches to clarify social impacts, thereby concluding the significance and necessity of English proficiency.

Mewlin’ aligns our goals with the UN Sustainable Development Goals, focusing on quality education and economic growth. We aim to help young adults improve their English skills through an edu-healing app, podcasts, flashcards, and workshops.

A3. Solution effectiveness and ESG integration

We address root causes of English learning challenges by bridging impact gaps in the current solution landscape. The company’s approach tackles issues like lack of confidence, boredom with traditional lessons by offering suitable solutions.

Our solution design creates intended impacts through four main activities, including workshops, podcast, flashcard & daily motivational cards, edu-healing mobile app, and social activities. These initiatives combine English learning with self-development and healing topics, supporting disadvantaged students to improve their English communication skills.

Mewlin’ tracks the positive outcomes of our workshops, which effectively improve English skills and generate high interest. Participants consistently show enthusiasm for future Mewlin’ activities.

Mewlin’ reports positive outcomes from our activities, including podcasts, flashcards, a mobile app, and scholarships. Results show high engagement and effectiveness, with users sharing content and stakeholders noting our impact on community and educational equity.

We analyze competitors’ strengths and weaknesses to position ourselves in the edu-healing content market. Based on that, we offer comprehensive learning activities catering to visual, auditory, and kinesthetic learning styles, combining English communication with mental well-being promotion.

We apply the UN Principles for Responsible Investment’s ESG Integration Framework, involving industry expert collaboration, internal ESG research, financial forecasting, and risk management to effectively adopt ESG practices and ensure long-term success.

B. Social impact acceleration

B1. Mechanisms to accelerate impacts

Besides, we also outline an impact depth development strategy from 2024 to 2030. The plan progresses from launching core products to implementing machine learning, aiming to personalize and localize the customer study journey using big data analytics.

Mewlin’s strategic roadmap harnesses cutting-edge technology to revolutionize customer experiences. The phased approach begins with foundational launches in  2024, progresses through internal capability building, and culminates in a fully personalized, data-driven ecosystem by 2030.

Mewlin’s roadmap for the 2024 to 2030 period is logically determined based on Cash Flow Forecasts, aligned with the stages of the Product Life Cycle (PLC). Consequently, our predicted break-even point is 2028, with the goal of achieving Top of Mind Awareness by 2030.

Leveraging a diverse capital portfolio, Mewlin’s expansion strategy is built on a solid foundation. By integrating human expertise, social partnerships, intellectual property, and financial resources, we position ourselves for multifaceted growth across various educational platforms and initiatives.

B2. Financial stability and profitability

Mewlin’s financial model combines product revenue and crowdfunding. Monthly premium subscriptions lead at over 40%, while crowdfunding adds over 11%. This diverse approach aims for long-term stability and profitability. Mewlin’s cost-revenue breakdown shows app production and social activities dominating the total costs. The resulting profit is nearly 380,000 USD with a ROI of 0.788.

To ensure financial stability and profitability, Mewlin’ applies multi-scenario cash flow forecasts. The first one represents the ideal conditions, while the other accounts for the undeveloped AI chatbot system. Without AI-related costs, social activities become the largest expense at over 70%. Despite this shift, Mewlin’ maintains a ROI of 0.733, showing adaptability to different scenarios.

By understanding root causes, Mewlin’ provides well-devised solutions, including promoting edu-healing content and optimizing costs to address both external and internal critical risks with high feasibility solutions. The mentioned problems are categorized according to their possibility, impact level and solution feasibility. 

B3. Team and leadership

Mewlin’’s organizational structure shows the leadership hierarchy and various departments, including Business, Content, UX/UI, IT, Social Media, Event, and Production, each with their own team leads and members. Mewlin’s is mentored by experts with extensive experience in business, English, mental well-being, and related fields. Mewlin’s B.O.D provides strategic direction and fosters a DEI culture in both business and social impacts. There are also department heads who play their roles in managing progress and task completion. Executive specialists are dedicated members of Mewlin’s operational departments, bringing forth innovative ideas and delivering high-performance results.

Mewlin’s team is composed of individuals with diverse academic backgrounds who are committed to ongoing professional development. Their collective expertise is strengthened through targeted training and certifications, enabling them to excel in various project roles.

Mewlin’ uses strategic HR processes to recruit and retain talent via a D.E.I. model. Their approach covers planning, acquisition, management, and training, emphasizing diversity throughout recruitment and retention.

B4. Partnership and collaboration

Mewlin’ partners with 520 stakeholders to create economic and social value. They’ve also engaged experts to advise on key app functions.

Mewlin’ engages stakeholders with tailored proposals, contacts via LinkedIn and HR network, and formalizes agreements after meetings. We gather feedback through surveys, analyze it, and integrate the lessons for continuous improvement.

Due to proactive approaches, Mewlin’ received positive responses from 520 potential partners and secured quality collaboration pledges through long-term support agreements.

C. ESG reporting

C1. Measurement and reporting

Mewlin’s ESG reporting adheres to GRI standards, employing a meticulous data gathering approach. A multi-tiered governance framework, comprising the Board, Advisory Council, and specialized committees, orchestrates the execution and monitoring of ESG endeavors.

The organization’s ESG strategy is built on a foundation of robust data analysis and targeted issue resolution. Mewlin’ prioritizes four key areas: operational clarity, human well-being, fostering internal community spirit, and promoting mutual success. Each priority is supported by customized approaches designed to cultivate sustainable and ethical business practices.

Mewlin’ discloses detailed ESG data, including KPIs and goals. Key issues addressed include transparency, human wellbeing, internal community wellbeing, and co-wellbeing, with specific initiatives and measurable targets for each area.

Stakeholder feedback on Mewlin’s ESG performance shows positive results in social and governance criteria, with varying levels of approval across different aspects.

C2. Compliance with ESG standards and frameworks

Mewlin’s ESG governance structure includes a Board of Directors, Advisory Council for Sustainability, and Executive Committee. The Sustainability and Risk Management Committees report to the Executive Committee, ensuring comprehensive oversight of ESG initiatives.

We apply the United Nations Global Compact’s Ten Principles to analyze ESG risks and establish strategies. Examples shown for eliminating discrimination and encouraging environmentally friendly technologies.

We use the B Impact Assessment to measure our ESG performance. Our overall score is 177.1, but low governance and environment scores indicate areas for improvement.

D. Learning curve

Our social impact acceleration addresses skill adoption delays through partnerships, scholarships, and interactive workshops. We’ve learned to listen directly to our beneficiaries’ needs.

We’ve transformed our approach in operations, focusing on a mix of logical and emotional strategies, long-term relationships, comprehensive ESG standards, and multi-scenario financial planning.