Checkpoint 1 - Group 3

Check Point 1
Class: SE17A05
Group Pyramid
Leader (& Major) Phan Thị Hoà Hiếu (IB)
Member (& Major) Hồ Minh Đô (IB)
Lê Nữ Thuỳ Nhung (BA)
Võ Trần Văn Quốc (SE)
Phạm Ngọc Khánh (SE)
Phạm Huỳnh Anh Tuấn (SE)
START-UP IDEA
Problem & Solution Problem:
//Your idea is good but you have not captured customer insight//
The main problem is the challenges and uncertainties that new FPT
Da Nang University students fresher face, including concerns about
majors, activities, and campus life. (Please rewrite this sentence.
Your idea is good but the structure is not clear; new student -
>fresher)
The audience consists of new university students who are curious,

anxious, and seeking practical advice from experienced peers to
navigate their university journey confidently. They may face
communication barriers in connecting with senior students. (Please
rewrite this sentence. Your idea is good but the structure is not clear)
Solution:
The solution is a 1:1 One-on-one coaching service tailored for new

students (fresher), connecting them with experienced mentors. The
service aims to provide practical insights and guidance, helping new
students overcome initial communication barriers and receive
support from seasoned individuals.
The coaching service includes not only individual sessions but also
features an online community platform for continuous support. It
focuses on academic aspects, various facets of university life, and
building a well-rounded set of skills and knowledge for new
students. (Please move this paragraph to generic product)
Market Overview of the industry outlook:
One-on-one coaching service in the field of education is becoming

an important trend (What does it mean?), especially in the student
community. The increased need for support and experience sharing
between new fresher and veteran students has highlighted the
important role of coaching services like ours.
Market size:
The market size for coaching services in the education sector is

significant and growing. With the number of 3,000 new students
entering the school and increasing, FPT University Danang has a
significant market to serve. (Please rewrite this sentence. Your idea
is good but the structure is not clear; new student ->fresher)
Trend:
Digitalization of Coaching: A notable trend is the shift towards
online coaching platforms, offering convenience and accessibility.
The trend of sharing experiences between generations of students is

becoming increasingly popular, and the availability of personalized
support services is changing the way students approach the college
experience.
Segmentation(s): // This part is wrong//
 Academic Levels: new university students, senior students.

 Types of Coaching: Academic guidance, personal
development.
 Delivery Modes: Online, in-person, hybrid.
Key players
Currently, we assess that there is no direct competitor in this field at

FPT University Danang. However, there are a number of individuals
and student forums that also provide some similar information but
are not as personalized as our service.
Market share:
// You need data and figure to describe this part//
Considering the substantial market size and the evident trends, the
introduction of Fbittut positions itself strategically in the coaching
services sector. With a focus on the specific needs of FPT University
Danang students, including both newcomers and seniors, Fbittut
aims to capture a significant market share by providing a
comprehensive and personalized coaching experience. The emphasis
on digital platforms aligns with the industry trend, offering a modern
and accessible solution for students seeking mentorship and
guidance in their academic journey.
Innovative Technology - The website is modularized for easy upgrading and maintenance
- Integrate online payment
- API-oriented programming makes it easy to integrate many new

technologies such as Map, AI…
FIVE PRODUCT LEVEL MODEL

Core Benefit Support new students in adapting and succeeding in the university
environment, offering valuable experience and knowledge.
//Additionally, you analyse your customer need(s) based on

Maslow's hierarchy of needs //
Generic Product // This part is wrong.//
1:1 Coaching Service with:
- User-friendly interface for easy registration and connection.
- Intelligent matching system based on personal experience,

preferences, and academic goals.
- Empowering students to optimize their learning experience,

boosting confidence, and achieving positive results.
Expected Product // This part is not enough//
An Online Community Platform where users can:
- Engage in a vibrant online student community to share

information and experiences.
- Access useful materials about university life.
Augmented Product Specialized Guidance and Exclusive Resources offering:
- Tailored advice for specific challenges.
- Access to exclusive materials to enhance the academic

journey.
// Do your competitors have these resource?//
Potential Product - An Ecosystem (What does Ecosystem include?) accessible to

every student, serving as a go-to platform (What does it mean?) for
problem-solving.
- Additionally, hosting seminars and offline events to provide

opportunities for students to meet, connect, and share experiences.
(Will it be a potential product in future?)
CUSTOMER PERSONA
Demographic - Gender: Female
- Age: 19
- Major: Digital Marketing
- Location: Da Nang
- Income: Financial support from family (How much?)
Geographic - Da Nang is a youthful city with fewer established leaders.

- FPT University Da Nang welcomed its first batch of students
in 2010, resulting in limited historical data. Additionally,
compared to other campuses, FPT Da Nang had a lower
number of students in its early years.
- Facing pressure and uncertainty about shaping future career
and job opportunities in Da Nang.
Psychographic
- Desires to build a diverse network of friends and expand
knowledge.
- Feels pressure regarding academic expectations at university.
- She wants to develop time management skills and handle
academic workload and maintain a good GPA.
Behavioral
- Demonstrating determination for academic excellence.
- Nonactively participates in extracurricular activities and
attends school events.
- Regularly uses social media, particularly Instagram and
Facebook.
- Frequently checks email and engages in online groups.
COMPETITORS
Industry: Coaching service - sharing: knowledge - experience - student life.
//
In general, coaching services have many businesses participating in this field. But for FPT
Danang student customers, no one has determined that this will be their specific customer file,
and there is no product for this customer. There are only a few individuals, as well as student
forums, that provide this knowledge. So we can consider this to be the biggest competitor
currently.
Competitor 1: Fanpages, website, Forum - Ex: “ Hội săn học bổng FPT” ; “Phòng Công Tác Sinh
Viên ĐH FPT Đà Nẵng”; “ FLearning - Học để lấy Cóc Vàng”
Strength: Weakness
-Create a positive community: The page -Challenging quality criteria: Diversity of

forum can create an environment where opinions can lead to difficulties in maintaining
people interested in coaching can exchange, quality criteria for content shared on page
learn, and promote personal development. forums. The level of reliability and accuracy
of information shared is not high quality.
- Low maintenance cost factor - Unable to generate revenue
- Vast source of information, easy access, low -Difficult to find information as needed
price
Opportunity: Threat:
-Enhancing connections and cooperation: -Risks of information management and

Fanpage forum can create opportunities to security: Need to deal with risks related to
cooperate with coaching experts, businesses, personal information security and user data
or related organizations to provide useful management.
information and services to the community.
-Difficulty in attracting and reaching users: It
-Take advantage of online trends: Use online may be difficult to attract and retain members
trends to promote, increase authority, and in the competitive and fragmented context of
expand the community. the online coaching market.
Competitor 2:Individuals who are FPT university students

Strength: Weakness:
- In-depth knowledge: Have extensive - Limitations in promotion and personal

knowledge and professional coaching skills. branding: Difficulties in personal branding
and promotion to attract new students and
- Communication and interaction skills: Able
customers.
to create a positive interactive environment
with students and customers. - Weak business skills: Lack of business skills
necessary to manage and grow a successful
- Experience and success in coaching: Have
coaching business.
achieved success and have practical
experience in supporting others. -Time management and effectiveness in
coaching - a certain number of clients over a
period of time
-Limited product diversity - only specializing

in a few areas
Opportunity: Threat:
- Enhance education and skill development: - Competition from other experts and
Have opportunities to learn and develop new professional organizations: Facing
skills through participating in courses, competition from many other coaching
seminars, and training programs. experts in the market.
-Collaborate with relevant partners: - Legal challenges and risk management:

Collaborate with other organizations, Need to face legal and management risks
businesses, or experts to expand networks and related to providing coaching services.
create new opportunities.
- Changes in learner needs and requirements:
Changes in learner needs and requirements
can affect the way coaching services are
marketed and provided.
Positioning Map: In this industry, we consider four important factors to determine the position
and level of influence of the brand on the market.
Map 1: Price - Service
Map 2: Diverse Level - Effectiveness level

=>Positioning Map:

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Check Point 1

Leader (& Major) Phan Thị Hoà Hiếu (IB)

Member (& Major) Hồ Minh Đô (IB)

Lê Nữ Thuỳ Nhung (BA)

Võ Trần Văn Quốc (SE)

Phạm Ngọc Khánh (SE)

Phạm Huỳnh Anh Tuấn (SE)

The audience consists of new university students who are curious,

The solution is a 1:1 One-on-one coaching service tailored for new

Market Overview of the industry outlook:

One-on-one coaching service in the field of education is becoming

The market size for coaching services in the education sector is

The trend of sharing experiences between generations of students is

Segmentation(s): // This part is wrong//

 Academic Levels: new university students, senior students.

Currently, we assess that there is no direct competitor in this field at

// You need data and figure to describe this part//

- Integrate online payment

- API-oriented programming makes it easy to integrate many new

FIVE PRODUCT LEVEL MODEL

//Additionally, you analyse your customer need(s) based on

Generic Product // This part is wrong.//

1:1 Coaching Service with:

- User-friendly interface for easy registration and connection.

- Intelligent matching system based on personal experience,

- Empowering students to optimize their learning experience,

Expected Product // This part is not enough//

An Online Community Platform where users can:

- Engage in a vibrant online student community to share

- Access useful materials about university life.

Augmented Product Specialized Guidance and Exclusive Resources offering:

- Tailored advice for specific challenges.

- Access to exclusive materials to enhance the academic

// Do your competitors have these resource?//

Potential Product - An Ecosystem (What does Ecosystem include?) accessible to

- Additionally, hosting seminars and offline events to provide

Geographic - Da Nang is a youthful city with fewer established leaders.

-Create a positive community: The page -Challenging quality criteria: Diversity of

-Enhancing connections and cooperation: -Risks of information management and

Competitor 2:Individuals who are FPT university students

- In-depth knowledge: Have extensive - Limitations in promotion and personal

-Limited product diversity - only specializing

-Collaborate with relevant partners: - Legal challenges and risk management:

Map 2: Diverse Level - Effectiveness level

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