Eagle nest group 2 (1)

HIEU BUI PHONG HUYNH TUONG PHAN PHUC LE

voking YOUR INNER E

STRENGTH

AGENDA

BUSINESS BACGROUND & AMBITION

1. Segmentation ( handicap)

2. Barrier and Driver

3. Strategy

4. Consumer journey

BUSINESS PORTFOLIO

1. Target

2. Concept

3. Big idea

4. Overall truth

5. Consumer insight

6. Brand key

7. Brand positioning (7P)

PLAN FOR 3 YEARS

1. Big plan

2. Campaign big idea

WHAT IS OUR OBJECTIVE?

Service for disabled/ disabled’s family to help them integrate with society Perception: They are pitiful => They are able to live, love and being loved, and especially they are born with a mission to dedicate for life

BUSINESS BACKGROUND AND AMBITION

74 millions

BACKGROUND • ABC Vietnam is a newly established company. • They have strength of ecommerce, import and export, and HR

consulting with deep understanding about human psychology. • ABC company wants to launch a valuable platform solutions include

access to support services for people who have problems in life and need motivations.

AMBITION • Construction of site support and communication solutions for

everyone based on the stories of disabled people. • Enhance the value of disabled people. • Creating conditions for handicap have right to integrate as any citizen

and breaking down barriers in social prejudices. • Decrease unemployment rate

• There are 6.7 millions handicaps in Vietnam. More than 4 millions physical Vietnamese

handicaps. 35.5% on labor ages about 1.4 millions

handicaps

39%

17%

10%

9%

10%

15%

VIETNAM’S POPULATION

Vận động

Thị giác

Thính giác

Ngôn ngữ

Trí tuệ

Thần kinh

Reasons:

Physical disability

Profile: - Female, and male who is physical disability - Having a dream to life like a normal man. -Live in Vietnam ( focus more in HCMC and Hanoi)

Life concerns & habits: - Career and success are the key focus - Take care of themselves. How to

reintegration. - They are the examples has overcome all the

difficulties in life. • Having batteries to work. • When they lost one sense then the other

sense will be better.

SEGMENTATION

Source: Vinaresearch + UNESCO

BARRIER AND DRIVER

BARRIER • Almost people have an bad impression about

the handicap. • Common thinking about handicap:

• They are the pressure of social, family and government.

• They always need the help from others. • They hardly can do normal things • Most of them are helpless, don’t have

abilities to deal with challenges… • They are always the followers not a

leaders. • ECT….

DRIVER • Their lives are inspiring stories. • Their disabilities (which people fell pity for

them ) actually gives them bravery and strong will to fight with daily challenges.

• They are strong inside and inspiring.

CHIẾN BINH Từ khi sinh ra,

Họ đã là những

STRATEGY

CONSUMER JOURNEY

SHARE AND LISTEN

EXPERIENCE

BELIEVE

SHARING WITH OTHERS

UNDERSTAND

Actively find and share/ listen to disabled’s stories to understand better about their life

Get to know more about their life. Their daily challenge/ their effort/ their amazing stories

See/ feel/ being inspired by what the disable can do & strengthen inside

Believe that god gives all of us talent and we are dedicating for life in our way

Share with other about disabled possibility

TARGET CUSTOMERS

They

are

….

• Teenagers who are living in the ever trouble ages.

• Ambitious, eager to learn, willing to change and adapt to grow.

• On the way to explore life.

• Depending on their parents.

-> They are not the direct customers. The real direct customers is their parents who want to they become a good human

Popular age: 15-20

Source: Tổng cục thống kê

WHAT PARENTS NEED?

I can sacrifice

everything for the best thing

for my children

The hardest job kids face today is learning manners

without seeing any.

I don’t want my kids be

hurt

I need a place where their children can learn/ experience

how to face and deal with challenge & discover the

goodness within themselves.

DECISION MAKER

CONCEPT A hub of motivation which give consumers highly

INTERACTIVE EXPERIENCES to EVOKE THEIR INNER STRENGTH

Our course will accompany with them by real inspiring models to help strengthen their will, practice their positive thinking and teach them love & respect.

Their lives lack of necessary experiences that easy to make them feel depress, sad and loosing themselves when facing with challenges.

Children nowadays live passively in the protected zone of their parents - away from the affection of the environment , either it’s good or bad.

BIG IDEA: EXPERIENCE COURSE

OVERAL TRUTH

CATEGORY TRUTH CONSUMER TRUTH BRAND TRUTH

• Firm reason to believe Real hero - Amazing stories.

• Teaching by experience is the best teaching way (you hear it - you remember for one day, you say it - you remember for one week, you experience it - it becomes a part of yours)

• Case by case coaching to maximize the efficiency

Parents found out that the hardest job kids face today is learning manners without seeing any. Parents wish for a place where their children can learn/ experience how to face and deal with challenge & discover the goodness within themselves.

• No one have to deal with many difficult challenges and impossible limit like handicap. So they are much stronger inside than other people.

• People with disabilities have to face many challenges from the day they are born. Every single day is a fight & themself is a source of inspiration.

Category

Truth

Brand Truth

Consumer

Truth

CONSUMER INSIGHT

Consumer Insight for Brand Idea

I want my children can learn/ experience how to face and

deal with challenges to discover the goodness within

themselves

BRAND ESSENCE

“We were born at the front gate of failure, sadness and depression. We decided not to step in”

BRAND KEY

Values, Beliefs & Personality

Reason to believe Discriminator

Benefits

Insight

Competitive Environment

Target customers

Root Strengths

Competitor environment

Price

Place

Product

Promotion People

Process

Physical evidence

BRAND POSITIONING

PORTFOLIO INNOVATION EXPERIENCES COURSE

PORTFOLIO INNOVATION


Experience course

Umbrella Idea

Evoking kid’s inner strength .

PROCESS - Experience course

PROVOKE FORGE COMPLETE


Hiding or Overcoming

CONCEPT

MENTOR’S ROLE

OBJECTIVE - Repair mentally for kid how to face and deal with challenge

- Frame and guide kids how to experience the journey

- Teach them about the positive reception - Change the original way of thinking - Motivate - Support

KEY MESSAGE - You are stronger than you think

- NO pain NO gain

Reason to Believe - This is the daily routine the Handicap has

to do. It becomes their assets

- Student will have a test to find out their problem - Then, they will be matched to a disability relevant to their weakness

Step 1: Give student a Challenging Mission

Step 2: Mentor guide the process to deal with problem – begin with the basic work.

Step 3: Students deal with the gradually more difficult challenge

Step 4: Sharing about the lesson learning for themselves

Process

Starting

Power of mental thinking: Stay strong and positive thinking.

Break your current limits

Lesson

PROCESS - Experience course Hiding or Overcoming

Students deal with problem – begin with the basic work.

SHARING NIGHT

Strength of Unity

- Learn the way to cheer, to share, encourage and spread the inspiration in the community

CONCEPT

MENTOR’S ROLE

OBJECTIVE

- Remind and apply lessons through activities

- Help student feel and learn about love and respect

KEY MESSAGE - Step out your small well.

- Love & Respect

R2B - The unfair and sadness experiences give them the amazing ability to understand and talk about love and care.


Students are gather in a group of 3 to deal with a challenge

Step 1: Give groups a Big Challenge

Step 2: Members share their difficulty in the journey to pass the challenge

Step 3: Help another group to pass the challenge

Step 4: Sharing and write diary about the lesson learning for themselves

Life is sharing. Positive thinking need to nurture by helping another people


Process

Starting

Lesson

Network or Nothing

Build from the model of the Amazing Race, in which each team is try to reach the finish line by passing challenges

Transformation

- Help them believe in themselves by passing the First day big Challenge

CONCEPT

MENTOR’S ROLE

OBJECTIVE

- Motivate the student

KEY MESSAGE - Every one was born specially.

- Heart of Courage

R2B - Handicap have to deal with many problem helping them have an insightful thought.


Mentor debrief all the lesson and prepare the mental for kids.

Student try their best to lonely deal with the First Challenging Mission with their 2-days lessons and the encourage of the whole

course

You cover yourself by limit until you break it


Process

Starting

Lesson

Transformation

PRICE

• Average money spent for one month of teenagers around 930k VND

• GPD Hochiminh: 4800$ • GPD Hanoi: 2700$

• Which amount for learning is the largest piece.

• 16-19 ages: 385k/month.

• Compare with competitor. • TGM: 5m ~ 8m/course • Awake your power: 4m/course • HVQĐ: 4m -7m/course

0

Course awareness Consideration Apply the course

3 - 4months 1-2 months 1 months

Course price around: 1.5m – 2m Source: FTA research

PLACE

Target is Teenagers who are living in urban city: - Hanoi and Hochiminh. The reasons:

• Most of teenagers living in big cities revolve around education and entertainment.

• Limited communication range. • No practical experience. • Easy to adapt to new trends.

Hochiminh and Hanoi are the developing cities which the fast growth. Having Space and equipment to conduct courses

HANOI

HOCHIMINH

PHYSICAL EVIDENCE

Handicap’s quality: - Living without limit. - Never give up - Having experiences overcome barriers. - Stand strong - Inner strength - ….. - The coached and guided are people who have real experiences in life

PEOPLE

Our main coaches are handicap with strong inner & having positive attitude with their real stories and experiences

Thao Van – Director of “Nghi luc song” Tra My - Writter Nguyen Son Lam- Director

Create a platform for people with disabilities to integrate into the community and be treated fairy

Umbrella Idea

Give the disabilities a chance to prove their strong point

Create the hub where everyone can share their voice.

Spread out the spirit – warrior in you

1st Year

2nd Year

3rd Year

3 YEAR PLANS

Experience Journey (the course0 Key hook

Disability is possibility

Objective

Key message

Build awareness about inner strength of disabled people Build the awareness about the course.

Create the jobs for a number of handicaps

1st YEAR PLANS

VIRAL CLIP 1 – Part 1

Trigger about how people look at a problem

• I love running, my dream is achieve the Olympic awards about running. But it’s just a dream

• People told me that my current career is the best for me but I often dream about the day I shining on the stage

• I fail in my first business, I loose everything, I even want to suicide

At the end of the clip is a trigger sentence

Your environment create your way of thinking

LAUCHING PLAN

My dream is

achieve the

Olympic awards

about running

But

it’s just a

dream

People told me

that my current

career is the

best for me

I often dream

about the day I

shining

on the stage

I failed in

my first

business

VIRAL CLIP 1 – Part 2

Trigger about how people look at a problem

• Image a handicap in his leg win in Para Game at running category

• The handicap girl shining on the stage with her violin

• A short of clip about a child fall 100 hundred times to stand up and moving forward

• At the end of the clip is a trigger sentence.

Your choice create your life

LAUCHING PLAN

TEASER CLIP ABOUT ROLE PLAY COURSE

“EVOKING YOUR INNER STRENGHT”

You will put in un imagination situation that can reflect your ego that wild & un recognize at the normal situation => Learning to look trouble in positive way can help you.

Your feeling will be push down to release all of your depress & stress

Evoking your inner strength & live positive.

EVOKING THE INNER STRENGTH.

LAUCHING PLAN

CAPTURE THE INSPIRING MOMENTS CREATED BY HANDICAP MENTOR + THE STRENGTH IN MENTAL OF HANDICAP & THEIR EFFORT

LAUCHING PLAN - AMPLIFY

WRECKING YOUR BARRIER NIGHT

1ST SESSION : I USED TO…

2ND SESSION : HOW AND WRECK ALL OF BARRIERS ?

3RD SESSION : SHINING MOMENTS

4TH SESSION : WE WERE BORN WITH A MISSION, MY MISSION IS INSPIRE THE WORLD

• The SOCIAL PLATFORM is created on social world to give for each an page where they can share their story, decorate it by

their inspiring things. • Moreover, people can sell their product that are interested by

people.

Sharing on Advertorials, Editorials, influencer

engagement

Social Platform Launching Key hook

Evoking your inner strength everyday

Objective

Key message

Build daily habits about motivation and caring for individuals. Create the jobs for a number of handicaps

2nd YEAR PLANS

PORTFOLIO

Motivation Hub

Sharing center Inspiring gallery

Online Sharing & inspiring gallery

where people can receive inspire

stories everyday & have good attitude to

moving forward

Application where people can

interact(call, text, image , video) with

handicaps who have strong inside that

can share & inspire to deal with daily

stress

1. Following step by step of each students after their inspire course. 2. A space that people can share their real one, even disability or not,

we have a mission, I am handicap & my mission is inspire the World.

PORTFOLIO

Inspiring Gallery

Your environment create your think, your choice create your life!

I can’t hear & that give me focus definitely!

PORTFOLIO

Everyone was born with a mission.

Take a rest, look around, sharing & back to complete your mission

Inspiring Gallery

It’s so lucky when I got a job & I can

buy candy for my sweetie daughter

It’s so fun that

I can touch you

in a difference way

from the others

International Association of Athletics Federations (IAAF) said that his special legs Pistorius author helps save 25% energy

THE FASTEST RUNNER IN THE WORLD

SHARING CENTER – Before being a friend, we are listener

Step 1

• When you search some key words such as “mệt mỏi, mất ngủ,chán,nản,chết,…”. There will appear a standby screen with an inspire question to show off the caring ? “Are you ok?”

Step 2

• If you click on yes, you will be switched into a serve with some next question….

• You feel depress by…love, career, life,…

• I already know that everything can be solved & you just need to share

Step 3

• You will be encourage to share your story by some of tactics

• The share you give will be receive feedback

The SOCIAL PLATFORM is created on social world to give for each an page where they can share their story, decorate it by their

inspiring things. • Moreover, people can sell their product that are interested by

people

Sharing on Advertorials, Editorials, influencer

engagement

Confirm the value after years and spreading out the message of brand

Social Platform Launching Key hook

EVOKING YOUR INNER STRENGTH EVERYDAY

Objective

Key message

PROCESS

PROCESS

EVOKING YOUR INNER STRENGTH KIT A TOOL KIT THAT CAN INSPIRE PEOPLE FOR DAILY MOTIVATION

- Book - Radio - Personal SMS everyday - Calendar - Notebook with inspires quote

The inner strength book.

Objective

Wake up the warrior in you

Key hook

Key message

Influencer engagement PR activities

SEO, SEM

Confirm the value after years and spreading out message of connection.

3rd YEAR PLANS


THANK YOU

PHUC LE TUONG PHAN

HIEU BUI PHONG HUYNH

Eagle nest group 2 (1)

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Transcript of Eagle nest group 2 (1)