A PROPOSAL
Background
New Social Challenges
Vietnam’s economic reform has brought about rapid growth in its
Gross Domestic Product (GDP) in recent years. The economic
transition surfaces new social challenges for the socialist state. The Vietnam Government plans to
train 60,000 social workers by 2020.
Severe Shortage of Social Workers Source: Time Magazine 14 Jul 2010
The Vietnam government has recognized the dire need for more
Lack of social workers reaches
social workers. It plans to train 60,000 workers in the next decade.
critical level Vietnam will need to
This would attain the recommended 1:10,000 worker to people train an additional 8,500 social
ratio. [Sources: Time Magazine, 14 Jul 2010; VietNamNet Bridge, workers in the next five years, and
Feb 2009] 15,000 in the next 10 years, in order
to have one professional social
Limited Types of Social Services worker per 10,000 people, which is
recommended.
The types of services available to the community are limited. Pro-
active and preventive services are rare. Source: VietNamNet Bridge (Feb, 2009)
Target Constituents
The target constituents of Tea Talk are those aged 18 to 30, residents of Hanoi.
Vietnam has a young population where young adults between 15-29 years of age make up almost a third of the
population. [Source: Euromonitor, Vietnam: Income & Expenditure, October 2008]
The population of 20-year olds will nearly double over the four decades while the number of 30-year olds will
increase more than threefold. [Source: Euromonitor]
The median age of Vietnam’s population is 26 years old in 2010. [Source: Euromonitor International]
Objectives and Mission
At the heart of Tea Talk’s work is authentic participation
via skilled facilitation of interactive drama and other
innovative platforms, leading to ownership of change
and the empowerment to act on it. By developing non-
threatening relationships with patrons, Tea Talk staff
can provide quality professional social work assistance
to address patrons’ needs.
Nonthreatening Platform for Social Change: Tea Talk’s setting makes it an
apt platform to give voice to the marginalized and air issues traditionally
deemed taboo in the Vietnamese community.
Wide Network and Trustworthy Local Investors: The founder has a wide
network of contacts, ranging from those in the social service sector to the
business and food-and-beverage sectors. He has also known his Vietnamese
investors for more than a decade.
Strong Partnership with Dean of Social Work Department from ULSA:
The founder has been a social work consultant at the University of Labor &
Social Affairs (ULSA). He is well acquainted with the director of ULSA and the
dean of the social work department, which is run by the Ministry of Labor -
Invalids and Social Affairs (MOLISA).
.
Ready Customer Base: Tea Talk has accessibility to university students, as it
will be situated near a few universities, including ULSA.
Lean Team: There will be one café manager and 2 service staff to run Tea
Talk. The small team will promote greater efficiency and productivity.
WEAKNESSES
OPPORTUNITIES
Population Growth in the Cities: With the trend of population growth in the
cities, this proves to be a great opportunity for Tea Talk. It complements Tea
Talk’s business and social objectives.
Projected Growth in Young People with Spending Power: As the targeted
customer base is young people from 18 to 30 years old, the projected growth in
this demographic would be advantageous for Tea Talk.
THREATS
Product
Customers at Tea Talk not only can savor premium Vietnamese coffee and tea, they can also
enjoy wholesome home-baked cakes and pastries as well as an assortment of local and
international delights.
Through innovative avenues to present social issues, customers can also walk away with
heightened awareness of themselves and situations they may encounter.
Price
The prices at Tea Talk are lower than typical tourist cafes but slightly more expensive than
Vietnamese street cafes.
This is to attract Tea Talk's targeted market segment, namely the local students and young adults
who have a bit of discretionary income but are unwilling to spend too much.
Promotion
The founder's wide network among universities, NGOs and Vietnamese businesses will be its first
line of publicity. Outreach projects and public awareness campaigns in the nearby high schools
and universities will also be initiated.
Strategic partnerships will be cultivated with existing social enterprises to forge synergies serving
common objectives. Interesting and innovative programs of interactive drama, songs, puppet
shows, art exhibitions and the arrangement of special international meals will be used to attract
customers.
Place
Dong Da District and Cau Giay District are identified as the locations where the Tea Talk will
be situated.
These two districts have a high concentration of universities. One of these is the University of
Labor and Social Affairs. Many new high rise residential buildings and businesses are also being
established there.
The map and photographs in the following page provide a snapshot of the targeted location.
Marketing Plan Place
Increase Awareness of Social Issues in Vietnam
Tea Talk seeks to address issues related to mental health, domestic violence, HIV/AIDS,
marital issues, and parenting.
It is Tea Talk’s assumption that accurate information and knowledge will reduce the stigma
in help-seeking behavior, thus increasing the usage of existing social services, resulting in
timely treatment for individuals and improving the overall well-being for the individual,
family, and the community as a whole.
Provide Social Work Employment in a NonTraditional Setting
By employing social work graduates to work at the café, Tea Talk is pioneering new ways
to deliver services; an “out of the box” provision of social services. Tea Talk believes that
by setting the trend and by being a catalyst, policy change will ensue.
With concrete measures of social returns, the government, local and international non-
government organizations (NGOs), and the general business community can evaluate the
benefits of Tea Talk’s services to the community.
These institutions, organizations, and businesses may begin to explore and embrace the
employment of social workers in non-traditional settings, leading to breakthrough
interventions and strategies to address social problems.
Offer Internship Programs for Social Work Undergraduates
Tea Talk provides field practice or internship programs for social work undergraduate
students from partnering universities.
During the internship with Tea Talk, students will be exposed and trained in interactive
drama techniques, counseling skills, psycho-educational services, facilitation skills, and
referral systems with regard to services available.
By providing supervision and training programs, Tea Talk enhances the learning process
of intern students and their development of awareness and expertise regarding many
social issues, as well as the complicated dynamics of stigma and discrimination.
Conclusion
There is sufficient data to believe that Tea Talk is a
feasible venture. In short, the high level of interest
among stakeholders, the innovative approach to
tackling social issues, and the passion of the Tea
Talk team are reasons why we believe that Tea Talk
will become the talk of the town.
M +65-8377-6037
E michael@reivn.org
W http://reivietnam.org/news/entry/tea-talk