01
Product & Quality
- Less-fresh after work
- Hard to verify origin
- Care about clean standards
Subscription Concept
Fresh vegetables · weekly menu · web account
FreshWeek
Fresh vegetables, planned for your week, delivered on your schedule.
Lite
150k / week
Core
pilot SKU
Family
280-300k
Weekly MenuCore
Mon · stir-fry greens
Wed · tomato soup
Fri · salad bowl
FreshWeek
Next delivery
Thursday · 18:00-20:00
Track order · swap items · pause anytime
Team
From insight to pilot-ready service
Survey n = 44
Freshness · Planning · Trust
LP
LP
Le Huynh
Phuong Anh
Phuong Anh
Team member
Empathize
DD
DD
Dao Vuong
Phuong Dong
Phuong Dong
Team member
Define
VK
VK
Vo Duy
Khang
Khang
Team member
Ideate
NV
NV
Nguyen
Anh Vu
Anh Vu
Team member
Validate
Contents
What's inside
01 Introduction
02 Survey & Exploration
03 Community Map
04 Personas
05 Empathy Map
06 Pain & Gain
07 Fishbone Diagram
08 SMART Objective
09 Problem Statement
10 SPARK + How Might We
11 SCAMPER
12 NABC + Idea Selection
13 Ideation
14 Value Proposition Canvas
15 Product-Market Fit
16 Business Model Canvas
17 Product Packages
18 Financial Planning
19 User Journey Map
★ Evidence: survey n = 44
Why This Community
Buying vegetables is frequent and nearby —
yet it still creates repeated problems
Freshness, planning, and trust break down even when a market is right around the corner.
68.2%
buy veg 2–3×/week 30/44
88.6%
live within 2 km 39/44
54.5%
less-fresh after work 24/44
47.7%
meal-planning struggle 21/44
47.7%
can't verify origin 21/44
Key insight: The opportunity isn't shorter travel — it's fresh veg at the right time, less meal-planning pressure, and origin that's easy to trust.
Empathize
Exploration — Customer Survey
Research scope
44
responses
16
questions
- Collected over 3 days · 18–20 May 2026
- Under-35 skew: 36/44 (81.8%)
- Full-time office work: 28/44 (63.6%); multiple selections allowed
- Consumers only — supplier / logistics sides not surveyed
Pain ranking · n = 44
Less-fresh after work24/44
Daily meal planning21/44
Origin / cleanliness21/44
Heavy carrying14/44
Travel / parking time9/44
7 research topics
Demographics · household · shopping frequency · pains · clean-food concerns · willingness to pay · delivery conditions
Service openness
Open to trial — 31/44
Very willing — 10/44
No need — 3/44
Survey response data
Stakeholders
Community Map
Research base44consumers
01
Who they areCustomer segments
Household consumers56.8%
25 of 44 respondentsUnder-35 full-time office workers54.5%
24 of 44 respondentsSingle consumers43.2%
19 of 44 respondentsCertification-first25.0%
11 of 44 respondents02
What they doCurrent behavior
Live within 2 km88.6%
39 of 44 respondentsBuy veg 2–3×/week68.2%
30 of 44 respondents03
What convertsDelivery & service signals
Open to trial / convert93.2%
41 of 44 respondentsPay ≥ 150k/week65.9%
29 of 44 respondentsConvenient home delivery45.5%
20 of 44 respondentsLobby / office reception34.1%
15 of 44 respondentsDifficult during office hours20.5%
9 of 44 respondentsPrimary Persona
Young Full-Time Office Worker
MT
Minh Thư
Under 35
Full-time office worker
Price signal
70.8%
pay ≥ VND 150,000/week · 17/24
Goal
Receive fresh vegetables and a practical weekly meal plan — without shopping after work.
Pain points
- Less-fresh veg after work 12/24 (50.0%)
- Daily meal-planning pressure 12/24 (50.0%)
- Hard to verify origin/cleanliness 10/24 (41.7%)
Behavior & inferred gains
- Prefer evening delivery 11/24 (45.8%)
- Open to trial/convert 23/24 (95.8%)
- Inferred: fresh evening delivery, ready menu, visible source
Secondary Persona
Household Meal Planner
HV
Hồng Vân
Consumers living in households
Household meal planner
Price signal
76.0%
pay ≥ VND 150,000/week · 19/25
Goal
Prepare suitable family meals with less daily planning pressure.
Pain points
- Meal-planning pressure 15/25 (60.0%)
- Origin / cleanliness 13/25 (52.0%)
- Less-fresh after work 12/25 (48.0%)
- Different family needs 7/25 (28.0%)
Behavior & inferred gains
- Convenient receiving 23/25 (92.0%)
- Open to trial/convert 23/25 (92.0%)
- Inferred: household-size boxes, weekly menus, source info, adjustable contents
Single Persona
Single Consumer
QB
Quốc Bảo
Single consumer
Price signal
52.6%
pay ≥ VND 150,000/week · 10/19
Goal
Buy a small amount of fresh veg without carrying heavy groceries or wasting effort.
Pain points
- Less-fresh after work 12/19 (63.2%)
- Carrying heavy groceries 9/19 (47.4%)
- Origin / cleanliness 8/19 (42.1%)
Behavior & inferred gains
- Open to trial/convert 18/19 (94.7%)
- Inferred: smaller box, easy storage, reliable freshness
- Non-office-hour delivery
Trust Persona
Certification-First Consumer
LA
Lan Anh
Requires clear certification
Certification-first consumer
Price signal
63.6%
pay ≥ VND 150,000/week · 7/11
Goal
Receive vegetables with clear evidence of cleanliness and origin.
Behavior & signal
- Highest "very willing to convert" of all 4 segments
- Open to trial/convert 10/11 (90.9%)
- Very willing to convert 5/11 (45.5%)
Inferred gains
- Visible certification & source details
- Harvest / packing information
- Consistent, dependable quality
Segments
Who do we serve first?
01
Primary launch segment
Young office workers
Start with people who feel the freshness + planning problem after work, and already show high trial intent.
24
segment n
23/24
open to service
70.8%
pay ≥150k
Launch offer
FreshWeek Core · weekly menu · source card · evening delivery · web account for changes.
24/44
freshness pain
21/44
planning pain
21/44
trust pain
Segment priority board
SegmentSignalNeedBest package
Office workers23/24 openfresh + planCore
Household planners19/25 payplan + originFamily
Single consumers18/19 openfresh + carryLite
Certification-first5/11 verytrustCore add-on
Segments overlap; use this as launch priority, not market size.
Empathy Map
Empathy ● Map
core insight
They are close to markets, but still lack the right weekly routine.
Distance is not the main blocker. Timing, planning pressure, and trust break the current experience.
39/44
within 2 km
30/44
buy 2-3x/week
Thinking & Feeling
- Freshness anxiety after work 24/44
- Daily menu decisions feel repetitive 21/44
- Clean / traceable claims are hard to trust 21/44
Seeing
- Less-fresh vegetables left late in the day
- Multiple weekly shopping trips still required
- Source / cleanliness information is unclear
Saying & Doing
- Buy vegetables repeatedly 30/44
- Would try if price and quality are reasonable 31/44
- Need convenient receiving conditions 35/44
Hearing
Not captured in the survey.
Validate in interviews: family advice, seller recommendations, online clean-food communities.
Pain & Gain
PAIN — measured
- #1Less-fresh veg after work 24/44 (54.5%)
- #2Daily meal-planning pressure 21/44 (47.7%)
- #2Verify origin / cleanliness 21/44 (47.7%)
- #4 Heavy carrying 14/44 (31.8%)
#5 Travel/parking 9/44 (20.5%) · #6 Different family needs 9/44 (20.5%)
GAIN — inferred
- Receive fresh vegetables at a suitable time
- Use a ready weekly menu instead of planning daily
- See clear source & cleanliness information
- Choose a box size for single or household
- Pick morning, evening, or weekend delivery
Gains are inferred from measured Pains — not direct feature votes.
Root Causes
Fishbone Diagram
02
Planning & Household
- Meal-planning pressure
- Different household needs
- Planner-specific pressure
03
Shopping Process
- Buy veg several times per week
- Carrying heavy groceries
- Travel / parking time
04
Place & Timing
- Nearby access does not solve timing
- Evening · morning · weekend delivery needs
- Hard to receive during office hours
05
Price & Adoption
- Try only if price / quality feels fair
- Acceptable weekly price band
- Adoption depends on value proof
Effect
Unreliable weekly supply of fresh, suitable & trusted veg
Pilot Target
SMART Objective
4-week paid pilot
Prove that customers will pay for a weekly fresh vegetable box.
Launch in one inner-city HCMC apartment cluster + nearby offices, serving 20 target customers with FreshWeek Core.
20
paid pilot customers
4
weekly delivery cycles
80%
on-time delivery target
60%
continue after pilot
Success means paid repeat demand, not just survey interest.
S
Specific
FreshWeek Core for young office workers and household planners.
M
Measurable
Track paid orders, on-time rate, freshness score, menu feedback, repeat intent.
A
Achievable
One dense cluster, 20 customers, one fixed delivery day per week.
R
Relevant
Targets the top pains: freshness 24/44, planning 21/44, trust 21/44.
T
Timely
Decide after 4 weeks: iterate, expand cluster, or stop the concept.
Problem
Formula: [ User ] needs [ Need ] because [ Insight ].
Young workers & household meal planners need a reliable way to receive fresh vegetables with suitable weekly menus and verifiable origins, because 24/44 get less-fresh veg after work, 21/44 struggle with daily meal planning, and 21/44 cannot easily verify origin and cleanliness.
Pain #1 · Freshness 24/44
Pain #2 · Planning 21/44
Pain #2 · Trust 21/44
How Might We
SPARK Check + How Might We
S
Specific & Sharp
Young workers + household planners.
P
Positive
Fresh, planned, trusted weekly routine.
A
Ambitious
Turns repeated shopping into a subscription habit.
R
Relevant & Real
Backed by 24/44, 21/44, 21/44.
K
Keep it simple
One need, three connected reasons.
HMW
design challenge
How might we help young workers & household meal planners receive fresh, suitable, verifiable vegetables on a flexible weekly schedule at an acceptable price?
Fresh
24/44 pain
Planned
21/44 pain
Trusted
21/44 pain
Ideate
SCAMPER
7
selected concept
Box + menu + source + flexible delivery
SCAMPER turns one repeated shopping pain into a web-managed weekly subscription customers can adjust.
FreshWeek Core
pilot SKU
Web account
adjust, skip, track
S
Substitute
Replace repeated shopping trips with planned weekly delivery.
C
Combine
Vegetables + menu + source card + delivery window.
A
Adapt
Subscription model adapted to weekly vegetable boxes.
M
Modify
Lite, Core, Family packages with swaps and avoid list.
P
Put to use
Serve healthy-eating 13/44 and vegetarian 5/44 later.
E
Eliminate
Remove menu guesswork, carrying, and source uncertainty.
R
Rearrange
Let customers choose delivery window and manage next box online.
Idea Selection
Why this concept wins
selected idea
FreshWeek subscription box
A paid weekly box managed through a website account: package, menu, source card, delivery window, swaps, pause/skip.
3
top pains covered
150-300k
survey price band
Decision rule: keep the concept that solves freshness + planning + trust together.
Need
Freshness 24/44
Planning 21/44
Trust 21/44
Approach
Lite / Core / Family
menu + source
web-managed plan
Benefit
Fresh at the right time
less daily planning
clearer origin
Competition
Market is nearby
but pains remain
after work
Idea selection · coverage score
ConceptFreshPlanTrustDecision
Delivery-only boxyesnoweaktoo narrow
Menu-only servicenoyesnotoo light
Box + menu + source + deliveryyesyesyesselected
Business Form
FreshWeek subscription packages
business form
Website-managed weekly subscription
- Customers choose Lite, Core, or Family online
- Customers adjust swaps, avoid list, delivery window
- FreshWeek manages sourcing, QC, packing, delivery
- Suppliers and couriers stay as Key Partners
Source verification
Per-box source card: farm name, harvest date, photo, QC note. Prioritise VietGAP; avoid expensive certification-first setup early.
trial / single
FreshWeek Lite
150k
4-5 veg types · 3-4 meals · avoid list
Best for singles and first-time trials.
pilot SKU
FreshWeek Core
220k
5-7 veg types · weekly menu · 1 swap · source card
Best for young office workers.
household
FreshWeek Family
280-300k
larger volume · family menu · 2 swaps
Best for household planners.
Price band VND 150,000-300,000/week is backed by 22/44 (50.0%). Test package fit before scaling stock.
package ladderTech & Ops
Website-first pilot — no mobile app needed
First version
Website — account + ordering
Checkout — payment link
Zalo/email — reminders only
- Customer account: address, delivery window, order history
- Choose package, preview menu, see source information
- Swap/remove items, set avoid list, pause/skip next box
One fixed delivery day / week · two windows
Weekday evening16/44
Weekend morning14/44
Early morning (later)14/44
Operational flow
1
Forecast demand
2
Source & verify
3
Create weekly menus
4
Pack boxes
5
Deliver in windows
6
Collect feedback
Need → Benefit
Every benefit answers a measured need
benefit logic
Do not sell delivery. Sell a solved week.
Each feature maps to a pain measured in the survey. The benefit is freshness, planning relief, trust, and control.
99
pain selections
2.25
pains/respondent
Measured needFeatureCustomer benefitPackage
Less-fresh after work 24/44scheduled boxfresh veg arrives at the right timeCore
Meal planning 21/44weekly menuno daily decision fatigueCore
Origin / cleanliness 21/44source cardtrust before cookingAll
Heavy carrying 14/44home / lobbyless after-work effortLite
Different needs 9/44swaps / avoid listbox fits the householdFamily
Benefits are proposed responses to measured needs, not direct feature votes.
Value Map
Value Map
products & services
Lite, Core, Family: one subscription system
Lite
single / trial
Core
pilot SKU
Family
household
- Weekly menu suggestions
- Source card: farm, harvest date, QC note
- Delivery window selection
- Web account: swaps, avoid list, pause/skip
Pain Relievers
Scheduled freshness24/44
Weekly menu21/44
Visible source21/44
Delivered box14/44
Gain Creators · inferred
- Predictable weekly vegetable routine
- Box size that matches household size
- Flexible delivery outside office hours
- More confidence before cooking
Customer Profile
Customer Profile
target behavior
They already buy often. FreshWeek changes the routine.
30/44
buy 2-3x/week
35/44
can receive orders
The job is not “find vegetables.” The job is “get suitable fresh vegetables for this week without daily friction.”
Customer Jobs
- Buy vegetables repeatedly
- Prepare meals for self / household
- Receive groceries at a practical time
- Choose clean, trustworthy ingredients
Pains measured
Less-fresh after work24/44
Meal planning pressure21/44
Origin / cleanliness21/44
Heavy carrying14/44
Different family needs9/44
Gains inferred
- Reliable weekly freshness
- Less planning effort
- Verifiable source information
- Suitable box sizes and swaps
- Flexible delivery scheduling
PMF Signals
Product-Market Fit Signals
strongest signal
93.2%
open to trial / convert
41 of 44 respondents show interest. The next proof must be paid retention.
Limitation: survey intent is not proof of repeat purchase.
22.7%
very willing · 10/44
50.0%
pick 150-300k · 22/44
65.9%
pay ≥150k · 29/44
79.5%
can receive · 35/44
Freshness
Scheduled delivery answers pain 24/44.
Planning
Weekly menu answers pain 21/44.
Trust
Source card answers pain 21/44.
BMC
Business Model Canvas
Key Partners hypotheses
- Verified veg suppliers
- Packing suppliers
- Delivery providers
- Payment provider
Key Activities
- Demand forecast
- Supplier QC
- Weekly menu + box plan
- Pack + scheduled delivery
Customer Relationships
- Weekly subscription
- Pause / skip / adjust
- Feedback + renewal reminders
Key Resources
- Supplier relationships
- Quality/source records
- Customer web portal
- Packing + delivery ops
value proposition
Fresh vegetables, planned for your week, managed online.
Lite / Core / Family subscriptions with menu support, source information, flexible delivery, and box customization.
Customer Segments
- Primary: young office workers
- Secondary: household planners
- Lite: single consumers
- Trust add-on: certification-first
Channels
- Website preorder portal
- Residential + workplace groups
- Referrals
- Social content
Cost Structure
- Veg sourcing
- QC + source verification
- Packing + delivery
- Website/payment + support
Revenue Streams
- FreshWeek Lite: 150k/week
- FreshWeek Core: 220k/week
- FreshWeek Family: 280-300k/week
- Add-ons after validation
Packages
What customers can subscribe to
Single / trial
FreshWeek Lite
150k
VND / week · 4-5 veg types · 3-4 meals · avoid list
- Built for single consumers and first-time trials
- Small volume to reduce waste and storage pressure
- Fresh delivery outside office hours, tracked online
Main benefit
No heavy carry, no overbuying, easy weekly habit.
Recommended pilot SKU
FreshWeek Core
220k
VND / week · 5-7 veg types · weekly menu · 1 swap
- Best fit for young office workers
- Menu suggestion removes daily planning pressure
- Account page shows source card, harvest date, and QC note
Main benefit
Fresh, planned, and trusted box at the survey-backed middle price band.
Household
FreshWeek Family
280-300k
VND / week · larger volume · family menu · 2 swaps
- Built for household meal planners
- Larger box for 3-4 person meals
- Edit ingredients for different family needs
Main benefit
Less menu stress, better household fit, clearer origin.
Web account
Profile, address, orders, payment status
Customize box
Swap items, avoid list, package size
Manage plan
Pause, skip, renew, change delivery window
Track order
Status, source card, freshness feedback
Financial Plan
18-month payback plan
Seed capital
240M
VND · website, packaging, supplier advance, launch buffer
Break-even
~200
active subscribers at 4 boxes / month
Payback
M18
target cumulative cash break-even
M1-3 · Pilot
20 → 50 subscribers
1 apartment / office cluster
prove freshness + retention
M4-6 · Validate
70 → 120 subscribers
same districts, more drops
reduce waste with preorder
M7-12 · Scale
145 → 320 subscribers
monthly break-even near M9
add referral + B2B drops
M13-18 · Payback
360 → 600 subscribers
3 dense zones in HCMC
reinvest after payback
Best launch path: website preorder portal, batched delivery windows, no mobile app, no warehouse. Validate with a 4-week paid pilot before hiring full-time ops.
Unit economics / weekly box
Blended price220k
Vegetables + QC~55%
Pack + label + source card~8%
Batched delivery subsidy~8%
Payment, support, waste buffer~3%
Contribution margin~57k / box
Monthly model
Revenue per subscriber~880k / month
Contribution per subscriber~228k / month
Fixed cost M1-620-30M / month
Fixed cost M7-1845-65M / month
Growth after payback
- Expand by district clusters + shared drop points
- Sell prepaid 4-week packs to retained customers
- Target gross margin 30-32% after route density improves
Journey Map
Customer Journey Map
Customer journey
1
Discover service
2
Choose box size
3
Review menu & source
4
Choose delivery window
5
Confirm & pay
6
Receive home / lobby / office
7
Cook with menu
8
Rate freshness & menu
9
Adjust / pause / skip / renew
Service operations behind the journey
A
Forecast demand
B
Source & verify
C
Create menu & box
D
Pack by selection
E
Deliver in windows
F
Feedback & improve
Thank you
FreshWeek
Fresh vegetables, planned for your week, delivered on your schedule.
Le Huynh Phuong Anh · Dao Vuong Phuong Dong · Vo Duy Khang · Nguyen Anh Vu