Finan Pte Ltd, is a fintech technology startup founded in 2021 by experienced executives from leading e-commerce and tech companies such as Lazada, Topica, OneMount Group, Datamart, and others. The company is on a mission to empower small and micro businesses, especially underserved ones, by leveraging AI-powered digital solutions to simplify business operations and promote financial inclusion.

SoBanHang is Finan's flagship product, recognized as Vietnam's #1 business app for small and micro businesses. It is a one-stop business management app that helps shop owners manage sales, inventory, receivables, and access digital financial services. All through a simple smartphone interface. SoBanHang enables entrepreneurs to seamlessly handle their entire business operations, increase revenue across digital channels, and better control cash flow. The app has rapidly grown to support over 650,000 businesses and has processed more than $3 billion in annual transactions

Objective

To deeply explore and validate the financial pain points of nano businesses (very small merchants), with a specific focus on identifying and understanding gender-based differences in behavior between male and female business owners. This includes challenges related to cash flow management, bookkeeping, expenses, and taxation. The insights generated will inform the design of inclusive and gender-responsive technology or financial solutions within the SoBanHang ecosystem, ultimately contributing to improved financial stability and inclusion for thousands of nano entrepreneurs across Vietnam.

Problem statement

Most nano-businesses in Vietnam operate without any formal cash-flow forecasting system. Owners juggle daily working capital while relying on scattered notes—or memory alone—so stock-outs, late supplier payments, and expensive short-term borrowing are common. Many shops close within 6–18 months as a result. At the same time, the country will abolish the “lump-sum” tax regime in 2026 and make e-invoices mandatory, but few owners understand the new filing requirements or the penalties for non-compliance. This combination of weak cash-flow management and looming tax-compliance risk creates a double jeopardy that threatens the sustainability of hundreds of thousands of nano-enterprises—and highlights the critical gap this research must address to design an effective technological solutions.

Scope of Work

The Research Advisor will be responsible for:

a. Research planning

Define key behavioural questions (motivations, decision drivers, barriers).
Identify target segments and sampling criteria by location, business type, and usage level.
Select research methods: in-depth interviews, surveys, usage analytics.
Plan research timeline, tool development, and data collection phases.
Clarify key deliverables: raw data, insights report, personas, segmentation.
Assign roles between internal team and external research partner (if any).
Ensure data ethics and privacy compliance throughout the process.

b. Target Customer Definition

Nano businesses (individual micro-merchants) with monthly revenue < VND 150 million
Key segments: small groceries, food stalls, coffee shops, online sellers, home-based services
Focus locations: HCMC, Hanoi, and selected provinces in Central and Southern Vietnam
Identify key potential painpoints & challenges of the different segments

c. Research Design & Execution

Develop survey tools (qualitative + quantitative)
Conduct in-depth interviews with 20–30 merchants
Roll out surveys to 200–300 merchants via phone, app, or in-person
Apply qualitative methods (e.g. personas, job-to-be-done, customer journey mapping)
Apply quantitative methods (structured survey, statistical analysis)

d. Pain Point Analysis

Identify and synthesize key challenges in:

Managing cash inflow/outflow and daily finance operations
Bookkeeping practices and account receivable/expense tracking
Cashflow planning and emergencies funds
Access to financial services (loans, payments, savings)
Taxation issues (e.g., e-invoicing, VAT, personal income tax, social insurance )
Limited financial/digital literacy
Gaps in digital tool usage for finance or operations

e. Solution Ideation

Based on insights, suggest practical and low-barrier solutions such as:

Simple financial tracking tools or cash flow features
Embedded financial services (micro-lending, BNPL, wallet)
Assisted onboarding and training flows for low-tech users
Tax compliance support and educational content
Solutions that align with the SoBanHang product roadmap

Candidate Requirements

Minimum 5 years of experience in market research, user research, or consulting
Strong background in SME research or bottom-of-pyramid user segments
Ability to communicate insights clearly for product/strategy teams
Able to work independently, manage fieldwork logistics, and collaborate with remote product teams.
Experience with both qualitative and quantitative tools (e.g., in-depth interviews, survey design, SPSS/Excel/Tableau/Looker)
Knowledge of fintech, MSMEs, or digital transformation for micro-merchants is a plus
Vietnamese language proficiency (native or fluent); English for reporting

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