I participated as a team member in the “Kickstart Your First Career” challenge organized by Trà Đá Mentor, a pioneering social enterprise in life mentoring for Vietnamese youth. In this competition, mentees were grouped into teams to propose innovative solutions for improving or developing Trà Đá Mentor’s services, under the guidance of experienced mentors. Our team’s proposal was recognized as one of the Top 2 outstanding projects. My key contributions included: Conducted market research and analyzed customer journey stages (awareness, consideration, conversion) for Trà Đá Mentor’s services. Performed mentee segmentation based on demographic and behavioral insights to identify key target groups and their needs. Evaluated the effectiveness of current marketing tactics (social media, partnerships, website, testimonials, events). Proposed leveraging ex-mentees as brand advocates to enhance social proof and boost conversion rates, including ideas for testimonial series, live Q&A, and referral programs.