1. Suddy Buddy Mobile Pet Grooming Salon Christina Guthrie
Jamie Chester CRN 23659 Group 5
2. Christina Guthrie Jamie Chester 1 Business Plan Our purpose
is to provide exceptional service for pets and pet owners. We cater
to all aspects of grooming including hair, nail, and dental care,
all of which are essential to the client. We also offer a variety
of interchangeable spa packages. Clients have the options to spice
up the main packages by choosing from the a la cart or an add-on
package. These packages can be specialized and perfected by mixing
and matching all of your favorites. Each and every pet is unique
and should be treated with special care. Prior to the service, we
would like to consult with the each pet owner to find out the
special needs of their four legged friends. Packages and cost and
whats included For those who are unsure of the style to choose for
their pet, we offer a variety of hair design books to view.
Services are made possible through the usage of our state of the
art products provided by Pet Edge. Our products consist of
hypo-allergenic shampoos and conditioners for long hair, short
hair, white hair, anti-itch, shed reducing, and a special de- skunk
shampoo. Your pet will never get more enjoyment out of a haircut
than with our specialty services. Any clients looking for some
extra pizazz can select one of our specially formulated hair dyes.
Our eco-friendly products, which are safe for the environment and
for your pet are optional and available upon request. Following the
shampoo, conditioning, cut, and color service, we will style the
pets hair with either a slicker, soft or hard pin brush. A
two-sided comb, de-matting comb, or a fur-minator comb is also
available to suit your pets individuality. In accordance to the
wishes of the pet owner, the hair will be dried with a fresh towel,
fluff or velocity hair dryer, or left to be air dried. Spicing up
the hair can
3. Christina Guthrie Jamie Chester 2 be done with gels,
putties, mousse, finishing spray, hairspray, or glitter sprays.
These hair styling products can be used to create spikes,
straightened styles, or even faux-hawks. These services will be
performed for our feline friends through the use of a cat bag. The
cat bag offers a safe and secure environment to enable us to groom
the cat without the worries of clawing or even biting. Our nail
care service will ensure your pets nails are trimmed, shaped and
cleaned. This will be performed with our various sanitary clippers
and files. Nail grinding is also available and is safe and
stress-free for the pet. A variety of pet friendly polish colors
can be chosen to create a simple, detailed, pretty, fun, or even
holiday based nail designs. In addition to nails, a pets ear care
is very important to us. Ear cleaning techniques will be performed
using a specialized ear cleanser and a cotton ball. If needed, we
will also remove any excess hair or wax build up from the ear.
Dental care is very essential to the pets health. Before dental
needs are catered to, we will perform an evaluation to identify
possible periodontal problems. Following this observation we will
refresh your pets gums and teeth with our special line of
toothbrushes and toothpastes. Our disposable toothbrushes will
consist of bristles that are soft, medium, or hard. Our wonderful
flavors of pet toothpaste include beef, bacon, and cheese just to
name a few. We are also able to cater to older pets needs when they
have sensitive teeth or gingivitis. We will make sure we choose the
best toothbrush or toothpaste that coincides with our expertise and
knowledge of pet hygiene. A pets hair, nail, dental, and ear care
is valuable to us and should not only beneficial to the pet, but
should be as enjoyable as well. We appreciate the value of pets and
know
4. Christina Guthrie Jamie Chester 3 that they should be
treated like royalty. Therefore, we promise that every moment of
our service will be filled with the magic, happiness, and joy. If
and when permitted by the pet owners we will give the pets an
organic and natural treat following our service. We feel each and
every pet deserves a treat for being a good client. Since the
treats we provide are organic and natural there are no
preservatives, artificial colors, or artificial flavors within the
ingredients, making it a healthy snack. As every care taker of pets
know, treats represent a reward which gives pets a sense of
accomplishment. After each service we will initiate follow up
activities in order to become knowledgeable about the satisfaction
of our performance. At the end of every session, the client will
receive a report on any problems or issues that we encountered or
noticed. Our business seeks to not only follow up on current
services, but we also perform these activities in order to drive
additional sales. We will be preforming follow up surveys through
phone calls, emails, or through postal mail. Once these surveys are
completed we will have a better understanding of how satisfied or
dissatisfied our clients are. These follow up activities will help
our business succeed and stay in the market for the long run. We
are a Limited Liability Partnership (LLP) service provider. The
reason for this type of business partnership was to maximize the
benefits of the new partners and company as a whole. This
partnership limits the partner or partners liabilities if a lawsuit
is filed against the company. The partners of this business will be
Christina Guthrie, Jamie Chester and Felicia Daniels.
5. Christina Guthrie Jamie Chester 4 Market Analysis We plan to
be centrally located in beautiful Boardman, Ohio. We chose this
location in order to service the needs of the vast population of
pet owners within the Mahoning county and surrounding areas. Our
target market falls within the pet grooming industry in which we
are determined to soar above the competition. The base clients that
will be smiling after our performance include men and woman ranging
in the ages of twenty-five to seventy-five. One of the standards is
for these clients to maintain in the middle to upper class in order
to comfortably afford our exceptional service. Competitive Analysis
According to ____________________, industry trends in the pet
market have continued to grow since 2006. Many statistics show that
these trends will only increase due to a variety of factors. There
are many categories that will be discussed within this industry.
First, the amount of pet owners in the U.S including the number of
households owning a pet and the number of pets owned. Next, we will
explain pet industry expenditures also known as the spending
statistics, which we will break down. Most importantly is the
explanation of why pet parents make these decisions to properly
care for their pet. Direct and Indirect competitions are greatly
involved with the pet industry market and trends. Some companies
are obvious and widely known while others are slowly making
progressive moves into this market. Even though a variety of
companies exist, the financial decisions are still made by the pet
owners, not the pet. Therefore, these companies have to be aware of
the specific wants and needs of these pet parents as well as the
pets. Our direct competitors consist of two other mobile groomers
as well as several
6. Christina Guthrie Jamie Chester 5 shop based pet groomers
within a ten mile radius of the Mahoning County, Ohio. Our mobile
groomer competitors are: A Dog Gone Clean Mobile Pet Grooming and
Shear Purrfection which are both located in Youngstown Ohio. All
other direct competitors are shop based salons. Competitors in
Canfield Ohio include; Bow Wow Bath and Boutique, Wags 'N Wiggles,
and Sunsong. Additional competitors located in Youngstown, Ohio are
Precious Paws, South Mill Veterinary Hospital, Vanessa's Westside
Pet Grooming, Petzmania Inc., Pet Spa Salon, Pet Cuts, Rovers
Retreat, The Groom Room of Warren, Susko's Kennels, Nancy's
Grooming, Groomco, Happy Dogs Pet Grooming, Dog House Nails to
Tails, and PETSMART. Another competitor is the Pet Zone located in
Salem, Ohio. Shops located in Girard, Ohio are Precious Paws II and
Suds-A-Pup. Fairfield Animal Hospital and Doggone Stylish salons
are located in Columbiana Ohio. Pawsh Pets Groomers is located
Struthers, Ohio. Come and Stay and Play Pet Resort Grooming by Mary
Ann exist in Austintown, Ohio. Indirect competitors are groomers
that are at home groomers. These groomers preform private grooming
services in their home with or without charging friends and family.
Since these groomers are private we do not know of their specific
location or services performed. We can only hope that our amazing
skills and professional manners show us to be the best groomers in
town. According to the statistics gathered by American Pet Products
Association (APPA) in 2009-2010 there are millions of U.S.
households that own a pet. There are thirty-eight million
households that own a cat and forty five million own a dog.
Research performed in 2009 by the American Veterinary Medical
Association (AVMA) illustrates that the number
7. Christina Guthrie Jamie Chester 6 of cats owned has almost
doubled that of dog ownership. Information gathered by the AVMA
demonstrates that there are more than seventy two million pet dogs
in the U.S. and eighty two million cats. In 2009- 2010, APPA
statistics also show that the total number of pets owned almost
double the households that own a pet, meaning that most homes have
multiple pets. These facts conclude that there are ninety- three
million cat owners and seventy seven million dog owners. Even
though it seems cats rule the population, the First Dog is more
than likely to inspire dog ownership. The Presidential race has
highlighted all aspect of dog ownership since Obamas choices are
highly recognized. The choice made by Obama to have a dog is likely
to influence others to take care of a K-9. Pet industry
expenditures are the financial aspects of the pet industry market.
These sales have increased from 2006 to 2010 and are estimated to
rise in 2011. APPA totals in 2006 were thirty eight billion
dollars, in 2007 forty one billion, in 2008 forty three billion, in
2009 forty five billion, and in 2010 forty seven billion. A similar
report was made by Rockville, mid-based market research firm. This
report stated that in 2009 the pet market totaled fifty two billion
in retail sales. This same firm expects sales to rise and hit
fifty-nine billion by 2011. According to APPA, in 2007 2008 the
calculation of average household spending on grooming and grooming
aids equals one hundred and twenty seven dollars. In this survey
the spending of pet parents are separated into three main
divisions. One of the categories is married couples with no
children, which spend thirty eight dollars and seventy-two cents on
services. Another category, married couples with children
spend
8. Christina Guthrie Jamie Chester 7 thirty dollars and
sixty-nine cents on services. Finally, this report concludes that
single parents spend eighteen dollars and eighty-eight cents. The
middle and older age group of pet owners pamper their four legged
friends as well. Average spending for the age group of thirty-five
to forty-five years of age, is known to be twenty-nine dollars and
four cents. Within the age range of forty-five to fifty-four,
spending is increased to forty-four dollars and fifty cents.
Spending is then decreased within the age group of fifty-five to
sixty-four year old. This age group only spends twenty six dollars
and seventy-two cents. These facts are made possible through the
research done by APPMA National Pet Owners in 2009-2010. The APPA
estimated amount of the forty-seven million dollars spent in 2010
on pets are broken down into five categories. These categories are
food which was eighteen million dollars, supplies/OTC medicine
eleven million dollars, vet care twelve million, dollars, live
animal purchases were calculated at two million dollars and the
remaining four million dollars was spent on pet services including
grooming and boarding. According to APPA another cost and demand
for pets is pet insurance which is on the rise. . There are eleven
pet insurance companies in the U.S. selling fewer than fifteen
brands. In 2007, an approximate amount of two hundred and twenty
million was the premium. This premium increased by twenty three
percent, becoming two hundred and seventy-one million in 2008.
Expectations for 2009 are at a premium of three hundred and
twenty-eight million dollars. The market is projected to grow to
five hundred million by 2012 The pet retail industry has been
driven by the importance of the family pet in the U.S. household.
There is a growing popularity of grain free products, health care,
and
9. Christina Guthrie Jamie Chester 8 natural and organic
products. A shocking recall in 2007 did not diminish the desire o f
natural and organic products. This recall only put a pause on the
demand for products such as food, treats, dietary supplements, flea
control, medicine, shampoos, and bedding materials. A year after
these recall sales for natural pet food sales reached fifteen
billion annually and continues to grow. This information was
provided by pet business.com articles. Consumers are becoming
savvier than ever before. Evaluations of product labels and
ingredient panels are performed by pet owners more often. As
consumers continue to educate themselves about the ingredients
found in pet foods, the market for grain free products has emerged.
Some veterinarians warn that grain based pet foods are harder to
digest and are more likely to cause allergies and cause additional
itching, paw licking, and dull coats. Grain based foods also
contribute to the problem of obese cats and dogs. On average,
forty-eight percent of cats and fifty-four percent of dogs are
obese. Although knowledge of pet nutrition is beneficial to the
pets health, pet owners also acquire health benefits. Pets help to
reduce stress, anxiety, heart diseases, and other mental and
physical concerns that affect people. Groomers such as us
understand that being healthy is a benefit that is very important.
A recent study at the State University of New York found that pets
helped to lower blood pressure levels of people with hypertension.
Stress is also declined through pet ownership. A study by Josephine
M. Wills at the Walthem Centre for Pet Nutrition has shown that the
impact of stress declines with pet ownership. Nerves are soothed
and instant relaxation is gained by walking a dog as part of an
exercise routine. Since pet provide companionship, heart disease is
prevented
10. Christina Guthrie Jamie Chester 9 and psychological
stability increases. Health care costs are also cut for pets due to
less doctor visits for non-serious medical conditions. Research on
heart disease and health care costs of pet parents was provided by
the National Institute of Health Technology Assessment Workshop:
health benefits of Pets. Another health concern is depression,
which involves thirty five million people worldwide. Pet ownership
helps to fight depression, while promoting an interest in life. The
bond of a pet and a person can foster some type of security. When
dealing with the health of a pet friendly family, we as pet
groomers go the extra mile to reassure that the pet owners stress,
anxiety, and tension will be relieved. When the responsibility of
caring for the pet becomes our duty and pleasure, we guarantee to
put a smile on the whole family including the pet and its owners.
Not only will these pet owners not have to worry about tending to
the pets proper care needs, they wont even have to go out of their
way to seek a groomer. We proudly come to each and every individual
house within our areas range. Our main goal is to provide the care
that is needed in order for every pet to return to a happy,
healthy, and loving family.
11. Christina Guthrie Jamie Chester 10 Marketing/ Promotions/
Operations Penetration pricing corner the market with substantially
low prices establish a client base we will slowly raise the prices
o cost of improvements o inflation o maintaining same standards as
competition We plan to get into the market through strategic
planning and executing our developing ideas to promote our services
that will satisfy individual and organizational goals. Through this
planning we will become established as an elite mobile pet grooming
service provider. Our mobility enables us to cater to the people of
the bustling town. We are confident in our techniques and abilities
that we will outperform our competition. In our marketing analysis,
the demographics, geographics, and psychographics are discussed.
According to the US Census Bureau there are approximately 236,000
people in Mahoning County. Out of this population 16% is in poverty
and therefore leaving 84% or 198,240 people with the means to
afford the services we provide. The geography of our business
involves the people that reside within the Mahoning County. In
addition to the market analysis, psychographics are very important
because the decisions are made by the pet owners and not the pet.
Therefore, we need to be aware of the attitudes and beliefs of the
pet parents. First of all, these people want to own a pet for
various reasons such as companionship. One way to satisfy
comfortable living to these
12. Christina Guthrie Jamie Chester 11 owners is to provide
de-shedding which will result in a cleaner home. Most importantly,
stress is reduced by putting the responsibilities of pet care in
the hands of a dependable certified pet groomer. These pet owners
have the attitude that these animals are part of the family, not
just a simple pet. Families want to provide their pet with a
lifestyle that is close to perfection. Given current industry
trends from the US Census Bureau in 2008, there are an estimated
307 million people in the US. Out of these 307 million, there are
two hundred and thirty six thousand people that reside in the
Mahoning County. According to the APPA, there are an estimated
ninety three million cat owners and seventy seven million dog
owners. Using these statistics, we have estimated that thirty
percent of the population are cat owners and twenty five percent
are dog owners. Out of the two hundred and thirty six thousand
people with in Mahoning County, seventy thousand are cat owners and
fifty nine thousand are dog owners. In addition, the US Census
Bureau provided the median household income of $43,000. This means
that only 198,240 can afford the service we provide. Amongst the
cat owners, there are 58,800, and dog owners are 49,560 people able
to afford our services. This industry has been on the rise since
2006 and will only attract more customers as the time goes on. Our
organization will customers and counter the competition due to
these growing industry trends. Mobile pet groomers, such as
ourselves, offer many benefits that cannot be achieved through
groomers at a permanent location. One benefit includes the
decreased stress on the pet and the family due to our mobility.
Since we are mobile and can come to our clients, we can save them
time and money which is essential to
13. Christina Guthrie Jamie Chester 12 a happy home. Our time
will be dedicated to the clients pets; therefore our clients will
be able to dedicate their time to house work, yard work, children,
or other necessary or leisurely activities. Another benefit we wish
to achieve is to bring a healthier lifestyle to these pets. First
of all, our grooming techniques and procedures will prevent
unforeseen future health risks. Without proper grooming, pets may
develop mange, ear mites, gingivitis*** put in skin problems/ hair
and teeth *** this is according to All Pets Veterinary Clinic,
located in Macomb, Illinois Greasy/ Oily skin Stinky skin Itchy
skin Blotchy skin/ skin sores Bald skin/ hair loss Scaly/ flaky
skin Aside from the obvious discomfort a mouth full of bad teeth
can cause, it has been proven that diseased teeth can cause heart,
liver, and kidney problems as well. Issues such as ear infections,
excessive wax build up, hematoma formation, masses, and hearing
loss are all common complaints for our animal companions. Hypo
allergenic products / treats? Our marketing techniques will create
positive awareness in two recreational parks within the Mahoning
County. Parks that surround the area we are serving include the
Mill Creek Park and the Boardman Park. There are many marketing
opportunities within these parks. Throughout these parks, we will
create a
14. Christina Guthrie Jamie Chester 13 friendly and welcoming
connection with pet parents. We have thought of promotional
activities that we can implement throughout these parks capture the
attention of pet families. These activities will not only benefit
us by bringing in potential clients it will also benefit the pet
families by receiving free products. Mill Creek Metro Parks offers
4,400 acres of diverse land in which pet owners can take advantage
of. This large range of land provides endless ways to spend a day,
afternoon, or lifetime. A pet owner can explore nature while
participating in healthy activities. The Boardman township park has
been around since 1947and holds a lot of value and appreciation
within the community. This park provides two hundred and twenty
seven acres of land for pleasant family experiences and
recreational activities. Within this Green Oasis, one can take
their pet on walks and jogs while admiring nature. Throughout the
parks we will give away products that are essential to dog walking
in the park. Some of these products that will have our logo on them
include leashes, dumping bags, water, pet dishes, and treats. These
promotional products will allow us to take a step into becoming
widely recognized. A web site that is especially designed for pet
parents is bringfido.com. For the first three months, we are able
to receive exposure at no cost. This web site connects pet owners
with friendly experts that can provide guidance to nearby pet
services. By being recommended by a pet expert for duration of
three months, we would gain consumers awareness which would have an
impact on our goal as having a positive reputation as well as an
increase in sales.
15. Christina Guthrie Jamie Chester 14 Since many consumers
still read the newspaper in print and online we will be placing
advertisements in the Mahoning County newspaper, the Vindicator.
The Vindicator has been the valleys local paper providing news and
information since ***. We are more than positive that our
classifieds will reach a large population of pet owners. These
classifieds will give pet owners an incentive to seek our service.
Promotions will be percentages off, certain amounts off when a
certain amount is spent, and free extra services such as nail
coloring or hair coloring with another purchase. Public relations
is another form of advertising, but it is not paid. We will be
preforming this promotional advertising through our association
with Angels for Animals. Angels for Animals is a nonprofit
organization that helps match homeless pets to caring and loving
families. Families that adopt a pet will receive a free puppy pet
service in honor of us. We will give our best efforts to ensure
that when these pets get taken into a home the family is informed
that pet grooming is an essential service that benefits the pet and
brings joy to the home. Most of all it will be our honor and
pleasure to help with such an amazing nonprofit organization.
Overall, our company strives to build a strong, positive
reputation. Our marketing activities and accessories will be
performed and given away in the park, read about in the paper, and
offered at Angels for Animals. Actions brought about in these
various ways will help promote our services and create happiness
amongst pet families.
16. Christina Guthrie Jamie Chester 15 Financial Plans I.
Introduction The pet grooming industry has been booming for the
past several years. We are here to assist the pet parents in caring
for their pets as well as simplifying their hectic schedules. Our
future plans are to have a wonder client base, be a well-known pet
groomer, and ___________________________________... II. Year 1
Register EIN - Free Start-up costs o Supplies 3,000/500 Shampoo
Towels Nail clippers o Phones 200/200 o Van 800/800 o Marketing
800/300 Radio Newspaper Parks Angels for Animals Web Page Business
cards Insurance o Vehicle 200/200 o Liability 200/200 Business
checking account with Seven/Seventeen credit union or Farmers
National Bank - Free Enter the market! We will only be operating
with two personnel in the vehicle at one time. We can promote our
biz at the local parks by demonstrating our techniques and passing
out flyers. III. Year 2 Start promotions with grooming shows The
only things we have changed in year 2, is a raise for the owners.
IV. Year 3 Introduction of a second vehicle o All sales have
doubled as a result Introduction of a wage employee o Necessary for
clients with multiple pets Another salary increase for the owners
V. Conclusion
17. Christina Guthrie Jamie Chester 16 By now, we can see that
our biz is thriving, and will continue to grow into the future. Our
company is stable, and as long as people want to pamper their pets,
we will be there (to help them)/(for them)
18. Christina Guthrie Jamie Chester 17 Human Resource Plans
Effective leadership skills can return significant value to the
business. As a company we will need to keep up with industry
through proper training. In order to attract, fill, and retain
corporate leadership talent our company needs leadership
development programs focused on hiring strategies, employee
development, and career and succession planning. The first mission
is identifying qualified candidates to fill current and future
leadership roles within our company. The second is fulfilling the
need for tools and techniques to develop a comprehensive program to
cultivate and develop the leaders of tomorrow. Building and
retaining good leadership talent is one of our most significant
desires. Successful businesses have leaders that influence,
inspire, and drive an organization to a common goal. The role of
staff is to keep the day-to-day operations of an organization
running smoothly. One way to ensure a consistent flow of leadership
talent into a company is to recruit motivated professionals. As the
Human Resource developer within this company, I will ensure all of
our employees demonstrate a sound knowledge base, talent,
dedication, and most of all reliability. We will make sure that
there are no discriminations regardless of sex, color or creed. Our
business design is to guarantee that employees' rights are not
violated, but we will also provide a safe and healthy working
environment. Safety is protecting staff from injuries caused by
work-related accidents, such as dog or cat bites or scratches. In
order to prevent injury or illness, we have become certified by the
Occupational Safety and Health Administration (OSHA). Our company
will remain current with OSHA regulations through
19. Christina Guthrie Jamie Chester 18 workplace inspections,
and on-site consultations. OSHA seeks to enhance safety and health,
which leads to decreased productivity and increased operating cost.
At Suddy Buddy, we are responsible for tracking safety- and
health-related issues and reporting those statistics to the
appropriate source. Therefore, it is important for us to maintain
and keep up to date on the latest trends. These trends are
staffing, performance appraisals, compensation and benefits,
training and development, employee and labor relations, and safety
and health issues, both in the United States and in the global
market.
20. Christina Guthrie Jamie Chester 19 Appendix Financial
Spreadsheet Charts Maps Grooming File Cards Release Forms Brochure
Business Cards Promotional Copies/ Flyers Appointment Cards
21. Christina Guthrie Jamie Chester 20 Works Cited All Pets
Veterinary Clinic. (n.d.). Retrieved April 20, 2011, from 6 Signs
of Skin Problems: allpetsmacomb.com All Pets Veterinary Clinic.
(n.d.). Retrieved April 20, 2001, from Dental Care:
allpetsmacomb.com All Pets Veterinary Clinic. (n.d.). Retrieved
April 20, 2011, from Ear Problems in Pets: allpetsmacomb.com
American Pet Pro Wholesale Pet Grooming Products. (n.d.). Retrieved
February 22, 2011, from americanpetpro.com American Pet Products
Association. (2009-2010). Retrieved March 24, 2011, from Industry
Statistics & Trends:
http//www.americanpetproducts.org/press_industrytrends.asp Manion,
M. (2010, March). Salon Manager. (J. Chester, & C. Guthrie,
Interviewers) Parker, A. (2007, January). Pet Grooming. Retrieved
March 2011, from http://sbdcnet.org Pet Business. (2010). Retrieved
March 24, 2011, from Trend Watch:
http://www.petbusiness.com/articles/2010-12-31/Trend-Watch-2011 Pet
Edge. (n.d.). Retrieved February 22, 2011, from www.petedge.com
Small Bisiness Trends. (2009). Retrieved March 24, 2011, from Pet
Industy Trends for 2009:
http://smallbiztrends.com/2009/01/pet-industry-trends-2009.html