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Pawsitively Pampered
BUSN645
Glenice Booker-Butler, Mark Dominic,
Katarina Fruits, Lynell Gupta
Mission & Vision
Mission: The mission of Pawsitively Pampered is to serve pet owners by providing convenient, healthy, and natural products for their companions.
Vision: The vision of Pawsitively Pampered is to provide convenient, flexible product options to stimulate a healthy and happy lifestyle in pets.
Value Proposition
Organic
All Natural
Environmentally Friendly
Durable
Convenient
Customizable
Situation AnalysisMarket Size
68% of households are pet owners, compared to 62% in 2009
$1.4 billion in annual profit, $17.5 billion in annual revenue
Growing at a rate of 2.8%
Market Trends
Organic, all natural products
Small businesses dominate the marketplace, approximately 83% of companies have fewer than five employees
Regardless of economic hardships, pet products are considered non-discretionary products
Product
Core products: food, snacks, and toys
Add-on products with customizable options
Individual items for purchase
Target Market
Pet owners who treat their pet as a member of their family
Approximately 9 in 10 individuals view their pet as a member of the family
SWOT Analysis
StrengthsConvenience
Entering the healthy pet (dog and cat) lifestyle market
Quality products
Technology
WeaknessesNo brand recognition
Limited flexibility in product pricing
OpportunitiesGlobal expansion
Customization and product add-ons
ThreatsCompetition
Economic stability
BarkBox SWOT Analysis
StrengthsBrand awareness & existing market share
Present cost savings for their customers
Simplicity for customers
Weaknesses
Lack of product offerings for large, aggressive dogs
Lack of customization
Lack of well-reviewed customer service
OpportunitiesExpansion into related markets
Expansion of greater product offerings
ThreatsLuxury item for some individuals
Plateau of growth for the industry
Porter’s Five Forces
Threat of New CompetitorsStrong brand names are importantEntry barriers are medium
Bargaining Power of SuppliersDiverse distribution channelHigh competition among suppliers
Bargaining Power of CustomersBuyers require special customizationLow buyer price sensitivity
Intensity of Existing RivalryFast industry growth rateExit barriers are low
Threat of SubstitutesHigh cost of switching to substitutesSubstantial product differentiation
Marketing Strategy
External
HolisticFitnessNutritionMental State
Charitable Donations2% of all proceeds will be donated to an animal shelter or similar animal rescue program
Internal
Product SamplesSent with each box orderedNumber of samples included will depend upon the membership of the customer
Subscription OfferingsFinancial incentives to upgrade memberships including discounts for upgrades and free product offerings
Promotional Calendar
Jan
Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec Total
Product Samples Q 1= 200 boxes Q2 = 300 boxes Q3= 500 boxes Q4= 800 boxes $1000.00
Marketing Mailers 15,000 15,000 $2000
Events/Tradeshows
Global Pet Expo
SuperZoo
$4000
Purchased Email Lists
100,000 names
100,000 names
100,000 names
$2000
Radio:Pandora 30 second audio ad 15 second video ad $1500.00
Social Media Facebook, Twitter, Instagram, Pinterest
Website SEO, Content Management
Customer Satisfaction Survey
$780.00
Marketing Effectiveness
Marketing Automation Tool: Engagement, growth, lead qualification B2B/B2C $3000
Profit & LossPro-Forma Income Statement
Pawsitively PamperedREVENUE Year 1 Year 2 Year 3 Year 1 % Year 2 % Year 3 % Industry %
Bronze Level $50,000 $100,000 $150,000 22.7% 22.7% 22.7%Number of Subscriptions @ $25 per month 2,000 $4,000 $6,000
Growth % N/A 100% 50%
Silver Subscriptions $75,000 $150,000 $225,000 34.1% 34.1% 34.1%Number of Subscriptions @ $50 per month 1,500 $3,000 $4,500
Growth % N/A 100% 50%
Gold Subscriptions $75,000 $150,000 $225,000 34.1% 34.1% 34.1%Number of Subscriptions @ $50 per month 1,000 $2,000 $3,000
Growth % N/A 100% 50%
Other Revenue (Add-Ons) $20,000 $40,000 $60,000 9.1% 9.1% 9.1%Growth % N/A 100% 50%
Net Sales $220,000 $440,000 $660,000 100.0% 100.0% 100.0% 100%
COST OF GOODS SOLDCost of Sales - Bronze $32,500 $65,000 $97,500 65.0% 65.0% 65.0%Cost of Sales - Silver $45,000 $90,000 $135,000 60.0% 60.0% 60.0%Cost of Sales - Gold $41,250 $82,500 $123,750 55.0% 55.0% 55.0%Cost of Sales - Other Revenue $14,000 $28,000 $42,000 70.0% 70.0% 70.0%Total Cost of Goods Sold $132,750 $265,500 $398,250 60.3% 60.3% 60.3% 57.7%
Gross Profit (Loss) $87,250 $174,500 $261,750 39.7% 39.7% 39.7% 42.3%
OPERATING EXPENSESSelling
Salaries and wages $29,920 $59,840 $89,760 13.6% 13.6% 13.6% 13.6%Advertising 13,200 26,400 39,600 6.0% 6.0% 6.0% 1.9%
Total Selling Expenses $43,120 $86,240 $129,360 19.6% 19.6% 19.6% 15.5%
General/AdministrativeRent & Utilities $16,500 $33,000 $49,500 7.5% 7.5% 7.5% 10.0%Depreciation & amortization $2,420 $4,840 $7,260 1.1% 1.1% 1.1% 1.1%Other $5,000 $6,000 $7,000 2.3% 1.4% 1.1% 7.6%
Total General/Administrative Expenses $23,920 $43,840 $63,760 10.9% 10.0% 9.7% 18.7%
Total Operating Expenses $67,040 $130,080 $193,120 30.5% 29.6% 29.3% 34.2%
Net Income before Taxes (LOSS) $20,210 $44,420 $68,630 9.2% 10.1% 10.4% 8.10%
Summary
Positively Pampered has positioned and differentiated our marketing
strategies to support that our company services and products are
different, bigger, and better than that offered by our competitors,
attributing largely to our pet first companywide attitude. What sets us
apart? Exceptional customer service, affordable, high quality products,
and a variety of personally selected items to support the health and
wellness while enhancing the life and behavior of your pet.
References
http://www.costowl.com/b2b/marketing-buy-email-list-cost.html
http://www.gaebler.com/Dog+Fancy-magazine-advertising-costs++27322
http://www.constantcontact.com/services2/overview
http://www.expresscopy.com/flyer-brochure-pricing
https://willhanrahan.wordpress.com/2012/03/28/pandora/
http://
www.usnews.com/news/business/articles/2015/03/05/americans-spent-58-billion-to-pamper-protect-pets-in
-2014
http://www.americanpetproducts.org/press_industrytrends.asp