(formerly PawPal Pets)

Customized Pet Care Management

Team 28Gil Feig

Syed HudaAlice Lam

Day 4 Interviews: 11Total # Interviews:

62

Dog Walking Management System

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

• Pet supply retailers• Veterinarians• Pet insurance

companies

• Commission negotiations• Unified platform

development and maintenance

• Provide guidance and resources in pet care• Simplify the lives

of pet owners• Introduce pet

owners to necessary products and services they may not know about

• Provide useful information • Continuously

maintaining a customized experience

• Initial target: New York City dog and cat owners• Eventually target

pet owners in general

Key Resources Channels

• Software development

• App Store• Website

Cost Structure Revenue Streams

• Platform development and maintenance• Sales and marketing

• App will be free for users• Integrated advertising with revenue sharing• Licensing to big data companies

Day 1: Business Model Canvas

Day 1: Lessons Learned

• What we thoughto Pet owners wanted general guidance on what pet products and

services to buyo Pet owners didn’t have consolidated portal for Vet & Insurance

information

• What we learnedo Pet owners already have many resources to get pet products:

Pet360.com, Wag.com, Amazono Finding a vet isn’t a big deal, because they are comfortable with word

of mouth recommendationso Pet owners did not believe we added anything new to online pet care

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

• Veterinarians• Pet insurance

companies• Pet supply

retailers• Pet supply brands

• Commission negotiations

• Unified platform development and maintenance

CONSUMER• Provide guidance

and resources in pet care

• Simplify the lives of pet owners

• Introduce pet owners to necessary products and services they may not know about

• Provide simple product guidance and cost-saving resources

RETAILER• Provide consumer

behavior information

• Increase sales and attract new customers

CONSUMER• Provide useful

information • Continuously

maintaining a customized experience for registered users

RETAILER• Extend customer

lifetime value• Capture market

share

CONSUMER• Initial target: New

York City dog and cat owners

• Eventually target pet owners in general

• New pet owners (less than two years)

• Price-sensitive, deal-seeking pet owners

RETAILER• Major pet store

chains• General retailers

(Amazon, Tractor Supply Co., Wal-Mart, etc.)

• Pet product brands

Key Resources Channels

• Software development

• App Store• Website

Cost Structure Revenue Streams

• Platform development and maintenance• Sales and marketing

CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies

Day 2: Business Model Canvas PIVOT

Day 2: Lessons Learned

• What we thoughto Pet owners wanted a simple online aggregator of cheap pet products

• What we learnedo AGAIN we were told that they already have many resources to get pet

products: Pet360.com, Wag.com, Amazon.com

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

• Veterinarians• Pet insurance

companies• Pet supply

retailers• Pet supply brands

• Commission negotiations

• Unified platform development and maintenance

CONSUMER• Provide guidance

and resources in pet care

• Simplify the lives of pet owners

• Introduce pet owners to necessary products and services they may not know about

• Provide simple product guidance and cost-saving resources

RETAILER• Provide consumer

behavior information

• Increase sales and attract new customers

CONSUMER• Provide useful

information • Continuously

maintaining a customized experience for registered users

RETAILER• Extend customer

lifetime value• Capture market

share

CONSUMER• Initial target: New

York City dog and cat owners

• Eventually target pet owners in general

• New pet owners (less than two years)

• Price-sensitive, deal-seeking pet owners

RETAILER• Major pet store

chains• General retailers

(Amazon, Tractor Supply Co., Wal-Mart, etc.)

• Pet product brands

Key Resources Channels

• Software development

• App Store• Website

Cost Structure Revenue Streams

• Platform development and maintenance• Sales and marketing

CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies

• Dog walkers• Dog owners• Doggy daycare

centers without walking services

DOG OWNERS

• Provide affordable last-minute dog walking services

DOG WALKERS

• Provide additional source of income

DOG OWNERS• GET: Grassroots,

web advertising• KEEP: Quality

and affordable service

• GROW: Referrals

DOG WALKERS• GET: Contact

directly• KEEP:

Competitive rates• GROW: Referrals

DOG OWNERS

• 20-45 year old busy NYC professionals

• Income > $60k

DOG WALKERS

• Small dog walking businesses

• Independent dog walkers

DOG OWNERS: Percentage of dog-walking rate

DOG WALKERS: Percentage of dog-walking rate

• Platform development

• Advertising• Training• Background

checks

• Platform development

• App Store• Website

• Platform development and maintenance• Insurance• Training and background checks• Sales and marketing

Day 3: Business Model Canvas RESTART

Day 3: Lessons Learned

• What we thoughto Dog owners want a quick way to get dog walkers last minute(like Uber)o At a certain price point, dog walkers were willing to provide the serviceo We thought that this app would mediate the marketplace

• What we learnedo Dog owners are mostly responsible and have regular dog walkerso Many have friends and family that have their keys and can easily walk

their dogs in case of emergencieso Emergencies rarely occur!o We learned what they really cared about: security

Key Partners Key Activities Value Proposition

Customer Relationships

Customer Segments

• Veterinarians• Pet insurance

companies• Pet supply

retailers• Pet supply brands

• Commission negotiations

• Unified platform development and maintenance

CONSUMER• Provide guidance

and resources in pet care

• Simplify the lives of pet owners

• Introduce pet owners to necessary products and services they may not know about

• Provide simple product guidance and cost-saving resources

RETAILER• Provide consumer

behavior information

• Increase sales and attract new customers

CONSUMER• Provide useful

information • Continuously

maintaining a customized experience for registered users

RETAILER• Extend customer

lifetime value• Capture market

share

CONSUMER• Initial target: New

York City dog and cat owners

• Eventually target pet owners in general

• New pet owners (less than two years)

• Price-sensitive, deal-seeking pet owners

RETAILER• Major pet store

chains• General retailers

(Amazon, Tractor Supply Co., Wal-Mart, etc.)

• Pet product brands

Key Resources Channels

• Software development

• App Store• Website

Cost Structure Revenue Streams

• Platform development and maintenance• Sales and marketing

CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies

• Dog walkers• Dog owners• Doggy daycare

centers without walking services technology

DOG OWNERS

• Provides convenient platform for finding dog walkers

• Peace of mind, GPS tracking, status updates

DOG WALKERS

• Provide dog walking software that seamlessly manages dog walking appointments

DOG OWNERS• GET: Grassroots,

web advertising• KEEP: Quality

and affordable service

• GROW: Referrals

DOG WALKERS• GET: Contact

directly, web advertising

• KEEP: Maintain Quality software that increases business

• GROW: Referrals

DOG OWNERS

• 20-45 year old busy NYC professionals

• Income > $60k

DOG WALKERS

• Dog walking businesses without management system

• Independent dog walkers

DOG OWNERS: None

DOG WALKERS: Monthly subscription based on size of business, # of dog walkers

• Platform development

• Advertising• Sales

• Engineers• Sales staff

• App Store• Website

• Platform development and maintenance• Sales and marketing

Day 4 & 5: Business Model Canvas PIVOT

Day 4 & 5: Lessons Learned

• What we learnedo Small dog walkers need a system to manage their dog walkerso Dog owners would like peace of mind and value security o Competitors exist, we need to fully formulate our competitive

advantage: What will do better? What will we do differently? (ex: Petcheck known for having bad customer service)o Small business dog owners are NOT cash only. Cash payment is an

issue and would like a way to automatically charge dog walks on credit card. On the other hand, small business owners want a way to pay their dog walkers automatically.

o Time schedules, efficient itinerary and dog compatibility are variables and would like a easy way to address this issues.

Customer Segments

Wag NYCGrowing dog walking companies that need management systems to scale

Doggy Day Care NYCDoggy day cares that are branching out to dog walking services

Total Addressable Market$1,800,000,000

Annual amount spent on dog walking in the USA

Serviceable Available Market$158,400,000

Annual amount spent on dog walking in NYC

Target Market$316,800 (w/o Activation Fee)

Annual revenue assuming 5% NYC market capture and 4% revenue sharing per walk

Market Size: Top Down

Our share w/ 5% of mkt & 4% commission $299,520

Dog walk rev per year (walked 3x /wk)$149,760,000 Dog walk rev per day

$960,000 Rate per dog walk (30 Min)

$20# of dogs walked per day

48,000 % walked per day

8%# of dogs in NYC

600,000

Market Size: Bottom Up

Menu Screenshot

Check-in Screenshot

Walk Progress Screenshot

Next Steps

• 30 Dayso Further market research. What features would dog owners/dog walkers

value? More Interviews! o Make MVP on website, any takers?o Take the mockups and test it in front of customers

• 60 Dayso Depending on feedback adjust valued-added featureso Further refine revenue model, assess dog walker’s WTPo Test pricing on website. Which model works best?o Reach out to early evangelists to see if they will buy service. If not,

why?

• 120 Dayso Refine features on the app/websiteo Final Product out to marketo Sales/Marketing. Get customers!