1. 1. Suddy Buddy Mobile Pet Grooming Salon Christina Guthrie Jamie Chester CRN 23659 Group 5
2. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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. 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