DOGPATY MINDY COLLAR

Nguyen Thuy Linh, Lauren Mence, Volkan Yumurtaci, Melissa Novak, Giorgia Prelli

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TABLE OF CONTENTS

1. Introduction

2. Product & Services

3. Market of Health Food and Health Care accessories & Market Trend

4. Business Plan 1. Competitors & Swot

2. Business Model

3. Customer Analysis

4. Marketing & Branding

5. Technology and Management

6. Financial Part

5. Communication Plan

6. Timelines

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1.INTRODUCTION3

1. INTRODUCTION

➤Humans are becoming more and more curious about the well-being of human and domestics

animals, especially DOGS. Some owners consider their dog as their child, they really want them to

feel and be good in every circumstances.

➤ Difference between dog & child —> THE COMMUNICATION

How owners can understand their dog and be relax when they let the dog alone?

➤ DOGPATY —> Mindy Collar

➤ to help people understand their dog

➤ to help them to avoid the stress to have the idea to have a dog

➤ the fact to let the dog alone in the house

➤ the healthiness and the security of their dog

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2.PRODUCT & SERVICES5

2. PRODUCT AND SERVICES

Mindy Basic

Mindy Advanced

Emotional Track ⎫ ⎫

Healthiness Track ⎫ ⎫

GPS ⎫ ⎫

Camera ⎫

➤ The emotional side —> Feeling of the dog

➤The healthiness of your dog —> calories burn, the

heart rate, the breath, and the physical activity

➤The GPS —-> Localization (bad situation, or stolen),

Alarm system, Camera

➤ 3 Categories concerning the collar➤Category 1: Size XS, S, M …….. Between 1.5 and 3.5 kg (chihuahua, Yorkshire)

➤Category 2:  Size L, XL, 2XL …… Between 5 and 17 kg (Bichon frisé, Pékinois, Jack Russel)

➤Category 3 : Size 3XL, 4XL, 5XL …….. Between 25 and more (golden retriever)

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➤ THE APP: Fill up information about your DOG

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3.MARKET OF HEALTH & MARKET TREND

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3. MARKET OF HEALTH FOOD AND HEALTH CARE ACCESSORIES

Percentage)change)in)sales)value)of)pet)food)and)accessories) 2015

95%$consider$pet$as$a$member$in$the$family$and$they$are$willing$ to$spend$money$to$comfort$them

839$million$Euros$was$spent$for$pet$accessories$last$year

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Sales&value&of&pet&food&and&accessories&in&Italy&in&2014/15,&by&category&(in&million&euros)

We#decided#to#focus#on#Italy#market#due#to#its#potential#and#stable#development#in#sales#of#pet#accessories.#

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3.MARKET TREND

PETSMART(&(TECHNOLOGY OVERWEIGHT*PETS

AGING%PETS%REQUIRE%MORE%CARE PET$INDUSTRY$ATTRACTS$MORE$NEW$START$– UP

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4. BUSINESS PLAN13

« ‘A business plan is a written document that describes in detail how a

business, usually a new one, is going to achieve its goals. A

business plan lays out a written plan from a marketing, financial and

operational viewpoint. Sometimes, a business plan is prepared for

an established business that is moving in a new direction.’

Business definition

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4. BUSINESS PLAN - 4.1. COMPETITION

The$most$dangerous$competitor$ is$Buddy because$their$products$have$similar$functions,$ except$emotional$tracking$technology.$

The$less$threat$competitor$is$GoProFech because$they$just$provide$a$collar$with$camera$

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4.1 SWOT ANALYSIS

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4.2 BUSINESS MODEL

We’ll%run%our%business%mainly%in%the%internet%and%distribute%products%mainly%on%online%platforms%

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4.3 CUSTOMER ANALYSIS

Target audience characteristics

➤All Italian people who have already a dog (36/65 years old)

➤All Italian people that are living in a house with their family (Average of 3 people).

➤All Italian people who are very comfortable with

the use of latest technologies. (Those who are

already familiar with smartphones, smart

screens, smart watches, tablets etc...)

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STATUS HAVE CHANGED

Before: Dogs were only consider for work 

Now: Dogs are consider as a companion

Plan FeelingsTalking Comparison

PHENOMENON OF ANTHROPOMORPHISMThe tendency to attribute to our pets behavior, reactions, feelings to the man

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4.4 MARKETING AND BRANDING

➤ Our Statement —> Owners usually consider their dogs as a part of their family, they always try to comfort their dogs just like all the mothers in this planet care about their children

➤ Brand positioning « A non-stop/continuous and secure communication between you and your dog »

➤ Mindy is your key ally.

➤ Mindy is a high tech product

➤ Mindy is quick and easy use

➤ Mindy reduce stress

➤ Mindy help you to understand your dog in any kind of situation

➤ Our Goals ➤ Increase Awareness➤ Increase Sales & Revenue

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➤ Strategy - Online Activities | Why E-commerce? ➤ Quite new company/don’t have a big budget.➤ Our product is a connected object (IoT device), people who are familiar with internet and new

technologies

PRE-LAUNCH LAUNCH POST- LAUNCHKickstarter Website Website

Indiegogo Facebook Facebook

Website Instagram Instagram

Facebook Youtube Youtube

Instagram Google Adword Google Adword

Youtube Email Marketing Email Marketing

Email Marketing Event

Affiliate Marketing: pet salons, pet health care

centers, pet lover clubs, high-tech pet accessory groups…

Affiliate Marketing

Maintain content Pay for high volume of advertisement

Maintain content and pay for ads in lower budget 21

4.5 TECHNOLOGY & MANAGEMENT

Audacity, inventively, flexibility, authenticity... Our level of success !

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Style of direction

Participative management:

➤ Aim to develop trustful relationships with our co-workers.

➤ Combined to consultative

management

➤ Delegation, autonomy, straight objectives

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Stakeholders: Why it’s important for us to well choose our stakeholders?

Primary stakeholders: Directly involved in the economic processus Contract with the firm (co-workers, employees, clients, suppliers)

Voluntary stakeholders: They accept to be exposed to certain risk without being involved in the company

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Strategy of specialisation:

Be specialized in only one job:

➤ Pets accessories. ➤ Develop our competencies and knowledge into only one product, one market and one technology.

ConsPros

Simplicity Our ressources are

concentrated into only one unique job

The structure help the company to be effective

Risk for the future to be dependent to one product or one market

—> risk to market soaked

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4.6 FINANCIAL PART

OWNERS INVESTMENTS Owners (5) 15 000 euro each 75 000 Loan 25 000Total owner’s investment  100 000

Start-Up ExpensesCAPITAL AND OTHER EQUIPMENT Furniture (creation of the Mindy collar) 2 000 Engineer 5 000 Total Capital and Other Equipment 7 000 ADMINISTRATIVE EXPENSES Creation of the application 62 435Advertisements 1000 Total Administrative Expenses 63 435

TOTAL START-UP EXPENSES 70 435

SummaryTotal Sources of Capital 100 000 Total Start-Up Expenses 70 435

TOTAL EXCESS FUNDS 29 565

➤ NO RENT FOR DOGPATY➤ The investment will be use mainly for the creation of the Mindy collar and for the Application.

Collar creation/Packaging Shipment

Funding & Finance

How to create the collar

App estimation Iphone/Android

Flyers/Social Networks

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REVENU 2017 ESTIMATIONYEAR 2017 MINDY BASIC

100MINDY

ADVANCED 150

TOTAL Monthly

JAN/FEB/MAR

40x100= 4000

60x150= 9000 13 000

APR/MAY/JUN

70x100= 7000

100x150= 15 000 22 000

JUL/AUG/SEPT

70x100= 7000

100x150= 15 000 22 000

OCT/NOV/DEC 150x100= 15 000

200x150= 30 000 45 000

Variable costs 1500 €- 3000,00 €

Fixed costs

Employees 8 000,00 €

Advertisement 1500,00 €

Shipment/Packaging 500,00 €

Labor 1 000,00 €

App 5 203 €

Total fixed cost 16 803 €

!10 000$€

!5 000$€

! €

5 000$€

10 000$€

15 000$€

20 000$€

25 000$€

30 000$€

Net$profit$

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37 064&€ 34 692&€ 32 219&€38 246&€

44 274&€50 301&€

56 328&€62 355&€

68 383&€

96 410&€

124 437&€

152 464&€

January' February' March' April' May June' July' August' September' October' November' December'

CLOSING&BALANCE&

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Between the 3 and 4 months the company start to MAKE MONEY !

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5.COMMUNICATION PLAN30

5. COMMUNICATION PLAN

LAUNCHING CAMPAIGN “ Non – stop communication with your beloved dog”

Message:Mindy&helps&you&to&understand&and&be&able&to&communicate&with&your&beloved&dogs&24/7&even&you’re&not&near&them

Event! FREE%health%check%for%dogs%at%pet%clubs%at%different%big%cities%in%Italy! Mindy%Trial%FREE%at%pet%clubs

FlyersDistribute)public)places,)restaurants,)supermarket,) pet)institute

Viral&video!Topic'1:'Don’t' let'dogs'alone!Topic'2:'Do'you'really'understand'your'dog?'

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COMM PLANOct-Nov- Dec

2016Jan-Feb-March 2017

Apr-May-June 2017

July-Agst-Sept 2017

Oct-Nov- Dec 2017

Social Networks (Fb, Insta, Youtube

ect…)

CREATION OF THE

COMPANY

KEEP THEM

POSTEDATTRACT NEW

CUSTOMERS

KEEP THEM POSTED MAKE

THEM BUY THE

PRODUCT

Advertisements (flyers)

DIFFERENT PLACES

DIFFERENT PLACES

Website KICKSTAR INDIEGOGO

TRAFFIC KEY

WORDS

COMMENT’S PART ABOUT

THE EXPERIENCES

VIDEO ON THE

WEBSITE

EventsSHOW THE UTILITY OF

THE PRODUCT

LET’S TRY THE PRODUCT

BECOME MORE

POPULAR

Videos/PicturesABOUT THE COMPANY &

PRODUCT

HOW TO USE THE

PRODUCT & TOPIC 1

HOW IS GOOD FOR YOU & TOPIC 2

THE TRUST OF THE

WEBSITE

INTERNATIONAL DOG

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6.TIMELINES33

6. TIMELINES

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THANK YOU FOR YOUR ATTENTION

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