AgendaMy idea in briefWhere is the opportunity?How to capture the opportunity?How will the plan work?How to evaluate the success?Appendix
PuppyAgency.com
PuppyAgency.com is a trusted online platform to find and purchase healthy and premium quality puppiesUnique Brand Persona
Puppy Welfare Advocate180 Days Money Back Guarantee
Health of puppies assured Premium Quality Puppies
Prescreened Breeders and evaluated with proprietary rating system
PuppyAgency.com
Customer Pain Point: “I don’t trust the sellers online” – New Dog Owner, Katherine
The seller has pure breeds
The seller has enough information about the puppy
Other, please specify: _____
The seller is not selling puppies for monetary gains
The seller is selling at a reasonable price
The seller is trustworthy
0 5 10 15 20 25 30 35 40
2
3
5
8
12
38
What is the most important factor, if any, when you are choosing a seller to purchase a puppy from?
Based the results of first survey from 68 participants.
Katherine’s Trust Issue: Health of puppy Puppy mills
Large-scale commercial dog breeding facility Profit is given priority over the well-being of the
dogs As many as 10,000 in the United States
Genetic/Hereditary Diseases How do I know if the puppies’ pedigree is free of
genetic diseases Lack of dog ownership education
What should I do as a new dog owner? Will the seller assist me even after the purchase?
Source: American Society for the Prevention of Cruelty to Animals (ASPCA)
Choice of puppy: Health is the top priority
Whether the puppy is champion blooded
Other, please specify: _____
Whether the puppy is pure breed
Whether the puppy is available now
Price of the puppy
Health of the puppy
0 5 10 15 20 25 30 35
0
2
6
9
18
33
What is the most important factor, if any, when you are choosing a puppy for purchase?
Based the results of first survey from 68 participants.
Current Solution: Find people you can trust, such as Family Friend or neighbor
Resort only to trusted sources as reflected on the chart
Target to acquire non-shelter/rescue of market (68% of market) Family, friend or neighbor
(37%) Breeder (16%) Ad (9%) Purchased from pet store
(6%)
Source: Statista, Inc.
The Unmet Need: SAM of $6.6 Billion
TAM Potential dog owners in the US (38.1% of all
household) 45,256,000 households in 2014
68% acquired their dog through non-shelter/rescue sources 30,774,000 households At least 1 dog per household
Average price of all breeds of dog is $800 SAM
27% of participants willing to try website like puppy agency
$6.6 Billion
TAM: $24.6 Billion
SAM:$6.6 Billion
Source: Packaged Facts, based on Experian Marketing Services, Spring 2014 Simmons NHCS Adult Study 12-Month
& Based the results of second survey from 59 participants.
Competitive Landscape: Scattered marketplace
Least Trusted Most Trusted
Premium Quality
Ordinary Quality
Individual Breeders• Redteddypup.com• Vaccarellacorgis.com PuppyAgency.com
Local Players – Offline• City Pup Chelsea• Le Petite Puppy
Local Players – Online• Manhattan-puppies.com• Westchesterpuppies.com
National/International Players• Puppyfind.com• Mylittlepuppy.com• Adoptapet.com
American Kennel Club• Authority on dogs• Recent negative Press
How to capture the opportunity?Value PropositionUnique Selling Proposition (USP)Customer ProfileUser Acquisition
Value Proposition
For affluent adults aged 35 - 54 who are looking
to purchase a healthy and premium quality
puppy, we provide the most trusted solution
that helps you find, own and care for the new
member of your family.
PuppyAgency.com
USP: PuppyAgency.com = Advocate for puppy welfare Puppy welfare is our top priority
Strong stance against puppy mill Blog by the CEO
Education on puppy mill Though leadership on how to improve
the welfare of puppy and breeders Editorial calendar
Trust means doing our best for puppy welfare
Top 3 Features: Customer reviews, health insurance and search function
Availability of litterPhotos of puppies's parentsPedigree/bloodline of puppy
Videos of puppyPhotos of environment puppies growing up in
Photos of puppySearch function
Free health Insurance of puppyCustomer review of breeders
0 5 10 15 20 25 30 35 40 45 506
810
1515
1625
3443
Select up to 3 features that you would like to have on a online platform to find and purchase puppies
Based the results of first survey from 68 participants. PuppyAgency.com
Homepage: Their Welfare. Our Priority
180 days Money Back Guarantee If your newly
purchased dog is sick within the 180 days of your purchase, we will cover up the cost up to the purchase price of the puppy
Full terms & conditions in Appendix
Rating system to evaluate breeders: better visibility in internal search engine
Platinum, Gold, Silver and Bronze Level Higher level will
allow you to show up higher in the listing
Level depend on Health of puppies
sold Length of
membership Customer Reviews
Puppy University: Video Tutorial Course For Dog Owners Basic, intermediate
and advance courses Education on
responsible dog ownership
Information on how to take care of the puppy
Completing the course will give $10, $20, and $30 credit towards purchase depending on level
Customer Profile (Buyer): Adult 35-54, HHI $75,000-$100,000, with children Propensity to owna dog peaks between 35-54 Both Hispanic and non-Hispanic whites
Non-Hispanic whites account for 66% of adult population but represent 82% of dog owners
Hispanic accounted for 36% of the growth in dog ownership
Half of middle income households own dogs ($75,000-$100,000) BCC research also indicates that there is a significant
correlation between pet ownership and per-capita-income
Household with children are more likely to own a dog than those without
Source: Pet Population and Ownership Trends - Packaged Facts, Nov, 2014
Web Development (4 months)
• Jan - Apr 2017
Soft Launch (3 months)
• May - Jul 2017
Official Launch (5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018
Rollout Strategy Overview: 4 Phases
Personal Blog Attend Dog
Welfare Events
Puppy University Videos
Organize puppy welfare advocacy events
Customer Testimonial Feature Breeder visit and
interview
Brand Strategy
Customer And User Acquisition Strategy
SEO as building the website
BD Specialist to call Breeders
SEM Adwords & Bing
Search 13150 Clicks per
month
SEM Optimization Search Display 17500 Clicks
per month
Paid Social Boost Traffic to blogpost
Additional BD specialistPuppyAgency.com
Brand Strategy: Content & Welfare advocacy Trusted brand
Genuinely advocate for the welfare of the puppy
Target audience are middle-age, affluent Resonate with the core value of the brand
Puppy University A way of showing PuppyAgency invest on
the welfare of puppy Responsible leadership
As CEO will be the strongest proponent of dog welfare
Customer Acquisition Funnel
13140 Clicks @ $1.05 Per Click
Initial click to purchase rate
2%263
Customers
Per Month
Breeder Sign Up Funnel
6702 Calls per month
Qualify rate of 47%,
Conversion rate 2%
63 Breeders per month
Customer and User Acquisition Strategy: SEM, SEO, and Paid Social
Traffic to blog & social media page Assist in brand
strategy Encourage user
generated contents
$1000 in 2018 to generate additional 2000 visitors to blog
Source: Google Adwords Keyword Planner; Sample lists of Keywords and breeders in Appendix
PuppyAgency.com
Source: MarketingForSuccess.comLead qualification & conversion in Appendix
Team Members: the Puppy Agents
CEO & Marketing – James Zheng
Website Manager 2 Web Developer (4-
month contract)
2 Business Development (BD) Specialist
VP of Sales & BD Account Manager Customer Service Specialist
4 Business Development (BD) Specialist
Video Production Specialist
Editorial Assistant Social Media
Manager
Web Development (4 months)
• Jan - Apr 2017
Soft Launch (3 months)
• May - Jul 2017
Official Launch (5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018
PuppyAgency.com
PuppyAgency.com
Key Partners: Breeders, Pet Supply Store, Vet & Legal consultant, Logistic List of recommended breeders included in Appendix
15 Breeders for 60 most popular breeds in US Puppy University surprise gift
Gift Voucher from PetSmart Veterinary consultant – Riverside Veterinary Group Legal – Legal Shield Logistic
Pick up Specialist Company – We Move Pets 3rd Party Transportation (chosen by breeders)
Source: American Kennel Club, The most popular dog breeds in America
PuppyAgency Service: 59% thinks $600 is acceptable
Based the results of second survey from 59 participants.
Yes59%
No41%
If the price of the puppy is $1500, do you think it is worth additional $600 for services described in the
above website? Advance Search
function 180 days money back
guarantee Prescreen premium
quality puppies Free Video Tutorials on
dog ownership
PuppyAgency.com
Revenue Model: 40% of mark up of seller’s intended price Buyer
Paid full amount at transaction 30 days to clear from the bank
Get guarantee for 6 months Reimbursement for any congenital defects, genetic diseases or health problem at birth
up to the purchase price of puppy Seller
Received 80% of amount (less of PuppyAgency’s profit) at transaction, 20% as deposit 30 days to clear from the bank
20% at the end of 6 months If any health issue occurred, deposit is forfeited
PuppyAgency.com
Key Assumptions Average price of dog from signed-up breeders – $1500 Actual selling price of dog - $2100 Breeder & puppy
Average size per litter – 7 Female gets pregnant once a year (twice a year is the standard)
Marketing Metrics During soft launch - Click to purchase rate 2%, average CPC $1.05 From official launch – Click to purchase rate 3%, average CPC $0.95 (10% lower)
Number of breeders signed up by 1 BD specialist per month 32 in Year 1 42 in Year 2 (10% increase in conversion rate)
Dog illness rate Typically at 5%
PuppyAgency.com
Scenario Analysis: Profit for dog illness rate at 11%,5% and 1%
Janua
ry
Februa
ryMarc
hApri
lMay Jun
e JulyAug
ust
Septe
mber
Octobe
r
Novembe
r
Decembe
r
Janua
ry
Februa
ryMarc
hApri
lMay Jun
e JulyAug
ust
Septe
mber
Octobe
r
Novembe
r
Decembe
r $(100,000.00)
$-
$100,000.00
$200,000.00
$300,000.00
$400,000.00
$500,000.00
$600,000.00
Estimated Profit after tax for Worst, Base & Best Cases
Best (1%) Base (5%) Worst (11%)
Estim
ated
Pro
fit a
fter t
ax
Worst Case (11%) Full Refund on all ill
puppies included Positive Profit
($48,000 after tax) Positive Cash Flow
For the puppies: Up to 10% of profit will be donated to support welfare of puppy Use metrics to determine the final percentage to
be donated The higher the social engagement, the more the
donation Puppy University course views Social Media posts
Reposts/like on featured posts Blog post likes & comments
Funds use to help advocate for responsible breeding
PuppyAgency.com
Key Milestones
Web Development (4 months)
• Jan - Apr 2017
Soft Launch (3 months)
• May - Jul 2017
Official Launch (5 months)
• Jul - Dec 2017
Growth (12 months)
• Jan - Dec 2018
Events
KPIs
Website Completion Minimal Viable
Product Social media
accounts established
Website optimization
Puppy University Videos produced
Total Registered Breeders
372 654 1124 4780
Total Customers 0 789 3747 27628Total Visitors to Blog
500 1500 7500 55000
SEM optimization 3% conversion
rate 10% less CPC
Customer growth rate @ 15% per month
Videos on breeder visits & interviews
PuppyAgency.com
Support Agent Ian & Invest on PuppyAgency Today! PuppyAgency.com domain is available Total of $230,000 investment
$150,000 Initial Investment 4 month of initial web development Salary: $143,398
2 BD specialists, 2 Web developers, 1 website manager, 1 video production specialist Marketing (SEO): $1000 per month for consultation
$80,000 at 5th Month Given performance on or above expectation Cover COGS for payment to clear in 30 days
Investment term Preferred equity
PuppyAgency.com
Appendix
The Business Model CanvasFull terms & conditionsSuggested Keywords
PuppyAgency.com
Recommended BreedersPuppy Listing SnapshotRecommended List of Animal Welfare Events
Full Terms & Conditions Our Health Guarantee to You* Health Check Policy - Before your puppy is sent home to you, he or she has undergone an extensive
veterinary health check and breeders have followed our vaccination and deworming protocols in an effort to ensure your puppy arrives healthy and happy.
180 Days Health Guarantee - If, within one year of purchase, your puppy is found to have a congenital or hereditary condition which adversely affects your puppy's health, we will provide you with a replacement puppy of equivalent value.
Your Obligations – YOU MUST FULFILL THESE OBLIGATIONS, AS EXPLAINED HEREIN, OR THIS HEALTH GUARANTEE WILL TERMINATE AND BECOME NULL AND VOID*
You must have your puppy examined by a licensed veterinarian within two (2) business days of receipt of the puppy and, to ensure the health of your dog, you must visit the veterinarian on a regular basis ensuring your dog receives proper health checkups and timely inoculations.
Your puppy comes with up to date vaccinations. You therefore should not vaccinate the puppy within the first ten (10) days of receiving the puppy to avoid over vaccination.
If your dog's breed is prone to hip dysplasia, do not over-feed or over-exercise your dog and, regardless of breed, do not over-exercise your dog during his or her growth period.
If your dog is a female it must not be bred.
Full Terms & Conditions– Part 2 *Terms and Conditions of Health Guarantee 180 Days: If within six (6) months from the date of purchase from Seller, a dog is found and certified by two
(2) duly licensed doctors of veterinary medicine (DVMs) of Purchaser's choosing to have a congenital or hereditary condition which adversely affects the health of the dog, and if Seller is notified within five (5) business days of the first veterinarian's determination, the Seller will provide a replacement puppy of equivalent value. Seller reserves the right to obtain a third opinion of Seller's choosing to determine the congenital or hereditary condition. All laboratory verification must be done by a licensed DVM.
Veterinary Costs: Unless required by law, veterinary costs are not covered by Seller. Purchaser Acknowledgments: Purchaser is aware that owning a puppy means frequent visits to a licensed
DVM and understands that he/she will be responsible for all costs associated with all veterinarian visits, such as but not limited to any veterinarian costs associated with spaying or neutering, including undescended testes. Failure of the Purchaser to provide puppy with timely inoculations or regular veterinary care will void this Health Guarantee. Purchasers should follow a recommended nutritional program, including feeding only premium dog foods and vitamin supplements. No replacement or credit will be given if breeds that are known to be prone to hip dysplasia are overweight or over exercised. All dogs should not be over exercised during their growth period. Seller sells pets for companion purposes only. If your dog is bred, this Health Guarantee shall terminate and become null and void. Temperament issues are not covered under this Health Guarantee as they can be caused by a number of factors outside control of Seller or the breeder including, without limitation, lack of training, discipline or proper dog socialization. The owner is responsible for all transportation costs to and from the Seller.
Full Terms & Conditions– Part 3 In addition to all the conditions set forth in this agreement, the following additional conditions shall apply
and must be met or this Health Guarantee shall terminate and become null and void: The Purchaser must have the puppy examined by a licensed DVM within two (2) business days of receipt of the puppy, for
the puppy's New Puppy Examination (NPE). A copy of the examination (medical record) for the NPE must be sent to Puppy Agency by e-mail ([email protected]) or fax (123-456-7890) within four (4) days of receipt of the puppy. The Purchaser shall not vaccinate the puppy within the first ten (10) days of receiving the puppy. Failure of the Purchaser to comply with the provisions of this sub-part (i) shall void this Health Guarantee.
In case of severe knee, elbow or hip dysplasia, the radiograph should be permanently identified in the film emulsion with: registered name and/or number, name of the veterinarian or hospital making the film, date of radiograph taken. Furthermore, the radiograph and report must meet the standard submission requirements of the Orthopedic Foundation for Animals.
If the Purchaser declines any replacement puppy, then the Seller shall be under no further obligation and it shall be deemed that the Purchaser has released the Seller from any and all further claims and waived any rights to pursue any claims against the Seller.
This Health Guarantee shall terminate and become null and void if the Purchaser fails to comply with any term in this Agreement regarding the care, maintenance, or medical treatments or procedures that the Purchaser is responsible for providing to the puppy.
[English Bulldog Health Guarantee Limitations: English Bulldogs are only covered for a period of one (1) year from original purchase date. During this time, unless otherwise required by law, this Health Guarantee does not cover what in Bulldog breeds we consider normal: Cherry Eye, Entropion, “loose hips”, skin allergies, elongated soft palate, small trachea, stenotic nares.]
The value of the puppy for purposes of this Health Guarantee is limited to the Purchase Price of the puppy, and does not include taxes, shipping, health certificate and veterinarian costs, shipping crate or any additional costs or expenses incurred or asserted by the Purchaser. This Health Guarantee is non-transferable and is not valid for sales of any puppies delivered outside the United States and Canada.
Suggest Keyword List Sample
Ad group Keyword CurrencyAvg. Monthly Searches (exact match only)
Competition
Suggested bid
German Shepherd german shepherd USD 550000 0.16 1.52Puppy puppies USD 450000 0.08 1.32Shih Tzu shih tzu USD 301000 0.14 1.24Dog dog breeds USD 301000 0.07 0.32English Bulldog english bulldog USD 201000 0.11 0.71Puppies For Sale puppies for sale USD 201000 0.81 0.75Shepherd Puppies german shepherd puppies USD 165000 0.35 0.72Yorkie yorkie USD 165000 0.08 0.86Retriever Puppies golden retriever puppies USD 135000 0.24 0.73Husky Puppies husky puppies USD 110000 0.31 1.05Dogs For Sale dogs for sale USD 110000 0.72 0.8Yorkie teacup yorkie USD 90500 0.41 0.56Yorkie yorkie puppies USD 74000 0.58 0.82Puppy rottweiler puppies USD 74000 0.3 0.66Puppy boxer puppies USD 74000 0.26 0.78Bulldog Puppies french bulldog puppies USD 60500 0.56 0.61Yorkie yorkie poo USD 60500 0.13 0.77Puppy pug puppies USD 60500 0.28 0.88Puppy beagle puppies USD 60500 0.22 0.74Puppy great dane puppies USD 60500 0.2 0.7Bulldog Puppies english bulldog puppies USD 49500 0.55 0.59
Source: Google Adwords Keyword Planner
Recommended Sample List of BreedersName Phone Number Email AddressEllen Schusterson 518-758-1407 [email protected]
omP.O. Box 115Kinderhook, NY 12106
Margaret Daly 518-581-9251 [email protected] P.O. Box 925Saratoga Springs, NY 12866-0925
Karen Gunzel 201-310-4220 [email protected] 433 Dupont AveHopatcong, NJ 07843
Anne Bowes (781) 934-0110 [email protected]
Box 2141Duxbury, MA 02331-2141
Lisa Burns 508-362-2868 [email protected] 24 Sandy Neck RoadEast Sandwich, MA 02537-1208
Marie Cooner (860) 455-9981 [email protected] 88 Federal Rd.Chaplin, CT 06235
Ellen Childs 860-379-0668 [email protected] 50 Bruning RoadNew Hartford, CT 06057
Dog Breeders PetSmart Veterinary
consultant – Riverside Veterinary Group
Legal – Legal Shield Logistic
Dog transportation
Matching the buyer to right type of breed
Assist seller by create a go-to platform for listing
IT knowledge to build an easy-to-use website
Breeder sourcing and qualifying
Breeder relationship
For affluent adults aged 35 - 54 who are looking to purchase a healthy and high-quality puppy, we provide the most trusted solution that helps you find, own and care for the new member of your family.
Easy selection process
Free Education on dog ownership
Affluent household with children who want to become a dog owner
Dog owners who are looking to own another dog
2-sided platform Digital Channels
Adwords Display Paid Social
Future Magazine Pet Supply store
Salary 180 days money back guarantee Website development and maintenance Customer and User acquisition
Mark-up on sell price In the future, charges for additional services
Recommended List of Animal Welfare EventsEvent Name Date Address OrganizerNYS Animal Adocacy Day Tuesday, June 07, 2016 at
09:30 AMLegislative Office Building in Albany, NY
NYCLASS
Best Friends – Save them all National Conference
July 14-17 Salt Palace Convention CenterSalt Lake City, Utah
Friends Animal Society
Adoptapalooza Sunday, May 22, 2016Noon–5:00 p.m. (rain or shine!)
Koeppel Subaru42-01 Northern Boulevard, Long Island City, NY
Mayor's Alliance for NYC's Animals
Broadway Barks Saturday, July 11, 20153:00–6:30 p.m.
Shubert Alley, West of Broadway, between 44th and 45th Streets, between Broadway and 8th Avenue, Manhattan
Mayor's Alliance for NYC's Animals
The ASPCA Annual Humane Awards Luncheon
Thursday, November 17, 2016
Cipriani 42nd Street, NY ASPCA
2015 Young Friends Benefit October 15 2016 IAC headquarters, NY ASPCA
Breeders Sign-ups: Cold calling lead qualification & conversion Lead qualification -
Purebred only (47% of all US dogs according to American Humane Association Report)
Length of breeding > 3 years Demonstrate extensive knowledge of the breed's history, traits, temperament, and
conformation Specialized in only 1-2 breeds
AKC certified pedigree If shown concern about where the puppy will end up in Breed for dog show preferred Champion/Grand Champion bloodline preferred
Conversion – 2% Signup to list their litter on PuppyAgency.com