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Name Harrison Meads
NetID hmea724
Group Number: 014
Website Link:
Tutorial Details
Tutor: Day: Time:
Claris Chung Monday 9am
Time Spent on
20 hours Word Count: 1759


Millions of pets are lost every year in the US alone. This can be costly to owners and pets
could be seriously injured if they aren’t found quickly. A microchip embedded with a GPS
tracking device would enable pet owners to view the location of their pet through the use of
a mobile application. This would allow owners to save time and money when they are
looking for their pet and would reduce pressure on dog pounds.
3.1 Vision
To help reunite pet owners and their beloved lost pets in a cost-effective and timely method
through the use of GPS tracking and an easy to use mobile application.
3.2 Industry Analysis: GPS Pet Tracking Industry
Industry: GPS Pet Tracking Industry. We operate in the GPS Pet Tracking industry and this
tracking is used to find lost pets.
Force: High/Low: Justification:
Buyer power: High There are a lot of other companies that provide a
pet finding service with GPS tracking, which gives
buyers high bargaining power. However these
companies use collars (Tagg, 2014) instead of
Supplier power: Low There are a lot of companies that supply GPS
trackers (gauss, 2014). There are also a lot of GPS
live feed providers. This gives suppliers low
bargaining power as there are so many available


Threat of new entrants: Low This is a service industry so the entry costs are
relatively low. The only large overhead would be
creating the database. Implanting the microchips
is relatively cheap (Homeagain, 2014) which
makes the barriers to entry low as little
knowledge and capital is required.
Threat of substitutes: High There are lots of other pet finding services
available. However they use the old fashioned
methods of missing posters and word of mouth to
find pets. (Missing Pet Partnership, 2014)
Rivalry among existing
High There is a lot of rivalry between existing
competitors. There are a lot of firms in the
industry and currently the market for GPS Pet
Tracking is a small percentage of people who
have pets. This means that rivalry is high as firms
have to compete over a relatively small market.
Overall attractiveness of the industry: Overall the GPS Pet tracking Industry isn’t very
attractive. The high buyer power and threat of substitute’s means companies will have to
set low prices to stay competitive which will lower profits. The market is currently small and
there is a high threat of new entrants which could further reduce market share. The industry
is currently very unattractive but it could improve in the future.
3.3 Customers and Thei r Needs
Our target group of customers are pet owners. They will be people that are very passionate
about their pets and regard their pets as an extra member of their family. The product
wouldn’t be cheap so it’s more targeted at middle to high income earners.


The needs of these customers are to have a service that “will help them find a dog that gets
out of its fence and gets lost.” (Gundogs supply, 2012). Another need customers may have is
to check on their dog’s location when they are away from home.
3.4 The Product and Service
Our product provides live GPS tracking that can be viewed on a mobile. This gives the
customers the ability to see the current location of their pet anytime and from anywhere.
This allows owners to quickly check on the application to see the location of their pet and
proceed to finding it. Multiple pets can be seen on the application at the same time, which
allows owners to check the location of more than one pet at a time. Our product meets the
needs of customers who are looking for a quality pet finding service.
3.5 Suppliers and Partners
The suppliers of the product would be GPS manufacturers and live GPS feed owners. The
GPS manufacturers would supply the GPS chip that is attached to the microchip implanted
into the pet. The live GPS feed owners would a supply a reliable connection to a satellite
that allows the application to show the location of the pet.
The partners would be the veterinarians and the app stores on androids and iPhones. We
would partner with the local veterinarians to ensure the microchips are implanted by
trained professionals. We would have to partner with the app stores on the smart phones to
ensure customers can easily download the application.
3.6 Strategy: Differentiation
Our product will have a high cost strategy because it’s a high quality, premium service.
Implanting of the chip and the small monthly subscription fee is relatively quite expensive.
Since the alternative for finding a pet is to just look for your pet manually, this product
would be regarded as having a high cost strategy.
There are a lot of pet owners in the world, and a lot of them would be able to afford our
product. This would give our market a broad competitive scope, as the product is targeted
at such a large market.


The overall strategy is therefore Differentiation.
3.7 Value Chain Activity: Service after the sal e.
The most important value chain activity for this business is Service after the sale.
This is the most important value chain activity because it essential that the application
works or customers will end their subscription. Constant maintenance will need to be
performed on the database and application to ensure it works flawlessly. Support lines are
also necessary so that customers can ask for assistance if they aren’t receiving the service
they paid for.
As the vision claims, the service needs to be performed “in a cost-effective and timely
method”. To ensure this remain true, the database and application will need to be working
faultlessly and always available. Because of the price, customers expect a premium service.
The competitive scope is broad and the database will need to be able to support all the
3.8 Business Processes
3.8.1. TRACKING DOWN THE LOST PET PROCESS – This is the most important process and is
the service the customers are paying for. The process starts with the user opening the
application. Next the user enters the unique login number they were given upon purchase.
The application then checks to see if the login number is valid. This step requires the login
system which checks to see if the login number used is allocated to the user that is trying to
login. If the login number is incorrect, the user is asked to login again. If the login number is
correct, the application accesses the database and brings up the owners profile. This step
requires the IT department as the database needs to be working correctly and that the
application can promptly access the database when required. Once this step has been
completed, the application accesses the live GPS signal that is being received from the pet.
This live feed is then shown on the application. The location of the pet is then shown
relative to the user, to help in finding the pet. The user then uses the application to find
their pet. Once the pet is found the user can push a button on the application that tells the


application the pet has been found and the live GPS feed is no longer required, and that is
the end of the process.



3.8.2. PURCHASE PROCESS – This process is very important and it will give the customer a
first impression of the service that they will receive. It starts with the customer using the
online ordering system to choose exactly what service they would like to receive. An order
showing what pets need to be implanted with the microchip will then be sent to the nearest
partnered veterinarian. The veterinarian will then send back all available dates that they can
implant the microchips. The sales support department informs the customer of all available
dates and the customer replies telling them what date they want. The sales support
department books this with the veterinarian and an invoice is sent to the customer. Once
the pets are implanted with the microchips, the microchips are collaborated with the
database and the customer now has full use of the service once they have paid.




3.9 Functionalities
 The application has to be able to login to the database.
 The application must be able to access the smart phone’s GPS.
 The purchase order has to be sent to the veterinarian
 The invoice must be sent to the customer.
3.10 Systems

3.10. 1. LOGIN SYSTEM – The login system is essential in the tracking down the pet process.
The login system checks to see if the user has input a valid login number. If the number is
correct, the system then allows the application to access the database and bring up the
users file and locate their pet.
3.10. 2. LI VE GPS FEED SYSTEM – This system allows the application to view the live GPS feed.
The system receives the GPS signal and transforms the data into information that the
application can use to show the current location of the pet. It also accesses the phone’s GPS
to enable a display of the pet’s location relative to the user.
3.10. 3. ONLINE ORDERING SYSTEM - The online ordering system gives the customer flexibility
in their order and lets the customer choose how many pets they want to have tracked. This
system makes sure the customer knows exactly what they are paying for and the system is
in charge of sending the purchase order to the veterinarian.


3.11. Summary Table: Value Chain to Systems

Value Chain
Processes Functionalities Specific Information
Broad Information

after the
1. Tracking
down the
lost pet
1. The application has to be able to login to the

2. The application must be able to access the
smart phone’s GPS.
Login system

Live GPS Feed system
Collaboration System

Collaboration System
2. Purchase
1. The purchase order has to be sent to the

2. The invoice must be sent to the customer.
Online ordering system

Purchase payment system
Transaction processing

Transaction processing


Lost pets are a problem in the world that affects thousands of people every year and it can
be solved with technology through GPS tracking of pets. Through the use of a GPS chip, a
mobile application, and information systems, pet owners can find their pets easier than ever
before and save the lives of thousands of pets.


1. Tagg. (2014). Dog GPS tracking. Retrieved from

2. Gauss. (2014). GPS Manufacturers. Retrieved from
3. Homeagain. (2014). Get the Facts on Micro chipping. Retrieved from

4. Missing Pet Partnership. (2014) About Us. Retrieved from

5. Gundog supply. (2012). Garmin ASTRO DC-40 GPS Dog Tracking Collars Review.
Retrieved from