9/5/2012

PET PACK

BUSINESS PLAN
1

INDEX
Topics

Page

Executive Summary

Product Description

Market Analysis

Customer Segmentation

10

Market Entry Strategy

11

Competitive Analysis

12

Organizational Structure

13

Strategy & Implementation Plan

14

Operational Management & Supply Chain

24

Financial Statement

25

Executive Summary
Pet Pack A complete family Pet Store
About Pet Pack
Pet Pack is a fully equipped store, where one finds out the best solution to pamper his/her pet. As the name Pet Pack suggests,
when one arrives at the retail store of Pet Pack he can take home packets of surprises for his Pets. At the Pet Pack store, we
would be selling products for different pets such as dogs, cats, fish, small animals and birds, since these are the most favourable
pets seen in Indian homes. These products include Pet food and treats, Accessories, Toys, Shampoo and Medication, to name a
few. At the initial stage of the retail outlet we would also provide various services for the pet dogs, so that the pet and their owners
would share the most cherished relationship.
How are we different from the other Pet Stores?
Pet Pack is not just a pet store, but an inclusive store, where the pets are also welcomed to accompany their owners for their
shopping. Pet Pack will not only be a shopping mall, but a complete Pet Care which include services like Nutrition center, Activity
and Agility center , Training and development center and Salon and Spa provided by the professionals and experts and also
Veterinary services by renowned doctors. Our experts would be available in the store for free information on complete Pet Care.
We will also have a play area for the dogs with a Dog park and swimming pool facilities, so that the dogs can have their best time
when their owners are busy. We will also be providing Pet Magazines, Gifts for the Pets etc.
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We will also be organising different fun contest for Pets of all genre like Pet of the month, Beauty with Brains, The 007- Pet etc
Why Pet Retail?
Changing lifestyles in the form of the rise in nuclear families and double income households have encouraged the growth of pet
ownership in urban areas of India. Increasingly, pets are being looked upon as companions and members of the family rather than
as guard dogs for example. Pet owners have started to take an interest in their pets diet, health and grooming. A gradual shift
towards prepared pet food has been observed. Pet owners are more willing to spend on pet food and pet care products than ever
before. This trend has spawned an entire industry, with a growing emphasis on pet care.
According to Datamonitor, the market for pet healthcare in India increased at a compound annual growth rate of 9.5% between
2004 and 2009.The grooming products category led the pet healthcare market in India, accounting for a share of 63.7%.The
leading players in the Indian pet healthcare market include Daivie Exports, Shreeji International and Ayurvet Ltd.
With healthcare segment recording a CAGR of 9% for the period 2006-11, also projecting a CAGR of 9.5% for a period from 201115.

The need for a Pet Retail store:

1) Lifestyle of pet owners
2) Globalisation leading to pet grooming awareness
3) Need of pet therapy
4) Pets considered as stress busters and family members
5) Information related to food, health, accessories, etc.
6) Need of One shop stop concept due to less time
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Therefore from the above information we can see that India has a large potential market for pet Care segment, as Indians have
now started considering pets as their family members, we have a huge scope in this market. Pet Care retail is still very niche in
India, hence realising the need gap and the scope for this market we have decided to start a Pet Retail Store- Pet Pack- A
complete family pet store
Vision
To be the best lifetime quality service provider for every pet.
Mission
To provide excellent animal care in a pet friendly atmosphere while ensuring our customers, both pet and owner, receive excellent
service in a playful safe environment.
Company Summary

Pet pack is a new company that will provide high-level pet care and customer service and also Pet Products for pets like
dogs, cat, fish, bird and small animals. Initially we would be catering services for pet dogs. The services provided would be;

Pet food of different brands

Training and behaviour

Pet grooming

In-home pet care

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Gift shop

Special events- Birthdays etc

Pet portraits

Recreational facilities like Swimming pool and play area

Spa and Salon

Pet Mating

Vet service

Products and Services

Pet pack wants to set itself apart from other animal service facilities that may offer only one or two types of services. While
talking to several pet owners, we have come to realize they desire the services that we are proposing, but are frustrated
because they have go to several different shops. The focus of Pet Pack is day care and other grooming services. However, the
services we provide will be above and beyond what our competition can offer.
Our business atmosphere will be clean, friendly and upscale where customers will be comfortable leaving their pets. We will
offer a personal touch, such as birthday cards and a daily report card for each pet that is registered with Pet Pack

Product and Service Description

Pet Pack will be considered an upscale, full-service animal care facility. We will offer a wide range of services, not limited to
dogs or cats. Services are as follows:

Pet food: Provide different brands of Pet Food for all genre of Pets.

Pet Grooming: Provide on-site professional pet grooming services.

Animal Behaviour Courses: Provide certified animal training courses for the beginner, intermediate, and advanced.

Pet Portraits: On-site portrait opportunities.

In -home pet care: Staff will go to home to feed, walk, play and check on pets as requested.

Gift Shop: Provide specialty pet-related gifts, accessories and products.

Special Events: Coordinate pet birthday parties or any other special occasions on-site or at a location of choice.

Pet Mating: Provide perfect match for your pet

Veterinary services: Provide vet services from renowned doctors and special guidance by our experts on Pet care and
food.

Dog Park and Swimming Pool: Provides 150 sq.feet area swimming pool and 200 sq.feet garden area with dog game
accessories.

Market Analysis and Growth

Pet Pack will focus on dual-income, travelling professional families with hectic schedules also those trying to strike a balance
between the demands of their careers, personal lives and their pets. Our most important group of customers are those who do not
have as much time as they desire to invest in their pets and are willing to seek additional help regardless of costs.
India has emerged as one of the best potential pet care markets in the Asian sub-continent after Japan owing to the changing
lifestyles, rise in nuclear families and double income households, which have encouraged the growth of pet ownership in the
country. (Source: http://in.news.yahoo.com/indian-pet-market-growing-fast-rate-121931638.html )
According to Euromonitor International, a research firm, the pet industry in India is estimated to grow with an annual growth rate of
10-15 percent, and is expected to attain a market size of 27 million dollars by the end of this year.
Indian pet market is largely dominated by dogs that constitute 80 percent of total pet market followed by cats that make up 15
percent and five percent is made up by birds and fish. It is estimated that there are 3.6 million pet dogs in the six major cities of
India.
Research shows that from the last couple of months pet stores in India have had lots of customers asking for more and more
varieties of food, grooming products, toys and accessories. This shows that the pet industry is definitely growing quite fast. Food is
the biggest market at present but grooming will follow, accessories are fairly small, but it is growing at a quite fast rate.

According to Rana Atheya, co-owner of e-commerce dog product site www.dogspot.in, as the status of pets is elevated in India,
demand for pet care is also expected to become more sophisticated, with Indian consumers purchasing more premium pet foods
and specialty products as they gain a better understanding of their pet's nutritional needs. Also Indian consumers have been slow
to embrace feeding commercial pet foods in the past, opting for homemade foods instead, but their preferences are changing with
the trend of pet humanization in India.
This shows that this industry has lot of potential in future and has a huge market which is growing at a faster rate therefore Pet
pack would be a successful business in future.
Animal Welfare Organization is a statutory advisory body on Animal Welfare Laws and promotes animal welfare in India. These
organization advices the Government of India on animal welfare issues and providing healthcare and shelter to the animals. Thus
we can approach these organization and sign up a contract where in we can provide healthcare services like vaccinations,
steralising and hygine facilities to the stray dogs and cats. This can be a great source of revenue in future.

Our Analysis
We conducted a survey during our research to find out the current market scenario of the pet industry. The sample size considered
was around 100 people of B+, A and A+ category.
During our research we found out that in Mumbai mostly people prefer to have dogs as their Pets. Around 83% of people in
Mumbai own Dogs as their Pets and the rest of the market consists of other pets. This shows that the major chunk of crowd has
dogs as their pets and so we have a great scope in future as the numbers would still increase. Considering this data we thought of
10

starting our service first for dogs followed by cats and other pets.

Considering the below data our research tells that maximum number of people (57%) visit the vet once in a month so we thought of
keeping vet service only on alternate days rather than appointing a vet for full time service for initial 1 year.

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The below diagram shows that there is almost equal scope for the pet products to be purchased from either pet stores or vets.
Hence this shows that even vets have an equal influence in the purchase of pet products. Thus pet pack will have both vet service
and pet products available at single store.

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We also found out that packed food has a great market among the HNI group, as people consider it to be a complete health diet for
their pets. Also there has been a slow shift from Home made food to Packed food in India due to the Pet health awareness
campaigns. Considering the hectic and busy schedule of todays generation always cooking home food for Pets is not possible for
the Pet owner therefore they feel that packed foods now can give equal amount of nutrition to their pets and so prefer packed food.

The below diagram shows that the pet owners now-a-days are ready to spend near about 1000-1500 Rs for their Pet care on a
monthly basis. Therefore this show that today Pets are treated as an important family member and a huge amount of money is
been spends on their care by the people.

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We also found that majority of the people would prefer going to one shop for their pet products and care instead of visiting 10
different shops. Also most of them would like to appoint a trainer to train their pets. Thus this research shows that there is a huge
demand for such kind of retail stores in Mumbai.

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Customer Segmentation
We will not be successful waiting for the customer to come to us. Instead, we must focus on the specific market segments whose
needs match our offerings. Focusing on targeted segments is the key to our future.
Therefore, our focus and marketing message will be the services offered. We will develop our message, communicate it, and fulfill
our commitment to excellence.
Our potential customers would be pet and their pet owners. We would be targeting people of B+, A, A+ category i.e. also the High
Net worth Individuals (HNI) category pet owners. Our target customers are pet owners, not restricted to only one pet per household.
They are working professionals that need reliable, trusting and convenient pet care available to them to keep up with the demands
of their hectic schedules. There is a need for one-stop convenience.

Market Trends
Today's trend consists of professionals having their families later in life or deciding not to have children at all. Pet owners are
increasingly treating their pets as they would their children. Pets aren't just part of the family anymore, in some cases they are the
family.
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Another important workplace trend is working longer hours and more days. There is also the travelling professional. Professionals
are looking for help to care for their pets. There is a need to have pets cared for over long periods of time while their owners are
away on business trips. Downtown and condominium living has also become very popular for professionals. This creates the need
to provide a daily exercise and a playful environment for their pets.

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Market Entry Strategies

Initially we would enter the market as standalone Retail Store. Our strategy would be to target the High Net income (HNI) group in
Mumbai. Thus we would be establishing our first retail outlet in and around western suburbs of Mumbai , such as Bandra,
Santacruz, Andheri ( W ), etc. which host both High net income (HNI) group as well as large number of pet owners. Also there are
arounf=d 50 or more stores in and around this region, thus there is a market existing. The challenge for Pet pack is to Attract these
customers and create loyalty towards products and services.
In the beginning, we will be offering products for all genres of pets and services only for Dogs as the research says that 80 percent
is dominated by dog pets. This will help us to create a buzz in the market for the quality of service that we offer. And after a year
we will also start with the services for cats which acquire next dominant 15 percent of the pet category.
Once we create a brand image in Mumbai, we would enter into online retail. This will help us to create awareness about Pet Pack in
other cities as well, which will enable us to Franchise our business model in order to expand in other cities like Pune, Delhi,
Bangalore, Kolkatta.
According to Business today, there are many upcoming Pet Spas, Salons, Boutiques and pet stores in the cities like Pune, Dellhi,
Kolkatta and Banglore . These pet stores have a footfall of around 150 dogs daily, earning around Rs 35 to 40 lakh a year.
(Sourcehttp://businesstoday.intoday.in/story/pet-care-industry-india/1/23053.html)
Thus once we establish a brand in Mumbai, we would be targeting above cities which already have an existing market of potential
customers for Pat Pack.
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Competitive Analysis
What will set Pet Pack apart from the competition is our commitment to provide these services in one convenient location that is not
limited to dogs and cats. There are n stress in India which ffer complete Pet care under one roof. Therefore as such there is very
less competition for us. But the small local shops are a threat to us as they have build a good relationship with the customers.
Some of our competitors in Mumbai are:

Pet destination- Malad West

Chandrakant professional Dog trainer- Andheri west

Darnich Dg articles- Mira road

Nails to tail- Andheri west

Angel Dog Care- Jogeshwari

Pet Health Clinic- Santacruz east

Pet Story- Bandra west

HAri Om kennels- Malad west

The Pet Station- Mira Road

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Naik Kennel-Malad west

All 4 Pets- Chembur East

Pet Maniacs- Chembur east

Its a Dog life- Colaba Causeway

Pets Hub- Malad west

OOdlez Pet salon- Andheri West

Dog City Pet shop- Andheri West

The above mentioned stores are only small individual stores, but they can prove to be a threat because they have been maintaining
good personal relationship with their customers due to which they could gain customer loyalty and attracting such customers could
be difficult.
There are also certain websites which talk about all Pet care under one roof like Paws Pack in Pune, but they are not into retail as
they only have one outlet in Pune.

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Organizational Structure

Personnel Plan
The personnel plan will be as follows:

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Two front desk reception to greet customers, receive payments for services/products, set appointments, answer phones,
check-in pets, distribute wash your own supplies and maintain files of clients with data entry.

Four playground supervisors will feed and water pets, keep area clean, walk and exercise, collect pets at check-out time.

Two will be on staff full time and two will work part time.

Contract Employees:

Two Pet groomer.

Two behavioral trainer.

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Strategy and Implementation Plan

Starting up of a pet retail store is completely a new concept in India, it would be challenging for us to get the acceptance from the
audience, but with the help of our marketing strategies and implementations we would create a need for a one stop store in the
mind of the audience, which would be satisfied by Pet Pack.
SWOT Analysis
Strength

Weakness

A one stop store

Land constraints

Services provided by certified

Acceptance by consumers

trainers

Knowledgeable staff

Options for Branded products

In-house pet care

Opportunities

Threats

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Include services for other genre of

Pet stores

pets

Stores prescribed by the vet

Niche market

Growing Market size

Market Scenario
With the increasing trends in the pet industry, the pet industry is expected to grow about 3-4 times more in the coming years.
Considering this, starting up with a pet retail store in such a market scenario is most feasible.
The pet industry in India, is today crammed with individual pet stores. But till date there has not been any Pet retail store at a PanIndia level. Pet Pack would try to overcome this need gap, with providing complete pet pampering solutions by offering the products
and services.

Marketing Plan
Marketing Objectives

Create awareness about Pet Pack amongst the Pet owners and increasing the footfalls in the store

Establish relationships with pet owners and veterinarians within the targeted market.
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Implement a local campaign with the Companys targeted market via the use of flyers, local newspaper advertisements, and
word of mouth.

Marketing Strategy
As Pet Pack is a complete new concept of a pet retail store in India, it would require tremendous marketing to be carried out to
create awareness amongst the audience and gain their acceptance, inorder to achieve the sales.
Before deciding on the marketing plan, we have listed down the Marketing Mix for our brand
4Ps:
Product:
Pet Pack is a fully equipped store, where one finds out the best solution to pamper his/her pet.At the Pet Pack store, we would be
selling products for different pets such as dogs, cats, fish, small animals and birds, since these are the most favourable pets seen
in Indian homes. These products include Pet food and treats, Accessories, Toys, Shampoo and Medication, to name a few. At the
initial stage of the retail outlet we would also provide various services for the pet dogs, such as so that the pet and their owners
would share the most cherished relationship. Pet Pack will not only be a shopping mall, but a complete Pet Care which include
services like Nutrition center, Activity and Agility center , training and development center and Salon and Spa provided by the
professionals and experts and also Veterinary services by renowned doctors. Our experts would be available in the store for free
information on complete Pet Care.
25

We will also have a play area for the dogs with a Dog park and swimming pool facilities, so that the dogs can have their best time
when their owners are busy. We will also be offering birthday cards and a daily report card for each pet that is registered
Price:
Pet Pack will provide both standard as well as premium products. The customer will get to choose from variety of options for both
the standard and premium products. As we would be purchasing the products from the wholesaler in huge amounts, Pet Pack will
sell the standard products to the customers at 2-3% discount price.
Inorder to avail the service, the customers first will have to be member of Pet Pack with a membership fee of Rs.500 annually. At
the maturity date of the membership card, the customer can avail the service of the same amount.
The services provided for Dogs will be priced at the upper edge of what the market will bear, since these services would be
provided by the experts, it would be value for money.
Below is the rate card of the services provided by Pet Pack
Salon and Spa
Basics
Category

Rates(Rupees)

Regular Bath

400

Ear cleaning

50

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Nail Clipping

50

Gland cleaning

50

Maintenance Pack*

500

*Maintenance Pack will include all the 4 services (Regular bath, Ear cleaning, Nail Clipping< Gland cleaning)
Special Care & Treatments
Category

Rates(Rupees)

Dry Coat

500

Shedding Coat

500

Odour Control

500

Hair Styling
Category

Rates(Rupees)

Hair trimming

400

Hair styling & Makeover

500

Packages

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Category

Rates(Rupees)

Weekly Pack (4 Regular Bath + Any 1 special Care& Treatment

2000

+ 1 Hair Trimming)*
Fortnight Pack (2 Regular Bath + Any 1 special Care&

1000

Treatment + 1 Hair Trimming)*

Birthday Pack (Maintance Pack+Odour Control+Hair Styling+

2500

Swimming Pool Facility+ 2 Potraits)

*Full Advance Payment Only . Validity upto 45 days from purchase

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Training & Behaviour (Activity and Agility center)

Training would be provided at the pet owners place. Below are the two types of services provided depending upon the age group.
A. Puppy School

Batch Size

3-5 Puppies

Age

2-5 months
Note: Puppies must have completed at least 7 days
post their first vaccine

Training

Toilet training, teething, familiarizing your puppy to car

travel, handling & grooming, visiting the vet, feeding,
toys, leaving your puppy alone at home.

Duration

4 weeks

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Total Sessions

2 sessions (1 hour each) X 4 weeks = 8 sessions total

Rate

Rs. 4000/-

B. Obedience School

Batch Size

Personal Training for

a) 1 dog ( Private Session)
b) 2 dogs at same location (With Buddy Session)

Age

6 months and above

Training

Leaving your pet at a boarding kennel, fussy eaters,

puberty, mingling with older dogs, acclimatization of
strange sights and sounds.

Duration

4 weeks

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Total Sessions

2 sessions (1 hour each) X 4 weeks = 8 sessions total

Rate

i) One-on-one Private Lessons: Rs.800 per session

ii) Buddy Training Lessons: Rs. 1400 per session (it
works if you own two dogs, or if you and your friend
want to go through training your pets)

Fun Time Facilities

Swimming Pool
It is said that dogs have a great time swimming. So Pet Pack offers a 300 sq.feet pool for them. The swimming pool facility would
be in Batches with 5 batches in a day, one hour each
Age

4 months and above*

Rate

Rs.200 per batch

Note: Service will be provided only with prior appointments.

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The pet has to first register with Pet Pack Trail, where the pet would undergo a thorough check-up (Trail). The registration fee is Rs.
500 yearly. If the pet is approved in the test only then, the pets can avail the service.
One can avail the swimming pool facility only once in a day.

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Dog Portrait in Dog Park

The entry fee in the Dog Park is Rs. 100.
Pet Pack also provides Pet Portrait facility, where our photographers would be ready with their cameras on to capture the most
beautiful moments of your pet.
2 Portraits

Rs. 300

5 Portraits

Rs. 600

8 Portraits

Rs. 1100

Vet Service
We will have a renowned Vet visiting our store on Monday ,Wednesday and Friday to carry out regular check-ups for our pet
customers . This will be initial 6 months and later we will have an In-house Vet service which will be available on all the days.
In - House Pet Care
We provide in-house Pet care service, where our staff will take care of our pet at our residence for 6-8 hours as required. We would
be charging on hours basis.
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2 -4 hours

Rs. 2000

4-8 hours

Rs. 4000

Place:
Pet Pack aims to have its retail outlets to be seen in the six major meteors of India such as Mumbai, Delhi, Bengaluru, Kolatta,
Pune.
But at an initially stage we would start with only one outlet in Bandra (Mumbai)of approximately 4500 sq.feet retail space, since it
host maximum number of pets according to our research. Out of which 2500 sq.feet will be used for the services to be offered and
1000 sq.feet will be for the sale of products.

Promotion:
According to pet business opportunity.com (http://www.pet-business-opportunity.com/pet-business-retail-statistics.html)
referrals/word of mouth plays a very important role for the promotion of a part retail store. A satisfied customer will be the best
promotional tool as he would give our reference to his fellow mates. We would be participating in various Dog shows and pet chat
shows like Heavy Petting, and other pet fairs like Indian International Pet Trade Fair (IIPTF). As we would be having tie-ups with the
pet breeders, vets and pet cafes we would be distributing brochures and pamphlets so that we can target potential customers. Also
once we have the database in place, Direct mailers would be send to the pet owners. We will also have print advertisements in

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various pet magazines and newspapers like Dogs and more, Animal Pet, Creature-Companion, etc . Also we will have different
articles published on various blogs and website like dogspot.com, petsblog.com, vet blog ,pupy in training , etc.

The marketing technique that would be used is as follows:

1) Direct Mailers: As discussed above, direct e-mailers would be sent to the database of potential customers, inviting them to
visit our store.
2) Social Media , Blogs, Chat shows: We will create Pet Pack pages on different blogs like Pet club India, Petsblog.com,
Dogspot.com, petnopolis.com, etc and other social networking sites like facebook, twitter, linkedin, etc., where our latestest
arrivals and offers would be updated. We will also have our discount coupons on e-shopping websites like snapdeals.com.
Also we would invite people to participate in various competitions on the blogs. We would also participate in famous Tv
shows like Heavy Petting on NDTV Good Times,Pet Care on DD1,etc.
3) Webpage: We will create a website www.petpack.com and ask our customers to login on the page to get updated with new
products and service offered and also avail the special discount coupons.
4) Trade fairs and events: Pet Pack will be participating in the upcoming trade fairs and events in India like International Pet
Trade Fair (IPTF), Mumbai Dog Show, Dog a Fair, and other NGO events like People for Animals, Animal Welfare
organization, YODA, etc.

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5) Community events: We would also help various animal welfare NGOs like Save Shelter Dogs& Cats, Animal Shelter, Help
Animals India, Pet Animal Welfare Society (PAWS) by providing them with required support as much possible on the
6) E-newsletter: We will be sending E-newsletter to the customers who had a shopping experience in our store, which will give
details about the products and services offered. Whenever a customer comes into the store with their pet, we will take
a photo and post it the blog and e-newsletter. This will create enthusiasm with the customers and will increase their footfall in
our store. The e-newsletter will also have different Discount Coupons and offers for selected services.
7) Free Samples: Free samples of new products will be given as this will help our customers to try out new product which they
may like.
8) Contest & Competitions: We would be conducting contest every year , where we would invite the pets of the localities to
participate. There will be different fun contest for Pets of all genre like Pet of the year, Beauty with Brains, The 007- Pet etc.
The winners of the contest would be given different Hampers and gifts by Pet Pack and Discount coupons. This will be a
very important platform to meet our potential customers and also build relationship with existing customers.

Sales Strategy
In order to boost our sales we will adopt sales strategies, in order to attract customers and retain the loyalty amongst them.
We would be offering discounts and free service offers to the customers after a specified number of visits for first six months to
establish a client base.

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Some of the strategies are:

Lucky draw system which will be held every month, where the winner will get 5% discount on the next invoice.

10 pet bath will fetch one free day recreational facility

20 visits will fetch 10% discount on the next visit

Every 4 referrals will fetch one free in-house pet care service.

Multiple pets from the same family will fetch family discount rate.

Customised items like frisbees, collars, coffee mugs, etc. with Pet Pack Logo inscribed on it.

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Operation Management & Supply Chain

Supply Chain for product will be accomplished by branded pet product distributors and the other fulfilment provider. We are actively
pursuing agreements with regional KAMs (Key Accounts Managers) and will be attending major industry trade shows to develop
contacts with distributors in other regions of the country. The secondary distribution channel is through direct retail sales, specialty
catalog sales, and website sales. We are also actively pursuing agreements with retailers and specialty catalogs.

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Financial Statements
Start-up Funding

(Amt in Rs)

Start-up Expenses to Fund

2000000

Start-up Assets to Fund

1700000

Total Funding Required

3700000

Assets
Non-cash Assets from Start-

1100000

up
Cash Requirements from

2600000

Start-up
Cash Balance on Starting

2600000

Date
Total Assets

3700000

Liabilities and Capital

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Liabilities
Current Borrowing

200000000

Total Liabilities

200000000

Capital
Planned Investment

15000000

Akshada Vasudevan

5000000

Dipti Nadkarni

5000000

Shaunak Sardessai

5000000

Total Planned Investment

Total Capital and Liabilities

15000000

185000000

Start-up

Requirements

Start-up Expenses

40

Legal

150000

Brochures

400000

Insurance

7000000

Rent

17500000

Expensed equipment

22500000

Other
Total Start-up Expenses

7500000
55050000

Start-up Assets
Cash Required

6000000

Long-term Assets

2700000

Total Assets

8700000

Total Requirements

63750000

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Sales Forecast
Year 1

Year 2

Year 3

Sales
Pet Pack
(Products)
Pet Pack
(Services)
Total Sales

72800000 80500000 103700000

9642000

18700000 24200000

82442000 99200000 127900000

Sales Forecast
Jan

Feb

Mar

Apr

May

Jun

Jul

Aug

Sep

Oct

Nov

Dec

927000

1320000

1635000

2544000

3628000

5234000

7743000

9420000

10340000

12232000

13480000

13939000

927000

1320000

1635000

2544000

3628000

5234000

7743000

9420000

10340000

12232000

13480000

13939000

Sales
Pet Pack (Products)
Total Sales

42

43

Pro Forma Profit and Loss

Year 1
Sales
Total Cost of
Sales

Year 2

Year 3

82442000 99200000 127900000

82442000 99200000 127900000

Gross Margin

63156700 77613000 100926700

Gross Margin %

77%

78%

79%

3524000

3324000

3424000

Expenses
Payroll
Sales and
Marketing and

32500000 23600000 20871000

Other Expenses
Insurance

7000000

7000000

7000000

Rent

17500000 19250000 21175000

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Total Operating
Expenses

60524000 53174000 52470000

Profit Before
2632700

24439000 48456700

2632700

24439000 48456700

184400

96200

Net Profit

2448300

24342800 48392400

Net Profit/Sales

0.03

0.25

Interest and
Taxes
EBITDA
Interest
Expense

64300

0.38

45

Pro Forma Balance Sheet

Year 1

Year 2

Year 3

6000000

6000000

6000000

6000000

6000000

6000000

2700000

2700000

2700000

2700000

2700000

2700000

8700000

8700000

8700000

Assets

Current Assets
Cash
Other Current
Assets
Total Current
Assets

Long-term
Assets
Total Long-term
Assets
Total Assets

46

Liabilities and

Year 1

Year 2

Year 3

200000000 100000000

Capital

Current
Liabilities
Current
Borrowing

Long-term

15000000

15000000 15000000

Liabilities
Total

215000000 115000000 15000000

Liabilities

47

Future Products and Services

ONE YEAR GROWTH PLAN

Mobile pet wash-will go to pet owners home to wash their pets.

Sell and distribute gifts and products online.

THREE YEAR

Expand the number of overnight kennels by 4.

Combine facility with a local veterinarian.

FIVE YEAR

Expand the number of overnight kennels by 10.

Franchise.

48