Business Plan

PET CARE SERVICES

FUN, TRUSTWORTHY PET CARE FOR

YOUR DOG ALL DAY EVERY DAY

1301 W MAIN STREET,

SEVIERVILLE, TN 37862

6/16/2021

Lory
CEO

Phone: (865) 774-3140

smokydoglodge@gmail.com
https://smokydoglodge.com/

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Table of Content

1.0 Executive Summary............................................................................................................3

1.1 Products and Services....................................................................................................................................3
1.2 Mission Statement.........................................................................................................................................3
1.3 Future of the Smoky Dog Lodge...................................................................................................................3
2.0 Company Description.........................................................................................................4
2.1 Ownership.....................................................................................................................................................4
2.2 Legal Form....................................................................................................................................................4
2.3 Start-Up Summary.........................................................................................................................................4
2.4 Location and Facilities..................................................................................................................................5
3.0 Market Analysis..................................................................................................................5
3.1 Pet Services Industry Analysis......................................................................................................................5
4.0 Marketing Strategy and Implementation.........................................................................5
4.1 SWOT Analysis.............................................................................................................................................5
4.1.1 Strengths...................................................................................................................................................5
4.1.2 Weaknesses...............................................................................................................................................5
4.1.3 Opportunities.............................................................................................................................................5
4.1.4 Threats.......................................................................................................................................................6

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1.0 Executive Summary

Smoky Dog Lodge is the Sevierville destination for pups and cats. The sole owner Lori has
extensive experience and previously operated a pet care services in The Sevierville. Desiring to
offer a broader depth of products to better serve their clients’ needs, the Lori has started pet
shuttle buses on daily basis routes to Gatlinburg into Knoxville, and neighbors in the master
planned community known as the Groom School and also expecting to open a satellite facility in
Gatlinburg. The Lori came up with the name Smoky Dog Lodge – not just because of its location
in Gatlinburg, but also because this Groom School will offer convenience unparalleled to even
the closest competitors. Smoky Dog Lodge can meet client’s pet needs at their home; place of
business, or online.

There are no significant competitors at all, but one in Dandridge, with a nice facility just a little
too far away, and one very small place in South Knoxville with maybe 10 dogs. The owner, Lori
has extensive experience in Pet Care Services, and must meet education, examination,
experience, and ethics requirements. At Smoky Dog Lodge, all customers will be required to
take a needs based test to determine what, if any, pet care services are needed. Customers can
rest assured that they will purchase only services that truly meet their pet care needs and are
legitimately warranted.

1.1 Products and Services

Smoky Dog Lodge is providing the broadest (and best!) selection of pet care services to its
clients. The services for boarding and day care, fulfilling client’s pet care needs are;
 Doggy Daycare
 Pet Boarding
 Training
 Grooming
 Pet Shuttle Bus

In order to satisfy both physical and mental needs of pups, The Canine Enrichment
program and Grooming School are plus points against competitors.

1.2 Mission Statement

Smoky Dog Lodge wants to raise the bar in the US Pet Care Services industry by
providing excellence and the utilizing the highest principles and standards to every
aspect of the business. Smoky Dog Lodge wants to empower its clients, employees and
community and urge them to employ these practices as well. Because when we all do
our personal best, the payoff is always a win/win.

1.3 Future of the Smoky Dog Lodge

Although the Pet Care Service is highly competitive, we believe that there is a place
for high-quality, attractive, durable and affordable pet service Smoky Dog Lodge’s goal is
to build and market best pet care services to its clients that’s why we are providing pet
shuttle buses, training and grooming services.

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2.0 Company Description

Smoky Dog Lodge is the Sevierville destination for pups who want to have a good
time when they can’t be with you. Thanks to our cage-free atmosphere, your furry friend
will get to spend most of their stay running around, playing, and soaking up the sun. And
our services for boarding and day care make it easy to find an option that works well with
your schedule. We want to be here for all your pet care needs, so we also offer grooming
services to keep your dog runway ready. Plus, we’ve begun offering a range of training
options to correct some issues or help them reach higher highs.

2.1 Ownership
Lori, CEO, sole owner bring an extensive experience to the business. Lori, currently has
55 kennels in the 2500sf space, 17 mini-suits, 6 medium/large suits, 9 condos and 2 inside
playrooms. For last two years, he had 91 boarding on Friday night since then has added
the 9 condos as he began his career in Sevierville, TN. At the end of his first year selling,
he was recognized as the top pet care services provider for the Southeast region.

2.2 Legal Form

Smoky Dog Lodge organized as a US Pet Care services Provider formed the Sevierville,
TN. Smoky Dog Lodge chose this type of entity because they will have the legal
protection of a Pet Care Center, but can enjoy the lower tax treatment as if they were in a
partnership.

2.3 Start-Up Summary

Prior to opening the doors of Smoky Dog Lodge for business, the Lori had several tasks to
accomplish – many of these Milestones will be addressed later in this business plan.
 Legal costs: Initially, the company had to file for legal entity status with the State
of Tennessee and obtain their Tax ID number.
 Licenses: Smoky Dog Lodge had to obtain State of Tennessee business licenses
plus their Pet Care Services License.
 Purchased buses for pet shuttle services providing pick and drop facility to its
clients.
 Rent and security deposit.

Pior to opening for business, Smoky Dog Lodge must still do the following:

 Purchase Office computers, printers, file servers

 Purchase Office Furniture
 Meet Staffing Requirements: – Hire Administrative Personnel and Pet Trainers
 Provide Continuing Education

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2.4 Location and Facilities

Smoky Dog Lodge’s office is located near the heart of the thriving master-planned
community of The Sevierville, Tennessee. We provide a dog day care and boarding facility
and serve the local pet community and the many doggy travelers who visit.

3.0 Market Analysis

3.1 Pet Services Industry Analysis

Significantly, here are no major competitors at all. One in Dandridge, with a nice facility,
but is struggling sine she is just a little too far away. One very small place in South
Knoxville with maybe 10 doges that we’ve seen and small in Gatlinburg we’ve researched.

4.0 Marketing Strategy and Implementation

With the opportunity to compete in a $4.7 million market, Smoky Dog Lodge has outlined the
following SWOT analysis:

4.1 SWOT Analysis

SWOT stands for strengths, weaknesses, opportunities and threats. The following SWOT
analysis identifies the internal and external factors that are favorable and unfavorable to
Smoky Dog Lodge objectives.

4.1.1 Strengths
 The owner with collectively 10+ years experience has demonstrated the
proven ability to run, manage and operate pet care services Centre.
 Smoky Dog Lodge will be operated by multiple licenses; No products will be
sold unless they have passed the needs test.

4.1.2 Weaknesses
 Although the sole owner has years of industry experience, this is still
considered a startup independent office. Start ups have little preferential
treatment with vendors and higher overhead and costs.
 Success is measured by policies underwritten; the owner will has time
constraints initially due to limited staffing. Over time, they can build their
office staff and revenues as well.

4.1.3 Opportunities
 The local Market has a wide variety of future opportunities; the target market
has diverse demographics with varying needs and a strong local business
market to draw from.
 Partnering with or piggybacking off indirect competitors will provide
business opportunity and meet unmet needs.

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4.1.4 Threats
 Economic downturns, regulations, changes in health care reform, and natural
disasters all affect the Smoky Dog Lodge’s ability to keep premiums
competitive. The recent drought of the summer, Covid-19, and the
presidential election could potentially adversely impact the industry.
 Technology is key; if Smoky Dog Lodge does not use the latest technological
advances, it could quickly slide, losing market share.