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Industry Outlook, Forecast &

Trends
The Indian Pet Care industry is estimated to reach $133 mil lion in 2015 from $61.2 mil lion in
2011. This increase is mainly due to the rise in t he pet ownership and the growing demand for
petcar e and services related to it.

The rate at which the pet care market is


forecasted to grow at a during 2016-21.

Total share of pet healthcare market In India


Need
Recognitio
n

Post
Information
Purchase
Search
Behavior

Evaluation
Decision
of
(Availing
Alternative
service)
s
275* Dog owners in Boardin Breedin
Increasing Cases of Selling
g g
Neglect in Manipal by Manipal+Udupi
students Own Multiple breeds
Exotic Breeds adopted and are willing to Claimed overflowing
by high net worth splurge demand existed in
individuals need extra 20% spend above Manipal
care 15K/month on dogs, Average expense/day is
Sterilization of Pets is many enquires made Rs 100-150 INR
a must diseases on about professional depending on pedigree
the rise walking/grooming Outlined various risks
Dog owners rely on services associated with business,
vets opinions and If reliable and and enforced the need for
consider their opinion affordable 60% absolute quality care
with high regard respondents showed Legal and Municipal level
interest to avail such requirements
services
& TAR
S GE
P E T A RE D
IINK TM
T I C Z ED C AR
S S
tud KET
O
EX OMI dd to B e
usy nts
ST eeds a B
ree Profes
CU br or of ders sio
o me a nd fo s ces and nals
S e

ta tus g dem ervic Sec
urit
s s
rowin ional y
G fess
pro

BUSY COMPETITIVE EDGE


PROFESSIONALS First Mover Advantage
Time Poverty-No kids One Stop Solutions
Nuclear Families provider
Significant Disposable Professional Care
income Quality care- Safe and
Multiple pets reliable
To be a reliable and trusted pet solutions provider setting the benchmark for quality and
innovative services, while continuously striving to cater to all pet related needs in India by
2030

To provide excellent and extensive dog care in a pet friendly atmosphere while ensuring our
customers, both pet and owner receive excellent service in a playful but safe environment

The keys to success in our business are:


Superior Customer Service: 24-hour high-quality care and service
Environment : provide a clean, upscale, odour free, enjoyable environment conducive to giving
professional trusting service
Convenience: offering clients a wide range of services in one environment
Location: provide an easily accessible location for customer convenience
Reputation: credibility, integrity, and 100% dedication
ADDITIONAL
SERVICES
Groom (For dogs who require bath and Groom+FURminator deShedding Service
haircut) Service includes:
Service includes: Oxygen-infused bath with shampoo & blow
Oxygen-infused bath with shampoo & dry
blow dry Brushing
Brushing Haircut
Haircut Nail trim
Nail trim Ear cleaning, hair removal & flushing (if
Ear cleaning, hair removal & flushing needed)
(if needed) Scissoring feet & pad shaving
Scissoring feet & pad shaving Sanitary trim
Sanitary trim FURminator low-shed shampoo
FURminator deShedding solution
Up to 20 minutes of brushing with
OUR PLANS FURminator brush
Pet Care Services & Vet charges Payment
Fees
Oral Medications Rs. 50 Only through cash
Rs. 450 per day per pet Injections Rs. 100 per 50% upfront payment is
(incl. walking and injection necessary
feeding) Initial Consultation Fee Failing to picking up the pet will
Rs. 150 Package
Vacation result in additional charges to be
*Grooming services (Overnight Facility) paid
include bathing,
brushing, haircutting, Charge: Rs. 500 per day per
trimming etc. which pet
Operational Plan
Manipa
Location : A total area of 8000 sq. ft. is required for the setup of the boarding house
l

Weekdays: 8AM to 8PM 20 dogs


Weekends: 9AM to 9PM capacity

Waggles
Waggles Backbone
Backbone

Digitized record keeping


Adequate Infrastructure Legal Environment
and automated systems

Location well-connected Strict Policies for animal


vaccination Client Information
with basic facilities Partnership with Kollalgiri
Animal Hospital Time keeping facility
Great accessibility
Recording Vaccination dosage to
animals for safe and clean Invoicing and billing
environment
Sufficient parking space Appointment schedulers
Mandatory aggression policy
Use of High quality Reports
disinfectants, sanitizers,
fungicides and deodorizers Inventory tracking

*** Compliance with Pet Shop Rules 2010 Animal Welfare Board of India
Compliance with Udupi City Municipality Council Requirement of registration of
Inventory

days inventory for 20 pets

Grooming products and food


items for different animals

Play toys for animals


Marketing Plan
Tactical Marketing Strategies
Quality: experienced and reliable staff
Aggressive Convenience: One stop solution for your pets
Personalization: low keeping assistant to pets ratio making pet care
Marketing extremely personalized

Strategy
Branding
Garner attention A safe haven for your furry friends to stay n play

Establish firm
ground
Services
One stop care provider with a wide range of service offerings
First mover Boarding and meals (long and short term day care) cats and dogs
advantage Dog training
Grooming and massage
Vet care
Pet shows and vaccination camp
Holiday package

Despite of being first mover, stiff indirect competition from pet grooming services, dog trainers, vets, pet
! walking and others
Communication Plan

Web Presence Call to action

Mailings - Monthly newsletter, Calendar,

Pictures and thank you notes Personal photographs, Grooming cards

Banners and Leaflets- To Posh localities in Manipal, Busy Crossroads

**Events and Conventions Pet shows, holding conventions, Expo


Personnel requirement

Manager
1

1
Assistant
Manager

Kennel Security
Receptionist
Assistants Guards

2 1 2
Why us : Sustaining the business

Strengths Weaknesses Opportunities Threats


Increase in the Start of business by a
Ef ciency of the First of its kind,
number of new direct competitor
team; the might take a while
households and
management and to gain acceptance
corporate Other competing
workforce
organizations who boarding businesses
Criticality of
own dogs and other expanding their trade
First of its kind feedback from high
pets
integrated pet net worth
service provider individuals
Demand for pet
pickup
Cheaper price Lack of funds
than competitors required for
First of its kind-No
Total costs

Total Fixed Costs Total Variable Costs


INR 225155 INR 57937

Fixed Marketing Fixed Setup


Costs Costs
INR 20250 INR 204905

Key financial Current Financing


Highlights Plans

Expected Revenue/Month: Total Requirement: 225155

85,000 Promoters Capital (33%):

Expected Profit/ Month: 75,000


ANTICIPATED RISKS

Government and Municipal Regulations

Injury to the pets

Fights between pets

Inappropriate Vaccination

Lack of present/future financing

Misappropriation of demand

Pets not adjusting to new environment


Where do we see ourselves in next 3 years?

Venture into boarding of cats and birds

Additional Services of Breeding and Retailing

Additional features like Camera Surveillance, Pick up & Drop services

Inorganic growth: Venture into cities like Bangalore and Mumbai

Contacts with VCs, Angel Investors, SIDBI, NSIC