Marketing Summary Plan
WAGS TO WHISKERS PET SITTING SERVICE
EXECUTIVE SUMMARY
A service such as Wags to Whiskers Pet Sitting Service is very important to people who own animals. Pets are not merely animals to many people, but considered children. Knowing that a pet is being cared for in their own environment is a much sought after relief for many people.
Wags to Whiskers offer a variety of services for an owner when it comes to caring for the pet while a person is away from the home. Items such as feed and watering, walking or exercise, and grooming are just a few of the services available. Cost for services will range from $5 to $35 depending upon the service and time frame needed to complete the service.
The services can be used on a daily basis or for an extended amount of time when a person is out of town. Concentration on professionals and senior citizens will be the target audience to begin the Wags to Whiskers Pet Sitting Service. The area of concentration will include the three counties of Northern Kentucky, Boone, Kenton, and Campbell.
Because owners feel guilty for leaving their pets alone for long periods, pet sitting services is one of the fastest growing businesses. If Wags to Whiskers has the perseverance, the opportunities are there for the making in the pet sitting business. This can be accomplished through multiple avenues of advertising, such as newspapers, vet offices, etc.
Goals for Wags to Whiskers will consist of making $25,000 in the first year of business and growing in additional clientele, staff, and revenue over the next three years.
PRODUCT DEFINITION
Wags to Whiskers Pet Sitting Services offer clients who are busy working long hours away from home a much-needed peace of mind. It is important to the client to know the animal is well taken care of during their absence. Regardless of the type of pet Wags to Whiskers Pet Sitting Service offer feeding, watering, exercise and/or play, administer of medication, transportation to the vet, massages, and will make air travel arrangements for pets. According to Mary Jean Ballner who spoke at the NAPPS annual conference in January, 2005, “Benefits (from massages) are the same as for humans (increases blood flow, releases endorphins, soothes)
Benefits pet sitters by (accelerates bonding with all animals, aids with ‘difficult’ pets, relaxes scared animals).” Other services offered...
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... NAPPS to care for exotic animals
5. Quarterly newsletter to clients and others to keep customers informed about services and products
CONTROLS
Monitoring Wags to Whiskers marketing plan will be an ongoing task. Advertisement will be important to track to determine who is providing the most new customers to Wags to Whiskers. Advertisements placed in the local newspapers should be checked quarterly to see if they are paying for themselves. If not, it will be necessary to find other avenues of advertising, such as pet magazines and the websites for the top three pet sitting organizations in the United States.
If most of the new business is coming to Wags to Whiskers by word-of-mouth from current clients, it will be important to find a way to show appreciation, such as a free service for every new client received.
Service fees could be a concern if business in the first six months is not on target to meet the first year revenue of $25,000. Improvement in this area may require looking at costs incurred compared to revenue coming in. Changes such as driving routes, time spent in traffic and time spent with pet must be reviewed for better efficiency.
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