Business Organisation Marketing Plan Production essay

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The age range will be between 25 and 64, and there are a lot of doctors and other professionals such as professors and lawyers in my area making this a good choice. Approximately, then between 3% and 5% of these individuals will take their dog to daycare if it is available. By adding boarding and grooming services, I can increase the number of clients available to me by 300%-600% as well as increasing my income by 200%-#400%.

Market Opportunities

There are no other dog day-care centres in the vicinity or even within neighboring localities to compete with the business

There seems to be a potential supply of clients


Training dogs: Dogyoga (innovation); cutting-hair facilities; gymnastics

Alternate products: day-care and nourishment.

Value-added products: Vet. Special trainer. Specialist with dogs.


#40 per hour (simple day-care)

#100 per lesson -- dogyoga

#100 per lesson -- etiquette training

#100 per lesson -- special tricks / skills (customized)

#40 -- dog haircut

Prices will be based on penetration cost in order to encourage utilisation of service with expectation of raising cost later.


I will need to secure outside financing from a variety of investors in order to finance my project. According to my "small" website (, finding financing will be even more challenging in this situation since I am seeking to run the business outside my home, and, therefore, will need a large initial investment of money in the planning stage.

Business insurance #1000

Property insurance #2000 per month

Commercial lease #6000 per month

Office building / #2000 (rental)

Facility construction and layout- if done) (i.e., paying for engineering plans, contracted labor, material costs etc.) - #20,000 (price depends on constructs such as contractor, material, area, and so forth)

Hiring -- (5 personnel + accountant#100,000 - #200,000

Basic Equipment (gym and toys): (secondhand / reduced): #2500+

Storage boxes for holding each dogs individual leash, collar, luggage etc.; a trash can; chewproof furniture / bedding; Refrigerator: # 6000

Operational Equipment (grooming) #2500

Signage (hiring an artist to paint logo and mural with business name and description of business on outside of building) - #650

Marketing (including logo Imprinted Forms, Stationary and Business Cards) #2500

Permitting Fees and Licenses #1000

Utility Deposits #1000

Web Site Design and Development #700

Office supplies (computer, fax machine, desks, chairs, filing cabinets, stationary, phones etc.; digital camera): #1000

Dog software to manage customer accounts: #400 (min.) (My likely provider will be 'Online Doggy' (Available at: #2000

Stainless steel water and feeding dishes (as well as some red anodized dishes to use as an identifier for dogs with medical issues): #100

Cleaning material (including air purifier, dehumidifier, shop vac, bleach / kennel cleaner, window cleaner, mps/brooms, towels, etc.): #5000-#1000

Canine first-aid kit / human 1st aid-kit -#300

Flea and tick shampoo, flea combs, and general dog maintenance items as well as poop bags -# 1000

Muzzles, leashes -#70

Cash Reserve (for as much as 6 months and to be replenishes, once client base has picked up, at the first available moment) #15,000

Kitchen supplies (including microwave, coffeeemaker, basic groceries, basic kitchen utensils) - #1000






Business card


Production Strategy

To maintain a flourishing dog day-care centre

To provide training and specialised training for dogs

To provide peripheral needs for dogs (e.g. food / haircutting / grooming / attention etc.)

To provide boarding for dogs

To provide a vet for dogs

To provide owners with education regarding dogs

To branch off into other domestic pets.

Production Facilities

Currently have some dog equipment

Have background in dog training and have dog license

Have basic office equipment

Have a love for dogs

Have some prospective employees in mind who are willing and able to work with the dogs

Have some prospective investors in mind who are willing and, seemingly able, to finance project at least for the next 5 years.

Capital Purchase Requirements

Dog toys

Dog gymnasium equipment

Dog food / Dog bowls and feeders

Cleaning material -- including a mop and bucket, rags, plastic grocery bags, Windex, broom, vacuum, bleach, and Poop Bags.

Office supplies

Dog beds


Dog grooming supplies (including a tub, grooming table, dryers, shampoo, disposable items, clippers, scissors, and other tools).

Leashes, muzzles (one of each size 2-8), and treats.

E-Bay will be the primary site for obtaining material.

See / for price approximations

Production History

Have cared for personal 10 dogs.

Am trained.

Have love for dgos and wide knowledge about dogs.

Production Schedules

2011 Find rental building.

Gain insurance, lease and licenses. Approach Better Buisnness Bureau for contractor.

Take courses / read books / learn how to open / operate business

2012 Buy equipment

Furnish and paint building inside and out. Construct where necessary.

Design and print coupons, leaflets, business cards and other promotional material

Design and establish website. Approach radio hosts. Print advertisements in local newspapers.

2013 Approach all pertinent dog associations and market business by word of mouth

Advertise for employees including vet and groomer and hire

2014 Create blog

Evaluate progress and consider expanding to other household pets.

Production Volume

Objective: To acquire 50 canines the first two years, and to double that by the consequent year. In five years, to record that we have worked with at least 100 canines

By 2015 to consider opening another branch in another location, possibly one of the neighboring localities. Other plans to be considered in the future include in-home pet sitting, boarding, and doggy spa services.

Management and Labor Strategy

To operate an efficient and caring dog day-care centre that will provide additional dog-related services and products

To minimize hired labor and costs

To learn new skills required to market and produce services.

To expand services by offering grooming and veterinary services on premises.

Job allocations

Hire a personal assistant, a vet, an accounts clerk, a gymnast, a dog breeder and maintenance personnel.

I, as manager will create, maintain, promote, and monitor business.

Personal assistant will help ensure efficient running of place and assist with promotion, picking up and returning dogs, and taking them for walks, as well as reloading on equipment when necessary and other odd duties.

Accounts clerk will double over as secretary

Gymnast will specialise in etiquette training, dog tricks (inc. circus tricks), and dogyoga

Dog breeder will groom, provide dog-training sessions, and provide etiquette training for dogs.

Maintenance personnel will ensure upkeep and hygiene of location

All my staff will receive special training on canine health issues and behavior problems, as well as on first aid for humans and dogs. All staff will be carefully chosen based on their love for dogs and desire to work with animals. The training program that will be implemented will ensure that business practices and expectations are clearly understood.

The Financial Plan

The Cash Flow Forecast will approximate the following example:


The Projected Income Statement and Projected Statement of Assets, Liabilities and Equity

At this point of my career it is difficult to determine the Projected Income Statement as well as my statement of assets, liabilities, and equities. A rough estimation will be the following:

Projected Income Statement: Development and Start-up Period

Sources of Cash

Equity contributions


Loan financing


Total sources of cash


Uses of cash

Land and building


Leasehold improvements


Grooming equipment


Boarding equipment


Professional services


Organization & Development


Interior finishes & equipment


Exterior finishes & equipment


Pre-opening expenses


Working capital & contingencies


Total uses of cash


When I come closer to implementing business I will use the Dog Daycare Profit and Loss Simulator to realisticaly stimualte all of the aspects of runign a dog day care cener. The instrument is available at Services/simulatorbiz.htm

Key Targets



Measuring Tools



Surveys / focus groups



Dog Daycare Profit and Loss Simulator





Medical Release forms adapted from:

This is a required form for all (XYZ Dog Daycare) participants receiving services.

First and foremost the safety and well being of your pet(s) is of the highest importance. Insuring that your pet remains safe and well cared for is our first responsibility and as such we take it very seriously. We do our best to have our pet parents screen for pre-existing health conditions but some factors may be beyond our control. In the event that a medical emergency arises while a pet is at our facility or participating in a service that we provide it is imperative that we are immediately able to get them medical treatment at the closest available facility. We will call ahead to the veterinary offices in closest proximity geographically to us to insure they can handle the emergency present. Your pet will be rushed to the closest available facility for treatment and you will be notified. We notify the owner after we have secured a medical treatment center for the animal to avoid delays that may be caused by emotion on the…[continue]

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