Pet boarding and grooming services

Pet Boarding & Grooming

Business Description: PetStop Dog Palace is a pet boarding and grooming operation, based in Stockbridge, GA. PetStop's mission is to provide high quality dog care at a fair price. The vision is to be the dog-care provider of choice in Henry County. The services offered will be grooming, boarding, plus the supply of grooming products.

Industry/Market Analysis: The pet grooming industry is worth $32 billion in the U.S., and is expected to rise 12% through 2010. There are 4000 pets for every grooming business, resulting in many vacancies in the industry. In Stockbridge, there are 10 grooming services - the PetSmart store, plus nine independent operators. With an estimated population of 186,000, Henry County is relatively underserved. We feel this unmet demand will allow PetStop to capture 10% of the market, with the potential for growth to additional locations. Stockbridge is a relatively affluent small town/suburb and our target market initially will be Stockbridge dog owners with over $60,000 annual income. Henry County has grown over 50% in the past ten years, giving us growth potential.

Marketing Plan: Our selling proposition will be our high standard of care. We will price at the high end, to reflect our premium service. We will promote in local newspapers but will not offer price discounts. The product will, however, have a money back guarantee. We expect much of our promotion to be conducted through word of mouth. We will also rely on a highly-visible, high-traffic location to help attract customers.

Management: Our team has experience in both dog grooming and small business management. We have decades of dog ownership, and have worked as groomers in the past. One team member is a Certified Master Groomer. Our entrepreneurial spirit, love of dogs and strong attention to customer service will drive our success. The firm will need marketing and customer service skills in order to succeed. Solid financial management will also be required, as we wish to earn enough money with this venture to expand to new locations and grow the business consistently in the next several years.

Financial Plan/Statements/Capital: Startup costs are estimated to be around $30,000-$40,000. This includes equipment, lease, grooming tools and office supplies. Capital purchases include grooming tables, washers/dryers, as well as soap and vacuum systems. Supply requirements include hand dryers, clippers, brushes, shears and office supplies. The location has no significant infrastructure or abnormal utility requirements, other than about 1500 square feet of space, to accommodate equipment and kennel space. We may need to upgrade water fixtures and drainage systems but any space equipped for a restaurant will meet our needs in this regard. We will have a small amount of insurance needs with regards to theft, malpractice and liability. We will handle accounting ourselves, but will need to retain legal counsel.