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Innovating the cat shelter experience

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Animal shelters provide underestimated benefits at different levels of the society. However, they are still not very popular among all segments of the population, as their lack of resources does not …

Animal shelters provide underestimated benefits at different levels of the society. However, they are still not very popular among all segments of the population, as their lack of resources does not allow them to become appealing for the larger public. GATTACCI is my proposal of a new concept and business model for sustainable animal adoption, that redesigns the traditional cat shelter and transforms it into an innovative, inspiring experience for sustainable cat adoptions.

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  • 1. A new cat shelter business model
  • 2. T A B L E O F C O N T E N T S:MARKET Italian pet market Main pet adoption / purchase channels Main drivers for pet choicePROBLEM SETTING Animal abandonment Business model of animal shelters Benefits of animal shelters Why are animal shelters not popular?SOLUTION How can we make animal shelters popular? Supporting trends MoodboardBUSINESS MODEL Key activities Benefits of the GATTACCI experienceCOMPETITORS Competitors mappingUSER SCENARIO Francesca and Matteo’s GATTACCI journeyCOMMUNICATION CAMPAIGN Catvertising Cat photography competition Adoption campaignFINANCIAL FORECAST Cost projections year 1 Revenue projections year 1 Projections over 3 years
  • 3. MARKETMARKET
  • 4. MARKET MARKET Italian pet market 25,354,000 pet owners in 2011* 7,992,559,000 € 5,307,250,000 € 3,216,035,000 € 58.3% 20.18% 13.4% 8.12% NO PET DOG OTHER CAT 2001 30% increase** 2008 32% increase ** 2011 TOTAL EXPENSE FOR PETS: 16,500,000,000 €* 76% 17% 4% 3%FOOD GADGETS BEAUTY HEALTH Source: Rapporto Italia 2011, Eurispes* Source: Il costo degli animali domestici, Indagine ADOC, 2011**
  • 5. MARKET MARKET Italian pet market 25,354,000 pet owners in 2011* 7,992,559,000 € 5,307,250,000 € 3,216,035,000 € 58.3% 20.18% 13.4% 8.12% NO PET DOG OTHER CAT 2001 The pet market is: 30% increase** 2008 an expanding, recession-resistantincrease ** 32% market 2011 TOTAL EXPENSE FOR PETS IN ITALY: 16,500,000,000 €* 76% 17% 4% 3%FOOD GADGETS BEAUTY HEALTH Source: Rapporto Italia 2011, Eurispes* Source: Il costo degli animali domestici, Indagine ADOC, 2011**
  • 6. MARKET MARKET Main pet adoption / purchase channels HOME BORN NETWORK PET SHOPBREEDER SHELTER40% * 31% 20% 5% 4% € (€) €(€) ** €55% 22% 16% 7% BREEDER SHELTER BORN AT HOMENETWORK Average purchase price: 400 € 150 € Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005* Source: Small scale survey, self-conducted **
  • 7. MARKET MARKET Main drivers for pet choicePURE BREED MUTT80% * 20%80% ** 50% 10% 50% 40% EMPATHYCHARACTER, AGE (YOUNG) PURE BREED Source: Degl’Innocenti, G. l legame cane-padrone: una nuova prospettiva dell’attaccamento umano? Università degli Studi di Firenze, A.A. 2004/2005* Source: Small scale survey, self-conducted **
  • 8. PROBLEMPROBLEM SETTING
  • 9. PROBLEM PROBLEM SETTING Animal abandonment 2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,00066% 33% DOGSCATS Highest regional rates: Highest regional rates: VENETO (549,000 yearly) CAMPANIA (70,000 yearly) LAZIO (450,000 yearly) PUGLIA (70,000 yearly) LOMBARDIA (300,000 yearly) SICILIA (68,000 yearly) Source: Cifre sul randagismo, LAV Onlus report, 2008
  • 10. PROBLEM PROBLEM SETTING Animal abandonment 2011 TOTAL NUMBER OF ABANDONED DOGS & CATS (ITALY): 135,00066% 33% DOGSCATS Animal abandon leads to: Highest regional rates: Highest regional rates: COLONIES OF SICK, HUNGRY VENETO (549,000 yearly) ANIMALS CAMPANIA (70,000 yearly) LAZIO (450,000 yearly) PUGLIA (70,000 yearly) ATTACKS TO HUMANS LOMBARDIA (300,000 yearly) SICILIA (68,000 yearly) ROADKILL AND CAR ACCIDENTS Source: Cifre sul randagismo, LAV Onlus report, 2008
  • 11. PROBLEMPROBLEM SETTINGBusiness model of animal shelters MONITORING TERRITORY CARE SHELTER OWNERS ADOPTION Shelters are supported through: Shelters typically have: PUBLIC FUNDING SCARCE RESOURCES PRIVATE DONATIONS POOR ORGANIZATION COLLABORATIONS WITH LOCAL HEALTH SERVICES POOR PROMOTION
  • 12. PROBLEMPROBLEM SETTINGBenefits of animal shelters FINDING THE RIGHT PET-MATE (wide choice) PERSONALIZED, UNBIASED ADVICEINDIVIDUAL HEALTHY, VACCINATED PETS SECOND LIFE AGAINST ‘PUPPY MILLS’ PET REDUCING NUMBER OF STRAY ANIMALS REDUCING NUMBER OF STRAY ANIMALS AGAINST ‘PUPPY MILLS’ SOCIETY SUSTAINABLE BEHAVIOR
  • 13. PROBLEM PROBLEM SETTING Why are animal shelters not popular?DEPRESSING BAD HYGIENIC NO PURE BREED NOT PROPERLYEXPERIENCE 38% CONDITIONS 32% NO YOUNG PETS 20% PROMOTED 10% Source: Small scale survey, self-conducted **
  • 14. SOLUTIONSOLUTION
  • 15. SOLUTION SOLUTION How can we make animal shelters popular?PLEASANT, INSPIRING CLEAN, TIDY FOCUS ON EFFICIENTEXPERIENCE ENVIRONMENT PET CHARACTER COMMUNICATION
  • 16. SOLUTIONSOLUTIONSupporting trends Growing popularity of associations for the adoption of adult and abused dogs GACI Facebook fans: 3,300GACI (Greyhound Adoption Centre Italy) Best practice: PAWS Chicago no-kill shelter revolutionized the concept of animal shelter Since founding in 1997: Reduced number of animal killings in Chicago by half In 2011: Found a home for 4,268 pets Spayed/neutered 17,235 petsP A W S Chicago
  • 17. SOLUTIONSOLUTIONMoodboard re-designs the traditional cat shelter and provides an innovative, inspiring experience for sustainable cat adoptions.
  • 18. MODELBUSINESS MODEL
  • 19. MODELBUSINESS MODELKey activities SHOP EVENTS VETERINARY ADOPTION CENTRE CAFE’ HOTEL
  • 20. MODELBUSINESS MODELKey activities ADOPTION CENTRE Cat intake and care until adopted (no killing). Personalized assistance to potential owners. Possibility of distance adoptions offered.
  • 21. MODELBUSINESS MODELKey activities SHOP Complete retail experience for cat owners: food, toys, gadgets.
  • 22. MODELBUSINESS MODELKey activities HEALTH SERVICE Cats check-up and health care, vaccinations and neutering. In partnership with veterinary clinics. Possibility of subscriptions (entry- or yearly basis).
  • 23. MODELBUSINESS MODELKey activities HOTEL Superior cat stay and care service during the owners’ holidays. 45% of survey participants would use it.
  • 24. MODELBUSINESS MODELKey activities CAFE’ First touchpoint for the public: a cafe’ where the most sociable shelter cats keep people company.
  • 25. MODELBUSINESS MODELKey activities EVENTS Monthly activities around the world of cats (educational and entertaining). © Claudia Crobatia
  • 26. MODEL BUSINESS MODEL Benefits of the GATTACCI experience HEALTH CARE SUPPORT ENTERTAINMENT Cats check-up and treatments Matchmaking program Gattacci cafe’ to find the ideal cat-mate to experiencePRE-ADOPTION the shelter cats Included in adoption fee: Expert advice and counseling Gattacci cafe’ complete check-up, (return & refunding possible) for a pleasant breakADOPTION neutering / spaying, Gattacci shop to find with friends vaccinations everything for your (new) cat Included in adoption fee: check-up after 6 months, free Expert advice and support Gattacci cafe’POST-ADOPTION (urgent) treatment in 1st year Gattacci shop Events & Workshops Optional: subscription for vet to learn more about cats visits (yearly or on entry basis) Gattacci hotel (holidays)CUSTOMER HEALTH SAFETY CUSTOMIZED ASSISTANCE ENTERTAINMENTBENEFITS LOW RISKS ADOPTIONS 360° SERVICE AND EDUCATION
  • 27. COMPETITORSCOMPETITORS
  • 28. COMPETITORS COMPETITORS Competitors mapping ADOPTIONS ADOPTIONS PURE FOOD & CUSTOMER CAT (PURCHASE) (FREE) BREEDS GADGETS CARE CARE & AFTER SALESBREEDERS YES YES PET SHOPS YES YES YESPOST-ADOPTION CAT SHELTERS YES PARTIALLY PARTIALLY YESCAT HOTEL YES GATTACCI YES PARTIALLY YES YES YES 360° CUSTOMER ASSISTANCE LOW RISK, ACCESSIBLE ADOPTIONS ENTERTAINMENT & EDUCATION
  • 29. SCENARIOUSER SCENARIO
  • 30. SCENARIOUSER SCENARIO Cafe’Francesca + Matteo Adoption centre © Claudia Crobatia Hotel Shop Events
  • 31. COMMUNICATIONCOMMUNICATION CAMPAIGN
  • 32. COMMUNICATIONCOMMUNICATION CAMPAIGNCatvertising • 30% of most watched YouTube videos: cats • By 2015 90% of advertising will be Catvertising* • World’s first Catvertising agency launched in 2011 *Source: Canadian advertising agency St. John OPPORTUNITY: Documenting the life of the shelter and of its inhabitants through catchy videos and photography to highlight their personal history and their own character
  • 33. COMMUNICATIONCOMMUNICATION CAMPAIGNCat photography competitionThrough cat eyes GATTACCI shelter Reporting live on the website + Photography exposition at GATTACCI cafe’ Domestic cats Milan cat-photography competition CAMERA Feline colonies Reportage to raise awareness about stray cats PHOTOGRAPHERS
  • 34. COMMUNICATIONCOMMUNICATION CAMPAIGNCat photography competition Through cat eyes Photography competitionThrough cat eyes Via Carlo Valvassori Peroni 12 20133 Milano Tel: 02 353685 www.gattacci-milano.itPhotography competition Via Carlo Valvassori Peroni 12 20133 Milano Tel: 02 353685 www.gattacci-milano.it Cat shelter @ gattacci-milano.it PRINT & ONLINE ADVERTISING Through cat eyes Photography competition Via Carlo Valvassori Peroni 12 20133 Milano Tel: 02 353685 www.gattacci-milano.it @ gattacci-milano.it STREET ADVERTISING
  • 35. COMMUNICATIONCOMMUNICATION CAMPAIGNAdoption campaign RISCATTA UN GATTACCIO RANSOM A ‘GATTACCIO’
  • 36. COMMUNICATIONCOMMUNICATION CAMPAIGNAdoption campaign GATTACCI Milano RISCATTA UN GATTACCIO RANSOM A ‘GATTACCIO’ GATTACCI Milano Official Group
  • 37. FINANCIALSFINANCIAL FORECAST
  • 38. FINANCIALS FINANCIAL FORECAST Cost projections year 1 TOTAL COSTS OF GOODS SOLD: 18,000 €42% 33% 16% 22% 3%ADOPTION CENTRE CAFE’ SHOP EVENTS HOTEL COMMERCIAL COSTS: 4,000 € OVERHEAD: 407,000 € TOTAL COSTS: 429,000 €
  • 39. FINANCIALS FINANCIAL FORECAST Revenue projections year 1 TOTAL REVENUES: 220,000 €71% 14% 10% 33% 2% 3%SHOP EVENTS CAFE’ HOTEL ADOPTION CENTRE
  • 40. FINANCIALS FINANCIAL FORECAST Projections over 3 years 2013 2014 TOTAL REVENUES:2015 147,000 €REVENUES 220,000 € 355,000 € 360,000 €COSTS 139,000 € 145,000 € 147,000 €OPERATIONAL PROFIT 99,000 € 207,000 € 213,000 €NET PROFIT -5,900 € 67,000 € 70,000 €% PROFIT - 2,7% + 18,8% + 19,5%
  • 41. Give cats a second life

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