Haute Dog Lounge    Katrina, Bethany & Joe
hypothesisDeveloping a retail business that serves dog owners in all their essential needs.
interview #1Wayside Waifs: Ashlee Parker, Communications Relations Manager1. How do people and pets socialize? What are pe...
interview #2Yappy Hour Doggie Daycare, Curtis Kelly, Owner1. What are people looking for when they are dropping off for da...
interview #3Pet Daycare/Resort Consultant: Courtney Thomas1. How do people and pets socialize? Depends on individual owner...
additional resourcesGoing Gourmet The word gourmet means high quality, specialized or exotic. So it’s no surprisecustomers...
additional resourcesTrend Watch 2011, cont.The pet retail industry’s apparent sustainability has largely been driven by th...
low involvement     high involvement              Have a pet as a      People who              status symbol.       carry ...
behavioral modes   Our Observations Discovered That Guests Demonstrate One of Six Behavioral Modesmode                 des...
requirements             Our Observations Discovered That Guests Demonstrate Six Requirementsrequirement                  ...
needs cluster matrix                     modes                                                                     Therape...
user types             Social                        Active Companion                             Interactive             ...
design attributes                                 project requirementsservice offerings                  Social      Celeb...
retail layout                                                                 {brick & morter}                            ...
retail layout                                                                    {brick & morter}                         ...
retail layout                                                                 {brick & morter}                            ...
retail layout                                                                 {brick & morter}                            ...
retail layout                                                                 {brick & morter}                            ...
retail layout                                                                 {brick & morter}                            ...
wayfinding zones #1                                                                {user type: social}                    ...
wayfinding zones #2                                                         {user type: active companion}                 ...
wayfinding zones #3                                                              {user type: interactive}                 ...
wayfinding zones #4                                                              {user type: chartiable}                  ...
wayfinding zones #5                                                              {user type: organic}                     ...
play areaPlay Are Attributes This area is a dogs paradise!Complete with toys, play ground equipment andplenty of space to ...
lounge areaLounge Area Attributes The lounge area is aplace where dog owners can socialize and enjoycandid conversations w...
self groomingHow It Works “No more kneeing by the tub of getting wet. Bond with your pet while you baththem in our stainle...
professional groomingServices Rendered• Bathing with “All Natural” Shampoo and Conditioner• Blow Drying• Slow and Gentle B...
dog classesStrengthen the bond between owners and their pets through a series of classes; preventbad habits early, promote...
charity eventsPaying It Forward Casual charity events will be held once a week to benefit a local organization,shelter or ...
closed caption camerasStreaming Video Throughout The Space Closedcaption cameras help keep an eye on the rascals no matter...
social check-inUtilize Current Social Media Outlets Facebook and FourSquare lend themselves to allowcustomers to check-in ...
caféHaute Dog Café & Soda FountainGourmet Hot DogsChipsIce creamAn array of sodasCoffeeSmoothiesCookiesCakesPastries
mobile store frontBring services into an established environment, add to the existing experience on location.             ...
pet suppliesToys & ChewsChuck ItDogzilla RopesHeebie Jeebies Stuffing FreeHurley ZogoflexJolly Pets Tug-a-malsKong Power C...
organic pet food & treatsAll Natural & Organic           Frozen Food               Urban WolfTreats                       ...
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Haute Dog Lounge (NOTE: the "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/)

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This is a project from Spring 2011 semester for ADS 714 Designing Business Services and Consumer Experiences. Our "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/

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Haute Dog Lounge (NOTE: the "final" presentation is shared on Prezi at the following link: http://prezi.com/y4h80m-v8o9l/haute-dog-lounge/)

  1. 1. Haute Dog Lounge Katrina, Bethany & Joe
  2. 2. hypothesisDeveloping a retail business that serves dog owners in all their essential needs.
  3. 3. interview #1Wayside Waifs: Ashlee Parker, Communications Relations Manager1. How do people and pets socialize? What are people looking for when they areadopting? Hard to boil down. Not the same for every person. Looking to replace companion or otherwith young children…companionship!2. What do you find to be the best combination for events? What types of peopleattend events? Depends on event…dog free or not. Different audience with each event.• Fur Ball (Gala): Tickets are $175 per person…different demo. [.5 mil] More refined…high-endclientele. Expendable income higher end of donor base.• Strut with your Mutt 5K: [$100,000] mainstream. Reason why they come…like to see the dogs. Petvendors are there and it is a social setting. Pet owners are a community, a group within itself. Dogs arevery social and never fight.• Third Party: Yappy hour…third party event [more adoption]. Yappy hour hosted by others and benefitWayside Waifs. Pete & Max coordinates one each month and this is the first time for Wayside Waifs.Marketing opportunity for Pete & MAx to present social environment. People who have a pet are socialanyway.
  4. 4. interview #2Yappy Hour Doggie Daycare, Curtis Kelly, Owner1. What are people looking for when they are dropping off for daycare? High-energydogs, looking for exercise, mellower when taken home. Think dog needs/has friends and to socialize.Allow for down time at home.2. Are people looking for a place to bring their pet for? Exercise, friends, away from home& training (offer night classes: bully breeds, behavior, socialization) Trainer is from Wayside.3. What are your retail offerings? Cookies, little bit of raw hides, clothing, bones. Look at treatsfor the dogs on the way out.4. Do you find that people are willing to provide their pets with any socialenvironment? Pets are like children, people are always looking dog parks, lots of daycare duringthe week. Some look for events with pets/people. Younger people look for those events. Singlesnight…network with other dog owners.
  5. 5. interview #3Pet Daycare/Resort Consultant: Courtney Thomas1. How do people and pets socialize? Depends on individual owners. Dog parks havebecome a resource for people to socialize while dogs socialize. Daycare provides that extracare for pets. People have to be careful. Could be stressful. First bond at home then understandpersonalities (of your dog) and then see how they respond with social play dates, then daycare.2. What retail experiences have you seen that encompasses people and pets?Lots of communities are becoming more pet friendly. San Diego. Sidewalk cafes with dogs, storesare friendlier with pets that can go into carriers and be held. Shifting…pet friendly work places.Environment to bring pets. Office pets…just for the business (cats). Making shift to be humble.Benefits in the human animal bond. Lead healthier lives. Carries over in the work place. Moreproductive.3. What is the best business model? Interesting idea. Not seen before, but find that locationof where jobs and pet lovers intersect. Partner with an agency for events, dog walks: ideal audience.Small plate idea…like. Plate for dog and people. Popular idea…interested in events (Homeless PetsKC…her job now). Portable veterinary clinic. Hiring a new vet to meet demand for public.4. What about a mobile food truck and doggie parks? LOVES…interested in partnering.
  6. 6. additional resourcesGoing Gourmet The word gourmet means high quality, specialized or exotic. So it’s no surprisecustomers are eating up the chance to buy gourmet dog treats. Source Pet Business magazine.http://petbusiness.com/articles/2011-03-31/Going-GourmetTrend Watch 2011 While the pet industry, in general, seems poised to have a great year, thereare five product segments that are expected to be particularly lucrative in 2011.• Natural & Organic Products• Grain-Free Nutrition• Raw Diets• Pet Health Care• Pet ServicesSource Pet Business magazine.http://petbusiness.com/articles/2010-12-31/Trend-Watch-2011
  7. 7. additional resourcesTrend Watch 2011, cont.The pet retail industry’s apparent sustainability has largely been driven by the continued importanceof the family pet in U.S. households, as well as the many new products and services beingintroduced to better cater to these companion animals. “Much has been written about the trendtoward the humanization of the pet,” notes Justin Jones, president of the Grapevine, Texas-basedEspree Animal Products, a manufacturer of natural grooming and animal care products for dogs,cats and horses. “The desire for quality, healthy products has trickled to the pet market, as petowners view their animals to be members of the family needing the best care.”The trend toward quality products that offer real value to both pet and owner is evident in everyaisle of the pet store, from food to health products to grooming services. “Quality has becomemore important than cost, as consumers seek out the safest and healthiest products,” says BetteSchubert, co-founder of Bravo!, LLC, a Vernon, Conn.-based manufacturer of raw diets and all-natural treats, bones and chews. “Consumers are looking for quality ingredients, not just a packagethat says ‘quality, all-natural,’ but one that actually backs up the claim.” Source Pet Businessmagazine.http://petbusiness.com/articles/2010-12-31/Trend-Watch-2011
  8. 8. low involvement high involvement Have a pet as a People who status symbol. carry their pets Show dogs, elite in carriers, feedhigh budget agility, etc. them organic food and treats. They themselves enjoy a more refined life. Dog parks, low-key Seek classes for atmosphere, often their dogs, wantlow budget couples and/or them to be social families. as they do as well. Seek conversations with other dog owners.
  9. 9. behavioral modes Our Observations Discovered That Guests Demonstrate One of Six Behavioral Modesmode descriptionDog-Centric ...dogs lay on ground & people play with them and ignore their surroundings.Social-Centric ...making connections and engaging in conversations with other dog owners. ...is seeking a higher level of service than typical day-to-day activity, may beIndulgence looking to celebrate an event or reward a recent accomplishment.Therapeutic Bond ...owners are mellow and seem relaxed while interacting with pets.Active ...dog is a reason for participating in activities with other dog owners. ...speaks highly of dog adoption process and supports events and opportunitiesCharity to contribute to animal wellfare through the act of charity.
  10. 10. requirements Our Observations Discovered That Guests Demonstrate Six Requirementsrequirement description Needs/wants to bring their pet while shopping, out of both neccesity andConflicted Guest preferance. Enrolls pet in a daycare for a weekly class on topics such as bully breeds,Education behavior, socialization. The pet was the child before they had children, spoiling him with treatsFamily and toys bring enjoyment. Enjoys dog activities and is always seeking local competition events forCompetitor socialization and new experiences. Seeks stimulation and socialization for their pet during the day to ensure aZen Friend calm night. An environmental concious individual that is aware of organic trends andNatural Wellness seeks pet supply stores that welcome pets. Always provides the best food, grooming and treats for their pet.
  11. 11. needs cluster matrix modes Therapeuticrequirements Dog-Centric Social-Centric Indulgence Active Charity Bond 1 4Conflicted GuestEducation 3 2FamilyCompetitor 5Zen FriendNatural Wellness 1: Social 2: Active Companion 3: Interactive 4: Charitable 5: Organic
  12. 12. user types Social Active Companion Interactive Charitable OrganicRobby and Sara are a middle-aged Aria and Peter are a charismatic Jerry is a fund manager at a wealth James recently got a new job Emerson is an environmentallyfamily that live in the suburbs. They couple that have been married management company, He lives in a new city.He just moved into conscious person and an avidhave a 5 year old son Max, and 2 for a little over three years now. and works in a midwestern city. His an apartment, and is making animal lover! She has a genuinedogs Ricky and Dory. They live in a metropolitan. Of all job tends to be stressful and does new friends with coworkers and desire to be a responsible citizen their friends they are sought out not allow much physical activity. neighbors. His apartment allows in both respects. She commutesWhen Robby and Sara first got as the ones “who are always in the For this reason he stays active pets and recently he has noticed to work via a car pool and strivesmarried they welcomed Ricky, their know”. Before taking their second and often brings his Rhodesian many of his neighbors enjoying to purchase produce from localyellow chow. They took Ricky with leap of faith (children), Aria and Ridgeback, Charlie, when he goes time with their pets. The building farmers. She enjoys the outdoorsthem everywhere, he was their Peter decided a dog was a great running. has many grassy areas and pet- and finds that walks with Ginger,baby. A couple years after Ricky, stepping-stone. waste disposals all around the her Border Collie, are one of theSara decided he needed a sister Jerry is very involved with running property. highlights of her day.and surprised Robby by bringing Since adopting Hemingway, a for charity events and often raiseshome Dory. The two dogs hit it off Border Collie, they couldn’t imagine money for cancer awareness, a One of his new friends, Linda, She is always on the look out forgreat! what life might be like without him. disease that has taken several of has a puppy named Snickers that natural products for Ginger. Ginger They love his companionship and his family members away earlier she adopted from a rescue group. is on a raw diet and eats only theFamily outtings were the norm. loyalty. When Peter travels for work than expected. James never had a pet before but best food available. Not only doesFrom dog parks, restaurants and Hemingway keeps Aria company he has been entertaining the idea the raw diet benefit Ginger but it islong weeknd trips to the park. With and provides a sense of security. Jerry often feels a bond with of getting a dog for several years. also quickly biodegradable. It wasMax, the couple’s son just starting Charlie by his side, and much of He has tagged along with Linda not until recently that these foodsschool, Rob and Sara enrolled the Aria and Peter love nothing more the stress from his busy career and Snickers on walks and joined became readily available and a“kiddos” in a doggie daycare a few than to take their family out in the alleviated when he is reunited with them a few times at the dog park reasonable price.days a week to socialize them. This city while satisfying their love for Charlie at the end of each day. recently. He also dog-sat Snickersbecame a great advantage as the healthy competition. They are a one weekend when Linda had to When Emerson runs her weeklyfun-filled day would exhaust them part of a weekly dog club that host The pair also bond over hunting travel. errands, typically on the weekends,so that evenings are mellow. agility competitions in the park. excursions in Jerry’s rural she seeks places that allow her to hometown. It is a twice a year Linda has always spoken highly bring Ginger. That would typicallySpoiling the dogs is a family affair. After the weekend ritual agility weekend adventure that lends of the rescue group she adopted include a farmers market andThey love taking them to the local competition in the park, they wind itself to ample family time and the from, she even got emotional pet supply store. As Ginger is apet store where they can pick up down at home with Hemingway’s freedom and exercise each desire. one time stating that had she not medium size breed it is harder forfresh baked organic treats. They head nuzzled on their laps. To Aria adopted Snickers that they would Emerson to bath her at home. Sooften partake in the pet store and Peter, life doesn’t get much have euthanized him. This story locating a pet supply store thatevents. They are family friendly better than this. had a profound effect on James. He also provides a grooming service isand close to home. Sometimes the is planning to visit local adoption optimum.events are held in a park where all event soon to see if he can findthe “kiddos” can run and play. more adoption information and possibly a best friend.
  13. 13. design attributes project requirementsservice offerings Social Celebration Expression ConnectionPlay AreaLounge AreaSelf GroomingProfessional Grooming ServicesDog ClassesCharity EventsClosed Caption CamerasSocial Check-Inproduct offeringsCaféMobile Store FrontPet SuppliesOrganic Pet Food & Treats
  14. 14. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  15. 15. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area Social
  16. 16. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area Celebration
  17. 17. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area Expression
  18. 18. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area Connection
  19. 19. retail layout {brick & morter} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail areaProject Requirements Overlap
  20. 20. wayfinding zones #1 {user type: social} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  21. 21. wayfinding zones #2 {user type: active companion} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  22. 22. wayfinding zones #3 {user type: interactive} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  23. 23. wayfinding zones #4 {user type: chartiable} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  24. 24. wayfinding zones #5 {user type: organic} retail area: pet supplies professional self grooming area grooming area men restroom dog lounge area entrance women restroom register café barENTrANCE play area storage retail area: organic pet food & treats retail area
  25. 25. play areaPlay Are Attributes This area is a dogs paradise!Complete with toys, play ground equipment andplenty of space to run around and play in. The PlayArea utilizes the newest sound deadening technologyto keep the barking at bay all the while keepingthe dogs calm and the Lounge goers at ease. ThePlay Area is floor to ceiling glass so that pet ownerscan see their dogs happily playing. Closed captioncameras are streaming throughout the space so thatpet owners can keep an eye on their pets no matterwhere they are.
  26. 26. lounge areaLounge Area Attributes The lounge area is aplace where dog owners can socialize and enjoycandid conversations with other dog owners whiletheir pets are playing in the play area. Completewith wifi, large sofas (with enough room for theolder dog that would rather chill) and nested tablesand chairs invite the lounge goers to spend sometime catching up on email, read the newspaperand check out the upcoming charity events hostedat the Haute Dog Café.
  27. 27. self groomingHow It Works “No more kneeing by the tub of getting wet. Bond with your pet while you baththem in our stainless steel tubs. Your pet simply walks up the ramp, and you select the shampooand conditioner. The concentrates are mixed with water and dispensed through the system for adeep down clean. Once washed select a drying station – equipped with everything a professionalpet groomer would have. The final treatment, spritz your pet with our natural spritzer.”Includes: Extras:• Choice of Shampoo • Nail Trim/Dremel• Creme Rinse • Tooth Brushing• Combs • Blueberry Facial• Brushes • Pad Palm• Towels • Ear Cleaning Pads• Use of Warm Air Dryer • Flea & Skunk Wash• Finish with an All Natural Spritzer • Paw Treatment• Time Limit for Wash is 45-60 minutes
  28. 28. professional groomingServices Rendered• Bathing with “All Natural” Shampoo and Conditioner• Blow Drying• Slow and Gentle Brushing• Check for Fleas and Ticks• Nail Clipping• Ear Cleaning• Express Anal Glands• Trimming Pads• Sanitary Conditions• Professional Hair Cut – Breed Appropriate or Stylish Custom Cut• Complete reporting on the condition of skin and coat of your dog• FURmination – multi-step process to reduce your pet’s shedding
  29. 29. dog classesStrengthen the bond between owners and their pets through a series of classes; preventbad habits early, promote obedience and happiness for a lifetime.Training Series Membership AwardStage 1: Basic Puppy Training - 8 Weeks Bronze Collar membership includes:• Focus on training owners on how to teach their puppies the basic commands and housebreaking techniques -10% off grooming -Free refills on brewed coffee and tea• Provides proper socialization to curb aggressive habits• Increase confidence at an early age to last through adulthoodStage 2: Advanced Training - 5 Weeks Silver Collar membership includes Bronze level plus the• Emphasis on communicating advanced commands following:• Reinforces good behavior to promote obedience -Access to silver collar sales events• Helps to identify long-term goals and areas of training that need attention -Special treat on your dog’s birthdayStage 3: Agility Training - 10 Weeks Gold Collar membership includes Silver & Bronze plus the following:• Allows specialized trainers to work with owners and their pets• Course is for the dog/handler team to build endurance and basic skills -Embroidered collar with your dog’s name -Invitation to compete in our annual• This is a foundation course that concludes with an agility competition event agility fundraiser -Membership pricing for one on one training
  30. 30. charity eventsPaying It Forward Casual charity events will be held once a week to benefit a local organization,shelter or recent relief effort. In addition to weekly events, two large galas will be held in the Springand Fall. A percentage of proceeds from all café and pet supplies/food/treats will be saved in a fundto then present a charitable gift to the organization or shelter of the year.
  31. 31. closed caption camerasStreaming Video Throughout The Space Closedcaption cameras help keep an eye on the rascals no matterwhere the pet owner is at the Haute Dog Lounge. As aregistered Haute Dog Profile Member the video feed can bestreamed to personal profiles to keep other members awareof status updates and the like.
  32. 32. social check-inUtilize Current Social Media Outlets Facebook and FourSquare lend themselves to allowcustomers to check-in at a location. Haute Dog Lounge would use these outlets for word-of-mouthadvertising, promotions of charity events and discounts.http://facebook.comhttp://foursquare.comhttp://www.openforum.com/idea-hub/topics/marketing/article/how-to-set-up-a-foursquare-special?cid=em-smartbriefWebsite Functionality of the Haute Dog Lounge website will include: • Haute Dog Profile memberships • video feed of live action at the Lounge, • ability to create profiles for dogs to interact with other Lounge goers, • class registration, • product & service offerings listing • schedule of charity events • donation jar for local animal charities • professional grooming appointment bookinghttp://www.marthastewart.com/pets
  33. 33. caféHaute Dog Café & Soda FountainGourmet Hot DogsChipsIce creamAn array of sodasCoffeeSmoothiesCookiesCakesPastries
  34. 34. mobile store frontBring services into an established environment, add to the existing experience on location. Mobile Store Front • Not leaving it up to customer discovery • Brand visibility at outdoor events and parks Bring the brand to the audience Established Environment Enhance an already • Augment the dog park experience enjoyable • Meet the unexpected needs experience Take initiative to build relationships • Bring a sampling with the intent to drive a retail location visit • Provide information and promote retail services
  35. 35. pet suppliesToys & ChewsChuck ItDogzilla RopesHeebie Jeebies Stuffing FreeHurley ZogoflexJolly Pets Tug-a-malsKong Power ChewersKong Wugga ToyNylabone ChewsTriple Crown EveOrbee Tuff Cosmos BallPaw-Zzle Ballrlasting ChewsRuff Dawg K9 FlyerSkinneeez Big Bite Water BottleSooper Dooper Flip Flop YankersTuff ToysTux Zogoflex
  36. 36. organic pet food & treatsAll Natural & Organic Frozen Food Urban WolfTreats Bravo! Ziwi PeakBeefeaters Sweet Potato Chips Nature’s Logicand Fries Nature’s Variety Dry FoodBlue Dog Bakery Nothrwest Naturals AcanaCalifornia Natural Primal AddicitionDogswell California NaturalFour Star Grain-Free Food CanidaeGrandma Lucy’s Acana FrommNatures Logic Addiction HealthwiseNature’s One Core InnovaN-Bone Fromm LotusPegetables Happy Dog Nature’s LogicSensibelly Advanced Honest Kitchen OrijenSolid Gold EVO PetcureanThe Goodlife Recipe Instinct PinnacleTriumph Orijen PreciseVeggie Life Vitaliity Petcurean Solid GoldZukes Solid Gold Tiki Sojos WellnessAlong with the many brands of food and treats we also bake up some of our owntastey pasteries for pups!

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