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2017 puptimize pitch deck 4 7-17
- 1. Making it easy to be a great dog owner.
- 2. 4/10/2017 2 making it easy to be a great dog owner. Jen just adopted her first dog. She’s excited, but she has a million questions.
- 3. 4/10/2017 4 making it easy to be a great dog owner. Pet owners are struggling 1 2015-2016 APPA National Pet Owners Survey making it easy to be a great dog owner. 2 2015 ASPCA estimate 63%of dogs are relinquished during their lifetimes1 3.9Mdogs/year in shelters2 Lack of preparation and education is the root cause.
- 4. 4/10/2017 5 making it easy to be a great dog owner. The pet industry is part of the problem of dogs are relinquished by their owners2, use trial and error to decide which products to buy1 search for answers online, no sites are used consistently1 Raising a dog is an expensive guessing game. said undesirable behavior was a major frustration1 2 2015-2016 APPA National Pet Owners Survey 1 2015 Puppy Owner Segmentation Study (primary) making it easy to be a great dog owner. 3 2015 ASPCA estimate 69% 48% 65% 63%= + +
- 5. 4/10/2017 6 making it easy to be a great dog owner. Puptimize eliminates the guesswork An intelligent marketplace that makes it easy to be a great dog owner • Free training and education • Expert-recommended products • Trusted, vetted local services …tailored to you and your dog. making it easy to be a great dog owner.
- 6. 4/10/2017 7 making it easy to be a great dog owner. Free digital tools make it easy Puptimize attracts users with free personalized tools and education Pet preparation/selection Puppy instruction Custom training/guidance Food/nutrition selection Problem solving Like or for the pet industry… making it easy to be a great dog owner. Health/insurance Exercise/games Grooming Boarding/travel
- 7. 4/10/2017 8 making it easy to be a great dog owner. Training is the ideal starting point 79% 1 2016 Training App Market Study (primary) 2 2015-2016 APPA National Pet Owners Survey 75%54.4M households with dogs2 of owners want to teach their dog new skills or improve existing ones1 of owners are not attempting to teach their dog anything 1 say knowledge is a barrier, followed by trainer cost (20%) and time (15%)1 77% 51% of dog owners choose DIY training, which currently fails at rates of 90%+ 1
- 8. 4/10/2017 9 making it easy to be a great dog owner. Free tools drive product/service revenue Free tools and education drive user acquisition Affiliate products tailored to goals and dog (50%) Paid on-demand video help from trainers, etc. (10%) Service provider finder/premium listings (40%) Pet prep/selection Puppy instruction Custom training Food selection Problem solving Health/insurance Exercise/games Grooming Boarding/travel Buy on Amazon
- 9. 4/10/2017 10 making it easy to be a great dog owner. Xc Clear competitive advantages Personalized Training, products, and services tailored to you and your dog Convenient Training, education, products, and services in one location Trustworthy Instructions and product recommendations from experts Effective Daily activities promote engagement/long-term skill building Simple Step-by-step instructions with illustrations, animations, and video Motivating Performance tracking and rewards Engaging Fun activities and social media integration Affordable Everyday low prices Puptimize BM Chain $11.4B1 OL Pet $4.0B2 OL Gen. $6.0B3 BM Indie $6.7B1 1 2016 IBISWorld Industry Report 45391 2 2015 IBISWorld Online Pet Food & Pet Supply Sales DIY PrivateGroup Training making it easy to be a great dog owner.
- 10. 4/10/2017 11 making it easy to be a great dog owner. 77.8M total dogs1 35,000 born every day1 54.4M households with dogs1 U.S. Pet Industry Expenditures (2003-2015) Huge recession-proof industry $- $10 $20 $30 $40 $50 $60 $70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015 billions 1 2015-2016 APPA National Pet Owners Survey making it easy to be a great dog owner.
- 11. 4/10/2017 12 making it easy to be a great dog owner. Validated by customers and rescues 3000+ installations 2500+ MAUs 1500+ WAUs $1.30 CPA 0 500 1000 1500 2000 2500 3000 3500 Core User Metrics Installations MAUs WAUs 10+ rescue partners 300+ rescue pipeline 2 media articles 86% rescue close rate
- 12. 4/10/2017 13 making it easy to be a great dog owner. Marketing with a mission 2. Rescues/shelters •Slow, consistent acquisition •Maximizes revenue/LTV •Symbiotic relationship – Reduces burden on volunteers – Drives adopters to partner rescues •Long-term alliances (industry association) 1. Direct to consumer •Rapid acquisition •Low CPA (<$1.50) •Low overhead •Little competition •Large tool kit, many low-cost tactics making it easy to be a great dog owner. 3. Channel partners •Scale with business •Mutually beneficial – AKC – Product manufacturers – Insurance providers – Pet tech alliances (walking/sitting services) – Local service providers
- 13. 4/10/2017 15 making it easy to be a great dog owner. User growth fuels strong financials $ $5,000 $10,000 $15,000 $20,000 $25,000 $30,000 $35,000 $40,000 $45,000 $50,000 1 2 3 4 5 Revenue(in1000s) Annual Revenue Products Food On-Demand Help Services Puptimize Projected P&L (in 1000s) Year 1 Year 2 Year 3 Year 4 Year 5 Revenue $117 $1,669 $8,573 $24,241 $48,249 Cost of Goods Sold $9 $36 $134 $233 $525 Gross Margin $108 $1,633 $8,439 $24,008 $47,724 Expenses R&D $341 $851 $1,351 $1,479 $1,550 Marketing $300 $960 $2,071 $4,515 $7,365 Gen./Admin. $225 $590 $1,323 $2,596 $3,619 Total Expenses $866 $2,401 $4,744 $8,590 $12,535 EBITDA ($749) ($732) $3,829 $15,652 $35,715 Taxes $0 $0 $1,340 $5,478 $12,500 Net Profit ($749) ($732) $2,489 $10,174 $23,214
- 14. 4/10/2017 16 making it easy to be a great dog owner. Let’s disrupt an inefficient industry 2017 2018 2019 2020 Business Milestones Financial Milestones 2021 Seed committed: Seed required: $225K $755K Seed fundraising ($1.0M) Series A fundraising ($2.0M) Breakeven(monthly) Breakeven(aggregate) Basic training/iOS All training/Android Web tools/commerce On-demand help Local Services Phase 1 Phase 2 Phase 3 Total Investment $75K $310K $595K $980K Milestone Launch (7 lessons) App 3.0 (20 lessons) Web tools/ commerce Users 5K 50K 200K 200K Revenue $1K $20K $120K $120K Usage R&D MKTG G&A $71K $23K $13K $100K $120K $110K $150K $180K $130K $331K $323K $253K
- 15. 4/10/2017 17 making it easy to be a great dog owner. The right team for the challenge • Co-Founder, Ameritege Technology Partners • CEO, Airspeed Equity • Founding member of Java consortium • Deep experience as CEO, board member, founder, advisor • Program Manager, NASA The tech expert/seed investor • Digital, mobile, social marketing leader • 15+ years experience at leading digital companies (Yahoo, Shazam) • Global Head of Integrated Marketing at Shazam • Senior product development and marketing leader • 17+ years product dev./management experience (HP, Intuit) • Led $140M company to private equity exit • Owner/founder of San Diego’s top dog training company • 25K hours of hands-on training experience • Contributor to Yahoo, Huffington Post, Woman’s Day, multiple TV shows The digital marketing expert The customer and product expert The industry/ dog training expert Christopher Shattuck Engineering Director, ESPN Key Advisors/Investors: Thomas Doyle Former Qualcomm and Whistle Labs executive Sean Conlon Founder/CEO, Petbox
- 16. 4/10/2017 18 making it easy to be a great dog owner. Clear need, right solution, right team Growing Industry $60B+ Large Market 54.4M households Proven Need 79% want to train/teach Societal impact 63% given away/abandoned Proven Model $2.3B valuation for Houzz Clear Advantages Easy, convenient, personalized Right Team 52 yrs. of relevant experience
- 18. 4/10/2017 20 making it easy to be a great dog owner. Training focused on owner needs Download and launch the free Puptimize app. Answer a few basic questions about your dog and schedule. Choose the command, trick, game, or skill you want to teach your dog (or select from complete training bundles)
- 19. 4/10/2017 21 making it easy to be a great dog owner. Training focused on owner needs Puptimize creates a custom training plan for you, based on your dog’s personality and your schedule. Each lesson includes time estimates, an overview video, and important ground rules. In the intro, you can also buy trainer- recommended products that correspond to each lesson.
- 20. 4/10/2017 22 making it easy to be a great dog owner. Training focused on owner needs Each day, Puptimize delivers a new activity to help you build the desired skills, complete with visual step-by-step instructions. Puptimize helps you track and share your performance to increase motivation.
Editor's Notes
- Simplify story…training is where it begins, don’t have the knowledge, time, money 0:11 Hi. My name is D.J. and this is Rob. We’re experienced marketing leaders who have known each other for almost two decades, and we are the co-founders of Puptimize, the company that makes it easy to be a great dog owner. (Visual 1)
- Meet Jen. Jen is a 25-year old nurse who just adopted her first dog, a two-year old mix named Max. Jen has dozens of questions for Susan, the rescue volunteer. What do I buy? What do I do? How do I do it? When do I do it? Susan wants Jen to be a great dog owner. She doesn’t want Jen to guess or make frustrating mistakes that could lead her to return Max to the rescue – so she sends Jen a link to Puptimize. Jen downloads the free Puptimize app. She answers a few questions about Max and her schedule. The app gives her simple, visual instructions to help transition Max into her home. She learns exactly what products to buy and how to set up her home. Puptimize even helps her find a veterinarian and a pet insurance policy. Once Max is settled in to his new home, Jen uses Puptimize to teach him new tricks and commands that could ultimately save his life.
- 0:48 Puptimize is an intelligent marketplace that makes it easy to be a great dog owner by providing free training and education, expert-recommended products, and trusted local services – all tailored to you and your dog. (Visual 2) We start with awesome free mobile and web tools to guide dog owners through the toughest parts of pet parenting, like puppyhood and training. We use technology to break everything into simple, visual steps and remind owners when its time to take action - removing the burden of research and planning - Finally, we integrate the expert-recommended products and vetted local services into that content, so owners can manage all things their dog with one simple app. Puptimize is to dogs what Tripadvisor is to travel or Houzz is to home design. (Visual 3) We’re deploying a proven model to solve a major customer problem in an industry ripe for disruption… and today we’re asking for your investment so we can continue to make this vision a reality (or whatever our ask is for that day).
- Pet industry does not align with the way people live their lives in the 21st century – fragmented, localized, antiquated (no modern tools) :35 As DJ touched on earlier, as big as the pet industry is, it’s outdated and lacks a single trusted authority. As a result, the majority of dog owners are left guessing. They’re guessing how to solve behavior issues, they’re guessing which products to buy, and they’re guessing which random they can trust. All of this guessing makes raising a dog difficult and frustrating—which has led to 63% of all dogs in this country being given up or given away. We all want to be great dog owners and no one wants to feel like they’re just guessing how to raise their dog. Millions of dog owners need a simple solution, so Puptimize was created to give them one.
- Puptimize uses technology makes it easy to be a great owner, so can decrease that alarming rate of dog abandonment – but also make life easier for rescues We’re building the hub for the most accurate, science-driven tools and education for dog owners Not just an information dump – we’ll consolidate and refine that information into tools that align with the way people live their lives today :45 Puptimize is a platform that makes it easy for anyone to be a great dog owner by addressing their three most critical needs—training, products, and local dog services—all in one convenient place. Like TripAdvisor for travel, and Houzz for home improvement, Puptimize generates revenue through its expert-content. Those of you that know Houzz may know that it was recently valued at $2.3B in its latest round, while the publicly traded Tripadvisor is valued at $9B The platform we’re building at Puptimize creates a rare win/win/win scenario: a win for dog owners, a win for their dogs, and a win for Puptimize.
- Like Houzz for home design and Tripadvisor for travel, Puptimize is the ONE place you go when you have a dog need or question 0:49 If you’re familiar with Tripadvisor or Houzz, you know that they provide great free tools to help you plan your vacation or remodel your home. Puptimize uses the same approach. We use a content driven commerce model that starts with highly compelling content to quickly attract a large number of users. We start with the tools to address the most critical customer problems, like puppy training, basic training, and nutrition, but ultimately our tools and content will address almost any question or concern a dog owner may have. We’re building the hub for the most accurate, science-driven tools and education for dog owners. Not just an information dump – we’ll consolidate and refine that information into mobile and web apps that align with the way people live their lives today.
- 1:00 – demo product We can’t build all of these tools at once, so we start with the area of greatest need - training. We conducted two extensive market research studies over the past year, and the most compelling statistic to come out of those studies was the second one you see here. 79% of dog owners, regardless of their dog’s age, want to teach their dog new skills. That is a huge number when you consider that there are 77.8 million dog owners in the US alone. So why aren’t they training their dogs today? The number one barrier is knowledge. They simply don’t know how to do it. That’s followed by cost and time. So Puptimize is creating a training tool to overcome all of these barriers. It’s like a personalized, gamified, digital instruction manual for your dog that enables you to easily teach your dog the commands, skills, games and tricks of your choice—in just 10 minutes per day. No time to show how app works now, but I’d be happy to walk you through it afterward. If time… Choose the skills, commands, tricks or games you want your dog to learn. Puptimize creates a personalized training plan (with trainer recommended products) built around your dog, your goals, and your schedule. Puptimize reminds you what to do, how to do it, and when to do it, so you can achieve your training goals by following simple instructions.
- 1:17 So free training tools are the magnet to attract a large number of users to the platform. How do we monetize those users? Like Houzz, we monetize first though products. For example, the first version of Puptimize has seven lessons. Each of those seven lessons includes a list of trainer and veterinarian recommended products to help users achieve their goals. They’re able to buy those products directly through our app or website using Amazon. We use the Amazon Affiliate program for three reasons. Amazon is a retailer our customers already know and trust We can deliver lower prices than our users could get at a brick and mortar retailer Puptimize earns 8.0% commissions without having to manage fulfillment, so we are able to keep our overhead low. Down the road, we will also monetize through services. We’ll start with paid on-demand video help for users who struggle with the pure do-it-yourself approach. Free content will attract large numbers of users, making it an ideal marketing platform for service providers like trainers, groomers, and veterinarians. We’ll let those service providers join the platform for free, but if they want to featured in Puptimize content to get more exposure, they’ll have to pay for premium placement.
- 1:15 So how does Puptimize compare to the rest of the pet industry? Today the pet industry is highly fragmented and one-dimensional. Only Petco and Petsmart offer both products and services, but only to drive foot traffic to stores. Our research reveals that customers do not necessarily trust their services or product recommendations, and… Ultimately the customer pays for that convenience in the form of higher prices. If you want lower prices, you can go to general retailers like Amazon and Walmart, but you really have to know exactly what you need. They do not provide the guidance you need to buy the right product to achieve your goals. Independent pet stores deliver high levels of confidence and trust because their typically owned by sole proprietors who know a lot about every product they sell. When they make a product recommendation, people listen. Puptimize takes it a step further. We deliver trainer and veterinarian recommended products tailored the unique needs of each user. Puptimize is smart shopping. Puptimize is about delivering the right products, right instruction, right time to truly make it easy to be a great dog owner.
- :27 These competitive advantages allow us to deliver a very clear value proposition to the market. And that market is huge, with nearly half of all U.S. households containing at least one dog. As we’ll show you in a moment, in time, Puptimize’s content and product offering will be applicable to nearly all of these dogs, but our initial addressable market is dogs under 5 years of age—and of course, their owners. (18-45) ________________ The pet industry is booming. Nearly half of all U.S. households have at least one dog. Spending on our pets has proven to be recession-proof, increasing every year for the last 20 years. Pet spending is second in growth only to the healthcare industry
- Create/add something, add usertesting.com feedback/quotes 1:20 When it comes to that addressable market, as DJ said, we conducted extensive research to make sure that we were solving the customers’ greatest needs. But we also wanted to go deeper than that and test out the individual elements of the business model to see how each piece would help us move customers through the funnel. We ran a series of short-term MVPs to test out some key components of Puptimize—and in each test, we exceeded our goal: We tested out channel partnerships to see if third parties would be our champion. We saw their enthusisam for Puptimize while doubling our goal. We tested the interest level and effectiveness of our training contentand distributed 5x our intended number of instruction manuals We used email as the proxy for the app’s push notifications—which let dog owners know what to do and when to do it—and the open rate was 76% Would people buy expert-curated productsand we sold all of of the product kits Lastly, we achieved a Net promoter score of 100...which showed us that we were really onto something because every single customer said that they would recommend us to their friends and family. __________________________
- :51 We’ve been looking at the complete purchase funnel so far, but as we know, it all starts with awareness. So when it comes to creating that awareness to attract users and keep our CPA low, our marketing approach is three-pronged. The first piece is earned media. We believe that our free professional training and our philanthropic mission to end canine abandonment will allow us to generate a lot of positive PR and social spread. We’ll take a very targeted approach to paid media in an effort to boost the earned media The last piece of our approach is leveraging the value that we bring to strategic channel partners like rescues, shelters, and product manufacturers. Our mission coupled with the support and guidance that Puptimize provides THEIR customers allow us to reach the right people at the right time while keeping our media spend lower. How will you encourage trial? Free (codes) for rescues Free content Promotional messages communicate free
- :55 Awareness is obviously a key to growing our user base, but each of our business units is intended to maximize customer loyalty and advocacy—helping us build high lifetime value along the way. Free training allows us to focus on puppies and young dogs, whose owners typically spend the most and have the greatest need. Reaching this audience early allows us to develop long-term owner relationships. We’ll continuously introduce content and tools to enable us to attract and retain a much larger number of dog owners while becoming their primary go-to source for information, products and services. Our users and LTV grow quickly as we add those tools and content while our CPA drops as our market penetration increases and we’re able to spend less of our marketing budget on awareness efforts.
- Update with business model, try to trim losses in Y1-Y2, build in Poland until profitable 0:50 Like Tripadvisor and Houzz, Puptimize is fueled by user growth. The more free tools and content we build, the more customer segments we are able to attract and retain. Despite limited content, we expect to drive $100,000 in revenue in Year 1, and well over $1 million in Year 2. We expect to profitable by Year 3, because our content and promotional strategies will be mature. We will focus almost exclusively on product-driven revenue for the first couple of years to stay flexible and keep our overhead low. Once we are profitable, we will reinvest those funds to build out the service part of the business – which is essentially an intelligent, highly targeted advertising platform. Services will require more overhead expense in the form of sales and business development teams, but we ultimately expect them to drive 40% or more of overall business revenue.
- 0:46 So what do we need to disrupt the inefficient pet industry? We’re seeking seed funding of $1 million, and $3 million overall. $755K will allow us to build out the first 20 training lessons, all of our puppy content, and our support website. Our early spend will be balanced between R&D and marketing, so we’ll have enough funds to deploy our go-to-market strategy, attract our first 200,000 users, and drive our first $120K in revenue. Our ideal investor is an accredited angel with relevant knowledge, experience, and contacts to help us achieve these user and revenue targets.
- :43 As you’ve seen, Puptimize focuses on the needs of dog owners, but at its core, it’s a marketing platform. And at OUR core, DJ and I are the experienced marketing professionals to make Puptimize a success. My background in digital and mobile marketing helps us build awareness and bring customers to the platform… While DJ ‘s expertise in product marketing allows us to deliver great customer solutions to keep those customers coming back to the platform. The content in our content-driven business model is led by Colleen Demling, a media savvy dog trainer with 15 years of industry experience.
- To sum it up: The pet industry is a $60B, yet surprisingly outdated industry. And content-driven commerce is a proven business model with very successful companies like TripAdvisor and Houzz paving the way. We’re leveraging that proven business model to solve a major customer problem within an industry that’s ripe for disruption And we have the strong, experienced team needed to bring Puptimize to the millions of customers who want our solution. We said that Puptimize is creating a win/win/win scenario. It’s a win for dog owners because it solves their major needs. It’s a win for dogs, rescues, and taxpayers because it helps reduce the high percentage of dogs given up or given away. And it’s a win for Puptimize because it allows us to build a scalable business that fills a major void in the market while doing good. But it actually creates a fourth win, and that’s a win for our investors. Thank you for your time, we’d be happy to answer any questions.
- REPLACE WITH WIREFRAMES Puptimize makes it easy, fun and affordable to train the dog you want. Download the app Motivation/confidence tailors the plan to your dog Choose the skills, commands, tricks or games you want your dog to learn. Take on a single command or game for an older dog, or get a comprehensive plan to train a new puppy
- Puptimize creates a personalized training plan (with trainer recommended products) built around your dog, your goals, and your schedule. Lesson intros start with time estimates, overview videos (not shown), and training ground rules Users can also see and buy the expert-recommended products they will need in the intro
- We will use gamification to make training fun and engaging whenever possible We motivate users by tracking performance and allowing them to share pictures, video, and achievements
- 1:03 Obviously we want to give our investors a great return, so Puptimize was designed to be a growth engine that can be acquired and bolted on to almost any product retailer. Let’s take a look at a few examples. Petco and Petsmart are losing customers to online retailers and they have a customer trust issue. Puptimize brings them a platform designed to acquire and retain large numbers of customers. Puptimize also brings them high-trust, curated product sales. Amazon and Walmart.com have great low prices, but lack the tools to give their customers confidence in their pet purchases. Puptimize brings smart shopping to these retailers. Chewy and Petflow struggle for awareness and differentiation when competing against these larger retailers. Puptimize gives them a platform to reach large numbers of dog owners, but also gives their customers the convenience of one-stop shopping.
- While Puptimize’s financial projections alone make it an attractive acquisition target, it was ultimately designed to be acquired by a product retailer. Puptimize is essentially a growth engine that can be bolted on to almost any retailer. We can bring an acquisition and retention platform to Petco and Petsmart, who are losing share to online retailers each year. We can bring intelligent shopping to Amazon or Walmart, who offer only low prices today. We can bring the convenience of integrated products and services to online retailers like Chewy or Wag, allowing them to better compete against Petco and Petsmart. Acquisitions in this space are not uncommon. Petsmart acquired Pet360 for $130M in 2014. Wag.com was purchased indirectly by Amazon. Drs. Foster and Smith was also recently acquired by Petco.
- Key differences Industry Higher cost, infrequent, style/opinion-driven purchase vs. low risk, low cost, expert-driven purchases Multi-retailer vs. single retailer product commissions No overt advertising on Puptimize so we can maintain trust
- Presenter and company introduction must cover: Who you are? Your experience, team’s experience (next slide) What major problem are you solving; what business you are in? (key problem, training is not easy, fun, or affordable, so few people do it. As a result, huge numbers of dogs are abandoned every year). What markets do you compete in? (Dog training, pet products) Significant company milestones to date Size of investment sought Two to three Questions for the panel to focus on Business Model, Go-to-Market Plan, Funding, etc.
- Presenter and company introduction must cover: Who you are? Your experience, team’s experience (next slide) What major problem are you solving; what business you are in? (key problem, training is not easy, fun, or affordable, so few people do it. As a result, huge numbers of dogs are abandoned every year). What markets do you compete in? (Dog training, pet products) Significant company milestones to date Size of investment sought Two to three Questions for the panel to focus on Business Model, Go-to-Market Plan, Funding, etc.
- Add subscription and professional referrals for several reasons Beta test revealed that owners (especially puppy) have urgent need for on demand help Not all customers learn the same way, trainers are still a better solution for some Private trainers are still a better solution to fix major problems like biting, barking, aggression, etc. Why not bring food in earlier? Build user base and trust first, it probably makes more sense to get acquired by a retailer that already has food and product capabilities rather than building it organically (slow) Why is safety paid if your mission is happier, healthier dogs? Making it free may devalue it, but we can address that issue when we develop the content. How are you going to build a network of private trainers? Sales and bus dev team, build regionally or market by market
- Primary research (200 current dog owners)
- 0DJ Puptimize is highly compelling to rescues and users because it truly integrates products and services, whereas the rest of the industry is highly fragmented and localized Petco and Petsmart are obviously large and offer both products and services, but they’re hardly integrated and their prices are relatively high. Large brick and mortar pet retailers Convenience at high prices Low customer trust in products/services – Puptimize is SMART shopping Large general retailers Low prices, little or no guidance No product/service integration Online pet retailers Minimal product guidance Limited product/service integration Independents High confidence, sole proprietors with deep product knowledge…but highest prices Puptimize will drive the same trust and confidence as an independent, but at the low prices of the general retailers. No markup through Amazon Associates, customers get exact same pricing they would get on Amazon Training – move quickly Effective but expensive private trainers and training academies Inexpensive but ineffective Books (great information, terrible results, drinking through a firehose) Videos (slightly better because they are visual, but still tough to put into action) Internet (sifting through garbage for treasure) Other training apps (most are repurposed books or videos, all fail to address customer problems) Reasonable but inflexible group training Service side – Angie’s list, Care.com, Yelp, etc. One-stop shop for dogs
- Primary research (400 current and recent puppy owners, 200 current dog owners)
- Competitive Landscape: list direct (same/similar solution providers). Use a matrix design: major pain points on the y-axis; competitors across the top Large and small companies How you are different? Comparison of solutions based on customers’ decision making criteria Customer feedback, why you versus others? Providing a detailed competitive analysis and listing the potential competitors increase your credibility Dog training today falls into three categories. Expensive and effective, inexpensive and ineffective, and inflexible. (matrix) Effective but expensive private trainers and training academies Inexpensive but ineffective Books (great information, terrible results, drinking through a firehose) Videos (Slightly better because they are visual and , but Internet (Sifting through garbage for treasure, requires lots of time and lots of planning) Middle Group training (inflexible content and inflexible schedule) ALL OF THESE rely on the owner to develop and execute a long-term training plan and schedule to achieve the desired results. Owners follow though at very low rates, so many dogs never learn basic commands and skills. Apps? There are a handful on the market, but none have significant traction or do anything to address the problems with current training solutions. (Show screen shots) RESULT? None of these are great options, so nearly half of owners simply don’t train their dogs using any of these tools. This leads to a high rate of dog abandonment and lots of dogs in shelters.
- Either Owners under 45 are more likely to use an app for personal training or development (primary research) Owners over 45 are more likely to have significant experience with dogs, and believe they already know everything they need to know Dogs under 5 are more likely to need training Data from primary research and APPA/Humane Society
- Rob IDEAL CUSTOMER - STORIES Business Model Who are your ideal target customers? Dog owners 18-45 Ideally dogs under five years of age First-time dog owners (experienced owners think they know everything) Do-it-yourselfers Smartphone/tablet users Display personas Revisit research How do they buy? Online? Trade? Looking for apps to solve their problems Used to in-app purchases Pricing model; how are you going to make money? Revenue Model, how will your business scale (sales strategy)? Sell direct? Sell through (channels to market)? Graphs work See following illustration of a business model: The company provides value to customers by solving a problem, generating additional revenues, saving money, etc. Stake holders include the investors and the company The value for them is created through customer revenues, free cash flow, increase in share price, etc.
- Rob
- Mission is on the right