Week 10 common ground pitch deck

Be Conﬁdent in your pet care with,
Petsavvy
Week 10 | Common Ground | Nov. 7th, 2020

We arecommonground
Corey Rossi Jiyeon Park Dewen Zhang
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”
Messaging, Marketing, Brand & Sale Technology & Distribution Finance, Investor relations, Operations
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 11/8/20| 1

CurrentStatusQuo
$23,000
“Doeverything”
1/ 3
Average lifetime cost of
owning a dog can be around
$23,000
The perceived social pressure to “do
everything” for a pet can guilt people
into spending high cost options
1 / 3 animals require
emergency veterinary
care each year

Problem
Often times pet owners will visit the vet,
and get the service they came for but
won’t know how much it’s going to cost.
The attitude around pet care makes
asking questions about price and cost, a
very uncomfortable situation.
The current system for pet owners
does not prepare them with enough
information to make informed
decisions about going to the vet or of
vet procedures and treatments as well
as the cost of each process.
1st 2nd 3rd
Lack of transparency in
veterinary prices
Vet costs are always more
expensive than expected
Current systems do not prepare pet
owners with enough information
Even while you’re with a vet, you may
not think to ask about pricing or to
have found a menu beforehand. This
makes it all too common for people to
receive unexpectedly high bills at the
end of their service or procedure.

Problemvalidation
100%
● 15 out of 15 interviewees agreed that
they are willing to pay for the vet cost
regardless of the price.
100%
● Out of the interviewees who did not
own pet insurance agreed that they
either did not know about the existence,
do not trust, or feels unnecessary.
100%
● 15 out of 15 Interviewees said that they receive
the invoice at the end of the process and the
bills are always more than what they’ve
expected.

● 9 out of 15 interviewees said that they are
comfortable going online to ﬁnd solutions
for their pets health before escalating the issue
to a veterinarian due to the fear of vet costs.
Problemvalidation
● 9 out of 15 interviewees mentioned that
they have experience of their vet not
ﬁnding the right treatment for their pet.
● 13 out of 15 interviewees said that they
have hard time understanding the vet
procedures due to advanced medical
terms.
60% 87%
60%

Introducing,Petsavvy
Appbased
● Community-Driven platform
specifically for pet owners
● Share experiences with other
pet owners
● Get local info on veterinarians
● Several filter options to choose
the right vet
● Sharing / viewing reviews of the
vet clinics with other pet owners
● Vet procedure-specific glossary
Community Features
Petsavvy

Keyfeatures
01
Alleviating pet owners’
fears of the vet due to
unexpected prices or rates.
Taking care of your pet with
confidence by creating
awareness of vet cost + pet health
Product focus on community
driven compendium
02 03
Compares information &
experiences about vet
offices
Effortlessly search up the
definitions of the vet
procedures / tests
Filter out the vet offices
by the symptoms of your
pet, costs, and distance

Businessstructure
Revenuemodel Deliverychannel
Freemium / Advertising Online - App Service
Relationships
C2C - Customer to Customer

Marketsize:veterinaryCareMarket
Growth rate of 5% / yr
$531million $27million
U.S.veterinarycare Marketinthebay area Marketshare
U.S. veterinary care is a nearly $20 billion market in
2019, with an estimated growth rate of 5% per year.
Veterinary care for pet dogs and cats in the Bay
Area: $531 million
5% market share in dog and cat veterinary
care market in the Bay Area.
Total Available Market Serviceable Available Market Share of Market
$20billion

Marketsize:veterinarymarketing andmanagement
$600million
$20 billion * 3%
$15million $81K
$531 million * 3% $27 million * 3%
U.S.Vetmarketingmarket Bay area vetmarketing
The total veterinary marketing market in US is
around $20 billion * 3% = $600 million
In the Bay Area, veterinary marketing cost totals up
to $531 million * 3% = $15 million
Marketingbudget
Marketing budget for a typical veterinarian
clinic is around 3% of its total budget
Total Available Market Serviceable Available Market Share of Market

Markettype
Resegment an existing
market as a niche player
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 10

ComparativeResearch Service / care
platform
Profession-drivenCommunity-driven
Petsavvy

Communitymarket
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 10
Community-driven platforms providing
general group discussions and connection
with local community
Community-driven services
providing general reviews of local
businesses

Community-servicemarket
● Yelp & Google Maps are for choosing
between businesses
● Pet savvy explores different solutions,
which may include a clinic - with more
diverse review + ﬁlter options for vet

Competitive advantage
Petsavvy
More speciﬁc reviews +
Filter options
Speciﬁc for Vet
Clinics
Prediction of costs for
inconsistent vet costs
Understanding the vet
procedures
Review
Cost Transparency
Vet Clinics
Vet procedures

Conceptvalidation-reviewformat
● We would know if the
hypothesis is valid by
November 4th, 2020.
● Quantitative Observation:
60% of people we send our
MVP to are willing to respond.
● Qualitative observation: How
detailed the responses are.
WebelievethatCommunity-members are
motivatedenoughtocreatereviews

Conceptvalidation-evidence
● Why is this good?
○ We are conﬁdent pet
owners will leave reviews
on our app.
● What we learned?
○ Enough people can
contribute information to
the level we expected
● What we will do next
○ Find out if these reviews
are usable for other pet
owners.
“6outof10peoplesharedtheirvet
visitexperienceswithus”

Acquisitionplanforpetsavvy
We will run an acquisition experiment to validate our
ability to get customers to sign up for Pet Savvy's mailing
list. We believe that after people see what we have to
offer they will want to join the Pet Savvy Community. To
validate our acquisition plan, we've set up a landing page
for our product, Pet Savvy, with a sign up form for the
users to stay updated with the progress of our service.
We've included the key features and problems to address
in detail.
“Getpeopletosign-upforourmailinglist”
Start Date: Nov. 8th, 2020 ; End Date: Nov. 13th, 2020
Whatwe’lltrack(date andtools)
● Outreach by Channel (Reddit, Facebook groups,
Discord, Direct SEO)
● Inbound visits to MVP site (Wix visitors analytics /
Click tracking)
○ https://parkjiyeon3.wixsite.com/commongro
und
● Number of forms completed (Embedded google
form on the landing page, Wix)
● Number of thanks sent (Email)
● Number of sign-ups completed (Sign-up form, Wix)

Acquisitionplan
Acquisition
Activation
retention
Revenue
referral
SEO, Clickable Ads on
social networks
Landing Page
Emails / blog content
updates
Freemium / Advertisement
Sharing sites on other social
networks / Word of mouth
Clickable Ads / Google
search
Visit Landing page
View Key concepts
Sign up for beta / info
Onboarding
Sharing their experience with
the community
Marketingtosalesfunnel Acquisitionfunnel

THANKyou!
Do you have any questions? Feel free to reach out!
parkjiyeon3.wixsite.com/commonground
Team: commong20nd@gmail.com
park.jiyeon@cca.edu
dewen@cca.edu
corey@cca.edu

00
Referenceresources

Nextsteps
01 02 03 04
Keep testing out our MVP
+ Acquisition Plan
Deﬁne our product more
clearly
Continue with validations of our
market info + business structure
Start building our product

WeeklyCustomerdevelopment
Week
Type of
Contact
# of
Interviewees
Week 3 Week 4 Week 5 Week 6 Week 7
24
Zoom
Meeting
Interview
Zoom
Meeting
Interview
Written
Response /
Interview
5 2
Google
form
Updated and
ﬁnalized the
Business and
market
informations
Week 9
MVP
development
and experiment
Week 10
MVP
development
and experiment
+
Acquisition Plan

01
Moleculeupdates

Molecule:9/20/20
People looking to
adopting a pet.
Solution
Not sure if they can
provide the right care for
the pet

Molecule:9/27/20
Current Pet owners
Solution
unexpected medical
conditions revealed, vet
visit becomes very costly
Changes = Changes Made

Molecule:10/18/20
Current Pet owners
Solution
veterinary prices and
services limits their
access to provide the
proper care

Molecule:11/1/20
Current Pet owners
Community driven app,
that compares
information &
experiences about vet
ofﬁces
veterinary prices and
services limits their
access to provide the
proper care

02
Leancanvasupdates

Leancanvasﬁrstdraft:9/27/20
Problem
In Progress
Existing Alternatives
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
2. The costs of certain vet services are
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
2. Petdesk allows users to receive
notiﬁcations about check-ups
3. airvet provides a way to do check ups
easily over the phone.
1. Pet owners trying to save money / time
2. Pet owners needing affordable & reliable
care for their pets
Pet Owners

Leancanvasdraft:10/4/20
Problem
In Progress
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
3. airvet provides a way to do check ups
easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service

1.Pet loving IXD designers
2.We are lifetime pet owners
3.We have team members that are
passionately looking to adopt.
4. The audience we want to reach is
represented by our team
Problem
Customer Segments
Early Adopters
1. Vet prices aren’t explained
thoroughly
unpredictable
3. Can’t remember to do check ups
for animals
1. pet insurance companies provide
different cost rates
3. airvet provides a way to do check
ups easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
2.Taking care of your pet with conﬁdence
3.Taking out the guess work in your vet bills.
4.Giving the best care you can to your pet
Unique Value Proposition

1. We optimize our product with a speciﬁc
focus
2. Filtering out the search based on the pet's
symptoms, cost of vet, distance of vet, etc.
3. The audience we want to reach is
represented by our team of IXD designers
Problem
Customer Segments
Early Adopters
thoroughly
unpredictable
for animals
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
3. Connect and share the vet + pet
information with other pet owners
4. Creating awareness of vet cost + Pet Health

Problem
Customer Segments
Early Adopters
Cost Structure
Channels
Revenue Stream
Unfair Advantage
High Level Concept
Solution
Key Metrics
thoroughly
2. The costs of certain vet services
are unpredictable
for animals
1. Alleviating pet owners’ fears of the vet
due to unexpected prices or rates.
3. Connect and share the vet + pet
information with other pet owners
4. Creating awareness of vet cost + Pet
Health
Pet Owners
care for their pets
1. App Service
2. Web Service
1. We optimize our product
with a specific focus
2. Filtering out the search
based on the pet's symptoms,
cost of vet, distance of vet, etc.
3. The audience we want to
reach is represented by our
team of IXD designers
1. App-based
community (Pet
Savvy) driven by pet
owners for pet
owners.
2. Compare
experiences as pet
owners.
1. Create Reviews
2. See/ filter out
reviews on vet offices
from other patients
3. Find easy to
understand
definitions of
procedures/ tests
WIP
WIP Freemium
Clickable Advertising

03
Marketresearchupdates

Marketdata ﬁrstdraft:9/20/20
TAM - Total Market Size:
- Pet adoption Market (Approximately 100 million)
SAM -Serviceable Available Market:
- The Adoption Market, The pet matching adoption market
SOM - Serviceable (or segmented) Obtainable Market :
- Provide a pet matching adoption service into the Pet Adoption Market

Marketresearch:veterinarycaremarket-9/27/20
SOM
5% market share in dog and cat veterinary
care market in the Bay Area. Market size is
about $27 million.
TAM
U.S. veterinary care is a nearly $20 billion
market in 2019, with an estimated growth
rate of 5% per year.
SAM
Veterinary care for pet dogs and cats in
the Bay Area: $531 million

Marketresearch:veterinarymarketing andmanagement-10/28/20
SOM
Marketing budget for a typical veterinarian clinic
is around 3% of its total budget. Multiply that
with our obtainable vet care market we get $27
million * 3% = $81 k
TAM
The total veterinary marketing market in US
is around $20 billion * 3% = $600 million
SAM
In the Bay Area, veterinary marketing cost
totals up to $531 million * 3% = $15 million

04
Marketinfoupdates

Businessstructure:10/18/20
Structure Revenue Model
Relationships Delivery Channels
B2C - Business to Customer
Marketplace
Online
In Progress

Comparativeresearch:9/27/20 High Cost
ServiceProduct
Low Cost

Comparativeresearch:10/4/20 High Cost
ServiceProduct
Low Cost
= Changes Made

Comparativeresearch:11/1/20 Full service
Self service
Professional-drivenCommunity-driven

Ourproduct
Competition-11/01/20 Service / Care
platform
Profession-drivenCommunity-driven
Petsavvy

05
Mvp+ acquisitionplan

MvpHypothesis
● We believe that pet owners would beneﬁt from having better ways to
address the lack of transparency in veterinary prices and services
that limit their access to provide proper pet care, and are willing to
pay for a community driven app that compares information &
experiences about vet ofﬁces for clarity.

Keyuses
Brainstorming
as a team
Top Pick

Featureset

Keyusage/features
● 1. The key use in words
○ With Pet Savvy: compare experiences with other pet owners, and
make the right decision based on the shared info about the vet.
● 2. The three features you identified for your MVP
○ Creating Detailed review of the vet experiences - Share with others
○ Viewing/ filtering out reviews shared by other pet owners based on
the pet’s symptoms, costs, and distance of vet offices
○ Searching for definitions of procedures/ tests
● MVP For Pet Savvy
○ We will run an MVP experiment to validate the following hypothesis:
We believe that Community-members are motivated enough to
create reviews of vet visits.
○ To validate this, we set up a Google form
(https://forms.gle/BtPoKbpVqirrrBqt8) “Welcome to Pet Savvy - Vet
visit experience” for people to write about their last vet visit. We sent
out this Google form to a group of people in the form of a link that
they click to access. Once they have submitted the form they receive
an on-screen thank you message.
● Goal: 60% of participants submit a response
● Start date: Sat Oct 31; End date: Wed Nov 4
● What we’ll track (data and tool)
○ Outreach by channel (discord, email
invites of the previous interviewees)
○ Inbound visits of Landing page (Wix
/ analytics for total visitors)
○ Number of forms completed
(google form / responses)
○ Details and quality of the form
completed (google form /
responses)
○ Number of completed optional
answers (google form / responses)

Metricsworkshop
01 Create Reviews
View / filter out reviews on vet
offices from other patients
Definitions of procedures/
tests
02 03
Number of reviews
collected per day in a week
Percentage of people who find
the reviews helped them make a
decision per week over a month
Percentage of people who find the
definitions helped them make a
decision regarding the care of their
pet each week over a month

06
Othersources

Landingpage

Explainervideo

Landingpage+ExplainerVideoLinks
● Landing Page:
○ https://parkjiyeon3.wixsite.com/commonground
● Explainer Video:
○ https://drive.google.com/ﬁle/d/15SLoJlhLr7gPzA4fQkYBvU--gOB4B5_Z/view?usp=s
haring

MarketresearchReference
○ Basic expense structure of a veterinarian clinic: Payroll, Sales and Marketing and Other Expenses, Depreciation, Leased
Equipment, Utilities, Insurance, Rent, Payroll Taxes. https://www.bplans.com/veterinary-clinic-business-plan/financial-plan/
○ Report on Telemedicine https://www.avma.org/sites/default/files/resources/Telemedicine-Report-2016.pdf
○ $8-13k for marketing/management to open a Veterinary Clinic, about 10%
https://howtostartanllc.com/business-ideas/veterinary
○ iVET360 says you should consider spending around 2 to 3% of your revenue on marketing if you really want to increase your
new client growth and keep your foundational marketing best practices, like your website, functioning properly
https://ivet360.com/five-tips-for-creating-marketing-plan/#:~:text=iVET360%20says%20you%20should%20consider,like%20y
our%20website%2C%20functioning%20properly.
○ Veterinarian care providers that focus on wellness have the highest gross revenue ratio over 25% (26)
https://www.avma.org/sites/default/files/resources/2018-econ-rpt3-veterinary-services.pdf
○ Article about unnecessary veterinarian treatment and cost
https://www.dailymail.co.uk/news/article-1232217/Why-Im-ashamed-vet-shocking-expose-profession-puts-pets-painful-unnecessary-treatme
nts-fleece-trusting-owners.html
○ The truth is: Your veterinarian may not actually know the procedure costs
https://www.healthline.com/health/expensive-pet-care#The-truth-is:-Your-veterinarian-may-not-actually-know-the-procedure-costs
○ “Some Veterinarians Sell Unnecessary Shots, Tests to Make Extra Money, Says Former Vet”
https://abcnews.go.com/US/veterinarians-sell-unnecessary-shots-tests-make-extra-money/story?id=20967672
○ “Veterinary Costs: Where Does Your Money Go?”
http://www.veterinarybusinessmatters.com/2018/09/07/veterinary-costs-where-does-your-money-go/

Comparativeresearch
○ https://www.airvet.com/faq
○ https://www.ask.vet/
○ https://www.petcoach.co/about/
○ https://vitusvet.com/solution-home
○ https://pawtocol.com/whitepaper/
○ https://www.petmd.com/dog/conditions
○ Other Companies: https://docs.google.com/spreadsheets/d/1hNrBPUjKqvpReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=sharing

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