Presentation Deck for Week4

1. Corey Rossi, Dewen, Zhang, Jiyeon Park | Common Ground | Creative Founders | Fall 2020
Week4:comparativemarket

2. Hello,We arecommonground-
Corey Rossi Jiyeon Park Dewen Zhang
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 1

3. OurMission
“To provide opportunity by ensuring that people gain the
skills, and knowledge, that will empower companionships. ”
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 2

4. Updatedinformation
01
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 3

5. PreviousMolecule
People looking to
adopting a pet.
Solution
Not sure if they can
provide the right care for
the pet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 4

6. UpdatedMolecule
Current Pet owners
Solution
unexpected medical
conditions revealed, vet
visit becomes very costly
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 5

7. Hypothesis:Previous/Current
Previous Hypothesis Current Hypothesis
01
02
03
Adoption process doesn't explain what it
takes to take care of the animals properly
People need help choosing an animal that
fits the owners personality type
Smaller adoptions centers need help
getting more foot traffic
01
02
The costs of certain vet services are
unpredictable
People need a way to find out if the health
concern is big enough to bring to a vet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 6

8. Parker Jay (21)
San Francisco, CA
● Makes $35,000 a year as a freelance
graphic designer
● Senior College student
● Living with 2 roommates (household
of 3 adults)
● Lives in a 2-bedroom duplex
apartment
● Single
Facts
ProvisionalPersona :Facts
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 7

9. ● Always keeping a close eye on her
pet
● Feels unsure when to take her pet to
the vet
● Goes to school 5 days a week and
works from home
● Feels overwhelmed with idea of
costly vet visits
● First time taking care of a pet on their
own
● Information about pricing when
taking her pet to the vet
● Competitive pricing
● Quality veterinarian
● Needs to know when to take her pet
to the vet
● Needs to find a time to bring her pet
for check-ups
● Keep her pet healthy and happy
ProvisionalPersona :Behaviors/Needs&goals
Needs and GoalsBehaviors
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 8

10. Leancanvas
02
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 9

11. Week4:Leancanvasdraft
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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 10

12. Marketresearch
03
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 11

13. Markettype
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 13
Resegment an existing
market as a niche player

14. Updatedsom/sam/tam
SOM
SAM
TAM
U.S. veterinary care is a nearly $20
billion market in 2019, with an
estimated growth rate of 5% per year.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 14

15. Updatedsom/sam/tam
SOM
SAM
TAM
= $531 million ($531,190,000)
Veterinary care for pet dogs and
cats in the Bay Area:
1,001,500 households with dog(s)
* $410 Veterinary expenditure per
household per year
+
662,500 households with cat(s)
* $182 Veterinary expenditure per
household per year
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 15

16. Updatedsom/sam/tam
SOM
SAM
TAM
5% market share in dog and cat
veterinary care market in the Bay Area.
Market size is about $27 million.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 16

17. Comparativeresearch High Cost
Low Cost
ServiceProduct
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 17

18. Customerdevelopment
04
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 18

19. Interviewinformation
01 02 03
TARGET INTERVIEWEES INTERVIEW METHOD HOW WE FOUND THEM
Pet owners who owns a
pet with a certain medical
conditions
Conducted interview
through zoom
Friends of friends
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 19

20. Interviewees
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 20
“ They did not show us the
invoice until the very end,
which ended up being $1200.”
Iman D. | Napa, CA
“Online searching was definitely
the first thing.” [when realizing
something was wrong]
Laury H. | Napa, CA

21. Interviewlearnings
2 / 2 Interviewees said that they would go for online search when they
first realize that there is something wrong with their pet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 21

22. Interviewlearnings
2 / 2 interviewees said that the cost of vet visit was more
expensive than what they have expected.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 22

23. Interviewlearnings
2 / 2 interviewees said that they either do not trust pet
insurance or not sure if it is necessary enough.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 23

24. Interviewlearnings
● Learnings from the interviews validated our hypothesis
○ Vet costs are often more expensive than what they’ve expected
○ Simple process of diagnosis can cost more than $1000
○ The cost of vet care is not transparent; one of the interviewee has received her invoice
at the end of the process.
● When the owners first realize the medical problem, they mainly rely on internet searches
● Pet insurance feels unnecessary because the pet owners can not guarantee how often
they would visit vet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 24

25. Nextsteps
05
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 25

26. What areournextsteps?
01 02 03 04
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 26
Prepare for interview
with veterinarian
Define our early adopters
more clearly / type of solution
Figure out which method
of MVP would be suitable
Hypothesize our
solution

27. ThankYou!
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 27

28. Appendix
00
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 27

29. Reference
● Market Research:
○ https://www.americanpetproducts.org/pubs_survey/dataportal.asp
○ https://todaysveterinarybusiness.com/u-s-veterinary-care-is-a-nearly-19-billion-market/
○ https://www.ibisworld.com/united-states/market-research-reports/veterinary-services-ind
ustry/
○ http://www.natvpu.org/uploads/5/9/5/2/59529767/final_report_pablo_perez_ruiz__1_.pdf
○ https://www.foxbusiness.com/lifestyle/san-francisco-may-have-more-dogs-than-children-
heres-why
○ https://www.avma.org/resources-tools/reports-statistics/us-pet-ownership-statistics
○ http://www.bayareacensus.ca.gov/bayarea.htm
○ http://www.bayareacensus.ca.gov/counties/SanFranciscoCounty.htm
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 28

30. Week4:ComparativeresearchProcess
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 29
Link to our google sheet:
https://docs.google.com/spreadsheets/d/1hNrBPUjKqvp
ReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=shari
ng
● We have organized comparative
market products with a similar target
audience and solves a similar
problem / some other reference
products in a google sheet

31. Week4:Interviewdata
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 30
Link to our Interview data
https://docs.google.com/document/d/1tWmsZwYmroB
c24PPfC0w0hbPJH5zqUsbnxolQqxEIrM/edit?usp=shari
ng
● We have organized our interview
data and recordings in a google doc