1. Corey Rossi, Dewen, Zhang, Jiyeon Park | Creative Founders | Fall 2020 | Oct. 18th, 2020
Week7:Commonground
2. Hello,We arecommonground-
Corey Rossi Jiyeon Park Dewen Zhang
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 1
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”
3. Molecule
Current Pet owners
Solution
Lack of transparency in
veterinary prices and
services limits their
access to provide the
proper care
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 2
4. Whyisthis a problem?
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 3
$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
5. evidence
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 4
60%
● From 60% of our interviews we found that people
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.
100%
● 100% of our Interviewees said that they receive
the invoice at the end of the process and the bills
are always more than what they’ve expected.
100%
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% of our interviewees agreed that they
are willing to pay for the vet cost
regardless of the price.
12. 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
Week7:Leancanvas
Problem
Existing Alternatives
Customer Segments
Early Adopters
1. Vet prices aren’t explained
thoroughly
2. The costs of certain vet services
are unpredictable
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
Channels
1. App Service
2. Web Service
Unique Value Proposition
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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 11
1. Subscription
2. Marketing service
3. Advertisement (Sponsored product)
Revenue Streams
14. Marketresearch:veterinarycaremarket
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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 13
15. Marketresearch:veterinarymarketing andmanagement
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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 14
16. Comparativeresearch Full service
Self service
Professional-drivenCommunity-driven
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 15
18. What areournextsteps?
01 02 03 04
Keep reaching out to veterinarian in
order to receive solid point of view
Begin validating our product with
target users
Define our revenue streams more
clearly with the solution
Tune our engine into a phase of
ideating solutions.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 17
21. 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 -
Reached out to
vet / faculties
5 2
Reached out to
vet / Collected
target users
through Google
form
Updated and
finalized the
Business and
market
informations
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 20
22. 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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 21
23. Leancanvasdraft:10/4/20
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
Channels
1. App Service
2. Web Service
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 22
Changes = Changes Made
24. Leancanvasdraft:10/10/20
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
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
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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 23
Changes = Changes Made
25. 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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 24
26. Marketdata draft: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
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 25
Changes = Changes Made
29. 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/
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 28
