2. TABLE OF CONTENTS
1. Introduction
2. Product & Services
3. Market of Health Food and Health
Care accessories & Market Trend
4. Business Plan
1. Competitors & Swot
2. Business Model
3. Customer Analysis
4. Marketing & Branding
5. Technology and Management
6. Financial Part
5. Communication Plan
6. Timelines
2
4. 1. INTRODUCTION
➤Humans are becoming more and more curious about the well-being of human and domestics
animals, especially DOGS. Some owners consider their dog as their child, they really want them to
feel and be good in every circumstances.
➤ Difference between dog & child —> THE COMMUNICATION
How owners can understand their dog and be relax when they let the dog alone?
➤ DOGPATY —> Mindy Collar
➤ to help people understand their dog
➤ to help them to avoid the stress to have the idea to have a dog
➤ the fact to let the dog alone in the house
➤ the healthiness and the security of their dog
4
6. 2. PRODUCT AND SERVICES
Mindy
Basic
Mindy Advanced
Emotional Track
Healthiness Track
GPS
Camera
➤ The emotional side —> Feeling of the dog
➤ The healthiness of your dog —> calories burn, the
heart rate, the breath, and the physical activity
➤ The GPS —-> Localization (bad situation, or stolen),
Alarm system, Camera
➤ 3 Categories concerning the collar
➤Category 1: Size XS, S, M …….. Between 1.5 and 3.5 kg (chihuahua, Yorkshire)
➤Category 2: Size L, XL, 2XL …… Between 5 and 17 kg (Bichon frisé, Pékinois, Jack Russel)
➤Category 3 : Size 3XL, 4XL, 5XL …….. Between 25 and more (golden retriever)
6
7. ➤ THE APP: Fill up information about your DOG
7
10. 3. MARKET OF HEALTH FOOD AND HEALTH CARE ACCESSORIES
Percentage)change)in)sales)value)of)pet)
food)and)accessories) 2015
95%$consider$pet$as$a$member$in$
the$family$and$they$are$willing$to$
spend$money$to$comfort$them
839$million$Euros$was$spent$for$
pet$accessories$last$year
10
14. « ‘A business plan is a written document that describes in detail how a
business, usually a new one, is going to achieve its goals. A
business plan lays out a written plan from a marketing, financial and
operational viewpoint. Sometimes, a business plan is prepared for
an established business that is moving in a new direction.’
Business definition
14
15. 4. BUSINESS PLAN - 4.1. COMPETITION
The$most$dangerous$
competitor$is$Buddy because$
their$products$have$similar$
functions,$ except$emotional$
tracking$technology.$
The$less$threat$competitor$is$
GoProFech because$they$just$
provide$a$collar$with$camera$
15
18. 4.3 CUSTOMER ANALYSIS
Target audience characteristics
➤All Italian people who have already a dog (36/65
years old)
➤All Italian people that are living in a house with
their family (Average of 3 people).
➤All Italian people who are very comfortable with
the use of latest technologies. (Those who are
already familiar with smartphones, smart
screens, smart watches, tablets etc...)
18
19. STATUS HAVE CHANGED
Before: Dogs were only consider for work
Now: Dogs are consider as a companion
Plan FeelingsTalkingComparison
PHENOMENON OF ANTHROPOMORPHISM
The tendency to attribute to our pets behavior, reactions, feelings to the man
19
20. 4.4 MARKETING AND BRANDING
➤ Our Statement —> Owners usually consider their dogs as a part of their family, they
always try to comfort their dogs just like all the mothers in this planet care about their
children
➤ Brand positioning
« A non-stop/continuous and secure communication between you and your dog »
➤ Mindy is your key ally.
➤ Mindy is a high tech product
➤ Mindy is quick and easy use
➤ Mindy reduce stress
➤ Mindy help you to understand your dog in any kind of situation
➤ Our Goals
➤ Increase Awareness
➤ Increase Sales & Revenue
20
21. ➤ Strategy - Online Activities | Why E-commerce?
➤ Quite new company/don’t have a big budget.
➤ Our product is a connected object (IoT device), people who are familiar with internet and new
technologies
PRE-LAUNCH LAUNCH POST- LAUNCH
Kickstarter Website Website
Indiegogo Facebook Facebook
Website Instagram Instagram
Facebook Youtube Youtube
Instagram Google Adword Google Adword
Youtube Email Marketing Email Marketing
Email Marketing Event
Affiliate Marketing: pet
salons, pet health care
centers, pet lover clubs, high-
tech pet accessory groups…
Affiliate Marketing
Maintain content Pay for high volume of
advertisement
Maintain content and pay
for ads in lower budget
21
23. Style of direction
Participative management:
➤ Aim to develop trustful
relationships with our co-
workers.
➤ Combined to consultative
management
➤ Delegation, autonomy, straight
objectives
23
24. Stakeholders: Why it’s important for us to well choose our stakeholders?
Primary stakeholders:
Directly involved in the economic processus
Contract with the firm (co-workers, employees, clients, suppliers)
Voluntary stakeholders:
They accept to be exposed to certain risk without being involved in the company
24
25. Strategy of specialisation:
Be specialized in only one job:
➤ Pets accessories.
➤ Develop our competencies and knowledge into only one product, one market and one technology.
ConsPros
Simplicity
Our ressources are
concentrated into only one
unique job
The structure help the
company to be effective
Risk for the future to
be dependent to one
product or one
market
—> risk to market soaked
25
26. 4.6 FINANCIAL PART
OWNERS INVESTMENTS
Owners (5) 15 000 euro each 75 000
Loan 25 000
Total owner’s investment 100 000
Start-Up Expenses
CAPITAL AND OTHER EQUIPMENT
Furniture (creation of the Mindy collar) 2 000
Engineer 5 000
Total Capital and Other Equipment 7 000
ADMINISTRATIVE EXPENSES
Creation of the application 62 435
Advertisements 1000
Total Administrative Expenses 63 435
TOTAL START-UP EXPENSES 70 435
Summary
Total Sources of Capital 100 000
Total Start-Up Expenses 70 435
TOTAL EXCESS FUNDS 29 565
➤ NO RENT FOR DOGPATY
➤ The investment will be use mainly for the creation of the Mindy collar and for the Application.
Collar creation/Packaging Shipment
Funding & Finance
How to create the collar
App estimation Iphone/Android
Flyers/Social Networks
26
31. 5. COMMUNICATION PLAN
LAUNCHING CAMPAIGN
“ Non – stop communication with your beloved dog”
Message: Mindy&helps&you&to&understand&and&be&able&to&communicate&with&
your&beloved&dogs&24/7&even&you’re¬&near&them
Event
! FREE%health%check%
for%dogs%at%pet%clubs%
at%different%big%cities%
in%Italy
! Mindy%Trial%FREE%at%
pet%clubs
Flyers
Distribute)public)
places,)restaurants,)
supermarket,) pet)
institute
Viral&video
!Topic'1:'Don’t'let'
dogs'alone
!Topic'2:'Do'you'
really'understand'
your'dog?'
31
32. COMM PLAN
Oct-Nov- Dec
2016
Jan-Feb-
March
2017
Apr-May-June
2017
July-Agst-Sept
2017
Oct-Nov-
Dec
2017
Social Networks
(Fb, Insta, Youtube
ect…)
CREATION OF
THE
COMPANY
KEEP
THEM
POSTED
ATTRACT NEW
CUSTOMERS
KEEP THEM
POSTED MAKE
THEM BUY
THE
PRODUCT
Advertisements
(flyers)
DIFFERENT
PLACES
DIFFERENT
PLACES
Website KICKSTAR
INDIEGOGO
TRAFFIC
KEY
WORDS
COMMENT’S
PART ABOUT
THE
EXPERIENCES
VIDEO ON
THE
WEBSITE
Events
SHOW THE
UTILITY OF
THE
PRODUCT
LET’S TRY THE
PRODUCT
BECOME
MORE
POPULAR
Videos/Pictures
ABOUT THE
COMPANY &
PRODUCT
HOW TO
USE THE
PRODUCT
& TOPIC 1
HOW IS GOOD
FOR YOU
& TOPIC 2
THE TRUST
OF THE
WEBSITE
INTERNAT
IONAL
DOG
32
