2. _____________________________________________________________________________
PawPrints ​(480) PET­PAWS
610 E Roosevelt St info@pawprints.com
Phoenix, AZ 85004
______________________________________________________________________________
March 9, 2016
Daniel Phillips
324 Hummingbird Dr.
Phoenix, AZ 85004
Dear Mr. Phillips:
Thank you for your interest in ​PawPrints’ ​plan for our new and upcoming GPS pet locator
device. The plans for our product launch are presented in detail in the upcoming business plan.
As you might be aware, we are seeking potential investors for ​PawPrints ​and we appreciate your
interest in becoming involved with our company.
Our product, the ​PawPrint ​Tag is the perfect solution to any loving pet owner’s worries. Instead
of searching around for days for a lost pet, our customers will be able to locate their dog or cat
through the ​PawPrint ​mobile application within sections. Small cats and dogs who are at a very
high risk of getting hit by a car or attacked by another animal can be safe and sound at all times
with the ​PawPrint ​Tag.
The small size of the ​PawPrint ​Tag makes it versatile for both dog and cats to wear. Due to the
higher risk that small cats and dogs face when lost, our product is the perfect way for their
owners to have peace of mind about their pet’s whereabouts.
Thank you for your time and consideration. We look forward to hearing from you. Please contact
us if you have any further questions.
Sincerely,
_____________ ____________ _____________ ____________ ____________
Sophia Sherman Henry Banh Bailee Barnett ​Stephany Jones Ryan Yee

3.
Executive Summary……………………………………………………………………………….1
Industry Analysis………………………………………………………………………………….2
Introduction to Pet Industry……………………………………………………………….5
Pet Trends…………………………………………………………………………………4
Challenges to the Industry...………………………………...………………………...…..7
How ​PawPrints​ Capitalizes on these Trends…………………………………………..….8
Market Analysis…………………………………………………………………………………...9
Mission Statement………………………………………………………………………..10
Our Product……………………………………………………………………………....10
How is the PawPrint Tag made?…………………………………………………11
Product Dimensions……………………………………………………………...12
Sustainability……………………………………………………………………..12
Pricing……………………………………………………………………………12
Target Market…………………………………………………………………………….12
Target Customers………………………………………………………………...14
Competitors……………………………………………………………………………....14
Marketing Plan………………………………………………………………………………..….16
Marketing Philosophy…..………………………………………………………………..17
Company Values…………………………………………………………………………17
Company Slogan…………………………………………………………………………17
Marketing Goals………………………………………………………………………….18
Our Logo…………….…………………………………………………………………...18
Marketing Strategies………………………………………………………….………….19
Retail Stores………………………………………………………………….…..19
PawPrints Website……………………………………………………………….20
Print Advertising...……………………………………………………………….21
Facebook………...……………………………………………………………….21
Instagram………………………………………………………………………....22
Shark Tank……....……………………………………………………………….22
Marketing Budget………………………………………………………………………..23
Management & Operational Plan………………………………………………….……………..24
Management philosophy………………………………………………………………....25
Employees………………………………………………………………………………..25

4. Job Descriptions………………………………………………………………………….26
Operations Director……………………………………………………………....26
Sales Representative………………………..…………………………………....26
Customer Service………………………………………………………………...26
Salaries…………………………………………………………………………………...27
Ownership……………………………………………………………………………......27
Partnerships……………………………………………………………………………....28
Daily operations………………………………………………………………………….28
Suppliers…………………………………………………………………………………28
Financial Plan……………………………………………………………………………….…...29
Expenses……………………………………………………………………………....…30
Revenue………………………………………………………………………………….32
Risk Management………………………………………………………………………..33
References……………………………………………………………………………………34­37
Appendix A: Resumes………………………………………………………………………..38­44

5.
Figure: Page
1. Total U.S. Pet Industry Expenditures 3
2. Happy Dog 4
3. Average Annual Expenditures by Age 6
4. Spoiled Puppy 7
5. Dog Reunited with Owner 8
6. Who will be wearing the PawPrint Tag 10
7. PawPrint Tag Design Visual 11
8. Dimensions of the PawPrint Tag 12
9. Target Customer 14
10. Dog & Owner Relationship 17
11. Dog & Cat Love 18
12. Our Logo 18
13. Loving Cat Owner 19
14. PawPrints Facebook Page 22
15. Shark Tank Television Show Cast 23
16. Employee organizational chart 25
17. ​Happy Employees 27
18. Projection of Break­even Point and Return on Investment 33
Table:
1. Dog Ownership Statistics 4
2. Breakdown of Pet Industry Sales in 2015 5
3. Component Materials and Functions 11
4. Total Number of Pets Owned in the U.S., by Type of Animal (Millions) 13
5. Pet Market Retail Sales 20
6. Online pet products sales in the United States from 2011 to 2015 21
7. Marketing Budget 23
8. Employee salaries 26
9. Estimated costs of each component for the PawPrint Tag 30
10. PawPrint Company Startup Costs 31
11. List of Monthly Expenses 31
12. List of Annual Expenses 32
13. Sources of Revenue for the First Fiscal Year 32

6.
PawPrints​ promotes peace of mind and security for pet­owners by providing a premium tracking
device at an affordable price. We provide both a product and a service with a real time GPS
tracker for our customer’s pets. The GPS tracker will be embedded into a pet identification tag
that pet owners can attach to their pet’s collars.
PawPrints’ ​product, the ​PawPrints​ Tag, is powered by a solar panel attached to one side, as well
as a backup battery charger. The tag pairs with our mobile application so that our customers can
easily locate their lost pets. Our target customers are cat and dog owners in Arizona, where
PawPrints ​will initially be located.
PawPrints ​is a part of the specialty Pet Services and Goods Industry, one of the fastest growing
segments of the Pet Industry. The Pet Industry is one of the strongest industries in the United
States, reporting year over year annual growth of over four percent for the last decade. This
powerful growth can be attributed to a rising economy and a trend of pet humanization, where
pet owners are finding more and more ways to pamper their loveable companions and treat them
as a beloved family member.
Our main marketing priority is to reach out to pet lovers that are looking to regain a sense of
security and comfort. We will sell our product primarily on our website as well as through retail
stores. In addition, ​PawPrints ​will establish a presence on popular social media sites such as
Facebook and Instagram, and incorporate the company image into the daily lives of our users.
PawPrints​ staff is focused primarily on working closely with our customers and retailers to
ensure both have the best experience while using our ​PawPrints​ tags. Our daily operations are
focused on maximizing customer satisfaction in addition to achieving new methods of expanding
PawPrints​ market. Currently we have a total of 3 employees working at our ​PawPrints
headquarters and estimate to increase that number with the increase in our sales.
Financing for ​PawPrints ​includes funding for the product and respective mobile app,
establishing an operational office, and standard necessities of running a business. Estimated
startup cost and revolving annual expenses have an estimated break­even point with revenue
during the third quarter of the second fiscal year before making returns to investment. Revenue is
accumulated by ​PawPrints ​tag sales as well as a small monthly service fee. We have $250,000
and only need $150,000 more.
1

7.
2

8. Introduction to Pet Industry
As one of the countries with the most pet lovers, the United States and its people have had a
historically affectionate bond with their pets. Here, pets seem to have an elevated status beyond
merely household companions, many Americans see their pets as more of an extended member
of their family rather than just another animal. Thus, the pet industry has been booming since its
inception, with 65% of American households owning at least one pet.
The United States is known for being one of the biggest pet owning countries, and for the
affectionate way we treat our furry companions with various specialty services. Pet
services/accessories is a strong and rapidly growing industry with expected annual year over year
growth to be over four percent each year, one of the strongest industries in the nation (Stacy,
2015, para. 2).
With the positive, recovering economy, Americans have more and more disposable income to
spend on their furry companions. With increases in income, the average consumer are expanding
their buying habits, looking to splurge on luxuries and other ways to spoil their pets. The
outcome of the pet industry looks very prosperous. As the economy continues to improve, more
and more people are looking to buy pets and ways to improve the living conditions of their pets.
Figure 1: ​Total U.S. Pet Industry Expenditures (By Year)
Source:​ OutUGo
3

9. Table 1: ​Dog Ownership Statistics
Dog Ownership Statistics
Percentage of Households Owning 36.5 %
Number of Households Owning 43,346,000
Average number owned per household 1.6
Total Ownership in United States 69,926,000
Source:​ American Veterinary Medical Foundation
Figure 2: Happy dog
Source: InspirationSeek Cute Dog Pictures 2016
Pet Trends
The fastest growing segment in the pet industry is specialty pet services and goods, currently
estimated to be around 5 billion dollars spent a year in the United States (APPA, 2016, para 1).
As the economy continues to improve, this segment will also enjoy sustained growth as owners
4

10. look for more opportunities to improve their pet’s quality of living. As the American people get
more and more disposable income, a significant portion of this wealth will be spent on their
beloved pets. The pet industry is also experiencing an ongoing trend of pet humanization. (May,
2015, para. 19) More and more businesses are sprouting up that provide a service for pets that
was previously restricted for human enjoyment, such as pet hotels, pet spas, and pet restaurants.
These businesses are specifically designed to treat these pets with the attention and respect
usually only afforded to human beings. Though many of these specialty services were previously
only affordable by the wealthy, the improving economy and boom of the pet services industry
means that many new businesses are opening up that would expand the income bracket that
would purchase these services. Similarly, companies are also capitalizing on these trends by
providing high­end, human quality pet food with qualities such as free­range meat or produce
that is labeled organic. Pet­owners are continuing to buy premium food and specialty services for
their companions as they continue to view them as a valued member of their family.
These specialty pet services might seem a bit excessive to your average American, but as pet
humanization grows and spreads across the nation, these businesses are expected to expand and
grow across the nation. And with an ever­growing and evolving industry, one could predict that
these type of services may soon be commonplace for an American household constantly seeking
new ways to cater to their loving pets.
Table 2:​ Breakdown of Pet Industry Sales in 2015
Segment Amount Spent Per Year (In billions of
dollars)
Food $23.04
Supplies and Medicine $14.39
Vet Care $15.73
Live Animal Purchases $2.19
Pet Services $5.24
Source:​ American Pet Products Association
5

11.
Figure 3: ​Average Annual Expenditures by Age
Source:​ Henderson (Bureau of Labor Statistics)
It is a historical trend that the younger demographic of pet owners spend significantly less than
their older, middle­aged counterparts. As one can see from Table 4, the biggest spenders on pets
are those from ages 45 to 64, with people under 25 being the smallest spenders, though amount
of spending seems to increase with age. However, as the younger, more technologically
proficient generations (Generation X/Y) continue to grow and become pet­owners, the average
consumer will be more likely to adopt a tech­based accessory or service for their pets.
With the emergence of smartphones and the prevalence of technology and connectivity in our
everyday lives, it is easy to see why many would chose to modernize their approach toward
caring for their animal companions. This fact is reflected in the emerging number of apps that are
being created specifically for pet owners. There are pet apps that help you train your dog, keep
track on what your dog ate, and social media platforms specifically designed for pet owners. And
as the adoption rate of tech­based solutions becomes more and more mainstream and widespread,
older generations are more likely to inquire into newer technology and services and adopt them
for themselves.
6

12.
Challenges to the Industry
There is not a whole lot of risk or serious challenges to this established and growing industry.
Pets will always be in demand as long as the consumer has disposable income. As evidenced in
Table 1, there was established growth in the Pet Industry even in recession years. Even in times
of economic hardship, it seems pet owners refuse to neglect their loveable companions,
reinforcing the trend of pets as family members.
However, there has been an emergence of legislation to ban sale of puppies in stores. This is
mostly attributed to the fact that many stores get their puppies from “puppy mills”, which are
large­scale, commercial operations where the breeder puts profits over the well­being of the
animals, often subjecting the puppies to terrible living conditions.
Over 40 cities in the U.S. already have some form of legislation banning puppy sales in some
form. (Lotz, 2015, para. 2) Advocates for these bans argue that puppies that come from these
mills are unsocial and prone to being sick. They also argue if more stores were banned from
selling pets; more animals would be adopted from shelters (Lotz, 2015, para. 12). However, even
if such bans were enacted on a larger scale, it would not realistically impact overall demand for
pets or pet products.
Figure 4: Spoiled Puppy
Source: National Geographic­ Spoiled Rotten Pets
7

13. How ​PawPrints​ Capitalizes on these Trends
The companies that are primed for success in the years to come are those that offer
individualized services to pet owners that view their companions as family members rather than
animals. Many businesses are also taking advantage of tech­based solutions that would appeal to
the younger generations which are emerging as the dominant consumers in the industry (Mantle,
2015, para. 12).​ PawPrints ​is in a perfect situation to capitalize on these trends.
With the increasing amount of income that Americans are dedicated toward improving the lives
of their pets and the emergence of the adoption of high­tech solutions by pet owners, our product
is primed to appeal to an increasingly large demographic of people. No one would ever want to
lose a member of their family and because of the unpredictable nature of pets, it is sadly a too
common scenario where an owner has lost track of his or her beloved companion. ​PawPrints​ will
be the perfect product for the pet owner that wants the safety and well­being of their pet
guaranteed at all times. Because we offer a specialized product that ensures a peace of mind for
pet owners who are constantly concerned for their beloved companion, one can predict that our
product will be in peak demand in the coming years.
Additionally, ​PawPrints ​will be headquartered in Arizona, one of the cities in the United States
where pet owners spends some of the largest amount of their monthly income toward their furry
friends. (Kurtzleben, 2012, para. 1) Combined with the rapid growth of the pet accessory and
service industry and the niche nature of our technology based product, ​PawPrints ​is set to take
advantage of the positive economic climate and propel itself into the market.
Figure 5: Dog Reunited with Owner
Source: Telegraph UK
8

14.
9

15. Mission Statement
PawPrints​ promotes peace of mind and security for pet­owners by providing a premium tracking
device at an affordable price. We provide both a product and a service with a real time GPS
tracker for our customer’s pets. The GPS tracker will be embedded into a pet identification tag
that pet owners can attach to their pet’s collars.
Figure 6: ​Who will be wearing the ​PawPrints​ Tag
Source: ​Doggie Mania, 2012
Problem: Lost Pets
Dogs and cats go missing frequently, and with the increased amount of pet owners in recent
years only 6% of dog owners and 2% of cat owners found their pets at shelters (Petfinder, 2016,
para. 5). In addition, tags and microchips are only responsible for 15% of dogs getting home
(Humane America Animal Foundation, 2012, para. 2). With these staggering low success rates of
finding a lost pet, there is a need for a more accurate way to track one’s pet location.
Solution: Our Product
PawPrints ​provides a solution to the lost pet issue. By providing an extremely accurate location
of our customer’s pets, our product will increase the chance of finding lost pets to close to 100%.
The ​PawPrints ​Tag​ ​uses a solar powered GPS system to send signals to a mobile application
with the location of the user’s pet. The tags will be made of circular pieces of metal with a
reflective strip around the border. On one side of the tag there will be a solar energy receiver
with the GPS tracker underneath, and on the other side there will be the standard pet name,
address, and telephone number that we are all accustomed to. The reflective strip will light up
when car lights shine on it, making smaller pets more noticeable in the dark.
10

16.
PawPrints​ will be focusing on the location of our customer’s pets rather than other features such
as heart rate detection and other ways to measure your dog or cat’s health. By concentrating on a
single element, we will be able to make a more cost efficient product that we can easily sell more
quantity at a lower price.
Figure 7: PawPrints​ Tag Design Visual
How is the ​PawPrints​ Tag made?
The ​PawPrints​ Tag will be manufactured in Mexico. Our component materials will be sent
directly from the supplier to a factory in Mexico where the​ Pawprints​ Tag will be assembled.
Mexico is very close to Arizona, where ​Pawprints​ headquarters is located. Although labor wages
are higher in Mexico (Carroll, 2013, para. 8), our company doesn’t have to ship the product
overseas, cutting shipping costs drastically to make up for the higher wages.
Table 3:​ Component Materials and Functions
Material Function
Pet Tag To provide a platform for all other materials
GPS Unit Technology used to locate the pet
Solar Cell Chip Uses energy from the sun to power the tag
Lithium Ion Batteries Re­chargeable battery used as a backup
source of power
Micro­USB Ports Used to charge the lithium ion battery
Reflective Strips Makes the pet wearing the tag more visible at
night
11

17. Product Dimensions
The​ PawPrints ​Tag will be 1.125 inches in diameter and .15 inches thick. The small size of the
tag is optimal for both cats and dogs. This size is comparable to most other pet tag brands, so if
the pet has worn a normal tag before, the ​PawPrints​ Tag would be a similar dimension. The solar
panel material will be placed on the front of the tag in a circular shape, taking up 1 inch in
diameter. The remaining .125 inches in diameter will be for the reflective strip.
Figure 8: ​Dimensions of the ​PawPrints​ Tag
Sustainability
By using recycled stainless steel for the metal tag, ​PawPrints ​won’t be forcing the production of
new stainless steel. By using already made metal, ​PawPrints ​is contributing to the conservation
of our Earth’s metal resources. In addition, by making the ​PawPrints​ Tag primarily solar
powered, we​ ​will help our consumers save energy by not having to charge the tag very often.
Pricing
PawPrints ​produces one simple product, the​ PawPrints ​Tag. The ​PawPrints​ Tag will be priced
at ​$49.99​ and it will include the GPS locating tag along with engraving of the dog’s name,
owner’s address, and phone number. Although the tag is primarily solar powered, the product
will come with a wall charger for the tag to provide backup charge.
Target Market
Pawprints​ has established its location as Phoenix, Arizona for a number of reasons. Phoenix has
an average UV index (strength of the sun) of 6.67 compared to the US average of 4.9 (Home
Facts, 2016, para. 1). By basing our company in a state where our customer’s pets will have high
exposure to the sun, ​PawPrints​ can assure our customers that the solar power tag will be most
effective. Arizona’s pet owners also spend more money on pet products than any other state
12

18. (Kurtzleben, 2012, para. 1). ​PawPrints ​markets to dog and cat customers who value their pets
lives and consider them as a “member of the family.” In 2015, anti­puppy mill legislation was
passed in Arizona, forbidding pet stores to sell dogs that don’t come from a shelter (Berger,
2015, para. 2). This exemplifies the level of care people in Arizona have for their pets, and
people who care a lot about their pets are more likely to buy pet products.
Customers
The ​PawPrints ​Tag is simple and affordable to all types of pet owners. ​PawPrints ​main goal is to
have our product sold in large pet product chains such as Petsmart and Petco or Target. We make
it as easy and quick to purchase our tracking device, download the application, and locate pets at
all times.
PawPrints ​markets to both dog and cat owners, which make up over 160 million of the pets in
the U.S. (see figure 3). By marketing to cat owners in addition to dog owners, we will be tapping
into a whole different sector of the market than our main competitors. Cats are more likely to get
lost and never found, so we will benefit from marketing to cat owners. Cats are also much more
susceptible to getting lost and never found for many reasons. They are smaller and harder for
drivers to see and they are more susceptible to being attacked by animals like coyotes.
Table 4: ​Total Number of Pets Owned in the U.S., by Type of Animal (Millions)
Source:​ ​ ​National Pet Owners Survey, 2015
13

19.
Target Customer Demographics
● The 163.6 million dog and cat owners in the U.S. (American Veterinary Medical
Association, 2012, para.1)
● 30­49 years old (Gaille, 2015, para. 1)
● 80% of pet care taking is done by ​women ​(Gaille, 2015, para.2)
● People who own dogs less than 75 lbs (only 11% of dogs owner are >75 lbs) (Gaille,
2015, para.3)
PawPrints​ is primarily marketing to 30­49 year old women who own cats or dogs less than 75
lbs. Since women are proven to spend more time caring for their pets, we can conclude they are
most likely to be the ones purchasing the ​PawPrints​ Tag. Dogs that are less than 75 lbs are also
more susceptible to getting hit by a car because they are harder to see on the road. People who
own these smaller dogs are more concerned when their pets get out because they are at a higher
risk of getting hurt. Cats are even harder to see when driving, so having a ​PawPrints ​Tag
decreases the risk of getting hit by a car for them even more.
Figure 9: ​Target Customer
Source: ​Dogs and Their Owners ­ Google Search, 2015
Competitors
PawPrints’ ​main competitors are the company Whistle and pet microchipping technology.
Whistle creates a similar pet GPS location device whereas microchipping is an entirely different
way of locating one’s pet.
14

20.
Microchipping:
We will be able to compete with other companies since we are offering a much more safe and
affordable product than what is currently on the market. One of our competitors is a pet
Microchipping technology. Although microchips are almost invisible in size, microchipping
technology does not provide a convenient and fast way to locate found pet’s owners. For
example, if someone were to find a lost dog that was microchipped, they would have to take the
dog to a local shelter or vet and have them scan the chip in order to locate the owners. This could
take hours, or even days to locate the owners.
Pet owners rarely update the information associated with their pet’s microchip, so there is a
possibility the lost dog’s owner has changed numbers or moved addresses from the one listed,
making it even harder to return the pet (Caldwell, 2008, para.5). With our real time GPS, the
customer will be able to locate your pet quickly and efficiently, skipping the extra step of going
to the shelter or vet.
Whistle:
Another one of our competitors is Whistle, a GPS tracking and activity monitoring collar for
dogs. The issue with the Whistle technology is that it is an expensive $79.95 one time fee plus an
additional $9.95/month for the service plan. Whistle is solely marketed for only dogs. This poses
as a large issue since more cats go missing than dogs (Stewart, 2014, para. 3).
Since the Whistle technology is a bulky attachment to the collar, the production will cost more
than it will for ​PawPrints. PawPrints​ is able to just create one identification tag that isn’t
dependent on the size of the animal. When reviewing the Whistle collar website, our team found
that most customers would prefer a device for a cheaper price that didn’t contain the activity
monitor. We took this into consideration when creating our product and decided that it would be
best if our product was cheaper and didn’t contain the activity monitor.
What’s Next
The next section will explore strategies to market to the target customers outlined in the current
section. The marketing plan analyzes ​PawPrints’ ​competitors in order to create a unique
approach towards marketing in the pet product industry.
15

21.
16

22. Marketing Philosophy
PawPrints ​believes the relationship with our pets is one of the most important bonds we have in
life. Our company combines the best on­collar GPS tracking device with a simple mobile app,
putting your pet’s needs and location right at your fingertips whenever you need it. Our expertise
in pets and technology has allowed us to build a company set on developing a system of smart
products for pet lovers — a system that grows with every owner that joins in, has the power to
enrich each pet­owner relationship, and carries the potential to add years to every pet's life.
Figure 10:​ Dog & Owner Relationship
Source: ​Dogs are Man’s Best Friend, 2015
Company Values
PawPrints​’ core values center on security, comfort, affordability, and peace of mind. ​PawPrints
promises a device that is as easy to use as it is to follow a trail of paw prints. The ​PawPrints​ tag
provides a simple way for pet owners to regain a sense of security and comfort knowing that
their beloved pet can always be found. Since the ​PawPrints​ tag is also made out of recycled
material, the device will not only be helping pet lovers across the country but also the
environment.
Company Slogan
“Your Companion’s Companion” emphasizes the loyalty and trustworthiness behind the
PawPrints​ device. Every pet lover sees their pet as a companion to help them feel safe and
17

23. secure. Now all pet owner’s beloved companions can also have a companion of their own with
the ​PawPrints​ device. Pets will have the same sense of security and safety, knowing that their
owner will be able to find them and bring them home again.
Figure 11:​ Dog & Cat Love
Source: ​Dogs and Cats, 2016
Marketing Goals
Our marketing goal is to sell 6,000 pet identification tags within the first year. We will price our
pet identification tags at $49.99 making them the most affordable GPS tracker for pets currently
on the market.
Our Logo
Figure 12:​ Logo
Our logo is of a location point with grass and a paw print inside of
it. Our company chose this logo for many specific reasons. The
color green was chosen as it is normally seen as a positive color
that represents accuracy. The grass was chosen as it relates to both
dogs, cats, and the outdoors. Lastly, the paw print in the middle of
the location point represents a paw print that the dog or cat left
behind.
With all of these factors combined, an image is created of a paw
print being clearly seen through the grass. This image alludes to our
18

24. product as it illustrates how easy it is for pet owners to “ just follow the paw prints” and find
their pets.
Marketing Strategies
The main priority of our marketing is to share our product to the largest audience of pet owners
possible. ​PawPrints​ offers a simple way for pet lovers to track their beloved pets at an affordable
price. Our company’s marketing will help increase the awareness of our product to all pet lovers
around the United States. In order to reach our marketing goal for the year, we plan to utilize
retail stores that sell pet products, the television show “Shark Tank”, our website, social media
outlets, and print advertising.
Figure 13:​ Loving Cat Owner
Source: ​Getting To Know Purrs, Woofs, And Chocolate, 2014
Retail Stores
Around 30.52 million people have shopped at PetSmart in the past three months for pet supplies
and accessories in the U.S. (Stewart, 2014, para.4). By selling our product through stores such as
PetSmart, Target, Walmart, and PetCo, we are able to sell to an even larger market of consumers
that could be interested in our product. Most of the customers at these stores are around 30­49
years old and are searching for an affordable product to satisfy their needs.
19

25. PawPrints ​is a perfect example of a product that is not only affordable but also very easy to use.
Selling through retail stores will help build the ​PawPrints ​brand as well as build the credibility of
the product.
Table 5 :​ Pet Market Retail Sales
Source: ​Gibbons, 2014, p.2
The above graph illustrates the increasing sales of pet products in retail stores from 1997 to
2014. Each year the sales have increased and recently by 2­3 billion. Our company can therefore
assume that in the following years, retail pet product sales will continue this trend.
PawPrints Website
Our company’s website contains a homepage explaining our product and our core values. Since
the purchase of pet products online is increasing (Granderson, 2015, para.2), having a website for
our product is a significant advantage. On the ​PawPrints​ website, pet lovers will not only be able
to purchase our product but they will also have the ability to communicate with other pet lovers
around the United States. Our site shares testimonials from our clients, telling stories of how
PawPrints​ helped reunite them with their pets. Pet lovers are able to also post photos on the
website of them and their pets. Our company’s website will provide pricing, contact information,
and links to our other social media outlets.
20

26. Table 6: ​Online pet products sales in the United States from 2011 to 2015
Source: ​U.S. pet products online sales​, 2016, pg.1
The above graph illustrates the increasing sales of pet products online from 2011­2015. Each
year the sales have increased by at least 200 million. Our company can thus assume that in the
following years, online pet product sales will continue this trend.
Print Advertising
PawPrints​ is also directing marketing efforts towards print advertising in newspapers. This will
allow our product to be advertised to an audience that reads newspapers more than they use
social media outlets. Print advertising will be a huge advantage to the ​PawPrints​ company as it
enables the company to market towards an even larger audience.
Facebook
PawPrints’​ Facebook page allows our company to stay in contact with our clients. The Facebook
page enables the ability for clients to “like” our company and share the page with friends. Our
company will post interesting articles weekly about dogs and cats. These articles range from
topics about how to keep your pet healthy to topics about fun activities to do with your pets. Our
Facebook page will provide pet owners with a link to shop for our product online as well as a
21

27. way for clients to contact the company for any questions concerning the ​PawPrints​ product. The
Facebook page is a convenient way for ​PawPrints​ to stay connected with our clients. The
PawPrints​ Facebook page is therefore a great outlet for increasing awareness of our product.
Figure 14:​ ​PawPrints​ Facebook Page
Source: PawPrints​ Facebook
Instagram
The ​PawPrints​ Instagram page allows pet lovers to “follow” our company. On this page,
PawPrints​ posts videos and photos of our clients pets for pet lovers to view. This Instagram page
is a useful way for ​PawPrints ​to sell the name and brand to pet owners. From this page, pet
owners across the United States will recognize ​PawPrints​ as the instagram page with photos and
videos that evoke emotions of happiness, warmth, and love. The ​PawPrints​ Instagram page helps
build credibility and trustworthiness and helps sell the name and brand of ​PawPrints.
Shark Tank
The television series “Shark Tank” is averaging 7.9 million viewers. “Shark Tank” offers the
opportunity for entrepreneurs to present their products to five of the wealthiest investors in the
U.S. in hopes of one of them choosing to invest in the product. Advertising our product on
“Shark Tank” will tremendously help our marketing and increase the awareness of our product
(Morabito, 2014, para.2).
22

28.
Since 79.7 million American households own a pet and there are 163.6 million dogs and cats in
the U.S., there is a large chance that the majority of the 7.9 million viewers have a pet in their
household (Henderson, 2013, para.1).
Figure 15: ​Shark Tank Television Show Cast
Source​: How to be Successful on Shark Tank, 2016
Marketing Budget
Table 7: ​Marketing Budget
Type of Advertisement Cost Per Year
Company website $6,000
Ads on other websites $1,000
Print Ads (Newspaper Ads) $1,500
Total: $8,500
23

29.
24

30. Management Philosophy
PawPrints​ management philosophy is to provide an excellent product and services to our
customers. We believe this can only be achieved in a healthy work environment that encourages
clear communication and recognizes good work performance. At ​PawPrints ​we want our
employees to excel to their fullest capability allowing them to grow along with our company.
Employees
Figure 16: ​Employee Organizational Chart
PawPrint​s will require 3 employees. These employees consist of a operations director, sales
representative, and a customer service representative. ​PawPrints​ employees must be innovative,
self­motivated, and flexible. Although our employees are given job titles these jobs may include
but are not limited to their job descriptions. As a Startup, ​PawPrints ​will change as our company
grows and our employees will be able to grow with us. The staff will require little to no training,
because they will be hired based on their knowledge in one of the areas listed above.
In addition to our 3 staff members ​Pawprints​ will also be working with a lawyer and an account.
These two will be not be paid based on salary and will only be consulted with when necessary.
25

31. Table 8: ​Employee salaries
Employee Titles Salaries
Operations Director $45,000
Sales
Representative $30,000
Customer Service
Representative
$34,000
Job Descriptions
Operations Director
PawPrints ​Operations director is in charge of managing the daily operations. The Operations
Direct is also in charge of keeping contact with our suppliers and making sure that our ​PawPrints
tags are being manufactured to the highest quality. The Operations Director oversees all
operations and maintains frequent communication with all departments.
Sales Representative
PawPrints​ Sales Representative job is to acquire new suppliers to sell our ​PawPrints​ tags to. As
a start up ​PawPrints​ is looking for new ways to expand. The Sale Representative is responsible
for finding new ways to expand our market along with new ways to market our​ PawPrints​ tag to
our customers.
Customer Service Representative
PawPrints​ Customer Service Representative is in charge of customer and our retailers
satisfaction. We want for our ​PawPrints​ retailers and customers to enjoy their experience with
our ​PawPrints​ tags to the fullest. The Customer Service Representative will also provide
additional information about our product and services to our customers.
26

32.
Figure 17: ​Happy Employees
Source: More work but we’re happy, 2015
Salaries
The median average salary for an operations manager in Phoenix, AZ is $85,000. The median
average for sales representative is 38,000. The average median salary for a customer service
representative is $43,000 (salary.com, 2016 para. 1). As a start up ​PawPrints ​salaries are set
lower than the median salaries in Arizona but are subject to change with time. ​PawPrints
believes that as our company grows so will the salaries of our employees.
Ownership
​PawPrints ​legal ownership will be under a Legal Liability Company. Forming an LLC will
enhance our credibility with our partners, suppliers, and lenders. People tend to feel more
heightened credibility for the business when they see LLC after the company name, because it
shows a formal commitment to the business (Bizfilings, 2016, para. 4) It allows for us to have
the advantages of a corporation's combined the tax advantages of a partnership (Eka, 2013, para
3).There are currently no regulations regarding animal GPS devices.
27

33.
Partnerships
PawPrints​ is partnering up with Arizona State University Business Program in its Phoenix
location for interns. According to U.S. News and World Report ASU was ranked #1 as "Most
Innovative Schools" and is known for its business program. By partnering with ASU we will be
providing students with an opportunity to get real life experience in business and allow them to
have an opportunity to build their resume. Our interns will not be paid but instead will receive
school credit for their work. This allows for ​PawPrints ​employees to have additional help in
areas where extra help is needed without the additional cost of employees.
PawPrints ​is partnering with Verizon which is one of the leading cell phone providers for our
PawPrints ​application. The ​PawPrints ​app will provide Verizon with more clients which will
result with an increase in business for them. By partnering with verizon​ PawPrints ​tag owners
will be able to track their dogs location from the easy access of their cell phone.
Daily Operations
PawPrints ​headquarters will be placed in Phoenix, Arizona. Because our products will be made
using multiple suppliers once we have manufactured our starting amount of ​PawPrints ​tags our
PawPrints ​headquarters daily operation will be administration work. Our daily operations will
include dealing with tech support, customer service, and monitoring sales. Along with
monitoring and handling sales from our ​PawPrints​ online store.
Suppliers
● ​PawPrints​ tags will be manufactured through Schnitzer
● Solar panels will be manufactured through Alibaba
● GPS chip will be supplied by U Blox.com
● Micro USB cord will be supplied by Mouser Electronics
● Reflective strips supplied from Aliexpress.com
● Packaging supplied from Pratt Plus using
Sources: Ublox, Schnitzer, Alibaba, Aliexpress, Mouser Electronics, and Pratt Plus
28

34.
29

35. Expenses
Starting up the company requires expenses for device production as well as marketing and
operations. We value cost­efficient and sustainable material, while avoiding the sacrifice of
quality. Durable and recycled stainless steel will be the chassis for the ​PawPrints​ tag’s
components. Recycled boxes and paper will be used to package the ​PawPrints​ device.
Table 9:​ Estimated costs of each component for the PawPrints Tag
PawPrints​ Tag Components Price to Make One Tag Price to Make 6000 Tags
Recycled Stainless Steel $0.08 $480
GPS Chips $34.00 $204,000
Solar Cell Chips $0.24 $1440
Lithium Ion Batteries $4.76 $28,560
Micro­USB Ports $1.24 $7,440
Reflective strips $0.14 $840
Packaging $0.23 $1380
Total for single unit:​ $40.69 Total for 6000:​ $244,140
Sources for estimates: Ublox, Schnitzer, Alibaba, Aliexpress, Mouser Electronics, and Pratt Plus.
With the goal of selling 6000 ​PawPrints​ units in the first fiscal year, the total estimated cost is
$244,140 solely for the ​PawPrints ​Tags. This projection excludes manufacturing costs, which
are accounted for in Table 3. Estimated pricing of GPS chips are likely higher than the actual
pricing because buying in large bulk merits greater discounts, so the total cost of producing the
PawPrints​ tags will decrease (Ublox, 2015, para. 3). Other expenses necessary for starting up the
company are administrative salaries, mobile app development, and marketing budget.
30

36. Table 10: PawPrints​ Company Startup Costs
Startup Expenses Costs
PawPrints​ Tags $244,140
Administration Salaries $109,000
Mobile App Development $26,400
Marketing Budget $8,500
Startup Cost:​ $388,040
Source for mobile app development estimate:​ ​UpWork
The breakdown of the Administration salaries are $45,000 for the director, $30,000 for the sales
rep, and $34,000 for the sales representative. These starting salaries will gradually increase as the
company becomes more profitable. Mobile App development will be outsourced by UpWork, a
company that specializes in freelanced talent. The average cost for a mobile app developer is $55
per hour and we estimate that the app will be finished within 3 months (UpWork, para. 5).
Monthly expenses will include marketing tools, material to produce the ​PawPrints​ tag,
manufacturing costs, package delivery, payroll, office space rent, utility bills, and office supplies.
Annual expenses will cover business taxes, hiring accountants and lawyers, and insurance.
Proper business licensing and permits, repairs and maintenance are also annual costs (Sutter,
2011, para. 6).
Table 11:​ List of Monthly Expenses
Monthly Expenses Costs
Salaries $9,083.33
Rent $950
Manufacturing $700
Utility Bills $250
Office Supplies $100
Total Costs:​ $11,083.33
31

37. Table 12: ​List of Annual Expenses
Annual Expenses Costs
StateFarm Insurance $50,000
Taxes $23,622
Law Advice $24,000
Accountant $9,600
Website Service $110
Repairs, Maintenance, and Emergency Funds $25,000
Annual Costs:​ $132,331.52
Sources:​ Nolo, StateFarm, Lawyerist.
Arizona has a flat tax rate of 6.968% for taxable income for businesses, so the estimate in Table
4 is this rate multiplied by the total revenue for the first fiscal year calculated in Table 5. Law
advisers and accountants will be outsourced once annually, as the administrative staff and interns
will be able to operate efficiently in all other areas.
Revenue
The ​PawPrints​ company will mainly accrue profit from ​PawPrints ​device sales. Partnering with
cellular service provider, Verizon, will also increase revenue by obtaining a small percentage
from monthly service charges. Verizon will benefit by having more customers subscribed to their
service, allowing ​PawPrints​ to effortlessly gain monthly residual revenue while focusing on
higher volume of customers. Summing the individual unit sales as well as monthly service
charges will reveal the annual revenue of $339,000 as depicted in Table 5.
Table 13:​ Sources of Revenue for the First Fiscal Year
Revenue for First Fiscal Year Amount
PawPrints​ Tag Sales $300,000
Monthly Service Charge $39,000
Total Revenue:​ $339,000
32

38. The monthly service charges are calculated by multiplying $1 by the amount of customers that
are subscribed to Verizon data services, which are all customers. So, if the average tag sales are
500 per month, then that is roughly $500 in revenue for the first month and $1000 for the second
month from monthly service charges alone. This residual revenue produces a slightly exponential
curve while the costs plateaus in comparison.
Figure 18:​ Projection of Break­even Point and Return on Investment
If the ​PawPrints​ company is successful in reaching the quota of 6,000 units, then the revenue
will approximately be equal to the start­up cost after the first year. We will begin to make a
return on investment after reaching the break­even point of approximately $640,000, which
occurs in the third quarter of the second fiscal year.
Risk Management Strategy
The ​PawPrints​ company will have an initial inventory of 500 ​PawPrints​ tags for the first month
to ensure there are not any mass producing errors in the finished product. Contracts with Verizon
will state that the monthly service charges will have a locked price for customers, to prevent
monthly service fee price inflation of telecommunication serviced GPS units not controlled by
PawPrints​. Similarly, documented expectations from the business relationship with
manufacturing and assembling companies is equally important (Venturella, 2013, pg. 115).
Defective units, or user­damaged tags covered by the warranty will be handled with excellent
customer service, keeping the customer satisfaction top priority. Customers may received a free
replacement given circumstances, and this will not cause major setbacks in revenue, because the
pet products industry is growing steadily and we are confident that ​PawPrints​ will flourish.
33

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37

43.
38

44. Henry Banh
11393 Duncan Ct.
San Diego, CA 92126
Phone: (858) 429­8300 Email: Hbanh@umail.ucsb.edu
EDUCATION
University of California, Santa Barbara (UCSB) ​Expected Graduation Date
Third Year Actuarial Science Major June 17, 2017
San Diego Miramar College ​Transfer Date
Associate’s Degree in Mathematics May 15, 2015
EMPLOYMENT
California Coast Credit Union​: San Diego, CA 92126
January 2015 – September 2015
Bank Teller II​: Welcome guests with warm greetings, process various types of
transactions, spark conversation to build rapport with clients, pitch and close sales to
meet monthly quota, perform extensive cash handling and maintain cash drawer balance.
Wells Fargo Bank: San Diego, CA 92130
August 2012 – December 2013
Bank Teller I​: Very similar description as Teller job at California Coast Credit Union, but
with quarterly rather than monthly sales quota.
Abercrombie & Fitch: San Diego, CA 92122
January 2011 – June 2012
Impact Associate​: Stock merchandise, incoming phone calls pertaining to inquiries, assist
customers, take inventory of items and replenish merchandise on the sales floor.
SKILLS
Relevant Coursework:
∙​ ​Probability statistics based on mathematical applications of insurance company decisions.
∙​ ​Professional Business writing: Team Leader of a startup business project while focusing on
various types of professional communication and documentation.
Leadership & Communication:
∙​ ​Senator​ of Miramar College’s student body (Associated Students): Attended various
workshops in different cities to gain knowledge of leadership, and collegiate governance.
∙​ ​Coach​ and ​key­holder​ at Black Tiger Gym, a mixed martial arts studio.
Language:
∙​ ​Vietnamese – conversational fluency with intermediate reading and writing literacy
39

45. SOPHIA SHERMAN
6525 Picasso Rd Isla Vista, CA 93117
760.920.1877 ​sophiasherman14@gmail.com
PROFILE
Interested in the field of entrepreneurship and growing companies. Loves to work in a team and collaborate with
others. Very organized and motivated to learn new tasks. Has experience with marketing and sales as well as
organization of events.
EDUCATION
University of California, Santa Barbara Expected June 2018
Major: Communication, Desired Minor: Professional Writing, Technology Management Program
GPA: 3.7, Honors Program
EXPERIENCE
Hiwhi ​Santa Barbara, CA
Intern ​January 2016 ­ Present
­ Research competitors, conduct market analysis
­ Generate new ideas for website features
­ Set up and conduct meetings with potential partnering companies
Sophia & Chloe Jewelry ​Encinitas, CA
Operations Manager/ Public Relations Representative ​2010 ­ Present
­ Create advertisement campaigns using Adobe Photoshop, Constant Contact, and Facebook
­ Manage production, shipment, and record keeping of all orders
­ Update website product photos, create product descriptions, design website landing pages
­ Design postcards, foldouts, and promotional advertisements
­ Communicate with clients and make sales
UCSB Pathways
Goleta, CA
Peer Mentor/ Tutor ​Spring 2015– January 2016
­ ​Tutored first generation college students at Santa Barbara High School
­ Helped students mainly in math and science
­ Served as a mentor to help students improve grades and complete college applications
Crown Weddings San Diego, CA
Intern 2013 – 2015
­ Managed a team of vendors and hotel staff while setting up and running events of 300+ people
­ Created aesthetically pleasing designs for event set up
­ Focused primarily on providing amazing customer service for event guests
Moonlight Beach Deli and Dogs ​Encinitas, CA
Employee ​2014 – 2015
­ Provided exceptional customer service
­ Worked with a team to prepare food and drinks
LEADERSHIP INVOLVEMENT
Kappa Kappa Gamma ​Santa Barbara, CA
Registrar ​January​ ​2015 – January 2016
­ Managed a budget of $12,000 per year
­ Created apparel designs
­ Collaborated with outside companies to organize chapter member photographs
TECHNOLOGY
­ Adobe Photoshop
­ Constant Contact, QuickBooks, Aspdotnetstorefront Administrator, Excel
40

46. Ryan Yee
6509 Madrid Road Apartment J Goleta, California 93117 ∙ (510)­585­7738 ∙ ryanyee2020@gmail.com
Education
University of California, Santa Barbara Class of 2016
Candidate for a B.A. in Economics and Accounting/Candidate for a B.A. (with honors) in
Philosophy
GPA: 3.2 SAT Score: 2280
Work Experience
Oct 2014­Present ​ ​Goleta, CA
Value Added Services Intern AppFolio, Inc.
▪​Reached out to Appfolio users and guided property managers through utilizing software for
their tenants
▪​Identified and troubleshot various user interface issues while working collaboratively with users
▪​ Introduced new software updates and additional services (tenant screening, Rent Bureau) to
existing customers
​June 2015­Sept 2015 San Francisco
Assurance Intern Ernst and Young (EY)
▪ ​Performed external audit work for companies in varying industries: Google, Clorox, and 24
Hour Fitness
▪ ​Assisted in planning, strategy, risk assessment, and execution of audits, helping to test various
internal controls
▪ ​Collaborated with teams of over twenty EY professionals to ensure success of the audit
Jan 2014­ Present Goleta, CA
Court Intern Santa Barbara Superior Court
▪​ Shadowed a court judge, observed court proceedings and meetings between the prosecution and
defense counsels
▪​ Reviewed case files of previous trials of significance or important precedence
▪​ Conducted legal research on areas such as jury bias, civil rights, and legal process
Sept 2013­Present Goleta, CA
Student Worker/Assistant Chef Carrillo Dining Commons
▪​ Assisted chefs with preparing food
▪​ Plated dishes and served meals to students
▪​ Maintained general cleanliness of the dining facility
41

47. Leadership Experience
May 2013­Present ​United Fraternities and Sororities Council Goleta, CA
Exec Board: VP of Philanthropy/VP of Internal Affairs
▪​ Planned community service and philanthropy events for the members of the council
▪​ Worked with community volunteering organizations such as Adopt­A­Block and SB Zoo
▪​ Oversaw the administrative duties of the executive board, guided new chapters through the
expansion process
Dec 2012­Present ​Pi Alpha Phi Fraternity Inc. Goleta, CA
President
▪ ​Organized and led fraternity meetings, meet with other executive board members to organize
fraternity events
▪​ Coordinated with Greek Affairs to plan educational workshops, maintained fraternity conduct
to UCSB standards
▪​ Planned and executed multiple service events a quarter, promoted the fraternity philanthropy,
SB D.A.W.G.
Skills/Interests
▪ ​Fluent in Cantonese (written and spoken), Basic Proficiency in Mandarin
▪​ Proficient understanding of Microsoft Word, Excel, Adobe Photoshop
▪​ Passionate gamer and ESports competitor, finished second in TESPA Collegiate Hearthstone
Tournament
42

48.
43

49. Stephany Jones
6619 Del Playa Dr.
Isla Vista, CA 93117
(805) 458­5021
EDUCATION
University of California, Santa Barbara
GPA: 3.2
Major: Global Studies
UC Madrid, Accent Center September­June 2016
September 2015­ December 2015
Spanish Intensive courses
WORK EXPERIENCE
Broadway Bagel and Coffee Company 2011­2015
Managed daily operations and handled customer service. Organized staff schedules and
workloads to maximize productivity.
CAMPUS AND COMMUNITY INVOLVEMENT
Lucia Mar School District ​2014­Present
Collaborated with teacher for a back to school night presentation and event. Currently
maintaining communication with teacher to maintain class website.
Sprout Up 2013­2015
Collaborated with other team leaders to create lessons aligned with common core and next
generation science standards. Promoted hands on learning experiences for students through
interactive and engaging lessons.
Languages
Fluent in Spanish; basic comprehension in Italian.
44