BusinessPlanfinalpdf

A Healthy Dog is a Happy Dog.
Anita Ripley Ashleigh Ligon Ben Morris

FitPup Business Plan 1
www.fitpup.greenrivertech.net
Raising a dog is like raising a child, everyone has their opinion on the “right” way to raise them.
There is an abundance of information available, and it is difficult to know what you can trust.
FitPup wants to help. FitPup is a company that is in the process of developing an app to help dog
owners improve the health and wellness of their canine companion.
The FitPup app will help dog owners track and record their dog’s health, set reminders for
medications and appointments, and provide them a platform to contact veterinarians for non-
emergency needs. We want to help new dog owners find resources like local pet supply
companies, dog parks in their area, and other local dog friendly establishments. In the process
of providing dog owners with resources, we will create a community where dog owners,
veterinarians, and dog service providers can come together to help one another out.
Why now? There are many reasons why now is the time for an app like FitPup.
o Growing Market- In 2015 the pet industry made more than $60 billion dollars in
the United States.
o Growing Ownership- There are more than 75 million dog owners in the U.S.
o Economic Stability- The pet industry is one of the few industries that has seen
constant growth every year since 1994. Even through the recession of the mid
2000’s.
o Target Market- In 2018, the millennial generation will have the most buying
power of any generation in history. In addition, millennials love to use
technology and social media. Also, the millennials are the first generation that
feels dogs should be pampered and our willing to spend more money on their
dog than themselves.
o Competition- The pet health tracker is new to the industry. There are a few
applications already on the market, but most of them have only been around for
few years; our strongest competition has only selling their products since 2014.
What differentiates FitPup from the competition is our minimal upfront cost due
to the fact we do not require an expensive product for our app to function.
FitPup’s mission is to improve the health and lifestyle of dogs and their human companions
through fitness and community interaction. We believe that the health of the dog is dependent
on the health of the human and together we can build a long and happy life.
Executive Summary

Table of Contents
Executive Summary 2
Business Model 3
Mission Statement 5
Value Proposition 6
Key Partners 6
Customer Relations 7
Revenue Streams 7
Market Analysis 8
Market Demand 9
Customer Profile 12
Survey 13
Competitive Analysis 15
S.W.O.T. 18
Strengths and Opportunities 19
Weaknesses and Threats 20
Products 21
Solutions 22
Technology 22
Intellectual Property 22
Products and Services 22
Market Strategy 23
Pricing 24
Promotion 25
Promotional Budget 27
Ongoing Budget 30
Sales Plan 31
Channels 33
Operations and Production 34
Milestones 35
Financial Projections 36
FitPup Team 37
Works Cited 39

Why We Chose Pet Health
• Increased concern for the dog’s health and
well-being.
• Pet spending increases every year.
• More families own dogs than ever before.
Value Proposition
FitPup assists dog owners who want to
improve the health and wellness of their
companion’s lifestyle by providing them with
quality products, quantitative information,
and community support.
Key Partnerships
• Veterinary offices
• Pet supply companies
• Pet service providers
Business Model

There is a special bond between a dog and his human companion, one that has been forging for
over a thousand years. Dogs have provided us with comfort, companionship, family, and service
throughout the years; our love for our pet knows no bounds. According to a recent poll, 95% of
dog owners treat their dog as if he is part of the family, another child (APPA, 2015).
Just like humans, it is important that dogs live a healthy and happy life. Yet, other than
information that we receive from the vet (which can be costly), how do we know if our dog is on
track to a healthier lifestyle? Or, if our dog is healthy, what can be done to keep her that way as
she ages? FitPup is an app designed to improve the health and wellness of your dog.
Whether you are looking for the nearest dog park, or tracking every step you walk together,
FitPup will be there to help and encourage you. If you are searching for a veterinarian's office, a
local groomer or a pet supply store, FitPup can help. For pet owners who have dogs that require
constant medication and have extensive health records, FitPup will set notifications for when
medicine is due, store medicine information, and store the dog's health records online.
FitPup will market to dog owners who are looking to improve the health and wellness of their pet
without the expensive upfront costs of other pet trackers. We will also target other dog owners
who are looking socialize with their dog, but don't know where to go. We will be a community
brought together to help other dog owners and create a platform for pet experts to meet their
clients in a convenient location.
The strength of FitPup is built from the drive and determination of the marketing and tech
teams. Each team member brings a unique skill to the business, which makes FitPup well-
rounded and built to compete. The business team has a combined experience of more than forty
years of management, communications, sales, project management, advertising, and much
more. The tech team is trained in software development, and the latest requirements of app and
website development. We are also a team made up of almost entirely by the millennial
generation (dog owners!), which give us a unique advantage to understanding the needs of our
target market.
Business Model

The greatest advantage that FitPup will have is our app’s focus on community, health, and
fitness. All pet apps currently on the market focus on fitness levels of the dog, and very few
incorporate some small community forums. However, no company has tapped into both the
health and fitness markets. Even though 93% of those we surveyed would prefer an app that
does both.
FitPup’s second major competitive advantage will be the lower upfront costs. All of the canine
fitness apps that are currently available require an accelerometer in order for the app to function
that have a cost range of $60-$100. FitPup plans to develop an accelerometer and incorporate it
into the app in the future, but for the time being we will take advantage of the owner’s
smartphone pedometer. This makes FitPup more attractive to cost conscious consumers who
want to limit their upfront costs.
Business Model
Mission Statement
FitPup’s mission is to improve the health and lifestyle of dogs and
their human companions through fitness and community interaction.
We believe that the health of the dog is dependent on the health of
the human and together we can build a long and happy life.
FitPup will help the dog owner seamlessly keep track of all things
relating to their companion in one convenient location. Our goal is to
have a successful organization that provides an outlet for dog and
humans to come together.

Value Proposition
FitPup assists dog owners who want to improve the health and wellness of their companion’s
lifestyle by providing them with quality products, quantitative information, and community
support.
What makes our value proposition different from the competition, is our focus on improving both
the health and the lifestyle dogs and their human companions. This differentiates us from the
competition as they only focus on fitness, and not the overall canine lifestyle.
Key Partners
FitPup partnerships are important to our brand. We want to connect with other people in the pet
industry in order to add value and content to our app. To increase our brand awareness and to
bring expert content to the app we plan to partner with veterinarians, groomers, and pet supply
companies.
Building partnerships with vet offices is key to increasing our brand’s reputation. The FitPup app
will store each dog’s health records within a database which allows easy management for the
dog owner. In the future we intend to create an online database for veterinarians that will
improve their ability to store dog’s health records and incorporate functionality that will allow
them to securely communicate with dog owners without an office visit. Not only will this give dog
owners easier access to their veterinarian and pet’s health records, it will allow us to gain
increased app downloads and build trust in our organization. Dog owners trust their veterinarian
with the care of their dog, and if they recommend FitPup then the owners will trust the vet when
they recommend FitPup.
Groomers and other pet service providers have a large number of customers that also fit into
our target market. In 2015 dog owners spent $5.24 billion dollars on grooming and other pet
services (APPA, 2015). By building a partnership with them we will be able to spread our brand’s
awareness levels even further. In return we will provide them, with an outlet for advertising that
in tandem, will help with their brand awareness.
Most pet supply companies have a list of recommendations for local services that they will
provide their customers with. This can include veterinarians, groomers, doggie daycare
Business Model

providers, and local pet friendly establishments. By gaining a partnership with them we can
increase our brand awareness by becoming part of the list that they give out to consumers. This
will support our intention of being involved in our community and allow them the opportunity to
place advertisements within our app and on our website.
Customer Relations
FitPup is passionate about building a community that brings together dog parents from different
neighborhoods to share information, find resources, local services, and digital health records. We
want our customers to feel important by building a level of trust, support, and quality, and
engaging with them on a regular basis.
Our partnership relationships are built on a foundation of mutual respect, and common goals.
We will provide them with an outlet for advertising and in return they will provide expert content
and ad revenue.
Revenue Streams
Our primary revenue stream will be recurring revenues from advertisements placed within our
app from our key partners. Another recurring revenue stream will come from sponsored content
from pet experts both within our app and on our website.
Our secondary revenue stream will be one-time customer payments from app downloads of the
premium version of our app. In the future we plan to expand this revenue stream by adding an
accelerometer which will be offered at an additional cost.
Business Model
Recurring Revenue
One Time Revenue
1. Ads
2. Expert sponsored
content
3. GPS tracking
1. App sales
2. Accelerometer
3. GPS tracker

Market Demand
• In 2015 the pet supply industry reached
$60 billion in sales.
• Dog ownership has increased every year.
• Washington has one of the highest levels
of dog ownership.
Target Market-Millenials
• In 2018 Millenials will have the most
buying power of all generations.
• Millenials are more likely to spend more
money on their pets than themselves.
• More likely to purchase an app.
Survey Results
• 76% reported they were likely to use an
app like FitPup.
• 84% said they would use the app to keep
track of medications and appointments.
• 66% spend $150-$600 on the dogs yearly

Demand
The pet health tracker is a new industry. The most established company, FitBark has only been
around since 2014 and crowd funding has been the primary source of funding for the majority of
these competitors. The three most popular, FitBark, Pod, and Whistle have each had their
products on the market since early 2015.
However, for as long as there is data (since 1994) the amount of money spent on caring for pets
has increased every year. Even during the Great Recession (2007-2009) when many industries
declined, the pet industry continued to increase. According to Forbes magazine, by 2012 “more
than 35 major chains in this niche, from doggy daycares, groomers, and dog-walking providers
to pet stores, dog trainers, and boarding services,” either opened or survived the recession of
the mid 2000’s (Forbes, 2012).
36.3 38.5 41.2 43.2 45.53
48.35 50.96 53.33 55.72 58.04 60.59
0
10
20
30
40
50
60
70
2005 2006 2007 2008 2009 2010 2011 2012 2013 2014 2015
BILLIONSOFDOLLARS
Total U.S. Pet Industry Expenditures
Market Analysis

Why does the pet industry seem to be so economical stable? Regardless of the economy, pet
owners are willing to spend money on their pets even when their funds are limited. Pet
companionship has been known to bring comfort during difficult financial times. Having a dog at
home waiting to cuddle and relax with us when we arrive can provide security and emotional
support, and owners feel good when they can spend on their pet.
The growth potential is enormous, and continues to grow each year. Dog ownership has
increased each year since 2011, particularly among the millennial generation. 49% of the
millennial generation reported owning a dog in 2015, which is up from 37% in 2013 (Market
Research, 2015). This supports that pet ownership is one of the few industries that continues to
grow year after year, even during a recession.
Market Analysis
23.04
14.39
15.73
2.19
5.24
0
5
10
15
20
25
Food Supplies/OTC Medicine Vet Care Live Animal Purchases Pet Services
BILLIONSOFDOLLARS
2015 Breakdown of Sales in the U.S. Market

The pet industry has revolutionized the way Americans view their pet. Now more than ever, pets
are considered part of the family, and more money is being spent on their pet’s care. According
to the American Pet Products Association, in 2015 American’s spent more than $60 billion dollars
on their pets, up 25% from five years ago. This growth is triple the size of spending since 1994,
with the basic annual expense of dog care at about $1,671 per dog in 2015.
With the increase in the pet industry comes a need for pet services, including a pet health
service like FitPup. According to the Association for Pet Obesity Prevention, 53% of dogs are
considered overweight or obese. The most concerning part is that in a national survey, 93% of
dog owners believe that their dog’s weight was in the average range for a healthy pet. Dog
obesity has risen 30% in the last five years, and is showing no indication of stopping in the near
future.
Just like humans, obesity in dogs is a serious problem, it can lead to diabetes, hyperthyroidism,
heart disease, joint and back pain, and early death. These health conditions have a negative
impact not only on the dog’s lifestyle, but also on the humans who care for them.
551
235
269
61
333
62 83
47
0
100
200
300
400
500
600
Surgical Vet
Visits
Routine Vet Food Food Treats Kennel
Boarding
Vitamins Groomming Toys
HUNDREDSOFDOLLARS
Basic Annual Expenses Per Household
Market Analysis

The veterinarian bills for an unhealthy dog can be extreme, and dramatically increase as time
goes on and the dog ages.
FitPup will take advantage of the growing problem with unhealthy dogs and increased pet
spending, by providing dog owners an outlet where they can track their pup’s health and fitness,
chat with other dog owners, and share tips and experiences. In addition, FitPup provides
resources, like lists of dog friendly areas and a place for the storage of digital records of their
dog’s health care.
Customer Profile
FitPup’s broad target market consists of dog owners, particularly those with a focus on improving
the health and wellness of their dog. Based on the market research that we conducted we intend
to focus on the millennial generation (18-34).
The millennial generation (ages 18-34) is changing pet spending and ownership more than any
other age group. Not only do more than 35% of the millennial generation own a dog, but
according to the market research company GFK, 63% believe that pets should be pampered, and
are more willing to spend more money on their pets than themselves (GFK, 2015).
Millenials are powered by social media, and driven to connect with their favorite brands online. If
a millennial loves a product they will become loyal to the brand and will post about it on their
Facebook, Twitter, and Instagram pages. In addition, the millennial generation is are more likely
to purchase based on word of mouth than through traditional advertising.
In two years (2018) it is estimated that millennials will have the greatest buying power of any
other generation and in turn, will spend the most money on their pets. They are also the age
group most likely to try the newest products and services with the latest technology. They are
the best early adopters of FitPup’s product.
Market Analysis

For our trial phase, we are focusing on dog owners that live in the South King County area of
Washington State. Roughly 40% of households in Washington own dogs. With King County
having both the largest population, and the most pet licenses being sold, we feel this would be
the best place to grow our brand.
Survey
We conducted a survey of approximately 200 respondents in our demographic profile. Our profile
consisted of married couples that did not have children, were ages 18-35, lived in South King
County, earned an annual combined income of more than $100,000, regularly used a
smartphone, and owned a dog.
The group sample contained 197 people. Of those:
● 97.46% of the respondents stated that they owned and regularly used a smartphone. This
is obviously great news, as it shows that most dog owners also own smartphones.
Also, for the small portion of individuals that don’t own smartphones we have a fully
functioning website that will provide them access to the features in the app.
Market Analysis

● 70% of the respondents reported that they visited the vet at least one or two times a year
and 66% spent $151-$600 a year on vet expenses. This is important because our target
Market is made up of people who care about their dog’s health and are willing to put the
time, money, and effort into their pet. These results prove that this type of person is out
there and in need of a solution to help manage their appointments and pet records.
● 70% of the respondents claimed that they regularly visited dog parks with their dog, 22%
visited once or more a week.
● 143 people reported that their dog regularly takes medication. There were various
responses when it came to the frequency they provided their dog with medication. The
responses ranged from twice a day, once a day, once a week, once a month and every
few months. Some pets had multiple different types of medications that followed different
schedules. This is important to know because this would be one of the highlighted uses of
the app. If we can appeal to those who are in need of help tracking/reminding them about
their pet’s meds we could encourage more people to download the app.
● 37.06% or respondents claimed that they would be highly likely to download this kind of
app, and 38.58% said they would be somewhat likely.
● Of the 149 people who said they
were highly likely (or somewhat
likely) to download this type of
app, we wanted to probe them to
find out what type features would
appeal to them and what they felt
was most important that we
include. In the survey we included
an written open-ended question
asking for suggestions and
recommendations. The most
popular results were:
Market Analysis
48
96
114
93
132
125
101
68
22
0 20 40 60 80 100 120 140
Grooming
Medical History
Pet ID Info
Weight Tracker
Vaccine Schedule/Reminders
Medicine Scheduling
Vet Appointment
Food Tracker
Activity Tracker
Recommended Features

FitBark Inc.
210 W 19th Ter Ste 200
Kansas City, MO 64108
fitbark.com
FitBark is a Kickstarter funded company that aims to improve the life and health of dogs. This
made finding revenue information a little difficult. The last time any financial information was
made public was in April 2014 when the company’s net worth was only $3,046. At that time it
was reported that FitBark had a monthly revenue of $127. At the time this report was made
public FitBark had made sales on Kickstarter, but none of the “backers” had received the
product.
FitBark Attributes How We Will Compete
Established business (2013) • Take advantage of what they have already
learned.
• We have differentiated ourselves by offering
complete care for the dog. Not just health and
exercise.
Competitive Analysis
• Established in 2013.
• Accelerometer is required to operate app.
• Relies solely on word of mouth and social
media marketing.
• First units sold in 2015.

Prices
The monitors range in price, starting at
$69.95 on the FitBark website and
BestBuy.com to $99.95 on Amazon.
• App price will be one time only at $9.95.
• GPS tracking will be monthly for $4.95.
Pricing makes our product more affordable.
Sold Online Only • iTunes, Google Play, Amazon App store, and
online.
Media Activities • Partner with bloggers and pet magazines.
Marketing tactics
Social media, word of mouth, and
partnerships
• Social media advertising.
• Word of mouth.
• Partnerships with pet experts and supply
companies.
Goals
“HEALTHY TOGETHER: a dog is an ideal
workout partner. Committing to a dog
means committing to our own health.”
Our goal is to have a successful organization that
provides an outlet for dog and humans to come
together. FitPup will help the dog owner seamlessly
keep track of all things relating to their companion in
one convenient location.
Social media presence
● Facebook- 23,873 Likes
● Twitter- 3,591 Followers
● LinkedIn- most recent update
was March 2014.
● Pinterest- products are featured
for here along with links to
reviews from CNet.
● Instagram- 2,134 Followers.
● YouTube- 9 videos all but one
uploaded more than two years
ago.
We can compete with them in social media presence
by: posting relevant information, link to our website,
actively engage with social media users, share with
everyone, integrate our social media strategy, use
hashtags (they are catchy and people like them),
provide a benefit for our audience to keep in touch
with us, know the strengths of each social media
network and play to them.

Google PageRank- 4/10 We will have a better Google page rank by making
sure we follow Google’s guidelines for improving
page rank. Title tag, Provide testimonials, offer
discounts, link all references, hold contests, use the
right keywords, and make sure the keyword are
used properly within the website, are some of the
recommendations made by Google.
Average time visiting- 2 min 3 sec We can compete with this by having a better user
experience on our website.
Bounce back rate- 51.15% • We will provide relevant content.
• Optimal web design.
• Data analysis to stay on top of what people
are searching for.
Top webpage referring sites-
shareasale.com, qz.com,
dodoburd.com, wareable.com,
freedly.com
None of the top referring websites are relating to
fitness or dogs. We can improve traffic by appealing
to the right customers on the right web pages. The
referring websites could be better utilized if they
were better related to the customer target market.
Paid searches- 0% FitBark relies 100% on organic searches. The only
way to compete with this is to also have some paid
ads which could potentially increase traffic to our
website as well.
App awareness- 76.65% mail, 23.35%
referral
This would be done through advertising and our
other marketing tactics including increasing our
social media presence.

S.W.O.T.
Strengths
1. The app will provide both the health and fitness aspects of the
dog. This is unlike any other app on the market.
2. Unlike other pet health and fitness apps, we will not require the
high cost of a gadget in order for our app to work.
Weaknesses
1. There is very limited awareness of our product.
2. No one on the team has experience in starting or running a tech
company. However, we have mentors who have lots of
experience in both business and startup to help guide us through
the process.
Opportunities
1. Online database for pet records (for vet offices).
2. The growing economy means that more people have disposable
income to provide for their pet.
3. Pet ownership has increased every year since 1994.
Threats
1. FitBark is an already established dog health app and
accelerometer. FitBark tracks, compares, and charts the dog’s
fitness levels.
2. The app has limited time to be developed before the launch.
However, we can control how quickly we can react to any issues
that may arise.

FitPup Competitive Strengths and Opportunities
These are the internal and external factors that give our company an edge over our competitors.
Organized in order of importance
Strengths
1. Each member of the business team adds a different set of strengths which makes our
team more well-rounded and complete. Ben has experience in sales and public speaking,
Anita in management, and Ashleigh in project management and digital advertising.
2. Digital storage for the dog’s pet record (ex. prescriptions and shots).
3. The app will be free for the basic version and low-cost for the premium version.
4. There is a developed web page to capture email addresses and countdown to the launch
of the app.
5. Each member of the tech team is trained in app development.
6. The app is intuitive and easy to use. The ease of use will increase the amount of people
who would be willing to use the app.
7. The app has a customizable avatar option to upload and share pet photos.
8. Customer feedback on the app store will allow us to quickly respond to complaints or
issues.
Opportunities
1. Pet confidential record laws are not as protected as they are for humans, so it will be
easier to store medical information for the dog.
2. Develop Relationships with Pet Health Experts/Veterinarians.
3. Build pet services finder (ER, groomer, vets, stores, etc…).
4. Local pet friendly places finder (dog parks, restaurants, etc…).
5. Doctor’s now recommend pets to improve human mental/physical health.
6. Tips and ads from sponsors in the pet industry.
7. Increase in senior pet ownership.
8. Live online vet chat.
9. The possibility to incorporate a GPS tracker for the dog.
Strengths & Opportunities

FitPup Competitive Weaknesses and Threats
These are the internal and external factors that our company will have to compete against.
Organized in order of importance.
Weaknesses
1. There are limited funds for marketing and whatever else may be needed. Raising funds
through angel investors, venture capitalists etc. Maybe a Kickstarter campaign would
benefit our company.
2. Lack of the ability to plan long term for the business. Developing a business plan in the
future, including contingency plans for things that could possibly go wrong. We are also
quick to adapt to any change that could happen.
3. No one on the team is a pet health expert, so we will require the help of an outside expert
for any health information. A pet health expert who would be willing to counsel and
mentor us regarding the information included in the app, possibly in exchange for free
advertising. Also, a disclaimer eliminating liability.
4. The app has limited time to be developed before the launch. There is not a lot that can be
done about the limited time for development, however we can control how quickly we can
react to any issues that may arise.
Threats
1. Apps tend to have a peak of downloads within the first three months, and then plummet
after that.
2. Banfield, the veterinary office/hospital that operates out of PetSmart (which adds to their
credibility) offers an app that stores digital records, and provides a platform to contact a
vet with questions.
3. It will be hard to break through the barrier of industry giants who already have a large
following.
4. There are tons of apps that spring up every day. They may incorporate newer technology
and ideas that improve the pet health and fitness industry.
5. A few veterinarians have developed apps of their own to keep track of their patients’
health. They also provide records for their patients to take with them.
Weaknesses & Threats

The flagship products for FitPup will be the mobile app and website. The app will be available on
iTunes, Google Play, and Amazon’s app stores. The mobile friendly website will be found online
at fitpup.com (currently at fitpup@greenrivertech.net).
The main features of the app and website will be:
• Dog park land dog friendly areas locator - Whether it is a dog friendly restaurant in
Seattle or an off leash dog park in Federal Way, FitPup will help users find the perfect
location for them to hang out with their dog
• Digital medical records - FitPup will provide a mobile database to store the dog’s health
records, remind their owners when the dog is due to visit the vet or groomer, or is in need
of medication.
• Forums/Expert advice - FitPup will partner with experts in the pet health industry to
provide tips and advice to dog owners. There will be forums for owners to share
information on what worked best for them, or recommend a services like groomers or
doggy daycare facilities.
In the future, FitPup will also have an optional accelerometer that will track the dog’s
information in real time and sync (via Bluetooth) to either the user's phone or base.
Products

Technology
FitPup relies heavily on technology for the success of our organization. Technology is an integral
part of the development and management of both our website and our mobile app and FitPup
depends on it to function and be successful.
Intellectual property
Our intellectual property consists of our website and domain, and our mobile app including the
name of our app, the source code, graphics, text, and audio-visual content.
We will register our domain through GoDaddy and obtain copyright protection through the U.S.
Copyright Office which will protect us by providing exclusive rights to the written code and all
original works and expressions.
Products & Services
The FitPup app and website will:
• Feature a dog park locator and walking trail locator
• Keep track of vaccinations and sends reminders
• Keep track of medication schedules and sends reminders
• Record and stores dog’s weight
• Locate local veterinary offices, emergency medical care
• Locate local pet friendly places, and supply stores
• Host community forums for pet owners to share information
• Partner with veterinarians and pet supply companies to provide sponsored expert content
• Provide training tips
• Help with:
 Crate training
 Potty training
 Behavior training
Solutions

Market Strategy
Pricing
• Free basic version of app.
• Premium version with advanced features
is available for $9.95 one-time cost.
• GPS tracking will be offered for $4.95
monthly.
Promotion
• Social media activities and advertising.
• Petpalooza Auburn, WA
• Visit dog parks and veterinarian offices to
distribute flyers and meet with potential
customers and partners.
Sales Plan
• Increase sales.
• Increase product downloads.
• Increase ad sponsorships and
partnerships.

Pricing
The basic version of FitPup will be available for free through the Apple, Amazon, and GooglePlay
App Stores. The basic version will generate revenue through advertisements and sponsored
content.
The premium version of FitPup will offer advanced features and revenue will be produced
through a one-time download fee of $9.95. Additional revenue will be generated through
sponsored content and an optional monthly GPS subscription fee that will be incorporated at a
later date.
For consumers that are interested in incorporating GPS tracking, there will be a required
monthly subscription fee of $4.95. This will allow pet parents to track the location of their dog at
all times. A surprising statistic is that one in three pets are lost in their lifetimes and microchips,
while one of the most frequently trusted, are actually one of the least used forms of
identification for lost dogs. By using FitPup’s GPS tracking service they will have constant
monitoring of the dog’s location which will help locate them if they are lost.
The FitPup team conducted thorough market research of our target market and research of the
competition prior to deciding our cost structure. We selected a one-time download cost instead
of a monthly subscription fee because we felt that it was more appealing to consumers in our
target audience. In addition, we set our price to be competitive with the other pet health apps
currently available on the market.
Our three main competitors in the pet health industry charge a one-time download fee of
between $0-$6.99 for their app, but all three require the user to buy expensive ($60-$100+)
products to use the app. In addition, two of the competitors charge a $50 annual subscription
fee.
While our research on the buying trends of the millennial generation show that app costs are an
insignificant decision in choosing an app, we feel that having a higher one-time download cost is
more attractive to our target audience than a monthly subscription fee. Also, having the ability
to add GPS functionality after the initial download is something that will be appealing to
millennials. Users will be able to download FitPup and fall in love with the features before
committing to a monthly subscription fee for GPS tracking.
Market Strategy

Promotion
We plan to inform the community about FitPup using a variety of marketing methods. The FitPup
team will visit dog parks, veterinarian offices, and pet supply companies to distribute flyers, and
communicate with potential customers and partners.
In May, we plan to participate in Auburn’s Petpalooza as a service vendor. Petpalooza is an event
for pet lovers, sponsored by the city of Auburn. There are more than a hundred and fifty booths
and various activities to keep pets and their companions entertained.
In addition to in-person marketing we will be incorporating social media marketing as a
technique to inform the community about FitPup. According to the Boston Consulting Group, the
millennial generations will feel as if they are “missing out” if they are not on Facebook or social
media and Entrepreneur.com states “Millennials spend 18 hours a day consuming social media."
With millennials spending such a large portion of their day using social media, a social media
marketing strategy is critical to reaching our target market. We will commit financially, to run
social media ad campaigns, but also intend to build brand awareness by creating content that
users are likely to share and incorporating user generated content.
Market Strategy
Millenial’s Social Media Use

Our research substantiates that advertising on social media websites is one of the most effective
ways to reach our target market. People store a great deal of information about themselves
online through their profiles and activity on social media websites. This allows social media
advertising to reach potential users before the user even begins searching for a product.
Through social media ad campaigns we can custom design who we want to see our
advertisements and we have the ability to target by area, interests, activities, behavior, or a
combination of all four.
Another benefit to social media ad campaigns is the mobile optimization of the ads. More than
60% of digital media is accessed through smartphones and tablets (Ganguly, 2015). By
providing consumers with both a mobile app and a mobile version of our website we have
multiple methods to market to them and our partners can be assured that their advertisements
will be easy to read regardless of the method in which they are accessed.
Market Strategy

In addition to paid social media campaigns, social media is an excellent way to connect with our
target market. We will interact with our target audience through Facebook, Twitter, and
Instagram and provide up to date valuable content. By regularly engaging and interacting with
our audience we can build relationships and develop brand loyalty.
Simultaneously to building relationships with consumers through social media we plan to develop
a network of relationships with groomers, pet suppliers, and veterinarians. Customers trust them
to care for their animals, and in turn, will trust their recommendations. Along with word of
mouth advertisement and event sponsorships this will provide a method to showcase FitPup and
build relationships with people in person.
Promotional Budget
Flyers $207.00
300 count, one sided, in color, at FedEx Office
Flyers are one of the best ways for us to advertise, especially on a small budget. They add value
to our project by creating brand awareness, and provide us a manner to reach out to potential
customers.
We will be able to reach our target market by passing them out at dog parks and other areas
where the dog community gathers. We intend to distribute them by posting them at pet stores,
veterinary offices, groomers, and dog service providers.
Social Media Campaigns
Facebook (includes Instagram) $500
Stumbleupon $200
Reddit (Reddit is currently offering a flat $0.75 CPM for self-serve advertising)$100
Market Strategy

Petpalooza (Auburn - May 21, 2016)
Booth (On or before April 1, 2016) $350.00
Table (Walmart) $40.00
Fee $110.00
Table Cloth (Walmart) $10.00
Sign (3x10, color, short term outdoor use, laminated, FedEx Office) $308.00
Total
$818.00
Petpalooza is the premiere event for families, dogs, and animal lovers, in the South King County
area. Hundreds of families and their pets take part in the many events and services Petpalooza
offers.
By setting up a booth at Petpalooza we are in the heart of our target market. We will be able to
showcase and test our product in person. This is extremely valuable as we will have a large
amount of people available in one area at the same time.
Magnets $142.00
3” x 5” - $128.45 (per 100 qty), FedEx Office
The purpose of providing magnets to early adopters and key partners is to build a positive
association with our name. Our hope is that early adopters will place our magnets in their homes
or workplaces which will provide us with form of free marketing and can help us attract future
users.
Providing our partners like vets offices and grooming salons with magnets will provide FitPup a
method of becoming a familiar name to employees and customers, of these establishments. This
in turn can assist us in increasing our brand awareness and gaining additional customers.
Market Strategy

Incentives
Dog Toys $264.00
100 @ $2.40 each Custom dog toys, Branders.com, Item # 130929 - 7-inch Personalized Rope
Tug Toys
Dog Treats $314.00
500 @$.57 each custom dog treats. Branders.com, Item # 80587 - Custom Medium-Sized Dog
Bones
Custom Ink T-shirts $301.62
20 @$13.71 each. 4 ink colors in the front, customink.com, Gildan Ultra Cotton Ladies T-shirt
Having the ability to give out prizes, or “swag,” will provide us with a method of attracting
potential customers to our booth during Petpalooza and other events. It is also a tool to attract
participation in gathering data for market research. We plan to reward people for giving us their
feedback on the FitPup app by handing out a free toy to new users who download the app during
Petpalooza and any other events that we participate in.
By providing promotional items with our brand or logo it will allow us to gain long-term brand
exposure and reach a wider audience. Not only will the recipient see the toy and branding but
their friends, family, and any other guests they have to their home will have the opportunity to
see it.
This also provides us with a more natural approach to potential users at dog parks and pet
stores. By offering a free toy to pet parents for their dog, we can start conversations and solicit
our brand without appearing to be selling a product or causing any negative reactions. In
tandem, this will enhance our brand image and help us to keep our brand fresh in our target
audience’s minds.
Free stuff is a powerful way to attract attention and build brand loyalty and recognition.
Everyone loves freebies and by handing out promotional items we will be able to create a buzz
and get our brand remembered. By doing this in environments that are filled with pets and their
owners we are ensuring that we have an effective way to reach our target market and improve
our response and download rates.
Market Strategy

Ongoing Budget
Website $50.00
Domain and Hosting (.com, .net, and .org) Yahoo web hosting, $3.75 a month for 12 months.
All apps need a dedicated website. Fitpup’s website will be used to capture leads and track
analytics, provide tutorials and customer support, and supply visitors with links to download the
app. Our website will also have links directing visitors to our Facebook, Instagram, and Twitter
social media sites.
Our website will also keep visitors up-to-date on new developments within our app and added
features and products. In addition, a dedicated website gives FitPup the perfect opportunity to
incorporate keywords that will help drive traffic to our site from search engines like Google and
Bing.
Lastly, having a website for our FitPup increases credibility in our company and our mobile app.
According to the Boston Consulting Group “50 percent of younger Millennials and 47 percent of
older Millennials said that they trust retailer websites.” By having a dedicated website not only is
our credibility increased, we are able to build trust in our consumers and differentiate ourselves
from the vast array of apps currently on the market.
Business Cards $27.00
Premium business cards, FedEx Office, 250 cards @$22.49
Business cards are a sign of an authentic company. When we approach potential users,
investors, or promoters we need a way to show we are genuine and credible. By having FitPup
business cards we will have an effective way to drive traffic to our website, through the use of
QR codes and the incorporation of our website.
Since business cards have all of our organization’s information in one place and are easy to hand
out, it will be one of the primary methods we use to market our brand to the professionals that
work with consumers in our target market, this consists of veterinarians, groomers, and pet
supply company owners.
Market Strategy

Sales Plan
The FitPup mobile app will be available for download on all smartphones through iTunes, Google
Play, and Amazon’s App Store. We will also place a link on our website directing consumers to
the download page for FitPup in the related app store. Once we release future products such as
an accelerometer they will be sold online via our website.
To generate sales, we will rely on the sales expert on the FitPup team, and our social media
manager to engage customers both in person and online. With the millennial generation being
powered by what they can share and engage with on social media we feel that social media
engagement is crucial to gaining sales from our target market.
Our social media advertising strategy will include paid advertisements, user generated content,
and the incorporation of keywords and hashtags. We will ensure that our content is relevant and
up-to-date and will use links to drive followers to our website and to download our mobile app.
First and Second Year Goals
Year One Year Two
Build brand awareness Increase brand awareness
90 app downloads by Dec.
2016
10% monthly app
download increase
5 new ad accounts
(partnerships)
12 new ad accounts
(partnerships)
Establish social media
accounts
Increase followers by 20%
Market Strategy

Brand Awareness
• Build brand awareness beyond the South King County area to incorporate all of King
County and neighboring counties by December 2016. We plan to complete this through:
o Distribution of Flyers
o Partnerships with Pet Related Businesses
o Community events/interactions
o Social media activity/advertising
Product Downloads
• Increase app downloads by 10 downloads each month from April 2016 through December
2016.
• Increase app downloads by 10% monthly January 2017 through December 2017 to be
evaluated and updated in December 2017.
Increase Ad Revenue -
• Create five new ad accounts by December 2016 through partnerships with veterinarians
and pet supply stores in the South King County area.
• Add one new ad partner each month from January 2017 through December 2017 to be
evaluated and updated in December 2017.
Grow Market Share in the Industry
• Grow market share in the pet health industry by 5% over the next 18 months.
Launch New Product Line
• Develop and launch accelerometer within 24 months, incorporate GPS tracking ability
within 36 months with Bluetooth capability to track within the app.
Social Brand
• Establish the FitPup brand on social media platforms and increase followers by 20% by
December 2016.
Market Strategy

Channels
Market Strategy
Awareness
Evaluation
Purchase
Delivery
After Sales
How We Are
Going to Raise
Awareness
How We Are
Going to Get
Customers to
Evaluate Us
How We Will Get
Customers to
Purchase the
Product
How We Will
Deliver the
Product to the
Customers
How We Will
Provide Customer
Support
Partnerships
Social media ad Campaigns
Flyers
Email blasts
Word of mouth
Guerilla marketing
Event sponsorship
Incentives
Email campaigns
Surveys
App stores
Through App stores
FAQ questions
Online customer service via email
Downloads

Operations & Production
The daily operations of FitPup involve sales and marketing and the management of the app and
social media accounts. Each team member has a position based on the unique skill set they
bring to the FitPup team.
For the first year we intend to run FitPup from the homes of the FitPup team members. As sales
increase it will be highly likely that FitPup will be need a small office space. Prior to signing a
long term office space lease we plan to look into renting shared office space. This is a cost-
effective option for many entrepreneurs and startup companies and as such it would be a good
fit for FitPup during our first several years in business.
Development and quality control of the FitPup mobile app and website will be the responsibility
of the technology team. They are the ones with the technical expertise and ability to recognize
and resolve website and app issues and as such will manage all technical aspects of FitPup.
The marketing team will manage all website and app content and design and will facilitate the
resolution of all customer service related issues. Excellent customer service is a top priority for
FitPup and at the heart of our business model.
Website visitors and app users will have the ability to leave feedback regarding any problems
they are encountering and the marketing team will be responsible for communicating with and
addressing all concerns with customers. They will facilitate the flow of information to the tech
team about all issues concerning technical issues with the website or app and informing the
customer once they have been resolved.
The sales team will be the point of contact for all organizations interested in company or
partnership information. They will also be responsible for scheduling appointments with potential
partners and disseminating flyers and business cards.
To keep up with a rapidly changing market, the entire FitPup team will be involved in product
development including the development of new apps, integration of new features, and trial of all
prototypes
Operations & Production

Milestones2016201720182019
March 2016
Completion of MVP April 2016
Secure copyrights
Launch website
May 2016
FitPup App Launch on iOS
First App Download
FitPup Gains First Key Partner
FitPup Participates in Petpalooza
June 2016
First paying customer
First Equity Investor Joins the
FitPup Team
January 2017
App launch on
Android and
Amazon June 2017
Achieve 1,000 downloads
January 2018
Launch Accelerometer
June 2018
Launch GPS tracker
December 2019
Gain 5% market share in
the industry
Major Milestones with Funding

All predictions are based on the 75 million dog owners in the United States. Aggressive projections are based on a 5%
market share by March 2019. Moderate projections are based on a 1% market share by March 2019. Conservative
projections are based on a .5% market share by March 2019.
The first year projection focuses on building brand and includes the building of partnerships in the area. The second year
reflects the app going national and picking up ground with an increase in ad providers, expert content, and more
downloads. The third year projections include the development of an accelerometer and GPS tracking device, which
would have a monthly subscription.
0
5000
10000
15000
20000
25000
30000
35000
April
May
June
July
August
September
October
November
December
January
February
March
April
May
June
July
August
September
October
November
December
January
February
March
April
May
June
July
August
September
October
November
December
January
February
March
Projections (April 2016- March 2019)
Conservative Moderate Aggressive
Financial Projections
First, Second, and Third Year Projections

Anita Ripley
Anita is a future graduate of Green River College’s BAS in Marketing and Entrepreneurship. She
has spent 20 years managing restaurants in the South King County area, and is excited to start
this new chapter in her professional career. Anita is an active member of the Phi Theta Kappa
International Honor Society and tutors students in math and chemistry.
Anita loves photography and Photoshop. In their downtime, Anita and her husband take road
trips to unique geological areas of the western United States. Where she gets to take tons of
photos!
Anita is a pet parent. She has one dog, a pug named Lily, who serves as her inspiration for
starting FitPup with her fellow teammates.
Ashleigh Ligon
Ashleigh Ligon is a future graduate of the first cohort of Green River College’s Bachelor of
Applied Science in Marketing and Entrepreneurship program. Since enrolling at Green River,
Ashleigh has earned her Associate’s degree in Business Management along with several
marketing and management related certificates. She holds a position as a tutor for the English
Division, is an active member of Phi Theta Kappa International Honor Society, and serves as a
student representative on a Faculty Tenure Committee in the Business Division.
Prior to enrolling at Green River College Ashleigh spent many years working in marketing. She
held various positions, including working as a project manager for a digital advertising agency
and as a manager for a market research firm.
Ashleigh is the proud pet parent to a pitbull and a pug and looks forward to using FitPup to help
manage their health records and connect with other pet parents in her community.
Ben Morris
Ben Morris is a Marketing and Entrepreneur major. Ben has a background in public speaking.
Ben represented our College as the National Skills USA College/ Post-secondary President where
he spoke in front of 16,000 people sharing the stage with Mike Row. Ben has a passion for dogs
and is dedicated to doing agility with his standard Poodle Duncan. Ben’s wife is a professional
Dog Groomer which brings the dog professional perspective to our team.
FitPup Team

Brandon Degarimore
Brandon is in the Software Development BAS program at Green River College, learning and
applying modern development practices and skills. He has multiple certifications which include
Scrum Development, Ethical Hacking, CompTIA Security+, and more. He has passion for
Running, being on the varsity Cross Country and Track team through High School and College.
Melissa Curry
Melissa is just months away from graduating with her Bachelor's in Software Development from
Green River College. In her four years at Green River she has earned her AAS in IT Networking,
several Microsoft certifications, and most recently has become a certified Scrum Master. Curry
has worked hard, taking advantage of every opportunity to advance her skills and education in
the technology field. She is currently the student leader of the Women in Technology meet up,
which has managed to bring together professionals and students in order to foster relationships
with Women in STEM fields.
During the 2014/2015 academic year Curry was among a small number of students selected to
attend the Students of Color Conference in Yakima Washington as a student leader of Green
River College. She is a National Science Foundation S-STEM recipient for both the 2014/2015
and 2015/2016 academic years. During the spring of 2015 Curry was a part of a team that
created IT Connect, which is a web application that serves as a central hub for IT Bachelor
students at Green River to find, prepare, and apply for internships. IT Connect has been
successful in landing several students internships. She is most excited about her team’s current
project FitPup, which she is confident will have tremendous success!
Corey Johnson
Corey is in the Software Development Bachelors of Applied Science program at Green River
College. He has spent his time focusing on his studies over the past four years. Corey pushes
himself to come up with new ideas for video games, and enjoys building an occasional small
game in his free time. He is very engaged in mobile application development, a field which he
sees himself being a part of.
Casey Morris
Casey is a future graduate from Green River College with a BAS in Software Development. His
experiences include full stack web and application development. When not coding, he is learning
about cryptography and discovering new things to take apart. The reason he joined FitPup is the
want to help his furry friends and their guardians stay motivated to be healthy.
FitPup Team

1. Amazon. (n.d.). Retrieved January 31, 2016, from http://www.amazon.com/FitBark-Dog-
Activity-Monitor-True/dp/B00Q3X8334
2. BEWARE! HERE WE BRAG! (n.d.). Retrieved January 31, 2016, from
http://www.fitbark.com/press/
3. FitBark. (n.d.). Retrieved January 31, 2016, from
https://www.facebook.com/search/top/?q=fitbark dog activity monitor
4. FitBark Alexa. (n.d.). Retrieved January 31, 2016, from
http://www.alexa.com/siteinfo/fitbark.com
5. FitBark Dog Activity Monitor (@fitbark) • Instagram photos and videos. (n.d.). Retrieved
January 31, 2016, from https://www.instagram.com/fitbark/
6. FitBark Dog Activity Monitor (@fitbark) • Instagram photos and videos. (n.d.). Retrieved
January 31, 2016, from https://www.instagram.com/fitbark/
7. FitBark Dog Activity Monitor Review - Nerd Techy. (2015). Retrieved January 27, 2016,
from http://nerdtechy.com/fitbark-dog-activity-monitor-review
8. FitBark Has Another Go At Proving Its Health Tracker For Dogs Isn’t Barking Mad. (n.d.).
Retrieved January 27, 2016, from http://techcrunch.com/2013/07/25/fitbark-kickstarter-
take-two/
9. FitBark activity tracker has gone to the dogs. (n.d.). Retrieved January 31, 2016, from
http://www.gizmag.com/fitbark-activity-tracking-dogs/28102/
10.N. H. (n.d.). FitBark keeps an eye on your dog's health. Retrieved January 27, 2016,
from http://www.cnet.com/products/fitbark-dog-activity-monitor/
11.FitBark: World's tiniest wireless activity tracker for dogs. (n.d.). Retrieved February 01,
2016, from https://www.kickstarter.com/projects/fitbark/fitbark-a-fitbit-for-dogs
12.FitBarkTeam. (n.d.). Retrieved January 31, 2016, from
https://www.youtube.com/user/FitBarkTeam
13.Fitbark.com Traffic Statistics. (n.d.). Retrieved January 27, 2016, from
http://www.similarweb.com/website/fitbark.com/
14.HEALTHY TOGETHER. (n.d.). Retrieved January 31, 2016, from http://www.fitbark.com/
15.Reinventing doggie mobile health. (n.d.). Retrieved January 31, 2016, from
http://www.fitbark.com/businesses/
16.THE PACK. (n.d.). Retrieved January 31, 2016, from http://www.fitbark.com/about/
17.Traffic Insights for FitBark. (n.d.). Retrieved January 27, 2016, from
http://www.similarweb.com/app/google-play/fitbark.com.android/statistics
18.UNITED STATES. (n.d.). Retrieved February 02, 2016, from
http://www.fitbark.com/retailers/
19.Wilson, S. L. (2014). Best Dog Activity Monitor: Fitbark vs Tagg vs Whistle. Retrieved
January 31, 2016, from http://www.caninejournal.com/dog-activity-monitor/
Works Cited

20.Suman, A. O. (2013, August/September). TM0803_Market Focus, Pet Owners. Retrieved
January 24, 2016, from http://www.targetmarketingmag.com/article/tm0803-market-
focus-pet-owners-28626/
21.Martin, W.E. (2008, February 1st
). Market Focus-Pet Owners: It’s Raining Cat and Dog
Lovers. Retrieved January 23, 2016, from
http://www.targetmarketingmag.com/article/its-raining-cat-dog-lovers-89819/
22.Unknown. (2010, November 4th
). Pew Research Center: Profile of Pet Owners. Retrieved
January 25, 2016, from http://www.pewsocialtrends.org/2006/03/07/gauging-family-
intimacy/63-2/
23.Unknown. (2015). Pets by the Numbers. Retrieved January 24, 2016 from
http://www.humanesociety.org/issues/pet_overpopulation/facts/pet_ownership_statistics.
html?referrer=https://www.google.com/
24.Burns, K. (2013, January 16th
). Vital Statistics. Retrieved January 24, 2016, from
https://www.avma.org/news/javmanews/pages/130201a.aspx
25.Unknown. (2014). the Top Pet Industry Trends for 2014. Retrieved January 24, 2016,
from http://www.marketingmypetbusiness.com/2014/02/the-top-pet-industry-trends-for-
2014.html
26.Smith, C. (2015, February 23rd
). The Surprising Facts About Who Shops Online. Retrieved
January 24, 2016, from http://www.businessinsider.com/the-surprising-demographics-of-
who-shops-online-and-on-mobile-2014-6
27.Unknown. (2010). Pew Research Center: The Family Dog. Retrieved January 25, 2016,
from http://www.pewsocialtrends.org/2006/03/07/gauging-family-intimacy/61-2/
28.Gaille, B. (2015, January 29th
). 49 Amazing Dog Owner Demographics. Retrieved January
25, 2016, from http://brandongaille.com/49-amazing-dog-owner-demographics/
29.Henderson, S. (2013, May). Spending on Pets: “Tails” from the Consumer Expenditure
Survey. Retrieved January 25, 2016, from http://www.bls.gov/opub/btn/volume-
2/spending-on-pets.html
Works Cited

BusinessPlanfinalpdf

Recommended

Recommended

More Related Content

What's hot

What's hot (20)

Viewers also liked

Viewers also liked (20)

Similar to BusinessPlanfinalpdf

Similar to BusinessPlanfinalpdf (20)

BusinessPlanfinalpdf