This document outlines a business plan for a proposed mobile pet grooming service called Happy Tails. It analyzes the pet industry, outlines the company's mission and goals, and details its value proposition of providing convenient door-to-door grooming. The business model involves a web portal for online booking, reservations via a mobile app, and a fleet of grooming vehicles. Target customers are busy professionals and wealthy older pet owners in the Klang Valley region of Malaysia. Competitors are analyzed and the plan identifies strengths, weaknesses, opportunities, and threats. Regulatory, ethical, and social risks are also considered.

1. MKW 2841
E-Business Models &
Analysis
E-Business Plan
Presenters: Chew Min Chee,
Mak Wae Vern & William Tang

2. MOBILE PET GROOMING
SERVICE

3. 1.0 Industry Analysis
Evolution of the pet industry
 9 out of 10 pet owners considers their pet as family
members
 81% considers pets are equal members of the family
 Approximately 24% increase in spending on pets

4. 2.0 Mission Statement
Offering convenient pet
grooming services to pet
owners
 Hassle free reservation
 Door to door services
 User friendly and informative
mobile application and
website

5. 3.0 Business Goals
Acquisition
 Top mobile pet grooming service provider in Malaysia
Growth
 Deliver trustworthy and quality assured services and build
company reputation in the pet industry
Value Conversion
 Change the value and perception of pet owners.
 Educate the public about animal rights

6. 4.0 Value Proposition
 Convenience
 Top Notch Services
 Efficient
 Trustworthy

7. 5.0 Business Models
 Web Portal Model
 M-Commerce
 Odds (Vehicle) Business Model

8. Web Portal Model
 Click-and-mortar strategy
 E-Grooming System
- Online appointment form
- Live chat and feedback
reviews
- Grooming services and
packages
- Groomers’ time schedule,
conact details & rating
- Photo and video gallery
 Online Mall
- Pet products and accessories
- Payment method (E.g. Visa,
Master, etc.)

9. Mobile Commerce (M-Commerce)
 More than 10million smartphone users in Malaysia (Wong,2014)
 Enhance convenience & effectiveness
 Mobile phone application system
- Online appointment reservation
- Confirmation call or message for the customers
- Check for groomers’ details (E.g. information, etc.)
- May provide positive feedback, ensure customer loyalty

10. Odds (Vehicle) Business Model
 Door-to-door pet grooming service, requires grooming trucks
 Mobile Pet Grooming System
- Provide convenience and efficiency to the customers
- Save cost and time (E.g. transportation and traffic issues)
 Grooming truck features
- Grooming equipment and tools are built-in (E.g. bathing tub,
water tanks, safety facilities, lighting, etc.)
- Pet shampoos, towels, dryers & etc.

12. 6.0 Business Offering
Services
 Mobile Pet Grooming Service
 Mobile Phone Application
 Web Portal Service
Product
 E-Store

13. Mobile Pet Grooming Service
 Offers variety types of grooming services
- Full grooming
- Basic grooming
- Cat grooming
 Price range depends on pet’s breed and size
- Small breed: Rm80-90
- Medium breed: Rm90-120
- Large breed: Rm120-150
- All breed (Cat only): Rm50-80

14. Mobile Pet Grooming Service Cont…
 Customers may choose the type of packages through
web portal or mobile application
 Happy Tails’s groomers
- Well trained & knowledgeable
- Recognizing pet’s health and animal skin conditions
- Specifies on parasites, bathing and drying procedures
- Animal lovers

15. Mobile Phone Application
 Download the app
 Easy and convenience
 Offers booking and reservation
through mobile app
 Can make booking anytime and
anywhere
 Able to check groomers’ details
 Keep a record details for every pet

17. Web Portal Service
 Service and packages content & price range
 Customer support (E.g. live chat services, feedback corner,
etc.)
 News update (E.g. promotion, coupon redemption, etc.)
 Online booking form
 Groomer details (E.g. name, contact details, time schedule,
etc.)

19. E-Store
 Online store within the business website
 Provide subscribe email to all customers (E.g. new arrivals,
discount, etc.)
 Pet accessories (E.g. pet clothes, toys, bowls, etc.)
 Pet care products (E.g. pet shampoo, grooming combs, nail
clippers, towels, etc.)
 Pre-order system
 Add items into shopping cart  check out  payment via bank
deposits, PayPal or debit/credit card (E.g. Visa, Master, etc.)

20. E-Store Cont…
 After payment transaction  Upload
payment details in the order page  Delivery
after payment confirmation
 Offers free delivery service
 Delivery take up to 7 working days
 Loyalty rewards; encourage repeating
customers (E.g. customers spent Rm100 will
obtain 100 purchase points)

21. 7.0 Target Market
Target Market
 Working Professionals
 Wealthy Older Pet Owners
Market Segmentation
 Demographic
 Psychographic
 Geographic
 Behavioral

22. Market Segmentation Working Professionals
Demographic Age: 22-50
Income level: Above RM 3,000
Economic status: Medium
Psychographic Values: Willing to pay
Attitudes: Busy working life, time
saving
Personality: Stress, busy, prefer
fast services
Geographic Country: Malaysia
City: Klang Valley
Behavioral Spending: High
Benefits sought: Convenience,
time saving

23. Market Segmentation Wealthy Older Pet Owners
Demographic Age: 50-80
Income level: Retired with
secondary income or pension
Economic status: Medium-High
Psychographic Values: Quality & service oriented
Attitudes: Not outgoing
Personality: Willing to spend and
seek for convenience
Geographic Country: Malaysia
City: Klang Valley
Behavioral Spending: Medium
Benefits sought: Convenience,
time & cost saving

24. 8.0 Competitor Analysis
 Xiao Q Mobile Pet Grooming
 PetsMore
 Pets Wonderland

25. Competitors Type of
Store
Website Information Website Critique Types of
competitor
Xiao Q Mobile
Pet Grooming
Online -Website used only to provide
customers with relevant
information (Contact details,
grooming packages and
information)
-A very basic Website with
little to no information
regarding the business
-The lack of online
booking services render
the Website strictly
information based
-Not convenient for
customers who wish to
book online
Prospector
PetsMore Online, Brick
and mortar
-Provides an advanced Web
store along with features such
as online shopping and
shopping cart
-Enables customers to
purchase pet goods online and
provides free shipping for
customers
-Provides information
regarding store locations and
services they offer
-A very extensive
Webstore among
competitors which
provides convenience for
customers
-Lack of online booking
features for their services
such as pet grooming
Analyzer

26. Competitors Type of Store Website
Information
Website Critique Types of
competitor
Pets
Wonderland
Online, Brick and
mortar
-Website used to
provide customers
with relevant
information (Store
location, grooming
packages and
necessary
information)
-Unable to purchase
goods online and
only provides a
catalog regarding
items and services
they offer.
-Website used only to
provide customers with
relevant information
-The lack of online
shopping feature might
cause the business to
lose customers
Defender

27. 9.0 SWOT Analysis
Strengths Weaknesses
-Low entry barrier (low cost to set up for
entry level business entrepreneurs)
-A new start up business has no
established reputation
-Door-to-door mobile grooming services
for customers (convenience for customers
– removes hassle and saves time)
-Low barriers of entry (refer to strengths)
-Knowledgeable and professional staffs to
handle pets on a one to one basis
-A slightly higher price as compared to
competitors (compensate for the
-Enables online booking through
HappyTails website and mobile
application
-Cost of advertising (to establish brand
name)

28. SWOT Analysis Cont…
Opportunities Threats
-Create strategic relationship with
vets, pet stores, pet groomers and
customers (leads to repeat businesses
and sustainable growth)
-Competition from other competitors
such as “XiaoQ mobile pet grooming”
and “PetsMore”
-Increasing demand due to
convenience
-Increase in fuel prices
-Increasing amount of adoption from
SPCA (owners will be more willing to
spend on grooming as they don’t have
to pay for the purchase of pets)
-Economic downturn (deters
customers from sending their pets for
grooming)

29. Competitive Advantage
 Door-to-door mobile grooming service
 Online booking through Website and mobile application
 Easy to use, even for non-tech savvy users

30. 10.0 Regulatory Risks
 Grooming license of hired groomers
 No distinct professional body to monitor
 Make sure groomers are well trained
 Taxation process of business
 To hire professional accountants

31. Ethical Risks
 Groomers’ attitude
 Avoid harming pets in the process
 Build up trust with customers
 Petrol usage
 Contradicts the going-green campaign
 Proper balance between saving fuel and efficiency

32. Social Risk
 Decline in pet grooming services
 Due to economy or preference
 Use different marketing strategy
 Life cycle of pets
 Constantly seek for new market share

33. Thank you~
Q&A Session 