Week 12 common ground pitch deck

Savings in your wallet, Transparency in your Vet cost
Petsavvy
Week 11 | Common Ground | Nov. 14th, 2020

We arecommonground
Corey Rossi Jiyeon Park Dewen Zhang
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”
Messaging, Marketing, Brand & Sale Technology & Distribution Finance, Investor relations, Operations
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 11/22/20| 1

Parker Jay

Mr. Pickles

Problem
Lack of transparency in
veterinary prices
Vet costs are always more
expensive than expected
Current system does not
prepare pet owners

CurrentStatusQuo
1in 3
“Doeverything”$1,500
1 / 3 animals require
emergency veterinary
care each year*
The perceived social pressure
for a pet can guilt people into
spending high cost options*
The Average cost for
unexpected Vet care for
dogs and cats are $1,500*
https://www.cnbc.com/2018/06/14/are-you-prepared-for-a-pet-emergency-most-americans-are-not.html

Problemvalidation
Wehaveinterviewed15petowners
AllParticipants
9outof15participants
● Receive invoice at the end of the process
● Prices are always higher than expected
● Still willing to pay for the vet cost
regardless of the price
● Have an experience of the vet not ﬁnding
the right treatment for my pet.

Introducing,Petsavvy
Parker realizes something
is wrong is Mr.Pickles
Parker enters Pet Savvy, compares and contrast
the vet prices and get expected vet cost based
on the Mr. Pickle’s symptoms
Parker feels more relieved
with knowing what to expect
Parker Jay
Mr. Pickles

MAINFEATURES
More speciﬁc reviews +
Filter options
Get cost range + vet
based on symptoms
Prediction of costs for
inconsistent vet costs
Understanding the vet
procedures
Expected Cost RangeCompare / Contrast
Search by Symptom Vet procedures
Petsavvy
Petsavvy
APPBASED

VALUEPROPOSITION
01
Parker can compare the price
range of the local vet clinics
Parker now feels more prepared
with the expected vet costs for
Mr.Pickle’s symptom
Parker can understand the
terminology and procedures
for Mr. Pickle
02 03
Expected Cost Range
Compare / Contrast Vet procedures

Comparativeresearch Service / care
platform
Profession-drivenCommunity-driven
Petsavvy
“ Niche Player “

Whypetsavvy?
Service / care
Community-driven
Petsavvy
“ Niche Player “
1. THERE ARENOSOLUTIONSINTHEMARKETTO
SOLVETHEPROBLEMOFTRANSPARENCYINTHE
VETPRICES
2. COMMUNITY-DRIVENREVIEWSYSTEMS AREMAINLY
FOCUSEdon a GENERaLAUDIENCERatherTHAN
THE ‘VETSERVICES’OR‘PETMARKET’

Businessstructure
Revenuemodel Deliverychannel
Freemium / Advertising Online - App Service
Relationships
C2C - Customer to Customer

Marketsize:veterinaryCareMarket
$5.1billion
$140Million
$600k
SOM
Householdswithpetsinus
Millennials(agegroup)
Estimatedmarketsharein 3years
● 85 million households have pets in
the US.
● If we charge a $5/mo subscription fee,
85 million * $5 *12 = $5.1 billion
● Pet owners (Age range of 25-39) = 27% of
the total pet owners.
● Charging $5/mo subscription fee (10%
user subscribe) = $140 million
● Assuming 100K users, 10K subscribed
users
● $100 thousand from advertising + $5/mo
subscription fee = $700 thousand
TAM
SAM

Equipment / Utilities total: $116, 732
● Rent (Wework) = $14,400 / yr
● Subscriptions = $1883.48 / yr
● Apple developer License = $99 / yr
● Insurance (Hiscox) = $350 / yr
● Engineer (3-5 experience) = $100K / yr
Coststructure
Estimated cost structure of Pet Savvy within
a year ( 3-6 months revenue )
Marketing / Advertising total: $28, 080
● Research = $20,000 / yr
● Advertisement / Marketing
○ Social Media Ads = $538
○ Flyers = $7.5
○ Total = $8,080 / yr
Total Cost Expenses
Revenue (3-6 months)
$144,812
$14,000
$130,812Burn Rate

MVPEXPERIMENT-Sharingvetcost
● 27 out of 40 people shared their
vet cost of previous vet visit
● We have collected data from the
google form and about 80% of
people shared their vet cost out
of 27 participants which is the
higher amount for what we’ve
expected (60%) within a week.
Webelievethatpetowners arewilling
tosharethecostofpreviousvetvisit

NextstepforMvp
Webelievethatpetowners arewilling
tosharethecostofpreviousvetvisit
01 02
Webelievethatthestructuredcost
rangecanpreparepetowners
● We will test to see if the expected cost
range of a vet clinic would help pet owners
feel more relieved about vet costs
● We will send out the google form survey to
the same participant groups for a week
● We expect to receive 70% of participants
answering “Feels more prepared”

Acquisitionplanforpetsavvy
● We have reached out to
people with the link of
our landing page and
have created instagram
account for our product,
Pet Savvy
● Using bit.ly to track
click-through rate of the
email campaign and
another for instagram
Reachedouttopeoplethrough
faculties andinstagram accounts

Acquisitionplan
Peoplewhoreceivedemail/instagramcampaign
Landingpageexposure
Landingpageengagement
Peoplestayinginthecommunity
referral
88
29 Sign-ups / Google form
Visited Landing Page
Instagram / Email / SEO282
100%
31%
32%

Timeline
2-3Months 4-5months 6-7months 8-10months 12months
● Continue with MVP
research
● Bring on another
founder to focus on
technical development
● Customer and User
acquisition
● Soft Launch
○ Alpha testing
● Getting ready to
launch our product
● (Virality) Verify that
people like what we’ve
done
● Reﬁne revenue model
● Product launch
● Continue with
acquisition and
onboarding
● Expand Market
● Invest in new
channels and
distribution to
grow user base
● Amortize cost of
sales
Petsavvy

THANKyou!
Website: parkjiyeon3.wixsite.com/commonground
Instagram: @petsavvy.common
Team:
commong20nd@gmail.com
park.jiyeon@cca.edu
dewen@cca.edu
corey@cca.edu
Do you have any questions? Feel free to reach out!
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 11/22/20|21

00
Appendix

Nextsteps
01 02 03 04
Finalizing the revenue
model for our product
Deﬁne our branding
Building our product
prototype
Getting ready for
the pitch day

2 Interviews -
through Google
form survey
First MVP experiment -
through google form
Continuing with MVP
and acquisition Plan
2 Interviews -
through Zoom
meeting
WeeklyCustomerdevelopment
Week 3
Week 4
Week 5
Week 6
Week 7 Week 9
Week 8 Week 10
Week 11-12
4 Interviews -
through Zoom
meeting
5 Interviews -
through Zoom
meeting
Business and Market
information
MVP Experiment and
Acquisition Plan
Collecting the numbers
for MVP / Acquisition

01
Moleculeupdates

Molecule:9/20/20
People looking to
adopting a pet.
Solution
Not sure if they can
provide the right care for
the pet

Molecule:9/27/20
Current Pet owners
Solution
unexpected medical
conditions revealed, vet
visit becomes very costly
Changes = Changes Made

Molecule:10/18/20
Current Pet owners
Solution
veterinary prices and
services limits their
access to provide the
proper care

Molecule:11/1/20
Current Pet owners
Community driven app,
that compares
information &
experiences about vet
ofﬁces
veterinary prices and
services limits their
access to provide the
proper care

02
Leancanvasupdates

Leancanvasﬁrstdraft:9/27/20
Problem
In Progress
Existing Alternatives
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
2. The costs of certain vet services are
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
2. Petdesk allows users to receive
notiﬁcations about check-ups
3. airvet provides a way to do check ups
easily over the phone.
1. Pet owners trying to save money / time
2. Pet owners needing affordable & reliable
care for their pets
Pet Owners

Leancanvasdraft:10/4/20
Problem
In Progress
Customer Segments
Early Adopters
1. Vet prices aren’t explained thoroughly
unpredictable
3. Can’t remember to do check ups for animals
1. pet insurance companies provide different
cost rates
3. airvet provides a way to do check ups
easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service

1.Pet loving IXD designers
2.We are lifetime pet owners
3.We have team members that are
passionately looking to adopt.
4. The audience we want to reach is
represented by our team
Problem
Customer Segments
Early Adopters
1. Vet prices aren’t explained
thoroughly
unpredictable
3. Can’t remember to do check ups
for animals
1. pet insurance companies provide
different cost rates
3. airvet provides a way to do check
ups easily over the phone.
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
2.Taking care of your pet with conﬁdence
3.Taking out the guess work in your vet bills.
4.Giving the best care you can to your pet
Unique Value Proposition

1. We optimize our product with a speciﬁc
focus
2. Filtering out the search based on the pet's
symptoms, cost of vet, distance of vet, etc.
3. The audience we want to reach is
represented by our team of IXD designers
Problem
Customer Segments
Early Adopters
thoroughly
unpredictable
for animals
care for their pets
Pet Owners
Channels
1. App Service
2. Web Service
Unfair Advantage
1. Alleviating pet owners’ fears of the vet due
to unexpected prices or rates.
3. Connect and share the vet + pet
information with other pet owners
4. Creating awareness of vet cost + Pet Health

Problem
Customer Segments
Early Adopters
Cost Structure
Channels
Revenue Stream
Unfair Advantage
High Level Concept
Solution
Key Metrics
thoroughly
2. The costs of certain vet services
are unpredictable
for animals
1. Alleviating pet owners’ fears of the vet
due to unexpected prices or rates.
4. Creating awareness of vet cost + Pet
Health
Pet Owners
care for their pets
1. App Service
2. Web Service
1. We optimize our product
with a specific focus
2. Filtering out the search
based on the pet's symptoms,
cost of vet, distance of vet, etc.
3. The audience we want to
reach is represented by our
team of IXD designers
1. App-based
community (Pet
Savvy) driven by pet
owners for pet
owners.
2. Compare
experiences as pet
owners.
1. Create Reviews
2. See/ filter out
reviews on vet offices
from other patients
3. Find easy to
understand
definitions of
procedures/ tests
WIP
WIP WIP

Problem
Customer Segments
Early Adopters
Cost Structure
Channels
Revenue Stream
Unfair Advantage
High Level Concept
Solution
Key Metrics
thoroughly
2. The costs of certain vet services
are unpredictable
for animals
1. Alleviating pet owners’ fears of the vet
due to unexpected prices or rates.
4. Creating awareness of vet cost + Pet
Health
Pet Owners
2. Pet owners needing affordable &
reliable care for their pets
1. App Service
2. Web Service
1. We optimize our product
with a specific focus
2. Filtering out the search
based on the pet's symptoms,
cost of vet, distance of vet, etc.
3. The audience we want to
reach is represented by our
team of IXD designers
1. App-based
community (Pet
Savvy) driven by pet
owners for pet
owners.
2. Compare
experiences as pet
owners.
1. Create Reviews
2. See/ filter out
reviews on vet offices
from other patients
3. Find easy to
understand
definitions of
procedures/ tests
- If Yelp and Nextdoor came together for Pet
Owners = Pet Savvy
- Fast symptom search for
average(expected) vet costs backed by
pet owners
1. Payroll + tax = $100k / yr
2. Rent / Utilities = $14,400 / yr
3. Research = $2k / yr
Freemium
Clickable Advertising
4. Insurance = $350 / yr
5. Equipments = $1883.48 / yr
6. Advertising / Marketing = $8,080 / yr
7. License / permits = $99 / yr

Coststructure
1. Payroll + tax: Engineer x1 (3-5 year experience) = $100k per year
2. Rent / Utilities: Wework (ofﬁce rental) = $1200 / month = $14,400 per year
3. Research: 50 interview* $20(incentives) = $1k + 15 interview* $50 (Usertesting.com) = $750 = $2,000 per year
4. Insurance: Hiscox = $29.17 / month * 12 = $350 per year
5. Equipment / supplies: Total of $1883.48 per year
a. Zoom: $149.90 per month x 3 x 12 = $599.6 per year
b. Wix: $27 per month x 12 = $324 per year
c. Adobe: $79.99 per month x 3 x 12 = $959.88 per year
6. Advertising / Marketing: Budget of $538 of social media ads + 500 ﬂyers for $30 x 3 = $8,080 per Year
7. License / Permits: Apple developer license = $99 per year

CoststructureWorkscited
1. Payroll + Tax : https://www.glassdoor.com/Salaries/san-francisco-software-engineer-salary-SRCH_IL.0,13_IM759_KO14,31.htm
2. Rent / Utilities: wework.com
3. Research: https://startupnation.com/grow-your-business/goes-market-research-much-cost/
4. Insurance: hiscox.com
5. Equipment / supplies:
a. Zoom: https://zoom.us/pricing
b. Wix: https://www.wix.com/store/plans?siteGuid=01c211ae-de0c-4a7e-8626-ac8ed8a2fd4c
c. Adobe: https://www.adobe.com/creativecloud/business/teams/plans.html
6. Advertising / Marketing:
a. https://www.falcon.io/insights-hub/topics/social-media-roi/how-much-do-ads-cost-on-facebook-instagram-twitter-a
nd-linkedin-in-2018/
7. License / Permits: https://developer.apple.com/support/purchase-activation/

03
Marketresearchupdates

Marketdata ﬁrstdraft:9/20/20
TAM - Total Market Size:
- Pet adoption Market (Approximately 100 million)
SAM -Serviceable Available Market:
- The Adoption Market, The pet matching adoption market
SOM - Serviceable (or segmented) Obtainable Market :
- Provide a pet matching adoption service into the Pet Adoption Market

Marketresearch:veterinarycaremarket-9/27/20
SOM
5% market share in dog and cat veterinary
care market in the Bay Area. Market size is
about $27 million.
TAM
U.S. veterinary care is a nearly $20 billion
market in 2019, with an estimated growth
rate of 5% per year.
SAM
Veterinary care for pet dogs and cats in
the Bay Area: $531 million

Marketresearch:veterinarymarketing andmanagement-10/28/20
SOM
Marketing budget for a typical veterinarian clinic
is around 3% of its total budget. Multiply that
with our obtainable vet care market we get $27
million * 3% = $81 k
TAM
The total veterinary marketing market in US
is around $20 billion * 3% = $600 million
SAM
In the Bay Area, veterinary marketing cost
totals up to $531 million * 3% = $15 million

Marketsize:veterinarymarketing andmanagement-11/08/20
$600million
$20 billion * 3%
$15million $81K
$531 million * 3% $27 million * 3%
U.S.Vetmarketingmarket Bay area vetmarketing
The total veterinary marketing market in US is
around $20 billion * 3% = $600 million
In the Bay Area, veterinary marketing cost totals up
to $531 million * 3% = $15 million
Marketingbudget
Marketing budget for a typical veterinarian
clinic is around 3% of its total budget
Total Available Market Serviceable Available Market Share of Market

Marketsize:veterinaryCareMarket-11/08/20
Growth rate of 5% / yr
$531million $27million
U.S.veterinarycare Marketinthebay area Marketshare
U.S. veterinary care is a nearly $20 billion market in
2019, with an estimated growth rate of 5% per year.
Veterinary care for pet dogs and cats in the Bay
Area: $531 million
5% market share in dog and cat veterinary
care market in the Bay Area.
Total Available Market Serviceable Available Market Share of Market
$20billion

04
Marketinfoupdates

Markettype
Resegment an existing
market as a niche player
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 10

Businessstructure:10/18/20
Structure Revenue Model
Relationships Delivery Channels
B2C - Business to Customer
Marketplace
Online
In Progress

Comparativeresearch:9/27/20 High Cost
ServiceProduct
Low Cost

Comparativeresearch:10/4/20 High Cost
ServiceProduct
Low Cost
= Changes Made

Comparativeresearch:11/1/20 Full service
Self service
Professional-drivenCommunity-driven

Ourproduct
Competition-11/01/20 Service / Care
platform
Petsavvy

Competition-11/8/20 Service / care
platform
Petsavvy

Communitymarket-11/08/20
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/18/20 | 10
Community-driven platforms providing
general group discussions and connection
with local community
Community-driven services
providing general reviews of local
businesses

Community-servicemarket-11/08/20
● Yelp & Google Maps are for choosing
between businesses
● Pet savvy explores different solutions,
which may include a clinic - with more
diverse review + ﬁlter options for vet

05
Mvp+ acquisitionplan

MvpHypothesis
● We believe that pet owners would beneﬁt from having better ways to
address the lack of transparency in veterinary prices and services
that limit their access to provide proper pet care, and are willing to
pay for a community driven app that compares information &
experiences about vet ofﬁces for clarity.

Keyuses
Brainstorming
as a team
Top Pick

Featureset

Keyusage/features
● 1. The key use in words
○ With Pet Savvy: compare experiences with other pet owners, and
make the right decision based on the shared info about the vet.
● 2. The three features you identified for your MVP
○ Creating Detailed review of the vet experiences - Share with others
○ Viewing/ filtering out reviews shared by other pet owners based on
the pet’s symptoms, costs, and distance of vet offices
○ Searching for definitions of procedures/ tests
● MVP For Pet Savvy
○ We will run an MVP experiment to validate the following hypothesis:
We believe that Community-members are motivated enough to
create reviews of vet visits.
○ To validate this, we set up a Google form
(https://forms.gle/BtPoKbpVqirrrBqt8) “Welcome to Pet Savvy - Vet
visit experience” for people to write about their last vet visit. We sent
out this Google form to a group of people in the form of a link that
they click to access. Once they have submitted the form they receive
an on-screen thank you message.
● Goal: 60% of participants submit a response
● Start date: Sat Oct 31; End date: Wed Nov 4
● What we’ll track (data and tool)
○ Outreach by channel (discord, email
invites of the previous interviewees)
○ Inbound visits of Landing page (Wix
/ analytics for total visitors)
○ Number of forms completed
(google form / responses)
○ Details and quality of the form
completed (google form /
responses)
○ Number of completed optional
answers (google form / responses)

Metricsworkshop
01 Create Reviews
View / filter out reviews on vet
offices from other patients
Definitions of procedures/
tests
02 03
Number of reviews
collected per day in a week
Percentage of people who find
the reviews helped them make a
decision per week over a month
Percentage of people who find the
definitions helped them make a
decision regarding the care of their
pet each week over a month

Acquisitionplanforpetsavvy
We will run an acquisition experiment to validate our
ability to get customers to sign up for Pet Savvy's mailing
list. We believe that after people see what we have to
offer they will want to join the Pet Savvy Community. To
validate our acquisition plan, we've set up a landing page
for our product, Pet Savvy, with a sign up form for the
users to stay updated with the progress of our service.
We've included the key features and problems to address
in detail.
“Getpeopletosign-upforourmailinglist”
Start Date: Nov. 15th, 2020 ; End Date: Nov. 21th, 2020
Whatwe’lltrack(date andtools)
● Outreach by Channel (Reddit, Facebook groups,
Discord, Direct SEO)
● Inbound visits to MVP site (Wix visitors analytics /
Click tracking)
○ https://parkjiyeon3.wixsite.com/commongro
und
● Number of forms completed (Embedded google
form on the landing page, Wix)
● Number of thanks sent (Email)
● Number of sign-ups completed (Sign-up form, Wix)

Conceptvalidation
● “6 out of 10 people shared their
vet visit experiences with us”
● We have collected data from 10
previous interviewees and 60%
answered which is the exact
right amount for what we’ve
expected (60%) within a week.
● Why is this good?
○ We are conﬁdent pet
owners will leave reviews
on our app.
WebelievethatCommunity-members are
motivatedenoughtocreatereviews

Acquisitionplan:11/22/20
Acquisition
Activation
retention
Revenue
referral
SEO, Clickable Ads on
social networks
Landing Page
Emails / blog content
updates
Freemium / Advertisement
Sharing sites on other social
networks / Word of mouth
Kate, email campaign,
instagram campaign, SEO’s
Visit Landing page (
Sign up for beta / info (2)
Onboarding
Sharing their experience with
the community
Marketingtosalesfunnel
Acquisitionfunnel

06
Othersources

Landingpage

Explainervideo

Landingpage+ExplainerVideoLinks
● Landing Page:
○ https://parkjiyeon3.wixsite.com/commonground
● Explainer Video:
○ https://drive.google.com/ﬁle/d/15SLoJlhLr7gPzA4fQkYBvU--gOB4B5_Z/view?usp=s
haring

MarketresearchReference
○ Basic expense structure of a veterinarian clinic: Payroll, Sales and Marketing and Other Expenses, Depreciation, Leased
Equipment, Utilities, Insurance, Rent, Payroll Taxes. https://www.bplans.com/veterinary-clinic-business-plan/financial-plan/
○ Report on Telemedicine https://www.avma.org/sites/default/files/resources/Telemedicine-Report-2016.pdf
○ $8-13k for marketing/management to open a Veterinary Clinic, about 10%
https://howtostartanllc.com/business-ideas/veterinary
○ iVET360 says you should consider spending around 2 to 3% of your revenue on marketing if you really want to increase your
new client growth and keep your foundational marketing best practices, like your website, functioning properly
https://ivet360.com/five-tips-for-creating-marketing-plan/#:~:text=iVET360%20says%20you%20should%20consider,like%20y
our%20website%2C%20functioning%20properly.
○ Veterinarian care providers that focus on wellness have the highest gross revenue ratio over 25% (26)
https://www.avma.org/sites/default/files/resources/2018-econ-rpt3-veterinary-services.pdf
○ Article about unnecessary veterinarian treatment and cost
https://www.dailymail.co.uk/news/article-1232217/Why-Im-ashamed-vet-shocking-expose-profession-puts-pets-painful-unnecessary-treatme
nts-fleece-trusting-owners.html
○ The truth is: Your veterinarian may not actually know the procedure costs
https://www.healthline.com/health/expensive-pet-care#The-truth-is:-Your-veterinarian-may-not-actually-know-the-procedure-costs
○ “Some Veterinarians Sell Unnecessary Shots, Tests to Make Extra Money, Says Former Vet”
https://abcnews.go.com/US/veterinarians-sell-unnecessary-shots-tests-make-extra-money/story?id=20967672
○ “Veterinary Costs: Where Does Your Money Go?”
http://www.veterinarybusinessmatters.com/2018/09/07/veterinary-costs-where-does-your-money-go/

Comparativeresearch
○ https://www.airvet.com/faq
○ https://www.ask.vet/
○ https://www.petcoach.co/about/
○ https://vitusvet.com/solution-home
○ https://pawtocol.com/whitepaper/
○ https://www.petmd.com/dog/conditions
○ Other Companies: https://docs.google.com/spreadsheets/d/1hNrBPUjKqvpReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=sharing

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