This document summarizes an organization called Common Ground and their work on comparative market research. It includes their mission statement, previous and updated hypotheses about problems in the pet care market. It also includes profiles of potential early adopters and details from interviews with pet owners about unexpected vet costs. Their next steps are to interview a veterinarian, define early adopters, determine an MVP approach, and hypothesize solutions. Appendices include references, a comparative research spreadsheet, and interview data document.

1. Corey Rossi, Dewen, Zhang, Jiyeon Park | Common Ground | Creative Founders | Fall 2020
Week4:comparativemarket

2. Hello,We arecommonground-
Corey Rossi Jiyeon Park Dewen Zhang
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 1

3. OurMission
“To provide opportunity by ensuring that people gain the
skills, and knowledge, that will empower companionships. ”
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 2

4. Updatedinformation
01
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5. PreviousMolecule
People looking to
adopting a pet.
Solution
Not sure if they can
provide the right care for
the pet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 4

6. UpdatedMolecule
Current Pet owners
Solution
unexpected medical
conditions revealed, vet
visit becomes very costly
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 5

7. Hypothesis:Previous/Current
Previous Hypothesis Current Hypothesis
01
02
03
Adoption process doesn't explain what it
takes to take care of the animals properly
People need help choosing an animal that
fits the owners personality type
Smaller adoptions centers need help
getting more foot traffic
01
02
The costs of certain vet services are
unpredictable
People need a way to find out if the health
concern is big enough to bring to a vet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 6

8. Parker Jay (21)
San Francisco, CA
● Makes $35,000 a year as a freelance
graphic designer
● Senior College student
● Living with 2 roommates (household
of 3 adults)
● Lives in a 2-bedroom duplex
apartment
● Single
Facts
ProvisionalPersona :Facts
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9. ● Always keeping a close eye on her
pet
● Feels unsure when to take her pet to
the vet
● Goes to school 5 days a week and
works from home
● Feels overwhelmed with idea of
costly vet visits
● First time taking care of a pet on their
own
● Information about pricing when
taking her pet to the vet
● Competitive pricing
● Quality veterinarian
● Needs to know when to take her pet
to the vet
● Needs to find a time to bring her pet
for check-ups
● Keep her pet healthy and happy
ProvisionalPersona :Behaviors/Needs&goals
Needs and GoalsBehaviors
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10. Leancanvas
02
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11. Week4:Leancanvasdraft
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
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12. Marketresearch
03
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13. Markettype
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Resegment an existing
market as a niche player

14. Updatedsom/sam/tam
SOM
SAM
TAM
U.S. veterinary care is a nearly $20
billion market in 2019, with an
estimated growth rate of 5% per year.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 14

15. Updatedsom/sam/tam
SOM
SAM
TAM
= $531 million ($531,190,000)
Veterinary care for pet dogs and
cats in the Bay Area:
1,001,500 households with dog(s)
* $410 Veterinary expenditure per
household per year
+
662,500 households with cat(s)
* $182 Veterinary expenditure per
household per year
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 15

16. Updatedsom/sam/tam
SOM
SAM
TAM
5% market share in dog and cat
veterinary care market in the Bay Area.
Market size is about $27 million.
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17. Comparativeresearch High Cost
Low Cost
ServiceProduct
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18. Customerdevelopment
04
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19. Interviewinformation
01 02 03
TARGET INTERVIEWEES INTERVIEW METHOD HOW WE FOUND THEM
Pet owners who owns a
pet with a certain medical
conditions
Conducted interview
through zoom
Friends of friends
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20. Interviewees
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“ They did not show us the
invoice until the very end,
which ended up being $1200.”
Iman D. | Napa, CA
“Online searching was definitely
the first thing.” [when realizing
something was wrong]
Laury H. | Napa, CA

21. Interviewlearnings
Both Interviewees said that they would search online when they first
realize that there is something wrong with their pet
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 21
They said that the cost of vet visit was more expensive than
what they have expected.
They also said that they either do not trust pet insurance or
not sure if it is necessary enough.

22. Interviewlearnings
● Learnings from the interviews validated our hypothesis
○ Vet costs are often more expensive than what they’ve expected
○ Simple process of diagnosis can cost more than $1000
○ The cost of vet care is not transparent; one of the interviewee has received her invoice
at the end of the process.
● When the owners first realize the medical problem, they mainly rely on internet searches
● Pet insurance feels unnecessary because the pet owners can not guarantee how often
they would visit vet
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23. Nextsteps
05
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24. What areournextsteps?
01 02 03 04
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Prepare for interview
with veterinarian
Define our early adopters
more clearly / type of solution
Figure out which method
of MVP would be suitable
Hypothesize our
solution

25. ThankYou!
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 25

26. Appendix
00
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27. Reference
● Market Research:
○ https://www.americanpetproducts.org/pubs_survey/dataportal.asp
○ https://todaysveterinarybusiness.com/u-s-veterinary-care-is-a-nearly-19-billion-market/
○ https://www.ibisworld.com/united-states/market-research-reports/veterinary-services-ind
ustry/
○ http://www.natvpu.org/uploads/5/9/5/2/59529767/final_report_pablo_perez_ruiz__1_.pdf
○ https://www.foxbusiness.com/lifestyle/san-francisco-may-have-more-dogs-than-children-
heres-why
○ https://www.avma.org/resources-tools/reports-statistics/us-pet-ownership-statistics
○ http://www.bayareacensus.ca.gov/bayarea.htm
○ http://www.bayareacensus.ca.gov/counties/SanFranciscoCounty.htm
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28. Week4:ComparativeresearchProcess
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Link to our google sheet:
https://docs.google.com/spreadsheets/d/1hNrBPUjKqvp
ReF0Hle_bQNjEfb8iOoj0KUaR5MhJUyQ/edit?usp=shari
ng
● We have organized comparative
market products with a similar target
audience and solves a similar
problem / some other reference
products in a google sheet

29. Week4:Interviewdata
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 9/27/20 | 29
Link to our Interview data
https://docs.google.com/document/d/1tWmsZwYmroB
c24PPfC0w0hbPJH5zqUsbnxolQqxEIrM/edit?usp=shari
ng
● We have organized our interview
data and recordings in a google doc