The document summarizes Common Ground's progress on their pet care app. It includes their mission, market research findings, persona development, lean canvas, business structure, landing page/video prototypes, market research, customer interviews and next steps. Their mission is to provide affordable and transparent pet care. Market research found a lack of pricing transparency at vets causes concerns. Their prototype landing page and explainer video aim to address this. Customer interviews of pet owners in the US and Korea provided feedback on pros and cons of each country's vet systems to inform their solution. Their next steps are further market validation and defining their unfair advantage.

1. Corey Rossi, Dewen, Zhang, Jiyeon Park | Common Ground | Creative Founders | Fall 2020 | Oct. 10th, 2020
Week6:valueproposition

2. Hello,We arecommonground-
Corey Rossi Jiyeon Park Dewen Zhang
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/10/20 | 1
OurMission
“To provide opportunities by ensuring that people gain the skills, and knowledge,
that will empower companionships. ”

3. Molecule
Current Pet owners
Solution
Lack of transparency in
veterinary prices and
services limits their
access to provide the
proper care
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/10/20 | 2

4. 100% of our Interviewees said that they receive
the invoice at the end of the process and the
bills are always more than what they’ve expected
Hypothesis
01
02The current system used by the vet office
does not make it easy for pet owners to get
the price before the service.
Pet owners will use a service that provides
peace of mind when considering going to the
veterinarian while also being concerned with
price.
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/10/20 | 3
From 60% of our interviews we found that people are
comfortable going online to find solutions for their
pets health before escalating the issue to a
veterinarian.
Validation
What’s Next?
Introducing an application to pet owners will
not negatively impact the veterinarian system
An App could be an effective way to address pet
owners’ concerns without feeling overwhelmed with
app services they are already a part of.

5. 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
● Owner of a cat, “Mr.Pickles”
Facts
ProvisionalPersona :Facts
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6. ● 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
● Comfortable searching online for help
● 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
● Keep her pet healthy and happy
● Transparency in prices / services
ProvisionalPersona :Behaviors/Needs&goals
Needs and GoalsBehaviors
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7. Leancanvas
01
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8. 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
Week6:Leancanvasdraft
Problem
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
Channels
1. App Service
2. Web Service
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/10/20 | 7
Unique Value Proposition
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

9. Businessstructure
02
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10. Businessstructure
Structure Revenue Model
Relationships Delivery Channels
B2C - Business to Customer
Platform Marketplace
Online
In Progress
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11. LandingPage/explainervideo
03
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12. Landingpage
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13. Explainervideo
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14. Marketresearch
04
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15. Markettype
Resegment an existing
market as a niche player
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16. som/sam/tam
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
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17. Comparativeresearch Full service
Self service
ServiceCommunity
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18. Customerdevelopment
05
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19. Interviewinformation
01 02 03
TARGET INTERVIEWEES / VET INTERVIEW METHOD
Pet owners in different
country
Written Responses /
Interview
HOW WE FOUND THEM
Google forms
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20. Interviewees
“Even in Korea, you have to keep
asking for the price.“
Adora K. | Seoul, Korea
“Vet systems in both countries definitely
have pros and cons”
Michelle L. |
San Francisco, CA / Seoul, Korea
Corey Rossi, Jiyeon Park, Dewen Zhang | Common Ground | 10/10/20 | 18

21. Interviewlearnings
01 02
Vet system in the US Vet system in Korea
● Advanced Medical Terms used in invoice
● Continuously asking for prices throughout vet
visit
○ Have to keep track on your own
● Has a lot of options for insurance + check-up
pricing
○ Vet environment feels more professional
○ More pricing options = more relieved
● Expected about $100-200 for a basic check-up
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● Understandable Medical Terms used in
invoice
● Conflicting payment experiences
○ One interviewee mentioned Korea’s
vet system also lacks transparency
○ Other interviewee mentioned Korea’ s
vet system feels more transparent
compared to the US
● Expects about $50-70 for a basic check-up

22. Nextsteps
05
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23. What areournextsteps?
01 02 03 04
Keep reaching out to
veterinarian in order to receive
solid point of view
Narrow down our Market Research
- Pricing Models, vet support and
tools, and Profit
Define our Unfair advantage and
channels further
Continue with validating our
hypothesis
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24. ThankYou!
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25. Appendix
00
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26. Landingpage+ExplainerVideoLinks
● Landing Page:
○ https://parkjiyeon3.wixsite.com/commonground
● Explainer Video:
○ https://drive.google.com/file/d/15SLoJlhLr7gPzA4fQkYBvU--gOB4B5_Z/view?usp=s
haring
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27. WeeklyCustomerdevelopment
Week
Type of
Contact
# of
Interviewees
Week 3 Week 4 Week 5 Week 6 Week 7
24
Zoom Meeting
Interview
Zoom Meeting
Interview
Written
Response /
Interview -
Reached out to
vet / faculties
5 2
Reached out to
vet / Collected
target users
through Google
form
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28. Week6:Interviewdata
● Adora K.
○ https://docs.google.com/docu
ment/d/1TnS53uTXue2ykWrbD
zv5FDaE6V8zKTeOoQOw4YYd
4WQ/edit?usp=sharing
● Michelle L.
○ https://docs.google.com/docu
ment/d/19V2FKAUvXtWS79q8
yYH97sJum1dcwlB8SWDzW7
w9S8w/edit?usp=sharing
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29. ExplainerVideoProcess
● We first organized the storyboard in mural, then created low-fidelity storyboard
● Link to Storyboard:
https://drive.google.com/file/d/14JykZoEQgp2nbMagjRgWk0llDEDdbW1h/view
?usp=sharing
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30. 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-industry/
○ 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-wh
y
○ 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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