IMC Project on cause. Animales Sin Hogar is an animal shelter in Uruguay.

2. Two fields
Around 650 animals

6. Before and After

7. Step 1
Customers and Prospects
Customers
People with pets
People without pets
Prospects
People who will adopt
Companies

8. 5 K RUN/WALK

9. Step 2
Estimating Value of Customers and Prospects
Description Type Per
PAX
Total
PAX
Total
Sales
Margin Profit Total
Value
People
without pets
Customer $20 1500 30.000 30% $14 21.000
People with
pets
Customer $15 800 12.000 30% $10.5 8.400
People
adopting
Prospect $10 200 2.000 30% $7 1.400
Companies Prospect $500 15 7.500 30% $350 5.250

10. It is important to
participate!!!

11. Customer Insight
I want to have a companion through life, so instead
buying a dog I decided to adopt. They deserve
a second chance and it makes me feel good for saving
an animal from shelter and giving it a warm home.
It will be loved and cherished and never be left
to mercy of the street again!

13. Sweet spot
For…People with or without pets
Who…feel compassionate and care about the better world
without suffering
Our Product is…lifetime of unconditional love, snuggling,
eternal gratitude and tale waging
That provides…happiness in one`s heart and satisfaction
that you can make a difference in the world
Unlike…any other way money can buy, because money
does not buy unconditional love
Our product… helps you make a difference and give example
to the others

14. BIG IDEA!!!
Let`s run
together
through life!

15. Step 4
Return on Customer Investment
Customer
group
Per PAX
A
Profit
70%
Margin
PAX A
Marcom
investment
Per PAX
B
Margin
PAX B
Gain/Lo
ss
ROCI
People
with pets
$20 70% $14 $5 $30 $16 $5 100%
People with
out pets
$15 70% $10.5 $5 $25 $14.5 $5 100%
People
adopting
$10 70% $7 $3 $15 $8 $2 66.6%
Companies $500 70% $350 $200 $1500 $1150 $800 400%

16. Step 5
Future Planning
Make it a tradition
Involve children
early on