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 Sample Business Plans   Children & Pets  Pet Products & Services

Pet Supplies Business Plan

Plan Outline:
 Executive Summary
 Company Summary
 Products
 Market Analysis Summary
 Strategy and Implementation Summary
 Web Plan Summary
 Management Summary
 Financial Plan
 Appendix
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Tall Drink of Water

Strategy and Implementation Summary

Tall Drink of Water’s strategy is to provide high-quality, functional and
beautiful products that are environmentally and socially responsible. We
want our products to be the standard by which similar products will be
measured.

Strategic Assumptions:

 Our individual customers think of their pets as family and care about
the health and well-being of their family pets.
 Many of our end-users have high quality and style expectations.
 Products adopted by the commercial market, design and pet
care professionals and government agencies, will lead to brand
establishment, acceptance and recognition
 Individual consumers will more readily use products used by
government facilities and pet care professionals.

Profits will be used for new product development and incremental

improvements for existing products, and to expand our marketing and
sales efforts to foreign markets.

5.1 Competitive Edge

Our patented designs and technology will be our competitive edge. There

are many elevated pet feeders in the market, but ours will be the first* to
market with an integrated, elevated fountain and contemporary designs.
With patent protection of the elevated feeder with an integrated fountain,
we can potentially capture a large share of the market for that class of
products. As patent holders of the technology, we could also license it to
other manufacturers to increase revenue and have the branding benefit
of being “the original” elevated feeder and integrated fountain product.

Another competitive advantage is that our products provide an off-the-

shelf solution for owners of large breed dogs like Mastiffs, Newfoundlands
and Great Danes that are, on average, about five inches taller than the
existing large model elevated feeders on the market. Our products also
address the needs of pet owners who live in small, urban apartments and
appreciate contemporary design.

* Based on preliminary patent searches on the US Patent and Trademark

Office web site.

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5.2 Marketing Strategy

In the first year of operation, our marketing strategy will be focused on

design professionals, pet care professionals and government agencies.
Marketing efforts will include trade show participation, design
contest entries, and advertising in industry and lifestyle magazines.

In subsequent years, we will expand our marketing efforts to include

individual consumers who may be reached through advertising in lifestyle
magazines and on cable television, sponsoring dog shows and
competitions, and participation in regional pet events.

5.3 Sales Strategy

The company intends to focus its initial sales efforts on commercial
clients, design professionals, pet care professionals and government
agencies, to establish product reliability and brand recognition for the
company without incurring exorbitant advertising costs. This strategy will
generate fewer sales, but sales of higher priced items. The owner will
identify and work with these prospects directly. Because of the potential
complexity of these orders, delivery times will vary, but the consumer will
be provided with an estimated delivery time and regular progress updates
by e-mail or fax.

Sales to individual consumers will be completed through the company’s

website, by phone or fax, through catalogues and third party websites.
The owner will work with manufacturers to determine the appropriate
delivery schedule for these items, but anticipates being able to offer
consumers 5 – 10 business day delivery terms. FedEx will be the preferred
shipping vendor.

The company does not have immediate plans to offer products for sale
in retail stores, but this decision will be re-evaluated based on consumer
feedback and demand.

Order processing, manufacturing, delivery and shipping will be managed

using electronic data interchange (EDI) methods to minimize order
processing times, facilitate order tracking and optimize customer and
vendor information management.

Products will be manufactured by an independent plastics moulder with

whom we have contracted. After the prototypes, they will manufacture the
standard feeders in batches of 2,000, and coordinate with us to ship
directly to consumers to reduce delivery time. Custom orders will require
more lead- and manufacturing time, and will be coordinated with their
custom-solutions department.

To ensure that we are meeting (and hopefully exceeding) customers’

expectations, consumers will be asked to complete a satisfaction survey
regarding the level of service received from the beginning of the sales
process to delivery and installation (where applicable), including follow-up
and future service needs.

5.3.1 Sales Forecast

The sales forecast table shows a worst case scenario of forecasted sales

for the first three years of operation. During the first year, our focus will
be on sales to commercial consumers, design and pet care professionals
and government agencies to establish product reliability and brand
credibility. Sales may fluctuate seasonally for design and pet care
professionals, and based on budgetary cycles for government agencies.

In the second and third years, we will expand our sales strategy to include
individual consumers. The basic, off-the-shelf models, developed for high-
and moderate-income consumers will be sold on the company’s website,
by phone and fax, through catalogs and third party websites. Individual
consumer sales may also fluctuate seasonally, but we are estimating flat
monthly sales for all market segments with annual sales growth of 10%
for 2006 and 2007 based on an average of the low and high end industry
expert sales forecasts.
This time table is flexible and can be accelerated based on demand.

Based on current economic indicators, we set the direct cost of sales

to increase at a rate of 5% for the first three years of operation. This too is
flexible and can be adjusted based on changes in the economy. Cost of
sales below includes manufacturing and delivery costs.

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Sales Forecast

Sales

Basic small feeder $0 $5,000 $5,750

Basic medium feeder $0 $10,000 $11,500

Basic large feeder $0 $20,000 $23,000

Basic extra large feeder $0 $30,000 $34,500

Custom low-end feeder $40,800 $44,880 $49,368

Custom medium feeder $45,000 $49,500 $54,450

Custom high-end feeder $58,000 $63,800 $70,180

Total Sales $143,800 $223,180 $248,748

Direct Cost of Sales Year 1 Year 2 Yea

Basic small feeder $0 $2,050 $2,358

Basic medium feeder $0 $4,100 $4,715

Basic large feeder $0 $8,200 $9,430

Basic extra large feeder $0 $12,300 $14,145

Custom low-end feeder $17,000 $17,325 $18,191

Custom medium feeder $11,400 $11,970 $12,569

Custom high-end feeder $11,200 $11,200 $11,200

Subtotal Direct Cost of $39,600 $67,145 $72,607

Sales

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5.4 Milestones

The accompanying table lists milestones for our start up goals and

budgets for each. Tonya McClendon will be the manager in charge of each
milestone, consultants will be used for many functions. The milestone
schedule shows our emphasis on planning for design, development and
market introduction.

Additional milestone tables will be created for future marketing and sales
planning.

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Milestones

Milestone Start Date End Date Budget Manager Departm

Utility patent 10/1/2004 11/1/2004 $2,500 TLM Consul

drawings

Design patent 10/1/2004 11/1/2004 $2,500 TLM Consul

drawings

Business licenses 11/1/2004 12/15/2004 $250 TLM Ad

Prototype 11/15/2004 12/15/2004 $6,300 TLM Consul

development

Incorporation 10/1/2004 1/1/2005 $250 TLM Ad

Branding 1/15/2005 2/15/2005 $4,000 TLM Consul

Website design 2/20/2005 4/15/2005 $1,000 TLM Consul

Print advertising 3/15/2005 4/15/2005 $1,000 TLM Consul

campaign
development

Trade show entry 10/1/2004 5/15/2005 $750 TLM Marke

applications
Design competition 10/1/2004 5/15/2005 $750 TLM Marke
application

Totals $19,300

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