JoinPets.

com

Business Plan
Presented By: Mr. Zain Alam

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Confidentiality Agreement

The undersigned reader acknowledges that the information provided by Mr. Zain Alam in this
business plan is confidential; therefore, reader agrees not to disclose it without the express
written permission of Mr. Zain Alam

It is acknowledged by reader that information to be furnished in this business plan is in all

respects confidential in nature, other than information which is in the public domain through
other means and that any disclosure or use of same by reader may cause serious harm or damage
to Mr. Zain Alam.

Upon request, this document is to be immediately returned to Mr. Zain Alam.

___________________
Signature

___________________
Name (typed or printed)

___________________
Date

This is a business plan. It does not imply an offering of securities.

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Table of Contents

1. Objectives ………………………………………………………………………………..................3

2. Mission …………………………………………………………………………...............................3

3. Keys to Success ……………………………………………………………………………………..3

4. Company Summary ………………………………………………………………………………….4

4.1. Company Ownership ………………………………………………………………………….……..4

5. Services …………………………………………………………………………………………….…4

5.1. Free Services ………………………………………………………………………………………...4

5.1. Paid Services …………………………………………………………………………………………5

6. Market Analysis Summary ………………………………………………………………………..…6

6.1. Market Segmentation …………………………………………………………………………..……7

6.2. Target Market Segment Strategy …………………………………………………………….......10

7. Service Business Analysis ……………………………………………………………………...…12

8. Competition and Buying Patterns …………………………………………………………………12

9. SWOT Analysis …………………………………………………………………………………..…12

9.1. Strengths ………………………………………………………………………………………….…12

9.2. Weaknesses …………………………………………………………………………………...……13

9.3. Opportunities …………………………………………………………………………………,.,,,,…13

9.4. Threats ………………………………………………………………………………………………14

9.5. Competitive Edge ……………………………………………………………………………………14

10. Marketing Strategy ……………………………………………………………………………..…14

11. Sales Strategy …………………………………………………………………………………..…15

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1. Objectives

• Providing free pets social networking.

• Providing pet businesses an opportunity to make their companies profile.
• Providing pet products for various affiliates in our store.
• Providing JoinPets as an application for pet businesses to make their own pets social networking
community.

Free pets social networking, where people can do buying, selling and adoption of pets is made easy while
they are social networking with other pets.

CMS (Content Management System) for "Pet Business" where they can create number of pages like,
"homepage, services, products, contact and fan lists" and can update their pages, contact information, logo,
banners and page text with a nominal package pet month.

Integrating comparison store on JoinPets.com. Products from multiple stores will be listed like
http://google.com/products

Featured products can be listed from our affiliated store

Generate revenue from "Google Adsense" and "Google Ad Manager" for advertisement campaigns which are
placed on JoinPets.com website.

2. Mission
We are providing "Free Pets Social Networking" where people can make new friends and breeders can find
partners for their pets. Buying, Selling, Adopting made easy. Users can create their own blogs and share
those articles with their friends.

Generating revenue from "Pet Businesses" by creating their profile on JoinPets.com. Businesses like pet
products, vets, pet shelters can make an presence on our JoinPets.com and people could find these
businesses in their neighborhood while social networking with other pets

Providing JoinPets as an application where businesses can deploy this application and customize the
website to their own needs. This would help them build their own small "Pets Social Network" for their
company.

Generating revenue from by advertisements on our website through "Google Adsense" and "Google
AdManager".

3. Keys to Success

Our key to success is "Crowd Sourced Page Views"

• We are providing pet businesses JoinPets as a application and companies can customize the
application and make their own "Pets Social Network"
• Dedicated effort can make us pioneer in the market providing pets social networking and catering
business market at the same time.

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4. Company Summary
JoinPets.com is operated in Lahore, Pakistan. Servers are placed in Utah, USA. Mr. Zain Alam is the sole
proprietor of JoinPets.com. Aim of JoinPets.com is to provide an informative social networking experience for pet
lovers. They can find anything related to pets like reading articles and blog, doing discussions, group talks, chat,
buying of pets, selling their pets, adopting a pets and much more under the same roof.

JoinPets.com will also provide users with a unique and innovative environment for socializing individuals of all
ages and backgrounds. This educational aspect will attract younger and elderly members of the community who
are rapidly gaining interest in the unique resources that online communications have to offer

4.1. Company Ownership

Sole proprietorship of JoinPets.com is Mr. Zain Alam.

Mr. Atif Alam handles support, networking and hosting of JoinPets.com.

JoinPets is hosted on "Dedicated Servers" placed in United States.

JoinPet.com is the property of JoinPets.com which is a redirect URL for JoinPets.com

5. Services
5.1. Free Services

• Users can add 10 pets and update their profiles.

• Add pictures for each pet.
• Make new friends for each pet.
• Every pet has its own "Friends List" and "Pet i Adore List".
• Powerful search feature by which people can find pet by city, state, country, pet type, pet breed and
advance search features.
• Every pet can leave a comment on other pet profiles.
• Add YouTube video on your pet profile.
• Rate other pets and send gifts.
• Send E-Mails to other pet.
• Read Articles and leave a comment on the article.
• Start a discussion on PetoPedia breed.

5.2. Paid Services

Pet Businesses can start their own dedicated pets social networking. This solution will include full customization of
website.

They can add their logo and replace our logo.

They can start their own advertisement campaign.

They will be provided with all the features which we have in our admin panel like reports, cms, google analytics,
managing pets, free membership or paid membership for pet owners.

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Other Paid Services on JoinPets.com

Paid Services

Pet Groomers

Pet Insurance
Veterinarians
Pet Hospitals

Pet Boarding
Pet Boutique

Dog Walkers
Pet Training

Pet Shelters
Pet Bakery
Pet Stores
Pet Sitters

Package Price /
Month

Create their own Y Y Y Y Y Y Y Y Y Y Y Y

profile.

No of pages 1 1 1 1 1 1 1 1 1 1 1 1
0 0 0 0 0 0 0 0 0 0 0 0

Manage content Y Y Y Y Y Y Y Y Y Y Y Y
of pages

Manage logo Y Y Y Y Y Y Y Y Y Y Y Y

Manage banner Y Y Y Y Y Y Y Y Y Y Y Y

Manage Images Y Y Y Y Y Y Y Y Y Y Y Y
Galleries

Images in 1 1 1 1 1 1 1 1 1 1 1 1
Gallery 2 2 2 2 2 2 2 2 2 2 2 2

No of products - 2 - 2 - 2 - - - - - -
0 0 0

Fan groups Y Y Y Y Y Y Y Y Y Y Y Y

Google Maps Y Y Y Y Y Y Y Y Y Y Y Y
integration

Manage Y Y Y Y Y Y Y Y Y Y Y Y
Comments

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No of pets 1 N 1 N 1 N 1 N N 1 N 3
0 0 0 0 5 0

6. Market Analysis Summary

63% of U.S. households own a pet and 73.9 Million dogs are owned in the U.S.

U.S Pet Market Retail Sales by Category:

2009 and 2010 (in billions)

Categories $ Sales in 2009 % Change VS $ Sales 2010 % Change VS

2008 2009

Veterinary $ 19.18 Billion 10 % $ 21.29 Billion 11 %

Services

Pet Food $ 17.77 Billion 4.5 % $ 18.57 Billion 4.5 %

Pet Suppliers $ 10.81 Billion 3.5 % $ 11.41 Billion 5.5 %

Other Pet $ 5.97 Billion 3% $ 6.28 Billion 5%

Services

Total $ 53.73 Billion 6% $ 57.52 Billion 7.1 %

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6.1. Market Segmentation

Pet Sitters

Pet sitting for example, is a pet business opportunity that can be done as a home based business. Many
people who live in both rural and city environments look every year for someone to care for pets when they
are away on vacation or business trips. People who live in apartment complexes look for someone to walk
their dog every day.

Pet Stores

There are also many animal business opportunities that can be done online. People who own a virtual pet
supply store for example can reduce their overhead like rent or buying a facility by opening an online store.
Also, on the web, they can provide information regarding the different pets and different pet care that is
required. This is a good way to enlist the trust of your clients.

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Pet Training

There are a lot of pet training professionals which guide peoples, how to train and fix pet's behavior
problems.

Pet Boutique

People all over the world have dressed up their pooches and kitties in outfits ranging from prom dresses to
biker vests. Don't forget the reptiles and rodents that sport fancy collars and harnesses. This would be a
specialized example of a pet store that can be done in the general public or online as well!

Dog Walkers

No technical education or qualification is required for dog walkers that’s why many people are offering
services as a "Dog walkers".

Pet Bakery

a great way to pet business that would translate easily from the public to the web would be the animal
bakery. The public spends thousands of dollars every year on special treats and cookies for their beloved
pets of all breeds. This would be a fun and satisfying endeavor for the chef or nutritionist too.

Pet Groomers

Pet grooming is another alternative pet business opportunity that is widely popular today. There are lots of
services groomer’s offers some are for example, bathing, massaging, shampoo and conditioners bath, given
haircuts.

Pet Hospitals

Pet hospitals provide a full service which a pet needs. Veterinarians with surgical, dental, chiropractic, laser,
x-ray, Vet-Stem cell therapy, ultrasound facilities are mostly available in these hospitals.

Veterinarians

Veterinarians will take the time to listen to you and examine your pet. If necessary, he will order lab tests to
determine what, if anything is wrong with your pet. Using the latest technology, he will diagnose the problem
and develop a treatment plan. This plan will be discussed with you in detail and treatment will be started.

Pet Boarding

This is a place where dogs are housed temporarily for a fee, an alternative to using a pet sitter. Although
many people worry about the stress placed on the animal by being put in an unfamiliar and most likely
crowded environment, the majority of boarding kennels work to reduce stress. Many kennels offer one-on-

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one "play times" in order to get the animal out of the kennel environment. Familiar objects, such as blankets
and toys from home, are also permitted at many kennels. In the United States the term boarding kennel is
also used to refer to boarding catteries and licensing agencies do not always differentiate between
commercial boarding kennels for dogs and other animal or cat boarding kennels. It is estimated that in 2008
people in the US will spend $3.29 billion on boarding and grooming services.

Pet Insurance

Pet insurance pays the veterinary costs if one's pet becomes ill or is injured in an accident. Some policies will
also pay out when the pet dies, or if it's lost or stolen. The purpose of pet insurance is to mitigate the risk of
incurring significant expense to treat ill or injured pets. As veterinary medicine is increasingly employing
expensive medical techniques and drugs, and owners have higher expectations for their pets' health care
and standard of living than previously, the market for pet insurance has increased.

Pet Shelters

An animal shelter is a facility that houses homeless, lost or abandoned animals; primarily a large variety of
dogs and cats. The goal of today's animal shelter is to provide a safe and caring environment until the animal
is either reclaimed by its owner, placed in a new home, or placed with another organization. Many
progressive shelters temperament-test animals before they are put up for adoption to determine the
appropriate home environment.

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6.2. Target Market Segment Strategy

We can see in the demographics of zootoo.com presented by http://alexa.com .
These are live statistics gathered from people around the world.
These statistics are are divided into five major segments.

1 - Age
2 - Gender
3 - Has Children
4 - Education
5 - Browsing Location

We can see in the demographics of petsmart.com and pets.com presented by http://alexa.com .

These are live statistics gathered from people around the world.
These statistics are are divided into five major segments.

1 - Age
2 - Gender
3 - Has Children
4 - Education
5 - Browsing Location

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We can see in the demographics of http://zootoo.com , http://petsmart.com and http://pets.com that

most of the targeted market is of age 45 to 65 and mostly women.

An analysis of market survey data provided indicates that our target market is mostly women
who are in the age of 45 to 65. They had raised their children and their children are out of
teenage. They are free and they feel lonely and buy a pet as a companion. They need social
networking, buying food, clothes, and accessories for their pets.

http://petsmart is the largest chain in US for pet products. They also have "pets social
networking" on http://pets.com but the usability is poor and only computer geeks or teenagers
can use it. We are focusing on the age group of 45 to 65 to provide them less learning curve
with cutting edge features and provide them more information about pets and tell them
where to buy best products, reviewed about products and do social networking like pet sitting,
finding a vet, etc.

Our second market will be teenagers from 10 to 25. This market is really energetic and loves
pets. We need this market because they are active bloggers and love to grow their social
network. The above market is mostly readers and like to read reviews and what other people
are talking about and knowing what’s good and bad for them.|
For the growth of our website we need this class and we are providing them best social
networking features, games and lot of other things which will give a sticky factor to our
JoinPets.com
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7. Service Business Analysis

The pet industry is pulverized and disorganized with thousands of small pet businesses like pet shops, vets,
pet training schools, only few are well-known companies.

These companies have a very little presence in the internet market and still doing a lot of business. We are
offering them "Content Management System" where they can make profile of their company, add pages,
logo, banners and create fan groups for the marketing of their company. People can rate their products and
services and leave comments. This will benefit people choosing best for their pets and where they are
located. Pet businesses spend thousands of dollars for marketing, so that the customers know you are out
there on the internet. This could be achieved with a very cost effective solution.

8. Competition and Buying Patterns

There are few companies which are providing social networking for pets. Demographics from
alexa.com and google.com shows that people interested in "Pets Social Networking" are between 45
to 65 and mostly females but our main competitors provide complicated features which users don’t
like and switch. JoinPets.com provides easy registration process and easy, quick and useful features
for pet lovers.

Considering an example of http://zootoo.com they are only focusing on pet owners in U.S but
JoinPets.com is providing services to pet lovers all around the globe.

We are providing advance search features for find best results for socialization with other pet users.

We provide CMS (Content Management System) for pet business by which they can create their
profiles just like their own website within our website. This feature brings all pet businesses on one
platform. Static website cost around $500 to $1000 dollars but with our packages they can make their
own website within few minutes and their cost reduces to 100 times less.

9. SWOT Analysis

9.1. Strengths
Clear vision of the market need.
JoinPets knows what it takes to build an upscale pets social networking. We know the customers, we
know the technology, and we know how to build the service that will bring pet lovers and pet services
on one dedicated platform devoted for pets.

State-of-the art technology

JoinPets application is developed using state-of-the-art technologies. We are using "Code Igniter" as
a framework for development. We are using PHP MySql for programming and database. Ajax and
jQuery is used to provide better user experience for the users. Our application is currently on one
dedicated server in United States. Our application is designed to provide high end traffic and our
application can be moved on three to four dedicated servers.

• Application Server
• Database Server
• Image Manipulation Server
• Cache Server

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User Base
We have recently launched JoinPets a few months back and getting a very impressive feedback. We
have currently 55 members with 50 pet profiles and its growing day by day.
We have fan page on http://FaceBook.com and there are 126 fans currently of JoinPets.com
we have spend less than a week on marketing of JoinPets.com and we are getting a very good
response.

9.2. Weaknesses
We have currently one employee who is doing programming, graphic designing, marketing, SCO
(Search Engine Optimization) and interacting with JoinPets members and keeping JoinPets up to the
mark.

We are in need of capital to build a team and each employee gives its full dedicated output in his own
field for the growth of the JoinPets.

9.3. Opportunities
The pet industry annual sales are $36 Billion in 2005. There are thousands of small pet businesses
which are providing their services on website like pet shops, vets, pet training schools and there are
only few well-known companies. There are a lot of social networking websites for humans but non for
the pet owners where they can make friends, read articles, review product and services. The people
in the pet industry need a platform where they can make a presence in the market and socialize with
other people at the same time.

63% of U.S. households own a pet

73.9 Million Dogs are owned in the U.S.

Total U.S. pet industry spending (2005 estimate) - $35.9 billion

Breakdown:

• Food $14.5 billion

• Vet Care $ 8.6 billion
• Supplies/Medicine $ 8.8 billion
• Live animal purchases $ 1.6 billion
• Pet Services: grooming & boarding $ 2.4 billion

REFRENCE

Erik R. MacPherson

President/Pet Vending Consultant

727-742-9699

erik@TMCPetVending.com

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9.4. Threats
There are only a few in our competition which are providing "Pets Social Networking". Due to slow
pace in development. We have a threat our innovative ideas and services would be copied.

9.5. Competitive Edge

How is JoinPets.com different from all others?

We are providing pet lovers an opportunity to create a profile for their pets. They can upload pictures, videos
and make new friends. They can read articles and review products and services available in the market and
rate them. It’s totally free for pet owners. They can buy, sell, and take good advices from other pet owners.

Pet businesses can make their profiles on JoinPets.com and this would help them in their marketing strategy.

Users and pet businesses could communicate, ask questions, and leave a review on any pet business.

10. Marketing Strategy

Blogging and social networking

FaceBook: We have fan page on Face Book and there are 126 fans currently of JoinPets.com
http://www.facebook.com/pages/JoinPetscom/144474208514

StumbleUpon: We have currently placed 34 articles on StubmbleUpon and getting allot of users.
http://www.stumbleupon.com/stumbler/zainalam/

Linked In: We have currently 9 professional connections from different fields of pet industry and these
people help us in growing of our website and suggest great ideas and some are interested in doing business
with us.
http://www.linkedin.com/in/joinpets

Twitter: A very good platform for social networking and its linked with FaceBook
http://twitter.com/joinpets

MySpace: We can gain a lot of users by blogging on MySpace. Most of the teenagers use MySpace.com
these days.
http://www.myspace.com/joinpets

YouTube: Videos are the best way of advertising and we have made a JoinPets.com channel on YouTube
and uploaded some cool and funny videos with our watermark in the videos and once these videos are
posted on FaceBook, thousand and million ad impressions will be generated and this will help us gain more
users.
http://www.youtube.com/joinpets

PPC Campaigns:
We will be launching PPC campaign on "Google Ad Sence" for more user base.

Free Gifts
There will be weekly and monthly winners on our website and they will be rewarded with free gifts like
JoinPets logo printed T-Shirts and mugs.

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11. Sales Strategy

The company's sales strategy will be based on the following elements:

• Advertising in the social networking websites, blogs.

• Placing advertisements in the local press.
• PPC campaigns.
• Generate sales from telemarketing and we would get the contacts from multiple yellow pages and
other websites.
• Word of mouth referrals - generating sales leads in the local community through customer referrals.

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