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TRẦN LÊ XUÂN TRANG E2300403

Office
Module/Subject Information Acknowledgement
Module/Subject Code MGT200
Module/Subject Name Small Business Management
Lecturer/Tutor/Facilitator MR. VŨ HẢI NAM

Due Date 19/05/2025

Assignment Title/Topic Cuddli - A new model startup of pet
service
Intake (where applicable) Batch 10

Word Count 3502 words Date/Time

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Signature: XT Date: 19/5/2025

Email: a4070tranlexuantrangttd@gmail.com

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MGT200 Assignment - Tran Le Xuan Trang

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Date: Date:19/5/2025
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MGT200 Assignment - Tran Le Xuan Trang

departments may allow students up to THREE (3) working days after submission of the assignment to
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MGT200 Assignment - Tran Le Xuan Trang

Assignment marking guide (/100%)

The following assessment criteria and marking guide applies to all assignments.

1. Scope & 0-9% 10-12 % 13-14% 15-16% 17-20%

structure
Topic not covered, Balanced summary Fuller and more Comprehensive Well-structured
20% discussion too brief, of the issues, main systematic treatment treatment of the description. Sets
copied, unreflective, issues flagged up of the topic. topic. the scene in an
little explanation, no front, logical flow outstanding and
or confused layout. of ideas. sophisticated way.
2. Synthesis 0-14% 15-19 % 20-23% 24-26 27-30%

(Critical Little or no analysis Some analysis of Analysis lacks a Good attempt to Excellent critical
analysis and of theory, and trying theory., with convincing analyze critical analysis of the
creative to put things back explanation, and argument. Need to issues. Some theory.
synthesis) together, and add illustration, and justify more. conviction but could Well-argued case.
individual value. some attempt to put Greater attempt put do with more. Excellent attempt
30% Assignment has too things back things back Sound attempt to put things back
many significant together, and add together, and add put things back together, and add
faults to be regarded individual value. individual value. together, and add individual value.
as a University Assignment is Assignment is individual value. Assignment is
standard piece of adequate but still without serious Assignment is faultless and has
work. has significant faults but without almost faultless and conviction, and is
faults and your are conviction. The has some conviction based on
advised to make lecturer can follow -the lecturer may extensive
sure that you your argument but well be persuaded to research. It builds
understand what he/she is not agree with your a sound argument
they are and if convinced by it; OR position. using analysis,
necessary get help it may be written explanation and
to improve in your with some interpretation. It
weakest areas. conviction but with includes some
too many faults! original thinking
based on clearly
evaluated
evidence.
3. Summary 0-4% 5% 6% 7% 8-10%
(Conclusion)
Weak conclusions. Weak conclusions. Adequate attempt to Sound conclusions. Strong conclusion
10% Do not follow from Do not follow from bring it all together. Well brought succinctly and
discussion. discussion. together. excellently
presented.
4. Sources 0-9 % 10-12 % 13-14% 15-16% 17-20%

Literature Little or no reading, Subject materials Accurate reference Accurate reference Accurate
(Amount & no or poor only used. Accurate list attached. list attached. reference list
type sourced) integration of reference list Extra references Extra references attached.
literature into the attached. included. included integrated Wide range of
20% text of assignment. into the text. relevant literature
sourced and
integrated into the
text. . It uses
sources critically
and carefully. It is
creative and
thorough in its
use of supporting
evidence.
5. Style 0-9 % 10-12 % 13-14% 15-16% 17-20%
(Referencing
Presentation Little or no attempt Most presentation Few flaws. Style is Virtually free of Error free. Style
and writing) to reference in an requirements met in concise and lucid. errors. Style is is exceptionally
appropriate way. a basic way. concise and lucid. concise and lucid.
Major flaws. It is well written.
20% Difficult for the It flows clearly
reader to get the from point to
point. point.

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Table of Contents
1. Executive Summary​ 7

2. Industry, competitor analysis and target customer​ 8

2.1 Industry analysis​ 8

2.2. Competitors analysis 8

2.3. Target customer 8
3. Cuddli description​ 9

4. Unique Service of Cuddli 9

4.1. Service plan 9
4.2. Smart Feeding Technology 9
4.3. Advanced Drying Chambers 10
4.4. Veterinary service 10
5. Marketing plan (4P)​ 11

5.1. Product 11
5.2. Price 12
5.3. Place​ 12

5.4. Promotion​ 13

5.4.1. Offline 13
5.4.2. Online​ 13
6. Operation and Development Plan. ​ 14
6.1. Operation plan 14
6.2. Development plan stage one 14
6.3. Developing plan stage two 15
7. Management strategy​ 17

7.1 Staff mission 17

7.2. Veterinarian mission 17

8. Risk management​ 18
9. Exit strategy​ 19

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10. Financial Plan 20

11. Conclusion ​ 22

References
23

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1. Executive summary

The business unit analyzed in this paper is a "paradise" dedicated to dogs, cats, and their
loving owners. Cuddli specializes in providing hotel, spa, and veterinary services for dogs
and cats. The Cuddli model is designed to ensure that all pets enjoy the highest level of care
while their owners are away. Additionally, Cuddli places great emphasis on pet health by
offering safe, professional, and hygienic veterinary services.

Located on the main street of Nam Thien 1 neighborhood, within the prestigious Phu My
Hung urban area in District 7, Cuddli provides a healthy environment surrounded by parks
and greenery where dogs can be cared for in the best possible conditions. Cuddli not only
delivers the best experience for pets but also offers highly suitable service prices. Cuddli’s
goal is to become a well-known destination for professional, worthwhile, modern, and
enjoyable pet care services.

The following sections will provide a detailed analysis and introduction of Cuddli’s business
model and product offerings. The paper also analyzes from a general to a more detailed
perspective, exploring how the business operates and develops, how to raise capital, and how
to build the safest exit strategy as a new entrant in a market that is considered full of potential
yet highly competitive.

Figure 1: Cuddli Pet Care Logo

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2. Industry, competitor analysis and target customer

2.1. Industry analysis
With job scarcity and rising living costs, young people are postponing marriage due to
increasing life pressures. Instead of having children, many are choosing to raise pets and treat
them as beloved members of their small families. In Vietnam, the pet care market is currently
viewed as having strong development potential (“SPENDING ON PET PRODUCTS AND
SERVICES: AN APPROACH FROM CONSUMPTION VALUE THEORY. (2022). Tạp Chí
Nghiên Cứu Tài Chính - Marketing.,” 2022).

2.2. Competitors analysis

One notable characteristic of Vietnam’s pet care industry is that each customer segment from
mid-range to high-end has easily recognizable pet shop and pet care brands. When it comes to
the mid-to-high-end segment with outstanding facilities, customers often think of Pet Mart.
For the more affordable segment with acceptable service quality and basic infrastructure, Dog
Paradise tends to be the go-to brand for many customers.

However, despite having a decent level of brand awareness, these pet service providers still
lack distinctive features in terms of service quality. Most of the services offered are quite
similar, with little differentiation. Both Pet Mart and Dog Paradise provide nearly identical
offerings, such as pet spas, hotels, and grooming services for dogs and cats. Furthermore, Pet
Mart's store layout is more oriented toward selling physical pet products rather than
emphasizing services. As a result, Pet Mart is forced to juggle two key goals: selling
merchandise and attracting customers to use their services.

2.3. Target customer

Cuddli takes advantage of the gaps left by current competitors in the market, creating its own
unique identity while building upon existing services. Cuddli targets customers who
genuinely care about their pets, those who pay attention to and consider carefully the reviews
and feedback shared by other pet owners about different pet care shops.

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MGT200 Assignment - Tran Le Xuan Trang

Cuddli aims to become a talking point a brand recognized and respected as a pet care service
exclusively for “true pet lovers.” The target customer segment includes residents of the Nam
Thien neighborhood and all pet owners living in the Phu My Hung urban area

3. Cuddli description

Cuddli - Love and Care, Always There is the official name of this startup business. This
business specializes in providing the most dedicated and wholehearted pet care services.

Cuddli's vision is to become a symbol of modern pampering for pets in Vietnam. At Cuddli,
pets are placed at the heart of every service and operation. We strive to build trust through the
genuine experiences of customers who have used and loved our services.

Cuddli is staffed by a team of 15 well-trained members dedicated to providing both excellent

facilities and professional, heartfelt care. Our space includes private hotel suites for pets, a
quiet and relaxing spa and grooming area, as well as a standard veterinary clinic. And what
sets Cuddli apart is our personalized service tailored to each pet’s individual needs ensuring
they feel not only safe but truly loved during their stay.

4. Unique Service of Cuddli

4.1. Service plan
Cuddli sets itself apart from existing pet care services by strategically choosing locations with
green spaces, numerous parks, and pet-friendly environments. This allows Cuddli to offer a
dog-walking service where staff can take guests' dogs out for walks, a key activity especially
appreciated by foreign pet owners who are used to walking their dogs daily. When these
customers are away, their dogs often miss out on this routine. By combining a pet hotel with
regular dog-walking, Cuddli ensures pets get much more physical activity than simply
staying in a room. This add-on service not only enriches the pets' stay but also reflects
Cuddli’s thoughtful care and attention to detail.

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4.2. Smart Feeding Technology

Cuddli is committed to modernizing every aspect of its service. In the pet hotel, each pet’s
room is equipped with an automated feeder or treat dispenser, which can be remotely
controlled via a connected app. Cuddli’s staff can reward and feed the pets from a distance
and even schedule personalized feeding times based on each dog or cat’s routine. Feeding and
monitoring can be done simply by viewing live footage from a camera inside the room. These
devices help maintain food quality from the time they’re filled and are ideal for pets with
regular dry food diets. For pets that require fresh food, pâté, or medications with their meals,
owners can pre-prepare them, and Cuddli’s staff will feed the pets directly.

4.3. Advanced Drying Chambers

While pet spas and bathing services are standard in the industry, Cuddli brings innovation
into this area as well. Every cat using Cuddli’s spa and bathing service will experience a
modern drying chamber with advanced settings designed to make their fur smoother and
fluffier. These comfort-focused dryers not only speed up the drying process but also ensure
the pet feels relaxed throughout. Once drying is complete, the chamber doors automatically
open, allowing the cats to step out freely, avoiding the stress caused by locked or enclosed
spaces.

Figure 2: Drying chamber for cat (Kingbell, n.d.)

4.4. Veterinary service
Cuddli is not only a place for pets to rest, enjoy spa treatments or play, but also a place that
ensures their overall health. Here, pets will receive full and proper vaccinations using
high-quality medicine. All records and documents are clearly provided, which is useful for
keeping track of their health history. This is especially helpful for careful owners or those
planning to take their pets abroad.

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Besides that, Cuddli has a special "hospital" area for pets who are sick or need to be watched
closely. This area is quiet, comfortable, and easy to monitor, which helps the recovery process
go better. Our team of veterinarians are well-trained, experienced, and truly love animals.
They take care of every pet with attention and care.

Cuddli also offers safe spaying and neutering services. This helps pets stay mentally calm,
avoid unwanted breeding, and reduce the risk of future reproductive health problems. The
procedure is done in a clean, sterile environment and follows modern veterinary standards.

5. Marketing plan (4P)

5.1. Product

Figure 3: List of Services Offered by Cuddli

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As mentioned earlier, the services that Cuddli offers are carefully selected by the owners and
are designed to provide a wonderful experience for pets. Cuddli provides a full range of pet
grooming and hotel services. In addition, Cuddli also offers health checkups, neutering, and
inpatient treatment. Vaccination services for dogs and cats are also available, along with
official certificates that allow your pets to travel worldwide.

All facilities and equipment at Cuddli are carefully selected from the most trusted suppliers.
For example, for automatic feeders and dryers, Cuddli chooses Kingbell, one of the leading
veterinary equipment and pet appliance brands in Vietnam as its main supplier for these
essential devices.

5.2. Price

Figure 4: General Service Price List of Cuddli

Located in Nam Thien residential area, within the high-end Phu My Hung urban zone,
Cuddli’s service prices are 20%–50% higher than industry competitors. However, this comes
with dedicated consultation and a commitment to professional, clean, and safe services for
every pet.

Cuddli’s pricing is flexible, depending on the pet’s weight and the complexity or special
needs that may arise during the care process.

5.3. Place
For stores that combine both pet shop and pet care services, their goal is usually to deliver
products and services to customers through both online channels (such as e-commerce
platforms) and offline channels (in-store purchases or services).

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Cuddli, however, focuses only on service-based offerings. The main way Cuddli provides its
services is through its physical store. In addition, Cuddli’s veterinarians can stay connected
with customers via Zalo to monitor the recovery and health progress of their pets.

Most of Cuddli’s promotional activities, however, are carried out through online platforms.

5.4. Promotion
Cuddli applies both online and offline promotion strategies to increase brand visibility and
effectively reach the target customers.

5.4.1. Offline
During the first 10 days of the grand opening, first-time customers will receive a 30%
discount on their first service, excluding vaccination, inpatient treatment, and sterilization.
For veterinary services, the discount only applies to the general health check.

Additionally, customers who choose the Spa + Hotel + Grooming combo will enjoy a 10%
discount compared to the total cost of individual services.

5.4.2. Online
Cuddli also introduces a recurring campaign called “Double Doggo Day”, held on dates
where the day and the month are the same (e.g., 2/2, 3/3, 4/4...). On these days, customers
who register in advance through the hotline, Facebook, or TikTok will receive a 20%
discount on all services, except for advanced medical services such as vaccination, inpatient
care, and sterilization.
This campaign offers pet owners a great chance to give their pets quality care at a better price
on a special day.

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Figure 5: Promotional Poster for Double Doggo Day

6. Operation and Development Plan

6.1. Operation plan
Based on the financial estimates, Cuddli will start with an initial capital of approximately 391
million VNĐ, and is expected to require an additional 780 million VNĐ to operate the store
during its first year.

Regarding the location, Cuddli has successfully negotiated with the landlord to reduce the
rental fee by 50%, paying 25 million VNĐ per month instead of the original 50 million
VNĐ, for a three-storey townhouse (8x18 meters) located in the Nam Thiên residential area.
In addition, Cuddli agrees to pay the landlord 20% of monthly gross sales. This
revenue-based rental model allows for greater flexibility and helps reduce fixed costs during
the crucial early phase of launching the business.

To reach the target of 11 customers per day, Cuddli must implement a strong marketing
strategy, especially focusing on digital platforms such as TikTok. Social media presence will
play a key role. Cuddli will actively maintain its brand visibility by frequently posting on
Facebook and TikTok, and by joining relevant pet owner groups and online communities to
build relationships with potential customers.

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Cuddli’s staff will include employees who specialize in TikTok content creation and
community engagement. To encourage proactive marketing efforts, Cuddli will implement a
performance-based incentive program, rewarding any employee who brings in customers
through their personal image or content. This policy is designed to motivate staff to actively
represent and promote the Cuddli brand with creativity and enthusiasm.

6.2. Development plan stage one

Assuming that Cuddli has built a stable revenue stream from busy pet owners who regularly
use its Pet Hotel services, often in combination with grooming packages, the business is
expected to see revenue fluctuations with peaks during special occasions, such as the grand
opening period and promotional events like “Double Doggo Days.”

By the fifth month, Cuddli begins to earn customer trust, marking a transition into a growth
phase. With a growing social media following of 5,000 - 10,000 followers on Facebook and
TikTok by this stage, Cuddli sees an opportunity to begin investing more in advertising.

Future marketing content must align with Cuddli’s core brand values, which include: modern
aesthetics, genuine love and care for animals, and strong credibility.

Content is the key factor that determines whether viewers stay to watch your video. At that
point, Cuddli also starts enhancing its content strategy, sharing touching stories about the
four-legged friends it has cared for. More importantly, in month six, as the brand becomes
more established, Cuddli plans to launch a customer appreciation campaign to honor and
thank its loyal customers for choosing and supporting the brand from the beginning.

6.3. Developing plan stage two

From months 9 to 12, Cuddli has successfully recovered its initial investment, with revenue
stabilizing and showing an upward trend. Profit begins to emerge and gradually increases. At
this stage, Cuddli has also built a larger community of pet lovers, making it the ideal time to
upgrade its facilities and initiate a few sustainable activities.

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MGT200 Assignment - Tran Le Xuan Trang

Specifically, Cuddli can host free training sessions at the shop to educate customers on how
to provide first aid for dogs in case of poisoning, or how to improve their pets' diet for better
health.

To secure long-term revenue, Cuddli must establish a loving animal community and adopt a
sustainable business approach. This will help build strong trust with customers, encouraging
them to spread the word about Cuddli, thereby increasing brand recognition and reach.

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MGT200 Assignment - Tran Le Xuan Trang

7. Management strategy

Figure 6: RACI Responsibility Assignment Chart for Cuddli Staff

Since Cuddli operates on a small scale during its first year of development, it primarily
adopts a flat organizational structure. Within this structure, the investor also acts as the
main decision-maker and oversees daily operations. Meanwhile, the landlord, who receives
20% of Cuddli’s monthly revenue, does not participate in any operational decisions or
activities.

The staff includes employees, veterinarians, and cleaning personnel, each with clearly
defined roles and responsibilities assigned by the owner.

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Most of Cuddli's staff and veterinarians must either be graduates in veterinary medicine or
have at least two years of experience working with pets. Additionally, Cuddli prioritizes
hiring individuals with strong soft skills, especially communication and creativity.
Communication skills are considered crucial for building rapport with customers and
encouraging them to return for future services.

7.1 Staff mission

The workflow is organized as follows: Cuddli staff are responsible for welcoming clients,
collecting customer information, and providing service consultations. They also carry out pet
grooming tasks such as bathing and fur trimming, based on their training. For customers who
request veterinary services, staff members guide them to the veterinary office on the second
floor.

At the same time, staff monitor pets on the first floor through the security cameras to ensure
they are fed on time and taken out for walks at scheduled intervals.

7.2. Veterinarian mission

Veterinarians are tasked with conducting health checks, advising on vaccination plans upon
request, and monitoring the medical conditions of pets staying in the in-house treatment
room, also located on the second floor. Furthermore, vets are expected to stay connected with
pet owners via Zalo, offering instructions on how to properly care for their four-legged
companions throughout the recovery period.

8. Risk management

According to Exploding Topics, up to 90% of startup businesses fail, which makes having a
risk management strategy absolutely essential (Howarth, 2025).

8.1. Risk of Low Customer Reach

During the grand opening stage, Cuddli may struggle to gain customers’ trust compared to
other well-established pet care systems. This can result in a lack of awareness among
potential clients. Moreover, some pet owners still prefer to leave their pets with family
members instead of using professional pet care services.

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Cuddli should actively promote its brand on social media before the official launch to inform
the pet lover community about a new, caring pet care store with attractive promotional offers.
Additionally, Cuddli can provide a pet pick-up and drop-off service for customers who want
to use the Pet Hotel but find transportation inconvenient.

8.2. Risk of Aggressive Pets

Workplace injuries are quite common in the veterinary industry. Veterinarians are at risk of
being bitten or scratched by aggressive dogs or cats, especially if the animals are frightened
or not used to being handled.

Cuddli should allocate a budget for post-exposure rabies vaccinations in case of incidents.
Also, staff should be equipped with thick protective gloves when performing procedures like
injections or grooming, which might cause fear or stress to the pets.

8.3. Risk of Maintaining Stable Revenue

Like any business, Cuddli may face difficulties in maintaining consistent revenue and
reaching its financial goals. Although it is located in one of the most expensive areas of Ho
Chi Minh City with a peaceful environment ideal for dog walking, it still faces high fixed
costs, especially rent, even if there is a more flexible agreement with the landlord.

Cuddli must become a recognizable and frequently mentioned brand within the pet lover
community. To do this, it should engage with various pet communities, such as participating
in pet beauty contests to build strong relationships with potential clients. Moreover, Cuddli
will organize "Double Doggo Days," offering the best monthly deals to attract repeat
customers. It will also take part in animal protection campaigns to boost its public image.
Finally, developing creative and relevant social media content (videos and posts) is crucial, as
it directly influences brand awareness and customer engagement

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MGT200 Assignment - Tran Le Xuan Trang

9. Exit strategy
After being in operation for 3 to 5 years, Cuddli has built a fairly large community of pet
lovers. The business has stable income and profit from loyal customers, and more new
customers want to try Cuddli’s services. The number of visitors has increased. Rent is no
longer a big issue for Cuddli, as the company has stopped paying 20% of revenue to the
landlord and now pays a full fixed monthly rent of 50 million VND. In addition, Cuddli also
earns extra income by providing pet health consultations to distant customers through Zalo
and Messenger.

Cuddli’s TikTok channel will regularly posts videos about how to check your pet’s health and
encourages owners to bring their pets to see a vet. There are also videos that promote
services, special promotions, and animal protection campaigns.

When Cuddli reaches this stage, it plans to move to an exit strategy by selling the business.
Facilities, income, and profit are not the only core values of Cuddli, it also has strong
goodwill. Goodwill is an intangible asset that makes a buyer willing to pay more than the
business’s market value. Cuddli’s goodwill includes a group of loyal customers, an active
animal protection community, a strong brand message about love for animals, and a team of
skilled staff. With all of these, Cuddli can bring a return on investment for the buyer within 5
months.

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MGT200 Assignment - Tran Le Xuan Trang

10. Financial Plan

Figure 7: Initial Setup and First-Month Expenditure Table for Cuddli

Cuddli requires at least 400 million VNĐ to launch its operations. This initial investment is
strategically allocated to target a customer segment that is willing to spend generously on
their pets. Cuddli positions itself as a premium pet care service provider, offering not only
high-priced services but also a strong commitment to care and quality. In fact, Cuddli’s
service prices are 20–50% higher than the mid-range market average.

According to its service pricing structure, Cuddli would need at least 5 months to break even
if it serves an average of over 11 customers per day, each spending around 350,000 VNĐor

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more, which results in a daily revenue of approximately 4 million VNĐ. Additionally, 20%
of total revenue must be paid to the property owner, who is a silent investor with no
involvement in operations.

However, actually revenue may fall short of projections, and the break-even point could be
delayed until the ninth month, depending heavily on the effectiveness of the business’s
marketing and communication strategies.

Figure 8: Estimated Annual Maintenance Budget for Cuddli (First Year)

Based on internal estimates, Cuddli’s variable costs for the first year of operation will amount
to approximately VND 800 million, with rent and veterinary salaries making up the majority
of expenses. In order to achieve profitability within the first year, total revenue must exceed
1.2 billion VNĐ ( 800 million VNĐ in variable costs + 400 million VNĐ in initial
investment). This means monthly revenue must reach over VND 100 million, particularly
from the ninth month onward, following the initial market entry and adjustment phase during
the first three months.

To reach this revenue target, Cuddli must leverage its service differentiation and aggressively
implement marketing campaigns. The specific operationall goal is to attract at least 7
customers per day, each generating an average bill of approximately 550,000 VNĐ.

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MGT200 Assignment - Tran Le Xuan Trang

Figure 9: Pet Hotel area of Cuddli (Google, n.d.)

11. Conclusion
In summary, entering a promising market as a new entrant with many existing competitors
presents a significant challenge for Cuddli. In addition to targeting a premium customer
segment, Cuddli places strong emphasis on the quality of each service it offers.

Cuddli’s services are highly personalized, and its operational model is unique, something that
has yet to be replicated by others in the market.

Although the time required to break even may be relatively long, with a clear communication
strategy and thoughtful risk management, Cuddli has the potential to win over Vietnam’s
growing community of pet lovers. Cuddli has the potential for long-term growth, with its
value exceeding market standards thanks to its accumulated goodwill. Furthermore, Cuddli is
committed to promoting a sustainable, animal-loving message, which is already integrated
into its long-term plan.

Ultimately, Cuddli is not just selling services, it is offering dedicated care and heartfelt
attention on behalf of pet owners, making each dog or cat feel truly loved and cared for.

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MGT200 Assignment - Tran Le Xuan Trang

References
SPENDING ON PET PRODUCTS AND SERVICES: AN APPROACH
FROM CONSUMPTION VALUE THEORY. (2022). Tạp Chí Nghiên
Cứu Tài Chính - Marketing. (2022). Tạp Chí Nghiên Cứu Tài Chính -
Marketing. https://doi.org/10.52932/jfm.vi67

Kingbell Vietnam. (n.d.). Petwe Pro Max Cat Hair Dryer.

https://kingbell.vn/may-say-long-meo-petwe-pro-max/

Howarth, J. (2025, April 26). Startup Failure Rate Statistics (2025).

Exploding Topics.
https://explodingtopics.com/blog/startup
-failure-stats

Dung Cu Thu Y Le Anh. (n.d.). Medical and Protective Equipment.

https://dungcuthuy.com/thiet-bi-y-te-bao-ho/

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