The Spa and Café for Dogs and Their Humans Marketing Plan

...

has an extensive background in customer service and management with over 25 years in the industry.

Michelle Stephens is the “Top Dog” in charge of retail and oversees the daily operations of DogStar’s day spa. She is a licensed aesthetician and has over 15 years providing services to a high end clientele. She has volunteered at numerous animal shelters over the years, has three dogs of her own and fosters dogs out of her home.

PERSONNEL PLAN

• One assistant manager to oversee and fill in for all areas

• Two front desk reception employees to greet customers, receive payments for services/products, set appointments, answer phones, check in pets, and perform general office duties.

• One food server for espresso bar/café services

Contract employees

• Two experienced pet spa technicians to provide doggie spa services

• One aesthetician/masseuse to provide human spa services

ENVIRONMENTAL ANALYSIS

Competitive Forces

There are only four dog grooming facilities in the Malibu area:

• Groomingdales

• Castle Pet Resort

• Malibu Pet Spa

• Dapper Dog

None of these facilities offer “spa” services where owners and their dogs can receive spa treatments in the same facility.

There are several pet supply facilities in the Malibu area, including the large pet chain stores, Petco and Petsmart, which carry a wide assortment of pet products and treats. However, none of these facilities offer day spa services, gourmet dog treats, catering or shuttle services. DogStar offers complete and total services for both pet and owner at one location.

Statistics show that specialty pet stores are thriving as passionate pet owners look for selection, style and a unique shopping experience. In addition, the "all natural" sector is growing three times faster than regular store bought pet foods as concerned pet owners shy away from big pet food brands that have experienced recalls.

Technology

DogStar will maintain the latest internet capabilities to work directly with customers for reservations, purchasing products, asking questions, providing information, and posting photos. DogStar’s Web page provides information and maximum exposure of available services.

TARGET MARKET

DogStar is targeting consumers who "love their dogs". The target market will spend more marginally on quality foods, treats, products and services for these members of the family as opposed to consumers who view their dog simply as a pet. The consumers in the target market range from 21-62. The two most lucrative market segments for DogStar will be the 21-31 age range - these individuals are waiting to have children and the 48-62 age range - this market segment has more disposable income and no longer have children at home.

According to the American Pet Products Manufacturers Association, 63% of U.S. households have a pet, or 69 million homes. In these homes, dogs are the most popular pet with 74.8 million dogs sharing homes. According to the APPMA, total sales expected in 2008 for dog expenditures in the U.S. is $16.9 billion for pet food and $3.2 billion for grooming.

Pets are an important part of our families and, more than ever, people are spoiling them with luxury items. To many owners, pets are more than just pampered possessions, but members of the family or “substitute children.”

DogStar offers a full menu of spa services, provides all natural healthy, gourmet dog treats, and sells boutique items such as doggie clothing and accessories, which aligns with another growing trend of treating pets as family members. The industry is exploding with growth and our company has products and services that meet the current trends.

DogStar differentiates itself from other pet supply/service facilities. We offer a clear and viable alternative for our target market. We will continue to build long-term relationships with customers and make them understand the value of the relationship. We will focus our offerings on the dog lovers and busy professionals who want to enjoy convenience and excellent customer service in one location.

MARKETING OBJECTIVES AND PERFORMANCE

DogStar starts with a critical competitive edge: There is no competitor in the area that offers a full service day spa and cafe where dogs and their owners can relax, get pampered and have lunch together. Our marketing strategy is simple. Satisfied customers are our best marketing tool.

DogStar is not only in business to make money; we simply LOVE DOGS. This is what makes DogStar unique and successful. Dogs remember places where they’ve been spoiled … it’s a great sign when you take your dog to the groomer and they are pulling on the leash to get in!

THE FOUR P’S

Placement

Our facility is located in the upscale beach community of Malibu, California. We service the established area, while capturing the business of customers coming in from the surrounding Los Angeles area.

Our facility is an old three story house where dogs lounge on cozy, chenille covered chairs, snooze on plush pillows, and take naps while stretched out across comfy sofas. Fresh flowers spill out of vases, and frames displaying photos of our canine clients decorate the fireplace mantel and walls. We offer soothing music, special flooring, safe and clean kennels and lots of room for the dogs to play. The environment, personnel and products used are keys to our success.

Products and Services

DogStar sets itself apart from any other type of business in the pet industry. The main focus of DogStar is to provide services for both dogs and their owners in the same facility. DogStar is a full service day spa and café that provides a one-of-a-kind experience in a luxurious setting that is simply beyond