Noah's Arf

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Dog and Cat Kennel Business Plan

Market Analysis Summary

Noah's Arf will focus on dual-income, traveling professional families with hectic schedules. Those trying to strike a balance between the demands of their careers, personal lives and their pets. Our most important group of customers are those who do not have as much time as they desire to invest in their pets and are willing to seek additional help regardless of costs.

Two years ago, doggie day care did not exist in Portland. Today, there are eight such centers complete with entrance requirements and waiting lists.

4.1 Target Market Segment Strategy

We will not be successful waiting for the customer to come to us. Instead, we must focus on the specific market segments whose needs match our offerings. Focusing on targeted segments is the key to our future.

Therefore, our focus and marketing message will be the services offered. We will develop our message, communicate it, and fulfill our commitment to excellence.

4.2 Market Needs

Our target customers are pet owners, not restricted to only one pet per household. They are working professionals that need reliable, trusting and convenient pet care available to them to keep up with the demands of their hectic schedules. There is a need for one-stop convenience.

Today's trend consists of professionals having their families later in life or deciding not to have children at all. Pet owners are increasingly treating their pets as they would their children. Pets aren't just part of the family anymore. In some cases they are the family. They are willing to invest dollars to have them cared for in an environment that would mirror their home surroundings.

Another important workplace trend is working longer hours and more days. There is also the traveling professional. Professionals are looking for help to care for their pets in a loving playful daycare. There is a need to have pets cared for over long periods of time while their owners are away on business trips. Downtown and condominium living has also become very popular for professionals. This creates the need to provide a daily exercise and a playful environment for their pets.

In 1998, the amount of money Americans spend on dog food totaled $5.9 billion. America's hottest new publication is The Bark, a monthly publication for dog owners. Portland has their own publication, Dog Nose News. Hotel chains are encouraging pet owners to bring their pets to stay in their hotels.

4.2.2 Market Growth

The benefits of sharing our lives with our pets offers owners affection, companionship and security. For busy families, professionals and single pet owners, Noah's Arf offers a peace of mind alternative to leaving their pets home alone. Over 350,000 Portland Metro households have dogs, according to the Dog Nose News. The nation's 58 million pet owners spent an estimated 22.7 billion on their pets in 1999 according to the Pet Industry Joint Advisory Council.

A 1998 American Animal Hospital Association survey of pet owners who took their animals to a vet, found that nearly one-third said they spend more time with their pets than with their friends. Animals are playing a larger role in our lives and working people are choosing to provide them with a good life, according to the director of community programs at the San Francisco Society for the Prevention of Cruelty to Animals.

Pet owners can be confident that their pets are in the best of hands at Noah's Arf. Pets can socialize with buddies, revel in attention from expert care givers, and enjoy play activities.

4.3 Service Business Analysis

The animal care service industry consists of many small individual facilities. Noah's Arf direction is to establish itself as a full-service, 24-hour facility, creating customer convenience.

4.3.1 Business Participants

The animal care industry is made up of many small participants that are function-specific. These businesses offer one or two services. There are no businesses that offer full care, including day care, overnight care and in-home care for 24 hours a day. Current facilities have limited hours, causing a great inconvenience for the customer. Noah's Arf will change these trends and offer "one stop convenience" for all their pet needs.