Adorable Pet Photography
Strategy and Implementation Summary
Adorable Pet Photography will use marketing databases to accurately target our market. Working closely with local pet show organizations, specialty pet stores, and other pet service businesses, we will place well-designed advertising material in these locations to illustrate our capabilities. Our portrait studio will maintain flexible hours and scheduling to accommodate and expand our client base. Because we are dedicated to customer service and satisfaction, we will use our client base to continually maintain our reputation for excellence.
5.1 Competitive Edge
Adorable Pet Photography’s competitive edge is its commitment to customer service and satisfaction. We offer an array of services, flexible scheduling, and have the latest technology to produce beautiful photographic portraits. At Adorable Pet Photography, pets are our primary business, not a sideline or hobby. We understand pets and how to get the right elements together for a successful portrait session. We are patient, and our number one goal is quality results.
5.2 Marketing Strategy
Data from PRIZM, a Boston-based marketing firm, suggest that the best way to reach Adorable Pet Photography’s target audience for portrait photography is through the pet-related services they use. Adorable Pet Photography will establish working relationships with businesses such as grooming salons, specialty pet stores, and veterinary clinics. We hope to place brochures and framed pet portraits in these locations.
Another strong marketing opportunity is available through the local area pet shows and local breeder associations. Adorable Pet Photography will establish a working arrangement with the Cherokee Cluster and Jack Onofrio pet show network to provide photographic services to document winning pets, their owner/breeder, and show judges. In addition to the exposure with breeders, Adorable Pet Photography will have an exhibit space at these pet shows with framed examples of our work, brochures, and business cards. This will increase our exposure to the attendees of the pet shows, most of whom are pet owners.
Finally, Adorable Pet Photography will establish relationships with pet specialty stores to offer candid photographs of pets and owners in seasonal vignettes. Although this generates revenue, it will be used as a marketing tool to increase exposure to people between 26 and 60 years old. This marketing strategy is aimed at increasing our studio and on-location portrait business.
5.2.1 Promotion Strategy
Adorable Pet Photography will use specialty pet show events to broaden our client base through direct marketing to individual pet owners and breeders attending the shows. Through an arrangement with the specialty pet show promoters, we will have a link to our website. On this link we will feature information about our services, pricing, location, and showcase examples of previous work. We will advertise our services by placing brochures and finished photographic works of art in pet specialty stores, grooming salons, and veterinary clinics. Through the Showcase School of Photography, we will offer classes for teaching amateur photographers how to take successful candid photographs of their own pets. Finally, we will place ads in the American Kennel Club’s monthly magazine. These advertisements target breeders and pet enthusiasts, and highlight Adorable Pet Photography’s quality portrait packages and reasonable prices.
5.2.2 Positioning Statement
For the pet owner who desires a photographic portrait, Adorable Pet Photography’s custom portrait package will capture the beauty and personality of the pet and document a lasting and cherished piece of art. Unlike portrait studios that photograph pets only as a sideline, pets are our only business. We understand that a pet is an important family member and that this special relationship should be captured in a way that pleases the client.
5.3 Sales Strategy
Adorable Pet Photography’s sales strategy is to showcase the proof portraits for the photo sessions in a beautiful folio. We will present all proof photographs for the client’s consideration; however, we will select and highlight the portraits that capture beauty and personality, and we will enhance the beauty by grouping photos in our custom folios. We will take the time to discuss the proofs with the client and ensure that the customer is satisfied with the results.
5.3.1 Sales Forecast
By beginning on a smaller scale, Adorable Pet Photography has the foresight to grow at a rapid pace to keep up with demand. We wish to maintain a steady rate of sales growth; however, we understand that sales will vary in different months. As noted in the following chart and table, rapid increases during the holiday seasons will boost sales, then allow that growth to level off at a steady rate.
Being a new business, we realize that the home and studio portrait sessions will be the slowest to grow because they require initial marketing efforts and advertising; after the first year, we anticipate a 10 to 20 percent growth rate. The Holiday Seasonal Promotion and the Pet Show Location segments target an existing market already built by the pet specialty sponsors and merchants. Because the client base is already established, this will be the first segment of the business to show rapid growth. Predicted growth rate for these segments is also 10 to 20 percent.
|Year 1||Year 2||Year 3|
|Studio Portrait Sessions||575||633||760|
|Holiday Location Promotions||2,225||2,448||2,500|
|Pet Show Locations||850||1,063||1,275|
|Home Portrait Sessions||65||81||93|
|Total Unit Sales||3,715||4,225||4,628|
|Unit Prices||Year 1||Year 2||Year 3|
|Studio Portrait Sessions||$50.00||$50.00||$55.00|
|Holiday Location Promotions||$20.00||$20.00||$20.00|
|Pet Show Locations||$10.00||$10.00||$10.00|
|Home Portrait Sessions||$100.00||$100.00||$125.00|
|Studio Portrait Sessions||$28,750||$31,650||$41,800|
|Holiday Location Promotions||$44,500||$48,960||$50,000|
|Pet Show Locations||$8,500||$10,630||$12,750|
|Home Portrait Sessions||$6,500||$8,100||$11,625|
|Direct Unit Costs||Year 1||Year 2||Year 3|
|Studio Portrait Sessions||$12.00||$12.60||$13.20|
|Holiday Location Promotions||$8.00||$8.40||$8.80|
|Pet Show Locations||$1.30||$1.37||$1.43|
|Home Portrait Sessions||$20.00||$22.00||$24.00|
|Direct Cost of Sales|
|Studio Portrait Sessions||$6,900||$7,976||$10,032|
|Holiday Location Promotions||$17,800||$20,563||$22,000|
|Pet Show Locations||$1,105||$1,456||$1,823|
|Home Portrait Sessions||$1,300||$1,782||$2,232|
|Subtotal Direct Cost of Sales||$27,105||$31,777||$36,087|