Strategy and Implementation Summary
The key to the clinic's success is its visibility in the community. The location is crucial. Southwest Veterinary Clinic will be located on the corner of 7th and Stewart, two of the busiest streets in southwest Richmond. The clinic will be visible in the community. The name "Southwest" will communicate that the clinic is local to residents who are scanning the phone book for veterinary services.
Edward Anderson and Michelle Johnson will meet with both the three Southwest Seniors Organizations and the five Southwest Neighborhood Associations to introduce the veterinary hospital to the community. At these meetings, Edward and Michelle, will distribute invitations to the clinic's grand opening.
In addition, Southwest Veterinary Clinic will reward customers who refer friends and neighbors to the clinic with 15% off their pet's next visit.
5.1 Competitive Edge
The competitive edge of Southwest Veterinary Clinic is:
- Location: Southwest Veterinary Clinic is located on the corner of 7th and Steward. The traffic on those two streets is very strong. The closest veterinary clinic to the Southwest area is a fifteen minute drive.
- Southwest Area Focus: Currently there are no southwest-focused veterinary clinics in the area. Southwest Veterinary Clinic will the only one in the area.
5.2 Sales Strategy
The Southwest Veterinary Clinic's sales strategy will be to grow the clinic through referrals. These referrals from satisfied customers will be the most important component to the success of Southwest Veterinary Clinic. To promote referrals from existing customers, Southwest Veterinary Clinic will offer 15% off the next visit for referrals.
5.2.1 Sales Forecast
The following is the sales forecast for three years.