E-commerce project-

Pet-sitting business

Student: Diaconu Laura-Miruna

Specialization: Business Administration
Year of study: III
Introduction

I chose to make the project about a pet-sitting business due to my love for animals
and because there should always be a safe place where you could let your pet while
you are on a vacation or at work.
A study made in 2016, in Romania, by iSense Solutions showed that 48% of the
Romania’s population has at least one pet, as follows:
● 65% of the people own dogs
● 52% of the people own cats
● 11% of the people own parrots
● 10% of the people own parrots
● Also, 19% of the people own in the same time, a dog and a cat

It is known that most of the people don’t stay at home all day long and their pets
need attention while their owners ar at work or in vacations.

What is different about my business?

The difference about my idea and the rest of the pet-sitting businesses is that, at my
firm we can take care of the pets for longer periods of time (a week or two, but no
more than a month).
Another difference is that we are ensuring the transportation, meaning that we can
go to the owner’s house to take the pets to the location.
Also, there will be wecam’s placed, so the owners could watch their pets all the time.
They could see how well they are treated and send suggestions about what we can
improve in our way of taking care of the pet.
And, since we don’t discriminate animals, we will have a place for all the pets there
could be, like: hamsters, guinea pigs, rabbits, fishes, parrots, hedgehogs and so on.
Target population

The target population is formed by every person owning a pet, who wants a good
treatment for their pet while they are leaving, either for a long period of time, but also
for a short one (for example, for one day, in the week time, while he/she is at work
and the pet stays alone all-day).
Our target markets are middle to upper-middle class families, couples,
individuals. We chose these groups because they are most able to afford our
services, and have the least amount of time to spare for taking care of an
animal, in general. Families demand attention, employees are overburdened,
and overwhelming details are needed to take care of a pet, are too large a
constraint to place on people not trained in this area.

We fill the need by being available to take on the burden of letting the pet
alone with someone who doesn’t have the necessary knowledge about pets,
so that people can spend time in their vacations without thinking about their
pets, since they’ll have the possibility to watch them all the time . The demand
for this service can only increase considering the rise in incomes, population,
and need for the affection of a pet.

Competition

When it comes about this kind of business, the competition is weak in Brasov,
searching on-line, on a first search I only found few pet hotels ( ‘’Goodfriends’’,
‘’Zooland’’, ‘’Happy joy’’, ‘’Canide.ro’’, ‘‘PET life Brasov’’, ‘’Planeta ham ham’’) and
none of them accepting parrots, hamsters or other pets except for dogs and cats.
Also, none of these places has webcams, thing that would reduce the owner’s trust
in those firms.
Budget

1. The location- it has to be a big one, with indoor and an outdoor space, it will
have a separate room for cats, a separate room for dogs, another one for the
small animals and one for other pets. It will also have a reception room, a
room where we will keep all the food and medicines and a first aid room with a
vet assistant, and also a bathroom. The budget for the location will be of
100.000 euros.
2. Kennels for the dogs and cats rooms and other furnishing objects like cat
trees, wheels for hamsters etc. The budget here will be of 20.000 euros.
3. Stocks and supplies- food and medicines for the pets- 1000 euros.
And so, the total budget I need in order to start my business is about 121.000 euros.

Products and services

The prices for one day/night staying differ, taking into consideration the weight of the
pets. And so, we have:
● For the small sized animals (<10 kg) - 50 lei
● For the medium sized animals (10-20 kg) - 60 lei
● For the large sized animals (20-30 kg) - 70 lei
● For the bigger animals ( >30 kg) - between 75-100 lei
Like I said, we will offer transportation, which is going to be free.

Sales will be concluded with a follow-up phone call one to two days after the
booking. The phone call will explain the total cost of the pet-sitting, and
information concerning the billing. Invoices will be sent out the 25th of the
month and will be due the 10th of the following month. Feedback forms will be
included in these packets to ensure the client is being served as they deem
appropriate. Thank-you cards will follow each individual meeting.
Objectives for one year

In order to reach our goals, we must focus on the mission behind the vision. Our
vision manifests itself in three ways:

1. Be the number one choice of the pet-sitting businesses in Brasov

2. Justly compensate the employees, owners and founders
3. Produce the same quality results, every time.

Mission

In an ever changing world, success is determined by good choices for lasting effects.
Communication is essential. We strive to be the best choice of clients by helping
them to take care of their family members. Through consistent, predictable
professionalism, we will ensure a worry free staying of the pets at a reasonable
price.
Keeping in tune with the needs of the market, utilizing the latest technology and
trends, all while ensuring the client receives the individual attention they deserve, is
our vision and daily mission.

Keys to Success

Our keys to success include the commitment to quality by every person who is part
of the team. Each of us will be responsible to push ourselves to a higher level of
professionalism in three areas:

• Consistent, accurate fulfillment of the client's wishes.

 • Competitive pricing for the quality of services offered.

• Significant profit made on each pet-sitting.

Company Locations and Facilities

We are located inside the city limits of Brasov..It is a house-based business. Most
meetings with clients are conducted online, over the phone or face to face at the
client’s home. When the company has reached its finished point, we will have branch
offices in Ploiesti, Bucuresti, Cluj and Timisoara.

The company will maintain a high degree of professionalism. The location is

equipped with the latest in business technology, such as telephone systems,
computers, fax machines, email, duplicators, printers, and software. Each location
will have a secure storage area for supplies and equipment used.

Market Segmentation

The breakdown of the market for pet-sitting, falls in a narrow, very simple
grouping. Only individuals demand the services we provide. In order to
provide the greatest depth of information, the market segments have been
broken down into age groups and based on the financial status.

Strategy and Implementation

We have discussed our client base as being predominantly middle to

upper-middle class individuals, we must then look at the needs of these
markets and cater to them. We promise the same great results, every time.
When marketing to individuals, the idea of releasing them from the task,
freeing their time for family and friends, and the promise of a worry-free
pet-sitting are the buzz words and concepts. Our marketing is predominantly
by word of mouth or visual connection to large events these individuals have
participated in or worked at.

Brand archetype

The Hero
Goal​: Help to improve the world
Traits​: Courageous, bold, honorable, strong, confident, inspirational
Drawback​: Could be arrogant or aloof
Marketing niche​: Make a positive mark on the world, solve major problems or
enable/inspire others to do so

Corporate Brand

Corporate branding is a particular type of branding that seeks to link the name
of the corporation with the overall advertising efforts in the mind of the
consumer. If corporate branding is successful, when consumers hear or see
the name of the company, they will associate it with a unique value and
positive experiences. No matter what product or service the corporation offers,
the corporate name is always an influence.

Organizational Structure

The management team will be small in the beginning. The primary employee
is the founder, who establishes how many free spots are for each pet, then
post them on the site, decorates the place and takes care of everything to be
at its place and for each employee to know its task. And, there are three main
employees, the two receptionists and the cleaner.

All jobs are interrelated. The performance of one affects the performance of
the others; therefore, each team member expects nothing but the best from
each other.