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Dogs are a man’s best friends. This is a phrase that we have been hearing all through our
lives. But now man is also becoming a dog’s best friend. There has been a gradual increase in
sensitivity towards the condition of stray dogs in the past few years. Today people have
started caring more and more about dogs and the demand for dog adoption is increasing in a
steady manner. On the other hand there is a large number of dogs that do not have a
permanent home and have to live either on the streets or in animal shelters. Dogdom aims to
create a link between the two parties. It is an online platform that aims to match potential pet
parents to a dog that is perfect for them according to their living conditions and preferences.
Then the platform enables people to adopt the dog without the hassle of contacting multiple
NGOs or Dog donors. The application does this by using the information offered by the
person and feeding it to an algorithm. The algorithm then analyses the data given by the
customer and suggests the options available.
Dogdom aims to reduce the number of homeless dogs and reduce their plight. It also aims to
help dog welfare NGOs so that they can keep working for the betterment of dogs. It also aims
to reduce the time a customer has to spend in the process of dog adoption by providing all the
necessary information.
Indian pet care industry is already a 1.2 billion $ industry and it is the fastest pet care growing
industry in the world with an annual growth rate of 35%. On an average people in India are
registering and adopting around 70000 pets annually. Dogdom comes up with a way to
quantify the behavioural nature of the dog and assigns a certain value to the dog based on the
algorithm and the wants and needs of the customer. Such a thing has never been implemented
in the Indian markets
The target market consists of dog lovers from all the age group right from children to elders.
The market strategy will be both offline and online. Offline and online marketing is carried
out in a different way whereby there will be festival held along with the different cafes where
different pets and their owners come together and have fun activities and also there is a lot of
different competition held which helps in reaching to a great number of audience. The online
platform helps connecting the youth together and bringing interest in those potential
customers which love pets but never have thought to buy one.
There are two distributing channels through which the dogs will be delivered. The first one is
through a delivery executive and the second one is self-pickup.
The Break-even is projected to occur in third year. The financials generated are enough to
support our investment in Delhi city.
Table of contents
USP…………………………………………………………………………………………..
Industry Analysis…………………………………………………………………………….
Marketing strategy…………………………………………………………………………...
Vision:
Finding a home for all the poor little pups that we see on the roads and at the same time
ensuring that everyone gets a furry companion that they are compatible with.
Mission
Application:
1. To help people choose the right dog according to their living conditions and preferences.
2. To enable NGOs and people that are looking to get their dogs adopted to be able to do so
in an effective manner.
Every day we see a lot of dogs on the street that are in a pitiful condition. There are a lot of
NGOs that are trying to remedy the situation but are in lack of enough resources. On the other
hand of the spectrum there are a lot of people that are looking to adopt dogs but don’t have
knowledge about which breed or type of dogs will be most compatible with their daily life.
Dogdom is a platform that aims to solve these problems. People or NGOs
that are looking to get their dogs adopted can upload the dog’s information on the platform.
This information includes everything about the type of dog and its needs from the parents.
So, Dogdom will create a data base of all the dogs that are available for adoption. After that
the people hoping to become a pet parent can fill in information about their life style on the
platform. This information will then be fed into an algorithm to suggest to the pet parent, a
list of available dogs that are most appropriate according to the information provided by both
the parties. The list will have a mention of all the reasons because of which each dog was
matched to the particular person. The information that needs to be provide will include
several variables such as their gender, income, type of house owned, working hours, other
members in the house, etc. The person can then go through all the suggestions and make an
informed decision according to his or her own preference. After the decision has been made,
Dogdom will contact the person and deliver the dog to them.
These days there are a lot of people that are looking to adopt dogs. But not everyone has the
time to do the necessary research about the dog that will most suit their needs. This,
sometimes leads to a lot of problems.
For example, if a person living in a small flat wants to buy a dog, he needs to give a lot of
time into thinking about what kind of dog will be most compatible with his lifestyle. If he
doesn’t do this, he might end up getting a large breed dog such as a German shepherd or a
Rottweiler. Large breed dogs require a larger space to live, they need open spaces and are
much more active than the smaller breeds. So, this will lead to a situation where the dog will
not be comfortable. Also, once the dog grows up the owner will not be able to manage it in a
small house. By this time usually the owner will have bonded with the dog and might not be
willing to get rid of it.
So, it is really useful to know from the very beginning that which dog is suitable for what
kind of situations. The platform will provide an easy way to know this without taking too
much time. This will help in reducing the number of people giving up their dogs after a few
years due to a change in conditions. Also, this will help people in building healthy
relationships with their dogs and as a result increase the numbers of dog adoptions.
If we see from the sellers’ point of view, there is a dire need of getting dogs adopted. There
are a lot of NGOs that are running out of funds due to the number of dogs that they hold. And
these numbers keep increasing each day. This platform can enable these NGOs to generate
funds and keep helping the society. There is a large number of dogs that do not have
permanent homes which will get a place to live through this platform. This platform will also
create awareness among the people about the condition of the dogs on the streets.
Industry Analysis:
Entering a certain industry for the first time requires good industry analysis. It’s important
that we keep a track of various markets and financial factors. Indian pet care industry is
already a 1.2 billion $ industry and it is the fastest pet care growing industry in the world with
an annual growth rate of 35%. On an average people in India are registering and adopting
around 70000 pets annually.
Competitor:
There have been a few start-ups and companies that are currently competing with one another
in the industry like PetFinder, DogSpot.in, and Viva Street etc. who have very similar
services when it comes to guiding customers through the process of adoption.
They are all online platforms with tie ups with several NGOs in and around their city of
operation. They have plenty of ways to categorize the dogs depending on several features like
breed, age, size, gender, coat length, colour etc.
Dogdom comes up with a way to quantify the behavioural nature of the dog and assigns a
certain value to the dog based on the algorithm and the wants and needs of the customer.
Such a thing has never been implemented in the Indian markets and using this way we are
sure to surpass them in the near future. We would be using tools like R, PostgreSQL and
python to use the algorithms needed to pair the dog with the customer appropriately.
SWOT ANALYSIS:
Strengths:
Dogdom caters to everyone who loves dogs, especially beneficial for the people who
are not sure what kind of dogs would they get along with
Factors in the time consumers can spend with their dogs and if they would be able to
take proper care of the dogs
Dogdom’s app is very user friendly
An effort to save stray dogs from abuse that they used to endure
The customer will always be rising on a constant rate as the empathy and demand for
dogs are on the rise2
Weaknesses:
NGOs have contacts with multiple such companies and may not want to deal with
ours hence its very uncertain
High initial investment will be needed
This kind of product is not known to many people so this will be a challenge that will
be very hard to overcome
Opportunities:
Expansion into more cities after proper and successful implementation in the first city
Marketing through social media will enhance our product’s reach and will increase
the awareness among people
Upon achieving success in the project, we can also include other pets like cat and
hamster
Threats:
Companies who may have surplus revenue can pump in more features and offer better
prices to the shelters and NGOs
There is no fixed way an NGO will operate and hence it’s always a risk when dealing
with them
Checking if the dogs have been vaccinated or not would prove to be a challenge of its
own and hence will have to be very vigilant in this case
Keys to success:
As ‘Dogdom’ is a new product, it will be difficult to attract customers hence our first
impression needs to be good
It is critical to understand the market needs
It is important to understand how consumers react to such an agreement
Will have to leverage psychological satisfaction
The company must align the design and structure of the product with needs of the
targeted customers
Find marketing strategy to communicate and connect with the targeted consumer
Critical Issues:
To change the mind-set of the people who usually go to a dog breeding place where
the dogs are treated very badly
Creating brand awareness among the targeted customers
Ensuring and continuously monitoring customer satisfaction
When it comes to the target audience we look for a very niche market. The market which are
dog lovers and the ones who are not. Dog lovers will include the youth who are love dogs and
have dog as their pet while there will be some who would wish to have one. While there will
be some customers who would have interest in the dogs but never thought of having a dog as
their pet.
Dog lovers will include all young generation those who care for dogs and keep spreading
awareness on the social platforms. They are the main groups because the network that they
carry is in a large number and their influence is spread over a large group. A lot of social
media applications shares a lot of videos, posts, pictures that keeps engaging the dog lovers
as well as the ones who don’t. But those post surely attracts a large number of audience. This
is what exactly our post on social media marketing would do. A community would be created
involving a large number of audience and creating a constant engagement and capturing more
and more and increasing different segment of the target group.
These dog lovers do not include a specific age group be it a kid, young man or an old age
group, dogs have always proved to be their best friends. It is always seen that the dogs have
been favourites of all the age groups. That is the reason why we look at the target customer
on a broad segment.
Marketing:
OFFLINE MARKETING
DOG EVENTS.
When you know every dogs has his day, then why can’t we have a dog festival? A dog
festival for all the dog lovers out there. A marketing strategy to connect the real world and
attract all the dog lovers in a large number by providing them an offline platform whereby
they can not only have fun with dogs but also adopt them as per their needs and their wants.
This is a platform where people who would want to give away their dogs to the other dog
lovers can also do so. This in return will also give them word of mouth advertising creating
network with all the dog lovers.
TIE-UPS
Associating with veterinary doctors and sticking posters in their clinics will also be one of the
strategy to attract the dog lovers. Also tie ups with cafes and restaurants will be one of the
strategy, theses tie ups will help us organize events on a small scale which will attract also
those who don’t love dogs. Such cafes would attract youngsters on a large scale also creating
word of mouth among customers and also the youth.
ONLINE MARKETING
SOCIAL MEDIA (INSTAGRAM, FACEBOOK)
Everyone’s talking about it because everyone is on it. Yes! Social media is platform which
connects every part of the world together bringing different kind and animal lovers together,
but someone who manages to take a special place it is for sure the dog! Social media
marketing plays a vital role, whereby we would take help of social media applications of
instagram and facebook. Instagram sponsored and facebook sponsored ads will be released
whereby dog adoption posters will be posted. Not only that events will be created and contest
will be uploaded which attracts dog lovers on facebook. Contest with hashtags asking people
and telling their friends to join the community resulting into networking and also traffic on
facebook. This will also involve people on a large scale and also create interest among the
people who do not like dogs. This will create traffic and also attract a large segment of the
target audience. We are also looking forward to create engagement on other social media
platforms like snapchat, twitter etc.
EMAIL MARKETING
Not only that proactive email marketing will also be the marketing strategy for our service
whereby there will be online newsletter circulated who registers with the application. These
will create a sense of awareness and also help a lot of dogs get shelter with the right parent.
This will not only create awareness but also give a lot of information about the services that
the application and the company will be providing as a whole.
BLOGS
In these emails the company will be posting blogs about the monthly dog services that it has
provided to the customers. This will create a sense of belongingness among the customers
and there will be a trust created among the customers about the application and the services
as a whole. This will also give information about the dogs and various breeds that are
available and need shelter. Blogs will also create engagement on the website marketing about
the service that we are providing them which will add value to all the services will are given
to them.
Distribution Strategy:
When the customer opts for an option that he wants to pick the dog directly from the NGO,
then no delivery charges will be incurred. On the other hand if the customers opts for home
delivery option, the delivery will be made through the agent.
The NGOs will also provide the data to the company for customers who are interested in
buying dogs. Then the sales team of the company can directly contact the customers and
markets the application directly to them.
In order to constantly increase the number of its tie-ups with NGOs, a team will constantly
scout for such NGOs. Those NGOS will also be welcomed who comes up front for a deal
with the company.
The application employs the use of Artificial Intelligence for recognizing the breed of
dogs that will be suitable keeping in mind the details filled out by the customer
Once the customer has filled all the details needed for the algorithm to determine the
breed of dog that the customer needs, a dog is selected that suits the customer. If the
customer agrees to buy the dog, he will get to choose one from either one of the
delivery by an employed agent or self-pick up. Once the confirmation is done
information is sent out to both the delivery executive and the NGO. The NGO then
provides the timeline for when the dog will be ready to be sent to the customer after
the vaccinations and the required approvals. The same timeline is sent to the delivery
person or the customer himself. When the dog is ready, the customer or the delivery
person will be sent the date and time to pick up the dog
If the customer had chosen the delivery agent option, the delivery boy after picking up
the dog from the NGO will use his GPS enabled mobile to look for the best and most
efficient route to the customer. The transaction of amount can be done in two ways –
online or Pay on Delivery. For online payment will be many channels available like
Google Pay, PayTm, Phone Pe and True caller. For pay on delivery payment can be
made through cash or through card payment. For card payment the delivery agent will
have a POS (Point of Sale) machines which supports both the credit card and the debit
card. After the payment is done, the dog is given to the customer. The customer
receives a feedback form in which he fills out the parameters like – quality of
delivery, the condition of the dog when received and the timelines of the delivery
The inventory for the company will be the NGOS that it will make connections to.
Those NGOs will be dog-centric. These NGOs can either support handicapped dogs
or the stray dogs
Another service that the application will provide will be to the people who would like
to donate their dogs for whatever reason they can’t support them. For this the
customer will be paid a certain amount
The dogs that are bought by the company from the seller will be sent to the NGOs
The initial cost of app development is Rs. 345,000. The cost of Tata Nano is Rs 1200000.
The total fixed amount is Rs.1545000.
To calculate variable cost,
Annual rent is 525600
Total Market is 70930
Target set for the first year is 7093
Total expense on delivery is 377600
Annual Salary is 1536000
Total variable cost is 2439200