Dani the Dog Nanny Business Plan Executive Summary Dani the Dog Nanny is a dog walking, pet sitting and dog photography business. When customers go to work, go on vacation, have medical conditions, or just need someone to come visit Dani the Dog Nanny s service will be available. Also offered will be professional digital pet photography taken at customers residence or location for natural outdoor scenic poses. Dani the Dog Nanny will also eventually offer in residence boarding overnight for one to two dogs to include sleeping in the home, doggy door for access to a large fenced play area, and all the comforts of home. Dani the Dog Nanny will compete with local kennels but will offer extra services such as going directly to customers homes, updated text messages and Face Book posts during visits and walks, photos of pets, CPR and first aid certified, on line course certificates and body camera. Due to exceptional services and extra care the company will become very profitable and in turn Dani the Dog Nanny will donate 10% of pet services to The Humane Society of Yates County. 1.1 Objectives The objectives for the first three years of operation include: To create a service-based company whose goal is to provide exceptional dog walking, pet sitting and pet photography to the local community. To increase the number of clients by 10% per year through superior performance and word of mouth referrals. To develop sustainable business surviving of it s own cash flow. To use social media, local bulletin boards and ads in local news papers to continue to build the business. To give back to the community by donating 10% of pet services sales to The Humane Society of Yates County. To incorporate the ability to offer overnight boarding to a few dogs at a time including sleeping in residence, doggy door access to fenced play yard with dog houses. 1.2 Mission Statement Dani the Dog Nanny s mission is to provide customers exceptional service in caring for their pets. Walking dogs, pet sitting and pet photography will be a wonderful experience for pets and pet owners. The services will exceed the expectations of customers through the company s experience, loyalty and dependability. 1.3 Keys to Success Dani the Dog Nanny s key to success is building a loyal and vocal customer base. Company Summary Dani the Dog Nanny will become the go to dog walker and pet sitter in the community. Very reliable and trustworthy company that treats customer dogs as family.
2.1 Start up Summary Dani the Dog Nanny will incur the following start up costs: Business (immediate): Business Books - $50.46 (completed) Logo Development - $25.00 (completed) Legal Consult - $77.70 (completed) DBA - $30.00 Insurance and Bonding - $100.00/month $1,200.00/year (approx.) Website Development and Domain - $30.00/month $360.00/year (approx.) Face Book Development - Free Business Cards/Ads/Car Decal - $150.00 Training (eventual): First Aid and CPR for Pets - $55.00 (completed) Outstanding Pet Care University - Level 1 and Level 2 courses - $400.00 Memberships (eventual): NAPPS - National Association of Professional Pet Sitters - $160.00/Year PSI - Pet Sitters International - $140.00/Year Angie s List - Free for 1 year Better Business Bureau - $400/Year Supplies (immediate): First Aid Kit - $50.00 Body Camera - $150.00 Dog Crate - $50.00 Leashes - $50.00 Collars - $50.00 Water Bottles - $20.00 Dog Treats - $40.00 Photo Discs - $40.00 Gas for Vehicle - $ 100.00/Month $1,200.00/year (approx.) Future for Boarding: Doggy Door/Installation - $300.00 Ramp - $200.00 Fencing for Play Area/Land clearing - $2,000.00 2 Dog Kennels - $500.00 Toys/Dog Beds/Blankets/Dishes - $500.00 Assets on Hand: Computer/Printer Vehicle Harnesses for Vehicle Total Start Up Cost (Immediate): $3,354,00 Total Start Up Cost (Future): $1,100.00 Total for Future Boarding: $3,500.00 2.2 Company Ownership Dani the Dog Nanny is a sole proprietorship founded and owned by Danielle Sigmon.
3.1 Services Dani the Dog Nanny will offer: Dog Walking - While customers are at work, on vacation or medically unable to walk, Dani the Dog Nanny will come to their homes and walk dogs in neighborhood or take to local trails. Will socialize upon request if available. Pet Sitting - Will be performed in customers homes while they are at work, on vacation or medically unable to care for pet. Includes dogs and cats, play time in house or yard, feeding, medication, cleaning litter box. Pet Taxi - Will offer pet a ride to vet appointment from customers home, or to grooming appointments and will wait with pet. Pet Photography - Will come to customers home or choice location for outdoor natural setting digital photography. Photo subject will be mainly pets, but cutovers can pose with pets as well. Photos will be uploaded to Shutterfly and emailed to customer for their use. A one time photo shoot charge will be only fee. Boarding (future service) - Will offer boarding overnight for 1 to 2 dogs to include sleeping in home, feeding, playing, socializing with Dani the Pet Nanny s dogs. Includes doggy door to outside fenced play area with toys and dog houses. Cost - All pet services will be $20.00 per hour including dog walking, pet sitting and pet taxi. Amount does not go up with extra dog. Dog photo shoot will be $40.00 to include the shoot, editing, posting and emailing photos. Dani the Dog Nanny will offer active duty military and senior 65+ discounted prices. Dog services will be $15.00 per hour and photo session will be $30.00 per session. Charity - Dani the Dog Nanny will donate 10% of pet services sales to The Humane Society of Yates County. Business Hours - The business will operate Monday through Friday with discussions of hours. Weekends will be by special requests and if available. Future Boarding - Cost will be $25.00 per night stay. Customers can bring their own dog food. Market Analysis Summary Dani the Dog Nanny will develop a loyal customer base through the use of advertisement on local social media pages, newspapers bulletin boards and word of mouth. Based on the local current service offerings, Dani the Dog Nanny s unique service and added extras will develop a loyal customer base quickly. 4.1 Market Segmentation Dani the Dog Nanny s target market are people who truly care for their dogs best interests and can afford the services. Many around the local area will come to realize that their dogs will be much happier going for a walk or getting a play visit and Dani the Dog Nanny will prove to be the recommended service. Dani the Dog Nanny is targeting the market of people that care for their pets as family and search for alternative care while they are away or unable to care for pet. 4.2 Target Market Segment Strategy
Dani the Dog Nanny believes their service is distinct and valuable that little will be needed to build a customer base other than faithfully providing their service. The owner has ties and experience with the local animal shelter and comes highly recommend as a caring pet advocate. Strategy and Implementation Summary Dani the Dog Nanny will rapidly build a loyal customer base as their service exceed customers expectations. They will leverage their extra services that will include in depth training, memberships, body camera, immediate social media updates with photos and one on one attention to build a strong referral system that will develop a strong demand. 5.1 Competitive Edge Dani the Dog Nanny s competitive edge is the ability to spend the one on one time for an hour with each customers pet. Driving to their homes and walking dogs, playing and taking photos. Socializing if requested. Dani the Dog Nanny will provide immediate updates to social media with info and photos, and also send texts before and after walks. A body camera will be worn during walks. Dani the Dog Nanny will also carry a first aid kit, extra water, extra collars and leashes. 5.2 Marketing Strategy Dani the Dog Nanny will be using local social media and bulletin boards for cost effecting advertising. They will also donate 10% of dog services to the Humane Society of Yates County which will also benefit the community that highly supports the shelter. A Face Book page and web site will also be developed for easy access and constant updated information. 5.3 Sales Strategy The sales strategy will be to develop a list of happy customers who are willing to act as referrals for Dani the Dog Nanny for future clients. Also having a comment tab on the website and Face Book page for reviews. 5.3.1 Sales Forecast The first 6 months will be used to apply for business license, get insurance and bonded, develop website and Face Book page, order business cards, buy needed supplies and finally advertise. The next 6 months will be used to start walking dogs, pet sitting and setting up photo shoots. This time will be for building the client base and getting the reviews and referrals to maintain the business. The next 6 months will be used to maintain a loyal customer base with more clients by word of mouth and also continue with the desired training and joining memberships. The next 6 months after that will focus on my valued customers and take account of any changes or suggestions from reviews and start the process for offering boarding. 5.4 Milestones Dani the Dog Nanny will have several milestones: Business plan completion. This will be done as a roadmap for the organization. This will be a tool for the ongoing performance and improvement of the company. DBA, insurance, logo, cards, website and Face Book page all completed. These are the base of the business to function and reaching this milestone will be very important to the success rate.
Ready to do business. The actual first customer will be a major milestone as the business starts on the path to success. Continued training and receipt of certificates will be a great benefit to the business in showing customers how much Dani the Dog Nanny cares about having as much knowledge as possible to care for their pets. The ability to offer boarding will be a final milestone in the business. Being able to offer certain clients a place where there dog can come and feel as if they are at home. Web Plan Summary A website will be developed to provide a source of information on the owner of Dani the Dog Nanny, the services offered, pricing, discounts, training and certificates obtained, membership, sample photos, comment section, and fillable application form. There will also be a Face Book page developed for a funner side of information. Constant updates on dogs being walked with photos and comments. 6.1 Website Marketing Strategy The website will be posted on the Face Book page, on the business cards, any local postings on social media, the local papers and also a decal on the company vehicle. All the information will be easy to navigate and user friendly. The Face Book page will be updated constantly. 6.2 Website and Development Requirements The owner of Dani the Dog Nanny will develop the website and the Face Book page. Management Summary Danielle Sigmon graduated high school in 1984 and joined the U.S. Navy. After her discharge in 1989 she continued working in public service for 26 years. She has always had a special love for animals and has spent her while life living with cats or dogs. She recently left her job in DC and moved to her country home to start her business. It was her calling to spend the rest of her life caring and being with animals. She currently also volunteers for The Humane Society of Yates County where she and her German Shepherd Dog Oskar are on the Board of Directors. She has 3 German Shepherd Dogs and one cat. 7.1 Personnel Plan Danielle Sigmon will be the only employee.