You are on page 1of 11

Introduction

The current market situation in Lucknow for Pet Stores is as such that it is quite
unorganized. There is a wide scope for establishing an organized pet store as that
area is untapped. The shops are few and only operating at a small scale.

Reason for opening a Pet Store- Potential customers are high. The variety of pets
that are being offered by other local pet stores is few which is another point which can
be used for tapping more customers. And most importantly the visibility of these stores
is negligible so people are not aware of the limited offering.

Objectives- main objective is to setup a retail store exclusively for selling pets,
pet food and accessories. We will be looking forward for expanding our business
from 1 retail pet store to 5 in Lucknow and Kanpur in the next 4 to 5 years and will
also open an online pet store. It will also help us in capturing a large market share so
that we can expand from B2C to B2B model.

The mission of business will be to get recognizable market position by providing wide
range of pets, pet products to customers in an organized way. The most vital offerings
of business include dogs, cats, fish, birds, pet services and pet supplies like toys etc.
Our goal is to attract customers through various strategies like promotion, advertising
and through our website.

Opportunities-

In Lucknow, there are lot of opportunities for pet business because Lucknowites love
pets. There is a good market for pet business because it is profitable and having
more business opportunities. Pet shop will provide products and services according
to specific needs of the people to get the desired response from them.

While the world pet food market is worth $65.8 billion and registered a 4% growth,
the Indian pet food market has been showing a rapid growth. As per Euro Monitor, it
has a market size of Rs 368 crore as of 2011," said Awral Beri, the founder of Kennel
Kitchen, a dog food brand of Gitwako Farms (I) Pvt Limited.

Now, shoppers pick from colourful cushions for cats, cute toothbrushes for dogs and
mini scuba divers for fish tanks. Theres even vegetarian dog food for owners who
would rather not have carnivorous pets. This niche market also has oddball niceties
like the Mumbai-based The Spoilt Brat Barkery, which offers muffins, biscuits and
treats baked especially for canines, and even doggie birthday cakes.

The market is still untapped and lacks organized retailers in the market, therefore the
competition will be with the local venders but still they are lagging behind as they are
providing limited breeds of pets and related services to customers. Therefore it will act
as an opportunity for us to target those customers which are seeking various different
kind of pets of their choice. So there is a lot of opportunity.
Location :- We will open a Pet Store in Gomti Nagar near Manoj Pandey Chauraha
in an Area of 1000 square feet. Considering there is already a Store which only provide
Pet Foods of few brands like pedigree etc. we would be able to attract the customers
whom we are targeting.

Target- Middle income and higher income group people living in Lucknow will be
targeted because low income class usually cannot afford to have a pet These are the
people that will become our Available and Target market.

We will target people who never have had pets and will be first time buyers and those
who are already pet owners or have had pets before or are fond having a Pet.

Financial Plans-

Loan will be taken from the bank of Rs 20 Lacs for the Interiors of the Store,
and this amount will be utilized in purchasing the Pets, Pets accessories and for
Pet Foods, as well. Rent amounting to Rs 35000 will be paid for the store.

PROJECTED PROFIT AND LOSS STATEMENT


Business of Pet Store will work at a profit from first quarter to last as the sales forecast.
It is projected that business will get average profit in first quarters then will focus on
long term sustainability. To get the market sustainability is the objective of every
business. Our business also has a vital objective to get recognizable market position.
This strategy will help the business to compete with other local players in Lucknow.
The projected profit and loss of Pet Store is predicted below:-

Projected Profit and Loss Statement


Periods Q1 Q2 Q3 Q4
Sales 22,50,000 24,70,000 27,30,000 29,50,000
Operating Expenses In Rs. In Rs. In Rs. In Rs.

Payroll 1,00,000 1,10,000 1,50,000 1,80,000


Sales and Marketing and other 1,50,000 2,00,000 2,40,000 3,00,000
Expenses
Insurance 1,00,000 1,00,000 1,00,000 1,00,000
Web site management 1,50,000 1,50,000 1,50,000 1,75,000
Business travel 30,000 40,000 45,000 50,000
Utilities 2,00,000 2,50,000 2,75,000 2,75,000
Miscellaneous 2,70,000 2,70,000 2,70,000 2,70,000

Total Operating Expenses 10,00,000 11,20,000 12,30,000 13,50,000

Net Profit 12,50,000 13,50,000 14,70,000 16,00,000


Profit Margin 55% 56% 57% 58%

Human Resource
Our Pet Store will have

4 Salesperson i.e. one each for our pets category like dogs, cats, fishes and
birds.
1 Store Manager.
1 Salesperson for selling food products.
1 Security Guard.
2 Delivery Boys.
1 Accountant.
1 Staff for Store Maintenance and Cleaning.

Marketing Plan

Marketing Plan consists of mainly 4 Ps which are product place price and
promotion. Place has already been discussed above.

PRODUCT
Our Main Products will be our Pet Animals which are Dogs, Cats, Fishes and Birds
which are classified under various categories below. Furthermore other products which
we will be offering are Pet Foods and Pet Accessories for Dogs, Cats, Fishes and
Birds.

PET ANIMALS
1. DOGS CATEGORIES

Poodle Saint Bernard


Pug Schnauzer(mini)
Pointer Siberian Husky
Rottweiler West Highland White Terrier
Alaskan Malamute Boxer
Alsatian Boston Terrier
Chihuahua Dalmatian
Dachshund Doberman Pinscher
French Bulldog German Shepherd
Golden Retriever
Pomerian
Great Dian

Labrador Retriever

2. FISH CATEGORIES

Red Ryukin Goldfish


Clownfish
Hi Fin Platy

Tequila Sunrise Delta


Glo Fish

3. BIRDS CATEGORIES

Parrots
Sparrows
Owls
Hummingbirds
Cockatoo
Canary
Doves
Kingfisher
Pigeons
PET FOODS
We will have specialized
Dog Food from the top
known brand Pedigree.
The prices will be from Rs
60 to Rs 850 for dog
foods. Whiskas and
Royal Canin for Cat foods
are the brands which we
will sell in our pet
stores.The pricing of
these products will be
lower than the prevailing
market price as we will try
to attract customers by
lower our margins initially.

Dog veg treats


Supplements Pet Accessories
Canned dog foods
Dry dog foods
Biscuits
Dog dental treats
Bandana
Dog meaty treats,
Beds
etc
Clothes
Collar pendant
Muzzles
Shoes and socks
Collars & Leashes
Dog Collars
Dog Harness
Dog Leashes
Retractable
Leashes
Show Leashes
Bowl and Feeders
Tip Bowls
Non Tip Bowls
Adjustable
Bowl Stands
Clamp Bowl
Feeders
Toys
Ball Toys
Bone Toys
chewing toys safe
for animals
Soft Toys
Interactive Toys
Kong Toys
PRICE

Food products and accessories will be provided at a lower rate than other local
dealers thus pushing this through discounts would be a good idea. But that will only
be in the initial stages. When the sales would be high enough then prices would be
raised but still kept below the market rate of other dealers. For that we will have direct
purchase from wholesalers or the distributors. Pets which are common will be sold
at a price lesser than the competitors but Pets which are not common will be sold at
premium prices.

PROMOTION

Promotion will be done by distributing Brochures.

We also promote through Business Blog and our website. The great part about a blog and
website is that its easy to use and maintain; we can update it as often as we like, and its
not at all expensive.

Advertisement through Hoardings, Radio and Newspapers will be done. All these
promotion techniques will provide visibility for our business and rope in customers.
We will give promotional offers and discounts to our customers on the pets and other
offered products.

Promotional Camps and Special Events are other ways through which we can advertise
and make the customers know about our products and services. Initially camps and
promotional events across the city would also advertise the store.

We will also use Social Networking sites like Facebook and Twitter for marketing as it
enable us to interact with customers. Creating a Facebook page will be a better option for
pet businesses, because theyre more versatile and reach wider audiences. People are free
to post comments, questions and general feedback, which affords more personalized
customer relations, and can help to enhance a pet businesss customer service. We will post
various interesting facts about the pet animals and pet foods from time to time which will
help us to remind our customers about our Retail Store.

SUPPLIERS
Our Suppliers basically for the food products will be the local distributors of renowned brands
like Pedigree. We will buy food products and pet accessories from the local distributors. We
will buy the Fishes, Fish Food Products and Fish Accessories from Javed Fisheries which
is a well renowned company and has it supplies all over India. We will buy the pets who are
usually not available in Lucknow from the Pet Distributors in Delhi who deal internationally.
The Distributors in Delhi will be able to supply the Pets within 7 to 15 Days of order. We will
give direct delivery to the customers who have ordered a pet at their home.

You might also like