Pets villa

Vision
To be the best pet’s hospitality and
care place in the middle east ”
 Mission

To become your pet’s second home by providing

you with a trustful place that treats your pets to a
pleasant and safe stay full of love and care while
you are away.
 Profits:

- Reach occupancy percentage of 60% in 3

months

Cooperate Maintaining or increase market share:

Objectives:
- Achieve revenue growth of 17% per year for the
next five years to sustain business.

- Increase brand awareness among pet’s lovers

from 0% to 70 % by two years from now.
 Market positioning:

- Become the number one brand in our market in

year 4

Cooperate Growth and meeting customers’ need:

Objectives:
- Expand to cover at least 4 main stream areas in
Cairo by 3 years.

- Launch our e-commerce shop as extended

service by the end of first year.
Ansoff Grid:
• Since we are entring an existing market and providing a
developed concept of pet’s accomedation service by
introducing customers to our first online booking website
and app. We will be using product development startegies
to enahnce the value and differenciate our service over our
competitors.
Identify opportunities:
Check customer’s preferences,
Check readiness of customers to
Research objective: frequency and seasonality of their
use the service
trips.

Check market to know what are Check if majority are dogs or cats’
Check the age groups we have of
the available competitors that owners to take that into
pet’s owners to be able to
customers are aware of and the consideration while preparing our
determine the target age group
max price they are willing to pay. Villa.

Check behaviors of customers to

know which service would attract
them more while placing their
booking and customizing service.
 Age groups:

25 to 34 with 54.72% which makes a good opportunity

to target them.

Opportunities Number of pets:

found based
on research Only 1 pet their percentage was 58.54%

Type of Pets:

- The majority were raising cats with 38.6% Then

comes dog owners: 36.84%
 Travel Frequency:

- Traveling twice a year 44.23%

Opportunities - Frequent travelers were 32.69%

found based - at last people who travel once a year 23.8%

on research - Summer travelers were 46.75%

- Then comes travelers during holidays 29.87%

- Winter travelers were like 23.38 %

 leave their pets at friends in their circle 41.18%

Where do you Then comes people who leave them at home 37.25%

leave your Participants who take their pets with them are 11.26%
pet?
Participants using stay in service where 3.92%

87% of participants showed interest to use a booking

service for their pets while 13% weren’t interested.
 43% pay nothing for that
How much
does it cost to 13% pay less than 100 LE
leave your
pet? 21.6% pay from 100 LE to 500 LE

21.6% pay 500+ LE

 62.16% mentioned that they put
When safety as high priority

choosing a
place for your 45.94% mentioned that care
pet, what are more about the care, food and
comfort their pets can get
you looking
for?
24.32% mentioned that they put
cleanness above all.
 majority 40% chose Maadi and
New Cairo 28.89%
Location
preference:
So this guided us to start in
Maadi to be able to cover need
in both areas before expanding.
 43.24% chose to customize food

If you have
the ability to 48.64% chose to customize medical care
customize any for their pets

of these
things, what 24.32% chose to customize sleeping areas
would it be?
13.51% chose to customize grooming
services
 Mobile app to place their
How would booking 57.14%
you like to
make your Then comes website
booking? 24.49%

People were least interest

in cash points 18.37%
Company:

• Organic decentralized organizational structure with

strong focus on communication and collaboration
improving employee experience, challenging the
status quo around traditional management models.
 Resources and capabilities

• Tangible resources:

1- Rented villa in Maadi

2- A small veteran clinic at the villa

3- Fully equipped with all needed pet’s care equipment

4- Headquarter will be fully equipped with all office equipment

 Resources and capabilities

• Intangible resources:

1- online website for bookings and later on as e-commerce

2- Agreements and patents with pets food suppliers
 Capabilities:

• Staff
• Our employees will go through
intensive trainings of the specific
operational duties as well as some first
aids trainings to be able to handle any
situation that pets can have.
Customer:

• Pets Villa is a customer centric organization

• Target pets owners of A , B+ and B customers
• Good CRM system for data collection
 Direct competition:

Competitive Few private owned places that offers a

stay-in service for pets, but they aren’t
well-known, and you must search
analysis: carefully to find a good one

Vets sometimes offer stay-in service

for pets but many of them are costly
and pets are treated in a bad manner
and kept in cages.
 Pets friendly hotels that allow owners
of having their pets with them

Indirect
competition:
- Some owners get back to their
circles to look for a trustworthy friend
who could take care of their pets.
Collaborations:

• collaborate with a Vet clinic to have their

branch at our Villa in order to maintain
the medical care
• Set collaborations with suppliers who
sell food and pets tools to place their
products on our e-commerce
• some collaborations with animal NGOs
to join their medical campaigns and
rescuing as a part of our social
responsibility program
 • Political-legal environment:

-New regulations on imported products

might affect our ability to get some brands
of pets food.

PESTEL Economic environment:

“Climate” Unstable economic situation might lead to:

- Increasing VAT rates and inflation rate

which would affect us as our customers
would be price sensitive.
-Increasing taxes on imported products
that we might need
 • Sociocultural environment:
We might face a challenge to introduce the
concept of pets hotel in Egypt

Technological environment:
PESTEL
• Good infrastructure that facilitate
“Climate” transporting supplying materials to our
villa.
• Good internet connection and networks
have been upgraded to 4G which facilitate
communication with our customers online.
• Most of our targeted customers are
familiar with using online booking services
 • Demographic environment:
• - 32% percentage of population under
15
- 62% percentage of population
between 15 and 64 years old
PESTEL • - The total dependency ratio of
population in Egypt is 59.2 %
“Climate” • -75.34% of adult population are able to
read and write
• -Social media penetration rate in Egypt
37% with 28K users reported Jan 2017
 Strengths:

• Online booking & mobile APP

• Superior service level.
• Trained staff.
• Wide range of packages.
• Very good location.
SWOT
Weaknesses:

• Startup.
• Brand awareness.
• Shortage in trained staff in Egypt.
• Huge effort to build brand awareness.
 Opportunites:

• Market gap for online services.

• 1 million pets owners in Egypt.
• Target segment life style (travelling)

SWOT Threats

• The unstable economic situation and

the raise of Vat and inflation rates
• Imitate our app and website.
• Unstable weather condition.
Targeting:

• Age group: 25 to 35 – 35 to 40
• Gender: males and females
• Social status: Single- Married
• Occupation: Students- Housewives- Employees
Nationality: Egyptians

Social Class: A, B+
• Income: high- medium
 Targeting

• Psychographics
• Lifestyle Attitudes and
beliefs:

• Personality: Adventurous, Art

lovers, fit, positive, fun,
creative

• Adopter category: Innovators

– Early adopters
 Usage Rate:
We want to target both heavy users and
light users

Buying motives:

Targeting
Need for a secure trustful place with high
quality service for pets while they are
away

Image: People who are following the new

trends and buy product because it reflects
that they are update to date.
Targeting
• How often they buy:
Frequent travelers who need this
kind of service- Occasionally users
who just would like to spoil their
pet with love and care.

• Who makes the buying decision

and who does the buying?
• The pet owner
Targeting

• Location preferences:

• 5th Settlement – Maadi

• Pet’s shops preference: pet’s valley –

Egypuppy- Sami
Targeting
Time:
Target them over social We will also target them
We will be targeting these
segments during: media consciously to engage during holidays when people
their shopping experience at them with brand. usually travel a lot
pet’s shops or at vets

Brand awareness: We will target those who

We are targeting people Do they select a product will select our service based
who are still not aware of based on brand or product on the attributes and
the brand since our service attributes? differentiated value they will
is still new get
 Targeting
HOW CUSTOMERS CHOOSE BETWEEN
COMPETING BRANDS:
THE TARGETED CUSTOMERS ARE
THOSE WHO SEEK THE QUALITY OVER
PRICE
NATURE OF RELATIONSHIP WITH
CUSTOMERS:
WE ARE TARGETING OUR CUSTOMERS
THROUGH:
FACE-TO-FACE: THROUGH ACTIVITIES
THAT WE WILL HOLD AT OUR VILLA
AND OUTDOOR EVENTS THAT WE
WILL MAKE WITH OTHER SPONSORS
AT SUPERMARKETS AND PET’S SHOPS.
INTERNET: SOCIAL MEDIA CHANNELS
FACEBOOK, INSTAGRAM
TELEPHONE: RECEIVING FEEDBACKS
AND INQUIRIES OVER WEBSITE AND
APP
CLOSENESS OF THE RELATIONSHIP:
WE SEEK TO BUILD TRUST AMONG
TARGETED CUSTOMERS AND GOOD
WORD OF MOUTH THROUGH
BUILDING A COMMUNITY AROUND
THE BRAND.
Targeting

• How often do you communicate with

them:
• Daily over social media, online
articles
Activations on occasions and seasons
like: Summer, valentine, new year
Product Life Cycle:
• Our service is currently at the
introduction stage as we are still
educating public about the
differences between the normal
service they can get at vet and
at private shelters and our
service. Our service is still in the
question mark stage as we are
still at the introductory stage of
product.
 Increase brand awareness among pet’s lovers from
0% to 70 % by two years from now.

Acquire 50K fans on social media by 2 months

Measurable Acquire traffic of 100 visits per day to our website

to generate conversions
Goals
Become one of the top 10 trending topics on social
media platforms

Acquire 30 bookings on the first month of launch

 Item Per month Per year
Villa rent 45000 540000
Villa manager 10000 120000
2 veterinary doctor 10000 120000
Budgeting 2 receptionist 8000 96000
6 services(cleaning & nursery) 12000 144000
Expenses (Electricity, water,….) 7000 84000

Total 1104000

• Fixed cost
 Item Amount
Painting & Equipment (computer & 60000
Network & operating tools)
Budgeting Web site & mobile APP lunch 75000
Pet’s area preparation 100000
Marketing cost 500000
Inventory(Pet’s food) 150000
Total 825000

• Preparing costs
 Item Expected revenue Expected revenue
per month per month
Clinic 10000 120000
Budgeting
Food sales 10000 120000
Hospitality 250000(500 night * 1500000
250 EGP)

• Year 1 revenue stream

Capital 3000000 as debt from Bank with 15% interest rate
 Item Expected revenue per Expected revenue
month per month
Clinic 20000 240000
Budgeting Food sales 20000 240000
Hospitality 196000(700 night * 280 2350000
EGP)

• Year 2
Revenue streams
 Item Expected revenue Expected revenue
per month per month
Clinic 25000 300000
Budget
Food sales 25000 300000
Hospitality 270000(900 night * 3840000
300 EGP)

• Year 3
 Item Amount
Sales 1740000
Fixed cost 1104000
Budget Launching coat 325000
Marketing and sales cost 500000

Debt interest 450000

Total -639000
 Item Amount
Sales 2830000
Fixed cost * .1 1214400
Budgeting Maintenance & support cost 250000
Marketing and sales cost 300000
Debt interest 450000
Total 615600

• Budget year 2
 Sales 3840000
Fixed cost * .1 1335840
Maintenance & support cost * .15 287500
Budgeting
Marketing and sales cost 350000
Debt interest 450000
Total 1416660

• Budget year 3