Term Paper: Marketing Plan for Opening a Doggie Day Care

Pages: 25 (6854 words)  ·  Style: MLA  ·  Bibliography Sources: 20  ·  Topic: Animals  ·  Buy for $19.77

Marketing Plan for Opening a Doggie Day Care

City Paws: The Daycare with a Heart

Profile of Other Doggie Daycare Facilities in Boston Area.

In spite of, or perhaps because of, its highly urbanized setting, Boston is home to the nation's first doggie daycare facility (Pet Companions Bed & Biscuit, discussed further below) and the market currently supports a number of other players as well. There are some common features that distinguish the top runners in the industry, such as specialized services and an emphasis on making the animals "feel at home." Some of the services reviewed, though, may be overdoing it to some extent as these services clearly impact their pricing levels, but given the target market, this may not be a major factor for some consumers who place concern for their dogs over what it is going to cost every month. Nevertheless, there is a trade-off between what can be offered and what consumers are willing to pay, and this balance is reflected in the corporate literature reviewed below.

A representative sampling of upscale doggie daycare facilities to the enterprise envisioned herein is provided in Table ____ below.

Table ____.

Representative sampling of doggy daycare facilities in the Boston area today.

Company Name/Location/Web site

Description/Requirements

Comments/Rates

Tall Tails Doggie Daycare

2K Gill St.

http://www.talltails.biz/home.html

Description: Company provides a safe and affordable alternative to leaving customers' dogs alone while they work, and crateless boarding with 24-hour supervision while they are away. Corporate literature emphasizes, "We're conveniently located near the intersection of 93 and 95 in Woburn with shuttle service available from some areas, including Charlestown and parts of Cambridge, Somerville, and Medford (for weekday service only)."

Requirements: "Dogs must be non-aggressive and not have barking issues We require that dogs have received all standard vaccinations and are flea and tick free. If your dog is sick, do not bring him or her to Tall Tails in the interest of the health of the other dogs."

Comments: Representative comments from corporate Web site include:

Simply the best facility/outdoor area in greater Boston.

Indoor facility complete with doggie ramp, couches, and dog beds.

11,000 sq ft, HUGE fenced in outdoor area for chasing and fetching.

Dogs are non-aggressive and required to have all vaccinations

24-hour emergency vet less than 2 miles away Insured and Bonded, references available

Socialization and all day play time for your dog, peace of mind for you!

Rates:

40 per calendar day. 10% off for stays of a week or more. Half price for second and third dogs.

Rate is all inclusive: feeding, walks, playgroups, medication, and other special requests. No hidden fees.

Dogs are encouraged to be dropped off early in the day so they are adjusted and tired at night.

We do not crate dogs and the facility is staffed 24 hours a day.

South Paws

Route 53, Hanover, in the Building 19 Plaza. http://www.southpawsdogs.

A com/facility.php

This facility features a 1200 sq. ft. facility dedicated to a "cage free" training and play area where customers' dogs can safely interact with staff and socialize with other guest dogs. We also have a 600 sq. ft. 'yard' for the dogs to use to take care of business and get some fresh air. It is safely fenced in and no dogs will be let out unsupervised. In the event that your dog is having a 'Bad Day' or simply would prefer some peace and quiet, we have 3 private rooms available. Everything, from our entry way to our flooring to our furnishings to our toys, have been designed to provide a safe, clean, healthy and fun environment for your best friend. We really do know how much they mean to you. You can rest assured that every dog in our care is treated as if they were our own."

Live Web cam of pets available Monday Through Friday, 11:00am to 1:00pm.

Open on Saturdays for special events and private parties.

Charges: Full day --$25; half day -- $15; also various multi-visit packages available for purchase.

List of vaccinations required posted on Web site.

Partners with Professional Pet Services for pick-up and drop-off services; also partners with Paws-Itively Obedient for dog training sessions while boarded.

Special events" also available including "One night stand" (one full day of daycare followed by one night in owners' home, etc.).

Pet Companions Bed & Biscuit

271 Main Street

Fax:

http://www.petcompanionsinc.

A com/

This daycare facility was launched in 1985 and was the nation's first "Doggie Daycare" enterprise. The corporate Web site points out that, "Everyone thought we were crazy and today there are more than 5,000 Daycares in this country alone. About that same time we developed the world's first Cageless overnight facility to make sure no Dogs would ever spend another night caged up in cold steel box. Today we happily continue to offer the highest quality Daycare and Cageless overnight services. Our dogs sleep on real beds and couches while listening to classical music in a state of the art climate controlled facility. They have unlimited access throughout the day to frolic in our quarter acre yard which we custom built with pools and playground themes. We are heavily staffed 24 hours a day by experienced experts many of whom have been with us for many years. We invite everyone to come watch the dogs enjoy their stay at our million-dollar custom built Reading location just ten minutes from downtown Boston. We are the original and continue to be Boston's only choice for Doggie Daycare and Cageless sleepovers."

This facility was voted Boston's Best Daycare 2002 by the Improper Bostonian

The owners provide a number of compelling reasons for using their services:

1. We have been providing the highest quality service for over 20 years.

2. We hire only the best and brightest staff. Our employees are professionals from all career backgrounds who have made a conscience decision to work with dogs. They are well paid and receive full benefits including Health insurance, 401k, paid vacations, reward trips for their entire families. This is our commitment to having only the best supervision available for you

3. OUR DOGS SLEEP on BEDS and COUCHES...NO CRATES!!!!

4. Our facility is 20,000sq feet inside and outside Clients can watch their dogs live and play all day in our facility

5. Our dogs have unrestricted access to be inside or outside all day everyday

6. Our staff stays on premises supervising 24 hours a day

7. We have 6 staff per day, a manager and owner on site every day

8. We have state of the art climate control 365 days per year

9. Convenient hours 7 days a week for pick-up and Drop-off from 6:30am to 8:30 PM

10. We pick-up from your home Monday through Friday

11. We have a professionally designed yard with naturally rounded pea stone

12. Our facility has state of the art video monitoring equipment for added safety.

The Bark-O-Lounge Dog Daycare

675 Great Road,

http://www.barkolounge.com / services.html

Daycare availability is from Monday through Friday from 6:30 A.M. until 6:30 P.M. This service will host dogs for an hour or two while customers run errands or attend appointments, for a half-day, or the whole day long. Daycare includes play time with our staff, play groups with specially selected canine pals, and nap time.

The Bark-O-Lounge also offers in-home boarding and field trips during which... groups of two to four dogs will have a chance to explore one of Groton's many wondrous conservation areas. Dogs will be driven to Groton in groups of two-to-four for a 30-45 minute romp in the woods (locations will vary but always be in Groton). Total time away from the Bark-O-Lounge will be approximately one hour. If your dog prefers to go it solo, we offer individual walks in the woods.

This facility provides top-of-the-line resources for its canine guests:

The Bark-O-Lounge offers breed-specific monthly play groups -- we even have a group for the beloved mutt! Play groups are two hours long and offer an opportunity for dog owners to exchange ideas and stories with one another and for kindred-cousin canines to spend time together.

For your convenience, we offer drive-up drop off. Simply drive up to our front door and a staff member will greet you at your car and bring your dog inside, saving you precious time during your morning commute, or if you just happen to be in a hurry.

The Bark-O-Lounge, in conjunction with Faithful Friends Dog Training offers obedience classes for puppies and grown dogs. Private lessons are also available.

Sources: As indicated.

Chapter 3. Description of City Paws.

Overview.

Many people in the United States keep pets, of course, but the majority of them seem to prefer dogs over cats and other domestic animals and this preference extends to political leaders as well. For example, Goldberg (2002 reports that, "In America, where dog-ownership rates can reach 40% of all households, we almost expect our leaders to own a dog; historian Stanley Coren estimates that there have been… [END OF PREVIEW]

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