Download - Woofly columbia univ jan 2014
(formerly PawPal Pets)
Customized Pet Care Management
Team 28Gil Feig
Syed HudaAlice Lam
Day 4 Interviews: 11Total # Interviews:
62
Dog Walking Management System
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
• Pet supply retailers• Veterinarians• Pet insurance
companies
• Commission negotiations• Unified platform
development and maintenance
• Provide guidance and resources in pet care• Simplify the lives
of pet owners• Introduce pet
owners to necessary products and services they may not know about
• Provide useful information • Continuously
maintaining a customized experience
• Initial target: New York City dog and cat owners• Eventually target
pet owners in general
Key Resources Channels
• Software development
• App Store• Website
Cost Structure Revenue Streams
• Platform development and maintenance• Sales and marketing
• App will be free for users• Integrated advertising with revenue sharing• Licensing to big data companies
Day 1: Business Model Canvas
Day 1: Lessons Learned
• What we thoughto Pet owners wanted general guidance on what pet products and
services to buyo Pet owners didn’t have consolidated portal for Vet & Insurance
information
• What we learnedo Pet owners already have many resources to get pet products:
Pet360.com, Wag.com, Amazono Finding a vet isn’t a big deal, because they are comfortable with word
of mouth recommendationso Pet owners did not believe we added anything new to online pet care
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
• Veterinarians• Pet insurance
companies• Pet supply
retailers• Pet supply brands
• Commission negotiations
• Unified platform development and maintenance
CONSUMER• Provide guidance
and resources in pet care
• Simplify the lives of pet owners
• Introduce pet owners to necessary products and services they may not know about
• Provide simple product guidance and cost-saving resources
RETAILER• Provide consumer
behavior information
• Increase sales and attract new customers
CONSUMER• Provide useful
information • Continuously
maintaining a customized experience for registered users
RETAILER• Extend customer
lifetime value• Capture market
share
CONSUMER• Initial target: New
York City dog and cat owners
• Eventually target pet owners in general
• New pet owners (less than two years)
• Price-sensitive, deal-seeking pet owners
RETAILER• Major pet store
chains• General retailers
(Amazon, Tractor Supply Co., Wal-Mart, etc.)
• Pet product brands
Key Resources Channels
• Software development
• App Store• Website
Cost Structure Revenue Streams
• Platform development and maintenance• Sales and marketing
CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies
Day 2: Business Model Canvas PIVOT
Day 2: Lessons Learned
• What we thoughto Pet owners wanted a simple online aggregator of cheap pet products
• What we learnedo AGAIN we were told that they already have many resources to get pet
products: Pet360.com, Wag.com, Amazon.com
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
• Veterinarians• Pet insurance
companies• Pet supply
retailers• Pet supply brands
• Commission negotiations
• Unified platform development and maintenance
CONSUMER• Provide guidance
and resources in pet care
• Simplify the lives of pet owners
• Introduce pet owners to necessary products and services they may not know about
• Provide simple product guidance and cost-saving resources
RETAILER• Provide consumer
behavior information
• Increase sales and attract new customers
CONSUMER• Provide useful
information • Continuously
maintaining a customized experience for registered users
RETAILER• Extend customer
lifetime value• Capture market
share
CONSUMER• Initial target: New
York City dog and cat owners
• Eventually target pet owners in general
• New pet owners (less than two years)
• Price-sensitive, deal-seeking pet owners
RETAILER• Major pet store
chains• General retailers
(Amazon, Tractor Supply Co., Wal-Mart, etc.)
• Pet product brands
Key Resources Channels
• Software development
• App Store• Website
Cost Structure Revenue Streams
• Platform development and maintenance• Sales and marketing
CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies
• Dog walkers• Dog owners• Doggy daycare
centers without walking services
DOG OWNERS
• Provide affordable last-minute dog walking services
DOG WALKERS
• Provide additional source of income
DOG OWNERS• GET: Grassroots,
web advertising• KEEP: Quality
and affordable service
• GROW: Referrals
DOG WALKERS• GET: Contact
directly• KEEP:
Competitive rates• GROW: Referrals
DOG OWNERS
• 20-45 year old busy NYC professionals
• Income > $60k
DOG WALKERS
• Small dog walking businesses
• Independent dog walkers
DOG OWNERS: Percentage of dog-walking rate
DOG WALKERS: Percentage of dog-walking rate
• Platform development
• Advertising• Training• Background
checks
• Platform development
• App Store• Website
• Platform development and maintenance• Insurance• Training and background checks• Sales and marketing
Day 3: Business Model Canvas RESTART
Day 3: Lessons Learned
• What we thoughto Dog owners want a quick way to get dog walkers last minute(like Uber)o At a certain price point, dog walkers were willing to provide the serviceo We thought that this app would mediate the marketplace
• What we learnedo Dog owners are mostly responsible and have regular dog walkerso Many have friends and family that have their keys and can easily walk
their dogs in case of emergencieso Emergencies rarely occur!o We learned what they really cared about: security
Key Partners Key Activities Value Proposition
Customer Relationships
Customer Segments
• Veterinarians• Pet insurance
companies• Pet supply
retailers• Pet supply brands
• Commission negotiations
• Unified platform development and maintenance
CONSUMER• Provide guidance
and resources in pet care
• Simplify the lives of pet owners
• Introduce pet owners to necessary products and services they may not know about
• Provide simple product guidance and cost-saving resources
RETAILER• Provide consumer
behavior information
• Increase sales and attract new customers
CONSUMER• Provide useful
information • Continuously
maintaining a customized experience for registered users
RETAILER• Extend customer
lifetime value• Capture market
share
CONSUMER• Initial target: New
York City dog and cat owners
• Eventually target pet owners in general
• New pet owners (less than two years)
• Price-sensitive, deal-seeking pet owners
RETAILER• Major pet store
chains• General retailers
(Amazon, Tractor Supply Co., Wal-Mart, etc.)
• Pet product brands
Key Resources Channels
• Software development
• App Store• Website
Cost Structure Revenue Streams
• Platform development and maintenance• Sales and marketing
CONSUMER• App and website will be free for usersRETAILER• Integrated advertising with revenue sharing• Licensing to big data companies
• Dog walkers• Dog owners• Doggy daycare
centers without walking services technology
DOG OWNERS
• Provides convenient platform for finding dog walkers
• Peace of mind, GPS tracking, status updates
DOG WALKERS
• Provide dog walking software that seamlessly manages dog walking appointments
DOG OWNERS• GET: Grassroots,
web advertising• KEEP: Quality
and affordable service
• GROW: Referrals
DOG WALKERS• GET: Contact
directly, web advertising
• KEEP: Maintain Quality software that increases business
• GROW: Referrals
DOG OWNERS
• 20-45 year old busy NYC professionals
• Income > $60k
DOG WALKERS
• Dog walking businesses without management system
• Independent dog walkers
DOG OWNERS: None
DOG WALKERS: Monthly subscription based on size of business, # of dog walkers
• Platform development
• Advertising• Sales
• Engineers• Sales staff
• App Store• Website
• Platform development and maintenance• Sales and marketing
Day 4 & 5: Business Model Canvas PIVOT
Day 4 & 5: Lessons Learned
• What we learnedo Small dog walkers need a system to manage their dog walkerso Dog owners would like peace of mind and value security o Competitors exist, we need to fully formulate our competitive
advantage: What will do better? What will we do differently? (ex: Petcheck known for having bad customer service)o Small business dog owners are NOT cash only. Cash payment is an
issue and would like a way to automatically charge dog walks on credit card. On the other hand, small business owners want a way to pay their dog walkers automatically.
o Time schedules, efficient itinerary and dog compatibility are variables and would like a easy way to address this issues.
Customer Segments
Wag NYCGrowing dog walking companies that need management systems to scale
Doggy Day Care NYCDoggy day cares that are branching out to dog walking services
Total Addressable Market$1,800,000,000
Annual amount spent on dog walking in the USA
Serviceable Available Market$158,400,000
Annual amount spent on dog walking in NYC
Target Market$316,800 (w/o Activation Fee)
Annual revenue assuming 5% NYC market capture and 4% revenue sharing per walk
Market Size: Top Down
Our share w/ 5% of mkt & 4% commission $299,520
Dog walk rev per year (walked 3x /wk)$149,760,000 Dog walk rev per day
$960,000 Rate per dog walk (30 Min)
$20# of dogs walked per day
48,000 % walked per day
8%# of dogs in NYC
600,000
Market Size: Bottom Up
Next Steps
• 30 Dayso Further market research. What features would dog owners/dog walkers
value? More Interviews! o Make MVP on website, any takers?o Take the mockups and test it in front of customers
• 60 Dayso Depending on feedback adjust valued-added featureso Further refine revenue model, assess dog walker’s WTPo Test pricing on website. Which model works best?o Reach out to early evangelists to see if they will buy service. If not,
why?
• 120 Dayso Refine features on the app/websiteo Final Product out to marketo Sales/Marketing. Get customers!