Develop a marketing plan for a Mobile Dog Grooming

.1em;”>Location
While
we will predominantly be a mobile service business, we will also rent an
industrial warehouse located on 119 N. Milwaukee Street, located in the
historic Third Ward. We will utilize this space for the daily meetings,
co-founders meetings, cold-calling, as well as servicing the vehicles and
storage of our supplies.
Hours
of Operation
Our hours of operation are set to be Monday-Friday from 8am-5pm, and
Saturday’s 8am-1pm.

Management
and Organization

The
day to day operations will be overlooked by our board of directors that will be
composed of the six co-founders. Each one of us will take on our own roles and
oversee a different aspect of the company. We will hold monthly meetings to
ensure that the company is operating smoothly, all portions of the organization
are aligned to meet our goals, and that we are meeting our sales and growth
goals to ensure we are adding value to our shareholders. The list below shows
the members of the board and the position they shall hold:
Board
of Directors
•
President – Tyler
•
Chief Executive Officer – Michael
•
Chief Financial Officer – Joseph
•
Chief Marketing Officer –
•
Chief Operating Officer –
•
Chief Sales Officer –
We
will only employ groomers of the highest quality that have gone through
rigorous training from some of the top pet grooming schools. We will try and
work with the Wisconsin School of Pet Grooming, Inc. (WSPPG) as they offer a
course that trains groomers in grooming of all different breeds and sizes.
Furthermore, we will ensure that our groomers have gone through extensive
training, preferably through the animal Behavioral College, so they can handle
different sized dogs with various temperaments and how to potentially handle
aggressive/scared dogs. Once the groomers have been hired, they will shadow
current employees for one week so that they are fully cross-trained in both
Razzle Dazzle’s company culture and way of doing things, but also making sure
the vehicles are properly cleaned, and that all the supplies and generators are
refilled and properly working for the next days work. Once the trucks get back
to our shop, the employees will fill out a 20 point inspection of the vehicle
and the supplies to ensure smooth operation on a day to day basis. In the
mornings before the groomers start on their routes, all employees will have a
meeting to review the previous days sales and dog quota and the routes
each groomer will be covering that day. All of the groomers will be equipped
with iPads for both transactional purposes, but also GPS so they can quickly
locate their destinations. Finally, before each truck is to leave for the day,
each groomer is to complete another sheet ensuring the truck and all equipment
and supplies are in satisfactory condition and have been refilled/replaced if
applicable. This way, we can ensure the truck is able to handle all
appointments during the day and hold the groomers accountable for their
actions. As this is a major key to success for our business, groomers who
comply with these audits will be rewarded at the end of the year.
As
the greater Milwaukee area is very large and has a large amount of potential
customers, Sabina, Ahmed and Nathan will all be responsible for this portion of
the business. Tyler, Michael and Joseph will be responsible for both the suburbs
and cities outside of the metropolitan area. We will hire two employees from
the get go and four of the co-founders will be on the road taking care of
appointments. Two of the co-founders will stay behind to ensure the planning
and general operations go well until business picks up, which at that juncture
we will hire more groomers and the co-founders will be relieved of their
grooming duties.
All
of the co-founders will be held accountable for their portion of the business
and will be responsible for meeting sales goals and the employees under them.
That way we can ensure we can portray a positive image of the company and make
ethical decisions as a whole. With that being said, all of the co-founders have
an equal say in the business decisions and the day to day operations. At the
monthly meetings, we will collectively vote on various topics and it must be a
unanimous agreement between the co-founders or it won’t be
effective.
Financial
Plan
Like
any new company, our mobile dog grooming business will have costs, assets,
liabilities, revenues, and net income involved. We will have start up cost,
fixed cost, and variable cost.
Creating
a budget for our company is important. Money would be budgeted for:
·
Products
o Shampoo
o Brushes
o Dryers
o Etc.
·
Gas Cost
·
Trailer
Expense
·
Labor Force
As
stated earlier we plan on having high quality products so making sure we have
money budget for them is important. For example, the cost of a quality clipper
goes for around $176.99. In addition, we will have three different types of
shampoo:
·
Long hair
shampoo
·
Short hair
shampoo
·
Conditioner
Prices
for these range around $12.00 a bottle. Also, one of our main cost would be our
labor force. We plan on hiring 2 employees, however, as our company expands,
there will be a need for more. Each employee will be paid 10-12 dollars an
hour, depending on experience. Our company believes that treating employees the
right way is important and making sure we have enough money budgeted for them
is essential.
Starting
up RazzelDazzel Mobile Dog Grooming is expensive. With the trailers, products,
and employees our RazzelDazzel team planes on taking out a loan to get us
started. We plan on obtaining a loan of $340,000 to get us started. As our
company earns money, it is important that we budget a certain amount of money
each month toward paying off our loan. Another cost our company has that most
don’t, is the cost of gas. Being a mobile company means we travel to the
customer. It is essential for our company to budget money for these gas
expenses. Having a planned and updated budget will allow us to spend our money
efficiently, benefiting our company in the future.
It
is important for our company to create a plan that allows us to cover all our
cost, while making a profit. We plan on sitting down as a team and evaluating
all the cost and coming up with a price for our services. Prices will range
depending on the size and breed of the dog. However, it is important that we
research our competitor’s prices, ensuring that our prices will be similar to
the market. As stated earlier we stress the quality of our service. For
example, our company is going to use quality products and train employees so
that they are knowledgeable. We will advertise to customers the quality we
offer, allowing us to price our service slightly higher than competitors. Some
competitors near Milwaukee include:
·
Madra Pet
Styling
·
Central Bank Doggy
Day Care Eastside
·
Vanity Fur
The prices for these companies range from 40 to 55 dollars.
It
is crucial that we have a plan to show customers the benefit our Mobile dog
grooming service can be for them.
We
hope to expand our business as we continue you to grow. We plan on having a
projected growth of 20% for the first 5 years. The mobile dog grooming industry
has great opportunity for growth. There is little competition because many
companies have stayed with the tradition salon dog grooming strategy. We feel
that we will be able to quickly steal the majority of the market by:
·
Offering high
quality products and services
·
Being mobile
·
Having trained
employees
·
Fair prices
As
the market becomes saturated we still hope to achieve 5% year over year growth.
We plan on doing this by eventually expanding our company to more states. This
will allow us to gain customers and recognition throughout the country. In
addition, we plan on acquiring more trucks so that we can reach more customers
at one time. Being able to meet the customer’s needs will give our company a
positive brand image, and our customers will spread positive word of mouth.
This will help us generate new customers, making us more
profitable.