The Creature Nannie
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The Creature Nannie is in their first year of operation. The service has been well received and marketing is now critical to its continued success and future profitability. The Creature Nannie offers the finest foster care for canine companions. The basic market need is a place to leave your dog when you travel that is a loving, caring environment that the dog will look forward to.
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The Creature Nannie possesses good information about the market and knows a great deal about the common attributes of our most prized and loyal customers. The Creature Nannie will leverage this information to better understand who is served, their specific needs, and how The Creature Nannie can better communicate with them.
The Creature Nannie provides foster care for dogs in the Eugene area. The dogs get to stay in the Sloth's home with a one acre fenced in yard to roam. The Creature Nannie seeks to fulfill the following benefits that are important to their customers.
The market trend in canine care is moving from the sterile, loveless kennel to foster homes. When kennels were the only option, dog families would have to suffice with a kennel when the family needed to travel. With the recent advent of canine foster homes, people are more likely to travel when the pet has a place to stay that both are excited about. The customer is becoming increasingly more discriminating in the following areas:
This trend of a more discriminating customer can be explained as more service options are available allowing the customer to be more particular.
In 1999, the national dog care industry reached $21 million in sales and this market is expected to grow at 5%. Dog foster care, a niche within this market, is forecasted to grow at 9%. One reason for this higher growth rate is the recent advent of this niche. Another factor is people's growing attachment to their dog fueled by the fact that American's are working longer hours and have less and less time. The guilt associated with spending less time with the animal has been a catalyst for the parents to find the best facility for their family member when they go away.
The following SWOT analysis captures key strengths and weaknesses within the company and describe the threats facing The Creature Nannie.
The competition primarily takes the form of a kennel. The setup for a kennel is typically an interior space for the dog to sleep and a corridor for the dogs to walk around. Most kennels offer feeding several times a day and some offer the option of walks.
There does not appear to be any foster home set-ups like The Creature Nannie in Eugene.
The other option some people have is to have a friend of theirs stay over their house and house sit/dog watch the pet. While this is better then a kennel because the pet remains in their house, the dog is by himself during the time the friend is away at work.
People tend to use kennels due to a lack of other available options. While the dogs are safe at reputable kennels, a kennel is less than ideal. Many dogs are unhappy about living away from home, having no one to interact with and many other dogs around, many of which are quite vocal due to their unhappiness. It is not unusual for a dog to come home with larenghitis because they were barking all the time.
The Creature Nannie offers foster canine care service in the home of Sara Sloth. The dogs remain at Sara's house and are never left home alone for more than three hours. The dogs receive two walks a day and have access to a one acre fenced backyard. The dogs are able to sleep in a family member's bedroom or in the basement. Each dog get use of their own doggie bed.
Sara can care for up to four dogs at once and charges $20 a day or $100 a week.
The Creature Nannie is still in the speculative stage as a service provider. It will: continue to take a modest fiscal approach; expand at a conservative rate, not for the sake of expansion itself, but because it makes economic sense; continue to build brand awareness which will drive customers to The Creature Nannie.
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