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This sample marketing plan was created with Marketing Plan Pro software.

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. 

Market Summary

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.

Market Analysis

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Market Analysis
Potential CustomersGrowth     CAGR
Dog Owners9%17,87619,48521,23923,15125,2359.00%

Market Needs

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.

  • Selection--The Creature Nannie provides many options for dog owners.
  • Accessibility--The Sloth's home is located in Eugene and operating hours for drop off and pick up are quite flexible.
  • Customer service--The patron will be impressed with the level of attention that they receive.
  • Competitive pricing--The Creature's pricing is quite reasonable for the services rendered.

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:

  • Personal attention--There is a clear preference that the pet receive personal attention from the foster home leader and their family.  Additionally, the owners appreciate the daily walks that the dogs receive.

  • Ideal facilities--Customers would much rather have their pet stay in someone's home as opposed to a cage in a kennel.  Another added advantage is the fenced yard that allows the dogs to roam.

  • Reassurance of safety and love--Dog owners value the safety and love that their animal  receives in the foster care set up.

This trend of a more discriminating customer can be explained as more service options are available allowing the customer to be more particular.

Market Growth

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.

SWOT Analysis

The following SWOT analysis captures key strengths and weaknesses within the company and describe the threats facing The Creature Nannie.


  • Strong relationships with the Humane Society and local breeders.
  • Ample time to dedicate to the care of the animals.
  • Ideal facility.
  • High customer loyalty.


  • Lack of visibility in the community.
  • A limited marketing budget.
  • A limited capacity.


  • Growing market with a significant percentage of the market still not aware that The Creature Nannie exists.
  • Fixed costs that are reduced when spread over multiple animals.
  • The ability to make money and not have to significantly modify their lifestyle to adequately address the canine's needs.


  • A slump in the economy that will reduce people's discretionary income, thereby reducing their opportunity to travel.
  • New competitors realizing the true market potential.


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.

Service Offering

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.

Keys to Success

  1. Treat the canine clients as your own pet.
  2. Treat the human client like you want them as a life-long customer.
  3. Charge reasonable prices.
  4. Have fun.

Critical Issues

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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