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BUSINESS PLAN


















KRISTIN RICHARDSON



PETPAL FINDER
PETPALFINDER.COM
INFO@PETPALFINDER.COM




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I. TABLE OF CONTENTS


I. TABLE OF CONTENTS 3
II. EXECUTIVE SUMMARY . 4
III. MARKETING PLAN . 5
IV. OPERATIONAL PLAN . 6
V. FINANCIAL PLAN 7
VI. APPENDIX . 9









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II. EXECUTIVE SUMMARY
This is a revolutionary app that will allow dog lovers all over the country to find friends for
themselves and friends for their dogs.
PetPal Finder (PPF) is an application that allows users to login, search and rate dog parks.
Users are able to link with their community and meet others who are searching for dog walking
partners and dog park partners. PPF targets users with dogs all over the country. Users will be
able to use this application on any smart phone device including iPhones, Androids, iPads,
iPods, etc.
With this application, users are able to search for dog owners, in the comfort of their own
hands. Users can check out profiles and see how others rate dog parks. They can see who will
be at what dog park and when, and can even log into a dog park before or when they arrive.

2.1 OBJECTIVES

1. Provide a safe and reliable application for all smart phone devices.

2. Gain clientele in every state within the United States.

3. Expand target from dog owners to all pet owners

2.2 MISSION

Our mission is to provide a safe and reliable application for dog owners who are looking
to link within their community with other dog owners. With the convenience and safety of
the application, we intend to exceed the expectations of all our users.

2.3 KEYS TO SUCCESS

Satisfy the customer with convenience.
Offer a great quality app at a great price.
Have tight financial controls and good budgeting.
Maximize our marketing options.




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III. MARKETING PLAN

3.1 TARGET AUDIENCE
PPF targets dog owners in urban areas between the ages of 18 and 64, who own a smart
phone.
Urban areas are a huge target due to their ever-growing population. According to the
World Health Organization, The number of urban residents is growing by nearly 60 million
every year. Residents shifting to urban areas are likely seeking mass industry, technology, and
service.
The current median age, marked back from 2010, is 37 years old (census.gov, 2014).
According to the United States Census Bureau, the age group, 45-64, makes up 26.4% of the
total population and the age group, 18-44, makes up 36.5% of the total population. This
makes our target age a total of 62.9% of the United States total population. The Population
Reference Bureau of 2012 advised that 79% of the United States total population resides in
urban areas.
As of January 2014, the Pew Internet Project researched and found that 58% of adults in
America have a smartphone. According to the Human Society, in 2012, 47% of American
households owned at least one dog.
PPF feels that the targeted audience is a vast group of individuals who can and will
benefit from this application.

3.2 MARKETING OBJECTIVES

1. Achieve 65% of product awareness among the target audience within the first year of
operation.
2. Become one of the top companies advertised in consumer pet stores, dog parks, and
veterinarian offices.
3. Achieve an annual consumer and sales growth rate of at least 50%.

3.3 MARKETING STRATEGY
This is a product that is like no other. There are no other applications that allow users to
interact directly with dog parks and their community simultaneously. The application price will
be $.99 with no intent to increase. The application will be offered for sale in the Android app
store, Google Play, and the iPhone app store. Standard print advertising in dog parks and web
advertising among consumer pet stores will target our primary users. Social Networking will
drive promotion of this application with the help of Facebook, Twitter, and Instagram.

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IV. OPERATIONAL PLAN

4.1 PERSONNEL
PPF will be managed and serviced by the founder of the application. A daily log will be
sent to the founder of overall app performance, to be monitored closely. The application will
have an internal bug report that can be submitted directly to the founder with any issues
that arise during application use.
PetPalFinder.com will be monitored by the founder, however will be created and
managed by Swank IBS. Swank IBS is an E-Commerce solutions agency who specializes in
building websites, increasing online visibility and magnifies internet marketing. The E-
Commerce specialist and owner of Swank IBS is the brother of the PPF founder, therefore
minimum costs will incur.
In the future, a small team of three to five people will be necessary to research and
monitor the progress and networking of the application. This additional help will also provide
account support, website monitoring, and application updates. This allows the founder to
seek new opportunities for the growth of the application.
4.2 LOCATION
PPF will occupy 716 Broadway, located in Fells Point, Baltimore. 716 Broadway is a co-
working space owned and leased by the owner of Swank IBS. Again, as this is the brother of
PPFs founder, minimum costs incur. This office allows for collaboration with Swank IBS and for
future team growth.
4.3 LIFESPAN
PPF plans to span through many years to come, growing with technology and improving
its target audience. PPFs technology will coincide with industry standards and industrial,
technological growth.





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V. FINANCIAL PLAN

5.1 FINANCIAL OVERVIEW
The application is created and maintained by the founder, therefore start-up costs and
operating costs will be remarkably low. Estimated below are start-up costs, loan information,
and yearly operating costs. A five year sales forecast is provided with an estimated sales income
per year. The application will be sold at $.99 per consumer, and is estimated below at $1.00.
The consumer growth per year is estimated at a 50% increase, as stated in the marketing
objectives above (section 3.2). Staff costs are estimated to start by year four and increase
substantially by year five. Estimated total costs versus net income is included at the end of the
sales forecast.
5.2 PRODUCT DEVELOPMENT COST
First National Bank (FNB) offers a Small Business Administration (SBA) Loan that
provides a low interest rate and provides a conventional finance plan. PPF will take a SBA Loan
out with FNB, and pay an interest rate of 3.5%. This will cover the product development cost.
Product development of PPF is roughly estimated to cost $32,500 with the below features and
have a yearly operating cost of $4,000.
Initial iOS Universal Platform with custom application $12000
Social & Email Login - $3000
Sync Data across Networks - $8000
Rate & Review Option - $5000
User Profiles - $3000
Website Integration - $1000
Custom App Icon - $500
Yearly Operating Costs - $4,000




33%
8%
22%
14%
8%
3%
1%
11%
Initial customization
Social & Email Login
Data sync
Rate & Review
User Profiles
Website Integration
App Icon
Operating Costs
Operating Costs

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5.3 SALES FORECAST
Year 1 Year 2 Year 3 Year 4 Year 5
Consumers 200,000 300,000 450,000 675,000 1,012,500
Sales $200,000 $300,000 $450,000 $675,000 $1,012,500
Development Costs $32,500 x 3.5% $0 $0 $0 $0
Operating Costs $4,000 $4,000 $4,000 $4,000 $4,000
Staff Costs $0 $0 $0 $100,000 $300,000
Total Costs $37,637.5 $4,000 $4,000 $104,000 $304,000
Net Income $162,362.5 $296,000 $446,000 $571,000 $708,500





















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VI. APPENDIX






Figure 6.1
Log in, create a profile and find a dog park!
Figure 6.2
Search for parks in your area: see ratings, check in,
see others checked in!