Business model and major goals
PET POUCH
PET POUCH 1
Pet Pouch
Meerna Abassy
Jake Cuddy
Jaklyn Fuentes
Sydney Stravolo
Jillian Taylor
MHR 4440.01
October 17, 2021
2.0 THE ENTERPRISE
2.1 General Company Description
Pet Pouch is a startup company located in Pomona, California, and founded by Meerna Abassy, Jake Cuddy, Jaklyn Fuentes, Jake Cuddy, Sydney Stravolo, and Jillian Taylor in 2021. Pet Pouch focuses on improving the lives of pets and pet parents by providing a creative, functional, and broad range of competitively priced pet car seats for the safety of all kinds of pets in the United States. Its social need is the safety of pets, specifically in the car, which is sometimes disregarded. Therefore, Pet Pouch's goal is to protect your pet from injury when they are in one of the most dangerous places that we, their pet parents, put them on a daily basis – our cars!
2.2 Vision, Mission, Values
Pet Pouch’s vision is to have no animal die in a car accident due to a lack of proper security. According to Kurgo, only 16% of pet owners use a type of pet restraint in the car, and in an accident at 30 miles per hour an 80-pound dog will experience about 2400 pounds of force (Kurgo, n.d.). But, Pet Pouch can provide a car seat that will keep them safe!
Here at Pet Pouch, our mission is to provide a safe and comfortable car seat for pets of all sizes. We believe that no pet should be left unsecured. While our competitors focus on smaller dogs we believe the safety of all pets matter!
Our values follow PET: philanthropic, equitable, and transformational. It is our duty to have philanthropic contributions to the pet community in the often-overlooked realm of safety. Next, we believe in being equitable to all pets. Where other companies may only think of small dogs or may have a high price, Pet Pouch caters to animals of all sizes and aims to make our product affordable for all pet parents so they can keep their children safe while behind the wheel! Lastly, a core value is a transformation. The Pet Pouch will transform the way people think of pet car safety through our mission and with our vision. Additionally, we will transform the way owners think about pet safety and we will transform the way pets ride in the car as a whole. No more wandering around the seats, only a comfortable and secure fastening to the seat.
Pet Pouch’s strengths and core competencies are our ability to provide a product for a variety of sizes without sacrificing the level of safety. Our dedication to fill the unmet need of pet car safety drives us to provide a better product than our competitors by having high standards and abiding by our values.
2.3 Industry, Products, and/or Services The pet industry is worth almost 1.5 billion dollars, and about 30 billion dollars in veterinary care and preventative products alone (American Pet Products Association, 2021). There will be much room to grow for our enterprise since there are not many companies with anything like the Pet Pouch. Pet owners will always make the safety of their pets a priority, especially when riding in a vehicle. In the pet industry, no other products are offering the benefits that the Pet Pouch offers, which is safety for larger dogs. Most of the pet car seats that are on the market only focus on the safety of smaller dogs. Although our product will be made in all sizes, we will mainly market to large dogs. So our enterprise will be able to take advantage of that need in the industry. The Pet Pouch offers comfort, support, and safety while being easy to move in and out of your vehicle. Our product ranges from an affordable price of $100 to about $120.
2.4 Target Clients / Target Market
Pet Pouch aims to provide the highest quality of safety while also maintaining affordability. Our target market would include both large and small pet owners, car owners, as well as the average middle-class family. Research has also shown that individuals from age 18-34 are most likely to own a pet, therefore this age group would be a large target as well. To acquire the pet owner market, the Pet Pouch would have a range of sizes for both large and small pets. Our initial market would be fulfilling the need for a large pet car seat because there currently is not one on the market for large dogs. Once we have acquired the large dog owner target market, a wider range of pet owners would be our next priority. Additionally, car owners would be a top priority due to possible traveling and therefore a heightened need for a secure and safe car seat. Lastly, our largest target market, the millions of households and families that own pets. In 2021, over 69 million households own at least one dog (American Pet Products Association, 2021). This number has steadily increased for decades, and will likely continue to. Ultimately, our target market opportunity lies in Pet Pouch’s focus on a high level of safety and security, that consumers and their furry family members are currently not being offered. We target pet parents, and all that is necessary to be a pet parent is to love and care for your pet!
2.5 Competition
Although the pet car seat market can be vast, there is a lack of companies that provide our exact product and vision. A few companies that could be a competitor for the Pet Pouch are Petco, Chewy, Nandog Pet Gear, and Gunner. These companies differ from our Pet Pouch because the pet car seats have different designs as well as a lack of safety for the pets. Both Petco and Chewy are broker-type companies that sell a variety of plush and basket-type car seats from a variety of brands (Petco, 2021) (Chewy, 2021). Additionally, Nandog Pet Gear has geared its car seats towards plush and bed-type car seats, intending to provide optimal comfort (Nandog Pet Gear, 2021). Lastly, Gunner is geared to larger dogs through the use of crates that are meant for trunks (Gunner, 2021). All four of these companies provide a range of car seats that each aim for a different aesthetic or selling point. The Pet Pouch would be able to enter the market and compete with these major companies because our safety aspect would differentiate us. In addition, we would be able to differentiate ourselves from our biggest competitor, ZuGo Pet, because the Pet Pouch would be fulfilling a need for larger dogs that ZuGo Pet and other companies have yet to reach.
2.6 Niche
The Pet Pouch would appeal to the niche of the medium to large dog market such as huskies and shepherds both mini and full-sized. The product will be designed to allow pets to have better and safer access to the window by securing the animal on their side to the back of the seat. Although there are companies that have developed a pet car seat for small dogs, the Pet Pouch would be the first to gear towards larger dogs. The Pet Pouch’s size range and safety aspects are its main differentiators, the niche that only the Pet Pouch would be fulfilling.
References
Pet Industry Market Size, Trends & Ownership Statistics. (2021). Retrieved October 18, 2021, ______from https://www.americanpetproducts.org/press_industrytrends.asp
Dog car seats & booster car seats | Petco | page 2. Petco. (2021). Retrieved October 18, 2021,
from https://www.petco.com/shop/en/petcostore/category/dog/travel-outdoor-supplies/car-accessories/car-seats-boosters?page=2.
Dog car seats & booster seats: Small to large dogs (free shipping). Chewy. (n.d.). Retrieved
October 18, 2021, from https://www.chewy.com/b/car-seats-2413.
Dog travel statistics. Kurgo Dog Products. (n.d.). Retrieved October 18, 2021, from
https://www.kurgo.com/dog-travel-statistics/.
Pet industry market size, Trends & Ownership Statistics. American Pet Products Association.
(n.d.). Retrieved October 18, 2021, from https://www.americanpetproducts.org/press_industrytrends.asp.
Gunner️️️: Man's best kennel: Crash tested dog products. GUNNER. (n.d.). Retrieved October 18,
2021, from https://gunner.com/.