JOSE CARLOS MARIATEGUI UNIVERSITY

PRO-TITLE COMMERCIAL ENGINEERING

BUSINESS PLAN
CANINE DAY CARE

TEACHER: ANA ZAMUDIO

PRESENTED BY: ARELI MAGDIEL PERCCA MENDOZA
OLENKA VALENCIA VILLAMONTE
ADRIANA RAMOS RAMOS
ESTHEFANI ALVARADO PINTO
JEANDELINE ALONSO MUÑOZ

ILO – PERU
2016
 CANINE DAY CARE BUSINESS PLAN

Business definition

The dog daycare business plan is a business proposal that is a specialized daycare for dogs
where they will receive special care and attention in case the owners for some reason cannot
take care of them. This daycare will have accommodation for canine pets, food, personal care,
recreation and others, in addition to ensuring that they receive good care and everything
necessary for their well-being.

Mission

"Offer canine well-being, based on care, teaching and entertainment, in addition to this we
guarantee the attention they deserve through personalized, safe and natural treatment."

Vision

“To be a leading and nationally recognized day care center in promoting animal welfare
through our top quality services and technology.”

Values

 Trust: Our main value since we will provide the necessary and proven trust so that our
clients feel confident that the service provided is what they expect.
 Responsibility: Working and complying with everything necessary to care for the dogs.
 Dedication: all services provided in the daycare are totally dedicated since pets need
unique and special care.

Goals

 Achieve satisfaction for our clients and the well-being of our animals.
 Increase the number of satisfied customers.
 Provide the best for the dogs.
 Promote animal welfare through our services.
 Make staff feel proud to be part of our team.
 Obtain the economic satisfaction that allows us to continue growing.

Value proposal

Our value proposition is based on dog training, which will be developed with highly qualified
and trained professionals, with an adequate and personalized space for teaching. In addition to
having the appropriate accessories and implements for the development of the activity. We
will also provide personalized training to each dog family based on the treatment and care of
their pet.

Service description
The dog daycare offers its clients the following services in addition to the usual care of their
clients during their stay.

- Basic canine education; which consists of educating the dog in the main things that it
must respect, such as where to relieve itself, not attacking other dogs, behaving calmly
when seeing a stranger, etc.
- veterinary medical consultation; The puppies will be able to access a consultation
with a veterinarian where they will be able to know their health status and be
recommended if they need something such as vitamins or another type of canine
medication.
- Bathing and cleaning; The dogs will also be cared for in the area of cleaning since they
need a bath from time to time, in addition to nail trimming and other services that
complement their appearance.
- Healthy food; They will be provided with food according to their body according to a
veterinarian's prescription. Each breed of dog needs a different diet, this will be carried
out according to its breed and name.
- Recreation; The daycare will provide your canine friends with recreation, either with
walks in parks or in pet-friendly places.

Business opportunity

The dog daycare business plan is a great business opportunity since it is an innovative idea that
allows pet owners to have a place to leave their pets when they are working or when they go
on a trip, having complete security. that your pets will be well cared for. The need that this
business covers is that in our town there is no dog daycare and knowing that the majority of
families have a pet, we choose to provide the service.
PESTEL ANALYSIS

POLITICAL ASPECT

Through an official resolution published in the official newspaper El Peruano, the Executive
promulgated Law No. 30407 on Animal Protection, which punishes animal abuse with up to
five years of effective imprisonment . The dog daycare will be an observer of the conditions in
which the owners have their dogs, and will recommend to the owners about the care of their
pets and if animal abuse is verified, it will proceed accordingly.

The dog daycare must provide its collaborators with the labor rights that the law requires and
since there are collaborators who are veterinary doctors, they must respect the requirements
of the veterinary medical association and have the necessary instruments and equipment to
correctly carry out veterinary practice and employ routinely get the right inputs.

The dog daycare will continue to comply with its proper functioning by providing proof of
payment for each payment that enters the company.

ECONOMIC ASPECT

Peru is a country that over the years has been evolving satisfactorily in the field of economy,
thus promoting investment in businesses in the country.

Our town is economically stable, with slight variations in certain sectors, a large part of the
population is economically active and therefore works all day.

Pet owners invest more in food, accessories and special care for their dogs.

SOCIAL ASPECT

Beliefs, values, attitudes and ways of life of people. Nowadays people's lifestyle has changed a
lot since most of them currently spend a lot of time in their routine work and do not have as
much free time to dedicate to their pet, however they have one at home as a member of the
family and it is It is your duty to take care of them, for this reason, the canine pet daycare is
one of the options that offers to take care of your pet on days and times when they are not
available, as well as take care of them when they travel for some reason.

The service is complete and meets all customer expectations. Dogs are prized for their
intelligence Canine intelligence refers to a dog's ability to process information received
through its senses to learn, adapt and solve problems.

TECHNOLOGICAL ASPECT

To avoid obsolescence and promote innovation (new products, new processes, etc.) The
advancement of technology together with the use of the internet today has become the boom
of economic growth in terms of business since thanks to this It has been possible to reduce
costs in some businesses that are carried out online and only with the use of the Internet. The
dog daycare has equipment that will help provide a better service.
LEGAL ASPECT

The legal and technical aspects suggested by the state are necessary to carry out for the
correct functioning of the business. The dog daycare must have its respective documents in
order, such as an operating license, timely payment of taxes, proper disposal of
environmentally polluting waste, as well as a health certificate.

ECOLOGICAL ASPECT

Among the main factors that will affect our company we have environmental impact, the use
of natural raw materials, global warming and energy use.

The other factors that will affect in a non-direct way will be waste treatment, the use of
recycled packaging and natural disasters.

SWOT MATRIX ANALYSIS

CANINE DAY CARE

“GIVE ME THE PAW”

STRATEGIES (DA)
After having positioned the business in
the target audience, thus accepting
prices for the magnitude and quality of
the service provided, the competition
will decrease since they would be
competing with the best-known and
specialized daycare in Ilo.

COMPETITIVE ANALYSIS: PORTER'S 5 FORCES

1) Bargaining power of buyers: The services provided by the dog daycare are first
class since there is a trained staff who will be in charge of the care of the dogs and
their correct development. It should also be mentioned that, among other
services, the veterinary consultation directly with a veterinary doctor. All of these
services are the ones that our clients will mainly be able to solve the need
presented.
2) Bargaining power of suppliers: The daycare works with various brands of dog
food, as well as accessories and medications. On this side, the brands that supply
the daycare are sponsors since, at the same time as providing, they also carry out
their advertising campaigns with the establishment. .
 3) Threat of possible entrants: Regarding the industry, there is not yet a daycare in
the market that provides the necessary confidence for clients since they do not
have the competitive advantage found in the business, for this reason the possible
entrants could be the veterinarians who In addition to providing health service for
the animal, your service could also include a stay for the animal in your
establishment.
4) Threat of substitute products: If they launched a business similar to daycare, the
client would probably look for what is found in our dog daycare, so once
positioned and achieving success as well as recognition, which is what is sought,
expansion will be more rapid. and less competitive substitutes.
5) Current rivalry: Currently, the interactive daycare does not have direct
competitors, but it does have indirect competitors such as veterinarians and some
well-known ones could be “Veterinaria Liu”, Veterinaria Vets” and others, which
have a very important positioning in the market and within the veterinary medical
care industry. of the animals.

BENCHMARKING

The dog daycare does not have direct competitors, since there is currently no daycare in the
city of Ilo, but we do find veterinarians and pet groomers.

The daycare is located in a location established in a key point of the city of Ilo, where there is
more population according to the market segmentation and pre-established target audience
with large specialized environments for all the services that the business will include from its
care. basic education, food, cleaning and among other extra activities.

Competitive Benchmarking

Veterinarians are considered indirect competition since it is not a business that is dedicated to
exactly the same thing as daycare, however their services are related to ours, below we show
some of them:

- Amicao Veterinary Center: Address La Picuda A-17 wireless pampa

- Medivet Veterinary Center: José Carlos Mariátegui s/n (in front of the reservoir)
Pampa Wireless.
- Mister Cat Veterinary Center: Av. Mariano. Linen. Urquieta - Assoc. May 7 G-12
- Ilo Veterinary: Av. Mariano. Linen. Urquieta 708.
- Sana Sana Colita de Rana Veterinary: Urb. Magisterial L-14 wireless pampa
- Veterinary Vets: Jr. Abtao 526

We can determine that the aforementioned veterinarians provide canine care and many of
them personal care, however our advantage is that we care for the dogs, providing them with
lodging for a certain time.

ANALYSIS OF THE VALUE CHAIN

CANVAS MATRIX

1. Customer Segment:
Men and women of various ages, SES A and B who have a pet at home.
Early adopters: People or families who do not have anyone to leave their dogs with
when they go out or travel.
2. Issues:
Not having time to take care of your pet on weekdays when they study or work.
Not knowing where to leave them for fear of how they will be treated.
Leaving them alone and locked up at home would not be a good idea.
3. Unique value proposition:
Our value proposition is based on dog training, which will be developed with highly
qualified and trained professionals, with an adequate and personalized space for
teaching. In addition to having the appropriate accessories and implements for the
development of the activity. We will also provide personalized training to each dog
family based on the treatment and care of their pet.
4. Solution:
The dog daycare is a business in which it provides the client with a first-class service
for the care of your pet when you cannot do it yourself, there is flexibility in schedules
and above all it gives you the necessary confidence so that you feel confident that your
pet is in optimal condition.
5. Channels:
We will reach the public using social networks first, such as Facebook, Twitter, and
Instagram, which will allow us to give a more detailed vision of the services provided
by the daycare center and also its environments. On the other hand, the public will be
invited to enter the website and receive information about the use of the tool to be
able to observe the events of the daycare at any time.
6. Income Streams:
Direct deposit in cash or card, payment per day, weekly or for the length of stay, it is
flexible to the clients' requirements. A charge will be made for other additional
services that are offered and clients request them.
7. Cost structure:
Investment/capital
Administrative expenses
Salary Expenses (Workers such as those in charge of taking care of them, cleaning staff,
security)
Local expenses
Food expenses (monthly purchase of dog food, vitamins, etc.)
 Expenses for buildings and machinery (implements and equipment of the
environments)
8. Key Metrics:
Specialized dog care. Healthy and correct nutrition. Education and good teaching.
Continuous health monitoring.
9. Competitive advantage
Pet daycare that will have cameras in each environment that will allow the client to
observe their pet at any time and from any device with web access, and will also have
additional services such as bathing, feeding and a check-up by a veterinarian.