EXECUTIVE SUMMARY:
‘Pet Food Heaven’ will be a pet food home delivery service where daily food for various pet animals (i.e. dog, cat, etc.) will be regularly delivered to the pet owner’s doorstep in ready-to-cook or fully cooked condition. People are getting lonely nowadays. People are choosing pet animals to overcome this loneliness. Generally, wealthy families who are financially well off, the people of the society’s elite society have more pet animals. They treat their pet animal like a member of the family and do not spare any expense for the welfare of their pet. Generally, people of affluent or elite society are very busy with their corporate life. As a result, it becomes difficult for them to prepare regular meals for their beloved pets. Our potential market will be mainly those affluent pet owners who will easily purchase ready-to-cook or fully cooked food from us as a reliable source for daily feeding of their pet animals. At present, the trend of keeping pets among the rich is increasing day by day. So nowadays, this is an up-and-coming business. We will need 3.55 lac taka initially to start this business. We will purchase different types of pet food (such as various types of fish, chicken meat, beef, mutton, etc.) with the investment money process them, and deliver them through our delivery system to pet owners. It is possible to reach the break-even point within 12 months of starting the business. The business will be run by the entrepreneur himself and a few deliverymen. In this case, the entrepreneur will be well aware of the food habits of the pet animal. Marketing and sales will be done through various social media marketing (e.g.: Facebook marketing, Instagram marketing, etc.), online buying & selling website (e.g.: www.bikroy.com), various pet animal-related online groups, ads campaigns, etc.
BUSINESS DESCRIPTION:
‘Pet Food Heaven’ will be a home delivery service of pet food that provides home delivery of daily food for various pets. It will provide both raw and cooked pet food. Raw foods will be ready-to-cook. And the cooked food will be instantly prepared to feed the pet animals. Potential customers can order ready-to-cook or fully-cooked foods according to their needs. Our business will primarily target the rich and elite class people of Dhaka and focus on the elite areas of Dhaka such as Gulshan, Banani, Bashundhara, Baridhara, Uttara, Dhanmondi, etc. It will be run by an entrepreneur and a few delivery men. The entrepreneur will carry out the overall responsibility. Primarily, we will sell different types of food for cats and dogs such as different types of fish (tilapia fish, tuna fish, mackerel fish, etc.), chicken meat, mutton, beef, different body parts of chicken (head, legs, gizzard, liver etc.), various body parts (liver, head, tail, etc.) of cattle and goat will be collected from the wholesale market and processed and delivered in ready-to-cook or fully cooked condition at the doorsteps of customers regularly.
Vision:
To make pet owners’ engrossed life easier and become the most reliable and innovatory supplier of pet nutrition solutions through our firm commitment to pet health, sustainability as well as community support.
Mission:
Providing healthy, nutritious, wholesome, scientifically formulated, premium pet foods at the doorsteps of respected pet owners to ensure the well-being of their beloved pets in their busy lives.
Objectives:
- Providing healthy, high quality, premium pet foods to the doorstep of the pet owners.
- Ensuring a high standard of safety of the pet foods.
- Providing a balanced and nutritious diet to pets.
- Continuous innovation & development of new products to meet diverse tastes.
- Achieving customer satisfaction through strong service, trusted delivery, and reliable customer support.
- Attaining firm financial performance to ensure the growth of business and the values of shareholders.
- Expanding market reach by increasing the existence and presence of the brand in the existing markets and strengthening to enter in new markets.
PRODUCTS or SERVICES:
All the products (pet animal foods) will be marketed in 2 categories. i.e.:
- Cooked food
- Ready-to-cook food (raw food)
The cooked or ready-to-cook products (pet food) will be:
Fish items:
- Tilapia fish
- Salmon fish
- Hilsa fish
- Catfish
- Small Snakehead fish
- Tuna fish
- Mackerel fish
- Lobster
- Crab etc.
Chicken items:
- Chicken meat
- Chicken’s body parts (i.e. head, legs, wings, gizzard, liver, etc.)
Cattle items:
- Beef
- Cattle’s body parts (i.e. liver, spleen, head, tail, etc.)
Goat and Sheep items:
- Mutton
- Chevon
- Goat & Sheep’s body parts (i.e. head, liver, spleen, tail, etc.)
MARKET RESEARCH & INDUSTRY ANALYSIS:
Industry Assessment: At present, pet animal keeping is constantly increasing among the people of Bangladesh, especially among the elite or aristocratic society. So, it is a very promising industry at present. With the advancement of technology in this modern era, people are becoming lonely day by day. This loneliness is more noticeable in wealthy or elite societies. So day by day they tend to keep different types of pet animals to relieve their loneliness.
Market Size: The market size of this business is increasing day by day and will increase further in the future.
Market Trends: The market trend of this business is Uptrend.
Competitors: Currently, it has few competitors in the market. But it is very small compared to the market size. And none of them are from a veterinary medicine background. So, they have less knowledge about balanced diets, scientifically formulated diets, diet charts, etc. for pet animals. So as an entrepreneur coming from a veterinary medicine background there is ample scope and potential to do well in the current potential market.
MARKETING & SALES STRATEGIES:
- Social media marketing (like Facebook marketing, Instagram marketing, etc.).
- Online advertising sites (like www.bikroy.com)
- Ads campaign.
- Affiliate marketing such as marketing with pet shops, pet clinics, animal welfare organizations, etc.
- Sponsoring different organizations work with animal welfare as well as pet shops etc.
PRICING STRATEGY:
Our target customers are mainly elite or aristocratic people. Generally, they do not think about price of a product. Rather they mainly think about the quality of product.
So, our products quality will be premium and profit margin will be high.
TEAM:
- Founder & Owner = 1 person
- Delivery Man = 3 persons
OPERATIONAL PLAN:
Headquarters: Dhaka (Uttarkhan).
Marker area: Dhaka (Gulshan, Banani, Bashundhara, Baridhara, Uttara, Dhanmandi.)
In the initial stage, the activities will be conducted by the entrepreneur himself and some deliverymen.
The entrepreneur himself will procure and process the raw food for various pet animals from the wholesale market in large quantities. Then prepare them for delivery by packaging them. Knife, chapati, etc. will be required for processing. And cooking equipment will be required for cooking. Packaging materials will be required for packaging. The entrepreneur himself will keep an idea about the market price of regular raw materials. Oversee quality assurance matters. Monitor successful delivery and manage overall operations.
After the product is manufactured and packaged, the delivery man who remains will deliver the product to their assigned area through their transportation system.
FINANCIAL PLAN:
- Land & Office = Own
- Hand Cash = 1.55 lac taka (Own)
- Business partners (2 persons) = 2 lac taka
Expenses:
Start-up cost:
- Land & Headquarter = Own.
- Cooking & Packaging Room equipments = 10,000 taka
- Refrigerator (Deep Freezer) = 40,000 taka
- Processing & cooking equipments = 5,000 taka
- Packaging equipments = 2,000 taka
- Delivery vehicle (Motorcycles – 3 in number) = 2,10,000 taka
Total = 2,67,000 taka
Variable cost:
- Raw pet food = 40,000 taka
- Transportation = 2,000 taka
- Staff salary: Delivery men (3 persons) = 45,000 taka
- Packaging materials = 2,000 taka
Total = 89,000 taka
Indirect cost:
- Gas & Electricity Bill = 5,000 taka
- Advertisement = 2,000 taka
- Miscellaneous = 2,000 taka
Total = 9,000 taka
Income:
- Price of uncooked, ready-to-cook (raw food) = 80% profit margin for every product.
- Price of cooked food = 160% profit margin for every product.
- Total expected profit from uncooked ready-to-cook (raw food) & Cooked food (daily) = 8,000 taka
- Total expected profit (monthly) = 30*8,000 = 2,40,000 taka
- Per month total expenses = (89,000+9,000) taka = 98,000 taka (without counting of company’s remaining assets)
- Per month total profit = 2,40,000 taka
- Net profit (per month) = (2,40,000 – 98,000) taka = 1,42,000 taka.
Touching Break Even Point:
Around 12 months, we will be able to touch the break-even point.
SWOT ANALYSIS:
Strengths:
- Premium quality products.
- Varieties of products.
- Delivery of products in time with great care.
- Taking regular feedback from customers.
- Satisfactory customer service.
Weakness:
- Limitations associated with market penetration.
- Change of taste of pets.
- Deliberation of brand.
- Traffic jams during delivery.
Opportunities:
- Market propagation.
- Rising on e-commerce section.
- Novelty of new products.
- Artistic partnership & collaboration.
Threats:
- An economic flutter of customers.
- Change of customer prejudice.
- Increasing competition in the market.
MILESTONE SCHEDULE:
From our business plan, it is possible to earn about 18 lac taka of profit per year initially. In this way, the break-even point can be reached within 1 year. Later, we can expand our business by increasing more investment and service areas.
After 2 years: After 2 years, we will be able to take our business to a better and stronger position. Later, we will sell food for dogs, and cats as well as other pets such as pet birds, rabbits, hamsters, etc.
After 5 years: In this way, in the next 5 years, we will include more new services. Through this, we can take our business to a unique height.
New services such as:
- Pet dry food production.
- Pet canned food production and marketing.
- Pet accessories sale.
- Pet animal toys sale.
- Veterinary medicine service
- Pet breeding etc.
APPENDIX:
Agreements:
- Partnership agreement.
- Agreement with suppliers.
- Agreement with employees.
Marketing brochures
License:
- Trade license.
- Driving license (for home delivery through motorcycle).
