Executive Summary 2

Value Proposition 4

Market opportunity 7

Cost structure and Revenue model 9

Market strategy 11

Human Resources 13

Prototype Storyboard 15

Team Contribution 18

Appendix 20

1
Executive Summary
Lately due to the reach of the internet, starting a business online will grow a business faster in
most global markets. Providing an online service is one of the fastest ways to engage with the
targeted audience. Therefore, we plan to start an online business with a user-friendly designed
website that we have designed. The purpose of using a website is to spread awareness of our
business to an unlimited pool of people using the internet.

OurMission
We have developed a website for a pet hotel which will provide active pet-care amongst
other full-time services in a secure environment. With experienced staff constantly on grounds,
the pet hotel aims to help pet owners board and take care of their pets without any doubt. We
intend to provide many other services using state of the art facilities while staying within the
customers’ budget. This is so that so that customers from all walks of life and financial statuses
can leave their pets at the hotel, which in turn will help grow our business. We are going to use a
Business to Customer (B2C) as a business model as we will be describing about service details,
providing customer services and allowing the customers to make reservations or appointments
through our website.

The company and management

Our pet hotel and office will be both located in Singapore. We will be looking to having our own
office to manage both pet hotel and online services. Information that is available on the website
will be controlled and managed at the office, and customers who would like to know about the
hotel can easily retrieve details by visiting the site. If a customer has any further inquiries or is
interested in patronising the hotel, the customer can also contact the office through the website.

2
Services provided
Our pet hotel accepts both dogs and cats to board. We provide a maximum of 10 rooms
and 7 staff members to man the hotel. Each room can fix a maximum of 4 pets, but we keep one
pet per room so if one customer own two pets and he wants to board them in a same room, there
will be no issue. Our pet hotel heavily prioritises the safety of all pets that will stay at the hotel.
At our pet hotel, we offer the following services:
❖ 24/7 pet-care and monitoring service
❖ Feeding with only qualified and organic pet food
❖ An open pool and indoor playground
❖ Daily Pet walking
❖ Pet bathing (per request)
❖ Pet grooming (per request)
❖ Medication for pets (if customer’s pet is unwell)
❖ 24/7 CCTV coverage (for customer viewing)

Targeted Markets
Our business targets two groups which are as follows:
A. Pet owners in Singapore especially busy individuals who cannot give as much time and
attention to their pets such as business people, celebrities and athletes.
B. Tourists who take a vacation in Singapore, and would like to bring their pets along when
on vacation. This is because they might want their pets to experience a new environment
or they might not want to part with their pet for long periods of time when they are
overseas.
So, we have planned to design our website to meet those requirements of our business.

3
Value Proposition
The needs of customers our service will fulfil
The most important value of our service is to provide a place that pet owners will turn to,
when they require their pets to be taken care of when they cannot. The key elements of our value
proposition that attracts customers comprises of:
❖ Affordable prices readily presented online
❖ Convenience for pet owners through online bookings
❖ Cozy interior design to satisfy customers and pets

In order to meet the customer satisfaction, our pet hotel service comes with three packages plan.

Package 1: Normal package

Normal package includes a room and four additional services which are 24 hours caring service,
meal for the pet, pet walking and 24/7 CCTV coverage.

Package 2: Medium package

Medium package includes a room and five additional services which are 24 hours caring service,
meal for the pet, pet walking, veterinary care for pets and 24/7 CCTV coverage.

Package 3: Standard package

Standard package includes a room and seven additional services which are 24 hours caring
service, meal for the pet, veterinary care pets, 24/7 CCTV coverage, pet walking, pet bathing and
having pools and playgrounds.

The price will be different according to each package. So, customers have the option to consider
which package would be convenient for their pets and budget. We decided to implement this
package strategy because we want every customer to enjoy our service and stay within their
budget. We have, therefore, planned to list prices from the lowest to highest according to the
different service packages. Each package guarantees to give the best pet care in a safe and secure
environment.

4
When customers want to book a room for their pets, they can contact us through the booking
form on our website and provide us with required information so that we can process their
booking (Contact information and details of their pets). We will then arrange for a session where
they will come down to our boarding house to meet and discuss with us regarding their pets’
handover.

As we value our customer, we are proud to fulfil the customer’s satisfaction. Our business core is
to take care of our customer’s pets with passion. We would be temporarily taking care for their
pets so giving excellent care to pets, as if they were a part of our family, is our core service.

Why should the customers buy into/use our services?

We have several strengths to compete with other business opponents and convince
customers to choose our service as opposed to others. In order to make sure the pets are taken
care well of, we will only hire staff who are passionate with pets and have considerable
experience taking care of them. In addition, we are serious about taking full responsibility of the
pets boarding at our hotel if there is something amiss during their stay in our hotel. In addition
we offer 24/7 CCTV coverage for pets at the hotel so that pet owners can view their pets’
situation on their phone, tablet or laptop anytime they want. Those are the strengths that
customers will stick to our service for their pet’s safety and comfortable zone.

We also thought of providing incentives to our customers to make them more inclined to pick
our services over others. The hotel would be made more affordable for regular customers in the
long run with the provided promotions or discounts based on the conditions below:
- Promotions or discounts are provided to customers who patronise our hotel twice in a
month
- Season promotions are given according to the unique days of a year such as Christmas,
New year, etc.
- Regular customers who used our services for three times or more will be offered a free
membership. First time customers can also sign up for the membership for a small fee.

5
 - Customers with membership will receive monthly promotions to get discounts off for the
rooms and services.
- Customers with membership will receive free services such as free grooming for their
pets

To make it more convenient for our customers, we accept both online payment and payment on
arrival for our services. Customers have options to decide when they book for their pets staying
through our website that whether they will make a payment immediately online or settle a
payment when they arrive at our hotel after booking.

We believe that through our excellent and efficient service, most of our customers’ demands will
be met. Additionally, our website is designed with clear information and a simple navigation
system to help the users find what they need on our website. The booking system and contact
methods are also easily accessible through our website.

Our Competitors
Dogs on board, Pet Backer, Nekoya and Catopia are our competitors to compete in order
to make the customers to choose our services over them. All of the companies are competing on
two factors which are quality and price. According to the Appendix E, PetBacker is our prioritize
opponent to compete over that they provide quite high quality service and facility but the price is
also high. Basically, it is relevant to say that if the quality is a core, the price will be high to meet
its standard and gain a profit. Unless the profit, the business would get sink. However, according
to the customer needs, they prefer high quality product with their affordable price. So, we plan to
adjust the high quality service with minimum price as it have already mentioned in value
proposition that we will provide with package strategy in order to meet with the targeted
standard. In addition, we improved our business by learning and spying on the opponent's weak
point according to the Appendix F.

Market opportunity
What marketspace/customer segment do your business intend to serve?

6
 Our business targets to using a niche market strategy in order to stand out from others
offering the same services. Focusing on the targeted segment is the key to our business future.
Therefore, our target and marketing message will be the services that we provided. So, we
categorize our services with distinct packages. We aim to contribute this market in Singapore. In
our pet hotel, we provide seven services with 3 different packages which is explained earlier.

Each package includes all essential needs for the pets so that pet owners can consider their
budget plan as different package will cost different price, and this will result to a win-win
situation for both parties. Also, the pet owners will receive a one-stop pet-care for their pets
while staying within their budget. It is because we want to ensure that pet owners get the most
out of what they will be paying for. We want to give our customers the option of choosing what
they would like the most by offering them different packages. Prioritizing our customers’
demands can help our business last longer in our market area.

It is also important to know who we are going to serve our business. We focus on the following
group of people those that we would be offering our services to:
- Busy working individuals such as business people, celebrities and athletes
- Tourists

What is the market size of the selected marketspace/customer segment?

According to the global pet market size, it was estimated at (USD 131.7 billion) in 2016
and is aimed to grow with CAGR of 4.9 percent from 2016 to 2025. Based on the pet types, dogs
and cats have the largest share to grow the marketplace for the boarding and grooming services.
Besides, according to the United States (US) pet market size, Americans spend 5.4 billion on pet
boarding and grooming services. So, it can say that there are many potentials and opportunities
to investigate in the pet industry in US market. (“Pet Care Market Size”, 2018). When it comes
to the Singapore market size, Singaporean spend (USD 0.11 billion) on their pets boarding and
services. Since Singapore has a large market size in pet industry, we focused on the pets hotel
segment to investigate in this business.

7
 Referring to a Google Trend (Appendix A), the data is collected over the past 12 months
including all regions from worldwide. According to the searching keyword “pet hotel services”,
it shows the interest trend of the line graph and regions. For the line graph, it shows overall of
the interest over the time. The line graph trend goes constantly at around 70 percent and slightly
increases to 100 percent in the middle of 2018. Then, it slightly drops to 75 percent at the end of
year. According to the result, there are 38 countries which interest in our searching topic. Among
them, there are top five countries listed out which are US, Australia, Canada and Ireland are
heading, at 100%, 70%, 66%, and 63% of all queries, followed very loosely by Singapore at
62%. The closest Asian countries to follow are Malaysia at 45% and Philippines at 44%. Based
on the outcoming result, our target market segment matches with our goal regarding to the
market opportunity.

Reflecting our targeted audience, we target tourists who will take vacation in Singapore. So,
according to the interest of other countries with similar demands, we can expand our business
forward after achieving a stable place in Singapore market. We can include more services in
order to expand our business overseas. For example, if we include pet relocation services, in
addition to the service mentioned above, we can create a new experience for the pets so that they
can travel overseas alone. These are among the reasons why we start our pet hotel business in
Singapore.

According to research, there is an increasing number of pet owners in Singapore. Most

Singaporeans are also likely to travel overseas for a vacation. It is described that Singaporeans
took an average of 5.2 trips in the last 12 months. So, a lot of pet owners want to board their pets
while they are on vacation. Furthermore, Singaporeans are tech-savvy travellers who are
browsing seamlessly via multiple devices to search the best deal before making their purchase.
(“S’poreans took average of 5.2 trips”, 2017). Due to those reason, we aim to do the e-commerce
business about pet hotel, stationing in Singapore.

Cost structure and Revenue model

How will your e-commerce earn money?

8
 Our e-commerce will earn money by the services we provide. Our business’s plan is
adding the package strategy to categorize our services. We want to provide each of the service
will be the best, but we cannot provide them all to each customer according to the cost. Offering
the better-quality care than opponents but are priced lower, it will lead to market confusion. So,
it is important that our services and price match with our pricing. (Laaman, 2017). As a start of
our business, we intend to maintain our finance, thus we separate each of the service with three
different packages. So, the customer will have options to choose at least one cheap package with
essential services as if we charge other packages will higher price.

What is/are the revenue model(s)?

Our customers require a third-party that is trustworthy, affordable and readily contactable
to take care of their pets. Our business is based on a sales revenue model where customers make
a one time payment for our service. This allows for multitude of interactions with the customers
to understand and adapt to their needs and at the same time, laying the foundation of loyalty with
our business’s brand. Being a start-up, our facilities are new and will provide the ideal
experience for our customers and their pets.

Estimated dollar amount required to start-up business

The estimated dollar amount required to fund the establishment of our pet hotel business
would be approximately (SGD 15,715). Please refer to the Appendix B which indicates the
details cost for the business operation. Firstly, we should register for our new business and get
permission for the business license in order to get approve that our pet hotel meet the standard of
securing areas for pets to keep under supervision according to the Singapore pet business policy.

We make sure we licence our business because there are a lot of reports that many of pet
business fail to licence. (“New standards for pet industry”, 2016). So, registration and licencing
cost (SGD 715). Secondly, will spend (SGD 10,000) for purchasing equipment such as leashes,
clickers, cages, tubs, bed, suite and pet food. (“A sample pet hotel business plan template”, n.d.).
Finally, as our business mission is having B2C business model through the website, we estimated
for the cost our launching website is (SGD 5,000). (“How much to make an app or web?”, n.d.).

9
Estimated dollar amounts for the operational cost
We also have to prepare for our operational costs for the first six months in order to run
our business smoothly in those months. In this campaign, it includes employee salaries and
payment of bills and the estimated cost will be (SGD 100,000). In addition, for a place to board
the pets, we will rent a landed place where is at Jalan Angin Laut and repair a facility for at least
year. It will cost about (SGD 62,400).

10
Market strategy
How do you plan to promote your products/ services?
Since niche market is determined for our pet hotel, we plan to design our website as a
niche market website with dedicated landing pages. We include the important parts of our pet
hotel marketing mix that appeal to each segment. We make sure landing pages consists long tail
keywords and proper meta-tag to be user-friendly SEO (Search Engine Optimization) for our pet
hotel. SEO maximizes the number of visitors to the website and our potential customers can
reach us easier through this search engine.

Also, we plan to promote our service by social media marketing such as Facebook, Instagram
and twitter. Promoting our business from social media platform costs lesser than advertising in a
newspaper or other TV programs. Also, it is one of the fastest ways to reach to our target
audience since social media influence today society. Posting the status, video and picture of pets,
facilities and how we provide the services in our pet hotel will gain attentions from multiple
audiences from the social media. We will provide our social media contacts from our website
and include our website link in our social media accounts too. So, we will gain more awareness
and notices from both side of the users.

Plans to attract new customers, grow the market share, and retain customers
Our marketing plan is very simple that we give the excellent service to every customer to
those who visit to our pet hotel as customer satisfaction is very important to us. When the
customer leaves our hotel with their happy pet knowing and full of their satisfaction, they will
loyal to visit us again and it will maintain our business. In addition, we are extremely welcome
for the customer’s feedback that we allows them to leave their comments on our website. By this
way, we can improve more on what our customer’s need and those feedbacks and comments will
attract more new customers to our pet hotel. Furthermore, we are going to up-to-date according
to the trends of what our components’ changes in order to retain our customers and persuade
more new customers. Being received the awareness, trust and acceptance of our business by the
customers can grow our business wider and further. The more customers we gain by our online
marketing activities, the more we can gain the market share.

11
Metrics used to monitor the effectiveness of the marketing activities
One of the obvious metrics that we can monitor the effectiveness of marketing activities
is the traffic of our website that we track the number of visitors, the period of time they spend on
our website, and which pages are the most viewed. Furthermore, monitoring to the customer
retention rate also effects to our marketing activities. In customer retention rate metric, we can
collect the population of customers who still communicating for a long period and collect the
feedback with rationale behind why the customers choose to stick with us or end their visiting.

12
Human Resources
(Organizational development & Management team)

What types of organisation structures/ employees are necessary if the business expand very
rapidly?
Our pet hotel will be managed and organized in a creative, innovative modern to operate
strong level of customer satisfaction. As a start of our business, we will create a working climate
by only hiring the best and handful employees who are not only have the right experience but
also understand the business thoroughly and have great passion with pets. If the business is going
to expand further, we will consider about more employees to place in a lack position. According
to the (Appendix-C) and the followings are our business structure we intend to create at our pet
hotel;
❖ Chief Executive Officer (CEO)
- In charge of making strategic decisions on overall of the hotel
❖ Human Resource (HR) Manager
- Ensure the hotel facility run well
- Build relationships with sponsor companies
❖ Pet Hotel Manager
- One manager to standby in order to oversee and fill-in all of the lacking areas.
❖ Financial Team
- Two front desk reception to welcome customers, to plan service pricing, to
receive the payments and booking appointment and maintain the client data files.
❖ Four playground supervisors
- To feed and take bath for the pets, keep area clean, go for a walk and collect pets
at check-out time.
❖ Technical Team
- Website maintenance and keep updates

What kind of backgrounds/knowledge should the company’s leaders or key business

partners have?

13
 As a CEO, he/she is responsible for the company’s day-to-day operations, progress of the
business and strategy decisions. He/she must plan the company rules clearly and those are sure to
be understood and implemented by the employees. A CEO has to able to make a strong and right
decision. The characteristic of a successful leader is the ability to be effective on a consistent
basis. He/she might have a good vision to communicate and inspire staff, investors, and
customers. If a CEO can bring a good relationship with the right partners, base their decisions on
a deep perception of a company’s strategy, its potential will build long-term value.

Without a strong management team, a company or CEO will be difficult to gain a success.
Quality managers should understand how to mentor and aware of their very own staffs in order
to persevere them motivated, and on track to meet the business aims of the company. They might
always ensure to monitor and analyse market trends and study opponents’ products or services.
This will allow the company to use its sources on priorities as per the current traits in the market
and avoid wastage. Also, they should capable to use a wide range of marketing strategies and
concepts and make a progress in a creative and devising ways of communicating with potential
customers.

Having a good inventory management team also one of the keys to achieve the company’s
success since we are doing e-commerce business that we communicate most of our customers
through the website. So, a team should always standby according to the website maintenance and
monitor the effectiveness of the online marketing activities.

14
Prototype Storyboard
1) 2)

Homepage About Us

When a customer arrives on our website’s The ‘about us’ page still carries the same
homepage, he will be greeted with a navigation bar as the home page.
navigation page with links to ‘about us’ page,
‘services’ page, ‘contact’ page and a ‘faq’ It contains information about the website and
page. hotel that a potential customer can read up.

The following banner will have call back to

15
action to the services page, which the
customer will visit to patronise the hotel.

Promotions, such as seasonal promotions are

also found on the homepage so that they can
be easily noticed by customers.

A brief explanation about the packages that

the hotel is offering can then be seen.

The footer details contact details.

3) 4)

Services Contact Us

The ‘services’ page will allow the customer to The ‘contact us’ page has a google map plugin
access more options with the Pawpurr rooms so that the customers can use it to find out the

16
that the hotel provides for pets. The customer physical location of the hotel.
can either go to the ‘book a room feature or go
to the ‘contact us’ page for more details. The contact details are reiterated in the
beginning of the page for easy access of
Other services that the hotel covers are also information.
included in the ‘services’ page and are
categorised under basic and additional A contact form is available for customers who
services. which to use it other than through phone or
email.

5) 6)

FAQ page Booking Page

A ‘FAQ’ page is compiled for common A ‘booking’ page is accessed from the home
questions that are submitted to the website. page or the services page. It allows the
customer to choose the date in which they
Questions that range from necessities and want to check in and check out their pet.
conditions such as vaccination requirements
can be covered here so that customers can get Rates are also displayed in the booking page.
information readily. The prices are dependent on how many pets

17
 the customer is boarding at the hotel.

Team Contribution
Member Name Contribution

Ong Zhen Hui Market Opportunity part-1, Cost Structure and Revenue Model

Thet Hnin Aye Market Opportunity part-2, Prototype Storyboard

Nang Aye Bo Kham Market Strategy, Human Resource

Toh Tse-Chuan Renard Executive Summary, Value Proposition

18
 References
A sample pet hotel business plan template. (n.d.). Retrieved from
https://www.profitableventure.com/pet-hotel-business-plan/
How much to make an app or web?. (n.d.). Retrieved from
https://app-cost-calculator.logicspice.com/?
gclid=Cj0KCQiA68bhBRCKARIsABYUGiemV4FJyxwwGLY0VwcDNNFbl5Mha8D4ZWhoN
DJtZun7hFlNlnlbtEwaAtIvEALw_wcB
Lamman L. (2017). Pricing your services. Retrieved from
https://www.petboardinganddaycare.com/pricing-your-services/
New standard for pet industry. (2016). Retrieved from
https://www.todayonline.com/singapore/new-animal-welfare-codes-hopes-raise-animal-
welfare-standards-ava
Pet care market size worth $202.6 billion by 2025. (2018). Retrieved from
https://www.grandviewresearch.com/press-release/global-pet-care-market
S’poreans took average of 5.2 trips. (2017). Retrieved from
https://www.todayonline.com/singapore/sporeans-took-average-52-trips-last-12-months-
criteo

19
Appendix

Appendix A. Google Trends search on keyword “Pet hotel service”. Retrieved from
https://trends.google.com/trends/explore?q=Pet%20hotel

20
Title Cost (in SGD)

Fee for registering and licensing for the business in Singapore 715

Cost of purchasing equipment in bulk 8,000

Website launching 5,000

Total 13,715

Appendix-B Estimated dollar amount for business start-up

Title Cost (in SGD)

Employees salaries and bill payments for the first six month 100,000

Renting place and decoration for a year 624,000

Total 724,000

Appendix-C Estimated dollar amount for operational cost

Appendix D: Business Structure Chart

21
 Appendix E Comparison of competitors and our business according to the quality and price

Appendix F Comparison of competitors and our business according to the services provided

22
Criteria
High Distinction Distinction (D) Credit (C) Pass (P) Fail (N)

10 8 7 6 0
Participation &
Played a superior Played an advance Played a credible Demonstrated Did not participate
demonstration of
role, was fully role, was engage in role, was engage in limited participation in team discussions
the ability to work
engaged in team team discussion team discussion in team discussion or work
collaboratively (10)
discussion and demonstrating demonstrating and the basic ability collaboratively.
marked constructive and cooperative work to work
opportunities to cooperative work with others. collaboratively with
further the team with others. others.
discussion /
collaboration.

10 8 7 6 0
Contribution to
Superior Advance Credible Limited contribution Peer did not
assignment (10)
contribution to the contribution to the contribution to the to the overall contribute to the
overall assignments
overall assignments overall assignments assignments was assignment
was below an equal
was above an equal was an equal share share of the below an equal
share of the of the workload workload share of the
workload workload

Total points for

each Student

(Mark out of 20)

Criteria Student 1 Student 2

Participation & demonstration of the ability to work collaboratively (10) 8 8

Contribution to assignment (10) 8 8

23